Infopaket

Psychology of advertising

ДВС.3.11.02

Вибіркова дисципліна для ОП

First

2023/2024

8 Semester

4

LO1. To analyze and interpret mental phenomena, identify psychological problems and suggest ways to resolve them. LO9. To propose own solutions of psychological problems in a professional context, to argue own point of view.

Full-time form

1. The student must to know: the basic concepts of general and social psychology, the main properties of mental processes, patterns of communication and interaction, mechanisms of socio-psychological influence. 2. The student must be able to operating with the concepts and categories general and social psychology, recognizing and qualifying the some of the psychological processes and phenomena, orienting in the methods of psychological research. 3. The student must have the skills of theoretical analysis, planning and implementation of psychological research, communication skills for the presentation of their own projects, discussions and group work

The purpose of the discipline is to provide general theoretical training to understand the psychological nature and essence of advertising, as well as to help students in mastering the basic skills of psychological support for advertising. The structure of the discipline provides 3 content modules. The first module is devoted to the study of general methodological principles of advertising as a specific type of communication. The second module deals with the psychological nature of advertising and the actualization of various mental processes in the subjects of advertising communication. The third module is devoted to applied aspects of advertising, in particular the study of psychological mechanisms and some techniques of advertising influence.

1. Butenko N.Iu. Sotsialna psykholohiia v reklami : navch. posib. K.: KNEU, 2006. 384 s. [in Ukrainian]. 2. Dzhefkins Frenk. Reklama: praktychnyi posibnyk; per. z 4-ho anhl. vyd. O. O. Chystiakova. K. : Znannia, 2008. 565 s. [in Ukrainian]. 3. Zazymko O.V., Korolchuk M.S., Korolchuk V.M. ta in. Psykholohiia reklamy: navch. posib. dlia stud. vyshch. navch. zakl. Kyiv : Kyiv. nats. torh.-ekon. un-t. 2016. 384 s. [in Ukrainian].

Lecture, seminar, Individual work

Modular tests, analytical independent work (essays), creative tasks, oral presentation (speech at the seminar, participation in discussions and debates, additions). Assessment during the training period (minimum 48 / maximum 80 grades): oral presentation - 15/24 grades; analytical essays - 7/12 grades; creative tasks - 12/18 grades; modular tests - 14/26 grades. Form of final control: final test. A student is not admitted to the final test if he / she scored less than 48 grades during the semester. The maximum grades that can be obtained by a student on a final test is 20, the minimum - 12. Rating scale: 60-100: Passed 0-59: Fail

Ukrainian