تحليل كاركرد فن اقناع در كارزارهاي تبليغاتي فاكوپا

Advertising, Advertising Psychology, Facopa, Campaign, Convincing the Audience

تبليغات در هر عرصه اي به خصوص حوزۀ تجارت از اركان ارتباط جهان معاصر محسوب مي شود. تبليغات موفق برپايۀ اصولي چون روان شناسي تبليغ و شناخت بازار هدف استوار است؛ از اين جهت فاكوپا « شركتي كه در دهۀ سي پايه گذاري شد، يكي از موفق ترين بنگاه هاي تبليغاتي ايران است». فاكوپا با به كار گرفتن كارزارهاي تبليغاتي كه پديدۀ نوظهور در تبليغات نوپاي ايران به حساب مي آمد؛ توانست تحولي در تبليغات به وجود آورد. بسياري از روش هاي تبليغاتي اين شركت براي اولين بار در ايران تجربه شد. فاكوپا بيش ازآنكه برقابليت هاي بصري و تصويري تبليغات استوار باشد بر روان شناسي تبليغات متمايل بود كه تأثير شگرف آن را در تبليغات، انتظاري، تلقيني و ترغيبي و... مي توان ديد. در اين مقاله باتوجه به مباحثي چون تبليغات و الگوهاي ارتباط و همچنين تبليغات و مؤلفه هاي روان شناسي به مطالعۀ كارزارهاي تبليغاتي فاكوپا پرداخته مي شود. اين پژوهش به روش توصيفي تحليلي و به شيوۀ اسنادي با تورق روزنامۀ اطلاعات و گردآوري كارزارهاي تبليغاتي فاكوپا - در دهۀ سي و چهل صورت گرفته است. هدف از اين امر، شناخت حوزه هاي تبليغات، روان شناسي تبليغات و جايگاه آن در تاريخ تبليغات ايران است.

Advertising in any field, especially business is considered as one of the elements of the communication in the contemporary world. Successful advertising is based on the principles such as the advertising psychology and the recognition of the target market; therefore, Facopa Company, which was founded in the thirties decade, is one of the most successful advertising agencies in Iran. Facopa that was considered an emerging phenomenon in Iran's newly established advertising by using the advertising campaigns was able to revolutionize advertising. Many advertising methods of this company were experienced for the first time in Iran. Rather than relying on the visual capabilities of advertising, Facopa had a tendency toward the advertising psychology that its wonderful effect can be seen in expected, inductive and persuasive advertisements, and so on. In this article, Facopa advertising campaigns are studied according to the topics such as advertising and communication patterns, advertising and psychological components. This research has been conducted by a descriptive and analytical method and a documentary method by flipping through Ettelaat Newspaper and collecting Facopa advertising campaigns. The aim is to recognize the field of advertising, the advertising psychology and its place in the history of advertising in Iran. Fakopa relied more on psychological knowledge and knowledge of the target market than on visual knowledge, and encouraged audiences to buy through indoctrination methods. Fakopa's success owes much to the controversial propaganda that both affected and affected his community; That is why Fakopa acts as a brand in the field of advertising psychology. Fakupa's study helps to understand the history of Iranian propaganda, which has been abandoned. Psychology conventionally has four functions: to describe, explain, predict, and change behavior, which encompasses all human psychological processes. All the various tasks, branches and trends of psychology fall under these four headings. By recognizing the existential nature of each person, psychologists find the power of their psychiatric treatment. Cognition, belief, indoctrination and prediction of human behavior is something that is influenced by advertising, so many consider advertising as a technique to use psychological methods to engage the audience.