Vim li cas tib lub ad feem ntau rov ua dua?

2024 Tus sau: Seth Attwood | [email protected]. Kawg hloov kho: 2023-12-16 16:06

Thaum hloov TV raws, yuav luag tsis muaj ib lub sijhawm thaum kev tshaj tawm tsis muaj nyob ntawm qhov screen. Tsis tas li ntawd, nws tau tshaj tawm hauv xov tooj cua tshaj tawm, dai rau ntawm txoj kev raws li cov ntawv tshaj tawm thiab cov ntawv tshaj tawm, luam tawm rau sab nraum qab ntawm cov ntawv txais nyiaj, muab pov rau hauv lub thawv ntawv hauv daim ntawv nplooj ntawv, nplooj ntawv xov xwm.

Lub koom haum yog dej nyab nrog kev tshaj tawm. Kev tshaj tawm yog nyob txhua qhov chaw: hauv cov yeeb yaj kiab, hauv Is Taws Nem, hauv xov tooj cua, hauv khw qhov rais, hauv cov ntawv xov xwm thiab phau ntawv, tab sis feem ntau ntawm txhua qhov ntawm cov ntxaij vab tshaus TV. Thiab nws yog TV tshaj tawm uas txaus ntshai tshaj plaws rau peb lub hlwb. Kev tshaj tawm yog lub hauv paus ntawm cov txiaj ntsig thiab kev lag luam ntawm cov tuam txhab loj tshaj plaws hauv ntiaj teb niaj hnub no.

Tsis yog tus neeg ruam yuav kos cov lus xaus ib txwm muaj: yog tias qhov kev tshaj tawm no tau tshwm sim, nws txhais tau tias nws muaj qee yam txiaj ntsig. Qhov tseeb, cov tuam ntxhab ntawm cov khoom yuav tsis nkim lawv cov nyiaj ntawm qhov tsis hnov tsw ntawm kev lag luam nrog lawv cov khoom.

Piv txwv li, qee qhov tseeb ua pov thawj tias tom qab ntau qhov kev tshawb fawb txog kev phom sij ntawm cov dej qab zib tuaj txawv teb chaws, lawv tseem txuas ntxiv mus sau cov txee ntawm peb cov khw muag khoom thiab cov khw muag khoom loj. Tsis muaj txiaj ntsig lossis yuav luag tsis muaj txiaj ntsig hauv lawv cov khoom muaj pes tsawg leeg: cocoa hmoov, chocolate tuav, me nyuam mos mis, mayonnaise, nqaij qaib cubes thiab kua ntses yog qhov xav tau zoo ntawm cov neeg siv khoom thoob ntiaj teb. Kev sim rov ua pov thawj qhov txaus ntshai ntawm kev siv dej haus xws li Coca-Cola, Sprite thiab Fanta tau ua rau tsis muaj dab tsi ntseeg. Lub cav tshaj tawm tau dhau los ua ntau zaus ntau zog dua li kev xav. Thiab qhov no tsis yog qhov xav tsis thoob, vim tias muaj txiaj ntsig loj nyiaj txiag tom qab kev tshaj tawm ntawm cov dej qab zib no. Txawm hais tias tsis muaj qhov xav tau ceev los yuav cov khoom siv me me no.

Cov koom haum tshaj tawm uas txhawb nqa kev muag khoom ntau ntawm cov khoom lag luam muaj txiaj ntsig zoo los ntawm kev muag khoom - txog 15% ntawm lawv qhov muag. Thiab rau qhov laj thawj zoo. Lawv paub txoj hauv kev uas lawv tuaj yeem tau txais tus neeg yuav khoom los yuav cov khoom tshaj tawm.

Qhov laj thawj feem ntau thiab paub zoo rau kev tshaj tawm rov qab yog lub peev xwm los qhia lawv rau ntau tus neeg tuaj saib raws li qhov ua tau. Tab sis yog tias niaj hnub no feem ntau cov koom haum tshaj tawm ua nws, ces nws cov txiaj ntsig yog qhov tsis txaus ntseeg.

Yuav ua li cas, ces, tsav ntau lab daus las muag?

Main installation ntawm recurring ad: tus paub ntau, tus dearer … Peb txhua tus tau txais txiaj ntsig los ntawm peb cov khoom uas nyob ze peb lub siab: vaj tse, lub piano nyiam, txoj kev paub, lub tsho sov. Ib yam kev tshaj tawm yuav tsum muaj kev cuam tshuam rau peb. Kev quav yeeb quav tshuaj evokes kev khuv leej, tso siab rau ib yam khoom. Ntau qhov kev xaiv tsa tau pom tias qhov kev nce qib hauv kev tshaj tawm ua rau muaj kev nyiam ntawm cov khoom lag luam los ntawm 15-50% hauv ib lub sijhawm los ntawm 2 lub lis piam mus rau peb lub hlis.

Tib neeg lub siab nyob rau hauv feem ntau ntawm cov zej zog qiv nws tus kheej rau sab nrauv. Peb tsis qhia ntau lub siab xav xav, nkag siab txog cov ntsiab lus, nrhiav qhov ua rau muaj qhov tsis zoo lossis qhov tshwm sim. Thaum tus neeg siv khoom nkag mus rau hauv lub khw, thaum nws pom ntau yam khoom lag luam, nws nres ntawm qhov ze dua thiab paub ntau dua rau nws. Hauv peb lub hlwb raws nraim daim duab uas peb tau rov nco dua ntawm lub TV screen pops. Thiab nws awakens cov kev xav paub hauv peb.

Tab sis niaj hnub kev tshaj tawm muaj ib qho teeb meem - nws suav tsis txheeb ntau yam. Nyob rau hauv cov chav kawm ntawm xws dispersion, ib tug suppresses lwm tus. Tab sis qee lub koom haum daws qhov teeb meem no nyob rau hauv ib txoj kev sib txawv: lawv khi cov khoom tshaj tawm rau ib yam khoom (khoom) uas twb paub thoob plaws ntiaj teb los yog scroll nws rau qee hnub, piv txwv li, hnub so. Tab sis koj muaj kev xav tsis zoo thaum koj hnov ib zaj nkauj zoo thiab paub zoo hauv kev tshaj tawm rau cov khoom noj miv; los yog thaum lub suab paj nruag ntawm cov neeg txawj ntse classics tau muab tso rau hauv cov yeeb yaj kiab txog kas fes. Cov geniuses ntawm suab paj nruag kos duab tsim cov masterpieces rau lub hom phiaj ntawm lub ntiaj teb no creativity, thiab ib tug neeg xav tsis thoob siv nws nyob rau hauv faceless advertising.

Tab sis raws li nws tau muab tawm, rov qab tshaj tawm tseem muaj qhov tsis zoo, thiab qhov no tsis xav tsis thoob hnub no. Qhov tsis zoo no yog "hnav thiab tsim kua muag", uas muaj qhov ua kom khaus, tsis zoo rau tib neeg lub hlwb.

Tab sis niaj hnub no cov koom haum tshaj tawm tau daws qhov teeb meem no hauv txoj kev tshiab thiab txhim kho: qhov rov ua dua ntawm kev lag luam tsis txo qis, tab sis cov txheej txheem, kev xav, cov khoom (cov ntsiab lus) hloov. Ntawd yog, tawm hauv lub ntsiab lus tseem ceeb ntawm kev tshaj tawm clip, lawv hloov nws cov phiaj xwm, ua kom muaj kev txaus siab tib yam hauv cov khoom tseem ceeb. Nws zoo li ib ntu tshiab ntawm koob. Ib tug txheej txheem nyob rau hauv uas ib yam khoom yog nthuav tawm nyob rau hauv sib txawv cov ntaub ntawv los yog cov phiaj xwm hu ua "repetition with variations".

Yuav ua li cas tiv thaiv koj tus kheej los ntawm kev tshaj tawm thoob ntiaj teb?

Txoj kev yooj yim tshaj plaws uas cov pej xeem feem ntau siv yog tsuas yog tsis quav ntsej nws, tsis quav ntsej nws. Tab sis nws yog tsis yooj yim sua tsis pom qhov kev tshaj tawm. Qee tus neeg (feem ntau cov menyuam yaus) hu suab nkauj, rov hais cov lus los ntawm kev tshaj tawm. Muaj cov neeg uas tsis kam nco nws tag nrho cov lus, thiab lo lus rau lo lus. Cov no yog, raws li txoj cai, cov tib neeg uas muaj kev pom zoo thiab hnov mob. Cov neeg uas nws lub hlwb loj hlob nyob rau hauv ib tug tas mus li kev tshawb fawb, tsis tsaug zog, nyob rau hauv lub xeev ntawm excitement. Ntawd yog, lub hlwb ntawm cov neeg uas cuam tshuam nrog kev ua haujlwm muaj tswv yim hnyav. Lawv tsom ntsoov thiab saib xyuas, tshaj tawm rau lawv yog cov nroj tsuag, cov khoom txawv teb chaws, tshuaj lom rau kev xav txog kev xav. Tab sis qhov cuam tshuam tsis zoo tshaj plaws ntawm kev tshaj tawm yog nws "stagnation". Tsis muaj teeb meem li cas paradoxical nws suab, tab sis nws repetition yog zoo heev uas nws zoo nkaus li tias koj pom tib lub thav duab ntawm qhov screen.

Rau cov neeg uas niaj hnub muaj TV hauv lawv lub tsev, nquag tshaj tawm yog piv rau daim ntawv loj loj uas ib txwm dai ntawm phab ntsa ntawm lawv lub qhov muag. Tab sis daim ntawv tshaj tawm uas twb paub dhau los yuav luag tsis pom, tab sis yog tias nws rov ua qhov txav thiab ua suab tib yam, ces qhov no yog qhov dej ntws tiag tiag. Cov hav dej no tsis tuaj yeem nqus tau, koj tuaj yeem tso nws (tua tawm TV), tab sis koj tsis tuaj yeem tshem nws, nws ua rau lub siab tsis nco qab nrog nws cov ntxhiab tsw.

Koj tuaj yeem tiv thaiv koj tus kheej los ntawm kev cuam tshuam kev tshaj tawm tsuas yog los ntawm kev kaw lub cuab yeej xa cov ntaub ntawv. Tab sis peb tseem saib TV, yog li nws qhov kev saib yuav tsum txwv, tshwj xeeb tshaj yog rau cov menyuam yaus cov neeg tuaj saib. Cov menyuam yaus hnub nyoog 4-5 xyoos yog qhov sib txuas yooj yim tshaj plaws hauv peb lub zej zog. Rau cov neeg uas tsis xav pom kev tshaj tawm hauv Is Taws Nem, muaj cov kev tiv thaiv zoo, tiv thaiv kev tshaj tawm, thiab lwm yam kev tiv thaiv.

Tab sis yog tias peb tsis xav yuav ib yam khoom vim yog kev tshaj tawm rau peb, peb yuav tsum ua siab ntev me ntsis thiab ua tib zoo kawm txog cov khoom ntawm cov khoom yuav khoom. Cov neeg tsim khoom yuav tsum tau muab cov ntaub ntawv rau cov neeg siv khoom. Yog tias tsis muaj cov ntaub ntawv no, koj yuav tsum ceev faj.

Txhua yam khoom siv tsis yog khoom noj khoom haus hauv cov khoom noj niaj hnub no: emulsifiers, GMOs, thiab lwm yam. Tab sis txawm tias cov khoom lag luam muaj kev nyab xeeb, kev tshaj tawm tseem tuaj yeem yuam peb mus yuav cov khoom seem. Feem ntau, dab tsi yog qhov yuav tsum tau tshaj tawm thawj zaug: zaub mov, tshuaj, tshuaj ntxuav tes. Kev yuav khoom ntawm cov khoom no tuaj yeem raug txo lossis hloov nrog lwm tus, pheej yig, tsis qis dua hauv kev txhais tau tias zoo. Tab sis kev tshaj tawm hu mus yuav raws nraim cov khoom uas nws qhia, vim hais tias nws yog supposedly zoo dua, tsuas yog, tsis muaj leej twg piav. Piv txwv li, dab tsi yog qhov zoo tshaj rau cov tshuaj tua kab mob kim tshaj plaws - ntxhua khaub ncaws soap, pheej yig? Tsis muaj dab tsi, tsuas yog attractiveness.

Haste thiab inattention feem ntau yog qhov teeb meem loj tshaj ntawm cov neeg siv khoom. Mus rau tom khw muag tshuaj lossis khw muag khoom, peb maj nrawm mus yuav khoom thiab mus tsev sai li sai tau. Peb txoj kev yuav khoom yog frivolous, raws li ceev ceev thiab kev ntseeg siab ntawm tus neeg muag khoom. Tab sis tus neeg muag khoom tsis raug hu mus ua lag luam txhawm rau piav qhia rau peb txog cov ntaub ntawv hais txog cov khoom, thiab ntau ntxiv kom hu rau peb tsis ntseeg txog nws qhov zoo. Tus neeg muag khoom yog hu mus muag.

Rov qab mus tsev, qee zaum peb tsis ntseeg qhov zoo ntawm cov khoom yuav khoom thiab txaus siab rau nws cov ntsiab lus. Tab sis txawm tias cov khoom muaj cov tshuaj phem rau kev noj qab haus huv, peb tsis maj nrawm kom tshem tawm nws, txij li peb tau them nyiaj rau nws. Tab sis kev xav thiab kev nkag siab zoo hais tias nws yog qhov zoo dua los pov tseg me me ntawm cov nyiaj ntau dua li them nyiaj rau kev kho mob lossis kev txom nyem los ntawm cov teeb meem.

Yog tias, piv txwv li, peb yuav cheese, qaub cream, zaub mov kaus poom, vitamins, thiab tom qab ntawd peb pom tias lawv muaj cov ntsiab lus txaus ntshai rau tib neeg, ces nws yog qhov zoo dua mus pauv cov khoom no rau lwm qhov, ntau yam ntuj tso. Lub khw muab kev xaiv. Thiab yog tias qee yam khoom tsis tuaj yeem yuav yam tsis muaj teeb meem ntxiv, ces tsawg kawg muaj cov khoom ntxiv uas tsis txaus ntshai. Los ntawm kev tsis lees paub cov khoom tsis zoo, peb yuav tsis tsuas yog txo qhov kev tshaj tawm xwb, tab sis kuj tseem yuam kom cov chaw tsim khoom siv lwm yam kev ntsuas thiab txhais tau tias txhim kho lawv cov khoom.

Kev tshaj tawm, raws li txoj cai, yuav tsum muaj kev ntxim nyiam hauv qhov tsos, yog li nws tau ua kom ci, zoo nkauj, ntxim nyiam. Tsis txhob muab qhov no rau kev tsim txiaj. Nws kuj tsis pom zoo kom yuav cov khoom lag luam vim nws muaj cov ntim zoo nkauj. Peb feem ntau noj nqaij, ntses, zaub, txiv hmab txiv ntoo yam tsis muaj ntim. Tib yam mus rau phau ntawv. Phau ntawv tsis yog tus naj npawb ntawm cov khoom siv dav dav, peb yuav nws, tsom rau tus neeg xav tau. Txhua tus neeg yuav khoom noj, tshuaj, tshuaj ntxuav tes, yog li ntawd lawv poob rau hauv qeb ntawm kev tshaj tawm thiab kev ntxhov siab.

Yog tias ib qho khoom lag luam tau txais txiaj ntsig raws li cov khoom siv txhawb nqa, cov khoom no tsis zoo tag nrho. Muaj cov npe uas tsis siv kev tshaj tawm (lossis txwv nws), lawv tau kov yeej kev lag luam nrog lawv cov khoom zoo, tab sis qee zaum lawv kuj muaj qhov tsis zoo. Yog li ntawd, koj yuav tsum cia siab ntau rau qhov kev xav, vim li cas, kev saib xyuas, tab sis tsis yog rau kev tshaj tawm nrov.

Qee tus neeg hais tias kev tshaj tawm tsis muaj txiaj ntsig rau lawv, lawv ntseeg tias lawv tsis muaj kev ywj pheej ntawm nws cov cawv. Tab sis yog tias qhov no yog qhov tseeb tiag, ces kev tshaj tawm yuav poob nws cov txiaj ntsig. Cov lus hais tias kev tshaj tawm tsis cuam tshuam rau peb yog kev dag ntxias. Peb yog cov uas mus rau lub khw muag khoom, peb yog cov uas siv cov khoom tshaj tawm. Tsis tas li ntawd, yog tias tus neeg laus muaj peev xwm nkag siab tias kev tshaj tawm tsuas yog kev ntxias ntxias, ces tus menyuam lossis tus tub hluas tsis tuaj yeem pom qhov ua kom yuam kev no.

Txhawm rau tiv thaiv kev tshaj tawm, ntawm qhov tsis sib xws, koj yuav tsum pom zoo tias koj tuaj yeem ua rau muaj kev cuam tshuam thiab tom qab ntawd kho koj cov kev xav, coj nws mus nrhiav qhov tsim nyog refutation.

Piv txwv li, peb tuaj yeem paub tseeb tias tsis muaj qhov taw tes rau kev tso siab rau cov ntsiab lus uas yaum peb kom yuav cov khoom no lossis cov khoom ntawd. Lub ntsiab lus tsuas yog rov hais dua cov lus ntawd lossis cov phiaj xwm uas tau muab rau nws thiab rau qhov uas nws tau them. Nws tus kheej tsis siv, thiab tej zaum yuav tsis siv cov khoom no.

Qhov teeb meem tshaj tawm tshaj tawm yog, raws li txoj cai, ib qho nyuaj rau tsis quav ntsej, uas tsis muaj, tab sis imposes. Cov no yog xov tooj cua thiab TV tshaj tawm. Puas yog nws txawv ntawm banner tshaj tawm, tshaj tawm hauv internet, thiab ntawv tshaj tawm?

Peb tsis pom daim ntawv tshaj tawm, kev tshaj tawm hauv Is Taws Nem thiab tshaj tawm cov ntawv tshaj tawm raws li kev thov rov hais dua, tab sis raws li cov ntaub ntawv muab rau cov neeg paub lossis kev ntxhov siab. Hom kev tshaj tawm no tsis raug xa mus rau hauv daim ntawv intrusive, nws tuaj yeem hla dhau, tsis lees paub, tsis quav ntsej; uas yog, nyob rau hauv cov ntaub ntawv no, peb raug xaiv. Xov tooj cua thiab TV tshaj tawm yog tshaj tawm raws li: nyob rau hauv tib qhov kev tshaj tawm nrog rau qhov kev pab cuam.

Peb perceive banner, internet thiab ntawv advertising raws li ib daim duab ntawm ntau lwm yam duab, zoo li ib daim duab ntawm ib tug exhibition. Cov kev pabcuam hauv Internet feem ntau yog muab raws li cov ntaub ntawv uas tau hloov kho tas li. Xov tooj cua thiab TV tshaj tawm tuaj rau peb twb yog qhov txuas ua rau hauv cov saw hlau conveyor lossis raws li lub tsheb thauj mus los ntawm lub tsheb ciav hlau txav. Peb tsis tuaj yeem tsis lees txais lossis nyob ib puag ncig lawv, vim tias peb tab tom sawv ntawm txoj siv conveyor lossis tos lub tsheb ciav hlau. Cov kev tshaj tawm no tsuas yog raug tshem tawm (txiav tawm hauv TV lossis xov tooj cua tshaj tawm) los ntawm kev txiav cov thav duab los ntawm zaj duab xis. Xws li kev tshaj tawm tsis muaj - nws hu rau kev mloog.

Raws li kev lim hiam, ob peb tus neeg paub tias txoj kev hais lus tsis zoo ntawm kev tshaj tawm "qhov tseeb" yog los ntawm Nazi lub teb chaws Yelemees. Minister of Information thiab Propaganda I. Goebbels raws li nws cov ntaub ntawv ntawm kev soj ntsuam yooj yim: cov pej xeem hu qhov uas paub tshaj plaws rau lawv yog qhov tseeb. Ib yam li ntawd, qhov tseeb ntawm cov kev xav tsis tseeb yog raug rau cov pej xeem niaj hnub no.

Peb txhua tus paub dab tsi tshwm sim rau lub hauv paus thiab "qhov tseeb" ntawm "Peb Reich": lawv raug kev puas tsuaj tag. Niaj hnub no peb tuaj yeem kov yeej tag nrho cov lus dag ntawm kev tshaj tawm thiab kev tshaj tawm hauv ib txoj hauv kev: los ntawm kev muab cov ntaub ntawv tsis tsim nyog, los ntawm cov khoom tsis tsim nyog thiab cov kev pabcuam tsis muaj txiaj ntsig.