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: introduction to advertising, media planning and advertising/public relations research methods. He also teaches a graduate seminar in strategic communication 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 framing, media framing, advocacy appeals, sponsorship messages and repeated message exposures within both sociopolitical and marketing/consumer-related contexts. He has investigated message effects regarding sociopolitical topics such as social movement organizations, war protest, environmentalism, capital punishment and political apathy. His consumer-oriented research focuses on the impact of advertising messages on individuals’ information processing and brand/corporate attitudes.
In addition to regularly presenting his research at major academic conferences, Dardis has published articles in journals such as Mass Communication and Society, International Communication Gazette, Communication Quarterly, Journal of Political Marketing and Journal of Consumer Behavior. in 2010, he earned second place for a paper -- "The Impact of Control Mechanism and Game Customization on Videogame Advertising Effects" -- in the Advertising Division submitted for the AEJMC annual convention in Denver.
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 companies, including an Anheuser-Busch subsidiary, a golf course/community developer and a professional baseball team.
- Message Framing
- Media Framing
- Advocacy Appeals
- Sponsorship Messages