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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Tori Martin

The Power of Peer Support: Supporting Transitional Aged Youth with a Peer-to-Peer Led Approach
A detailed portrait of a smiling young East Asian woman looking directly at the camera. She has long, dark, wavy hair parted down the middle, brown eyes highlighted with winged eyeliner and mascara, neatly shaped eyebrows, glowing skin with blush, and glossy pink lips. She is wearing large gold hoop earrings and a textured black crewneck sweater. The background is softly blurred with muted indoor tones.

Nawang Garzey

How Does Social Media Influence Young People’s Values, Beliefs, and Sense of Identity?
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Sofia Barberio

TikTok Marketing Strategies: How Beauty Brands Use Trends to Increase Engagement and Influence Consumer Decisions
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