{"id":383,"date":"2008-06-17T11:47:30","date_gmt":"2008-06-17T09:47:30","guid":{"rendered":"http:\/\/novysmer.cz\/index.php\/2008\/06\/17\/surrealismus-v-reklam-1\/"},"modified":"2008-06-17T11:47:30","modified_gmt":"2008-06-17T09:47:30","slug":"surrealismus-v-reklam-1","status":"publish","type":"post","link":"http:\/\/novysmer.cz\/index.php\/2008\/06\/17\/surrealismus-v-reklam-1\/","title":{"rendered":"Surrealismus v reklam\u011b (1)"},"content":{"rendered":"<p> <strong><img loading=\"lazy\" class=\" alignleft size-full wp-image-3\" src=\"http:\/\/novysmer.cz\/wp-content\/uploads\/2007\/10\/logo.jpg\" border=\"0\" alt=\"logo\" title=\"logo\" hspace=\"5\" vspace=\"5\" width=\"100\" height=\"65\" align=\"left\" \/>  Pravidla hry ur\u010dujete vy: Surrealismus, reklama a masov\u00e9 ovl\u00e1d\u00e1n\u00ed mysli<\/strong> <\/p>\n<p> <!--more--> <\/p>\n<p> <em>Reklamy jsou jeskynn\u00edmi malbami dvac\u00e1t\u00e9ho stolet\u00ed. Zat\u00edmco ve dvac\u00e1t\u00fdch letech se hovo\u0159ilo o jeskynn\u00edch lidech a lid\u00e9 byli nad\u0161eni um\u011bn\u00edm altamirsk\u00fdch jeskyn\u00ed, neuv\u011bdomovali si (tak jako si to neuv\u011bdomujeme my) skryt\u00e9 okol\u00ed magick\u00fdch forem, kter\u00e9 naz\u00fdv\u00e1me \u201ereklamy\u201c. Stejn\u011b jako je tomu u jeskynn\u00edch maleb, ani \u00fa\u010delem reklam nen\u00ed to, aby se na n\u011b n\u011bkdo d\u00edval nebo aby byly vid\u011bt, ale sp\u00ed\u0161 aby ovliv\u0148ovali na d\u00e1lku, skoro jakoby pomoc\u00ed mimosmyslov\u00e9ho p\u016fsoben\u00ed.<\/em> <\/p>\n<p align=\"right\"> <strong>Z knihy Marsalla McLuhana &#8211; Kultura je na\u0161\u00edm \u00fakolem <\/strong> <\/p>\n<p> Nap\u0159\u00edklad abstraktn\u00ed um\u011blec John Hock kdysi p\u0159i malb\u011b experimentoval se slovy, kter\u00e1 tvo\u0159ila pozad\u00ed obrazu, zvl\u00e1\u0161t\u011b s obl\u00edben\u00fdm, spole\u010densky tabuizovan\u00fdm fuck (\u0161oustat atp.) je\u017e, skryto za pok\u0159iven\u00fdmi tvary, tvo\u0159ilo podklad malby. Kupodivu zjistil, \u017ee lid\u00e9 kte\u0159\u00ed k n\u011bmu p\u0159i\u0161li na n\u00e1v\u0161t\u011bvu, byli \u201eobrazy fascinov\u00e1ni\u201c. \u010casto n\u00e1v\u0161t\u011bvn\u00edci nemohli od pl\u00e1tna t\u00e9m\u011b\u0159 odtrhnout zrak. Ono slovo v pozad\u00ed podle n\u011bj \u201ejako by obrazu dod\u00e1valo n\u011bjak\u00e9 kouzlo\u201c.Skute\u010dnost\u00ed z\u016fst\u00e1v\u00e1, \u017ee velk\u00e9 spole\u010dnosti pou\u017e\u00edvaj\u00ed p\u0159esn\u011b tu samou techniku p\u0159i sv\u00fdch reklam\u00e1ch. N\u011bkdy jsou symboly takto vizu\u00e1ln\u011b pou\u017eity nen\u00e1padn\u011b, n\u011bkdy n\u00e1padn\u011bji. A\u0165 ji\u017e tak, nebo onak, oby\u010dejn\u011b maj\u00ed co d\u011blat se sexem, kter\u00fd je nej\u00fa\u010dinn\u011bj\u0161\u00ed pavlovovskou odm\u011bnou p\u0159i podmi\u0148ov\u00e1n\u00ed. Napadlo v\u00e1s u\u017e n\u011bkdy nap\u0159\u00edklad pro\u010d  vypad\u00e1 l\u00e1hev od coca-coly pr\u00e1v\u011b tak jak vypad\u00e1? <\/p>\n<p> V sedmdes\u00e1t\u00fdch letech minul\u00e9ho stolet\u00ed nastal zlom. P\u0159\u00edslu\u0161n\u00edci generace woodstocku se za\u010dali odd\u011blovat od konzumn\u00ed kultury a pro reklamn\u00ed agenty nastal nejt\u011b\u017e\u0161\u00ed probl\u00e9m. Proto se v zoufalstv\u00ed uch\u00fdlili k pou\u017eit\u00ed Freudov\u00fdch teori\u00ed aby z\u00edskali moc a nikoli aby lidem darovali svobodu. Za t\u00edmto \u00fa\u010delem \u201epsychologov\u00e9 a sociologov\u00e9 ve slu\u017eb\u00e1ch reklamn\u00edch agentur propracovali um\u011bn\u00ed citov\u00e9ho vyko\u0159is\u0165ov\u00e1n\u00ed pomoc\u00ed r\u016fzn\u00fdch syst\u00e9m\u016f psychografick\u00e9ho v\u00fdzkumu\u201c. Jeden z neu\u017e\u00edvan\u011bj\u0161\u00edch syst\u00e9m\u016f se jmenoval VALS, co\u017e byla zkratka pro Values and Life-styles (Hodnoty a \u017eivotn\u00ed styl). Byl vyvinut ve Stanfordov\u011b v\u00fdzkumn\u00e9m \u00fastavu v severn\u00ed Kalifornii a rozd\u011bluje americk\u00e9 ob\u010dany do p\u011bti r\u016fzn\u00fdch kategori\u00ed:  <\/p>\n<p> <strong>Z\u00e1visl\u00ed (Belongers)<br \/> Napodobovatel\u00e9 (Emulators)<br \/> \u00dasp\u011b\u0161n\u00ed napodobovatel\u00e9 (Emulator &#8211; Achievers)<br \/> Spole\u010densky uv\u011bdom\u011bl\u00ed \u00fasp\u011b\u0161n\u00ed lid\u00e9 (Societally Conscious Achievers)<br \/> Lid\u00e9 omezen\u00ed chudobou (Need-Directed &#8211; \/hovo\u0159\u00ed za v\u0161e, pozn. red.\/)<\/strong><\/p>\n<p> Nejd\u016fle\u017eit\u011bj\u0161\u00ed c\u00edlovou skupinou syst\u00e9mu VALS jsou spole\u010densky uv\u011bdom\u011bl\u00ed a \u00fasp\u011b\u0161n\u00ed lid\u00e9. Ti jsou hlavn\u00edm d\u016fvodem, pro\u010d syst\u00e9m v\u016fbec vznikl. P\u0159edstavuj\u00ed experiment\u00e1ln\u00ed sou\u010d\u00e1st populace, tu, kter\u00e1 c\u00edt\u00ed nespokojenost s materialismem. Jeliko\u017e jejich n\u00e1kupn\u00ed zvyklosti jsou omezeny \u201eetikou\u201c, je t\u0159eba je p\u0159esv\u011bd\u010dit, \u017ee to co kupuj\u00ed, je n\u011bjak\u00fdm zp\u016fsobem v diametr\u00e1ln\u00edm protikladu k tomu, co kupuj\u00ed lid\u00e9 z\u00e1visl\u00e9ho typu. Nap\u0159\u00edklad kdy\u017e tito lid\u00e9 p\u0159ijdou do obchodu s hudebn\u00edmi nosi\u010di, koup\u00ed si c\u00e9de\u010dko z reg\u00e1lu ozna\u010den\u00e9ho jako \u201ealternativn\u00ed\u201c a ani je nenapadne p\u0159em\u00fd\u0161let, zda tato hudba, ozna\u010den\u00e1 jako \u201ealternativn\u00ed\u201c, je opravdu alternativn\u00ed ve skute\u010dn\u00e9m \u2013 a t\u00e9\u017e jedin\u00e9m \u2013 v\u00fdznamu toho slova. Alternativn\u00ed k \u010demu, k sob\u011b samotn\u00e9? Tito lid\u00e9 jsou ve skute\u010dnosti z\u00e1visl\u00fdmi, ale mus\u00ed b\u00fdt p\u0159esv\u011bd\u010dov\u00e1ni o tom, \u017ee nejsou. A kone\u010dn\u011b, lid\u00e9 omezen\u00ed chudobou jsou Ameri\u010dani, kte\u0159\u00ed \u017eij\u00ed od v\u00fdplaty k v\u00fdplat\u011b a nemohou si dovolit nic krom\u011b z\u00e1kladn\u00edch \u017eivotn\u00edch pot\u0159eb. Tito lid\u00e9 jsou Stanfordov\u00fdm v\u00fdzkumn\u00fdm \u00fastavem pova\u017eov\u00e1ni za bezv\u00fdznamn\u00e9 a irelevantn\u00ed. Takto p\u0159esn\u011b popisuje Stanford\u016fv v\u00fdzkumn\u00fd \u00fastav americkou populaci. <\/p>\n<p> Mo\u017en\u00e1 jde o pouhou shodu n\u00e1hod, ale 3. \u00fanora 1974 romanopisce Philips K. Dicka (autora surrealistick\u00fdch knih jako V\u0161udybyl &#8211; oko na obloze atd.) osv\u00edtil tajemn\u00fd r\u016f\u017eov\u00fd paprsek, kter\u00fd mu do mozku v\u0161t\u00edpil slovo \u201eVALIS\u201c. Dick si tuto zkratku vysv\u011btlil jako vast active Living intelligence system (obrovsk\u00fd aktivn\u00ed \u017eiv\u00fd inteligentn\u00ed syst\u00e9m),  i kdy\u017e z jeho strany \u0161lo pouze o dohady.<\/p>\n<p> N\u011bkte\u0159\u00ed lid\u00e9 nad Dickov\u00fdm z\u00e1\u017eitkem z roku 1974 m\u00e1vli rukou a nem\u011bli jej za nic v\u00edc ne\u017e pouhou schizofrenn\u00ed p\u0159\u00edhodu, co\u017e je zvl\u00e1\u0161tn\u00ed, nebo\u0165 Dick nebyl nikdy diagnostikov\u00e1n jako schizofrenik. Schizofrenie je stav mysli, kter\u00fd fascinuje jak <strong><u>partyz\u00e1nsk\u00e9 surrealisty<\/u><\/strong>, tak <strong><u>surrealisty korporativn\u00ed<\/u><\/strong>.  <\/p>\n<p> Salvador Dal\u00ed, p\u0159edstavitel prvn\u00ed skupiny, vyvinul techniku, jej\u00ed\u017e pomoc\u00ed cht\u011bl schizofrenn\u00ed stav prezentovat a\u017e p\u0159esp\u0159\u00edli\u0161 rozumov\u011b zalo\u017een\u00e9 bur\u017eoazii. Tyto \u201eparanoick\u00e9\u201c dvojit\u00e9 vize byly dokonal\u00fdm spojen\u00edm dvou odli\u0161n\u00fdch n\u00e1m\u011bt\u016f, jak ukazuje jeho obraz Neviditeln\u00fd mu\u017e z roku 1929.<br \/> Tak\u00e9 korporativn\u00ed surrealist\u00e9 vyu\u017e\u00edvaj\u00ed vizu\u00e1ln\u00edch h\u0159\u00ed\u010dek k jemn\u00e9 manipulaci s u\u017eivatelem. N\u011bkter\u00e9 \u201eskryt\u00e9\u201c sexu\u00e1ln\u00ed nar\u00e1\u017eky jsou natolik z\u0159ejm\u00e9, \u017ee je odhal\u00ed ka\u017ed\u00fd, kdo o to jen trochu stoj\u00ed. B\u00e1je\u010dnou uk\u00e1zkou t\u00e9to techniky je jedna z reklam McDonald\u00b4s. Na prvn\u00ed pohled zobrazuje, jak je ku\u0159ec\u00ed Chicken McNugget nam\u00e1\u010den do om\u00e1\u010dky, ale z\u00e1rove\u0148 vypad\u00e1 p\u0159esn\u011b jako ejakuluj\u00edc\u00ed penis. Ten, kdo se na reklamu d\u00edv\u00e1, nemus\u00ed mhou\u0159it o\u010di a stav\u011bt se na hlavu, aby si toho v\u0161iml. Je to zcela z\u0159eteln\u00e9. <br \/> Korporativn\u00ed surrealist\u00e9 se v\u0161ak nespokojuj\u00ed s vyp\u016fj\u010dov\u00e1n\u00edm um\u011bleck\u00fdch technik pouze od Dal\u00edho. Stejn\u011b vd\u011b\u010dn\u00fdm objektem drancov\u00e1n\u00ed je i dal\u0161\u00ed partyz\u00e1nsk\u00fd surrealista Pablo Picasso. Na sv\u00e9m obraze Zrcadlo pou\u017e\u00edv\u00e1 Picasso srovn\u00e1n\u00ed a kontrast jako prost\u0159edek k vyjad\u0159ov\u00e1n\u00ed nepozorovan\u00fdch spojitost\u00ed mezi dv\u011bma aspekty \u017eensk\u00e9ho \u017eivota. V reklam\u011b na pun\u010dochy Berkshire korporativn\u00ed surrealist\u00e9 mazan\u011b vyu\u017eili t\u00e9 sam\u00e9 techniky k jemn\u00e9 nar\u00e1\u017ece na \u017eenskou sexualitu.  Rezervovan\u00e1 d\u00e1ma z vy\u0161\u0161\u00ed spole\u010dnosti stoj\u00ed zdr\u017eenliv\u011b u jak\u00e9hosi sloupu a m\u00e1 na sob\u011b \u201e\u00fa\u017easn\u00e9 \u2026 \u010dir\u00e9\u2026 \u010dir\u00e9\u2026 nylonov\u00e9 pun\u010dochy Berkshire\u201c, je\u017e si barvu \u201evyp\u016fj\u010dily od sluncem prosycen\u00e9ho zlata sat\u00e9nov\u00e9 srsti h\u0159ebce\u201c. V pozad\u00ed se na zadn\u00edch noh\u00e1ch vzp\u00edn\u00e1 plav\u00fd k\u016f\u0148 s b\u00edlou h\u0159\u00edvou, jen\u017e je ve freudovsk\u00e9m smyslu symbolem nesv\u00e1zan\u00e9 sexuality. Pomoc\u00ed vychytral\u00e9ho srovn\u00e1n\u00ed tak reklamn\u00ed agent na pozad\u00ed vzne\u0161en\u00e9ho a rezervovan\u00e9ho zevn\u011bj\u0161ku \u017eeny dosahuje dojmu \u201enaprost\u00e9ho z\u00e1vratn\u00e9ho vzru\u0161en\u00ed\u201c.  <\/p>\n<p> <em>Pokra\u010dov\u00e1n\u00ed<\/em>  <\/p>\n<p> zdroj: archiv NoS  <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pravidla hry ur\u010dujete vy: Surrealismus, reklama a masov\u00e9 ovl\u00e1d\u00e1n\u00ed mysli<\/p>\n","protected":false},"author":1,"featured_media":3,"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":[6],"tags":[78,77],"_links":{"self":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/383"}],"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=383"}],"version-history":[{"count":0,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/383\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/media\/3"}],"wp:attachment":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/media?parent=383"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/categories?post=383"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/tags?post=383"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}