Design Education in an International Context

By Roxanne Hovland and Robyn Blakeman.

Published by The International Journal of Design Education

Format Price
Article: Print $US10.00
Published Online: October 26, 2015 $US5.00

International marketing is obviously increasing in significance in terms of business and education. To address this issue universities are pushing for the development of study abroad programs. One of the culturally relevant topics is the study of design and its role in international commerce. In today’s globalized society a brand’s message must be able to speak to indigenous populations further highlighting the importance of study abroad programs. To do this requires an understanding of a particular cultural, economic, and historical context. To thoroughly understand the nuances of international advertising students need to understand how the business of advertising translates culturally, economically, strategically, visually, and verbally to another country. To accomplish this, students tested their knowledge of strategic international design principles in Ireland where they integrated their classroom studies in business and cultural studies with copy and layout skills. This allowed the creation of an alternative advertising campaign for a previously absent product developed specifically for Irish consumption. Irish are loyal to Irish national brands. They are not opposed to purchasing outside brands, especially American brands, if the message is creative and socially engaging. Implicit in our experience is the importance of teaching a culturally based perspective to cross-cultural design.

Keywords: Design, International, Education

The International Journal of Design Education, Volume 9, Issue 4, December, 2015, pp.1-6. Article: Print (Spiral Bound). Published Online: October 26, 2015 (Article: Electronic (PDF File; 403.569KB)).

Dr. Roxanne Hovland

Professor, School of Advertising and Public Relations, University of Tennessee-Knoxville, Knoxville, Tennessee, USA

Prof. Robyn Blakeman

Professor, School of Advertising and Public Relations, University of Tennessee-Knoxville, Knoxville, Tennessee, USA