[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.aridareal.cz\/davejte-si-pri-tvorbe-reklamy-pozor-na-tzv-upiri-efekt\/#Article","mainEntityOfPage":"https:\/\/www.aridareal.cz\/davejte-si-pri-tvorbe-reklamy-pozor-na-tzv-upiri-efekt\/","headline":"D\u00e1vejte si p\u0159i tvorb\u011b reklamy pozor na tzv. up\u00ed\u0159\u00ed efekt","name":"D\u00e1vejte si p\u0159i tvorb\u011b reklamy pozor na tzv. up\u00ed\u0159\u00ed efekt","description":"Je naprostou samoz\u0159ejmost\u00ed, \u017ee tak\u00e9 reklama je spojena s\u00a0emocemi stejn\u011b jako cel\u00fd lidsk\u00fd \u017eivot. Aby tak byla reklama \u00fa\u010dinn\u011bj\u0161\u00ed a zaj\u00edmav\u011bj\u0161\u00ed pro lidi, vyu\u017e\u00edvaj\u00ed se k\u00a0tomu pr\u00e1v\u011b emoce. S\u00a0jejich pomoc\u00ed se firma sna\u017e\u00ed p\u016fsobit na city \u010dlov\u011bka a p\u0159esv\u011bd\u010dit ho tak k\u00a0n\u00e1kupu. D\u00e1vejte si v\u0161ak pozor. P\u0159\u00edli\u0161 mnoho emoc\u00ed sp\u00ed\u0161e \u0161kod\u00ed. Projev\u00ed se pak tzv. […]","datePublished":"2025-02-27","dateModified":"2023-04-29","author":{"@type":"Person","@id":"https:\/\/www.aridareal.cz\/author\/#Person","name":"aridareal.cz\n","url":"https:\/\/www.aridareal.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/d81a95b988e562d8ac0fc1eb5578e43f924bf78e85c5259f0dcab44a306610fa?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d81a95b988e562d8ac0fc1eb5578e43f924bf78e85c5259f0dcab44a306610fa?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"aridareal.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.aridareal.cz\/wp-content\/uploads\/img_a309314_w2006_t1520251395.jpg","url":"https:\/\/www.aridareal.cz\/wp-content\/uploads\/img_a309314_w2006_t1520251395.jpg","height":0,"width":0},"url":"https:\/\/www.aridareal.cz\/davejte-si-pri-tvorbe-reklamy-pozor-na-tzv-upiri-efekt\/","about":["Podnik\u00e1n\u00ed"],"wordCount":411,"articleBody":"Je naprostou samoz\u0159ejmost\u00ed, \u017ee tak\u00e9 reklama je spojena s\u00a0emocemi stejn\u011b jako cel\u00fd lidsk\u00fd \u017eivot. Aby tak byla reklama \u00fa\u010dinn\u011bj\u0161\u00ed a zaj\u00edmav\u011bj\u0161\u00ed pro lidi, vyu\u017e\u00edvaj\u00ed se k\u00a0tomu pr\u00e1v\u011b emoce. S\u00a0jejich pomoc\u00ed se firma sna\u017e\u00ed p\u016fsobit na city \u010dlov\u011bka a p\u0159esv\u011bd\u010dit ho tak k\u00a0n\u00e1kupu. D\u00e1vejte si v\u0161ak pozor. P\u0159\u00edli\u0161 mnoho emoc\u00ed sp\u00ed\u0161e \u0161kod\u00ed. Projev\u00ed se pak tzv. up\u00ed\u0159\u00ed efekt. Co to vlastn\u011b znamen\u00e1?Znamen\u00e1 to, \u017ee si lid\u00e9 zapamatuj\u00ed reklamu p\u0159edev\u0161\u00edm kv\u016fli humoru \u010di sexu\u00e1ln\u00ed tematice, bohu\u017eel si v\u0161ak p\u0159\u00edpravek nespoj\u00ed se zna\u010dkou \u010di produktem, kter\u00fd reklama propaguje.\tJak\u00e9 druhy emoc\u00ed se v\u00a0reklam\u011b mohou projevovat?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Humor \u2013 nej\u010dast\u011bji vyu\u017e\u00edvan\u00fd, p\u0159itahuje pozornost, vtip, originalita, n\u00e1paditost.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Erotika \u2013 rozptyluje pozornost od zna\u010dky, je \u00fa\u010dinn\u00e1 pouze tehdy, m\u00e1-li spojitost s\u00a0v\u00fdrobky.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 V\u0159elost \u2013 p\u0159\u00edjemn\u00e9 pocity jako l\u00e1ska, p\u0159\u00e1telstv\u00ed, \u00fatulnost. Podporuje pozitivn\u00ed postoj k\u00a0reklam\u011b, reaguj\u00ed na n\u011b sp\u00ed\u0161e \u017eeny a empati\u010dt\u00ed lid\u00e9.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Strach \u2013 upozor\u0148uje na rizika, kter\u00e1 m\u016f\u017ee z\u00e1kazn\u00edk sn\u00ed\u017eit t\u00edm, \u017ee si zakoup\u00ed v\u00fdrobek (nap\u0159. kampa\u0148 na o\u010dkov\u00e1n\u00ed proti kl\u00ed\u0161\u0165ov\u00e9 encefalitid\u011b). Typick\u00e1 rizika vzbuzuj\u00edc\u00ed strach \u2013 fyzick\u00e9, spole\u010densk\u00e9, \u010dasov\u00e9, riziko sn\u00ed\u017een\u00ed v\u00fdkonnosti, finan\u010dn\u00ed riziko, riziko ztr\u00e1ty ur\u010dit\u00e9 p\u0159\u00edle\u017eitosti.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Hudba \u2013 snaha zv\u00fd\u0161it pozornost, vyvolat p\u0159\u00edjemnou n\u00e1ladu, pocit uvoln\u011bn\u00ed. N\u011bkdy velk\u00e1 spojitost mezi hudbou a reklamou.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Drama \u2013 spol\u00e9h\u00e1 na emoce, m\u00e1lo na logiku, vtahuje div\u00e1ka do d\u011bje, mus\u00ed m\u00edt vypr\u00e1v\u011bn\u00ed, z\u00e1pletku a postavy.\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Barvy \u2013 p\u0159itahuj\u00ed pozornost, slou\u017e\u00ed k\u00a0identifikaci, vyvol\u00e1vaj\u00ed emoce, umo\u017e\u0148uj\u00ed snadn\u011bj\u0161\u00ed vn\u00edm\u00e1n\u00ed, ka\u017ed\u00e1 barva je spojov\u00e1na s\u00a0n\u011b\u010d\u00edm jin\u00fdm.V\u00a0reklam\u011b se objevuje v\u011bt\u0161inou n\u011bkdo, kdo potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm produkt nab\u00edz\u00ed nebo doporu\u010duje. Je to tedy osoba podporuj\u00edc\u00ed tvrzen\u00ed ve prosp\u011bch zadavatele reklamy. V\u011bt\u0161inou je pak produkt s\u00a0touto osobnost\u00ed nebo s\u00a0t\u00edmto doporu\u010dovatelem spojov\u00e1n.O koho se konkr\u00e9tn\u011b m\u016f\u017ee jednat?\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Odborn\u00edci (maj\u00ed dostatek zku\u0161enost\u00ed k\u00a0hodnocen\u00ed produktu),\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Slavn\u00e9 osobnosti (zn\u00e1m\u00e9 d\u00edky publicit\u011b),\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Tzv. Voice-over (vyp\u016fj\u010den\u00ed zn\u00e1m\u00e9ho hlasu),\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Lai\u010dt\u00ed doporu\u010dovatel\u00e9 (nezn\u00e1m\u00ed lid\u00e9, kte\u0159\u00ed v\u00a0reklam\u00e1ch vystupuj\u00ed),\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Animovan\u00e9 reklamn\u00ed postavi\u010dky,\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 Zv\u00ed\u0159ata.                                                                                                                                                                                                                                                                                                                                                                                        4.3\/5 - (10 votes)        "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"D\u00e1vejte si p\u0159i tvorb\u011b reklamy pozor na tzv. up\u00ed\u0159\u00ed efekt","item":"https:\/\/www.aridareal.cz\/davejte-si-pri-tvorbe-reklamy-pozor-na-tzv-upiri-efekt\/#breadcrumbitem"}]}]