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Psychology of Advertising (PSYC90103)
Graduate courseworkPoints: 12.5Dual-Delivery (Parkville)
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About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Overview
Availability | Semester 1 - Dual-Delivery |
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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
On completion of the subject, students should be able to:
- Describe the psychological theories that impact advertising and communication development
- Critically evaluate advertising examples from a psychological perspective
- Explain how the psychology of advertising can be utilised to encourage positive behaviour change
- Create persuasive messages based on the theories of influence and persuasion
- Describe the impact of culture, humour, and stereotypes on advertising development
- Explain the use, limitations, and risk of targeted advertising via social media.
Generic skills
- Competence in analytics, information integration and synthesizing
- The ability to translate aims and objectives for investigating complex problems into measurable questions, hypotheses, findings, and answers
- Skills in written communication
- Critical thinking skills, specifically as applied to theoretical analysis and methodological concerns.
- Problem solving skills, which should be enhanced through the study of research design and research methods
Last updated: 31 January 2024
Eligibility and requirements
Prerequisites
Admission into the MC-AP Master of Applied Psychology
Students who are not enrolled in the Master of Applied Psychology but who wish to enrol in this subject, must seek permission from the Course Coordinator for the Master of Applied Psychology (details in the course's Handbook entry).
In order to be considered, students must have completed an accredited psychology major as part of their undergraduate degree or equivalent.
Corequisites
None
Non-allowed subjects
None
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 31 January 2024
Assessment
Description | Timing | Percentage |
---|---|---|
Mid-semester exam
| Week 4 | 20% |
Essay
| Week 10 | 40% |
Final exam
| During the examination period | 40% |
Hurdle requirement: Hurdle requirement of at least 80% attendance at all coursework and seminar activities associated with this subject. | Throughout the teaching period | N/A |
Last updated: 31 January 2024
Dates & times
- Semester 1
Principal coordinator Cassie Hayward Mode of delivery Dual-Delivery (Parkville) Contact hours Total time commitment 170 hours Teaching period 28 February 2022 to 29 May 2022 Last self-enrol date 11 March 2022 Census date 31 March 2022 Last date to withdraw without fail 6 May 2022 Assessment period ends 24 June 2022 Semester 1 contact information
Time commitment details
170 hours
Last updated: 31 January 2024
Further information
- Texts
Prescribed texts
There are no specifically prescribed or recommended texts for this subject.
Last updated: 31 January 2024