Infopaket

Sociology of Advertising and Public Relations

ВБ2.2

Вибіркова дисципліна для ОП

First

2023/2024

4 Semester

8

1.1. To know modern theoretical and methodological approaches to the analysis of advertising as a social phenomenon, as well as theoretical paradigms that reveal the basic concepts and categories of the sociology of advertising. 1.2. Know the methodological principles of public relations, basic mechanisms, principles and technologies of organizing and conducting PR campaigns. 2.1. Be able to analyze the social context of advertising within the basic theoretical paradigms of sociology and adapt the basic parameters of the study of advertising as part of a system of social interaction to the conditions of everyday life of modern society. 2.2. To be able to freely and consciously use the terminological apparatus of public relations, to apply the basic methods of public opinion research in practical sociological activities.

Full-time form

1. Students’ knowledge of the basics of philosophy, psychology, sociology, economics. 2. Possession of skills of reading and critical analysis of social information and texts published in Ukrainian, English and Russian. 3. Possession of skills of analytical and exploratory methods of sociological empiricism.

1. Advertising as a social phenomenon. Topic 1. Sociology of advertising as a branch of sociological knowledge. Topic 2. Advertising in the system of socio-cultural relations. Topic 3. Mechanisms of social influence of advertising. Topic 4. Social and political advertising. Topic 5. The sphere of consumption as a field of implementation of advertising activities. Topic 6. Sociological methods of studying the advertising impact. 2. Sociological conceptualization of public relations. Topic 7. Historical aspects of the formation and development of public relations. Topic 8. Socio-communicative bases of public relations. Topic 9. Publicity and public opinion as objects of PR activities. Topic 10. Sociological aspect of corporate and crisis communications. Topic 11. Image and reputation management. Topic 12. Public relations tools and technologies. Topic 13. PR-campaigns and their effectiveness.

1. Lysytsya N.M., Belikova Yu.V. Sociology of advertising: a textbook for students of higher educational institutions. - Kharkiv: KhNU named after V.N. Karazin, 2012. - 208 p. 2. Mironov Yu.B. Basics of advertising. Textbook. - Drohobych: Posvit, 2007. - 108 p. 3. Advertising and promotional activities: Textbook / Voronko-Nevidnycha T.V., Kalyuzhna Yu.P., Hurdey V.D. - Poltava, RVV PDAA, 2018. - 230 p. 4. Sanakoeva N.D. Psychological bases of advertising and PR: textbook. - Zaporizhzhia: ZNU, 2019. - 100 p. 5. Chudovska-Kandyba I. Sociocultural dimensions of advertising practices: monograph. - Kyiv: KIS, 2010. - 448 с. 6. Akayomova A.V. Public relations as a means of information communication // Bulletin of the State Academy of Management of Culture and Arts. - 2009. - № 4.

Lecture, practical class, independent work, individual task, presentation, thematic report, creative task

Part 1, semester 3: 1. Group and individual work in practical classes: LR 1.1, LR 2.1 - max 45 / min 27 points. 2. Thematic report: LR 3.1, LR 4.1, LR 4.2 - max 15 / min 9 points. 3. Creative task: LR 2.1, LR 4.1, LR 4.2 - max 20 / min 12 points. 4. Modular test 1: LR 1.1, LR 2.1 - max 20 / min 12 points. Final evaluation: course credit. Part 2, semester 4: 1. Group and individual work in practical classes: LR 1.2, LR 2.2 - max 20 / min 12 points. 2. Individual task: LR 3.1, LR 4.1, LR 4.2 - max 15 / min 9 points. 3. Presentation of the individual task: LR 3.1 - max 5 / min 3 points. 4. Modular test 2: LR 1.2, LR 2.2 - max 20 / min 12 points. Final evaluation: written exam: LR 1.1, LR 1.2, LR 2.1, LR 2.2 - max 40 / min 24 points (max 20 / min 12 points for each exam question).

ukrainian