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Fenomén vizuálního přesvědčování a jeho využití v kontextu marketingové komunikace
 Saparová, Inka
SAPAROVÁ INKA. The phenomenon of visual persuasion and its usage in a context of marketing communication. Masters thesis: Brno: Mendel university Brno, 2023. This Thesis details a visual persuasion phenomenon and its usage in marketing communication. The objective is to provide a recommendation for the creation of marketing strategies. Using advertisement in a form of static images and visual persuasion phenomenon. To meet this objective, qualitative methods (n = 34) are used, combining Eye-tracking experiment and in-depth interview. Quantitative research in the form of a survey (n = 203) is also used. Emphasis is placed on recognizing factors in advertising in the form of static images that attract human attention. The effect on human attention span is being investigated on: celebrity, human face, person´s gaze direction and placement of intentional error. The ef-fect is also tested for the following motives: ambiguity, simplicity, humor and fear. Based on the findings, recommendations for goods and services divided accord-ing to the FCB model are proposed at the end of the thesis.
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