Manipulativna moć reklama u oblikovanju pristanka na buduće socioekonomske trendove
The Manipulative Power of Advertisements in shaping Consent to future Socioeconomic Trends

Summary/Abstract: In a globalized world, commercials are increasingly taking on the role of sculptors of perceptions, values and attitudes, and, thanks to the technology of the 21. century, they are gaining the power over the human mind that fire or flood have. Through increasingly sophisticated techniques they have reached artistic levels in seducing audiences. Layers, complexity and technically polished audiovisual experiences, made possible by AI, AR and VR technology, opened up space for commercials to go beyond the framework of their established concept, i.e. encouraging consumerism with the aim of quick financial gain. The accelerated development of technology and thus increasingly fierce competition in the battle for the customer’s mind, have consequently created hyperproduction and oversaturation of information, thereby shortening the attention span of the recipient of information. The need for a re-evaluation of the power range of commercials arises also due to the transformation of relations at the global level that go from national frameworks to supranational ones. Short duration, technically perfected audio-visual experience with simple messages and slogans, that are imprinted on the consumer’s mind through constant repetition, enables commercials to become a non-invasive form of indoctrination, so these seemingly unnecessary products and services are able to expand their purpose on engineering of consent towards easier implementation of future policies.

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