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Dr. Hye Jin Yoon Speaks at Pre-Conference Panel and Presents Paper at the 2016 American Academy of Advertising Annual Conference in Seattle

by Hye Jin Yoon

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American Academy of Advertising is the flagship organization in the field of advertising and its conference attracts the most prominent advertising scholars, professionals, and students in the U.S. They held the conference in Seattle at the coveted Marriott Waterfront Hotel this year. The hotel was at a walking distance from the Pike Place Market and the official conference tour was at the Chihuly Garden and Glass and the Space Needle. The location thrilled the attendees and it set the bar high for the Boston and New York AAA conferences that was announced to be held in the upcoming years.

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This year, one of the pre-conference sessions was “Everything You’ve Always Wanted to Know About All Aspects of the academic Publication Process, but Never Asked.” I was fortunate enough to be invited as a speaker on one of the panels. I remember attending a similar session at the conference many years ago when I was a doctoral student and was able to get some great tips on how to conduct research and publish papers. So it felt good to be able to give back to the community by presenting some information on “How to Write Publishable Papers.” The sessions were filled with speakers who are prominent and reputable researchers and educators in the field of advertising and marketing. The editors from the major advertising publications, Journal of Advertising (Shintaro Okazaki), International Journal of Advertising (Ray Taylor), Journal of Advertising Research (John Ford), and Journal of Interactive Advertising (Terry Daugherty), opened the pre- conference, discussing the aims of their journals as well as what distinguishes successful and unsuccessful manuscripts.

March Blog Posting Pic 2I also presented my paper titled “Creating the Mood for Humor: The Effects of Arousal Mood States in Humor Advertising.” As a humor advertising researcher, this project took many years in the making as it was a topic I wanted to pursue during my doctoral student years. Years went by and I was never able to get back to it, until I realized that it looks at one of the most fundamental features of the humor process and had to be revisited. Humor can be an effective advertising tool in increasing attention, ad liking, brand liking, and purchase intention. Arousal (by way of surprise) generation has been recognized as a key process in creating humor. Past studies have yet to test factors that could increase the felt arousal, subsequently increasing perceived humor and reactions to the ad. This study tested the idea of increasing humor ad arousal by changing the initial arousal baseline. I was able to find that lower arousal mood primes (vs. higher arousal mood primes) lead to greater humor ad evaluations across three experiments. The theoretical implications for humor theory and advertising and practical implications for placement and design of humor ads were given.

March Blog Posting Pic 1All in all, it was a successful conference to me personally that provided lots of education, inspiration, and opportunity for growth. Conferences are as meaningful and fruitful as the attendee makes it. Taking on new challenges and responsibilities, actively networking with new people, serving on new committees, and learning from others’ work will surely be an energizing experience for students and new scholars. And of course, it doesn’t hurt if the locations are at awesome places such as Seattle!

 

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Executive Internships 2016: Erica Chiarello

In the final semester of the Temerlin Advertising Institute’s MA in Advertising program, students work in an executive internship with a Dallas agency. Read Erica’s story below:

Erica Chiarello: Commerce House

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My executive internships have allotted me the opportunity to work with clients like the Nature Conservancy, National Basketball Referee Association, and Mariano’s Hacienda. My first executive internship, taught me the value of direct marketing and how important it is within advertising to create personal relationships with your target audience.  As I begin my second executive internship at the Commerce House as a social media intern, I am learning how to properly engage with consumers.  My internship entails writing blog posts, social media entries, and working on video content to promote Mariano’s Hacienda and draw attention and humanize the NBA referees. I chose TAI because of their executive internship program and it has far exceeded my expectations.  My executive internships have allowed me to take the information that I have learned in class and apply it in a real world setting.  I am fortunate to have this opportunity and to work with such amazing people and clients.

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TAI Faculty nominated for the 2016 Emerging Leaders Seminar Series

by Sidharth Muralidharan 

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This Spring, I was nominated by Dr. Sam Holland, Dean of the Meadows School of the Arts, to attend the 2016 Emerging Leaders Weekly Seminar Series. Each Friday, leaders from the SMU Community present and hold group discussions with the goal of providing an overview about the challenges of running a large university. The program provides selected faculty, such as myself, the opportunity to supplement our disciplinary knowledge by learning from our campus leaders about their careers and perspectives within an informal group setting that is very much unique. The goals of the seminar are two-fold: participating faculty will develop and refine our own interests pursuing intellectual and administrative leadership positions and SMU will benefit from the ongoing contributions of engaged, informed faculty thought leaders.

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Dr. Hye Jin Yoon’s Journal of Advertising Article makes “Top Downloaded Article Collection” List

Dr. Hye Jin Yoon’s “Humorous Threat Persuasion in Advertising: The Effects of Humor, Threat Intensity, and Issue Involvement” has made the “top downloaded article collection” list of the Journal of Advertising. The article can be accessed for free until December 31st, 2015 on the journal’s website.

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Her research was born out of the necessity to understand how using humor to communicate threatening information (e.g., deforestation can lead to animal extinctions and climate change) in advertising could have an impact on the effectiveness of the advertisements and for whom it may be most effective. The studies predicted and found that responses to humor use in threat persuasion would depend on how much the individual was involved with the particular issue. Overall, low-involvement individuals found humor ads to be more effective than non-humor ads, while high-involvement individuals preferred non-humor ads. When threat intensities were varied in the ads, low involvement individuals needed humor when there was high threat intensity, while high involvement individuals preferred non-humor ads under high threat intensity. The findings gave practical implications for design and targeting for campaign planners looking to utilize humor to communicate threatening information.

The Journal of Advertising is the premier academic publication covering significant intellectual development pertaining to advertising theories and their relationship with practice. The journal has an acceptance rate of 9% and all papers published in the journal go through a rigorous, double-blind, peer-review process.

 

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Dr. Nicolas Sternsdorff-Cisterna Presents “Is this safe to eat? Food Safety after Fukushima”

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Photo Credit: www.telegraph.co.uk

Dr. Nicolas Sternsdorff-Cisterna, Assistant Professor, Anthropology, presented his work “Is this safe to eat? Food safety and risk after Fukushima” on Friday at the TAI Research Brown Bag. The participants were taken through the tragedy that struck Japan after a devastating earthquake, nuclear explosion and tsunami put people, food, soil and water at risk of radiation. Professor Sternsdorff-Cisterna discussed  consumers’ reactions to food purchases and eating habits along with government messaging working to alleviate consumer and citizen concerns.

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Bags of Soil / Photo Credit: Toru Hanai/Reuters

The intent of the brown bag luncheon is to bring together faculty members to present work they are doing in an effort to engage collaboration as well as offer ideas in moving the research area forward.

japan_earthquake_map_Sendai_Fukushima_nuclear_power_plantAttendees included Visiting Professor Yuting Li, Head of the Advertising Department, Guangdong University of Finance & Economics, China as well as colleagues from across campus. Often the work is related to research, but can also involved creative works and industry endeavors.  Our next brown bag will be in December. Keep your eye out for highlights from December’s presenter!

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TAI Professor is Keynote Speaker: 2015 Breakfast for the Bridge

The Bridge’s purpose is to end adult long-term homelessness in Dallas and the surrounding region by developing, coordinating, and/or delivering: Outreach/intake services, Jail diversion/reentry services, Emergency shelter/transitional shelter services, Primary health care/behavioral health care services, Recreational/educational services, Employment income/supported employment income/disability income services, and Affordable housing/supportive housing services.

By doing so, The Bridge benefits the broader community by: Increasing public safety, Increasing public health, Increasing public quality of life.

SMU’s own Willie Baronet will provide the keynote on November 20, 2015 at Breakfast for the Bridge fundraiser.

Willie_BridgeWillie is a noted artist, author, TedXSMU talker and creative soul. He is the Stan Richards Professor in Creative Advertising at the Temerlin Advertising Institute at SMU. Since 1993, Willie has been buying and collecting signs from the homeless for the purpose of using them in art exhibits and documentaries. These signs and this practice have become a catalyst for conversations about the nature of home, homelessness, compassion and how we see and treat each other as humans.

 

If you are an adult experiencing homelessness in Dallas, please contact 214.670.1101 for help.

To support the Bridge please click here.
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Industry veteran Brad Todd shares his insights

SMU Ad Club recently welcomed Mr. Brad Todd, Principal at the Richards Group, to campus to share his insights about the advertising industry, and his experience as a Marketing Director at Frito Lay. To a packed room in the newly renovated Advertising co-working space, Mr. Todd has discussed his more than 40 years of experience, working on both the agency and client side around the country and world (Chicago, Japan, and Dallas to name a few places). He has worked for many big brands, including Hallmark, Kimberly-Clark, Cheetos and Doritos.

IMG_4947From the beginning of his career, Brad learned early to work on anything and everything to gain experience and to try and understand things from the consumer perspective. He claims that being proactive is critical to success. However, being able to step back and look at the situation from an outside perspective will give your work a competitive edge and provide value to your client.

Mr. Todd reminded students that advertising is just aspect of the branding process. He recognizes, “It’s an important piece, but small,” and it is important to understand how a company works overall to ensure the marketing contributes to the larger goals of each organization.

Brand transformations are an especially rewarding experience. By reinventing a brand and making it relevant to consumers, advertising helps move a product from a so so in the minds of consumers, to a household name.

Fortunately, Mr. Todd has had multiple experience with brand transformations, including creating the widely known Sun Chips from a relatively underperforming chip named Pronto.

Students had many questions, so Brad gave advice about moving forward in their careers. His top tip was to make sure that you have internships get the experience needed to set you apart. Internships also let you explore different agencies and departments in agencies to find your passion. He also had great advice in how to choose a job. Some points mentioned were:

  1. to look at the distance between your position and the decision maker to ensure you can impact the brand, and
  2. make sure there is room for you to grow in the long run, either within the agency or as a stepping stone for your career.

Importantly new employees must be flexible. Given the speed at which the industry is changing, students must maintain a willingness to learn and an

active curiosity in order to stay relevant.

Moving forward may be scary, but to win in advertising Mr. Todd implores everyone…“Be curious. Be uncomfortable. Jump In.”Brad_Todd_7_7_15

Brad Todd may be contacted via LinkedIn.

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Design from the Heart 

MendenhallCherylBy Cheryl Mendenhall, Senior Lecturer

Here at the Temerlin Advertising Institute we stress the importance of responsibility in advertising, whether that is professional responsibility, social responsibility, or the everyday choices we make in our field. My focus is in graphic design, and I wanted to share with you some of the many ways design can be used for the greater good. It can be small things like using recycled paper or soy ink in a project or something big like designing a way for people to communicate in health care situations where there may be a language barrier.

Many non-profits struggle to get their message heard; we as designers can help develop strategies and create materials to accomplish their unique goals.

HRMYou may know immediately what cause speaks to you, but if not, there are many resources available to help you find a connection. American Institute of Graphic Arts (AIGA) has a program called Design for Good described as “a movement to ignite, accelerate and amplify design-driven social change.” On their website they showcase inspiring projects and provide a wide variety of resources including ways for connecting designers and non-profits, groups that provide learning opportunities, and sources for funding and support grants for your self-initiated projects.

Or how about this? What do you get when you combine creatives, non-profits and a super quick deadline? A fantastic idea for helping out non-profits – a 24-hour createathon. Now that’s a GOOD reason to pull an all-nighter.

Here are some projects I find interesting:KZoo

I began working with non-profits early in my career as a way to give back when I didn’t have the money to donate. I continue to do it now because it brings me joy.

How we use our skills is up to us. I encourage you to find something that speaks to your heart and share your skills.

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TAI Student Tien Dang Completes Internship at Publicis HCG in NYC

In February, SMU Advertising major (’16) Tien Dang was selected for the 2015 Multicultural Advertising Internship Program (MAIP). Read about her experience summer internship experience below. IMG_6731

“This summer, I interned at Publicis HCG. I was also a part of MAIP (Multicultural Advertising Internship Program). In simpler terms, I participated in an intensive advertising internship. From 9am-5pm, I’d work on projects at my internship. This ranged from planning social events for the office, to writing copy for clients, and even working on an unbranded depression app for the Apple Watch for our intern project. At 5pm, I’d go home to grab dinner and would continue to work from 6-10pm, sometimes even later on MAIP’s project partnering with Weiden + Kennedy on a Nike campaign.

IMG_6246My first day in New York was a scene right out of a movie. I managed to get myself to Target via subway, but had no idea how to get back home. The Uber driver who picked me up not only offered me his mixtape and a date the following weekend, but also dropped me off no where near where I needed to be. My phone died and my friends that I somehow managed to find accidentally put me on the wrong train home. When I finally made it back, I realized that between lugging my purchases from Target around town, and grabbing dinner, I had lost my ID to get into my room. I was feeling discouraged, but was hopeful for better days to come.

IMG_6698As the summer moved forward, I became more acquainted with the city and the people that came with it. The one thing that I loved most about interning in NYC and being apart of MAIP was that I had 80 other friends who were experiencing the same things I was. We made each other laugh, cooked dinner when someone was too busy to feed themselves, and always made it a point to keep everyone motivated. As interns and fellows, we learned to work hard and save some time to play as well. We filled our free days with visits to Coney Island, stuffing our faces with delicious food at Smorgasburg, and appreciating all of the art that NYC had to offer.

By August, my internship was coming to a bittersweet end. MAIP celebrated with a week long Face of Talent program. Not only was I able to network with some of advertising’s best agencies, but I was also awarded ANA’s Multicultural Excellence Scholarship, which will help me finish out my last year at SMU. I left New York with a renewed passion for advertising, as well as an appreciation for how far I had come that summer. There aren’t many things I know for certain, but I do know that this isn’t the last that New York has seen of me.”

The 4A’s Multicultural Advertising Intern Program (MAIP) connects aspiring diverse entry- level advertising professionals with prestigious advertising agencies. Since its inception in 1973, MAIP offers multicultural students a unique paid, full-time summer internship at 4A’s participating agencies nationwide, combining real-world work experience, networking opportunities within the industry, and a valuable professional credential to better position themselves in the marketplace. Simultaneously, the program offers advertising agencies the opportunity to access top talent and strengthens the 4A’s efforts to enhance the workforce diversity of our industry.

The 2016 MAIP application deadline is October 30, 2015.