Ing. Olena Levchytska

Master's thesis

The Power of Emotions: Emotional Appeals in Advertising

The Power of Emotions: Emotional Appeals in Advertising
The aim of this diploma work is to study the emotional appeals in advertisements and its impact on the decision-making process of buyers. The theoretical chapters of the thesis include the review of the history of advertisement and the observation of its impact on the emotional sphere. Furthermore, there is described the usage of the emotional patterns in advertising messages. In order to reveal the …more
Language used: English
Date on which the thesis was submitted / produced: 19. 4. 2017

Thesis defence

  • Date of defence: 14. 6. 2017
  • Supervisor: PhDr. Radim Hladík, Ph.D.
  • Reader: PhDr. Ilona Toufarová

Citation record

Full text of thesis

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication