Michigan Ross School of Business
Yaffe Center for Persuasive Communication

Teaching Materials

  • Advertainment: Fusing Advertising and Entertainment
    By Cristel Antonia Russell, PhD.

    This Class Note on the $6 billion advertainment industry was specially commissioned by The Yaffe Center for educational purposes. It outlines how product placement, product integration and branded entertainment help advertisers reach consumers at a time when consumers increasingly avoid traditional mass-advertising efforts. It offers a detailed description of advertainment and how it works, including legal and ethical aspects, best and worst practices, strategies, case studies and proposed standards to measure return on investment.

    The note’s author is Professor Cristel Russell, now at the Auckland University of Technology in New Zealand. She is a well-known researcher on product placement and related topics. The note is copyright by the University of Michigan (Yaffe Center ). It may be used in classroom settings in this original form without further permission.

    > Download the Advertainment Course PDF

  • The Language of Movies
    By Paul Messaris, PhD.

    A huge proportion of communication occurs using visual media, such as television advertisements, with viewers constantly captivated by images. 

    This paper posits that if present trends continue, people who are now beginning their business careers will spend their working careers in a world of falling literacy rates and increasing fixation on images. In such a world, effective business leadership will require a sophisticated understanding of the powers of visual communication, together with a commitment to use those powers responsibly. With that goal in mind, this survey of visual language will describe and analyze the major visual techniques through which the creators of images seek to influence the attitudes and emotions of their viewers.

    The author is Dr. Paul Messaris, Professor of Visual Communication at the Annenberg School of Communication, University of Pennsylvania. He teaches and does research on areas of visual communications. His publications have dealt with viewers' interpretation of images and responses to advertising and other forms of visual persuasion.

    The note is copyright by the University of Michigan (Yaffe Center). It may be used in classroom settings in this original form without further permission.

     > Download the Language of Movies PDF

  • Creating Power Presentations
    By Susan T. Rogers, MFA

    As part of the Ross School of Business’ mission to increase design literacy of business school students, the Yaffe Center, in conjunction with the Executive Skills Program at Ross, organized a workshop on “Creating Power Presentations” on Friday, February 15th, 2008. Susan T. Rogers, a graphic designer, spoke on using graphic design to improve PowerPoint presentations.

    Susan Thornton Rogers is a graphic designer with expertise in Communication Design, Strategic Design, Identity and Branding, and Exhibit Design. She has designed award-winning publications and materials for many companies throughout the US including Aetna, IBM, the U.S. Environmental Protection Agency, Texas Instruments, the New York Public Library, Ernst & Young, and the Detroit Symphony Orchestra.

    The note is copyright by the University of Michigan (Yaffe Center). It may be used in classroom settings in this original form without further permission.

     > Download PowerPoint Toolkit

     > Download Grid Template

     > Fonts: Adobe, Free Mac Fonts, 101 Free Fonts

 

 

 

The Groundbreaking Beetle

Through a groundbreaking advertising campaign and a new design sensibility, the Beetle became a symbol of the 1960’s flower power culture.

Volkswagen Beetle 1967