Rola emócii v reklamách bánk

Abstract

This bachelor thesis deals with emotions in audiovisual advertisements of banks, more specifically in advertisements from Air Bank and Tatra banka. The aim of the thesis is to find out what emotions banks really evoke through their audiovisual advertisements and how respondents aged 18 to 40 from the Czech Republic and Slovakia perceive them. Another question is whether there are any differences in the feeling of emotions within nationality. At the beginning, within the theoretical basis of advertising creation, the position of advertising in marketing, emotions and their use in advertising are described. Within the third chapter, two banks are presented – the fresh Czech Air Bank and the proud Slovak Tatra banka. This is followed by a survey conducted in the form of a questionnaire survey and collected a total of 122 responses. The emotions themselves were studied based on a semantic differential based on the Plutchik's wheel of emotions. The results showed that the emotions that banks are trying to evoke through their audiovisual advertisements are indeed perceived by respondents. For Air Bank, these are emotions of joy and for Tatra banka emotions of interest. When it comes to comparing the perception of emotions based on nationality, there were no extreme differences. A positive result is also the finding that respondents do not show resistance to the created ads, on the contrary, they accept them. The recommendations make suggestions on audiovisual spots and on perceiving at banks.