From Introducing the World Wide Web to Teaching Advertising in the Digital Age: A Content Analysis of the past Twenty Years of the Journal of Advertising Education

Abstract

For 20 years, the Journal of Advertising Education (JAE) has “toiled in the vineyards of advertising academe” to become the primary venue for advertising education scholarship (Johnson, 1996, p. 3). The chronology of the journal has seen many changes in the way advertising professors and instructors educate their students about various topics in advertising. We explored the last 20 years of literature in JAE. A content analysis revealed patterns in areas such as topical focus, methods, authorship and Carnegie classifications of university authors. The study also compared JAE's data with two other journals that have a partial focus on advertising education. The study sets the stage for an exploration of new scholarship for JAE's next 20 years.