What Makes It Different?

A better solution by design.

The challenge: Create a new kind of advertising graduate degree, for a new kind of student, to connect with a new kind of consumer in a new global marketplace. Our answer: the Master of Arts degree from the Temerlin Advertising Institute at SMU.

To reinvent the study of advertising, we had to do some creative thinking. So we studied the changing nature of the industry. We looked at the changing face of the socially, globally conscious consumer. We agreed that we can never know everything about new media — and that technology is simply a tool for better communication. We studied the people who are using advertising as a force for social change.

Ultimately, we believe this program is the first real-time response to the current (and future) state of advertising. And we think you’ll agree.

A few words on responsibility.

Now more than ever, advertising must do what's right. The world is too small, too connected, too informed and too jaded. Consumers — humans, actually — won't settle for less.

The new generation of advertising professionals believe it’s okay to succeed, but not at any cost. Brands can grow and flourish as long as they respect the consumers they serve. Advertising is and always will be a cultural force — but it must also be accountable for the culture it helps to create.

The new leaders in advertising recognize their responsibility to their brands, their consumers, their industry and their society. They want to show the world a different view of what advertising is — and what it can be.