【 Article by Department of Advertising】

The Department of Advertising at the College of Communication, National Chengchi University, hosted an Excellence 100 Workshop on November 28 featuring Dr. Jisu Huh, Editor-in-Chief of the Journal of Advertising and Professor and Raymond O. Mithun Endowed Chair in Advertising at the University of Minnesota. The event, held at the Center for Public and Business Administration Education, brought together faculty members and graduate students from across Taiwan seeking guidance on publishing in top-tier communication journals.

Dr. Huh, a prominent scholar in advertising and strategic communication, outlined the mission, review procedures, and editorial expectations of the Journal of Advertising. She encouraged participants to rethink how advertising and advertising research are defined, noting that insights from many disciplines can meaningfully contribute to the field. She emphasized the value of strong theoretical development, rigorous methodology, and innovative problem framing in successful submissions. She also highlighted emerging areas such as artificial intelligence, computational advertising, and research addressing positive social outcomes, underscoring their growing significance in global communication scholarship.

During the workshop, Dr. Huh offered practical advice on formulating research questions, constructing conceptual frameworks, and responding effectively to reviewer feedback. She stressed the importance of research ethics, IRB compliance, human-subject protections, and transparency in the use of generative AI. Participants noted that the session deepened their understanding of how advertising research is expanding to address societal contexts and evolving ethical expectations.

In the closing session, Dr. Huh underscored that high-quality research relies on clear theoretical grounding and thoughtful design rather than statistical significance alone. She also encouraged scholars to adopt open science practices to strengthen transparency and trust in academic work. Dr. Yuhmiin Chang, Distinguished Professor of Advertising, joined her in reflecting on future directions in the field, emphasizing how emerging interdisciplinary connections will continue to influence the development of communication scholarship.

Dr. Jhih-Syuan (Elaine) Lin, chair of the Department of Advertising, noted that the workshop, part of the College of Communication’s Excellence 100 initiative, aims to strengthen the visibility and impact of research within the local academic community. She added that the strong engagement and thoughtful discussions throughout the event demonstrated the College of Communication’s continued commitment and leadership in advancing communication scholarship in Taiwan.