Team Teaching Creative Applications for Advertising and
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Transcript Team Teaching Creative Applications for Advertising and
Service Learning for
Communicators and Other
Fields with a Mission
Pamela Morris, John Goheen
Loyola University Chicago
FOTL
January 12, 2015
Learning Outcomes
Gain/increase
familiarity for how ad/PR
courses offer service learning opportunities/
support for social justice issues
Learn innovative assignment ideas and see
examples for a service learning project
focusing on social justice
Hear reflections for how the IPP was part of
the teaching process
Challenges
Advertising
and public relations often
criticized for exploitive/commercialization
of culture
How can teaching of these practices fulfill
Loyola’ social justice mission?
Objectives
Offer
courses that integrate creative,
design, and broadcast production skills
with specialty of ad/PR process
Create courses that are studentcentered, encourage independent
thinking and foster active experiential
learning
Incorporate LUC and SOC missions into
learning goals – ethics, social justice, and
service learning
Experiential Learning Benefits
Ad
education favors learning through
practical application (Stuhlfaut & Berman
2009)
Student-centered process (Champman,
McPhee & Proudman 2008)
Real-life assignments can motivate, engage
learners (Egol 2006; Greene 2010; Rhodes &
Roessner 2009), increase retention (Hawtrey
2007)
Mirrors teamwork practiced in industry (Beard
& Tarpening 2001)
COMM 337
Multimedia Commercial
Production for Ad/PR
3
advertising/video short-term projects
1 service learning semester-long project
Service Learning Assignment
Work
in teams
Find a nonprofit to collaborate with
Develop 2 pieces:
30- or 60-second Public Service
Announcement (PSA)
2 to 5 minute video
Service Learning Assignment
Work
through advertising process
Meet with client as needed
Research and understand organization’s
mission, business, needs, constituents, and
audiences
Service Learning Assignment
Develop
creative brief
Create storyboard/script
Find and schedule talent, voiceovers, wardrobe,
props, etc.
Film and edit
Present rough and fine cuts in critiques
Screen final cut and submit written business-style
memo
Service Learning Assignment
Present
2 pieces to client and secure delivery
confirmation
Write reflection paper
Organizations
Chicago
Women’s AIDS Project
Vocalo
Chicago
Pet Rescue
Imagination Theater
Asian American Advancing Justice
United Way
Inspiration Corporation/Café
Flashes of Hope
Everybody Dance Now! Chicago
Action NOW
Examples
https://luc.box.com/s/sv6n87w36mjffig3ff2r
Student Reflections (n=10)
Professional development
Learned to collaborate, identify group members’
strengths, value others’ time
Time/relationship management
Learned the process is involved/complex/creative
Required to act professionally – reliable and
prompt, stepped outside role of a student
Largest area of growth, benefits my career more
than any other course
Helped direct career path
Made a portfolio for interviewing
Student Reflections
Civic development
Rare opportunity to work with real
clients/community organizations, need more
Learned a lot about business and how to find the
best approach for communication
Chance to meet and help people with passion,
faith and working for a cause they believe in
Can help spread awareness of organizations’
missions and where community can go for help
Learned we need to acknowledge and help out
the poor, homeless, and marginalized
Student Reflections
Intellectual development
Expanded knowledge outside of campus
Learned tools and skills for the real world
Learned how to ask questions
Pushed myself, learned just how far I could go
Failures can be opportunities to learn
Learned it’s important to see multiple perspectives
Practiced problem solving skills
Learned to embrace ambiguity, to think differently
Learned to be convincing
Student Reflections
Personal development
Learned to overcome obstacles, negotiate
differences, listen
Need to have a strong connection to those
you’re working with to do the best
Learned they wanted to help others
More aware of social issues
Learned how it would be to work in an agency
Got confidence to tackle any project and work in
the community
Can help small nonprofits, make a difference
Instructor reflections –
Reflection
papers a way to help students learn,
one element of IPP
Incorporating additional elements of IPP could
benefit awareness, understanding and learning
of social justice issues
Can also encourage independent and life long
learning
Helps to prepare students for industry jobs
Implications
Ad/PR
practices can help support social
justice
Student led ad agency/production group
can help students and organizations across
disciplines get their messages across
Continue research in area to better
understand effective student learning