Advertising and Innovation: A New Course and Direction for Advertising Education.

At a time when few copywriting jobs are available for new graduates, enrollments in advertising are exploding. An advertising educator set out to change students' perceptions that in advertising only copywriting requires imagination by developing a course called "Advertising and Innovation" which was designed to force students to use their imaginative abilities across a wide range of assignments. Students in the course completed two "innovation projects," one "trendline report," one "new business campaign," and a final exam. The course has generated student enthusiasm and fulfills the stated goal of broadening the use of student creativity. The course also points to a potential merging of advertising with change and innovation in society, giving advertising education a more significant educational mission. (RS)