This was written for CAS 842: Professional Communication Ethics in the Michigan State University Strategic Communications MA program. Brands that rely on celebrity endorsement may benefit from pop culture and personal popularity. However, there is always a risk of blowback and controversy. The latter was the case in 2017 when Pepsi created a YouTube advertisement featuring Kendall Jenner against a protest backdrop. In the ad, the reality star approaches a phalanx of police an

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Introduction In 1990, pop icon Madonna released the video for “Justify My Love,” a bonus track on her Immaculate CollectionGreatest Hits collection. MTV executives deemed the video’s content as explicit and banned the video. Soon after, Madonna released the video on VHS. It went five-times platinum at a time when “buying” a video was unthinkable (M

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Introduction Infographics offer a creative, compelling canvas for all strategic communication. Whereas typical graphic elements—photos, graphs, charts, or pull quotes—may compliment collateral, infographics offer a visual representation of data and ideas. Legorburu and McColl (2014) suggest that communications professionals stop creating ads and st

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Introduction Both simple and powerful, the liking technique (LT) is a form of compliance in which we allow favorable, familiar people and bonds to influence us. People are more likely to respond favorably to people they like (Cialdini, 2014). If we like someone, we are more willing to do what they ask of us (Jacobs, 2017). When we are comfortable w

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Introduction Physical and digital environments come together in what Legorburu and McColl (2014, loc. 2202) define as the “experience space” (ES). In conjunction with the organizing idea (OI), the ES is one more construct in storyscaping. Describing a world is one thing, but the ES adds that extra zhooshthat makes a campaign more attractive and com

(Re) pay It Forward: Reciprocation and Obligation in Advertising Introduction Cialdini (2014) states that individuals feel compelled to repay the subject of a positive action or of a favorable act. This sense of obligation stems from an inherent tendency one feels to balance the scales and to respond through an equal or an approximate gesture (Cialdini, 2014; Tiger & Fox, 1997). It is human nature to ponder future repayment of favors, gifts, invitations, and kind acts—an inst

In the Public, I: Consistency and Commitment in Written Statements Introduction Consistency and commitment are powerful principles in human psychology. Cialdini (2014) states that individuals share a desire to appear consistent because society views this virtue as valuable. Consistency pairs closely with commitment: in the pursuit to appear consistent, people often commit to behaviors that adhere fiercely to an action or to an opinion. Cialdini (2014) highlights the power of

ONCE UPON A TIME Once Upon a Time If leadership or marketing teams are pondering a messaging refresh, then they can create a work of art by drafting content and positioning around an emotional association. This concept, according to Legorburu and McColl (2014), is known as the “Organizing Idea” (OI) and it helps teams consolidate communication, experiences, strategy, and desired behaviors and connect the dots to branding and positioning. We, as strategic communicators, are th

This was written for CAS 832: Strategic Message Development in the Michigan State University Strategic Communications MA program. Short Cuts: Social Proof at the Barbershop Introduction Everybody knows that celebrity endorsements are effective—all of the psychologists agree. Seventy percent of consumers check product reviews before purchasing items, and eighty-eight percent of them trust these reviews enough to make a purchase (Hallen, 2014; Bernazzani, 2019). Placing logos o