impactul publicitatii

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curs impactul publicitatii

Transcript of impactul publicitatii

Page 1: impactul publicitatii

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3XEOLFLWDWHD� SRDWH� IL� GHILQLW � GUHSW� úWLLQ D� GH� D� RSUL� vQ� ORF� LQWHOLJHQ D�RPXOXL�H[DFW�DWkWD�WLPS�FkW�vL�WUHEXLH�FD�V �VFRDW �EDQLL�

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ÌQ�FHHD�FH�SULYHúWH�HIHFWHOH�SXEOLFLW LL��HOH�VXQW�H[WUHP�GH�FRQWURYHUVDWH��6SHFLDOLúWLL�QX�VXQW�de acord nici asupra naturii acestor efecte, nici asupra dimensiuQLL�ORU��QLFL�DVXSUD�PRGDOLW LORU�GH�P VXUDUH�� 'LYHUVLWDWHD� HIHFWHORU� DWULEXLWH� SXEOLFLW LL� FRUHVSXQG� XQRU� YDULD LL� UHDOH�� SRWULYLW�vPSUHMXU ULORU��SXEOLFLWDWHD�SRDWH�FRQGXFH�OD�FUHúWHUHD�YkQ] ULORU��OD�VF GHUHD�ORU��VDX�QX�DUH�QLFL�R�LQIOXHQ � DVXSUD� DFHVWRUD�� 6H� LJQRU � vQV � DWkW� IUHFYHQ D� UHODWLY � D� DFHVWRU� VLWXD LL�FkW� úL� UH]XOWDQWD�JOREDO ��,JQRUDQ D�FX�SULYLUH�OD�HIHFWHOH�UHDOH�DOH�SXEOLFLW LL�FRQVWLWXLH�XQ�HFUDQ�OD�DG SRVWXO�F UXLD�FRQYLH XLHVF�WRW�IHOXO�PLWXUL�

ÌQ� WLPS� FH� UD LRQDOLWDWHD� HFRQRPLF � GRUHúWH�� vQ� PRG� ILUHVF�� V � FXQRDVF � JXVWXULOH� úL�SUHIHULQ HOH� FRQVXPDWRUXOXL� vQDLQWH� GH� D� WUHFH� OD� IDEULFDUHD� SURGXVXOXL�� GLPSRWULY �� SXEOLFLWDWHD�FRQVW �FX�SUHF GHUH�vQ�vQFHUFDUHD�GH�D�LPSXQH�FRQVXPDWRUXOXL�SURGXVXO�GHMD�IDEULFDW��ÌQ�HFRQRPLLOH�GH� SLD � Ha este înainte de toate un instrument în serviciul profitului. Potrivit lui Maurice Vidal �3XEOLFLWDWH� úL�JHVWLXQH���SULQ� SXEOLFLWDWH��SURGXF WRULL� vQ HOHJ� V -úL� LPSXQ � YRLQ D� ORU� VDODULD LORU��FDUH�DWXQFL�FkQG�S U VHVF�X]LQD��OD�VIkUúLWXO�RUHORU�GH�VHUYLFiu, devin consumatori. Cu toate acestea, SXEOLFLWDWHD�QX�SRDWH�IL�UHVSRQVDELO �GH�WRDWH�UHOHOH�VRFLHW LL�QXPLW �GH�³FRQVXP´��) FXW �SHQWUX�D�IL�Y ]XW �� HD� GHYLQH� FX� XúXULQ � ³ DS� LVS úLWRU´�� ÌQWU-R� PDUH� P VXU � vQV �� GHIHFWHOH� úL� FRQWUDGLF LLOH�SXEOLFLW LL�VXQW�FHOH�DOH�VRFLHW LL�GLQ�FDUH�IDFH�SDUWH�

ÌQF �GH�OD�DSDUL LH��SXEOLFLWDWHD�D�SXV�vQ�HYLGHQ �XQHOH�GLQ�FDUDFWHULVWLFLOH�HL�DFWXDOH��3ULPXO�DQXQ �FXQRVFXW��GDWHD] �GLQ�DQXO������v�H�Q���HVWH�YRUED�GH�XQ�SDSLUXV�HJLSWHDQ�SULQ�FDUH�VH�RIHUHD�UHFRPSHQV �FHOXL�FDUH�YD�J VL�XQ�VFODY�HYDGDW��$FHODúL�FRQ LQXW�YD�DSDUH�PXOW�PDL�WkU]LX��vQ�VHFROXO�al XVIII-OHD��vQ�$QJOLD�XQGH�SXEOLFDUHD�OLVWHORU�FX�XFHQLFLL�IXJL L�GH�OD�VW SkQ�HUD�DGHVHD�SUHFHGDW �GH�R�LPDJLQH�UHSUH]HQWkQG�XQ�IXJDU�FH�SULYHúWH�vQ�XUPD�VD�

În EYXO�0HGLX��³VWULJDUHD´��vQ HOHDV �FD�XQ�VHUYLFLX�SXEOLF��GHSLQGHD�GH�DXWRULWDWHD�UHJDO �úL�HUD�GHVWLQDW �DWkW�FRPXQLF ULL�XQRU�GHFL]LL�SROLWLFH�úL�HFRQRPLFH��GDU�úL�SXEOLFLW LL�XQRU�P UIXUL�

Anglia secolelor al XVII-OHD� úL� DO�;9,,,-lea a fost locul în care publicitatea a cunoscut o dezvoltare aparte. Punctul de plecare l-D� FRQVWLWXLW� HSLGHPLD� GH� FLXP � FDUH� V-D� DE WXW� DVXSUD�/RQGUHL�� DQWUHQkQG� R� H[WUDRUGLQDU � SUROLIHUDUH� D� DILúHORU� FRQ LQkQG� UHFODPH� SHQWUX� GLIHULWH� SLOXOH�considerate ca infailibile.

În 1759��6DPXHO�-RKQVRQ�FRQVWDW � IDSWXO�F �³SXEOLFLWDWHD�HVWH� vQ�PRPHQWXO�GH�ID �DWkW�GH�DSURDSH� GH� SHUIHF LXQH� vQFkW� HVWH� GLILFLO� GH� SURSXV� R� DPHOLRUDUH� D� DFHVWHLD´�� $FHODúL� DXWRU�FRQVHPQHD] � WRWRGDW � PHWRGHOH� XWLOL]DWH� GH� DQXPL L� DJHQ L� SXEOLFLWDUL� FDUH�� I FkQG� UHFODP � XQXL�

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FROLHU� DQRGLQ� VSXQHDX�� ³DYHUWL] P� ILHFDUH� PDP � F �� GDF � EHEHOXúXO� HL� YD� PXUL�� QX-úL� YD� LHUWD�QLFLRGDW �IDSWXO�F �QX�L-D�FXPS UDW�DFHVW�FROLHU�PLUDFXORV´��/��%RJDUW��6WUDWHJLD�SXEOLFLWDU ).

Raportul presei cu publicitatea, a fost de la începuWXULOH�HL�R�LVWRULH�FX�GRX �SHUVRQDMH��SUHVD�FH� F XWD� V � VH� HOLEHUH]H� GH� WXWHOD� JXYHUQDPHQWDO � úL� V -úL� GLPLQXH]H� FRVWXULOH� GH� SURGXF LH� FX�DMXWRUXO� DQXQ XULORU� SXEOLFLWDUH� úL� VWDWXO� FDUH� VH� VWU GXLD�� DGHVHD� I U � VXFFHV�� V � UXLQH]H� SUHVD� GH�RSR]L LH�FX�DMXtorul diferitelor taxe.

ÌQ������(PLO�GH�*LUDUGLQ�GHQXQ D�vQ�]LDUXO�V X�DQXQ XULOH�GHJKL]DWH�VXE�IRUP �GH�DUWLFROH��³,DW �FHO�PDL�EXQ�QXP U�SH�FDUH�O-DP�VFRV��QLFL�XQ�UkQG�QX�D�U PDV�QHSO WLW´�

În secolul XX apare radioul, mai apoi televiziunea, intens utilizate în scopuri publicitare. &KHOWXLHOLOH� FX� SXEOLFLWDWHD� DWLQJ�PLOLDUGH� GH� GRODUL��$úD� FXP� QX� H[LVW � OD� RUD� DFWXDO �R� GHILQL LH�ULJXURDV � úL� XQLYHUVDO� DFFHSWDW � D� SXEOLFLW LL�� QLFL� GDWHOH� VWDWLVWLFH� FX� SULYLUH� OD� FKHOWXLHOLOH�SXEOLFLWDUH� QX� VXQW� VDWLVI F WRDUH�� &LIUHOH� RIHULWH� GH� VWDWLVWLFL� GLQ� DQXPLWH� UL� LQFOXG� úL� PLFLOH�DQXQ XUL�SXEOLFLWDUH�vQ�WLPS�FH�DOWH� UL�QX�OH�LDX�vQ�FRQVLGHUDUH��3UDFWLF�HVWH�H[WUHP�GH�GLILFLO�GH�úWLXW�FH�DFRSHU �vQ�PRG�H[DFW�FLIUHOH�RIHULWH�GH�RUJDQLVPHOH�VSHFLDOL]DWH�vQ�SXEOicitate.

3RWULYLW� XQRU� DXWRUL� �*�6�� 'D\�� /�� %RJDUW��� SXEOLFLWDWHD� H[HUFLW � R� LQIOXHQ � IDYRUDELO � QX�QXPDL�DVXSUD�YkQ] ULORU�FHOXL�FH�IDFH�SXEOLFLWDWH�FL�úL�DVXSUD�SUH XULORU�úL�DVXSUD�FDOLW LL�SURGXVHORU�SH� FDUH� OH� IDEULF �� DVXSUD� FXUVXOXL� OD� EXUV � DO� DF LXQLORU� ILUPHL� VDOH�� DVXSUD� FHUHULORU� ORFXULORU� GH�PXQF �úL�vQ�ILQDO�DVXSUD�FUHúWHULL�HFRQRPLHL�QD LRQDOH�

3UREOHPD�QX�HVWH�GH�D�úWL�GDF �DVHPHQHD�HIHFWH�DX�IRVW�GHMD�REVHUYDWH�FkW�PDL�DOHV�GH�D�UHXúL�V �VH�GHWHUPLQH�LPSRUWDQ D��IUHFYHQ D�úL�FRVWXULOH�ORU�� LQkQG�FRQW�GH�HIHFWHOH�GHIDYRUDELOH�GH�DFHLDúL�QDWXU �VDX�GH�QDWXU �GLIHULW �FH�SRW�UH]XOWD�GLQ�XWLOL]DUHD�SXEOLFLW LL��ÌQ�SUH]HQW��DVHPHQHD�LQGLFDWRUL�VXQW�H[WUHP�GH�SDU LDOL�

&RQWUDU� RSLQLHL� JHQHUDOH�� DJHQ LLOH� GH� SXEOLFLWDWH� QX� FXQRVF� PDUH� OXFUX� FX� privire la UHQWDELOLWDWHD�UHDO �D�FKHOWXLHOLORU�SXEOLFLWDUH��ÌQ�SULQFLSLX��YkQ] ULOH�VXQW�P VXUDELOH�vQ�PDJD]LQ�úL�QX� FKHVWLRQkQG� FRQVXPDWRULL�� 5 VSXQVXULOH� FRQVXPDWRUXOXL� VXQW� PDL� VHQVLELOH� OD� vQWUHE ULOH�agentului publicitar decât comportamentul real de FXPS UDUH�

5H]XOWDWHOH� H[SHULPHQWDOH� FXQRVFXWH� SkQ � vQ� SUH]HQW�� SDU� V � LQGLFH� IDSWXO� F � HILFDFLWDWHD�SXEOLFLW LL� vQ� WHUPHQL� GH� YkQ]DUH� HVWH� GHSDUWH� GH� D� IL� DWkW� GH� FXSULQ] WRDUH� úL� DXWRPDW � SUHFXP�SUHWLQG�DJHQ LL�SXEOLFLWDUL��$O WXUL�GH�VXFFHVH�FHUWH�– în�FDUH�QX�HVWH� LPSOLFDW �GRDU�SXEOLFLWDWHD�– H[LVW �QXPHURDVH�H[HPSOH�XQGH�HIHFWHOH�SXEOLFLW LL�DVXSUD�YkQ] ULORU�DX�IRVW�QXOH�

3XEOLFLWDWHD�HVWH� FX� DWkW�PDL� HILFDFH� FX�FkW�GLIHUHQ HOH� PDWHULDOH� úL� FDOLWDWLYH� vQWUH�P UFLOH�concurente sunt slabe sau dificil� GH� VHVL]DW� vQ� VHQVXO� F � EXQXULOH� RIHULWH� FRQVXPDWRUXOXL� VXQW�LQWHUúDQMDELOH�

/D�XQD�GLQ�H[WUHPH�VH�DIO �SURGXVH�LGHQWLFH�GLQ�SXQFW�GH�YHGHUH�IL]LF�GDU�YkQGXWH�VXE�QXPH�GLIHULWH��(VWH�FD]XO�IUHFYHQW�DO�GLIHULWHORU�P UFL�GH�V SXQXUL��GHWHUJHQ L��EHQ]LQ ��SUoduse alimentare úL� DSDUDWH� HOHFWURFDVQLFH�� ÌQ� DEVHQ D� XQRU� GLIHUHQ H� PDWHULDOH� YL]LELOH�� QX� U PkQ� GHFkW� GLIHUHQ HOH�SVLKRORJLFH��GH�LPDJLQH�D�P UFLL�UHVSHFWLYH�DVXSUD�F UHLD�SXEOLFLWDWHD�SRDWH�DF LRQD�vQ�PRG�GLUHFW�

La polul opus, ipoteza unui efect favorDELO� DO� SXEOLFLW LL� DVXSUD� DQVDPEOXOXL� HWHURJHQ� GH�FXPS U WXUL� VH� ORYHúWH�� SH� WHUPHQ� VFXUW� GH� OLPLWHOH� LPSXVH� GH� YHQLWXULOH� GLVSRQLELOH� DOH�FXPS U WRUXOXL�� 3XEOLFLWDWHD� QX� SRDWH� V � FRQGXF � OD� FXPS UDUHD� GH� F WUH� FOLHQW� D� PDL� PXOWRU�automobile, haine sau produse alimentare atâta timp cât acesta nu are cu ce. Orice vânzare VXSOLPHQWDU �FH�QX�FRUHVSXQGH�XQHL�FUHúWHUL�D�SXWHULL�GH�FXPS UDUH�D�FRQVXPDWRUXOXL�VH�IDFH�vQ�PRG�obligatoriu fie în detrimentul economiilor fie, cu ajutorul creditelor.

ÌQ�VIkUúLW��SXEOLcitatea este un mijloc important de informare. Din acest punct de vedere rolul SXEOLFLW LL� HVWH� GXEOX�� SH� GH� R� SDUWH�� HD� LQIRUPHD] � FRQVXPDWRULL�� LDU� SH� GH� DOW � SDUWH�VXEYHQ LRQHD] �PLMORDFHOH�GH�FRPXQLFDUH�GH�PDV �� ÌQ�VHFROXO� WUHFXW��(PLO�GH�*LUDUGLQ��GHfinea în IHOXO�XUP WRU�SXEOLFLWDWHD�LQIRUPDWLY ��³3HQWUX�D�IL�XWLO �FHOXL�FDUH�R�IDFH�úL�D�RE LQH�vQFUHGHUHD�FHOXL�F UXLD�vL�HVWH�DGUHVDW ��DQXQ XO�WUHEXLH�V �ILH�FRQFLV��VLPSOX��IUDQF��V �QX�SRDUWH�QLFL�XQ�IHO�GH�PDVF ��V � PHDUJ � GLUHFW� OD� LQW � «� 2ULFH� FRPHQWDULX� vQ� P VXUD� vQ� FDUH� QX� HVWH� G XQ WRU�� HVWH� FHO� SX LQ�VXSHUIOXX��RULFH�HORJLX��vQ�ORF�V �FkúWLJH�vQFUHGHUH��GLPSRWULY ��SURYRDF �FRQWUDULXO�«�3XEOLFLWDWHD�DVWIHO�vQ HOHDV �VH�UHGXFH�OD�D�VSXQH��vQ�VWUDGD�FXWDUH��OD�QXP UXO�FXWDUH��VH�YLQGH�DFHVW�OXFru, la acest SUH ´�

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0DL� PXOW�� SXEOLFLWDWHD� QX� SUH]LQW � FRPSDUD LL� SUHFLVH� FX� SURGXVHOH� FRQFXUHQWH�� ÌQ� )UDQ D��$QJOLD� GDU� úL� vQ� DOWH� UL� OHJHD� LQWHU]LFH� GHQLJUDUHD�� vQ HOHDV � FD� R� IRUP � GH� FRQFXUHQ � QHORLDO ��FKLDU� úL� DWXQFL� FkQG� IDSWHOH� SUH]HQWDWH� VXQW� SHUIHFW� H[DFWH�� $FHDVW � P VXU � D� IRVW� DGRSWDW � vQ�LQWHUHVXO�SURGXF WRULORU�GHMD�LQVWDOD L�SH�SLD �úL�QX�D�FRQVXPDWRULORU��(VWH�FD�úL�FXP�vQ�SROLWLF �XQ�candidat n-DU�DYHD�YRLH�V -úL�FULWLFH�DGYHUVDULL�

/D�IHO��FRPSDUD LLOH�SH�FDUH�OH�IDFH�SXEOLFLWDWHD�vQWUH�SURGXVH�VXQW�YDJL�úL�QHVHPQLILFDWLYH�úL�GLQ�DFHVW�PRWLY�FRQWUDGLFWRULL��ILHFDUH�SUHWLQ]kQG�D�IL�³VXSHULRU´��³FHO�PDL�EXQ´�VDX�F �³VSDO �PDL�bine”.

ÌQ� OLSVD�XQRU� LQIRUPD LL�JHQHUDOH�FDUH�V �ILH�XWLOH�DWkW�FRQVXPDWRULORU�FkW�úL�SURGXF WRULORU� SXEOLFLWDWHD� HVWH� UHGXV � OD� LPDJLQDU�� ÌQ� FD]XO� SURGXVHORU� LGHQWLFH� GLQ� SXQFW� GH� YHGHUH� IL]LF� GDU�YkQGXWH� VXE� IRUPD� XQRU� P UFL� GLIHULWH�� HD� FUHeD] � GLVWLQF LL� ILFWLYH�� $G XJDUHD� OD� SURGXV� D� XQXL�LQJUHGLHQW� RDUHFDUH� DOH� F UXL� HIHFWH� UHDOH� VXQW� SUDFWLF� QHFXQoscute sau derizorii are ca unic scop GRDU� DILUPDUHD� SXEOLFLW LL�� 8Q� MDUJRQ� SDUDúWLLQ LILF� PDVFKHD] � DEVHQ D� LQIRUPD LLORU� YHULWDELOH��UHFODPHOH�I FXWH�GLYHUVHORU�VRUWLPHQWH�GH�SDVW �GH�GLQ L��GH�SLOG ��VXQW�VHPQLILFDWLYH�vQ�DFHVW�VHQV��ÌQ�cel mai bun caz�� SXEOLFLWDWHD� GLVWUHD] � VDX� DPX] �� GDU� QX� LQIRUPHD] �� 'H� IDSW�� SHQWUX� DJHQWXO�SXEOLFLWDU�� LQIRUPD LD�QX�HVWH�XQ� VFRS�FL�XQ�PLMORF��(O�QX�R� IXUQL]HD] �GHFkW� vQ�P VXUD� vQ�FDUH� vL�DGXFH� R� FUHúWHUH� D� YkQ] ULORU� VDX� D� EHQHILFLLORU�� 3DUDGR[DO�� XQ� PLQLPXP� GH� LQIRUPD LH� H[DFW ��UH]XOW �GRDU�GLQ�FRQVWUkQJHULOH�OHJDOH��'H�DOWIHO��DJHQ LL�SXEOLFLWDUL�VXEOLQLD] �SHULFROHOH�SXEOLFLW LL�LQIRUPDWLYH�� D� DGXFH� OD� FXQRúWLQ D� FRQVXPDWRULORU� ULVFXULOH� SH� FDUH� OH� FRPSRUW �� GH� H[HPSOX��utilizarea anumitor insecticide ar suscitD� R� VHULH�GH� WHPHUL� QHMXVWLILFDWH��(L� FRQILUP � DVWIHO� F �� GH�IDSW��FRQVLGHU �FRQVXPDWRUXO�FD�R�H[LVWHQ �PLQRU �F UHLD�QX-L�SR L�VSXQH�WRW�DGHY UXO��'DU��DWXQFL�FkQG�VH�SXQH�SUREOHPD�UHJOHPHQW ULL�SXEOLFLW LL�PLQFLQRDVH�úL�DEX]LYH��HL�DILUP �F �FRQVXPDWRUul HVWH�R�H[LVWHQ �DGXOW �úL�UD LRQDO �FH�QX�DUH�QHYRLH�GH�D�IL�SURWHMDW�úL�F �³QLFL�R�PLQWH�V Q WRDV �QX�FUHGH�vQ�H[DJHU ULOH�SXEOLFLW LL´��

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Potrivit opiniei lui J. K. Galbraith, sistemul industrial n-DU�SXWHD�H[LVWD�vQ�IRUPD�VD�DFWXDO �I U �SXEOLFLWDWH��$FHDVWD�SURGXFH� WLSXO�XPDQ�GH�FDUH�DUH�QHYRLH�HFRQRPLD�FRQWHPSRUDQ ��RDPHQL�FDUH�GRUHVF�V �WU LDVF �³XQ�SLF�PDL�ELQH´�úL�SH�FDUH�LQGXVWULD�SRDWH�FRQWD�vQ�HIRUWXO�HL�GH�GH]YROWDUH�

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Page 5: impactul publicitatii

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Page 6: impactul publicitatii

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