Veidlapa Nr. M-3 (8)
Study Course Description
Basics of Advertising Psychology
Course Code
SUPK_165
Branch of Science
Psychology; Social Psychology
ECTS
3.00
Target Audience
Psychology
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Renāte Cāne
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To form an understanding of the importance of psychology in advertising, of the possible effects that can be gained in business through advertising, taking into account the specifics of people's perception, the peculiarities of society and business culture, socialization, etc. aspects of psychological means and motives, the use of which enhances the effectiveness of the production and distribution of advertising, as well as the responsibility of advertisers and creators to the public.
Preliminary Knowledge
General psychology, social psychology, introduction to sociology.
Learning Outcomes
Knowledge
1.As a result of completing the study course, students gain knowledge about the impact of advertising on people, its ethical and psychological aspects.
Skills
1.As a result of completing the study course, students will be able to assess whether the specific advertisement complies with the principles of professional ethics, to what extent it will have a psychological effect on society.
Competences
1.Ability to orient in ethical and unethical advertisements, the basic principles of their creation.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Participation in lectures and seminars, essays / summaries, individual work – report.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Examination |
-
|
-
|
|
2.
Examination |
-
|
-
|
|
Accumulated grade and exam:
1) participation in lectures (students confirm with their signature that they have listened to the lecture) – 20%;
2) participation in seminar classes (students confirm with their signature that they have participated in the seminar) and performance of assigned tasks (group work presentations) – 15%;
3) eight essays / summaries (3–4 pages on each topic, excluding the title page and table of contents (if any), as well as the bibliography) – 15%;
4) individual report (8–10 pages, excluding the title page, table of contents, bibliography, annexes, A4 page size, Wp 12, Times New Roman, line spacing 1.5, field margins 3 x 2 x 2 x 2 cm) or creative project – 10%;
5) written exam – 40%.
|
||
Study Course Theme Plan
FULL-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising as a psychological process. Interdisciplinary approach to the psychology of advertising. Socio-psychological concept of advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types of human (consumer) needs. Needs management. The role of advertising in managing human (consumer) needs. Influencing the decision-making processes of the target audience with the help of advertising. Principles of motivation creation in advertising. Rational and emotional motives. Product-specific motives and aspects of their activation (e.g. use of fear factor in advertising).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role of advertising and opportunities in the formation of the company’s (institution’s, politician’s, etc.) image. Conditions and logic of creating an advertising image. Human needs management. Rational and emotional motives.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The concept of semiotics. Semiotics of advertising. Verbal and non-verbal psychological factors of advertising. The role of colours, fonts, compositions, sounds in advertising. Principles of advertising message development.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The concept of semiotics. Semiotics of advertising. Verbal and non-verbal psychological factors of advertising. The role of colours, fonts, compositions, sounds in advertising. Principles of advertising message development.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Mental processes in advertising (attention, perception, emotions, thinking, memory). Advertising perception conditions. Models of creating the psychological effect of advertising (AIDA, AIDMA, 4A's, ACCA, DAGMAR, DIBABA). Open and hidden consumer management through advertising – social and ethical factors.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Types and means of advertising, the main effects of their psychological impact. The concept of advertising effectiveness. Communicative effectiveness of advertising. Creating optimal advertising communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluffing, manipulation and psychological tricks in advertising. The concept of ethics. Ethics in advertising and advertising activities. Codes of ethics for advertising. Principles of ethical, honest and socially responsible advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluffing, manipulation and psychological tricks in advertising. The concept of ethics. Ethics in advertising and advertising activities. Codes of ethics for advertising. Principles of ethical, honest and socially responsible advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluffing, manipulation and psychological tricks in advertising. The concept of ethics. Ethics in advertising and advertising activities. Codes of ethics for advertising. Principles of ethical, honest and socially responsible advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Principles of successful and effective advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Principles of successful and effective advertising.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
24 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising as a psychological process. Interdisciplinary approach to the psychology of advertising. Socio-psychological concept of advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Mental processes in advertising (attention, perception, emotions, thinking, memory). Advertising perception conditions. Models of creating the psychological effect of advertising (AIDA, AIDMA, 4A's, ACCA, DAGMAR, DIBABA). Open and hidden consumer management through advertising – social and ethical factors.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluffing, manipulation and psychological tricks in advertising. The concept of ethics. Ethics in advertising and advertising activities. Codes of ethics for advertising. Principles of ethical, honest and socially responsible advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluffing, manipulation and psychological tricks in advertising. The concept of ethics. Ethics in advertising and advertising activities. Codes of ethics for advertising. Principles of ethical, honest and socially responsible advertising.
|
Total ECTS (Creditpoints):
3.00
Contact hours:
16 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Shimp, T. A., Andrews, J. C. (2017). Advertising, promotion and other aspects of integrated marketing communication. Mason, OH: Cengage, 752 p.
2.
Epura M., Eisenstat E., Dinu C. (2014). Semiotics and persuasion in marketing communication. Linguistic and philosophical investigation. Addleton Academic Publishers, vol. 13
3.
Lester P. M. (2013). Visual Communication: Images with Messages. Boston: Cengage Learning, 448 p.
Additional Reading
1.
Tangeits M. (2011). Reklāmzeme. Pasaules reklāmas vēsture. Rīga: Jāņa Rozes apgāds, 280 lpp.
2.
Kelley, L. D., Jugenheimer, D. W. (2015). Advertising account planning: planning and managing an IMC campaign. Third Edition. Armonk, New York: M.E. Sharpe, 252 p.
Other Information Sources
1.
Jakštiene S., Susniene D., Narbutas V. (2008). The Psychological Impact of Advertising on the Customer Behavior. Available from: http://www.ibimapublishing.com/journals/CIBIMA/volume3/v3n7…
2.
Eighmey J. Blog Psychology of Advertising. Available from: http://eighmey.blogspot.com/
3.
Ciotti G. (2013). The Psychology of Color in Marketing and Branding. Available from: http://www.helpscout.net/blog/psychology-of-color/