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.“

TAI Students Featured in CMYK Magazine

After a seven-year hiatus, CMYK Magazine is back in publication and better than ever with its first fully digital issue featuring nine Temerlin Advertising students as award winners. This means that more than half of the winners in the Advertising category are TAI students. Congratulations!

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

Super Bowl 2019: Our 5 Favorite Ads

The Super Bowl is advertising’s biggest event of the year. As Sunday’s game became the lowest-scoring championship game in football history, the intermittent ads demonstrated an even more memorable competition. Check out our five favorite commercials below!

1. Bumble: “Serena Williams”

We are proud of Temerlin Alumna Chelsea Cain Maclin and her work as Director of Marketing at Bumble. This commercial empowers women through the words of the world’s strongest female athlete: Serena Williams.

Created By: FlyteVu & VMLY&R

 

2. Burger King: “#EatLikeAndy”

Clipped from Jørgen Leth’s 1982 art film 66 Scenes from America, Burger King’s #EatLikeAndy commercial is one minute of voyeuristic footage featuring Andy Warhol eating a Whopper. It was only a matter of time before this video became commercially repurposed.

Created By: David Miami

 

3. Doritos: “Chance the Rapper x Backstreet Boys”

When you combine Chance the Rapper and Backstreet Boys, you get a really expensive Super Bowl ad. More importantly, you get the catchiest jingle of the year.

Created By: Goodby Silverstein & Partners

 

4. Pepsi: “More than OK”

Is a Pepsi OK? Ohh-kay? Okurr? Yes.

Created By: Goodby Silverstein & Partners

 

5. Google: “100 Billion Words”

The first two Super Bowl commercials advertised Google Translate as a great cultural unifier. This soft and emotional portrayal of the company promotes the human benefits of its services.

Created By: Google Creative Labs

Dear Creative Santa

Temerlin faculty members were recently asked what they want from Creative Santa for the holidays. Their hilarious, distinctive, and thoughtful responses are below.

This year I would love a TAI faculty uniform so we all can present a united front to students and the community at large. Magnetic name tags aren’t getting it done! I was thinking about a nice SMU plaid with headgear in the form of a beanie. Please make mine with short sleeves so I can layer if necessary. Thank you!

Temerlin Love,
Dr. Alice Kendrick

 

 

Will you please get me this jacket to go with my cowboy shirts so Dr. Steve will quit telling me I’m not dressed up enough? Also, a pony.

Love,
Willie Baronet

 

 

 

On the high end I’d ask Creative Santa for an Apple iPad Pro – really no further explanation needed here. On the lower end, I’d love a copy of House Industries: The Process Is The Inspiration. I’m a big fan of House Industries, the creative process, and beautifully printed books so this is a perfect trifecta.

Sincerely,
Cheryl Mendenhall

 

 

I would like tickets to Cannes Lions WITH an invitation to the MediaLink party, CLX, AND a sit-down with Michael Kassan to discuss the future of the advertising industry.

Yours,
Dr. Steve Edwards

 

 

 

I would love to have a self-driving car. It frees my brain, eyes, and hands during my commute. It is also smart enough to be able to find its own parking spot on campus. I am happy just thinking about it. It is difficult to find the right Christmas stocking for it. But I am on it if you accept the challenge.

Best,
Dr. Yan Huang

 

 

As an eventful 2018 comes to an end and a new exciting year is about to begin, I would ask Santa to bring me a bottle of Simple Vodka. The adult beverage isn’t only for when I self-reflect as there is more to it than meets the eye. Why Simple Vodka? Well, there are two reasons. First, every bottle, Simple Vodka provides 20 meals to those in need in the US (e.g. 1 meal per drink). Since March 2017, the company has provided more than 400,000 meals through their local and national hunger relief beneficiaries and it hopes to eclipse 1 million meals by the end of 2018. Now, this is not an excuse to drink but to drink and usher in the new year responsibly. Wishing you all a Merry Christmas and a Happy New Year!

Love,
Dr. Sid Muralidharan

 

I would like to return to Kloster Wiblingen (1701) in Germany to conduct research on their collection of Renaissance Viennese pigments. This largely unknown collection of pigments, from the era of Michelangelo and da Vinci, would provide critical information to museum conservators when matching amalgamations to repair fine art and provide industry-based companies, like Pantone, with new formulations.

Sincerely,
Sandi Edgar

 

My mom doesn’t like buying me books for Christmas because she thinks it’s lame – but maybe Creative Santa feels differently? Regardless, I’m always on the lookout for new material for the graduate course I teach every Spring: Creativity, Art & Problem-Solving. For this reason, I would like Arthur C. Dante’s What Art IsThe cover of this title features the work of Andy Warhol who (in)famously blurred the lines between advertising and art.

Best,
Mark Allen

 

I would like a retreat to an island resort in Thailand with white sand, beaches, excellent service, activities, and food. At this location, I would focus my days on research and writing. Perhaps I would complete one of the many books I have wanted to write such as the impact of culture and how we see the world. I would also use the time and inspiring location to finish my online certificate related to ethics in advertising for industry professionals.

Sincerely,
Dr. Carrie La Ferle

Meet Megan Heuer: The Advertising Librarian!

For those of you who have not met me before, I am the librarian for Temerlin.  I always enjoy working with the advertising students on the kinds of critical thinking needed for secondary research.  The students at Temerlin never cease to impress me with the creativity and enthusiasm they bring to the work!  We have so many great services at the SMU Libraries, so here’s a rundown of things you should take advantage of.

  • Advertising Research Guides – Find these attached to advertising courses in Canvas by clicking “Library Help.” I create these online guides to make advertising research easier for you.
  • One-on-One Research Help – Sometimes you just need to talk through your project with a person. I meet with individuals and small groups, either in person or online. I can’t tell you how many times I have had students say that they don’t know why they ever waited so long to take advantage of this service!
  • Chat Help – If you need help immediately, you can chat with one of the library’s research assistants. You can find this anywhere on the library website by clicking the red “Ask Us” flag on the upper right side.
  • Workshops – Adulting 101, Finding Balanced News, Advanced Internet Research, Making Citation Easier, How to Read Scholarly Article – these are some of the topics that are offered through our workshop program. Is there a topic you would like to suggest?  Would you like to schedule a custom session for a group of students?  Let me know!

Contact:
Megan Heuer
mheuer@smu.edu
(214) 768-1856
Make an appointment

Welcome Panel for the Digital Media Strategy Specialization

By TAI Professor Dr. Hye Jin Yoon

In September, The Richards Group Media Planners and SMEs (Subject Matter Experts) visited TAI to discuss what having a career in media and digital look like. Experts in paid social, programmatic, and brand media took turns discussing their role in the agency, what kind of path they took to get where they are, what are the differences between SMEs and media planners, and tips on preparing for internships and future careers. An amazing group of nine TRG experts came to the panel and enjoyed fielding questions from our students.

Our senior Digital Media Strategy Specialization students joined the panel as well, Beth Rose, Hannah Tymochko, Julia Devine, and Austin Inglett, all graduating seniors, took time out of their busy schedules to give tips to the incoming group on how to navigate school and professional career building. Students discussed numerous past and current internship experiences, scholarships they have won, and classes within TAI and outside that helped them build relevant knowledge. Everyone emphasized the importance of networking and advised the new students to tap into our TAI faculty as a great resource and to establish more connections.

The Richards Group will be back in November for another media/digital panel and all of TAI will be invited. Media and digital crosses over to all other tracks so it would be a great way to learn more about different areas of an advertising agency. We hope to see you there!

Praise From a Class Client

Class Clients

In the program capstone course, Advertising Campaigns, our senior students showcase their accumulated knowledge through an intensive practical exercise. Working in small agency groups, they vie for the new business of a client. The client is real, in the room and judging their performance. The problems and the budgets are real. Students investigate, plan, develop strategies, create integrated marketing campaigns and solve clients’ advertising problems. We’ve worked with brands such as American Airlines, Dickey’s Barbecue Pit, Glidden, Nokia, Rockfish, Kinko’s, Hyundai, Postal Vault, Toyota Matrix, Bank of America, Waste Management, Wingstop and FLA USA.

Click to learn more or apply to be a Temerlin Class Client

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Praise from one of last semester’s class clients below…

May 16, 2018

Peter,

From the bottom of my heart, THANK YOU for the marvelous work you and your students did on the marketing campaign for Cox Insurance.  I am thrilled with the results.  All of the campaigns went beyond my expectations and “hit it out of the ballpark.”  At the beginning of the project, you said that no client had ever been disappointed with the results and I am certainly no exception.  Indeed, it is hard to imagine a client being more happy than I am with the results.

All of the campaigns had useful information—some more than others—but the beauty of your method for teaching the students is that the competition generates an overall product which surely goes far beyond what would be possible otherwise.  In other words, the whole project is a brilliant conception, and that redounds to you.

It was very hard to pick a winner since all of the campaigns were extremely well conceived and dug deep into the market.  Red Chair’s winning campaign centered squarely on the reason why I started Cox Insurance in the first place, which is to save people time and give them the respect in the marketplace that such hard-working people deserve but have never had.

Again, thank you so much for helping me find the “nuggets” among Cox’s demographics.  I know that we have to pick a project winner and that’s why I’m writing, but let’s be clear—I’m the real winner here—and I know it.

 

Maria Coello

Cox Insurance Group, LLC

 

Temerlin’s Graphic Design Minor FYI

By: TAI Professor Cheryl Mendenhall

I ran into a former student, who had just received her masters degree, at the bookstore after graduation this past May. She was telling me how much she was using the skills learned in one of my graphic design classes at her job – which she hadn’t expected but found that the skills came in handy in her somewhat unrelated field.

Awhile back another former student told me how excited she was to be able to use her graphic design skills at her copy writing internship. Being able to pitch in on projects in a different capacity than was expected made her an even more valuable asset to the team.

Why am I telling you this? Well, while you may know that TAI offers an interdisciplinary minor in graphic design, you may not realize how many fields of study can benefit from these skills. You might be interested in pursuing graphic design as a career but even if you aren’t, learning to become a better visual communicator can enhance a variety of career paths.

It’s so much more than learning the software used in the industry. It is about cultivating your ideas; using design principles of composition and layout; learning about typography, imagery and color choices along with a little psychology to best present your ideas. We discuss and practice all of these skills to build a powerful toolbox to help create messages that inspire, inform, tell stories or engage your audience.

 

You might want to consider how these skills can enhance your interests and career path. You can learn more about the graphic design minor here.

Images Courtesy of:

Currency Redesign, Cho Kim, Intro to Graphic Design

Event Poster, Tanner Thompson, Intro to Graphic Design

Type Specimen Poster, Alexa Acosta, Typography

Logo, Dani Kubitz, Logo and Trademark

Magazine, Traci Penn, Publication Design

Why take a MayTerm or JanTerm Course?

MayTerm or JanTerm courses are not just if you need an extra class or are trying to make up for a failed course. These short courses, 11 class days and eight class days respectively, can be super beneficial and enjoyable. In both situations there are no other courses being taken at the same time so a student’s focus is only on the readings, lecture notes, and assignments of that one specific class.

Mayterm courses are about four class hours a day and JanTerm classes are about eight hours a day, so usually there is no time for extracurricular activities or part-time jobs. At first, this might scare off students, but it is only for 11 or eight class days and you are done with a three credit course for your major or minor as well as potentially a UC requirement. Also, during these two weeks, one’s focus only being on the course material helps learn the concepts well. Students can review material and continually be using and building on material from the day before and the day before that, while the professor can take additional time to review difficult concepts not always possible in class during a regular semester.

I have taught 17 week courses, JanTerm and MayTerm classes as well as 5 week summer sessions. I really think many students do better and enjoy learning the material in a shorter term course when they have only the course material to focus on.

The other element is the bonding that happens between students and also with the faculty member and students. Since people are together every day and for long periods of time, you really become a team in learning the material and working together while almost having a family like feeling. The latter point is further conducive to learning the material while enjoying the time spent learning.

For students unsure about how they would do in a course or nervous about the content, a short semester course is a great option. The average grade when I teach has typically been a little higher than the class average in a regular 17 week long semester because students learn the material better with few outside distractions. Students who sometimes struggle in a bigger class or during a 17 week semester, often find more opportunities within the class to clarify concepts and certainly outside of class time with the opportunity of seeing the professor every day.  In many cases, a MayTerm or JanTerm course is smaller during these off semester learning opportunities, which again allows for deeper learning and richer dialogue in the classroom.

On this last point, the smaller and more intensive structure allows for interesting projects to arise that may not always be possible during a longer session or with a larger class size. One year, my MayTerm ethics in advertising course undertook a volunteer opportunity to help clean up a nearby park. In the process, they learned about the park and the neighborhood in order to create a marketing plan for how to engage the community in using and taking care of the park. This past MayTerm (2018) we tackled the issue of Mental Health and students developed proposals for matching brands with different facets of Mental Health with the goal of bringing awareness to the issues and to help normalize the conversation.

Please consider a short-semester course in your future. The Temerlin Advertising Institute often offers courses in Ethics, Production, Advertising in Dallas or Advertising in NYC as well as Campaigns. Check out your course catalogue online to see what might be available for you.

By Carrie La Ferle, Ph.D.
Distinguished Teaching Professor
Temerlin Advertising Institute

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).