People Directory

Frank Dardis

Associate Professor , Advertising/Public Relations


Offering a substantial mix of both professional and academic experience, Frank Dardis teaches courses that encompass many areas of advertising and marketing communications: COMM 424 Advertising Campaigns, COMM 422 Advertising Media Planning, and COMM 420 Research Methods in Advertising and Public Relations. He also teaches a graduate seminar in strategic communication (COMM 520) and a first-year seminar on non-traditional marketing-communications methods.

Most of Dardis’ current research focuses on the psychological and persuasive effects that informational messages have on individuals. Specifically, he has examined message effects within both sociopolitical and marketing/consumer-related contexts. His consumer-oriented research focuses on the impact of advertising messages on individuals’ information processing and brand/corporate attitudes. Much of his recent research explores the effects of branded messages and brand placements within video games. He also has investigated attitude formation and change pertaining to sociopolitical topics such as social movement organizations, war protest, environmentalism, capital punishment and political apathy. Dardis is a Faculty Affiliate of Penn State’s Media Effects Research Laboratory, at which he conducts most of his research.

In addition to regularly presenting research papers at major conferences, Dardis’ work has appeared in publications such as Journal of Interactive Advertising, Mass Communication and Society, Journal of Consumer Behavior, Media Psychology, Journal of Political Marketing, Journal of Promotion Management and Corporate Communications: An International Journal.

Prior to receiving his Ph.D. from the University of South Carolina, Dardis earned both his Bachelor's and Master's degrees at the University of Florida. During most of the 12-year period between his Bachelor's degree and Ph.D., he worked in advertising and marketing communications for several multimillion-dollar corporations, including an Anheuser-Busch subsidiary, a golf course/community developer and a professional baseball team.


  • Persuasion Appeals And Effects
  • Consumer Psychology And Behavior
  • Corporate Communication
  • Political Communication And Advertising
  • Video Game Ads


Dardis, F. E., & Schmierbach, M., Ahern, L., Fraustino J., Bellur, S., Brooks, S., & Johnson, J. (in press). The Effects of In-Game Virtual Direct Experience (VDE) on Reactions to Real-World Brands. Journal of Promotion Management.

Dardis, F. E., & Schmierbach, M., & Limperos, A. (2012). The impact of game customization and control mechanism on recall of integral and peripheral brand placements in video games. Journal of Interactive Advertising, 12(2), 1-12. [Lead Article.]

Schmierbach, M. Xu, Q., Oeldorf-Hirsch, A., & Dardis, F. E. (2012). Electronic friend or virtual foe: Exploring the role of competitive and cooperative video game modes in fostering flow and enjoyment. Media Psychology, 15(3), 356-371.

Haigh, M. M., & Dardis, F. E. (2012). The impact of apology on organization–public relationships and perceptions of corporate social responsibility. Public Relations Journal, 6(1), 1-16. Available:

Dardis, F. E, & Schmierbach, M. (2012). Effects of multiplayer videogame contexts on individuals’ recall of in-game advertisements. Journal of Promotion Management, 18(1), 42-59.

Dardis, F. E., & Schmierbach, M., Ahern, L., Bellur, S., Fraustino, J., Brooks, S., & Johnson, J. (2012). The effects of in-game product performance on recall of and attitudes toward the real-world brand. Proceedings of the 2012 Conference of the American Academy of Advertising.

Limperos, A., Schmierbach, M., Kegerise, A. D., & Dardis, F. E. (2011). Gaming across different consoles: Exploring the influence of control scheme on game player enjoyment. Cyberpsychology, Behavior, and Social Networking, 14(6), 345-350.

Shen, F., Dardis, F. E., & Edwards, H. H. (2011). Advertising exposure and message type: Exploring the perceived effects of soft-money television political ads. Journal of Political Marketing, 10(3), 215-229. [Lead Article]

Dardis, F. E., & Haigh, M. M. (2009). Prescribing versus describing: Testing image-restoration strategies in a crisis situation. Corporate Communications: An International Journal, 14(1), 101-118. [Awarded Top-Three Article of the Year]

Dardis, F. E. (2009). Attenuating the negative effects of perceived incongruence in sponsorship: How message repetition can enhance evaluations of an “incongruent” sponsor. Journal of Promotion Management, 15(1/2), 36-56. [Top-Five Most Cited Article in journal, as of June, 2014]

Dardis, F. E. & Shen, F. (2008). The influence of evidence type and product involvement on message-framing effects in advertising. Journal of Consumer Behavior, 7(3), 222-238.

Dardis, F. E., Baumgartner, F. R., Boydstun, A. E., De Boef, S., & Shen, F. (2008). Media framing of capital punishment and its impact on individuals’ cognitive responses. Mass Communication and Society, 11(2), 115-140. [Lead Article]

Dardis, F. E., Shen, F., & Edwards, H. H. (2008). Effects of negative political advertising on individuals’ cynicism and self-efficacy: The impact of ad type and message exposures. Mass Communication and Society, 11(1), 24-42.

Dardis, F. E. (2007). The role of issue-framing functions in affecting individuals’ beliefs and opinions about a sociopolitical issue. Communication Quarterly, 55(2), 247-265.

Dardis, F. E. (2006). Military accord, media discord: A cross-national comparison of UK versus US press coverage of Iraq War protest. International Communication Gazette, 68(5/6), 409-426.

Dardis, F. E. (2006). Marginalization devices in US press coverage of Iraq War protest: A content analysis. Mass Communication and Society, 9(2), 117-135. [Lead Article]

Dardis, F. E. (2007). Food advertising, gender, ethnicity, and age. In J. J. Arnett (Ed.), Encyclopedia of Children, Adolescents, and the Media. (Vol. 1, pp. 344-346). Thousand Oaks, CA: Sage.

Dardis, F. E. (2007). Promotional tie-ins. In J. J. Arnett (Ed.), Encyclopedia of Children, Adolescents, and the Media. (Vol. 2, pp. 678-679). Thousand Oaks, CA: Sage.

Dardis, F. E., & Shen, F. (2005) Message framing and brand evaluations: The role of evidence type and product involvement. Proceedings of the 2005 Conference of the American Academy of Advertising.