advertising; manipulation; persuasion; emotion; verbal means; non-verbal means

Článek se zaměřuje na nejúčinnější zbraň reklamní manipulace - na emoce. Všímá si využití negativních emocí (šok, strach, kombinace strachu a empatie) i pozitivních (humor, humor spojený s ironií). Analyzuje verbální i neverbální prostředky v reklamách užitých za tímto účelem.

The article focuses on advertising most effective weapon, the use of emotions to manipulate. Emotions are the most effective means of persuasion.Taking into account the intention of the source and the type of presentation, the article deals with cases of advertising which stimulate negative emotions (fear, shock, combination of fear and empathy) and that which generate positive emotions, such as humour or humour linked with irony. The author analyses the verbal and non-verbal devices used for this purpose in advertising.