The teaching of the Advertising by the educational guide: the case of subject General Theory of the Advertising

Abstract

The advertising in the current society occupies a key place, due to the economic engine that it represents in the capitalist societies. This discipline has his well-earned space in the Spanish universities and across his plans of study it expects to form professionals qualified for the development of the activity. One of the key subjects, especially in the first courses it is General Theory of the Advertising, where the student takes the first contact with the discipline, so the enormous importance that has for this type of studies.

The arrival of the European Higher Education Area (EHEA) to the Spanish university supposed a rethinking in the imparting of the subjects from the methodological point of view. This research analyzes the educational guides of the subject General Theory of the Advertising in the Spanish universities, using as methodology the analysis of content. The analysis limits itself only to the information published in the web of the universities on the educational guide of the mentioned subject. This way, there was elaborated an stencil composed by 85 variables that detail the content exposed on the subject. The results reveal the inappropriate construction of the educational guide of this key subject for the education of the Advertising and the Public Relations.