The diploma thesis examines the response of the target audience to promotional posters for the Slovenian Armed Forces. The purpose of the thesis was to compare rational and emotional visual approaches and to determine how the physiological response of participants relates to their subjective evaluations. Six promotional posters were designed for the study, three based on a rational approach and three based on an emotional approach. The rational posters focused on training, advancement and cooperation, while the emotional posters focused on protection, preparedness and combat.
The study was conducted using electrodermal activity (EDA) measurements and a questionnaire. EDA measurements were used to monitor physiological activation during poster viewing, while the questionnaire provided data on valence, percieved attractiveness of the poster, message comprehension and the selection of the most persuasive poster. The results showed that the difference between the rational and emotional approaches did not appear as simple dominance of one approach over the other. The strongest physiological response was recorded for poster P2 – Protection, while poster P3 Advancement was most often selected as the most persuasive. The findings indicate that an effective promotional poster is not based only on visual intensity, but on the combination of a strong visual motif, positively perceived message and clear relevance for the viewer.
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