Marketing

Rachel Da Silva

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

A well-lit headshot of a young woman with fair skin, long dark brown hair parted in the middle, and dark eyebrows. She wears modern black and silver-rimmed glasses and a subtle smile. Her eyes are brown. She is wearing a reddish-orange ribbed knit sweater and a delicate silver necklace with a small, round pendant. The background is a softly blurred, light beige wall.

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.

Lightning Talk

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A head-and-shoulders portrait of a young Black man with short, dark curly hair, a subtle mustache, and light stubble. He is smiling gently, revealing his teeth, and wears a gold nose ring in his left nostril and silver hoop earrings. He is dressed in an open grey collared shirt over a white t-shirt, set against a softly blurred, neutral background.

Emmanuel Orim

Designed Exposure: How the Student Commute Shapes Daily Energy, Mood, and Stress
A front-facing headshot of a young man with dark brown, shoulder-length hair and light stubble. He has fair skin, green eyes, a gold hoop nose ring, and silver hoop earrings. He smiles gently, showing some teeth, and wears a grey, white, and red plaid flannel shirt over a dark grey t-shirt. The background is a softly blurred modern office or building interior with windows.

Jonah Milo

Let's watch the game: sports broadcasts and social interaction
A light-skinned young man with a warm, friendly smile looks directly at the camera in a close-up portrait. He has medium-length dark brown hair, amber eyes, and a neat dark goatee. He is wearing a dark blue collared shirt under a ribbed dark blue knit zip-up sweater with a gold zipper and subtle lighter grey striped details. The background is a smooth, light grey.

Carter Thomas

Behind the Gear: Occupational Factors Affecting Miscarriage Rates in Female Firefighters
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