Documente Academic
Documente Profesional
Documente Cultură
RPXOXLH[DFWDWkWDWLPSFkWvLWUHEXLHFDV VFRDW
EDQLL
Leacock Stephen
LL RVFLOHD] vQWUH R DFFHS LXQH ODUJ FH LQFOXGH WRDWH PHWRGHOH FH SHUPLW
FXQRDWHUHD XQHL LGHL XQXL HYHQLPHQW VDX SURGXV L R GHILQL LH UHVWUkQV FH FXSULQGH H[FOXVLY
XWLOL]DUHD UHPXQHUDW D SULQFLSDOHORU PLMORDFH GH FRPXQLFDUH SUHV UDGLR FLQHPD WHOHYL]LXQH
DILHvQYHGHUHDGLIX] ULLXQRUSURGXVHVDXDXQRUVHUYLFLL
QFHHDFHSULYHWHHIHFWHOHSXEOLFLW
LLHOHVXQWH[WUHPGHFRQWURYHUVDWH6SHFLDOLWLLQXVXQW
de acord nici asupra naturii acestor efecte, nici asupra dimensiuQLL ORU QLFL DVXSUD PRGDOLW
P VXUDUH 'LYHUVLWDWHD HIHFWHORU DWULEXLWH SXEOLFLW
LORU GH
vPSUHMXU ULORU SXEOLFLWDWHD SRDWH FRQGXFH OD FUHWHUHD YkQ] ULORU OD VF GHUHD ORU VDX QX DUH QLFL R
LQIOXHQ
DVXSUD DFHVWRUD 6H LJQRU vQV DWkW IUHFYHQ D UHODWLY D DFHVWRU VLWXD LL FkW L UH]XOWDQWD
FRQYLH XLHVFWRWIHOXOPLWXUL
Q WLPS FH UD LRQDOLWDWHD HFRQRPLF GRUHWH vQ PRG ILUHVF V FXQRDVF JXVWXULOH L
SUHIHULQ HOH FRQVXPDWRUXOXL vQDLQWH GH D WUHFH OD IDEULFDUHD SURGXVXOXL GLPSRWULY SXEOLFLWDWHD
FRQVW FXSUHF GHUHvQvQFHUFDUHDGHDLPSXQHFRQVXPDWRUXOXLSURGXVXOGHMDIDEULFDWQHFRQRPLLOH
GH SLD
H
a este nainte de toate un instrument n serviciul profitului. Potrivit lui Maurice Vidal
-L LPSXQ YRLQ D ORU VDODULD LORU
FDUHDWXQFLFkQGS U VHVFX]LQDODVIkULWXORUHORUGHVHUYLFiu, devin consumatori. Cu toate acestea,
LLVXQWFHOHDOHVRFLHW
DS LVS LWRU QWU R PDUH P VXU vQV GHIHFWHOH L FRQWUDGLF LLOH
LLGLQFDUHIDFHSDUWH
QF GHODDSDUL LHSXEOLFLWDWHDDSXVvQHYLGHQ
XQHOHGLQFDUDFWHULVWLFLOHHLDFWXDOH3ULPXO
DQXQ FXQRVFXW GDWHD] GLQ DQXO vHQ HVWH YRUED GH XQ SDSLUXV HJLSWHDQ SULQ FDUH VH RIHUHD
UHFRPSHQV FHOXLFDUHYDJ VLXQVFODYHYDGDW$FHODLFRQ LQXWYDDSDUHPXOWPDLWkU]LXvQVHFROXO
al XVIII-OHD vQ $QJOLD XQGH SXEOLFDUHD OLVWHORU FX XFHQLFLLIXJL L GH OD VW
GHRLPDJLQHUHSUH]HQWkQGXQIXJDUFHSULYHWHvQXUPDVD
n EYXO0HGLXVWULJDUHDvQ HOHDV
FDXQVHUYLFLXSXEOLFGHSLQGHDGHDXWRULWDWHDUHJDO L
LLXQRUP UIXUL
Anglia secolelor al XVII-OHD L DO ;9,,,-lea a fost locul n care publicitatea a cunoscut o
dezvoltare aparte. Punctul de plecare l-D FRQVWLWXLW HSLGHPLD GH FLXP FDUH V-D DE WXW DVXSUD
/RQGUHL DQWUHQkQG R H[WUDRUGLQDU SUROLIHUDUH D DILHORU FRQ LQkQG UHFODPH SHQWUX GLIHULWH SLOXOH
considerate ca infailibile.
n 1759 6DPXHO -RKQVRQ FRQVWDW
DWkW GH
DSURDSH GH SHUIHF LXQH vQFkW HVWH GLILFLO GH SURSXV R DPHOLRUDUH D DFHVWHLD $FHODL DXWRU
FRQVHPQHD] WRWRGDW PHWRGHOH XWLOL]DWH GH DQXPL L DJHQ L SXEOLFLWDUL FDUH I FkQG UHFODP XQXL
FROLHU DQRGLQ VSXQHDX DYHUWL] P ILHFDUH PDP F GDF EHEHOXXO HL YD PXUL QX L YD LHUWD
).
Raportul presei cu publicitatea, a fost de la ncepuWXULOHHLRLVWRULHFXGRX SHUVRQDMHSUHVD
XWD V VH HOLEHUH]H GH WXWHOD JXYHUQDPHQWDO L V -L GLPLQXH]H FRVWXULOH GH SURGXF LH FX
DMXWRUXO DQXQ XULORU SXEOLFLWDUH L VWDWXO FDUH VH VWU GXLD DGHVHD I U VXFFHV V UXLQH]H SUHVD GH
RSR]L LHFXDMX
Q (PLO GH *LUDUGLQ GHQXQ D vQ ]LDUXO V X DQXQ XULOH GHJKL]DWH VXE IRUP GH DUWLFROH
,DW FHOPDLEXQQXP USHFDUHO DPVFRVQLFLXQUkQGQXDU PDVQHSO WLW
n secolul XX apare radioul, mai apoi televiziunea, intens utilizate n scopuri publicitare.
&KHOWXLHOLOH FX SXEOLFLWDWHD DWLQJ PLOLDUGH GH GRODUL $D FXP QX H[LVW OD RUD DFWXDO R GHILQL LH
ULJXURDV L XQLYHUVDO DFFHSWDW D SXEOLFLW
SXEOLFLWDUH QX VXQW VDWLVI F WRDUH &LIUHOH RIHULWH GH VWDWLVWLFL GLQ DQXPLWH
DQXQ XULSXEOLFLWDUHvQWLPSFHDOWH
ULQXOHLDXvQFRQVLGHUDUH3UDFWLFHVWHH[WUHPGHGLILFLOGHWLXW
FHDFRSHU vQPRGH[DFWFLIUHOHRIHULWHGHRUJDQLVPHOHVSHFLDOL]DWHvQSXEO
icitate.
3RWULYLW XQRU DXWRUL *6 'D\ / %RJDUW SXEOLFLWDWHD H[HUFLW R LQIOXHQ
IDYRUDELO QX
LLSURGXVHORU
SH FDUH OH IDEULF DVXSUD FXUVXOXL OD EXUV DO DF LXQLORU ILUPHL VDOH DVXSUD FHUHULORU ORFXULORU GH
PXQF LvQILQDODVXSUDFUHWHULLHFRQRPLHLQD LRQDOH
3UREOHPDQXHVWHGHDWLGDF DVHPHQHDHIHFWHDXIRVWGHMDREVHUYDWHFkWPDLDOHVGHDUHXL
V VHGHWHUPLQHLPSRUWDQ DIUHFYHQ DLFRVWXULOHORU LQkQGFRQWGHHIHFWHOHGHIDYRUDELOHGHDFHLDL
QDWXU VDXGHQDWXU GLIHULW FHSRWUH]XOWDGLQXWLOL]DUHDSXEOLFLW
LLQSUH]HQWDVHPHQHDLQGLFDWRUL
VXQWH[WUHPGHSDU LDOL
&RQWUDU RSLQLHL JHQHUDOH DJHQ LLOH GH SXEOLFLWDWH QX FXQRVF PDUH OXFUX FX
privire la
UHQWDELOLWDWHD UHDO D FKHOWXLHOLORU SXEOLFLWDUH Q SULQFLSLX YkQ] ULOH VXQW P VXUDELOH vQ PDJD]LQ L
QX FKHVWLRQkQG FRQVXPDWRULL 5 VSXQVXULOH FRQVXPDWRUXOXL VXQW PDL VHQVLELOH OD vQWUHE ULOH
UDUH
5H]XOWDWHOH H[SHULPHQWDOH FXQRVFXWH SkQ vQ SUH]HQW SDU V LQGLFH IDSWXO F HILFDFLWDWHD
SXEOLFLW
LL vQ WHUPHQL GH YkQ]DUH HVWH GHSDUWH GH D IL DWkW GH FXSULQ] WRDUH L DXWRPDW SUHFXP
GRDU SXEOLFLWDWHD
LLDVXSUDYkQ] ULORUDXIRVWQXOH
3XEOLFLWDWHD HVWH FX DWkW PDL HILFDFH FX FkW GLIHUHQ HOH PDWHULDOH L FDOLWDWLYH vQWUH P UFLOH
LQWHUDQMDELOH
/DXQDGLQH[WUHPHVHDIO SURGXVHLGHQWLFHGLQSXQFWGHYHGHUHIL]LFGDUYkQGXWHVXEQXPH
GLIHULWH(VWHFD]XOIUHFYHQWDOGLIHULWHORUP UFLGHV SXQXULGHWHUJHQ LEHQ]LQ SU
oduse alimentare
L DSDUDWH HOHFWURFDVQLFH Q DEVHQ D XQRU GLIHUHQ H PDWHULDOH YL]LELOH QX U PkQ GHFkW GLIHUHQ HOH
SVLKRORJLFHGHLPDJLQHDP UFLLUHVSHFWLYHDVXSUDF UHLDSXEOLFLWDWHDSRDWHDF LRQDvQPRGGLUHFW
FXPS U WXUL VH ORYHWH SH WHUPHQ VFXUW GH OLPLWHOH LPSXVH GH YHQLWXULOH GLVSRQLELOH DOH
FXPS U WRUXOXL 3XEOLFLWDWHD QX SRDWH V FRQGXF OD FXPS UDUHD GH F WUH FOLHQW D PDL PXOWRU
automobile, haine sau produse alimentare atta timp ct acesta nu are cu ce. Orice vnzare
VXSOLPHQWDU FHQXFRUHVSXQGHXQHLFUHWHULDSXWHULLGHFXPS UDUHDFRQVXPDWRUXOXLVHIDFHvQPRG
LL HVWH GXEOX SH GH R SDUWH HD LQIRUPHD] FRQVXPDWRULL LDU SH GH DOW SDUWH
VXEYHQ LRQHD] PLMORDFHOH GH FRPXQLFDUH GH PDV Q VHFROXO WUHFXW (PLO GH *LUDUGLQ GH
finea n
ru, la acest
3XEOLFLWDWHD ]LOHORU QRDVWUH VH GHRVHEHWH GH PRGHOXO SURSXV GH *LUDUGLQ (D QX IXUQL]HD]
vQ JHQHUDO LQIRUPD LL GH FDUH FRQVXPDWRUXO DU DYHD QHYRLH 1LFL FRPSR]L LD H[DFW QLFL RULJLQHD
QLFLGXUDWDGHvQWUHEXLQ DUHQXVXQWPHQ LRQDWHvQSXEOLFLWDWHDI FXW GLYHUVHORUSURGXVHDOLPHQWDUH
QFHHDFHSULYHWHEXQXULOHGHOXQJ IRORVLQ
UHDOH DOH DFHVWRUD GXUDWD ORU GH YLD
VDX FRVWXO XWLOL] ULL L FX DWkW PDL SX LQ GHVSUH GHIHFWHOH L
LQVXILFLHQ HOHDFHVWRUD
0DL PXOW SXEOLFLWDWHD QX SUH]LQW FRPSDUD LL SUHFLVH FX SURGXVHOH FRQFXUHQWH Q )UDQ D
$QJOLD GDU L vQ DOWH
QHORLDO
FKLDU L DWXQFL FkQG IDSWHOH SUH]HQWDWH VXQW SHUIHFW H[DFWH $FHDVW P VXU D IRVW DGRSWDW vQ
LQWHUHVXO SURGXF WRULORU GHMD LQVWDOD L SH SLD
bine.
Q OLSVD XQRU LQIRUPD LL JHQHUDOH FDUH V ILH XWLOH DWkW FRQVXPDWRULORU FkW L SURGXF WRULORU
SXEOLFLWDWHD HVWH UHGXV OD LPDJLQDU Q FD]XO SURGXVHORU LGHQWLFH GLQ SXQFW GH YHGHUH IL]LF GDU
YkQGXWH VXE IRUPD XQRU P UFL GLIHULWH HD FUH D] GLVWLQF LL ILFWLYH $G XJDUHD OD SURGXV D XQXL
LL 8Q MDUJRQ SDUDWLLQ LILF PDVFKHD] DEVHQ D LQIRUPD LLORU YHULWDELOH
SXEOLFLWDU LQIRUPD LD QX HVWH XQ VFRS FL XQ PLMORF (O QX R IXUQL]HD] GHFkW vQ P VXUD vQ FDUH vL
DGXFH R FUHWHUH D YkQ] ULORU VDX D EHQHILFLLORU 3DUDGR[DO XQ PLQLPXP GH LQIRUPD LH H[DFW
UH]XOW GRDU GLQ FRQVWUkQJHULOH OHJDOH 'H DOWIHO DJHQ LL SXEOLFLWDUL VXEOLQLD] SHULFROHOH SXEOLFLW
LL
LQIRUPDWLYH D DGXFH OD FXQRWLQ D FRQVXPDWRULORU ULVFXULOH SH FDUH OH FRPSRUW GH H[HPSOX
utilizarea anumitor insecticide ar suscitD R VHULH GH WHPHUL QHMXVWLILFDWH (L FRQILUP DVWIHO F GH
IDSW FRQVLGHU FRQVXPDWRUXO FD R H[LVWHQ PLQRU F UHLD QX-L SR L VSXQH WRW DGHY UXO 'DU DWXQFL
FkQG VH SXQH SUREOHPD UHJOHPHQW ULL SXEOLFLW LL PLQFLQRDVH L DEX]LYH HL DILUP F FRQVXPDWRUul
HVWHRH[LVWHQ
FUHGHvQH[DJHU ULOHSXEOLFLW
LL
VXEYHQ LRQHD] SH DFHDVWD GLQ XUP 2 EXQ SDUWH GLQ IRQGXULOH FDQDOHORU GH WHOHYL]LXQH L D
SRVWXULORU GH UDGLR SURYLQ GLQ SXEOLFLWDWH $FHVWHIRQGXUL QX UHSUH]LQW DFWH GH ILODQWURSLH 'H IDSW
VXEYHQ LD HVWH SO WLW GH FRQVXPDWRU GHRDUHFH HD HVWH LQFOXV vQ SUH XULOH SUDFWLFDWH GH F WUH
SURGXF WRULLGLVWULEXLWRUL
Q VIkULW SHQWUX XQLL VRFLRORJL GHPRFUDWL]DUHD FRQVXPXOXL DU IL UH]XOWDWXO GLUHFW DO
SXEOLFLW
LSULYLOHJLDWH
LLVRFLDOHFXWRDW FUHWHUHDFRQVXPXOXL
Potrivit opiniei lui J. K. Galbraith, sistemul industrial n-DU SXWHD H[LVWD vQ IRUPD VD DFWXDO
I U SXEOLFLWDWH $FHDVWD SURGXFH WLSXO XPDQ GH FDUH DUH QHYRLH HFRQRPLD FRQWHPSRUDQ RDPHQL
FDUHGRUHVFV WU LDVF XQSLFPDLELQHLSHFDUHLQGXVWULDSRDWHFRQWDvQHIRUWXOHLGHGH]YROWDUH
- %DXGULOODUG VSXQHD F SULQ SXEOLFLWDWH PDVD FRQVXPDWRULORU HVWH vQHODW GH GRX RUL
SULPD GDW DWXQFL FkQG HVWH LQFLWDW V DGHUH OD XQ VLVWHP VRFLR
dect ntr-R PDQLHU PDUJLQDO D GRXD RDU GHRDUHFH PDL PXOW GHFkW EXQXUL UHDOH SXEOLFLWDWHD
simboluri HD LQVWDXUHD] FXOWXO RELHFWHORU QX SULQ VHUYLFLLOH SH FDUH DFHVWHD OH-ar putea
DGXFH FL SHQWUX LPDJLQHD SH FDUH L-o creeD] FRQVXPDWRUXO (D YLQGH QX DXWRPRELOH FL
GLIX]HD]
6WXGLLOH GH PRWLYD LH DU W F SUDFWLF VHPQLILFD LLOH DFHOXLDL SURGXV VXQW DWkW GH QXPHURDVH vQFkW
LL
FRQFXUHQWH VH DQLKLOHD] UHFLSURF vQ GRPHQLXO YkQ] ULL vQ SUHOXQJLUHD OLPLWHORU LPSXVH GH
VHDQXOHD]
3XEOLFLWDWHD vQFHDUF V REOLJH FRQVXPDWRULL V FXPSHUH RELHFWH LQXWLOH vQ WLPS FH
WUHEXLQ HOH IXQGDPHQWDOH ORFXLQ
FX LQVLVWHQ
FROL VSLWDOH QX VXQW VDWLVI FXWH 0DL PXOW GHFkW DWkW D UHSHWD
GHFH
L SH FDUH vL vPSLQJH VSUH XQ VFRS LPSRVLELO GH DWLQV 'LQ S FDWH HIHFWHOH FULPLQRJHQH L SDWRJHQ
DOH SXEOLFLW
FRQVHFLQ
LL VXQW DVFXQVH SXQkQGX VH DFFHQWXO GRDU SH DVSHFWHOH IDYRUDELOH FUHWHULL HFRQRPLFH
LPSRUWDQW GDU QX VLQJXUD 2ULFXP vQV SXEOLFLWDWHD HVWH DVW ]L XQ IHQRPHQ FX HIHFWH
'LPHQVLXQHDSVLKRORJLF
&XPS
DSXEOLFLW
R OHJHQG
LL
1XPHURL WHRUHWLFLHQL * 3DOPDGH 3 $OERX HWF YRUEHVF GH R SVLKRORJLH D SXEOLFLW
LL Q
al proceselor
ULL GH EXQXUL L VHUYLFLL a tehnicilor
FROHFWLYHGHLQFLWDUHLSHUVXDVLXQH
2DVWIHOGHGHILQL LHH[WUHPGHJHQHUDO DUHQHYRLHGHFkWHYDSUHFL] UL
LLQXHVWHSXEOLFLWDWH'LVWLQF LDDUH
2.
procesele psihologiceFHVHPDQLIHVW
vQ GLYHUVH VLWXD LL VRFLDOH 6FRSXO V X XOWLP HVWH FRVXPDWRUXO vQV DFHVW DJHQW HFRQRPLF HVWH
FHHD FH D FRQGXV OD DPSOLILFDUHD FHUFHW ULORU FX SULYLUH OD WHKQLFLOH GH
FRPXQLFDUH 6LQWHWL]kQG OLWHUDWXUD SH DFHDVW WHP SXWHP FRQVWDWD WUHL GLUHF LL DOH FHUFHW ULL
publicitare:
- &XOHJHUHD L WUDWDUHD LQIRUPD LHL $FHDVW
ILUPD QDWXUD VD SRVLELOLW
LOH VDOH RELHFWLYHOH VDOH Q DO GRLOHD UkQG HD YL]HD] FDUDFWHULVWLFLOH
(favorabile sau defavorabile) bunuOXL VDX VHUYLFLXOXL RIHULW $FHVW SURGXV vQV
5HGXF LD IL]LF HVWH GH PXOW YUHPH GHS LW vQ IRORVXO XQHL LQWHUSUHW UL GH SURIXQ]LPH FH
nWkOQHWHVWXGLXOSVLKRORJLFDOLPDJLQLLP
UFLL
VH ILQLVHD] SULQ FHUFHW UL GH PRWLYD LH 6WXGLXO FRQVXPDWRUXOXL DO FOLHQWHOHL DO SXEOLFXOXL
este arareoUL H[KDXVWLY L VH OLPLWHD] FHO PDL DGHVHD OD FDWHJRULD SDUWLFXODU D FXPS U WRULORU SH
-L vQWkOQHDVF &D DWDUH FOLHQWHOD XQXL SURGXV QX SRDWH IL FRQVWLWXLW
dect dintr-R IUDF LXQHDSRSXOD LHLFHSRDWHIL H[WUHPGH GLIHULW n conformitate cu produsul oferit
spre vnzare.
- $SOLFDUHDGDWHORU RE LQXWH 3XEOLFLWDWHDLQIRUPHD] SHQWUX DFRQYLQJH(D VHVWU GXLHWH
FDUH SURGXF WRUXO GRUHWH V
favorabil imaginea acestuia asupra produsului respectiv. Pot fi utilizate pentru aceasta tehnici
PXOWLSOH WHVWH GH DWHQ LH GH FUHGLELOLWDWH SURFHGHXO PDJD]LQXOXL ILFWLY /D IHO GH LPSRUWDQW
HVWHFXQRDWHUHDVXSRUWXOXLFHYHKLFXOHD] PHVDMXOSXEOLFLWDUGHUHJXO PDVV-media.
- Controlul ) U R HYDOXDUH D HILFDFLW LL LQWHUYHQ LLORU VDOH DF LXQHD SXEOLFLWDU HVWH
OLSVLW GH LQWHUHV $P PHQ LRQDW DQWHULRU GLILFXOWDWHD DFHVWRU HYDOX UL DU WkQG F GH IDSW YDULDELOD
SXEOLFLWDU LQWU vQ LQWHUDF LXQH FX DOWH YDULD
FRQWURODOHILFDFLW
([DJHUkQG DP SXWHD VSXQH F YLD D HFRQRPLF D RPXOXL SRDWH IL UH]XPDW vQ WUHL WHUPHQL
WUHEXLQ HOH FH FXSULQG GRULQ H L
pasiuni; eforturile pentru a-L SURFXUD RELHFWXO GRULQ HL VDX V -L
VDWLVIDF SDVLXQLOH L VDWLVIDF LD FD UH]XOWDW DO UHDOL] ULL SULPLORU GRL WHUPHQL 3XEOLFLWDWHD QX
DF LRQHD] GHFkW DVXSUDSULPLORU GRL WHUPHQLHDH[DFHUEHD] WUHEXLQ HOHGRULQ HOH SDV
iunile (care,
RGDW Q VFXWH VXQW vQ JHQHUDO SURJUHVLYH L PLQLPDOL]HD] HIRUWXULOH SHFDUH LQGLYLGXO WUHEXLH V OH
GHSXQ SHQWUX D OH VDWLVIDFH (VWH IRDUWH LPSRUWDQW GHSLVWDUHD H[LVWHQ HL XQHL WUHEXLQ H vQ VWDUHD HL
GH ODWHQ
vQWU R HSRF L vQWU R DU vQ FDUH vQWUHEXLQ DUHD XQXL SURGXV HVWH SX LQ U VSkQGLW DU IL
UHVSHFWLYD
GHWHUPLQDW QOXFUDUHDVDLQWLWXODW
Principii de economie
DVXSUD RUJDQLVPXOXL YLX R H[FLWD LH FH L FDXW RELHFWXO L FDUH GLQ PRPHQWXO vQ FDUH HVWH J VLW
GHYLQH GRULQ
FDSDELOV
$FHDVW GRULQ
-O VDWLVIDF
HL VXQW PDL QHW PDUFDWH &X FkW WUHEXLQ D HVWH PDL DUWLILFLDO YUHDX V VSXQ VRFLDO FX DWkW OLPLWD
GHYLQHPDLHODVWLF
.
Publicitatea n favoarea unui produs, a unui serviciu sau a unei idei nu poate nLFL V
L H[DFHUEkQG DFHVWH WUHEXLQ H 3XEOLFLWDWHD DF LRQHD] QX DVXSUD FRPSRUWDPHQWXOXL LQGLYLGXDO FL
OHJD L vQWUH HL SULQ PLMORDFH PRGHUQH GH WUDQVPLWHUH D JkQGLULL ]LDUH UDGLR WHOHYL]LXQH FH LPSOLF
SXEOLFLWDWHD Q SUHOXQJLUH SXWHP YRUEL GLQ SXQFW GH YHGHUH SVLKRORJLF GH WUHL WHUPHQL DL DF LXQLL
publicitare.
1. ([LVW XQ IDFWRU FH XQHWH FRPSRUWDPHQWHOH L RSLQLLOH IDYRUL]kQG RELHFWXO SXEOLFLW LL
Trebuie insistat asupra acestui factor, transformndu-OvQYHGHW
2. ([LVW XQ IDFWRU FH XQHWH FRPSRUWDPHQWHOH L RSLQLLOH LQIOXHQ kQG vQWU-un sens
GHIDYRUDELORELHFWXOSXEOLFLW
'HFHOHPDLPXOWHRULSXEOLFLWDWHDQXVHFRQIUXQW FXRSLQLLFRPXQHVDXFRPSRUWDPHQWH
3.
FRPXQH FL FX XQ DPHVWHF GH FRPSRUWDPHQWH LQGLYLGXDOH L RSLQLL SDUWLFXODUH Q DFHVW FD]
SXEOLFLWDWHD DUH FD VDUFLQ V JUXSH]H DFHVWH FRPSRUWDPHQWH LQGLYLGXDOH L RSL
FHHD FH DX FRPXQ O VkQG IDFWRULL GH GLYHUJHQ
QX HVWH DWRWSXWHUQLF HD QX SRDWH IL HILFDFH GHFkW DWXQFL FkQG H[LVW
JHUPHQHOH XQHL GRULQ H VDX D XQHL RSLQLL FRPXQH FRQWLHQW VDX LQFRQWLHQW OD ILHFDUH GLQ LQGLYL]LL
YL]D L 3XEOLFLWDWHD SRDWH IUXFWLILFD DFHWL JHUPHQL GDU QX SRDWH RSHUD vQ PDQLHUD JHQHUD LHL
spontanee.
'DF H[FHSW P IRUPHOH GH SXEOLFLWDWH FH IDF X] GH PHFDQLVPH GH LQIOXHQ
DXWRPDWLF L
L GH FRQWURO VH SRDWH UHPDUFD IDSWXO F ILHFDUH SXEOLFLWDWH FH GRUHWH V SXQ LQGLYLGXO vQ DF LXQH
WUHEXLH V GHFODQH]H R VHULH GH RSHUD LL FDUH V LQIOXHQ H]H SVLKLFXO LQGLYLGXOXL 3HQWUX D DF LRQD
LQGLYLGXO WUHEXLH V
-L FRQFHQWUH]H DWHQ LD DVXSUD VFRSXOXL GH XUPDW V vQ HOHDJ acest scoS V
execute (O GHFLGH vQ IXQF LH GH FUHGLQ HOH VDOH L vQ VHQVXO PD[LPHL VDWLVIDF LL L
minimului efort. Aceste stadii nu se succed ntr-RRUGLQHULJXURDV GLPSRWULY HOHVHVXSUDSXQLVH
LQIOXHQ HD] UHFLSURFI U V VHPDQLIHVWHvQPRG normal dect prin rezultatul de ansamblu.
GHFLG
L V
9DORDUHD DWHQ LRQDO D XQXL PLMORF GH SXEOLFLWDWH QX FUHWH SURSRU LRQDO FX GLPHQVLXQHD VD
,QWHUYLQHXQHIHFWGHVDWXUD LHFHSRDWHILIRUPXODWVXEQXPHOHGHOHJHDHILFDFLW
LLGHVFUHVF
WRDUH
LSUH]LQW RHILFLHQ
GLQFHvQFHPDLPLF
QX DQXQ
care
GHFkW YHWL EXQH FDUH QX YHGH GHFkW SDUWHD EXQ D OXFUXULORU L FDUH VFULH EDVPH SHQWUX
super-PDUNHWLQJXULHVWHSXEOLFLWDWHD$FHDVWDYHGHOXPHDFXRFKHODULUR]5HSHUWRULXOV
XHVWHFHODO
etc.
1X HVWH UROXO SXEOLFLW
3XEOLFLWDWHDLFUHWHUHDHFRQRPLF
re n-ai nevoie.
Mark Twain
QFHUF PvQUkQGXULOHGHID
RDQDOL] DHIHFWHORUHFRQRPLFHDOHSXEOLFLW
LLFXSUHFL]DUHDF
QHYRLH GH EXQXUL SH FDUH vQ DOWH FRQGL LL QX OH DU IL GRULW Q IHOXO DFHVWD FRQVLGHU HO DFWLYLWDWHD
ERJDW LLQGXVWULDOL]DW
-o societate
$ HQXQ D FHHD FH HVWH HYLGHQW QX WUHEXLH FRQIXQGDW FX R H[SOLFD LH $WXQFL FkQG *DOEUDLWK
VXV LQH F SXEOLFLWDWHD FUH D] WUHEXLQ H HO QX IDFH GHFkW V HQXQ H R DILUPD LH OD FDUH QX DGXFH
GHFkW SX LQH DUJXPHQWH Q RFKLL FHUFHW WRULORU QR LXQHD GH FUHD LH GH WUHEXLQ H DSDUH YDJ L
dificil de justificat.
7HUPHQXOXL GH WUHEXLQ H L VH GDX GRX vQ HOHVXUL GLVWLQFWH L WRWXL XRU GH FRQIXQGDW
HVWH R GRULQ
-se
SH WHRULD FRPSOH[ D PRWLYD LLORU VDX D SXOVLXQLORU LQVWLQFWXDOH Q VHQV SVLKRORJLF R WUHEXLQ
HVWH R QHFHVLWDWH YDJ GHILQLW L SUHH[LVWHQW SH FDUH EXQXULOH R SRW VDWLVIDFH VDX QX $VWIHO
SXEOLFLWDWHD HVWH vQ F XWDUHD WUHEXLQ HORU QHVDWLVI FXWH L YRUEHWH GH DGDSWDUHD EXQXULORU OD
WUHEXLQ H
.QLJKW JkQGHWH WUHEXLQ HOH vQ VHQV SVLKRORJLF DWXQFL FkQG REVHUY F DFHVWHD VXQW
QHFXQRVFXWHOHFHOHPDLQHFXQRVFXWHGLQVLVWHPXOGHYDULDELOHGHFDUHVHRFXS WLLQ DHFRQRPLF
QFRQVHFLQ
gic, ea
GHYLQH GH R GHRVHELW FRPSOH[LWDWH LDU SUREOHPD VHQVXOXL DFHVWXL FRQFHSW GHYLQH DSURDSH
LPSHQHWUDELO 'DF GLVFX LLOHUHIHULWRDUHODSXEOLFLWDWHVXIHU GHRDQXPLW OLSV GHFODULWDWHDFHDVWD
VH GDWRUHD] L IDSWXOXL F QR LXQLOH UHIHULWRDUH OD FHUHUHD HIHFWLY SRW IL FX XXULQ
FRQIXQGDWH FX
FHOHUHIHULWRDUHODQDWXUDPRWLYD LHL
$QDOL]HOHHFRQRPLFHVHFRQFHQWUHD] DVXSUDWUHEXLQ HORUvQVHQVXOORUUHVWUkQVQDFHVWFD]
SUREOHPD HVWH GH D GHWHUPLQD GDF SXEOLFLWDWHD DUH XQ DQXPLW HIHFW DVXSUD
cererii de bunuri
vQWUHE ULOHGH
Q PRG RELQXLW HFRQRPLWLL vQFHS SULQ D VH vQWUHED GDF SXEOLFLWDWHD SRDWH V LQIOXHQ H]H
PRGXO vQ FDUH FRQVXPDWRULL vL FKHOWXLHVF YHQLWXULOH $FHDVW SXQHUH GH SUREOHP vO SXQ
HFRQRPLVW vQ ID D XQHL GLOHPH (FRQRPLD FD WLLQ
e pe
FRQVXPDWRUXO WLH FH YUHD Q DFHVW FD] HO DUH XQ SODQ GH FKHOWXLHOL FODU ED]DW SH XQ FDOFXO PDL
PXOW VDX PDL SX LQ UD LRQDO DO LQWHUHVHORU VDOH L FDUH YD GHWHUPLQD PRGXO vQ FDUH vL FKHOWXLHWH
EDQLL $U IL GHFL DEVXUG V SUHVXSXQHP F HO DU SXWHD GRUL FHYD GH FDUH QX DUH QHYRLH $FHDVW
PDQLHU GH D SULYL OXFUXULOH SDUH SX LQ EL]DQWLQ * 3DOPDGH vQV GDWH ILLQG LSRWH]HOH GH
EXQXULORU )DSWXO HVWH GH vQ HOHV vQWU R VRFLHWDWH V U F XQGH VH FRQVLGHU F vQWRWGHDXQD
FRQVXPDWRUXO WLH FX H[DFWLWDWH FHHD FH HO GRUHWH vQ PDWHULH GH EXQXUL 1HYRLOH DOLPHQWDUH L
L
AnalizaSUREOHPHLUHSDUWL LHLWUHEXLHV
DOH VRFLHW
LL $OHJHUHD FRQVXPDWRULORU QX VH IDFH OD vQWkPSODUH FL VXE XQ DQXPLW FRQWURO VRFLDO L
SURGXF FH" 2ULFXP QX OD vQWkPSODUH GHRDUHFH EXQXULOH SURGXVH WUHEXLH V DLE VHPQLILFD LH vQ
UDSRUW FX XQ DQXPLW VLVWHP GH YDORUL 'DF SURGXF LD QX DUH VHQV GHFkW SULQ UHIHULQ
trebuie analizate nu
LL6FRSXOHFRQRPLHL spunea T. Parsons
QX HVWH PD[LPL]DUHD SURGXF LHL SHQWUX LQGLYLG FL PD[LPL]DUHD SURGXF LHL vQ GLUHFW
VLVWHPXO GH YDORUL DO VRFLHW
OD VWUXFWXUD
LH
-a
-un eseu sistematic cu privire la comportamentul consumatorului,
SUHIHULQ HOH VXQW GRDU R DIDFHUHFH LQH GH SHUVRQDOLWDWHD LQGLYLGXDO HVWHGH QHVXV LQXW 'LIHUHQ HOH
FRQVLGHU P FRPSRUWDPHQWXO
DWXQFL FkQG YRUELP GH OLEHUD DOHJHUH I FXW GH FRQVXPDWRU vQ LQWHULRUXO XQHL
L WUHEXLH V DGPLWHP IDSWXO F DFHVWD vL vQWHPHLD] FRPSRUWDPHQWXO QX QHDS UDW
REOLJDWRULX SH XQ FDOFXO UD LRQDO $GHVHRUL DOHJHULOH FHOH PDL LPSRUWDQWH VXQW I FXWH LQFRQWLHQW
&KLDU L DWXQFL FkQG VXQW I FXWH FRQWLHQW IDFWRUXO LQFRQWLHQW FH OH GHWHUPLQ QX SRDWH IL QHJ
$OHJHUHD IXQGDPHQWDO D FRQVXPDWRUXOXL HVWH GH D DFFHSWD VWLOXO GH YLD
lijat.
L
SDUWLFXODUH 2 DVHPHQHD DOHJHUH VH IDFH DSURDSH vQ PRG DXWRPDW 'DF FLQHYD WU LHWH vQWU
DQXPLW FROHFWLYLWDWHHODFFHSW
-o
vQJHQHUDOQRUPHOHDFHVWHLD(Vte motivul pentru care Duesenberry
D UHPDUFDW IDSWXO F VLQJXUD OLEHUWDWH UHDO D FRQVXPDWRUXOXL HVWH GH D YDULD FDOLWDWHD GH EXQXUL
OHJDWH GH R SR]L LH GHWHUPLQDW vQ LHUDUKLD VRFLR SURIHVLRQDO ,QGLYLGXO FDUH DFFHSW YDORULOH
YLJRDUH vQ FROHFWLYLWDWHD UHVSHFWLY 3HQWUX DVWIHO GH LQGLYL]L DOHJHULOH UD LRQDOH YRU IL DOHJHUL
VFKLPE ULOH WHKQRORJLFH FRQGXF OD XQ IOX[ FUHVF WRU DO YHQLWXOXL GLVFUH LRQDU $YkQG XQ DVWIHO GH
YHQLW FRQVXPDWRUXO FDXW QRL PRGDOLW
LL
HVWH GH D F XWD DOWH QRUPH SHQWUX XQ QRX WLS GH FRQVXP $FHDVWD GRUHVF V VSXQ DJHQ LLOH GH
SXEOLFLWDWHFkQGDILUP F HOHFRQWULEXLHODFUHWHUHDQLYHOXOXLGHYLD
QLYHOXO GH YLD
3UREOHPDORUHVWHGHDVSRUL
SULQ PLMORDFH VRFLDOH DFFHSWDELOH 3UHVWLJLXO VRFLDO VH DWDHD] vQ PRG DX
tomat
QRLORU WLSXUL GH FRQVXP 6H SRDWH REVHUYD F vQ P VXUD vQ FDUH YHQLWXULOH FUHVF LQGLYL]LL WLQG V
FRSLH]HVFKHPHOHGHFRQVXPDOHFHORUFHOHVXQWVRFLDOPHQWHVXSHULRUL8QDQXPLWQLYHOGHHPXOD LH
VRFLHWDWH ERJDW L SURJUHVLY GLQ SXQFW GH YHGHUH WHKQLF $FROR XQGH
GLIHUHQ HOHGHSUHVWLJLXVXQWOHJDWHGHGLYHUVHPRGDOLW
LGHFRQVXPFUHWHUHDYHQLWXULORUFRQGXFHOD
WHUJHUHD DFHVWRU GLIHUHQ H &X WRDWH DFHVWHD DWkW WLPS FkW SURJUHVXO WHKQLF vL XUPHD] GUXPXO
U VIkULW
3XEOLFLWDWHD IDFH OHJ WXUD vQWUH SUHVWLJLXO VRFLDO L QRLOH WLSXUL GH FRQVXP 3HQWUX DFHDVWD
DJHQ LLOHGHSXEOLFLWDWHUHFXUJODOLGHULGHFRQVXPSUH]HQ LvQPDVV PHGLDSHQWUXDGDLPSUHVLDF
normele de consum n curs de realizare sunt deja aplicate. Cu ajutorul mass-media, publicitatea
YHGHUH SVLKRORJLF (OH FRQVWLWXLH WRWRGDW L R H[SOLFD LH OD VFKLPE ULOH LQWHUYHQLWH vQ VLVWHPXO
GRULQ HORU 3HQWUX D IDFH SH FLQHYD V GRUHDVF XQ OXFUX HVWH DGHVHRUL VXILFLHQW V
FRQFHQWUDW DVXSUD LGHLL GH D O RE LQH 0HFDQLVPHOH FH OHDJ GHFL]LLOH GH FRQVXP QX VXQW FHOH DOH
SXEOLFLWDWHD DUH SXWHUL QHE QXLWH vQ PDWHULH GH FUHD LH D XQRU QRUPH 'DF GHFL]LLOH OXDWH GH F WUH
FRQVXPDWRU GH D FXPS UD QRL EXQXUL VXQW UH]XOWDWXO vQY
DUH
LL
$OHJHUHD QRLORU GLUHF LL GH H[SDQVLXQH HFRQRPLF GHSLQGH PDL SX LQ GH DSWLWXGLQHD
FRQVXPDWRUXOXL GH D JKLGD SURFHVHOH HFRQRPLFH
FkW PDL
SURGXF WRULORU
LL vL FRQIHU SURGXF WRUXOXL XOWLPXO FXYkQW vQ GHWHUPLQDUHD PRGXOXL GH
FUHWHUHDOHFRQRPLHLPRGHUQH
QWUHSULQGHUHD FDXW V VH GH]YROWH LDU vQ DFHVW VFRS HD WUHEXLH V FUHH]H SURGXVH QRL VDX
modelHQRLDOH SURGXVHORUYHFKL(DFDXW
V VHOHF LRQH]HSURGXVHOHQRLvQDFRUGFXSRVLELOLW
LOHL
SRDWH IL JUHLW LDU QRXO SURGXV YD HXD Q JHQHUDO vQV GHFL]LLOH FX SULYLUH OD LQYHVWL LH VXQW OXDWH
DYkQG FRQYLQJHUHD F FHUHUHD SRWHQ LDO D SLH HL HVWH vQWU R FRQVWDQW FUHWHUH 2GDW FH QRLOH
proGXVHLQWU
vQID]DGHSURJUDPDUHVHSRDWHXWLOL]DSXEOLFLWDWHDSHQWUXDRE LQHUDWLILFDUHDGHFL]LHL
SURGXF WRUXOXL
&UHD LD GH EXQXUL LQWHUYLQH QX DWXQFL FkQG XQ LQGLYLG VDX DOWXO HVWH FDSDFLWDW V FXPSHUH
FHHDFH QXDUH QHYRLHFLvQUD LXQLOHFHLVHRIHU DWXQFL FkQGHOQXWLHFHV IDF FXYHQLWXULOHVDOH
DGL LRQDOH Q HOHDV vQ IRUPD DFHDVWD SXEOLFLWDWHD HVWH LQGLVSHQVDELO XQHL VRFLHW
L vQ FUHWHUH
HFRQRPLF )OX[XO SURGXVHORU QRL VH YD GLPLQXD SXWHUQLF GDF FRQVXPDWRUXO QX YD vQY
cumpeUHSURGXVHODFDUHQLFLQXVHJkQGHDvQXUP
D V
FX]HFHDQL
$WXQFL FkQG QH UHIHULP OD VFRSXULOH SURGXF LHL DYHP vQ YHGHUH RELHFWLYHOH XPDQH XUP ULWH
SULQ FRQVXPXO GH EXQXUL PDWHULDOH L VHUYLFLL &DUH VXQW DFHVWH RELHFWLYH XPDQH" 6H UH]XP HOH OD
WUHEXLQ HOH IXQGDPHQWDOH GH KUDQ vPEU F PLQWH ORFXLQ
LLFDUDFWHUXOHLRULJLQDO
0RGXO GH YLD
ile ce
$FHVWHVFRSXULVXQWSXWHUQLFLQIOXHQ DWHGHQDWXUDVRFLHW
LLvQFDUHWU LHWHLQGLYLGXOGHFDSDFLWDWHD
WHKQRORJLF D DFHVWHLD L GH UROXULOH SH FDUH HO OH MRDF vQ LQWHULRUXO VRFLHW
LL 3XEOLFLWDWHD
DF LRQHD] GH UHJXO DVXSUD XQXL VLVWHP GH VFRSXUL XQGH SXWHP UHJ VL FX XXULQ
elemente:
- rHJLPYDULDWGHDOLPHQWD LH
- V Q WDWHLVHFXULWDWH
- SURSULHWDWHDXQHLORFXLQ HGHUHJXO vQDIDUDRUDXOXL
- FRQIRUWLFRPRGLWDWHDFDV LvQYLD DFRWLGLDQ
- vPEU F PLQWHYDULDW LXQQLYHOULGLFDWGHvQJULMLUHSHUVRQDO
- F O WRULLLGHSODV ULFRWLGLHQe confortabile;
- GLYHUWLVPHQWLDFWLYLW LYDULDWHvQWLPSXOOLEHU
- RVLWXD LHVRFLDO FkWPDLvQDOW SRVLELO
- REXQ HGXFD LHLSRVLELOLW LGHFDULHU SHQWUXFRSLL
$FHVWH VFRSXUL UHIOHFW VWLOXO GH YLD
XUP WRDUHOH
se
GRYHGHWH HILFLHQW 'HVLJXU FRPSRUWDPHQWXO FRQVXPDWRUXOXL QX U VSXQGH vQ PRG XQLIRUP OD
VFRSXULOH PDL VXV DPLQWLWH 8UP ULUHD FRQIRUWXOXL GH SLOG VHPQLILF OXFUXUL GLIHULWH SHQWUX
PXQFLWRU FRQGXF WRUXO GH EDQF VDX DJULFXOWRU 0DL SUHFLV EXQXULOH L VHUYLFLLOH FXPS UDWH FX
LQWHQ LD GH D UHDOL]D DFHVWH VFRSXUL GLIHU vQIXQF LH GH YHQLW GH VLWXD LD SURIHVLRQDO IDPLOLDO HWF
1R LXQHD GH PRWLY GH FLYLOL]D LH SXQH vQ HYLGHQ
structura comportamentuluL FRQVXPDWRUXOXL GDU L vQ LPSRUWDQWH GLIHUHQ H vQ LQWHULRUXO DFHVWHL
structuri.
&H UDSRUW H[LVW vQWUH SXEOLFLWDWH L WUDQVIRUPDUHD QRUPHORU VRFLDOH" Q VWXGLXO V X LQWLWXODW
9HQLWXO
L
WHRULD
FRPSRUWDPHQWXO
FRQVXPDWRUXOXL
'XVHQEHUU\
DUDW
F
WUHEXLQ HOH
sunt
LQWHUGHSHQGHQWH GRULQG V VSXQ SULQ DFHDVWD F vQ JHQHUDO FKHOWXLHOLOH GH FRQVXP I FXWH GH XQ
LQGLYLG VXQW LQIOXHQ DWH GH RELFHLXULOH GH FRQVXP DOH LQGLYL]LORU L JUXSXULORU DIODWH vQ FRQWDFW FX
4.
QWUHEDUHD HVWH XUP WRDUHD FXP VH GHFODQHD] DFHDVW FRQIRUPLWDWH" &XP RDPHQLL DX
GREkQGLW DQXPLWH JXVWXUL L QX DOWHOH" $FFHSWDUHD ODUJ U VSkQGLW D XQXL Q
ou produs pentru o
SHULRDG GDW HVWH XQ SURFHV SH FDUH vO SXWHP H[SOLFD SULQ DSDUL LD XQRU QRL QRUPH VRFLDOH GH
consum
%XQXOXL UHVSHFWLY L VH DWDHD] R VHPQLILFD LH VRFLDO LQH[LVWHQW DQWHULRU 'HVLJXU
1.
FRQGL LL QHFODUH vQ FDUH OH OLSVHWH R VFKHP GH UHIHULQ
XXULQ
GHSHQGHQ LGHMXGHF
2.
LOHDOWRUD
$WXQFL FkQG LQGLYL]LL DF LRQHD] vPSUHXQ vQ DFHLDL VLWXD LH HL VWDELOHVF R VFKL
FROHFWLY D SUREOHPHL L DMXQJ V YDG OXFUXULOH vQ DFHLDL PDQLHU FUHkQG DVWIHO QRL QRUPH
VRFLDOH,QGLYL]LLVHFRQIRUPHD] UHFLSURFvQSUHOXQJLUHDXQRUYDORULFRPXQH
&XPvQFHSHDFHDVW FRQIRUPLWDWH"&XPSXWHPH[SOLFDHWDSDLQL LDO GHDFFHSWDUHDXQXLQRX
SURGXV"5LHVPDQFRQVLGHU F PDVV PHGLDVXQWFHOHFDUHLPSXOVLRQHD] DGRSWDUHDXQXLQRXSURGXV
U
DVXSUDPHPEULORUGLQJUX
p.
-media.
-LPRGLILFHRSLQLDvQDDIHOvQFkWGHRVHELUHDGHRSLQLLV
FUHDVF
GH FDX]DOLWDWH HYLGHQW vQWUH SXEOLFLWDWH L UHDF LLOH FRQVXPDWRULORU $U IL H[DJHUDW V YRUELP GH XQ
mecanism stimul U
VSXQV