Kim Rotzoll spearheaded the teaching and research of ethics in advertising, from media ethics to the study of advertising as a social and economic institution in society. He was Dean of the College of Communications at the University of Illinois Urbana-Champaign for over ten years and prior to that, head of the department of advertising, one of the best ranked research advertising programs in the country. Kim died in 2003 at the age sixty-eight and the award was created to recognize individuals demonstrating an outstanding commitment to advertising ethics and social responsibility.
Dr. La Ferle was praised for….over twenty years of teaching ethics in advertising to undergraduate and graduate students, contributing to the design and now thriving MA in Advertising program at TAI with social responsibility at its core, her outstanding contribution to research, and her continued active service to the profession nationally and internationally, promoting teaching and research in ethics and social responsibility in advertising.
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.
It’s time to celebrate another wonderful year of student and faculty accomplishments. We’ve recognized the achievements that make the Temerlin Advertising Institute an award-winning institute at SMU, and we could not be more proud of our talented students and faculty.
Below are all the industry and special awards earned by our students and faculty during the 2017-2018 academic year.
AAF’s Most Promising Multicultural Student – Jennifer Nelson and Eric Sedeño
AAF American Advertising Awards (ADDYs) – Samantha Butz, Lucas Crespo, Tiffany Giraudon, Jolie Guz, Madeline Khare, Grace LaMontagne, Grey McDermid, Kirsty McLauchlan, Caroline Moss, Jennifer Nelson, Helen Rieger, Eric Sedeño, Matthieu Smyth.
AAF Stickell Internship – Austin Inglett and Dalya Romaner.
AFF 10th District Scholarship: Alissa Llort and Avery Lewis
Advertising Education Foundation MADE Internship: Eric Sedeño
Alliance for Women in Media (AWM) Dallas Irene Runnels-Paula McStay Scholarship – Alissa Llort
DFW Interactive Marketing Association Scholarship – Hannah Tymochko
DSVC National Show Best Print Advertising Campaign, Best Copy & Judge’s Choice – Tiffany Giraudon, Laura Walsh and Caroline Moss.
National Student Advertising Competition, SMU-TAI’s Ad Team: Third Place and Special Judges Award for Best Market Segmentation
SMU Ad Club Officers
Sara Jane Stephens
and Alex Mackillop
Event Planning Chair
National Student Advertising Competition | Ad Team –
Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.
SMU Mortar Board Top 10 Sophomore – Rachel Kainer and Jolie Guz
TAI STUDENT AWARDS:
TAI Anchor Award – Given to a student(s) who consistently “pulls more than his/her weight” in bringing projects to fruition: Matthieu Smyth.
TAI Donald John Carty Leadership Award –Given to a student(s) in recognition of leadership in the classroom, the Institute and beyond: Cheyenne Tilford.
Face of TAI Award – Given to a student(s) who represents the Institute within Meadows, SMU and/or the advertising industry: Joanna Fennessy
TAI Optimizer Award – Given to a student(s) who demonstrates a desire and aptitude to make work better through superior work strategies and iteration: Alissa Llort and Eric Sedeño.
TAI Outstanding Graduate Student – Given to a student(s) who best represents the academic and professional pursuit of the field: Coral Pisek.
TAI Resilience Award – Given to a student(s) who deals effectively with project setbacks while maintaining a positive attitude and demonstrating a resolve to produce outstanding work: Kirsty McLauchlan
TAI Social Impact Award –Given to a student(s) who exemplifies aspects of social responsibility in their advertising work and beyond: Anna Proctor.
TAI Service Award – Given to a student(s) who renders substantial service to the campus at large as well as in the greater community: Rita de Obarrio
TAI Team Player Award –Given to a student(s) in recognition of contributions to team projects and activities: Sara Jane Stephens and Jolie Guz.
TAI Outstanding Academic Achievement in Creative – Tiffany Giraudon.
TAI Outstand Academic Achievement in Digital – Rachel Kainer.
TAI Outstanding Academic Achievement in Strategic Brand Management – Cheyenne Tilford.
TAI Student Marshal at Graduation – Caroline Moss.
TAI Undergraduate Reader at Graduation – Alex Mackillop
TAI Graduate Reader – Deja Sanders.
TAI FACULTY AWARDS
Scholar of the Year – Dr. Hye Jin Yoon
Service Exemplar – Professor Mark Allen
Teaching Innovator – Professor Cheryl Mendenhall
TAI Research Fellows – Dr. Sidharth Muralidharan and Dr. Carrie La Ferle
Professor Inspiring Excellence –
Student Support Superstars – Dr. Alice Kendrick, Professor Mark Allen, and Professor Willie Baronet
Step Away From the Google Doc Fostering True Collaboration
by TAI Professor Amber Benson
Today, Jeff Bridges will deliver the final talk in the SMU Tate Distinguished Lecture series. Most college students know Jeff Bridges for his role as The Dude in the cult movie The Big Lebowski. Your film professors would probably remind you that he is also a seven-time Academy Award nominee, with a win in 2010 for his starring role as a down-on-his-luck musician in Crazy Heart.
But my first memory of Jeff Bridges was seeing him in a quirky science fiction movie called TRON. In it, Jeff Bridges plays Kevin Flynn, a computer hacker that gets digitized–by a laser, no less–and trapped inside a mainframe computer. While there, he partners with other programs to break free and keep himself from de-rezzing (or dying). The special effects, which look like a bad 80s nightclub to a modern-day viewer, were groundbreaking. Although Disney updated the franchise (and Bridges reprised his role) in 2010, it’s worth checking out the original.
Or you could just visit one of my classes. Because I think the ghosts of TRON haunts the halls of Umphrey Lee.
Recently, I’ve noticed a disturbing trend. Whenever I encourage my students to work in groups, I watch as they circle up their desks, fire up their laptops and then go radio silent. They are sitting right next to one another, yet they are miles apart. And I know exactly what’s going on.
They are trapped in a Google Doc.
As a professor of digital advertising, I encourage my students to use technology to their advantage. I just wonder if that confab of multi-colored cursors in your browser is helping you achieve your goals. Sure, you are creating a document together, but are you actually creating value?
Value creation is at the heart of the advertising industry. As advertisers we create that value by turning insights into ideas. And to do that, we need to bring various perspectives to bear on the challenges our clients give us. And that requires more than mere collaboration. It requires dialogue.
The word dialogue has Greek origins, its roots are “dia,” which means “through” and “logos” which means “speech.” Dialogue literally means to “pass through speech.” It is the literal exchange of words that propels ideas forward.
Imagine that I give you a small piece of moldable clay and tell you to create a bust of Abraham Lincoln. You could try to do it yourself. You could make your best attempt and then give it to someone else to revise or edit. In the end, you might achieve your goal, but a linear, sequential process leaves little room for inspiration or optimization.
Alternatively, by working collaboratively, gathering team members and talking through the challenge, you are far more likely to achieve your goal and to do it in a shorter amount of time. Why? Like atoms bouncing off of one another, insights create energy when they are combined. And once you hit on the perfect combination, that clarity provides momentum. When everyone fully “gets” the concept, then you delegate tasks without losing cohesion.
At one point in TRON, Kevin Flynn says, “On the other side of the screen, it all looks so easy.” Collaboration software, such as Google Docs and Slack, can be useful tools in coordinating team member contributions, but they cannot think for you. And that focus on finishing the assignment rather than solving the problem is “de-rezzing” your grades.
So, next time you get a group assignment, step away from the Google doc and toward a white board. Grab a pack of Post-Its and a Sharpie. Visualize your data. Start a dialogue.
Alissa Llort, a junior advertising student on the Strategic Brand Management track, was this year’s recipient of the 2018 Irene Runnels – Paula McStay Scholarship and the AAF-Tenth District Scholarship.
On April 5, 2018, the Dallas Area Alliance for Women in Media Foundation, Inc. awarded scholarships in the names of Irene Runnels, a distinguished and respected Dallas broadcaster and Paula McStay, a former Fort Worth advertising executive. Alissa was honored for her accomplishment at the Dallas Area Alliance for Women in Media Foundation Award of Excellence Gala. Applicants were considered on the basis of educational and career goals in their major field of study, activities and honors, service to community and references.
Alissa feels that Irene Runnels and Paula McStay have truly paved the way for the next generation of women to chase their professional advertising dreams. Alissa’s personal goal is to continue to empower young female leaders based on her college experiences. “I feel proud to have received an award from an organization that supports successful women in the media industry, because when we support each other, we are unstoppable!,” she said. Alissa is currently the marketing director at the Women Ambassadors Forum, a student run non-profit organization that aims to empower women globally through an annual forum held at SMU. In this principal role she leads her team in branding, graphic design, PR, social media and marketing.
A few days later, on April 15, 2018, Alissa was selected to receive the AAF (American Advertising Federation) Tenth District Scholarship, and was honored at the Tenth District Annual Convention in Corpus Christi, Texas during the NSAC (National Student Advertising Competition), Student Reception.
AAF District 10 endorses $2,500 scholarships which are designed to recognize, promote and encourage academically talented students in advertising-related disciplines, helping them to complete their education. Alissa was one of only three students selected to receive this award, competing against applicants from four states, including Arkansas, Louisiana, Oklahoma, and Texas.
According to Alissa, TAI has inspired her to be a professional advertiser even before graduating. “My advertising classes and professors have been key into my growth throughout these two years,” she said.
Please join the Temerlin Advertising Institute in congratulating Alissa on her outstanding achievements. TAI is thrilled to have Alissa’s talents recognized with these prestigious scholarships.
The 2018 SMU-TAI’s Ad Team, led by advisor Professor Amber Benson, competed with universities from Texas, Oklahoma, Arkansas and Louisiana, in the AAF District 10 Convention, ADVENTION, in Corpus Christi, Texas on April 15, 2018. They placed third overall and took home a Special Judges Award for Best Market Segmentation in this year’s National Student Advertising Competition. Additionally, TAI students Avery Lewis and Alissa Llort were awarded AAF Tenth District Scholarships. All-in-all a great weekend!
TAI student Harrison Fiveash said he could have not been more excited with the outcome in Corpus Christi. “Not only placing third, but receiving the Special Judges Award for Best Market Segmentation is a true testament to how hard and cohesively our team operated,” he said.
Ad Team members had been working hard since the beginning of the Spring 2018 semester when they began doing research and strategy development for Ocean Spray, this year’s national client. The challenge was to drive relevancy of the brand for older millennials across both food and beverages.
With the concept BREAK OUT OF THE BOG, the team created a memorable campaign designed to give older millennials, aged 25-34, new reasons to purchase Ocean Spray throughout the year, by leveraging the health benefits, and highlighting Ocean Spray’s responsibility to the environment and to their farmers.
The team was asked to target older millennials, but they broke it down a little further to reveal a sweet spot in the millennial market that would provide Ocean Spray the highest lifetime customer value. How? by introducing the HENRYs. A HENRY is a “High Earner that is Not Rich Yet.” They view the brands they buy as a reflection of themselves, and improve their personal brand equity by buying from brands that they have a positive relationship with. Since HENRYs are both early adopters and social influencers, investing in them would create a halo effect that would influence the rest of the 44 million older millennial target.
After harvesting research insights, the team came to the conclusion that when it comes to the HENRYs, the brand is bogged down. These millennials tend to buy Ocean Spray products during the fall-winter holiday season, are unaware of Ocean Spray’s extensive product line, are skeptical about health claims, and don’t know about all the amazing things Ocean Spray does as a company.
The team decided to build on the existing brand equity of Ocean Spray’s highly popular “Straight from the Bog” campaign by breaking the Bog Guys, Justin and Henry, out of the bog and placing them in scenarios which align with the interests and values of the target market. All they needed to do, was to BREAK OUT OF THE BOG.
Four team members, Amy Cooley, Harrison Fiveash, Alex Mackillop and Sara Jane Stephens presented the team’s work to a panel of industry judges at the competition, with the goal of leveraging Ocean Spray’s social responsibility and their healthier and celebration-worthy products; showing that Ocean Spray could become more than just a Thanksgiving staple, a sugar-filled juice cocktail, and another corporate name.
Going to Corpus Christi to compete in the National Student Advertising Competition was an incredible experience for Ad Team Leader Sara Jane Stephens. “It was so wonderful to see the team’s handwork pay off. Our presentation went really well, and Harrison, Amy, Alex and I had so much fun presenting our campaign to the judges and the audience,” she said. “I am really proud of the team and very grateful to Dr. Edwards and Professor Benson for their guidance and hard work.”
Ad Team Leader Amy Cooley believes the hard work and late nights that the team put into the entire campaign and presentation were validated by the awards received. “I could not be more excited to have received two awards at NSAC this year,” she said. “This experience more than anything has prepared me for the real world in advertising, and I’m so thankful to have been able to be a part of it all.”
Advertising majors are required to complete ADV 4399 Advertising Campaigns as part of their curriculum. This class combines major advertising theories with practice, allowing students to develop and present an advertising campaign to a real client based on current advertising challenges that the client is facing. Students that take Advertising Campaigns during the Spring semester have the opportunity to participate in the National Student Advertising Competition (NSAC). Recent NSAC clients include Tai Pei Frozen Foods (2017) Snapple (2016) Pizza Hut (2015) Mary Kay (2014) Glidden Paint (2013) and Nissan (2012).
TAI Brand Management Student, Alissa Llort, said that being a member of SMU’s Ad Team was her most rewarding college experience. “I just loved the experience and would do it all over again,” she said. “Being part of the SMU Ad Team this semester allowed me to immerse into the actual process of building a campaign and experience the real advertising life!”
Please join the Temerlin Advertising Institute in congratulating this year’s SMU-TAI’s NSAC team on their outstanding work and accomplishments!
Members of the 2018 SMU-TAI’s NSAC team are: Hayley Banas, Myla Borden, Mary Charles Byers, Amy Cooley, Rita de Obarrio, Harrison Fiveash, Anne-Marie Geisler, Conrad Li, Alissa Llort, Alex Mackillop, London Mercer, Shelby Pointer, Juan Reyes, Sara Jane Stephens, Sara Ann Whiteley and Frank Zhang.
Now that the campaign for Ocean Spray has been created, SMU-TAI’s Ad Team has begun to get their final presentation ready for the AAF District 10 competition in Corpus Christi, TX. The members that were selected to present the team’s work to a panel of judges shared their expectations for the National Student Advertising Competition (NSAC).
Amy Cooley– Advertising major on the Strategic Brand Management and Spanish major.
“This is my second year on Ad Team, so it feels good to know what to expect going into the competition. I think that our campaign strategy is really strong, and we have an incredible team of presenters (if I do say so myself) so I’m excited to see how all of our hard work is going to pay off!”
Alex MacKillop – Advertising major on the Strategic Brand Management track with minors in Business and International Studies.
“We have all worked extremely hard for this moment, so I think it will be very satisfying to see all our work come together in the final presentation. Everyone on the team contributed so much to this campaign and we are all very excited to see it through. “
Harrison Fiveash – Advertising major on the Strategic Brand Management track with minors in Communications and Arts Entrepreneurship.
“I cannot wait for all of our hard work to come to fruition. Amy and SJ have been great leaders throughout this process, leading the charge in both coordination and execution. Professor Benson has also been extremely helpful in balancing a hands-off approach with corrective guiding. While there may just be four of us presenting, it took a small army for everything to come together. I hope to win and eventually move on to Chicago, but if not at least we gained a lot of experience and felt the real pressures of a hypothetical campaign.”
Sara Jane Stephens – Advertising major on the Strategic Brand Management track with a minor in Spanish.
“I’m extremely excited for the upcoming NSAC competition in Corpus Christi. Amy, Harrison, Alex and I have a lot of energy, charisma, and chemistry on stage, which makes our presentation memorable. Not to mention, our campaign strategy is really thorough and definitely makes us a strong contender in the competition. We’ve put in a lot of long nights and hard work into this, and I know that will be clear during the presentation!”
The team will present their integrated campaign at the AAF District 10 Convention, ADVENTION, on April 15, in Corpus Christi, Texas. The winning team(s) from each district will advance to the 2018 semi-finals, which will take place over two days, on May 2–3, 2018. Between 16 and 20 teams will compete for one of eight spots in the finals. Eight finalists will then compete for the national title at the annual ADMERICA conference, which will take place in Chicago, Illinois in early June.
TAI is confident in Ad Team’s effort, abilities and talent. We wish them the best of luck at the NSAC district competition this weekend!
For more information about NSAC please visit the competition website.