Реклама в структуре повседневности
реклама, повседневная реальность, повседневные деятели, эффективность рекламы, культурные особенности, национальные особенности рекламы, типология культур М.Мид
The paper describes how the market meets culture in modern Russian cinema through the technologies of product placement. Interpreting data of the expert interviews and using content analysis of modern Russian blockbusters, the author reveals peculiarities of product placement in contemporary Russian cinema. Commercialisation of domestic film production industry is also analysed.
product placement; российский кинематограф; реклама; коммерциализация культуры.
The diffusion of a name related to a certain cultural-historical center and representing a particular cultural-historical tradition, generally speaking, may be based either on the principle of metonymy or on the principle of metaphor. In the first case we have a natural process of cultural expansion, while in the other we face an artificial process of cultural orientation. In the one case centrifugal forces are manifested (the principle of metonymy), in the other centripetal forces prevail (the principle of metaphor). When England was called "Great Britain" (i.e. Great Bretagne), it was the result of a metonymic association. When a town in America received the name New Amsterdam or New Orleans, it was the result of a metaphoric association. In the case of a toponymic nomination based on metonymy the problem of center and periphery is actual; in the case of a toponymic nomination based on metaphor, the problem of old and new prevails. Generally speaking, metonymy is connected with relations in space, while metaphor is connected with relations in time. While a periphery is not necessarily contrasted to the center, the relations of old and new as a matter of principle appear as a contrasting opposition: the new is created as the antithesis of the old.
After the reforms of Peter I, Russia belongs to Europe not in a metonymic but in a metaphoric sense. In other words, the appurtenance of Russia to Europe appears as a result not of the expansion of Europe as the center of civilization to adjacent lands, but rather as a conscious and conspicuous orientation towards Europe: this was not a centrifugal but a centripetal proces
The paper examines the structure, governance, and balance sheets of state-controlled banks in Russia, which accounted for over 55 percent of the total assets in the country's banking system in early 2012. The author offers a credible estimate of the size of the country's state banking sector by including banks that are indirectly owned by public organizations. Contrary to some predictions based on the theoretical literature on economic transition, he explains the relatively high profitability and efficiency of Russian state-controlled banks by pointing to their competitive position in such functions as acquisition and disposal of assets on behalf of the government. Also suggested in the paper is a different way of looking at market concentration in Russia (by consolidating the market shares of core state-controlled banks), which produces a picture of a more concentrated market than officially reported. Lastly, one of the author's interesting conclusions is that China provides a better benchmark than the formerly centrally planned economies of Central and Eastern Europe by which to assess the viability of state ownership of banks in Russia and to evaluate the country's banking sector.
The paper examines the principles for the supervision of financial conglomerates proposed by BCBS in the consultative document published in December 2011. Moreover, the article proposes a number of suggestions worked out by the authors within the HSE research team.