Events
  • Margo Victor

    Sep 29| Lectures
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    Margo Victor lives and works in Los Angeles, California and received her BFA at the California Institute of the Arts. Her work has been exhibited at Kunstlerhaus Stuttgart and Stedelijk Museum Amsterdam; Happy Lion in Chinatown, Los Angeles, California; Cirrus Gallery in Los Angeles; Elizabeth Dee Gallery in New York.

  • Shila Khatami

    Oct 04| Lectures
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    Shila Khatami has had solo exhibitions at:
    Autocenter in Berlin, Kunstverein Dillingen, 
    Galerie Samy Abraham in Paris, 
    Galerie Susanna Kulli in Zurich, 
    Clages in Cologne and Treize in Paris.
    Group exhibitions include:
    “00ooOO - holes, dots, balls“ with Davide Bertocchi at Hopstreet, Brussels ; 
    “Punkt-Systeme,Vom Pointilismus zum Pixel“ at the Wilhelm Hack Museum, Ludwigshafen; 
    „BYOB“ at Palais de Tokyo, Paris; 
    “Dorothea“ at Ancient & Modern, London; 
    “Ambigu“ at Kunstmuseum St. Gallen.

  • John Keene

    Oct 05| Lectures
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    John Keene is the author of the novels Annotations and Counternarratives, as well as several other works, including the poetry collection Seismosis, with artist Christopher Stackhouse, and a translation of Brazilian author Hilda Hilst's novel Letters from a Seducer. The recipient of a Whiting Award, Keene has been a member of the Dark Room Writers Collective and a Cave Canem fellow. He has served as the managing editor of Callaloo and taught at Northwestern. He currently teaches at Rutgers University-Newark and lives in New York.

  • Leonardo Bravo is an artist, curator, and educator and the Founder of Big City Forum. Big City Forum is an interdisciplinary project designed to explore the intersection between design-based creative disciplines (Design, Architecture, Urban Planning, etc) that take into account public space and the built environment. Big City Forum facilitates the exchange of ideas through gatherings, symposiums, exhibitions, and special events that promote forward-thinking projects and the individuals at the forefront of this vision.

  • Chris Coy

    Oct 11| Lectures
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    Chris Coy is an artist and filmmaker. His work has shown at the New Museum of Contemporary Art in New York, the Sundance Film Festival, the Utah Museum of Contemporary Art, the Netherlands Media Art Institute, and numerous international art festivals and exhibitions. He received his MFA from the University of Southern California in 2012. He is represented by Anat Ebgi, Los Angeles.

  • Professor Karen Tongson joined the USC faculty in English and Gender Studies in fall 2005. She received her Ph.D. in English from the University of California, Berkeley. Before coming to USC, Tongson held a University of California President's Postdoctoral Fellowship in Literature at UC San Diego, and a UC Humanities Research Institute (UCHRI) Residential Research Fellowship at UC Irvine.

  • Artist Polly Apfelbaum in conversation with David Pagel, within Apfelbaum's exhibition Face (Geometry) (Naked) Eyes.

     

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Advertising Program: Research Tutorial

Step 1: Do you have basic research skills?

To learn the basics of library research, review the Info Lit Tutorials.

Step 2: Clarify Your Topic

Your instructor may give you topics such as:

  • Top Advertising Agencies in Los Angeles
  • Marketing on a Low Budget
  • Trend Spotting
  • Guerilla Marketing
  • Targeting Your Audience
  • Appealing to Emotions in Marketing and Advertising
  • Media Planning
  • Award Winning Advertising Campaigns

These are actually all fairly broad subjects encompassing many smaller topics. Before you can do systematic research, you must first clarify your exact topic. A good place to start is by generating synonyms for that topic.

Why is this important?

Take, for instance the term "guerilla marketing." Just because that term may be well understood within the advertising world, it is not true that it will always used every time someone writes or publishes something that could be considered guerilla marketing. Plus, it may involve many types of marketing. When you do a "keyword" search on "guerilla marketing," only those documents containing those exact terms be found. It's entirely possible that you could miss an excellent book on "product placement" such as: Product Placement in Hollywood films : A History. (See also: How to Clarify Your Topic)

Presumably you are researching topics that are not entirely familiar to you and you may not know the definitions and be able to create a list of synonyms. In this case, you may want to briefly browse some recommended websites. Keep a pencil and paper handy to jot down terms which you can use in your research process.

NOTE: Here's a good tutorial which explains about Researching Companies Online

Step 3: Find Books

Students often rely too much on Google or Yahoo and neglect better tools and sources. To be a competent researcher, figure out for yourself a systematic methodology and become proficient with a variety of tools.
Definitely try the Library Catalog (OPAC). Try a variety of keyword from your synonyms list to get an overview of what books are in the Otis Library. Through the OPAC, you may also discover alternate terms that you can use in searching other places.

Some of results you will find will be to e-books which are available to the Otis Community online. Within the OPAC, you'll see a link and all you need to do is click it to bring up the ebrary database. You may also go directly to Ebrary, to search 80,000 full-text electronic books. This database contains an enormous amount information. It is geared towards college students.

Step 4: Find Articles in Magazines and Journals

Find a journal article or two. Start with EBSCO OmniFile. It contains the full-text for 3,100 magazines and journals covering a wide variety of subject areas, including advertising. One of the magazines included in Adweek. Try a keyword search with some of your terms. If you get too many hits, limit it to a subject search.

Step 5: Look in Newspapers

Find a newspaper article or two. Try eLibrary. These databases have full text of thousands of newspapers, plus transcripts of TV news programs and congressional testimony. You'll definitely have to limit your search in some way. Think about an additional term or two to enter as a means of limiting the number of hits returned. The name of a company or a specific type of product would be a specific additional term. As a general rule, the larger the database, the more terms you can enter. (Click here to learn about Boolean Logic and how it works to refine a search.)

Step 6: Try the Web

As a last step, search for content-rich academic/educational websites. Searching the web can be overwhelming. Too much information may, in fact, be more trouble than not enough. If you want to refine your skill or you are having trouble, go to the Library and talk with Sue Maberry, the Librarian. Finding information is her expertise.

Pages ending in .org or .edu may be the best ones, but make sure the author is not a student doing a class assignment or that the page is not simply a course syllabus.