28
Jun
2012

თვალი ჭამს და თვალი სვამს

28 Jun 2012



რაც გინდათ ის დაარქვით, ვიზუალური ბრენდინგი, ვიზუალური მარკეტინგი,  ბრენდის იდენტობა თუ სხვა ჭკვიანური სახელი, მაგრამ შევთანხმდეთ, რომ   თვალის როლი მარკეტინგში  განუსაზღვრელად გაიზარდა.

კლასიკურ ფსიქოლოგიაში ადამაინები ვიზუალებად, კინესტეტიკებად და აუდიალებად იყოფიან

ანუ შეგრძნებების დონეზე  ზოგისთვის მთავარია დანახვა, ზოგისთვის შეხება და ზოგისთვის მოსმენა .

თუმცა დღევანდელი  ინტეგრირებული მარკეტინგული კომუნიკაციები აშკარად ვიზუალების ფარში ისვრის ბურთს :

რამდენიმე  ხნის წინ, DAVID Ogilvy-ს ავტობიოგრაფიულ წიგში ვნახე, მეოცე საუკუნის შუა წლებში დამზადებულ საგაზეთო რეკლამა სადაც, ერთ გვერდიან ტექსტში, საპასპორტე ფოტოსხელა პროდუქტი ჩანდა.

წლების მატებასთან ერთად ფოტოები და ფონტი  იზრდება, ტექსტები და ქვეტექსტები მცირდება.

გაიზარდა ფოტოგრაფების და ფოტოხელოვანების როლი სარეკლამო ბიზნესში.

მომხმარებელს დრო და სურვილი არ აქვს წაიკითხოს და აღიქვას  ტექსტი, მას უნდა რომ დაინახოს და მოიხიბლოს.

გრძელი სიტყვის მოკლედ თქმის არ იყოს, ერთმა ფოტომ უნდა შექმნას განწყობა, აღძრას სურვილი, მოგვიწოდოს ქმედებისკენ და ა.შ.

არ ვიცი ეს რამდენად არის დაკავშირებული დროის დეფიციტთან, ან იქნებ მომხმარებელს გონების დაძაბვა აღარ უნდა და არჩევანის გაკეთებას მხოლოდ ემოციების ან ფოტოგრაფიული მეხსიერების იმედად აკეთებს ? !

პასუხის გაცემა თქვენთვის მომინდია მეგობრებო 🙂

 

ავტორი: თეონა ბაღდავაძე

 

 

განხილვა

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