CURRICULUM VITAE
Olaf Werder
Communication & Journalism
3-Jul-07
Assistant Professor
Educational History
Ph.D.
University of Florida, 2002
Major:
Mass Communications
Area of emphasis:
Mass communication and consumer response Dissertation:
Understanding Values and Attitudes toward Recycling: Predictions
and Implications for Communication Campaigns Advisor:
Marilyn S. Roberts
M.S.
University of Illinois, 1994
Major:
Mass Communications
Area of emphasis:
Advertising and media
Thesis:
Comprehensive exam option
B.B.A. Universitþt Dortmund, Germany, 1992 Foreign degree:
Earned title of Diplom-Kaufmann (equivalent to B.B.A.)
Majors:
International marketing and Management.
Employment History
Assistant
Professor, 8/02 Ð present, Dept. of C&J, University of New Mexico,
Albuquerque, NM Instructor,
8/99 Ð 6/02, College of J&C, University of Florida, Gainesville,
FL Media
Planner, 12/96 Ð 8/99, Publicis-Fallon McElligott, Minneapolis, MN. Media
Supervisor, 7/94 Ð 12/96, The Hively Agency, Houston, TX. Marketing/Sales Assistant,
1/91 Ð 12/92, WWR Radio Media, Hamm, Germany. Research Funding
2005 Fear appeal advertising and consumer response. Principal investigator, Olaf Werder. Research Allocation Committee, University of New Mexico. The purpose of the project was to examine the effects of fear appeal messages in a radio spot on the multidimensional structure of arousal, attitude, and behavioral intention of consumers. 1-year award, $3,902.
Pending Research Funding
2007
Project Title: Social Marketing to Reduce Risk of Foodborne
Illness among Spanish-speaking Mexican American Women and Their Families Project Description: Cooperative project between UNM,
Arizona State University and Ohio State University. The purpose of the
project is to develop, implement, and evaluate a social marketing campaign
related to food safety among Spanish-speaking Hispanics. Awarding Agency:
US Department of Agriculture, CSREES Amount: $782,506, Project Period: 9/1/07-8/31/10 Principal Investigator: Jeffrey Hampl, PhD, RD Co-Investigator, 10% effort
2008
Project Title: Adolescents Committed To Improvement of Nutrition
and physical activity (ACTION) Project Description: Cooperative project between various
main campus and HSC campus departments within UNM. The primary goal
of the proposed study is to use Community Based Participatory Research
(CBPR) and social marketing methodologies to develop a media-based educational
curriculum to use in combination with clinical management by primary
care providers for overweight adolescents. Awarding Agency: National Institute of Child Health and
Human Development Amount: $275,000, Project Period: 4/1/08-3/31/10 Principal Investigator: Alberta Kong, M.D., M.P.H. Co-Investigator, 10% effort
2008
Project Title: Social Marketing to Modify
Beverage Choices among Southwestern Native Americans Project Description: Cooperative project between UNM,
Arizona State University and Ohio State University. The purpose of the
project is to develop, implement, and evaluate a social marketing campaign
related to sugary beverage (soda) consumption among Native-Americans,
especially young children in order to prevent obesity. Awarding Agency: US Department of Agriculture, CSREES Amount: $1,200,000, Project Period: 2/1/08-1/31/12 Principal Investigator: Jeffrey Hampl, PhD, RD Co-Investigator, 25% effort
Research
Articles in refereed journals:
Clark, A., & Werder, O. (2007). Analyzing International
Radio Stations: A Systems Approach. International Communication Gazette,
67(5) xx-xx. Accepted for publication (5/07).
Werder, O. (2007). Battle of the bulge: A comparison
of obesity prevention campaigns in the United States and Germany. Obesity
Reviews. In print (doi: 10.1111/j.1467789X.2007.
00368.x).
Werder,
O. (2006). Influences on the recycling behavior of young adults: Avenues
for social marketing campaigns. Environmental
Communication Yearbook 3,
77-96.
Werder, O. & PŽrez, F. (2005). The Hispanic consumer
market: A consumer behavior model approach. IMC Review Ð Journal
of Integrated Marketing Communications, 4(1), 20-26.
Werder, O. (2005). Culture and corporate communication:
The influence of values on media perceptions and reporting style of
Coca-ColaÕs reaction to the 1999 poison crisis in Europe In: M. Hinner
(Ed.), Introduction to Business Communication, (Vol. 1, pp. 323-338). Frankfurt, Germany: Peter Lang.
Werder, O. (2004). ÔTruthÕ and consequences: A review
of three successful state tobacco control programs. In C. Gardner, J.
Biberman, & A. Alkhafaji (Eds.), Business Research Yearbook: Global
Business Perspectives, (Vol.
11, pp. 459-463). Saline, MI: McNaughton & Gunn.
Werder,
O. (2002). Debating the Euro - Media Agenda Setting in a Cross-National
Environment. Gazette Ð The International Journal for Communication
Studies, 64(3), 219-233.
Werder, O., & Golan, G. (2002). Sharon wins: News
Coverage and Framing of the 2001 Israeli Prime Minister Election in
Ten Western Print Media. Global Media Journal, 1(1), 12-19.
Articles appearing as chapters in edited volumes:
Werder, O., & Roberts, M (2008/09). Generational
Advertising Approaches. In M.Tharpe & M. Roberts (Eds.), Multicultural
Advertising, (In submission).
Thousand Oaks, CA: Sage Publications.
Werder, O. (2006). The global fight against obesity:
A comparative analysis of media-related causes and prevention efforts.
In: Yorgo Passadeos & Dimitra Dimitrakopoulou (Eds.), Mass Media
Research: International Approaches,
(pp. 111-122). Athens, Greece: Atiner Publishing.
Werder, O. (2006). Brewing romance: The romantic fantasy
theme of the TasterÕs Choice advertising campaign. In: Mary-Lou Galician
& Debra Merskin (Eds.), Critical thinking about sex, love and
romance in the mass media: Media literacy applications, (pp. 313-325). Mahwah, NJ: Lawrence Erlbaum.
Werder, O. (2004). ÒNicheÓ and Specialty Media Markets
(Chapter 9). In M. Azarro (Ed.), Strategic Media Decisions, (pp. 251-272). Chicago, IL: The Copy Workshop.
Invited
chapters published in conference proceedings:
Werder, O., Cotter, M.,
& Chadwick, C. (2007). The
relative influence of fear appeals on consumer responses in commercial
product campaigns. Proceedings of the 2007 Annual Meeting of the
American Academy of Advertising,
pp. 89-92.
Werder, O. (2006). Battle of the bulge: A comparative
review of obesity prevention approaches in the U.S. and Germany. Proceedings
of the 2006 CDC Diabetes Translation and Obesity Conference, pp. 155-156.
Werder, O.,
& Roberts, M. (2005). Generation YÕs consumer ethnocentrism: Implications
for advertisers in a post September 11th world, Proceedings
of the 2005 Annual Meeting of the American Academy of Advertising, pp. 87-88.
Other
writings:
Werder,
O. (2004). Book Review: The Choice Modelling Approach to Environmental
Valuation, J. Bennett & R. Blamey (Eds.) in Natural Resources
Journal, Vol. 44(3), 921-924.
Werder,
O. (2004). Book Review: Economic Growth and Valuation of the Environment:
A Debate, E.C. van Ierland, J. van der Straaten, & H. Vollebergh
(Eds.) in Natural Resources Journal,
Vol. 44(1), 332-335.
Werder,
O. (2000). Retreat in Dunkirk Ð How Cultural Differences Impacted Coca-ColaÕs
Communications Strategy in Europe. Proceedings of the IAA Educators
Conference, International
Advertising Association, www.iaaglobal.org/iaagenerator.
Werder, O. (1995, May). Savvy Internet Advertising. DBA
Magazine: The Houston business publication Houston, TX, pp. 15-16.
Conference Papers and Presentations
Refereed presentations:
Werder, O. (2007, August). A value-centered approach
to social communication campaigns: Improving the interpretive ability
of attitudinal models. Paper
presented at the annual conference of the Association for Education
in Journalism and Mass Communication, Washington, DC, August 2007.
Werder,
O. (2007, June). Standardization vs. differentiation: Cultural influences
on English-language and Spanish-language TV advertising in the U.S. Paper presented at the 6th International Conference
on Research in Advertising (ICORIA), Lisbon, Portugal.
Werder, O., Cotter, M.,
& Chadwick, C. (2007, April). The
relative influence of fear appeals on consumer responses in commercial
product campaigns. Paper presented
at the annual conference of the American Academy of Advertising, Burlington,
VT.
Werder, O. (2006, August). Romance in coffee ads:
A critical approach for studying the interaction between values and
advertising myths. Paper presented
at the annual conference of the Association for Education in Journalism
and Mass Communication, San Francisco, CA, August 2006.
Werder, O. (2006, May). The global fight against obesity:
A comparative analysis of media-related causes and prevention efforts. Paper presented at the 4th international
conference on Communication and Mass Media, Athens Institute for Education
and Research (ATINER), Athens, Greece.
Werder, O. (2006, May). Battle of the bulge: A comparative
review of obesity prevention approaches in the US and Germany. Paper presented at the 2006 CDC Diabetes Translation
and Obesity Conference, Denver, Colorado.
Werder, O. (November, 2005). Communication, culture
and the family: Influences on Anglo and Hispanic college studentsÕ food
consumption. Paper presented
at the annual conference of the National Communication Association,
Boston, MA.
Werder, O. & Perkins, S. (2005, August). Celebrity
endorsers and Generation Y: New insights for advertisers. Paper presented at the annual conference of the Association
for Education in Journalism and Mass Communication, San Antonio, TX,
August 2005.
Werder, O., & Roberts, M. (2005, April). Generation
YÕs consumer ethnocentrism: Implications for advertisers in a post September
11th world. Paper
presented at the annual conference of the American Academy of Advertising,
Houston, TX.
Werder, O. (2005, February). Romantic relationships
in advertising: The TasterÕs Choice advertising campaign. Paper presented at the annual conference of the Western
States Communication Association, San Francisco, CA.
Werder, O. (2004, March). ÔTruthÕ and consequences:
A review o three successful state tobacco control programs and implications
for policy and research. Paper
presented at the annual conference of the International Academy of Business
Disciplines, San Antonio, TX.
Werder, O. (2003, November). An examination of factors
influencing the recycling
behavior of Generation Y, Environmental Communication Division. Paper presented at the annual meeting of the National
Communication Association, Miami, FL.
[1]
Clark, A., & Werder, O. (2003, October). Analyzing
International Radio Stations Ð A Systems Approach. Paper presented at the annual meeting of Global Fusion,
Austin, TX.
Werder, O., & PŽrez,
F. (2003, August). Latino Consumer
Behavior and Acculturation: A Communication Model. Paper presented at the annual meeting of the Association
for Education in Journalism and Mass Communication, Kansas City, MO.
Werder, O. (2003, August). America strikes back Ð
A comparative content analysis of the New York Times coverage of U.S.
policy after Pearl Harbor and 9/11.
Paper presented at the annual meeting of the Association for Education
in Journalism and Mass Communication, Kansas City, MO.
Werder, O., & Golan, G. (2001, October). News
Coverage and Framing of the 2001 Israeli Prime Minister Election in
Western Print Media, Paper
presented at the annual meeting of Global Fusion, St. Louis, MO.
[2]
Werder, O. (2001, September). A Channel Apart Ð How
British and German Print Journalists Report the News. Paper presented at the annual meeting of the World
Association for Public Opinion Research, Rome, Italy.
Werder, O., & Jung. J. (2001,
May). Olympic-size Comments
Ð A Comparative Analysis of the Television Coverage of the Opening Ceremonies
in Korea and the U.S. Paper
presented at the annual meeting of the International Communication Association,
Washington D.C.
Werder, O. (2000, October). Retreat in Dunkirk Ð How
Cultural Differences Impacted Coca-ColaÕs Communications Strategy in
Europe. Paper presented at the 9th World Education
Conference of the International Advertising Association, Miami, FL.
Werder, O. (2000, August). The European Press and
the Euro - Media Agenda Setting in a Cross-National Environment. Paper presented at the annual meeting of the Association
for Education in Journalism and Mass Communication, Phoenix, AZ.
Invited
presentations/workshops:
2004, May
ÒPresenting with PowerPoint Ð Pros and ConsÓ Presented at a CASTL-sponsored
faculty workshop, University of New Mexico.
2006, July
ÒHow to put together a conference presentation and poster,Ó Presented
at the Summer Workshop of the McNair/ROP Program, University of New
Mexico.
2006, Aug.
ÒResearch methods approaches,Ó New Graduate Student Orientation,
Department of Communication & Journalism, University of New Mexico.
Teaching
Areas of Specialization
Advertising
strategies, Advertising and society, Health/social awareness and prevention
campaigns. Cross-cultural consumer communication, Consumer behavior
approaches, Public goods theories, Social marketing
Areas of Competence (classes taught):
Advertising: Introduction to Advertising (C&J 380), Advertising Media Planning
(C&J 381), Advertising Campaigns (C&J 482), International Advertising
(C&J 393 Ð Special Topics)
Consumer Studies/ Marketing: Consumption and Culture, Consumer Behavior
(at UF)
Health Communication: Health Comm Campaigns (C&J 552), Persuasion (C&J 557)
Mass Communication/ Media: Mass Communication Theories, Mass Communication
Research Methods (at UF), Quantitative Data Analysis (C&J 507),
Audience Analysis (at UF)
Organizational Communication: Communication in Organizations (C&J 340)
Advising
Doctoral advisement: Hollis,
Christine (in progress). TBD. University of New Mexico Department
of Communication and Journalism. Committee chair (expected finish 5/2008).
Masters advisement: Mabe,
Benjamin (2007). Media culture and the construction of relationship
ÒprizesÓ in reality TV romance games: A critical discourse analysis.
University of New Mexico Department of Communication and Journalism.
Committee member.
Honors thesis advisement: Dohnia Dorman, B.A. Mass Communication (Spring 2007).
The Influence of Visual Images in Print Advertisements. University
of New Mexico Department of Communication and Journalism. Committee
chair.
Student mentoring McNair/ ROP Scholar advisor Richard Lujan, B.S.
Psychology, Univ. of New Mexico,
Vianey Miramontes, B.S.
Medical Biology, Univ. of New Mexico,
Mack Neal, B.A. Mass
Communication, Univ. of New Mexico,
Independent studies Soumia Dhar, Spring 2007, M.A. Communication, Univ. of
New Mexico, title of project: Ethnicity and teacher relationships to
international graduate students. *
Top paper award in the Intercultural division at the SSCA convention,
Spring 2007. Dohnia Dorman, Fall 2006, B.A. Mass Communication, Univ.
of New Mexico, title of project: Visual imagery and deception in advertisements.
*
Award winning presentation during 2007 UNM Undergraduate Research/Creativity
Conference. Richard Lujan, Summer 2006, B.S. Psychology, Univ. of
New Mexico, title of project: Influence of pharmaceutical advertising
on doctor-patient interaction regarding prescriptions. Daniel Schrader, Spring 2006, B.A. Mass Communication,
Univ. of New Mexico, title of project: Media planning strategies in
a local sports radio environment. Jimmesha Winston, Spring 2005, B.A. Mass Communication,
Univ. of New Mexico, title of project: Principles of advertising in
light of ethical awareness. Cable Hoover, Summer 2004, B.S. University Studies, Univ.
of New Mexico, title of research project: Organizational assimilation
and communication skills. Jennifer Duggin, Summer 2002, B.S. Advertising, Univ.
of Florida, title of project: The success, controversy and battles of
the Florida Truth Campaign. Valerie Gaines, Summer 2002, B.S. Advertising, Univ.
of Florida, title of project: Comparison of Ford Motors advertising
in Nicaragua and the U.S.
Internship
Supervision (C&J 492) Supervise about 65 internships between Fall 2002 and today.
Curriculum development/
teaching administrative positions: - Advanced restructuring the advertising sequence in
the mass communication track of the Department of Communications &
Journalism, University of New Mexico, Fall 2002 Ð ongoing. - Introduced new course in sequence (C&J 381) - Participant in ÒTeaching Critical ThinkingÓ workshops
(Reimers & Roberson, UTEP, 2-4-05). - Participant in ÒClassroom Assessment TechniquesÓ workshop
(Deese-Roberts, 3-31-04).
Guest
Lectures C&J 151, 11-19-02, Introduction of advertising as
a major C&J 101, 3-12-03, The persuasion of persuasion: advertising
and society C&J 101, 3-22-04, Organizational communication C&J
600, 10-19-04, History and philosophy of communication C&J
101, 12-2-04, Communication for social change
HONORS
University
of New Mexico Mentor Award, awarded to faculty mentors in the Undergraduate
Research & Creativity Conference, April 2007, Albuquerque, NM.
New
Mexico Advertising President's Award, awarded to members of advertising
sequence at UNM on March 2006, New Mexico Advertising Federation, Albuquerque,
NM.
United
WhoÕs Who registry (empowering executives and professionals), Delray
Beach, FL.
ÒVolunteer
of the MonthÓ Service Award, outstanding service to the New Mexico advertising
industry, New Mexico Advertising Federation, Albuquerque, May 2003.
Anderson/CLAS
Scholar Faculty Honoree, outstanding teacher named by CLAS Honors students,
Fall Academic Convocation, College of Liberal Arts and Sciences, University
of Florida, 2002.
Outstanding
Teacher Award, Instructional/Developmental Division of the International
Communication Association, July 2002.
Alec
Courtalis Award, outstanding scholarly achievement and involvement in
campus and community life, Office of International Studies, University
of Florida, 2000-2001.
Grinter
Fellow, Graduate School, University of Florida, 1999-2002.
Bateman Fellow, College
of J&C, University of Florida, 2001-2002.
PROFESSIONAL AND
ACADEMIC ORGANIZATIONS
American
Academy of Advertising European
Advertising Academy Association
for Education in Journalism and Mass Communication National Communication Association Western States Communication
Association Affiliated Member, American Advertising Federation
Service Communication and Journalism Department:
Faculty
Advisor, UNM Student Chapter of the American Advertising Federation
(Fall 2002 Ð ongoing) PR
Faculty Search Committee (Fall 2006 Ð Spring 2007) ACEJMC
Accreditation Committee (Fall 2006 Ð Spring 2008) Undergraduate
Mass Communication Sequence, Committee Chair (Fall 2006 Ð Spring 2007) Undergraduate
Curriculum Committee (Summer/Fall 2005) Graduate
Review Committee (Spring 2003 Ð 2005) Lecturer
Search Committee (Fall 2004) Graduate
Selection Committee (Spring 2004) Merit
Committee (Spring 2004) Building
Renovation/ Fundraising Committee (Fall 2003) Budget
Committee (Fall 2002)
University (UNM):
Member,
Institutional Review Board (IRB), July 2005-2009 Trained
Mediator for Faculty Dispute Resolutions (FDR), UNM, Training completed:
Fall 2002.
Discipline:
Member,
International Education Committee, American Academy of Advertising,
Spring 2002 Ð ongoing. Book
Reviewer, Allyn & Bacon Publishing, Spring 2004. Book
Reviewer, Natural Resources Journal, UNM School of Law edited, 2003
Ð ongoing. Editorial
Board Member, Environmental Communication Yearbook, Lawrence Erlbaum,
2005 Ð ongoing
Community
service:
Board
Member, Faculty representative UNM, Luther House, student campus Lutheran
ministry. Panelist,
New Mexico Advertising Federation, business luncheon on ethics in advertising
(6/15/04) Advertising
Consultant, UNM Health Science Center, ASSENT Asthma Research project,
development of TV campaign, Spring 2003. Advisor
to Communication/ Media Committee of Indian Pueblo Culture Center, Fall
2003 Ð ongoing. Member
of Communications: Media, Marketing, and Technology Committee of NM
Forum for Youth in Community, Fall 2003 Ð 2004.
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