Negativní emocionální apely v reklamě: vizuální pozornost a vnímání

Abstract

The main goal of this research is to analyse how Millennials perceive negative emotional appeals in audio-visual commercials. It is an important topic since these appeals can have a very significant effect on consumers and should not be used carelessly. The results bring interesting information useful for everyone who would consider using negative emotional appeals. The results show that men are more able to accept the depiction of an unpleasant situation within the commercial. Furthermore, it shows that if the threat displayed in the ad is considered probable, there is a greater chance that it will affect the viewer. The results bring new knowledge about the perception of ads with negative appeals and can be beneficial for companies that are considering their use. It also brings knowledge about the perception of advertising millennials, which can be beneficial for companies that target this consumer segment.

Keywords

• advertisement
• commercials
• fear appeal
• guilty appeal
• eye-tracking