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Undergraduate Catalog

2009 - 2010

BA in Communications: Advertising Emphasis (46–58 hours*)



This is a limited-enrollment program requiring departmental admissions approval. Please see the college advisement center for information regarding requirements for admission to this emphasis.

The Discipline

Communications majors who choose the advertising communications emphasis will participate in a program that will give a strong grounding in the liberal arts and sciences, provide a firm grasp of communications theory and principles, and teach practical workplace skills.

In advertising communications courses students will learn how to use research in studying diverse audiences, to analyze communications problems, and to evaluate communications programs. They will write problem-solving strategies and create advertising and promotion messages to specific target audiences. Creative track students will learn how to concept consumer advertising ads in print and broadcast and will develop a quality portfolio required for entry-level careers in the creative field. Management students will learn how to evaluate and select the most effective media for reaching those target audiences and will gain an understanding of how broadcast, print, and other media are used in the advertising process.

Studies will culminate in the student's participation, as a team member, in creating and presenting a comprehensive and competitive integrated communications campaign that includes research, advertising, and sales promotion.

Career Opportunities

This field provides career opportunities in advertising, media management, and advertising media sales as well as in its creative, research, media planning, and management functions.

Program Requirements    |    View MAP

  1. Complete one course from the following:

  2. Complete the following:

  3. Apply to the major.

  4. Complete the following:

  5. Complete one course from each of the following three clusters (nine hours total). Courses must be taken in order (from cluster 1, then 2, then 3):
    • Cluster 1: Media, Family, and Society

    • Cluster 2: Principles and Philosophy
        COMMS 301 : Mass Media History and Philosophy. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 301 : Mass Media History and Philosophy. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Major or minor status.
        DESCRIPTION: Historical and philosophical development of today's media. Approaches may include theories of media change, social responsibility, economic factors, and influential pioneers.

        COMMS 360 : Communication Management Principles and Theory. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 360 : Communication Management Principles and Theory. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Major or minor status.
        DESCRIPTION: Management principles and theory, emphasizing responsible management benefiting organizations and their stakeholders. Approaches may include crisis communication, media or agency management, and programming.

        COMMS 406 : Media and the First Amendment. (3:3.0:0.0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 406 : Media and the First Amendment. (3:3.0:0.0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Major or minor status; Comms 300.
        DESCRIPTION: Advanced understanding of media law, policy, and regulation of free speech and press. Approaches may include Freedom of Information, rights of press, government control, and legal precedents regarding the First Amendment.

        COMMS 480 : Media Ethics and Moral Reasoning. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 480 : Media Ethics and Moral Reasoning. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Comms 300 or instructor's consent.
        DESCRIPTION: Advanced application of moral reasoning and understanding of ethical issues in mass communication. Approaches may include current cases and issues, professional practices, and philosophical foundations of ethics.

    • Cluster 3: Global Communications and Diversity
        COMMS 381 : International Media Systems. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 381 : International Media Systems. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Communications or international relations major or minor status.
        DESCRIPTION: Comparison of media systems in countries and regions outside the United States. Approaches may include media systems analysis, normative theories of the media, and cultural values and norms.

        COMMS 382 : Issues in Global Communication. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 382 : Issues in Global Communication. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Communications or international relations major or minor status.
        DESCRIPTION: Issues relating to communicating in a global village. Approaches may include global information and policy, cultural imperialism, intercultural interaction, and multinational communication strategies.

        COMMS 481 : Gender, Race, and Class in the Media. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 481 : Gender, Race, and Class in the Media. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Major or minor status.
        DESCRIPTION: Applying critical theory to the interaction between media and underrepresented groups in society. Approaches may include stereotypes and portrayals, access to media, participation, and media ownership.

        COMMS 482 : Media and World Religions. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        COMMS 482 : Media and World Religions. (3:3:0) (Credit Hours:Lecture Hours:Lab Hours)
        OFFERED: Alternate semesters.
        PREREQUISITE: Major or minor status.
        DESCRIPTION: The interaction of media, world religions, and beliefs. Approaches may include media coverage and portrayal of religion, religions' use of media, conflict between the two, and communicating across religious cultures.

  6. Complete one of the following tracks:
    • Management Track:
      1. Complete the following:

      2. Complete one course from the following:

    • Creative Track:
      1. Complete the following:

      2. Complete one course from the following:

      3. Complete a minor in advertising design (15 hours).

      Note: Twelve students will be admitted to the creative track each year based on a screening and portfolio work. Portfolios must be submitted to the department's main office by the twelfth week of winter semester. Late portfolios will not be considered. It will take from four to five semesters to complete the design minor. Students interested in this track should qualify and apply early.

  7. After consulting with an advisor, complete an internship in conjunction with 4 hours of the following:
      COMMS 496R : Academic Internship. (1-9:Arr:Arr) (Credit Hours:Lecture Hours:Lab Hours)
      COMMS 496R : Academic Internship. (1-9:Arr:Arr) (Credit Hours:Lecture Hours:Lab Hours)
      OFFERED: F, W, Sp, Su
      PREREQUISITE: Major status; prerequisites satisfied; clearance by the Communications Department.
      DESCRIPTION: Professional field experience.

      Note: A C– grade or better in the following prerequisite courses must be achieved before the internship experience:

        Management track: Comms 317; 330 or 337; 332.
        Creative track: Comms 317; 330 or 337; 331.

*Hours include courses that may fulfill university core requirements.



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