POSSIBILITIES AND RESULTS OF USING VISUAL LATENT FORMS IN METHOD OF METAPHOR DERIVING
https://doi.org/10.21686/2413-2829-2018-2-135-141
Abstract
The article discusses the question of possible impact on customer decision by using the method of metaphor deriving. For this purpose a new classification of archetypes was put forward earlier and an excursus to history of appearing the notion of latent forms was made. The author created a gallery of visual images on the basis of archetype classification and carried out a complex questioning of student youth concerning the compliance of certain images (archetypes) with their meaning. As a result some successful, from our point of view images were found, which can be used to promote goods and services. The hypothesis was proven that by entering subconsciousness visual images can form emotions, impressions or refer to the past, habits, childhood. Emotions and feelings are usually the main element of decisions about purchase. One of the major feelings is sight, which initiates subconscious processes influencing the decision about further steps. This research supplemented works of the academics, who focus on other feeling of man, such as hearing, sense of smell, sense of touch.
About the Author
Sergey A. Afonsky
Plekhanov Russian University of Economics
Russian Federation
Russian Federation
OHGSI Board Member of the Moscow Union of Artists, Member of the Union of Artists of Russia, Assistant Professor of the Department for Advertising, Public Relations and Design
36 Stremyanny Lane, Moscow, 117997
References
1. Afonskiy S. A. Klassifikatciya arkhetipov i vozmozhnost' ikh vliyaniya na potrebitel'skie resheniya [Classification of Archetypes and Possibility of their Impact on Customer Decision]. XXX Mezhdunarodnye Plekhanovskie chteniya, sbornik statey aspirantov i molodykh uchenykh [The 30th International Plekhanov Readings: collection of articles by post-graduate students and young scientists]. Moscow, Plekhanov Russian University of Economics, 2017, pp. 79–83. (In Russ.).
2. Afonskiy S. A. Nalichie i kharakter arkhetipov v proizvedeniyakh russkogo kinoplakata perioda Velikoy Otechestvennoy voyny 1941–1945 gg. [Presence and Nature of Archetypes in Russian Posters Made During the Great Patriotic War 1941–1945]. Vestnik Rossiyskogo ekonomicheskogo universiteta imeni G. V. Plekhanova [Vestnik of the Plekhanov Russian University of Economics], 2016, No. 3 (87), pp. 159–169. (In Russ.).
3. Zaltman J. Kak myslyat potrebiteli: to, o chem ne skazhet potrebitel', to, chego ne znaet vash konkurent [How Customers Think: What the Customer will not Say and What your Competitor does not Know]. Saint Petersburg, Praym-EVROZNAK, 2006. (In Russ.).
4. Kiselev V. M., Syaglova Yu. V., Plyushcheva L. V. Mul'tisensornye marketingovye kommunikatcii. Info- i identdizayn [Multi-Sensor Marketing Communications. Info- and Indent-Design]. Moscow, Rusayns, 2017. (In Russ.).
5. Mark M., Pirson K. Geroy i buntar'. Sozdanie brenda s pomoshch'yu arkhetipa [Hero and Rebel. Brand Development through Archetype]. Saint Petersburg, Piter, 2005. (In Russ.).
6. Yung K. G. Alkhimiya snov. Chetyre arkhetipa [Alchemy of Dreams. Four Archetypes]. Moscow, Medkov S. B., 2011. (In Russ.).
7. Yung K. G. Psikhologiya bessoznatel'nogo [Psychology of Unconscious]. Moscow, Ast, Kanon+, 2001. (In Russ.).
Review
For citations:
Afonsky S.A. POSSIBILITIES AND RESULTS OF USING VISUAL LATENT FORMS IN METHOD OF METAPHOR DERIVING. Vestnik of the Plekhanov Russian University of Economics. 2018;(2):135-141. (In Russ.) https://doi.org/10.21686/2413-2829-2018-2-135-141
Views:
410
Email this article 