Document Type

Article

Publication Date

11-2012

Publication Title

Advertising Education

Volume

16

Issue

2

Pages

47-58

Abstract

With the growth of online advertising and social media, it is increasingly necessary that advertising and public relations integrate video messages into campaign efforts. The academy needs to keep up by offering video production classes that focus on multimedia broadcast strategy and production unique to advertising and public relations. This article provides a description of an experimental course, Multimedia Commercial Production for Advertising and Public Relations, taught jointly by an advertising professor with significant agency experience and an active award-winning filmmaker at a private Midwestern university. Literature review of experiential learning and hands-on instruction of television production education provides the framework for the course design. The paper includes instructional goals, lecture topics and assignment ideas congruent with experiential methods of education. A 16-week course outline based on student feedback and evaluations gained from surveys as well as instructors’ assessment is offered.

Comments

Author Posting © Association for Education in Journalism and Mass Communication, 2012. This article is posted here by permission of Association for Education in Journalism and Mass Communication for personal use, not for redistribution. The article was published in Journal of Advertising Education, 16, 2.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.

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Communication Commons

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