Comunicarea - publicitate si relatii publice
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Industria publicitatii s-a dezvoltat exploziv si in Romania, fara a atinge cotele occidentale. Nici calitatea nu este - de multe ori - la inaltimea asteptarilor. Iata de ce cartea ,Comunicarea -
Industria publicitatii s-a dezvoltat exploziv si in Romania, fara a atinge cotele occidentale. Nici calitatea nu este - de multe ori - la inaltimea asteptarilor. Iata de ce cartea ,Comunicarea - publicitate si relatii publice" (Ed. Polirom, trad. Gabriela Pistol), scrisa de Michele Jouve este foarte necesara. Autorul, un profesionist al domeniului, descrie in amanunt principalele arii de dezvoltare ale ,stiintei publicitatii". Caci dincolo de imagine si/sau sunet pe care le receptezi in graba, exista o dimensiune strategica in care psihologia isi spune din greu cuvantul, exista, de asemenea, o adevarata arta si o maniera de aplicatie in care sunt speculate semnele si simbolurile, functiile limbajului, sunetele, formele si culorile, efectele retorice si stilistice. Mesajul publicitar este, la randul sau, disecat chirurgical astfel incat produsul sa fie deplin congruent cu asteptarile beneficiarilor. Pe scurt, avem de-a face cu o carte care ea insasi stie a se recomanda prin calitate profesionala si inteligenta - ceea ce, paradoxal, ar trebui sa o scuteasca de promovare daca n-am trai intr-o lume in care nu se mai poate fara.
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