The aim of the Bachelor thesis is to find out the influence of the use of emotional appeals (positive and negative) on visual attention with regard to the gender of the respondent and brand recall. The main areas of theoretical research are emotional appeals in advertising, visual attention and brand recall. The following part is a methodology that presents a research sample of advertisements, methods of data collection and analysis. The research is carried out using two methods of eye-tracking and a questionnaire. In the practical part, the analysis of data is performed using thermal maps, measured AOI and the results obtained by questionnaire survey.Cílem práce je zjistit vliv využití emocionálních apelů (pozitivních i negativních) na viz...
The subject of this master’s thesis is an emotional advertising applying psychological aspects. Purp...
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of em...
The aim of this work was to write present knowledge in recognizing emotions from the pictures. It al...
This bachelor thesis deals with the issue of use of emotional appeals in audiovisual advertising. Th...
The master thesis is focused on visual attention in advertisement between sexes. The aim of the thes...
The thesis deals with visual attention of group of smokers and non-smokers, several commercials focu...
This bachelor thesis deals with the issue of emotional appeals in Christmas commercials. The goal of...
This Diploma Thesis analyzes the negative emotions and their impact on the perception of advertising...
The diploma thesis deals with the influence which the advertising messages have on the target audien...
This thesis deals with erotic appeals. The goal of the thesis is the analysis of visual attention to...
The diploma thesis deals with the issue of warning texts in advertising on alcoholic beverages. The ...
The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The t...
The aim of the Master Thesis entitled "Analysis of marketing appeals in advertisement" is to study h...
Tato práce se zabývá analýzou vizuálních podnětů, působících na jednotlivá pohlaví. Cílem je zjistit...
The bachelor thesis deals with the means of manipulation in advertisement. It is based on the findin...
The subject of this master’s thesis is an emotional advertising applying psychological aspects. Purp...
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of em...
The aim of this work was to write present knowledge in recognizing emotions from the pictures. It al...
This bachelor thesis deals with the issue of use of emotional appeals in audiovisual advertising. Th...
The master thesis is focused on visual attention in advertisement between sexes. The aim of the thes...
The thesis deals with visual attention of group of smokers and non-smokers, several commercials focu...
This bachelor thesis deals with the issue of emotional appeals in Christmas commercials. The goal of...
This Diploma Thesis analyzes the negative emotions and their impact on the perception of advertising...
The diploma thesis deals with the influence which the advertising messages have on the target audien...
This thesis deals with erotic appeals. The goal of the thesis is the analysis of visual attention to...
The diploma thesis deals with the issue of warning texts in advertising on alcoholic beverages. The ...
The aim of this master´s thesis is to analyse the application of emotions in TV advertisement. The t...
The aim of the Master Thesis entitled "Analysis of marketing appeals in advertisement" is to study h...
Tato práce se zabývá analýzou vizuálních podnětů, působících na jednotlivá pohlaví. Cílem je zjistit...
The bachelor thesis deals with the means of manipulation in advertisement. It is based on the findin...
The subject of this master’s thesis is an emotional advertising applying psychological aspects. Purp...
The bachelor thesis called "The effect of fear in marketing communication" deals with the role of em...
The aim of this work was to write present knowledge in recognizing emotions from the pictures. It al...