Increasing Student Consciousness: Teaching Advertising through a Social Justice Lens

This exploratory study reviewed how teaching advertising and strategic communication through the lens of social justice and as an active agent to impact society influenced student perspectives. Using engagement of hope and engaged scholarship as the conceptual framework for challenging unjust structures, working for the common good, and being community-centered, an introductory advertising course was designed to incorporate topics related to social justice, diversity, equity, and inclusion (DEI). Students were interviewed about their learnings and feelings during and after class. Students’ reflections on class and assignments were collected through interviews and examined for ideas of social justice and pedagogical approaches. Findings indicate students gained knowledge of the power and influence of advertising, sensitivity to social justice and DEI issues, and understanding of the role of brands advocating these ideas. A structure for emphasizing social justice in introductory advertising and other courses is offered.