Vnímání emocí v reklamě

Abstract

The diploma thesis deals with the analysis of emotional appeals in television advertising. It examines five emotional appeals in fear, humor, sex, warmth and music. The theoretical part describes characteristics of emotions, their use in advertising and theoretical description of the individual appeals. As next there is a survey which was made to concentrate on emotional appeals in television advertising. The research is a qualitative research method in the form of group interview. The aim of the thesis is to find out how emotional appeals in television advertising influence the viewers, whether he is aware of and motivate him to purchase. The last chapter describes the proposals and recommendations that emerged from the research.