{"id":384,"date":"2008-06-19T00:00:00","date_gmt":"2008-06-18T22:00:00","guid":{"rendered":"http:\/\/novysmer.cz\/index.php\/2008\/06\/19\/surrealismus-v-reklam-2\/"},"modified":"2008-06-19T00:00:00","modified_gmt":"2008-06-18T22:00:00","slug":"surrealismus-v-reklam-2","status":"publish","type":"post","link":"http:\/\/novysmer.cz\/index.php\/2008\/06\/19\/surrealismus-v-reklam-2\/","title":{"rendered":"Surrealismus v reklam\u011b (2)"},"content":{"rendered":"<p> <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\" \/> <strong>  Pravidla hry ur\u010dujete vy: Surrealismus, reklama a masov\u00e9 ovl\u00e1d\u00e1n\u00ed mysli<\/strong> <\/p>\n<p> &nbsp; <\/p>\n<p> <!--more--> <\/p>\n<p> Korporativn\u00ed surrealist\u00e9 ve sv\u00fdch d\u00edlech vyu\u017e\u00edvaj\u00ed fantastick\u00e9 prvky, ale jejich fantazie se sna\u017e\u00ed realitu napodobovat podvodn\u011b. Reklamn\u00ed agenti n\u00e1m ukazuj\u00ed sc\u00e9ny, kter\u00e9 v\u0161ichni dob\u0159e zn\u00e1me, jako je p\u0159edm\u011bst\u00ed Los Angeles, pob\u0159e\u017e\u00ed Floridy, ulice v Chicagu, a zalid\u0148uj\u00ed je mimozemsk\u00fdmi bytostmi s \u00fatl\u00fdm dvaceticentimetrov\u00fdm pasem, s podpa\u017e\u00edm bez ochlupen\u00ed a se zuby b\u00edl\u00fdmi jak ze slonoviny. <strong>Z\u00e1visl\u00ed, napodobovatel\u00e9, \u00fasp\u011b\u0161n\u00ed napodobovatel\u00e9, spole\u010densky uv\u011bdom\u011bl\u00ed \u00fasp\u011b\u0161n\u00ed lid\u00e9, dokonce i lid\u00e9 omezen\u00ed chudobou, ti v\u0161ichni se cel\u00fd \u017eivot v polosnu hon\u00ed za nedosa\u017eiteln\u00fdmi bludy, kter\u00e9 se jim pozd\u011b v noci zjevuj\u00ed z blikaj\u00edc\u00ed barevn\u00e9 obrazovky, ani\u017e by si uv\u011bdomovali, \u017ee tito pohledn\u00ed obyvatel\u00e9 sv\u011bta reklam jsou m\u00e9n\u011b skute\u010dn\u00ed ne\u017e chobotnicovit\u00ed humanoidi na kol\u00e1\u017e\u00edch Maxe Ernsta.<\/strong> Jsou osln\u011bni fantazi\u00ed, kter\u00e1 se tv\u00e1\u0159\u00ed jako realita.  <\/p>\n<p> N\u00e1vod jak z toho ven n\u00e1m m\u016f\u017ee uk\u00e1zat p\u0159edstava fantazie Andr\u00e9ho Bretona, kter\u00e1 \u0161la ruku v ruce s pot\u0159ebou revolty a anarchismu. Jeho politick\u00e9 n\u00e1zory jsou jasn\u00e9 formulov\u00e1ny v n\u00e1sleduj\u00edc\u00edm v\u00fdroku:<\/p>\n<p> <em>Jedinou pomoc\u00ed \u2026 je vr\u00e1tit se zp\u011bt k princip\u016fm \u2026 anarchismu, nikoli k jeho karikatu\u0159e, kter\u00e1 je z n\u011bj vytv\u00e1\u0159ena, nikoli k teroru, ale k \u2026 socialismu, kter\u00fd ji\u017e nen\u00ed ch\u00e1p\u00e1n jako jednoduch\u00e9 \u0159e\u0161en\u00ed politick\u00fdch a spole\u010densk\u00fdch probl\u00e9m\u016f, ale jako vyj\u00e1d\u0159en\u00ed touhy vyko\u0159is\u0165ovan\u00fdch mas vytvo\u0159it bezt\u0159\u00eddn\u00ed spole\u010dnost, kde lze realizovat v\u0161echny lidsk\u00e9 hodnoty a c\u00edle.<\/em><\/p>\n<p> Korporativn\u00ed surrealist\u00e9 nemaj\u00ed \u017e\u00e1dnou \u00factu k lidsk\u00fdm hodnot\u00e1m. Kdykoliv hovo\u0159\u00ed up\u0159\u00edmn\u011b, prozrazuj\u00ed v sob\u011b sv\u00e9 fa\u0161istick\u00e9 sklony. To nen\u00ed nic p\u0159ekvapiv\u00e9ho. S\u00e1m Mussolini jednou \u0159ekl: \u201eFa\u0161ismus je korporativismus.\u201c Co jsou reklamn\u00ed agenti jin\u00e9ho ne\u017e p\u0159isluhova\u010di korporac\u00ed, kter\u00e9 je zam\u011bstn\u00e1vaj\u00ed? Jejich n\u00e1zor na lidstvo lze vy\u010dist zcela jasn\u011b z n\u00e1sleduj\u00edc\u00edho \u00faryvku, jeho\u017e autorem je jeden z nej\u00fasp\u011b\u0161n\u011bj\u0161\u00edch reklamn\u00edch agent\u016f v Americe, Jerry Della Femina, kter\u00fd rovn\u011b\u017e v\u00fdrazn\u011b podporoval speci\u00e1ln\u00ed psychoanalytick\u00e9 postupy Stanfordova v\u00fdzkumn\u00e9ho \u00fastavu:<\/p>\n<p> <em>Reklama obchoduje s bolestiv\u00fdmi otev\u0159en\u00fdmi ranami, .. jako je strach, chtivost, vztek, nep\u0159\u00e1telstv\u00ed. Pravidla hry ur\u010dujete vy a my ka\u017ed\u00e9 z nich vyu\u017e\u00edv\u00e1me. Vyu\u017e\u00edv\u00e1me v\u0161ech cit\u016f a v\u0161ech probl\u00e9m\u016f, od ne\u00fasp\u011bchu a\u017e po touhu b\u00fdt jedn\u00edm z davu. Ka\u017ed\u00fd m\u00e1 n\u011bjak\u00e9 ovl\u00e1dac\u00ed tla\u010d\u00edtko. Pokud m\u00e1 dostate\u010dn\u011b velk\u00fd po\u010det lid\u00ed stejn\u00e9 tla\u010d\u00edtko, potom m\u00e1te \u00fasp\u011b\u0161nou reklamu a \u00fasp\u011b\u0161n\u00fd v\u00fdrobek. <\/em><br \/> V\u011bt\u0161inu lid\u00ed lze z jak\u00e9hosi d\u016fvodu snadno p\u0159esv\u011bd\u010dit, \u017ee reklamn\u00ed agenti skute\u010dn\u011b uva\u017euj\u00ed p\u0159esn\u011b t\u00edmto zp\u016fsobem, ale z\u00e1rove\u0148 tvrd\u00ed, \u017ee je jim to jedno proto\u017ee \u201e\u00e1le, reklamy nemaj\u00ed na nikoho \u017e\u00e1dn\u00fd \u00fa\u010dinek\u201c. Evidentn\u011b v\u011b\u0159\u00ed tomu, \u017ee nejv\u011bt\u0161\u00ed spole\u010dnosti utr\u00e1cej\u00ed ka\u017ed\u00fd rok miliony a miliony dolar\u016f na propracovan\u00e9 reklamn\u00ed kampan\u011b, kter\u00e9 nemaj\u00ed na nikoho absolutn\u011b \u017e\u00e1dn\u00fd \u00fa\u010dinek a kter\u00e9 se jim nikdy nem\u016f\u017eou vyplatit. Mo\u017en\u00e1 to d\u011blaj\u00ed jen z laskavosti sv\u00e9ho srdce, aby tak poskytly tolik pot\u0159ebn\u00fd zdroj p\u0159\u00edjm\u016f jinak zcela nepot\u0159ebn\u00fdm reklamn\u00edm agent\u016fm, kte\u0159\u00ed by jinak nem\u011bli za co sv\u00fdm d\u011btem koupit v\u00e1no\u010dn\u00ed d\u00e1rky. Mo\u017en\u00e1.<\/p>\n<p> Ov\u0161em daleko logi\u010dt\u011bj\u0161\u00ed vysv\u011btlen\u00ed je, \u017ee spole\u010dnosti na reklamu utr\u00e1cej\u00ed tolik pen\u011bz, proto\u017ee o\u010dek\u00e1vaj\u00ed, \u017ee p\u0159inese v\u00fdsledky. A co si o reklam\u011b a p\u016fsoben\u00ed na lidi mysl\u00edte vy, \u010dten\u00e1\u0159i na\u0161eho port\u00e1lu novysmer.cz ? Pamatujte, \u017ee kr\u00e1sa k n\u00e1m p\u0159ich\u00e1z\u00ed v mnoha tvarech a  chut\u00edch, s p\u0159\u00eddavn\u00fdm p\u0159\u00edslu\u0161enstv\u00edm. Sada neobsahuje baterie. Se z\u00e1rukou va\u0161\u00ed nespokojenosti. Pravidla hry ur\u010dujete vy.  <\/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 &nbsp;<\/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\/384"}],"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=384"}],"version-history":[{"count":0,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/384\/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=384"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/categories?post=384"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/tags?post=384"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}