April 30, 2010

All hail the new Mr. President

By Diane Chang

When Andrew Itsuno attended Pearl City High earlier in the decade, he had zero interest in student government. Outside the classroom, he immersed himself in wrestling and air riflery, and played chess on the state’s four-time championship team. So when Itsuno came to UH Mānoa in Fall 2006, the freshman surprised even himself by joining the Campus Center Board, which directs the primary venue for student programs and events. He climbed the leadership ladder—serving as board treasurer as a sophomore, vice president as a junior, and president through the 2009-10 academic year.

Well, 22-year-old Itsuno is stepping down from the top post on the Campus Center Board this month, but not to coast through his fifth year at the University. In fact, the double-major in political science and biology just got a whopping promotion. He has been elected president of the Associated Students of the University of Hawai‘i (ASUH), the student government body representing every full-time, classified undergraduate on the flagship Mānoa campus.

Itsuno ran a fervent campaign against two opponents, including a football player who got plenty of press and even the endorsement of a newspaper sports columnist.   He relied on strategy and passion.  “We’re all broke college students, so we really had to find creative ways to reach out,” he said.  That included waving daily with a sign bearing his name at the entrance to the Parking Structure, and buying small ads on the popular Sudoku puzzle page in Ka Leo O Hawai‘i.

But he thinks the strategy that really won him 53 percent of the vote was simple: shaking hands. Explained Itsuno, “When you see names of candidates written in chalk on the sidewalk, that doesn’t translate into a vote. But when you approach people, and stick out your hand, they shake it. And once they shake it, that connection is made and you pull them in.” Plus, it didn’t hurt that Itsuno and his supporters had set up a table on McCarthy Mall with a laptop, so students could log onto the voting website right then and there.

The Frear Hall resident advisor is already brimming with ideals and priorities. Itsuno envisions ASUH setting up a used textbook exchange, run like a swap meet; wants to make the expenditure of student fees a more transparent process; and says he will assess the effectiveness of the U-Pass free bus pass and feasibility of a possible mandatory student athletics fee. There’s a whole lot to tackle before graduation next year, after which he’ll likely apply to law school or join the Navy.

In the meantime, though, the son of Maurice and Shizue Itsuno of Pearl City is content to bask in his victory as UH Mānoa’s new Mr. President. “Being able to represent students, even with all these budget cuts, is a great opportunity,” Itsuno said. “Next year is going to be an interesting, great year for ASUH and our student body. I look forward to serving.” To keep track of what’s going on at ASUH, including Itsuno and other incoming officers and senators, see http://asuh.hawaii.edu/.

ASUH President Andrew Itsuno is congratulated by Chancellor Virginia Hinshaw.

ASUH President Andrew Itsuno is congratulated by Chancellor Virginia Hinshaw.

Diane Chang, B.A. 1979, J.D. 2012, is director of communications for the UH Mānoa campus. See http://manoa.hawaii.edu/.

April 28, 2010

An honorable mention

In the midst of end-of-semester chaos and cramming, 74 undergraduates will pause to reflect and be recognized for their induction into the Alpha of Hawai‘i Chapter of The Phi Beta Kappa Society (PBK). It is the oldest national honor society for the liberal arts and sciences.

Tomorrow, UH Mānoa Chancellor Virginia Hinshaw, an honorary PBK Alpha of Wisconsin member, will address inductees at an annual reception held in their honor to celebrate their great achievement.  To be invited to membership, students must achieve a very high cumulative grade point average, demonstrate intellectual breadth in their upper-division work, and complete at least 60 credits in residence at the UH Mānoa campus. Only about four percent of the year‘s bachelor‘s degree students are invited to membership.

The new PBK members will officially be inducted at the Chapter’s 58th annual initiation and banquet at the Ala Moana Hotel Hibiscus Ballroom on Wednesday, May 5, at 6:00 p.m.

Founded in 1776, Phi Beta Kappa is the most prestigious academic honorary society in the nation. “The Society’s ancient motto is ‘The Love of Wisdom Is the Guide of Life,’ and each year the Chapter’s new members have clearly demonstrated that love in their undergraduate academic careers. They show a wide-ranging intellectual curiosity that goes well beyond simply achieving a high grade point average,” noted Stephen Canham, UH Mānoa Chapter secretary and a professor of English.

UH Mānoa hosts the only Chapter in the state, and it is one of only 280 Chapters in the entire country. Since its chartering in 1952, the UH Mānoa Chapter has initiated over 2,600 students in majors ranging from Anthropology to Zoology. These outstanding scholars know that accepting the honor of graduating Phi Beta Kappa is one smart move.

For more information, visit http://www.english.hawaii.edu/pbk/. Come visit the UH Manoa home page at http://manoa.hawaii.edu/.

Chancellor Virginia Hinshaw addresses PBK inductees at a reception last year.

Chancellor Virginia Hinshaw addresses PBK inductees at a reception last year.

PBK candidates are sworn in, using the language of the 1771 PBK ritual, at the 2008 induction ceremony at the Ala Moana Hotel.

PBK candidates are sworn in, using the language of the 1771 PBK ritual, at the 2008 induction ceremony at the Ala Moana Hotel.

April 26, 2010

Music to our ears

What do teens from Kahuku, Farrington, Kapolei and Campbell high schools have in common with six Ethnomusicology graduate students?  Thanks to a mutual love for music, they all thoroughly enjoyed this semester’s outreach presentations, courtesy of UH Mānoa.

For two days this Spring, Ri Choi, Bernard Ellorin, Yuan Yu Kwan, Nancy Marsden, Chad Pang and Sean Texeira ventured into the four O‘ahu high schools to share cultural music with more than 400 appreciative teens.  The project was part of Professor Jane Moulin’s challenge to Ethnomusicology Forum students to discover how education and skills could benefit a sector of the larger community. “They were rock stars!” marveled Moulin, who oversaw the project.  “I thought we might encounter reluctance because we were dealing with teenagers.  But our UH Mānoa students sold it, and the high school students responded beautifully.”

It was quite a learning experience for the college students as well.  It taught them how to apply for grant money, maneuver through the state procurement system to pay for expenses like renting a van and printing educational brochures, and how to obtain permission from each high school to change the curriculum for a day. Then, on the actual visits to the public high schools, musical instruments and activities from Korea, the Philippines, Taiwan and Japan were brought to the campuses, with teens attending a ten-minute, hands-on introduction to music from each culture before rotating to the next station.

It all led to more awareness, too. Asked one incredulous high school student: “You mean, we can take classes like this at UH Mānoa?!”  Absolutely.  Undergraduates can enroll in world music classes ranging from Japanese gagaku that was originally performed for Japan’s Imperial Court, to beloved Hawaiian hula and chant, to the Indonesian gamelan, whose ensemble performances draw crowds to Orvis Hall on Dole Street.

The project was so successful that the empowered students are seeking additional funding to visit more schools on O‘ahu and even the neighbor islands.  For more information on how to make beautiful music at UH Manoa, and earn college credits at the same time, see http://www.hawaii.edu/uhmmusic/. Visit our home page at http://manoa.hawaii.edu/.

Ethnomusicology graduate student Ri Choi teaches the rhythmic patterns of Korean janggu drumming at Farrington High.

Ethnomusicology graduate student Ri Choi teaches the rhythmic patterns of Korean janggu drumming at Farrington High.

Bernard Ellorin, a PhD student in Ethnomusicology, shares kulingtang music of the Philippines with a Farrington music class.  Hands-on participation was an important part of the outreach activity.

Bernard Ellorin, a PhD student in Ethnomusicology, shares kulingtang music of the Philippines with a Farrington music class. Hands-on participation was an important part of the outreach activity.

April 23, 2010

A whole lot of greening going on

Filed under: Uncategorized — Tags: , , , — campustalk @ 2:15 pm

UH Mānoa is constantly striving to be a leader in sustainability, so we celebrate Earth Day in a big way. Yesterday, the campus community went all out to showcase a multitude of green and clean efforts to preserve this precious planet, starting with our 320-acre home at the entrance to Mānoa Valley.

Earlier in the morning, student volunteers from our Mānoa Makeover team landscaped and beautified the area near the Varsity Gate entryway leading to the Stan Sheriff Center. A small army of Rainbow Warriors planted shrubs and groundcover, and communed with the earth, before heading off to classes with only a smudge of dirt on their light-green Mānoa Makeover T-shirts.

Later that morning and on until sunset, the third annual Sustainability Festival welcomed Earth Day with over 100 eco-savvy students, groups, merchants, nonprofits, businesses and organizations leading the charge. They staffed tents on Krauss Hall’s sprawling lawn and along tree-lined McCarthy Mall—drawing throngs to a massive recycling drive, a stage with live entertainment, delicious plate lunches, and folks selling products and plants for a good cause.

For ways we’re keeping UH Mānoa green, clean and lean, in these tight budgetary times, see the SustainableUH website at http://sustainable.hawaii.edu, the Malama Honua website at http://manoa.hawaii.edu/chancellor/sustainability/, and our home page at http://manoa.hawaii.edu.

Mānoa Makeover volunteers do some weeding along the Varsity Gate entryway to campus.

Mānoa Makeover volunteers do some weeding along the Varsity Gate entryway to campus.

Landscaping manager Roxanne Adams poses with thousands of pounds of electronic waste collected by Pacific Corporate Solutions, which will ship it to California for recycling.

Landscaping manager Roxanne Adams poses with thousands of pounds of electronic waste collected by Pacific Corporate Solutions, which will ship it to California for recycling.

Student members of the Ecology Club, from left, Taylor Marsh, Damian McPherson, John Salem and Charles Asselbaye sold plants donated by local nurseries.

Student members of the Ecology Club, from left, Taylor Marsh, Damian McPherson, John Salem and Charles Asselbaye sold plants donated by local nurseries.

Volunteers Kim and Pete Moraski dispense information about the Sea Grant program’s Reef Watch Waikīkī.

Volunteers Kim and Pete Moraski dispense information about the Sea Grant program’s Reef Watch Waikīkī.

Reid Igawa and Jill Honda of the UH Bookstore gave out tasty samples of Kulanui products, developed by College of Tropical Agriculture and Human Resources students.

Reid Igawa and Jill Honda of the UH Bookstore gave out tasty samples of Kulanui products, developed by College of Tropical Agriculture and Human Resources students.

Sustainable and Organic Farm Training students sold products straight from the Student Farm. From left, Josh Neipp holds a box of organic herbs, Jeana Cadby displays a harvest of eggplant, and Gabriel Sachter-Smith offers up a packet of worm compost.

Sustainable and Organic Farm Training students sold products straight from the Student Farm. From left, Josh Neipp holds a box of organic herbs, Jeana Cadby displays a harvest of eggplant, and Gabriel Sachter-Smith offers up a packet of worm compost.

Brown today, green tomorrow, at UH Mānoa.

Brown today, green tomorrow, at UH Mānoa.

April 21, 2010

The walls were talking

If you were anywhere on the UH Mānoa campus a few weeks ago, you probably witnessed a diverse art revolution taking place.  Think classic mural art joining forces with hip-hop street art, and what you get is an exploratory cultural symposium called “If These Walls Could Talk.” Art aficionados and amateurs came together to discuss and disseminate art, language and culture of these seemingly divergent genres of muralism. ”To me, culture used to mean traditions, customs, religion and food. But after seeing how both artists work, I realized that culture is what we make it,” noted a student participant.

If interactive workshops weren’t your forte, there were tons of other art-related events, such as a walking art tour of the Mānoa campus, and Spanish and bilingual lectures on the culture of painting and the different styles of muralism.

In the crowning event of the week, Dr. Josep Minguell, world-renowned fresco mu­ralist from Barcelona, and Refa One, legendary San Francisco Bay area aerosol artist, painted murals in Building 6, next to the Campus Center, paying tribute to the cultural and historic value of the University’s original printing press. Both Minguell and Refa One donated their paintings to UH Mānoa – one to the Spanish Department and the other to the Board of Publications.

“In bringing these two accomplished artists to Honolulu, I wanted to make them accessible to the students and vice versa. For true communication to occur, the students and artists had to spend time getting to know one another,” remarked Spanish Assistant Professor Arantxa Ascunce. “This constant, personal contact, greatly impacted and influenced their final works. Both artists have left UH Mānoa with a legacy of this cultural experiment.”

“If These Walls Could Talk” was a joint effort between UH Mānoa’s Spanish, Latin American and Iberian Studies, Art and Art History, and Religion departments.

Amongst the week’s events, Refa One led a street writing workshop where participants learned a hip-hop style street calligraphy technique, a style of writing that is associated with the aerosol art movement.

Amongst the week’s events, Refa One led a street writing workshop where participants learned a hip-hop style street calligraphy technique, a style of writing that is associated with the aerosol art movement.

"Cookie Face" lettering design by one of Refa One's workshop participants.

"Cookie Face" lettering design by one of Refa One's workshop participants.

Dr. Josep Minguell on a tour of the Manoa campus.

Dr. Josep Minguell on a tour of the Manoa campus.

Before creating their murals, Minguell and Refa One communicate and collaborate on their design.

Before creating their murals, Minguell and Refa One communicate and collaborate on their design.

Aerosol paint from Spain used by Refa One to create his mural.

Aerosol paint from Spain used by Refa One to create his mural.

Minguell used organic pigments for his mural.

Minguell used organic pigments for his mural.

Minguell and Refa One hard at work creating their diverse works of art.

Minguell and Refa One hard at work creating their diverse works of art.

The sons of fresco muralists: Minguell & UH Mānoa religion professor John Charlot stand in front of Minguell’s mural, which was unveiled at a cultural fiesta on April 9.

The sons of fresco muralists: Minguell & UH Mānoa religion professor John Charlot stand in front of Minguell’s mural, which was unveiled at a cultural fiesta on April 9.

Refa One’s completed mural.

Refa One’s completed mural.

Visit: http://www.manoa.hawaii.edu.

April 19, 2010

Project runway, UH Manoa style

UH Mānoa senior Ronald “Johnny” Lombardi changed his major three times before finding his calling and flair for fashion merchandising. And it’s clear to everyone who knows him: Fashion is his life. He even follows a ritual of having a videotaped fashion show like “Givenchy” or “Alexander McQueen” playing on his TV as he gets ready every morning.

This semester, Lombardi is putting his skills and passion for fashion to the test as director of the annual Spring semester show for fashion merchandising majors, sponsored by the College of Tropical Agriculture and Human Resources. Yes, if you’re a fashion major at the UH Mānoa campus, you technically belong to the College of Tropical Ag, go figure.

Most of the designers in the fashion show are seniors, who this year are Jennifer Fukino, Lornnie Louie, Eri Takebayashi, Ayumi Miyano, Kristen Nagamine and Reva Canali.  They have been designing outfits specifically for the show since last fall.  Designs of nine juniors also will be featured in the show.

This year’s show theme, “Kumulipo,” is a story of creation in Hawaiian, and is reflected in outfits like Louie’s collection, “A.D.” Her sculpture piece utilizes an ancient Chinese silk fabric that was dyed naturally with charcoal and mud, and buried for several years. Cost for the fabric alone: $100. Cha-ching! (Students are responsible for paying for their own fabric and sewing notions.) Louie was thrilled to get her very rare fabric, because a professor who happened to be in China was able to bring it back for her. “It’s always fun to see what the students create,” said design lecturer Cynthia Tsark. “Every year, the seniors come up with different designs and this year is no different.”

The annual fashion show is a hands-on introductory experience allowing students to get a glimpse into the world of fashion. In addition to the designers, other fashion merchandising majors handle production duties like logistics, lighting, securing the models, and fundraising.

The site for this year’s event is Honolulu Hale, which houses the offices of the Mayor of the City and County of Honolulu and his administration. It will be the first time that the show is being held in an outdoor venue, and that guests will sit on chairs lining the catwalk, rather than at tables while grazing on lunch. “I really wanted to capture the essence of how fashion shows are done in New York and Paris,” said Lombardi, a 2005 graduate of Waiakea High on the Big Island who hopes to move to one of those two elite fashion cities after graduation.

Tickets are available for the April 25 event ($40-VIP, preferred seating and gift bag; $27-general admission; and student-$20) and, with about 500 attendees expected, it’s a testament to the program’s quality and popularity.  For ticket info, email uhpromotions10@gmail.com.  For info on the fashion program at the College of Tropical Ag, see www.ctahr.hawaii.edu/.  And for more on the UH Mānoa campus, where things are more than just “sew-sew,” see http://manoa.hawaii.edu/.

Fashion merchandising major Johnny Lombardi, who is serving as director of the student fashion show on April 25, works on last-minute details.

Fashion merchandising major Johnny Lombardi, who is serving as director of the student fashion show on April 25, works on last-minute details.

Senior designer Ayumi Miyano’s “Double” collection is inspired by the cabaret “Moulin Rouge.”

Senior designer Ayumi Miyano’s “Double” collection is inspired by the cabaret “Moulin Rouge.”

Senior designer Lorrnie Louie works with an ancient Chinese silk fabric dyed naturally with charcoal and mud.

Senior designer Lorrnie Louie works with an ancient Chinese silk fabric dyed naturally with charcoal and mud.

April 16, 2010

Extra, extra, read all about it!

Filed under: Uncategorized — Tags: , — campustalk @ 2:12 pm

This is hot off the presses: UH Mānoa has the best school newspaper in the state, according to the Hawai‘i Publishers Association. Ka Leo O Hawai‘i took first-place 2010 Pa‘i honors, followed by second-place winner Ka ‘Ohana at Windward Community College, and third-place victor Kap‘io at Kapi‘olani Community College. That’s a clean sweep for the University of Hawai‘i system, beating out all other private local universities with student newspapers.

Said the judges about Ka Leo: “Clean, crisp and consistent design; solid reporting and writing; broad coverage across a wide range of student, faculty and community interests. This is an excellent college newspaper that goes out of its way to cover the ins and outs of the university, as well as the eclectic interests of its faculty and students. Nice work!”

Gratified by the accolades is Ka Leo editor-in-chief Mark Brislin, a senior who will be graduating in May with a B.A. in communications (journalism). About his 20-member staff, which produces the paper three times a week, he notes, “We’d be disappointed if we didn’t win, because we are the flagship campus in the UH system.” Jay Hartwell serves as editorial advisor.

The news crew, advertising staff and advisor have a lot to be proud of. Ka Leo is a popular read not only for students, but for many others on the UH Mānoa campus and even beyond, thanks to its Web site. Take its April 14 issue: The front-page article spotlights the three undergraduates running for president of the Associated Students of the University of Hawai‘i. The editorial page has a commentary piece on the need for student mobilization against continued budget cuts and their devastating impact on higher education. And there are lengthy sports features on the Rainbow Wahine water polo team and tennis player Natasha Zorec.

See http://www.kaleo.org/ for the latest issue of the best school newspaper in Hawai‘i. It informs the campus whose home page is at http://manoa.hawaii.edu/.

Ka Leo O Hawai‘i editor Mark Brislin, seated and holding the 2010 Pa‘i Award plaque for “Best School Newspaper,” with (from left) comics editor and next year’s editor-in-chief Will Caron, managing editor Ty Tanji, design editor Sarah Wright, photo editor Brian Tseng and page designer Kaori Saitoh.

Ka Leo O Hawai‘i editor Mark Brislin, seated and holding the 2010 Pa‘i Award plaque for “Best School Newspaper,” with (from left) comics editor and next year’s editor-in-chief Will Caron, managing editor Ty Tanji, design editor Sarah Wright, photo editor Brian Tseng and page designer Kaori Saitoh.

Page designer Kaori Saitoh works on a page layout.

Page designer Kaori Saitoh works on a page layout.

April 14, 2010

April 21 talk will be quite a draw

Filed under: Uncategorized — Tags: , , , — campustalk @ 2:12 pm

The name Francis Ching may not mean much to the average Joe.  But, to students and professionals in design and architecture, his reputation is synonymous with the words celebrated and influential.  Ching is internationally recognized as a master in an era of freehand design communication.  He is also a best-selling author of books on architectural and design graphics who continues to shape the visual language of all fields of design.

Francis Ching

Francis Ching

So it’s an honor that, as part of Architecture Month in Hawai‘i, the University of Washington professor emeritus will share his perspectives on the relationship between traditional and modern digital methods of drawing and design.  The free public lecture from 6:00 to 7:30 p.m. on Wednesday, April 21, at the School of Architecture auditorium is titled, “Seeing, Thinking, Drawing,” and is part of the UH Mānoa School of Architecture’s Spring 2010 lecture series.  He will also teach a sketching workshop, organized by AIA Honolulu, on Saturday, April 24, at the Academy of Art Center at Linekona and the Honolulu Academy of Arts.

Ching’s rise from working architect to best-selling author and industry icon came when he joined the faculty at Ohio University in 1972 to teach drawing.  To support his lectures on architectural graphics, Ching hand-drew and hand-lettered his lecture notes, which were first published in 1974.  He went on to produce some of the best and most widely used architectural texts, with his works translated into over sixteen languages and regarded as classics for their graphic presentations.  Ching’s lettering has even been adopted by Adobe in its Tekton font family.

Francis Ching sketch, “Portico of Octavia (Portico di Ottavia), Rome

Francis Ching sketch, “Portico of Octavia (Portico di Ottavia), Rome

After 35 years of teaching, Ching retired in 2006, and recently returned from teaching a semester in Rome, Italy.  UH Mānoa School of Architecture Professor Leighton Liu reflects back on first meeting Ching: “It was in 1980 at a teachers’ seminar at the Cranbrook Academy of Arts in Bloomfield Hills, Michigan.  It seemed a bit ironic that I had to travel all the way there to meet a fellow ‘local boy’ from Hawaii who also happened to be teaching architecture.  Since that time, we have reconnected on several occasions.”

Liu said he has always marveled at Ching’s incredible modesty despite his enormous talent and considerable fame.  “I am very pleased that Frank is coming back to Hawaii to both speak and lead some sketching workshops,” says Liu. “More people, especially students, need to be exposed to his visual acuity and incredible drawing ability.”  For more information on Ching’s public lecture at UH Mānoa, contact Gwen Palagi at (808) 956-0488, or see the item on the UH Mānoa rotating picture gallery at the top of  http://www.manoa.hawaii.edu.

Francis Ching sketch, “Spanish Steps, Rome, Italy”

Francis Ching sketch, “Spanish Steps, Rome, Italy”

April 12, 2010

Keeping it clean and green

Filed under: Uncategorized — Tags: , , — campustalk @ 2:11 pm

So you’ve seen those smiling students wearing bright neon green T-shirts as they’re sprucing up the campus, or received email announcements about something called a Mānoa Makeover. Don’t just stand on the sidelines. Join a growing group of volunteers who are helping to make historic UH Mānoa shine!

The Mānoa Makeover initiative is part of Chancellor Virginia Hinshaw’s ongoing efforts to help beautify the 320 acres of this verdant university. Student groups, faculty and staff, and members of the community are invited to participate in various volunteer projects held throughout the year. Whether it’s picking up litter, repainting old buildings, removing graffiti, or planting native plants and trees, the Mānoa Makeover Team continues to make noticeable improvements around campus. The team has also joined forces with community partners on a number of events to clean up surrounding neighborhoods.

Since the first Mānoa Makeover event was held in March 2008, hundreds of volunteers have donated their time to give back to their campus and community. Are you ready to get involved and make a positive impact? The Mānoa Makeover Team is always looking for some hard-working volunteers! Join them at either of the following upcoming events.

Totally Against Graffiti (T.A.G.)
Date: Saturday, April 17, 2010
Time: 8 a.m. to noon
Location: Meet at Prince Kuhio School at 8 a.m. (2759 S. King St.).
What: Join the T.A.G. Team and clean up graffiti in the University, and lower Kaimuki, Moiliili and McCully areas. Painting supplies and refreshments will be provided.
Contact: Marilyn at 944-4656 or marinhi@aol.com  

Earth Day Manoa Makeover
Date: Thursday, April 22, 2010
Time: 8 to 11 a.m.
Location: Meet at the Varsity Gate entryway outside of Stan Sheriff Center (near Duke Kahanamoku Pool).
What: Join the Manoa Makeover Team and support your campus by mulching and planting palms, shrubs and groundcover. The project will help improve walkways and bicycle lanes in the area. Supplies and light refreshments will be provided.
Contact: Roxanne Adams at 956-4023 or adamsrox@hawaii.edu  

Not only do volunteers enjoy a rewarding, earth-friendly experience, they will each receive a stylish neon green Mānoa Makeover T-shirt (while supplies last).  Send an email to makeover@hawaii.edu  with your shirt size and to sign up for the mailing list.

To learn more about Manoa Makeovers, or to organize your one of your own on the UH Mānoa campus, go to http://manoa.hawaii.edu/chancellor/makeover.html. In the meantime, check out our video:

April 9, 2010

A professorial take on Tiger

Filed under: Uncategorized — Tags: , , — campustalk @ 2:10 pm

The biggest story in the news this week is the return of Tiger Woods to golf, namely at the Masters.  So, when the New York Post needed a university professor to critique Nike’s latest TV commercial featuring Woods, its reporter made a telephone call not only across the nation but across the Pacific to UH Mānoa.  Sharing his opinion was Dana Alden, a renowned expert on global branding and a professor at the Shidler College of Business.

According to the Post article, “Dana Alden, who teaches marketing at the University of Hawaii, says the ad might be just too weird. ‘There are more traditional ways of mending a public perception than this,’ he said. ‘It’s confusing. I don’t know if people will automatically know that’s his dad talking. I think they run the risk of viewers coming away confused or making their own interpretation of what the message is.’”

Alden is the only U.S. professor quoted in the article—in a newspaper with a daily circulation of 725,000!  See the commercial, which features a non-speaking Tiger and the voice of his late father, at http://www.youtube.com/watch?v=5NTRvlrP2NU&feature=topvideos.

Now let’s all wait for the “Saturday Night Live” parody.

For more information on the Shidler College of Business, see http://shidler.hawaii.edu/. For more information on UH Mānoa, see http://manoa.hawaii.edu/.

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