Shay Sayre
Professor, Department of Communications
California State University, Fullerton
Fullerton, CA 92834
(657) 278-3686
Ph.D. Leadership
& Administration, University of
San Diego, 1986
Dissertation: Leader
Communication and Organizational Culture:
A Field Study.
M.Ed. Administration
, University of San Diego, 1982
Award: Outstanding Masters Student
B.A. English
and Journalism, Ohio State University, 1964
B.S. Education, Ohio State University, 1964
Professor, Department of Communications, CSUF, 1992 to present. Previously in teaching positions at San Jose State University (1986-1992) and a visiting professor at San Francisco State University in 1987-88. Director of admissions, Menlo College, 1985-87. Joined faculty CSUFas associate professor, promoted to professor in 1998, appointed sequence head in 1998, appointed graduate coordinator 2001.
1980-1982
Marketing Director, San Diego Symphony
1977-1980
Account Executive, Young & Rubicam Advertising, San Diego
CA
1975-1977
Account Manager, Stoorza Communications, San Diego CA
Courses I have taught include: Graduate seminars: Qualitative Methods, Communicaitons Theory, Advertising and Society, Media Ethics, Media and Entertainment, Media Analysis, International Communications. Undergraduate courses: Introduction to Advertising; Advertising Writing; Creative Strategy and Executions, Communications Research; and Persuasive Communications, Global Media, Advertising Management. Taught in Emerson College’s International Communications Masters Program for two summers (1999, 2000) in Brussels, Belgium. Taught Public Relations Principles in the School of Business at San Francisco State University.
3 Books
With Cindy King. Entertainment
& Society. Thousand Oaks CA: Sage Publications (2002) forthcoming.
Campaign
Planner. 2nd Ed. Cincinnati, OH: South-Western College
Publishing (2002).
Qualitative
Methods for Marketplace Research. Thousand Oaks CA: Sage (2001).
With David A. Horne. Earth,
Wind, Fire and Water: Perspectives on Natural Disaster. Pasadena CA: Open
Door Publishers (1996).
8 Refereed Journal Articles
“Using Self-Narrative to Analyze Consumption: A Case of
Plastic Surgery.” Consumption, Markets
and Culture
3 (2): 99-127 (2000).
With Ludmilla Wells and Sandra Moriarty (1996),
“Penetrating the Cultural Curtain: Apple’s ‘1984’ Commercial Goes to
Russia.”
World Communication 52 (2).
“Images of Freedom and Equality: A Values Analysis of
Hungarian Political Commercials.” Journal
of Advertising 23 (1): 97-110 (1994).
“Teaching
Symbolic Communication: An Exercise in Reading Material Culture.” Journalism Educator 47 (4), 13-19 (1993).
"Content Analysis as a Tool for Consumer
Research." Journal of Consumer
Marketing, 9 (3), 15-25 (1992).
With Mary
L. Joyce, and David Lambert (1991), "Gender and Sales Ethics: Are Women
Penalized Less Severely Than Their Male
Counterparts?" The Journal of
Personal Selling and Sales
Management 11 (4),49-54.
"Organizational Gender: Implications for Theory
and Practice."
San Francisco State University
Business Journal,( Spring 1989).
"Using Advertising for College Recruitment." Admissions
Marketing Journal, May, 1986.
5 Book Chapters
With David Horne (2000),
“Self-Disclosure and Technology: The Viability of Video-elicitation for
Consumer Research.” In R. Belk,
(Ed.) Research in Consumer Behavior
XII. London: Elsevier.
With Sandra Moriarty (1993), “Technology and Art: A
Postmodern Reading of Orwell as Advertising,” Art, Science and Visual Literacy: Selected Readings.
Robert Braden, Judy Clark Baca and Darrell Beauchamp, Eds.
Blackburg VA: Visual Literacy Association, 22-34.
With Moriarty, Sandra (1993), “A Comparison of Reader
Response with Informed Author/Viewer Analysis.” Semiotics 1991.
John Dealy and Terry
Prewett, Eds. Latham MD: University
Press of America, 127-132.
"T-Shirt Messages: Fortune or Folly for
Advertisers?" Advertising and Popular
Culture. S. Danna, Ed. Bowling Green OH: Popular Press, 73-82 (1992)
"Communication
Factors Affecting Leadership: An Organizational Culture
Perspective." In Human
Factors in Organizational Design
and Management. O. Brown & H. W. Hendrick Eds. North- Holland, BV: Elsevier Science Publishers, 211-217 (1986).
12 Conference Proceedings
“Tourism, Art Stars and Consumption: The Case of Wyland’s
Whales.” Advances in Consumer
Research XVIII (2000).
With David Horne (1999), “Trading
Secrets for Savings: How Concerned are Consumers About a Privacy Threat
from Club Cards.” In S. Hoch and R. Meyer (eds)
Advances in
Consumer Research XXVII.
“Facelilft
Forensics: A Personal Narrative of Aesthetic Plastic Surgery.”
In E. Arnould & L Scott (eds) Advances
in Consumer Research XXVI,
178-183 (1998).
“Borrowing from Oprah, Stealing from Freud; Using
Video-elicitation for Advertising Research,” in M. Carole Macklin, Editor, 1997
Proceedings of the American Academy of Advertising, St. Louis, MO: 67-72
(1997).
With David A. Horne (1996), “I Shop, Therefore I Am:
The Role of Possessions for Self Definition” Advances
in Consumer Research XXIII, Kim
P. Corfman and John G. Lynch, Jr., Editors. Provo UT: Association for Consumer
Research, 323-328.
With Horne, Daniel R., David A. Horne (1996), “Gifts: What
Do You Buy for the Person Who Has
Nothing?” Advances in Consumer
Research XXIII, Kim P. Corfman
and John G. Lynch, Jr., Editors. Provo
UT: Association for Consumer Research, 30-42.
“Possessions
and Identity in Crisis: Meaning and Change for Victims of the Oakland
Firestorm,” Advances in Consumer
Research XXI, Chris T. Allen
and Deborah Roedder John, Editors. Provo UT: Association for Consumer Research,
109-114 (1994).
With David A. Horne (1996), “‘It’s the Luck of the
Draw, Baby’: Gender Behavior in High-Stress
Situations,” in Janeen Arnold Costa, Editor,
Third Conference Proceeding for
Gender, Marketing and
Consumer Behavior, Salt Lake
City UT, 60-73.
With Horne, David A. “Multiple Durable Goods
Purchases: The Never Ending Chore,” in Edward A. Blair and Wagner A. Kamakura,
Editors. Marketing Theory and Application s 7. Chicago: American Marketing
Association, 103-108 (1996).
With Horne, David A. "Video-elicitation: A
Technique for Gathering Private Thoughts for a Public Forum."
In E.A. Blair & W. A. Kamakura , Editors. Marketing
Theory and Applications
7 (1996), American Marketing Association, 214-219.
“Qualitative Methods: Post-Modern Approaches to
Advertising Research,” in Charles Madden, Editor, Proceedings
of the 1995 Conference of the American Academy
of Advertising, 213-219 (1995).
“Teaching Meaning and Message in Advertising
Communication,” in Ester Thorson,
Editor, The Proceedings of the 1993
Conference of the Academy of Advertising,
274-5 (1993).
17 Conference Papers Presented
“Poster History of Oscar-Winning Films: A Semiotic
Interpretation.” Paper presented to the International Visual Communication
Conference Proceedings, Lake Tahoe CA., (July 1999).
“A Story Narrative for Understanding Personal
Consumption.” Paper presented to the Association of Consumer Research,
Montreal, (October 1998).
“Video-Elicitation: A Technique for Penetrating
Cultural Barriers.”
Paper presented to the Conference on Theory and Research on Culture and
Communication. Fullerton CA, (March
1996).
“A
Reading on the Science and Art of ‘1984’” Paper presented to the 24th
Annual Conference of the International Visual Literacy Association, Pittsburgh
(September 1992).
“An Interpretive Study of Visual Cues in
Advertising.” Paper presented to the Association
for Education in Journalism and Mass Communication Conference, Montreal, (August
1992 ).
“Visual Semiotics and the Production of Meaning in
Advertising.” Paper Presented to the Sixth Annual Visual Communication
Conference, Flagstaff AZ (June
1992).
“Political Rally as Text: Reading a March for
‘Choice’.” Paper presented to the Semiotics Society of America, Chicago
(October 1992).
"Political Issues and Visual Rhetoric: Advertising in
Hungary's First Free Election."
Presented to the Annual Meeting of the Association for Education in
Journalism and Mass Communication. Boston, (August 1991 ).
"Sexual Preference and Language Use in Personal
Advertising." Presented at the Popular Culture Association 20th Annual
Meeting, Toronto, (May 1990 ).
"Crisis Communication Following Natural Disaster: The
Role of Corporate Advertising."
Paper presented to the Annual Conference of the Western Communication Educators
Association, Sacramento (October 1990).
"Communication During Times of Political Change:
Hungary" Paper presented to the Annual Conference of the Western
Communication Educators Association, Sacramento (October 1990).
"The Commercial as Folktale: A Semiotic
Analysis." Paper presented to the Annual Conference of the Western
Communication Educators Association,
Park City UT, (October 1989).
"Myth in Television: The :60 Second Epic."
Presented at the International Institute on Marketing Meaning, Indianapolis,
(July 1989).
"ShirtSpeak: The T-Shirt as a Vehicle for Personal
Positioning." Presented at the Popular Culture Association 19th Annual
Meeting, St. Louis, (April 1989).
"Leadership and Prime Time TV: Who Are Our Role
Models?" Paper presented to the Annual Conference of the Western
Communication Educators Association, Fresno, (October 1987).
"Organizational Gender: Implications for Theory
and Practice." Paper Presented to the Annual Conference of the Academy of
Management, Chicago, (August 1986).
"The Focus Group as a Research Tool for Educational
Recruitment." Presented to the First Annual Marketing Consortium for Higher
Education, Chicago, (June 1986).
Reviewer, Journal of
Consumer Research, 2000-present.
Member, Editorial Review Board, Consumption, Markets and Culture, 1999-present.
Discussant, Competitive Paper Session,
“Communication, Recall and Persuasion,” 27th Annual Conference,
Association for Consumer Research, Salt Lake City, 2000.
Conference Co-Chair, Special Events, 25th Annual
Conference, Association for Consumer Research, Montreal , 1998.
Chair, Competitive Paper Session, “Qualitative
Methods: Post-Modern Approaches to Advertising Research.,” Annual Conference
of the American Academy of
Advertising, Norfolk VA, 1995.
Session Chair, Competitive Paper Session, “Ethics, Advertising and Pin-Up Calendars.” Annual Conference of the American Academy of Advertising, Montreal, 1993.
Discussant of
Competitive Paper Session, “International Advertising: The Asian
Experience.” Annual Conference of
the American Academy of Advertising, Norfolk, VA, 1995.
Discussant of Competitive Paper Session, “Qualitative
Research and Advertising History.” Annual Conference of the American Academy
of Advertising, Tucson, 1994.
Reviewer, Competitive Papers, Annual Conference of the
American Academy of Advertising, Tucson, 1994.
Moderator, Refereed Research Paper Session, “Industry
Descriptions, Analyses and Applications.” Association for Education in
Journalism and Mass Communication Convention,
Montreal, 1992
Pre-Conference Chair, International Advertising, Annual
Conference of the American Academy of Advertising, San Antonio, 1992.
Committee Chair, International Advertising Education
Committee, American Academy of Advertising, 1992-94.
Reviewer, Richard D. Irwin, Publisher of textbooks,
1992-1995.
Ad Hoc Reviewer, Journal
of Consumer Marketing, 1990-3
Ad Hoc Reviewer, Journal
of Advertising, 1992, 1999.
Selected Professor, Direct Marketing Educational Conference,
San Francisco, 1996, 1997.
Selected Professor, Promotional Products Educational
Conference, Las Vegas, 1996.
Sabbatical, Fall semester, 2000.
Faculty Grant Award for G.E. course development, “Critical
Thinking for Mass Comm” 1999.
Fulbright-Hays Fellowship to study political communications
in Hungary, Summer, 1990.
Affirmative Action Faculty Research Grant, San Jose State
University, l987.
Association for Consumer Research (1992-present)
Association for Education in Journalism and Mass
Communication (1988-1994)
International Advertising Association (1989-1994)
Los Angeles Advertising Club (1998-present)
Popular Culture Association (1986-1993)
Semiotic Society of America (1990-93)
Society for Consumer Psychology (1990-92)
New-faculty Portfolio Advisor, 1999-present.
Coordinator, Advertising Sequence, Department
of Communications, 1995 to present
Member, Graduate School Committee, Department of
Communications, 1992-present.
Member, Academic Senate 1996-1998.
Member, Institutional Review Board, CSUF, 1995-98.
Member, Curriculum Committee, School of Communications,
1995-96.
Member, Curriculum Committee, Department of Communications,
1992-1998
Faculty Mentor, 1995-98.