What are the underlying elements used in ads shown during Super Bowl?
Otila, Andreas (2021)
Otila, Andreas
2021
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2021060213474
https://urn.fi/URN:NBN:fi:amk-2021060213474
Tiivistelmä
People are exposed to thousands of advertisements per day which means that advertisements need to be technically of high standard to deviate from others. Psychology has always been a vital factor in marketing and can work as an instrument to an emotional response in the viewer, which can connect the viewer more strongly to the advertisement. Some commonly used emotions in advertisement are humor, nostalgia, and fear. This research investigated which factors in advertisement affected the focus group that consisted of male Swedish speaking Finns from the metropolitan area of Helsinki, between the age of 23-36. The focus groups were analyzed with a thematic analysis and categorized from the respondents and what factors played a role in the male Swedish speaking Finns perceptions towards ads shown in Super Bowl. The conclusion was that male Swedish speaking Finns preferred positive emotions because humor and nostalgia affected their mood in a positive way. Besides positive emotions there were other elements that affected the participants’ desire for a product.