一、课程简介

广告心理学是广告学专业的基础课，研究广告对于消费者和潜在消费者的购买决策的动机的影响，广告心理学常被视为研究广告效果提升的市场调研的一个分支领域。课程从广告运作的角度，对广告策略的心理基础、广告策划的心理依据和方法、广告说服的原理和方法、广告表现的心理规律、媒体策划心理、广告要素及其心理效应、广告效果测量等内容进行了系统阐述。通过对广告活动过程中消费者心理规律的学习，掌握知、情、行等心理过程与广告的相互作用与影响，以及心理规律在广告活动中的具体体现，培养学生运用心理规律解决广告活动中实际问题的能力和分析能力。

Advertising psychology is the basic course of advertising major, which studies the influence of advertising on the purchase decision-making motivation of consumers and potential consumers. Advertising psychology is often regarded as a branch of market research to study the improvement of advertising effect. From the perspective of advertising operation, the course systematically expounds the psychological basis of advertising strategy, the psychological basis and methods of advertising planning, the principles and methods of advertising persuasion, the psychological law of advertising performance, the psychology of media planning, advertising elements and their psychological effects, and the measurement of advertising effects. Through the study of consumers' psychological laws in the process of advertising activities, master the interaction and influence of psychological processes such as knowledge, emotion and behavior with advertising, as well as the specific embodiment of psychological laws in advertising activities, so as to cultivate students' ability to use psychological laws to solve practical problems and analyze problems in advertising activities.

二、课程目标

1. 价值目标。

培养具有健全人格和高尚道德品质、强烈社会责任感和历史使命感、具有强烈的国家意识、良好的公民素质和深度的社会责任感与使命感；坚持马克思主义新闻观；坚持以消费者为中心的职业操守、职业素质并在工作中体现出积极向上的价值观。

2.知识目标。

了解广告宣传中的心理学规律，握广告策略、广告策划的心理基础进行广告活动的前期准备，能够分析广告要素及其心理，能够运用广告说服的原则和广告表现的心理规律进行创作广告作品。

3.能力目标。

运用广告心理学的概念和法则来把握消费者的心理特征，使广告能够更加有效地在消费者中传播，进而通过广告媒体实现产品的销售行为。具备团队合作能力，紧跟时代变化，能够不断提高市场调研、消费者分析能力，提高广告创意以及媒体策划水平。

4.综合素养。

具有深厚传播学领域专业知识和可持续发展理念、宽广国际视野，了解广告心理学发展趋势和动态前沿，能及时更新、调整职业生涯规划，与时俱进、善于反思，具备终身学习、创建并运营传媒公司、以及在政府机构和企事业单位从事对外宣传工作的能力。