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Psychology of Advertising (PSYC90103)
Graduate courseworkPoints: 12.5On Campus (Parkville)
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Overview
Availability | Winter Term |
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Fees | Look up fees |
This subject will explore the psychological theories that relate to the development of advertising and communication messages. We will read and discuss classic and emerging articles from psychology that help us gain an understanding of how to craft effective advertising messages. We will explore the psychological processes in consumer decision-making and how and why persuasion attempts are effective. Psychological constructs covered include attitudes, decision-making, implicit persuasion, compliance, cognitive dissonance, and ethics.
Intended learning outcomes
- Understand the psychological theories that impact advertising and communication development
- Critically evaluate advertising examples from a psychological perspective
- Understand how the psychology of advertising can be utilised to encourage positive behaviour change.
- Create persuasive messages based on the theories of influence and persuasion
Last updated: 3 November 2022