تبليغات و اقناع مخاطب با تاكيد بر تبليغات تجاري فرا واقع گرا

Advertisement and audience satisfication with emphasis on surrealism commercial advertisement

فراواقع گرايي در شاخه هاي مختلف از جمله ادبيات، سينما، هنرهاي تجسمي بخصوص تبليغات بروز كرده است و همواره با استفاده از تكنيك هايي نظير مشابهت، مجاورت و تباين، توانسته نظر مخاطبين را به خود جلب كند. اين مساله كه تا چه حد فراواقع گرايي توانسته در تبليغات بيلبورد از نظر مخاطبين موفق جلوه كند و به اهداف اصلي تبليغات كه برقراري ارتباط، ماندگاري در ذهن و ترغيب مخاطب است، نزديك شود، سوال مد نظر پژوهش حاضر است. فرض بر اين است كه در جوامع امروزي با توجه به تعدد كالا و تبليغات، مخاطب با ديدن تبليغي كه دور از واقعيت و زندگي روزمره باشد، ارتباط بيشتري برقرار مي كند. همچنين ديدن تصاويري كه غيرمنتظره است، ماندگاري در ذهن را در پي خواهد داشت. پژوهش حاضر با بهره گيري از روش توصيفي – تحليلي و شيوه جمع آوري اطلاعات به صورت كتابخانه اي و ميداني، به بررسي بازتاب تبليغات فراواقع گرا در بين مخاطبين عام (10 سال تا 50 سال بالاتر) كه به جهت بررسي اينگونه تبليغات در گروه هاي سني مختلف، به پنج گروه تقسيم شدند، مي پردازد. نتايج حاصل نشان مي دهد، اين سبك علاوه بر ايجاد شوكي خوشايند در مخاطبين، موفق تر شناخته مي شود ولي از نظر جلب اعتماد آنها، نتوانسته نسبت به ساير موارد موفق عمل كند.

Surrealism has been emerged in different majors such as literature، cinematography، visual arts special advertisement. Always it has enabled to penetrate in the audiences mind through using techniques such as similarity، displacement and paradox، like humor and surprise to attract them as well. The message of surrealism advertisement ‌ is designed to convey the meaning، that can satisfy the audiences، and always uses from various tools to attract them and convey the message. This assumption exist that، all advertisements always tends to impress the mind of audience and their unconscious to obtain a desired goal.The question of this study is، “ How much does surrealism style success in billboard advertisement for satisfy audiences? “ This goal is to make encouragement and motivation in the audience، and for indusing a positive idea with lasting impression about the function of a specific subject. Since in commercial advertisements the major goal is to attract the audiences by the message that is acceptable for them، therefore surrealism style can be successful by respect to these features. In addition to these points، the artist would be able to display the hide aspects of the production features for surprising the audiences، and for indusing a lasting effect on their minds to make positive idea in the audiences mind about the production. This study was focused on the ideas of general audiences in five age groups by using a questionnaire. In the، questionnaire it was used from the images of commercial advertisements of billbords، with surrealism and realism styles. In the final part، it was focused on different variables such as age، major، gender and educational leveling of the audiences and legistic regression was used. According to the results of this study، surrealism advertisments induse the concept goal in the audience’s mind and cause audiences to think، to surprise، to attract، and finally to persuade for buying the production. In this study، descriptive-analytical method was used and it benefited from library and field study. In the first part، it was used from descriptive statistics for the audiances that filled the questionnaire. In the second part، inferential statistics was used. In this part، age is the only variable regard to surrealism and realism commertial advertisements. As a result، since nowadays most of the people like wonderful advertisements and creativity، therefor this style can make better comunication with current audiences.