Psychology of Advertising
Course code
SPK6030.LT
old course code
SPK6030
Course title in Estonian
Reklaamipsühholoogia
Course title in English
Psychology of Advertising
ECTS credits
3.0
Assessment form
graded assessment
lecturer of 2023/2024 Spring semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
lecturer of 2024/2025 Autumn semester
Not opened for teaching. Click the study programme link below to see the nominal division schedule.
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.
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.
Independent work: working through the relevant literature
Learning outcomes in the course
Upon completing the course the student:
Knows the main approaches in advertising theory and has an overview of psychology of advertising, also knows about the application options of psychology in advertising.
Is able to both critically and constructively analyze advertisement messages and estimate their possible effectiveness based on the theoretical grounds.
Knows the main approaches in advertising theory and has an overview of psychology of advertising, also knows about the application options of psychology in advertising.
Is able to both critically and constructively analyze advertisement messages and estimate their possible effectiveness based on the theoretical grounds.
Teacher
prof Aleksander Pulver, PhD, lekt Tiina Hiob, MSc
Study programmes containing that course