Despre publicitatea românească din anii ‘90
… am zis vreo cîteva în Adevărul de azi, la solicitarea Sînzianei Boaru. Dosarul include şi mărturiile lui Radu Florescu şi Bogdan “Fozzie” Manea (multă vreme nedespărţiţi) şi continuă seria de materiale prilejuite de expoziţia de grafică publicitară de la ICR (penibil intitulată “De la sublim la ridicol”… d’oh: şi îmi închipui că utecistul/a care a dat numele ăsta pateticos dăscălitor e specialist/ă în istoria artei)… O să merg la expo şi o să revin cu impresii (deocamdată am vorbit azi la RFI despre subiect “pe neve”). Deocamdată, iacă varianta integrală a intervenţiei din Adev., apropo de publicitatea nouăzecistă:
Impresia generală este că publicitatea românească a explodat din ’90 încoace, împreună cu presa şi consumul de bunuri. TVR-ul, care moştenea monopolul broadcasting-ului, tocmai îşi dovedise forţa de influenţare a publicului în decursul evenimentelor majore ale acelor ani aurorali (Revoluţia, Golaniada, Mineriadele etc.). Încetul cu încetul, micul ecran a devenit un mare bîlci catodic, în care se transmiteau fără oprelişti legale, la ore de maximă audienţă, emisiuni întregi despre deschiderea supermarketului X ori a centrului comercial Y; intervenţii ale sponsorilor indefinit de frecvente şi de încărcate cu avînt encomiastic din partea prezentatorilor; şi, evident, primele spoturi – fără oprelişti în privinţa lungimii şi a difuzărilor. Românii păreau să aplaude înlocuirea celor două ore de cult al personalităţii, din vremea vechiului regim, cu acest nou program non-stop presărat cu elogii ale consumului. Primele spoturi, produse chiar în TVR, au publicizat produse şi mărci care, în mod paradoxal, aveau să piară: pungile pentru cuburi de gheaţă Titan Ice, computerele Felix („V-am prins vrăjitoarelor…”), chipsurile Hali-Lulu etc. Se folosea ilustraţie muzicală fără copyright; după cum, în anunţurile de presă, se practicau colajele cu poze din reviste străine, preluate… la liber! Totul era permis. Panouri de toate formatele posibile sufocau peisajele cele mai pitoreşti şi obturau intersecţiile cele mai circulate. Dacă nu eram departe de Occident ca nivel de trai, măcar încercam să-i mimăm bogăţia de mesaje comerciale.
Pe TV, marile transmisiuni sportive şi serialele de super-audienţă au adus primele deal-uri de media şi, o dată cu ele, nevoia standardizării formatelor şi a controlului difuzărilor. Apariţia treptată a televiziunilor „independente”, eminamente comerciale, aveau să impună o reglare a practicilor de planning şi buying media. Intrarea pe piaţă a multinaţionalelor comerciale a prilejuit şi intrarea agenţiilor multinaţionale de publicitate, cu practici profesioniste, cu algoritmi şi reţete verificate de-a lungul deceniilor şi de-a latul continentelor. Designerii erau angajaţi după cum stăpîneau mai bine programele grafice; iar copywriterii – după cunoaşterea limbii engleze! Majoritatea spoturilor erau adaptări ale unor prefabricate pentru Europa de Est produse în Cehia sau Polonia. Mai toate propagau, alături de produse şi branduri, stilul de viaţă occidental (aşa cum vechile reclame comuniste conţineau obligatoriu, alături de propunerea de achiziţie, şi o dăscăleală etică). Cuvîntul de ordine era „aspiraţional”. Pe nimeni nu interesa gusturile, moravurile şi încăpăţînările consumatorului român. Se presupunea că tot ce vine din Vest sau măcar are fason occidental va fi luat de bun şi, finalmente, cumpărat. Cercetările, prognozele de consum şi măsurătorile de audienţă au apărut tîrziu, după ce se pierduseră deja bugete uriaşe în advertizarea unor produse nevandabile şi a unor branduri neinteresante. Investiţiile în publicitate sporeau tot mai mult. Banii din branşă deveneau tot mai mulţi şi… nu întotdeauna pe deplin justificaţi legal.
May 6th, 2010 at 11:54 am
ai un cuvânt în plus aici, ghici:
“Dacă nu eram departe de Occident ca nivel de trai, măcar încercam să-i mimăm bogăţia de mesaje comerciale.”
cred că primele reclame adevărate, modelul publicitarilor wannabe de la noi, sosiseră la pachet cu campionatul mondial de fotbal din Italia ‘90 – de pildă Adidas Torsion, care-a adus şi moda sloganului-compulsiv ["dacă vrei cu adevărat, poţi" a fost repetat obsesiv ani de zile, chiar după ce lumea uitase reclama sursă...]
ps – genial logo-ul cu 2% din dreapta-sus, pt. cardio-chirurgie
May 8th, 2010 at 10:18 pm
draga textier,
nu dai o raita pe bucatarescu.ro? mancare, bautura, delicii, pofte, bancuri – de toate
dan boerescu
May 26th, 2010 at 9:19 am
[...] original here: Despre publicitatea românească din anii '90 Alte articole RepereTaguri Zile din viata noastra: Creation day Blogs-Preferati. [...]
July 13th, 2010 at 2:01 pm
Reclamele tv mi-au atras atentia la inceputul anilor 90 cand televiziunile au inceput sa difuzeze spoturi ale unor branduri internationale cunoscute. Inca de atunci, in afara de imaginea vizuala, ma interesa mesajul pe care incerca sa-l transmita o reclama. Desi au trecut aproape 20 de ani, inca n-am uitat sloganurile:
„Titan Ice, alta viata”- pungile pentru cuburi de gheaţă
„Aquafresh în trei culori, protejează de trei ori” –Pasta de dinti Aquafresh
„Dacă vrei, poţi!” -Adidas Torsion
„Un pic mai bine pentru dumneavoastră!” -GEPA Electrocenter
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