Dr. Juliana Fernandes is an Assistant Professor in the Department of Advertising in the College of Journalism and Communications. Dr. Fernandes is an expert in the uses and effects of negative information in persuasive communication messages and how social and traditional media are used as a strategic tool during political campaigns. Her teaching philosophy centers on the link between conceptual foundation, research, and practice in advertising. She believes that good advertising practice cannot be achieved without strong conceptual foundation and research expertise. She uses this philosophy in the advertising research courses that she teaches. Dr. Fernandes has numerous publications in top advertising and mass communication journals and has received various grants for her work. Dr. Fernandes is currently mentoring three students in the Undergraduate Research Scholars Program.