Ubuchule Bokuthimb’ Ingqondo

KANYE KANYE zifeza ntoni izibhengezo zentengiso? Abezoshishino bathi izibhengezo zabo zinikela inkonzo kawonke wonke kuba zisichazela ngobucedu-cedu bezinto abazithengisayo. I-International Advertising Association ithi: “Izibhengezo ezi zivul’ iingqondo zaBathengi. Ukuze umntu akheth’ into ebhadlileyo ufanele ayazi kakuhle. Xa sizichaza kakuhle—izibhengezo—zilijelo lonxibelelwano elidibanisa uMthengisi noMthengi.”

Kambe ke, sonke siyazi ukuba izibhengezo ezinjalo azenzelwanga nje ukuxelela abantu ngento ethile—eyona njongo yazo kukuthengisa. Azikukhethisi okanye zikushiye ungayazi into omele uyenze. Izibhengezo ezichuliweyo ziyakwazi ukuyithimba nje kamnandi ingqondo yomthengi azibone sele eyithenga loo nto ibhengezwayo.

Eny’ into, izibhengezo azithengisi izinto ezinamagama angacacanga; zithengisa oobaqa bezinto ezaziwayo. Ukuba ubunomzi-mveliso omkhulu ovelisa isepha, ubungenakuchitha inkuntyula yemali untyontyela abantu ukuba bathenge nje kwasepha ekhoyo. Ubuya kwenza nantoni na eya kubenza bathenge le yakho isepha. Nezibhengezo obuya kuzisebenzisa beziya kweyisela abantu ngokubanzi kwelokuba isepha eveliswe nguwe ithandwa gqitha kunezinye.

Abaphulaphuli Abarhwebeshwayo

Ukuze sitshw’ ezimpondweni, isibhengezo sidla ngokwenziwa ngendlel’ apha eza kunqoloba uhlobo oluthile lwabaphulaphuli, isenokuba ngabantwana, amakhosikazi angaphangeliyo, oosomashishini okanye elinye nje iqela. Esi sibhengezo siye senziwe ngohlobo lokuba sinyathele kanye kwizinto ezithandwa lolo hlobo lwabaphulaphuli. Kwakugqitywa ke, eso sibhengezo sithatyathwa sisiwe kwijelo leendaba eliya kukwazi ukufikelela kolo didi lwabaphulaphuli.

Xa kuza kwenziwa isibhengezo, kudla ngokuhliwa kunyukwa ingamaxhaphetshu kuphandwa ngokuba phofu luhlobo luni lwabantu abanokuyithenga baze bayisebenzise loo nto ibhengezwayo. Ababhengezi baye bafune ukwazi ukuba kanye kanye bangoobani abo bantu, bacinga njani yaye bazenza njani izinto, ziziphi ezona zinto bazinqwenelayo yaye yintoni abanokuthanda ukuba nayo kwixesha elizayo. Kaloku eny’ ingadluma yombhengezi yathi xa yayibhala: “Sibila sisoma sizama ukwazi abona abantu esibhengeza kubo. Kufuneka sibazi ukusuka nokuhlala, apho bahlala khona, nezinto abazithengayo. Nesizathu sokuba bazithenge sibalulekile. Ukwazi bonke obo bucukubhede kuyasinceda senze isibhengezo esiza kuthimb’ iingqondo. Abaphulaphuli bethu sibachana ngolo hlobo ezimpondweni; abatsalwa nje yimfundekelo, izinto ezithandwa sithi, okanye indebelefela nje yento engayi ndawo.”

Izinto Ezincedisa Ekuthimbeni Ingqondo

Eyona nto ibalulekileyo xa kusenziwa isibhengezo kukukhethwa kwamagama. Eyona nto idla ngokusetyenziswa ke, kukunconywa kwezinto ngendlel’ apha ebaxiweyo. Kaloku kudla ngokuthiwa uhlobo oluthile lwesidudu “luhamba lodwa ngokuba nentswane” nenkampani ethengisa amakhadi emibuliso izingomb’ isifuba ngelokuba amakhadi ayo athengwa ngabantu “abafuna ukuthumela amakhadi akudidi oluphezulu.” Nangona kungeyondlwan’ iyanetha ukwahlula phakathi kokuncoma into ngendlel’ apha ebaxiweyo nokudyobha abantu ngentshongw’ emehlweni ngabom, ababhengezi bafanele bayilumkele into yokuthetha izinto ekunokuthi kwakubekwa izibakala zibonakale zibubuxoki obuphindaphindeneyo. Abanye oorhulumente banemithetho engakuvumeliyo ukunganyaniseki okulolo hlobo, ibe oosomashishini bakhawuleza bamangale xa kucaca ukuba kukho izibhengezo zobuqhetseba ezenziwa ziinkampani ezikhuphisana nabo ezifuna ukubacinezela ngedolo.

Xa into ethile iyelele kakhulu kwezinye, ababhengezi ababi nanto ingako yakuthetha ngayo, ngoko isibhengezo sayo asibi namandla kangako. Abaninzi basebenzisa iindlela ezinomtsalane zokubhengeza izinto zabo. Ngokomzekelo abanye bathi: “Val’ amehlo uzithenge qha” (izihlangu zokubaleka ezinegama elithile), “Isidlo sakusasa seentshatsheli” (uhlobo oluthile lwesidudu), “Thenga into ekumgangatho ophezulu ngemali yakho” (uhlobo oluthile lwenqwelo-mafutha) nesithi “Siza kukugcina ukhuselekile” (inkampani yeinshorensi).

Imifanekiso, enoba ikwiphephancwadi okanye kumabonwakude, idla ngokuba namandla kunamazwi esibhengezo ngokwawo. Indlela esikhutshwa ngayo eso sibhengezo yeyokuba sidlulisele ingcamango yokuba, ‘Ukuba uthenga le wotshi, abantu baya kukuhlonela’ okanye ‘Olu hlobo lweejean luza kukwenza ube nomtsalane kwabesini esahlukileyo’ okanye ‘Le nqwelo-mafutha iya kubenza abamelwane bakho bagqushalaze ngumona.’ Kwelinye lawona maphulo anempumelelo okubhengeza, inkampani yemidiza yecuba isebenzisa iicowboy kwisibhengezo sayo. Ezi cowboys ziboniswa njengezinamandla, intw’ ezinezoso, izigantsontso zamadoda angazixhalelanga. Ngendlel’ echuliweyo bazama ukuthi: Tshaya imidiza yethu ukuze ufane nezi zikhwenkxe zamadoda ahlonelwayo.

Ngaphandle kwala mazwi anobuqili nemifanekiso, umculo udla ngokuhamba phambili kwizibhengezo zikanomathotholo nomabonwakude. Uchukumis’ iimvakalelo, uthi chatha umhluzi kwesi sibhengezo, soze silibaleke, yaye utshintsha nendlela obuyijonga ngayo loo nto ibhengezwayo.

Lithi kaloku iphephancwadi iWorld Watch: “Ezona zibhengezo zenziwe kakuhle neziphum’ izandla ziba semagqabini—kuba ziba nemifanekiso ethi ndijonge, ziphela ngokukhawuleza, zisebenzisa ulwimi olugudileyo ukuze zithethe ngezinto esizoyikayo nesizithandayo. Izibhengezo zikamabonwakude ezenziwa ngexesha abantu abaninzi bembukele kumazwe ahambele phambili kwezoshishino zivelisa izinto ezininzi ngomzuzwana nje kunayo nayiphi na enye into ekhe yaveliswa ngaphambili.”

Zithimb’ Ingqondo Nendlela Esivakalelwa Ngayo

Izibhengezo zenziwa ngendlel’ apha echuliweyo ukuze zithi xhokro kanye kwezi zinto zinqwenelwa luhlobo oluthile lwabantu zize zihambisane nomgangatho olukuwo. Mhlawumbi isibhengezo esithile siya kuvuselela umdla wokuthand’ ulonwabo, ukufuna ukhuseleko, okanye ukufuna ukwamkeleka kwabanye. Mhlawumbi esinye isibhengezo sisenokukuphath’ emanyeni utsho ufun’ ukutsal’ amehlo abantu, ufun’ ukuba leliya lingahlalwa mpukane ihomba, okanye ukuma poqo wahluke kwabanye abantu. Kwezinye izibhengezo kusetyenziswa izinto esizoyikayo. Ngokomzekelo, enye inkampani yezinto zokucoca umlomo yathi xa yayilumkisa ngeengozi zokuba nomoya onukayo: “Kwanoyena mhlobo wakho usenyongweni akanakuze akuxelele” ibe, “Akusoze utshate unjalo.”

Ngamany’ amaxesha kuba lula ukujonga uze ubone ukuba senzelwe bani. Ezinye izibhengezo azigwegwelezi, zenzelwe ukuba zihlale zithe tha engqondweni, sizetyise, zibonakale ziyinto nantso. Ziyangqala xa zithetha ngaloo nto. Ngokomzekelo kudla ngokwenziwa isibhengezo sokuba intlanzi ithengiswa ngexabiso eliphantsi ngoku. Ngamany’ amaxesha kudla ngokubethwa iintak’ ezimbini ngelity’ elinye. Xa bekhethe ukwenza ngolo hlobo ke badla ngokuthi akongi imali nje kuphela ngokuthenga le ntlanzi inexabiso eliphantsi kodwa ungavimba ixhegwazana lisifa ngamehlo ngendlela emnandi ngayo yaye ingondla wena nentsapho yakho ngendlela esemagqabini.

Ezinye izibhengezo zenzelwe ukuba zifikelele iimvakalelo zethu. Ngokomzekelo, ezo zibhengezo ziyasibandakanya sizibone ngathi sele siyisebenzisa lento ibhengezwayo. Abavelisi bezinto zokuthambisa, imidiza notywala bayisebenzisa kakhulu le ndlela yokubhengeza. Ezinye izibhengezo zisebenzisa ukuphindaphinda. Le ndlela yokuthengisa abantu ngenkani isetyenziswa ngeqikili lokuba xa sisele sinkenteza ezindlebeni esi sibhengezo, baya kuyithanda baze bayithenge loo nto ibhengezwayo, enoba basithiy’ egazini isibhengezo eso! Seso sizathu ke esibangela ukuba sibone kunokozwa isibhengezo sento ethile izihlandlo eziliqela. Iinkampani ezithengisa amayeza athengwa ngaphandle koncomelo lukagqirha ziyayisebenzisa le ndlela yokuthengisa.

Kwanezibhengezo ezitsho ngetshova ziyakwazi ukusibeth’ ephondweni. Ezi zibhengezo azisibuzi ziyasixelela qha: “Yisele!” “Thenga ngoku!” Kucingwa ukuba izibhengezo eziyalelayo zisebenza kakuhle kwizinto ezisele zisaziwa nezithandwayo ngabantu. Inkoliso yezinye izibhengezo iwela kolunye uluhlu. Kolu luhlu kufunwa utshile ngesidanga seny’ indoda okanye uboniswe iingenelo zaloo mveliso. Kwezi zibhengezo kudla ngokubakho abantu abadumileyo nabathandwayo bencoma loo mveliso kufunwa siyithenge. Ezi zibhengezo zisetyenziswa kusaziwa ukuba siyafuna ukufana nabantu esibathandayo. Umzekelo wolu hlobo lwesibhengezo yicowboy etshaya umdiza.

Zithimba Ingqalelo

Ngaba ukhe wayiphawula into yokuba xa uhlalele ukuva ivumba okanye ingxolo ethile uyiqhela de ungabi seva nokuba ikho? Zinjalo ke nezibhengezo.

Ngokutsho kwephephancwadi iBusiness Week, umntu oqhelekileyo waseMerika uphulaphula izibhengezo ezimalunga nama-3 000 suku ngalunye. Benza ntoni ke aba bantu kwakuvela izibhengezo? Abaziphulaphuli okanye ingqondo isuke ibhadule ngoxa bezibukele. Ubukhulu becala abantu abazihoyanga kangako izibhengezo.

Ukuze sizibukele, izibhengezo zifanele ziyithimbe ingqalelo yethu. Izibhengezo zikamabonwakude zikuthimba ngemifanekiso ebangel’ umdla. Kwenziwa unako nako ukuze zonwabise, zibangel’ umdla, zihlekise, zothuse okanye zifikelel’ iimvakalelo. Zibonisa abantu abadumileyo nabadlali bemifanekiso ehlekisayo. Ezininzi zazo zisebenzisa izinto esizithandayo ukuze zithimbe ingqalelo yethu, mhlawumbi ngokubonisa iikati, imibundlwana neentsana.

Xa umbhengezi sele ephumelele ukuthimba ingqalelo yethu, eyona nto kuza kufuneka eyizamile ngoku kukusigcina sinomdla ukuze siyazi le nto ayibhengezayo. Izibhengezo ezinempumelelo azaneli nje ukusonwabisa; zenza unako nako wokusirhwebeshela ukuba sithenge loo nto ibhengezwayo.

Xa sele sibetha koozelekazi ke, uqhuba ngolo hlobo ke umbandela wokubhengeza. Ngoku sifuna ukukhe sibone izinto okunokuzenza.

[Amagama acatshulweyo akwiphepha 24]

Umntu oqhelekileyo waseMerika uphulaphula izibhengezo ezimalunga nama-3 000 suku ngalunye

[Ibhokisi/Umfanekiso okwiphepha 23]

Abanye Bayazicima, Abanye Bazitsibe, Abanye Batshintsh’ Isitishi Zakuvela

Iremote control kamabonwakude lolona tshaba lwezibhengezo. Abaninzi baye basicime ngoko eso sibhengezo ngokuval’ amazwi. Abanye barekhoda iinkqubo kwiikhasethi zevidiyo ibe xa bezidlala bayazitsiba izibhengezo. Abanye batshintsh’ isitishi, bebalekana nezibhengezo. Amachule ekutshintsheni izitishi azi ngqo ukuba isibhengezo esithile sithabatha ixesha elingakanani ibe xa siphelile abuyela kuloo nkqubo ebeyibukele.

Ababhengezi bazama ukulwa nokucinywa kwezibhengezo ngokuzenza zithimb’ ingqalelo—ngokukhawuleza zibangel’ umdla kumbukeli angakwazi nje ukuziyeka. Ingxaki yokwenza izibhengezo ezinomtsalane yile yokuba abantu basenokukhumbula isibhengezo kuphela kodwa bangayikhumbuli le nto ibhengezwayo.

[Ibhokisi ekwiphepha 24]

Izibhengezo Ezingaqondakaliyo

Phayaa ngasekupheleni kweminyaka yee-1950, uJames Vicary wadumisa into yokuba wenze uhlolisiso kwiholo yemiboniso eshukumayo yaseNew Jersey, eUnited States, apho amagama athi “Sela iCoca-Cola” nathi “Yitya amaQhashu” ayesithi tshe ngoxa kwakuqhubeka umboniso oshukumayo. Loo magama ayesithi phanya nje, ithuba elifutshane gqitha ukuba makabe abethelela okuthile kumntu owayewabonile. Kodwa lo kaVicary uthi, emva koko yayingathengwa iCoca-Cola namaqhashu hayi suka. Le nto yathethwa ngulo mfo yabangela abantu ngokubanzi bacinge ukuba ababhengezi banokukwazi ukuthofiyela abantu bathenge ngokuvelisa izibhengezo “ezingaqondakaliyo.” Kuthiwa emva kokuba etyikitye izivumelwano ezibandakanya iidola ezi-4,5 zezigidi (ii-R22,4 zezigidi) nezikhwakhwa zababhengezi baseMerika, uMnu. Vicary wathi nkcwee kuba engekaziwa ukuba waya phi nanamhlanj’ oku. Akungoku ke ababhengezi bebethwa ngemf’ iphindiwe.

Uhlolisiso olwenziwa emva koko lwakuthi bhenqe ukuba bubumenemene bamazwi awathethwa nguVicary. Esinye isikhwakhwa sombhengezi ekudala sixhentsa sizombelela sakha sathi: “Izibhengezo ezingaqondakaliyo zifana nje nombele ofileyo. Ukuba beziluncedo ngesizisebenzisile.”

[Umfanekiso okwiphepha 25]

Izibhengezo zenzelwe ukuthimba ingqalelo yethu