项目介绍

2024年12月20日

Advertising: no longer human-created

Advances in generative artificial intelligence increasingly shape the way in which (commercial) content is created. While advertising traditionally involved the human creation of content, synthetic advertising refers to persuasive content that is artificially generated or edited. Research on synthetic advertising is still in its infancy and misses a systematic understanding of the concept, as well as insights into how consumers cope with synthetic ads. We are looking for a PhD candidate to join a new research project led by dr. Carolin Ischen, Prof. dr. Guda van Noort, dr. Hilde Voorveld and dr. Margot van der Goot. In three subprojects (SPs), this 4-year PhD project investigates how consumers navigate synthetic advertising in a synthetic world. SP1 develops a conceptual framework of the dimensions of synthetic advertising and validates this with interviews with advertising professionals. SP2 uses a content analysis to provide more fine-grained insights into how the dimensions identified in SP1 are translated into synthetic advertising content. It also gives initial insights into consumers coping by analyzing online consumer comments about synthetic advertising. SP3 uses a cross-sectional online survey to investigate how consumers cope with synthetic advertising, and the individual differences that influence coping. The PhD project is theoretically innovative: It conceptually and empirically investigates synthetic content that is not necessarily created to deceive but poses the challenge on consumers to distinguish between real and fake. This project is a necessary step to empower consumers to navigate synthetic advertising a synthetic world. By investigating consumers’ coping with synthetic advertising, we also enrich our understanding of coping with synthetic content in general, which might also apply to other types of media content that can be real or fake (e.g., political or corporate communication).

What are you going to do

This PhD project takes a mixed-methods approach, complementing quantitative with qualitative research. Over the course of the project, you will conduct three interconnected studies. First you will develop a conceptual framework on synthetic advertising and the elements that can be synthesized, based on the literature and interviews among practitioners. Then a content analysis will be conducted to investigate how the dimensions identified in the first subproject are translated into synthetic advertising content. Finally, a cross-sectional survey will be used to investigate how consumers cope with synthetic advertising. As a PhD candidate, you manage the project, including scheduling meetings with the supervisory team, preparing agendas, and documenting meetings and research activities. You contribute to the ASCoR research community by participating in workshops, meetings, and lectures. Most importantly, you are responsible for setting up the individual studies, recruiting participants, collecting and analyzing data, and writing scientific articles that culminate in your dissertation. As the project will have both scientific and societal impact, it is important that the insights obtained within this research project will be shared with stakeholders within and outside of academia. The PhD candidate is expected to contribute to such outreach activities. Hence, more specifically, your tasks will be to:

•          Complete an English-language PhD dissertation consisting of a minimum of three scientific articles within the appointment period;

•          Set-up, conduct and analyze interviews with communication professionals, a quantitative content analysis, and a cross-sectional survey among consumers

•                 present the work at national and international conferences;

•                 Support teaching activities at the Bachelor’s level (up to approximately 10% of your time).

•          Contribute to the vibrant academic life in Amsterdam by attending workshops, meetings, and lectures.

What do you have to offer

You have:

•          a Research Master’s degree or strong research profile in Communication Science, marketing, media studies, or a closely-related social or behavioral science field relevant to the project;

•          interest in topics associated with advertising, generative AI, synthetic content, and misinformation

•                 proven experience with quantitative and preferable also qualitative research methods (interviews, content analysis, and survey) and analyses (e.g., in SPSS and/or R);

•                 excellent proficiency in English, both verbally and in writing; Proficiency in Dutch or a willingness to learn is a plus given the need to analyze Dutch advertising content in the content analysis;

•                 interest in open science principles and a commitment to methodological rigor and scientific integrity;

•                 experience with academic writing and publishing scientific publications are a plus.

You are able to:

•          be creative in problem-solving within the field of persuasive communication, with a focus on advertising and generative AI

•                 maintain a proactive attitude, be open to feedback, and pay attention to detail;

•                 show curiosity to master new skills (e.g., novel research methods) and theoretical perspectives;

•          have a genuine interest to broadly develop yourself into an academic researcher, and be part of the academic community;

•                 keep calm and stay organized in a rapidly changing environment when juggling multiple tasks (e.g., combining research and teaching);

•                 manage your own time effectively and work independently while collaborating well within a team;

•                 communicate research findings clearly to both academic and non-academic audiences.

What else do we offer you

The planned starting date for this project is between April and June 2025, in consultation September 2025 is possible. The position concerns temporary employment of 38 hours for a maximum term of four years. The initial employment is for one year. Following a positive assessment and barring altered circumstances, this term will be extended by a maximum of 36 months, which should result in the conferral of a doctorate. We will put together a curriculum which will also include the opportunity to attend training courses and both national and international events. You will also be tasked with teaching (Bachelor’s) students for up to approximately 10% of the contract. For this position the University Job Classification profile Promovendus applies.