Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/50499
Type of publication: Straipsnis recenzuojamoje Lietuvos konferencijos medžiagoje / Article in peer-reviewed Lithuanian conference proceedings (P1f)
Field of Science: Vadyba / Management (S003)
Author(s): Juškelytė, Donata
Title: Žvilgsnio galios teorija šiuolaikinio marketingo problemų ir sprendimų kontekste
Other Title: The gaze theory in the context of contemporary marketing challenges and solutions
Is part of: Lietuvos aukštųjų mokyklų vadybos ir ekonomikos jaunųjų mokslininkų konferencijų darbai. Europos Sąjungos ūkio procesai ir tendencijos : 18-oji respublikinė doktorantų ir magistrantų mokslinė konferencija, Kaunas, 2015 m. gegužės 8 d. Kaunas : Vytauto Didžiojo universitetas, 18 (2015)
Extent: p. 87-94
Date: 2015
Keywords: Vizualinis marketingas;Žvilgsnis;Veidrodžio teorija;Vujarizmas;Visual marketing;Gaze;Male gaze;Mirror theory;Scopophilia;Voyeurism visual desires
Abstract: This article analyses the gaze theory in the context of contemporary marketing challenges and solutions. Theoretic part of this research analyses the canonical concepts of the gaze. The practical or perspective side of this research helps us to see the link between the gaze discourse and marketing practise. The whole research helps us to define how we perceive images, how we construct gender stereotypes, how our unconscious reacts to images, what the core element of visual pleasures, and how audience engage with visual marketing. The result of this research: emotions and visual pleasures are core elements of today’s visual marketing, which stimulates consumers’ desires
Internet: https://hdl.handle.net/20.500.12259/50499
Affiliation(s): Menų fakultetas
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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