Joyce M. Wolburg
Dr. Joyce M. WolburgMarquette University

MilwaukeeWI53201United States of America

Professor Emeritus of Strategic Communication


Ph.D, Communication, University of Tennessee
M.S, Communication, University of Tennessee
B.S, Psychology, Old Dominion University

Courses Taught

ADPR 2200: Writing for the Mass Media
ADPR 2400: Strategic Research for Advertising and Public Relations
ADPR 4600: Multicultural and International Advertising and Public Relations
ADPR 6500: Advertising and Public Relations in Society
ADPR 6600: Integrated Marketing Communication Campaigns
ADPR 6931: Topics in ADPR: Strategic Thinking in Advertising and Public Relations
ADPR 6931: Topics in ADPR: Strategic Communication Fundamentals
ADVE 1400: Principles of Advertising
ADVE 4100: Advertising Media Planning
ADVE 4997: Advertising Campaigns
COMM 6000: Theories of Communication
COMM 6300: International Communication
COMM 6954: Pro-seminar in Media: Global Strategies in Advertising and PR

Research Interests

Issues associated with advertising of alcohol and tobacco; public service announcements; risk communication; historical issues in advertising and public relations

Professional Experience

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

Professional Affiliations

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

Selected Publications

Wolburg, Joyce M. and Eric Haley (2023) Communicating with College Student Nondrinkers: Using the Six-Segment Message Strategy Wheel to Create Advertising Messages That Resonate, Journal of Current Issues & Research in Advertising, DOI: 10.1080/10641734.2023.2242900

Wolburg, Joyce M. (2022), “Non-Drinking 101: How Non-Drinkers Navigate the Drinking Culture on a College Campus,” Journal of Consumer Affairs, 56 (4), 1475-1495. .

Venger, Olesya and Joyce M. Wolburg (2019), “Playing the Game (or not): How Ukraine and the United States Navigate the Hostile Regulatory Environment for Alcohol Advertising,” Journal of Current Issues and Research in Advertising, 40 (3), Published November 5, 2018 online at

Wolburg, Joyce M. and Nathan D. Gilkerson (2019), “The Ultimate Cliffhanger: Campaign Strategies and Extreme Drinking Rituals for Turning 21,” Journal of Current Issues and Research in Advertising, 40(1), 20-35. Published online September 25 at

Wolburg, Joyce (2019), “Theories about Health and Advertising,” Chapter 29 in Advertising Theory, Second Edition, Shelly Rodgers and Esther Thorson, eds., Routledge, 489-502.

Wolburg, Joyce M. (2016). “Insights for Prevention Campaigns: The Power of Drinking Rituals in the College Student Experience from Freshman to Senior Year,” Journal of Current Issues and Research in Advertising, 37 (1), 80–94.

Slattery, Karen, Ana Garner, Joyce Wolburg, and Lynn Turner (2012). Teaching for social justice in the engaged classroom: The intersection of Jesuit and feminist moral philosophies. In J.M. Boryczka and E. Petrino (Eds.) Jesuit and feminist education: Intersections in teaching and learning for the twenty-first century. Fordham University Press.

Perry, Vanessa G. and Joyce M. Wolburg (2011). Aging gracefully: Emerging issues for public policy and consumer welfare. Journal of Consumer Affairs.

Hovland, Roxanne and Joyce Wolburg (2010). Advertising, society and consumer culture. M.E. Sharpe.

Wolburg, Joyce M. and Olesya Venger (2009). Regulating sin across cultures: A comparison of alcohol ads in Ukrainian and American magazines. Journal of Advertising, 38 (4), 15-37. Read the article online at MU E-publications.

Wolburg, Joyce M. (2009). Misguided optimism and college student smokers: Leveraging their quit smoking strategies for smoking cessation campaigns. Journal of Consumer Affairs, 43, (2), 305-331.

Wolburg, Joyce and Venger, O. (2008). ‘Selling sin’ in the a hostile environment: A comparison of Ukrainian and American tobacco advertising strategies in magazines. Journal of Current Issues and Research in Advertising, 30 (2), 49-65.

Wolburg, Joyce (2008). Condoms, cigarettes and cell phones: Does brand advertising increase generic demand? Journal of Product and Brand Management, 17 (4), 285-286.

Wolburg, Joyce (2008). Smoking cessation: Why do smokers fail?” Journal of Consumer Marketing, 25 (2), 72-73.

Hovland, R., Wolburg, J. and Haley, E. (2007). Readings in advertising, society, and consumer culture. Sharpe.

Book Review: Branded entertainment: Product & brand strategy in the entertainment business by Jean-Marc Lehu, Journal of Consumer Marketing, 25 (1), pp. 66-67.

Wolburg, J. (2007). Playing the Zero-sum game with diversity: Who’s the worthiest of them all?” Journal of Consumer Marketing, 24(5), 61-263.

Wolburg, J. Humor in advertising: A comprehensive analysis. by Gulas, C. S. and M. G. Weinberger, Journal of Consumer Marketing, 24(4), p. 251.

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).

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, 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, (September/October 2001). A psychographic analysis of generation Y college students. Journal of Advertising Research.

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. (Autumn 1999). Time: The ‘silent’ cultural value in American television advertising. Journalism and Mass Communication Quarterly, 76, 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 J.N. Sheth and A. Parvatiyar (Eds). Research in marketing: Ethical foundations in marketing ethics, Volume 15 (pp. 175-202). Stamford, CT: JAI Press.

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.

Honors and 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." 

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.