IMPORTANCE OF EMOTIONS IN ADVERTISING: ASSESSMENT OF DIFFERENCES IN EMOTION LEVELS BETWEEN ADVERTISING TEXT CREATED BY COPYWRITERS AND AI IN THE PHARMACEUTICAL INDUSTRY
IMPORTANCE OF EMOTIONS IN ADVERTISING: ASSESSMENT OF DIFFERENCES IN EMOTION LEVELS BETWEEN ADVERTISING TEXT CREATED BY COPYWRITERS AND AI IN THE PHARMACEUTICAL INDUSTRY

Summary/Abstract: Emotions are an important element of advertising and have a decisive influence on its effectiveness. The aim of the presented article is to assess the differences in the level of emotions present in advertising texts created by a copywriter and a text generator based on artificial intelligence (AI). Sentiment analysis performed through the IBM Watson NLU application was used to assess emotions. This study provides information on the emotions present in radio advertisements for pharmaceuticals, and enables the identification of differences between human and AI generated text sources. The results show that ads from both sources have a similar emotional level, with the exception of the category "disgust", which in this situation can be used as an indicator of the origin of the ads. The results described refer only to radio advertisements for pharmaceuticals. At the end of the article, recommendations for business are formulated and directions for future research are indicated.

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