Psychology of Advertising MSc

Lancaster University

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.

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.

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.