Professor’s study explores the culturization of customized marketing

In a study published in Mass Communication and Society, Assistant Professor Cong Li explored the cultural components of customized marketing in this digital age. He found that “favorable customization effects may be contingent upon cultural meaning activation” (p. 60). Cultural priming has a moderating effect on tailoring and targeting messages, according to his experiment.

Two existing customization approaches (tailoring and targeting) were tested with 102 participants in an experiment. It was found that when participants were primed with individualistic meanings, they tended to generate a more favorable attitude toward tailored messages than targeted messages. In contrast, when participants were primed with collectivist meanings, they formed a more favorable attitude toward targeted messages than tailored ones. Based on the study findings, the conceptualization of customization needs to incorporate the cultural factor.

The article, entitled “‘Cultumization?’ The Impact of Cultural Priming on Customized Communication,” is accessible here or here.


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Canes Film Festival

The 16th annual Canes Film Festival is fast approaching, May 3rd through 5th.

Run by our Department of Cinema and Interactive Media, the 2013 Canes Film Festival is a competitive festival open to students enrolled in our Motion Pictures program.  The films are juried by a panel of professionals from the film and television industry.

Click here for the schedule. Click here for samples of work from last year. Contact here if you want more info, or directions to the cinema.

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Meet the Cinema & Interactive Media Department

The Cinema & Interactive Media Department of the School of Communication offers Master of Fine Arts (MFA) degrees in Motion Pictures and Interactive Media.

The department offers a complete curricular experience in critical understanding and effective creation of contemporary moving image media and interactive design.  The programs are designed to prepare a new generation of innovators, storytellers, and leaders in the field of cinema, transmedia, and interaction design with a mission to explore the creative uses of narrative, documentary, technology, design, and human behavior to entertain, impact, augment, and influence how people communicate. Their slogan is “Trans-cultural, Trans-medial, Trans-formative.”

The MFA in Motion Pictures trains moving image artists at the highest professional levels, offering a three-year MFA degree with flexible specialization in Producing, Directing, Screenwriting, Editing, Cinematography, Sound, Non-Fiction, and Interactive Media creation.

The MFA in Interactive Media aims to prepare a new generation of innovators and leaders in the field of interaction design. Its mission is to explore the use of technology, design,
human behavior, and their impact on communication.

Click here to read more about the faculty, staff, students, and alumni of the department.


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Career Opportunities in the Professional Industry

The School of Communication has an online section of Career Postings in the area.

They include:

Click here to read more of the posts.

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Creative Activity and Research Forum

The School of Communication Graduate Studies is holding a “creative activity and research forum,” featuring presentations by MFA students, Ph.D. students, and faculty. The event is March 25 from 9:30 a.m. to 12 p.m. in room 1021.  The complete schedule is below. 
9:15 a.m.
Yves Colon
Feasibility Study to Establish a TV Station in Cap-Haitien, Haiti
Ed Talavera
Accidental Power: The Ascendance to the Ecuadorian Presidency of Doctor Luis Alfredo Palacio
MFA Students Rachelle Salnave and Yale Yang
The Heavenly Nut
Sunny Tsai
Brands as Fashionable Friends
Cong Li
“Show Me Something I Care!” A Test of Product Involvement and Personalized Advertising
Sunny Tsai
The Power of Many: A Cross-Cultural Comparison of Collective Buying on the Web
Break/Catch Up Time
11 a.m.
Doctoral Student Zongchao (Cathy) Li (presenting) and Cong Li
User Motivation, Message Strategies and Interactivity in Corporate Twitter Accounts
MFA Student Rachelle Salnave
Viter Juste: The father of Little Haiti
Cong Li
Placebo Effect in Personalized Advertising
Doctoral Student Qinghua (Candy) Yang (presenting)
Online Identity Construction on Personal Websites: Does the Background Music Genre Make You More Attractive and Memorable?

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Faculty member develops Apple App

Clay Ewing, Assistant Professor in the Interactive Media department, has developed an iOS Apple app that helps New Yorkers report illegal advertising by turning social policing into a game.

According to Ewing:

New York City has an illegal advertising problem.  An illegal ad can be fined up to $25,000 a day, yet these fines are rarely collected.  Outdoor advertising companies are able to skirt the laws and regulations put in place by the city for three reasons: ads are everywhere, documenting wrongdoing is an arduous task, and many people believe that illegal advertisements are in fact legal.

Ad Patrol is a mobile game that attempts to address the shortcomings of current law enforcement for illegal advertising.  Using permit data from the Department of Buildings, the game maps out legitimate advertising in the city and then turns policing into a casual game experience.  Players seek out new and existing ads to claim them for their own.  To claim an ad, a player takes a photo and documents the company being advertised.

You can read more about Ewing designing the app (iPhone screenshot pictured below) here and here.

You can read more about the app here. Ewing’s Web site is here.


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Summer Internships

Tomorrow, Friday, Feb. 8, representatives from Dream Careers, a program for communication-related summer internships, will be meeting with students for advising
appointments throughout the day.

It is an all-inclusive program (housing, staff, transportation, events, etc) that offers guaranteed internships in PR, advertising, film, television, marketing, radio, music, event planning, fashion and many other fields in major cities around the world, including: New York, London, Los Angeles, Chicago, Barcelona, Boston, San Francisco, Hong Kong, Barcelona and Washington, D.C.

Examples of past internships:
Marketing / Advertising / PR: Edelman, Ruder Finn, MWW, Ogilvy
TV, Music, & Film: Comedy Central, NBC Universal, CNN, Warner Music
Fashion: Vera Wang, Chanel, Gucci, BCBG, Betsey Johnson, Dolce & Gabbana

Click here to book a meeting.

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