Osoba starsza jako główny aktor przekazu reklamowego. Analiza zjawiska kreowania emocji odbiorców reklamy w ujęciu badań pierwotnych
The Older People as Main Characters of Advertisements. Analysis of the Phenomenon of Creating the Emotions of the Receivers of the Advertising Message in Terms of Primary Research

Summary/Abstract: The authors have noticed the growing popularity of advertisements with older people. Due to the lack of research on the influence of older people may have on receivers of an advertising message, it was necessary to carry out the study. The aim of this article is to present the results which have been obtained. The authors, relying on a quasi-experimental method, present the impact of advertising spots with older people as main characters on the emotions of the receivers of the messages. They analyze the types and intensity of these emotions as well as their impact on the perceived attractiveness of the message. The authors also indicate the combination of emotions which have the strongest influence on the positive perception of messages with the old. The research sample was 104 respondents.

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