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Nota introduttiva Pubblicità: la pubblicità è una forma di propaganda diretta o indiretta. Può avere come obiettivo l’informazione o la persuasione. Subliminale: forma di persuasione che agisce «sotto la soglia» (da sub + limen, in latino) della coscienza. Messaggi subliminali sono informazioni che vengono acquisite senza passare per il livello critico e razionale del soggetto. Super-io: una delle tre componenti dell’apparato psichico individuate da Freud (insieme all’Es e l’Io). Rappresenta l’insieme di divieti e regole che contrastano con le pulsioni istintuali. Tipica immagine che attrae i bambini /D SXEEOLFLWj q XQD FRPELQD]LRQH G·LQIRUPD]LRQH H GL SHUVXDVLRQHYHLFRODWDDWWUDYHUVRLPDVVPHGLDHLQSDUWL FRODUHGDOODWHOHYLVLRQHHGD,QWHUQHW (VVDLQIDWWLSURGXFHLQIRUPD]LRQLSHULQGLUL]]DUHOHVFHO WHGHLFRQVXPDWRULDOORVFRSRGLJXLGDUQHLFRPSRUWDPHQ WL3HUIDUHTXHVWRODSXEEOLFLWjVLEDVDVXWHFQLFKHGLSHU VXDVLRQHFKHKDQQRODÀQDOLWjGLDXPHQWDUHLOELVRJQRHLO GHVLGHULRGLDFTXLVWDUHGHWHUPLQDWLSURGRWWLHGLXVXIUXLUH GLFHUWLVHUYL]L /HWHFQLFKHSXEEOLFLWDULHLQRJQLFDVRSRVVRQRFRQGL]LR QDUHIRUWHPHQWHFKLQRQQHSRVVLHGHJOLVWUXPHQWLGLOHWWXUD HG·LQWHUSUHWD]LRQHFULWLFDHLQSDUWLFRODUPRGRLEDPELQL /·LQIRUPD]LRQH SXEEOLFLWDULD SXz DJLUH LQIDWWL D OLYHOOR LQFRQVFLREDVDQGRVLVXOODSHUFH]LRQHVXEOLPLQDOHSHUWDOL PRWLYLqGLIÀFLOHVIXJJLUHDLVXRLFRQGL]LRQDPHQWL (VVDFRPHKDVRVWHQXWRORVWXGLRVRGLSHUVXDVLRQH RFFXOWD9DQFH3DNDUGQHJOLDQQL6HVVDQWDPDQL SRODODPHQWHGHOOHSHUVRQHIDHPHUJHUHJOLLPSXO VLLUUD]LRQDOLLQFRUDJJLDORVIUHQDWRFRQVXPLVPR HULHVFHDIDUSDVVDUHSHUVXSHUDWLHYHFFKLRJJHWWL HSURGRWWLVSLQJHQGRDOO·DFTXLVWRGLQXRYL ,EDPELQLSULYLGLDXWRFRQWUROORSHUFKpDQFRUDQRQ VRQRULXVFLWLDFRVWUXLUVLXQ6XSHULRGLYHQWDQR SHULSXEEOLFLWDULXQFDPSRIHUWLOLVVLPRSHUSLD] ]DUHVXOPHUFDWRPHUFLLPPDJLQLHLGHH *OLHVSHUWLGLFRPXQLFD]LRQHSXEEOLFLWDULDFRQR VFRQR SHUIHWWDPHQWH OD SVLFRORJLD GHL EDPELQL VDQQREHQHFKHJOLVSRWFRPSRVWLGLVORJDQHGL PXVLFDHULSHWXWLFRQWLQXDPHQWHVRQRIDFLOPHQWH DVVLPLODWLHPHPRUL]]DWLGDLSLSLFFROLSHUORUR FKHQRQKDQQRPH]]LSHURSSRUVLDOOHWHFQLFKHGL 13 Estratto della pubblicazione 4%68) Comunicare il prodotto SHUVXDVLRQH GLYHQWD TXDVL DXWRPDWLFR LO GHVLGHULR GL SRVVHGHUH JOL RJJHWWL D HVVL FROOHJDWL *OL HVSHUWL VDQQR LQROWUH FKH TXDQGR q SUHVHQWDWD OD SXEEOLFLWj DOO·LQWHUQR GL XQ SURJUDPPDWHOHYLVLYRLOEDPELQRROWUHDOUXRORGLVSHWWDWRUHDVVXPHHVYROJHDQFKH TXHOORGLSURWDJRQLVWDFRVuFRQLOVXRFRPSRUWDPHQWRFRQGL]LRQDO·DGXOWRHORFRLQ YROJHDOLYHOORHPRWLYR,SXEEOLFLWDULVDQQRLQÀQHFKHLEDPELQLVDUDQQRJOLDGXOWL GLGRPDQLHSHUTXHVWRWHQWDQRGLIDUHLQPRGRFKHGDSLFFROLVLDELWXLQRDXWLOL]]DUH LSURGRWWLFKHXQJLRUQRFRQVXPHUDQQR /DWHFQLFDSXEEOLFLWDULDROWUHDLQIRUPDUHHDSHUVXDGHUHVXJJHULVFHDQFKHOHDVVRFLD]LR QLVLPEROLFKHDJHQGRFRVuVXOODQRVWUDLPPDJLQD]LRQHHVFDWHQDQGRGHVLGHULHELVRJQL /HDVVRFLD]LRQLVLPEROLFKHIDQQRDFTXLVLUHDLSURGRWWLSXEEOLFL]]DWLVLJQLÀFDWLSDUWL FRODULO·DFTXLVWRGLXQ·DXWRPRELOHDGHVHPSLRGLYLHQHXQRVWUXPHQWRSHURWWHQHUH SUHVWLJLRVRFLDOHVLFXUH]]DHPRWLYDVWLPDHFRQVLGHUD]LRQHVHQVRGLSRWHQ]DHFF O·RJJHWWRSXEEOLFL]]DWRGLYHQWDXQRVWDWXVV\PERO k Il potere simbolico della pubblicità Pensate a un’automobile, in altre parole a un mezzo di trasporto che, come tale, dovrebbe essere innanzitutto affidabile dal punto di vista tecnico. Ebbene, se con un’adeguata campagna pubblicitaria si creano altri significati, le caratteristiche tecniche del mezzo passano in secondo piano. Ciò significa che una macchina non particolarmente bella e di qualità meccanica piuttosto scadente può comunque attirare l’attenzione dei consumatori se la pubblicità riesce a costruire un’immagine accattivante del mezzo presentato, ad esempio, come strumento di libertà e avventura. È quanto fece la Jordan Motor Car Company che, intorno agli anni venti, pubblicizzò la macchina decappottabile “Playboy” in modo tale da associarla ai significati di divertimento, libertà, avventura e trasgressione. Una strategia vincente che ebbe come risultato l’incremento delle vendite di quest’automobile, nonostante fosse esteticamente e tecnicamente molto modesta. In ultima analisi, quindi, sono i significati che orientano il comportamento degli individui e, pertanto, creare significati vuol dire orientare l’azione del pubblico. Una strategia che non riguarda solo la pubblicità economica ma interessa, più in generale, l’intera comunicazione mediatica. Il potere dei media, cioè, si lega alla produzione e diffusione di significati i quali poi influenzano l’azione del pubblico. Un potere che John Thompson definisce “potere simbolico” riferendosi appunto alla “capacità d’intervenire sul corso degli eventi, di influenzare le azioni degli altri e, in effetti, di creare avvenimenti producendo e trasmettendo forme simboliche”. A.M. Zocchi Del Trecco, Comunicazione e informazione, Ellissi, Napoli 2002 ,OVHJUHWRGHOODWHFQLFDSXEEOLFLWDULDq DSSXQWR QHOOD FDSDFLWj GL DVVRFLDUH LO SURGRWWR D XQ YDORUH VLPEROLFR /D SXEEOLFLWjLQIDWWLqXQDJUDQGHIDEEULFD GLPLWLHGLVLPEROLFKHGHYRQRHVVHUH DVVRFLDWLGLYROWDLQYROWDDXQSURGRWWR GDYHQGHUH ,YDORULSLIUHTXHQWHPHQWHSURSDJDQGD WLQHOODQRVWUDVRFLHWjVRQRODJLRYLQH]]D ODEHOOH]]DODYHORFLWjODIRUPDÀVLFD Uno dei cliché della pubblicità è l’accostamento “donne e motori” 14 Estratto della pubblicazione '%4-8303 La comunicazione pubblicitaria $VVRFLDUHDTXHVWLYDORULGHLSURGRWWLLQFRPPHUFLRVLJQLÀ FD SURSRUUH DO FRQVXPDWRUH XQD IDOVD HTXLYDOHQ]D ´6H SRVVLHGLXQDPDFFKLQDPROWRSRWHQWHVHLXQDSHUVRQDSR WHQWHµ´6HDFTXLVWLXQRJJHWWRGLYDORUHYXROGLUHFKHDQFKH WXYDOLPROWRµ ,OFRQVXPDWRUHqSHUFLzFRVWUHWWRLQFRQVFLDPHQWHDPHWWH UHLQPRWRLSURFHVVLGLFRPSHQVD]LRQHHG·LGHQWLÀFD]LRQH FHUFDRGLFRPSHQVDUHOHVXHFDUHQ]HSVLFRORJLFKHRG·LGHQ WLÀFDUVLFRQXQ·DOWUDSHUVRQDRFRQXQSURGRWWR /D ÀUPD GL XQR VWLOLVWD R GL XQ SHUVRQDJJLR IDPRVR H LO PDUFKLRGLXQSURGRWWRGLYHQWDQRFRVuVLQRQLPRGLGLVWLQ]LRQHHGLTXDOLWjDQ]L RIIURQRDFKLOR DFTXLVWDHORXWLOL]]DODSRVVLELOLWjGLULFRQRVFHUVLHGLUDVVLFXUDUVL SVLFRORJLFDPHQWH Compensazione: il meccanismo della compensazione si ha quando il consumatore, attraverso la merce acquistata, cerca di supplire a carenze e a disagi psicologici. 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Laureatosi nel 1875 all’Università di Pietroburgo in fisiologia animale, insegnò farmacologia (1890) e fisiologia (1895) presso l’Accademia militare di medicina. Venne nominato anche direttore dell’istituto di fisiologia dell’Accademia delle Scienze. Nel 1904, ottenne, per gli esperimenti sull’attività delle ghiandole gastriche, il premio Nobel. Pavlov è diventato un protagonista nella storia della psicologia per la scoperta e lo studio del riflesso condizionato. Tale studio, giacché stabiliva una certa correlazione tra il condizionamento, l’apprendimento e l’adattamento, ha, in seguito, permesso di elaborare la behavior therapy, una tecnica terapeutica, alternativa alla psicoanalisi. Le sue opere principali sono: Lezioni sul lavoro delle principali ghiandole digestive (1887); Dati sulla fisiologia del sonno (1915); Lezioni sul lavoro dei grandi emisferi cerebrali (1926); I riflessi condizionati (1927). ,OVHFRQGRJUXSSRGLWHRULHFKHULHQWUDQHOÀORQHGHÀQLWRFRPH´DSSURFFLRPRWLYD ]LRQDOHµ VXSHUD OD FRQFH]LRQH PHFFDQLFLVWD EDVDWD VXOOR VWLPRORULVSRVWD H SRQH O·DWWHQ]LRQHVXOO·LQGLYLGXRFRQOHVXHSDVVLRQLFRQLOVXRHJRFRQOHVXHPRWLYD]LRQL HFRQODVXDFXOWXUDËO·LQGLYLGXRFKHFRQODVXDSHUVRQDOLWjÀOWUDSULPDGLIRUQLUH XQDULVSRVWDJOLVWLPROLGHULYDQWLGDOO·LQWHURFDPSRSVLFRORJLFRGLULIHULPHQWR /DSXEEOLFLWjGHYHGLFRQVHJXHQ]DFRQIURQWDUVLFRQLELVRJQLHFRQOHPRWLYD]LRQL GHOFRQVXPDWRUHFKHQRQGHYHHVVHUHVXJJHVWLRQDWRHJOLGHYHHVVHUHSHUVXDVRJLDF FKpOHVFHOWHG·DFTXLVWRQRQVRQRSUHYDOHQWHPHQWHLQFRQVFHPDYHQJRQRIRUPXODWH DGLYHUVLOLYHOOLGLFRVFLHQ]D $OFXQLVWXGLRVLKDQQRGLPRVWUDWRHPSLULFDPHQWHFKHODSXEEOLFLWjQRQULHVFHDLQFUH PHQWDUHODGRPDQGDGLEHQLVHDOODEDVHQRQYLqXQELVRJQRVHSSXUGHEROHRODWHQ WHHFKHODULFH]LRQHGLXQPHVVDJJLRqSRVLWLYDPHQWHFRUUHODWDDOODSUHHVLVWHQ]DGLXQ VXEVWUDWRGLHPR]LRQLHGLDWWHJJLDPHQWLFRHUHQWLFRQLFRQWHQXWLGHOODFRPXQLFD]LR QHVWHVVD 18 Estratto della pubblicazione Estratto distribuito da Biblet '%4-8303 La comunicazione pubblicitaria $OWUHULFHUFKHKDQQRLQROWUHHYLGHQ]LDWRFRPHODSXEEOLFLWjFRQÀQDOLWjGHOLEHUDWD PHQWHSHUVXDVLYHULHVFDDUDIIRU]DUHXQDWWHJJLDPHQWRJLjHVLVWHQWHPDGLIÀFLO PHQWHFUHLRFRQYHUWDRSLQLRQLDQFKHSHUFKpLOFRQVXPDWRUHDWWXDGHLPHFFDQLVPLGL GLIHVDFKHÀOWUDQRVROROHFRPXQLFD]LRQLFRPSDWLELOLFRQLVXRLLQWHUHVVLHFRQLVXRL DWWHJJLDPHQWLUHVSLQJHQGRTXHOOHFKHQRQORVRQR 8QWHU]RÀORQHVLULIjDOOHWHRULHHFRQRPLFKHQHRFODVVLFKHFKHVLEDVDQRVXOO·LSRWHVL GLUD]LRQDOLWjGHOFRQVXPDWRUH 5 Bisogni di autorealizzazione 4 Bisogni di stima %LVRJQLÀVLRORJLFLHVLJHQ]DGLVRSUDYYL YHQ]D %LVRJQLGLVLFXUH]]DHVLJHQ]DGLSURWH]LRQH 2 Bisogni di sicurezza %LVRJQLVRFLDOLHVLJHQ]HG·DSSDUWHQHQ]D Bisogni fisiologici 1 G·DIIHWWRHGLVROLGDULHWj %LVRJQLG·DIIHUPD]LRQHHVLJHQ]HG·DXWR VWLPDHGLVWLPDGDSDUWHGHJOLDOWUL %LVRJQLG·DXWRUHDOL]]D]LRQHHVLJHQ]DGLUHDOL]]D]LRQHGHOOHSURSULHFDSDFLWj 3 Scala dei bisogni di Maslow ,OFRQVXPDWRUHUD]LRQDOHDGRSHUDLQPDQLHUD IXQ]LRQDOHOHSURSULHULVRUVHSHUVRGGLVIDUHGHL ELVRJQL RJJHWWLYL FKH VHFRQGR 0DVORZ VL DUWLFRODQRLQXQDVFDODGLFLQTXHOLYHOOL Bisogni di affetto 7DOLELVRJQLVRQRSRVWLLQRUGLQHJHUDUFKLFRLOFRQVXPDWRUHFHUFKHUjGLVRGGLVIDUH TXHOOLG·RUGLQHVXSHULRUHDXWRUHDOL]]D]LRQHHDIIHUPD]LRQHVRORTXDQGRDYUjVRGGL VIDWWRTXHOOLG·RUGLQHLQIHULRUHÀVLRORJLFLHGLVLFXUH]]D ËQHFHVVDULRRVVHUYDUHWXWWDYLDFKH D /DVFDODWDYHUVRLELVRJQLG·RUGLQHVXSHULRUHQRQSUHVXSSRQHLOVRGGLVIDFLPHQWR LQWHJUDOHGHLELVRJQLG·RUGLQHLQIHULRUH E /DVHSDUD]LRQHWUDELVRJQLqVRORWHRULFD F /DVFDODWDULVHQWHGHOOHFRQGL]LRQLDPELHQWDOL G /DJHUDUFKLDQRQqVHPSUHODVWHVVDPDSXzYDULDUHGDXQLQGLYLGXRDXQDOWUR ,O FRVLGGHWWR ´DSSURFFLR UD]LRQDOHµ SRUWD D XQD FRPXQLFD]LRQH SXEEOLFLWDULD FKH DEELQDODIXQ]LRQHLQIRUPDWLYDDTXHOODSHUVXDVLYDYDOHDGLUHFHUFDGLFRQYLQFHUHLO FRQVXPDWRUHFRQIDWWLRJJHWWLYLFRQGLPRVWUD]LRQLHFRQSURYH ,QUHDOWjIXQ]LRQHLQIRUPDWLYDHIXQ]LRQHSHUVXDVLYDVRQRDWWLYLWjLQVFLQGLELOPHQWH OHJDWHTXDOVLDVLGLVFRUVRFKHSXQWLDSHUVXDGHUHKDLQVpHOHPHQWLLQIRUPDWLYLHYL FHYHUVDLQFDPSDJQDSXEEOLFLWDULDLQIRUPD]LRQHHSHUVXDVLRQHVRQRFRPHPDUJLQL GHOODVWHVVDFRUGDQRQVLSXzDOOXQJDUHO·XQDVHQ]DWHQGHUHO·DOWUD ,O UDSSRUWR LQIRUPD]LRQHSHUVXDVLRQH GLSHQGH VSHVVR Agenda setting: l’ipotesi teorica dell’agenda GDOOHFDUDWWHULVWLFKHGHOSURGRWWRVHUYL]LRFKHVLYXROHSXE setting, condivisa tra gli altri da K. e G. E.Lang, EOLFL]]DUH6HLOSURGRWWRqVWDQGDUGL]]DWRHGqVLPLOHDOOD W. Lippmann, N. Neumann, sostiene che i FRQFRUUHQ]DO·LQIRUPD]LRQHVLOLPLWHUjDIRUQLUHHOHPHQWL media non intervengono sul pubblico in terSHUO·LGHQWLÀFD]LRQHGHOSURGRWWRHO·DVSHWWRHVRUWDWLYRVDUj mini persuasivi inducendo precisi comportaQHWWDPHQWH SUHYDOHQWH DO FUHVFHUH GHOOD GLIIHUHQ]LD]LRQH menti attraverso condizionamenti più o meno GHOSURGRWWRDXPHQWHUjLOFRQWHQXWRLQIRUPDWLYRLPSLHJD espliciti, ma determinano le informazioni e i WRSHUzVHPSUHLQFKLDYHHVRUWDWLYD valori che devono diventare importanti per il 1HOO·DPELWR GL WDOH ÀORQH GL VWXGL ULHQWUD DQFKH OD WHRULD pubblico stesso. GHOO·DJHQGDVHWWLQJVHFRQGRWDOHWHRULDqODSXEEOLFLWjFKH VHLOFRQVXPDWRUHQRQFRQRVFHXQDGHWHUPLQDWDFDWHJRULDGL 19 Estratto della pubblicazione
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