The Handbook of International Advertising Research

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International Advertising Education

Curriculum and Pedagogy

Frauke Hachtmann

Introduction

Since the end of World War II and the subsequent emergence of new democracies and free market societies in Europe and parts of Asia, advertising practitioners and educators have recognized that advertising students needed to be prepared to work in international markets (Miracle, 2008; Dunn, 1994). The global advertising industry began to grow rapidly, and it was no longer enough to just compete within the United States. Despite the recent global economic recession, global advertising spending reached US$485.4 billion in 2011, with North America, Europe, and Asia-Pacific accounting for 33.1%, 30.0%, and 26.1%, respectively (WARC, 2012). The Asia-Pacific region is growing the fastest in terms of spending, from 23.9% in the 2010 global advertising expenditure (US$446.5 billion), for example (WARC, 2012).

The dominance of the American advertising industry in the global marketplace is also reflected in the many advertising curricula in higher education institutions across the country that are preparing their students to compete in a globalized world. While international students often come to the United States to learn “how advertising works,” American students used to learn about international markets mostly from within the United States (Dunn, 1994).

Legendary advertising educators such as Charles Sandage (University of Illinois), S. Watson Dunn (University of Missouri), and Gordon Miracle (Michigan ...