These are guiding principles about the desired outcomes of advertising education. They can provide guidance for the evaluation of advertising programs by the Accrediting Council on Education in Journalism and Mass Communications. A statement of desired outcomes is especially relevant because the Accrediting Council is initiating a careful examination of the outcomes of journalism mass communication education. It is almost certain that the accreditation process will have a much stronger emphasis on outcomes than it has in the past. In doing so, the Council is responding to pressure from the U.S. Department of Education and the Council on Higher Education Accreditation.
We see this as the starting point of an effort to achieve consensus with the Advertising Division of the Association for Education in Journalism and Mass Communication (AEJMC) and the American Academy of Advertising (AAA), the other advertising organization represented on the Accrediting Council. The principles have been shaped by our own beliefs and the results of focus group research with advertising practitioners at the American Advertising Federation national conference in June 1999.
We have tried to make the principles general enough to be flexible and to meet changing conditions.