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AdNews Advertising Division | Winter 2012


Looking Ahead to

Celebrate100 Years of AEJMC

by Frauke Hachtmann • Head Ad Division 2011-2012

After kicking off the New Year and a new semester with lots of snow and temperatures in the single digits, I find myself looking ahead to an exciting spring with hopefully warmer weather and lots of new projects to complete. One of the highlights of this year will be the Centennial Celebration of AEJMC this summer in Chicago (Aug. 8-12, 2012). As you plan your summer, we hope that you will make this year’s conference in Chicago the centerpiece. At the members’ meeting in St. Louis last August, I shared the ad division’s goals for this year, which are all geared to help the division grow and become more visible. Of course we would not be able to do that without your support. The best way to help us succeed is to submit your excellent research to the division’s paper competition and to encourage your graduate students to do the same. Last year, you contributed 113 papers to a total of 896 that were presented in St. Louis. The goal is to increase that number by five percent to a total of 119 (let’s round that up to 120). With an acceptance rate of less than 50 percent, we hope to receive a minimum of 240 paper submissions. It’s never too early to submit a paper ( papers/) to one of the ad division’s five paper competitions, including advertising research, advertising teaching, professional freedom & responsibility, special topics, or student papers. Please see the paper call on pg. 5 for more information. While you’re thinking about the conference, please also remember to reserve

Winter 2012

your room at the Chicago Marriott Downtown ( Please note that the conference will start a day later this year (Wednesday through Sunday). Speaking of the conference, in December Jay Newell (programming chair) and I attended the Midwinter Chip Auction in Louisville, Ky., where we secured enough research slots to accommodate a large number of papers. We also made several deals with other divisions for joint panel sessions that are sure to attract large audiences. For example, under the leadership of Heidi Hennink-Kaminski, we will co-sponsor a panel with the PR division called “Brands Under Fire: The Importance of Authenticity, Transparency, and Trust.” Another panel to look forward to is “Look Out! Mad Women Coming to Chicago,” which was developed by Karen Mallia and will be co-sponsored by the Commission on the Status of Women interest group. To kick off the conference, we will host our annual pre-conference teaching workshop, which has become one of the ad division’s signature events. Sheri Broyles and Jan Slater are in the process of lining up a starstudded morning session featuring industry professionals from one of the largest markets in the U.S. In the afternoon session, faculty will present cutting-edge pedagogical trends in the advertising classroom. Please read the articles in this issue about the panels and the teaching workshop for more information.

(cont’d on page 6)


It’s all about you–and your students

by Sheri Broyles and Jan Slater

Professionals showcase their ideas in Teaching Workshop There’s a lot of talk about the 100th anniversary of AEJMC. But it’s also a milestone for our Advertising Division’s Teaching Workshop. This will be the 15th year for the Workshop, and our pre-conference will kick off the celebration. Because we’re in Chicago with many contacts and resources, we’re looking at a little different lineup this year with a star-studded collection of professionals who will bring ideas to help both you and your students. In the morning we’ll focus on curriculum and how the industry can help point us in the right direction. This is one way we can ensure our classes continue to be relevant. In the afternoon we’ll look at how technology such as digital and social media continues to change the advertising landscape – and what that means for our classrooms. Also in the afternoon we’ll have a specialist in advertising careers come talk to us about how we can best guide our students as

they set off on the job hunt at the start of their professional careers. Because this is AEJMC’s 100th anniversary – and because of the big names we’ll be bringing in – we’re expecting a large registration. As always, the number of registrants is limited, so register early for both AEJMC and the Advertising Division’s Teaching Workshop. Also, if you have new assistant professors in your program, encourage them to register early, too. For many of us, this Workshop was a gentle introduction to AEJMC and a way to make contacts and connections that helped us navigate through the plethora of sessions in the larger conference. Stay tuned for more details in the next issue of AdNews. We’re looking forward to a great Teaching Workshop to kick off the 100th anniversary celebration.

Announcing a 2012 AEJMC Panel:

Brands Under Fire: The Importance of Authenticity, Transparency, and Trust. by Heidi Hennink-Kaminski

When you buy the pink package of M&M’s what are you supporting--your love of chocolate or Susan B. Komen for the Cure? As non-profits use new tools to develop their brands into movements, and products search out more innovative brand experiences, marketers and charities can now weave their brands together more tightly, making the answer to that question: both. Today’s unpredictable economy and global media opportunities have fostered more meaningful partnerships between corporate brands and non-profits, even spawning a new rush of social entrepreneurs bent on innovating on both sides of the equation.

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But there are a host of authenticity challenges associated with corporate social responsibility and cause-related marketing. To examine these issues, the Advertising and Public Relations Divisions will co-sponsor a PF&R panel entitled “Brands Under Fire: The Importance of Authenticity, Transparency and Trust.” The panel will feature researchers and practitioners from the for-profit and nonprofit sectors who will present case studies and best practices that highlight the current landscape of co-branding, affinity marketing, and brands’ relationships with stakeholders and publics.

This panel will examine the transparency issue on three fronts. First, there is the sense of whether the donation/affiliation is real. Most consumers aren’t really sure about where the money goes. Second, is the role of the product being offered. It’s the brand’s job to get the product right first and then the cause can follow. Finally, how do marketers ensure authenticity and transparency once a brand is launched? Brandjacking is on the rise, as hackers make fake posts and errors, rumors and the truth mingle in the online world. Join us for this interesting discussion!


Ad DivisionKUDOS Compiled by Scott Hamula

Jhih-Syuan (Elaine) Lin

The Department of Advertising & Public Relations at the University of Georgia is pleased to welcome Jhih-Syuan (Elaine) Lin as a new advertising assistant professor. She is a doctoral candidate in the Department of Advertising, University of Texas at Austin. Her research interests include interactive advertising, consumerbrand relationships, media psychology, and cross-cultural consumer psychology.

Dr. Mara Einstein, associate professor of Media Studies at Queens College, will have her new book published on April 2, Compassion, Inc.: How corporate America blurs the line between what we buy, who we are and those we help (University of California Press). In conjunction with her book’s release, Mara is launching a new blog: Craig Davis, assistant professor at Ohio University, presented the American Advertising Federation student-created advertising campaign for The Century Council at the Louisiana Higher Education Coalition meeting titled, “Implementing social norming campaigns at Ohio University.” The Department of Strategic Communication at Ithaca College welcomes its new assistant professor, Dr. Will Ryan. He is teaching courses on visual design, interactive and social media, and research methods at the undergraduate and graduate levels. He recently completed a dissertation on learning-in-use, studying how we learn how to use interactive artifacts and how that evolves over time. His research focus is on the user experience with interactive artifacts, particularly social media, games, and learning technology. Jörg Matthes (Ph.D., University of Zurich) started a position as a full professor for advertising research at the Department of Communication, University of Vienna, Austria. It was also reported that Professor Will Sims of Virginia Commonwealth University received an excellent bottle of Scotch for Christmas. Dr. Will Ryan

2011-2012 AD DIVISION EXECUTIVE COMMITTEE MEMBERS HEAD|Frauke Hachtmann University of Nebraska–Lincoln Office: 402.472.9848 Fax: 402.472.4024 E-mail: VICE HEAD|PROGRAM CHAIR Jay Newell Iowa State University Office: 515.294.3445 Fax: 515.294.5108 E-mail: SECRETARY & EVENTS COORDINATOR Scott Hamula Ithaca College Office: 607.274.1034 Fax: 607.274.7076 E-mail: ADNEWS EDITOR | Stacy James University of Nebraska-Lincoln Office: 402.472.3069 Fax: 402.472.4024 E-mail: RESEARCH COMMITTEE CHAIR Troy Elias University of Florida Office: 614.747.0708 Fax: 352.846.3015 E-mail: SPECIAL TOPICS PAPER CHAIR Sela Sar Iowa State University Office: 515.294.0503 E-mail: PF&R COMMITTEE CHAIR Karen Mallia University of South Carolina Office: 803.777.1154 Fax: 803.777.4103 E-mail: TEACHING STANDARDS CHAIR Courtney Bosworth Radford University Office: 540.831.5593 Fax: 540.831.5883 E-mail: STUDENT PAPER CHAIR Heidi Hennink-Kaminski University of North Carolina Office: 919-962-2555 Fax: 919-962-0620 E-mail: WEBMASTER|Bobbi Kay Lewis Oklahoma State University Office: 405.744.2970 Fax: 405.744.7104 E-mail: Winter 2012 3

Submitting Papers to AEJMC One of the main reasons the annual AEJMC Conference exists is for our members to view and present some of the best journalism and mass communication research. If you’re interested in submitting a paper to be considered for our conference, please follow the instructions below carefully.

Requirements for Submitting a Paper 1. Submit the paper online through the ALL ACADEMIC website to the AEJMC group appropriate to the paper’s topic. Format should be Word or a PDF. PDF format is strongly encouraged.

2. The paper must be uploaded to the server no later than 11:59 P.M. (Central Daylight Time) Sunday, April 1, 2012.

3. Also upload a paper abstract of no more than 75 words.

4. Completely fill out the online submission form with author(s) name, affiliation, mailing address, telephone number, and email address. The title should be printed on the first page of the text and on running heads on each page of text, as well as on the title page. Do NOT include author’s name on running heads or title page. 5. Papers uploaded with author’s identifying information displayed WILL NOT BE CONSIDERED FOR REVIEW AND WILL AUTOMATICALLY BE DISQUALIFIED FROM THE COMPETITION. ALL AEJMC DIVISIONS, INTEREST GROUPS AND COMMISSION PAPER SUBMISSIONS WILL ABIDE BY THIS RULE WITHOUT EXCEPTION. NOTE: Follow instructions on how to submit a clean paper for blind reviewing papers/ 6. Papers are accepted for peer review on the understanding that they are not already under review for other conferences and that they have been submitted to only ONE AEJMC group for evaluation. Papers accepted for the AEJMC Conference should not have been presented to other conferences or published in scholarly or trade journals prior to presentation at the conference. 4 Winter 2012

7. Student papers compete on an equal footing in open paper competitions unless otherwise specified by the individual division or interest group. Individual group specifications are appended to this uniform call. Please see pg. 5 for more information. 8. Papers submitted with both faculty and student authors will be considered faculty papers and are not eligible for student competitions.

9. At least one author of an accepted faculty paper must attend the conference to present the paper. If student authors cannot be present, they must make arrangements for the paper to be presented. 10. If a paper is accepted, and the faculty author does not present the paper at the conference, and if a student author does not make arrangements for his/her paper to be presented by another, then that paper’s acceptance status is revoked. It may not be included on a vita. 11. Authors will be advised whether their paper has been accepted By May 21 and may access a copy of reviewers’ comments from the online server. Contact the paper chair if you are not notified or have questions about paper acceptance.

12. Authors of accepted papers retain copyright of their papers and are free to submit them for publication after presentation at the conference.



The AEJMC Advertising Division invites submissions of original papers that clearly focus on some aspect of advertising or advertising education. Various theoretical orientations and methodological approaches are welcome. Individual paper submissions should not exceed 30 pages (including all notes, references, tables, and figures) and should be submitted to only one competitive paper category in the Advertising Division: 1) Advertising Research, 2) Advertising Teaching, 3) Professional Freedom & Responsibility, 4) Special Topics, or 5) Student Papers. Papers exceeding 30 pages, or papers submitted to more than one paper competition within the division, will not be reviewed for consideration. RESEARCH PAPERS: Submissions should be consistent with the style and format of Journalism & Mass Communication Quarterly or the Journal of Advertising. A cash award from the division will be given during the Chicago conference to each of the top three papers in this competition. A cash award ($300) sponsored by the U.K.-based International Journal of Advertising also will be given to the first-place research paper. For questions, please contact Troy Elias, Research Paper Chair, University of Florida. E-mail: Tel: (352) 846-3015.

TEACHING PAPERS: Teaching papers are invited on any research that addresses teaching: innovations, effective approaches, pedagogy, survey of the field, adoption of new technologies in the classroom, etc. Keep in mind this competition is for research papers on teaching, rather than teaching tips or personal reflections. The style and format of the paper should conform to those in the Journal of Advertising Education or Journalism & Mass Communication Educator. Papers submitted to the teaching competition will be considered for review by the Journal of Advertising Education. For questions, contact Courtney C. Bosworth, Research Paper Chair, Radford University. E-mail: Tel: (540) 831-5593.

PROFESSIONAL FREEDOM & RESPONSIBILITY (PF&R) PAPERS: Often referred to as the conscience of AEJMC, the goal of PF&R papers is to extend knowledge about and understanding of gender, race, ethics, social, and cultural influences; values; and free expression. Submissions may take the form of traditional research papers, but essays or critical analyses are also welcome. Historical as well as contemporary topics are appropriate. For questions, please contact Karen Mallia, PF&R Paper Chair, University of South Carolina. E-mail: Tel: (803) 777-1154. SPECIAL TOPICS PAPERS: The special topics paper competition is the place for pioneering subjects, methods, and presentations. New approaches, innovation, and creativity are encouraged. A variety of advertising and advertising education topics and approaches (such as case histories, ethnographies, critical studies, visual essays, and methods as yet unknown) are welcome. For questions, please contact Sela Sar, Special Topics Paper Chair, Iowa State University. E-mail: selasar@iastate. edu. Tel: (515) 294-0503.

STUDENT PAPERS: Graduate and undergraduate students are invited to submit original research dealing with any advertisingrelated topic. All sole- or co-authors of these papers must be students; papers co-authored by students and faculty should be submitted to the Research Paper competition. The style and format of the paper should conform to those in Journalism & Mass Communication Quarterly or the Journal of Advertising. A cash award from the division and ANOTHER award ($200) sponsored by the U.K.-based International Journal of Advertising will be given during the Chicago conference to the top student paper. For questions, please contact Heidi HenninkKaminski, Student Paper Chair, University of North Carolina at Chapel Hill. E-mail: Tel: (919) 962.2555. Winter 2012



As you’ve read repeatedly elsewhere, the 100th anniversary of the AEJMC will be in Chicago, Aug. 8-12. There’s no telling where you’ll be on the 200th anniversary, but a good guess is that you won’t have a travel budget. So plan on coming early and staying as long as you can. We’ve scheduled events each day, and also tried to keep time open for enjoying all that Chicago offers. Wednesday (8/8) is the teaching preconference. There’s a preview article in this edition of ADNews. First thing Thursday morning (8/9) we’ll jump right in to the conference paper sessions and the highly-anticipated Mad Women panel. We’re keeping Thursday afternoon open for agency visits. Friday (8/10) has a paper session in the morning, then a break during the day for touristing. There just happens to be a Cubs home game at 1:20. Late afternoon on Friday is the Top Paper session, followed immediately

Looking Ahead to

Celebrate100 Years of AEJMC

In addition to organizing and coordinating the conference, we have also made progress on some of the other goals we set for this year. I am happy to announce that past ad division head Bobbi Kay Lewis and Jay Hayes have agreed to head up our ad hoc social media committee. Establishing a strong social media presence is one of the major goals of the ad division this year and we have already established a Facebook page (http://www. and a Twitter handle (@ AdDivision). Please be sure to like us on Facebook, follow us on Twitter and of course use these social networks to communicate with colleagues and


Winter 2012

by the Ad Division business meeting, followed immediately by the Social. Saturday (8/11) starts early with the Master Teacher panel that’s a must-see for current and future faculty, followed in the afternoon by back-to-back paper sessions. Sunday (8/12) we say goodbye to Chi, but not before attending back-to-back joint panels on political advertising (with the Political Communication interest group) and brands gone wild (with Public Relations). So make your reservations for (as Dan Quayle once said) the great state of Chicago. It might just be the conference of the century. (cont’d from page 1)

friends. The social media article in this newsletter features an update of what the ad hoc committee has been working on. Thanks again for supporting the advertising division. We hope that our social media efforts will help us keep the conversation current and to stay in touch year-round. I’m already looking forward to seeing all of you in Chicago in August and hope to celebrate AEJMC’s Centennial with a record number of papers submitted to our division. Stay warm!


LOOK OUT. Angry, Livid, Outraged, Wild, Insane, Passionate, Mad Women Coming to Chicago. by Karen L. Mallia

Mark your calendars; set your reminders and alarms. Do not miss the AEJMC panel of the century at the upcoming 2012 conference. (Pardon the hyperbole. This is the Ad Division after all.) Join former agency president, renowned author and mad woman herself, Jane Maas, and a distinguished panel delighted to discuss “Mad Women: Mothering and Careers.” It starts Thursday, August 9 at 11:45 a.m. and will only end when all present have breathed their last breaths. The Commission on the Status of Women is proud to join the Advertising Division in sponsoring Mad Women, and I’m actually very happy to moderate. Jane Maas was a real-life Peggy Olson in the 1960s New York ad world, a copywriter who succeeded mightily in the boys’ club depicted in the hit series Mad Men. From her creative director position at Ogilvy, she went on to direct the renowned “I Love New York” campaign at Wells Rich Greene, and later became president of the New York office of Earle Palmer Brown. She is the author of a best-selling autobiography, Adventures of An Advertising Woman and the classic How to Advertise, with former Ogilvy chairman Ken Roman. (Somehow she also managed to raise two daughters in the process.) No one ever asked Mad Men if they could handle parenting and careers, but it is a perennial issue for women. Have things changed since the 1960s and ‘70s? Is careering and mothering getting any easier? A substantial body of academic research says “not really,” as does Ms. Maas—based on interviews for her forthcoming book, Mad Women: The Other Side of Life on Madison Avenue in the 60s and Beyond. Indeed research finds increasing workplace prejudice against mothers (but not fathers). We’ll discuss why communication firms lag behind other industries in workplace policies

that favor women, such as telework and flextime. Is freelancing better or worse than permanent employment? The breadth of women on the panel will also allow us to discover whether perspectives and experiences differ for women of each generation: baby boomers, millennials, Gen Y, Gen Xers. Further, what is “success,” and is that defined differently for women? Other panelists include one of the industry’s most-lauded female agency creative directors (Teaser. Stay tuned.); Cara Tuttle Bell, M.A., J.D., Director of Programs for theWomen’s Center at Northwestern University; feminist scholar Kim Golombisky, University of South Florida; and Sheri Broyles, University of North Texas.)



Winter 2012


Behind the mahogany door: spilling the beans on the chip auction by Jay Newell

In previous editions of ADNews, I have blabbed top secrets about who reviews conference papers, how papers are selected, and the nearly inscrutable naming conventions for different types of AEJMC sessions (if you had been reading carefully you would have learned that “scholar-to-scholar” means “poster session” in AEJMC lingo). But the chip auction is something different. Maybe some secrets should stay secret. Or maybe the world will be a better postmodern place if everybody knows what goes on behind every closed door. You get to decide, just by reading this, or not. I had heard of the AEJMC chip auction not all that long ago, when I learned that it was the meeting in which representatives of each division and interest group decide what sessions fill which slots on the conference calendar. It sounded like a necessary but mundane event. But as anyone who’s watched “Jersey Shore” or has been to middle school knows, drama happens anywhere. At a convention, the number of conference rooms and availability of meeting times are limited. This zerosum game of planning means 8

Winter 2012

that there will be winners of the Goldilocks slots that aren’t too early or too late, and nonwinners who you will see running sessions on Sunday around noon, or later. And because divisions and interest groups can get together to co-sponsor sessions that effectively double the number of sessions, the dealmaking and dealbreaking can get dramatic. In practice, the chip auction makes conference planning a fair fight. Two representatives of each division and interest group (Frauke and I repped Ad Division this year) get together at a reception the night prior to the chip auction, and talk with other divisions and interest group representatives about possible joint sessions. The next morning at the chip auction, the representatives take turns filling in the slots on a rotating basis. Infatuations. Intrigues. Betrayals. It’s all at the chip auction. The drama begins on Saturday, around the end of the first round, when the representatives calculate the number of papers that can be presented in the sessions available, and realize that they cannot simultaneously get enough slots for papers and also schedule every joint

panel that they would like. Or had pitched to other divisions and interest groups. Or had nodded encouragingly about when pitched by another division. So something has to give. And as the morning wears on and the conference schedule gets filled in, it’s some of the great joint session ideas that get postponed indefinitely or placed on the last, loveto-come-but-gotta-catch-myflight, day of the convention. The conference sessions that survive are the ones that have enthusiastic support from two divisions or interest groups. So the process, dramatic as it is, does end up with some pretty good joint sessions. Chicago is an example, as you’ll see in the promo articles in this ADNews. There is a morsel of advice to be taken away from all this. If you have a good idea for a joint panel, coordinate with a member of another division/ interest group during the planning stage. Make sure there are names from both groups on the panel proposal. And then get both groups to submit the proposal. That way your joint panel will have the best chance of getting through the process.


Social Media:

It’s time for the Ad Division to get on board.

by Bobbi Kay Lewis

The death of pop star Whitney Houston was sharing syllabi and case studies. But, we need announced on Twitter before it was confirmed your collaboration. by the Associated Press, according to Mashable. In addition, the division has a presence on Social media has become a part of the Facebook and Twitter. We would like to use majority of our daily activities from watching the Division Facebook as a place to engage television, spectating at a sporting in discussion about teaching, As we all know, curriculum, textbooks, research and event, to announcing the birth of a newborn. People are connecting relevant topics. For example, social media is not other with friends, family, colleagues and Frauke posted an article from the only changing the Chronicle about the challenge perfect strangers online to share these experiences and voice their way our industry of teaching multiple sections of opinions. CBS Sunday Morning same course and addressing conducts business, but the Show ran a piece this Sunday about different learning styles. Does also the way society this apply to you? Do you have how “Social media and online petition sites are giving power to communicates. questions or solutions to this issue? the powerless, as governments Or do you have other issues in and corporations are learning the hard way.” which you would like to create a discussion I think we can all agree, social media is a big and solicit feedback? Then go on to Facebook part of mass communications, branding and and engage! Tweet about the discussions and advertising today. So my question is: why are drive traffic to the Division’s Facebook and we, as educators and the scholarly advertising blog. community, not using social media to connect We have the applications in place, now with each other, share our experiences and we need your help to make them work knowledge, and let our voices be heard? for you the members. Like the Facebook, Division Head Frauke Hachtmann made follow @AdDivision on Twitter, post jobs improving use of social media one of her on the WordPress, inquire about research objectives for enhancing our division and collaborations through the site. I know we’re keeping it relevant for its members. The Ad all busy, but once we start utilizing these division’s website is a WordPress blog which platforms they can be a resource to help us begs for interaction and collaboration. We have work smarter not harder. Please send any added two sections to the website, jobs and suggestions on how the division can use social research collaborations, to start the process of media more effectively to be a resource for the using the site as a division resource. We would members to like to start adding more sections, such as

Winter 2012


AdNews Winter 2012  

The AEJMC Advertising Division's newsletter, spring semester, 2012

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