TR EN

ISTANBUL GELİŞİM UNIVERSITY INFORMATION SYSTEM

ADVERTISING PSYCHOLOGY COURSE IDENTIFICATION AND APPLICATION INFORMATION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
RTI402 ADVERTISING PSYCHOLOGY 8 3 3 7

Objectives and Contents
Objectives: This lesson; It aims to provide students with theoretical knowledge about the structure and basis of advertising psychology, taking into account advertisement types and features.
Content: The relationship between advertising and psychology, Aristotle and Rhetoric, Gustave Le Bon's relationship with mass psychology and advertising, Hedonism and action-reaction approach, personality theories and advertising (Freud), personality theories and advertising (Adler), personality theories and advertising (Jung). ), personality theories and advertising (Berne, Horney, Erikson), need theories and advertising (Maslow), need theories and advertising (Alderfer, Heizberg, Murray), need theories and advertising (McClelland, Atkinson), value and expectation theories in mental theories and advertising (Wroom, Porter and Lawler, Locke, Adams), balance and harmony theories in mental theories, and advertising (Piaget, Heider, Festinger) constitute the content of the course.