The Mayborn School of Journalism’s advertising program teaches students how to communicate persuasively in a globally-connected digital world.
Students learn the skills that help them build a solid foundation and excel in careers using both traditional and new media. Our graduates have gone on to work for many well-known commercial agencies and non-profit organizations. Possible careers include digital, television, radio, online and mobile advertising.
Coursework helps students develop the skills necessary to develop world-class advertising strategy, copy, layout and presentation techniques for print, broadcast and web campaigns. Students learn how to write creative briefs, develop a brand, create advertising campaigns, manage accounts and purchase ad space in a variety of media.
They learn the research and statistical analysis methods used to study audiences, such as content analysis, audience tracking services, surveys and focus groups. They explore the history, ethics and laws of the advertising world.
Students also have the opportunity to write scripts for television and radio commercials and then use the television studio and sound recording studio to produce them.
The program combines classroom learning with visits to businesses whose professional experts are industry leaders. Advertising students in the creative track can work in teams with professional copywriters and art directors at local agencies to develop their portfolios.
Students have the opportunity to shadow professionals in the student’s area of interest at corporations, agencies and non-profits in the Dallas–Fort Worth area. In the summertime, students also have the opportunity to take courses with and shadow advertising professionals in New York City.
Advertising facilities include audio and video production studios. Classrooms and labs are equipped with the latest hardware and software for creating online and print projects, including scanners, digital projectors and software applications such as Dreamweaver, InDesign, Photoshop, Acrobat and Microsoft Office.