Brands Across Cultures
Visiting Professor Compares Advertising in Spain and the United States
Just how different is the advertising culture in the United States
from that of Spain?
This question is one that Associate Professor Jean
Grow and David Roca, associate professor at the Autònoma University of
Barcelona seek to answer.
Roca found Grow after discovering one of her articles on the lack of
women in advertising creative departments. They began collaborating via
Skype. Throughout her research she noticed a theme: although large
numbers of women studied the subject in school, a relatively low
percentage of them actually went on to work in the industry. The two
compared notes and discovered a striking similarity in their findings.
From this exchange, a collaboration was formed.
Their current project together is an article titled “Where are the
Women: Creative Voices from Spain and the United States.” The article
was completed long distance with the help of Skype and the Internet.
The duo plans to present their collaboration at the American Academy of
Advertising’s International conference in Milan, Italy later in the
and to submit the article for publication to the
International Journal of Advertising.
Roca is visiting the Diederich College of Communication to examine both
the American advertising culture and the university environment in
closer proximity, and will be here for the rest of the spring semester.
“I would like to meet as many people as possible while I’m here,” he
says. “To talk and interact and just share experiences with others.”
During his visit, Roca hopes to visit many classes and share his ideas
and expertise with students and to observe advertising curriculum in
American classrooms. He is also open to discussing some of the projects
that his own students create, such advertising campaigns, blogging.
Grow and Roca hope to foster a cultural exchange program between
students in the Diederich College of Communication and the Autònoma
University of Barcelona, and both hope that Roca’s visit is only the
“There are so many future possibilities,” he says.
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