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.

Lightning Talk

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Chantal Vachon

Anatomy of a Booktok
A headshot of a young woman with dark skin and long, glossy black wavy hair parted in the middle. She wears soft eye makeup with prominent lashes, blush, and glossy peach lipstick, offering a gentle smile directly to the camera. She is dressed in a navy blue ribbed button-down top with a subtle V-neck, and a delicate gold chain necklace with a small heart-shaped pendant. The background is softly blurred.

Brittany Smith

Black Women as Cultural Architects: How Branding Transforms Cultural Innovation into Market Value
A headshot of a young woman with a direct gaze and a slight smirk, featuring long, wavy dark brown hair parted in the middle. She wears large, rectangular gold-rimmed eyeglasses with blue reflections, a small gold hoop nose ring, and subtle pink lipstick. Her skin tone is light to medium, and she is dressed in a black knitted cardigan with dark buttons, and a delicate gold necklace. The background is softly blurred with vertical light and dark elements.

Tara Kim

The Power of Simplicity: Minimalism as a Marketing Strategy in Beauty Branding
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