Contact: Patti LaSalle
SMU Public Affairs
(214) 768-7660

 

ADVERTISING AT SMU: A COMMITMENT TO EXCELLENCE

By James P. Goodnight
Executive-in-Residence and Interim Chair of the Temerlin Advertising Institute
Meadows School of the Arts

The Dallas/Fort Worth Metroplex, as a top 10 advertising market, deserves to have one of the finest programs of undergraduate advertising education in the United States, and the Temerlin Advertising Institute for Education and Research in the Meadows School of the Arts at Southern Methodist University has committed to develop it. A major effort to achieve that status began in 1999 and is showing remarkable success. Admission standards have been raised, and new faculty members have been retained. The curriculum has been toughened and improved to enhance advertising proficiency, ethical behavior, and writing skills. Today SMU compares favorably with other first-tier advertising programs as evidenced by the SMU team’s third-place finish in the 2001 AAF National Student Advertising Competition.

Liener Temerlin’s name has never before been placed on an institution he has served and nurtured, so SMU and his friends and associates have taken this opportunity to honor Liener and provide meaningful permanent support to Dallas by preparing for the advertising industry qualified, ethical, and well-rounded professionals. Naming SMU’s Advertising program the Temerlin Advertising Institute for Education and Research clearly demonstrates SMU’s commitment to these goals.

SMU students take 24 hours of liberal arts courses before they can declare a major, and the Temerlin Advertising Institute is located in the Meadows School of the Arts, which provides a wonderful opportunity for cultural development as well as a dynamic and creative learning environment. The curriculum provides a grounding in all advertising disciplines, leading to courses in specific areas of student interest, whether in management, creative development, media planning, research, or sales management. Ethical challenges are built into every class for study and discussion.

This, then, is SMU’s goal for its Advertising program: To have the country’s best professors teaching the best students the best courses in a dynamic, creative environment, all under an umbrella of ethical responsibility. The Temerlin Advertising Institute for Education and Research in the Meadows School of the Arts will achieve that goal.

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