Subject 'Advertising Psychology'

Year:   2019/2020    2020/2021    2021/2022    2022/2023    2023/2024    

Brief description:
• Introduction to advertising psychology, psychological phenomena.
• The psychology of consumer behaviour.
• Psychology of influencing. Manipulation vs. persuasion.
• Non-verbal behaviour – body language.
• The specifics of internet psychology. Advertising in social media.

The objective is to give an overview of advertising psychology, showcasing issues related to advertising ethics and advertising psychology, to teach the future media and advertising professionals to comprehend the terminology in their field.

Learning outcomes
Upon completion of the course, students will:
1. know the trends and areas of research in advertising psychology;
2. be familiar with the terminology of advertising psychology;
3. be able to recognize and use the psychological influencing techniques in advertisements;
4. be able to analyse advertisements from the perspective of psychological influencing.

2019: 2272