STEFAN HOLT
Staff Writer
Pepperdine will be losing a familiar face soon as veteran advertising professor Dr. Kyu Chang prepares to leave the shores of Malibu for the Republic of Korea. After 15 years, Dr. Chang and his family are returning to his native country to teach at Handong Global University, an upstart Christian college.
While many students will miss his classes on the fundamentals and theories of advertising, one alumnus reflected on the professor that touched his life and his ambitions.
“He wanted to help us become successful,” said Farhad Fozounmayeh, a 1996 Seaver College graduate with a bachelor’s degree in advertising. Fozounmayeh now works for Time Magazine, developing marketing strategies. “He was the one, out of all my professors, who took an interest in me inside and outside of class.”
While Dr. Chang’s devotion toward advertising made him a great mentor, it was his experience in the ad world that made his classes come to life. Chang graduated from Korea University with a B.A. in English. After coming to the United States, he went to Michigan State University where he studied advertising and mass media.
“He had a strong background from Michigan State, plus it’s not common to find someone with a doctorate in advertising,” said broadcasting professor Dr. Donald Shores, who was chair of the Communication Division when Dr. Chang was hired.
Chang is also a member of the American Academy of Advertising, the Korea Advertising Society, and the Advertising Club of Los Angeles and was included in the 1998 Who’s Who Among America’s Teachers. Prior to teaching, he was an advertising consultant for Kia Motors Corp., helping introduce the Korean auto manufacturer into the American market.
His intense knowledge of the advertising field gave Chang a vast network of people in and around the industry.
“He really had a lot of connections,” said Fozounmayeh.
Shores recalled Chang bringing in actual clients for advertising students to devise marketing strategies for. In addition, he was a faculty advisor for AdWaves, the student-run advertising agency that serves local businesses.
Chang’s classes frequently included guest lectures from the movers and shakers in advertising. “He brought professionalism to the advertising classes that made them more real world,” said Dr. Shores. “At the same time, he had a quiet teaching style. He was energetic but respectful.”
Chang used all of his resources and experience in the classroom. “A lot of teachers teach straight from the book,” said Fozounmayeh. “Sure you learn a lot but it’s very basic. Dr. Chang brought to the table real world experience.”
Chang encouraged his students to take their ideas to regional advertising competitions. “I think he was instrumental in making Pepperdine a strong candidate against other university’s advertisement programs,” Fozounmayeh said.
Fozounmayeh spoke highly of the frequent field trips that Dr. Chang would take his classes on to expose students to the real world of advertising. “He took advantage of what L.A. had to offer,” he recalls. On one of those trips, Fozounmayeh brought along a résumé and through the help of Dr. Chang, managed to take an internship position at Chiat/Day, a well-respected national advertising firm. “ From that internship, I got a full time working job,” said Fozounmayeh.
As exciting an opportunity it is for Dr. Chang to be going back to Korea to teach about his passion in life, many will miss his presence here at Pepperdine. “I’m sorry to see a colleague leave but I’m happy at the same time because I think he was torn between the United States and going home,” said Dr. Shores. According to Shores, the Communication Division is in the process of finding a replacement.
While the moment is bittersweet, Dr. Chang always stays connected. “ I still talk to him today,” says Fozounmayeh. “It just shows the passion he has for his students and for advertising.”
Kyu Y. Chang, Ph.D.
Professor/ School of Communication Arts and Science
Handong Global University
3 Namsong Ri, HeungHae Eub, Pohang Si
Korea
E-mail: kyuchang@handong.edu
05-12-2006