Marketing

Rachel Da Silva

What TikTok Can Teach Out-of-Home: Shifting Advertising Strategies in the Age of Engagement

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Rachel Da Silva is a soon-to-be graduate of Professional Communication at Toronto Metropolitan University, with a minor in Public Relations and Sociology. She is passionate about writing and corporate communication, both internally and externally, and has developed a strong foundation in strategic communication and storytelling. Rachel is excited to apply the knowledge and skills she has developed throughout her studies at TMU to real-world experiences, bringing creativity and insight to every opportunity.  

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This research project examines how short-form, engagement-focused TikTok advertisements are influencing traditional out-of-home (OOH) advertising strategies. By analyzing 30 TikTok ads and 30 OOH advertisements from major Canadian food brands, the study investigates differences in rhetorical appeals, emotional tone, and calls to action. The goal is to understand whether TikTok reflects a broader shift toward entertainment and audience engagement in advertising, and to explore how the OOH industry can adapt its campaigns to remain competitive and more emotionally and experientially impactful.

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A close-up headshot of a young woman with warm skin, long dark wavy hair parted in the middle, and a subtle smile. Her brown eyes look directly at the viewer. She is wearing a cream-colored, ribbed quarter-zip sweater with a white t-shirt visible underneath, and an 'alo' logo on the zipper pull. The background is a soft, out-of-focus indoor setting.

Zara Muhsin

The Implementation of Artificial Intelligence in Students Creative Process
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Shaza Sakr

How exposure to idealized lifestyle and appearance content on social media influences stress and negative self-perception among adolescents?
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Elias Azimi

How Financial Technology Adoption is Causing Divide Among the Public
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