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, front-facing headshot of a man with medium-dark skin, short dark hair, and a friendly smile. He wears black-rimmed glasses, a white collared shirt, and a dark blue crew-neck sweatshirt. Small dark moles are visible near his left eye and under his right eye. The indoor background is softly blurred, showing light-colored walls and windows.

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How Media Representation Influences Public Understanding of Refugees
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Erica Stramaglia

The Power of Promotion: How Beauty Influencers Drive Conspicuous Consumption on TikTok
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