Juliana Fernandes, Ph.D.

Assistant Professor - Department of Advertising

---

Dr. Juliana Fernandes (Ph.D. University of Florida, 2010) is an Assistant Professor in the Department of Advertising in the College of Journalism and Communications at the University of Florida. Dr. Fernandes is an expert in the uses and effects of negative information in persuasive communication messages and how social and traditional media are used as strategic tools during political campaigns. She has published academic articles in top advertising and mass communication journals (Journal of Advertising, International Journal of Advertising, Journal of Current Issues & Research in Advertising, Journal of Promotion Management, Mass Communication & Society, Journal of Public Relations Research, Journalism, Journalism Practice, American Behavioral Scientist, Communication Studies, Environmental Communication, among others) and has several book chapters in edited collections. She has mentored several undergraduate and graduate students on a variety of research and professional projects. Her teaching philosophy centers on the link between conceptual foundation, research, and practice in advertising. She believes that good advertising practice cannot be achieved without a strong conceptual foundation and research expertise. To learn more about Dr. Fernandes, please visit her website: www.julianafernandes.com

Awards

Advertising Division’s Distinguished Teaching Excellence Award, AEJMC Advertising Division, 2023.

Best Paper Award, Security and Privacy in Social Networks and Big Data, 2023.

University Research Scholar Program (URSP) Mentor Award, University of Florida, University Research Scholar Program (URSP), 2020.

Second Place Faculty Paper, AEJMC Political Communication Interest Group, 2018.

Third Place Faculty Paper, AEJMC Political Communication Interest Group, 2017.

Nominated for Krieghbaum Under-40 Award, AEJMC, 2016.

Outstanding Reviewer, Journalism & Mass Communication Quarterly, 2016.

Fellow at the Lillian Lodge Kopenhaver Center for the Advancement of Women in Communication, Lillian Lodge Kopenhaver Center for the Advancement of Women in Communication, 2015.

Listener Choice Award, Academic Minute, WAMC NPR, 2013.

FIU School of Journalism and Mass Communication Research Productivity Competition, FIU School of Journalism and Mass Communication, 2012.

Areas of Expertise

Advertising Campaign, Research and Strategy, Audience/Consumer Insights, Consumer Psychology, Disinformation / Misinformation, Political Communication

Education

B.A. in Journalism, Universidade do Vale do Rio dos Sinos in Brazil
M.A.M.C 2007, University of Florida College of Journalism and Communications
Ph.D. 2010, University of Florida College of Journalism and Communications

News

• UFCJC Advertising Faculty, Doctoral Students and Alumni Recognized at 2025 AAA Annual Conference (March 12, 2025)
• Juliana Fernandes Elected 2025-2026 American Academy of Advertising Secretary (December 20, 2024)
• The Science Behind Viral Ads: What Makes Content Spread? (September 17, 2024)
• Juliana Fernandes Receives Best Reviewer Award from the International Journal of Advertising (July 12, 2024)
• New Study Identifies the Difference Between Viral and Non-Viral Ads and Provides Creation Guidance (July 11, 2024)
• All News About Juliana Fernandes

Publications

Refereed Journal Articles

Fernandes, J., & Segev, S. (2024). The persuasion cues that make video advertising go viral: A conceptual replication and extension comparing viral vs. non-viral advertising. Journal of Marketing Communications.

Giovanini, L., Gilda, S., Silva, M., Ceschin, F., Shrestha, P., Brant, C., Fernandes, J., Silva, C., Gregio, A., & Oliveira, D. (2023). People Still Care About Facts: Twitter Users Engage More with Factual Discourse than Misinformation. Lecture Notes in Computer Science, 14097. DOI: 10.1007/978-981-99-5177-2_1

Silva, M., Giovanini, L., Fernandes, J., Oliveira, D., & Silva, C. S. (2023). What makes disinformation ads engaging? A case study of Facebook ads from the Russian Active Measures Campaign. Journal of Interactive Advertising.

Fernandes, J., Lu, L., & Nunez, S. (2022). A team teaching approach to advertising campaigns capstone course. Journal of Advertising Education.

Fernandes, J., Lewis, N., & Hong, C. (2022). Choice Matters: Responses to Political Information Vary in Randomized vs. Selective Exposure Contexts. Mass Communication & Society.

Shi, H., Giovanini, L., Capecci, D., Czech, L., Fernandes, J., & Oliveira, D. (2022). Lumen: A machine learning framework to expose influence cues in texts. Frontiers in Computer Science.

Segev, S., & Fernandes, J. (2022). The Anatomy of Viral Advertising: A Content Analysis of Viral Advertising from the Elaboration Likelihood Model Perspective. Journal of Promotion Management.

Shriver-Rice, M., Fernandes, J., Johns, L., Riopelle, C., & Vaughan, H. (2022). Young adults’ reactions and engagement with short-form videos on sea-level rise. Environmental Communication. DOI: 10.1080/17524032.2021.1963800

Painter, D. L., & Fernandes, J. (2022). “The Big Lie:” How Fact Checking Influences Support for Insurrection. American Behavioral Scientist.

Painter, D. L., & Fernandes, J. (2021). They're not just words: The verbal style of U.S. presidential debate rhetoric. Communication Studies. DOI: 10.1080/10510974.2021.1975145

Fernandes, J., & , M. D. (2021). Which political actors frame the immigration problem? Documenting the incidence of source type and party lines in immigration stories during U.S. Election Coverage (2006-2014). Journalism Practice. DOI: 10.1080/17512786.2020.1870527

Fernandes, J., Segev, S., & Leopold, J. K. (2020). When consumers learn to spot deception in advertising: Testing a literacy intervention to combat greenwashing. International Journal of Advertising, 39(7), 1115-1149. DOI: 10.1080/02650487.2020.1765656

Kim, J. Y., Giurcanu, M., & Fernandes, J. (2017). Documenting the Emergence of Grassroots Politics on Facebook: the Florida Case. The Journal of Social Media in Society, 6(1), 5-41.

Segev, S., Fernandes, J., & Hong, C. (2016). Is Your Product Really Green? A Content Analysis to Reassess Green Advertising. Journal of Advertising, 45(1), 85-93.

Sweetser, K. D., English, K., & Fernandes, J. (2015). Super PACs and Strong Relationships: The Impact of Digital Interaction on the Political Organization-Public Relationship. Journal of Public Relations Research, 27(2), 101-117.

Segev, S., Fernandes, J., & Wang, W. (2015). The Effects of Gain Versus Loss Message Framing and Point of Reference on Consumer Responses to Green Advertising. Journal of Current Issues & Research in Advertising, 36(1), 35-51.

Fernandes, J., & Shumow, M. (2014). Framing politics in transnational communities: Spanish-language immigrant media and election coverage in South Florida. Journalism, 17(8), 961-978.

Segev, S., Wang, W., & Fernandes, J. (2014). The effects of ad-context congruency on responses to advertising in blogs: exploring the role of issue involvement. International Journal of Advertising, 33(1), 17-36.

Fernandes, J. (2013). Effects of Negative Political Advertising and Message Repetition on Candidate Evaluation. Mass Communication and Society, 16(2), 268-291.

Kaid, L. L., Fernandes, J., & Painter, D. (2011). Effects of political advertising in the 2008 presidential campaign. American Behavioral Scientist, 55(4), 437-456.

Painter, D. L., Fernandes, J., & Miles, M. D. (2011). The effects of interest group advertising and partisan stereotypes on candidate races: Is same-sex marriage the defining civil rights issues of the new millennium?. American Journal of Media Psychology, 4(1-4), 63-79.

Fernandes, J., Giurcanu, M., & Bowers, K. W. (2011). The Writing on the Wall: A Content Analysis of College Students’ Facebook Groups for the 2008 Presidential Election.

Fernandes, J., Giurcanu, M., Bowers, K. W., & Neely, J. C. (2010). The writing on the wall: A content analysis of college students' Facebook groups for the 2008 presidential election. Mass Communication & Society, 13(5), 653-675.

Book Chapters

Tao, W., Fernandes, J., & Ji, Y. G. (2023). Are repeated stories a good strategy? Focusing on narrative persuasion in digital political communication. In Narratives in public communications (pp. 31-57). New York, NY: Routledge. DOI: 10.4324/9781003375760-3

Fernandes, J. (2021). Brazilian ethnic media in the United States: An analysis of their social control and pluralistic functions in an electoral context. In Latin American diasporas in public diplomacy. .

Painter, D. L., Fernandes, J., Mahone, J., & Al Nashmi, E. (2014). Social network sites and interactivity: Differential expression effects in campaign 2012. (pp. 185-197). Oxford University Press.

Painter, D. L., Al Nashmi, E., Stromback, J., Fernandes, J., Xiang, Z., & Kim, J. Y. (2011). International Coverage of the U.S. Presidential Campaign: Obamamania Around the World. In Techno Politics in Presidential Campaigning: New Voices, New Technologies, and New Voters (pp. 213-233). Routledge.

Str\"omb\"ack, Jesper, ., Painter, D. L., & Fernandes, J. (2011). International Media’s Love Affair with Barack Obama: Global coverage of the 2008 U.S. presidential campaign. In Communication in the 2008 U.S. election: Digital natives elect a president (pp. 275–294). Peter Lang Publishing Group.

Williams, A. P., Kaid, L. L., Landreville, K. D., Fernandes, J., Yun, H. J., Bagley, D., & Urriste, S. (2008). The representation of the European Union elections in news media coverage around the world. In The EU expansion: Communicating shared sovereignty in the parliamentary elections (pp. 153-173). Peter Lang.

Kaid, L. L., Postelnicu, M., Landreville, K., Williams, A. P., Hostrup-Larsen, C., Urriste, S., Fernandes, J., Yun, H. J., & Bagley, D. (2005). Campaigning in the new Europe: News media presentations of the 2004 European Union Parliamentary elections. In Europawahl 2004: Die Massenmedien im Europawahlkampf (pp. 228-251). , Germany: Springer-Verlag.

Kaid, L. L., Postelnicu, M., Landreville, K., Williams, A. P., Hostrup-Larsen, C., Urriste, S., Fernandes, J., Yun, H., & Bagley, D. (2005). Kampagnen im neuen Europa: Die Darstellung der Europawahl 2004 in den Medien. In Europawahl 2004: Massenmedien im Europawahlkampf (pp. 228-251). , Germany: VS Verlag fur Sozialwissenschaften.

Presentations

Yang, Q., Christensen, T., Gilda, S., Fernandes, J., Oliveira, D., Wilson, R., & Woodard, D. (2024). Are fact-checking tools helpful? An exploration of the usability of Google fact check. Oral Presentation at EAI International Conference on Data and Information in Online Environments, Sanya, China.

Fernandes, J., Romanova, E., & Ahn, R. (2024). Navigating Brand Perceptions in Crisis: A Content Analysis of Impression Management Strategies Used in Advertising During the COVID-19 Pandemic. Oral Presentation at American Academy of Advertising, Portland, OR.

Segev, S., Fernandes, J., & Ahn, R. (2024). Values in crisis: The reflection of human values in COVID-19 advertising. Oral Presentation at ICORIA, Thessaloniki, Greece.

Hampton, C., Fernandes, J., & Rodriguez, L. (2024). What is in an Eco-Label? A Qualitative Study of Gen Z Individuals’ Perceptions and Understanding. Oral Presentation at International Communication Association , Gold Coast, Australia.

Fernandes, J., & Laran, J. (2023). Highlighting Misbehaviors to Improve the Effectiveness of Persuasive Messages. Oral Presentation at ICORIA, Bordeaux, France.

Giovanini, L., Gilda, S., Silva, M., Ceschin, F., Shrestha, P., Brant, C., Fernandes, J., Silva, C., Gregio, A., & Oliveira, D. (2023). People Still Care About Facts: Twitter Users Engage More with Factual Discourse than Misinformation - A Comparison Between COVID and General Narratives on Twitter. Oral Presentation at 9th International Symposium on Security and Privacy in Social Networks and Big Data (SocialSec 2023), Canterbury, United Kingdom.

Fernandes, J., & Segev, S. (2023). Which Executional Elements Work? Lessons from A Comparative Analysis of Viral vs. Non-Viral Advertising. Paper/Poster at American Academy of Advertising, Denver, CO.

Silva, M., Giovanini, L., Fernandes, J., Oliveira, D., & Silva, C. (2022). Facebook ad engagement in the Russian Active Measures Campaign of 2016. Paper/Poster at American Academy of Advertising.

Painter, D. L., & Fernandes, J. (2022). The big lie factchecked: Cognitive processing, political trust, and voter enthusiasm. Paper/Poster at Association for Education in Journalism and Mass Communication, Detroit.

Silva, M., Shi, H., Capecci, D., Giovanini, L., Czech, L., Fernandes, J., & Oliveira, D. (2022). Thinking slow: Exposing Influence as hallmark of cyber social engineering and human-targeted deception. Paper/Poster at USENIX, Enigma Conference.

Tao, W., Fernandes, J., & Yi, J. (2022). When stories are repeated: Narrative persuasion in digital political communication. Paper/Poster at Association for Education in Journalism and Mass Communication, Detroit.

Fernandes, J., & Cleve, M. (2021). The labeling experiment: Examining the differential effects of equivalent labels on individuals’ associations toward immigrants. Paper/Poster at Association for Education in Journalism and Mass Communication.

Fernandes, J., & Segev, S. (2021). What's in a viral ad? An analysis of viral advertising through the elaboration likelihood model. Paper/Poster at American Academy of Advertising.

Fernandes, J. (2020). Staying relevant in an increasingly interconnected world: How global and multicultural research, teaching, and collaborations can help you grow as a scholar and person. Other at American Academy of Advertising, San Diego, CA.

Segev, S., Liu, Y., & Fernandes, J. (2019). The effect of cultural orientations on green purchase behavior: Comparing American and Chinese consumers. Oral Presentation at American Academy of Advertising, Dallas, TX.

Fernandes, J., Lewis, N., & Hong, C. (2018). Exposure to political information and life stages: Does the future look brighter when you get older?. Oral Presentation at National Communication Association, Salt Lake City, UT.

Segev, S., & Fernandes, J. (2018). The positive side of guilt appeals: When effort enhances compliance toward negative induced emotions in advertising. Oral Presentation at American Academy of Advertising, New York, NY.

Painter, D. L., & Fernandes, J. (2018). They’re not ‘just’ words: The verbal style of U.S. presidential debates. Oral Presentation at Association for Education in Journalism and Mass Communication, Washington, DC.

Fernandes, J. (2017). Beauty and negativity at the ballot box: Effects of negative political advertising and attractiveness on candidate evaluation. Oral Presentation at International Communication Association, San Diego, CA.

Fernandes, J., & De Moya, M. (2017). Frame agents of immigration news in the last decade of U.S. election coverage (2006-2016). Oral Presentation at International Communication Association, San Diego, CA.

Fernandes, J., Segev, S., & Leopold, J. K. (2017). Learning to spot deception in green advertising: Testing a literacy intervention to combat greenwashing. Oral Presentation at American Academy of Advertising, Boston, MA.

Painter, D. L., & Fernandes, J. (2017). The verbal tone of the 2016 Presidential primaries: Candidate Twitter, debate, and stump speech rhetoric. Oral Presentation at Association for Education in Journalism and Mass Communication, Chicago, IL.

Fernandes, J. (2016). Beauty and negativity at the ballot box: Effects of negative political advertising and attractiveness on candidate evaluation. Oral Presentation at 2016 Personality, Party Leaders, and Election Campaigns Workshop, St. John's, Canada.

Fernandes, J., & Segev, S. (2016). Combating advertising greenwashing through consumer literacy. Oral Presentation at ICORIA, Ljubljana, Slovenia.

Fernandes, J., & Segev, S. (2016). Exploring the mechanism of guilt appeals: The influence of point of reference on guilt advertising effectiveness. Oral Presentation at American Academy of Advertising, Seattle, WA.

Liu, Y., Tsai, S., & Fernandes, J. (2016). Pursuing the Chinese dream: Chinese consumers’ response to local and global appeals in advertising. Oral Presentation at ICORIA, Ljubljana, Slovenia.

Segev, S., Fernandes, J., & Hong, C. (2015). A content analysis of green advertising: What has changed in twenty years. Oral Presentation at Association for Education in Journalism and Mass Communication, San Francisco, CA.

Kim, J. Y., Fernandes, J., & Giurcanu, M. (2013). Exploring young voters’ political use of Facebook: Florida election context. Oral Presentation at Midwest Political Science Association, Chicago, IL.

Segev, S., Fernandes, J., & Wang, W. (2013). Loss for me or loss for the environment? The effect of message framing and point of reference on responses to green advertising. Oral Presentation at American Academy of Advertising, Albuquerque, NM.

Giurcanu, M., Fernandes, J., & Kim, J. Y. (2013). Second order elections and second order conversations?: Mapping out the relationship between young voters and online political involvement in the 2010 midterm US Elections. Oral Presentation at Midwest Political Science Association, Chicago, IL.

Segev, S., Fernandes, J., & Wang, W. (2012). Advertising in blogs: Effects of ad-context congruence, product involvement and issue involvement on responses to banner ads. Oral Presentation at American Academy of Advertising, Myrtle Beach, SC.

Fernandes, J., & Shumow, M. (2012). Framing politics in transnational communities: Spanish-language immigrant media and election coverage in South Florida. Oral Presentation at International Communication Association, Phoenix, AZ.

Painter, D. L., Fernandes, J., Mahone, J., Nashmi, E., & Miles, M. (2012). Social networking sites and interactivity: Differential expression effects in campaign 2012. Oral Presentation at National Communication Association, Orlando, FL.

Jain, R., De Moya, M., & Fernandes, J. (2011). Framing the rise and fall of Sonia Gandhi during the 2004 general elections in India. Oral Presentation at Association for Education in Journalism and Mass Communication, St. Louis, MO.

Fernandes, J., & Wang, W. (2011). Reducing reactance: Exploring the effects of the pairing strategy. Oral Presentation at National Communication Association, New Orleans, LA.

Giurcanu, M., Fernandes, J., & Kim, J. Y. (2011). Second order elections and second order conversations? A content analysis of youth wall conversations on Facebook for political candidates at last presidential and midterm congressional elections. Oral Presentation at American Political Science Association, Seattle, WA.

Fernandes, J., & Kaid, L. L. (2011). Today's vote is not tomorrow's vote: The influence of time perspective on vote likelihood. Oral Presentation at International Communication Association, Boston, MA.

Painter, D. L., Fernandes, J., & Miles, M. (2010). The Effects of Interest Group Campaigns on Candidate Evaluations: Agenda-Setting, Partisan Stereotypes, and Information Processing in Televised Political Advertising. Oral Presentation at Association for Education in Journalism and Mass Communication, Denver, CO.

Stromback, J., Painter, D. L., Fernandes, J., Xiang, Z., Nashmi, E., & Kim, J. Y. (2009). Coverage of the U.S. presidential campaign: Obamamania around the world. Oral Presentation at Broadcast Education Association , Las Vegas, NV.

Zheng, X., Painter, D. L., Fernandes, J., & Nashmi, E. (2009). Print media coverage of the 2008 U.S. presidential election: Comparative content analysis of press coverage from around the world. Oral Presentation at Association for Education in Journalism and Mass Communication Midwinter, Norman, OK.

Fernandes, J. (2009). The influence of advertising spacing on candidate evaluation. Oral Presentation at Association for Education in Journalism and Mass Communication, Boston, MA.

Fernandes, J. (2009). The influence of advertising spacing on candidate evaluation. Oral Presentation at Association for Education in Journalism and Mass Communication Midwinter, Norman, OK.

Fernandes, J., & Kaid, L. L. (2009). The influence of repeated exposure to negative political advertisements on the evaluations of candidates and vote intention. Oral Presentation at American Academy of Advertising, Cincinnati, OH.

Bowers, K. W., Fernandes, J., Giurcanu, M., & Neely, J. C. (2009). The writing on the wall: A content analysis of college students’ Facebook groups for the 2008 presidential election. Oral Presentation at Association for Education in Journalism and Mass Communication, Denver, CO.

Fernandes, J., Kaid, L. L., Yun, H. J., Shen, F., Kim, Y., & LeGrange, A. G. (2008). Reconsidering the effects of message content and sponsorship on political advertising. Oral Presentation at American Political Science Association , Boston, MA.

Research

Grants

College of Journalism and Communications, Action vs. Inaction Messages, Fernandes, J., 2020-2023, $3,360.

UF RESEARCH, OR-DRPD-ROF2020: Detecting and Addressing Influence Tactics in Online Propaganda, 2020-2022, $0.

Arthur W. Page Center for Integrity in Public Communication, Repetition and Political Communication, Fernandes, J. (Co-PI), Tao, W. (Co-PI), & Ji, Y. (Co-PI), 2019-2021, $3,500.

College of Journalism and Communications, Immigration Labels, Fernandes, J. (PI), Cleve, M. (Co-PI), & , ., 2020, $603.

Center for Communication, Culture and Change Pilot Grant, Environmental Media, Fernandes, J. (PI), 2018-2019, $5,000.

University of Miami School of Communication Creative Activity & Research Grant, Teaching Advertising Campaigns, Fernandes, J. (PI), & Nunez, S. (Co-PI), 2018-2019, $3,000.

University of Miami School of Communication Creative Activity & Research Grant, Advertising Literacy, Fernandes, J. (PI), 2017-2018, $3,400.

Center for Communication, Culture and Change Pilot Grant, Modes of Exposure, Fernandes, J. (PI), Lewis, N. (Co-PI), & Hong, C., 2017-2018, $4,232.

University of Miami School of Communication Creative Activity & Research Grant, , Fernandes, J. (PI), 2015-2016, $5,000.

Courses

• ADV 3500 - Digital Insights - section 1C54 - Spring 2025 (PDF)
• ADV 4800 - Advertising Campaigns - section 1208 - Spring 2025 (PDF)
• ADV 4800 - Advertising Campaigns - section 1208 - Spring 2024 (PDF)