3/12/2024 0 Comments Controlul mintii pdfKeywords: cultural system, signs, symbols, magic, encoding and decoding. It is the process of attaching a symbolical value to an object that is afterwards absorbed into the consumer’s sphere of stored meanings and former experiences to generate a synthesis and afterwards instrument this artificial desire placed into the consumer’s mind to make him want that object and finally buy it. This is similar to the mechanism of encoding and decoding processes used in the advertising industry meant to influence the consumer’s behavior and his perception on a particular commodity. The magicians used to attach an intention to a particular image delivered to a subject which determined an automatic reaction within his mind that was then exploited by the operator. The Renaissance culture was focused on the science of the magic, framework within which humans were perceived as image processors in an input-output mechanism meant to produce intended reactions and results. As a historian of religions and an imaginary analyst, he studied the role of the fantasy in the human cognition process and the connection between religious and magical procedures. Abstract: This paper analyzes the origins of advertising encoding and decoding processes identified in the Renaissance culture approached by Ioan Petru Culianu in his works, especially in the volume Eros and Magic in the Renaissance.
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