Využití humoru v reklamních sděleních: Perspektiva vizuální pozornosti

This bachelor thesis examines the relationship between humor in advertising messages, visual attention, emotional engagement, and advertisement evaluation. The research uses the fictitious brand ZenAudio and combines eye-tracking measurement with a questionnaire survey on a sample of 22 young adult respondents. Visual attention was measured using total fixation duration, while emotional engagement and advertisement evaluation were measured using a 7-point Likert scale. The results showed that humorous advertisements as a whole did not produce statistically significantly higher emotional engagement than non-humorous advertisements. However, higher emotional engagement was associated with a more positive evaluation of the advertisement. In terms of visual attention, higher total fixation duration was found mainly for comic wit and satire. The relationship between emotional engagement and visual attention was not statistically significant. Gender moderated the responses only partially, specifically emotional engagement in the case of comic wit and visual attention in the case of sentimental humor. The results show that humor in advertising does not have a uniform effect and that visual attention cannot be automatically equated with emotional engagement.