About
Combining creativity with analytics, Dr. Dongjae “Jay” Lim brings a dynamic, forward-thinking approach to advertising education and research. He is particularly interested on advertising literacy, public service announcements promoting sustainability, and the psychological factors that shape consumer decision-making. By exploring how people interpret and respond to persuasive messages, Lim’s work sheds light on what makes communication effective, ethical, and socially meaningful. His research helps practitioners understand how advertising can inspire action, support public welfare, and encourage environmentally responsible behaviors.
Impact Beyond the University
Lim’s insights contribute to the development of campaigns that blend creative storytelling with evidence-based strategy. His work informs how organizations design public service messaging, communicate sustainability goals and engage audiences using communication techniques tailored to real human attitudes, motivations, and biases. By grounding advertising practice in both psychology and analytics, he helps brands and organizations build communication that resonates authentically and drives measurable impact.
A Passion for Teaching and Mentorship
As an assistant professor, Lim focuses on strategic thinking, methodological rigor, and imaginative problem-solving. Through hands-on projects and mentorship, he prepares students to enter the advertising industry with a strong understanding of how to create thoughtful, culturally aware, and effective campaigns that connect meaningfully with audiences.