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

by Hye Jin Yoon

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

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

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

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

 

TAI Faculty nominated for the 2016 Emerging Leaders Seminar Series

by Sidharth Muralidharan 

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

How to Succeed in Advertising (and Life): Lessons from Ad Team

PN%20PHOTOWritten by: Peter Noble

Advertising is a team sport. And being successful in this arena isn’t just a matter of having ninja-like InDesign skills or being near-clairvoyant in media planning. Success is built on a foundation of basic personal characteristics and abilities.

Having coached 10 Ad Teams that competed in the National Student Advertising Competition (including two National Championship winners), I’ve found three essentials that contribute to personal and professional success — Focus, Accountability, and Communication. Each of these is important on its own, and when combined, they become a powerful base for navigating the world of teamwork.

FOCUS
It’s very easy to get distracted in today’s multi-screen, information/entertainment-rich environment. Multitasking isn’t the answer. It simply doesn’t work. When you divide your attention among several tasks at the same time you can’t effectively focus on the task at hand. Multitask planning is the solution to juggling multiple obligations. Prioritize and plan your work to fully engage in each individual area. Focusing on what’s important at the time allows you to give your work the full attention that’s necessary to do your best work within the required time allotment.

ACCOUNTABILITY

Trust and confidence on teams are the glue that holds everything together. If you accept an assignment, you have to deliver. Your and your team’s success depends on it. Delivery is measured both as a process and a product. It means that you get the work done in an efficient, friction-free manner, you submit high quality work, and you absolutely get it done by or before the agreed deadline. When you own the work and you deliver on quality and timeliness, you earn the team’s trust and confidence.

COMMUNICATION

It’s ironic that despite the fact that we’re in the business of communication many of the common problems in a team environment are rooted in miscommunication. Effective communication starts with a clear understanding of what needs to get done, how it’s to be accomplished, and when it needs to be completed. Once that’s established, communication throughout the process of the work is essential. Simple things like asking for additional resources and providing updates on milestone events can ensure success.

Focus, accountability, and communication aren’t the only elements of success in this business, but mastery in those three basic areas will give you an edge in this fast-paced competitive environment. The same benefits apply to success in life.

 

Three TAI Faculty Receive Sam Taylor Fellowships

Three TAI faculty members are among the 11 SMU professors who have been awarded Sam Taylor Fellowships from the Sam Taylor Fellowship Fund of the Division of Higher Education, United Methodist General Board of Higher Education and Ministry.

The Sam Taylor Fellowships, funded by income from a portion of Taylor’s estate, award up to $2,000 for full-time faculty members at United Methodist-related colleges and universities in Texas. Any full-time faculty member is eligible to apply for the Fellowships, which support research “advancing the intellectual, social or religious life of Texas and the nation.”

Read about the research that won below!

Dr. Sidharth Muralidharan, assistant professor of advertising: “Recent literature has indicated that members of major U.S. political parties, i.e., Democrats and Republicans, have different perceptions regarding environmental issues. Democrats are assumed to be more environmentally friendly than their Republican counterparts. However, little research has delved into understanding the cognitive and psychological processes that take place behind a party member’s stance on an environmental issue. The objective of the current study is to see how green advertisements can generate favorable attitudes and encourage American shoppers to bring reusable carryout bags (vs. plastic) by taking their political affiliation into account. Since caring for the natural environment depends on a person’s self-concept, another factor that will be integrated into the design is an individual’s values for the welfare of others, specifically, self-transcendence. The findings will help city, state, and federal policy makers to effectively communicate environmental policies and ordinances. The grant money will be used to secure a participant pool for the study.”

Dr. Anna Kim, assistant professor of advertising: “My research investigates within-narrative ad variations. As not all stories are equally interesting and effective, some narrative ads are more effective than other narrative ads. Thus, my research tests and proposes a theoretical framework that explains why some narrative ads are more effective than others. With Sam Taylor Fellowship, I will be able to collect data on this study and provide a path forward for future research in this area by identifying the specific process variables that lead to more narrative persuasion. Thus, this research will not only enhance our theoretical understanding of the persuasive power of narrative advertising, but also provide specific guidance for advertising practitioners on how to create good narrative ads. Further, the findings of this research can be applied to many different areas such as health communication, public relations, and education in terms of developing more effective narrative messages.”

Dr. Hye Jin Yoon, assistant professor of advertising: “Childhood and adolescent obesity have been rising at an alarming rate in the United States. Policy changes and various school and clinic programs have been set in place over the years to help curb obesity and continuous efforts are needed on that front. Many public service advertisement (PSA) campaigns have ran in the past, but not many have been successful in catching the public’s eye and motivating a change in behavior. This study will set out to test the effectiveness of using a combination of guilt and humor appeals in health public-service advertising. Theoretical contributions will include observing the applicability of interaction of guilt and humor appeals in social marketing campaigns. Practical implications will include using guilt and humor information in effective ways to motivate the public to stay active, eat healthy, and take care of their health. This study would add knowledge to our understanding of effective PSAs that would help us in our fight against obesity in the United States.”

Applications are evaluated on the significance of the project, clarity of the proposal, professional development of the applicant, value of the project to the community or nation, and the project’s sensitivity to value questions confronting higher education and society.

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

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Photo Credit: www.telegraph.co.uk

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

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Bags of Soil / Photo Credit: Toru Hanai/Reuters

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

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

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TAI Professor is Keynote Speaker: 2015 Breakfast for the Bridge

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

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

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

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

 

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

To support the Bridge please click here.
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Justa vs. Whata: The Importance of Enterprise in Advertising

By: Alice Kendrick

KendrickAlice When I first moved to Texas, a friend introduced me to the iconic institution Whataburger. First, I learned I had to make a basic choice: theJustaburger or the Whataburger. 

Really? “Justa”?????? I thought why settle for Justa when you could have WHATA???

The Justa mentality won’t get you very far in the field of advertising. The notion of merely finishing a task or producing acceptable work is at odds with the ‘always on,’ iterative and optimization-seeking nature of the business. Advertising’s ever-changing, highly competitive and creative environment rewards the Whata’s — the enterprising — those who don’t consider completion of assignments as the end goal but rather strive to make the work better and best by repeatedly (iteratively) going above and beyond the proverbial call of duty.

My favorite definition of enterprising comes from the Oxford Dictionary:

“Having or showing initiative and resourcefulness”. Whata combination, right?

The example they give is “Some enterprising teachers have started their own recycling programs.” So, the teachers were not asked to initiate recycling programs; they did it on their own.

Initiative and resourcefulness – going above and beyond (and often in the face of shrinking budgets) – are traits that are highly valued in advertising, for it is the new, great, integrated, efficient, clever, impactful idea or way of doing something better that wins the day, the account, the prize. If you are satisfied with simply doing something per instructions, being a professional marketing communicator might not be the place for you. I was an ‘A’ student in college, but my first internship employer gave me a wake-up call about initiative when in his evaluation he wrote that although my work was of high quality, I was not enterprising. I actually had to look it up in the dictionary, as I thought the word involved making money. It means a lot more than that. That’s all I needed to hear, and I am forever grateful that he offered that candid assessment. I have never looked back.

empphoto_40815_1334870481I draw an enormous amount of inspiration as a teacher and researcher from our fantastic TAI alumni, many of whom are incredibly enterprising. A recent example is the award-winning advertising campaign for the movie The Book Thief, masterminded by our own
alumna Julie Rieger (’91), EVP-Media of 20th Century Fox in Los Angeles. Never one to be satisfied with a Justa-campaign, Julie flexed her enterprise as a student when she led SMU’s 1991 AAF National Student Advertising Competition team to its first national ranking. poster-large

In an effort to optimize the media budget for The Book Thief, Julie made history by negotiating the purchase of two consecutive blank pages in the New York Times, the second of which simply offered the movie’s URL www.wordsarelife.com. Arresting. Innovative. Shareworthy. On strategy given the movie’s message. Resourceful. Enterprising. You can learn more about how this Whata-promotion and our Whata-alum here.

So, how can students be more enterprising? Before class, not only read the chapter but also find your own examples of what’s being discussed. And share. If you really want to shock your prof, send an unsolicited (enterprising) email with a link to an article you think she might find interesting. This semester, two of my 57 students did that. Yes, I noticed. Don’t just fulfill the expectations for an assignment. Blow. It. Out. Of. The. Water. We will notice. So will your internship supervisors when you use your down time to create an annotated bibliography of current research and thinking on a subject related to an agency account. Knock their proverbial socks off. They will notice. And they will later write you a Whata-recommendation.

Just by writing this I’m getting my enterprise on. We may need to start a movement here. #upforwhata? #beyondwhata? #bethewhata? #taiwhata?

Dr. Alice Kendrick is a professor in the Temerlin Advertising Institute, SMU. The best way to reach her is akendric@smu.edu.

Perks and Ping Pong

paddles1During my senior year in college, one of my final portfolio courses was taught by an art director/copywriter team from Publicis. Halfway through the semester they took us on a tour of their offices and, for whatever reason, I remember being so impressed by the fact that the creative department had its own ping pong table. As a poor college student who had only worked hourly jobs for minimum wage, I was incredulous. You mean, you get to play ping pong… on the clock? Right then and there, I knew that I had chosen the right major – advertising.

Since then I’ve been able to reverse roles and take several groups of students to New York to tour some of the most respected ad agencies in the world. Each place has its own story, personality, strengths and weaknesses. But every single one of them has a ping pong table.

Now, by “ping pong table” I mean some kind of perk or feature of the agency that makes it a more attractive or convenient place to work. In some cases the “ping pong table” is a foosball table. In smaller shops it’s a free beer cart on Fridays. In the bigger agencies it’s an onsite barber, doctor or daycare, a state-of-the-art workout facility, full-time masseuse or a rooftop patio with a million dollar view (and wifi, of course). It’s always fun and a bit nostalgic for me to watch the faces of my students light up as each new tour guide tries to one-up the previous agency with some previously unimaginable perk that makes work more fun and life more convenient.

(Cue grizzled agency veteran on a mission to disabuse students of their wide-eyed naiveté)
“It’s a trap! Don’t fall for it, kids!”

It’s hard to see how free beer and neck massages could be a bad thing. But you don’t have to be a conspiracy theorist to see the potential danger in some of the more elaborate fringe benefits. There is a fine line between conveniences that make our busy lives more manageable, and conveniences that make it so we never have to leave work. Does the agency offer a doctor on-site to keep their employees happy and healthy? Or because they’re running their people ragged? Do they offer on-site daycare because they care about your family, or because it tricks you into working even longer hours?

After my students have had a chance to revel in their ping pong moment, I typically initiate a fireside chat about three options:

1). You can become a burned-out workaholic with titles, money and perks galore.
2). You can become an ungrateful cynic who is needlessly suspicious of your employer’s generosity.
3). You can understand the difference between means and ends.

I’ll save the first two points for another time because it’s the third that really holds the key to successfully navigating the whole issue. Whether or not an employer has ulterior motives for offering perks like these doesn’t really matter at the end of the day if you keep your desired end distinct from the means necessary to attain it. If your end goal is to get married, have a family and live happily ever after in the suburbs, then take advantage of whatever perks your employer offers to make your desired end a reality. If your end goal is to see your name in all the award books and earn a six-figure income by the time you’re 30, then use whatever perks your employer offers to make that end a reality. I’m not trying to suggest that you can have it all – we all have to make sacrifices and sometimes you have to make tough choices between competing goods. All I’m trying to say is that most people want more out of life than an agency with a ping pong table. So, don’t treat the agency you’re working at or the ping pong table like they’re an end in themselves.

There is one complication, though: this whole ends-and-means thing can get a little tricky for those who are trying to break in to the advertising industry. The harsh reality is that, while you’re young, you will be expected to work a near-impossible number of hours. But again, I suppose this is the way it is in most highly-competitive professions – not just advertising. If this is where you find yourself, you will have to make a list of two kinds of ends: provisional ends (i.e., short term goals) and final ends (i.e., long term goals).

Take for example a former art direction student of mine who had the long term goal of being married, with a family and working as a film director on the west coast. From this final end he worked backward to figure out what his provisional ends needed to be after he graduated. This process led him to accept a job at an agency known for doing great work, but also for being somewhat of a sweat shop. And even though he worked like a crazy man for two solid years, he kept his head on straight, saved his money and built a solid portfolio. All of this opened the door at a great agency in NYC that would give him opportunities to work with great film directors. From here he built up his reel, made a lot of important industry connections and 3 years later he and his lovely wife were on their way to LA to start his first solo directing job.

Granted, every story doesn’t work out as planned. Advertising is a volatile industry that requires a certain openness to change and the unknown. But the moral of the story is, don’t let short term perks distract you from your long term goals. There are many things about a career in advertising that can lead to burnout or an unhealthy work/life balance. But all professions have their Sirens. At the same time, some of the best things about a career in advertising are the many perks, options, relationships and connections that you can use to your advantage wherever your journey takes you – that is, if you can keep your head on straight.

Mark Allen, Lecturer

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Design from the Heart 

MendenhallCherylBy Cheryl Mendenhall, Senior Lecturer

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

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

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

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

Here are some projects I find interesting:KZoo

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

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

Temerlin Advertising Institute Hosts Dr. Padmini Patwardhan from Winthrop University as 2015-2016 Research Fellow

Dr. Patwardhan visited TAI last week to undertake research related to leadership issues in the advertising industry. She spent her week interviewing faculty and industry professionals to gain insight into the leadership process. She will also be undertaking interviews with executives in NYC. During her visit, she was able to interact with faculty and get to experience a taste of Texas fun at the Katy Trail Ice House.

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Temerlin Advertising Institute (TAI) at Southern Methodist University is a research-oriented institute composed of distinguished faculty with both industry and academic backgrounds. The purpose of the TAI Research Fellows program is to foster research collaboration and provide catalysts for advancing our understanding of the field of advertising.