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Kyle Asquith


Ph.D., Media Studies, University of Western Ontario (2011)
M.A., Communication & Social Justice, University of Windsor (2007)
Honours B.A., Communication Studies, York University (2004)

Areas of Interest

My research and teaching areas include advertising and consumer culture, children’s media culture, media history, and the political economy of media industries. I have published on topics such as: 

·       The history of advertising to children

·       Advertising’s institutional and structural influence over media and media culture

·       Controversial advertising practices and advertising regulation

·       Canadian media policy and regulation


Current Projects

I am currently working on two research projects:

1.  An examination of how advertising regulatory bodies are grappling with recent digital advertising practices, such as native advertising

2.  An examination of how legal cannabis is being promoted, given the strict promotional prohibitions contained in Canada’s 2018 Cannabis Act

Selected Publications


Co-Authored Book

Social Communication in Advertising 4th edition. New York: Routledge, 2018. (Co-author, with William Leiss, Stephen Kline, Sut Jhally, and Jacqueline Botterill.)


Edited Book

Advertising, Consumer Culture, and Canadian Society: A Reader. Toronto: Oxford University Press Canada, 2018.


Journal Articles

“The Visual Clichés of Legal Cannabis Promotion on Social Media.” Critical Studies in Media Communication, forthcoming 2021.   

“Branding Cannabis in Canada: Challenges for the Cannabis Act’s Promotion Restrictions.Canadian Journal of Communication, 46, no. 1 (2021): 79–98.

“A Critical Analysis of Attempts to Regulate Native Advertising and Influencer Marketing.” International Journal of Communication, 14 (2020): 5729–5749. (Lead author, with Emily Fraser)

Classic Campaign: From Consumers of Food to Participants in the ‘Modern’ Consumer Marketplace: How Cream of Wheat Approached Children, 1900-1935.” Advertising & Society Review 16, no. 1 (2015).

Knowing the Child Consumer Through Box-Tops: Data Collection, Measurement, and Advertising to Children, 1920-1945.” Critical Studies in Media Communication 32, no. 2 (2015): 112–127.

Join the Club: Food Advertising, 1930s Children’s Popular Culture, and Brand Socialization.” Popular Communication 12, no. 1 (2014): 17–31.

Promotional Prime Time: ‘Advertainment,’ Internal Network Promotion, and the Future of Canadian Television.” Canadian Journal of Communication 37, no. 2 (2012): 241–257. (lead author, with Alison Hearn)

From Active Young Explorers to Passive Young Consumers: The Commercialization of Canada’s OWL Magazine.” American Review of Canadian Studies 41, no. 3 (2011): 198–211. (lead author, with Allison Roberts and Daniel Robinson)

A Critical Analysis of the Children’s Food and Beverage Advertising Self-Regulatory Initiatives.” Democratic Communiqué: Journal of the Union for Democratic Communications 23, no. 2 (Fall 2009): 41–60.

Book Chapters

“Influencer Marketing, the Commercial Forces of Social Media Celebrity, and Challenges for Canadian Advertising Regulation.” In Advertising, Consumer Culture, and Canadian Society: A Reader, edited by Kyle Asquith, 207–224. Toronto: Oxford University Press Canada, 2018.

“Protecting the ‘Guinea Pig Children’: Resisting Children’s Food Advertising in the 1930s.” In Shopping for Change: Consumer Activism and the Possibilities of Purchasing Power, edited by Louis Hyman and Joseph Tohill, 85–96. Toronto: Between the Lines, 2017.

“Hypercommercialism and Canadian Children’s Television: The Case of YTV.” In Canadian Television: Text and Context, edited by Marian Bredin, Scott Henderson, and Sarah Matheson, 95–111. Waterloo: Wilfrid Laurier University Press, 2011.



Courses Taught

Fall 2021

CMAF 2820 “Advertising in Historical and Cultural Context” 

CMAF 3990 “Internship I”

CMAF 4990 “Internship II”


CMAF 1010 “Introduction to Media & Society”
CMAF 2610 “Public Relations, Media, and Society”
CMAF 3020 “Popular Culture”
CMAF 3820 “Advertising in the New Media Era: Contemporary Issues and Practices”
CMAF 4900 “Special Topics: Advertising and Culture”
CMAF 4900/CASJ-8590 “Special Topics: A Critical Approach to Branding" 
CASJ 8500 “Pro-Seminar”
CASJ 8501 “Critical Communication Theories”

Recent Graduate Supervisions

Milanis, Amanda. “Changing the Game: A Critical Media Analysis of ESPN and espnW.” Major research paper defended January 15, 2021.

O’Gorman, Brenna. “#TrippinWithTarte: The Immaterial Labour of Selling Calculated Authenticity and Glamour on Instagram.” Major research paper defended July, 2019.

Vido, Jasmine. “A Critical Investigation of Bell Let’s Talk.”  Major research paper defended January, 2019.

Milenkovic, Darko. “Native Advertising Disclosures in Journalism: An Assessment on the Accurate Reporting of Disclosure Wording in Conveying Advertising Intent.” Major research paper defended June 2018.

Forbes, Erin. “Manufacturing the Mythology of Be-Leaf: A Thematic Analysis of 2017 Playoff Coverage in the Toronto Star.” Major research paper defended December 2017. 

Farshori, Farwa.  “Social Innovation: A Promotional Tactic for the Neoliberal University or Means of Change?” Major research paper defended October 2016.

Romanko, Anne-Marie. “A Curriculum in Capitalism: EnRICHed Start as Neoliberal Financial Literacy Education.” Major research paper defended May 2016.

Al Saadi, Miram. “Beauty and the Online World: A Visual and Textual Analysis of Personal Branding and the YouTube Beauty Guru.” Major research paper defended January 2016.

Armbruster, Natalie. “The Corporate Co-optation of the ‘Natural’ Food Label: A Case Study of Maple Leaf Food's Natural Selections Line.” Major research paper defended April 2015.