{"id":1053,"date":"2021-05-30T11:22:11","date_gmt":"2021-05-30T09:22:11","guid":{"rendered":"http:\/\/www.antikvar.sk\/blog\/?p=1053"},"modified":"2021-12-08T18:45:27","modified_gmt":"2021-12-08T17:45:27","slug":"obchod-a-reklama-fejton","status":"publish","type":"post","link":"https:\/\/www.antikvar.sk\/blog\/obchod-a-reklama-fejton\/","title":{"rendered":"Biznis a reklama – fejt\u00f3n"},"content":{"rendered":"

Biznis bez reklamy* <\/a> je podobn\u00fd po\u013eova\u010dke na zajacov bez honcov a  psov. Nie\u010do by ulovili, no nebol by to d\u00f4vod na halali.  Honcov len tak \u013eahko nezo\u017eeniete, naviac je to dos\u0165 rizikov\u00e9 zamestnanie. Tie\u017e jedno orient\u00e1lne \u00faslovie hovor\u00ed, \u017ee ke\u010f nie s\u00fa v kraji zajace, zje sa na ve\u010deru po\u013eovn\u00edcky pes.  Pre kreat\u00edvneho \u010dloveka robi\u0165 v reklame mus\u00ed by\u0165 rados\u0165. Ke\u010f ma dc\u00e9ra vezie okolo benz\u00ednky, v\u017edy ma napadne: „Motor  vr\u010d\u00ed very well, naliali do m\u0148a Shell“ a predstavujem si, ko\u013eko by mi mohli za tak\u00fato v\u00fdborn\u00fa reklamu asi posla\u0165.  Naposledy sme mali doma mo\u017enos\u0165 uplatni\u0165 sa v reklame, ke\u010f firma Subaru vyp\u00edsala s\u00fa\u0165a\u017e, naviedol ma na to jeden zn\u00e1my. V podmienkach bolo vo ver\u0161ovanej reklame pou\u017ei\u0165 ur\u010dit\u00e9 vlastnosti auta.  Vymysleli sme:<\/span><\/p>\n

SUBARU<\/strong><\/em><\/span><\/p>\n

Na SUBARU<\/b>, ak neviete,<\/em><\/span><\/p>\n

bezpe\u010dne<\/b> sa odveziete<\/em><\/span><\/p>\n

v\u0161ade tam, kde pr\u00e1ve chcete.<\/em><\/span><\/p>\n

R\u00fdchlos\u0165<\/b> probl\u00e9m nie je \u017eiadny,<\/em><\/span><\/p>\n

vysk\u00fa\u0161aj ho, len do\u0148 sadni.<\/em><\/span><\/p>\n

Nech\u00fdba mu pohodlie<\/b>,<\/em><\/span><\/p>\n

to u\u017e predsa ka\u017ed\u00fd vie.<\/em><\/span><\/p>\n

Nebudem viac hl\u00fapy,<\/em><\/span><\/p>\n

preto si ho k\u00fapim.<\/em><\/span><\/p>\n

 <\/p>\n

\u017dia\u013e zn\u00e1my sa rozhodol pre pou\u017eitie internetov\u00e9ho skladate\u013ea b\u00e1sn\u00ed<\/a> a bolo vyma\u013eovan\u00e9.<\/span><\/p>\n

To bol m\u00f4j zatia\u013e posledn\u00fd autorsk\u00fd pokus v reklame, no neprestal som o jej civiliza\u010dn\u00fdch dopadoch prem\u00fd\u0161\u013ea\u0165
\n<\/span><\/p>\n

V demokratick\u00fdch krajin\u00e1ch je reklama pr\u00edsne regulovan\u00e1. V\u00fdnimku tvoria iba predvolebn\u00e9 kampane, kde m\u00f4\u017eete nas\u013eubova\u0165 voli\u010dom 10 n\u00e1sobn\u00e9 platy, krajinu kde sa v\u00e1m bude kr\u00e1sne umiera\u0165, slu\u0161nos\u0165<\/a>, …. Nakoniec ni\u010d nespln\u00edte a nedostanete \u017eiadnu pokutu. Asi z\u00e1konodarcovia  chceli dosiahnu\u0165, aby pokutu dali voli\u010di pri nasleduj\u00facich vo\u013eb\u00e1ch, no nepredpokladali, \u017ee voli\u010di dovtedy spo\u013eahlivo zabudn\u00fa.<\/span><\/p>\n

Treba by\u0165 v\u0161ak objekt\u00edvny, boj proti Ficovi, sa stato\u010dne pln\u00ed, podobne aj boj proti korupcii, tu sta\u010dilo len vymeni\u0165 obsah pojmu, \u010do je nie je korupcia – ke\u010f kradneme my pri moci.<\/span><\/p>\n

Spom\u00ednan\u00e9 formy reklamy, ktor\u00e9 s\u00edce maj\u00fa univerz\u00e1lnu pou\u017eite\u013enos\u0165, maj\u00fa iba lok\u00e1lny efekt. Napr. reklama na bryndzov\u00e9 halu\u0161ky zasiahne len minoritu slovensk\u00fdch nacionalistov. T\u00edto, vzh\u013eadom na vplyv bryndze na \u010drevn\u00fa mikrofl\u00f3ru, imunitu a potom aj na odolnos\u0165 vo\u010di kovidu, z\u00edskaj\u00fa evolu\u010dn\u00fa v\u00fdhodu, pokia\u013e na z\u00e1klade t\u00fdchto inform\u00e1ci\u00ed reklamu nezak\u00e1\u017eu.<\/span><\/p>\n

Ide\u00e1lne s\u00fa reklamy, ktor\u00e9 nenanucuj\u00fa konkr\u00e9tny v\u00fdrobok, ale ideologick\u00fd produkt, kon\u0161trukt, heslo, politick\u00fd cie\u013e, najlep\u0161ie v skratke, lebo tam nehroz\u00ed, ako sme spomenuli, obvinenie z klamlivej reklamy. Napr\u00edklad: \u017eijete v tyranii, v\u00e1\u0161 vodca je dikt\u00e1tor, slobodn\u00e9 vo\u013eby, pravda-l\u00e1ska-privatiz\u00e1cia. Cie\u013e tejto reklamy – spotrebite\u013e sa spr\u00e1va podobne, ako v pr\u00edpade hmotn\u00fdch produktov. M\u00e1 to sused, chceme to ma\u0165 aj my. \u0160ir\u0161ie s\u00favislosti  si neuvedomujeme, odstra\u0161uj\u00face pr\u00edklady nepom\u00e1haj\u00fa, v tom je magick\u00e1 sila reklamy podporovan\u00e1 z\u00e1vis\u0165ou. Ste zhypnotizovan\u00ed ako potkan kobrou americkou (naja paxamericana). Zvl\u00e1\u0161\u0165 n\u00e1chyln\u00e9 s\u00fa klonovan\u00e9 potkany, ktor\u00e9 tento stav pren\u00e1\u0161aj\u00fa na in\u00e9 zvierat\u00e1 najm\u00e4 ovce a z nich \u010falej. Nast\u00e1va prevrat, ktor\u00fd kon\u010d\u00ed rozvratom. To je pr\u00edklad jej vn\u00fatorn\u00e9ho p\u00f4sobenia so s\u00fahlasom ob\u010danov. Ako pr\u00edklad m\u00f4\u017ee sl\u00fa\u017ei\u0165 n\u00e1\u0161 prosperuj\u00faci v\u00fdchodn\u00fd sused. Dobr\u00e9 je aj do takejto  reklamy primie\u0161a\u0165 z\u00e1vis\u0165, pomstychtivos\u0165, najni\u017e\u0161ie pudy \u2013 v\u00fdsledok je zaru\u010den\u00fd.<\/span><\/p>\n

Pref\u00edkanej\u0161ia forma reklamnej kampane s podobn\u00fdm obsahom, je zacielen\u00e1 na okolie, medzin\u00e1rodne organiz\u00e1cie, svetov\u00fa verejn\u00fa mienku a pod. Touto sa z\u00edskava v\u0161eobecn\u00fd s\u00fahlas pre osved\u010den\u00e9 n\u00e1stroje upev\u0148ovania presved\u010denia o pravdivosti sloganov reklamy. Otestovan\u00fdm n\u00e1strojom je bombardovanie, vojensk\u00e1 intervencia a n\u00e1sledn\u00e1 rekon\u0161trukcia rozbitej krajiny, ovl\u00e1dnutie jej zdrojov. Zisky s\u00fa podstatn\u00e9 vy\u0161\u0161ie ako pri predch\u00e1dzaj\u00facom pr\u00edklade. Clausewitzov<\/a> v\u00fdrok vojna je pokra\u010dovanie politiky in\u00fdmi prostriedkami je potrebn\u00e9 si teda doplni\u0165 o pozn\u00e1mku, \u017ee reklama vytv\u00e1ra  hum\u00e1nny obal vojne aj politike.<\/strong>
\n<\/span><\/p>\n

Vrcholn\u00e1 forma reklamy a spolupr\u00e1ce s biznisom je, ke\u010f sa koordinovane vystra\u0161\u00ed svetov\u00e1 popul\u00e1cia, \u017ee bez zak\u00fapenia ich produktu, je jej osud spe\u010daten\u00fd. Produkt m\u00e1 ved\u013eaj\u0161ie efekty, \u010do sa zataj\u00ed, alebo o nich e\u0161te nevie, \u010do by mohla by\u0165 nesk\u00f4r po\u013eah\u010duj\u00faca okolnos\u0165. No tun\u00e1 sa vytv\u00e1ra \u0161anca pred\u00e1va\u0165 produkt na odstr\u00e1nenie t\u00fdchto bo\u010dn\u00fdch efektov.<\/strong> V elektrotechnickom priemysle nie\u010do podobn\u00e9 zabezpe\u010duj\u00fa tzv. kurv\u00edtka.<\/a> Vtedy sa maxim\u00e1lne roz\u010d\u00falime, \u017ee produkt prestal fungova\u0165 t\u00fd\u017ede\u0148 po uplynut\u00ed z\u00e1ru\u010dnej doby. V tomto pr\u00edpade v\u00fdrobca n\u00e1m obratom ruky pomocou reklamy pred\u00e1 nov\u00e9 produkty na probl\u00e9my, ktor\u00e9 n\u00e1m vytvoril svojim produktom, nie nov\u00fd modernej\u0161\u00ed telev\u00edzor, aby sme sa pred susedom nehanbili.
\n<\/span><\/p>\n

Syst\u00e9m by bol dokonal\u00fd a uzavret\u00fd, keby biznis vytv\u00e1ral aj pr\u00ed\u010diny a pred\u00e1val na ne produkty.<\/span><\/strong><\/p>\n

Toto by sa za opakovalo dovtedy, dokedy by bolo komu pred\u00e1va\u0165, spotrebite\u013e by nevyhynul, alebo produkt by nevytv\u00e1ral u\u017e aj nov\u00e9ho uvedomel\u00e9ho spotrebite\u013ea.
\n<\/span><\/p>\n

Robi\u0165 tak\u00fato reklamu tak\u00fdmto produktom, e\u0161te aj za \u0161irokej medzin\u00e1rodnej a dom\u00e1cej politickej podpory, musela by by\u0165 skuto\u010dne rados\u0165.<\/span><\/p>\n

Zva\u017eujem, \u010di sa e\u0161te raz nepok\u00fasim do tejto bran\u017ee prerazi\u0165.<\/span><\/p>\n

Nepo\u010duli ste n\u00e1hodou n\u00e1hodou, \u017ee sa tak\u00e9 nie\u010do chyst\u00e1 alebo realizuje? Pon\u00fakol by som im svoj nov\u00fd reklamn\u00fd slogan, alebo rad\u0161ej jeden ur\u010dite dobre zabudnut\u00fd cit\u00e1t1<\/a><\/sup>Modistka M\u00e1rie-Antoinetty, sle\u010dna Bertinov\u00e1, ke\u010f svojou obratnou rukou omladzovala star\u00fd klob\u00fa\u010dik, zvolala: \u201eSkuto\u010dne nov\u00e9 je len to, na \u010do sa u\u017e zabudlo“<\/span>:<\/span><\/p>\n

„Ka\u017ed\u00fd \u010dlovek \u0161pekuluje, ako by v druhom \u010dloveku vzbudil nejak\u00fa nov\u00fa potrebu, a aby ho prin\u00fatil k nejakej novej obeti, k novej z\u00e1vislosti, a aby ho zviedol na nov\u00fd  sp\u00f4sob p\u00f4\u017eitku, a t\u00fdm aj na hospod\u00e1rsku mizinu. Ka\u017ed\u00fd sa usiluje nad druh\u00fdm stvori\u0165 nejak\u00fa cudziu bytostn\u00fa silu, a uk\u00e1ja\u0165 tak svoju vlastn\u00fa zi\u0161tn\u00fa potrebu. Preto s mno\u017estvom predmetov rastie r\u00ed\u0161a cudz\u00edch bytost\u00ed, ktor\u00e9 si \u010dloveka ujarmili a ka\u017ed\u00fd nov\u00fd produkt je novou pr\u00edle\u017eitos\u0165ou, ako sa navz\u00e1jom klama\u0165 a navz\u00e1jom zdiera\u0165“2<\/a><\/sup>Mnoh\u00ed lektori marxizmu-leninizmu ne\u010d\u00edtali diela K. Marxa, v\u00e4\u010d\u0161ina s\u00fa\u010dasn\u00fdch guruov neoliberalizmu, ich nepoznaj\u00fa tie\u017e, \u010do nie je dobr\u00e1 reklama pre obe strany. Mo\u017eno to je aj z\u00e1mer, lep\u0161ie sa m\u00e1va formou ako \u0165a\u017ek\u00fdm obsahom.<\/span>.<\/em><\/span><\/p>\n

 <\/p>\n

 <\/p>\n

*<\/a>P\u00e1ni Kotler, Goebbels sa d\u00fafam neurazia, \u017ee ich pojmy marketing a propaganda, som podradil pojmu reklama. Bolo to z d\u00f4vodu zjednodu\u0161enia textu a v\u00fdkladu.
\n<\/span><\/p>\n

 2) Mnoh\u00ed lektori marxizmu-leninizmu ne\u010d\u00edtali diela K. Marxa, v\u00e4\u010d\u0161ina s\u00fa\u010dasn\u00fdch guruov neoliberalizmu, ich nepoznaj\u00fa tie\u017e, \u010do nie je dobr\u00e1 reklama pre obe strany. Mo\u017eno to je aj z\u00e1mer, lep\u0161ie sa m\u00e1va formou ako \u0165a\u017ek\u00fdm obsahom.
\n<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>\n

POZN\u00c1MKY<\/h5>
  • 1<\/span>
    Modistka M\u00e1rie-Antoinetty, sle\u010dna Bertinov\u00e1, ke\u010f svojou obratnou rukou omladzovala star\u00fd klob\u00fa\u010dik, zvolala: \u201eSkuto\u010dne nov\u00e9 je len to, na \u010do sa u\u017e zabudlo“<\/div><\/li>
  • 2<\/span>
    Mnoh\u00ed lektori marxizmu-leninizmu ne\u010d\u00edtali diela K. Marxa, v\u00e4\u010d\u0161ina s\u00fa\u010dasn\u00fdch guruov neoliberalizmu, ich nepoznaj\u00fa tie\u017e, \u010do nie je dobr\u00e1 reklama pre obe strany. Mo\u017eno to je aj z\u00e1mer, lep\u0161ie sa m\u00e1va formou ako \u0165a\u017ek\u00fdm obsahom.<\/div><\/li><\/ul>","protected":false},"excerpt":{"rendered":"

    Biznis bez reklamy*  je podobn\u00fd po\u013eova\u010dke na zajacov bez honcov a  psov. Nie\u010do by ulovili, no nebol by to d\u00f4vod na halali.  Honcov len tak \u013eahko nezo\u017eeniete, naviac je to dos\u0165 rizikov\u00e9 zamestnanie. Tie\u017e jedno orient\u00e1lne \u00faslovie hovor\u00ed, \u017ee ke\u010f nie s\u00fa v kraji zajace, zje sa na ve\u010deru po\u013eovn\u00edcky pes.  Pre kreat\u00edvneho \u010dloveka robi\u0165 […]<\/p>\n","protected":false},"author":1,"featured_media":1076,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"default","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ngg_post_thumbnail":0,"footnotes":""},"categories":[1,6],"tags":[69],"class_list":["post-1053","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-postrehy-uvahy-aktualne","category-fejtony","tag-biznis-a-reklama"],"yoast_head":"\nBiznis a reklama - fejt\u00f3n - DOMOVINA<\/title>\n<meta name=\"description\" content=\"Biznis bez reklamy* je podobn\u00fd po\u013eova\u010dke na zajacov bez honcov a\u00a0 psov. 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