Abstract (eng)
Commercials have always been and probably will always be a popular marketing communication tool, since videos serve both the visual and the auditory sense. In addition to functional commercials, which are all about information and arguments concerning the brand or product, there are also many emotional commercials. These emotional commercials intend to arouse emotional reactions in the viewers. Emotional advertising using positive emotions has been common for a long time, but negative emotional advertising is also becoming increasingly popular. However, there have been very few studies on how the various advertisements actually work. As part of this master's thesis, an online study was carried out using the example of the food retail sector to investigate the extent to which functional, positive emotional and negative emotional commercials differ in terms of the constructs “purchase intention”, “memory” and “likability”. The focus of the study was to examine the differences between functional and emotional commercials on the one hand, but also to see the differences between positive emotional and negative emotional commercials.