Emotivní příběh a jeho význam pro vnímání reklamního sdělení

This thesis deals with an analysis of the meaning of emotive story for how advertising message is perceived. The aim of the thesis is to find out if advertisements containing an emotive story are more persuasive than advertisements that do not contain the typical characteristics of the story, and why this is or is not the case. Literary research discusses what elements and how they influence the perception of an advertisement. In the practical part, respondents selected from university students participate in the research by taking part in an experiment. The first part is based on the quantitative research done by Kim et al. (2017) and it is followed by qualitative research in the form of a focus group. The second part of the experiment is realized on the same sample of respondents 7 days later in order to detect the memorability of the advertisement seen in the first part. The results of the analysis showed that advertisements with an emotive narrative (vs. non-narrative) advertisement elicited a higher emotive response, hedonic value and advertisement recognition, but the credibility and the recall of the advertisement and the brand did not depend on the form of the advertisement. While advertisements containing an emotive story were more persuasive than non-narrative advertisements in terms of both attitude toward the advertisement and forward intention, the persuasiveness of the emotive story was not proven when assessing the attitude toward the brand and purchase intention. The results of the focus group revealed the emotive story is more controversial for the perception of an advertisement, as some of the participants perceived it positively, while others perceived the manipulative tactics of the advertiser.