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Events
  • Otis Books is pleased to publish Tim Erickson’s debut collection of poetry, Egopolis, a textual journey through destruction, resistance, city, and the Ego, from ancient times to the present day. Erickson’s work has appeared in the Chicago Review, Western Humanities Review, and the Salt Anthology of New Writing. He lives in Salt Lake City.

  • Otis Graduate Writing students will read from their works-in-progress.

  • Exquisite Beauty is the first retrospective and publication to document the eye-dazzling ceramics created by Ralph Bacerra (1938–2008), a Los Angeles–based artist known for his innovative approach to surface embellishment. Curated by Jo Lauria, the exhibition features more than ninety of the artist’s finest pieces—dramatic, highly decorated vessels and sculptures that have never before been the focus of a major exhibition or publication.

  • Opening Reception for Ralph Bacerra: Exquisite Beauty

  • David Treuer is an Ojibwe Indian from Leech Lake Reservation in northern Minnesota and currently teaches at USC. He is the author of the novels Little, The Hiawatha, The Translation of Dr. Apelles, named a Best Book of the Year by the Washington Post, as well as a critical work, Native American Fiction: A User's Manual. In 2012, he published another nonfiction work, Rez Life.

  • Angela Flournoy’s first novel The Turner House was a Barnes & Noble Discover Great New Writers selection. Her fiction has appeared in The Paris Review, and she has written for The New Republic, The Los Angeles Review of Books and elsewhere. Flournoy has taught at the University of Iowa and Trinity Washington University. She lives in Los Angeles.

  • Susan Choi’s first novel, The Foreign Student, won the Asian-American Literary Award for fiction, and her second novel, American Woman, was a finalist for the 2004 Pulitzer Prize. Her most recent novel, A Person of Interest, was a finalist for the 2009 PEN/Faulkner Award. With David Remnick she co-edited the anthology Wonderful Town: New York Stories from The New Yorker. A recipient of fellowships from the NEA and the Guggenheim Foundation, and in 2010, the inaugural winner of the PEN/W.G. Sebald Award, Choi lives in Brooklyn.

O-Tube

Advertising Program: Research Tutorial

Step 1: Do you have basic research skills?

To learn the basics of library research, review the Info Lit Tutorials.

Step 2: Clarify Your Topic

Your instructor may give you topics such as:

  • Top Advertising Agencies in Los Angeles
  • Marketing on a Low Budget
  • Trend Spotting
  • Guerilla Marketing
  • Targeting Your Audience
  • Appealing to Emotions in Marketing and Advertising
  • Media Planning
  • Award Winning Advertising Campaigns

These are actually all fairly broad subjects encompassing many smaller topics. Before you can do systematic research, you must first clarify your exact topic. A good place to start is by generating synonyms for that topic.

Why is this important?

Take, for instance the term "guerilla marketing." Just because that term may be well understood within the advertising world, it is not true that it will always used every time someone writes or publishes something that could be considered guerilla marketing. Plus, it may involve many types of marketing. When you do a "keyword" search on "guerilla marketing," only those documents containing those exact terms be found. It's entirely possible that you could miss an excellent book on "product placement" such as: Product Placement in Hollywood films : A History. (See also: How to Clarify Your Topic)

Presumably you are researching topics that are not entirely familiar to you and you may not know the definitions and be able to create a list of synonyms. In this case, you may want to briefly browse some recommended websites. Keep a pencil and paper handy to jot down terms which you can use in your research process.

NOTE: Here's a good tutorial which explains about Researching Companies Online

Step 3: Find Books

Students often rely too much on Google or Yahoo and neglect better tools and sources. To be a competent researcher, figure out for yourself a systematic methodology and become proficient with a variety of tools.
Definitely try the Library Catalog (OPAC). Try a variety of keyword from your synonyms list to get an overview of what books are in the Otis Library. Through the OPAC, you may also discover alternate terms that you can use in searching other places.

Some of results you will find will be to e-books which are available to the Otis Community online. Within the OPAC, you'll see a link and all you need to do is click it to bring up the Ebrary database. You may also go directly to Ebrary, to search 80,000 full-text electronic books. This database contains an enormous amount information. It is geared towards college students.

Step 4: Find Articles in Magazines and Journals

Find a journal article or two. Start with EBSCO Omni. It contains the full-text for 3,100 magazines and journals covering a wide variety of subject areas, including advertising. One of the magazines included in Adweek. Try a keyword search with some of your terms. If you get too many hits, limit it to a subject search.

Step 5: Look in Newspapers

Find a newspaper article or two. Try eLibrary. These databases have full text of thousands of newspapers, plus transcripts of TV news programs and congressional testimony. You'll definitely have to limit your search in some way. Think about an additional term or two to enter as a means of limiting the number of hits returned. The name of a company or a specific type of product would be a specific additional term. As a general rule, the larger the database, the more terms you can enter. (Click here to learn about Boolean Logic and how it works to refine a search.)

Step 6: Try the Web

As a last step, search for content-rich academic/educational websites. Searching the web can be overwhelming. Too much information may, in fact, be more trouble than not enough. If you want to refine your skill or you are having trouble, go to the Library and talk with Sue Maberry, the Librarian. Finding information is her expertise.

Pages ending in .org or .edu may be the best ones, but make sure the author is not a student doing a class assignment or that the page is not simply a course syllabus.