NAU workshops give Dutch students insight into American ad culture

A group of Dutch students is getting a closer look at America's advertising culture this summer during an intensive three-week workshop through the School of Communication.

Nearly 100 students majoring in media and entertainment management from NHTV Breda University of Applied Sciences in the Netherlands are participating in one of two workshops focusing on video production or marketing skills.

The connection between the School and NHTV began in 2001, when NHTV approached NAU about adding an international component to its new Media and Entertainment Management program. NHTV's existing exchange program with NAU's School of Hotel and Restaurant Management sparked the idea of a bond with the School of Communication. Additionally, Flagstaff's location, proximity to other large U.S. cities and its highly advanced production studio helped seal the deal.

One group focuses on the video production aspect, while another is tackling a new marketing workshop created by advertising professor Rich Lei.

Students in the new workshop are working with R&R Partners, the largest ad agency in Las Vegas and the developers of the famous "What happens in Vegas, stays in Vegas" campaign. With help from the mega-agency, they will develop a 30-second television commercial and print ad for the Las Vegas Visitor and Convention Authority.

"They'll learn the sequencing of activities in creating an advertising campaign," Lei said. "They will also see how differences in culture impact advertising."

In 2002, R&R sponsored an advertising capstone class at NAU.

"I've kept in touch with some of the people there, and when the Dutch workshop was being planned, I contacted them and once again they agreed to support us," Lei said. "They have been great to work with."

Similar to a regular semester, an average school day includes daily lecture, both individual and group assignments and computer work. In addition to their final ad presentation to a representative from the agency, there will be a written final exam.

To jump-start their assignment, the students toured the R&R offices in Las Vegas where they shot video footage for their projects. Despite Sin City's flashy and outrageous reputation, the students were surprised to see how censored American ads are.

"In Europe, nudity is often used for product promotion, but I see that it's certainly not the case here," said Justyna Skowera, a student from NHTV. "Even while in Vegas, I was shocked at how conservative the advertising is."

Students will be in Flagstaff for the next couple of weeks working on their projects, and the next workshop with a new batch of students will start early next month. The students say that they are excited to return home, but reluctant to leave behind such an invaluable experience.

"Working with the professional equipment has been incredibly beneficial to my skills and I feel that in regards to becoming familiar with the unique ways of American advertising—I am ahead of the game," Skowera said.

The projects completed by students from the first two workshops will be ready for viewing by June 16. Past magazine programs produced by students in the workshop can also be viewed online.