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
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.