Рекламные персонажи: символическое значение
This article presents reflections on the book Glam-capitalism by Dmitry Ivanov where the author develops the concept of the modern society as a society of glam-capitalism in which glamour specifies the universal and fundamental logic of the action. The author of the article discusses such propositions as whether glamour tendencies are universal in modern society, whether glam capitalism is a new version of a capitalist society, whether glamour is a new phenomenon and whether it can explain some economic processes like social stratification as Ivanov tends to believe. The perception of the economist differs from that of the sociologist.
We consider a monopolistic firm that sells seasonal goods. The firm seeks the minimum of the total advertising expenditure during the selling period, given that some previously defined levels of goodwill and sales have to be reached at the end of the period. The only control allowed is on advertising while goodwill and sales levels are considered as state variables. More precisely we consider a linear optimal control problem for which the general position condition does not hold so that the application of Pontryagin's Maximum Principle may not be useful to determine a solution. Therefore the dual of the problem is studied and solved. Moreover, a necessary and sufficient condition for the feasibility of the primal problem is determined.
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.