Język Polski
English
Published
:
2014-12-30
The Role of Emotions, Perception, and Language Structure in the Creation of Advertising
Karolina Oleksa
Abstract
The aim of this article is to examine the role of emotions, consumers' awareness and language structure in creating advertisements. To accurately analyze these areas, the author have reviewed theoretical assumptions, analyzed two case studies - the production of vaccines from human cells and Greenpeace campaign against Nestlé, and presented the results of own research. Three hypotheses were formulated: stimulating negative emotions towards the product causes rejection of the product by the consumer (hypothesis 1), there is a relationship between consumers' decision- making and level of information detail (hypothesis 2), and ere is a relationship between the level of consumer awareness about unethical business actions and making decisions process (hypothesis 3). The questionnaire consists of 16 questions and was built in two versions. (original abstract)Keywords:
Language of advertising, Psychology of advertising, Marketing, Advertising, Consumer decision, Case studyDetails
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Oleksa, K. (2014). The Role of Emotions, Perception, and Language Structure in the Creation of Advertising. The WSB University in Poznan Graduate Research Journal, 14(14), 47–66. Retrieved from https://journals.wsb.poznan.pl/index.php/dnswsb/article/view/456