[{"@context":"https:\/\/schema.org\/","@type":"Article","@id":"https:\/\/www.marienbad-thc.cz\/nad-reklamou-premyslejte\/#Article","mainEntityOfPage":"https:\/\/www.marienbad-thc.cz\/nad-reklamou-premyslejte\/","headline":"Nad reklamou p\u0159em\u00fd\u0161lejte","name":"Nad reklamou p\u0159em\u00fd\u0161lejte","description":"Snad ka\u017ed\u00e9mu z n\u00e1s je jasn\u00e9, k \u010demu reklama slou\u017e\u00ed. Pro\u010d si d\u00e1v\u00e1 n\u011bkdo tolik pr\u00e1ce s jej\u00edm vym\u00fd\u0161len\u00edm, vytv\u00e1\u0159en\u00edm a publikov\u00e1n\u00edm a pro\u010d je za ni n\u011bkdo ochoten platit leckdy i h\u0159\u00ed\u0161n\u00e9 pen\u00edze. Ve stru\u010dnosti by se dalo \u0159\u00edci, \u017ee m\u00e1 takov\u00e1 reklama n\u00e1sleduj\u00edc\u00ed \u00fa\u010dely: 1) P\u0159esv\u011bd\u010dit n\u011bkoho, aby si koupil to \u010di ono […]","datePublished":"2019-01-26","dateModified":"2023-04-28","author":{"@type":"Person","@id":"https:\/\/www.marienbad-thc.cz\/author\/#Person","name":"marienbad-thc.cz\n","url":"https:\/\/www.marienbad-thc.cz\/author\/","identifier":1,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/c61c2d82e330ff9c70cf023b4c62d411e8407bcb38f85df591fa270717754b44?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c61c2d82e330ff9c70cf023b4c62d411e8407bcb38f85df591fa270717754b44?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"marienbad-thc.cz","logo":{"@type":"ImageObject","@id":"\/logo.png","url":"\/logo.png","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.marienbad-thc.cz\/wp-content\/uploads\/img_a334000_w1939_t1547578559.jpg","url":"https:\/\/www.marienbad-thc.cz\/wp-content\/uploads\/img_a334000_w1939_t1547578559.jpg","height":0,"width":0},"url":"https:\/\/www.marienbad-thc.cz\/nad-reklamou-premyslejte\/","about":["Zbo\u017e\u00ed"],"wordCount":549,"articleBody":" Snad ka\u017ed\u00e9mu z n\u00e1s je jasn\u00e9, k \u010demu reklama slou\u017e\u00ed. Pro\u010d si d\u00e1v\u00e1 n\u011bkdo tolik pr\u00e1ce s jej\u00edm vym\u00fd\u0161len\u00edm, vytv\u00e1\u0159en\u00edm a publikov\u00e1n\u00edm a pro\u010d je za ni n\u011bkdo ochoten platit leckdy i h\u0159\u00ed\u0161n\u00e9 pen\u00edze. Ve stru\u010dnosti by se dalo \u0159\u00edci, \u017ee m\u00e1 takov\u00e1 reklama n\u00e1sleduj\u00edc\u00ed \u00fa\u010dely: 1) P\u0159esv\u011bd\u010dit n\u011bkoho, aby si koupil to \u010di ono 2) Nal\u00e1kat n\u011bkoho k \u00fa\u010dasti na t\u00e9 a t\u00e9 akci 3) Vychv\u00e1lit p\u0159ed n\u011bk\u00fdm kladn\u00e9 str\u00e1nky toho \u010di onoho v\u00fdrobku nebo slu\u017eby 4) Zda\u0159ilou prezentac\u00ed zamaskovat nedostatky toho \u010di onoho, je\u017e br\u00e1n\u00ed \u00fasp\u011b\u0161nosti 5) D\u00e1t v\u011bd\u011bt o tom, \u017ee n\u011bco, to propagovan\u00e9, existuje  Dal\u0161\u00edmi vlastnostmi, je\u017e takov\u00e1 reklama nejednou m\u00e1, jsou pak ty, je\u017e se nejednou nel\u00edb\u00ed, jen\u017ee k n\u00ed p\u0159esto neodmysliteln\u011b pat\u0159\u00ed: 1) Je nejednou vlezl\u00e1 a objevuje se i tam, kde ji \u010dlov\u011bk nechce 2) Je nejednou potrhl\u00e1, hlasit\u00e1, vt\u00edrav\u00e1, tedy takov\u00e1, je\u017e \u010dlov\u011bku leze vysloven\u011b na nervy, a to i tehdy, kdy\u017e ho od ni\u010deho nevytrhuje 3) Dok\u00e1\u017ee nejednou p\u0159eh\u00e1n\u011bt a slibovat i to, co zjevn\u011b nen\u00ed mo\u017en\u00e9 4) Dok\u00e1\u017ee i lh\u00e1t, tedy sp\u00ed\u0161e b\u00fdt na hran\u011b l\u017ei, proto\u017ee pochopiteln\u011b nechce n\u00e9st d\u016fsledky \u0161\u00ed\u0159en\u00ed nepravd 5) Dok\u00e1\u017ee i vcelku zda\u0159ile klamat  Reklama prost\u011b d\u011bl\u00e1 to, co d\u011bl\u00e1. Informuje, ov\u0161em \u010din\u00ed tak \u2013 a to st\u00e1le \u010dast\u011bji \u2013 takov\u00fdm zp\u016fsobem, aby se publikum nejen dozv\u011bd\u011blo n\u011bco nov\u00e9ho, ale hlavn\u011b aby se mu to vrylo do pam\u011bti a z\u016fstalo to v n\u00ed. To v\u0161e je . Je t\u00edm, co m\u00e1 \u010dlov\u011bka p\u0159esv\u011bd\u010dit, nejednou jak\u00fdmikoliv povolen\u00fdmi nebo aspo\u0148 nezak\u00e1zan\u00fdmi prost\u0159edky. Aby si n\u011bco koupil, aby n\u011bkam \u0161el a n\u011bco ud\u011blal. Nebo neud\u011blal. A to p\u0159esn\u011b to, co chce zadavatel takov\u00e9 reklamy. Kter\u00fd z n\u00ed chce m\u00edt co nejv\u011bt\u0161\u00ed zisk, a to nejen proto, \u017ee ho vyjde nejednou i na nemal\u00e9 pen\u00edze. Je\u017e se n\u00e1sledn\u011b za\u00fa\u010dtuj\u00ed do ceny toho, co je t\u011bm, kdo se nechaj\u00ed lapit do s\u00edt\u011b, prod\u00e1no. Jist\u011b, existuj\u00ed i reklamy l\u00edbiv\u00e9, ne-li p\u0159\u00edmo kr\u00e1sn\u00e9, ale bohu\u017eel si dovol\u00edm pesimisticky konstatovat, \u017ee ty opa\u010dn\u00e9 p\u0159eva\u017euj\u00ed. Snad proto, \u017ee n\u011bco solidn\u00edho \u010dasem zapomeneme, kde\u017eto to k\u0159iklav\u00e9, stupidn\u00ed, ne-li p\u0159\u00edmo odporn\u00e9 v n\u00e1s z\u016fstane. A\u0165 tak \u010di onak, m\u011bli bychom br\u00e1t reklamy v\u017edy s rezervou. A nepodl\u00e9hat jim st\u016fj co st\u016fj. Proto\u017ee ne v\u0161e vychvalovan\u00e9 je skute\u010dn\u011b chv\u00e1ly hodn\u00e9, ne v\u0161e \u00fadajn\u011b v\u00fdhodn\u00e9 je v\u00fdhodn\u011bj\u0161\u00ed ne\u017e to od konkurence, co takov\u00e1 reklama vytla\u010d\u00ed ze sc\u00e9ny. Reklamy bychom nem\u011bli br\u00e1t jako dogma, m\u011bli bychom nad nimi p\u0159em\u00fd\u0161let. Abychom t\u0159eba d\u00edky \u201eprob\u00edh\u00e1n\u00ed \u017eivota p\u0159ed o\u010dima\u201c, \u201eobjevov\u00e1n\u00ed\u201c nebo \u201eorosen\u00e9 odm\u011bn\u011b\u201c neskon\u010dili jako alkoholici. Kte\u0159\u00ed si sami sv\u00fdm po\u010d\u00edn\u00e1n\u00edm d\u011blaj\u00ed nep\u011bknou reklamu.                                                                                                                                                                                                                                                                                                                                                                                                 "},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Nad reklamou p\u0159em\u00fd\u0161lejte","item":"https:\/\/www.marienbad-thc.cz\/nad-reklamou-premyslejte\/#breadcrumbitem"}]}]