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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_093 | LQF level: | Level 6 | ||||||
| Credit Points: | 3.33 | ECTS: | 5.00 | ||||||
| Branch of Science: | Management; Business Management | Target 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, 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) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
| Total Contact Hours | 28 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 5 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 10 | ||||
| Classes (count) | 4 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 8 | ||||
| Total Contact Hours | 18 | ||||||||
| 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. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Advertising as a psychological process. Interdisciplinary approach to advertising psychology. Social psychological concept of advertising. | Lectures | 1.00 | auditorium | |||||
| 2 | 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). | Lectures | 1.00 | auditorium | |||||
| 3 | The role and opportunities of advertising in building the image of the entity (institution, politician, etc.). Conditions and logic of creating an advertising image. | Lectures | 1.00 | auditorium | |||||
| 4 | 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. | Lectures | 1.00 | auditorium | |||||
| 5 | 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. | Lectures | 1.00 | auditorium | |||||
| 6 | 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. | Lectures | 1.00 | auditorium | |||||
| 7 | Methods for research of psychological factors of advertising. Quantitative and qualitative research in advertising psychology. The most important psychological mistakes in modern advertising. | Lectures | 1.00 | auditorium | |||||
| 8 | 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. | Lectures | 1.00 | auditorium | |||||
| 9 | Importance of psychology in advertising. Advertising as a psychological process. | Classes | 2.00 | auditorium | |||||
| 10 | The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples. | Classes | 2.00 | auditorium | |||||
| 11 | Principles of creating successful and effective advertisement. | Classes | 1.00 | auditorium | |||||
| 12 | Advertising and Ethics. | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | Advertising as a psychological process. Interdisciplinary approach to advertising psychology. Social psychological concept of advertising. | Lectures | 1.00 | auditorium | |||||
| 2 | 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). | Lectures | 1.00 | auditorium | |||||
| 3 | The role and opportunities of advertising in building the image of the entity (institution, politician, etc.). Conditions and logic of creating an advertising image. | Lectures | 1.00 | auditorium | |||||
| 4 | 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. | Lectures | 1.00 | auditorium | |||||
| 8 | 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. | Lectures | 1.00 | auditorium | |||||
| 9 | Importance of psychology in advertising. Advertising as a psychological process. | Classes | 1.00 | auditorium | |||||
| 10 | The role and opportunities of advertising in building the image of the entity. The most successful and unsuccessful examples. | Classes | 1.00 | auditorium | |||||
| 11 | Principles of creating successful and effective advertisement. | Classes | 1.00 | auditorium | |||||
| 12 | Advertising and Ethics. | Classes | 1.00 | auditorium | |||||
| 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 | |||||||||
| 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. | ||||||||
