CJC at the American Academy of Advertising Conference
March 23-26, 2017
Huan Chen, assistant professor, Department of Advertising
Americanized or Localized: A Qualitative Study on Chinese Advertising Professionals’ Perceptions on Creativity and Strategy in the Digital Age
Co-author: Xuan Liang, Ph.D. candidate, University of Wisconsin, and Rang Wang, graduate student, CJC
Abstract: A qualitative study was conducted to examine Chinese advertising practitioners’ perception and interpretation of advertising creativity and strategy in the digital age. Twenty three face-to-face in-depth interviews were conducted to collect data. The major findings of the current study include 1) according to Chinese advertising practitioners, Chinese advertising market is a complex and dynamic ecosystem, which has its distinctive characteristics and culture; 2) Chinese advertising industry is currently in a transitional stage, in which the whole industry is balancing and negotiating the influence of the American model and gradually gaining independence and dominance; 3) Chinese advertising practitioners seem to share similar views with their American counterparts with regard to advertising creativity; and, 4) while Chinese advertising practitioners show their in-depth understanding of advertising strategy concept and application, they have no idea about the American strategy typology. Theoretical and practical implications were offered.
Dialogic Engagement with Product Placement in Virtual Reality Films on Social Media: Qualitative Insights
Co-Author: Ye Wang, Ph.D. student, University of Missouri
Abstract: In recent years, virtual reality has been widely discussed and deemed as a promising venue to place brands (Chahal 2016). Two qualitative studies were conducted to explore product placement in virtual reality films from the theoretical framework of dialogic engagement. Specifically, study 1 used multimodal texts analysis method to content analyze virtual reality films on YouTube; and, study 2 applied phenomenological approach to explore young consumers’ responses to this innovative promotional tool. Findings revealed that while in generally, greater interactivity and dynamicity is more desirable to achieve higher level of engagement, perceived subtlety should be the ultimate merit pursued by marketers.
Robyn Goodman, associate professor, Department of Advertising (panelist)
Teaching Advertising Design in the Traditional University Setting: Goals, Obstacles, and Opportunities Washington
Tom Kelleher, chair, Department of Advertising (moderator) and Michael Weigold, associate dean for Undergraduate Affairs and Enrollment Manage and professor, Department of Advertising (panelist)
Big Plans and Small Tweaks: Planning, Executing and Sustaining Academic Assessment of Curricula in Advertising (Panel Discussion)
Abstract: Assessment in higher education is another term for what industry calls quality control. And no strong brand goes without that. Additionally, accrediting bodies are increasingly demanding strong, valid assessment programs. If this is our new reality, how do we do it right? How can we do it better? What are our internal and external motivations? What are the real rewards?
Eunice Kim, assistant professor, Department of Advertising
Going native (or not): Antecedents of consumer avoidance of native advertising on social networking sites
Co-author: Yoo Jin Chung, Ph.D. student, CJC and Hongmin Ahn, assistant professor, Reed College of Media, West Virginia University
Abstract: This study examines the antecedents of the avoidance of native advertising and moderating effects of consumer skepticism in social media environment. This study explores and advances the understanding of consumers’ reaction to a new form of online advertising, native advertising. Using survey, this study identified the significant antecedents of native ad avoidance as perceived ad value of information and entertainment, perceived ad intrusiveness, the negative peer eWOM communication, and number of following brands. The consumer skepticism toward native ad moderated the effects of perceived ad value of information and entertainment on native ad avoidance.
Hyojin Kim, adjunct faculty, Graduate Division
Bidirectional Effects of Celebrity Endorsement Advertising
Co-author: Chunsik Lee, assistant professor, Communication, University of North Florida
Jon Morris, professor, Department of Advertising
Dialogic Engagement with Product Placement in Virtual Reality Films: Qualitative Insights
Co-author: Yunmi Choi and Ilyoung Ju, Ph.D. students, CJC
Cynthia Morton, associate professor, Department of Advertising
The Effect of Media-Bound Factors on Cause-Related Marketing (CRM) Audience’s Attitudes and Behavioral Intention
Co-author: Seul Lee, assistant professor, Journalism, Public Relations and New Media, Baylor University
Jihye Kim and Jin Chung, Ph.D. students
Product Type and Spokespersons in Native Advertising – The Mediating Role of Acceptance of Native Advertising
Jing (Taylor) Wen, Ph.D. student
The Joint Impact of Mood and Message Appeal on Elaboration Types and Evaluation: The Moderating Role of Need for Affect
Understanding the Influence of Context-Induced Affect on Effectiveness of Comparative Advertisements
Award: AAA Doctoral Dissertation Competition grant