The Power of Emotions: Emotional Appeals in Advertising

Ing. Olena Levchytska

Master's thesis

Abstract:

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 key emotional triggers used in the advertisements, the practical part consists of the data collection: the most shared and awarded by Cannes Lions advertisements of the years 2015-2016, and analysis of the data. The research is based on the the structural model of Plutchik’s Psychoevolutionary Theory of Emotion, and to achieve the results the codebook is created.

Keywords

Sociology of emotions, effects of advertising, content analysis, feelings, consumer behaviour, advertisement, media, Cannes Lions’ award, emotions.

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 19. 4. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 14. 6. 2017
• Vedúci: PhDr. Radim Hladík, Ph.D.
• Oponent: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication