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Courses / Modules / PSYC3059 Psychology of Advertising

Psychology of Advertising

When you'll study it
Semester 2
CATS points
ECTS points
Level 6
Module lead
Aiden Gregg
Academic year

Module overview

Advertising is an everyday and significant phenomenon. Sponsors hire agencies to inform us about, and persuade us to buy, innumerable branded products and services on the market, though a variety of mass media. Advertisements also urge us to donate to charity, vote for candidates, or adopt particular lifestyles. Furthermore, advertising may be blatant or subtle, inoffensive or controversial, conventional or ground-breaking. It may succeed, fail, or backfire. It is partly an intuitive art and partly an empirical science.

The course will initially address advertising from the perspective of the psychology of attitude change, seeking to understand it better through the lens of several classic and contemporary theories that are informed by empirical evidence.

Later, the course will turn to half a dozen specialist topics of particular interest, such as the ethics of advertising, the psychology of online clickbait, and role of associative conditioning.

Students will also be taught how to produce a print advertisement, in accordance with the principles recommended by famous and contemporary advertisers.

Finally, students will break up into smaller subsets, and complete two specialized tutorials. The purpose of these tutorials is to facilitate more personalized interaction between the instructor and students. These tutorials will address the timely topic of "Fake News", and students will have a go at developing their own (hypothetical) "smear" or "veneer" campaigns vis-a-vis a controversial figure.

Linked modules

Pre-requisite: PSYC1016

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