Emotions and Psychological Aspects in Advertising

The subject of this master’s thesis is an emotional advertising applying psychological aspects. Purpose of the thesis is to establish whether emotions and applied in advertising psychological aspects influence on choice of customers of being advertised product, and whether such fact is a precondition of loyalty of the customer in respect to being advertised in such manner trademark. The main tasks of the paper include evaluation opportunities of application of emotions in advertising; make analysis of most common in advertising psychological aspects influencing the unconscious of customers; make analysis of some theories based on application of emotional and psychological aspects in advertising; to make analysis of image commercial messages of the chosen really existing companies, with drawing attention to psychological, able to influence the unconscious of customers aspects applied in such advertising material, as well as to carry out a survey of customers in order to make clear the reasons of their loyalty to certain trademarks. With a help of methods of documentary analysis, bibliographic and comparative methods and having made a qualitative more profound survey of customers the findings were made that emotions really influence customers, attract their attention, however with intention to implement the main purpose of advertising, i.e. to induce a customer to acquire a being advertised product, and advertisers must provide exactly that emotions in an advertising message which would conform with a system of internal values of the customers. Advertising avails itself a plenty of psychological aspects in order to influence the customers. One customers can be influenced one psychological aspects, the other customers can be influenced by another factors. One or even combination of some different instincts or symbols stimulating emotions can be applied in commercials of different groups of products or services. However, the attention should be drawn also to specifics of a certain being advertised product and its purpose in the process of choice the mentioned instincts or symbols, or otherwise the advertising may not provide the expected result and may be a loss-making. Having made an analysis of image advertising of really existing Lithuanian companies it was established that these companies also are applying one or another symbols stimulating emotions and psychological means as well, in order to attract a customer. Having made a qualitative analysis in a form of profound survey of customers it was established that the customers being loyal to a certain trademark first of all attempt to explain their loyalty by giving the reasoned reasons. In establishment that provided for by them the reasoned reasons (such as price, quality, etc.) are incorrect and inaccurate it was established that emotional and psychological aspects predetermine the choice of products or trademark by the customers. Should commercials of wares and services apply symbols corresponding to internal attitudes of a customer, system of values, stimulating his/her secret dreams or sweet remembrances, the customer will instinctively began to identify himself with the product being advertised in such way, he/she will get into emotional correlation with the product, thus becoming a customer of the certain product or service. The companies offering the same services or products for similar price can attempt the customers only availing themselves of emotional relationship of such customers with being advertised product. Thus, in the course of preparation this paper it was established that emotions and psychological aspects in advertising influence choice of customers and predetermine their attachment and loyalty to certain trademarks