Objectives
Upon completion of this curricular unit, students should develop a deep understanding of the role of the psychological processes in the reception, interpretation, understanding, and retention of advertising, as well as consumer responses to advertising. From a more applied perspective and regarding skills, this curricular unit intends that students develop their ability to critically analyze the main processes and mechanisms used by advertising to increase its efficacy and persuasion, in order to apply this knowledge in their future work as professionals.