The Role of "Emotion Trading" in Modern Advertising

Emotions play an important role in advertising communication with the consumer. The relevance of this research is that advertisers are beginning to increase the weight of the emotional component in their materials. The goal of this work is to show how the level of emotional communication affects the effectiveness of advertising materials. Four advertising campaigns with different presentation parameters were conducted and analyzed over the course of this study. Additionally, brand lift surveys for two of the probed campaigns were performed, allowing for a deeper understanding of the influence exerted on the consumers’ decision-making process. Over the course of this study, a unique methodology was developed to assess advertising materials’ level of emotionality. A connection between the level of advertising emotionality and the effectiveness of an advertising campaign was established. The research consists of an introduction, two chapters, a conclusion, a list of references and an appendix