| Abstract [eng] |
Most advertisers, most of the time, are interested in affecting behavior with their messages. There are many forms of psychological impact on consumers. Suggestive advertising, either in its pure form or in its various combinations, has come more and more into general use in recent years. This increase is undoubtedly due in part to its real effectiveness. One of the forms is manipulation and its main tool suggestion, widely practiced in today‘s advertising. Suggestion is the name given to the psychological process by which one person may guide the thoughts, feelings or behavior of another. Suggestion sometimes is synonymously called hypnosis. It is believed that consumers are being manipulated into believing that a "need" exists where in fact only a "desire" drives the purchase decision. Nine suggestion / hypnosis methods were distinguished, according to scientific material analyzed in this Master final work. The methods used in today‘s printed advertising are as follows: 1) Suggestion by giving a direct / indirect command; 2) Suggestion by displaying only the name of the product or brand; 3) Quality suggested by use; 4) Quality suggested by elegant surroundings; 5) Suggestion by creating needs; 6) Quality suggested by positive evaluation; 7) Suggestion by prestigious information; 8) Suggestion by attractive offers; 9) Suggestion by embellishing the reality. The results of the survey revealed that the most common suggestion methods used in today’s printed advertising are suggestion by creating needs, quality suggested by positive evaluation and suggestion by embellishing the reality. The mentioned methods take part in ~51% of suggestive advertising copies in locally distributed magazines. The domination shows that mentioned suggestions methods are the most effective ones. The results of the survey revealed that suggestive advertising takes part only in ~10% of advertising copies in globally distributed magazines. This result partly approved the hypothesis that suggestive advertising exist in globally distributes magazines. The content analysis of advertising copied also revealed that advertising ir locally and globally distributed magazine differ in aspect of manipulativeness. The purpose of advertising in locally distributed magazines is to suggest / manipulate (suggestive advertising dominates); the purpose of advertising in globally distributed magazines is to persuade (persuasive advertising dominates). |
