Psychology of Communication and Marketing

RENATA METASTASIO

The course enables to master the main sociological theories of media and communication, with the relative approaches, methods and techniques of social research.
Particularly, it allows to orientate oneself among the established trends and developments of the theory and research on mass media and advertising communication; as well as to frame and to critically evaluate empirical researches on communication and media.
knowledge and understanding
After completing the course, the student will know the main topics of communication sociology and communication research theories, also referring to the specific context of advertising communication, and will be critically aware of the differences between the theoretical models and their application. The student will also know the models of effectiveness of advertising applied to current contexts, and the problems of media education in relation to the contexts in which children are involved.
applying knowledge and under-standing
After completing the course, the student will be able to use acquired knowledge to examine situations in contexts involving the relationship between the individual and the society mediated by traditional and new media, providing the appropriate indications to implement conscious and responsible media consumption strategies aimed at avoiding dysfunctional uses of the mass media.
making judgements
After completing activities of the course, the student will be able to provide advices to productive organiza-tions operating in communication field, by designing and implementing activities required by organization’s needs. He/she will be also able to suggest possible strategies to organization’s management in this area.
communication skills
After completing activities of the course, the student will be able to transfer research results in oral and written format at different level of complexity (power point presentation, written technical report) as a func-tion of different types of audience.

learning skills
In order to promote ability of autonomous learning, students will be required to search independently arti-cles and other study materials in order to elaborate on topics discussed or to find solutions to specific need as part of practical activities proposed in class.

After completing the course, the student will know the main topics of communication sociology and communication research theories, also referring to the specific context of advertising communication, and will be critically aware of the differences between the theoretical models and their application. The student will also know the models of effectiveness of advertising applied to current contexts, and the problems of media education in relation to the contexts in which children are involved. The student will also be able to use acquired knowledge to examine situations in contexts involving the relationship between the individual
and the society mediated by traditional and new media, providing the appropriate indications to implement conscious and responsible media consumption
strategies aimed at avoiding dysfunctional uses of the mass media. After completing activities of the course, the student will be able to provide advices to
productive organizations operating in communication field, by designing and implementing activities required by organization’s needs. He/she will be also
able to suggest possible strategies to organization’s management in this area. After completing activities of the course, the student will be able to transfer
research results in oral and written format at different level of complexity (power point presentation, written technical report) as a function of different types of
audience. In order to promote ability of autonomous learning, students will be required to search independently articles and other study materials in order to
elaborate on topics discussed or to find solutions to specific need as part of practical activities proposed in class.

To understand the topics covered in the lessons and to carry out the planned activities it is important to know the main topics of general sociology, social psychology and developmental age at least at an introductory level.

The course is divided into four closely interconnected thematic areas. The power point presentations of the lessons will be made available on the e-learning website of the course.
The first, (18 hours) will address the basic theories and the main developments of communication research from birth to the present day and will deal with the following topics in detail:
Mass society, mass culture and mass communications. Origins and development of communication re-search. The theory of '' mediated influence "of mass communication: personal influence, leadership of opinion, social groups. The "Short-term effects" of mass communication. Persuasive communication and representation of violence. Advertising as a persuasive communication. The long-term effects” of mass communication: paths of media consumption; influence of mass communication on the processes of sym-bolic construction of reality. The topics discussed in these lessons can be studied on the text Losito G., (1994) Il potere dei media, (NIS) Carocci, Roma.

The second part of the course (30 hours) will enter in the specific aspects concerning the advertising communication also with laboratory activities analyzing the following themes:
The historical evolution of advertising. The variables intervening in the process of influence: the source, the message, the social variables. . Products and positioning. The action patterns of advertising. The definition and segmentation of the target. Advantages and disadvantages in choosing the means of mass communication. The communication mix. Social Advertising. Social representation of advertising.
The topics discussed in these lessons can be studied on the text : Codeluppi V. (2019) Che cos'è la pubblicità. Carocci, Roma and Metastasio R., Biraglia A., (2021), Il brand: fisionomia, posizionamento e strategie di marketing. Franco Angeli, Milano.

The last part of the course (12 hours) will address the issues related to the relationship between minors and advertising, exploring the following aspects:
The advertising and the world of children. Television advertising in Italy: from Carosello to the present day. Exposure to advertising: the processes of enjoyment and family mediation. The perception of advertising: attention, memory and understanding. Children's attitudes towards advertising. The consumer be-havior. The content and the effects of advertising. The regulatory framework.
The topics discussed in these lessons can be studied on the text: Metastasio R., (2007), Bambini e pubblicità. Carocci editore, Roma.

The recommended books for the preparation of the examination program are:

1. Losito G., (1994) Il potere dei media, (NIS) Carocci, Roma.
2. Codeluppi V., (2019) (2a ed.) Che cos'è la pubblicità, Carocci editore, Roma.
3. Metastasio R., Biraglia A., (2021), Il brand: fisionomia, posizionamento e strategie di marketing. Franco Angeli, Milano.
4. Metastasio R., (2007), Bambini e pubblicità. Carocci editore, Roma.

Any additional texts and / or additional readings of articles and / or book chapters will be indicated by the teacher during the course.

The course uses both the traditional method of lectures and the method of learning through supervised experience in group work, preparation of papers and case analysis.
In this way it is believed that both the objectives of knowledge and those relating to the acquisition of application skills can be achieved.

The course uses both the traditional method of lectures and the method of learning through supervised experience in group work, preparation of papers and case analysis.
In this way it is believed that both the objectives of knowledge and those relating to the acquisition of application skills can be achieved.

The evaluation aims to verify the achievement of the objectives of knowledge and competence defined for the course, compatibly with the frequency modalities that the students were able to achieve.

The tests are 6 during the academic year and the exam timetable is scheduled by the Faculty.

The exam consists of a written test of 31 questions with answers to pre-established alternatives, related to the topics covered in the texts, lasting 1 hour.
The evaluation can be integrated with the evaluation of a project from 1 to 5 points.
The final evaluation is based on the sum of the correct scores on the written test questions and project presented.

1. The advertising action models are:
a. regulations of professional associations of advertisers
b. rules limiting comparative advertising
c. schemes that indicate the requirements for effective advertising communication
d. rules to follow in the implementation of social advertising campaigns

• The course is divided into three closely interconnected thematic areas. TThe first (18 hours) will address the basic theories and major developments in communication research from its origins to the present day, and will explore the following topics in detail:Mass society, mass culture, and mass communications. Origins and developments of communication research. The theory of "mediated influence" in mass communications: personal influence, opinion leadership, and social groups. "Short-term effects" and "long-term effects" of mass communications. "Specific" effects: the case of persuasive communication and the representation of violence in the media. Advertising as persuasive communication. "Non-specific" effects: multimedia consumption patterns, the influence of mass communications on the symbolic construction of reality. The topics discussed in these lessons can be studied using the text by Losito G. (1994) Il potere dei media, (NIS) Carocci, Rome.The second part of the course (30 hours) will explore specific aspects of advertising communication, including workshop activities, analyzing the following topics:The historical evolution of advertising. The variables involved in the process of influence: the source, the message, and social variables. Products and positioning. Advertising action models. Target definition and segmentation. Advantages and disadvantages of choosing mass media. The communication mix. Non-commercial advertising. The social representation of advertising.The topics discussed in these lessons can be studied using the text by Codeluppi V. (2019) Che cos'è la pubblicità, Carocci, Rome, and the text by Metastasio R., Biraglia A., (2021), Il brand: fisionomia, posizionamento e strategie di marketing, Franco Angeli, Milan.The final part of the course (12 hours) will address issues related to the relationship between minors and advertising, exploring the following aspects:Television advertising in Italy: from Carosello to the present day. Exposure to advertising: consumption processes and family mediation. Perception of advertising: attention, memorization, and comprehension. Children's attitudes toward advertising. Consumer behavior. The content and effects of advertising. The relevant regulatory framework.The topics discussed in these lessons can be studied in the textbook Metastasio R., (2007), Bambini e Pubblicità. Carocci editore, Rome.