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Olaf Werder, Associate Professor

Department of
Communication & Journalism

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Chapters in Edited Volumes

        Comm Encyclopedia Picture
  • Werder, O. (2009). Advertising Theories, Attitude Theories, Media Effects Theories. In Karen Foss, Stephen Littlejohn (Eds.), Encyclopedia of Communication Theory, (pp. TBD). Thousand Oaks, CA: Sage.

  • Werder, O. (2009). The Influence of Family, Peer and Media Communication on the Prosocial Behavior of Young Adults in Two Cultures. In: Yorgo Passadeos (Ed.), Variety in Mass Communication Research, (pp. 273-286). Athens, Greece: Atiner Publishing.

    • Media Planning Book Picture
  • Werder, O. (2008). Standardization vs. differentiation – Cultural influences on English-language and Spanish-language TV advertising in the US. In: Pedro Rodrigues, Peter Neijens (Eds.), New Trends in Advertising Research, (pp. 85-100). Lisbon, Portugal: Silabo Publishing.
    • Galician/Merskin Book Picture
  • Werder, O. (2008). “Niche” and New Planning Approaches (Chapter 8). In M. Azarro (Ed.), Strategic Media Decisions, Second Edition, (pp. 251-272). Chicago, IL: The Copy Workshop.

  • Werder, O. (2006). Brewing romance: The romantic fantasy theme of the Taster’s 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. (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.