Veidlapa Nr. M-3 (8)
Study Course Description
Psychological and Ethical Aspects of Advertising
Course Code
SZF_093
Branch of Science
-
ECTS
5.00
Target Audience
Marketing and Advertising
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 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.After completing the study course, students acquire knowledge about the influence of advertising on people, about its ethical and psychological aspects.
Skills
1.After completing the study course, students will be able to evaluate whether a particular advertisement complies with the principles of professional ethics and to what extent it will have a psychological effect on the society.
Competences
1.Ability to plan and organise advertising research.
Assessment
Individual work
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
Individual work |
-
|
-
|
|
Participation in lectures and seminars, essays/summaries, individual work – a report.
In order to evaluate the quality of the study course as a whole, the student must fill out the study course evaluation questionnaire on the Student Portal.
|
||
Examination
|
Title
|
% from total grade
|
Grade
|
|---|---|---|
|
1.
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 seminars (students confirm with their signature that they have participated in the seminar) and completed assignments (group work presentations) – 15%;
3) eight essays/ summaries (3 to 4 pages on each topic, not including the title page and table of contents (if any), as well as the list of bibliography) – 15%;
4) individual report (8 – 10 pages, not including title page, table of contents, bibliography, appendices, A4 format, Wp 12, Times New Roman, 1.5 line spacing, 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 advertising psychology. Social 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 the management of human (consumer) needs.
Influencing target audience decision-making process through advertising.
Principles of motivation in advertising. Rational and emotional motives.
Product-specific motives and aspects of activation thereof (e.g., using the fear factor in advertising).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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
|
Concept of semiotics. Advertising semiotics.
The verbal and non-verbal psychological factors of advertising.
Importance of colours, typefaces, compositions, sounds in advertising.
Advertising message development principles.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Psychic processes in advertising (attention, perception, emotions, thinking, memory). Conditions of perceiving advertising.
Models for 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 the psychological effect thereof.
The concept of advertising effectiveness. Communicative effectiveness of advertising.
Development of optimum advertising communication.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Methods for research of psychological factors of advertising.
Quantitative and qualitative research in advertising psychology.
The most important psychological mistakes in modern advertising.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluff, manipulation and psychological tricks in advertising.
Concept of ethics. Ethics in advertisements and advertising. Codes of ethics in advertising.
Principles of ethical, honest and socially responsible advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Importance of psychology in advertising. Advertising as a psychological process.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Importance of psychology in advertising. Advertising as a psychological process.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Principles of creating successful and effective advertisement.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising and Ethics.
|
Total ECTS (Creditpoints):
5.00
Contact hours:
28 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 advertising psychology. Social 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 the management of human (consumer) needs.
Influencing target audience decision-making process through advertising.
Principles of motivation in advertising. Rational and emotional motives.
Product-specific motives and aspects of activation thereof (e.g., using the fear factor in advertising).
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
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
|
Concept of semiotics. Advertising semiotics.
The verbal and non-verbal psychological factors of advertising.
Importance of colours, typefaces, compositions, sounds in advertising.
Advertising message development principles.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Bluff, manipulation and psychological tricks in advertising.
Concept of ethics. Ethics in advertisements and advertising. Codes of ethics in advertising.
Principles of ethical, honest and socially responsible advertising.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Importance of psychology in advertising. Advertising as a psychological process.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Principles of creating successful and effective advertisement.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Advertising and Ethics.
|
Total ECTS (Creditpoints):
5.00
Contact hours:
18 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.
Moriarty S., Mitchell N., Wells W. (2012). Advertising & IMC. Principles and Practice. Prentice Hall, 686 p.
3.
Kelley, L. D., Jugenheimer, D. W. (2015). 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.
5.
Berger A. A. (2013). Dictionary of Advertising and Marketing Concepts. California: Left Coast Press, 143 p.
6.
Epura M., Eisenstat E., Dinu C. (2014). Semiotics and persuasion in marketing communication. Linguistic and philosophical investigation. Addleton Academic Publishers, vol. 13
7.
Lester P. M. (2013). Visual Communication: Images with Messages. Boston: Cengage Learning, 448 p.
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.