Veidlapa Nr. M-3 (8)
Study Course Description
Psychological and Ethical Aspects of Advertising
Course Code
SZF_227
Branch of Science
Economics and Business
ECTS
3.00
Target Audience
Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time
Study Course Implementer
Course Supervisor
Renāte Cāne
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Kuldīgas street 9c, Rīga, szf@rsu.lv
About Study Course
Objective
To develop students’ understanding of the role of psychology in advertising, the possible effects that advertising can have on entrepreneurship, taking into account the specifics of human perception, social and business culture, socialisation, etc., the psychological effects and motives that enhance the efficiency of creating and distributing advertisements, and the accountability of advertisers and advertisement creators to society.
Preliminary Knowledge
Knowledge of marketing communication methods, advertising management.
Learning Outcomes
Knowledge
1.The student is knowledgeable about the psychological and ethical aspects of advertising, understands the relationship between people’s perception, motivation and behaviour in advertising, and is aware of the impact of advertising on society, culture and the business environment.
Skills
1.The student is able to analyse and critically evaluate the content of advertising and communication techniques, identify the means of psychological exposure used therein, as well as reasonably justify the effectiveness of advertising and compliance with ethical principles.
Competences
1.The student is able to apply the acquired knowledge independently and responsibly in the development and evaluation of advertising, taking into account the public interest, cultural context and principles of professional ethics.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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Analysis of literature; performance of home tasks; case studies, analysis and preparation of presentations for seminars. |
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2.
Completion of the course evaluation questionnaire |
-
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-
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In order to evaluate the quality of the study course, at the end of the course the student must complete the study course assessment questionnaire on the student Portal. It is anonymous and its results become available to the lecturer in aggregate form only at the beginning of the next semester, so there is no way to influence the student’s assessments during the course. |
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Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Product-specific themes and aspects of their activation (e.g. use of fear factor in advertising). |
10.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
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|
2.
The role and opportunities of advertising in shaping the image of a company (institution, politician, etc.). Conditions and logic for creating an ad image. |
10.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
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|
3.
Semiotic analysis of ads (Analysis of Latvian environmental advertisements according to the semiotic analysis methodology of A. A. Berger’s advertisements). |
10.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
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|
4.
Principles for creating successful and effective ads (from a psychological point of view) by looking at factors such as advertising text (its content, form, expression style, etc.), advertising composition (storytelling, visual), color selection, cha |
10.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
||
|
5.
“Dangerous” topics in an ad (examples). |
10.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
||
|
6.
The responsibility of advertising and “advertisers” in front of the public – should there be one? Or does the goal define everything? How much can one afford to have unethical in advertising? |
5.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
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|
7.
Plagiarism as an ethics category in advertising. |
5.00% from total grade
|
10 points
|
|
Research and analysis of practical situations, presentation thereof. Identification of problem situations. Discussion. |
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|
8.
Written examination regarding the substance of the study course |
40.00% from total grade
|
10 points
|
|
The student answers two questions during the exam. Structure of the written answer: theory on each question, practical examples on each question. |
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
|
Topics
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Introduction to the study course (information regarding the content and requirements of the course, the work to be performed in the study course). Psychology, its meaning, manifestations and motives in advertising. Cognition as an essential concept in advertising psychology.
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-
Lecture
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Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Motivation building principles in advertising. The rational and emotional motives. Intonic zones in ads - the specifics of comfort, neutral, discomfort, how they are used.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Product-specific themes and aspects of their activation (e.g. use of fear factor in advertising).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Intonic zones in ads - the specifics of comfort, neutral, discomfort, how they are used.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Use of emotion and (SA) feelings in advertisements. The positive and negative emotions most commonly used in advertising. A combination of feeling and emotion.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
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On site
|
Study room
|
2
|
Topics
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The role and opportunities of advertising in building the image of the entity (institution, politician, etc.).
Conditions and logic of creating an advertising image.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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The concept of semiotics. The chief semiotics theorists (R. Bart, C.J. Pierce, F. de Saussure), the connection of their findings to advertising.
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-
Lecture
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Modality
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Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
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Topics
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A sign as a basic concept in semiotics. Types of signs (icons, indexes, symbols), their characteristics and usage characteristics in advertising. Mr Jung’s use of archetype theory in advertising.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Semiotic analysis of ads (Analysis of Latvian environmental advertisements according to the semiotic analysis methodology of A. A. Berger’s advertisements).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Colour psychology in advertising. Visuality, typefaces and composition as factors of psychological influence in advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Principles for creating successful and effective ads (from a psychological point of view) by looking at factors such as advertising text (its content, form, expression style, etc.), advertising composition (storytelling, visual), color selection, character selection, etc. (with examples).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The concept of ethics. Ethics in advertising and advertising. Principles of ethical, fair-minded and socially responsible advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
“Dangerous” topics in an ad (examples).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
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Advertising legislation and codes of conduct - international and Latvian practice.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
The responsibility of advertising and “advertisers” in front of the public – should there be one? Or does the goal define everything? How much can one afford to have unethical in advertising?
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
|
Plagiarism as an ethics category in advertising.
|
-
Test
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Study room
|
2
|
Topics
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Exam
|
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Shimp, T. A., Andrews, J. C. (2018). Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Mason, OH: Cengage, 752 p.
2.
Moriarty S., Mitchell N., Wells W. (2019). Advertising & IMC. Principles and Practice. Prentice Hall, 686 p.
3.
Kelley, L. D., Jugenheimer, D. W. (2023). Advertising account planning: planning and managing an IMC campaign. 3rd Edition. New York: M.E. Sharpe, 252 p.
4.
Tangeits M. (2011). Reklāmzeme. Pasaules reklāmas vēsture. Rīga: Jāņa Rozes apgāds, 280 lpp. (akceptējams izdevums)
5.
Berger A. A. (2013). Dictionary of Advertising and Marketing Concepts. California: Left Coast Press, 143 p. (akceptējams izdevums)
6.
Epura M., Eisenstat E., Dinu C. (2014). Semiotics and persuasion in marketing communication. Linguistic and philosophical investigation. Addleton Academic Publishers, vol. 13 (akceptējams izdevums)
7.
Lester P. M. (2013). Visual Communication: Images with Messages. Boston: Cengage Learning, 448 p. (akceptējams izdevums)
Additional Reading
1.
Lasmane S. (2012). Komunikācijas ētika. Rīga: LU akadēmiskais apgāds, 304 lpp.
2.
Jakštiene S., Susniene D., Narbutas V. (2008). The Psychological Impact of Advertising on the Customer Behavior.
3.
Eighmey J. Blog Psychology of Advertising.
4.
Safko L. (2010). The social media bible. Tactic, tools and strategies for business success. John Wiley & Sons, 794 p.
5.
Ciotti G. (2013). The Psychology of Color in Marketing and Branding.