Public Relations and Advertising Commons^™

A Qualitative Study Of Journalism Course Syllabi In Relation To The First Amendment, Elizabeth L. Bunnell

Journalism Undergraduate Honors Theses

The goal of this research is to gain more insight into collegiate journalism course syllabi and the First Amendment. The First Amendment is a foundational aspect for a career in journalism, and one way to learn how college journalism students are interacting with the First Amendment is to conduct a qualitative analysis of the syllabi. A syllabus is the contract between professor and student for the course; therefore, it should contain the most important information relating to the course. 47 syllabi were collected from the School of Journalism and Strategic Media from the Spring 2025 semester. After reading through each …

Stories That Persuade: The Impact Of Pleasure-Based And Pressure-Based Prosocial Appeals On Charitable Support For Sexual And Reproductive Health Nonprofits, Tyler Outhouse

Journalism Undergraduate Honors Theses

This study investigates how different narrative framing strategies, and corresponding sources of motivation, influence donors’ willingness to support a sexual and reproductive health nonprofit. A nationally representative sample (N = 205) completed an experiment embedded in an online survey. Participants were randomly assigned to read either a pleasure-based or pressure-based story about reproductive healthcare. Participants then reported their reactions, motivations, and willingness to support the nonprofit. Results indicated no significant difference in charitable support intentions across the two conditions, instead finding that partisan identification and value alignment were the key predictors of charitable support. The results also indicated that …

Advertising And Public Relations In A New Aige: Exploring Implications Between Advertising & Public Relations And Generative Artificial Intelligence, Hayden Tucker

Journalism Undergraduate Honors Theses

Generative Artificial Intelligence (AI) is a new tool that is changing the landscape of several industries across the board, forcing practitioners to adapt and navigate a new terrain with this new addition. One industry that is particularly affected by the introduction of AI is the Advertising and Public Relations (ADPR) industry. Under the umbrella of strategic media, the ADPR industry focuses on building relationships with publics through connection, trust, and creativity in hopes of persuading publics to feel one way or another. This thesis focuses on exploring the new relationship between AI and ADPR and understanding the effects that AI …

Learning Never Retires: A Fundraising Plan For The Osher Lifelong Learning Institute At The University Of Arkansas, Olivia C. Boykin

Journalism Undergraduate Honors Theses

This professional strategic communication project uses contextual framework of fundraising methods and audience research to develop a strong justification for donor support to programs at The Osher Lifelong Learning Institute at the University of Arkansas (OLLI) (Jalali et al., 2024). This work models theoretical perspectives of interdisciplinary motives for charitable giving to institutions of higher education and applies them to OLLI 's unique needs. The deliverables of this project will be (i) a scholarly applied research manuscript that provides a background for a fundraising plan; (ii) the fundraising plan, and (iii) evidence-based creative communication concepts, such as print-ready postcards, flyers, …

The Impact Of Ai-Generated Celebrity Endorsements In Political Advertising, Ryann M. Richards

Journalism Undergraduate Honors Theses

This study examines how celebrity endorsements and the use of artificial intelligence (AI) influence voter perceptions in elections. To study the relationship between celebrity endorsements and AI, I used an experiment embedded in a survey with two conditions: one AI-generated celebrity endorsement and one AI-generated non-celebrity endorsement. Both endorsements were for a fictional candidate running for office on a platform of supporting maximum age limits of elected officials. In the celebrity condition, an AI-generated version of Dolly Parton’s voice was used. Participants then reported their perceptions of favorability, trustworthiness, recognition, fandom, and policy support. The results showed that participants who …

The Influencer Behind The Adventure: How Social Media Influencers And Ai Affect Consumer Travel Intentions, Preferences, And Behavior, Anna A. Buie, Jee Young Chung

Journalism Undergraduate Honors Theses

Social media influencers have become powerful figures in shaping consumer decision-making, particularly within the travel and tourism industry. Utilizing parasocial interaction theory, this study investigates how various aspects of influencers and content types affect consumer attitudes and behaviors. Especially, a 3 (travel content: family, romantic couple, or solo travel) × 2 (influencer type: real vs. AI) × 2 (content type: emotional vs. logical) between-subjects design was employed. The study examines how these factors influence perceived influencer expertise and trustworthiness, credibility, parasocial interaction, attitude and intention to visit a travel destination. The findings offer insight into which influencer characteristics most effectively …

College Girl's Guide To Fayetteville, Ar, Sydney Johnson

Human Nutrition and Hospitality Management Undergraduate Honors Theses

The mission behind creating the College Girl’s Guide to Fayetteville, AR was to ease the adjustment from high school to college for females attending the University of Arkansas. This is one of life’s most monumental transitions, often resulting in anxiety, depression, and loneliness, specifically among the female demographic. With that in mind, the intent of the guidebook was to develop culture, confidence, and community on campus. In the aftermath of Covid-19, loneliness on college campuses has become an epidemic in need of a university-wide solution to increase student satisfaction and retention. A research aspect that heavily impacted the project was …

The Alumni Base Holds The Institution In Their Heart: Alumni Decision Making And Communication Strategies During University Leadership Change, Brandy Cox Jackson

Graduate Theses and Dissertations

The purpose of the research was to understand how alumni executives make decisions and formulate communication strategies during university leadership change. The research was based on the trends found by the American Council on Education that the tenure of the college president has been on the decline since 2006 and is currently 5.9 years. Multiple factors have been identified in the literature that have led to this decline. The research focused on the largest constituency of most universities, its alumni base, and provides context and a description of decision making and communication strategies for alumni executives navigating leadership change. The …

Health-Oriented Nonprofit Organizations: The Influence Of Framing And Altruism On Intention To Donate, Abbey Dilatush

Graduate Theses and Dissertations

This study investigated the influence of framing and altruism on individuals' intentions to donate to a health-oriented nonprofit organization. One hundred ninety-three participants were recruited from social media to complete an experiment online. Participants reviewed fundraising messages using either a statistical frame or a narrative frame. Following the presentation of a fundraising message participants completed close-ended self-report scales to evaluate their perceptions of the ad, their intentions to donate, and their personal altruism. Results demonstrated there was a correlation between intention to donate and ad evaluation. Next, there was no relationship between altruism and intention to donate and neither frame …

The Buzz Behind Alcohol Advertising: A Study Of How Alcohol Advertisements On Social Media Impact Behavior, Alexis Morgan Campbell

Graduate Theses and Dissertations

Alcohol advertisements are known to be appealing and memorable, and several researchers have investigated what makes these advertisements so attractive. Several trends have emerged regarding the content within alcohol advertisements: themes of parties, celebration, and social success within television, magazines, and social media since the 1970s. Recently, several studies found that new themes in alcohol ads have been found to be popular, especially in social media advertisements (Campbell & Chung, 2022). The elaboration likelihood model (ELM) provides insight into why a person’s attitude could be more susceptible or why their behavior could be more easily influenced by certain types of …

Beyond Nutrition: Three Essays On The Effects Of Food Processing And Sustainability Labeling On Consumer Perceptions And Evaluations, Garrett J. Rybak

Graduate Theses and Dissertations

Recent consumer trends reveal increasing demand for greater product transparency including how products are processed, the types of ingredients used, and the impact on the environment. As a result, food marketers often use a combination of processing, nutrient content, and/or sustainability claims to convey specific information to consumers. Considering these developments, several questions arise about how these claims affect consumer evaluations of healthfulness, sustainability, disease risk, and intent to purchase while considering the unregulated and regulated nature of many of these claims.

In Essay One, we extend our understanding of consumer responses to package claims by comparing the direct and …

A Social Media Strategy Plan For The Jane B. Gearhart Full Circle Food Pantry, Sara Katelyn Holm

Graduate Theses and Dissertations

The Jane B. Gearhart (JBG) Full Circle Food Pantry is a student-led program that provides food assistance for members of the University of Arkansas community. This thesis project includes a social media strategy plan that aims to increase the overall awareness of the pantry and its multifaceted services to decrease food insecurity levels at the University of Arkansas. This plan intends to create behavioral changes that expand usage of the pantry and social media engagement among UA students. Grounded in data-driven insights, this plan is designed from (i) literature on food pantry marketing techniques; (ii) a review of the pantry's …

Symbolism Or Substance: Factors Influencing Campus Messaging Decisions And Their Alignment With Institutional Values, Laura Herzog Jacobs

Graduate Theses and Dissertations

Historically, institutions of higher education (IHE) have been cautious and slow in making changes. Yet in today’s fast-paced and dynamic world of content availability and information flow generated by 24-hour news cycles and the ubiquity of social media present a challenging reality for colleges and universities in their public relations and communications approaches (Sands & Smith, 2000). Creating a harmonious and agile approach to managing these responsibilities against the backdrop of an incessant flow and public demand for information, including responses to national events often with seemingly little or no connection to the institution, suggested a need to examine the …

Alcohol Advertisements On Social Media: A Study Of How Alcohol Advertisements On Social Media Platforms Appeal To Young People, Alexis Campbell

Journalism Undergraduate Honors Theses

Underage drinking is not uncommon and is associated with a number of school, social, legal, emotional, behavioral, health problems, and even death. This research seeks to explore alcohol-related social media advertisements across a variety of alcohol types, alcohol brands, and social media platforms. This was accomplished by a content analysis of the most popular alcohol brands’ advertisements on the Internet that examined the strategies used to appeal to consumers and the overall content patterns and characteristics of online alcohol advertisements. The strategy used differed by brand and alcohol type, but the most common themes included “taste,” “seasonal,” “holiday,” “recipe,” and …

Preferred Methods Of Communication Of Millennial Alumni Of The University Of Arkansas’ Agricultural Education, Communications And Technology Department And The Impact Of Brand Community On Potential Philanthropy, Wells William Clark

Graduate Theses and Dissertations

Higher education institutions depend upon alumni support (Gaier, 2005). Understanding how those institutions communicate with alumni about methods of financial giving is necessary in securing their support. The concept of brand community, an idea formed through social relationships amongst consumers of a common brand, regardless of location, who acknowledge their overlapping interests and share traditions and a sense of duty related to the brand (McAlexander et al., 2006; Muniz & O’Guinn, 2001), can contribute to desired behaviors such as donations and engagement in alumni groups. Exploration of this concept was conducted in relation to young alumni (those graduating from 2008-2018).The …

Student-Run Agencies: A Guideline For Agency Survival, Brooke Borgognoni

Graduate Theses and Dissertations

The purpose of this paper is to study 110 student-run agencies (including advertising, public relations, integrated/digital marketing, communications, and graphics and/or design) in the U.S. by analyzing how they currently operate, what practices exist in the agencies for learning, growth, and continuation and how leadership roles of students and advisors influence the agency. This project built upon past studies of student-run agencies and expanded on the topic using the evolutionary theory of a firm by analyzing factors that determine whether it appears that a student-run agency might dissolve or last. This was determined by measuring the faculty advisor involvement level, …

Relationship Marketing And Intercollegiate Sport Promotion, Alison Fridley

Graduate Theses and Dissertations

The first article, a case study on a NCAA Division I Power Five university in the southeastern United States, employed a case study framework, explored target markets and exposure techniques through both the planned behavior theory and social identity theory theoretical lenses. This study aimed to better understand how university students and booster club members identify as a social group. The data emerged into four distinct themes, including communication, social interaction, connection, and hospitality. The findings suggested booster club members are primary fans and help the team generate fan interest. The importance of sociability was clear and the implications for …

The Role Of Arkansas Ffa Chapter Reporters And Advisors, Jessica Wesson

Agricultural Education, Communications and Technology Undergraduate Honors Theses

FFA reporters are tasked with conveying the FFA brand to the public. They are supposed to follow a set of guidelines set forth by the National FFA Organization that suggests different public relation activities for them to participate in. This organization has a long history of impacting the agriculture industry, but who tells people about it?

In 2018 the University of Arkansas agriculture education, communication and technology department sent a team of students and professors traveled to the 91^st Arkansas FFA State Convention to work the media room. This team was in charge of creating different communication pieces for …

Instagram And Eating Disorders: An Empirical Study Of The Effects Of Instagram On Disordered Eating Habits Among Young Girls, Katherine Wayles

Graduate Theses and Dissertations

Scholars have studied the relationship between body dissatisfaction and social media use, particularly focusing on young women as vulnerable consumers. Many studies concentrate on the amount of media consumed, rather than the specific activities and behaviors associated with feelings of low self-esteem or poor body image. It is important to determine exactly what behaviors and social media engagements contribute to disordered relationships with food, assessing a user’s pre-existing weight/body concerns in relation to the amount and type of media they consume. Instagram in particular is included in this study, as it is an image-based social networking site where users can …

The Political Preference Of Arkansas Farmers And Ranchers, Rachel J. Barry, Donna L. Graham

Discovery, The Student Journal of Dale Bumpers College of Agricultural, Food and Life Sciences

Access to information is critical to improving production efficiency, but little is known about how farmers are informed on the policy or issues influencing programs related to farming. This research sought to determine the sources of communication used by farmers and ranchers to form opinions about agricultural policy and candidates, identify the issues important in voting, and their level of participation in the political process. Face-to-face interaction was the preferred form of communication in farm organization meetings, with friends, or farm agencies. Magazines were the preferred source of print communication, and university/extension websites were preferred for internet sources. Broadcast media …

Crafting The Message: The Complex Process Behind Presidential Communication In Higher Education, Jon Mcnaughtan, Patricia Ryan Pal

Journal of Research on the College President

University presidents engage in formal and informal communicationthrough multiple modes of communication. While scholars have studied the content and motivations behind presidential communication, this study provides insight into the process that university presidents engage in when crafting public statements. Utilizing interviews with presidents (8) and vice-presidents of communication (4) at U.S. flagship universities, we employ the cognitive process writing theory to develop a process model of presidential communication,while highlighting how presidents describe their experiences crafting communication. Results highlight thepresident’sperception of theirroleas instigator of communication, the involvementof other senior leaders (e.g., legal counsel, chief of staff, etc.), andinsight into thecomplex process …

Consumer Perceptions Of Labeling Claims On Poultry Products, Sarah Townley

Agricultural Education, Communications and Technology Undergraduate Honors Theses

An increasing number of consumers wants more knowledge of how the food they eat is produced, and specifically, how animals used in the production of their food are raised. One method consumers use to become more aware of production practices behind the food they purchase and consume is simply reading food labels. Labeling claims can be defined as textual, pictorial, graphic, or symbolic representation that either explicitly states or implies that a food product has a specific set of properties supported by a certification process. The purpose of this study is to gather data regarding consumer knowledge and understanding of …

Seeking Representations Of Afrocentric Beauty: A Comparative Content Analysis Of Advertisements In Essence Magazine, Roy Phillips Jr.

Journalism Undergraduate Honors Theses

This comparative content analysis will investigate how African American women are depicted in Essence magazine advertisements and seeks to answer the research question: Are the characteristics of advertisements in Essence magazines significantly different when under complete corporate ownership compared to being under primarily African American ownership? The specific goal is to examine the extent to which Afrocentric or Eurocentric depictions are being reinforced, if at all, and to observe if depictions of African American women are shifting or are immobile. To do this, the study will compare advertisements in Essence magazines in 2001, when the magazine was 51 percent Black-owned, …

Mechanisms And Implications Of Identity Hybridization In Online Advertorials, Christopher Lee Borntrager

Graduate Theses and Dissertations

This study analyzes the ways corporate-sponsored image advertorials published in online platforms construct identities for their sponsor. By analyzing 6 advertorials from The Guardian Online as well as a user comment thread on the same website using critical linguistic analysis and conversation analysis, respectively, this study suggests that the identities constructed in corporate-sponsored advertorials are a hybridized form, claiming both the goals of a corporation and the social legitimacy of a professional activist. To construct these hybrid identities, the advertorials in this sampling used specific linguistic strategies to demonstrate agency with regard to a specific social issue while seeming to …

A Content Analysis Of Advertising On Children’S Television Networks, Demarius Davis

Graduate Theses and Dissertations

This content analysis study on licensed characters in advertising collected data in summer 2015 from three children’s cable networks: Cartoon Network, Disney Channel and Nickelodeon. Using Social cognitive theory and based on past research (Barcus, 1975; Atkin, 1976; Calcott & Lee, 1994; Stitt & Kunkel, 2008; LoDolce et al., 2013; Castonguay et al., 2013), the study examined whether the use of licensed characters and emotional appeals varied in advertising for healthy or unhealthy foods, mass media genre and the character’s gender. The study found licensed characters are more likely to be used to promote unhealthy foods, originate from movies and …

Corporate Social Responsibility On Twitter, Rachel E. Deems

Journalism Undergraduate Honors Theses

Through content analysis of corporate social responsibility (CSR) on Twitter, this study examines how the country’s top and largest corporations in each of the main industries portray CSR on Twitter. The study investigates the agenda-setting potential of the CSR tweets based upon the variables examined, including (a) CSR dimension, (b) CSR topic, (c) tone, (d) stakeholders, (e) Twitter attributes, and (f) Twitter interactivity. The results indicate that CSR tweets predominantly portray the discretionary level of CSR, regardless of industry, predominantly include topics of public philanthropy, especially service-producing industries, and positive tone was used most frequently across industries. The community was …

Portion Size Communication By Means Of Package Design, Tami J. Strickland

Graduate Theses and Dissertations

This qualitative study assessed consumers’ current methods of determining portion sizing of chicken products and examined their perceptions of how effectively three package designs communicate portion size. Everett M. Rogers’ Diffusion of Innovations (DI) Theory analyzes the characteristics of the consumer of the innovation (adopter) and the impact these characteristics have on adopting new innovations. The innovation in this study will be the prototype packaging. Focusing on Rogers’ adopter characteristics and defined proprietary consumer segmentation characteristics, this study will be pivotal for future package design projects targeting nutrition education.

Focus group questions were scrutinized through a pilot study and revised …

Polly Pocket & Ninja Turtles: A Content Analysis Of Gender Stereotypes In Children's Advertisements, Michele Bailey Deloney

Journalism Undergraduate Honors Theses

This content analysis examined the use of gender stereotypes, in the forms of product association and various traditional behaviors expected of a particular gender, in children’s advertisements aired on Nickelodeon network. Results of the study revealed that although children’s commercials appear to be breaking away from some long-standing gender stereotypes, such as boys being the dominant gender in athleticism, many of the same gender stereotypes that researchers have been investigating for decades remain prevalent today. Results indicate that commercials on Nickelodeon network favor boy characters in overall time on-screen. Girls-only commercials made up the lowest percent of commercials in the …

Advertisers' Adherence To The Ftc's Green Guides: A Content Analysis Of Environmental Marketing Claims, Charlotte Muse

Inquiry: The University of Arkansas Undergraduate Research Journal

In 1992, the Federal Trade Commission created the Guides for Use of Environmental Market Claims, with revisions made in 1996 and 1998. The Guides designate how the Commission applies Section 5 of the FTC Act, which prevents unfair or deceptive practices, to environmental claims. Based on the increased proliferation of environmental marketing claims, the FTC has decided to again revise the Guides. The purpose of this study was to examine whether the environmental claims present in print advertisements are included in the current FTC Guides and whether the qualifying language surrounding claims is acceptable, poorly explained, not explained, or meaningless. …