This paper reflects on how a 'sense of belonging' is cultivated for both the teaching team and the students in a large, core first year Business unit. In the Innovative Business Practice (IBP) unit students develop their personal brand and professional identity through strength-based science, and also pitch creative solutions to social problems.…

Describes a workshop designed as an inductive/deductive conceptual process enabling users to subjectively determine controversial issues inherent in advertisements. Methodology is intended to be integrated into a variety of public education or classroom contexts. Exercises involving free association, seeing the whole advertisement, the inner…

Serving as a way to sum up or apply many of the principles students have been studying in a general semantics course, a unit on advertising language is devoted to examining how advertisers select language for its affective and directive uses. The unit shows how language is used to stimulate consumer interest in a product and often to mask the lack…

Deconstruction is a critical literary theory which focuses on the unintentional meanings of a text and aims to achieve an unprejudiced, value-free vision of the social and political power structures in society that combine to produce the text. The development of such critical skills in advertising students will deepen their ability to judge the…

Teachers should understand how the persuasive process employed by advertisers affects consumers' cognitive responses. They should also be aware of the purposes and techniques employed by the American consumer movement, which is attempting to augment the rights and power of buyers in relation to sellers. Since a review of the current rights of…

Connecting visual and print literacies in the classroom can bridge distances in students' experiences, because all literacies are complementary and interdependent. This article discusses this rationale for connecting students' communication experiences in and out of classrooms to foster relevant literacies needed in contemporary society. Next it…

Noting that linguistic and mathematical/logical are the two kinds of intelligences the educational system encourages and that the educational system, as well as science in general, tends to neglect the nonverbal form of intellect, this paper describes Howard Gardner's multiple intelligences theory and Peter Kline's theory of integrative learning…