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New Faculty Spotlight: Cheng Hong, advertising

Jul 31, 2018

Posted in: News

By Marcus Messner, Ph.D., Associate Director

Cheng Hong, Ph.D., assistant professor, advertising 

Cheng Hong, Ph.D., is one of our newest professors in the advertising sequence. She will begin teaching classes this fall.

Welcome to the Robertson School! Tell us a little bit about where you are from and where you worked, or studied, previously? 

I was born and grew up in China. After I obtained my bachelor degrees (history and sociology) at Peking University in China, I came to the United States to study strategic communication. I got my master’s degree from the University of Florida and my Ph.D. from the University of Miami. Along my academic path, I have also gained practical experiences by working with Ogilvy Public Relations China, university foundations, and international nonprofit organizations.

What is your teaching philosophy? Which classes will you be teaching this upcoming semester?

I strongly believe that a good teacher does not only deliver knowledge, but also, and more essentially, enlightens students to understand how things come to be the way they are and facilitates students with critical and independent thinking. Therefore, I pay special attention to cultivating student’s self-directed learning and capability of applying textbook to real-world situations. In the upcoming semester, I will be teaching two courses. One is History of Advertising, and the other is Introduction to Mass Communications. 

How do you keep current in this ever changing media environment? 

I read and listen to news every day. As a communication and media researcher, I also subscribe to media-related newsletters to keep myself updated. My husband works for a high-tech company. Talking with him also helps a lot.

Which area do you focus on in your scholarship? 

I do research primarily in three areas: brand activism, computer-mediated communication, and corporate social responsibility. Recently, I became extremely interested in studying emotions, especially consumers’ emotive responses towards brand activism and corporate social responsibility.

Tell us something personal about yourself. What hobbies and interests do you have outside of the classroom?

I like cooking Chinese cuisine. I have a little daughter who’s two years old now. I enjoy taking her to the library, museums, and outdoors to explore the world with her.