Department of Journalism

Robert Gustafson

Associate Professor Emeritus

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Department of Journalism
Art and Journalism Building (AJ), room 300
Ball State University
Muncie, IN 47306

Education
B.B.A., Western Michigan University, 1970
M.S., University of Illinois, 1972


Publications, Refereed (*) and Invited (^)
*Robinson, T., Gustafson, R., Popovich, M. (2008) Perceptions of negative stereotypes of older people in magazine advertisements: comparing the perceptions of older adults and college students. (Journal of) Ageing & Society, Cambridge University Press, spring.

*Gustafson, R., Hanley, M., Popovich, M. (2006) Women's Perceptions of Female Body Shapes and Celebrity Models Featured in Magazine Advertisements. Journal of Human Subjectivity. Volume 4 (2), fall.

^Invited Commentary: Gustafson, R., Hanley, M. (2005) Let's Stop Bickering. How to attract the best and brightest students to our industry. Journal of Advertising Education, Volume VIII (2), fall.

^Book Chapter:  Advertising Agencies. Advertising & The Business of Brands, 2nd Edition. Chicago, IL: The Copy Workshop, 2004.

*Gustafson, R., Hanley, M. (2004) A Lesson in Promise Testing and Advertising Strategy Development. Journal of Advertising Education, Volume VIII (1), Spring.

*Robinson, T., Popovich, M., Gustafson, R. (2003) Older Adults’ Perceptions of Offensive Senior Stereotypes In Magazine Advertisements: Results of a Q-Method Analysis. Educational Gerontology, 29: p. 503-519.

^Book Review: A Big Life in Advertising. JournalismStudies, summer, 2003.

*Thomsen, S., McCoy, J., Gustafson, R., Williams, M. (2002) Motivations for Reading Beauty and Fashion Magazines and Anorexic Risk in College-age Women. Media Psychology, 4, p. 113-135.

*Thomsen, S., McCoy, J., Williams, M., Gustafson, R. (2002) The Relationship Between Beauty and Fashion Magazine Reading Frequency and Dieting for Weight Loss Among Female College Students. Southwestern Mass Communication Journal, 17 (2), p. 51-61.

*Robinson, T., Popovich, M., Gustafson, R., Fraser, C. (2002) Seniors’ Perceptions of Senior Stereotypes Featured in Magazine Advertisements. AmericanAcademyof   Advertising Conference Proceedings, Jacksonville, FL , 2002.

*Gustafson, R., Popovich, M., Thomsen, S. (2001) High School Girls' Perceptions of Harmful Female Stereotypes and Eating Disordered Thinking. AmericanAcademyof Advertising Conference Proceedings, Salt Lake City , 2001.

^Book Review: Communication Planning: An Integrated Approach. Journalism& Mass Communication Educator, winter, 2001.

^Book Chapter: Advertising Agencies. Advertising and the Business of Brands. 1st Edition. Chicago, IL: The Copy Workshop, 2000.

^Book Review: Deadly Persuasion. Journalism& Mass Communication Educator, summer, 2000.

*Gustafson, R. (1999) A World Full of Guest Speakers. Journal of Advertising Education,        Volume III (2), fall.

*Yssel, J., Gustafson, R., Popovich, M.(2000) What Makes Them the World's Greatest? A Strategic Analysis of the Best TV Spots Ever Produced. Business Research Yearbook, Volume VII. Publication of the International Academy of Business Disciplines.

^Book Review: Breaking Up America. JournalismStudies, summer, 2000.

*Gustafson, R., Snider, H. (1999) The Basics of Bundling: Teaching, Research and Service in One Project. Journal of Advertising Education, Volume III (1), spring.

*Yssel, J., Gustafson, R., Popovich, M.(1999) A Strategic Analysis Of The Best Television Commercials Ever Produced Worldwide. Communicatio, Volume 24 (2), June.

^Book Review: Hey Whipple Squeese This: A Guide To Creating Great Ads. Journalism and Mass Communication Educator, autumn, 1998.

^Book Article: Advertising's Gray Zone. Advertising Principles and Practice. 5th Edition. Prentice Hall.

*Popovich, M., Gustafson, R., Yssel, J. (1998) Calvin Klein's "Kiddie Porn" Campaign: Another Perspective of Objectionable Advertising. Business Research Yearbook, Volume V. Publication of the International Academy of Business Disciplines.

^Video Review: Business Ethics: Truth in Advertising. Films for Humanities & Sciences. JournalismandMass Communication Educator, spring, 1998.

*Gustafson, R., Yssel, J., Witta, L. (1997) Advertising Practitioners' Attitudes Toward Their Trade. AmericanAcademyofAdvertising Conference Proceedings, St. Louis, MO.

*Thomsen, S., Gustafson, R. (1997) Turning Practitioners into Professors: Exploring Effective Mentoring Strategies. JournalismandMass Communication Educator, summer, 1997.

*Gustafson, R., Yssel, J., Witta, L. (1997) American Advertising Practitioners' Views On Calvin Klein. Communicatio 23 (2), 1997.

^Gustafson, R.(1997) Poster Sessions: A Future Trend, AdNews, December, 1997.

^Book Review: Advertising in Asia: Communication, Culture and Consumption, Katherine Firth, ed., Journalism and Mass Communication Educator, autumn, 1997.

^Video Review: The Ad And The Ego. Resolution Inc./California Newsreel. Journalism and Mass Communication Educator, spring, 1997.

*Gustafson, R. and others. (1996) Town to Gown: How to improve the career change transition process from industry to academe. AmericanAcademyofAdvertising Conference Proceedings, Vancouver, B.C., 1996.

*Yssel, J., Popovich, M., Gustafson, R. (1996) College Students' (Gen X) Attitudes Toward Advertising: A Replication Of The 1976 Larkin Study. Business Research Yearbook, Volume III. Publication of the International Academy of  Business Disciplines, 1996.

^Book Review: International Advertising by Mueller, B.,  JournalismandMass Communication Educator, spring, 1996.

^Gustafson, R., Thomsen, S. (1995). Teaching on the Information Superhighway. AEJMC AdNews, summer, 1995.

*Gustafson, R., Yssel, J., Popovich, M. (1995). A Q-sort Comparison of Generation X and Baby Boomers' Perceptions Toward Objectionable Advertising and Ethics. Business Research Yearbook, Volume II. University Press of America and the International Academy of Business Disciplines, 1995.

 ^Book Review: Beyond 2000: The Future of Direct Marketing by Reitman, J., JournalismandMass Communication Educator, fall, 1995.

^Book Review: Advertising Concepts, Strategies and Issues by Applegate, Brock, Pisani, Zanot, editors. JournalismEducator, spring, 1995.

*Gustafson, R. (1994). Developing Audio/Video Topic Modules For Advertising Courses. AEJMC ADnews, May, 1994.

Other Publications
Gustafson, R., Hanley, M. (2004) Ten Ways to Tutor Advertising Students. Marketing Profs.com, October 12. An online publication reaching 115,000 marketing professionals and professors.

Gustafson, R. (2003) The Unintended Effects of Advertising. BallStateAlumnus, March.

Gustafson, R, Popovich, M., Thomsen, S. (2001) Subtle Images Threaten Girls More.MarketingNews, June 4, p. 12.

Gustafson, R., Popovich, M., Thomsen, S. (1999) The Thin Ideal Study: Students seem numb to dangers of stereotype. Marketing News. March 15, p. 22.

Gustafson, R. (1999) Shock may pay off, but not in long run. IndianapolisBusiness Journal, June, 21, 1999, p. 24.

Gustafson, R. (1998) Ten Ways To Improve Marketing Education. IndianapolisBusiness Journal, June 22, 1998, pp. 20-21.

Gustafson, R. (1998) Marketers all need to go back to school–to help out. Marketing News (AMA), February 16, 1998, p.9.

Gustafson, R. (1998) Ten Ways You Can Improve Education in Marketing Communications. Public Relations Quarterly, winter 1997-98, pp. 26-27.

Gustafson, R., Snider, H.(1997) Juggling on a three-legged stool. Marketing Educator, winter, 1997, p.7.

Gustafson, R. (1997) Thirteen reasons why ad agencies get fired. IndianapolisBusiness Journal, March 3, 1997, pp. 24-25.

Gustafson, R., Yssel, J., Witta, L., Ad agency employees give views on Calvin Klein, Benetton ads. Marketing News (AMA), September 23, 1996, p. 16.

Gustafson, R., Thomsen, S. (1996) Merging the Teaching of Public Relations and Advertising onto the Information Superhighway. Public Relations Quarterly, spring, 1996.

Gustafson, R., Yssel, J. (1996) Can You Be Satisfied with the Product if You're Not Satisfied with the Advertising? Article in Schoell, W., Guiltman, J., Marketing, 6th edition, Englewood, Cliffs, NJ., Prentice Hall, 1995.

Gustafson, R. (1996) Better leaders make better account execs. Indianapolis Business   Journal, March 4, 1996, p. 15.

Gustafson, R. (1994). Marketing to Generation X? Better practice safe sex. Advertising Age, March 7, 1994, 26.

Gustafson, R., Yssel, J. (1994). Are advertisers practicing safe sex? Marketing News (AMA), March 14, 1994, 4.

Gustafson, R., Yssel, J. (1994). Are today's advertisers practicing safe sex?  IndianapolisBusinessJournal, February 28, 1994, 11B.

Gustafson, R. (1993). From Advertising to Academe. American Advertising, spring, p.16         

Gustafson, R., Snider, H. (1993). MuncieAreaRadio Survey Wave I. A radio ratings research report used to raise over $14,500, to date,  for the BSU Advertising Sequence.

     Wave II (1994)
     Wave III (1994)
     Wave IV (1995)
     Wave V (1996)
     Wave VI (1997)
     Wave VII (1998)

Refereed Conference Papers and Presentations
Gustafson, R., Hanley, M., Popovich, M. (2008) Women's Perceptions of Female Body Shapes and Celebrity Models: The Dove Firming Cream Advertising Revisited. American Academy of Advertising, San Mateo, CA, March.

Gustafson, R., Hanley, M., Popovich, M. (2008) Women's Perceptions of Female Body Shapes an Celebrity Models; A Challenge to Dove's Real Beauty Ad Campaign. International Academy of Business Disciplines, Houston, TX, April.

Gustafson, R. Hanley, M., Popovich, M. (2006) Women's Perceptions of Female Body Shapes and Celebrity Models Featured in Magazine Advertisements. International Society for the Scientific Study of Subjectivity, Trondheim, Norway, October.

Robinson, R., Gustafson, R., Popovich, M. (2005) Seniors and College Students' Perceptions of Senior Advertising Stereotypes. International Society for the Scientific Study of Subjectivity, Vancouver, B.C., October.

Gustafson R., Popovich, M., Robinson, T. (2004) Seniors' Perception of Senior Stereotypes. Poster presentation at the 50th Annual Kirkpatrick Memorial Conference on Aging, Ball State University, April.

Robinson, T., Popovich, M., Gustafson. R., Fraser, C. (2002) Seniors’ Perceptions of Seniors in Magazine Advertisements. A paper presented at the American Academy of  Advertising’s annual conference, Jacksonville, FL, March.

 Robinson, T., Popovich, M., Gustafson, R. (2001) Seniors' Perceptions of Seniors in Magazine Advertisements. A paper presented at the annual meeting of the International Society for the Scientific Study of Subjectivity, Ball State Univesity, Muncie, October.

Gustafson, R., Popovich, M., Thomsen, S. (2001) High School Girls' Perceptions of Harmful Female Advertising Stereotypes and Eating Disordered Thinking. A paper presented at the American Academy of Advertising's annual conference, Salt Lake City, March.

Robinson, T., Popovich, M., Gustafson, R., (2001) Seniors' Perceptions of Seniors in Magazine Advertisements. A paper presented to the Association for Education in Journalism and Mass Communication's annual conference, Washington, D.C., August.

Popovich, M., Gustafson, R., Thomsen, S. (2000) High School Girls' Perceptions of Female Advertising Stereotypes and Eating Disordered Thinking. A paper presented at the annual meeting of the International Society for the Scientific Study of Subjectivity, Oklahoma State University, Tulsa, October.

Yssel, J., Gustafson, R., Popovich, M. (2000) What Makes Them the World's Best? A Strategic Analysis of the Best TV Spots Ever Produced? A paper presented at the International Academy of Business Disciplines' annual conference, Las Vegas, March.

Gustafson, R., Thomsen, S., Popovich, M. (1999) Perceptions of Harmful Female Stereotypes and Eating-Disordered Thinking among Female College Students: A Q Method Analysis. A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, New Orleans, LA, August, 1999.

Popovich, M., Gustafson, R., Thomsen, S. (1999) Using Q Methodology to Assess Female College Students' Perceptions of the Thin Ideal and Harmful Female Stereotypes in Advertisements. A paper presented at the International Society for the Scientific Study of  Subjectivity annual conference, University of Missouri-Columbia, September, 1999.

Thomsen, S.R., Gustafson, R.L. (1998) Beauty and Fashion Magazine Reading and Anorectic Cognitions As Predictors of Dieting Behavior in College-Age Women. A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, Baltimore, MD, August, 1998.

Popovich, M., Gustafson, R., Yssel, J. (1998) Calvin Klein's "Kiddie Porn" Campaign: Another Perspective of Objectionable Advertising. A paper presented at the International Academy of Business Disciplines' annual conference, San Francisco, April, 1997.

Thomsen, S.R., Gustafson, R.L., McCoy, K., Williams, M. (1998) Will you still love me tomorrow? Magazine consumption, self-identity, and anorectic cognitions in college-age women. A paper presented at the annual meeting of the American Society of Business and Behavioral Sciences, Las Vegas, NV.

Gustafson, R., Popovich, M., Yssel, J. (1997) Calvin Klein's "Kiddie Porn" Campaign, What's The Fuss? A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, Chicago, August, 1997.

Gustafson, R., Avery, J. (1997) Chicago, Chicago, My Kind of Advertising. Panel originator and moderator at the Association for Education in Journalism and Mass Communication's annual conference, Chicago , August, 1997.

Gustafson, R., Popovich, M., Yssel, J. (1997) Calvin Klein's "Kiddie Porn" Campaign, What's The Fuss? A paper presented at the International Society for the Scientific Study of Subjectivity annual meeting, Syracuse Univiversity, October, 1997.

Gustafson, R., Yssel, J., Witta, L. (1997) Advertising Practitioners' Attitudes Toward Their Trade. A paper presented at the American Academy of Advertising's annual conference, St. Louis, 1997.

Thomsen, S., Gustafson, R., (1997) Turning Practitioners into Professors: Exploring Effective Mentoring Strategies. a paper presented to the International Academy of Business Disciplines' annual conference, Orlando, 1997.

Gustafson, R., Thomsen, S. (1996). From Practitioner to Professor: An exploration of the induction and mentoring processes in university advertising and public relations programs. A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, Anaheim, CA, August, 1996.

Gustafson, R. (1996). Town to Gown: How to improve the career change transition process from industry to academe. Originator and moderator of a panel session at the American Academy of Advertising, Vancouver , B.C., 1996.

Yssel, J., Popovich, M., Gustafson, R. (1996). College Students' (Gen X) Attitudes Toward Advertising. A paper presented at the International Academy of Business Disciplines' annual conference, Rockville, MD, April, 1996.

Gustafson, R., Thomsen, S. (1995). Merging The Teaching Of Advertising And Public Relations Campaigns Onto The Information Superhighway. A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, Washington, D.C., August, 1995.

Gustafson, R. (1995). Ad Pros Turned Profs. Originator and moderator of a panel session at the Association for Education in Journalism and Mass Communication's annual conference, Washington, D.C., August, 1995.

Gustafson, R., Yssel, J., Popovich, M. (1995). A Q-sort Comparison of Generation X and Baby Boomers' Perceptions Toward Objectionable Advertising and Ethics. A paper presented at the International Academy of Business Disciplines' annual conference, Redondo Beach, CA, April, 1995.

Gustafson, R., Yssel, J., Popovich, M. (1994). Objectionable Advertising: A Q-sort comparing the perceptions of Baby Boomers and Generation X. A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, Atlanta, GA, August, 1994.

Gustafson, R., Yssel, J., Popovich, M. (1994). Objectionable Advertising: A Q-sort comparing the perceptions of Baby Boomers and Generation X (a new interpretation). A paper presented at the International Society for the Scientific Study of Subjectivity annual conference, Columbia, MO, October, 1994.

Yssel, J., Gustafson, R., Popovich, M. (1993). Generation X and Objectionable Advertising. A paper presented at the Association for Education in Journalism and Mass Communication's annual conference, Kansas City, MO, August, 1993.

Professional Affiliations
American Advertising Federation (AAF)
Association for Education in Journalism and Mass Communication (AEJMC)
Editorial Review Board--Journal of Advertising Education
American Academy of Advertising (AAA)
Chair, Industry Relations Committee

Research Interests
Advertising professionals turned professors
Integrated marketing communications
Objectionable advertising
Advertising Stereotypes

Department of Journalism
Art and Journalism Building (AJ), room 300
Ball State University
Muncie, IN 47306

Phone: 765-285-8200
Fax: 765-285-7997
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