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"...in essence, nothing for them
has not changed due to the fact that
now they were deceived in a different way,
but clumsiness, mocking
the primitiveness of these deceptions -
both old and new - truly
was inhumane.
from the book by V. Pelevin
"Chapaev and Emptiness"
METHODS OF EXPOSURE TO TV ADVERTISING
Fromm has a definition that describes the universal machine
production and trade: "industrial eunuch". In the sense
that industry, by definition, lacks the ability
create something new, pursues only one goal - accumulation of money
and strives to make a person his appendage, also no matter what
unable to do more.
The book was written at the beginning of the century, therefore, apparently, the main
Fromm considered the means of influence of industry on people
only relations in society and the principle of the “conveyor belt”, and
the definition seems rather vague.
Today the Eunuch received his organs of vision. They resemble faceted
insect eyes, consisting of millions of screens, continuously
watching over humanity. We also see him very often
on any channel,he has a thousand faces and voices, his proposals
tempting and profitable. His new nickname is "TV Advertising".
The Great Eunuch has become smarter. He understands that brutal coercion
ineffective - sooner or later people begin to think
react sluggishly, and stop experiencing joy because they
give exactly what they want. So he started studying them,
study their habits, hidden fears and desires, their way
think. Thousands of psychologists and copywriters work for him,
he uses everything he has been able to achieve during this time - the latest
technologies and equipment. Today he won't do anything to you
impose because you yourself will soon want it. If you want,
to get the “best”, to feel cooler than others,
to drown out for a moment the feeling of inner emptiness or to
just don't let yourself dry out. Now he knows how to do it.
Do you think you're smarter than the crowd of advertising psychologists?
and screenwriters?
You believe they don't know everything about how you think and what
want? Do you believe that you have not become completely predictable for them?
That's how it is. Because a free mind can do anything. If he
really wants to be free.
You need to know the enemy by sight. If you consider TV advertising to be the enemy
your personality - find out how it tries to influence you
influence.
METHOD 1: “I know what you want”
The least violent, in my opinion, way of television advertising.
It consists in the following simplelogical chain: first
sounds like a question that anyone can answer positively in any
case, for example something like: "You want to feel the cool
freshness of the sea wave? - “I want, I want!” (this is natural
everyone's reaction) - "Get a new shower gel!". Text
accompanied by a vivid video of a marine focus.
That's all, actually. Association (sea freshness - new
gel) is ready, but the question is whether there is actually any
the connection between them doesn't even occur to me. This method is rare
used in its pure form because it is not too overpowering
brain activity and therefore ineffective. Usually it
complements
METHOD 2: “Choose to taste”
"...grandfather loves Rama with white bread, grandmother - with butter
with a bun, and I with Borodinsky!” Rich assortment,
isn't it? This technique allows you to create the illusion of freedom
the viewer has a choice, although in fact he is always being given
the same thing... that is, the same margarine. What exactly
it should be spread on bakery products, as if
implied. That is, it has already been decided. For you. But
the rest is all in your hands. Another typical example
such an advertisement - a video about some kind of roll with jam:
"On Monday we eat blueberry roll, on Tuesday -
with blackberries, on Wednesday - with... ...and on Sunday - again
with blueberries" (there were only six varieties in the assortment,
annoying). Despite all the obviousness of the forgery, this approachvery
effective, since many are already subconsciously accustomed
to the fact that everything is decided for them. Another implementation option
“rights of choice” - a deliberate comparison of the object of advertising
with the faceless "ordinary" means, naturally, in favor
first.
Let's return to the Rama advertisement. Apart from the first two techniques, she
also uses
METHOD 3: “Mom, listen to the experts’ advice!”
Specialist is the key word here. In advertising using this
method, you will be advised to buy this or that by people who are on this
the dog was eaten, namely: leading dog breeders, dentists,
makeup artists, academics and so on. In the case of "Rama" they are
the grain grower and the baker, since they are the ones who know best what
spreading plain butter on bread is a perversion. To
to determine the value of such advice, it is enough to imagine
a line from the estimate for filming the video: “the role of the grain grower is
Semyon Semyonovich Kolbasin - $180." Even if he starred in a commercial
a real dog breeder, this does not mean at all that he did not receive
for this your pack of greens or, at worst, a container
"Pedigree" (I doubt the last one).
In addition to professional actors and amateur academicians,
TV advertising uses another subtype of “specialists”,
consisting mainly of housewives and young people.
This is another trick, we'll call it
METHOD 4: “You and I are of the same blood”
In the event that a suitable specialist is not available, e.g.
if you need to advertiselaundry detergent, bleach, or
simple chewing gum that doesn’t make your teeth feel cold,
no matter how hot it is, the guys from the people come into play. These are the caught ones
red-handed housewives trying to ruin an almost new one
shirt by the wrong means, and stylish boys
and girls chewing Wrigley's on the city streets,
and students working part-time in a cafe. The calculation is even simpler than
in the previous method: to show the “nationality” of the proposed
goods. That's why it's not fashion models and bespectacled people who recommend it.
scientists (what do they understand about washing?), and “Svetlana Vasilievna,
mother of three children”, “Natalia, student” and so on. Speech
and the facial expressions of the characters are also necessarily stylized
“folk” (at least in the understanding of advertisers):
rounded eyes, “uh-uh” after every word, nervous laughter
and unnatural gestures in front of the camera. Although many from such
cheap stuff just starts to make you sick, in general the method is considered very
effective, judging by the frequency of its use. Apparently
Most people swallow it anyway.
Now we have to go a little deeper into psychology or,
or rather, to psychiatry. Because it's next in line
METHOD 5: “Freud’s case is blooming and smelling”
Today only the lazy don’t kick old Freud. They say
simplified and was mistaken, but modern research shows
that the inner world of a person is not really exhausted
only by the desire to copulate, but much more broadly: he still needs
be better than others.One way or another, but his theory is an advertisement
Today he uses it to the fullest. Freudian language of symbols
appears in almost every “image” video: here and
a strangely elongated juice pack bouncing around women's legs
shapes, and close-up licking of lips, and classics of the genre:
after a series of shots with a scantily clad female body -
self-opening soda bottle in slow motion,
emitting foamy liquid. More often such symbols
introduced into advertising intentionally, less often - unconsciously, one way or another,
they show up almost everywhere. The main principle: "brains rest,
the subconscious mind works!
Everything new sooner or later becomes boring, and any method of influence
gradually loses its effectiveness. Today, to get stronger
to hook the viewer, television advertising increasingly has to literally
walk around on ears and hit yourself with anything. Variant of these
perversions -
METHOD 6: “Don’t believe such advertising promises!”
Simple as hell and at the same time extremely effective due to
its novelty and external anti-advertising. First used
"Coca-Cola" in a Sprite advertisement sometime in early 1998
and is still in use today. Its essence is this: you are honest
warn that lemonade is only sweet water with
bubbles and all; then they warn: if anyone says that
it's something more - don't believe it. “But it’s true!” - exclaims
to himself the viewer, who had previously vaguely guessed that he
constantlyfool on TV, but only now I understand how
namely: “The guys are telling the truth!” After which,
without wincing, swallows the stupidest final slogan
like “there is only one truth - your thirst!” and looks disdainfully
advertising further, now understanding its true price. Having missed
from sight, firstly, that no one had ever tried to sell him
soda under the guise of an elixir of happiness, and secondly, that
recognition of "Sprite" as an ordinary lemonade does not at all guarantee
its taste.
METHOD WITHOUT A NUMBER: “Superaction”
The only method of influence that has nothing to do with
content of the video. It's not even a method, it's just awareness
the fact that a particular product (or company) is advertised
on TV. It is impossible to protect yourself from it, and it is not necessary (in my opinion):
it is purely informative. Its effect depends only on personal
the attitude of the viewer and the degree of his trust in television in general.
Of course, the ways in which television advertising influences the minds
and the souls of the audience are much greater. Therefore, the section will be regularly
be updated with new definitions, just like the page
review of current TV commercials.
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