This course covers theories on the processes and effects of advertising and marketing communication, both with a commercial or a prosocial purpose. Drawing on classic as well as contemporary theories of persuasive communication, we elaborate on various processing mechanisms (e.g., cognitive and affective, more and less conscious processing), consumer responses (e.g., affective, cognitive, and behavioural effects), and the relationship between persuasion and resistance against persuasive messages. In addition, we consider the influence of message, recipient, and context characteristics on the various processes and effects. The theoretical knowledge and insights obtained in this course are essential for understanding, designing, and conducting academic research in the field of persuasive communication. In addition, these insights provide an indispensable foundation for the design and evaluation of commercial and/or prosocial advertising and marketing campaigns in the media.

During the course, students attend interactive lecture sessions. The course is given in English. The lectures provide state-of-the-art and hands-on insights into the field of persuasive communication. Moreover, theoretical insights are directly applied to contemporary scientific, societal, and professional cases and “hot topics”, for example how marketing techniques can be applied to improve health and well-being. The final grade is based on one group assignment and an individual assignment. Active participation during the sessions are expected, and students are asked to keep up with the literature during the course.