Abstract
This case study is based on interviews with students and staff members who are presently involved with the art direction program at a leading U.S. portfolio school. It addresses two main questions: (a) How is design taught? and (b) What are the student/staff perceptions of the pros and cons of how design is taught in the program? The primary purpose of the article is to provide insights that traditional college and university advertising programs can use as they discuss how best to incorporate design education into advertising curriculum.
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