Privlačnost u reklamiranju na primjeru auto industrije

Various types of advertising appeal, as one of the most popular modern advertising methods, are used daily. Therefore, this paper describes advertising in general and advertising appeals, as well as their function in the car industry. To this end, this paper addresses the importance of advertising. After that, a chapter that explains advertising appeals in detail is provided as well. Furthermore, two highly regarded studies regarding the usage of advertising appeals are attached, too. The last segment of theoretical part features the relevant statistics, i.e. an insight into investments in contemporary advertising. In the end there is an analysis of certain car commercials. In other words, those commercials are analysed with the emphasis on their advertising appeals, which are the topic of this paper. More precisely, it focuses on Škoda, Volkswagen, Chevrolet, Tesla, Hyundai, and Toyota commercials. After dealing with already mentioned theoretical and practical segments, there is a discussion and a conclusion, which states that modern commercials are, beyond any doubt, part of our lives. Although each analyzed advertisement possesses various advertising appeals, they all differ and resemble in some segments such as absence/presence of dialogues, action display, atmosphere creation, etc. Despite their differences, the fact is that modern car commercials contain intriguing and strong messages, and the target audience finds it difficult to be indifferent towards them