Let Me in: A Document Analysis of Essays Written by Applicants to an Advertising Degree Program

Abstract

An analysis of 145 essays written by students seeking admission to an advertising degree program at a large Southeastern university revealed several reasons for pursuing a major in advertising. Whether students saw themselves as having an expressive orientation or a management orientation, or both, they felt they were a “good fit” for the profession. Students called upon a variety of experiences including classes, jobs and internships to help them choose a major. Students believe that majoring in advertising will lead to career success, and most see themselves headed to careers in creative types of work at the time they enter the major.