¿Cómo se hace una imagen de impacto? - Víctor Gordoa Gil - Colegio de Imagen Pública

Summary

In this video, Victor Gorda discusses the importance of coherence in creating an effective public image. He explains that an image is shaped by a combination of stimuli, including visual, verbal, and physical elements. The greater the coherence between these stimuli, the more efficient the image becomes. Through examples from electoral campaigns, he highlights the need for a holistic approach to image creation, where every detail, from the candidate's speech to their attire and visual design, must align with the message. Gorda emphasizes that mastering these elements requires formal education and expertise in public image engineering.

Takeaways

• 😀 An efficient public image is directly linked to the coherence of all stimuli that contribute to it.
• 😀 Public image is not just one element, but the result of various components working together harmoniously.
• 😀 Different professionals (e.g., graphic designers, publicists, hairstylists) all contribute to an image, but no one individual can claim to create the entire image.
• 😀 Public image consultants work integrally, ensuring that all stimuli — visual, verbal, physical, and environmental — align and communicate the same message.
• 😀 Coherence is key: when any element of the image is inconsistent, the image is perceived as inefficient or confusing.
• 😀 The speaker mentions their experience advising on more than 35 electoral campaigns, emphasizing the importance of coherence in political image management.
• 😀 The six subordinate images that contribute to a coherent public image include: physical image, protocol, verbal image, visual image, audiovisual image, and environmental image.
• 😀 All elements, from color choices to speech content, to the environment, should align to ensure the image is effective.
• 😀 Public image engineering requires extensive knowledge and education, which is why studying a bachelor's, master's, or even a doctorate is encouraged.
• 😀 The final goal of a coherent public image is to implant a mental image that influences the audience's decision-making process.

Q & A

What is the main focus of the Public Image School mentioned in the video?

The main focus of the Public Image School is to provide higher education in the field of public image, offering bachelor's, master's, and doctorate degrees. It is the first university faculty dedicated to public image in the world.

What is the significance of 'The Power of Public Image' mentioned in the video?

'The Power of Public Image' is a book discussed in the video, which outlines key principles or axioms in the field of public image engineering. The book emphasizes how public image influences human behavior and decision-making.

What does axiom number nine in the book discuss?

Axiom number nine discusses the efficiency of an image. It states that the efficiency of an image is directly related to the coherence of the stimuli that create it. An image is more efficient when its components are coherent and aligned with each other.

What makes an image inefficient, according to the video?

An image is considered inefficient when the person sending the stimuli (such as a message, design, or physical appearance) does so in an incoherent manner. When the different elements of an image are inconsistent, it negatively affects its effectiveness.

Why is it wrong for a graphic designer or publicist to claim they created the image of a candidate?

It is wrong because the image of a candidate is not created by a single individual or element. Instead, it is the result of a combination of various stimuli, including graphic design, advertising, speech, clothing, and more. A public image consultant ensures these elements work together coherently.

What role does a public image consultant play in creating an efficient image?

A public image consultant prepares all the stimuli that will create the image, ensuring that all elements—physical, verbal, visual, audiovisual, and environmental—are integrated and aligned to convey a consistent message.

What are the six subordinate images involved in the creation of a public image?

The six subordinate images are: physical image, protocols, verbal image, visual image, audiovisual image, and environmental image. These categories encompass all the stimuli that contribute to the efficiency of an image.

How does coherence affect the efficiency of an image?

Coherence is key to the efficiency of an image. When the different stimuli (such as colors, speech, attire, and setting) align and convey the same message, the image becomes efficient. Incoherent elements create confusion and reduce the effectiveness of the image.

Why is it important to study public image in-depth, according to the speaker?

It is important to study public image in-depth because mastering the stimuli that create an image allows individuals to influence perceptions and decision-making. The speaker suggests that one should pursue a bachelor's, master's, and even a doctorate to gain expertise in the field.

What is the overall message the speaker conveys about public image in the video?

The overall message is that public image is not created by individual elements in isolation but is the result of a cohesive and well-thought-out combination of stimuli. For an image to be efficient, all components must work together coherently, conveying a unified message.