Expert: Sean Trapani - 11/17/2007

Question
Hello!

I am Gracie, 22 from the Philippines. I am currently applying to Boston University's MS in Advertising Program, pursuing the Creative Track. One of their requirements is to submit three ad samples with attached copies, and I am having trouble with deciding on what to submit. The application says that it is not necessary for the applicant to consider herself a copywriter or a graphic artist during the admission stage. Also, when making the ads, talent in graphic design isn't needed.

My questions are these:

1. What is the Admissions Committee looking for in your ad samples?

2. They might be concerned about my command of the English language since I am an international student, so, should I focus more on writing the copy and making catchy taglines?

3. I've been playing around with a couple of ideas and I am considering submitting my Starbucks ad. Since they are known for having high priced beverages, should I bank on the variety of their flavors or is it wiser to use another angle like: the prestige of the name.

4. Is it worth it to get a Masters Degree in Advertising? My undergraduate, by the way, is Communication Studies.

Thank you for the help!

Answer
Hi, Gracie

Let me respond to your questions:

1. What is the Admissions Committee looking for in your ad samples?

When we look at a master's candidate, we want to see that the candidate has an understanding of the principles of advertising - the elements of understanding consumer psychology, design and rhetoric in print. Sometimes, we may accept the candidate outright. Sometimes, we require that they take a few undergraduate courses first. And sometimes, we feel, after the review, that the candidate should go back and get an undergraduate degree.



2. They might be concerned about my command of the English language since I am an international student, so, should I focus more on writing the copy and making catchy taglines?

They will want to see your communication skills in all areas, including the written area. But, that's only one part. I'd recommend a well-rounded portfolio.

3. I've been playing around with a couple of ideas and I am considering submitting my Starbucks ad. Since they are known for having high priced beverages, should I bank on the variety of their flavors or is it wiser to use another angle like: the prestige of the name.

Starbucks is an "Explorer" brand, which allows people to experience new things. I would recommend that you focus on the experience the Starbuck's customer enjoys, and it's not just the coffee.


4. Is it worth it to get a Masters Degree in Advertising? My undergraduate, by the way, is Communication Studies.

This depends upon what you want to do in advertising. And without seeing your portfolio, I can't answer your question completely. But I will say this:  you may wind up with a more complete portfolio if you go through an undergraduate advertising program - and save yourself a load of cash.


Good luck!