Herbert J. Rotfeld, Auburn University Emeritus Professor and Advertising Scholar, Dies at 74
Distinguished academic remembered for his contributions to advertising research and education
Herbert J. Rotfeld, a retired Auburn University faculty member and distinguished emeritus professor of marketing, died Thursday, Nov. 20, 2025, in Auburn, Alabama. He was 74.
Rotfeld, whose career spanned more than four decades, was known for his insightful research on advertising and consumer behavior, and his steadfast commitment to higher education. He joined Auburn University in 1988 as an associate professor of marketing in the Raymond J. Harbert College of Business, where he taught for thirty years. In 2019, Rotfeld was appointed as an Administrative Fellow to the Graduate School where he served until his retirement in 2021.
Throughout his tenure, Rotfeld authored numerous scholarly articles and books that advanced understanding of advertising’s impact on society. His work explored topics such as advertising regulation, deceptive practices, and the ethical responsibilities of marketers. Widely regarded as a principled voice in academic discourse, he held numerous editorial leadership roles and served on advisory and review boards for multiple leading journals.
In addition to his academic achievements, Rotfeld was deeply involved with the American Academy of Advertising (AAA), serving in advisory and leadership capacities. He served as President of the professional organization where he mentored generations of scholars and practitioners. Rotfeld also received the AAA’s Faculty Fellow designation in 2016, recognizing his lifelong dedication to advancing advertising scholarship.
At Auburn University, Rotfeld was named a University Alumni Professor from 2012-2017 and awarded the 2011 Glenn Howze Academic Freedom Award from the Auburn University chapter of the American Association of University Professors (AAUP). He served two terms as President of the Auburn chapter and was widely regarded as a principled voice in academic discourse.
Rotfeld earned bachelor’s, master’s and doctoral degrees from the University of Illinois at Urbana-Champaign. He will be remembered for his intellect, candor, wit, and unwavering commitment to academic freedom.
