Having worked previously for an advertising agency I joined the BA (Hons) Advertising degree soon after its validation over a decade ago.  I have developed and taught across a wide range of undergraduate modules on this programme and taught at masters level and supervised to PhD. My research and teaching focus on advertising practice, promotional culture and consumer behaviour.  I am also interested in the experiential dimension of temporality and how it is informed by traditional and new media.  At present I am the Leader in Student Experience for ADI.

Leader in Student Experience, School of Arts and Digital Industries.

My teaching and research centres on advertising practice, promotional culture and consumer behaviour.  I am also interested in the ways in which we negotiate and articulate the experiential dimension of temporality, especially as informed by our engagment with traditional and new media.

• Advertising (BA)
• Psychosocial Studies (BA)

• CC1703 Understanding Producers & Consumers;
• CC2701 The Practice of Advertising;
• PS2207 Consumption & Consumer Behaviour;
• CC2703 Photography & Promotional Culture;
• CC3000 Undergraduate Dissertation;
• CC3701 Advanced Consumer Studies

• H.Powell (2012) Promotion and Convergence: Markets, Methods, Media.  London: Routledge. (Forthcoming/September)

• H.Powell (2012) Stop the Clocks! Time, Cinema and the Narrative. London: I.B.Tauris.  (Forthcoming/February)

• H.Powell & C.Yoon (2011) ‘Older Consumers and Celebrity Advertising’, Ageing and Society. (Forthcoming)

• H.Powell (2011) ‘The Affect of Looking Backwards: An analysis of the emotional labour of advertising in times of recession’, Free Associations: Psychoanalysis and Culture, Media, Groups, Politics, 62. (accessed at: freeassociations.org.uk)

• H. Powell and S. Prasad (2010) ‘As Seen on TV: Celebrity Expert as Lifestyle Advisor’, Cultural Politics, Vol 6 (1), pp. 111-124.

• H. Powell (2009) ‘Count the beats of your heart not the fingers on your hand.  How effective is emotional branding?’ in S. Day Sclater (ed.) Emotion: New Psychosocial Perspectives.  Basingstoke:  Palgrave.

• H. Powell, I. Macrury, J. Hardy  and S. Hawkin (eds.) (2009) The Advertising Handbook (third edition). London: Routledge.

• H. Powell (2009) ‘Time, television and the decline of DIY’, Home Cultures, Vol. 6 (1), pp. 89-107

• H. Powell and S. Prasad (2007) ‘Life Swap’ in Dana Heller (ed.), Reading Makeover Television: realities remodelled.  London: I.B. Taurus. 

Managing Editor, Free Associations journal (February 2011 to date)

Co-Chair, UEL FHEA Assessment Panel (2011/12)

Member of UEL Academic Board, Elected Teaching Representative,  (September 2009 to date)

External Examiner, UWIC, BA Media & Visual Cultures (Sept. 2008 to date) 

Member of EACA (European Association of Communications Agencies)

H.Powell (2011) ‘The Affect of Looking Backwards: An analysis of the emotional labour of advertising in times of recession’, Free Associations: Psychoanalysis and Culture, Media, Groups, Politics, 62. (accessed at: freeassociations.org.uk)

ABSTRACT: This paper examines the work of advertising in the context of what has been termed an increasingly therapeutic popular culture. In particular it focuses attention upon specific creative strategies adopted during the recent economic recession. Drawing upon Freud’s ‘Mourning and Melancholia’ (1917) the paper explores how advertising creatives mobilise ‘the lost object’, carefully managing its associated meanings. Through the appropriation of nostalgia via narrative, montage and parody three advertisements for Hovis, Virgin Atlantic and Citroën are examined to explore the ways in which brands seek to insert themselves into history with a view to performing their own emotional labour.

 H. Powell (2009) ‘Time, television and the decline of DIY’, Home Cultures, Vol. 6 (1), pp. 89-107

ABSTRACT: Whilst it can be argued that home improvements are cyclical and largely informed by the “wealth effect” as a function of the state of the housing market, this article turns its attention to homeowners and their participation in such activities. In particular it provides evidence of a progressive decline across the last decade in do-it-yourself (DIY) activity independent of fluctuations in house prices. Through an examination of the concept of “time compression” the choice and selection of leisure activities, of which DIY was once a considered option, is identified as subject to heightened competition, with preference given to those that supply an immediate sense of gratification. As a consequence of this, the “cash-rich time-poor” increasingly turn to tradesmen to realize their visions of domestic transformation, more interested in outcome than process; acceptability over authenticity. Furthermore, such changes in the temporal register also inform the search for and production of innovative television program formats that seek both to inspire and entertain. Consequently, this article argues, such programs deny the possibility of knowledge transfer for those still wishing to engage in DIY and subsequently force homeowners into being consumers rather than producers of their own material worlds.

http://freeassociations.org.uk/journal/index.php/fapcmgp

http://www.eaca.be/