Infopaket

Social Technologies in Advertising

ВБ2.4

Вибіркова дисципліна для ОП

Second

2021/2022

4 Semester

8

1.1. Know the features of the use of social mythology as a constructor of social reality in advertising communication. 2.1. Be able to identify mythological constructions in advertising messages, master the skills of the basics of social mythmaking. 2.2. Be able to identify and evaluate the motivational factors of consumer behavior due to mythological constructions in advertising. 3.1. Present creative work.

Full-time form

1. Know the theory of mass communication, the basics of the sociology of advertising, empirical methods of sociological research. 2. Possess basic skills of analytical and exploratory methods of sociological empiricism.

1. Advertising as a category of sociological analysis. Sociological approaches to the analysis of advertising. 2. Mass consciousness as an object of advertising: the sociological aspect. 3. Advertising as a realization of the value orientations of society. 4. Social myth: signs, properties, characteristics. Features of the mythological culture of post-industrial society. 5. Fundamentals of myth-design in advertising communications. Mythology of needs. 6. Basic myths and mythologies of the advertising space of modern society. 7. Myth-technology in creating an advertising product. 8. Self-branding (self-presentation): essence, features, technologies of formation. 9. Neurobranding: risks and prospects. 10. Model of brand leadership as a kind of social technology. 11. Strategies of advertising practices. 12. Application of projective methods in the study of advertising and brand specifics. 13. Evaluation of the effectiveness of advertising.

1. Bart R. Mythologies. - Moscow: Academic Project, 2014. - 352 p. 2. Baudrillard J. Consumer society. His myths and structures. - Moscow: Cultural Revolution; Republic, 2006. - 269 p. 3. Bontur A., J.-M. Lejyu. Brand rejuvenation: Tr. from French. - Kyiv: Companion Groop, 2008. - 320 p. 4. Aaker D.A., Jochimsteiler E. Brand leadership: a new concept of branding. - Moscow: Grebennikov Publishing House, 2003. - 380 p. 5. Gerashchenko L.L. The mythology of advertising. - Moscow: Diagram, 2006. - 464 p. 6. Jones J.F. The role of advertising in creating strong brands. - Moscow: Williams Publishing House, 2005. - 496 p. 7. Myronov Yu.B., Kramar R.M. Fundamentals of advertising activity. - Drogobych: Prosvit, 2007. - 108 p. 8. Rybak A.I. Evaluation of the effectiveness of advertising: the possibility of econometric methods // Information Society. - 2014. - Issue 20. - P. 86-91.

Lecture, practical classes, independent work, creative work

Group and individual work in practical classes: LR 1.1, LR 2.1, LR 2.2 - max 35 / min 21 points. Modular tests: LR 1.1, LR 2.1, LR 2.2 - max 15 / min 9 points (3 tests of max 5 / min 3 points each). Creative work: LR 3.1 - max 10 / min 6 points. Final evaluation: exam (exam card contains two questions) - max 40 / min 24 points (max 20 / min 12 points for each question). Program learning results that are assessed on the exam: LR 1.1, LR 2.1, LR 2.2.

ukrainian