NCARB is the National Council of Architectural Registration Boards, which is the organization that forces architects to undergo at least seven different wallet-drains, I mean exams, in order to become an architect. I think it's safe to say this group should have their finger on the pulse of the industry.
And this is why I found the ad disgraceful and a confirmation of why I deviated from the profession (into structural engineering). First statement: "change the WORLD your WAY," a great summary of how many architects see themselves: as self-prophesied global impact changers. Okay, fine, we all know architects are egomaniacs. We kinda love them for that. Let's continue...
"The demanding academic schedule. The years of internship. The rigorous exam. All to earn a license and call yourself an architect. No one said it would be easy. If you're going to change the world, would you want it any other way?"
So if I knew little about the profession, I would surmise that architects are most proud of 1. Having a really laborious education, 2. Having a really long internship, 3. Taking a hard exam, and the best one, 4. Simply being able to call yourself an "architect."
I'm sure NCARB had good intentions for this kind of campaign, but I think their aiming is quite off. Architects are proud of being expert collaborators, cutting-edge technical experts, deep carers for both the built and natural environments, and creators of buildings that -- yes -- change the world around you. But most of my (licensed) architect friends could pretty much care less what people call them.
Just for a counter-example, I find this short article, despite it being a sponsored advertisement, a far better motivator for one to consider becoming an architect:
http://www.archdaily.com/358419/clients-want-to-know-how-to-get-your-dream-home/
Here's more on the NCARB campaign:
http://www.ncarb.org/becoming-an-architect/change-the-world
My soon-to-be-wife, an architect, got a raise after becoming licensed. How much? 2.5%. While she loved the company, she also has the mathematical skills to figure that that raise would take her years to pay back the cost of the exams. To be fair, you need a license to make it into any top-tier position at a firm. Period. So it has that value -- heaven forbid that be part of an ad campaign. But no, we're left advertising to the world that we aspire to simply being able to call ourselves "architects." Comon, NCARB, do better.
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