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Wednesday, March 10, 2010

UPB Associate Professor Publishes Article


BRADFORD, Pa. -- Tim Ziaukas, associate professor of public relations in the Department of Communications and the Arts at the University of Pittsburgh at Bradford, published the lead essay in the current issue of Western Pennsylvania History.

The essay, titled “Still Scary After All These Years: Mr. Yuk Nears 40,” was co-authored with Christopher McCarrick, associate professor of English at Clarion University.

“The piece is a look at the public relations and marketing campaign that the Pittsburgh Poison Center developed in the early 1970s to replace the skull-and-crossbones, the traditional symbol for poison,” Ziaukas said.

The Jolly Roger was confusing Pittsburgh kids who associated the image with the city’s ball team, The Pittsburgh Pirates. Thus, the medical and marketing professionals developed Mr. Yuk, a variation of the ubiquitous ’70s icon, the Smiley Face.

“The article is a biography of a national icon,” Ziaukas said. “As Chris and I found out, Mr. Yuk is still working and still saving kids’ lives.”

Western Pennsylvania History is published quarterly by the Senator John Heinz History Center in Pittsburgh.

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