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Analysis of the impact of subliminal signals and priming effect in information processing
Šafránek, Vojtěch ; Fonferová, Ľudmila (advisor) ; Čadil, Jan (referee)
The work is about possibilities of subliminal influence on the human mind. The first section explains the basic concepts of cognitive psychology, which is related to subliminal perception, threshold of consciousness and sensory threshold, with regard to the theme. In subsequent chapters is explained the operation of subliminal perception, subliminal stimuli are primarily divided into audible and visual. These are followed by a list and description of experiments and examples from practice and everyday life from ancient Greece to the present. The next chapter is about priming and examples of its use. After the principle of subliminal advertising and product placement is described and their place in legislation in the Czech republic; everything is documented by many examples. At the end of the work, the author demurs to the overall situation and tries to evaluate it.
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Manipulation in Advertisement
Váňová, Veronika ; Hnilica, Karel (advisor) ; Hubáček, Ondřej (referee)
The bachelor thesis deals with the means of manipulation in advertisement. It is based on the findings of psychology, sociology and especially neuromarketing. It describes the model of advertisement acceptance. The process of advertisement acceptance includes learning and remembering, the success of which is directly influenced by emotion. The concept of advertisement popularity and its measuring is further described. The thesis focuses on how advertising manipulates with emotions in order to make customers purchase goods. The common ways of affecting senses which directly sway emotions are also described. The issues of subliminal advertising, product placement, package design and layout of stores are also dealt with. The final part focuses on the legal regulation of advertisement in the Czech Republic.
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The Effectiveness of Subliminal Advertising
Sotáková, Martina ; Karlíček, Miroslav (advisor) ; Starostová, Adriana (referee)
Master´s Thesis aims to find the answer to the question whether subliminal advertising is able to influence consumer behaviour and make him to choose the specific product. The first, theoretical part, deals with literature review which focuses on the issue of subliminal advertising. In the second and third part, it concentrates on the description of methodology used in studies of aforementioned topic and definition of statistical methods used for evaluating the experiment. The practical part of the Master´s Thesis concentrates on realisation of the experiment verifying the effects of subliminal advertising. The purpose of the experiment was to determine if pictorial subliminal priming of bottle of specific brand of mineral water is able to influence the choice of consumer. Experiment was conducted on students of University of Economics, Prague and consisted of subliminal priming of participants by Poděbradka bottle. Afterwards it was investigated whether participants, opposed to those who were not subliminally primed, chose subliminally primed mineral water in the higher extent. The experiment determined that subliminal advertising of brand of specific mineral water did not affected the choice of participants and their intention to drink this mineral water. At the end, Master´s Thesis indicates limitations of conducted experiment and recommends alignment for the future research.
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Effect of subliminal advertising on consumer decision
Satoriová, Lucie ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Bachelor thesis deals with subliminal advertising. The thesis is divided into 4 chapters. In the first one, I explain the term of subliminal advertising. Then I present a history of subliminal advertising and its temporary influence. I did not forget to comment on experiments and the law that interdict the subliminal advertising. Speaking of the chapter two, I describe various kinds of subliminal advertising, such as subliminal advertising in music, movies, in advertisements, politics or in stores. Last two chapters summarize the results of my research. The former explains the result of the experiment on subliminal advertising and the latter describes the result of the questionnaire.
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Neuromarketing and it´s application when working with Mary Kay.
Šetková, Lenka ; Chylíková, Hana (advisor) ; Steinerová, Karolína (referee)
This thesis introduces neuromarketing as a new form of highly effective marketing. Theoretical part describes the selected tools for measuring brain's activity, fundamental terms in neuromarketing, mirrors neurons, soma markers. Mentioned are also subliminal messages. Further, attention is paid to describe some of the differences between male and female brain. Practical part of this thesis introduces the company and brand Mary Kay, including global marketing activities. Then, it contains analysis of brand positioning on the Czech market, evaluating of the current marketing activities of Independent Beauty Consultant and a proposal for improvement (of marketing activities) and increase in sales volume.
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