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.

SXSW 4 the Win Win

Alex Lily and Rosendo Martinez

The power of social good and corporate consciousness is a rising trend at South by, so much so that it has merited its own track “Social & Global Impact”. Regardless, it has been evident in almost every panel. People want to get behind brands that positively impact the community and the world, and it is important, now more than ever, that brands become beacons of positive change.

Throughout the conference, videos of Elon Musk saying, “you should not just focus on fixing something, work on something that inspires.” This has become a clear motto for SXSW, as people focus on not only acquiring new customers and growth but also making an impactful social and environmental change to the world in which they work; thus, a win win for everyone.

In Rohit Bhargava’s discussion of his book 7 Non-Obvious Trends Changing the Future in 2019, he explored the trend “enterprise empathy”, which positions businesses to showcase their involvement in the community and connect with customers on an emotional level. One example he gave, is that of the supermarket industry in the UK in which grocers like Tesco offer slower lanes and quiet hours so that customers with specific mental and health needs can shop in comfort and at leisure. Thus, they were able to tap into an underserved market and change the daily lives of their communities by making grocery shopping more accessible for all. By tackling the problem emphatically, companies are able to better strengthen their mission, engage with customers, and find new avenues for growth.
In a fireside chat with Christopher Gavigan, the co-founder and chief purpose officer at The Honest Co., and Nina Montgomery, the author of Perspectives on Impact and Perspectives on Purpose, aptly titled, “Moving Beyond the Buzz of Purpose & Impact”, both discussed the struggle of businesses and social enterprises to tackle and hold on to purpose in a meaningful way. Both said that it was evident that social impact as the purpose of a company is great driver of growth and brand engagement but it is critical that companies ingrain this purpose in to the entire culture and strategy of the business. You have to “show up in a meaningful way” in order to create a “global and iconic brand”.


During the Bumble brand activation called the HIVE SXSW in which they took over Jo’s Coffee, each corporate employee passionately referred to the social mission of empowering women. Clearly, this purpose is deeply ingrained to the cultural foundation. It is reaffirmed in each and every way the brand grows, even so that expansion into India challenged the company to culturally adapt by ensuring women’s safety.

When companies have a mission and become champions of social improvements, they strengthen from the inside out. SXSW once again empowers executives, employees, and innovators to gear their companies to become leaders of positive social and global impact, a win win for everyone.

SMU@SXSW Interactive 2019 – The Bumble Hive

Madison Cansler and Michael Bailey

Starting the weekend off with a bang, SMU Temerlin Advertising students are in Austin for SXSW Interactive!

Day 1 began at the Austin convention center to grab badges and then we let the fun begin!  Students scattered around event in search of seminars that ignite their interests.

Some of the first events attended included Designing a Better Media Ecosystem Without Ads, Spectrum at Thomas, The Spurs Interactive, The Future of Enterprise Marketing, and the Bumble Hive: An Experiential Meetup.

The highlight of the morning was consulting with former SMU student, Chelsea Maclin, VP of Marketing for Bumble. Bumble is rapidly evolving the app to ensure relevance to its growing user base. Maclin also relayed her experience  with Bumble operating in a small apartment, and contrasted that with the 100 plus employees spreading the app to India and Mexico.

Chelsea Maclin, VP Marketing at Bumble

Bumble’s success has come from evaluating all marketing efforts against being: 1) glocal, 2) integrated, 3) sustainable, 4) measurable, and 5) impactful.

Ending the session with a group pic with Maclin, the SMU Temerlin Advertising students are excited to make our school proud and see what else the weekend has in store!

TAI Hosts Visiting Scholar Dr. Cong Li for Lecture on Measuring Ad Attitude

Friday February 22nd, Temerlin Advertising Institute hosted a lecture by Visiting Scholar Dr. Cong Li, Associate Professor of Strategic Communication at the University of Miami. Dr. Li discussed his research, “Should Attitude be Measured with “Random” Scale Points?”, with many SMU faculty, students, and professionals attending the event. Through his research, Dr. Li examined how using different scale points to measure ad attitude influences statistical results.

While attitude is an important construct frequently measured in advertising research, there is no consensus on the scale points it should be quantitively assessed.  In practice, researchers have measured attitude using different scale points (i.e., 1-5, 1-7, 1-9, 0-10, and 0-100). Dr. Li’s research questions the influence of such inconsistency on empirical findings.

In his lecture, Dr. Li discussed a series of studies that examine the methodological issues associated with attitude measures. Using varying types of data from content analysis, simulation, a longitudinal study, and an experiment, Dr. Li’s research suggests that using arbitrary scale points to measure attitude may bias statistical results. The influence of scale points is also subject to cultural difference. As low replicability has long been an issue in empirical research, Dr. Li’s work is important in pointing out a methodological concern associated with self-report measures.

Dr. Li’s other research interests include computer-mediated communication, social media, and cultural psychology. His work has appeared in such journals as Journal of AdvertisingHuman Communication ResearchMedia Psychology, and Communication Research. He has also authored two books focusing on advertising strategy and social media.

Temerlin Advertising Institute was honored to host Dr. Li 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.

TAI Alumnus Stirling Barrett named to 2019 Forbes 30 Under 30

TAI Alumnus Stirling Barrett was recently named to Forbes 2019 30 Under 30 list for Art & Style as “one of the brashest entrepreneurs across the United States and Canada.” His creative entrepreneurialism manifested at an early age when he marketed his own photographic collages as a teenager in New Orleans. After receiving a bachelor’s degree in advertising from the Temerlin Advertising Institute in 2011, he returned to his home city and continued creating artwork, flirting with the possibility of opening his own gallery. Instead, he self-financed the 2013 launch of KREWE, a luxury eyewear company that sells sunglasses, prescription glasses, and sports eyewear. The company has opened two stores in New Orleans, one small boutique in Soho, and two traveling tiny house stores. Barrett also recently founded Krewe Foundation, a non-profit organization that provides New Orleans adolescents access to eye care and free prescription eyewear. The company’s celebrity following includes Gigi Hadid, Serena Williams, Beyoncé, and Kendall Jenner. Congratulations, Sterling!

Let’s Save the World from Ineffective Marketing

Knowledge – Intelligence – Benchmarks – Insights – Data

The World Advertising Research Center (WARC) is now available for SMU students, faculty and staff to uncover the latest evidence, expertise and guidance on any marketing issue. Through the library website or from the Advertising Research Guide, you can access the information that thousands of marketers use to make their marketing more effective.

WARC is an information resource that provides knowledge, know-how, and unbiased advice on almost any advertising issue.

  • Best practice and evidence on key issues from expert practitioners.
  • Distilled wisdom from effective brands to support your judgments.
  • Used by major advertising agencies and big advertisers in more than 100 countries.

Overcome your challenges with expert guidance:

  • Take advantage of best practice and ‘how to’ guides to key marketing problems, written by specialists from around the world.
  • Use WARC’s Topic pages to see the latest thinking across 100+ advertising and marketing subjects and issues.
  • Get quick guides to complex challenges through WARC’s exclusive ‘What we know about’ series.

Make your case with the right evidence:

  • Use WARC’s in-depth research papers, including peer-reviewed articles, to find the evidence you need to make the right decision.
  • Get an industry-wide view – WARC blends the best information from research organizations, trade bodies and awards organizers with its own exclusive content.
  • Be the first to see new learning on key advertising issues using our Topic Updates email alerts service.

Investigate Popular Topics by keywords such as: Brand Analysis, Luxury Brands, Youth, Brand Launches, Behavioral Insight, Social Media, Brand Positioning, Challenger Brands, Shopper Insight, Digital Media, and others.

WARC is like a living textbook. It provides…

Quick information to get up to speed on an advertising topic:

It provides succinct articles on many topics in advertising, giving you background information, summarizing what is currently known, or giving you step-by-step how to’s.  Start with WARC instead of Googling when you need to know something about advertising! In WARC, browse the “Topics” or conduct a keyword search.  Look for WARC Best Practice articles at the top of your search results.

 Research assistance for a client project:

Use the Pitch Support tool to quickly get to secondary research for your ad campaign.  This is a great place to start to get articles about your client, the product, the target audience, marketing strategy, and the media mix.

In-depth information on an advertising topic:

WARC also gives you access to research articles and extensive reports. Searching WARC can complement the research you do with our other article databases.  Look for research articles in your search results, or from the WARC homepage, choose Latest and the browse WARC Reports.

Examples of how others solved advertising problems:

Use the Case Finder to explore the thousands of case studies available in WARC. You can filter by category, audience, creative approach, media channel, campaign objectives, and more.  For example, if you were creating a campaign for a non-profit and you want to see how others have generated word of mouth, you can filter for those criteria.

 Examples of award-winning creative work:

The Gunn Report gives you access to a library of award-winning awards as well as WARC’s top 100 effective campaigns.

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

Alumna Feature: Jolie Guz ’18

You never know where a single Instagram contest will take you. For me, one little Instagram post allowed me to present an elevator pitch to Scott Belsky, Chief Product Development Officer of Adobe. He basically makes all creative careers possible. That elevator pitch won me a trip to Adobe MAX,  an annual creative conference. During this three-day conference in Los Angeles, four thousand art directors, designers, and typeface enthusiasts join together and dive deeper into the software that makes our jobs possible. We tested out new features, listened to industry leaders, and nabbed a TON of free stuff (my favorite freebie was an ACTUAL type specimen! It’s a little metal piece of a letterpress that came in a tiny labeled test tube. SO COOL!). The conference encouraged me to get outside of my laptop and appreciate all the awesomeness of design and how it brings together incredibly interesting people and projects.

I recently graduated from TAI in May but my SMU experience has given me the warmest welcome into the real world. I work with several former TAI rockstars at BBDO in New York –  several of whom were in my own cohort! I also still bother my professors even though I’m no longer in their classes (Sorry Mark for de-railing your Advanced Portfolio class a couple weeks ago!). My education didn’t stopped when I left the classroom. The foundation of skills that I learned at TAI gave me the confidence to enter the art direction world wholeheartedly. My professors taught me that it’s always okay to ask questions and to seek advice from trusted friends and colleagues to strengthen my work.

Scott said it best in his opening keynote presentation on the first day of MAX: “The best way to learn to create is by seeing how others create.” TAI allowed me to learn from and alongside some of my favorite creative minds and I feel endlessly grateful for that opportunity.

Oh, and I’m grateful for Instagram contests too!

Instagram Submission Graphics

SXSWelcome to Graduate School

by TAI Program Specialist Sandi Edgar

New grad students might be surprised by how dissimilar their experiences are compared to undergrad life: smaller classes, expectations of thorough preparation for rigorous discussions, double digit research paper requirements, and reading hundreds of pages a week. Graduate school is an agility exercise in discipline, commitment, and stamina. It is also VERY FUN and the place many students accrue classmates and professors into their professional network.

I accompanied TAI students to SXSW this week- we networked, danced, and learned A LOT! SXSW is a graduate course guaranteed to give other students FOMO; Temerlin students attended sessions by day, microblogged during breaks, and networked at parties by night. This unconventional course closely mimics the real world of advertising by challenging students through time management, decorum at client events, assignment obstacles, and sheer exhaustion!

The biggest draw for SXSW is the unparalleled access to innovative technology, often presented by world-class leaders, which provides excellent research opportunities for our students. The most common SXSW themes included Virtual Reality, the future of holograms, Artificial Intelligence, screen less advertising, millennial marketing, and cause based brands.

Temerlin students were also treated to a VIP boat party from Dallas’ Agency Entourage founder Ben Randolph (bottom), and networked with many advertising giants. We had an excellent time at SXSW and enjoyed bonding with our students (top) at this dynamic conference.

Whether you are new to advertising or looking to further your career, SMU’s Temerlin Advertising Institute provides access to cutting edge technology, research, and industry leaders. Learn more at advertisinggradschool.com

TAI Creative Student Jennifer Nelson Shares Copywriting Experience with Award-Winning Ad Agency: McGarryBowen

Last summer, TAI creative advertising student Jennifer Nelson worked as a Copywriting Intern at McGarryBowen’s headquarters in New York City, NY. Internship experiences can give you a greater understanding of how a large agency functions according to Nelson.

Jennifer Nelson at McGarryBowen’s office

“I was hired as a Copywriting Intern so I was responsible for writing headlines/taglines/commercial scripts, concepting ideas, assisting my Art Director partner, and working on the summer-long intern project,” Nelson said. “I was put on the Chevron and Brand USA accounts, but I ended up working on mainly Chevron as well as a bit of United Airlines. There is a commercial that will air for the Sochi Olympics this winter and I helped write the script!”

Nelson learned many important skills from this internship, but she claims that by far the most important skill she learned was working with others. She partnered with a talented Art Director intern and worked on every project almost entirely through collaboration. “If I needed help with a headline, I would ask for her opinion. If she was stuck on some art, I would give her ideas,” Nelson said. Through this method, Nelson was always prepared for client meetings.

Every day was different depending on Nelson’s schedule, but she typically got to work at 9 A.M. and headed home at 6 P.M. Once she got to the agency, she made herself oatmeal and coffee, checked her e-mail for any meetings she could have, and talked with her intern partners about their plan for the day. In the mornings, she and her Art Director partner gave each other feedback on their concepts and worked on them until lunch. Sometimes the interns had informational meetings that allowed them to learn about the different departments and roles within the office. For lunch, she typically ate outside with the interns and then headed to a client meeting.

One of her favorite memories from her internship experience was working with other interns to present an Intern Project to the agency. “It was basically a campaign pitch for Champion. The interns were split up into three teams so it got pretty competitive,” Nelson said. “To set my group apart, I wrote a rap for us to perform at the beginning our presentation. We received a huge round of applause as well a couple chuckles. A few of the executives even praised my rap writing skills when we finished.” This experience allowed Nelson to sharpen her presentational skills.

Nelson has learned how to be a good team player from her advertising classes, and this helped her be the best partner she could in the internship.

During her internship, Nelson primarily worked with the Chevron creatives who became like a family for her. Nelson and her Art Director partner developed concepts for Snapchat games, videos, gifs, and more. Nelson also worked on a Chevron STEM (Science, Technology, Engineering, Mathematics) event for women in Washington D.C. “That was super cool because I learned so much about the rich history of women in STEM,” Nelson said. “My partner and I ended up having the most accepted concepts for both Fresno and STEM on the team!”

On the creative floor

This internship gave Nelson amazing opportunities to create work, and was therefore allowed to experience the duties of a copywriter. In the future, she sees herself working for an advertising agency in a big city as a copywriter.

Advertising students are strongly encouraged to complete an internship prior to graduation. The hands-on experience allows students to learn about the advertising industry outside the classroom. Nelson highly recommends TAI students to apply for McGarryBowen’s summer internship!

Check the TAI Weekly Update for current internship opportunities.