Pub Date : 2024-07-20DOI: 10.1177/10980482241265660
Anan Wan
This study explores advertising students’ recognition and comprehension of in-feed native advertising on Instagram, a leading platform for social media native advertising. Data were collected from 303 U.S. college advertising students. It examines the impact of two key aspects of Instagram in-feed native advertising—an additional label (“Shop Now”) and ad-context congruency—through both quantitative and qualitative data. Findings reveal a significant deficit in native ad recognition among advertising students. Qualitative analysis identified four themes constituting Instagram in-feed advertising for advertising students: professional photo quality, branded products, persuasive elements, and excessive hashtags. Quantitative results indicate that high ad-context congruency led to higher perceptions of nativeness and more positive emotions, but did not significantly influence ad attitudes or negative emotions. The study underscores practical and theoretical implications for advertising educators and scholars, emphasizing the need for enhanced digital advertising literacy and discussing broader implications for advertising pedagogy and practices.
{"title":"To Be or Not To Be (an Ad): Advertising Students’ Understanding of Instagram In-Feed Native Advertising","authors":"Anan Wan","doi":"10.1177/10980482241265660","DOIUrl":"https://doi.org/10.1177/10980482241265660","url":null,"abstract":"This study explores advertising students’ recognition and comprehension of in-feed native advertising on Instagram, a leading platform for social media native advertising. Data were collected from 303 U.S. college advertising students. It examines the impact of two key aspects of Instagram in-feed native advertising—an additional label (“Shop Now”) and ad-context congruency—through both quantitative and qualitative data. Findings reveal a significant deficit in native ad recognition among advertising students. Qualitative analysis identified four themes constituting Instagram in-feed advertising for advertising students: professional photo quality, branded products, persuasive elements, and excessive hashtags. Quantitative results indicate that high ad-context congruency led to higher perceptions of nativeness and more positive emotions, but did not significantly influence ad attitudes or negative emotions. The study underscores practical and theoretical implications for advertising educators and scholars, emphasizing the need for enhanced digital advertising literacy and discussing broader implications for advertising pedagogy and practices.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141819872","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-03-04DOI: 10.1177/10980482241236883
R. Spring, Shanshan Lou
The 26th annual Teaching Pre-Conference organized by the Advertising Division of the Association for Education in Journalism and Mass Communication focused on the topic of innovating data storytelling and visualization with AI and ChatGPT. Five prominent speakers from leading media companies and universities shared insights with advertising educators, covering the application, impact, and challenges of generative artificial intelligence (AI) in the advertising industry. The five panels also delved into effective ways of integrating generative AI tools into the classroom. Three key trends that arise from the panel presentations are discussed below. Relevant advertising AI tools and class activities are also shared in the report.
{"title":"AEJMC Advertising Division 2023 Teaching Pre-Conference Review: Innovating Data Storytelling and Visualization With Artificial Intelligence and Chat Generative Pre-trained Transformer","authors":"R. Spring, Shanshan Lou","doi":"10.1177/10980482241236883","DOIUrl":"https://doi.org/10.1177/10980482241236883","url":null,"abstract":"The 26th annual Teaching Pre-Conference organized by the Advertising Division of the Association for Education in Journalism and Mass Communication focused on the topic of innovating data storytelling and visualization with AI and ChatGPT. Five prominent speakers from leading media companies and universities shared insights with advertising educators, covering the application, impact, and challenges of generative artificial intelligence (AI) in the advertising industry. The five panels also delved into effective ways of integrating generative AI tools into the classroom. Three key trends that arise from the panel presentations are discussed below. Relevant advertising AI tools and class activities are also shared in the report.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140265996","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2024-02-23DOI: 10.1177/10980482241232434
Michael B. Devlin
Within the evolving landscape of advertising, educators and employers continuously strive to recognize students and potential employees for every competitive advantage. Creativity, a pivotal determinant of campaign effectiveness, has been recognized as the foremost soft skill sought by employers according to LinkedIn. Grounded in trait theory, this paper posits that personality serves as a crucial tool for educators and employers in identifying individuals predisposed to a career in creative advertising and delineates personality traits that are predictive of an individual’s propensity to engage in creative advertising. This not only bridges the gap between personality and advertising practices but also offers empirical insights that could inform educational strategies and recruitment processes. Thus, it contributes a novel perspective to the discourse on talent identification and development in the creative advertising domain. Lastly, this study utilizes HEXACO Personality Inventory, an advancement from models such as the Big-5 to advance trait theory research.
{"title":"Personality Traits of Creative Advertising Professionals","authors":"Michael B. Devlin","doi":"10.1177/10980482241232434","DOIUrl":"https://doi.org/10.1177/10980482241232434","url":null,"abstract":"Within the evolving landscape of advertising, educators and employers continuously strive to recognize students and potential employees for every competitive advantage. Creativity, a pivotal determinant of campaign effectiveness, has been recognized as the foremost soft skill sought by employers according to LinkedIn. Grounded in trait theory, this paper posits that personality serves as a crucial tool for educators and employers in identifying individuals predisposed to a career in creative advertising and delineates personality traits that are predictive of an individual’s propensity to engage in creative advertising. This not only bridges the gap between personality and advertising practices but also offers empirical insights that could inform educational strategies and recruitment processes. Thus, it contributes a novel perspective to the discourse on talent identification and development in the creative advertising domain. Lastly, this study utilizes HEXACO Personality Inventory, an advancement from models such as the Big-5 to advance trait theory research.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-02-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140437487","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-12-19DOI: 10.1177/10980482231222863
Sung Eun Park, Yeojin Kim, Eunyoung Kim
Cultural diversity is a topic that has been taught across disciplines, but the pandemic has made it more difficult for universities and colleges to teach and discuss it when active interaction is limited in the classroom setting. The difficulties and challenges observed in communication courses, including advertising and public relations, brought this interdisciplinary talk with three professors. In the reflective essay, the faculties discuss the importance of teaching and discussing cultural diversity in the disciplines and how to incorporate the topic into the curriculum while acknowledging the challenges during the pandemic. Finally, the observations from teaching the courses last two years and analysis of theories and literature offered some guidelines and recommendations to help students and faculties move forward in the post-pandemic
{"title":"Revisiting the Impact of the Pandemic on Cultural Diversity in Advertising and Public Relations Courses","authors":"Sung Eun Park, Yeojin Kim, Eunyoung Kim","doi":"10.1177/10980482231222863","DOIUrl":"https://doi.org/10.1177/10980482231222863","url":null,"abstract":"Cultural diversity is a topic that has been taught across disciplines, but the pandemic has made it more difficult for universities and colleges to teach and discuss it when active interaction is limited in the classroom setting. The difficulties and challenges observed in communication courses, including advertising and public relations, brought this interdisciplinary talk with three professors. In the reflective essay, the faculties discuss the importance of teaching and discussing cultural diversity in the disciplines and how to incorporate the topic into the curriculum while acknowledging the challenges during the pandemic. Finally, the observations from teaching the courses last two years and analysis of theories and literature offered some guidelines and recommendations to help students and faculties move forward in the post-pandemic","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138959442","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-25DOI: 10.1177/10980482231204921
{"title":"Contributors","authors":"","doi":"10.1177/10980482231204921","DOIUrl":"https://doi.org/10.1177/10980482231204921","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135864459","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-01DOI: 10.1177/10980482231193981
Jay Newell, Erin Wilgenbusch
{"title":"Book Review: Brand Storytelling: Integrated Marketing Communications for the Digital Media Landscape","authors":"Jay Newell, Erin Wilgenbusch","doi":"10.1177/10980482231193981","DOIUrl":"https://doi.org/10.1177/10980482231193981","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49148271","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-26DOI: 10.1177/10980482231198233
Tao Deng, Hyejin Kim, Nur Uysal
This paper explores the potential of a collaborative research laboratory to enhance advertising education by catalyzing student learning, engagement, and faculty interaction. By offering a comprehensive blueprint through this lab, we illuminate how institutions can leverage the benefits of such labs through immersing students in practical consumer and advertising research, audience analysis, and industry-aligned research tools and methodologies. We delve into a variety of engagement methods, ranging from lab-bounded courses, faculty-guided research projects to special topic workshops, and expert guest lectures. Despite the significant long-term investment required, this study underscores the lab’s potential to draw new students, faculty, corporate partners, and community members due to its applicability to the industry and rich networking opportunities. Furthermore, we address challenges tied to the lab operation and management, such as faculty workload, while acknowledging the lab’s promising potential as a focal point of advertising education.
{"title":"A New Approach to Advertising Education: The Transformative Impact of a Collaborative Research Laboratory","authors":"Tao Deng, Hyejin Kim, Nur Uysal","doi":"10.1177/10980482231198233","DOIUrl":"https://doi.org/10.1177/10980482231198233","url":null,"abstract":"This paper explores the potential of a collaborative research laboratory to enhance advertising education by catalyzing student learning, engagement, and faculty interaction. By offering a comprehensive blueprint through this lab, we illuminate how institutions can leverage the benefits of such labs through immersing students in practical consumer and advertising research, audience analysis, and industry-aligned research tools and methodologies. We delve into a variety of engagement methods, ranging from lab-bounded courses, faculty-guided research projects to special topic workshops, and expert guest lectures. Despite the significant long-term investment required, this study underscores the lab’s potential to draw new students, faculty, corporate partners, and community members due to its applicability to the industry and rich networking opportunities. Furthermore, we address challenges tied to the lab operation and management, such as faculty workload, while acknowledging the lab’s promising potential as a focal point of advertising education.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41982995","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-07-18DOI: 10.1177/10980482231190064
Jing Yang
With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the course “AI in Advertising,” which is designed to introduce students to the basic concepts, underlying logics, and evolution of AI, as well as its various implementations in the field of advertising and marketing communications. Hands-on practices are offered to students with the aim of helping them work with AI and build AI-empowered campaigns for brands. The structure of the course is discussed in detail, and the author also offers reflections on the future of advertising education.
{"title":"Preparing for the New Era of Artificial Intelligence: My Experience of Teaching “Artificial Intelligence in Advertising”","authors":"Jing Yang","doi":"10.1177/10980482231190064","DOIUrl":"https://doi.org/10.1177/10980482231190064","url":null,"abstract":"With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the course “AI in Advertising,” which is designed to introduce students to the basic concepts, underlying logics, and evolution of AI, as well as its various implementations in the field of advertising and marketing communications. Hands-on practices are offered to students with the aim of helping them work with AI and build AI-empowered campaigns for brands. The structure of the course is discussed in detail, and the author also offers reflections on the future of advertising education.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-07-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47393408","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-05-12DOI: 10.1177/10980482231174885
Mario V. Norman, Susan L. McFarlane-Alvarez
Following the protests and racial reckoning of 2020, advertisers renewed their focus on the importance of diversity, equity, and inclusion (DEI), as part of their everyday operations. Several recent examples point to brand equity erosion, or escalation of negative consumer responses, resulting from advertisers missing the mark in their efforts to market to these lucrative, diverse markets. In times of heightened sensitivity to DEI efforts, the once accepted, and possibly well-intentioned strategic defense of colorblindness, or “I don’t see color” approach fails to recognize the continuing significance and deepening ramification of social biases. Sue and Sue’s (2016) cultural competence framework in multicultural education may serve as a solution to combat these biases. Recognizing the need for advertising faculty to make direct links among multiculturalism in the classroom, diversity in industry hiring practices, and authenticity in diverse representation within advertising messages, this paper confronts colorblindness and examine specific pedagogical strategies.
{"title":"Beyond Colorblindness in Advertising Education: Multiculturalism and Advertising Pedagogy Since the 2020 Racial Reckoning","authors":"Mario V. Norman, Susan L. McFarlane-Alvarez","doi":"10.1177/10980482231174885","DOIUrl":"https://doi.org/10.1177/10980482231174885","url":null,"abstract":"Following the protests and racial reckoning of 2020, advertisers renewed their focus on the importance of diversity, equity, and inclusion (DEI), as part of their everyday operations. Several recent examples point to brand equity erosion, or escalation of negative consumer responses, resulting from advertisers missing the mark in their efforts to market to these lucrative, diverse markets. In times of heightened sensitivity to DEI efforts, the once accepted, and possibly well-intentioned strategic defense of colorblindness, or “I don’t see color” approach fails to recognize the continuing significance and deepening ramification of social biases. Sue and Sue’s (2016) cultural competence framework in multicultural education may serve as a solution to combat these biases. Recognizing the need for advertising faculty to make direct links among multiculturalism in the classroom, diversity in industry hiring practices, and authenticity in diverse representation within advertising messages, this paper confronts colorblindness and examine specific pedagogical strategies.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43784451","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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