Psychology of Advertising and Public Relations by chenmeixiu


									Psychology of Advertising and Public Relations

Text under revision. Not yet approved by academic staff.


From the perspective of traditional psychology advertising can be defined to mean
that the message develops in the mind of the individual and is, therefore, a mental
phenomenon. At the same time, today it is rather more than pure “information
about products”. Indeed if consumption is no longer simply of objects (things,
goods), but primarily of immaterial aspects (meanings, values, symbolic and
affective contents), it follows that advertising has also become a cultural
phenomenon; it helps to explain and at the same time shape the socio-cultural
context in which individuals live.
Therefore the aim of the course is to illustrate, on one hand, this complex and dual
nature of advertising (mental phenomenon, cultural phenomenon), and on the
other, in the light of it, how it influences consumption choices.
Alongside advertising in the traditional sense there will then be in-depth study of
other forms of company communication: sponsorships, public relations, and so on.


– Company advertising and communication.
– The creation and development of modern advertising, the most recent aspects
  (in particular, the new media, the impact of the Internet, etc.).
– The role and importance of advertising in marketing, to the service of
  promoting the distinctive features and competitive advantage of companies.
– Advertising psychology: study area, historical development, theories and
  models of current reference.
– Advertising as a cultural phenomenon and the role of values in this area.
– The brand, advertising, ethos: the new role of the brand.
– The brand price and value.
– The role of advertising in building brand value and values.
– The current major socio-cultural trends, their implications for advertising and
– Beyond traditional advertising: sponsorships, communication at the point-of-
  sale, sampling, etc.
– Public relations: basic characteristics, models and procedures, interaction with
  traditional advertising.

L. ARCURI-L. CASTELLI, La trasmissione dei pensieri, Zanichelli, Bologna, 1996.
A. DE MARTINI, La comunicazione people oriented, Guerini e associati, Milan, 2007.
M. PECCHENINO, Le relazioni pubbliche. Teorie, strumenti, figure professionali, Carocci Editore,
   Rome, 2004.
Lectures slides will be available on Blackboard.

    Lectures in the lecture room.
    Seminars and talks by marketing and advertising experts (e.g. marketing directors and
brand managers of important Italian, international and multinational companies, Chairmen
of advertising agencies, etc.).

    Oral exams at the end of the course.

    Further information can be found on the lecturer’s webpage                               at or on the Faculty notice board.

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