Welcome to the Digital Media Wiki
From The Yaffe Center
Welcome to the Yaffe Center
The Yaffe Center, founded at the University of Michigan’s Ross School of Business by advertising agency founder Fred Yaffe, is dedicated to the research, teaching, and discussion of persuasive communication.
We see rapid changes in how communications are delivered and how consumers process them. Emerging digital media play a larger role, and messages today are increasingly visual and nonlinear. And persuasion frequently cuts across disciplines and requires study without silos.
Therefore, the Center is focusing on three major areas this year:
The effectiveness of new media. The study of style and design as persuasive tools. Interdisciplinary examples of successful persuasion.
