... A special thank-you goes to Gary Ink, who handles rights and permissions for Publishers Weekl... more ... A special thank-you goes to Gary Ink, who handles rights and permissions for Publishers Weekly, for granting me permission to quote ... Web site address." In China, News Corporation's Star TV created a popular game show by enticing viewers to download bingo boards onto ...
Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the Unit... more Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the United States within the context of regulatory, historical, cultural, and economic factors. Results showed that Ukrainian magazine ads contained a larger number of violations than the American ads, which complied with the letter of the law, if not the spirit. The message strategies also told different cultural stories that reflect the different ideologies for the two countries, which means that specialized advertising approaches are needed for each country. American ads situate alcohol as part of normal life, whereas Ukrainian ads demonstrate conspicuous consumption and celebrate the change to a market economy. They must not only sell the product but also teach Ukrainians how to be part of the consumer culture. An ad for Beefeater Dry Gin in GQ magazine shows the bottle of gin with slices of lime making a splash pattern against the tonic water in the shape of the British flag. The headline reads "Refreshingly
Binge drinking behavior has been described as the most significant health hazard on college campu... more Binge drinking behavior has been described as the most significant health hazard on college campuses today. Using definitions of ritual behavior drawn from the literature, the authors conducted focus groups, depth interviews, and participant observations to explore the ritualized nature of alcohol beverage consumption among college students at two large universities. The themes that emerged provide an understanding of the rituals associated with college student drinking. With the drinking-as-ritual interpretation as a theoretical framework, the authors discuss how developers of public service announcements (PSAs) could capture and contextualize drinking rituals and NOT THE PUBLISHED VERSION; this is the author's final, peer-reviewed manuscript.
Journal of Current Issues & Research in Advertising, 2008
Given that "sin" products must navigate different regulatory environments, it is important to com... more Given that "sin" products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically.
ocial scientists regard the U.S. and the Republic of Korea as countries with opposing cultural va... more ocial scientists regard the U.S. and the Republic of Korea as countries with opposing cultural values. Given this contrast, the advertising of each culture is expected to differ. An examination of magazine advertising indicates that American ads strongly express the individualistic culture; however, the Korean ads not only express collectivistic ideas but individualistic ones as well. Although this phenomenon is not entirely surprising given the strength ofWestern influence, Korean individualistic messages are different from American individualistic messages. This suggests that expressions of individualism in ads blend with the elements of each culture to produce uniquely different messages ..
Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it mean... more Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it means to be an individual and how this is expressed varies among cultures. This study explores the ways that television adverlising nflecls individualism in French, Spanish, and American cultures and uses a qualitative approach that allows coding categcrries to eme•rge ..... from the three countries' samples rather than imposing prroiously defined categories from a single culture. Tire study identifies six main advertising message strategies across the three cultures: the Efficient Individual, the Sensual Individual, the Attractive/Healthy Individual, the Esteemed Individual, the Pe!frmnant(e) Individual, and the lnte/lectuallndividual. The sL\: strategies vary in frequency UJith some claims used more than others. Differences within cultures are also identified and implications fw the issues of stmulardizntiDn and specializatiDn are diScussed.
Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it mean... more Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it means to be an individual and how this is expressed varies among cultures. This study explores the ways that television adverlising nflecls individualism in French, Spanish, and American cultures and uses a qualitative approach that allows coding categcrries to eme•rge ..... from the three countries' samples rather than imposing prroiously defined categories from a single culture. Tire study identifies six main advertising message strategies across the three cultures: the Efficient Individual, the Sensual Individual, the Attractive/Healthy Individual, the Esteemed Individual, the Pe!frmnant(e) Individual, and the lnte/lectuallndividual. The sL\: strategies vary in frequency UJith some claims used more than others. Differences within cultures are also identified and implications fw the issues of stmulardizntiDn and specializatiDn are diScussed.
Journal of Current Issues & Research in Advertising, 2016
Using a ritual behavior model and in-depth interviews, this qualitative study examined the role o... more Using a ritual behavior model and in-depth interviews, this qualitative study examined the role of alcohol in the lives of college students as they transitioned from freshmen to senior year. Key differences in the drinking ritual emerged across the four years, and insights were noted in students' use of alcohol to form a community of friends, to find order in their lives, and to transition from ill-at-ease adolescents to confident adults. A key campaign strategy emerged based on students' desire to avoid being the one who drinks the most or the one who drinks the least.
Page 1. Journal of Communication, December 2001 696 Preserving the Moment, Commodifying Time, and... more Page 1. Journal of Communication, December 2001 696 Preserving the Moment, Commodifying Time, and Improving Upon the Past: Insights Into the Depiction of Time in American Advertising By Joyce M. Wolburg Despite its ...
The depiction of time as a cultural value has received rather limited attention in the advertisin... more The depiction of time as a cultural value has received rather limited attention in the advertising literature, despite its presence in ads either explicitly or implicitly. This study attempts to fill that void by offering a framework for analyzing the many ways that time is depicted in television advertising. The key time elements noted are Limited Time, Marking Time, More Time, Oriented Time, and Sequenced Time. While the framework emerged from a sample of ads in the United States, it can alert advertisers to important differences in time concepts within other cultures and among different ethnic groups.
Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this q... more Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this qualitative study provides strong evidence that different initiatives are needed for college students, particularly those who already smoke. When asked for responses to current antismoking messages, nonsmokers generally championed the cause; however, smokers often responded with anger, defiance, denial, and other negative responses. Consumers who respond in this manner are not well served by existing strategies, and money used for such campaigns could be better spent. New strategies are offered in hopes that antismoking campaigns can communicate more effectively with one high-risk group-college student smokers. All the "truth" campaign does is convince me that I should go outside and light up another cigarette.
This paper focuses on how pedagogy, service, and scholarship can be combined across the advertisi... more This paper focuses on how pedagogy, service, and scholarship can be combined across the advertising curriculum through service learning, which invigorates collaboration among faculty members, student teams, and advertising professionals. The authors demonstrate how service learning projects integrate curricula using a communitybased client, ultimately leading to scholarship and professional outcomes. Specifically, this study analyzes the launch of a service learning-based smoking cessation campaign on a Midwest college campus.
... A special thank-you goes to Gary Ink, who handles rights and permissions for Publishers Weekl... more ... A special thank-you goes to Gary Ink, who handles rights and permissions for Publishers Weekly, for granting me permission to quote ... Web site address." In China, News Corporation's Star TV created a popular game show by enticing viewers to download bingo boards onto ...
Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the Unit... more Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the United States within the context of regulatory, historical, cultural, and economic factors. Results showed that Ukrainian magazine ads contained a larger number of violations than the American ads, which complied with the letter of the law, if not the spirit. The message strategies also told different cultural stories that reflect the different ideologies for the two countries, which means that specialized advertising approaches are needed for each country. American ads situate alcohol as part of normal life, whereas Ukrainian ads demonstrate conspicuous consumption and celebrate the change to a market economy. They must not only sell the product but also teach Ukrainians how to be part of the consumer culture. An ad for Beefeater Dry Gin in GQ magazine shows the bottle of gin with slices of lime making a splash pattern against the tonic water in the shape of the British flag. The headline reads "Refreshingly
Binge drinking behavior has been described as the most significant health hazard on college campu... more Binge drinking behavior has been described as the most significant health hazard on college campuses today. Using definitions of ritual behavior drawn from the literature, the authors conducted focus groups, depth interviews, and participant observations to explore the ritualized nature of alcohol beverage consumption among college students at two large universities. The themes that emerged provide an understanding of the rituals associated with college student drinking. With the drinking-as-ritual interpretation as a theoretical framework, the authors discuss how developers of public service announcements (PSAs) could capture and contextualize drinking rituals and NOT THE PUBLISHED VERSION; this is the author's final, peer-reviewed manuscript.
Journal of Current Issues & Research in Advertising, 2008
Given that "sin" products must navigate different regulatory environments, it is important to com... more Given that "sin" products must navigate different regulatory environments, it is important to compare cigarette advertising across cultures. Using text analysis, this study examined the message strategies and the ideological beliefs in cigarette advertising in American and Ukrainian magazines within the context of their different regulatory environments. The messages across the two countries differed in their use of creative appeals to ego, social needs, and sensory pleasure as well as their adherence to regulation. Many of the Ukrainian campaigns were reminiscent of earlier American campaigns and offer unique comparisons of cultures that are at different places historically, economically, and ideologically.
ocial scientists regard the U.S. and the Republic of Korea as countries with opposing cultural va... more ocial scientists regard the U.S. and the Republic of Korea as countries with opposing cultural values. Given this contrast, the advertising of each culture is expected to differ. An examination of magazine advertising indicates that American ads strongly express the individualistic culture; however, the Korean ads not only express collectivistic ideas but individualistic ones as well. Although this phenomenon is not entirely surprising given the strength ofWestern influence, Korean individualistic messages are different from American individualistic messages. This suggests that expressions of individualism in ads blend with the elements of each culture to produce uniquely different messages ..
Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it mean... more Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it means to be an individual and how this is expressed varies among cultures. This study explores the ways that television adverlising nflecls individualism in French, Spanish, and American cultures and uses a qualitative approach that allows coding categcrries to eme•rge ..... from the three countries' samples rather than imposing prroiously defined categories from a single culture. Tire study identifies six main advertising message strategies across the three cultures: the Efficient Individual, the Sensual Individual, the Attractive/Healthy Individual, the Esteemed Individual, the Pe!frmnant(e) Individual, and the lnte/lectuallndividual. The sL\: strategies vary in frequency UJith some claims used more than others. Differences within cultures are also identified and implications fw the issues of stmulardizntiDn and specializatiDn are diScussed.
Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it mean... more Individualism is a cenh-al value in french, Spanish, and American cultures. However, wlmt it means to be an individual and how this is expressed varies among cultures. This study explores the ways that television adverlising nflecls individualism in French, Spanish, and American cultures and uses a qualitative approach that allows coding categcrries to eme•rge ..... from the three countries' samples rather than imposing prroiously defined categories from a single culture. Tire study identifies six main advertising message strategies across the three cultures: the Efficient Individual, the Sensual Individual, the Attractive/Healthy Individual, the Esteemed Individual, the Pe!frmnant(e) Individual, and the lnte/lectuallndividual. The sL\: strategies vary in frequency UJith some claims used more than others. Differences within cultures are also identified and implications fw the issues of stmulardizntiDn and specializatiDn are diScussed.
Journal of Current Issues & Research in Advertising, 2016
Using a ritual behavior model and in-depth interviews, this qualitative study examined the role o... more Using a ritual behavior model and in-depth interviews, this qualitative study examined the role of alcohol in the lives of college students as they transitioned from freshmen to senior year. Key differences in the drinking ritual emerged across the four years, and insights were noted in students' use of alcohol to form a community of friends, to find order in their lives, and to transition from ill-at-ease adolescents to confident adults. A key campaign strategy emerged based on students' desire to avoid being the one who drinks the most or the one who drinks the least.
Page 1. Journal of Communication, December 2001 696 Preserving the Moment, Commodifying Time, and... more Page 1. Journal of Communication, December 2001 696 Preserving the Moment, Commodifying Time, and Improving Upon the Past: Insights Into the Depiction of Time in American Advertising By Joyce M. Wolburg Despite its ...
The depiction of time as a cultural value has received rather limited attention in the advertisin... more The depiction of time as a cultural value has received rather limited attention in the advertising literature, despite its presence in ads either explicitly or implicitly. This study attempts to fill that void by offering a framework for analyzing the many ways that time is depicted in television advertising. The key time elements noted are Limited Time, Marking Time, More Time, Oriented Time, and Sequenced Time. While the framework emerged from a sample of ads in the United States, it can alert advertisers to important differences in time concepts within other cultures and among different ethnic groups.
Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this q... more Despite the success of antismoking campaigns that aim to prevent young teens from smoking, this qualitative study provides strong evidence that different initiatives are needed for college students, particularly those who already smoke. When asked for responses to current antismoking messages, nonsmokers generally championed the cause; however, smokers often responded with anger, defiance, denial, and other negative responses. Consumers who respond in this manner are not well served by existing strategies, and money used for such campaigns could be better spent. New strategies are offered in hopes that antismoking campaigns can communicate more effectively with one high-risk group-college student smokers. All the "truth" campaign does is convince me that I should go outside and light up another cigarette.
This paper focuses on how pedagogy, service, and scholarship can be combined across the advertisi... more This paper focuses on how pedagogy, service, and scholarship can be combined across the advertising curriculum through service learning, which invigorates collaboration among faculty members, student teams, and advertising professionals. The authors demonstrate how service learning projects integrate curricula using a communitybased client, ultimately leading to scholarship and professional outcomes. Specifically, this study analyzes the launch of a service learning-based smoking cessation campaign on a Midwest college campus.
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Papers by Joyce Wolburg