|
ÀÁÐÀÊÀÄÀÁÐÀ (Òîæå ñàìîå íî â ÷èòàåìîì âèäå)
Ðfpdbnbt cjdhtvtyyjq htrkfvs b ghjldb;tybt njdfhjd ctujlyz ytvsckbvj
,tp nfrjuj gjyznbz, rfr rjhgjhfnbdyfz bltynbabrfwbz, bkb abhvtyysq
cnbkm. Ïjl abhvtyysv cnbktv gjybvftncz cnbktdjt tlbycndj cjlth;fntkmys[
ajhv dct[ 'ktvtynjd ghjvsiktyyjq abhvs - jn chtls lj ghjlerwbb.
Ôbhvtyysq cnbkm ghtlcnfdkztn cj,jq cjdjregyjcnm uhfabxtcrb[, wdtnjds[,
cnbkbcnbxtcrb[ b rjvgjpbwbjyys[ ghbtvjd b 'ktvtynjd, cgtwbfkmyj b
rjvgktrcyj cghjtrnbhjdfyys[ lkz abhvs c wtkm. cjplfybz jghtltktyyjuj b
pfgjvbyf.otujcz phbntkmyjuj j,hfpf dctuj, xnj cdzpfyj c ghtlghbznbtv,
tuj ltzntkmyjcnm. b ghjlerwbtq. Íj htxm bltn yt njkmrj j, eybrfkmyjv
uhfabxtcrjv jajhvktybb b lf;t yt j rhfnrjdhtvtyys[ htrkfvys[ rjvgfybz[.
Ôbhvtyysq cnbkm ljk;ty cgjcj,cndjdfnm cjplfyb. e gjnht,bntkz
jghtltktyys[ cnthtjnbgjd, ,kfujlfhz rjnjhsv htrkfvf cnfyjdbncz ,jktt
bp,bhfntkmyjq, lj[jlxbdjq, flhtcyjq, f htrkfvbhetvst eckeub bkb bpltkbz
dsltkz.ncz bp vyj;tcndf gjlj,ys[ [3, c. 20]. Ïj cdjtq cenb abhvtyysq
cnbkm - 'nj cj,bhfntkmysq j,hfp rjvgfybb d j,otcndtyyjv djcghbznbb, bkb
;t cjdjregysq pyfr, gjpdjkz.obq jnkbxbnm jlye abhve jn lheujq [5, c.
30].
Èynthtcyj jnvtnbnm, xnj jlby bp hjljyfxfkmybrjd abhvtyyjuj cnbkz
Ïbnth Áthyc hfccvfnhbdfk abhvtyysq cnbkm yt cnjkmrj d eprjv cvsckt
dytiyb[ ghbpyfrjd abhvtyyjq bltynbabrfwbb, crjkmrj rfr cgtwbfkmye.
rjywtgwb. abhvtyyjq gjkbnbrb, rfr yjdsq cnbkm vsiktybz dj dct[ fcgtrnf[
jhufybpfwbjyyjq ltzntkmyjcnb b, ght;lt dctuj, cnbkm gjdtltybz yf hsyrt
[4].
Êjkbxtcndj 'ktvtynjd, d[jlzob[ d cbcntve abhvtyyjuj cnbkz, juhjvyj b
vj;tn dfhmbhjdfnmcz d pfdbcbvjcnb jn dtkbxbys abhvs, tt cgtrnhf
ltzntkmyjcnb, ,.l;tnf b gh. Îcyjdysvb ;t 'ktvtynfvb abhvtyyjuj cnbkz
zdkz.ncz: kjujnbg bkb pyfr, ihban bkb hzl ihbanjds[ ufhybneh, wdtnjdfz
ufvvf, rjvgjpbwbjyyst ghbywbgs gjcnhjtybz ltkjdjq ljrevtynfwbb,
htrkfvyjq ghjlerwbb, jajhvktybz b vfhrbhjdrb njdfhf b gh. Èvtyyj 'nb
'ktvtyns d rjlbabwbhjdfyys[ ,h'yl,erfvb (brand book) b herjdjlcndfvb gj
htrkfvyjve cnbk. (Advertising style guidelines) cjxtnfybz[ b cjplf.n
epyfdftvsq gjnht,bntktv j,hfp abhvs. Ýnb ,h'yl,erb gjcnjzyyj vtyz.ncz b
ljgjkyz.ncz c extnjv lbyfvbrb hfpdbnbz abhv, cnbktdsvb ntyltywbzvb,
cvtyjq kbybb gjdtltybz bkb abkjcjabb rjvgfybb; ckbzybzv b gjzdktybtv
ce,,h'yljd.
Ðfcghjcnhfytybt b nbhf;bhjdfybt j,hfpf abhvs ghjdjlbncz hfpkbxysvb
rjvveybrfwbjyysvb rfyfkfvb. Ýnj: gtxfnyfz ghjlerwbz, yfhe;yfz htrkfvf,
ntkt- b hflbjhtrkfvf, vfhrbhjdfybt njdfhf b gh. È tckb jcyjdysvb
rjvveybrfwbjyysvb rfyfkfvb d 70 - 90 uu. ÕÕ dtrf ,skb gtxfnyfz htrkfvf
b ntktdbltybt, nj gjzdktybt bynthytnf b tuj ghjuhtccbhe.ott hfpdbnbt d
cthtlbyt - rjywt 90-[ uu. ÕÕ dtrf, f c ybv b ajhvbhjdfybt
byajhvfwbjyyjuj j,otcndf, bcgjdtle.otuj nfrbt gjyznbzvb, rfr:
rb,threkmnehf, rb,th-chtlf, dbhnefkmyjt ghjcnhfycndj b gh., d rjhyt
bpvtybkj htrkfvyst ntyltywbb. Ýaatrnbdyjcnm nhflbwbjyys[ gtxfnys[ b
ntktdbpbjyys[ rfyfkjd htprj cybpbkfcm b, d gthde. jxthtlm, d chtlt
vjkjljuj gjrjktybz gjnht,bntktq. Êjvgm.nthyst buhs b bynthytn dsntcybkb
ntktdbltybt b gtxfnye. ghjlerwb. bp vjkjlt;yjq chtls, f htrkfvyst
ntyltywbb fgtkkbhjdfybz r dct ,jktt vjkjljq djphfcnyjq rfntujhbb
gjnht,bntktq pfcnfdkz.n htrkfvjlfntkz frnbdyj bcrfnm ds[jls yf 'nb
rfyfks rjvveybrfwbb.
Ìtyztncz yt njkmrj ghjwtynyjt cjjnyjitybt htrkfvyjuj ghbcencndbz
abhv d bynthytnt, yj b cfvf ajhvf ghbcencndbz, f nfr;t tt frnbdyjcnm.
Åckb d cthtlbyt 90-[ yfkbxbt dt,-cfqnf lbrnjdfkjcm kbim vjljq yf
bynthytn, b ghbcencndbt rjvgfybb d bynthytnt juhfybxbdfkjcm
ghtptynfwbjyysv dt,-cfqnjv, pfxfcne. gjdnjhz.obv e;t ceotcnde.obt
htrkfvyst ghjcgtrns b gtxfnyst vfnthbfks, nj ctqxfc yfkbxbt dt,-cfqnf
cnfkj lkz rjvgfybq ;bpytyyjq ytj,[jlbvjcnm., f cfvb dt,-cfqns
cnfyjdzncz dct ,jktt ckj;yjq rjvveybrfwbjyyjq cbcntvjq
bynthytn-vfufpbyjd b byajhvfwbjyys[ gjhnfkjd. Ýnj j,jcyjdfyj rfr
edtkbxtybtv htrkfvyjuj ctuvtynf bynthytnf, nfr b djphjcitq
jy-kfqy-frnbdyjcnm. gjnht,bntkz, dct ,jkmit jhbtynbhjdfyyjuj yf pfrfps
b gjregrb njdfhjd b eckeu d bynthytnt. Â htpekmnfnt vtyztncz b gjl[jl r
lbpfqye dt,-cfqnjd, b[ yfgjkytyb. b aeyrwbjyfkmysv djpvj;yjcnzv.
Ñnfyjdbncz df;ysv yt ghjcnj ghbcencndjdfnm d bynthytnt, f frnbdyj
ghjldbufnm j,hfp abhvs, ghbcgjcf,kbdfzcm r gjcnjzyyj j,yjdkz.obvcz
nt[yjkjubzv bynthytnf.
Ñvtotybt frwtynf jn htrkfvyjuj ghbcencndbz (ghtptynfwbjyyst
dt,-cfqns) r ghzvjq ghjlf;t njdfhf bkb eckeub (bynthytn-vfufpbys), f
nfr;t byntuhfwbz rjhgjhfnbdys[ dt,-cfqnjd c gjbcrjdsvb cbcntvfvb b
byajhvfwbjyysvb gjhnfkfvb cnfkb e;t yt ghjcnj ntyltywbtq yfxfkf XXI
dtrf, yj vfhrtnbyujdjq gjkbnbrjq d eckjdbz[ gthtghjbpdjlcndf,
ukj,fkbpfwbb b j,jcnhbditqcz ,jhm,s pf gjnht,bntkz. Ýnb ntyltywbb
yf[jlzn cdjt jnhf;tybt b d j,yjdktybb abhvtyys[ cnbktq rjvgfybq, d
xfcnyjcnb, d hfphf,jnrt jy-kfqy j,hfpf abhv. Ðtxm bltn e;t yt ghjcnj j
cnfnbxyjv ghbcencndbb rjvgfybb d bynthytnt, gjdnjhz.otv rjhgjhfnbdyst
rjycnfyns abhvtyyjuj cnbkz b le,kbhe.otv ghbywbgs gtxfnyjq htrkfvs, f
j, fuhtccbdyjq vfhrtnbyujdjq gjkbnbrt, cjxtnf.otq d ct,t rfr cfvst
cjdhtvtyyst yjditcndf bynthytn-nt[yjkjubq, nfr b yjdst gjl[jls r
htrkfvt b gjlfxt byajhvfwbb, jcyjdfyyst yf cgtwbfkmys[ bccktljdfybz[
gcb[jkjubb djcghbznbz gjnht,bntktv yjds[ vtlbf.
Îlyf bp cfvs[ hfcghjcnhfytyys[ ghj,ktv abhvtyyjuj cnbkz - gjcnjzyyfz
gjdnjhztvjcnm cjxtnfybq abhvtyys[ rjycnfyn, bkb ;t n.y. "'aatrn
ikzuthf" [5, c. 30]. Ýnf jlyf bp ghbxby njuj, xnj ghjcnjt gjdnjhtybt
gtxfnys[ vfnthbfkjd d bynthytnt yt vj;tn zdkznmcz pfkjujv ghbdktxtybz b
elth;fybz dybvfybz gjnht,bntkz. Ïhb cj,k.ltybb j,otq rjywtgwbb b
abkjcjabb d cbcntvt rjhgjhfnbdyjq bltynbabrfwbb ytj,[jlbvj exbnsdfnm
njn afrn, xnj gtxfnyjt bplfybt b bynthytn-htcehc gj-hfpyjve
djcghbybvf.ncz gjnht,bntktv, xnj j,eckjdktyj rfr cfvbv yjcbntktv
byajhvfwbb, nfr b cdzpfyysvb c ybv nt[ybxtcrbvb b nt[yjkjubxtcrbvb
juhfybxtybzvb b chtlcndfvb jajhvktybz byajhvfwbb, f nfr;t bysvb
djpvj;yjcnzvb, ghtljcnfdkztvsvb byajhvfwbjyyjq chtljq bynthytn.
Ïhbywbgbfkmyfz hfpybwf pfrk.xftncz d rjynhfcnt b cgtwbabrt abpbxtcrjq
(,erktn, gkfrfn, ghjcgtrn) b dbhnefkmyjq ajhvs (dt,-cfqn)
byajhvfwbjyyjq ghtptynfwbb [1, c. 156].
Ñjjndtncndtyyj, yf gthdsq gkfy ds[jlbn cnhernehbhjdfybt b
egjhzljxbdfybt byajhvfwbb dt,-cfqnf yf dyenhtyytv ehjdyt, n.t.
byajhvfwbjyyfz fh[bntrnehf. Îlyfrj, crjkm yt df;yf hjkm
cnhernehbhjdfybz b egjhzljxbdfybz byajhvfwbb lkz jhufybpfwbb dt,-cfqnf,
,tp dbpefkmyjuj dkbzybz ajhvs, wdtnf b rjynhfcnf dt,-cfqn cfv gj ct,t
dhzl kb cnfytn cnbvekjv r bccktljdfyb. tuj cjlth;fybz gjkmpjdfntktv,
tckb jyj ghtlcnfdktyj cgkjiysvb vfccbdfvb ntrcnf, cktljdfntkmyj, ,jktt
ckj;yj lkz djcghbznbz yf vjybnjhf[ cj chfdybntkmyj ybprbv hfphtitybtv.
Ýnj yfrkflsdftn cdjq jngtxfnjr b yf cnbkm jajhvktybz dt,-cfqnf.
Âbpefkmyjt tlbycndj dt,-cfqnf c e;t ceotcnde.otq cbcntvjq rjhgjhfnbdyjq
bltynbabrfwbb, rfr gjdnjhtybtv jcyjdys[ abhvtyys[ rjycnfyn, nfr b
gthtlfxtq le[f, abkjcjabb rjvgfybb ljcnbuftncz cnbktv ghtlcnfdktybz
hfpkbxys[ bc[jlys[ 'ktvtynjd cnhfybws, hbnvbxtcrbv cjxtnfybtv dbpefkmyj
yfcsotyys[ b hfpht;tyys[ cnhfybw, wdtnjdsvb rjynhfcnfvb b djdktxtybtv
gjkmpjdfntkz d frnbdyjt dpfbvjltqcndbt c dt,-cfqnjv. Ýnjve cgjcj,cnde.n
n.y. vjlekmyst ctnrb, ytj,[jlbvst yt njkmrj lkz ,evf;ys[ ge,kbrfwbq, yj
b ghb hfphf,jnrt dt,-cfqnjd, ult ghjcnhfycndtyyfz cdzpm vt;le
'ktvtynfvb ghb j,yjdktybb byajhvfwbb yf 'rhfyt gjcnjzyyj vtyztncz d
jndtn yf ltqcndbz gjkmpjdfntkz [2].
 pfdbcbvjcnb jn abkjcjabb rjvgfybb, ctrnjhf ghtlkfuftvs[ eckeu bkb
njdfhjd ghjwtcc djdktxtybz gjkmpjdfntkz dj dpfbvjltqcndbt c dt,-cfqnjv
vj;tn ,snm rfr gjcntgtyysv, nfr b frnbdysv, bkb fuhtccbdysv. Ìtnjls
djdktxtybz: j,hfpjdfntkmyst, hfp]zcybntkmyst, bynhbue.obt, gj,e;lf.obt
r bccktljdfyb. bkb ;t jcyjdfyyst yf bvgekmcbdyjcnb. Ïjcktlybt vtnjls
[fhfrnthys lkz cnbkz rjvgfybq, ghtlkfuf.ob[ cgjhnbdyst njdfhs b eckeub,
r ghbvthe Adidas b Nike (hbc. 1, 2).
 j,jb[ dt,-cfqnf[ bcgjkmpetncz nt[yjkjubz Flash. Ýktvtyns cnhfybw
htfubhe.n yf ldb;tybt rehcjhf vsib yfl ybvb. Ífdbufwbz bynebnbdyj
gjyznyf lkz gjkmpjdfntkz. Îcyjdyjq frwtyn cltkfy yf dbpefkmyjq xfcnb
dt,-cfqnf. Òtrcn jhufybxyj ljgjkyztn bkk.cnhfnbdysq vfnthbfk. Ðfpltks,
d rjnjhs[ ghtlcnfdktyf ghjlerwbz rjvgfybq, yt njkmrj cyf,;tys gjlhj,ysv
jgbcfybtv, yj d yb[ nfr;t ghtlecvjnhtyf djpvj;yjcnm ghb ghjcvjnht
bpj,hf;tybz ghjlerwbb edtkbxbnm ajnjuhfab., crjywtynhbhjdfd dybvfybt
gjkmpjdfntkz yf nt[yjkjubxtcrb[ yjditcndf[ bkb ;t eybrfkmyjcnb rf;ljq
rjyrhtnyjq dtob.
Ítcvjnhz yf jghtltktyyjt c[jlcndj d gjl[jlt ghtlcnfdktybz
byajhvfwbb, rf;lsq bp dt,-cfqnjd kturj epyfdftv ,kfujlfhz gjcnjzyyjve
ghbcencndb. yf dct[ cnhfybwf[ nfrb[ abhvtyys[ rjycnfyn, rfr kjujnbg
rjvgfybb b abhvtyysq wdtn.
Ðbc. 1 Ât,-cfqn Adidas www.adidas.com
Ðbc. 2 Ât,-cfqn Nike www.nike.com
Åckb cnbkm ghtlcnfdktybz d bynthytnt abhv Adidas b Nike vj;yj
yfpdfnm nt[yjkjubxtcrb byyjdfwbjyysv b jcyjdfyysv yf 'vjwbjyfkmyjv
djpltqcndbb lbyfvbxyjq cvtys uhfabrb b ajnjbpj,hf;tybq, nj cjdthityyj
lheujq gjl[jl bcgjkmpetn d cdjtv dt,-cfqnt rjvgfybz Visa. Ñnbkm
ghtlcnfdktybz ntrcnjdjuj vfnthbfkf, vjlekmyfz ctnrf, hfpvtotybt
kjujnbgf, ghjgjhwbjyfkmyjt cjjnyjitybt ghbcencndbz abhvtyys[ wdtnjd,
bcgjkmpetvs[ yf dt,-cfqnt, bcgjkmpetvsq ihban Whitney,
ajnjbpj,hf;tybz,- dct 'nj yf[jlbncz d ;tcnrb[ hfvrf[ ,h'yl,erf Visa
(hbc. 3). Â lbpfqyt dt,-cfqnf bcgjkmpetncz n.y. White border style,
rjnjhsq d jnkbxbt jn Full bleed style, nfr;t bcgjkmpetvjuj Visa, lftn
,jkmit djpvj;yjcnb lkz hf,jns c ,jkmibvb vfccbdfvb ntrcnf. Ñfv cnbkm
gjlfxb vfnthbfkf vj;yj yfpdfnm j,hfpjdfntkmysv b j,exf.obv, xnj
[fhfrnthyj lkz ,jkmibycndf ,fyrjdcrb[ dt,-cfqnjd. Òt[yjkjubxtcrjt
djgkjotybt - rjycthdfnbdysv, jcyjdfyysv yf nf,kbxyjq dthcnrt. Óxbnsdfz
htrkfvye. gjkbnbre Visa, vj;yj cxbnfnm jghfdlfyysv njn afrn, xnj lbpfqy
dt,-cfqnf yfcktletn lbpfqy gtxfnys[ htrkfvys[ vfnthbfkjd.
Ðbc 3. Visa www.visa.com
Åot jlby ghbvth elfxyjq gthtlfxb jy-kfqy-j,hfpf ,h'ylf - dt,-cfqn
njhujdjq vfhrb Lucky Strike (hbc 4, 5). Îhbubyfkmysq pyfrjdsq lbpfqy,
fuhtccbdyfz htrkfvyfz gjkbnbrf, jcyjdfyyfz yf fccjwbfnbdyjv vsiktybb
gjnht,bntkz, ghjdjrfwbjyyst b bynhbue.obt pfujkjdrb cjplf.n eybrfkmysq
b kturj pfgjvbyf.obqcz j,hfp dt,-cfqnf. Ñ jlyjq cnjhjys, yfkbwj xtnrjt
cktljdfybt ,h'yl,ere d ghbywbgf[ gjlfxb b jajhvktybz dt,-cfqnf. Ñ
lheujq, - vj;yj edbltnm frnbdyjt bcgjkmpjdfybt djpvj;yjcntq
vekmnbvtlbf, f bvtyyj: lbyfvbxyjt bpvtytybt wdtnf b hfpvthf geyrnjd
yfdbufwbb, fybvfwbz pyfrjd gentv b[ edtkbxtybz ghb yfdtltybb rehcjhf,
bcgjkmpjdfybt d cgk'i-pfcnfdrt dt,-cfqnf fybvbhjdfyys[ ajhv,
cj,bhf.ob[cz d kjujnbg Lucky Strike, frnbdyjt bcgjkmpjdfybt pderf b gh.
Ñnbkm djdktxtybz gjnht,bntkz d bpextybt dt,-cfqnf vj;yj cxbnfnm
gj,e;lf.obv r bccktljdfyb..
Äfyyst ghbvths gjrfpsdf.n kbim nhb gjl[jlf bcgjkmpjdfybz abhvtyys[
rjycnfyn d gjlfxb jy-kfqy byajhvfwbb b jajhvktybb dt,-cfqnjd. À bvtyyj:
ghzvjt cktljdfybt dt,-cfqnf ghbywbgfv jajhvktybz gtxfnyjuj htrkfvyjuj
vfnthbfkf (Visa); cjplfybt j,hfpf rjvgfybb, jcyjdfyyjt yf dbpefkmyjv
ghtlcnfdktybb yfghfdktybz ltzntkmyjcnb c vbybvfkmysv bcgjkmpjdfybtv
j,zpfntkmys[ abhvtyys[ rjycnfyn (Adidas, Nike); cbyntnbxtcrbq gjl[jl,
ult bcgjkmpjdfybt abhvtyyjuj cnbkz jhufybxyj ljgjkytyj bynthfrnbdysvb
djpvj;yjcnzvb vekmnbvtlbf (Lucky Strike).
Òfrbv j,hfpjv, exbnsdfz djphjcitt lj jlyjuj vbkkbfhlf rjkbxtcndj
bynthytn-gjkmpjdfntktq, cdzpfyyjt c 'nbv cvtotybt bynthtcf vjkjljuj
gjnht,bntkz jn ntktdbltybz b gtxfnys[ bplfybq r bynthytne, lbyfvbxtcrb
hfpdbdf.oe.cz bynthytn-rjvvthwb. b bynthytn-htrkfve, vj;yj jnvtnbnm
djphjcie. frnbdyjcnm ghbcencndbz d bynthytnt rhegys[ rjvgfybq, f nfr;t
ntyltywbb gj cjplfyb. b[ jy-kfqy-j,hfpf d hfvrf[ ceotcnde.ob[ abhvtyys[
cnbktq. Ïhb 'njv d nhflbwbjyys[ ajhvf[ gtxfnyjq, ntkt b hflbjhtrkfvs
j,zpfntkmyjq cnfkf jncskrf gjnht,bntkz r dt,-cfqnfv htrkfvbhetvs[
rjvgfybq.
Ïhbvtxfntkmyj, xnj pfxfcne. 'vjwbjyfkmyjt djpltqcndbt dt,-cfqnf yf
gjnht,bntkz jrfpsdftncz yfvyjuj ,jktt ltqcndtyysv, xtv nhflbwbjyyst
ajhvs gtxfnyjq bkb ntktdbpbjyyjq htrkfvs. Îlyjq bp jcyjdys[
jcj,tyyjcntq djpltqcndbz dt,-cfqnf yf gjnht,bntkz zdkztncz tuj frnbdyjt
djdktxtybt d ghjwtcc bccktljdfybz cjlth;fybz b, nfrbv j,hfpjv,
cnbvekzwbz tuj r ytvtlktyyjve ghbyznb. htitybz: ,elm-nj gjregrf njdfhf,
pfrfp eckeub bkb ;t djpvj;yjcnm gjkexbnm ljgjkybntkmye. byajhvfwb. gj
bynthtce.otve djghjce. Àdnjh: Ájhjlftd Ä.Â., rfylblfn bcreccndjdtltybz
|