Overview
Advertising is a competitive, creative and challenging industry that sits at the intersection of media and society. The Bachelor of Arts in Advertising, offered by the Department of Advertising and Public Relations, provides students with an overall understanding and appreciation of the influence advertising and marketing communications have in business and the social and economic orders. Students become acquainted with the language, processes and opportunities within the industry, including potential roles in strategic planning, research, copywriting, art direction, and media buying and planning. The major is designed to stimulate curiosity, strengthen critical thinking and create more astute consumers whether they enter the field of advertising or not.
Advertising students at Temple University fall into clearly-defined groups:
- Students interested in advertising as a career;
- Students with creative talent in art, design, writing and strategic thinking and wish to express that talent in a professional career;
- Students who are broadly interested in media and the power of advertising;
- Students interested in marketing, sales or business, but who do not wish to major in business or finance.
Students must select one of the following concentrations:
- Account Management,
- Art Direction,
- Brand Strategy and Research,
- Copywriting, or
- Media Planning.
Copywriting Concentration
Copywriters are responsible for the words and ideas that drive marketing communications in all its forms. Students in the Copywriting concentration take three upper-level courses (ADV 3022, ADV 3023 and ADV 4064) to help develop their conceptual skills and writing talents. The Portfolio class provides students the opportunity to collaborate with Art Directors and produce a professional-quality portfolio. Students are also required to take ADV 2121 Introduction to Copywriting.
Campus Location: Main
Program Code: CO-ADV-BA
Contact Information
Kathy Mueller, Department Chair
215-204-4262
kmueller@temple.edu
Lisa D. M. Smith, Office Manager
215-204-4268
lisa.smith0005@temple.edu
Advertising and Public Relations Department Office
Annenberg Hall, Room 300
These requirements are for students who matriculated in academic year 2025-2026. Students who matriculated prior to fall 2025 should refer to the Archives to view the requirements for their Bulletin year.
Summary of Requirements
- University requirements:
- Lew Klein College of Media and Communication requirements, including KLN 1001 and KLN 1002.
- Minimum of 48 credits in Advertising courses.
- A grade of C or higher must be attained in all required Advertising courses.
- An overall GPA of 2.0 must be attained in the major.
- No more than 12 semester hours of transfer credits may be applied to Advertising major requirements.
Advertising: Copywriting Requirements
Code | Title | Credit Hours |
---|---|---|
1000-Level Core Requirements | ||
ADV 1101 | Introduction to Media and Society | 3 |
ADV 1102 | Introduction to Advertising | 3 |
ADV 1196 | Persuasive Writing | 3 |
ADV 1103 | Digital Media and Advertising | 3 |
2000-Level Core Requirements | ||
ADV 2121 | Introduction to Copywriting | 3 |
Select two of the following: | 6 | |
Introduction to Marketing | ||
Introduction to Media Planning | ||
Introduction to Brand Strategy and Research | ||
Introduction to Art Direction: Visual Communication | ||
Upper-Level Requirements | ||
ADV 4197 | Advanced Writing for Academic and Professional Communication | 3 |
Select one of the following: | 3 | |
Diamond Edge Communication 1 | ||
Advertising Internship 1 | ||
Select one of the following: | 3 | |
Advertising Campaigns | ||
National Student Advertising Competition 1 | ||
Select one of the following: | 3 | |
Legal and Moral Issues in Advertising | ||
Advertising and Society | ||
Representation in the Media | ||
Psychology of Advertising | ||
Copywriting Requirements | ||
ADV 3022 | Copywriting for Print and Web | 3 |
ADV 3023 | Copywriting for Radio, TV and Video | 3 |
ADV 4064 | Advertising Portfolio | 3 |
Advertising Electives | ||
Select a minimum of 6 credits from the following list: | 6 | |
Topics in Advertising 1 | ||
Introduction to Digital Design Tools for Advertising | ||
Intermediate Digital Design Tools for Advertising | ||
Introduction to Typography | ||
Creating and Filming Advertising from Script to Screen | ||
Introduction to Pharmaceutical Advertising | ||
Introduction to Web Design and Development for Advertising | ||
Personal Branding | ||
Topics in Advertising 3000 | ||
National Student Advertising Competition Preparation | ||
Quantitative Advertising Research | ||
Creative Thinking for Advertising | ||
Klein Online Marketing Challenge | ||
ADV 3008 | ||
Data Visualization and Advertising | ||
Total Credit Hours | 48 |
- 1
Requires special permission from instructor.
Internships or Diamond Edge Communications
All advertising majors are required to do either a professional internship or be involved with Diamond Edge Communications (DEC), our student-run ad agency. Both offer students valuable hands-on experience in actual advertising-related professional experiences. DEC works with local Philadelphia clients, under the supervision of an advertising professor, to develop strategic plans, research, digital and traditional creative materials, media plans and presentations. The internship program is carefully managed by our Internship Directors to help students find the best possible internship opportunities. The Internship Directors, faculty members and Klein's Director of Career Services will help students with preparation of résumés, cover letters, and LinkedIn pages. We will also guide students through the process of seeking and identifying quality internship opportunities.
Suggested Academic Plan
Please note that this is a suggested academic plan. Depending on your situation, your academic plan may look different.
Bachelor of Arts in Advertising: Copywriting Concentration
Suggested Plan for New Students Starting in the 2025-2026 Academic Year
Year 1 | ||
---|---|---|
Fall | Credit Hours | |
ADV 1101 | Introduction to Media and Society | 3 |
ADV 1102 | Introduction to Advertising | 3 |
ENG 0802 | Analytical Reading and Writing [GW] or Analytical Reading and Writing: ESL [GW] or Honors Analytical Reading and Writing [GW] | 4 |
KLN 1001 | Klein First-Year Seminar | 1 |
GenEd Quantitative Literacy Course GQ | 4 | |
Credit Hours | 15 | |
Spring | ||
ADV 1103 | Digital Media and Advertising | 3 |
ADV 1196 | Persuasive Writing [WI] | 3 |
IH 0851 or IH 0951 | Intellectual Heritage I: The Good Life [GY] or Honors Intellectual Heritage I: The Good Life [GY] | 3 |
KLN 1002 | Klein College Introduction to Professional Development | 1 |
GenEd Breadth Course | 3-4 | |
GenEd Breadth Course | 3 | |
Credit Hours | 16 | |
Year 2 | ||
Fall | ||
ADV 2121 | Introduction to Copywriting | 3 |
Select one of the following: | 3 | |
Introduction to Marketing | ||
Introduction to Media Planning | ||
Introduction to Brand Strategy and Research | ||
Introduction to Art Direction: Visual Communication | ||
IH 0852 or IH 0952 | Intellectual Heritage II: The Common Good [GZ] or Honors Intellectual Heritage II: The Common Good [GZ] | 3 |
GenEd Breadth Course | 3 | |
GenEd Breadth Course | 3 | |
Credit Hours | 15 | |
Spring | ||
Select one of the following: | 3 | |
Introduction to Marketing | ||
Introduction to Media Planning | ||
Introduction to Brand Strategy and Research | ||
Introduction to Art Direction: Visual Communication | ||
Advertising Elective 1 | 3 | |
GenEd Breadth Course | 3 | |
GenEd Breadth Course | 3 | |
GenEd Breadth Course | 3 | |
Credit Hours | 15 | |
Year 3 | ||
Fall | ||
Advertising Elective 1 | 3 | |
ADV 3022 | Copywriting for Print and Web | 3 |
Electives | 10 | |
Credit Hours | 16 | |
Spring | ||
ADV 3023 | Copywriting for Radio, TV and Video | 3 |
Select one of the following: | 3 | |
Diamond Edge Communication 2 | ||
Advertising Internship 2 | ||
Electives | 9 | |
Credit Hours | 15 | |
Year 4 | ||
Fall | ||
ADV 4197 | Advanced Writing for Academic and Professional Communication [WI] | 3 |
Select one of the following: | 3 | |
Legal and Moral Issues in Advertising | ||
Advertising and Society | ||
Representation in the Media | ||
Psychology of Advertising | ||
Electives | 10 | |
Credit Hours | 16 | |
Spring | ||
Select one of the following: | 3 | |
Advertising Campaigns | ||
National Student Advertising Competition 2 | ||
ADV 4064 | Advertising Portfolio | 3 |
Electives | 10 | |
Credit Hours | 16 | |
Total Credit Hours | 124 |
Accelerated Programs
Students may opt to pursue an accelerated +1 program, enabling them to complete both a bachelor's degree and master's degree in less time than the traditional route.
The following accelerated program is available to students in the Advertising BA:
Lew Klein College of Media and Communication