Dr. Hye Jin Yoon

Associate Professor, Advertising, Advertising & Public Relations
Office: Journalism Bldg, Room 221

About: Hye Jin Yoon is an Associate Professor in the Department of Advertising and Public Relations at the University of Georgia. Her research expertise is in humor advertising and humor psychology, with growing interest in sustainable marketing and advertising.

View Curriculum Vitae


Ph.D., Mass Communication, University of Georgia
M.A., Mass Communication, University of Georgia
B.A., Mass Communication, Korea University

Research Interests and Activities

Yoon's primary research interests are humor effects and schema incongruity processing in advertising. Other research interests include health and environmental issues in advertising and their impact on consumers and society, digital and social media advertising, and network and sentiment analysis. Her work has been published in the Journal of Advertising, Journal of Business Research, International Journal of Advertising, Journal of Health Communication, Health Communication, and Journal of Current Issues & Research in Advertising, among others.

Teaching Specialties

Dr. Yoon's teaching interests including media planning, digital media, international advertising, consumer psychology, and quantitative research methods.


Prior to coming to UGA, Dr. Yoon has worked at SMU as a professor for nine years.

Awards and Fellowships

Journal of Interactive Advertising Best Reviewer Award, 2019
Journal of Advertising Best Reviewer Award, 2018
Sam Taylor Fellowship Award, 2012, 2014-2018
ICA Communication and Technology Division, Top Three Faculty Paper, 2011
American Academy of Advertising Dissertation Award, 2010
Office: Journalism Bldg, Room 221