Fall 2016 marks my first semester as a tenured faculty member and associate professor of digital advertising. Thank you to my mentors Wei-Na Lee, Carolyn Bronstein and Lance Porter. Thank you to my go-to co-authors Mark Stuhlfaut and Karen Mallia. Thank you to LSU for four great years. Here’s to many more.
My recently published journal article in International Journal of Advertising asks practitioners: Why do advertisements feature stereotypes? What functions do they serve?
Abstract: There is a long and diverse literature on gender stereotypes in advertising; however, US practitioners’ perspectives on the role and function of stereotypes in advertising remain unknown. Understanding professionals’ views on whether and how stereotypes communicate is important for anyone who believes it beneficial to reduce future stereotypical representations. Using qualitative interviews with 42 practitioners, this study detailed seven themes concerning professionals’ perceptions of the role and function of stereotypes in advertising, including beliefs that stereotypes are based in truth, are attractive to audiences, communicate quickly, simplify processing, prevent distraction, prevent thinking, and are the obvious solution. Practitioners felt stereotypes were used most appropriately when they were subverted or challenged in advertising messages. Stereotypes were most inappropriate when they reinforced negative perceptions. Four factors believed to drive the use of stereotypes in advertising are discussed.
Check out the article here: http://dx.doi.org/10.1080/02650487.2016.1160855
LSU students won the District 7 NSAC for the second year in a row! Congratulations to the team.
My research was cited as the source of the 3% statistic used to name the 3% Conference. Thanks to Kat Gordon for the kind words.
I am the director of the Digital Advertising Research Team (DART). Our research uses eye-tracking to examine advertising on social media sites.
Congratulations to all of the LSU digital advertising students who won Addy Awards.