The diploma thesis deals with the influence which the advertising messages have on the target audience. In the theoretical part I analyze the way in which people are deciding. I emphasize the growing role of emotions. Furthermore I describe recommendations how to create textual and visual parts of the advertising messages. In the practical part I verify how these recommendations actually influence the selected group. For this purpose I use the group interview. In addition I make interviews with professionals to clarify if the early mentioned recommendations are applicable in practise.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:81648 |
| Date | January 2010 |
| Creators | Lejčková, Radka |
| Contributors | Kašparová, Eva, Franková, Emilie |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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