Michael Maynard » Faculty and Staff Directory

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Michael Maynard Advertising ChairSchool of Media and CommunicationAdvertising
Work Room 300A Annenberg Hall
Work Phone: 215-204-8360

Office Hours:
Wednesday from 10:00am to 11:30am


Rutgers UniversityCommunicationsPhD
University of IowaDramaMA
University of TexasEnglish LiteratureBA

Biographical Information

I take teaching seriously. I believe a teacher should inspire students through example. To that end the teacher should possess, in addition to a command of the material to be taught, a contagious enthusiasm for learning. The best teachers are continually learning about the subject, the students and the techniques for teaching. The personal growth that results from ever-increasing mastery of the subject translates into an ever-improving curriculum. My 1998 article, “Connecting AIDA to the Modem World,” published in ADNews, the newsletter for Advertising Division members of the Association for Educators of Journalism and Mass Communication, for example, was a “teaching tip” intended to help advertising instructors bridge the gap between traditional pedagogy (the acronym AIDA) and the new media (connectivity through modems). I actively analyze what does and what does not work in the classroom and computer lab. I use a number of interactive teaching approaches in the classes I teach. Some of the approaches I use involve writing coaching, peer critiques and collaborative writing assignments. I try to strike a balance of classroom, hands-on, computer-assisted and real world instruction that give students a professional communications education. Despite my comprehensive education on classroom skills while a teacher for three years in a Japanese high school, two years at Sony Language Laboratory in Tokyo, and one year in the First Year Rhetoric Program at the University of Iowa, I actively re-examine my teaching skills here at Temple and look for ways to improve. One way, since joining Temple University, was attendance at a teaching seminar. I applied for and was accepted to the 1993 Freedom Forum for Advertising Education, a one-week seminar held in the summer at the University of North Carolina. There I was taught how experienced advertising teachers organize course work, allocate assignments, grade and teach courses such as Copywriting, Advertising Campaign.

Maynard, Michael (2012).  “Real versus pseudo real in Japanese television advertising compared with U.S. television advertising.  In Amir Hetsroni (ed.) Advertising and Reality: A Global Study of Representation and Content (pp. 53-71). London: Continuum International Publishing Group.


Maynard, Michael (2011).  “Temple University’s New Advertising Department Grows Rapidly in the Supportive Environment of the School of Communications and Theater,”  inProceedings of the 2011 Conference of the American Academy of Advertising, Steve Edwards, ed., Southern Methodist University, TX: American Academy of Advertising,

Maynard, Michael (2011).  “Integrating Multiple Marketing Disciplines into a Single Advertising Curriculum,” in Proceedings of the 2011 Conference of the American Academy of Advertising, Steve Edwards, ed., Southern Methodist University, TX: American Academy of Advertising.

Maynard, Michael (2011).  Advertising the Pseudo Real: On the Staging of Products in Japanese Commercials. (Poster session) Global Fusion Conference. Temple University, October 14-16.

Maynard, Michael (2011).  Integrating Marketing in Segmented Schools.  Pre-Conference Seminar.  American Academy of Advertising National Conference.  Mesa, Arizona, April 7-10.

Maynard, Michael (2011).  The Water in which we Swim: How Advertising’s Home Unit Affects the Advertising Program.  Special Topics Panel.  American Academy of Advertising National Conference.  Mesa, Arizona, April 7-10.

Maynard, Michael L. (2011).  Guest Lecture, Matthew Lombard’s Colloquium, title of my talk, “Delayed Reciprocity: Research Rewards from Service to the College,” AH301, October.

Maynard, Michael, (2011).  PEX Partnership Project Award.  Partnering with Philadelphia History Museum. Advertising and Globalization Honor students develop advertising campaign to launch re-museum opening in fall.

Maynard, Michael L. (2010). (Un)Japanese Advertising: Selling Goodyear Tires in Dislocated Space. Middle Atlantic American Studies Conference.  LaSalle University, Philadelphia, March 19-20.

Maynard, Michael L. (2010).  Global Citizenship?  A Roundtable Discussion.  Fifth Annual Global Temple Conference, Philadelphia.

Maynard, Michael L. (2010) Title of Lecture:  “Putting to Death the Talk of the Death of the 30-Second TV Spot.” In BTMM’s Future of Television class, February 16.

Maynard, Michael (2009). “Hyping the efficiencies of fast(er) food: The glocalization of McDonald’s Snack Wrap in Japan” pp. 39-50. In Sharon Kleinman (ed.) The culture of efficiency. New York: Peter Lang.

Maynard, Michael & Alison Carey (2008).  Reports of the death of the 30-second commercial have been greatly exaggerated. Pennsylvania Communication Annual, 28-48.

Maynard, Michael & Dana Saewitz (2008). The advertising internship: Tips on optimizing the academic and business community relationship. Journal of Advertising Education,Fall, 31-34.

Maynard, Michael L. & Margo Berman (2008). Toward a More Efficient Brainstorming: The Optimal Number of Wild Thoughts to Successful Ideas in an Advertising Exercise National Conference of AEJMC, Chicago, August 6-9.

Saewitz, Dana & Michael Maynard (2008). Learning to Learn from the Industry:

Employer Internship Satisfaction Survey. National Conference of AEJMC, Chicago, August 6-9. AWARDED TOP PAPER in DIVISION!

Maynard, Michael L. & Dana K. Saewitz (2008). Survey Helps Prepare Students for Careers in Advertising.  AD NEWS: GREATER PHILADELPIA’S NEWS SOURCE, Nov/Dec., 50-51.

Maynard, Michael L. (2008)   Incentive Award for developing New Gen Ed Course under World Studies: Advertising & Globalization 0853.

Maynard, Michael L. (2007). “Positively Negative: Arguments in Favor of Political Attack Ads.” National Conference of AEJMC, Washington DC, August 9-12. 

Maynard, Michael L. & Alison Carey (2007). “Putting to Death the Talk of the Death of the 30-second Commercial.” National Conference of AEJMC, Washington DC, August 9-12.

Maynard, Michael L. & Dana Saewitz (2007). “Ten Keys to Launching a Professional Internship Program in a New Department of Advertising: A Case Study.” National Conference of AEJMC, Washington DC, August 9-12.

Maynard, Michael & Scala, Megan (2006). Unpaid advertising: A case of Wilson the volleyball in Cast Away. Journal of Popular Culture 39, No. 4, 622-638.

Maynard, Michael L. (2005). Glocal narratives: Nostalgic American Images in Japanese Print Advertisements. MiT4: Telling stories: An International Conference.  Massachusetts Institute of Technology, Cambridge, MA, May 6-8.

Maynard, Michael L. (2004). Correlation analysis in a natural experiment design:  Seeking the opportune grade point average cutoff for internships.  In Patricia L. Linn, Adam Howard and Eric Miller (Eds.), Handbook for Research in Cooperative Education and Internships (pp. 191-206). Mahwah, NJ: Lawrence Erlbaum Associates.

Maynard, Michael L. (2003). Preserving democracy through the 30-second negative political ad.  MiT3: Television-An International Conference.  Massachusetts Institute of Technology, Cambridge, MA, May 2-4.

Maynard, Michael L. (2003).  From Global to Glocal: How Gillette’s SensorExcel accommodates to Japan.  Keio Communication Review, 25, 3-21.

Maynard, Michael L. (2002).  Friendly fantasies in Japanese advertising: Persuading Japanese teens through cartoonish art.  International Journal of Comic Art, 4 (2), 241-260.


TypeTitleCoauthorsJournal or publicationDate
Between Global and GlocalYan TianPublic Relations Review2004
Policing transnational commerce: Global awareness in the margins of moralityJournal of Business Ethics, 30,17-272001
Framing the genetic testing issue: Discourse and cultural clashes among policy communitiesPriscilla MurphyScience Communication, 22 (2), 133-1532000
Attitudes toward direct marketing and its regulation: A comparison of the United States and JapanTaylor, C. R., Franke, G. R.Journal of Public Policy & Marketing, 19 (2), 228-2492000
Interpreting girlish images in two cultures: A case of Japanese and U.S. Seventeen adsJournal of Literary Semantics, 29, 183-2012000
Laughing at the glass ceiling in Wall Street Journal cartoonsLordan, EdwardJournal of International Comic Art, 2 (2), 248-2642000
Girlish Images Across Cultures: Analyzing Japanese versus U.S. Seventeen Magazine AdsCharles R. TaylorJournal of Advertising, 28(1), 39-481999
‘Slice-of-Life’: A Persuasive Mini Drama in Japanese Television AdvertisingIn J. Bardsley (Ed.), Journal of Popular Culture, 31 (2), 131-1421997
Opportunity in Paid vs. Unpaid Internships: A Semantic Network AnalysisPublic Relations Review, 23 (4): 377-3901997
Using Decision Profiles to Analyze Advertising Agency/Client ConflictPriscilla MurphyJournal of Communication Management, 1 (3), 231-2461996
Message and Power: Interpreting Verbal and Visual Signs in Japanese Television AdvertisingJournal of Literary Semantics, 25 (3), 245-2641996
American Narrative versus Japanese Dialogue: Culture-based Modes of Address in Japanese Magazine AdvertisementsKeio Communication Review, 18, 47-641996
Effectiveness of ‘Begging’ as a Persuasive Tactic for Improving Response Rate on a Client/Agency Mail SurveyPsychological Reports, 78, 204-2061996
Critical Steps Toward Open Peer CritiquesJournal of Advertising Education, 1 (1), 50-521996
Using Judgment Profiles to Compare Advertising Agencies’ and Clients’ Campaign ValuesPriscilla MurphyJournal of Advertising Research, 36 (2), 19-271996
A Comparative Analysis of Japanese and U.S. Attitudes toward Direct MarketingCharles R. TaylorJournal of Direct Marketing, 10 (1), 34-441996
Using Judgment Analysis to Improve Consultant/Client Understanding: An Advertising ApplicationPriscilla MurphyJournal of Applied Communication Research, 24, 21-321996
Beating technology at its own game: Emailing Super Bowl ad critiques before the media blitzA teaching tip in Journal of Advertising Education, 60-622002
Friendly fantasies in Japanese advertising: Persuading Japanese teens through cartoonish artInternational Journal of Comic Art, 4 (2), 241-2602002
From Global to Glocal: How Gillette’s SensorExcelKeio Communication Review, 25, 3-212003
Emotional Intelligence and perceived employability for internship curriculumPsychological Reports, 93, 791-7922003
Book ChapterCorrelation analysis in a natural experiment design: Seeking the opportune grade point average cutoff for internshipsPatricia L. Linn, Adam Howard and Eric Miller (Eds.)Handbook for Research in Cooperative Education and Internships (pp. 191-206)2004
Book ChapterCulture mattersHartmut B. MokrosIdentity matters: Communication-based explorations and explanations, pp. 55-762003
Book ChapterProjecting peer approval in advertising: Japanese versus U.S. Seventeen magazinesRay T. DonahueExploring Japaneseness: Japanese enactments of culture and consciousness2002
Book ChapterThe power of foreign images: Intercultural signs in JapaneseM. Prosser and K. S. SitaramIntercultural, International, and Global Media (pp. 301-311).1999


Attitudes Toward Direct Marketing and its Regulation: A Comparison of the U.S. and Japan05/99
Benefit Appeal in Paid versus Unpaid Internships08/96
Correlating Grade Point Average with Internship Performance: A Case Study08/98
Cultural Sensitivities to Tobacco, Alcohol and Sexual Product Advertising in Japan06/98
Culture matters: Cultural multiplicity and local identity in Japanese advertising05/01
Emotional Intelligence and Employability; Implications for Internship Curriculum08/99
Emotional intelligence at work: Solutions to internship nightmares11/00
Emotional intelligence at work: Three internship stories08/00
Gendered advertising: Use of cartoonish visuals in Japanese teen magazines10/00
Girlish Images in Japanese vs. U.S. Seventeen Magazine Ads
Girlish Images in Japanese vs. U.S. Seventeen Magazine Ads04/97
Image making in the global age: Communicating always (and not always) Coca-Cola to Japanese teens10/00
Images of Cultural ‘Otherness’ in Japanese Mass Communication02/96
Japanese vs. U.S. Cultural Assumptions on Who Shall Govern the Net04/97
Job interviews: Tips for getting hired02/01
Laughing at the Glass Ceiling in the Wall Street Journal Cartoons03/99
Marketing narcissism: Global culture and the marginalization of civil society07/00
Mocking Madison Avenue in the Wall Street Journal cartoons04/01
Policing Transnational Commerce: Global Awareness in the Margins of Morality07/97
Privacy as a Commodity: Implications for Direct Marketing Policy Makers
Privacy as a Commodity: Implications for Direct Marketing Policy Makers05/96
Regulatory Issues in Direct Marketing in Japan05/96
Selling Foreign and Domestic Cultures: Variation in Styles of Japanese Magazine Ads03/96
Selling Japanese Culture in a Shrinking Space10/97
Table for One: TV Screen as Eating Companion in a Public Space08/98
The cartooning of America: Making light of the dark side of cell phone culture11/00
The Impact of a Cultures Communication Style on Attitudes toward Direct Marketing: Comparing Japan and the United States03/99
The Morality of U.S. Cartoon Advertising Abroad: Joe Camel Goes to Japan03/98
The Power of Foreign Images: Intercultural Signs in Japanese Television Advertising07/96

Teaching Awards:

Temple University Merit Award for Excellence in Teaching05/97

Research & Creative Awards:

Excellence in Research2002Merit AwardTemple University
Excellence in Service2002Merit AwardTemple University
Excellence in Research2001Merit AwardTemple University
Excellence in Research2000Merit AwardTemple University
Excellence in Service2000Merit AwardTemple University
Excellence in Research1999Merit AwardTemple University
Excellence in Research1998Merit AwardTemple University
Excellence in Research1997Merit AwardTemple University
Categories: Advertising
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