Analýza využití emocionálních apelů v reklamě

Abstract

The goal of the thesis „Analysis of the Use of Emotional Appeals in Advertising“ is to analyze the influence that fear, humour and sex in advertisement have on target groups, if people consider the use of these methods acceptable and if these motives influence people to buy some goods or services. The first part of the thesis is focused on the description of communication process and the definition of advertising, which advertising media are available, how advertising is regulated etc. In the next part the characteristics of emotional appeal is explained along with chosen advertisements and the advertising market. The last part contains the analysis of fear, humour and sex in advertisement.