Advertising Psychology Course Tutoring

Author: Zhang Jiaping (Editor)
Publisher:
Publish Date: 2005-01-01
Features: This series of books strives to achieve the following in the writing process:
1. Based on the teaching materials for higher education self-study and examination, it is compiled according to the requirements of the self-study examination syllabus;
2. It highlights the characteristics and teaching focus of advertising studies, emphasizes the training of creative thinking, broadens the humanities perspective, and focuses on the cultivation of professional skills;
3. It equally emphasizes practicality, scientificity, authority, and guidance;
4. The book is organized by chapters, generally consisting of four parts: "Key Points of Learning," "Chapter Question Bank," "Question Bank Answers," and "Guidance Materials." The "Key Points of Learning" provides a concise overview of each chapter of the textbook, covering key points, difficulties, and examination points. The "Chapter Question Bank" and "Question Bank Answers" are designed to provide candidates with a variety of practice questions in a practical format, along with reference answers for self-checking to enhance memory and reinforce learning effects. The "Guidance Materials" presents vivid extracurricular content, primarily aimed at expanding perspectives and broadening horizons, thereby integrating in-class and out-of-class learning and reflecting the essence of case-based teaching.
Advertising Psychology is a compulsory course for the advertising major in self-study examinations, using the textbook The Art of Persuasion—Advertising Psychology Analysis, published by Shanghai Popular Science Press. To help candidates understand the textbook, we have compiled this supplementary guide. The book is divided into four parts:
Part 1: Key Points of Learning
In this section, we summarize the key points of each chapter to help candidates grasp the main content.
Part 2: Guidance Materials
In this section, we have collected relevant materials, including introductions to the creativity of advertisers, insights from brand-building practical operations, and theoretical analyses. The purpose of collecting these materials is that the theory of advertising psychology is built on the foundation of advertising market operations and is a summary and conclusion of advertising practice activities. Therefore, it is necessary to have some understanding of advertising practice to better comprehend the textbook content. Additionally, in the advertising psychology examination, some questions require theoretical analysis with examples. Providing these materials is intended to facilitate candidates' learning.
Part 3: Question Bank
The Question Bank is designed according to the "Self-Study Examination Syllabus for Advertising Psychology," consisting of four types of questions:
(1) Definition of Terms,
(2) Short Answer Questions,
(3) Interpretive Questions,
(4) Analytical and Applied Questions.
The scope of questions for definitions of terms and short answer questions does not exceed the textbook, so candidates should thoroughly review the material. Interpretive questions involve explaining certain diagrams in the textbook, requiring candidates to understand and interpret the diagrams. Due to space constraints, the reference answers for short answer questions and interpretive questions are provided in a suggestive format, and candidates should elaborate on their answers. Analytical and applied questions test candidates' comprehensive analytical abilities. Candidates must remember not to analyze questions from only one perspective. Advertising planning activities inherently involve various aspects, and the analysis of advertising can also apply theories from multiple chapters and perspectives, resulting in open-ended answers. Therefore, we have provided reference answers for the first three types of questions, while for analytical and applied questions, we have provided reference answers in the form of guiding thoughts, indicating that what we offer are merely guidelines. Because these questions are comprehensive and require the application of theories from multiple chapters, the Question Bank is concentrated at the back of the book.
Part 4: Appendices
This section includes the "Self-Study Examination Syllabus for Advertising Psychology" and the 2004 examination paper. We hope this supplementary guide will be helpful to students taking the advertising psychology self-study examination.