Can Empathy Offset Low Bystander Efficacy? Effectiveness of Domestic Violence Prevention Narratives in India?

Dr. Sid Muralidharan co-authored “Can Empathy Offset LowBystander Efficacy? Effectiveness of Domestic Violence Prevention Narratives in India.” (Journal of Health Communication, 2019)

Abstract:

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’s Latest Publication: What Triggers Young Millennials to Purchase Eco-Friendly Products?

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)

Abstract:

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

2019 SMU Advertising Awards Luncheon Winners

The annual TAI Student Awards Luncheon on Friday, April 26 was a huge success! We always enjoy honoring our distinguished students for their dedication and accomplishments in the industry. Continue reading to view the award recipients.

President
Dalya Romaner

Vice President
Alissa Llort

Treasurer
Anna Grace Godoy

Events
Hunter Jackson

Outreach
Allie Hartman

 

 

 

Equestrian
Mary Elizabeth Cordia
Sherese Rivait

Volleyball
Meryn Kennedy

 

 

 

SILVER Medal* // Art Direction & Copy
COSTCO / “Prepared for anything.”
Gaelle Gachelin, AD/CW
Anna Rose Corell, AD/CW

HomeAdvisor / “Bridging the gap between you and home repair.”
Anna Rose Corell, AD/CW

Anger Room / “Lose your Cool. Keep your security deposit.”
Megan Cruikshank, AD
Graceley Todd, CW

Instacart / “Groceries delivered fast.”
Isaac Cordova, AD/CW

Sun Bum Sunscreen / “Get out there.”
Ellie Pace, AD/CW
Charlie O’Brien, AD/CW

BIC / “Light your way.”
Abby Coon, AD/CW
Madi Castellano, AD/CW

 

National Student Show
Dyala Ashfour
Allie Hartman

Young Ones Art Directors Club
Dyala Ashfour
Allie Hartman
Brie Bernstein

 

Dallas ADDY Award Winners
Dyala Ashfour
Brie Bernstein
Abby Coon
Megan Cruikshank
Kell Klopp

District 10 ADDY Award Winners:
Megan Cruikshank
Kell Klopp

 

 

 

This Honor Society at SMU recognizes academic excellence and promotes scholarship in journalism and mass communication. Membership must be earned by excellence in academic work and is awarded to the top 10% of seniors graduating with degrees in communication disciplines.

Undergraduate
Ellie King
Avery Lewis
Dalya Romaner
Alegra Volpe

Graduate
Cat Scholl

 

AAF Multicultural Advertising Internship Program (MAIP)
Kayla Griffis

Dallas Area Alliance for Women in Media Foundation Scholarship
Kayla Griffis

Vance and Betty Lee Stickell Student Internship
Kayla Griffis

Washington Media Scholars Foundation Scholarship
Kayla Griffis

Most Promising Multicultural Student (MPMS)
Gabby Grubb
Alissa Llort

Dallas Fort Worth Interactive Marketing Association (DFWIMA) Scholarship
Lizzie Venditti

Advertising Education Foundation (AEFH) of Houston iHeart Media Scholarship
Kaleb Mulugeta

AAF Tenth District awarded a Scholarship
Brenda Rivera Franco

Vance and Betty Lee Stickell Student Internship
Kayla Griffis
Cassidy Najarian

Institute Graduate Scholars
Pepper Barker
Joel Garza
Alex Gurasich
Reilly Horsak
Hammond Lake
Cat Scholl

Morris Hite Memorial Scholarship
Hannah Belsinger
Allie Hartman
Isaac Cordova

Roger and Rosemary Enrico Scholarship
Emma Doyle
Katherine Menchaca
Kaleb Mulugeta
Andrew White

TAI Donald John Carty Leadership Award
Dalya Romaner

 

 

 

TAI Anchor Award
Gabby Grubb 

TAI Optimizer Award
Maddy Paul

TAI Social Impact Award
Hillery Lemon

TAI Resilience Award
Allie Hartman

TAI Service Award
Alex Gurasich

 TAI Team Player Award
Wyatt Welch

Face of TAI Award
Kayla Griffis

Graduate Reader
Cat Scholl

Undergraduate Reader
Dalya Romaner

Marshal
Avery Lewis

SMU Advertising Outstanding Senior In Strategic Brand Management
Dalya Romaner

SMU Advertising Outstanding Senior In Creative
Avery Lewis

SMU Advertising Outstanding Senior In Digital Media Strategy
Hannah Tymochko

TAI Outstanding Graduate Student
Cat Scholl

 

2018 Scholar of the Year
Carrie La Ferle

Service Exemplar
Mark Allen
Sandi Edgar

Student Support Super Star
Amber Benson

TAI Student Kayla Griffis Speaks About Her Academic Experiences and Achievements

I am a junior majoring in Advertising with a specialization in Digital Media Strategy with minors in Graphic Design and Spanish. I’m also participating in the 4+1 SMU Advertising program that allows me to take undergraduate and graduate classes simultaneously in order to obtain bachelor’s and master’s advertising degrees in five years. During the 2018-2019 academic year, I received the following honors:

  • 2019 Dallas Area Alliance for Women in Media Irene Runnels-Paula McStay College Scholarship
  • 2019 Washington Media Scholars Foundation Media Fellows Scholarship
  • SMU Pi Beta Phi Foundation Scholarship
  • SMU Decima Chapter of Mortar Board National Honors Society
  • Finalist for 2019 AAF Vance and Betty Lee Stickell Internship
  • Finalist for 4A’s Multicultural Advertising Internship Program

I applied for these scholarships, internships, and honors societies at the end of the fall semester and was extremely nervous during the application processes because of the programs’ prestige and competitiveness. Managing deadlines, requesting letters of recommendation from professors and mentors, staying on top of daily homework assignments, and studying for tests was no easy feat. Nevertheless, I was determined to submit my applications, in case I wasn’t accepted as a junior, to refine my skills and experiences before becoming a senior.

When I was first notified that I received the 2019 Washington Media Scholars Foundation Media Fellows Scholarship, I was shocked! I couldn’t believe it until I spoke with a representative of the foundation who told me that my application was impressive and well-received. And while this was surprising, receiving two other scholarships–the 2019 Dallas Area Alliance for Women in Media Irene Runnels-Paula McStay College Scholarship and Pi Beta Phi Foundation at SMU Scholarship–was even more overwhelming. Additionally, qualifying for the 2019 AAF Vance and Betty Lee Stickell Internship and the 4A’s Multicultural Advertising Internship Program were both amazing opportunities, though I ultimately decided to participate in the 4A’s Multicultural Advertising Internship Program because of its focus to promote inclusion and diversity in the advertising industry. I am very passionate about this. My induction into the SMU Decima Chapter of Mortar Board National Honors Society is a privilege in itself and I am grateful to be a part of this organization that recognizes leadership, community service, and scholarship among students. As a 2019 MAIP Fellow, I will work at Digitas in Boston as a Media Buying and Planning intern this upcoming summer and am extremely excited.

SMU Advertising has provided me with amazing opportunities to network with professionals and connect with my peers as we prepare for future careers in the advertising industry. I hope to help foster a world where minorities are celebrated and accurately represented. I believe that I will make a difference in the industry, as a voice for minorities, and receiving these honors is just the beginning.

Replace Your “For Dummies” Collection With THIS Online Learning Resource

SMU Libraries has just started a subscription to O’Reilly’s Learning Platform for Higher Education, that includes e-books, case studies, videos, and Learning Paths.  Topics range from graphic design, software training, leadership, job search, and business strategy.  Here is a sampling of what is available:

UX Design – From Beginner to Professional Learning Path

This learning path is designed to teach you basic and advanced concepts in UX design with the help of real-world use cases on process, design, and techniques.

Careers for Creative People: Design and some real world advice from ridiculously talented individuals doing jobs they love

This book provides a comprehensive list of creative jobs in advertising, career best practices, and advice from experts in their field, helping talented creative people.

The Handbook of International Advertising Research

The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research.

Adobe InDesign CC Classroom in a Book (2019 Release)

The 15 project-based step-by-step lessons in this book show users the key techniques for working in InDesign. Designers will build a strong foundation of typographic, color, page layout, and document-construction skills that will enable them to produce a broad range of print and digital publications.

Need help? Want to know more about research or databases for advertising? Contact Megan.

TAI Student Rani Vestal Shares about the Graphic Design Minor

Did you know that you can minor in graphic design at SMU? SMU Advertising offers this minor to provide students with a basic understanding and development of skills necessary for design across all media.

I’m currently a junior and always knew that I wanted a creative career – I just didn’t know what it could be. So when I declared my English major in Dedman College as a sophomore, due to my love of writing and literature, I also considered minoring in other disciplines to figure out what I wanted to do in the real world. When I searched through the latest course catalog, I was most intrigued by the Typography class because I love art and fonts. However, I couldn’t take it because I needed to 1) declare the graphic design minor and 2) take three prerequisite classes. With limited Photoshop and Illustrator experience, I met with Cheryl, declared the minor and enrolled in Creative Production. My minors now include history, Spanish, and graphic design. They surprisingly fuse together nicely.

The graphic design minor is unique because it unites students from a variety of majors including the three advertising tracks, studio art and English. We all have different creative interests from 90s album covers to pop art which manifest in our work. I love the classes when we collectively critique design roughs because my peers’ feedback is always valuable and respectful – this ultimately pushes me to better my deigns. I also find it fascinating that we can be given the same project guidelines and produce utterly different, yet equally compelling, work. After taking the same courses these last few years, we’ve really bonded and come to understand each other’s styles in a small graphic design “cohort.” 

I’ve almost completed the fourth and final prerequisite of the minor, and am eager to begin taking elective courses. However, the prerequisites were valuable and here’s why:

  • Creative Production (ADV 1360)
    This class taught me essential keyboard shortcuts in the Adobe Creative Suite which immediately expedited my design process. Having previously learned the programs by myself, these tricks were seriously ground-breaking and make me feel like a design wizard.

  • Word and Image, Art and Design: 1900-Present (ADV 2323)
    This was also right up my alley because it merges two of my favorite subjects: history and graphic design. I still reference the textbook from this class for inspiration because it streamlines historic design samples from cave art in Lascaux, France to postmodern Pee-wee Herman (my latest rediscovery is Lester Beall).
  • Introduction to Graphic Design (ADV 3323)
    I really enjoyed this course because I finally began integrating my knowledge of software and design into class projects. Seeing my personal work in print for the first time, instead of work for a client, was electrifying. I enjoyed learning color theory and creating packaging design for a Monster 826 coffee company.
  • Typography (3361)
    The course I’ve been waiting for! We hit the ground running this semester and dove into typeface classification, calligraphy and more. So far, I’ve prototyped a bitmap typeface and created album art for an angry Aztec band (Spanish + graphic design unite!). By this point, we’re all sort of “type geeks” and I love that we can identify and criticize typefaces together.

Despite my liberal arts major, the minor has helped me land a few advertising internships. Working at SLANT Partners in Downtown Dallas refined my professional skills because I learned how to gracefully correspond with clients. And the skills I developed through the graphic design classes also allowed me to work on real client projects including the brand development of a local philanthropic bakery. I now intern for the Temerlin Advertising Institute which has helped me meet more SMU Advertising faculty and learn about local networking opportunities. Because of this, I feel more connected to the school and industry alike.

If you’re considering the minor or are already enrolled in related courses, I encourage you to explore personal creative projects just for fun. The time you spend ‘playing’ is when you can really discover and develop your unique creative style. I spend much of my free time developing websites and animating graphics because those opportunities interest me but have not yet presented themselves in my courses. I also believe that I’m happier and more confident in my design skills through personal creative outlets because there’s no client or GPA pressure.

I’m excited to launch my creative career as a graphic designer after I graduate which would not be possible without the knowledge and experience I’ve acquired through the graphic design classes. I hope to work for a creative agency that specializes in digital, branding and packaging design. I’ve also considered freelancing before I eventually open up my own coffee shop… stay tuned.

Click here to learn more about the graphic design minor and course offerings.

Graphic Panel of CD Insert
Branding for Personal Podcast
Magazine Layout for Boaz Commons
Physical Representation of Bitmap Typeface

TAI Student Alissa Llort Selected As One Of AAF’s Most Promising Multicultural Students

Alissa Llort

This year I was selected as one of the 50 Most Promising Multicultural Students in the United States. This program was created by the American Advertising Federation (AAF) to immerse dedicated, multicultural students in the advertising industry before graduation. After being selected, I was invited to attend a 5-day conference in New York City. This was a unique experience for me because I visited the offices of various elite agencies and media companies including Wieden + Kennedy, Turner / CNN, Omnicom Group, Sparks and Honey, 72 and Sunny, McCann, FCB, and FCB Health, and IPG. During the visits, I spoke to advertising professionals and recruiters about agency culture, personal and professional experiences, and advocacy for multicultural talent in the industry.

Because this incredible opportunity unites hardworking students from different backgrounds across the country, I was able to connect with 49 students and learn from their experiences in advertising so far. I value these connections because together we are the future generation of advertisers and may work for the same companies someday. I am extremely grateful to have been selected for this opportunity and I encourage all multicultural students to apply next year.

To end, I wanted to share some of the pearls of wisdom that I collected from this trip:

  • “School is never out, keep reading and learning!”
  • “Fear is the indicator you are ready.”
  • “As you enter the professional career, choose several mentors that are not like you and learn from them.”
  • “Speak up. You will never regret speaking up and saying what you think.”
  • And the quote that struck me the most: “If you are here, you have earned it. It is not a matter of luck. Be proud of that and embrace your achievements.“

Dr. Sidharth Muralidharan and Dr. Anna Kim Author Article on Narrative Advertising in India and the United States

Abstract:
The persuasiveness and popularity of narratives in commercial advertising has gained much attention but its application in inculcating responsible behaviour is severely limited. Domestic violence against women is a global issue and there is a dire need for effective bystander intervention campaigns. This two-part study delves into how narratives could be employed to elicit favourable ad attitudes and encourage bystanders to report instances of domestic abuse in their neighbourhood. Study 1 focused on testing the effectiveness of narratives in two culturally diverse countries – India and the United States. In general, findings showed that narratives (vs. non-narratives) were more persuasive in both countries. As the next step, using culture (interdependence vs. independence) and social distance (parents vs. neighbours), Study 2 found narratives with a socially proximal entity (parents) to be more persuasive in India while no differences between countries were observed for the socially distant entity (neighbours). Theoretical and managerial implications are discussed.

Click here to read the full article on LinkedIn.

realself: House of Modern Beauty

Charlotte Cutts & Noemie Mwanzuzi

The road to SXSW was different for all of us. Some of us got here Thursday others drove early Friday morning and one of us unfortunately was under the weather.

While the first two days were filled with long walks and  sessions like Designing better ecosystems, Advertising detox, and design thinking in practice we woke up early to finally see what all the hype was about realself/ House of modern beauty.

Upon arriving there was a wait but badges had priority. We signed a disclosure form and entered the house to explore. The RealSelfHouse of Modern Beauty offers consultations and treatments of Dysport, Emsculpt, HydraFacial, Invisalign, Natrelle, Restylane, SkinCeutical, TempSure Envi, and Vivace. Various assistants of the brand, dressed in Millennial Pink, approached us and discussed the benefits of each procedure and service. Surgeons and service providers were readily available to answer any questions. Walking through the house there were displays of success stories from procedures. We saw some travel sized goods and mistakenly thought we could get them. As we progressed through the house into the backyard there is a cute little bar covered in vines and dressed with pink flowers. Very chic and modern. Further into the backyard there were make shift  tents with women getting procedures done as well as a stage for beauty panels through out the day.

Overall, the activation was clean, bright, feminine, and youthful! The procedures appear to be very professional and trustworthy. 10/10 would recommend.

A Psychologist and an Ad Guy Walk into a Bar

Palmer McGraw and Hilary Monroe

Dan Monheit, Strategy Director at Hardhat agency, and Dr. Melissa Weinberg, Psychologist with LifePsych, used five famous advertisements from the past twenty years to illustrate the intersection of Psychology and Advertising. Given all of the research done in the field of psychology regarding behavioral economics, Monheit asks strategist to consider, “how can we use all of this information to create better ads?”

Budweiser’s “Wassup” ad that ran at the 2000 Super Bowl utilized the strategy of vernacular jack to attach the brand to a phrase. By repeating the phrase over and over again in the ad, they attached the feeling of wanting a Budweiser beer to that phrase. The popularity, and utter hilariousness, of this iconic add caused the phrase “Wassup?” to be used over one million times a day, making every utterance a subtle add.

P&G’s 2010 U.S. Olympic ad entitled “Thank you Mom” was enormously successful despite the short time frame they had to make it and the extensive sub-brands they needed to incorporate into the spot. However, by creating content that resonated with audiences on an emotional level they perfectly crafted a commercial that evoked what Monheit and Weinberg dub the memory availability bias. This bias essentially means that it is easier to recall content that is both emotional and personal, so ads should work to create advertisements as such to enhance recall.

TAC, an Australian safety initiative, created a campaign to lower car fatalities to zero. This advertisement was successful because they implemented the framing effect. This explains that they way that we interpret information has little to do with the information itself. It is how the information is communicated that makes us engage with it.

In 2006, Apple created a campaign that was enormously successful because they utilized the peak end rule. This strategy explains that judgement of experience is not how we felt during it, but how we felt at the end of it. Monheit and Weinber suggest that strategists pick 2 or 3 key points and place the most important at the end because that is what people will remember.

Finally, in 2007 Unicef created a campaign which drew on the licensing effect. This theory explains how we seek balance with our decisions. It is why once we accomplish something challenging, such as finishing a huge school assignment or meeting another personal goal, we give ourselves permission to indulge or, in other words, “treat yourself!”