Psy 240Y11 Psychology of Advertising
The psychology of advertising helps you discover both the attraction of ads, as well as the strategies behind this popular cultural phenomena. You’ll be able to “deconstruct” ads theoretically, and both describe and observe all media advertising with new eyes.
You’ll be able to impress your friends and family with your academic expertise. Are there really subliminal concepts imbedded in advertising? How has Social Networking changed the importance of advertising to become entertainment, rather than just as a business strategy to attract and inform viewers? Why are consumers repeatedly viewing ads on Youtube, and then paying for services to skip ads on TV? Is there a danger to using Celebrity endorsements as brand icons? Are those questionable commercials really promising you social success, mood altering options, and that you’ll be the hit of the party?
By searching historical reviews of advertising students will discover some of the contributing factors related to eating disorders, how & why women began smoking in public, why Joe Camel was banned from the media, what “keeping up with the Jones’s” really means, how Calvin Klein built their Brand, and why some companies, (such as Benetton), failed in the USA by promoting social issues. Discovering which, and how, companies use Operant conditioning, (paying customers to use services over time), actually works to reinforce ‘loyalty” programs as a psychological strategy in advertising. Understanding the psychological dimensions of advertising helps students overcome impulse buying and buyers remorse!
Students will never look at any advertising in the same way, and it’s all based on theoretical marketing and the psychological analysis of existing ads. It’s an interesting and exciting way to learn. And social media has changed the research methodologies up-side-down. Why is every social network ‘feed’ important? Just as the entry, “my cat had kittens,” buzz has evolved into a $55 billion dollar pet business. Most social media entries reflect authentic consumer behavior. Social Networking has a dynamic impact on the world of media advertising and the US economy.
The Great Debate, the argument among academic experts, about whether it is predatory Capitalism or greedy consumers, who drive the plethora of Advertising, is a primary theme throughout the course. The answer to that question is based on theoretical constructs and students become expert in the analysis of the subject.
- From Mid Semple, PhD, Professor