Psychology of Advertising
Course code
old course code
Course title in Estonian
Course title in English
Psychology of Advertising
ECTS credits
Assessment form
lecturer of 2022/2023 Autumn semester
lecturer not assigned
lecturer of 2022/2023 Spring semester
lecturer not assigned
Course aims
Develop the knowledge of the main principles of psychology of advertising and create the preconditions for acquiring theories of advertising.
Give an idea of the options of applying psychology as a science in advertising, propaganda representing.
Support the acquisition of experience in analysis and evaluation of advertising and advertisements.
Brief description of the course
The concept of psychology of advertising, advertising as communication, the principles of psychology of advertising, the golden rules of psychology of advertising, positioning and developing a brand product, advertising as a process, attitudes and emotional states as the regulators of advertising’s effect, perception of advertisement, remembering an advertisement, making decisions and conclusions in reception of an advertisement, the role of imagination in reception of an advertisement, ethics and censorship in advertising, problems of practical advertising.
Learning outcomes in the course
Upon completing the course the student:
- knows the basic theories in advertisement;
- knows the overview of psychology of advertising and different possibilities to use psychology in advertising;
- is able to analyze different advertisments.
prof Aleksander Pulver, PhD, lekt Tiina Hiob, MSc