Stereotypy v reklamě a jejich vliv na hodnocení produktu

Pavlína Valová

Bachelor's thesis

Stereotypes in advertising and their impact on product evaluation

Abstract:

Tato bakalářská práce se zabývá stereotypy v reklamní fotografii. Hlavním cílem této bakalářské práce je zjistit, jaký vliv mají stereotypy v reklamní fotografii na proces nákupního rozhodování vybraných respondentů. Teoretická část pojednává o daných stereotypech, popisuje jejich druhy a jak fungují. Zaobírá se samotnou fotografií v marketingu, její tvorbou a schopností zaujmout. S tím souvisí psychologie v marketingu, jejíž text popisuje psychologii barev, emoce vyvolané reklamou a nákupní chování zákazníka. Následuje neuromarketing s důrazem na Eye-tracking metodu, která je důležitým prvkem v praktické části. Díky teoretickým znalostem byly vytvořeny fotografie obsahující vybrané stereotypy a předloženy před respondenty, kteří byli podrobeni oční kamerou a následně dotazníkovým šetřením pro zjištění cíle práce a dvou hypotéz. Hlavním zjištěním je, že bez stereotypů by se reklamní fotografie neobešla, přičemž ztvárněním přirozené situace pro spotřebitele tak lze ovlivnit jejich nákupní chování.

Abstract:

This bachelor theses explores a variety of known stereotypes which are related to photography used in marketing. The main aim is to find out the extent to which certain stereotypes in photography marketing may influence customers and their decisions to buy the marketed products. These stereotypes will be then compared according to the gender of customers. The theoretical part of the thesis describes various stereotypes in photography marketing and explains how they occur. It also defines the term of marketing photography, describes how marketing photographs are created and to what extent they can attract customers’ attention. This theme is closely related to marketing psychology and therefore various concepts are discussed in this part as well, such as for example: the concept of colour psychology, emotions aroused by advertisement and behaviour of customers during the process of shopping. This will be followed by a description of the study of Neuromarketing, specifically focusing on the “Eye-tracking technique” which is also the main method used in the practical part of my study. For the practical part of my research, a set of photographs containing a variety of chosen marketing stereotypes, based on the theoretical knowledge, was created and presented to the participants. The participants were observed through an eye camera, and the data from the observations were recorded. This was followed by a collection of data from questionnaires, which the participants were asked to fill in. All the collected data were then analysed and the findings were compared with the conclusions of two chosen Neuroarketing hypotheses. Conclusions are then drawn at the end of this thesis. The main finding is that advertising photography would not be possible without stereotypes, while the representation of the real situation for consumers can influence their shopping behavior.

Keywords

Eye-tracking, fotografie, marketing, psychologie, stereotypy v reklamě, neuromarketing, reklama, photography, psychology, stereotypes in advertising, advertising.

Language used: Czech

Date on which the thesis was submitted / produced: 2. 9. 2021

Thesis defence

• Date of defence: 1. 11. 2021
• Supervisor: Ing. Pavel Rosenlacher
• Reader: Ing. Vilém Kunz, Ph.D.

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication