{"id":4357,"date":"2021-06-13T00:00:00","date_gmt":"2021-06-12T22:00:00","guid":{"rendered":"https:\/\/myn006.staging.360vier.net\/5-reklam-postavenych-na-pribehu-ktere-si-vas-ziskaji\/"},"modified":"2025-06-13T09:15:42","modified_gmt":"2025-06-13T07:15:42","slug":"5-reklam-postavenych-na-pribehu-ktere-si-vas-ziskaji","status":"publish","type":"post","link":"https:\/\/www.mynd.com\/cs\/blog\/5-reklam-postavenych-na-pribehu-ktere-si-vas-ziskaji\/","title":{"rendered":"5 reklam postaven\u00fdch na p\u0159\u00edb\u011bhu, kter\u00e9 si v\u00e1s z\u00edskaj\u00ed"},"content":{"rendered":"\n

L\u00e1ska k p\u0159\u00edb\u011bhu p\u011bstovan\u00e1 ve \u0161kolce a v n\u00e1ru\u010d\u00ed na\u0161ich rodi\u010d\u016f nezmizela vstupem do dosp\u011bl\u00e1ck\u00e9ho \u017eivota. Na\u0161e v\u00e1\u0161e\u0148 po dobr\u00fdch p\u0159\u00edb\u011bz\u00edch p\u0159etrv\u00e1v\u00e1 po cel\u00fd \u017eivot. Proto tak\u00e9 \u010d\u00edm d\u00e1l t\u00edm v\u00edce zna\u010dek stav\u00ed sv\u00e9 reklamy pr\u00e1v\u011b na p\u0159\u00edb\u011bhu, kter\u00fd dok\u00e1\u017ee nav\u00e1zat a vytvo\u0159it emocion\u00e1ln\u00ed spojen\u00ed se z\u00e1kazn\u00edkem. <\/strong><\/p>\n\n\n\n

Na\u0161i praprapraprarodi\u010de si kdysi vysv\u011btlovali to, co se okolo nich d\u011bje, pomoc\u00ed mytologick\u00fdch p\u0159\u00edb\u011bh\u016f. Evolu\u010dn\u011b je v n\u00e1s zak\u00f3dovan\u00e1 touha porozum\u011bt tomuto sv\u011btu a pr\u00e1v\u011b p\u0159\u00edb\u011bhy n\u00e1m v tom pom\u00e1haj\u00ed<\/strong>. Umo\u017e\u0148uj\u00ed n\u00e1m orientovat se v tomto chaosu a d\u00edky nim je n\u00e1\u0161 \u017eivot o n\u011bco jednodu\u0161\u0161\u00ed.<\/p>\n\n\n\n

Existuje n\u011bkolik teori\u00ed o tom, \u017ee se p\u0159\u00edb\u011bhy daj\u00ed rozd\u011blit do n\u011bkolika skupin. Nap\u0159\u00edklad spisovatel Christopher Booker t\u0159icet \u010dty\u0159i let pracoval na knize \u201cThe Seven Basic plots<\/a>\u201c, kde mluv\u00ed o tom, \u017ee v\u0161echny p\u0159\u00edb\u011bhy, kter\u00e9 se kdy na tomto sv\u011bt\u011b zrodily, se daj\u00ed rozd\u011blit do 7 z\u00e1kladn\u00edch sch\u00e9mat:<\/strong><\/p>\n\n\n\n

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  1. Overcoming the Monster<\/strong> (P\u0159ekon\u00e1n\u00ed monstra)<\/li>\n\n\n\n
  2. Rags to Riches<\/strong> (Od hadr\u016f k bohatstv\u00ed)<\/li>\n\n\n\n
  3. The Quest<\/strong> (V\u00fdprava)<\/li>\n\n\n\n
  4. Voyage and Return<\/strong> (Cesta a n\u00e1vrat)<\/li>\n\n\n\n
  5. Comedy <\/strong>(Komedie)<\/li>\n\n\n\n
  6. Tragedy<\/strong> (Trag\u00e9die)<\/li>\n\n\n\n
  7. Rebirth <\/strong>(Znovuzrozen\u00ed)<\/li>\n<\/ol>\n\n\n\n

    M\u011bn\u00ed se u\u017e jen kontext a obsah, a proto si mnohdy ani neuv\u011bdom\u00edme, \u017ee je v jedn\u00e9 reklam\u011b pou\u017eit\u00e9 to stejn\u00e9 sch\u00e9ma jako v jin\u00e9. Dokonce i v\u0161echny sv\u011btov\u011b obl\u00edben\u00e9 Disney poh\u00e1dky obsahuj\u00ed opakuj\u00edc\u00ed se vzorec<\/a>.<\/p>\n\n\n\n

    P\u0159i tvorb\u011b p\u0159\u00edb\u011bh\u016f je t\u0159eba br\u00e1t samoz\u0159ejm\u011b ohled na samotn\u00fd produkt, ov\u0161em d\u016fle\u017eit\u00e9 je zam\u011b\u0159it se i na hodnoty, z\u00e1jmy a pot\u0159eby c\u00edlov\u00e9 skupiny<\/strong>. Po \u010dem tou\u017e\u00ed va\u0161e publikum? Co mu chyb\u00ed? Pokud dok\u00e1\u017eete spr\u00e1vn\u011b odpov\u011bd\u011bt na tyto ot\u00e1zky, potom se uk\u00e1\u017ee kr\u00e1sn\u00e1 s\u00edla p\u0159\u00edb\u011bhu a div\u00e1k se jednodu\u0161e nebude cht\u00edt odlepit od obrazovky. Jestli se chcete o t\u00e9matu storytellingu dozv\u011bd\u011bt v\u00edce, p\u0159i\u010dt\u011bte si na\u0161eho Praktick\u00e9ho pr\u016fvodce storytellingem<\/a>. Te\u010f u\u017e se poj\u010fme pod\u00edvat na p\u00e1r p\u0159\u00edklad\u016f zna\u010dek, kter\u00e9 sv\u00e9 reklamy postavily na p\u0159\u00edb\u011bz\u00edch bravurn\u00edm zp\u016fsobem.<\/strong><\/p>\n\n\n\n

     <\/p>\n\n\n\n

    #Bu\u010f spokojen\u00e1 s t\u00edm, jak\u00e1 jsi<\/h2>\n\n\n\n

    \u00dasp\u011b\u0161n\u00fdm storytellingem se m\u016f\u017ee jednozna\u010dn\u011b py\u0161nit zna\u010dka Dove<\/a>. Naslouch\u00e1 sv\u00e9 c\u00edlov\u00e9 skupin\u011b, ch\u00e1pe jej\u00ed touhy a d\u00e1 se \u0159\u00edci, \u017ee se jako prvn\u00ed kosmetick\u00e1 zna\u010dka odhodlala vystoupit ze za\u017eit\u00e9ho vzorce propagace kosmetick\u00fdch v\u00fdrok\u016f<\/strong>. Na rozd\u00edl od ohran\u00fdch reklamn\u00edch hl\u00e1\u0161ek \u201cm\u011bjte kr\u00e1sn\u00e9 vlasy\u2026\u201c, \u201czaza\u0159te\u2026\u201c, \u201cbu\u010fte kr\u00e1sn\u00e1 d\u00edky\u2026\u201c Dove komunikuje jednodu\u0161e to, aby byla ka\u017ed\u00e1 \u017eena spokojen\u00e1 s t\u00edm, jak\u00e1 je.<\/p>\n\n\n\n

    U\u017e v roce 2006 p\u0159i\u0161la zna\u010dka na sv\u011btlo sv\u011bta s kampan\u00ed Evolution<\/a>, kter\u00e1 upozor\u0148ovala na nerealistickou povahu ide\u00e1l\u016f kr\u00e1sy objevuj\u00edc\u00ed se v m\u00e9di\u00edch<\/strong>. P\u0159ed n\u011bkolika m\u011bs\u00edci zna\u010dka Dove vytvo\u0159ila pokra\u010dov\u00e1n\u00ed t\u00e9to kampan\u011b, ale zam\u011b\u0159ila se na aktu\u00e1ln\u011bj\u0161\u00ed probl\u00e9m \u2013 fale\u0161nou kr\u00e1su na soci\u00e1ln\u00edch s\u00edt\u00edch. Spot Reverse Selfie<\/a> z d\u00edly Ogilvy p\u0159edstavuje p\u0159\u00edb\u011bh mal\u00e9ho d\u011bv\u010d\u00e1tka, kter\u00e9 z\u016fstalo uv\u011bzn\u011bn\u00e9 v um\u011bl\u00e9m sv\u011bt\u011b soci\u00e1ln\u00edch s\u00edt\u00ed<\/strong>. Hlavn\u00ed hrdinka se n\u00e1m p\u0159edstavuje v podob\u011b velmi upraven\u00e9 fotografie a postupn\u011b se odhaluje, jak\u00e9 v\u0161emo\u017en\u00e9 filtry byly pou\u017eity p\u0159i jej\u00edm vytv\u00e1\u0159en\u00ed.<\/p>\n\n\n\n

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