The course is designed to make students aware of the psychological aspects that enhance effectiveness in advertising communication. So, some theories of persuasion and attitude change will be discussed in relation to the process of advertising.
Course expected learning outcomes:
On successful completion of the course students will be able to:
· Explain the concepts and principles of the psychology of advertising
• Explain the dynamics of advertising communication in relation to psychology
• Account for the behaviour of audiences in relation to advertising messages.
• Critically analyse advertisement contents, forms and procedures with a psychological view.