Abstract

U.S. advertising students rated statements pertaining to work/life balance in the advertising industry as part of a national survey. A factor analysis of the statements revealed four underlying dimensions—Balance, Parenting, Career Now, and Work Obligation. Students generally indicated that they “want it all” with respect to a rewarding career and a full personal and family life. However, a slightly positive response on the Balance dimension indicated a general modest tilt toward work over leisure. Men showed statistically significantly stronger leanings toward career than did women, a finding consistent with the literature. Results indicate a relationship between career orientation and a desire to work in the advertising business after college, a finding that may bode well for the industry. Implications of the findings for advertising employers and educators are discussed.

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