Analýza emocionálních apelů v televizní reklamě

Abstract

The diploma thesis deals with the analysis of emotional appeals in television advertising. It examines five emotional appeals in humor, fear, warmth, sex and music. The theoretical part of my thesis shows general informations related to marketing communications concentrating on advertising and theoretical description of particular appeals. As next there is a survey which was made to concentrate on emotional appeals in television advertising which there was used a method of questioning by the form of a group conversation for. The aim of the thesis is to find out how emotional appeals in television advertising influence the viewers and if the socitely actually knows about the existence of emotional appeals themselves. The end of the thesis led to comparing the target groups, i.e. comparing the opinions of adolescents and grown people in middle ages. The last chapter includes suggestions and proposals which emerged from the survey.