POSSIBILITIES AND RESULTS OF USING VISUAL LATENT FORMS IN METHOD OF METAPHOR DERIVING

Abstract

The article discusses the question of possible impact on customer decision by using the method of metaphor deriving. For this purpose a new classification of archetypes was put forward earlier and an excursus to history of appearing the notion of latent forms was made. The author created a gallery of visual images on the basis of archetype classification and carried out a complex questioning of student youth concerning the compliance of certain images (archetypes) with their meaning. As a result some successful, from our point of view images were found, which can be used to promote goods and services. The hypothesis was proven that by entering subconsciousness visual images can form emotions, impressions or refer to the past, habits, childhood. Emotions and feelings are usually the main element of decisions about purchase. One of the major feelings is sight, which initiates subconscious processes influencing the decision about further steps. This research supplemented works of the academics, who focus on other feeling of man, such as hearing, sense of smell, sense of touch.

Keywords

• архетипы
• латентные символы
• потребительские решения
• метод извлечения метафор
• смысловые значения