Thesis On Advertisement

Having introduced previously theoretical details concerning the topic of the thesis, the third chapter is going to be an empirical research of the work, organised as follows.

Firstly, this part of the diploma paper, will include presentation of two theoretical hypotheses based on two previous chapters of the thesis.

Secondly, an analysis of formerly selected and categorised advertisements will be introduced. Thirdly, results of the analysis will be discussed. Discussion and limitations section will be the following part of this chapter. Finally, conclusions about the research will be presented and discussed.

3.2. Hypotheses and questions of the research

Taking into consideration first and second chapters, two hypotheses were established:.

3.4. Data analysis

The first analysis was connected with H1.

To prove the reliability of the hypothesis, following elements were taken into account:

1. The space that the image used in an advertisement covers

2. The role of colours, light and specificity of image used in different types of advertisements

Firstly, advertisements 1-10 (see appendix) from category female cosmetics (foundation makeup) were analysed regarding to the space that the image covers within them.

In all of given advertisements, the image covers more than 51% of the space.

Secondly, the research material of category fast food was analysed.

Advertisements 11-20 (see appendix) satisfy the same tendency. It can be noticed, that in all of presented advertisements, the image covers more than 51% of the space.

Thirdly, publicity of the category slimming products, numbers 21-30 (see appendix), was examined. As well as in previous classifications, the tendency is the same. The image covers more than 51% of the space of all analysed advertisements.

The result can be presented with the diagram.

Diagram

Beige, white, bright pink, bright blue and brown are the colours that play the prevailing role. The use of such colours is strictly connected with the category, and the advertised product. Female foundation makeup usually has pastel coloration. Moreover, the use of white colour may symbolise the purity, perfection. In general, pastel coloration in advertisements might be connected with the function that the product is supposed to have. The foundation is created to make the skin perfect, beautiful. Those products cannot be heavy, thick, i.e. they are not supposed to create a “mask” of a customer’s face. This specific product is expected to be light, not to clog the skin. Light has also specific role within this kind of advertisements. In advertisements 1-10, the well-lit element is the face of the model. This measure is created, to draw receiver’s attention to the perfect skin of the model, as well as present the truthfulness of the product. The image that was chosen within this specific type of advertisement remains with the direct relation with the product.

The image presents the model, to be more specific, the model’s face. All of advertisements in that category (advertisements 1-10) meet this