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Teme 2007, vol. 31, br. 2, str. 421-436
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jezik rada: srpski
vrsta rada: pregledni članak
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Evolucija propagande
SažetakPropaganda postoji od davnina, praktično još od 2000. godine pre nove ere Forme njenog ispoljavanja su se vremenom smenjivale, ali njena uloga je ostala ista - izazivanje namerne i svesne pažnje čiji je cilj sticanje koristi za njenog pošiljaoca u materijalnom smislu ili na neki manje opipljiv način. Danas propaganda obiluje mnoštvom mehanizama kojima nastoji da se ostvari uticaj na auditorijum, utkana je u mnogobrojne segmente našeg svakodnevnog okruženja i poseduje karakteristiku indirektnog kreiranja multisenzornog doživljaja, što je izdvaja u odnosu na ostale instrumente. Ono što joj daje posebnu draž, jeste to što se tržišna borba danas velikim delom vodi na osnovu neopipljivosti, a i sama propaganda je doprinela učvršćivanju takvog pravila. U ovom radu se sumarno prikazuje evolutivni proces privredne propagande, od njenih korena do danas. Posebno se naglašava da je razvoj propagande u velikoj meri bio povezan sa razvojem brendiranja, te da je između istih stvorena jaka sprega koja se i dalje ispoljava u međusobnom pothranjivanju njihovog dejstva.
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