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Basics of Advertising Psychology
Study Course Description
Course Description Statuss:Approved
Course Description Version:6.00
Study Course Accepted:02.02.2024 12:26:16
| Study Course Information | |||||||||
| Course Code: | SUPK_165 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Psychology; Social Psychology | Target Audience: | Psychology | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Renāte Cāne | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 8 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 16 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 24 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 3 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 6 | ||||
| Total Contact Hours | 16 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | General psychology, social psychology, introduction to sociology. | ||||||||
| 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. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Advertising as a psychological process. Interdisciplinary approach to the psychology of advertising. Socio-psychological concept of advertising. | Lectures | 1.00 | auditorium | |||||
| 2 | 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). | Lectures | 1.00 | auditorium | |||||
| 3 | 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. | Lectures | 1.00 | auditorium | |||||
| 4 | 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. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 5 | 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. | Lectures | 1.00 | auditorium | |||||
| 6 | 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. | Lectures | 1.00 | auditorium | |||||
| 7 | 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. | Lectures | 1.00 | auditorium | |||||
| Classes | 2.00 | auditorium | |||||||
| 8 | Principles of successful and effective advertising. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Advertising as a psychological process. Interdisciplinary approach to the psychology of advertising. Socio-psychological concept of advertising. | Lectures | 1.00 | auditorium | |||||
| 2 | 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). | Lectures | 0.50 | auditorium | |||||
| 3 | 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. | Lectures | 0.50 | auditorium | |||||
| 4 | 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. | Lectures | 0.50 | auditorium | |||||
| Classes | 0.50 | auditorium | |||||||
| 5 | 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. | Lectures | 1.00 | auditorium | |||||
| 6 | 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. | Lectures | 0.50 | auditorium | |||||
| 7 | 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. | Lectures | 0.50 | auditorium | |||||
| Classes | 2.00 | auditorium | |||||||
| 8 | Principles of successful and effective advertising. | Lectures | 0.50 | auditorium | |||||
| Classes | 0.50 | auditorium | |||||||
| Assessment | |||||||||
| Unaided Work: | Participation in lectures and seminars, essays / summaries, individual work – report. | ||||||||
| Assessment Criteria: | 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%. | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | As a result of completing the study course, students gain knowledge about the impact of advertising on people, its ethical and psychological aspects. | ||||||||
| Skills: | 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. | ||||||||
| Competencies: | Ability to orient in ethical and unethical advertisements, the basic principles of their creation. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| 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/ | ||||||||
