FROM MENTAL MODELS OF ADVERTISING TO MENTAL SHIFTS
FROM MENTAL MODELS OF ADVERTISING TO MENTAL SHIFTS

Summary/Abstract: The history of humankind is marked by numerous shifts in perspective that have occurred at the societal level and have led to radical transformations. In science, Thomas Kuhn, one of the greatest philosophers of science, called these transformations “paradigm shifts,” with examples including the transition from Newtonian physics to Einstein’s relativistic perspective and the “cognitive revolution” that replaced behaviorist perspectives on human behavior. Today, such paradigm shifts are even more evident. Romania and some Eastern European countries entered this carousel of „paradigm shifts” later, but once the Western model was adopted, the pace of accumulation was very rapid. In an attempt to interpret Thomas Kuhn’s theory in the context of Romania and Eastern Europe after 1989, a genuine crisis of the old system occurred, a well-known fact, which led to a paradigm shift that propelled change. The media and advertising phenomena are eloquent in this regard, as they have described a new horizon of expectations for Romanians, shaping their taste for comfort and well-being, for a new quality of life, for travel, for business, for profit and rapid enrichment, for a different cultural model, for different films, for different clothing, for different food, for different televisions, for different cars, etc.

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