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Neuromarketing: emocionální apely v reklamách v odvětví cestovního ruchu
Sokolová, Simona
Krejčová, S. Neuromarketing: emotional appeals in tourism advertising. Diploma thesis. Brno: Mendel University in Brno, 2023. This diploma thesis is focused on the phenomenon of emotional appeals used in tourism advertisements from a neuromarketing perspective. These appeals are adventure, humor, calm, family, romance, fear, and disgust. The goal of the thesis was to provide recommendations for the development of marketing strategies in the tourism industry based on marketing research. The secondary goal was to investigate the brain response in selected EEG metrics to these appeals. In the theoretical part, topics related to marketing, neuromarketing, emotional appeals, and tourism were covered. In the practical part, research was conducted which consisted of using a combination of eye-tracking and EEG devices. The research was supplemented by a questionnaire survey. The measured data from the research was analysed using statistics and was supplemented with the results from the questionnaires. It was found out that there was no preference for the humor appeal over the other observed appeals. In particular, the preferred emotional appeal was the appeal of calm followed by the appeal of romance and adventure. Participants were most reluctant to the appeal of disgust.
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Classification analysis of emotional appeals on sample Czech television commercials
Káčerková, Radka ; Novák, Michal (advisor) ; Jordan, Michal (referee)
Abstract: The work deals with the possibilities of using emotional appeals in advertising. The main goal was classification and definition of emotions and emotional appeals with regard to marketing. The work focused on emotional appeals in Czech TV adverts and found out the way how emotional appeals are used in these adverts. Research question used in this work concerned the problem of which emmotional appeals are in adverts the most. Research sample consisting of 150 TV adverts was divided into several homogeneous groups according to industry. Research method applied to the sample was content analysis. All findings showed that emotional appeals are essential part of TV adverts but as the secondary factors additional to the whole advertising message. Key words: Emotions, marketing, advertising, advertising appeals, emotional appeals
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