23082 Psychology of Advertising, 4 cr
This course concentrates on understanding the psychological influences of advertisements. The main focus is on print and video advertising. During the course, you will decode print and video advertisements and analyze them to understand their psychological influence. Literature on emotional and cognitive effects of advertising support the decoding tasks.
You are able to identify, interpret and analyze the content and meaning of advertisements as means to influence consumers/stakeholders. You have basic knowledge of how visual and verbal language are used in advertising in order to influence consumer attitudes, emotions and purchase decisions.
- determine how different visual and verbal language influences consumers psychologically
- evaluate print and video advertisements
107 hours divided into
Scheduled (contact) hours: 14 h
Non-scheduled work: 93 h
- Fennis, B. M. & Stroebe, W. (2016). The psychology of advertising. Second Edition. Oxon/New York : Routledge.
- articles specified by the examiner.
Home Exam 40%
Team assignments 50%
Active participation 10%
Mandatory attendance Pass/Fail
Open university quota: 3
Quota for JOO-students: 3