Advertising Psychology Tutorial

Author: Shu Yongping, Editor-in-Chief
Publisher:
Publish Date: 2004-09-01
Features: This book adopts the internationally recognized textbook format, offering a fresh perspective to comprehensively examine the psychological mysteries of different roles in advertising activities and systematically interpret them. The book is divided into 12 chapters, including: Introduction to Advertising Psychology, The Origin and Development of Advertising Psychology, The Psychology of the Advertiser, The Psychology of Advertising Media Professionals, Basic Qualities of an Advertising Professional, The Communication Psychology of Advertising Professionals, The Creative Psychology of Advertising Professionals, The Social Psychology of Advertising Audience, The Perception and Reception of Advertising Audience, The Emotional Experience of Advertising Audience, The Attitude Formation and Change of Advertising Audience, The Behavior Generation of Advertising Audience. The book incorporates numerous case studies, charts, and text cards, and includes scenario simulations and group discussion questions, making it highly informative yet engaging and easy to understand. It is highly readable and suitable for teaching, making it an invaluable textbook for classroom lectures and self-study in "Advertising Psychology." This book is suitable for undergraduate and graduate students, teachers, and professionals and researchers in advertising design, journalism and communication, and marketing fields.