چکیده:
فراواقعگرایی در شاخههای مختلف از جمله ادبیات، سینما، هنرهای تجسمی بهخصوص تبلیغات بروز کرده است و همواره با استفاده از تکنیکهایی نظیر مشابهت، مجاورت و تباین، توانسته نظر مخاطبان را به خود جلب کند. این مسأله که تا چه حد فراواقعگرایی توانسته در تبلیغات بیلبورد از نظر مخاطبان موفق جلوه کند و به اهداف اصلی تبلیغات از جمله برقراری ارتباط، ماندگاری در ذهن و ترغیب مخاطب نزدیک شود، سؤال مد نظر پژوهش حاضر بود. فرض بر این است که در جوامع امروزی با توجه به تعدد کالا و تبلیغات، مخاطب با دیدن تبلیغی که دور از واقعیت و زندگی روزمره باشد، ارتباط بیشتری برقرار میکند. همچنین دیدن تصاویری که غیرمنتظره است، ماندگاری در ذهن را در پی خواهد داشت. پژوهش حاضر با بهرهگیری از روش توصیفی – تحلیلی و شیوۀ جمعآوری اطلاعات به صورت کتابخانهای و میدانی، بازتاب تبلیغات فراواقع گرا را در بین مخاطبان عام (10 سال تا 50 سال بالاتر) بررسی میکند که به دلیل بررسی اینگونه تبلیغات در گروههای سنی مختلف، به پنج گروه تقسیم شدند. نتایج حاصل نشان میدهد، این سبک علاوه بر ایجاد شوکی خوشایند در مخاطبان، موفقتر شناخته میشود، ولی از نظر جلب اعتماد آنها، نتوانسته نسبت به سایر موارد موفق عمل کند.
Surrealism has been emerged in different majors such as literature, cinematography, visual arts special advertisement. Always it has enabled to penetrate in the audiences mind through using techniques such as similarity, displacement and paradox, like humor and surprise to attract them as well. The message of surrealism advertisement is designed to convey the meaning, that can satisfy the audiences, and always uses from various tools to attract them and convey the message.
This assumption exist that, all advertisements always tends to impress the mind of audience and their unconscious to obtain a desired goal.The question of this study is, How much does surrealism style success in billboard advertisement for satisfy audiences? This goal is to make encouragement and motivation in the audience, and for indusing a positive idea with lasting impression about the function of a specific subject.
Since in commercial advertisements the major goal is to attract the audiences by the message that is acceptable for them, therefore surrealism style can be successful by respect to these features.
In addition to these points, the artist would be able to display the hide aspects of the production features for surprising the audiences, and for indusing a lasting effect on their minds to make positive idea in the audiences mind about the production.
This study was focused on the ideas of general audiences in five age groups by using a questionnaire.
In the, questionnaire it was used from the images of commercial advertisements of billbords, with surrealism and realism styles.
In the final part, it was focused on different variables such as age, major, gender and educational leveling of the audiences and legistic regression was used.
According to the results of this study, surrealism advertisments induse the concept goal in the audiences mind and cause audiences to think, to surprise, to attract, and finally to persuade for buying the production.
In this study, descriptive-analytical method was used and it benefited from library and field study.
In the first part, it was used from descriptive statistics for the audiances that filled the questionnaire.
In the second part, inferential statistics was used. In this part, age is the only variable regard to surrealism and realism commertial advertisements.
As a result, since nowadays most of the people like wonderful advertisements and creativity, therefor this style can make better comunication with current audiences.