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Authors:Juan Mundel Pages: 5 - 5 Abstract: Journal of Advertising Education, Volume 28, Issue 1, Page 5-5, May 2024.
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Authors:Robin Spring, Shanshan Lou Pages: 6 - 17 Abstract: Journal of Advertising Education, Volume 28, Issue 1, Page 6-17, May 2024. 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. Citation: Journal of Advertising Education PubDate: 2024-03-05T04:14:02Z DOI: 10.1177/10980482241236883 Issue No:Vol. 28, No. 1 (2024)
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Pages: 75 - 76 Abstract: Journal of Advertising Education, Volume 28, Issue 1, Page 75-76, May 2024.
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Authors:Anan Wan Abstract: Journal of Advertising Education, Ahead of Print. 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. Citation: Journal of Advertising Education PubDate: 2024-07-21T06:11:21Z DOI: 10.1177/10980482241265660
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Authors:Michael B. Devlin Abstract: Journal of Advertising Education, Ahead of Print. 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. Citation: Journal of Advertising Education PubDate: 2024-02-23T05:41:03Z DOI: 10.1177/10980482241232434
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Authors:Erika Fernández-Gómez, Beatriz Feijoo, Miriam Morante Bonet Abstract: Journal of Advertising Education, Ahead of Print. Influencers have emerged as influential figures un bridging the gap between brands and consumers, establishing this practice as a viable profession in advertising. Among the diverse spectrum of influencers, micro-influencers, characterized by their follower count of less than 100,000, excel in fostering engagement due to their perceived authenticity and credibility. This study surveyed 290 micro-influencers regarding their educational needs and aspirations. The findings reveal that, despite possessing university degrees, micro-influencers often lack specialized training in digital content creation. Many express a strong desire to receive formal education at the university level to enhance their professionalism, with degrees in marketing or advertising being deemed particularly relevant. However, they encounter significant obstacles, primarily related to financial constraints and time availability. Consequently, universities face the imperative challenge of contributing to the professionalization of micro-influencers, a role that has traditionally been assumed by the industry. Citation: Journal of Advertising Education PubDate: 2024-02-03T12:09:58Z DOI: 10.1177/10980482241231267
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Authors:Sung Eun Park, Yeojin Kim, Eunyoung Kim Abstract: Journal of Advertising Education, Ahead of Print. 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 Citation: Journal of Advertising Education PubDate: 2023-12-20T12:45:33Z DOI: 10.1177/10980482231222863
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Authors:Sung Eun Park Abstract: Journal of Advertising Education, Ahead of Print. “Hidden Persuasion”: 33 psychological influence techniques in advertising by Andrews, van Leeuwen, and van Baaren has demonstrated that the book has great insight to offer. Its potential audience ranges from the public who can learn hidden advertising techniques to undergraduate students interested in learning more about the techniques from actual campaigns. The book is full of real examples and principles that were written interestingly and cohesively. Its layout and guideline to use the book in a different setting make the book unique and worth reading. Even with some room for improvement, the authors did a great job of making the book enjoyable and educational for various audiences. Citation: Journal of Advertising Education PubDate: 2021-12-09T10:49:31Z DOI: 10.1177/10980482211040457