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Psychology of Advertising MSc

Key information
DATA SOURCE : IDP Connect

Qualification type

MSc - Master of Science

Subject areas

Psychology Specialisations Advertising

Course type

Taught

Course Summary

This unique course provides an interface between theory and practice, understanding and skills, by giving you a thorough grounding in the psychology underpinning persuasion, in the context of how it is applied – and how it might be applied more radically – in the communications industry. Advertising is everywhere. Always transient, sometimes trivial, yet it can be incredibly powerful in changing our perceptions, our beliefs and our behaviour. Through this programme, you will develop an advanced understanding of how advertising affects the human mind, giving you unique and valuable insight into the industry. The course combines small-group ‘knowledge-exchange’ with innovative student-led teaching, built around our outstanding expertise in cognitive, developmental, social and neuropsychological aspects of advertising. You will benefit from perspectives and contributions from academic researchers, seasoned advertising practitioners, and original commercially-oriented research. Studying a combination of skills and theory-based modules, you will develop a high-level of technical understanding of the discipline. You will have the opportunity to practise and develop analytical and interpretation skills alongside modules that will enhance your ability to conduct and present psychology research.

Your knowledge and understanding of the psychology of advertising and advertising theory will also develop as you engage with specialist modules focused on these topics. Studying the relationship between advertising and the human mind, and applying your learning to advertising strategy, positioning, brand, and marketing communications will prepare you for the competitive world of advertising and marketing. The advanced skills and knowledge you develop through these modules will be invaluable as you progress into a career or further research. During the year, you will also complete a dissertation project, supported by an academic supervisor. This will be an opportunity for you to demonstrate everything that you have learnt and put theory into practice. You will develop your data-handling skills as well as your ability to accurately and appropriately present your research. In addition, your dissertation can be completed in parallel or sequentially with an industry placement. This would give you the opportunity to gain hands-on experience, while applying your skills and knowledge to address a real-world, industry-focused challenge. This practical, relevant experience of working for an external organisation (and the networking opportunities this brings) is hugely beneficial when applying for jobs at the end of the course. This course is designed for graduates who come from a wide range of disciplines and plan to pursue a career in advertising or communications, or who wish to refresh their skills or shift focus to a more planning-based trajectory. It is also suitable for those who wish to undertake further research into the psychology of advertising and related fields at PhD level.

Different course options

Full time | Lancaster University | 1 year | SEP

Study mode

Full time

Duration

1 year

Start date

SEP

Modules

Paired lectures and seminars will cover a wide range of indicative topics, including auditory and visual languages, psycholinguistic programmes and the subliminal power of advertising such as non-conscious effects, persuasion and emotional appeals. Students will advance their skills in the critical examination of empirical evidence and theoretical arguments. They will examine the main cognitive psychological factors that impact on advertising success, ranging from lower-level perceptual, attentional and memory processes through to higher-level interpretational and inferential processes. In addition, this module provides an understanding of the psychology of advertising from both a developmental and adult perspective, while also examining methodological issues associated with the study of child and adult cognition.

Tuition fees

UK fees
Course fees for UK / EU students

For this course (per year)

£9,500

Average for all Postgrad courses (per year)

£5,202

International fees
Course fees for non-UK / EU students

For this course (per year)

£20,500

Average for all Postgrad courses (per year)

£12,227

Entry requirements

Students need to have 2:1 (UK hons) degree in Psychology or a related discipline including Marketing, Advertising, Media or Business studies; a wide range of undergraduate subjects and/or relevant experience will be considered.