Referát sa zaoberá účelom reklamy, ktorým je predaj produktu, a spôsobmi, ako reklamné agentúry oslovujú konečných spotrebiteľov. Zameriava sa na koncept 'vyhlásenej subjektivity', kde reklama vytvára v divákoch pocit, že sú súčasťou posolstva, čo ich vedie k tomu, aby sa identifikovali s modelom v reklame.
- Cieľom reklamy je predaj produktu.
- Reklamné agentúry využívajú vyhlásenú subjektivitu na oslovenie spotrebiteľov.
- Vyhlásená subjektivita umožňuje divákom identifikovať sa s modelom v reklame.
- Príklad reklamy Lancôme ukazuje, ako sa diváci môžu cítiť atraktívne pomocou produktu.
- Reklama nemusí zaručiť rovnaký efekt na všetkých, ale cieľom je predaj produktu.
The aim of all ads is to sell the product at any rate. For the shake of success story/" class="wiki-link" title="Viac o: anglictina">anglictina/advertising/" class="wiki-link" title="Viac o: advertising">advertising agencies try to find the best ways to the final consumers. Among several possibilities the most effective one can be if they apply the viewer's hailed subjectivity. The term subjectivity means a condition of being subject while the word hailed refers to a precise operation which "transforms" the individuals into subjects. In other words, hailed subjectivity is that, when the ad produces a natural appearance of values in the viewers' minds and without noticing the, the individuals become the subjects of the ads as soon as they realize the message.
How does all this appear in the ad of the Lancôme company? A female body-clothes/" class="wiki-link" title="Viac o: face">face, photographed rather closely, a veil hiding one eye. These suggest some secret and the viewer can transform this meaning as if she were as mysterious as the model. An average mouth, and an expressionless eyeball. These latter features of the model make the female viewers believe that the woman in the picture is not better than they are. Exactly at that moment when they realize it, they tend to imagine themselves as the model. It is what ad agencies want because if ladies find out that they are at least as good as the other woman in the picture, they can be convinced that with the help of Lancôme products, especially with the lipstick, they will be highly attractive.
From that point on, the viewer projects and handles herself as the subject of the ad. The question crops up in her mind: How would I look like if used this lipstick? The answer, of course, is always promising. Well, the model has a nice mouth just because of the product, so there is nothing else to do but to by something like that and I'll be as attractive as she is.
Of course, it is not completely true that the product will have the same effect on everyone, so it is not guaranteed that the viewer will have a face like the model. But companies are not interested in that. They just want to sell the product and sometimes it is enough to success if each woman buys the lipstick only once.
🤔 Najčastejšie otázky k téme
Čo je vyhlásená subjektivita v reklame?
Vyhlásená subjektivita je koncept, kde reklama vytvára v divákoch pocit, že sa stávajú súčasťou posolstva, čo ich vedie k identifikácii s modelom v reklame.
Aký je hlavný cieľ reklamy?
Hlavným cieľom reklamy je predaj produktu, bez ohľadu na to, či produkt skutočne splní očakávania spotrebiteľov.
Prečo reklama Lancôme používa tajomný obraz modelu?
Reklama Lancôme používa tajomný obraz modelu, aby povzbudila diváčky, aby sa identifikovali s modelom a predstavili si, že budú vyzerať atraktívne, ak použijú ich produkty.