Psychology of Advertising

About

Advertising is everywhere, shaping our society and influencing the choices we make - often without us even realizing it. From celebrity endorsements to eye-catching social media ads, marketing strategies tap into psychology to drive engagement and behaviour change. But how do advertisers make their messages stand out in an oversaturated world? More importantly, how do they get people to act without consciously changing their beliefs?

This short course explores the psychological principles behind advertising, uncovering the mechanisms that make ads persuasive, memorable and impactful. Ideal for students and professionals interested in advertising, consumer psychology and behaviour change. This course offers insights into how psychological techniques influence decision-making in both commercial and social campaigns.

Course leader

Jill Nash, PhD, MPhil, BSc (Hons), MCIM, Senior Lecturer in Advertising and Marketing Communications, Bournemouth University (UK).

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

1. Understand key psychological principles that underpin consumer behaviour and advertising strategies, including attention, emotion, persuasion, memory and decision-making processes.

2. Critically analyse advertising content from multiple media platforms using psychological frameworks, evaluating how cognitive and emotional techniques influence audience behaviour and perception.

3. Apply psychological insights to assess, critique, and creatively improve real-world advertisements or campaigns, with consideration of ethical implications and audience impact.

Fee info

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.