Why Marquette?
Marquette University is nationally recognized as a school that offers a solid education with an emphasis on values and ethics. Marquette offers both students and faculty a wonderful environment for personal growth.

Research Interests
Issues associated with advertising of alcohol and tobacco; public service announcements; risk communication; anti-trust issues; historical issues in advertising and public relations; Native Americans in the media

Professional Affiliations
American Academy of Advertising
Association for Education in Journalism and Mass Communication

Professional Experience
Assistant to the V.P. of Marketing and Research, The Tombras Group, Knoxville, TN, Taught advertising courses at the University of Tennessee

Recent Publications
Hovland, R., Wolburg, J. and Haley, E. Readings in Advertising, Society, and Consumer Culture, Sharpe, 2007.

Wolburg, J. “Playing the Zero-Sum Game with Diversity: Who’s the Worthiest of Them All?” Journal of Consumer Marketing, 24(5), 2007, pp. 261-263.

“Humor in Advertising: A Comprehensive Analysis” by Gulas, C. S. and M. G. Weinberger, Journal of Consumer Marketing, 24(4), p. 251.

Venger, Olesya and Joyce M. Wolburg, (in press) “’Selling Sin’ in a Hostile Environment: A Comparison of Ukrainian and American Tobacco Advertising Strategies in Magazines,” Journal of Current Issues and Research in Advertising.

Wolburg, Joyce M., (2006) “College Students’ Responses to Anti-Smoking Messages: Denial, Defiance, and Other Boomerang Effects,” Journal of Consumer Affairs, 40 (2), 293-323.

Grow, Jean M. and Joyce M. Wolburg, (2006) “Selling Truth: How Nike’s Advertising to Women Claimed a Contested Reality,” Advertising & Society Review, 7 (2), <http://www.aef.com/on_campus/asr/
mission/_view/email071906>[online journal].

Wolburg, Joyce M. (2006), “The Demise of Native American Mascots: It’s Time to do the Right Thing,” Journal of Consumer Marketing, 23 (1), 4-5.

Grow, Jean M. and Joyce M. Wolburg (2005), “Service Learning across the Curriculum: A Collaboration to Promote Smoking Cessation,” Journal of Advertising Education, pp. 5-18.

Wolburg, Joyce M. (2005), “Drawing the Line between Targeting and Patronizing: How ‘Vulnerable’ are the Vulnerable?” Journal of Consumer Marketing, 22 (5), 287-288.

Wolburg, Joyce M. (2005), “How Responsible are “Responsible” Drinking Campaigns for Preventing Alcohol Abuse?” Journal of Consumer Marketing. 22 (4), 176-177.

Wolburg, Joyce M. (2004), “ The Need for New Anti-Smoking Advertising Strategies that Do Not Provoke Smoker Defiance,” Journal of Consumer Marketing, 21 (3), 173-174.

Wolburg, Joyce M. (2003), "Colas Big and Little: Anti-trust Laws, Non-regulation and the Disabled Marketing of Small Brands," Journal of Consumer Marketing, 20 (5), 379-399

Wolburg, Joyce M. (2003), "Double-Cola and Antitrust Issues: Staying Alive in the Soft Drink Wars", Journal of Consumer Affairs. 37 (2), 340-363

Wolburg, Joyce M. (2001), “The ‘Risky Business’ of Binge Drinking among College Students: Using Risk Models for PSAs and Anti-Drinking Campaigns, ”Journal of Advertising, 30 (4), 24-39.

Wolburg, Joyce M. (2001), “Why Television is the ‘Wrong’ Environment for Public Service Advertising Campaigns,” Journal of Consumer Marketing, 18 (6), 471-473.

Wolburg, Joyce M. (2001) "Preserving the Moment, Commodifying Time, and Improving Upon the Past: Depictions of Time in U.S. Magazine Advertising," Journal of Communication, 51 (2).

Wolburg, Joyce M. and James Pokrywczynski, (2001) "A Psychographic Analysis of Generation Y College Students," Journal of Advertising Research, September/October.

Wolburg, Joyce M. (2001), “Why Television is the ‘Wrong’ Environment for Public Service Advertising Campaigns,” Journal of Consumer Marketing, 18 (6), 471-473.

Wolburg, Joyce M. and Hoh Kim (2000), "Advertising and Culture: Variations on the Theme of Individualism in Korean and American Magazine Advertising," World Communication, 29 (2), 63 -71.

Wolburg, Joyce M. (1999), "Time: The ‘Silent’ Cultural Value in American Television Advertising," Journalism and Mass Communication Quarterly, 76 (Autumn), 419-432.

Wolburg, Joyce M., Roxanne Hovland, and Ronald Hopson (1999), "Some Days Are Better Than Others: Beer Commercials and a Question of Ethics," in Research in Marketing: Ethical Foundations in Marketing Ethics, Volume 15, Jagdish N. Sheth and Atul Parvatiyar, eds., Stamford, CT: JAI Press, 175-202.

Treise, Deborah, Joyce M. Wolburg, and Cele Otnes (1999), "Understanding the 'Social Gifts' of College Drinking Rituals: An Alternative Framework for PSA Developers," Journal of Advertising, 28 (2), 35-49.

Wolburg, Joyce M., Roxanne Hovland, and Ronald Hopson (1999), "Cognitive Restructuring as a Relapse Prevention Strategy: Teaching Alcoholics to Talk Back to Beer Ads," Alcoholism Treatment Quarterly, 17 (4), 29-51.

Taylor, Ronald E. and Joyce M. Wolburg (1998), "Messages of Individualism in French, Spanish, and American Television Advertising," World Communication, 27 (3), 3-30.

Awards:
Outstanding Paper Award for 2001 from the Journal of Advertising for "The 'Risky Business' of Binge Drinking among College Students: Using Risk Models for PSAs and Anti-Drinking Campaigns."