Sociology of Advertising

Major: Sociology
Code of subject: 6.054.01.E.055
Credits: 6.00
Department: Sociology and Social Work
Lecturer: Herus Olha Ihorivna, Ph.D., Senior Lecturer
Semester: 7 семестр
Mode of study: денна
Мета вивчення дисципліни: The purpose of studying the academic discipline is to introduce students to the subject of sociology of advertising, improve the development of an advertising campaign, stimulate the consumer audience, analyze advertising campaigns and advertising messages.
Завдання: General competences: ЗК 1. Ability to apply knowledge in practical situations; ЗК 9. Ability to use information and communication technologies; Professional competences: СК 4. Ability to collect, analyze and summarize social information using sociological methods.; СК 6. Ability to analyze and systematize the obtained results, formulate reasoned conclusions and recommendations;
Learning outcomes: PH01. To use the conceptual apparatus of sociology in educational, research and other spheres of professional activity. PH02. To understand the history of the development of sociology, its modern concepts and theories, the main problems. PH03. Apply the provisions of sociological theories and concepts to the study of social changes in Ukraine and the world. PH04. To explain the patterns and peculiarities of the development and functioning of social phenomena in the context of professional tasks. PH07. To be able to use information and communication technologies in the process of searching, collecting and analyzing sociological information. PH08. Justify one's own position, make and argue independent conclusions based on the results of research and analysis of professional literature. PH09. Be able to develop a program of sociological research. PH10. Possess the skills of collecting social information using quantitative and qualitative methods. PH11. Present the results of own research for specialists and non-specialists. Зн1. Conceptual scientific and practical knowledge. Зн2. Critical understanding of theories, principles, methods and concepts in the field of professional activity and/or education. Ум1. Advanced cognitive and practical skills/skills, mastery and innovation at the level necessary to solve complex specialized tasks and practical problems in the field of professional activity or study. K1. Conveying information, ideas, problems, solutions, own experience and arguments to specialists and non-specialists. K2. Collection, interpretation and application of data. AB1. Management of complex technical or professional activities or projects. AB3. Formation of judgments that take into account social, scientific and ethical aspects.
Required prior and related subjects: prerequisites: • Communication technologies in social work • Public relations (PR) • Methods of collecting sociological information, part 1 • Methods of collecting sociological information, part 1 [paper] co-requisite: • Methods of collecting sociological information, part 2 • Methods of collecting sociological information, part 2 [paper] • Visual sociology
Summary of the subject: The course "Sociology of advertising" provides an introduction to the role of advertising in the social space. The field of production as a factor in the appearance of advertising. The sphere of consumption as a factor in the appearance of advertising. The specifics of the influence of the advertising field on consumers. Construction of consumer practices by commercial advertising. Discourse analysis of consumption practices in the field of commercial advertising. Influence and perception of commercial advertising. Advertising and value orientations of society. Advertising in society: effect and effectiveness.
Опис: Advertising in the social space. Production as a factor in the advertising emergency. Consumption as a factor in the advertising emergency. The specificity of influence of the field of advertising on consumers. Design of commercial advertising consumer practices. Discourse analysis of consumption practices in the field of commercial advertising. The impact and perception of commercial advertising. Advertising and values of society. Advertising in society: the effect and efficiency.
Assessment methods and criteria: • current control: written reports on laboratory work, oral examination усне опитування, участь в дискусіях, презентація проекту дослідження (40%) • final control (control measure, exam): writing (60%) підсумковий контроль (контрольний захід, диф.залік): письмова форма (60%)
Критерії оцінювання результатів навчання: Report - 4 points. – quality of knowledge – its completeness, depth, flexibility, systematicity, strength; - correct use of conceptual and terminological apparatus; - speech culture (literacy, logic and sequence of presentation); - the level of meaningfulness of knowledge - the ability to formulate independent evaluation judgments and theoretical conclusions. Performance of interactive exercises or case analysis - 4 points. – the sequence of solving the situation proposed in the exercise or case study; – approaches to solving the situation proposed in the exercise or case study; – the quality of solving the situation proposed in the exercise or case; - disclosure of cause-and-effect relationships between phenomena and processes during the solution of the situation proposed in the exercise or case. Reviewing, opposing - 2 points. – correctness, logic, reasonableness, integrity of knowledge; - the ability to argue one's own judgments and conclusions during a scientific discussion. Supplement - 1 point. - a scientifically based statement that reveals the essence of phenomena, processes, patterns. Task "Research of commercial commercials by the method of discourse analysis" - 20 points – structure and technical execution; – level of independence and depth of meaningfulness of conclusions and recommendations; – level of familiarity with actual material, terminology and concepts; - ability to analyze, compare, classify, summarize and formulate recommendations.
Recommended books: 1. Kovalisko, N.V. & Herus, O. I. (2017) Komertsiina reklama i spozhyvannia: sotsiolohichnyi dyskurs: monohrafiia. Lviv. DOI: https://bit.ly/2U8mmTz (in Ukrainian); 2. Herus, O. I. (2015) Reklama iak sotsiokulturne pole: dyskursyvna skladova. Almanach «Hrani». Dnipropetrovsk. 5 (121) (in Ukrainian); 3. Chudovska-Kandyba, І. А. (2010) Sotsiokulturni vymiry reklamnych praktyk: monohrafiia. К.: КІS. (in Ukrainian); 4. Nixon, E. & Cluley, R. (2019). What is an advert? A sociological perspective on marketing media. Marketing Theory. DOI: 10.1177/1470593119856645. 5. Komarova, A., Novikov, V. & Zakharov, M. (2019). The role of sociological research in the planning of advertising campaigns. Vestnik Universiteta. 145-149. DOI: 10.26425/1816-4277-2019-2-145-149. 6. Zoska, Ya., Sogorin, A. & Belkova, S. (2020). Реклама у фокусі соціології: методологічні засади дослідження. State and Regions. Series: Social Communications. 141. DOI: 10.32840/cpu2219-8741/2020.1(41).22.