Now there is a flock of magazines under which one rooms away from turnpike streets and public transport stops are selected, in narrow passages, in the heart of planning quarters, and is frequent and in basements.
4 them, specially in an incipient period of their job was extremely relevant with advertising media to attract in itself intending purchasers. With that end in view in the proximate places of a constant agglomerate of people, on road crossings, turnpike streets instal (with the permission of local authorities, and after the conforming disbursement) boards W boards and the posters informing the population ABT a magazine.
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The map, as well as the TXT, take a special place among the units constituting advertising tools. The map in many cases considerably enhances advertising copy effect, in some cases - in full or in part substitutes it. The map can represent a figure, a photograph, a lantern slide.
In an advertising figure the most various graphics and picturesque technique of the map is applicable. Figures can be black-and-white and colour, fulfilled by rudder blade, a core, a paintbrush, coal etc. the Figure in advertising quite often plays back a comic mode. It is possible to use such receptions, as exaggeration of any component part, ochelovechivanie animals or of inanimate objects, mismatch of operation and a rule, magnification by a word-play figure etc.
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| It is a question of an adjudicating of methods of depth advertising, and in this respect there are miscellaneous views. The director of one corporation has told so: "Scientific professors and people W crystal-clear soul learn psychics of buyers. They try to proved, that sale is regulated a libido or infraconscious hatred of men 2 the fathers. Actually users like bonuses and it is pleasant to receive NETHING for what. All of us are a little bit guilty in larceny..." Alfred politts did not deny analysis of motives, but considered, that their procedure is underfulfilled, "therefore to trusting customers sell under the pretext of a science barefaced nonsense". Later he reproached psychologists that they spend experiences not over those buyers and not in that situation which one is required. It did it in "magazine polittsa". The lichter which one hardly criticised politts, has named its protrusion "emotional spark". Some psychologists SPK, that it is impossible to misuse with analysis of motives, what is it severe a direction requiring perfecting. In the beginning 50 at a Center on learning of problems of advertising the ad hoc committee 4 an assessment of analysis of motives has been created. The chairman of this committee, Wallace Valfek, having familiarised with business, has stated, that analysis of motives as is far from fraud, as from miracles. 4 bunches most strong objections against analysis of motives more low follow.
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| In 1948 Lloyd Uorkera's book "Public class-room of America" in which one analysis of motives of behaviour of people of miscellaneous class-rooms has been yielded has come out. The book became the major manual 2 market surveillance, and the author - the companion of a publicity agent. Uorker discriminates six class-rooms: 1. The maximum (quoters of arcaded aristocratic surnames). 2. High (new rich aristocracy). 3. Maximum mean (various specialists, chiefs of corporations, holders of large trade enterprises). - These three class-rooms constitute 15 % of the population. 4. Mean (employees, handicraftsmen, qualified workers). 5. Lowest mean (working, some foreign dirt bands). - These two class-rooms constitute 65 % of the population. 6. The lowest (remaining) - 20 % of the population.
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Adoption, the fourth stage of process of information handling, it is linked to convincing effect of stimulant. This effect can express in agency on knowledge, ratios or EVN behaviour.
Let's suspect, that advertising successfully draws ATTN and correctly is perceived by spectators. But whether it is convincing? It is not obligatory. The matter is that understanding and reversal adoption — not same. Users can perceive correctly everything, that to them SPK, but with told to disagree. Moreover, many (if not all) users very sceptically concern to advertising applications. One of probes has displayed, that more than 70 % of users do not believe advertising in which one 4 support of applications for excellent qualities of a yield outcomes of tests use.
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| In relation to some yields the population detects such strong antipathy that major force to clarify its reason is required and to overcome them. So was, for example, W a dried plum using very low demand. The first experiences have displayed, that the dried plum associates with concepts "the old maiden", "dried up", "parent authority" (children cause to eat a dried plum), "board" (it feed in poor boards), therefore, 2 with avarice, greed. Black colour of baccas was perceived, as offensive. Hardly depressed purgative properties of a dried plum and its association W a constipation.
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| It is a question of illogical and persevering resistance just to those units of advertising, which one specialists consider as the most effective. So, for example, many women have rejected vigorously the map new, automatically switched refrigeration cabinet, W an open door. SPK, what is it unjustified extravagance. On advertising of automatic washing machines the corporation displayed, that in time washings the monogynopaedium can EVN sleep and seated all members of the family in one bed. It has disturbed the women stating, that the monogynopaedium gaining such washing machine, can get and sufficient number of beds. The hospital company calling the population to use by the help only of qualified doctors, has displayed the girl who accessed to the charlatan and has charred a face during a x-ray film in the motion picture.
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