Interview with Charles Ray Taylor, Laureate of the Flemming Hansen Award
“I Wouldn’t Trade Academia for Anything”
At this year’s ICORIA in Thessaloniki, Julian Felix Kopka (research associate and post doc, Chair of Marketing, University of Wuppertal) had the honor of speaking with Professor Taylor about his career, challenges in advertising research, and his thoughts on the future of the field. As part of an interview series focused on the future of advertising research, all winners of the Flemming Hansen Award will be interviewed by PhD students or post docs, with the interviews being published periodically in the EAA newsletter.
Julian Felix Kopka and Charles Ray Taylor with a view at the Thessaloniki Concert Hall attending the 22nd International Conference on Research in Advertising (ICORIA) 2024. Picture: Steffen Prior.
“It’s not just about selling products; it’s about understanding human behavior, creativity, and strategy all at once.”
Julian Felix Kopka (JFK):
First of all, congratulations on receiving the prestigious Flemming Hansen Award. How did you discover your passion for advertising research?
Charles Ray Taylor (CRT):
Thank you, Julian. My passion for advertising research didn’t come all at once—it evolved over time. Early in my academic journey, I considered becoming an accountant, but I found marketing much more exciting. Advertising, in particular, drew me in because of its unique blend of art and science. It’s not just about selling products; it’s about understanding human behavior, creativity, and strategy all at once. This combination is what keeps me passionate about the field even after decades of research.
JFK:
Can you share a specific research project that significantly impacted your career?
CRT:
One project that comes to mind is my work on the societal effects of advertising, exploring whether it contributes to societal happiness. This was a response to earlier claims, based on weak data, that advertising made societies less happy. Our study provided a more balanced and data-driven perspective, and I’m proud that it helped shift the narrative in both academic and practitioner circles. It’s projects like these that remind me of the real-world impact research can have.
“AI is a double-edged sword. It offers incredible opportunities but also requires us to be vigilant about ethical concerns and misuse.”
JFK:
As an expert in the field, what do you see as the major challenges in advertising research over the next decade?
CRT:
One of the most pressing challenges is adapting to new privacy regulations and concerns around data usage. These changes are fundamentally altering how we collect and analyze consumer data. At the same time, the rapid pace of technological advancements—especially AI—is reshaping how we approach research. AI is a double-edged sword. It offers incredible opportunities but also requires us to be vigilant about ethical concerns and misuse. Staying ahead of these trends will require researchers to be more innovative and collaborative than ever.
“Staying relevant means embracing new tools and methods without losing sight of the fundamental principles that define advertising research.”
JFK:
What do you think is the best way for the field to address these challenges?
CRT:
Collaboration is key. Researchers need to work not only across disciplines but also in closer partnerships with industry. Interdisciplinary collaboration can bring fresh perspectives and methodologies, while industry partnerships ensure that our work remains practical and relevant. Staying relevant means embracing new tools and methods without losing sight of the fundamental principles that define advertising research. We must also balance cutting-edge tools like neuroimaging and AI with traditional theories to maintain a holistic approach.
“We need clear ethical guidelines and transparency to ensure that AI is a tool for progress, not a shortcut that undermines the rigor of our field.”
JFK:
You mentioned AI—where do you see its benefits and risks in academia, particularly in publishing and reviewing?
CRT:
AI has immense potential to enhance research efficiency, whether in data analysis or conducting literature reviews. But there are real risks, especially in terms of maintaining academic integrity. For example, generative AI could be misused to fabricate results or plagiarize content. We need clear ethical guidelines and transparency to ensure that AI is a tool for progress, not a shortcut that undermines the rigor of our field. For editors and reviewers, it’s crucial to adapt to these changes without compromising on quality or integrity.
JFK:
You’re also the Editor-in-Chief of the International Journal of Advertising. What do you look for in an IJA article?
CRT:
First and foremost, an IJA article must address an advertising or promotion issue and make a novel contribution to the literature. I value articles with strong theoretical foundations, but managerial implications are also important. We’ve made a name for publishing pioneering work in emerging areas like influencer marketing. It’s been rewarding to see the journal become a hub for cutting-edge ideas.
“Work on what you’re passionate about.”
JFK:
What advice would you give to young researchers starting out?
CRT:
Work on what you’re passionate about. Find an institution that aligns with your strengths and values. Academia is diverse—some schools prioritize top-tier journal publications, while others focus on a broader set of contributions. Choose a path that excites you. For me, balancing teaching and research has been rewarding, especially at Villanova, where both are valued.
JFK:
You’ve mentioned your passion for teaching. Do you think being a good teacher is important for a successful researcher?
CRT:
I believe research can inform teaching in meaningful ways, particularly in bringing cutting-edge insights into the classroom. However, it’s not a requirement to be a good teacher to succeed as a researcher. Unfortunately, in the past, teaching was undervalued in some U.S. institutions. That’s changing now, partly because of the high cost of tuition. Students and universities expect more value from teaching, and rightly so. For me, teaching is deeply rewarding, and I see it as a core function of my role as an academic.
“[…] looking back, I wouldn’t trade my career in academia for anything.”
JFK:
Lastly, if you hadn’t pursued a career in advertising research, what path might you have taken?
CRT:
I probably would have gone into brand management and worked my way up to becoming a Chief Marketing Officer in the automotive industry. The combination of strategy, creativity, and leadership in that role is something I’ve always found appealing. But looking back, I wouldn’t trade my career in academia for anything.
“ICORIA holds a special place in my heart.”
JFK:
You’ve attended ICORIA for many years. What does this conference mean to you?
CRT:
ICORIA holds a special place in my heart. My first ICORIA was in 2005 in Saarbrücken, and I vividly remember sitting on a boat with some of the most brilliant minds in European advertising research—Peter Neijens, Patrick De Pelsmacker, Ralf Terlutter, and others. Those early connections became lifelong friendships, and ICORIA has been instrumental in fostering collaboration between European and American scholars. The conference has grown significantly over the years, showcasing high-quality research and creating opportunities for meaningful dialogue across borders.
JFK:
Thank you, Professor Taylor, for sharing your insights and experiences. It’s been a pleasure speaking with you.
CRT:
Thank you, Julian. ICORIA is always a fantastic place for meaningful discussions, and I’ve truly enjoyed our conversation.
About Charles Ray Taylor: He is the John A. Murphy Professor of Marketing at Villanova School of Business and has significantly contributed to the field of advertising research through his roles as Editor-in-Chief of the International Journal of Advertising (IJA), as a past president of the American Academy of Advertising (AAA), and a continuous stream of high quality publications. His work has earned him numerous accolades, including the Ivan L. Preston Award for Outstanding Lifetime Contribution to Advertising Research and the Flemming Hansen Award from the European Advertising Academy.
About Julian Felix Kopka: He is a research associate (post doc) and lecturer at the Chair of Marketing of Tobias Langner at the University of Wuppertal. His research focuses on unravelling consumer attention in digital media environments by biometric research methodologies.
