Abstract: The main goal of this master thesis is to study how visual communication in TV advertising affects our psyche, examine the elements that can serve to awaken emotions and certain reactions of viewers. TV commercials are one of the most popular content available to us on television, bringing great profits to TV stations, as well as profit organizations that are advertised on their channels. Competition in TV advertising is huge and in order to achieve a successful campaign is necessary to understand how the marketing, media, psychology of visual communication and other elements that can affect the psyche of the viewer, such as cultural identity are functioning.Keywords: Visual Communication, Culture, TV Advertising, Color Psychology, MarketingPublished in DKUM: 23.11.2017; Views: 1626; Downloads: 111 Full text (1,17 MB)
