{"id":88883,"date":"2018-02-19T08:32:00","date_gmt":"2018-02-19T08:32:00","guid":{"rendered":""},"modified":"2023-01-06T20:30:39","modified_gmt":"2023-01-06T20:30:39","slug":"functia-publicitara","status":"publish","type":"post","link":"https:\/\/cvnextjob.com\/index.php\/2018\/02\/19\/functia-publicitara\/","title":{"rendered":"Func\u0163ia publicitar\u0103."},"content":{"rendered":"
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P\u00e2n\u0103 \u00een prezent, n-am \u00eent\u00e2lnit \u00een volumele de jurnalistic\u0103 func\u0163ia publicitar\u0103 <\/i>semnalizat\u0103 de sine st\u0103t\u0103tor, ci doar, cel mult, amintit\u0103 \u00een spa\u0163iul dedicat func\u0163iei de informare<\/i>. Probabil c\u0103 se consider\u0103 a fi nerelevant\u0103 \u00eendeajuns \u00een plan teoretic ac\u0163iunea publicitar\u0103, fiind asimilat\u0103 unei cenu\u015f\u0103rese destinat\u0103 subsolurilor livre\u015fti.Cu siguran\u0163\u0103, nu este gre\u015fit\u0103 abordarea publicit\u0103\u0163ii ca valoare de informare, dar impresionanta ei ascensiune pune probleme \u015fi de natur\u0103 teoretic\u0103, ajung\u00e2nd s\u0103 fie tratat\u0103 \u00een tratate solide \u015fi dense de c\u0103tre sociologi, psihologi, ca s\u0103 nu mai vorbim de economi\u015ftii care \u00eei ofer\u0103, de mult\u0103 vreme, aten\u0163ia cuvenit\u0103. Publicitatea pune probleme \u015ftiin\u0163ifice \u00eensemnate, dezvolt\u00e2ndu-\u015fi un limbaj propriu, delimit\u00e2ndu-\u015fi domenii de cercetare \u015fi av\u00e2nd metode \u015fi tehnici proprii, ca \u015fi dorin\u0163a de a fi independent\u0103 \u00een demersuri. Se va vorbi \u00een cur\u00e2nd despre o cultur\u0103 publicitar\u0103 dup\u0103 toate uzan\u0163ele. \u00cen plus, publicitatea devine<\/a> un de neneglijat instrument de cunoa\u015ftere. Func\u0163ia publicitar\u0103 poate fi asimilat\u0103 cu func\u0163ia psihoterapeutic\u0103 <\/i>a media, relevat\u0103 \u00een 1951 de c\u0103tre autorul francez Jean Stoetzel, fiind suficient de bine definit\u0103 prin dou\u0103 principale caracterisici: proiectarea<\/i> \u015fi identificarea<\/i>.<\/div>\n

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Prin proiectare,<\/i> individul \u00ee\u015fi transport\u0103 \u00een afar\u0103 irealiz\u0103rile \u015fi frustr\u0103rile, \u00ee\u015fi transfer\u0103 ne\u00eemplinirile \u00een universul imaginar oferit de mass-media, \u00een aventurile, \u00een rezolv\u0103rile uneori fabuloase propuse, bucur\u00e2ndu-se de posibilitatea de a tr\u0103i \u00een imaginar ceea ce \u00een via\u0163a cotidian\u0103, real\u0103 este interzis ori imposibil. Identificarea<\/i>, urm\u00e2nd proiect\u0103rii <\/i>\u015fi finaliz\u00e2nd-o, este mecanismul prin care consumatorul produselor mediatice se elibereaz\u0103 de inconfortul reful\u0103rii dorin\u0163elor sale \u201clipindu-se\u201d de eroii reali ori imaginari care \u00eei sunt propu\u015fi de media.<\/div>\n

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Deci, func\u0163ia psihoterapeutic\u0103 <\/i>(pe care o putem asimila, pe un important segment al manifest\u0103rilor ei, func\u0163iei publicitare<\/i>) se manifest\u0103 \u00een doi timpi :<\/div>\n

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1) proiectare simbolic\u0103 a insatisfac\u0163iilor (neputin\u0163elor) din via\u0163a cotidian\u0103 \u00een universul mediatic,<\/div>\n

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2) identificare cu personajele excep\u0163ionale din acela\u015fi univers.<\/div>\n

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Se ob\u0163in, astfel, eliber\u0103ri temporare de normele \u015fi constr\u00e2ngerile vie\u0163ii sociale, de tensiunile prezente \u00een via\u0163a curent\u0103 prin participarea imaginar\u0103 <\/i>(formulare apar\u0163in\u00e2nd lui Edgar Morin) datorat\u0103 consumului mediatic, \u00een diverse grade, datorate v\u00e2rstei, nivelului de instruc\u0163ie, profilului psihologic.<\/div>\n

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\u201cMai mul\u0163i speciali\u015fti consider\u0103 c\u0103 publicitatea comercial\u0103<\/i> este conceput\u0103 mai ales pe baza mecanismelor de identificare<\/i> pentru a produce adoptarea comportamentelor urm\u0103rite de agen\u0163ii economici \u015fi publicitari. De exemplu, pentru stimularea consumului de produse de \u201cfrumuse\u0163e\u201d (cosmetice etc.) \u015fi de noi vestimenta\u0163ii, acestea sunt prezentate prin femei frumoase, seduc\u0103toare, care devin modele sau suporturi de identificare. Universul publicit\u0103\u0163ii este deci bazat, \u00een principal, tocmai pe mecanismul identific\u0103rii<\/i>, mecanism care utilizeaz\u0103 ideea asem\u0103n\u0103rii, apropierii <\/i>(accesibilit\u0103\u0163ii) dintre modelul publicitar \u015fi modul de a g\u00e2ndi \u015fi de via\u0163\u0103 al femeilor \u015fi al b\u0103rba\u0163ilor \u00een via\u0163a lor de fiecare zi. Prin identificare se reu\u015fe\u015fte \u2013 cu ajutorul media, al publicit\u0103\u0163ii \u2013 difuzarea public\u0103 \u015fi impunerea unor modele culturale (de mod\u0103, de decorare a casei, de consum) care \u00eencep a fi datorii conjugale, familiale\u201d. Din cele reliefate p\u00e2n\u0103 aici, publicitatea pare a fi un important mecanism destinat evaziunii, dar posibilit\u0103\u0163ile sale sunt mai mari, reu\u015find s\u0103 st\u00e2rneasc\u0103 at\u00e2t adep\u0163i entuzia\u015fti \u2013 publifilii<\/i>, c\u00e2t \u015fi adversari hot\u0103r\u00e2\u0163i \u00een a o respinge, acuz\u00e2nd-o de manipulare \u2013 publifobii<\/i>.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

P\u00e2n\u0103 \u00een prezent, n-am \u00eent\u00e2lnit \u00een volumele de jurnalistic\u0103 func\u0163ia publicitar\u0103 semnalizat\u0103 de sine st\u0103t\u0103tor, ci doar, cel mult, amintit\u0103 \u00een spa\u0163iul dedicat func\u0163iei de informare. Probabil c\u0103 se consider\u0103 a fi nerelevant\u0103 \u00eendeajuns \u00een plan teoretic ac\u0163iunea publicitar\u0103, fiind asimilat\u0103 unei cenu\u015f\u0103rese destinat\u0103 subsolurilor livre\u015fti.Cu siguran\u0163\u0103, nu este gre\u015fit\u0103 abordarea publicit\u0103\u0163ii ca valoare de informare, dar impresionanta […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/posts\/88883"}],"collection":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/comments?post=88883"}],"version-history":[{"count":0,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/posts\/88883\/revisions"}],"wp:attachment":[{"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/media?parent=88883"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/categories?post=88883"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cvnextjob.com\/index.php\/wp-json\/wp\/v2\/tags?post=88883"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}