Dr Olaf Werder

BBA Dortmund, MS Illinois, PhD Florida
Degree Director, Master of Health Communication
Lecturer

A20 - John Woolley Building
The University of Sydney

Telephone +61 2 9114 1219
Fax +61 2 9351 5444

Website Staff Spotlight Video
Curriculum vitae Curriculum vitae

Biographical details

A graduate in marketing/management from the Universität Dortmund, Germany, in advertising from the University of Illinois, and in Mass Communication from the University of Florida, Olaf Werder holds a lectureship in strategic and health communication at the Media and Communications Department of the University of Sydney after having held positions at the University of Florida and the University of New Mexico. Prior to his academic appointment, he has worked in the communication industry on the media and agency side in two countries for about ten years.

He is an affiliated researcher at the Charles Perkins Centre (the interdisciplinary research collaborations surrounding obesity prevention), a research network member on infectious disease prevention (SIBRN), and an executive board member of the Australian Association of Social Marketing.

His current research interests are centred on public risk perception, social ecological modelling of message responses, community-based participation research (CBPR), analysis of obesity intervention campaigns, socio-cultural understanding of health in population and media, drivers of policy, and effective coordination of agencies’ response to disease outbreaks and unhealthy lifestyle choices with the aim to identify pathways through which context, partnerships, and interventions lead to specific system changes and health outcomes with an emphasis of community collaborative approaches.

Research interests

  • Health Communication (Role in Public Health)
  • Community-based participatory research (CBPR)
  • Social Marketing
  • Health Policy/Promotion Interaction
  • Obesity Prevention Campaigns
  • Quantitative Methods
  • Media Effects in Health Interventions

Teaching and supervision

Areas

  • Health Communication
  • Community-based health interventions
  • Social Marketing
  • Media and Health

Consultation Times

  • Tuesdays 9-11am, Wednesdays 1-3pm or by appointment

Current Supervision

Kate Alexander

Investigation of the Roles of Internal Communications in the Implementation of Successful Change Management Programs

Lukasz Swiatek

Society's Rewards Rewarding Society: Strategic Communication and Media Spectacles in Modern Awards and Prizes

Associations

  • Member of the World Association of Public Opinion Research (WAPOR)
  • Member of the Australian and New Zealand Communication Association (ANZCA)
  • Member of the International Association for Media and Communication Research (IAMCR)

Awards and honours

  • Faculty of Arts and Social Sciences Excellence in Teaching Award (2012)

Selected grants

2012

  • Sydney Infectious Diseases and Biosecurity Network (SIBRN); Sorrell T, Bennett B, Booy R, Crawford J, Dwyer D, Gilbert G, Giles F, Holmes A, Hossain L, Iredell J, Jones C, Kesson A, Kerridge I, Marais B, Simpson S, Sintchenko V, Ward M, Werder O, Britton W, Dhand N, Hunter C, Kamradt-Scott A, Mor S, Salkeld G, Shaw T, Smith F, Wood N; DVC Research/Research Network Scheme (SyReNS).
  • The Future of Public Health Interventions: A comparison between traditional and participatory research approaches; Werder O; School of Letters, Art and Media, University of Sydney/ARC Assistance Scheme.

2008

  • Culture's influence on health policy: A systemic analysis of health literacy levels in Denmark and the United States; Werder O; University of New Mexico (USA)/UNM Campus Grant.
  • Adolescents Committed To Improvement of Nutrition and physical activity (ACTION); Werder O, Kong A; NIH/Research Grant.

2007

  • Evaluating the NM Mental Health Stigma Reduction Campaign; Werder O; University of New Mexico (USA)/Human Service Department Project.

Selected publications & creative works

Download citations: PDF RTF Endnote

Books

  • Werder, O. (2011). Understanding Responses to Social Issues Communication: A values-centered approach to attitudinal model explanations of individual behavior. Saarbrucken, Germany: LAP - LAMBERT Academic Publishing.

Book Chapters

  • Werder, O. (2014). Germany's Advertising Education. In Jef I. Richards, Billy I. Ross (Eds.), Advertising Education around the world, (pp. 210-215). Michigan: American Academy of Advertising.
  • Werder, O. (2009). The Influence of Family, Peer and Media Communication on the Prosocial Behavior of Young Adults in Two Cultures. In Yorgo Pasadeos (Eds.), Variety in Mass Communication Research, (pp. 273-284). Athens, Greece: Athens Institute for Education and Research (ATINER).
  • Werder, O. (2008). 'Niche' and New Planning Approaches. In Marian Azzaro (Eds.), Strategic Media Decisions: 2nd Edition, (pp. 219-254). United States: The Copy Workshop.
  • Werder, O. (2008). Standardization vs. differentiation: Cultural influences on English-language and Spanish-language TV advertising in the US. In Pedro Rodrigues, Peter Neijens (Eds.), New Trends in Advertising Research, (pp. 223-231). Portugal: Silabo Publishing.
  • Werder, O. (2006). Brewing Romance: The Romantic Fantasy Theme of the Taster's Choice "Couple" Advertising Campaign. In Mary-Lou Galician, Debra L. Merskin (Eds.), Critical Thinking About Sex, Love, and Romance in the Mass Media: Media Literacy Applications, (pp. 39-53). United States: Lawrence Erlbaum Associates, Publishers.
  • Werder, O. (2006). Influences on the Recycling Behavior of Young Adults: Avenues for Social Marketing Campaigns. In Stephen P. Depoe (Eds.), The Environmental Communication Yearbook Volume 3, (pp. 77-96). United States: Routledge imprint of Taylor & Francis.
  • Werder, O. (2006). The Global Fight Against Obesity: A Comparative Analysis of Media-Related Causes and Prevention Efforts. In Yorgo Passadeos, Dimitra Dimitrakopoulou (Eds.), Mass Media Research: International Approaches, (pp. 111-122). Greece: Athens Institute for Education and Research (ATINER).
  • Werder, O. (2005). Culture and Corporate Communication: The Influence of Values on Media Perceptions and Reporting Styles of Coca-Cola's Reaction to the 1999 Poison Crisis in Europa. In Michael B. Hinner (Eds.), Introduction to Business Communication: A Forum for General and Intercultural Business Communication Volume 1, (pp. 323-337). Germany: Peter Lang Publishing.
  • Werder, O. (2004). 'Truth' and consequences: A review of three successful state tobacco control programs. In C. Gardner, J. Biberman, A. Alkhafaji (Eds.), Business Research Yearbook: Global Business Perspectives Volume XI - 2004, (pp. 459-463). United States: International Academy of Business Disciplines.

Journals

  • Sussman, A., Montoya, C., Werder, O., Davis, S., Wallerstein, N., Kong, A. (2013). An adaptive CBPR approach to create weight management materials for a school-based health center intervention. Journal of Obesity, 2013 (May), 1-9. [More Information]
  • Clark, A., Werder, O. (2007). Analyzing International Radio Stations: A Systems Approach. The International Communication Gazette, 69(6), 525-537. [More Information]
  • Werder, O. (2007). Battle of the bulge: an analysis of the obesity prevention campaigns in the United States and Germany. Obesity Reviews, 8(5), 451-457. [More Information]
  • Werder, O., Perez, F. (2005). The Hispanic consumer market: A consumer behavior model approach. IMC Review: Journal of Integrated Marketing Communications, 4(1), 20-26.
  • Werder, O. (2004). Economic Growth and Valuation of the Environment: A Debate. Edited by Ekko C. van lerland, Jan van der Straaten & Herman Vollebergh. Northampton, MA & Cheltenham, UK: Edward Elgar Publishing, 2001. The Natural Resources Journal, 44(1), 332-335.
  • Werder, O. (2004). The Choice Modelling Approach to Environmental Valuation. Edited by Jeff Bennett & Russell Blarney. Northampton, MA & Cheltenham, UK: Edward Elgar Publishing, 2001. The Natural Resources Journal, 44(3), 921-924.

Conferences

  • Werder, O. (2013). A participatory approach to adolescent obesity prevention communication - Insights from the ACTION project. International Association for Media and Communication Research.
  • Werder, O. (2013). Brave new world - A new paradigm for public relations' power in the network society. Annual Conference of the Australian and New Zealand Communication Association, Freemantle, WA: Australian and New Zealand Communication Association.
  • Werder, O. (2013). Engagement through play to bridge barriers in student learning. Annual Conference of the Australian and New Zealand Communication Association, Freemantle, WA: Australian and New Zealand Communication Association.
  • Werder, O. (2012). Convince or Engage: Improving Social Marketing to Sustain Desired Health Outcomes. 2012 International Social Marketing Conference (ISM), Brisbane: Department of Marketing, Griffith Business School, Griffith University.
  • Werder, O. (2012). Health Literacy's Connection to Health Behaviour and Policy Support. The New World of Public Opinion Research, Hong Kong: World Association for Public Opinion Research.
  • Werder, O. (2012). Sustainability Communication – PR's Chance to Engender Social Change. World Public Relations Forum, Melbourne: World Public Relations Forum.
  • Werder, O. (2011). Selling "the beautiful game": Cultural influences on soccer apparel advertising. Australian and New Zealand Communications Association Conference ANZCA 2011, Hamilton, New Zealand: Australian and New Zealand Communication Association.
  • Miramontes, V., Werder, O. (2008). Consumer Responses to Conventional Versus Alternative Medicine Advertising: The Case Study of Diet Supplements. 79th Annual Western States Communication Association Convention WSCA 2008, United States: Western States Communication Association.
  • Werder, O. (2008). Message Features in PSAs and Commercial TV Ads: A Preliminary Exploration. 94th Annual National Communication Association Convention NCA 2008, United States: National Communication Association.
  • Werder, O. (2007). A value-centered approach to social communication campaigns: Improving the interpretive ability of attitudinal models. Association for Education in Journalism and Mass Communication Convention AEJMC 2007, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O., Cotter, C., Chadwick, C. (2007). The Relative Influence of Fear Appeals on Consumer Responses in Commercial Product Campaigns. American Academy of Advertising Annual Conference 2007, United States: American Academy of Advertising.
  • Werder, O. (2006). Battle of the bulge: A comparative review of obesity prevention approaches in the U.S. and Germany. CDC Diabetes and Obesity Conference 2006, United States: California Department of Public Health.
  • Werder, O. (2006). Romance in coffee ads: A critical approach for studying the interaction between values and advertising myths. Association for Education in Journalism and Mass Communication Convention AEJMC 2006, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O., Perkins, S. (2005). Celebrity endorsers and Generation Y: New insights for advertisers. Association for Education in Journalism and Mass Communication Convention AEJMC 2005, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O. (2005). Communication, Culture and the Family: Influences on Anglo and Hispanic College Students' Food Consumption. 91st Annual National Communication Association Convention NCA 2005, United States: National Communication Association.
  • Werder, O., Roberts, M. (2005). Generation Y's Consumer Ethnocentrism: Implications for Advertisers in a Post September 11th World. American Academy of Advertising Annual Conference 2005, United States: American Academy of Advertising.
  • Werder, O. (2005). Romantic relationships in advertising: The Taster's Choice advertising campaign. 76th Annual Western States Communication Association Convention WSCA 2005, United States: Western States Communication Association.
  • Werder, O. (2003). America strikes back – A comparative content analysis of the New York Times coverage of U.S. policy after Pearl Harbor and 9/11. Association for Education in Journalism and Mass Communication Convention AEJMC 2003, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O. (2003). An examination of factors influencing the recycling behavior of Generation Y, Environmental Communication Division. 89th Annual National Communication Association Convention NCA 2003, United States: National Communication Association.
  • Clark, A., Werder, O. (2003). Analyzing International Radio Stations – A Systems Approach. 3rd Annual Global Fusion Conference 2003, United States.
  • Werder, O., Perez, F. (2003). Latino Consumer Behavior and Acculturation: A Communication Model. Association for Education in Journalism and Mass Communication Convention AEJMC 2003, United States: Association for Education in Journalism and Mass Communication.

Reference Works

  • Werder, O. (2009). Advertising Theories. In Stephen W. Littlejohn, Karen A. Foss (Eds.), Encyclopedia of Communication Theory. (pp. 18-22). United States: Sage Publications.
  • Werder, O. (2009). Attitude Theory. In Stephen W. Littlejohn, Karen A. Foss (Eds.), Encyclopedia of Communication Theory. (pp. 55-60). United States: Sage Publications.
  • Werder, O. (2009). Media Effects Theories. In Stephen W. Littlejohn, Karen A. Foss (Eds.), Encyclopedia of Communication Theory. (pp. 632-635). United States: Sage Publications.

Research Reports

  • Oetzel, J., McDermott, V., Werder, O., Zheng, A., Adelsheim, S., Altschul, D., Salvador, M. (2008). Report on Attitudes Toward Behavioral Health: Development of a Baseline Survey, October 23, (pp. 1 - 71). Albuquereque, United States of America: New Mexico Behavioral Health Collaborative.

2014

  • Werder, O. (2014). Germany's Advertising Education. In Jef I. Richards, Billy I. Ross (Eds.), Advertising Education around the world, (pp. 210-215). Michigan: American Academy of Advertising.

2013

  • Werder, O. (2013). A participatory approach to adolescent obesity prevention communication - Insights from the ACTION project. International Association for Media and Communication Research.
  • Sussman, A., Montoya, C., Werder, O., Davis, S., Wallerstein, N., Kong, A. (2013). An adaptive CBPR approach to create weight management materials for a school-based health center intervention. Journal of Obesity, 2013 (May), 1-9. [More Information]
  • Werder, O. (2013). Brave new world - A new paradigm for public relations' power in the network society. Annual Conference of the Australian and New Zealand Communication Association, Freemantle, WA: Australian and New Zealand Communication Association.
  • Werder, O. (2013). Engagement through play to bridge barriers in student learning. Annual Conference of the Australian and New Zealand Communication Association, Freemantle, WA: Australian and New Zealand Communication Association.

2012

  • Werder, O. (2012). Convince or Engage: Improving Social Marketing to Sustain Desired Health Outcomes. 2012 International Social Marketing Conference (ISM), Brisbane: Department of Marketing, Griffith Business School, Griffith University.
  • Werder, O. (2012). Health Literacy's Connection to Health Behaviour and Policy Support. The New World of Public Opinion Research, Hong Kong: World Association for Public Opinion Research.
  • Werder, O. (2012). Sustainability Communication – PR's Chance to Engender Social Change. World Public Relations Forum, Melbourne: World Public Relations Forum.

2011

  • Werder, O. (2011). Selling "the beautiful game": Cultural influences on soccer apparel advertising. Australian and New Zealand Communications Association Conference ANZCA 2011, Hamilton, New Zealand: Australian and New Zealand Communication Association.
  • Werder, O. (2011). Understanding Responses to Social Issues Communication: A values-centered approach to attitudinal model explanations of individual behavior. Saarbrucken, Germany: LAP - LAMBERT Academic Publishing.

2009

  • Werder, O. (2009). Advertising Theories. In Stephen W. Littlejohn, Karen A. Foss (Eds.), Encyclopedia of Communication Theory. (pp. 18-22). United States: Sage Publications.
  • Werder, O. (2009). Attitude Theory. In Stephen W. Littlejohn, Karen A. Foss (Eds.), Encyclopedia of Communication Theory. (pp. 55-60). United States: Sage Publications.
  • Werder, O. (2009). Media Effects Theories. In Stephen W. Littlejohn, Karen A. Foss (Eds.), Encyclopedia of Communication Theory. (pp. 632-635). United States: Sage Publications.
  • Werder, O. (2009). The Influence of Family, Peer and Media Communication on the Prosocial Behavior of Young Adults in Two Cultures. In Yorgo Pasadeos (Eds.), Variety in Mass Communication Research, (pp. 273-284). Athens, Greece: Athens Institute for Education and Research (ATINER).

2008

  • Werder, O. (2008). 'Niche' and New Planning Approaches. In Marian Azzaro (Eds.), Strategic Media Decisions: 2nd Edition, (pp. 219-254). United States: The Copy Workshop.
  • Miramontes, V., Werder, O. (2008). Consumer Responses to Conventional Versus Alternative Medicine Advertising: The Case Study of Diet Supplements. 79th Annual Western States Communication Association Convention WSCA 2008, United States: Western States Communication Association.
  • Werder, O. (2008). Message Features in PSAs and Commercial TV Ads: A Preliminary Exploration. 94th Annual National Communication Association Convention NCA 2008, United States: National Communication Association.
  • Oetzel, J., McDermott, V., Werder, O., Zheng, A., Adelsheim, S., Altschul, D., Salvador, M. (2008). Report on Attitudes Toward Behavioral Health: Development of a Baseline Survey, October 23, (pp. 1 - 71). Albuquereque, United States of America: New Mexico Behavioral Health Collaborative.
  • Werder, O. (2008). Standardization vs. differentiation: Cultural influences on English-language and Spanish-language TV advertising in the US. In Pedro Rodrigues, Peter Neijens (Eds.), New Trends in Advertising Research, (pp. 223-231). Portugal: Silabo Publishing.

2007

  • Werder, O. (2007). A value-centered approach to social communication campaigns: Improving the interpretive ability of attitudinal models. Association for Education in Journalism and Mass Communication Convention AEJMC 2007, United States: Association for Education in Journalism and Mass Communication.
  • Clark, A., Werder, O. (2007). Analyzing International Radio Stations: A Systems Approach. The International Communication Gazette, 69(6), 525-537. [More Information]
  • Werder, O. (2007). Battle of the bulge: an analysis of the obesity prevention campaigns in the United States and Germany. Obesity Reviews, 8(5), 451-457. [More Information]
  • Werder, O., Cotter, C., Chadwick, C. (2007). The Relative Influence of Fear Appeals on Consumer Responses in Commercial Product Campaigns. American Academy of Advertising Annual Conference 2007, United States: American Academy of Advertising.

2006

  • Werder, O. (2006). Battle of the bulge: A comparative review of obesity prevention approaches in the U.S. and Germany. CDC Diabetes and Obesity Conference 2006, United States: California Department of Public Health.
  • Werder, O. (2006). Brewing Romance: The Romantic Fantasy Theme of the Taster's Choice "Couple" Advertising Campaign. In Mary-Lou Galician, Debra L. Merskin (Eds.), Critical Thinking About Sex, Love, and Romance in the Mass Media: Media Literacy Applications, (pp. 39-53). United States: Lawrence Erlbaum Associates, Publishers.
  • Werder, O. (2006). Influences on the Recycling Behavior of Young Adults: Avenues for Social Marketing Campaigns. In Stephen P. Depoe (Eds.), The Environmental Communication Yearbook Volume 3, (pp. 77-96). United States: Routledge imprint of Taylor & Francis.
  • Werder, O. (2006). Romance in coffee ads: A critical approach for studying the interaction between values and advertising myths. Association for Education in Journalism and Mass Communication Convention AEJMC 2006, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O. (2006). The Global Fight Against Obesity: A Comparative Analysis of Media-Related Causes and Prevention Efforts. In Yorgo Passadeos, Dimitra Dimitrakopoulou (Eds.), Mass Media Research: International Approaches, (pp. 111-122). Greece: Athens Institute for Education and Research (ATINER).

2005

  • Werder, O., Perkins, S. (2005). Celebrity endorsers and Generation Y: New insights for advertisers. Association for Education in Journalism and Mass Communication Convention AEJMC 2005, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O. (2005). Communication, Culture and the Family: Influences on Anglo and Hispanic College Students' Food Consumption. 91st Annual National Communication Association Convention NCA 2005, United States: National Communication Association.
  • Werder, O. (2005). Culture and Corporate Communication: The Influence of Values on Media Perceptions and Reporting Styles of Coca-Cola's Reaction to the 1999 Poison Crisis in Europa. In Michael B. Hinner (Eds.), Introduction to Business Communication: A Forum for General and Intercultural Business Communication Volume 1, (pp. 323-337). Germany: Peter Lang Publishing.
  • Werder, O., Roberts, M. (2005). Generation Y's Consumer Ethnocentrism: Implications for Advertisers in a Post September 11th World. American Academy of Advertising Annual Conference 2005, United States: American Academy of Advertising.
  • Werder, O. (2005). Romantic relationships in advertising: The Taster's Choice advertising campaign. 76th Annual Western States Communication Association Convention WSCA 2005, United States: Western States Communication Association.
  • Werder, O., Perez, F. (2005). The Hispanic consumer market: A consumer behavior model approach. IMC Review: Journal of Integrated Marketing Communications, 4(1), 20-26.

2004

  • Werder, O. (2004). 'Truth' and consequences: A review of three successful state tobacco control programs. In C. Gardner, J. Biberman, A. Alkhafaji (Eds.), Business Research Yearbook: Global Business Perspectives Volume XI - 2004, (pp. 459-463). United States: International Academy of Business Disciplines.
  • Werder, O. (2004). Economic Growth and Valuation of the Environment: A Debate. Edited by Ekko C. van lerland, Jan van der Straaten & Herman Vollebergh. Northampton, MA & Cheltenham, UK: Edward Elgar Publishing, 2001. The Natural Resources Journal, 44(1), 332-335.
  • Werder, O. (2004). The Choice Modelling Approach to Environmental Valuation. Edited by Jeff Bennett & Russell Blarney. Northampton, MA & Cheltenham, UK: Edward Elgar Publishing, 2001. The Natural Resources Journal, 44(3), 921-924.

2003

  • Werder, O. (2003). America strikes back – A comparative content analysis of the New York Times coverage of U.S. policy after Pearl Harbor and 9/11. Association for Education in Journalism and Mass Communication Convention AEJMC 2003, United States: Association for Education in Journalism and Mass Communication.
  • Werder, O. (2003). An examination of factors influencing the recycling behavior of Generation Y, Environmental Communication Division. 89th Annual National Communication Association Convention NCA 2003, United States: National Communication Association.
  • Clark, A., Werder, O. (2003). Analyzing International Radio Stations – A Systems Approach. 3rd Annual Global Fusion Conference 2003, United States.
  • Werder, O., Perez, F. (2003). Latino Consumer Behavior and Acculturation: A Communication Model. Association for Education in Journalism and Mass Communication Convention AEJMC 2003, United States: Association for Education in Journalism and Mass Communication.

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