Emoce v reklamě a jejich vliv na vnímaní značky

This master’s thesis focuses on emotions in advertising and their influence on brand perception and brand recall. The thesis aims to determine how basic types of emotions used in advertising affect consumers’ perception of a brand and how the emotional intensity of advertising influences brand recall. The theoretical part is based on academic literature focused on emotions, advertising, consumer behavior, and branding. The practical part combines MML-TGI data analysis, content analysis of advertising spots, and a quantitative questionnaire survey focused on Generation Z. The research showed that emotionally intense advertisements attract greater attention and are more memorable. However, they may also weaken the memorability of the brand itself. The results further confirm that advertisements are more effective when they naturally connect emotional content with brand elements. The thesis provides recommendations for a more effective use of emotions in marketing communication and highlights the importance of a balanced connection between emotions and the brand within advertising messages.