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Full-Text Articles in Public Relations and Advertising
An Investigation Into The Teaching Of International Public Relations To Undergraduates, Matthew Wisla
An Investigation Into The Teaching Of International Public Relations To Undergraduates, Matthew Wisla
Master's Theses (2009 -)
Currently, most U.S. multinational companies increasingly rely on international markets for revenue and growth. Public relations professionals, whether they are on assignment in a foreign land or based in the U.S. as part of an international team, must possess the skills to communicate effectively with target audiences from other cultures. The purpose of this study is to better understand the international qualifications and background of instructors teaching international public relations to U.S. undergraduates. This study is based on data collected through telephone interviews with select academic thought leaders in the field of teaching international public relations, and a broad email …
Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton
Improving The Effectiveness Of Print Advertising Copy Using The Theory Of Planned Behavior As A Guide, Nkenge Kirton
Master's Theses (2009 -)
The purpose of this study was to discover whether the Theory of Planned Behavior (TPB) (Ajzen, 1991) could be applied and tested toward the improvement of destination advertisements. Specifically, the purpose was to understand the process through which a destination advertisement could influence behavioral intention. Understanding this process would help advertising professionals in the tourism industry. The destination used in this experiment was fictitious. The study used a posttest-only experiment with three conditions. One condition saw an advertisement with a behavioral belief appeal. Another condition saw an advertisement with a descriptive normative belief appeal. The third condition saw an advertisement …
Selling "Kawaii" In Advertising: Testing Cross-Cultural Perceptions Of Kawaii Appeals, Tao Deng
Selling "Kawaii" In Advertising: Testing Cross-Cultural Perceptions Of Kawaii Appeals, Tao Deng
Master's Theses (2009 -)
"Kawaii" (cute) culture has become a major global consumer culture. Advertisers in Asia have adopted kawaii appeals to attract attention and promote product images. From a cultural value perspective, this literature review proposes that culture not only affects ad content and appeal, but also influences consumer attitude and ad effects. While kawaii appeals are culturally specified, the effects of those appeals across distinct cultures might be systemically predictable. Today, the concept of kawaii and its effects still remains vague to Western academia. This thesis provides a deeper understanding of kawaii examining the rich origin of kawaii culture in Japan and …
"How Did Toyota Stay On Top?" Revisiting Crisis Communication Discourse, Rachel Marie Knoespel
"How Did Toyota Stay On Top?" Revisiting Crisis Communication Discourse, Rachel Marie Knoespel
Master's Theses (2009 -)
This study focuses on Toyota's 2010 accelerator pedal recalls and its use of crisis response strategies that relied on past performance. As a precursor, the author researched current literature regarding crisis communication and identified two key areas of research: understanding crisis and its impact and crisis response. To understand crisis communication it is necessary to first define a crisis and the impact it has on an organization's image, identity, and/or reputation. Once the crisis occurs, the organization must respond considering the audience, type of crisis, and the phase of the life cycle the crisis is in to determine a proper …
Assessing The Potential Effectiveness Of Environmental Advertising: The Influence Of Ecological Concern And Ad Type On Systematic Information Processing, Jingyu Bao
Master's Theses (2009 -)
Following the postulation of motivation propelled message processing brought up by Chaiken, Giner-Sorolla and Chen (1996) within the framework of the heuristic-systematic model (HSM) (Chaiken, 1980; 1987; Chaiken, Liberman, & Eagly, 1989), this study attempts to explore the extent to which individuals' environmental concern can affect persuasion via systematic information processing. The study examines the comparative effectiveness of a product-based informational approach versus a social norm-based transformational approach regarding individuals with varied levels of environmental concern. A mixed model design is conducted to test the relationship between environmental concern, ad type, systematic processing of information and advertising effectiveness. The regression …
"Selling Sin" In A Hostile Environment: A Comparison Of Ukrainian And American Tobacco Advertising Strategies In Magazines, Olesya Venger, Joyce M. Wolburg
"Selling Sin" In A Hostile Environment: A Comparison Of Ukrainian And American Tobacco Advertising Strategies In Magazines, Olesya Venger, Joyce M. Wolburg
College of Communication Faculty Research and Publications
Given that “sin” products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically.