There hasn’t been much research on comparing similarly perceived emotions like guilt and shame in domestic violence prevention messages, that too in an Eastern context (India). “The Journal of Advertising was coming out with a Special Issue focusing on Advertising in Asia and we thought this study would be a perfect fit” Dr. Sid explains.
The effectiveness of guilt and shame has been thoroughly researched in the West so this was a great opportunity to explore how guilt and shame would be perceived among individuals in India, especially, to motivate an important pro-social behavior like bystander intervention. With respect to the findings, it was interesting to note that shame was more effective than ads with guilt and the control. However, what was more intriguing was that ads with negative emotions (and lack of) were equally effective among those with an independent self-construal. Basically, such ad appeals were not as important as the duty to help a victim in need. A probable answer lies in research that touches on the characteristics of the independent self-construal (being assertive, autonomous, and possessing a stronger sense of equality), which could explain these gaps in future studies.
Self-construal refers to the grounds of self-definition, and the extent to which the self is defined independently of others or interdependently with others. Initially, the term derived from perceived cultural differences in the self. Westerners were thought to have an independent self-construal, which is characterized by separateness from others, by attention to one’s abilities, traits, preferences, and wishes, and by the primacy of one’s individual goals over those of in-groups. East Asians were thought to have an interdependent self-construal, which is characterized by a sense of fundamental connectedness with others, by attention to one’s role in in-groups, and by the primacy of group goals over one’s individual goals. Later, a third characterization, the relational self-construal, was proposed; it represents the ways that people may define themselves in terms of close, dyadic relationships. Social and cultural psychologists now view these as three dimensions of the self, which virtually all people construct to some degree. Cultural differences in self-definition arise through differences in the relative strength or elaboration of these self-construals. Consequently, the literature on self-construal can seem somewhat confusing: self-construal is described at times in terms of very different understandings of the self in different cultures, and at other times in terms of universal dimensions (independent, relational, or interdependent) that vary in strength in different cultures (source: Oxford Bibliographies).
Dr. Carrie La Ferle, Dr. Sid Muralidharan & Dr. Anna Kim “Using Guilt and Shame Appeals from an Eastern Perspective to Promote Bystander Intervention: A Study of Mitigating Domestic Violence in India” Journal of Advertising, 2019.
Domestic violence is an ongoing health issue affecting women around the world. Bystander intervention is one way to help minimize occurrences of domestic violence in the future. However, bystanders tend to be apathetic toward the victims they happen to encounter or observe. In the current study, we explored the effectiveness of negative emotions (i.e., guilt and shame) on attitude toward the ad and reporting intention of bystanders in India. Drawing from fluency in processing theory and conceptualizing guilt and shame from an Eastern perspective, we found that ads featuring emotional appeals strengthened reporting intention more than control ads did. We also found that self-construal affected the process. Multiple regressions revealed that shame was more effective for individuals with an interdependent self-view and that individuals with an independent self-view were indifferent to the presence or absence of negative emotions in ads. Theoretical and managerial implications are discussed.
Click for the full publication: https://www.tandfonline.com/doi/full/10.1080/00913367.2019.1668893
Marc Patrick entered his lecture from the middle of the audience, one of the many ways he sets the tone for a riveting performance. He led the track-and-field team as a student-athlete at SMU and has since moved on to lead global brand activations for 20+ years at The Nike World Headquarters, where Patrick served as Senior Director of Global Brand Communications. His journey began when he graduated from SMU in ’93 with degrees in Advertising and African American Studies.
On the night of November 6th, Temerlin Advertising Institute welcomed Patrick back to the Hilltop as the ExxonMobil Lecture Series guest speaker. It was a wonderful night, complete with networking, a moving lecture, and lively after-party, but this sold-out event was months in the making.
Two of my classmates (Meryn Kennedy and Susan Slaton) and I were selected to represent Temerlin Advertising Institute at The Nike World Headquarters this Summer. My preparation for the trip consisted of studying Patrick’s background in advertising, writing interview questions on conference calls with my partners, and reading Phil Knight’s Shoe Dog to better understand the origin of Nike’s brand.
Together we strolled through Nike’s campus, nestled in Beaverton, Oregon. Sprawling over 286 acres and 75 buildings, we ran (quite literally) into world-class athletes like Galen Rupp, before reaching Patrick’s office for our highly anticipated interview.
We were given a look inside the brand, his time at SMU, and how he navigated the ad industry before landing his role at Nike. This interview is featured in the Fall 2019 Meadows MPRINT Magazine, and the TAI podcast, but he saved the gems for the grand finale: his keynote at the Angelika Film Center, packed with SMU students, esteemed alumni, and advertising professionals from across the country.
Patrick’s presentation was electric: he recounted how his advertising degree led him into decades of brilliant branding opportunities. From his start as an intern at The Dallas Morning News, then to Account Coordinator at TBWA, Burrell, and DDB, all the way to Nike World Headquarters. His story served as a testament to what is on the other side of an SMU Advertising degree. My classmates and I left feeling inspired and encouraged, knowing that our hard work will soon pay off.
The night culminated with a TAI exclusive after-party at Centre. Three lucky TAI students won free Nike kicks and the unlucky bunch left with $100 gift cards.
Event photos can be found here.
Congratulations to TAI Students Isaac Cordova and Will Sutter for achieving the TOP creative award in the Texas Central Bullet Train Short Film Competition! And thank you to everyone who voted them to first place, we are proud!
Visit texascentral.com to stream their award-winning video.
“I literally look homeless right now.”
Words overheard from a classmate in my 9:30 am Logo Design class.
Her outfit: a pair of sweatpants and a loose-fitting t-shirt.
The word “homeless” carries such a heavy stigma, and that weight falls on the shoulders of those who have been there.
Creative Advertising professor, Willie Baronet, has been buying and collecting homeless signs for a project titled WE ARE ALL HOMELESS which he created in 1993. To me, this project acts as a gesture to humanize the people who have unwillingly been made invisible. While interacting with a homeless person on a street corner, I’m certain I’m not the only one who fiddles with my A/C, pretends to see something important on my phone, or just looks the other way. The people who find themselves in such adverse circumstances are completely ignored. Reduced to nothing but sharpies on cardboard.
On a chilly November morning, Willie Baronet brought Home is a Journey to SMU. The first annual walk to raise awareness about homelessness, compassion, gratitude and privilege. Students and supporters marched from Doak Walker Plaza to Dallas Hall Lawn, carrying authentic homeless signs, created and held by someone experiencing homelessness. A lineup of compelling speakers shared their stories about experiencing homelessness, an eye-opening and humbling experience for everyone in attendance.
Baronet recounts the event, “The most poignant moment of the whole march was when we turned right on the boulevard. I looked back and saw a line of 120 people, nobody smiling, nobody talking, all carrying signs…the gravity of that image was so powerful.”
This week, the majority of SMU’s student body will go home for the holidays.
Which prompts the question: What is home?
Is it a group of people? A familiar location? A feeling?
Whatever home means to you, this project intends to shift your perspective, remove the stigma around homelessness and create a sense of gratitude for what you do have.
This past weekend was the Home is a Journey event which held the first annual SMU walk to raise awareness about…
“I spent this summer working at Marina Maher Communications as a Digital Marketing Intern in New York City. At Marina Maher, I was able to work with big brands daily, such as Novartis and PlanB One Step. I conducted extensive research and in-depth analyses of different brands. I learned about the healthcare industry, and grew proficient in several tools including Brandwatch and Unmetric.”
ILSE AREVALO (May ’20)
“This summer I interned at Blu Creative, which was started by a Temerlin alum! I learned about influencer marketing and social media management on their digital marketing team. I organized photoshoots, created organic growth marketing strategies, and designed social media decks for two clients.”
WHITNEY WILKERSON (May ’20)
“This summer I interned at Southwest Airlines on the paid media team. I have learned about influencer management from an in-house perspective and worked with a team to coordinate an onsite influencer event!”
MARY ELIZABETH CORDIA (May ’20)
“As a social intern at the Infinite Agency, I have worn many hats this summer which has been incredible. I have been able to travel to shoots, work on social calendars and copy for clients, help build out audits for potential new businesses, to even creating and concepting an entire campaign for our intern project. Infinite is truly helping me create a future in advertising!”
VICTORIA JACKSON (May ’21)
“As an intern for the Dallas Cowboys, I’ve had the amazing opportunity to see advertising and branding play out on a large scale working for the NFL. I’m happy to say that I’ve gained extensive first-hand experience about how branding works on such a large scale and can’t wait to take this knowledge out into the real world!”
SOPHIE MOORE (May ’20)
“As the Ad Review Intern for BBB Dallas I’ve been able to apply what I learned in Dr. LaFerle’s Advertising, Society, and Ethics to practice and enhance my knowledge of ethical business practices in advertising and the marketplace.”
KALEB MULUGETA (May ’20)
“As a Copywriting Intern at TracyLocke Chicago, I’ve been learning the art of crafting stories for brands to articulate and amplify their presence in shopper marketing.”
MAX WALTON (Dec ’20)
I had an amazing experience this summer as a Digital Yield Management intern at WarnerMedia, NYC.
I further developed analytical skills and was introduced to many aspects of forecasting and business insights tools. My internship not only taught me about revenue management but also gave me the opportunity to work on creative partnership projects myself.
After many dollar slices, I walk away from NYC with new connections with amazing people and invaluable knowledge that will certainly help my career.
This experience entailed interning for Duval Guillaume, while also assisting Publicis Emil, the global network agency for Daimler, as well as doing an English voiceover for Leo Burnett—all agencies are entities of Publicis Groupe.
My presence has been a bit of a hot topic, as it is uncommon to hear of a Texan girl going all the way to Brussels for an internship. Yet, here I was! But it all started like this…
One random day in April, I found myself googling internships in Brussels. A few agencies piqued my interest, so I spent the next few days sending emails. To my surprise, I received a reply from an agency, Duval Guillaume. I was shortly in correspondence with the Account Manager, Axelle Gontier, who oversaw the internship program. A Skype interview was scheduled and that Friday I received word that I had gotten the internship. All of this in the span of a week!
Then on June 3rd, 2019 I arrived at the Publicis building, the office stood tall and looked prestigious. When I walked in I could see the building had an industrial meets modern feel. I would come to learn that it used to be a customs office. I was welcomed by Nathalie, the HR manager, who gave me an office tour which was followed up by a detour to IT, where I received my company laptop. Shortly after, I met the entire Duval team and settled at my desk to start my days as a Duval intern.
As my time here came to an end, I couldn’t help but to feel this bittersweet feeling. After initially feeling anxious about going into the unknown, I soon found my rhythm. I had my morning routine of taking the Stade 51 tram, walking to the office, talking to the receptionists, getting my morning coffee, and starting my day. I had so many wonderful teachers who were so patient and kind. I interacted with many talented people who gave me great insight into life in this industry.
Here are some of my top moments from my time in Brussels:
- Former Publicis Groupe CEO Maurice Lévy walked passed, the glass conference room, I was in as I stared at him
- I was asked to do a voiceover for a Greenpeace voiceover, that didn’t end up getting used but nonetheless
- I was asked to do another voiceover for a breast cancer charity event
- I got credit for managing the PR on a Greenpeace project
- I helped Publicis Emil with any tasks they needed me to do
- I got to work with the coolest family-like team who welcomed me with open arms and who taught me so much
I was drawn to Brussels as I had fond memories of my time there with family, but I would have never expected to be an intern there. This summer in Brussels, at Duval Guillaume, was truly an experience that I will never forget!
Dr. Sid Muralidharan co-authored “Can Empathy Offset LowBystander Efficacy? Effectiveness of Domestic Violence Prevention Narratives in India.” (Journal of Health Communication, 2019)
Domestic violence stems from deeply rooted patriarchal norms and directly conflicts with humanitarian standards. Given that this issue impacts women across the world, many countries have initiated campaigns to heighten awareness and fight this epidemic. Based on Social Cognitive Theory (SCT), we explored whether narrative health messages might prompt bystanders to intervene (e.g., calling a helpline number) when they encounter domestic violence. Using a sample of participants from India, we found that narratives had a stronger impact on attitude toward the ad and reporting intention than non-narratives and such effects were mediated by feelings of empathy. More importantly, the mediating effects of empathy were significantly greater when bystander efficacy was low rather than high.
Click for the full publication: https://www.tandfonline.com/doi/abs/10.1080/10410236.2019.1623645
Dr. Sid Muralidharan recently co-authored “What triggers young Millennials to purchase eco-friendly products?: the interrelationships among knowledge, perceived consumer effectiveness, and environmental concern.” (Journal of Marketing Communications, Volume 25, 2019, Issue 4)
As the attention to environmental sustainability heightens, marketers increasingly claim that their products help preserve the environment. Without proper understanding of how emerging target markets, such as young Millennials, are triggered to purchase green claims, their efforts may be futile. Accordingly, the current study examined the interrelationships among major environmental antecedents, such as environmental knowledge (EK), perceived consumer effectiveness (PCE), and environmental concern (EC) on environmentally conscious consumer behaviour (ECCB). The results of an online survey with younger Millennials revealed that EK and EC were significant predictors of ECCB, with EC being the stronger predictor. Unlike past literature, PCE was not directly related to ECCB. The study also found a strong mediating role of EC between EK and ECCB, as well as PCE and ECCB. Implications for green marketers are discussed, along with theoretical discussion.
Click for the full publication: https://www.tandfonline.com/doi/abs/10.1080/13527266.2017.1303623