1. Unit 4: Psychology in Our Daily Life
Preparation
With a link to Unit 5 “Dreams”
A tiny requirement: take notes and use heads

2. Public Speaking
1. Do You Really Know Your Self?

3. Public Speaking
2. What Do Customers Want?

4. An extra speech (tedtalk)
“How to Start a Movement”
--When am I the ridiculous one?
--Who is the key role in the starting of the movement?

5. Chatting time
P107: E1 E 2 E 3
P : E 2 E 3

6. A Few Words about Psychology
A beginning question
---How much do you know about psychology?

7. Psychology The word psychology is from Greek:
ψυχή (psukhē: "breath", "spirit", "soul"); and -λογία (-logia: "study of")
Psychology ("study of the soul" or "study of the mind”) involves the scientific study of human (or animal) mental functions and behaviors.
Psychological knowledge is applied to various spheres of human activity, including the family, education, and employment; and to the treatment of mental health problems.

8. Psychologist
In this field, a professional practitioner or researcher is called a psychologist
Psychologists study such topics as perception, cognition, attention, emotion, motivation, personality, behavior and interpersonal relationships. Some, especially depth psychologists, also consider the unconscious mind

9. psychiatry 精神病学/精神病治疗
To deal with problems like:
Eating disorders
Suicide
Depression
Love & relationships
Smoking
Phobia (acrophobia, hydrophobia, …)
Dealing with stress
Sleeping hygiene
Post-traumatic disorder

10. Psychoanalysis
Sigmund Freud
Carl Jung

11. Sigmund Freud 6 May 1856 – 23 September 1939
a Jewish-Austrian neurologist who founded the psychoanalytic school of psychiatry.

12. Freud’s ideas --an incomplete introduction
personality is developed by the person's childhood experiences
The Unconscious
Psychosexual development
Id, ego, and super-ego
The life and death drives

13. The Unconscious The Interpretation of Dreams (1899)
conscious / preconscious / unconscious
The preconscious was described as a layer between conscious and unconscious thought;
Freud called dreams the "royal road to the unconscious". This meant that dreams illustrate the "logic" of the unconscious mind.
One key factor in the operation of the unconscious is "repression".

15. Psychosexual development
Freud named his new theory the Oedipus complex after the famous Greek tragedy Oedipus Rex by Sophocles. "I found in myself a constant love for my mother, and jealousy of my father. I now consider this to be a universal event in childhood," Freud said.
He used the Oedipus conflict to point out how much he believed that people desire incest and must repress that desire.
Freud also believed that the libido developed in individuals by changing its object

16. Personality: Id, ego, and super-ego Beyond the Pleasure Principle (1920 essay) The Ego and the Id (1923)
The Id contains our primitive drives and operates largely according to the pleasure principle, whereby its two main goals are the seeking of pleasure and the avoidance of pain.
The Ego is aware of reality and hence operates via the reality principle, whereby it recognizes what is real and understands that behaviors have consequences.
The Super ego contains our values and social morals, which often come from the rules of right and wrong that we learned in childhood from our parents are contained in the conscience.
The rational ego attempts to exact a balance between id and super-ego.

18. The life and death drives
humans were driven by two conflicting central desires:
Life drive (libido/Eros) (survival, propagation, hunger, thirst, and sex) : included all creative, life-producing drives.
Death drive (or death instinct): represented an urge inherent in all living things to return to a state of calm: in other words, an inorganic or dead state.

19. Carl Jung ( )
a Swiss psychiatrist, an influential thinker and the founder of analytical psychology (also known as Jungian psychology)
a close colleague of Freud; had a long but intense relation with Freud; the two diverged on their ideas and understanding of human mind.

20. Jung's Conception Of The Collective Unconscious
While the personal unconscious is organized by complexes (i.e., Oedipal complex),
the collective unconscious is characterized by "archetypes," "instinctual patterns of behavior and perception," which can be traced in dreams and myths.

22. What about Psychology in the Business world?
Recommend: The Century of SELF

23. A beginning case—a website for some people’s daily use

24. Psychological Principles in Ads (P133: E 4)
Perception—which things stand out
Selective attention—why do these things stand out?
Memory—is visual memory or auditory memory more prominent?
Gender roles—which characteristics are prominent?
Classical conditioning—what are the advertisers encouraging you to associate the product with? …

25. Case analysis You are expected to talk a lot…
More ads (see videos)
Case analysis
You are expected to talk a lot…

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27. to see some specific cases of “Psychology in Daily Life” in the three passages of this unit…