Title Subliminalne poruke u vizualnoj komunikaciji
Author Valentino Čigir
Mentor Nikola Mrvac (mentor)
Committee member Miroslav Mikota (član povjerenstva)
Committee member Nikola Mrvac (član povjerenstva)
Committee member Mile Matijević (član povjerenstva)
Granter University of Zagreb Faculty of Graphic Arts Zagreb
Defense date and country 2018-9-26, Croatia
Scientific / art field, discipline and subdiscipline TECHNICAL SCIENCES Graphic Technology
Abstract Pored jasnih i svjesnih podraţaja, postoje i kratkotrajni impulsi slabijeg intenziteta koje
čovjek svjesno ne moţe uočiti, a zovu se subliminalne poruke. To su poruke na granici
čovjekove percepcije, koje oko ne moţe registrirati, niti um detektirati na svjesnoj razni.
I to im je cilj. Zaobići svjesni dio ljudskog uma i uputiti odreĎenu sugestiju u
podsvijest, isključujući time rezoniranje i svjesno prosuĎivanje. Ova „tehnika“ se već
desetljećima istraţuje i koristi posebno na području marketinga tj. njegove grane koja se
zove neuromarketing. Ovakvo se oglašavanje smatra moralno dvojbenim od njegovog
početka. Još od 1917. godine ljudi su počeli uočavati korištenje subliminalnih poruka u
industriji oglašavanja, kada je američki magazin „The Saturday Evening Post“ u vijest o
slikaru Normanu Rockwellu uklopio seks. Od tada nadalje, subliminalne poruke se
koriste na široko – u filmskoj i glazbenoj industriji, reklamama, crtanim filmovima itd.
Gotovo na svim platformama na kojima je njihova „moć“ iskoristiva. Iako su
dosadašnja istraţivanja pokazala kako su skrivene poruke najčešće vezane uz seks, što
navodno potiče na kupnju proizvoda, u istraţivanju ovog rada takve konotacije neće biti
uzete u obzir. Rad istraţuje mogućnost utjecaja subliminalnih poruka na čovjeka kao
konzumenta dizajna. Pritom su iz istraţivanja izuzeti gotovi proizvodi koji se nalaze u
čovjekovoj svakodnevnoj uporabi, kako bi se isključila mogućnost sentimentalnog ili
emocionalnog odabira, iako im je subliminalna poruka „podmetnuta“. Upravo zbog
toga, rad istraţuje utjecaj subliminalnih poruka na preferenciju konzumenta u odabiru
odreĎenih elemenata dizajna, oblika ili boja. Krajnji mu je cilj istraţiti moţe li se
elementarnim dizajnerskim alatima utjecati na čovjekovu podsvijest kako bi se
korisniku usmjerila paţnja na ono što je dizajner svojim radom ţelio poručiti i time
skratiti put do krajnjeg cilja – prodaje proizvoda.
Abstract (english) Apart from clear and conscious stimuli, there are also short-term impulses of lower
intensity which can not be consciously observed and are called subliminal messages.
These are the messages on boundaries of human perception which neither the eye can
register nor the mind can detect on a conscious level. And that is their purpose; to
bypass the conscious part of the human mind and to direct a certain suggestion into the
subconscious, excluding the resonance and the deliberate judgment. This "technique"
has been explored and used for decades in the field of marketing, i.e. its branch called
neuromarketing. Such advertising has been considered morally dubious from its
beginnings. Ever since 1917, when the American magazine "The Saturday Evening
Post" reported that the painter Norman Rockwell had sex, people began to perceive the
use of subliminal messages in the advertising industry. From then on, subliminal
messages have been widely used in the film and music industry, commercials, cartoons,
etc. Almost everyplatform where their "power" can be used. Even though current
research has shown that hidden messages are most often related to sex, which allegedly
encourages the purchase of products, in this paper, such connotations will not be taken
into account. This research is exploring the possibility of influence by means of
subliminal messages on humans as design consumers. This research excluded the
finished products that are found in human everyday use to avoid the possibility of
sentimental or emotional selection, even though their subliminal message is hidden. For
this reason, the paper explores the influence of sublimated messages on consumer's
preference in selecting certain elements of design, shape or color. The ultimate goal is
to explore whether human subconscious can be influenced by elementary design in
order to draw the attention of the user to what the designer wanted to do with his work
and thereby to shorten the path to the ultimate goal of product sales.
Keywords
Subliminalne poruke
percepcija
podsvijest
um
dizajn
Keywords (english)
subliminal messages
perception
subconscious
mind
design
Language croatian
URN:NBN urn:nbn:hr:216:196298
Study programme Title: Graphic technology; specializations in: Graphic technology, Design of graphic products Course: Graphic technology Study programme type: university Study level: graduate Academic / professional title: sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije (sveučilišni/a magistar/magistra inženjer/inženjerka grafičke tehnologije)
Type of resource Text
File origin Born digital
Access conditions Closed access
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Created on 2024-04-18 22:29:50