Graduate Studies

About the Associate Dean

Debbie TreiseDebbie Treise
Professor of Advertising and
Associate Dean for Graduate Studies

Specialty

Science/health communication

Teaching Areas

Science and health communications, qualitative research, advertising campaigns, advertising creative, ethics, public service advertising, direct to consumer advertising.

Education

Ph.D., Communications (1992), University of Tennessee, Knoxville. Primary Area: Advertising, Secondary Area: Marketing

M.A., Mass Communication (1988), University of South Florida, Tampa. Primary Area: Advertising, Secondary Area: Management

B.A., Advertising (1974), University of Florida, Gainesville

Academic Experience

2002-present Professor, University of Florida, Gainesville

2002-present Affiliate Faculty Member, College of Natural Resources and Environment

Grants

Dec. 2001-Dec. 2002, $116,201, Communicating Science Knowledge: A Strategic Research Alliance, NASA/Marshall Space Flight Center, principal investigator.

Dec. 2000-Dec. 2001, $153,025, Communicating Science Knowledge: A Strategic Research Alliance, NASA/Marshall Space Flight Center, principal investigator.

Dec. 1998-Dec. 1999, $436,000, Communicating Science Knowledge: A Strategic Research Alliance, NASA/Marshall Space Flight Center, principal investigator.

Dec. 1997-Dec. 1998, $478,111, Communicating Science Knowledge: A Strategic Research Alliance, NASA/Marshall Space Flight Center, principal investigator.

1997, $30,000, Media Training, NASA/Marshall Space Flight Center, director.

Dec. 1996-Dec. 1997, $80,000, Science Communication Processes, NASA/Marshall Space Flight Center, principal investigator.

April 15, 1996 - April 30, 1997, $89,782, The Henry J. Kaiser Family Foundation, co-principal investigator.

Dec. 1995- Dec. 1996, $80,000, Science Communication Processes, NASA/Marshall Space Flight Center, principal investigator.

Selected Recent Publications

Books, Contributor of Chapter

Invited book chapter Handbook on Communicating and Disseminating Behavioral Science (Chapter 3. The State of Science Communication Theory, Research and Best Practices), to be published Spring, 2007.

Wolburg, J. & Treise, D. (2003). College student drinking and alcoholic beverage advertising. In Otnes, C. and Lowrey, T. (eds.), Contemporary Consumption Rituals: An interdisciplinary approach. Erlbaum, 12 pages.

Treise, D., and Gotthoffer, A. (2002). Stuff you couldn't ask your parents about: Teens talking about using magazines for sex information. In Sexual Teens, Sexual Media, Jane Brown, Jeanne Steele and Kim-Walsh-Childers, (Eds.), Mahwah, NJ: Lawrence Erlbaum Associates, Inc., Publishers, pp. 173-189.

Walsh-Childers, K., & Treise, D. (1998). Mass media and health issues. In Margaret Blanchard (Ed.) History of the Mass Media in the United States: An Encyclopedia. Chicago, IL: Fitzroy Dearborn Publishers, pp. 354-356.

Refereed Publications

Treise, D. & Rausch, P (2007). “The prescription pill paradox: Nurse practitioners’ perceptions about direct-to-consumer advertising.” Journal of Pharmaceutical Marketing and Management

Weigold, M. & Treise, D. (2004). Attracting Teen Surfers to Science Web Sites. Public Understanding of Science, 13, 229-248.

Treise, D., Wagner, E., Correll, L. and Minter, L. (2004) Guidelines for accommodations: What Advertising Teachers Need to Know About Working with Learning-Disabled Students in Team-Based Classes. Journal of Advertising Education, 8(1), 31-40.

Treise, D., Walsh-Childers, K., Weigold, M. & Friedman, M. (2003). Cultivating the Science Internet Audience: Impact of Brand and Domain on Source Credibility for Science Information. Science Communication, 24, 309-332.

Treise, D., and Weigold, M. (March, 2002). Advancing science communication: A survey of science communicators. Science Communication, 23(3), 310-322.

Treise, D. and Wagner, E. (2002). Cooperation and accommodations: Developing strategies for learning disabled students in teen-based advertising and public relations courses. Journalism and Mass Communication Educator.

Treise, D., and Weigold, M. (2001). AIDS public service announcements: Effects of fear and repetition on predictors or condom use. Health Marketing Quarterly, 18(3/4), 39-61.

Treise, D., Wolburg, J., and Otnes, C. (1999). Understanding the “social gifts” of drinking rituals: An alternative framework for PSA developers. Journal of Advertising, Summer, 28(2), 17-31.

Treise, D., Otnes, C., and Oviatt, A. (1999). An examination of leadership behavior among agency creatives. Journal of Advertising Education, Spring, 3(1), 25-34.

Treise, D., Weigold, M., Gotthoffer, A., and Prolman, C. (1999). Responsibility and Risk: Understanding how PSA messages can encourage condom use. Health Marketing Quarterly, 16(3), 65-96.

Wagner, E., and Treise, D. (1999). Learning to create ad strategies for “different” target audiences. Journalism and Mass Communication Educator, Spring, 54(1), 42-50.

Park, H., Weigold, M., and Treise, D. (1999). Advertising ethics: South Korean and American perceptions and ideology. Journal of Mass Media Ethics, 14(2), 95-106.

Lectures, Speeches or Posters Presented at Professional Conferences/Meetings

Refereed Conference Papers-National

Dunbar, L., LaVista, J., Ritho, J. De Leon, J., Hartzema, A., Treise, D. and Lottenberg, R. Evaluation of an Educational Video to Enhance the Use of Hydroxyurea Sickle Cell Disease Association of America 34th Annual Convention, Dallas, Texas, September 27–30, 2006

Weigold, M. & Treise, D. (2006). "Full participation: A survey comparing black and white perceptions of and interest in clinical cancer trials." Association for Marketing and Health Care Research annual conference, March, 2006, Breckenridge, CO.

Treise, D. & Weigold, M. (2006)."Underrepresented voices: Focus groups for understanding low participation rates of African Americans in clinical cancer trials." Association for Marketing and Health Care Research annual conference, March, 2006, Breckenridge, CO.

Treise, D. & Rausch, P. (2006), “The Prescription Pill Paradox: Nurse Practitioners’ Perceptions about Direct to Consumer Advertising.” Association for Marketing and Health Care Research annual conference, March, 2006, Breckenridge, CO.

LaVista, J., Zumberg, M., Treise, D. & Lottenberg, R. (2005). Enhancing the use of Hydroxyurea: Development of a patient educational video. Paper presented at annual meeting of Sickle Cell Disease Association of America, Atlanta, GA.

Treise, D., Rausch, P. & Dodd, J. (2005) Application of the Transtheoretical Model to media messages promoting exercise: A research agenda Paper presented at the annual meeting of Advances in Health Care Research, Lake Tahoe, NV.

Taylor, K. & Treise, D. Direct-to-consumer advertising of psychotropic drugs to college women. (2005) Paper presented at the annual meeting of Advances in Health Care Research, Lake Tahoe, NV.

Taylor, K., Treise, D., Homer, M. and Lamme, R. (2004). DTC advertising to college women: Are they being overmedicated? Paper presented at annual meeting Advances in Health Care Research, Breckinridge, CO.

Weigold, M., Treise, D., Schmid, L., & Lyons, J. (2003). What You Don’t Know Can Hurt You: Reactions of Campaign Targets to Information about HPV. Paper presented at the annual meeting of Advances in Health Care Research, Jackson, WY.

Weigold, M., Treise, D., Labre, M., Marks, S., & Schmid, L. (May 2003). Stories from the Front Lines: Insights from University Clinic Health Professionals on Preventing the Spread of HPV and Fighting Cervical Cancer. Paper presented at the annual meeting of the International Communication Association, Health Division, San Diego, CA.

Weigold, M and Treise, D. (2002). Responding to HPV Part II: Effects of Communicating about HPV on Precautionary Intentions. Paper presented at the 2002Association for Health Care Research,Big Sky, MT, March 2002.

Treise, D., Walsh-Childers, K., Weigold, M., Friedman, M. (August, 2002). Cultivating The Science Internet Audience: Impact of Brand and URL on Source Credibility for Science Information. Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communications, Miami, FL.

Weigold, M., Treise, D., and Chitnas, K. (2001). Responding to HPV: Lack of awareness and a surging epidemic among sexually active persons. Paper presented at the 2001 Association for Health Care Research conference, Santa Fe, NM, March 2001 (won best conference paper).

Treise, D. and Weigold, M. (2000). Advancing science communication: A survey of science communicators. Paper presented at the 2000 National Communication Association conference, Seattle, WA, November 2000.

Treise, D., Weigold, M., and Taylor, R. (2000). When in Rome…Do as Britain does: Italian advertising professionals talk about Italian advertising. Paper presented at the 2000 Conference of the American Academy of Advertising, Newport, RI, April 2000.

Weigold, M., Treise, D., Chapman, S. (2000). Strategies of sexual health: Predictors and outcomes of abstinence among college students. Paper presented at the 2000 Association for Health Care Research conference, Jackson Hole, WY, March 2000.

Refereed Conference Papers-International

Treise, D., Weigold, M., and Dai, S. (2001). Consumer assessment of advertising practices in Singapore. Paper presented at the 2001 American Academy of Advertising conference, Singapore, Japan, May 2001.

Dixit, S., and Treise, D. (2001). Knowledge, attitudes and beliefs about family planning in Delhi: Implications for the development of effective channels of information, education and communication. Paper presented at the 2001 American Academy of Advertising conference, Singapore, Japan, May 2001.

Horack, J., and Treise, D. (1998). The process of science communication at the NASA/Marshall Space Flight Center. Paper presented at the 5th International Conference on Public Communication of Science and Technology, Berlin, Germany, October 1998.

Invited Presentations

Keynote speaker – Monterey Tech, Monterey, Mexico, First Simpósium (conference) of Scientific Journalism, September 26-28, 2005.

Professional Affiliations

Honors and Recognitions

Community Service

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