Social Technologies in Advertising
Course: Sociаl Technologies
Structural unit: Faculty of Sociology
Title
Social Technologies in Advertising
Code
ВБ2.4
Module type
Вибіркова дисципліна для ОП
Educational cycle
Second
Year of study when the component is delivered
2024/2025
Semester/trimester when the component is delivered
4 Semester
Number of ECTS credits allocated
8
Learning outcomes
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.
Form of study
Full-time form
Prerequisites and co-requisites
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.
Course content
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.
Recommended or required reading and other learning resources/tools
1. Myronov Yu.B., Kramar R.M. Fundamentals of advertising activity. - Drogobych: Prosvit, 2007. - 108 p.
2. Rybak A.I. Evaluation of the effectiveness of advertising: the possibility of econometric methods // Information Society. - 2014. - Issue 20. - P. 86-91.
Planned learning activities and teaching methods
Lecture, practical classes, independent work, creative work
Assessment methods and criteria
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.
Language of instruction
ukrainian
Lecturers
This discipline is taught by the following teachers
Departments
The following departments are involved in teaching the above discipline