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Psychological and Ethical Aspects of Advertising

Study Course Description

Course Description Statuss:Approved
Course Description Version:1.00
Study Course Accepted:02.04.2024 15:23:25
Study Course Information
Course Code:SZF_093LQF level:Level 6
Credit Points:3.33ECTS:5.00
Branch of Science:Management; Business ManagementTarget Audience:Marketing and Advertising
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, szfatrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)8Lecture Length (academic hours)2Total Contact Hours of Lectures16
Classes (count)6Class Length (academic hours)2Total Contact Hours of Classes12
Total Contact Hours28
Part-Time - Semester No.1
Lectures (count)5Lecture Length (academic hours)2Total Contact Hours of Lectures10
Classes (count)4Class Length (academic hours)2Total Contact Hours of Classes8
Total Contact Hours18
Study course description
Preliminary Knowledge:
Knowledge of marketing communication methods, advertising management.
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.
Topic Layout (Full-Time)
No.TopicType of ImplementationNumberVenue
1Advertising as a psychological process. Interdisciplinary approach to advertising psychology. Social psychological concept of advertising.Lectures1.00auditorium
2Types 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).Lectures1.00auditorium
3The role and opportunities of advertising in building the image of the entity (institution, politician, etc.). Conditions and logic of creating an advertising image.Lectures1.00auditorium
4Concept 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.Lectures1.00auditorium
5Psychic 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.Lectures1.00auditorium
6Types 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.Lectures1.00auditorium
7Methods for research of psychological factors of advertising. Quantitative and qualitative research in advertising psychology. The most important psychological mistakes in modern advertising.Lectures1.00auditorium
8Bluff, 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.Lectures1.00auditorium
9Importance of psychology in advertising. Advertising as a psychological process.Classes2.00auditorium
10The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples.Classes2.00auditorium
11Principles of creating successful and effective advertisement.Classes1.00auditorium
12Advertising and Ethics.Classes1.00auditorium
Topic Layout (Part-Time)
No.TopicType of ImplementationNumberVenue
1Advertising as a psychological process. Interdisciplinary approach to advertising psychology. Social psychological concept of advertising.Lectures1.00auditorium
2Types 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).Lectures1.00auditorium
3The role and opportunities of advertising in building the image of the entity (institution, politician, etc.). Conditions and logic of creating an advertising image.Lectures1.00auditorium
4Concept 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.Lectures1.00auditorium
8Bluff, 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.Lectures1.00auditorium
9Importance of psychology in advertising. Advertising as a psychological process.Classes1.00auditorium
10The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples.Classes1.00auditorium
11Principles of creating successful and effective advertisement.Classes1.00auditorium
12Advertising and Ethics.Classes1.00auditorium
Assessment
Unaided 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.
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 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%.
Final Examination (Full-Time):Exam (Written)
Final Examination (Part-Time):Exam (Written)
Learning Outcomes
Knowledge:After completing the study course, students acquire knowledge about the influence of advertising on people, about its ethical and psychological aspects.
Skills: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.
Competencies:Ability to plan and organise advertising research.
Bibliography
No.Reference
Required Reading
1Shimp, T. A., Andrews, J. C. (2017). Advertising, promotion and other aspects of integrated marketing communication. Mason, OH: Cengage, 752 p.
2Moriarty S., Mitchell N., Wells W. (2012). Advertising & IMC. Principles and Practice. Prentice Hall, 686 p.
3Kelley, L. D., Jugenheimer, D. W. (2015). Advertising account planning: planning and managing an IMC campaign. 3rd Edition. New York: M.E. Sharpe, 252 p.
4Tangeits M. (2011). Reklāmzeme. Pasaules reklāmas vēsture. Rīga: Jāņa Rozes apgāds, 280 lpp.
5Berger A. A. (2013). Dictionary of Advertising and Marketing Concepts. California: Left Coast Press, 143 p.
6Epura M., Eisenstat E., Dinu C. (2014). Semiotics and persuasion in marketing communication. Linguistic and philosophical investigation. Addleton Academic Publishers, vol. 13
7Lester P. M. (2013). Visual Communication: Images with Messages. Boston: Cengage Learning, 448 p.
Additional Reading
1Lasmane S. (2012). Komunikācijas ētika. Rīga: LU akadēmiskais apgāds, 304 lpp.
2Jakštiene S., Susniene D., Narbutas V. (2008). The Psychological Impact of Advertising on the Customer Behavior.
3Eighmey J. Blog Psychology of Advertising.
4Safko L. (2010). The social media bible. Tactic, tools and strategies for business success. John Wiley & Sons, 794 p.
5Ciotti G. (2013). The Psychology of Color in Marketing and Branding.