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Psychology of Advertising (PSYC90103)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
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Contact information
Semester 1
Overview
Availability | Semester 1 |
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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