Эта позиция также имеет под собой более широкое основание: весь маркетинг так или иначе ориентирован в основном на потребителя, который, естественно, находится вне фирмы. Эпатажный маркетинг – дело хорошее. Сотрудники, разделяющие ценности компании, с большим интересом и желанием включаются в проекты, вкладываются в бизнес, как в собственное дело. Все-таки великое дело – притворство! The created images have a huge impact on the perception of the subject/object/situation due to the fact that, as a rule, they are ambiguous, i.e. The technologies of public relations, constructing symbolic images, activate archetypes, causing the necessary associations in relation to the “positioned” subject/object/situation. One of the ways to activate archetypes is associated with symbols and images created by PR-technologies. However, due to the fact that images are designed purposefully, as a rule, they activate specific patterns of perception and response to these constructs. Pseudo-real and false-real are nothing more than pseudo-structures of the world, because they are devoid of fundamental roots in the world, represent a substitute, the illusion of a significant ontological structure, have no value significance, more precisely, have a negative value, alienating the recipient (perceiving image) from genuine being and reliable knowledge, putting a person it in the position of a manipulated object, and, therefore, depriving him/her of value and, in a sense, dehumanizing an individual.
Often, these schemes are deeply rooted in the bosom of the collective unconscious opened by C. Jung and that is why they have a deep, almost inevitable effect on the cognitive processes of the recipient. Public Relations technologies in the construction of the communicative process use well-known symbols familiar to everyone from childhood: these are plots and heroes from fairy tales, characters and plots from the artistic and literary heritage, symbols and signs from various spheres of social life and the human environment as a whole, which have acquired a stable, stereotypical character. The use of certain symbols in the communication process allows the strategic subject (interested in creating a specific image of the subject/object/situation) to some extent control the cognitive structure of the audience, manipulate its perception and behavior. The construction of a symbolic representation by communicative technologies presupposes the establishment of such a communicative interaction in which the subject (organization) communicates (demonstrates) exactly those symbols that are required for certain associations to arise in relation to the public. The image of such a person becomes more clear, closer to the people, gives hope that a person close to people knows about their problems and needs and will surely try to solve them.
An example could be slogan: “Vote, otherwise you will lose! For example the sad fact of the so-called “orange revolutions” in the world is known which become cruel, destructive events in the interests of forces interested in destabilizing the world. Through the construction of images that are not true, communication technologies erode the foundations of the true existence of human and the world, and, therefore, become an instrument of reproduction and maintenance of the liquid world. Both pseudo-reality and false-reality are formed in the process of communication by symbols, the most effective of which are selected by communicative technologies, depending on the specific situation of creating the image of the subject/object/event. Communicative technologies verbally (level of interpretation, level of pseudo-reality) and non-verbally (at the level of organization of reality events, level of false-reality) build a symbolic context in order to establish a clear perception scheme and attitude to the subject/object/situation.
In this case, the subject at the symbolic level is endowed with the qualities of a hero, fighter for justice, superman, etc. So, “Shadow” is a set of aspects of a person that are recognized by sociality as secondary, insignificant, non-prestigious, as well as the sum of all primitive, archaic and undifferentiated qualities. If we make a person a conservative, this does not mean at all that he should be limited, without personal charm. Emotional. If we create the image of a man who is cheerful, charming, smiling, then we should not say that he is a conservative. We believe that artificially constructed images exploit socially significant symbols that have a profound emotional impact on members of society. Joining military symbols causes associations connected with patriotism, heroism, honor and courage. The totality and aggressiveness of the impact of communicative technologies on the audience is associated with the active exploitation of archetypes existing in society with the appeal to the unconscious. The “Shadow” is represented, for example, in the image of the “enemy”, which is often used in communicative practice with the goal of elevating one’s own position against the background of the humiliation of the Other (subject, social group or whole society).