{"id":180,"date":"2020-07-14T00:00:00","date_gmt":"2020-07-13T22:00:00","guid":{"rendered":"http:\/\/novysmer.cz\/index.php\/2006\/07\/17\/publicita-vyda-za-tisic-bomb-7\/"},"modified":"2020-06-25T22:12:20","modified_gmt":"2020-06-25T20:12:20","slug":"publicita-vyda-za-tisic-bomb-7","status":"publish","type":"post","link":"http:\/\/novysmer.cz\/index.php\/2020\/07\/14\/publicita-vyda-za-tisic-bomb-7\/","title":{"rendered":"PUBLICITA VYD\u00c1 ZA TIS\u00cdC BOMB (7)"},"content":{"rendered":"

ZLO\u010cINY PUBLICITY V MODERN\u00cd V\u00c1LCE<\/p>\n

<\/p>\n

IDEOLOGIE<\/p>\n

Ka\u017ed\u00fd mohl u\u010dinit srovn\u00e1n\u00ed mezi publicitou a propagandou, jako kdyby zde byl rozd\u00edl v jej\u00edch povaze, zat\u00edmco je zde jen jeden rozd\u00edl v p\u0159edm\u011btu, kter\u00fd se dnes ztr\u00e1c\u00ed, kdy\u017e politikov\u00e9 (Bush, Gorba\u010dov, Alexandr Kwasniewski) vychvaluj\u00ed ur\u010dit\u00e9 v\u00fdrobky v televizn\u00edch vsuvk\u00e1ch a kdy\u017e jin\u00ed jsou vyn\u00e1\u0161eni reklamou slavn\u00fdch reklamn\u00edch spole\u010dnost\u00ed.<\/p>\n

Obdoba s propagandou totalitn\u00edch re\u017eimu, ku p\u0159\u00edkladu s nacistick\u00fdm ide\u00e1lem, je z\u0159ejm\u00e1. Ukazovan\u00e9 osobnosti jsou p\u0159evl\u00e1daj\u00edc\u00edmi modely dnes, stejn\u011b jako v on\u00e9 dob\u011b. Mu\u017ei jsou dob\u0159e stav\u011bn\u00ed, d\u00edvky jsou blond\u00fdnky s bujn\u00fdmi \u0148adry, v\u0161ichni se usm\u00edvaj\u00ed a jsou i svoln\u00ed, a\u0165 p\u0159ijde cokoliv. Prost\u0159ed\u00ed je v\u017edy stejn\u00e9. \u010cist\u00e1 a kr\u00e1sn\u00e1 m\u011bsta, p\u016fvabn\u00fd a proslun\u011bn\u00fd venkov, okouzluj\u00edc\u00ed mo\u0159e nebo jin\u00e9 turistick\u00e9 m\u00edsto. T\u0159et\u00ed sv\u011bt je exotick\u00fd a dobr\u00e1ck\u00fd jako v klubu Mediterran\u00e9e. T\u011blo je zde suver\u00e9nem, scen\u00e9rie futuristick\u00e1, ale s p\u0159\u00edjemnou budoucnost\u00ed, o ni\u017e se usiluje.<\/p>\n

\"cernakniha\"<\/p>\n

Sout\u011b\u017eivost je z\u0159ejm\u011b jedinou hnac\u00ed silou lid\u00ed, moc a s\u00edla jsou vyn\u00e1\u0161eny, v\u00fdkonnost je neust\u00e1le p\u0159ipom\u00edn\u00e1na. Tento ide\u00e1l \u201eskautsk\u00e9ho \u0161t\u011bst\u00ed“, kter\u00fd kritizuje Toscani ve sv\u00e9 knize, neodolateln\u011b vyvol\u00e1v\u00e1 obr\u00e1zky z nacistick\u00fdch \u017eurn\u00e1l\u016f nebo z jej\u00edch mravou\u010dn\u00fdch film\u016f. (Toscani ukazuje, jak obraz Claudie Schifferov\u00e9 uskute\u010d\u0148uje sen Hitler jugendu.) Ale to plat\u00ed i o sc\u00e9n\u00e1ch rusk\u00e9ho, \u010d\u00ednsk\u00e9ho nebo korejsk\u00e9ho socialistick\u00e9ho realismu v jejich propagand\u011b pro mlad\u00e9. P\u0159edev\u0161\u00edm podle obrazu t\u00e1borov\u00e9ho hesla je tam radost povinn\u00e1 a \u201ep\u0159irozenost“ natolik vynucen\u00e1, \u017ee vyvol\u00e1v\u00e1 v kinech sm\u00edch.<\/p>\n

Ale objevn\u00e1 je i p\u0159evl\u00e1daj\u00edc\u00ed volba – alkohol a tab\u00e1k, auta a rychlost, zbyte\u010dn\u00e9 a n\u00e1kladn\u00e9 n\u00e1kupy, nebo potraviny n\u00edzk\u00e9 kvality prezentovan\u00e9 jako spot\u0159eba elity. Reklama si neust\u00e1le pohr\u00e1v\u00e1 s pohlavn\u00ed \u017e\u00e1dostivost\u00ed, z\u0159\u00eddkakdy s finesou, ale sp\u00ed\u0161 s frivolnost\u00ed bez velk\u00fdch obm\u011bn.<\/p>\n

St\u00e1le posiluje projevy nam\u00ed\u0159en\u00e9 proti \u017eivotn\u00edmu prost\u0159ed\u00ed, soci\u00e1ln\u00edm pr\u00e1v\u016fm, re\u00e1ln\u00e9mu T\u0159et\u00edmu sv\u011btu, chudob\u011b, ob\u010danstv\u00ed s v\u00fdjimkou p\u0159\u00edpad\u016f, kdy je zapot\u0159eb\u00ed je pitvo\u0159it. Je to vl\u00e1da absolutn\u00edho liberalismu, kter\u00fd posiluje svornost ekonomick\u00fdch \u00favodn\u00edk\u00e1\u0159\u016f s medii, v nich\u017e je \u0161\u00ed\u0159ena. A samoz\u0159ejm\u011b slab\u00fd n\u00e1znak vzpoury – tak podn\u011bcuj\u00edc\u00ed k n\u00e1kupu klamn\u00e9 novinky.<\/p>\n

Toto panstv\u00ed je \u010dasto kritizov\u00e1no \u201ehospodyni pod 50 let“, pova\u017eovanou za p\u0159edstavitelku pr\u016fm\u011brn\u00e9ho spot\u0159ebitele, jeho\u017e diktatura nad poslucha\u010dstvem je odpov\u011bdn\u00e1 za v\u0161eobecnou redukci kvality na stejnou \u00farove\u0148. Prod\u00e1v\u00e1 se, jak \u0159\u00edk\u00e1 Toscani, zpackan\u00fd model, kter\u00fd je hypnotick\u00fd \u0161t\u011bst\u00edm. Nab\u00edzen\u00fd v\u00fdrobek v n\u011bm\u017e m\u00e1 spot\u0159ebitel zakoupit v\u011b\u010dn\u00e9 ml\u00e1d\u00ed, v\u00fdkonnost nebo energii, \u010di trval\u00e9 zdrav\u00ed. A dod\u00e1v\u00e1 toto d\u011bsiv\u00e9 shrnut\u00ed o nesm\u00edrn\u00e9 v\u011bt\u0161in\u011b reklam, kter\u00e1 m\u00edj\u00ed na na\u0161ich obrazovk\u00e1ch: \u201eO, jak je dobr\u00e9 m\u00edt 20 let, jezdit v 4×4 na konci sv\u011bta a sk\u00e1kat do perl\u00edc\u00ed vody s pr\u00edma \u201eko\u010dkama“ s velkozub\u00fdm \u00fasm\u011bvem. M\u011b\u0161\u0165\u00e1ck\u00fd, koloniz\u00e1torsk\u00fd, panova\u010dn\u00fd, z\u00e1padnick\u00fd a b\u011blo\u0161sk\u00fd sen p\u0159edkl\u00e1dan\u00fd jako model spole\u010dnosti, jako\u017eto koncepce sv\u011bta v n\u00e1hradu za velk\u00e9 ideje, je\u017e byly pora\u017eeny jako za nacistick\u00e9ho re\u017eimu. Ti, kte\u0159\u00ed se odchyluj\u00ed od tohoto modelu jsou ze sv\u011bta odstra\u0148ov\u00e1ni. Co\u017e p\u0159in\u00e1\u0161\u00ed reklama – …ti, kte\u0159\u00ed se nepodobaj\u00ed \u00c1rijc\u016fm, nejsou heterosexu\u00e1ln\u00ed, ani zdrav\u00ed, nemaj\u00ed z\u00e1mo\u017enost, kterou d\u00e1vaj\u00ed pen\u00edze, nejsou agresivn\u00ed v\u016f\u010di sv\u011btu, nemaj\u00ed souhlasnou fyzickou konstrukci, jsou neproduktivn\u00ed, nespokojenci, pacifist\u00e9, nemocni, chud\u00ed, \u201elooscrs“ (v\u011b\u010dn\u011b ztr\u00e1tov\u00ed)… Jako u ka\u017ed\u00e9 totalitn\u00ed propagandy s\u00edla a moc se odv\u00edjej\u00ed ze sval\u016f pij\u00e1k\u016f piva nebo \u0159idi\u010d\u016f vozidel. V\u00edt\u011bzstv\u00ed je v\u0161udyp\u0159\u00edtomn\u00e9, a\u0165 ji\u017e hrdina b\u011bh\u00e1, bagruje, pilotuje nebo se st\u0159et\u00e1 se sv\u00fdm zam\u011bstnavatelem.<\/p>\n

Nakonec se manipuluje jen se stereotypy a to poka\u017ed\u00e9, kdy\u017e je chce zarazit je\u0161t\u011b hloub\u011bji do hlav – mu\u017esk\u00fd a \u017eensk\u00fd stereotyp, n\u00e1rodn\u00ed, venkovsk\u00fd, mlad\u00fd, p\u0159edm\u011bstsk\u00fd atd.<\/p>\n

Pokra\u010dov\u00e1n\u00ed<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

ZLO\u010cINY PUBLICITY V MODERN\u00cd V\u00c1LCE<\/p>\n","protected":false},"author":1,"featured_media":2983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0},"categories":[5],"tags":[49],"_links":{"self":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/180"}],"collection":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/comments?post=180"}],"version-history":[{"count":3,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/180\/revisions"}],"predecessor-version":[{"id":3049,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/180\/revisions\/3049"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/media\/2983"}],"wp:attachment":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/media?parent=180"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/categories?post=180"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/tags?post=180"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}