Stiu ca este un spot cam vechi, dar m-am lovit de curand de el. Primul impuls a fost sa scriu despre ce se intampla cand publicitarii se incurca in simboluri si metafore. Vroiam sa scriu ca asa se inventeaza legenda universala, dar, evident ca nu am sa spun asta. Mai vroiam sa zic si ca din lipsa de basme romanesti, inventeaza unele care nu exista. (regele gheturilor si imparatul focului). Apropo, ce s-a intamplat cu Imparatul Rosu? A murit?
Apa de Legenda este cel mai bun exemplu de reclama in care semiotica si intrumentele ei si-ar fi facut treaba mult mai bine.
De cele mai multe ori, relatia dintre semiotica si publicitate este pusa la indoiala, datorita necunoasterii instrumentelor semiotice considerate de unii publicitari, inadecvate pentru a raspunde problemelor din creatia publicitara. Totusi, semiotica se foloseste constant de publicitate ca mijloc, pentru a raspunde intrebarilor privitoare la modul în care sensul da nastere imaginii.
Astfel ca, patratul semiotic din reclama realizata de Friends ar fi aratat asa:
Analiza tuturor semnelor din spot ne conduce catre axa ura-iubire, versus puritate-toxicitate.
Uitand de faptul ca introducerea unor simboluri universale fac neverosimile calitatile produsului autohton, intrebarea mea este cat de relevante sunt valorile de mai sus pentru categorie?
vineri, 13 iunie 2008
Izvorul Minunilor - Apa de legenda
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Pai nu sunt deloc relevante pentru categorie. Nici pentru produs nu sunt relevante dar este o aparitie placuta, un pretext pentru ca brandul (care are notorietate si nu mai are nevoie de enumerarea calitatilor/beneficiilor) sa se infatiseze in fata consumatorului.
In plus, eu ma gandeam ca avand o categorie atat de simpla, cu niste beneficii limitate (adica cat de mult poti sa speculezi la o apa, ce valoare adaugata poate avea o apa fata de celelalte din categorie?) daca te incapatanezi sa ii arati consumatorului la fiecare spot cat de bine e sa bei apa, ce repede alergi daca bei apa asta, ce sus sari si cat de plin de viata esti, nu reusesti decat sa bati apa in piua sau sa incarci categoria respectiva cu inca un spot plicitsitor (cum este categoria detergentilor spre exemplu, in care calitatile unui detergent sunt, practic, aceleasi, doar raportul intre ele diferind de la caz la caz).
Deci eu zic ca e vorba de crearea unui context placut, in mod aleatoriu, context pe care compania l-a creat pentru ca brandul sa il intalneasca pe consumator.
Zic si eu, nush daca am dreptate...:)
@Ioana, Tu lucrezi pentru o apa ceva?
Da, ai dreptate si eu consider tot contextul cel mai important.
@ioana, uite aici un beneficiu neobisnuit de comunicat pentru apa: Brain Dance http://www.youtube.com/watch?v=G9B7sZQHS3Q
asta seamana cu patratul lui Boetius sau asta si era era ideea ? misto
seamana, dar este altceva:)
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