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La fuerza de los símbolos: Chelsea FC

¿Sabes cuál es la manera más rápida de convencimiento? En absoluto no son las palabras ni los argumentos. El modo más rápido de generar una reacción es a través de estímulos visuales por lo sencillo que resulta su proceso en el cerebro. Una palabra impresa o sonora requiere un proceso más complejo en el cerebro, además de que requiere la intervención de la razón y del entendimiento.

Cuando presentamos símbolos sencillos, uno a la vez, la mente entiende mejor el mensaje y lo más probable es que la explicación sea difícil, pues la traducción del estímulo a las palabras le resta significado. El Chelsea, club de futbol inglés, utiliza la entropía en su más reciente material publicitario.

La entropía es la información que transmite un conjunto de símbolos. De esta forma, el azul lo representa las emociones, el compromiso y hasta la confianza depositada en la camiseta. Empapados del espíritu del Chelsea, algunos jugadores muestran el amor por el equipo e invitan a la hinchada “blue” a adquirir los nuevos accesorios de la temporada.

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