TAI Assistant Professor Yan Huang Shares Research on Narrative Persuasion and Attitude Resistance

TAI Research Brown Bag by TAI Assistant Professor, Yan Huang.

On Friday, April 13, Yan Huang, Assistant Professor of Advertising in TAI at SMU, shared her research titled “Persuasion and Counter Persuasion: The Impact of Narratives in Health Promotion,” at the TAI Research Brown Bag.

Professor Huang’s research examines the effects and mechanisms of strategic media messages and technologies in shaping consumer psychology, especially as they relate to health and socially responsible advertising. Through her studies, she addresses a series of questions including,

  • Is attitude induced by narratives able to resist the influence of competing messages?
  • What are the psychological mechanisms underlying narratives’ influence on resistance?
  • Can narratives effectively persuade individuals when used for counter persuasion?
  • How do we use storytelling to help the public make better decisions?

Health public service advertising (PSA) is not processed in a vacuum. An effective health PSA must not only produce an immediate persuasive impact but also compete with counter messages from different interest groups. Prior literature supports narrative benefits in eliciting immediate health attitude change. However, its influence in a competitive scenario has yet to be tested.

When individuals are exposed to a campaign message, they think about it, but they don’t typically engage in actions immediately. There is a time lag, in which individuals can encounter other information, which may contradict with what they were previously exposed to – these are competing messages. Professor Yan Huang performed a series of studies in which attitudes were assessed after exposure to pro- and anti-radiotherapy messages, in both the conventional rhetoric and storytelling formats. Immediate reactions and the responses after counter persuasion were assessed and analyzed.

Major findings of Professor Huang’s studies include,

  • Campaign messages in story formats can lead to better retention of information, which could enhance audience resistance to counter persuasion.
  • The experiential processes associated with narrative exposure, such as identification with story characters and the feeling of “being transported” into the story world, can increase counter-arguing with competing messages.
  • Narrative messages are much more effective than rhetorical messages in communicating counter-attitudinal information.

After sharing her research Professor Huang discussed various theoretical and practical implications including,

  • Narrative persuasion research may benefit from focusing attention beyond the change in attitude intensity to other properties of attitude strength.
  • The mechanisms underlying the carryover effect of narratives in the face of a competing message are both cognitive and experiential.
  • The applicability of narrative persuasion theories in a competitive situation.
  • The strong potential of narrative campaign messages in altering attitude.

Temerlin Advertising Institute was honored to have Yan Huang for a lecture on her research. TAI is passionate about staying informed on all current topics in the advertising industry, hosting speakers periodically throughout the year.

Yan Huang holds a Ph.D. in mass communication from Pennsylvania State University. She teaches Consumer Behavior (ADV 2301) at SMU. Her work has appeared in such journals as American Behavioral Scientist, Health Communication, Journal of Communication, among others. Moreover, her research has been recognized with Top Paper Awards from the International Communication Association (ICA), the Association for the Education of Journalism and Mass Communication (AEJMC) and the International Public Relations Research Conference (IPRRC).

TAI 2017-2018 Student and Faculty Awards

It’s time to celebrate another wonderful year of student and faculty accomplishments. We’ve recognized the achievements that make the Temerlin Advertising Institute an award-winning institute at SMU, and we could not be more proud of our talented students and faculty.

Below are all the industry and special awards earned by our students and faculty during the 2017-2018 academic year.

Industry and Special Awards

Industry Recognition

  • AAF’s Most Promising Multicultural Student – Jennifer Nelson and Eric Sedeño
  • AAF American Advertising Awards (ADDYs) – Samantha Butz, Lucas Crespo, Tiffany Giraudon, Jolie Guz, Madeline Khare, Grace LaMontagne, Grey McDermid, Kirsty McLauchlan, Caroline Moss, Jennifer Nelson, Helen Rieger, Eric Sedeño, Matthieu Smyth.
  • AAF Stickell Internship – Austin Inglett and Dalya Romaner.
  • AFF 10th District Scholarship: Alissa Llort and Avery Lewis
  • Advertising Education Foundation MADE Internship: Eric Sedeño
  • Alliance for Women in Media (AWM) Dallas Irene Runnels-Paula McStay Scholarship – Alissa Llort
  • DFW Interactive Marketing Association Scholarship – Hannah Tymochko
  • DSVC National Show Best Print Advertising Campaign, Best Copy & Judge’s Choice – Tiffany Giraudon, Laura Walsh and Caroline Moss.
  • National Student Advertising Competition, SMU-TAI’s Ad Team: Third Place and Special Judges Award for Best Market Segmentation

Student Organizations

  • SMU Ad Club Officers
Joanna Fennessy President
Sara Jane Stephens
and Alex Mackillop
Co-Membership Chairs
Lex Pedraza Treasurer
Peyton Turbeville Event Planning Chair
Eric Sedeño Communications
  • National Student Advertising Competition | Ad Team –
    Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.

Institute Scholars

  • Engaged Learning Project –  Samantha Butz
  • Morris Hite – Zachary Crosby
  • Roger and Rosemary Enrico – Andrea Rosas

Honors

  • Alpha Delta Sigma – Joanna Fennessy
  • Kappa Tau Alpha – Arin Forstenzer, Tiffany Giraudon, Caroline Moss, Rachel Kainer, Cheyenne Tilford.
  • Hunt Scholar – Riley Blair
  • SMU Mortar Board Top 10 Sophomore – Rachel Kainer and Jolie Guz

Institute Awards

The Best Students. The Best Faculty. The Best Advertising
TAI STUDENT AWARDS:

  • TAI Anchor Award – Given to a student(s) who consistently “pulls more than his/her weight” in bringing projects to fruition: Matthieu Smyth.
  • TAI Donald John Carty Leadership Award –Given to a student(s) in recognition of leadership in the classroom, the Institute and beyond:
    Cheyenne Tilford.
  • Face of TAI Award – Given to a student(s) who represents the Institute within Meadows, SMU and/or the advertising industry:
    Joanna Fennessy
  • TAI Optimizer Award – Given to a student(s) who demonstrates a desire and aptitude to make work better through superior work strategies and iteration: Alissa Llort and Eric Sedeño.
  • TAI Outstanding Graduate Student – Given to a student(s) who best represents the academic and professional pursuit of the field:
    Coral Pisek.
  • TAI Resilience Award – Given to a student(s) who deals effectively with project setbacks while maintaining a positive attitude and demonstrating a resolve to produce outstanding work: Kirsty McLauchlan
  • TAI Social Impact Award –Given to a student(s) who exemplifies aspects of social responsibility in their advertising work and beyond:
    Anna Proctor.
  • TAI Service Award – Given to a student(s) who renders substantial service to the campus at large as well as in the greater community:
    Rita de Obarrio
  • TAI Team Player Award –Given to a student(s) in recognition of contributions to team projects and activities:
    Sara Jane Stephens and Jolie Guz.
  • TAI Outstanding Academic Achievement in CreativeTiffany Giraudon.
  • TAI Outstand Academic Achievement in DigitalRachel Kainer.
  • TAI Outstanding Academic Achievement in Strategic Brand ManagementCheyenne Tilford.
  • TAI Student Marshal at Graduation
    Caroline Moss.
  • TAI Undergraduate Reader at Graduation
    Alex Mackillop
  • TAI Graduate Reader  – Deja Sanders. 

 

TAI FACULTY AWARDS

  • Scholar of the Year  –
    Dr. Hye Jin Yoon
  • Service Exemplar   –
    Professor Mark Allen
  • Teaching Innovator  –
    Professor Cheryl Mendenhall
  • TAI Research Fellows  –
    Dr. Sidharth Muralidharan and Dr. Carrie La Ferle
  • Professor Inspiring Excellence
  • Student Support Superstars –  
    Dr. Alice Kendrick, Professor Mark Allen, and Professor Willie Baronet
  • Adjunct Professor Extraordinaire  – Gordon Law
Awards Lunch Room
Dr. Edwards on Stage

Step Away From the Google Doc: Fostering True Collaboration

Step Away From the Google Doc
Fostering True Collaboration
by TAI Professor Amber Benson

 

Today, Jeff Bridges will deliver the final talk in the SMU Tate Distinguished Lecture series. Most college students know Jeff Bridges for his role as The Dude in the cult movie The Big Lebowski. Your film professors would probably remind you that he is also a seven-time Academy Award nominee, with a win in 2010 for his starring role as a down-on-his-luck musician in Crazy Heart.

But my first memory of Jeff Bridges was seeing him in a quirky science fiction movie called TRON. In it, Jeff Bridges plays Kevin Flynn, a computer hacker that gets digitized–by a laser, no less–and trapped inside a mainframe computer. While there, he partners with other programs to break free and keep himself from de-rezzing (or dying). The special effects, which look like a bad 80s nightclub to a modern-day viewer, were groundbreaking. Although Disney updated the franchise (and Bridges reprised his role) in 2010, it’s worth checking out the original.

Or you could just visit one of my classes. Because I think the ghosts of TRON haunts the halls of Umphrey Lee.

Recently, I’ve noticed a disturbing trend. Whenever I encourage my students to work in groups, I watch as they circle up their desks, fire up their laptops and then go radio silent. They are sitting right next to one another, yet they are miles apart. And I know exactly what’s going on.

They are trapped in a Google Doc.

As a professor of digital advertising, I encourage my students to use technology to their advantage. I just wonder if that confab of multi-colored cursors in your browser is helping you achieve your goals. Sure, you are creating a document together, but are you actually creating value?

Value creation is at the heart of the advertising industry. As advertisers we create that value by turning insights into ideas. And to do that, we need to bring various perspectives to bear on the challenges our clients give us. And that requires more than mere collaboration. It requires dialogue.

The word dialogue has Greek origins, its roots are “dia,” which means “through” and “logos” which means “speech.” Dialogue literally means to “pass through speech.” It is the literal exchange of words that propels ideas forward.

Imagine that I give you a small piece of moldable clay and tell you to create a bust of Abraham Lincoln. You could try to do it yourself. You could make your best attempt and then give it to someone else to revise or edit. In the end, you might achieve your goal, but a linear, sequential process leaves little room for inspiration or optimization.

Alternatively, by working collaboratively, gathering team members and talking through the challenge, you are far more likely to achieve your goal and to do it in a shorter amount of time. Why? Like atoms bouncing off of one another, insights create energy when they are combined.  And once you hit on the perfect combination, that clarity provides momentum. When everyone fully “gets” the concept, then you delegate tasks without losing cohesion.

At one point in TRON, Kevin Flynn says, “On the other side of the screen, it all looks so easy.” Collaboration software, such as Google Docs and Slack, can be useful tools in coordinating team member contributions, but they cannot think for you. And that focus on finishing the assignment rather than solving the problem is “de-rezzing” your grades.

So, next time you get a group assignment, step away from the Google doc and toward a white board. Grab a pack of Post-Its and a Sharpie. Visualize your data. Start a dialogue.

Escape the machine.

TAI professor Amber Benson is a results-driven marketing executive and consultant with over 15 years of varied and progressive experience in strategy development, digital marketing, e-commerce and corporate communications. Benson is dedicated to building successful brands through design thinking, strategic intuition and relentless innovation.

 

 

 

 

 

 

 

WPromote: “Profit Driven Marketing with Facebook”

Wpromote is a digital marketing agency headquartered in California has regional offices in Dallas, San Francisco, Chicago, New York, etc. It is also known as the challenger agency and focuses on search marketing, paid & earned social media, and marketing intelligence. This April, Wpromote partnered with Facebook and held its first profit-driven marketing summit. It was an invitation based exclusive event, and two of our TAI faculty, Anna Kim and Hye Jin Yoon were invited. Last year, the agency had a similar event with Google.  

Dr. Kim and Dr. Yoon at the Event.

It was an all-day event and well-attended by industry professionals. It is interesting to note that Dr. Yoon and Dr. Kim were the only academic professionals. They said, they really enjoyed the program. “The summit not only offered us an excellent opportunity to meet industry professionals but also informed us many interesting new trends as well as challenges that today’s media industry is facing. Keynote speeches and sessions were organized around the following three themes: leveraging profit-driven marketing & customer lifetime value (LTV), new customers acquisition, and visual storytelling through video.” 

 
Here are some notes from Dr. Yoon and there’s a link in the bottom where you can download some of the presentations from Wpromote. Unfortunately, presentations from Facebook are not provided due to the sensitive nature of some of the content, it is Facebook’s policy not to distribute their presentations.
 
  • Businesses need to adopt mobile first strategies: consumers are increasingly discovering products through mobile, there is 41% faster content consumption on mobile than desktop, and on average, consumers search fewer products on smartphones than desktops before making a purchase.
  • eCommerce goes global: cross-border e-commerce with emerging economies have taken off; businesses need to be there effortlessly across the globe; these countries never had strong desktop culture and have leaped on to mobile, which creates a different set of opportunities.
  • Mobile video content is exploding: video is a primary way to discover and buy products and leverage video as merchandising tool affords highly dynamic immersive experiences.
  • Visual storytelling through video creative that converts: customers want to see themselves in your product; visuals are processed 60K times faster than text by the human brain; visual storytelling can help every stage of the consumer’s journey; great video isn’t about things, it’s about action (verbs before nouns); focus on people, their goals, and how the brand can help accomplish them.

Summit Promote Presentations (click the link for download)
Click here to learn more about Wpromote and its first-ever profit-driven marketing summit.

TAI Student Alissa Llort Was Awarded Two Major Scholarships

Alissa Llort, a junior advertising student on the Strategic Brand Management track, was this year’s recipient of the 2018 Irene Runnels – Paula McStay Scholarship and the AAF-Tenth District Scholarship.

On April 5, 2018, the Dallas Area Alliance for Women in Media Foundation, Inc. awarded scholarships in the names of Irene Runnels, a distinguished and respected Dallas broadcaster and Paula McStay, a former Fort Worth advertising executive. Alissa was honored for her accomplishment at the Dallas Area Alliance for Women in Media Foundation Award of Excellence Gala. Applicants were considered on the basis of educational and career goals in their major field of study, activities and honors, service to community and references.

Alissa at the Dallas Area Alliance for Women in Media Foundation Award of Excellence Gala.

Alissa feels that Irene Runnels and Paula McStay have truly paved the way for the next generation of women to chase their professional advertising dreams.  Alissa’s personal goal is to continue to empower young female leaders based on her college experiences. “I feel proud to have received an award from an organization that supports successful women in the media industry, because when we support each other, we are unstoppable!,” she said. Alissa is currently the marketing director at the Women Ambassadors Forum, a student run non-profit organization that aims to empower women globally through an annual forum held at SMU.  In this principal role she leads her team in branding, graphic design, PR, social media and marketing.

A few days later, on April 15, 2018, Alissa was selected to receive the AAF (American Advertising Federation) Tenth District Scholarship, and was honored at the Tenth District Annual Convention in Corpus Christi, Texas during the NSAC (National Student Advertising Competition), Student Reception.

AAF District 10 endorses $2,500 scholarships which are designed to recognize, promote and encourage academically talented students in advertising-related disciplines, helping them to complete their education. Alissa was one of only three students selected to receive this award, competing against applicants from four states, including Arkansas, Louisiana, Oklahoma, and Texas.

Tenth District Annual Convention in Corpus Christi, Texas during the NSAC.

According to Alissa, TAI has inspired her to be a professional advertiser even before graduating. “My advertising classes and professors have been key into my growth throughout these two years,” she said. 

Please join the Temerlin Advertising Institute in congratulating Alissa on her outstanding achievements. TAI is thrilled to have Alissa’s talents recognized with these prestigious scholarships.

SMU-TAI’s Ad Team Brings Two Trophies Back to Temerlin

The 2018 SMU-TAI’s Ad Team, led by advisor Professor Amber Benson, competed with universities from Texas, Oklahoma, Arkansas and Louisiana, in the AAF District 10 Convention, ADVENTION, in Corpus Christi, Texas on April 15, 2018. They placed third overall and took home a Special Judges Award for Best Market Segmentation in this year’s National Student Advertising Competition. Additionally, TAI students Avery Lewis and Alissa Llort were awarded AAF Tenth District Scholarships. All-in-all a great weekend!

Third Place and Special Judges Award for Best Market Segmentation

TAI student Harrison Fiveash said he could have not been more excited with the outcome in Corpus Christi. “Not only placing third, but receiving the Special Judges Award for Best Market Segmentation is a true testament to how hard and cohesively our team operated,” he said.

Strategy Development and Research

Ad Team members had been working hard since the beginning of the Spring 2018 semester when they began doing research and strategy development for Ocean Spray, this year’s national client. The challenge was to drive relevancy of the brand for older millennials across both food and beverages.

With the concept BREAK OUT OF THE BOG, the team created a memorable campaign designed to give older millennials, aged 25-34, new reasons to purchase Ocean Spray throughout the year, by leveraging the health benefits, and highlighting Ocean Spray’s responsibility to the environment and to their farmers.

The team was asked to target older millennials, but they broke it down a little further to reveal a sweet spot in the millennial market that would provide Ocean Spray the highest lifetime customer value. How? by introducing the HENRYs. A HENRY is a “High Earner that is Not Rich Yet.” They view the brands they buy as a reflection of themselves, and improve their personal brand equity by buying from brands that they have a positive relationship with. Since HENRYs are both early adopters and social influencers, investing in them would create a halo effect that would influence the rest of the 44 million older millennial target.

After harvesting research insights, the team came to the conclusion that when it comes to the HENRYs, the brand is bogged down. These millennials tend to buy Ocean Spray products during the fall-winter holiday season, are unaware of Ocean Spray’s extensive product line, are skeptical about health claims, and don’t know about all the amazing things Ocean Spray does as a company.

The team decided to build on the existing brand equity of Ocean Spray’s highly popular “Straight from the Bog” campaign by breaking the Bog Guys, Justin and Henry, out of the bog and placing them in scenarios which align with the interests and values of the target market. All they needed to do, was to BREAK OUT OF THE BOG.

Four team members, Amy Cooley, Harrison Fiveash, Alex Mackillop and Sara Jane Stephens presented the team’s work to a panel of industry judges at the competition, with the goal of leveraging Ocean Spray’s social responsibility and their healthier and celebration-worthy products; showing that Ocean Spray could become more than just a Thanksgiving staple, a sugar-filled juice cocktail, and another corporate name.

Presenting Team: Harrison, Sara Jane, Alex and Amy.

Going to Corpus Christi to compete in the National Student Advertising Competition was an incredible experience for Ad Team Leader Sara Jane Stephens. “It was so wonderful to see the team’s handwork pay off. Our presentation went really well, and Harrison, Amy, Alex and I had so much fun presenting our campaign to the judges and the audience,” she said. “I am really proud of the team and very grateful to Dr. Edwards and Professor Benson for their guidance and hard work.”

Ad Team Leader Amy Cooley believes the hard work and late nights that the team put into the entire campaign and presentation were validated by the awards received. “I could not be more excited to have received two awards at NSAC this year,” she said. “This experience more than anything has prepared me for the real world in advertising, and I’m so thankful to have been able to be a part of it all.”

Advertising majors are required to complete ADV 4399 Advertising Campaigns as part of their curriculum. This class combines major advertising theories with practice, allowing students to develop and present an advertising campaign to a real client based on current advertising challenges that the client is facing. Students that take Advertising Campaigns during the Spring semester have the opportunity to participate in the National Student Advertising Competition (NSAC). Recent NSAC clients include Tai Pei Frozen Foods (2017) Snapple (2016) Pizza Hut (2015) Mary Kay (2014) Glidden Paint (2013) and Nissan (2012).

TAI Brand Management Student, Alissa Llort, said that being a member of SMU’s Ad Team was her most rewarding college experience. “I just loved the experience and would do it all over again,” she said. “Being part of the SMU Ad Team this semester allowed me to immerse into the actual process of building a campaign and experience the real advertising life!”

Ad Team Members in Corpus Christi, TX: Rita de Obarrio, Anne-Marie Geisler, Alex Mackillop, Harrison Fiveash, Sara Jane Stephens, Amy Cooley, Alissa Llort and Frank Zhang.
TAI Students and Faculty at the Awards Presentation in Corpus Christi, TX.

Please join the Temerlin Advertising Institute in congratulating this year’s SMU-TAI’s NSAC team on their outstanding work and accomplishments!

Members of the 2018 SMU-TAI’s NSAC team are: Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Conrad Li, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.

 

SMU-TAI’s Ad Team: Expectations for the National Student Advertising Competition (NSAC)

Now that the campaign for Ocean Spray has been created, SMU-TAI’s Ad Team has begun to get their final presentation ready for the AAF District 10 competition in Corpus Christi, TX. The members that were selected to present the team’s work to a panel of judges shared their expectations for the National Student Advertising Competition (NSAC).

Amy Cooley– Advertising major on the Strategic Brand Management and Spanish major. 

“This is my second year on Ad Team, so it feels good to know what to expect going into the competition. I think that our campaign strategy is really strong, and we have an incredible team of presenters (if I do say so myself) so I’m excited to see how all of our hard work is going to pay off!”

Alex MacKillop – Advertising major on the Strategic Brand Management track with minors in Business and International Studies.

“We have all worked extremely hard for this moment, so I think it will be very satisfying to see all our work come together in the final presentation. Everyone on the team contributed so much to this campaign and we are all very excited to see it through. “ 

Harrison Fiveash – Advertising major on the Strategic Brand Management track with minors in Communications and Arts Entrepreneurship.

“I cannot wait for all of our hard work to come to fruition. Amy and SJ have been great leaders throughout this process, leading the charge in both coordination and execution. Professor Benson has also been extremely helpful in balancing a hands-off approach with corrective guiding. While there may just be four of us presenting, it took a small army for everything to come together. I hope to win and eventually move on to Chicago, but if not at least we gained a lot of experience and felt the real pressures of a hypothetical campaign.”

Sara Jane Stephens – Advertising major on the Strategic Brand Management track with a minor in Spanish.

“I’m extremely excited for the upcoming NSAC competition in Corpus Christi. Amy, Harrison, Alex and I have a lot of energy, charisma, and chemistry on stage, which makes our presentation memorable. Not to mention, our campaign strategy is really thorough and definitely makes us a strong contender in the competition. We’ve put in a lot of long nights and hard work into this, and I know that will be clear during the presentation!”

SMU-TAI’s Presenting Team: Harrison, Sara Jane, Amy and Alex.

The team will present their integrated campaign at the AAF District 10 Convention, ADVENTION, on April 15, in Corpus Christi, Texas. The winning team(s) from each district will advance to the 2018 semi-finals, which will take place over two days, on May 2–3, 2018. Between 16 and 20 teams will compete for one of eight spots in the finals. Eight finalists will then compete for the national title at the annual ADMERICA conference, which will take place in Chicago, Illinois in early June.

TAI is confident in Ad Team’s effort, abilities and talent. We wish them the best of luck at the NSAC district competition this weekend!

For more information about NSAC please visit the competition website.

 

TAI Students Win 16 Dallas ADDY Awards

The Temerlin Advertising Institute won 16 ADDYs, including Best of Show and a special Judge’s pick, in the student category of The 56th Annual American Advertising Federation (AAF) Dallas American Advertising Awards on March 8th at The Bomb Factory in Deep Ellum.

The ADDY Awards is the world’s largest advertising competition, receiving over 40,000 entries annually. It is unique among other advertising competitions in that it is the only competition that includes three levels of judging: local, regional and national. For more information about AAF and the ADDY Awards, visit: http://www.americanadvertisingawards.com/

TAI won more awards than all the other 4 schools combined and beat its own all-time record as a program for the number of wins from 2010.

Winning entries were as follows:

STUDENT BEST OF SHOW

CLIENT: An ad for an air purifier
CREDITS: Matthieu Smyth and Jennifer Nelson

JUDGE’S CHOICE

CLIENT: EPIC Meat Snacks
CREDITS: Tiffany Giraudon and Helen Rieger

GOLD AWARD // ART DIRECTION

CLIENT: An ad for an air purifier
CREDITS: Matthieu Smyth and Jennifer Nelson

GOLD AWARD // OUT OF HOME

CLIENT: An ad for an air purifier
CREDITS: Matthieu Smyth and Jennifer Nelson

SILVER AWARD // OUT OF HOME

CLIENT: Zero Gravity Poster Series
CREDITS: Samantha Butz

SILVER AWARD // ONLINE INTERACTIVE

CLIENT: National Parks Service
CREDITS: Eric Sedeño and Madeline Khare

SILVER AWARD // CROSS PLATFORM CAMPAIGN

CLIENT: VH1 Save the Music
CREDITS: Tiffany Giraudon and Caroline Moss

SILVER AWARDS // PRINT

CLIENT: Dr. Bronners
CREDITS: Grace LaMontagne and Jolie Guz

SILVER AWARDS // PRINT

CLIENT: Philips Hue Lighting
CREDITS: Eric Sedeño, Kirsty McLauchlan, Grey McDermid

SILVER AWARD // COPYWRITING

CLIENT: Help USA
CREDITS: Laura Walsh and Caroline Moss

BRONZE AWARD // PRINT

CLIENT: EPIC Meat Snacks
CREDITS: Tiffany Giraudon and Helen Rieger

BRONZE AWARD // COPYWRITING

CLIENT: VH1 Save the Music
CREDITS: Tiffany Giraudon and Caroline Moss

BRONZE AWARD // OUT OF HOME

CLIENT: Ancestry DNA
CREDITS: Tiffany Giraudon and Jolie Guz

BRONZE AWARD // OUT OF HOME

CLIENT: Help USA
CREDITS: Laura Walsh and Caroline Moss

BRONZE AWARD // OUT OF HOME

CLIENT: Airbnb
CREDITS: Laura Walsh and Helen Rieger

BRONZE AWARD // PRINT

CLIENT: Duolingo
CREDITS: Eric Sedeño and Lucas Crespo

TAI Creative Student, Eric Sedeño, said he was thrilled to have won three ADDY Awards this year. “Receiving awards for my work has been so spectacular. It really affirms that I have chosen the right major and the fact that Temerlin has given me an opportunity to be successful outside of the classroom,” he said. “I am so proud of my work and I am so glad other people like it as much as I do. I can’t wait to see if my student campaigns proceed to win more awards!”

The 2018 national ADDY Awards show will take place in Chicago, Illinois on June 8, 2018 in conjunction with The American Advertising Federation (AAF) National Conference, ADMERICA!.

 

Can Agency Culture Foster an Ethical Mindset?

Can Agency Culture Foster an Ethical Mindset?
by TAI Professor Dr. Sidharth Muralidharan

Business ethics can be broadly defined as a brand’s moral obligations to their stakeholders, employees, consumers, competition, and society at large. Ethics operates at a higher plane than law and motivates brands to think beyond just meeting the minimal legal requirements. In advertisements, ethical considerations can manifest by providing honest and truthful information about products and services, by not being offensive, or culturally distasteful. Being in a position of influence, the expectation for a brand to abide by a moral code can never be perceived as a choice but a duty. This moral duty rests not only in the hands of the advertiser but also the hired advertising agency.

The ad agency is an organization where the blending of business and creativity occurs seamlessly. In such a competitive environment where both advertisers and agencies are driven by the motive of earning more profits, the emphasis placed on ethics, unfortunately, diminishes. Lapses in ethical judgment can negatively impact the brand in terms of lower sales, negative brand image, and can end the relationship between the agency and the client. For example, in 1991 Volvo and its agency Scali, McCabe, Sloves Inc. of New York was each fined $150,000 for their deceptive ad. The commercial depicted a monster truck that ran over a line of cars, and the only car to survive was a Volvo station wagon. The Federal Trade Commission (FTC) found the ad to be deceptive because the body of the Volvo was specially strengthened to withstand the impact and a regular Volvo was not equipped with a similar shell. Knowing that the demonstration did not truly represent the product, the agency still decided to move forward with the campaign, posing an ethical lapse. Granted, agencies are under the influence of their clients but the question remains, can an agency still come out with a creative ad that is both effective and morally sound?

The answer is yes. To overcome such setbacks, agencies need to foster a culture of ethics and responsibility. This should be initiated from the very top, where, leaders are setting an example and having employees not only be a part but also take ownership of the culture. A good example could be the agency ‘Enviromedia’ based in Austin, TX. The main mission of the agency is to make the world a better place to live in and help brands make profits. Championing this vision is the CEO and Founder – Valerie Salinas-Davis, who has created strategies for campaigns such as “Don’t Mess with Texas” and the eco-friendly Nissan Leaf, to name a few. Being a B-Corporation, the agency has set high standards to achieve both social and environmental goals. As per their website, the agency has contributed $1 million in pro-bono work and volunteer time to different charities. The agency headquarters has sustainable features like solar panels and water saving functionalities, while employees recycle and use recycled materials. Enviromedia is selective of who they work with, making sure their culture and values align with their clients and is propagated through the campaigns they create. From the causes they support to providing employees with paid time off, Enviromedia has shown that their belief system can foster an ethical mindset. If the industry is filled with more agencies that have a strong moral compass then it helps put pressure back onto brands to achieve their bottom line through ethical channels.

Dr. Sid Muralidharan is assistant professor at the Temerlin Advertising Institute. His primary research interests are on cross-cultural studies and advertising’s impact on mitigating social and environmental issues in India and abroad, while secondary research interests include social media and online advertising.

 

TAI Hosts Visiting Scholar Dr. Sukki Yoon for Lecture on Speed-Induced Construal and Perceptions of Advertising Messages

Friday February 23, Temerlin Advertising Institute hosted a lecture by Visiting Scholar Dr. Sukki Yoon, associate marketing professor at Bryant University. Dr. Yoon discussed his research, “Slow Versus Fast: How Speed-Induced Construal Affects Perceptions of Advertising Messages,” with many SMU students, faculty and staff attending the lecture.

Through his research studies, Dr. Yoon addresses fundamental questions of consumer behavior: why and how people react to marketing communications. His research centers on Consumer Behavior but he is also interested in Branding, Integrated Marketing Communication, Consumer Psychology, International Advertising, Digital Marketing and Social Marketing.

Dr. Yoon provided a report of results of five studies investigating construals arising from the pace of commercials, which then affects consumers’ perceptions and responses.

“Dr. Sukki Yoon’s research provides important theoretical extensions to the construal level theory. It demonstrates that the speed of media stimulus can influence consumers’ cognitive processing. The findings offer useful information for the design and placement of advertising messages,” TAI Professor Dr. Yan Huang said.

Dr. Sukki Yoon lecturing to audience of SMU students, faculty and staff

Studies 1, 2, and 3 provide empirical evidence showing that slow-moving objects generate high-level construals and fast-moving objects generate low-level construals.

Studies 2 and 3 demonstrate that TV commercials featuring slow-moving objects will prompt high-level construals, which induces consumer preferences for desirability advertising appeals that emphasize product benefits and quality. Whereas TV commercials featuring fast-moving objects will prompt low-level construals and cause consumer preferences for feasibility advertising appeals that emphasize product benefits attributes and price.

Studies 4 and 5 demonstrate the same results when the same commercial is run slowly and rapidly.

SMU faculty and staff attending Dr. Yoon’s presentation

“Dr. Sukki Yoon’s lecture was very interesting in terms of how he connected a science theory with advertising. How fast pace music could speed up the path to purchase to process in stores, and how slow pace music can make people think more of their purchase before buying. His lecture was very well-spoken and simplified,” SMU student Chase Drexler said.

Dr. Yoon studies advertising and consumer behavior and has published articles in many international journals, served on editorial boards, and written columns for newspapers and magazines. He has previously taught advertising at Cleveland State University and has lectured as a visiting scholar at Grey Worldwide, Harvard, Sookmyung, Dongguk, and UNIST.

Temerlin Advertising Institute was honored to host Dr. Yoon for a lecture on his research. TAI is passionate about staying informed on all current topics in the advertising industry, hosting guest speakers periodically throughout the year.