Historical and present use of emotions in advertising

Bc. Daliya Khussainova

Bachelor's thesis

Abstract:

The aim of this thesis is to analyze historical and present use of emotions in marketing, verify processes and technics of emotional branding and advertising of global brands, and to make recommendations for students who plan to build their career in marketing, focusing on psychological side of it. Due to current development of neuromarketing the author decided to study emotional influence of advertising on society, and necessity of applying psychology into marketing. For this purpose, theoretical part of the thesis describes definitions and basic knowledge of emotion and advertising, compares use of emotions in the past, according to ancient theories, and nowadays. The author describes Maslow’s theory, Consumer Choice Criteria, and Brand Image. Practical part of this thesis contain student’s research of a global brand, namely Hard Rock Cafe. It includes company description, SWOT analysis, a survey (quantitative research) of public opinion, report and recommendations based on it. The author recommends further additions to the emotional brand image structure learnt from experience.

Keywords

Advertising, brand image, consumer choice criteria, decision making, emotions, influence of advertising, Maslow, marketing mix, theories of emotions.

Language used: English

Date on which the thesis was submitted / produced: 17. 4. 2015

Thesis defence

• Date of defence: 11. 6. 2015
• Supervisor: PhDr. Marie Koubová
• Reader: Mgr. Linda Kozáková

University of Finance and Administration

Bachelor programme / field:
Economics and Management / Marketing Communication