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Eros şi vrăjeală în publicitatea românească

arhivă, telalîcuri @ 14 December 2007

de Florin Dumitrescu, articol publicat în Adevărul de azi la rubrica Glorii de galantar

De curînd s-a putut vedea pe TV, la ore accesibile copiilor, o reclamă la zahărul brun Lemarco, în care o pereche de tineri, aflaţi pesemne la prima întîlnire, îşi etalează pe măsuţă tot felul de jucării erotice, de genul cătuşelor cu blăniţă roz sau al ştiuleţilor vibratili (genial anticipaţi de Creangă în nemuritoarea sa Poveste)… Este aceea o reclamă erotică?
Programat idem fără restricţii, recentul spot pentru Kinder Bueno, cu muzică senzuală de Amanda Lear şi o mulţime de mici sugestii libidinale în montajul video – este sau nu unul erotic?
Dar reclama la potenţatorul de virilitate, în care cîţiva funcţionari bărbaţi înalţă – cu altceva decît mîinile… – masa de şedinţe pe care se află o „secretară sexy”?
Depinde pînă la urmă de cum este definit erotismul în publicitate. Dacă sunt aratate femei în atitudini provocatoare, mai mult sau mai puţin dezbrăcate, ca în cazul unor reclame la alcool, efectul erotic scontat se adresează bărbaţilor maturi… Dar atenţie: aşa cum este impusă programarea la ore tîrzii, reclamele se supun încă unei interdicţii, ceva mai nouă: de a sugera că acele băuturi, o dată consumate, garantează calităţi deosebite de amant, de cuceritor, de flirteur…
Dar campaniile diverselor produse cosmetice? Cu tinere doamne la négligé sau chiar la complet déshabillé? Care, eventual, după scena demo din budoar, se tăvălesc cu partenerii lor, căzuţi subit în adoraţie? Erotismul „funcţional” al acestui gen de reclame are un principiu clasic: de a plăcea deopotrivă femeilor (care se identifică astfel cu modelul) şi bărbaţilor (care ar trebui să dăruiască produsul cui le e drag).
Iar acum puţină teorie. Pentru a seduce (pentru a lămuri şi pe alte căi decît cea raţională), publicitatea acţionează asupra subconştientului. La acest nivel, există două mari pulsiuni: cea vitală şi cea tanatică. Prima ne creează excitare şi ne deşteaptă dorinţe şi pasiuni; cea de a doua ne linişteşte şi ne face să ne dorim calmul intimităţii. În consecinţă, există reclame care zgîndăre „fiara din noi”; şi reclame care ne trimit, regresiv, către „copilul din noi”. Erotismul face parte din primul tip de pulsiuni, alături de agresivitate, dorinţa de putere etc.
Inabili ucenici vrăjitori, mulţi creativi români ratează comunicarea subtilă, de tip seducţie. Justificarea lor – de fiecare dată aceeaşi: respectul (chipurile) pentru inteligenţa consumatorului…
Oricum l-am defini, erotismul în publicitatea românească a fost de mai multe ori prilej de contemplare raţională decît de excitare a publicului (şi consecutiv a vînzărilor). Rareori au fost reclamele româneşti care au izbutit să activeze erosul colectiv; şi tocmai de aceea au intrat în istorie. Un podium subiectiv al subsemnatului ar conţine, în ordine cronologică: lansarea Love Plus (cu tinerii din lift imitaţi apoi şi pe bătrîni); relansarea Kandia (cu incubul negroid care o tăvăleşte pe amatoarea de ciocolată); spotul Kreskova (cu siberianul singur printre
devuşki iluzorii)…
Adăugire: Mai înghesui pe podium şi reclama la Depozitul de Calculatoare – “Striptease”, un opus mai puţin difuzat al lui Fozzie Manea.

Related links:
Să le sorbim pe toate
Prea mult sex, prea multă violenţă
Reclamă cu blowjob la un ziar pentru pensionari
Reclame estone nu tocmai naive… (hot!)

130 Responses to Eros şi vrăjeală în publicitatea românească

  1. www.hairomania.wordpress.com Says:

    probabil ca, asa cum spui tu – la nivelul pulsiunii vitale – publicitatea romaneasca a gasit o sursa mai productiva. poate si pentru ca, pentru romani, sexualitatea este o inventie noua. romanul este obisnuit sa posede, sa ia pe la spate. el este “dorel”, sau colegii lui, obisnuiti cu o sexualitate primara, lipsita de seductie.

  2. Neagrigore Says:

    Mie imi place cel din parc mai mult.

  3. textier Says:

    hairomania: in cazul general, nu dorel (romanul comun) e seducatorul. el este cel sedus (si ideea e sa nu stie de ce)…
    neagrigore: lol! excelent actorul! remarca insa ca aia e varianta pt. femei…

  4. Zaza Says:

    @textier: “mici sugestii libidinale “, vai de mine şi de mine da’ ce ne-a plăcut chestia asta!

    Dacă o ţiu aşa toată săptămâna,zău. :)

  5. textier Says:

    @zaza: la dispozitia dv., cu cit putem si noi…

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