School of Advertising and Public Relations Knoxville, TN 37996-0343

RONALD E. TAYLOR

Professor 476 Communications Building

School of Advertising and Public Relations Knoxville, TN 37996-0343

College of Communication and Information (865) 974-5100

University of Tennessee, Knoxville

http://web.utk.edu/~retaylor

EDUCATION

Ph.D. in Communications, University of Illinois at Urbana-Champaign, 1983

M.S. in Advertising, University of Illinois at Urbana-Champaign, 1971

A.B. in Journalism, University of North Carolina at Chapel Hill, 1970

ADMINISTRATIVE AND TEACHING EXPERIENCE

Professor, School of Advertising and Public Relations, University of Tennessee, Knoxville. 2011 to present.

Professor & Director, School of Advertising and Public Relations, University of Tennessee, Knoxville. July 2003 to August 2011. Administered a program with 13 full-time faculty, 350 undergraduate students, and 30 graduate students. Taught undergraduate and graduate courses in advertising and communication and maintained an active research agenda. Guided School through ACEJMC Re-accreditations (2005, 2011) Academic Program Reviews (2003, 2008), and prepared proposal that established a major in public relations (2005).

Professor & Head, Department of Advertising, University of Tennessee, Knoxville. January 1984 to June 2003. Tenure granted 1985. Promoted to rank of full professor 1990. Taught undergraduate and graduate courses in advertising and communications. Administered a program with seven faculty offering bachelor's, master's, and doctoral-level courses to approximately 250 undergraduates and 20 graduate students. Guided Department through three ACEJMC Re-accreditations (1987, 1993, 1999). Gained more than $400,000+ in endowed funds to support advertising faculty development and travel, student travel, and scholarships. Department was ranked among top ten programs nationally in advertising consistently after 1991 and was named as one of the University of Tennessee=s Aprograms of excellence@ in 1997.

Faculty member, Communications Division, Parkland College, Champaign, IL, 1978-1983. Tenure granted 1981. Category transfer to Level V (Associate Professor) 1982. Taught four-course advertising sequence (Principles, Media, Copywriting, Campaigns) and Mass Media and Society course. Supervised advertising majors in practicum.

Visiting Lecturer, Department of Advertising, University of Illinois at Urbana-Champaign. Spring semesters 1980, 1981, 1982. Taught senior-level course in public relations.

Business Instructor (part-time), Catawba Valley Technical Institute, Hickory, NC, and Caldwell Community College and Technical Institute, Lenoir, NC, 1976. Taught courses in marketing and advertising.

Assistant Professor, Department of Advertising and Public Relations, School of Business Administration, Youngstown State University, 1971-1975. Appointed as Instructor, promoted to Assistant Professor in 1975. Taught courses in Advertising Principles, Copywriting, Layout, Industrial Advertising, Public Relations, News Reporting, and Editing.

Research Assistant to Dr. S. Watson Dunn, Head, Department of Advertising, College of Communications, University of Illinois at Urbana-Champaign, academic year 1970-71.

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Courses Taught in Past Five Years

Graduate: Account Planning

Qualitative Research Methods

Advertising and Communications Theory

Undergraduate: Advertising Campaigns

Account Planning

PROFESSIONAL EXPERIENCE

Consultant in advertising and public relations: Office of Consumer Protection, City of Youngstown, Ohio, 1973-75; Board of Health, City of Youngstown, 1974; Bernhardt-Seagle Hardware Stores, Lenoir, NC, 1976; Hickory Furniture Mart, Hickory, NC, 1977-78, Knob Creek Furniture and Knob Creek Galleries, Morganton, NC, 1978; Parkland College Foundation, 1983; Child, O'Connor and Petty Law Offices, Knoxville, 1986; Tot-Line, Knoxville, 1986; University of Tennessee Evening School, 1995; University of Tennessee College of Education, 1997; VA Medical Center, Iowa City, 2011-12.

Business writer/photographer and copy contact for Catawba Valley Publishing Co., Hickory, NC, 1977-78. Wrote business and general interest features for the Hickory News, a weekly newspaper, and supervised newsletter publications for Sherrill Upholstering Co.

Advertising salesman, copywriter, news reporter for the Carteret County News-Times, Morehead City, NC, summers of 1969, 1970.

Advertising salesman, copywriter for the Chapel Hill Weekly, Chapel Hill, NC, academic year 1969-70.

News reporter, High Point Enterprise, High Point, NC, summer 1968.

RESEARCH & PUBLICATIONS

Journal Articles, Book Chapters

Taylor, Ronald E. “I like to plan events: A Document Analysis of Essays Written by Applicants to a Public Relations Program.” Journalism and Mass Communication Educator 71 (Spring 2016) 84-94

Park, Sejin, Zienab Shoieb and Ronald E. Taylor. Message Strategies in Military Recruitment Advertising. Armed Forces and Society (2016) 1-8.

Taylor, Ronald E. “The Role of Message Strategy in Improving Hand Hygiene Compliance

Rates.” American Journal of Infection Control 43 (2015)1166-70.

Haley, Eric, Ronald E. Taylor, and Margaret Morrison. How Advertising Creatives Define Excellent Account Planning.”Journal of Current Issues and Research in Advertising 35: 167-189, 2014. (Selected as best article in this journal for 2014).

Ahn, Anthony, Lei Wu, and Ronald E. Taylor. “Creative Communication Strategies in Cosmetic Surgery Websites: An Application of Taylor’s Six-Segment Message Strategy Wheel.” Health Marketing Quarterly, 30, No. 4. (2013)

Taylor, Ronald E., Let Me In: A Document Analysis of Essays Written by Applicants to an Advertising Degree Program, Journal of Advertising Education 16: 1 (Spring 2012).

Chen, Huan and Ronald E. Taylor, “Message Strategies of Chinese Award-Winning Advertisements,” Journal of Intercultural Communication, Issue 30 (November 2012)

Lee, Taejun, Wonjun Chung, and Ronald E. Taylor (2011) “A strategic response to the financial crisis: an empirical analysis of financial services advertising before and during the financial crisis,” Journal of Services Marketing Vol. 25, No. 3: 150-164. Selected as the “Best Article” for the year in this journal.

Taylor, Ronald E. “Six Strategies in Six Minutes.” Exhibit in Moirarty, Sandra, and Nancy Mitchell, Advertising Principles and Practice, Pearson, Prentice Hall, 2011, p. 238.

______. AQualitative Theory and Method@ and AQualitative Interviewing.@ Chs. 2 and 4 in Morrison, Margaret, Eric Haley, Kim Sheehan, and Ronald E. Taylor, Using Qualitative Research in Advertising: Strategies, Techniques, and Applications, (Thousand Oaks, CA: Sage) 2002, 2nd ed. 2011.

Lee (David), Taejun, Ronald E. Taylor, and Wonjun Chung (2011) “Changes in Advertising Strategies During an Economic Crisis: An Application of Taylor’s Six-Segment Message Strategy Wheel,” Journal of Applied Communication Research, 39: 1, 75-91.

Taylor, Ronald E. AInside the Asociación de Autocontrol de la Publicidad: A Qualitative Study of Advertising Self-Regulation in Spain, @ Journal of Intercultural Communication Research

31 (September 2002): 181-190.

Morrison, Margaret and Ronald E. Taylor, AFor Women Only: McCall=s Answers Readers= Questions About Advertising, @ Journal of American and Comparative Cultures, 24.3 and 24.4 (Fall and Winter 2001): 183-196.

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Taylor, Ronald E. AA Six-Segment Message Strategy Wheel, @ Journal of Advertising Research 39 (Nov./Dec. 1999): 7-17.

Taylor, Ronald E. and Wolburg, Joyce. AMessages of Individualism in French, Spanish, and American Television Advertising.@ World Communication 27 (1998):3-30.

Taylor, Ronald E. and Sheehan, Kim B. ATeaching Job Search Skills to Advertising Majors,@ Journal of Advertising Education 2 (1997):46-52.

Taylor, Ronald E., Hoy, Mariea, and Haley, Eric. "How French Advertising Professionals Develop Creative Strategy," Journal of Advertising 25(Spring 1996):1-14.

Taylor, Ronald E. "Qualitative Research." Chapter 12 in Singletary, Michael W., A Social Science Approach to Mass Communications Research, Longman, 1994.

Treise, Deborah, Taylor Ronald E., and Wells, Ludmilla, AHow Recovering Alcoholics Interpret Alcoholic-Beverage Advertising,@ Health Marketing Quarterly, 12 (2, 1994):125-39.

Hovland, Roxanne and Taylor, Ronald E. "Advertising and Commercial Speech Since Posadas."Journalism Quarterly 67 (Winter 1990): 1083-89. An earlier version was presented at the AEJMC National Convention, Washington, DC, 1989.

------"Recent Developments in the Commercial Speech Doctrine." Communications and the Law 12 (December 1990): 3-14.

Taylor, Ronald E. and Hovland, Roxanne. "Women Likely to Face Salary Discrimination in Advertising." Journalism Educator. 43(Winter 1989):11-16.

Taylor, Ronald E. "Advertising studies increase in South." Journalism Educator. 42(Spring 1987):25-27.

Taylor, Ronald E. "For advertising by lawyers, a verdict is at hand." Advertising Age, July 18, 1983, p. M63.

Published Proceedings and Conference Presentations

Kim, Gawon and Ronald E. Taylor. Message Strategies in Korean cosmetic surgery websites.

Research presentation, AEJMC Advertising Division, Minneapolis, August, 2016.

Arvind, Meena, Jinhee Lee, and Ronald E. Taylor, Message Strategies for Ads in U.S. Children’s Magazines: An Application of Taylor’s Six-Segment Strategy Wheel. Research presentation, AEJMC Advertising Division, Montreal, August 2014.

Taylor, Ronald E. Taylor and Joyce Wolburg. Putting on Campaigns: A History of 70 Years of Advertising Education at the University of Tennessee, Knoxville, 1923-1993. Research Presentation, AEJMC Advertising Division, Montreal, August 2014.

Taylor, Ronald E. “Using Taylor’s Six-Segment Strategy Model to Generate Messages That Help to Reduce Hospital-Acquired Infections.” Research presentation, AEJMC Advertising Division, Chicago, August 2012.

______. “Using Qualitative Research to Understand and Improve Hand Hygiene Practices,” presentation at the 29th Annual APIC Smoky Mountain Fall Workshop, Pigeon Forge, October 2011

______. “Using Qualitative Research to Improve Signage In Health Care Settings, “ presentation at the VA Medical Center, Iowa City, September 2011.

______“Why Students Major in Advertising,” Research Presentation, AEJMC Advertising Division, St. Louis, August 2011.

______“Similarity Among Advertising Students, 1997-2008.” Paper presented in a Special Topics Session at the national conference of the American Academy of Advertising, 2011.

Lee, Taejun, Taewoo Kim, and Ronald E. Taylor, “Advertising Strategies of Financial Services Organizations during the Financial Crisis of 2006-2008.” Paper presented at the national conference of American Academy of Advertising, 2010.

Taylor, Ronald E. The Future of Advertising Education. Presentation at the Pre-Conference Workshop of the American Academy of Advertising, 2009.

Taylor, Ronald E. and Tina Mendizgall. “An Overview of Advertising Self-Regulation in Germany. Paper presented at the national conference of the American Academy of Advertising, 2008.

Haley, Eric, Ronald E. Taylor, and Margaret Morrison.“How Advertising Creatives Define Excellent Planning.” Paper presented at the national conference of the American Academy of Advertising, 2008.

Haley, Eric, Margaret Morrison, and Ronald E. Taylor. “Excellent Account Planning: What Award Winning Planning Cases Tell Us about Planning’s Utility in Advertising.” Paper presented at the annual convention of AEJMC, 2007.

Taylor, Ronald E. “Outside the box, Inside the Circle: Using the Six-segment Strategy Wheel to Predict Direction of Change in Message Strategies.” Presented at the AEJMC National Convention, San Antonio, 2005.

______. “Is An Alligator More Like a Mushroom Than (It is) A Peach? Commodity Promotion Programs Since United Foods (2001).” Proceedings of the 2004 Conference of the American Academy of Advertising, 241-246.

White, Candace, Ronald E. Taylor, and Inez Anselmi, “Inside the IAP: A Qualitative Analysis of Italian Self-Regulation.” Proceedings of the 2004 Conference of the American Academy of Advertising, 86-92.

Taylor, Ronald E. “Creating your Own National Conference: The Tennessee Experience with an Advertising Law Conference.” Presented as part of a Special Topics Session on “Ensuring the Longevity of Advertising Education at U.S. Universities,” Proceedings of the 2003 National Conference of the American Academy of Advertising, Denver, 39-40.

______. APromoting Peaches, Plums, Nectarines, and Mushrooms: The Constitutionality of Compelled Commercial Speech.@ Proceedings of the 2002 National Conference of the American Academy of Advertising, Jacksonville, FL, 3-7.

Morrison, Margaret and Ronald E. Taylor, AFor Women Only: McCall=s Answers Readers= Questions About Advertising.@ Presented at the 32nd Popular Culture Association Annual Conference, Toronto, March 2002.

------. AA Look Through Rose-Colored Glasses: Examining Advertising Through The World of Advertising. Presented at the 32nd Popular Culture Association Annual Conference, Toronto, March 2002.

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Treise, Debbie, Michael Weigold and Ronald Taylor, AWhen in Rome...Do as Britain Does:

Italian Advertising Professionals Talk About Italian Advertising.@ Proceedings of the 2000 National Conference of the American Academy of Advertising, Newport, RI, 200-06.

Taylor, Ronald E., AA Six-Segment Message Strategy Wheel.@ Proceedings of the 1999 National Conference of the American Academy of Advertising, Albuquerque, 2.

------. AAdvertising Self-Regulation in the European Union: The Role of the European Advertising Standards Alliance.@ Proceedings of the 1998 National Conference of the American Academy of Advertising, Lexington, 5-8.

Wolburg, Joyce and Taylor, Ronald E. ACelebrate the Moments of Your Life: An Investigation of Time as a Cultural Value in American Television Advertising.@ Developments in Marketing Science 21(1998):363-67.

Taylor, Ronald E., "Inside the BVP: A Qualitative Study of French Advertising Self-Regulation." Proceedings of the 1997 National Conference of the American Academy of Advertising, St. Louis, 45-49.

Taylor, Ronald E. and Cunningham, Anne, AProtecting the Children: A Comparative Analysis of French and American Advertising Self-Regulation.@ Presented at the AEJMC National Convention, Chicago, 1997.

Taylor, Ronald E. and Wolburg, Joyce, AMessages of Individualism in French, Spanish, and American Television Advertising.@ Presented at the AEJMC National Convention, Chicago, 1997.

Wolburg, Joyce and Ronald E. Taylor, AAn Investigation of Three Cultural Values in American Advertising: The Role of the Individual, the Depiction of Time, and the Configuration of Space.@ Presented at the AEJMC National Convention, Chicago, 1997.

------. ARethinking the Unintended Consequences: The Pursuit of Individualism in American Primetime Television Advertising.@ Presented at the AEJMC National Convention, Chicago, 1997.

Taylor, Ronald E. "Can the Reputations of Florida Lawyers Be Saved?: Implications for Direct-Mail Advertising by Attorneys in Went For It, Inc. Proceedings of the 1996 National Conference of the American Academy of Advertising, Vancouver, Canada, pp. 75-80.

Taylor, Ronald E. and Hoy, Mariea. "The Presence of La Séduction, Le Spectacle, L'Amour and L'Humour in French Commercials." Proceedings of the 1995 National Conference of the American Academy of Advertising, Norfolk, pp. 36-42.

Wolburg, Joyce and Taylor, Ronald E. "What You See Is What You Get: Individualism As A Cultural Value in Primetime TV Advertising." Presented at the AEJMC National Convention, Atlanta, 1994.

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Taylor, Ronald E. "The Interview as an Advertising Research Tool: Theoretical Orientations and Interviewing," Special Topics presentation at the 1994 National Conference of the American Academy of Advertising and printed as pp. 221-223 in the Proceedings.

Treise, Deborah, Taylor, Ronald E., and Wells, Ludmilla, "A Qualitative Study of Alcoholics in Recovery and Alcoholic-Beverage Advertising." Abstract in Proceedings of the 1992 Conference of the American Academy of Advertising. San Antonio, TX, p. 181.

Taylor, Ronald E. "From the Alabama Code to Shapero: The Legal Profession's Changing Views on Attorneys' Use of Direct Mail Advertising." Twelfth Annual Communications Research Symposium: A Proceedings, College of Communications, University of Tennessee, Knoxville, 12(July 1989): 83-96.

------. AThe Legal Profession's Struggle to Define A Role for Direct Mail Advertising." Proceedings of the 1989 Conference of the American Academy of Advertising. San Diego, CA, pp. RC83-86.

------"Extending the Analysis of the Power of Advertising." Proceedings of the 1989 Conference of the American Academy of Advertising. San Diego, CA, pp. RST122-125.