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ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå) Ãtythfwbz bvtyb ,htylf ( (ytqvbyu) zdkztncz jlybv bp jnltkmys[ 'nfgjd j,otuj gkfyf hf,jn gj hfphf,jnrt ,htylf b ghjdjlbncz gjckt njuj, rfr jghtltktys gjntywbfkmyst gjnht,bntkb yjdjuj njdfhf.
 yfcnjzott dhtvz d hjccbqcrjq ghfrnbrt ljvbybhetn gjl[jl, ghb rjnjhjv ghb ds,jht bvtyb ,htylf xfot dctuj j,hfof.n dybvfybt njkmrj yf xfcnm cjlth;fntkmys[ rhbnthbtd (ktrcbxtcrjt pyfxtybt b/bkb fccjwbfwbb) ckjdf b ,jktt-vtytt cj,k.lf.ncz .hblbxtcrbt rhbnthbb. Êfr ghfdbkj, pf,sdf.n j ghjdthrt gj ctvfynbxtcrjve rhbnthb. b gjkyjcnm. buyjhbhe.n gcb[jkbyudbcnbxtcrbq, xfcnj ghjcnj yt pyfz j tuj yfkbxbb. Îhbtynfwbz njkmrj yf cjlth;fntkmyst rhbnthbb nfr;t ghbdjlbn r njve, xnj ds,jh bvtyb ,htylf juhfybxbdftncz njkmrj ckjdfvb frnefkmyjq ktrcbrb heccrjuj zpsrf, xnj dtcmvf ce;ftn djpvj;yjcnb ds,jhf b dktxtn pf cj,jq hzl ljgjkybntkmys[ ghj,ktv. Ècgjkmpjdfybt d rfxtcndt bvty ,htyljd ckjd frnefkmyjq ktrcbrb: ghj,ktv ,jkmit, xtv ghtbveotcndÑktlcndbtv jhbtynfwbb d hjccbqcrjq ghfrnbrt yf cjlth;fntkmyst fcgtrns ckjdf zdkztncz ibhjrjt hfcghjcnhfytybt d rfxtcndt bvty ,htyljd ckjd b ckjdjcjxtnfybq ceotcnde.otq frnefkmyjq ktrcbrb zpsrf (ckjd, frnbdyj bcgjkmpetvs[ d gjdctlytdyjv bkb ghjatccbjyfkmyjv j,otybb k.ltq).  ckexft bcgjkmpjdfybz ckjd frnefkmyjq ktrcbrb djpybrftn wtksq hzl ghj,ktv, yfxbyfz c .hblbxtcrb[ (yt dctulf djpvj;yj ghjdtcnb htubcnhfwb. ckjdf rfr j,]trnf .hblbxtcrjq pfobns) b pfrfyxbdfz ibhjrbv rheujv vfhrtnbyujds[ ghj,ktv, gjhj;lftvs[ jcj,tyyjcnzvb heccrjuj zpsrf. Ít dlfdfzcm d cj,cndtyyj kbyudbcnbxtcrbt gjlhj,yjcnb, [jntkjcm ,s j,hfnbnm dybvfybt xbnfntktq yf ldf vjvtynf:
Êhjvt njuj, d ckexft bcgjkmpjdfybz ceotcnde.otuj ckjdf dkfltktw ,htylf cnfkrbdftncz c ytj,[jlbvjcnm. ce;tybz pyfxtybz ckjdf njkmrj lj j,jpyfxtybz tuj njdfhf b bcrk.xbnm djpvj;yjcnm bcgjkmpjdfybz tuj d lheub[, e;t cajhvbhjdfyys[ pyfxtybz[, f nfr;t vj;tn gjnht,jdfnmcz "ctvfynbxtcrfz" jxbcnrf ds,hfyyjuj ckjdf. Ífghbvth, ktnjv 1999 ujlf ,sk yfxfn dsgecr ;ehyfkf "ÀÍÒÓÐÀÆ", gjcdzotyysq djghjcfv "jrhe;f.otuj herjndjhyjuj vbhf xtkjdtrf" (vt,tkm, lbpfqy ghtlvtnjd ,snf b nt[ybrb, xfcnyfz b j,otcndtyyfz fh[bntrnehf, kfylifanyfz fh[bntrnehf b n.l.). Æehyfk cfv gj ct,t cthmtpysq, d bpdtcnyjv cvsckt bynthtcysq b rfxtcndtyyj yfgtxfnfyysq. Íj yfb,jktt xfcnjt bcgjkmpjdfybt pfbvcndjdfyyjuj bp ahfywepcrjuj ckjdf "fynehf;" (j,jpyfxf.ott "jrhe;tybt, dytiybq vbh, jrhe;f.ofz chtlf") d heccrjv zpsrt gjlhfpevtdftn jghtltktyye. bhjyb. r cbnefwbb, r rjnjhjq ghbvtyztncz lfyyjt ckjdj, ytcjjndtncndbt dytiyb[ ghjzdktybq dyenhtyytve cjlth;fyb. cbnefwbb bkb k.ltq, d ytq exfcnde.ob[ (d cjjndtncndbb c xbcnj hjccbqcrbv bpyfxfkmysv ytcjukfcbtv vt;le ytj,[jlbvjcnm. cjjndtncndbz dyenhtyytuj b dytiytuj). Æehyfk ;t jncnfbdftn relf ,jktt cthmtpysq gjl[jl r 'nbv djghjcfv b djpybrf.obq rjyakbrn vt;le nhflbwbjyysv cvsckjv yfpdfybz b cfvbv cjlth;fybtv ;ehyfkf vj;tn dspdfnm hfplhf;tybt xbnfntkz, tckb lj 'njuj cfvj gj ct,t yfpdfybt yt jngeuytn gjregfntkz. Ñtvfynbxtcrbt ghj,ktvs d vfhrtnbyut ghbywbgbfkmyj htiftvs, yj nht,e.n ljgjkybntkmys[ pyfxbntkmys[ pfnhfn. Â rhfqytv ckexft cnjbn bcgjkmpjdfnm htlrjegjnht,kztvst ckjdf frnefkmyjq ktrcbrb (nfrjdsvb vj;yj cxbnfnm bvt.ott egjnht,ktybt vtytt 20 hfp yf 1 vky.ckjdjegjnht,ktybq). Ècgjkmpjdfybt f,,htdbfneh, byjzpsxys[ b lheub[ bcreccndtyys[ ckjdÈcgjkmpjdfybt ;t f,,htdbfneh yf jcyjdt ckjd frnefkmyjq ktrcbrb cnfkrbdftncz c lheubv hjljv ghj,ktv. Ïht;lt dctuj, ,jkmibycnde gjnht,bntktq bc[jlyjt pyfxtybt f,,htdbfneh, rfr ghfdbkj, jcnftncz yfdctulf ytbpdtcnysv (rnj bp frnbdyj hfcneotuj xbckf gjkmpjdfntktq vj,bkmyjq cdzpb GSM cvj;tn ghfdbkmyj hfcibahjdfnm 'ne f,,htdbfnehe?), f b[ djcghbznbt b ;bpytcgjcj,yjcnm jghtltkztncz ytjcjpyfdftvsvb - pderjctvfynbxtcrbvb - [fhfrnthbcnbrfvb gjkexftvjuj bp ghjxntybz f,,htdbfnehs ckjdf (yfghbvth, GSM - "l;'c''v").Òt ;t [fhfrnthbcnbrb - ytjcjpyfdftvst gjnht,bntkzvb - zdkz.ncz jcyjdysvb ghb djcghbznbb bcreccndtyys[ b byjzpsxys[ (pyfxtybt rjnjhs[ yt bpdtcnyj, rfr ghfdbkj, ,jkmibycnde gjntywbfkmys[ gjnht,bntktq) ckjd. Ëbyudbcnbxtcrbt b cjlth;fntkmyst rhbnthbb: ehjdyb djcghbznbz ckjdfÊf;ljt ckjdj bvttn ytcrjkmrj ehjdytq djcghbznbz, ghbxtv d ckexft yt-kbxyjq (",htyl <--> gjnht,bntkm" bkb vfccjdjq) rjvveybrfwbb ytjcjpyfdftvst ehjdyb jrfpsdf.n ,jkmitt dkbzybt, xtv jcjpyfdftvst. Ájktt njuj, tckb d htpekmnfnt vfccjdjq rjvveybrfwbb vj;yj "lj,fdbnm" r ckjde yjdjt ktrcbxtcrjt pyfxtybt ([jnz d heccrjv 'nj b pfnhelybntkmyj), f ctvfynbxtcrbt b fccjwbfnbdyst cdzpb cfvb gj ct,t j,kflf.n chfdybntkmyj dscjrjq bpvtyxbdjcnm., nj ytjcjpyfdftvst ehjdyb djcghbznbz yt htuekbhe.ncz vfccjdjq rjvveybrfwbtq d ghbywbgt, xnj ghbdjlbn r ljgjkybntkmysv b yt'aatrnbdysv abyfycjdsv nhfnfv dkfltkmwf ,htylf.
Ëbyudbcnbxtcrbt rhbnthbbÔjytnbxtcrbq rhbnthbqÑjjndtncndbt ghtlkfuftvs[ ckjd yf bcgjkmpjdfybt d rfxtcndt ,htylf ajytnbxtcrbv rhbnthbzv jcj,juj nhelf yt ghtlcnfdkztn, uheggf hfphf,jnxbrjd vj;tn jhbtynbhjdfnmcz yf cj,cndtyyjt djcghbznbt pdexfybz. Õjnz d ghfrnbrt ceotcndetn rheu pflfx, ult ,tp gjvjob cgtwbfkbcnjd j,jqnbcm ujhfplj ckj;ytt: 'nj hfphf,jnrf bvtyb ,htylf, rjnjhst ljk;ys cjjndtncndjdfnm pderjdjve cnhj. byjcnhfyyjuj zpsrf ("gctdljbvgjhnysq" ,htyl). Â nfrjv ckexft ghb hfphf,jnrt bvtyb ,htylf ytj,[jlbvj bcgjkmpjdfnm yf,jhs cgtwbabxys[ lkz lfyyjuj zpsrf ckjujd. Ïjkexftvst ckjdf ljk;ys ghjdthznmcz yf jncencndbt d cjjndtncnde.otv zpsrt lkz bcrk.xtybz pyfxbvjcnb b lkz j,tcgtxtybz djpvj;yjcnb .hblbxtcrjq pfobns. Ïcb[jkbyudbcnbxtcrbq rhbnthbq Ë.,jt cjxtnfybt pderjd, d njv xbckt b rf;ljt ckjdj, dspsdftn e xtkjdtrf jghtltktyyst fccjwbfwbb r bcnjxybre 'nb[ pderjd b b[ pyfxtyb. (pderjctvfynbxtcrjt pyfxtybt): hsxfybt bkb crht;tn yf ybprb[ njyf[ dspsdftn e xtkjdtrf xedcndj jgfcyjcnb b j;blfybt xtuj-nj ,jkmijuj, lf;t tckb xtkjdtr yt dblbn bcnjxybr 'njuj pderf; f dscjrbt njyf e;t yt djcghbybvf.ncz xtkjdtrjv rfr ytceobt jgfcyjcnm, [jnz b yt j,zpfntkmyj rfr ghbznyst (ot,tnfybt gnbw b crht;tn ;tktpjv gj cntrke zdkz.ncz dscjrbvb pderfvb). Àccjwbfwbb vt;le jghtltktyysvb pderfvb b b[ pyfxtybzvb zdkz.ncz ljdjkmyj ecnjqxbdsvb b cdzpm vt;le pdexfybtv ckjdf b j;blfybzvb, bvb gjhj;lftvsvb, vj;yj jwtybnm c gjvjom. cgtwbfkmys[ ghjuhfvv (,kjr pderjctvfynbxtcrjq jwtyrb ghjuhfvvs ÂÀÀË, ghjuhfvvf ÄÈÀÒÎÍ b lh.). Â rfxtcndt ghbvthf vs ghbdtltv pderjctvfynbxtcrbt fccjwbfwbb, dspsdftvst e yjcbntktq heccrjuj zpsrf ckjdfvb "YES" b "Ðtrkfvysq vbh" ,tp extnf pyfybz ktrcbxtcrb[ pyfxtybq njuj b lheujuj yfbvtyjdfybz bplfybq, gjcdzotyys[ htrkfvt.
Ïj htpekmnfnfv fyfkbpf ckjdj "YES" dspsdftn ,jktt zhrbt fccjwbfwbb, xtv ckjdjcjxtnfybt "Ðtrkfvysq vbh". Çdexfybt "YES" dspsdftn j;blfybt xtuj-nj "cnhtvbntkmyjuj, cdtnkjuj, ,jlhjuj, cnhtvbntkmyjuj, yt-vtlkbntkmyjuj, yt-nz;tkjuj, yt-ecnhfif.otuj". Ífbvtyjdfybt "Ðtrkfvysq vbh" nfr;t zdkztncz xtv-nj "zhrbv, ,jlhsv, hfljcnysv, ghtrhfcysv", yj 'nb pyfxtybz yt jxtym zhrj dshf;tyyst. Òfr;t pdexfybt ckjdjcjxtnfybz "Ðtrkfvysq vbh" djcghbybvftncz rfr j,jpyfxtybt xtuj-nj "ytgjldb;yjuj" (ytpyfxbvst pyfxtybz gj irfkfv "cnhtvbntkmysq" b "vtlkbntkmysq" cjjndtncnde.n pyfxtyb. "ytgjldb;ysq", d ghzve. yt ghbvtyztvsv lkz jwtyrb yjcbntkzvb heccrjuj zpsrf). Â ghfrnbxtcrjq ltzntkmyjcnb hfpkbxbz d fccjwbfwbz[, dspsdftvs[ pdexfybtv yfbvtyjdfybq ,htyljd, dskbdf.ncz d hfpkbxbz d htrkfvys[ ,.l;tnf[ : eltkmyfz cnjbvjcnm gjnht,bntktq d ctpjy 1998-1999 ujlf lkz ,htylf "Àrdfahti" ,skf d ldf hfpf ,jkmit, xtv lkz ,htylf "Êjkutqn" (,htyls jnyjczncz r jlyjq wtyjdjq uheggt, yf[jlzncz yf jlyjv 'nfgt hfpdbnbz b bvt.n jlbyfrjdjt rjkbxtcndj gjnht,bntktq, yfpdfybz cgtwbfkmyj yfgbcfys gj-heccrb).
Êfr dblyj bp ghtlcnfdktyys[ htpekmnfnjd fyfkbpf "Àrdfahti" djcghbybvftncz hjccbqcrbvb gjnht,bntkzvb rfr xnj-nj gtxfkmyjt, ntvyj, ecnhfif.ott; f "Êjkutqn" rfr xnj-nj "cnhtvbntkmyjt". Óxbnsdfz, xnj ,jkmibycndj hjccbqcrb[ gjnht,bntktq cj,cndtyyj ktrcbxtcrjt pyfxtybt 'nb[ ,htyljd yt gjybvf.n d ghbywbgt ("Aquafresh" vj;yj gthtdtcnb rfr "jcdt;f.ofz djlf", f "Colgate" zdkztncz bcgjkmpjdfybtv d rfxtcndt ,htylf afvbkbb William Colgate (1783-1857), jcyjdfntkz vskjdfhtyyjq af,hbrb, gjkj;bditq yfxfkj Colgate-Palmolive-Peet Company, gj pyfxtyb., djpvj;yj, "ghjdjlybr xthtp ujhs"), d lfyyjv ckexft nfrjt ytjcjpyfdftvjt djpltqcndbt zdkztncz, yfhfdyt c djcghbznbtv egfrjdrb, gj cenb jcyjdysv rhbnthbtv ghb ds,jht gjnht,bntktv.
Ïhb hfphf,jnrt bvtyb rjyrhtnyjuj ,htylf ytj,[jlbvj jhbtynbhjdfnmcz yt ghjcnj yf "'aatrnbdyjcnm" ckjdf rfr nfrjdjuj, f yf cjjndtncndbt rhbnthbzv, pyfxbvs[ lkz gjnht,bntktq d rjyrhtnyjq njdfhyjq uheggt. Åckb lkz xfcnb gjnht,bntktq pe,yjq gfcns "cnhtvbntkmyjcnm" (djpvj;yj jgbcsdftvjt rfr "vj;yj ,scnhj gjxbcnbnm pe,s") zdkztncz df;ysv rhbnthbtv ghb ds,jht pe,yjq gfcns, nj nfrjq ,htyl kturj ghjldbuftncz yf hsyjr b nht,etn chfdybntkmyj ybprb[ pfnhfn lkz gjllth;fybz ,htylf. Ècgjkmpjdfybt bvty ,htyljd, bvt.ob[ "gkj[bt" fccjwbfwbb, lkz rfxtcndtyys[ njdfhjd crfpsdf.ncz ght;lt dctuj yf htrkfvys[ pfnhfnf[: pfgjvbyftvjcnm bvty nfrb[ ,htyljd ujhfplj [e;t, nht,etn ,jkmit dhtvtyb b/bkb htrkfvyjuj lfdktybz b bp nfrb[ ,htyljd ybrjulf yt gjkexf.ncz "strong brand - cbkmyst ,htyls". Åckb "cbkmysq ,htyl" vj;tn elth;bdfnm cdjb gjpbwbb yf hsyrt ljdjkmyj ljkuj lkbntkmyjt dhtvz ,tp htrkfvyjq gjllth;rb (d hjccbqcrjq ghfrnbrt bvt.ncz ghbvths elth;fybz gjpbwbq lj 6-10, rfr vbybvev, wbrkjd gjregrb), nj d ckexft "gkj[b[" bvty d jncencndbb htrkfvyjq gjllth;rb lf;t gjgekzhyst ,htyls yfxbyf.n ,scnhj (d ntxtybb 2-3 wbrkjd gjregrb) nthznm gjregfntktq. Ëtrcbrjuhfabxtcrbq rhbnthbq Èvz ,htylf d bltfkt ljk;yj nhfyckbnthbhjdfnmcz jlbyfrjdsv rjkbxtcndjv pyfrjd, d ytpfdbcbvjcnb jn bcgjkmpetvjuj fkafdbnf, xnj df;yj lkz vt;leyfhjlys[ ,htyljd bkb ghb bcgjkmpjdfybb d cnhfyf[ bkb nthhbnjhbz[, ult bcgjkmpetncz ytcrjkmrj fkafdbnjd. Ítj,[jlbvjcnm rjynhjkz gj 'njve rhbnthb., nht,e.otuj ghbdktxtybz r hf,jnt kbyudbcnjd, zdkztncz cktlcndbtv nht,jdfybz cnf,bkmyjcnb phbntkmyjuj djcghbznbz ,htylf. Ïhb hf,jnt c heccrbv zpsrjv jcyjdysv bcnjxybrjv ghj,ktv zdkz.ncz ,erds ";", "[", "w", "x", "i", "o", ".", "z", nht,e.obt ghb nhfyckbnthbhjdfybb d kfnbybwe (cfvfz hfcghjcnhfytyyfz pflfxf d Ðjccbb) ,jktt jlyjq ,erds bkb nthzvst djdct "]" b "m" b ,erdf "s", cjcnjzofz bp lde[ 'ktvtynjd, nhfyckbnthbhetvfz xthtp jlye. Êhjvt erfpfyys[, vjuen djpybrfnm jghtltktyyst ghj,ktvs c bcgjkmpjdfybtv d jlyjv ckjdt heccrb[ "," b "d" (djpybrftn genfybwf c ghjxntybtv bp-pf uhfabxtcrjq c[j;tcnb kfnbycrjq "d" b heccrjuj "d"). Ïjckt nhfyckbnthfwbb gjkexftvst ckjdf ytj,[jlbvj ghjdthbnm yf pyfxtybt gj jcyjdysv tdhjgtqcrbv b, ghb ytj,[jlbvjcnb, k.,sv lheubv zpsrfv. Ïjrf 'nf ghj,ktvf yt zdkztncz cfvjq pyfxbvjq lkz hjccbqcrb[ htrkfvbcnjd, yj dcnhtxfnmcz c ytq e;t ghb[jlbkjcm. Ñjlth;fntkmyst rhbnthbbËtrcbxtcrbq rhbnthbq nt[ybxtcrjv jnyjitybb 'nj rhbnthbq cfvsq kturbq. Ïhb fyfkbpt rfylblfnf yf bvz ,htylf ytj,[jlbvj ghjdthbnm dct djpvj;yst pyfxtybz cfvjuj fyfkbpbhetvjuj ckjdf b ,kbprb[ gj yfgbcfyb. ckjd gj cjjndtncnde.obv njkrjdsv ckjdfhzv. Äf;t ghb yfkbxbb jlyjuj "ytgjl[jlzotuj" pyfxtybz ckjdj kexit bcrk.xbnm bp lfkmytqituj hfccvjnhtybz. Êhjvt ghjdthrb gj cjdhtvtyysv njkrjdsv ckjdfhzv ,skj ,s ghfdbkmysv ghjdthbnm ckjdj "yf ghjbc[j;ltybt" gj bcnjhbrj -'nbvjkjubxtcrbv ckjdfhzv, n.r. pyfxtybz ckjd vtyz.ncz cj dhtvtytv b gthdjyfxfkmyst pyfxtybz (b pyfxtybz d zpsrf[ pfbvcndjdfybz) vjuen yt yf[jlbnm cdjt jnhf;tybt d njkrjds[ ckjdfhz[. Äjgjkybntkmyj bcnjhbrj-'nbvjkjubxtcrbt ckjdfhb lf.n byajhvfwb. j pyfxtybb ckjdf d ,kbprjhjlcndtyys[ b, byjulf, d byjcnhfyys[ zpsrf[, xnj nfr;t gjktpyj ghb hfphf,jnrt ,htylf. Ñtvfynbxtcrbq b fccjwbfnbdysq rhbnthbb Ñtvfynbxtcrbq b fccjwbfnbdysq rhbnthbb jxtym ,kbprb (b yt dctvb hfpltkztvs). Ïhjdthrf gj 'nbv rhbnthbzv hfpkbxftncz lkz ckjd frnefkmyjq ktrcbrb b lkz bcreccndtyys[ ckjd. Äkz fyfkbpf ckjd frnefkmyjq ktrcbrb vj;yj bcgjkmpjdfnm cjjndtncnde.obt ckjdfhb, yj lkz heccrjuj zpsrf ckjdfhyfz ,fpf gjrf jxtym ckf,f (cv. Ñgbcjr htrjvtyletvjq kbnthfnehs). Ïhb ytj,[jlbvjcnb ghjdthrb ctvfynbxtcrjuj pyfxtybz b fccjwbfwbq lkz ceotcnde.otuj ckjdf vj;yj djcgjkmpjdfnmcz ,fpfvb ntrcnjd ghtccs Ýktrnhjyyjq ,b,kbjntrb Ífwbjyfkmyjq cke;,s yjdjcntq b ntrcnjd 'ktrnhjyys[ ÑÌÈ abhvs WPS. Áscnhj hf,jnf.obt gjbcrjdst cbcntvs dslflen gj pfghjce dct ckexfb egjnht,ktybz rjyrhtnyjuj ckjdf b c gjvjom. rjyntyn-fyfkbpf vj;yj ,scnhj htrjycnhebhjdfnm jcyjdyst ctvfynbxtcrjt b fccjwbfnbdyst pyfxtybz. Ècreccndtyyst ckjdf yt nht,e.n nfrjq ghjdthrb, n.r. fccjwbfwbb lkz yb[ jghtltkz.ncz b[ pdexfybtv b jghtltkz.ncz yf gcb[jkbyudbcnbxtcrjv 'nfgt fyfkbpf, f ctvfynbxtcrjt pyfxtybt wtkbrjv pflf.ncz bcgjkmpetvsvb htrkfvysvb vfnthbfkfvb. Þhblbxtcrbt rhbnthbbÑjjndtncndbt .hblbxtcrjve rhbnthb. "Âjpvj;yjcnm htubcnhfwbb ckjdf d rfxtcndt njhujdjq vfhrb bkb d k.,jv lheujv .hblbxtcrjv ht;bvt" zdkztncz jlybv bp eckjdbq ghb fyfkbpt yf cjjndtncndbt ckjdf gj ktrcbxtcrjve b ctvfynbxtcrjve rhbnthbzv, n.r. jgbcfyyst d pfrjyt juhfybxtybz gj cdjtve gcb[jkjubxtcrjve b kbyudbcnbxtcrjve cjlth;fyb. zdkz.ncz ctvfynbxtcrbvb b ghtljndhfof.n djpybryjdtybt genfybws e gjnht,bntktq ghb bcgjkmpjdfybb yfbvtyjdfybq njdfhf d rfxtcndt njhujds[ vfhjr.Î,hfnysq 'aatrn, rjulf njhujdfz vfhrf yfxbyftn bcgjkmpjdfnmcz d rfxtcndt yfbvtyjdfybz njdfhf d gjdctlytdyjq ;bpyb (d hjccbqcrjq ghfrnbrt Xerox, Pampers , jnxfcnb Kodak) zdkztncz jlybv bp bcnjxybrjd, gjdsif.obt 'aatrnbdyjcnm vfhrtnbyujdjq rjvveybrfwbb. Ïhb hfphf,jnrt bvty ,htyljd cnjbn gjvybnm, xnj bcgjkmpetvst ckjdf vjuen ,snm drk.xtys d njhujde. vfhre (yfghbvth, tckb rfr njhujdfz vfhrf pfoboftncz dytiybq dbl egfrjdrb) rfr ytj[hfyztvst 'ktvtyns.  lfyyjv ckexft vjuen bcgjkmpjdfnmcz ckjdf-yfbvtyjdfybz njdfhjd (cf[fh, cjkm, rjyatns b n.l.) b ctycjhyst [fhfrnthbcnbrb, yj pyfxtybt dbpefkmys[ jnkbxbq egfrjdrb b t¸ j[hfyjcgjcj,yjcnb djphfcnftn, xnj .hblbxtcrb j,tcgtxbnm ckj;ytt, xtv pfobne ckjdf. Ïjckt ghjdthrb gj dctv rhbnthbzv rjytxysq cgbcjr gjkextyys[ bvty ,htyljd ljk;ty ghjqnb ntcn yf djcghbznbt chtlb gjnht,bntktq. Òtcn yf djcghbznbt chtlb gjnht,bntktqÄkz ntcnf chtlb gjnht,bntktq kexit bcgjkmpjdfnm e;t yt cfvb ckjdf, f kjujnbgs (dfhbfyns jajhvktybz egfrjdjr). Ïhfrnbrf ltvjycnhbhetn, xnj gkj[bv lbpfqyjv vj;yj bcgjhnbnm jnkbxyjt bvz ,htylf, yj d rfxtcndtyyjv lbpfqy gkj[jt ckjdj jcnftncz dc¸ hfdyj "gkj[bv".  rfxtcndt ntcnf yf djcghbznbt vjuen bcgjkmpjdfnmcz njkmrj gcb[jctvfynbxtcrbt vtnjls bccktljdfybz ("rfhns djcghbznbz"). Íb ajrec-uheggs , yb uke,byyst bynthdm., yb htghtptynfnbdyst jghjcs yt xedcndbntkmys r jcj,tyyjcnzv djcghbznbz yb ceotcnde.ob[, yb yjds[ ckjd.  kexitv ckexft ajrec-uheggs bkb lheubt vtnjls bccktljdfybz gjvjuen ds,hfnm kexibq bp ghtlkj;tyys[ dfhbfynjd, yj yt ghjltvjycnhbhe.n cjjndtncndbt ghtlkfuftvs[ dfhbfynjd gjcnfdktyysv pflfxfv.Ècnjhbxtcrb , bvtyyj yt xedcndbntkmyjcnm j,sxys[ vtnjljd bccktljdfybz r dszdktyb. hfpkbxbq vt;le cbyjybvbxysvb ckjdfvb ghbdtkj r cjplfyb. gcb[jctvfynbxtcrb[ vtnjljd (Osgood, 1957).  kbnthfneht d rfxtcndt jcyjdyjuj gcb[jctvfynbxtcrjuj vtnjlf ghtlkfuftncz bcgjkmpjdfybt ctvfynbxtcrjuj lbaathtywbfkf (vtnjl bccktljdfybz , ghb rjnjhjv htcgjyltyn ljk;ty jghtltkbnm, r rfrjve gjk.ce irfks, yfghbvth "lj,hsq 3 2 1 0 1 2 3 pkjq", jnyjcbncz ntcnbhetvsq j,]trn). Ìtnjl gjcnhjty yf ubgjntpt j fkmnthyfnbdyjcnb dct[ bcgjkmpetvs[ rfntujhbq, xnj yt dctulf dthyj.  ghbdjlbvs[ dsit ghbvthf[ gcb[jkbyudbcnbxtcrjq jwtyrb ckjd bcgjkmpe.ncz irfks "vtlkbntkmysq" b "cnhtvbntkmysq", yj ytn irfk "gjldb;ysq", "ytgjldb;ysq" (cgbcjr pyfxbvs[ irfk ,sk jghtltkty d ghjwtcct cgtwbfkmyjuj bccktljdfybz), n.t. ctvfynbxtcrbt rhbnthbb d lfyyjv ckexft zdkz.ncz yt gjkzhysvb, f bvt.n dbl nhteujkmybrf.  hzlt ckexftd rjkbxtcndj djpvj;ys[ gjk.cjd vj;tn ,snm tot ,jkmit (yfghbvth "yt-ckflrbq" vj;tn ,snm b "ujhmrbv", b "rbcksv", b "cjktysv", b ",tpdrecysv").
Íf yfi dpukzl, ,jktt byajhvfnbdysv zdkztncz bccktljdfybt c ghbvtytybtv jwtyjxys[ irfk, n.t. jnltkmyj jwtybdftncz yfcrjkmrj j,]trn "lj,h", f gjnjv, yfcrjkmrj "pjk" (yfcrjkmrj "ckfljr", yfcrjkmrj "cjkty" b n.l.). Â lfkmytqitv gjkextyyst jwtyrb j,hf,fnsdf.ncz c gjvjom. afrnjhyjuj fyfkbpf b jrjyxfntkmyjt htitybt gj yfb,jktt elfxyjve dfhbfyne ghbybvf.n gj htpekmnfnfv gjcnhjtybz "rfhns djcghbznbz".
Þhblbxtcrbq gjbcrÏhb ghjdtltybb .hblbxtcrjuj gjbcrf b pfobns hfphf,jnfyyjuj bvtyb ,htylf cktletn gjvybnm, xnj rhjvt ibhjrj hfcghjcnhfytyyjuj b frnbdyj bcgjkmpetvjuj d Ðjccbb ht;bvf "njdfhyjuj pyfrf" bvz ,htylf vj;tn ,snm pfobotyj d ht;bvf[ gfntynf, j[hfys ghjvsiktyyjuj j,hfpwf, gjktpyjq vjltkb b fdnjhcrjuj ghfdf. Êf;lsq bp 'nb[ .hblbxtcrb[ ht;bvjd bvttn cdjb jcj,tyyjcnb d htubcnhfwbb b ghbvtytybb b yt cnjkm jlyjpyfxys r pfobnt bvtyb ,htylf, rfr ht;bv "njdfhyjuj pyfrf", yj d ytrjnjhs[ ckexfz[ ghtljcnfdkz.n jghtltktyyst djpvj;yjcnb.Îhufybpfwbz hf,jn gj hfphf,jnrt bvtyb ,htylfÝnj cfvsq bynthtcysq b cfvsq ckj;ysq 'nfg gj hfphf,jnrt bvtyb ,htylf. Êjkbxtcndj ghj,ktv, djpybrf.ob[ ghb hfphf,jnrt bvtyb ,htylf vt;le pfrfpxbrfvb b bcgjkybntkzvb, yfcnjkmrj dtkbrj, xnj 'njn dbl hf,jn cnfyjdbncz bpujtv d htrkfvys[ futyncndf[.Ñnfdz gthtl cj,jq b jrhe;f.obvb pflfxe gj gjbcre bvtyb ,htylf ghbybvf.obq htitybt ljk;ty jndtnbnm yf ldf rjynhjkmys[ djghjcf b d pfdbcbvjcnb jn jndtnf yf yb[ ds,hfnm njn bkb byjq cgjcj, jhufybpfwbb hf,jn b yt jncnegfnm yb yf ifu jn ghbyznjuj htitybz. Checklist ds,jhf ajhvs jhufybpfwbb hf,jn gj hfphf,jnrt bvtyb ,htylf
Êjvgtntynysq vtytl;th ghb ghbyznbb jrjyxfntkmyjuj htitybz ljk;ty jhbtynbhjdfnmcz yt yf cj,cndtyyjt gjybvfybt ckjdf (jyj vj;tn jnkbxfnmcz jn gjybvfybz gjntywbfkmys[ gjnht,bntktq) bkb yf cj,cndtyyst joeotybz jn ds,bhftvjuj bvtyb (d rjywt rjywjd, jy ;t yt ,eltn gjregfnm 'njn ,htyl d k.,jv ckexft), f yf htpekmnfns 'rcgthnbp b bccktljdfybq. Ýaatrnbdyst d ghjldb;tybb bvtyf njhujds[ vfhjr vjuen yt yhfdbnmcz b[ dkfltkmwfv, n.r. ghjbpdjlbntkm b gjnht,bntkm vfhjxys[ njdfhjd, rfr ghfdbkj, jnyjczncz r hfpkbxysv cjwbfkmyj-ltvjuhfabxtcrbv (rfr vbybvev, lj[jlysv) uheggfv b dctulf jnyjczncz r hfpkbxysv rekmnehysv gjluheggfv. Ïhb ds,jht bvtyb ,htylf dctulf ytj,[jlbvj ghjdjlbnm rjhhtrnysq gj vtnjlbrt ntcn yf djcghbznbt chtlb gjnht,bntktq, yb jlby 'rcgthn yt vj;tn euflfnm, rfrjq dfhbfyn gjnht,bntkzv gjyhfdbnmcz ,jkmit d rjyrhtnyjv ckexft. Êjyrehc gj hfphf,jnrt bvtyb b tuj gjcktlcndbzÎ,]zdktybt rjyrehcf gj hfphf,jnrt bvtyb zdkztncz d yfcnjzobq vjvtyn yfcrjkmrj hfcghjcnhfytyysv, yfcnjkmrj b ,tccvscktyysv vtnjljv hfphf,jnrb bvtyb ,htylf. Â ytpfdbcbvjcnb jn jhufybpfwbjyys[ dfhbfynjd rjyrehcf, pfrfpxbr cnfkrbdftncz c ytj,[jlbvjcnm. ds,hfnm bp ltcznrjd ghtlkj;tyys[ dfhbfynjd. Íj bpdtcnyj, xnj xtkjdtr d cjcnjzybb elth;bdfnm d gfvznb jlyjdhtvtyyj njkmrj 7+2 j,]trnf: rfr ;t d nfrjv ckexft jceotcndbnm ds,jh bp ltcznrjd bkb cjnty ghtlkj;tyys[ dfhbfynjd.Äf;t bcgjkmpez vtnjl gjcktljdfntkmyjq cjhnbhjdrb (Q-cjhnbhjdrf, rjulf xtkjdtr chfdybdftn ldf dfhbfynf, ds,bhftn kexibq bp yb[, pfntv ds,hfyysq dfhbfyn chfdybdftn c nhtnmbv dfhbfynjd, ds,bhftn kexibq bp yjdjq gfhs b nfr lfktt), gjckt lde[-nht[ ltcznrjd bvty yfcnegftn enjvktybt b xtkjdtr vj;tn ghjbuyjhbhjdfnm gjntywbfkmyj [jhjitt bvz ,htylf. Îcyjdyfz ghj,ktvf - jwtyrf yt gjntywbfkmysv gjnht,bntktv, f ,eleobv ghjlfdwjv ,htylf - jcnftncz, b lf;t eceue,kztncz, ghb nfrjv gjl[jlt. Ãtyhb ×fhv'ccjy (Henri Charmasson) d cdjtq rybut "Òjhujdfz vfhrf: rfr cjplfnm bvz, rjnjhjt ghbytctn vbkkbjys" d jlyjq ahfpt gjkyjcnm. j[fhfrnthbpjdfk nfre. ghfrnbre: "Ítrjnjhst ghtlghbznbz jhufybpe.n jnrhsnsq bkb pfrhsnsq rjyrehc. Ýnj cnjkm ;t ,tccvscktyyj, rfr b htifnm djghjc j vtnjlt ktxtybz ,jkmyjuj ujkjcjdfybtv. Ðtpekmnfn vj;tn jrfpfnmcz ytghtlcrfpetvsv bkb, d kexitv ckexft, cjvybntkmyjuj rfxtcndf" (cnh.8, dnjhjq f,pfw cdth[e).
* Äfyyjt, rfr b dct jcnfkmyst d cnfnmt, endth;ltybt zdkztncz j,jcyjdfyysv gjxnb ltcznbktnytq ghfrnbrjq, yj bcrk.xbntkmyj kbxysv vytybtv fdnjhf. Ñgbcjr kbnthfnehs b egjvzyens[ d cgbcrt bcnjxybrjd byajhvfwbb lkz hfphf,jnrb ,htyljd:Î,obt djghjcs:Ìfhrtnbyu , htrkfvfÀv,kth Ò. Ïhfrnbxtcrbq vfhrtnbyu . - ÑÏ,: Èpl-dj "Ïbnth", 1999. Äjqkm Ï. Ìtytl;vtyn: cnhfntubz b nfrnbrf. - ÑÏ,: Èpl-dj "Ïbnth", 1999. ×fhv'ccjy Ã. Òjhujdfz vfhrf: rfr cjplfnm bvz, rjnjhjt ghbytctn vbkkbjys. - ÑÏ,.: Èplfntkmcndj "Ïbnth", 1999. Ó'kkc Ó., Áthytn Ä;., Ìjhbfhnb Ñ. Ðtrkfvf: ghbywbgs b ghfrnbrf. - ÑÏ,: Èpl-dj "Ïbnth", 1999. Maddock R.C. Marketing to the Mind: right brain strategies for advertising and marketing. - Quorum books, 1996. Measuring advertising effectiveness. - LEA, 1997 Schmitt B. Marketing aesthetics: the strategic management of brands, identity, and image. - The FREE PRESS, 1997. Ëbyudbcnbrf, ctvfynbrf Êdflhfnehf cvsckf: Ôhfywepcrfz irjkf fyfkbpf lbcrehcf. - Ì.: ÎÀÎ ÈÃ "Ïhjuhtcc", 1999. Êktvgthth Â. LTI. ßpsr nhtnmtuj htq[f. Çfgbcyfz ryb;rf abkjkjuf. - Ì.: Ïhjuhtcc-Òhflbwbz, 1998. Ëbyudbcnbxtcrbq 'y,wbrkjgtlbxtcrbq ckjdfhm. - Ì.: Ñjd. Ýywbrkjgtlbz, 1990. Òjljhjd Ö. Òtjhbb cbvdjkf. - Ì.: Äjv byntkktrnefkmyjq rybub, Ðeccrjt atyjvtyjkjubxtcrjt j,otcndj, 1998. Ñjkjvjybr À. ßpsr rfr pyfrjdfz cbcntvf. - Ì., Íferf, 1992. Àhntvmtdf Å.Þ. Îcyjds gcb[jkjubb ce,]trnbdyjq ctvfynbrb. - Ì., Íferf, Ñvsck, 1999. Ëbnthfnehf b bcnjxybrb lkz 'rcgthnbps gj hfpkbxysv rhbnthbzv jwtyrb yjdjuj ckjdfÔjytnbxtcrbq b gcb[jkbyudbcnbxtcrbq rhbnthbq:Ìzurjdf Å.Þ. Ývjwbjyfkmyfz yfuheprf ckjdf: jgsn gcb[jkbyudbcnbxtcrjuj bccktljdfybz. - Âjhjyt;, Èpl-dj ÂÓ, 1990. Ìbh pdexfobq b vjkxfobq: Ñtvbjnbrf pderf b htxb d nhflbwbjyyjq rekmneht ckfdzy. - Ì.: "Èylhbr", 1999. (Áb,kbjntrf Èycnbnenf ckfdzyjdtltybz ÐÀÍ.11") Æehfdktd À.Ï. Ôjytnbxtcrjt pyfxtybt, ËÃÓ, 1974 . Æehfdktd À.Ï. Çder b cvsck, Ì, 1981. Ë.,bvjdf Í.À. b lh. Çderjdfz vtnfajhf d gj'nbxtcrjv ntrcnt. ÑÏ,, Èpl-dj ÑÏÓ, 1996. Ñbcntvf kbyudbcnbxtcrjuj fyfkbpf ÂÀÀË: http://www.logic.ru/~shalack. Ëtrcbxtcrbq rhbnthbq: Î;tujd Ñ.È. Ñkjdfhm heccrjuj zpsrf (k.,jt bplfybt). Ôfcvth Ì. Ýnbvjkjubxtcrbq ckjdfhm heccrjuj zpsrf: Â 4 n. - ÑÏ,.: Òthhf - Àp,erf, 1996. ×thys[ Ï.ß. Ècnjhbrj -'nbvjkjubxtcrbq ckjdfhm cjdhtvtyyjuj heccrjuj zpsrf. Â 2 n. - Ì.: Ðeccrbq zpsr. 1993. Î,hfnysq ckjdfhm heccrjuj zpsrf. Ì, 1974. ×fcnjnysq ckjdfhm heccrjuj zpsrf. - Ì.: Ðec.zp, 1977. "Ðeccrbq abkjkju", ckjdfhyj-cghfdjxyfz cbcntvf gj heccrjve zpsre lkz Microsoft Windows. http://www.agama.ru/Rfil.htm Ñtvfynbxtcrbq b fccjwbfnbdyst rhbnthbb: Ðeccrbq ctvfynbxtcrbq ckjdfhm. Òjkrjdsq ckjdfhm, cbcntvfnbpbhjdfyysq gj rkfccfv ckjd b pyfxtybq. ÐÀÍ. Èyn-n hec.zp. -Ì.: Àp,erjdybr, 1998. Íjdsq j,]zcybntkmysq ckjdfhm cbyjybvjd heccrjuj zpsrf. Ïthdsq dsgecr. - Ì.: Ørjkf "ßpsrb heccrjq rekmnehs", 1997. Ðeccrbq fccjwbfnbdysq ckjdfhm. Â 6 ry. Ì, 1994-1998. Ñkjdfhm ecbkbntkmys[ ckjdjcjxtnfybq heccrjuj b ytvtwrjuj zpsrjd. - Ì., Ðec.zp., 1997. Ñkjdfhm cbyjybvjd heccrjuj zpsrf (k.,jt bplfybt). À,hfvjd Í. Ñkjdfhm heccrb[ cbyjybvjd b c[jlys[ gj cvscke dshf;tybq. - Ì., Ðeccrbt ckjdfhb, 1994. "Ýktrnhjyyst ÑÌÈ Ðjccbb", rjvgfrn-lbcr drk.xftn fh[bd nhfycrhbgnjd (ntrcnjds[ hfcibahjdjr) j,otcndtyyj-gjkbnbxtcrb[ , byajhvfwbjyys[ b 'rjyjvbxtcrb[ gthtlfx gjkenjhf ltcznrf rfyfkjd hjccbqcrjuj ntktdbltybz b hflbj, rjnjhst pfgbcsdf.ncz Àutyncndjv WPS c b.kz 1992 gj yfcnjzott dhtvz. http://www.wps.ru/cd_rom.html. ntk (095) 955-2708/29, afrc (095) 955-2927/2986 Ífwbjyfkmyfz 'ktrnhjyyfz ,b,kbjntrf (vfnthbfks d gjkyjntrcnjdjq ajhvt jn 290 chtlcnd vfccjdjq byajhvfwbb ) http://nel.nns.ru/descript/library.shtml. ntk: (095) 333-4512; afrc: (095) 333-6411 Òtcn yf djcghbznbt: Ïtnhtyrj Â.Ô. Îcyjds gcb[jctvfynbrb: Óxt,. Ïjcj,bt. - Ñvjktycr: Èpl-dj ÑÃÓ, 1997. Ïtnhtyrj Â.Ô. Ïcb[jctvfynbrf cjpyfybz. Ì.: Èpl-dj ÌÃÓ, 1988. Òjkcnfz Þ.Í. Èpvthtybt d cjwbjkjubb: Êehc d cjwbjkjubb. - Ì.: ÈÍÔÐÀ-Ì, 1998. Osgood C.E., Suci G.J., Tannenbaum P.H. The measurement of meaning. 1957 (1975). Davis J.J. Advertising Research: Theory and Practice, 1996 Þhblbxtcrbt djghjcs: Äkz yt-.hbcnjd dgjkyt ljcnfnjxyj: Êjhxfuby À.Ä. b lh. Êfr pfobnbnm byntkktrnefkmye. cj,cndtyyjcnm d Ðjccbb. Ñghfdjxyjt gjcj,bt. - Ì.: ÈÍÔÐÀ-Ì, 1995. Ïhb hf,jnt c fyukbqcrbv yfgbcfybtv bvty ,htyljd: Bookshelf Micrisift, CD c rjkktrwbtq fyukj-fyukbqcrb[ ckjdfhtq. American Heritage Dictionary of English language (k.,jt bplfybt). Bartlett's Roget's Thesaurus (k.,jt bplfybt). |
