Suchergebnisse

Статья посвящена анализу и сравнению нормативно-правовых актов Украины и Российской Федерации в сфере рекламы с позиции гражданского права. Проведено комплексное исследование как Гражданских кодексов обеих стран, так и отраслевых законов с целью формирования предложений по совершенствованию национального законодательства. ; Article analyzes compares the Federal Law of the Russian Federation "About Advertising" and the law of Ukraine "About Advertising" from the perspective of civil law. Key words: advertising, subjects and objects of advertising, responsibility, improper advertising, intellectual property rights, the offer. The main points of the research: concept of advertising, subjects, objects of advertising in terms of civil law, correlation of advertising and offer, requirements of inappropriate advertising, responsibility in the field of advertising, some legal forms of advertising and brief comparison of the bodies that regulate and control advertising field. The main legal documents in the field of advertising in Ukraine and the Russian Federation are the Law of Ukraine "About Advertising" and the Federal Law "About Advertising". Certain provisions contained in the Civil Code of both countries, as well as the laws and regulations governing relations in the process of production, distribution and dissemination of advertising adopted in accordance with the sectoral laws (for example, language legislation or laws that regulate the media). Ukrainian and Russian laws determines an advertising as information disseminated by any means, in any form or by any means, addressed to the public and aimed at drawing attention to the subject of advertising, the establishment or maintenance of interest in it and its promotion in the market. Subject structure of advertising: advertising producer, advertiser, distributor of advertising, advertising consumer. Improper advertising – advertising that does inconsistent with legal requirements. Ukrainian lawmaker should use the experience of the Russian Federation and to define improper advertising as a generic category, unfair, misleading, unethical, etc. advertising as specific concepts. Russian lawmakers should be regulated in detail using of intellectual property in advertising. Ukraine's experience could be valuable to improve this legislation. We could make a decision about the identity of main concepts, categories and institutions of Ukrainian and the Russian advertising field. But the differences between Ukrainian and Russian law are: the definition of improper and unfair advertising; sponsorship interpretation; currency in advertising; the legal status of product placement; the list of objects are limited to advertise; legal regulation of intellectual property in advertising; self-regulation of market participants; the list of agencies that are authorized to exercise control in the field of advertising; definition of advertising as an offer.

The fields of urban history and visual culture both thrive on expansive horizons. Streets and rivers, neighbourhoods and stadia, festivals and parks populate the work of urban historians, who examine these and other subjects from local, metropolitan, regional, national and transnational perspectives. Viewing these urban themes with and through visual culture increases the potential areas of analysis exponentially. Not only do photography, film, television and advertising produce countless images of urban spaces, visual culture encourages scholars to take seriously the ways of seeing and practices of looking that shape how people understand and engage with the metropolis. Visual technologies, both old and new, make places meaningful in ways that have broad cultural, political and economic consequences. As digital tools continue to make more urban spaces visible to more people, scholars have a crucial role to play in researching, organizing, contextualizing and analysing these myriad urban sights.

A study with 40 real TV commercials and 421 non-student participants confirmed that advertising persuasiveness could be enhanced when narratives are more relevant to a viewer and produce more vivid details. Specifically, greater ad relevance and ad vividness produced more goal facilitation, emotional engagement, and likelihood of decreased ad skepticism, resulting in more positive ad and brand attitudes. Furthermore, the results supported a moderated mediation process, with ad message explicitness as an important moderator. We found that the positive effects of ad relevance and ad vividness were dampened when viewers perceived the ad message to be more explicit.

Testowanie zakresu doświadczenia immersyjnego. Rola relewancji, wyrazistości i bezpośredniości przekazu w reklamach narracyjnych

Badania obejmujące 40 autentycznych reklam telewizyjnych i 421 uczestników niebędących studentami potwierdziły, że perswazyjny efekt reklam można zwiększyć, jeśli będą one bardziej adekwatne dla odbiorcy i zawierać będą bardziej wyraziste cechy immanentne. Przeprowadzone badania pokazują, że ulepszona relewancja reklam i ich udoskonalona wyrazistość dawały efekt większej zgodności celów, wzrostu zaangażowania emocjonalnego oraz wysokiego prawdopodobieństwa Eunjin (Anna) Kim, Sidharth Muralidharan, Heather Shoenberger 10 spadku sceptycyzmu odnośnie do danej reklamy, co skutkowało poprawieniem stosunku odbiorców do reklamy i marki. Co więcej, wyniki badań potwierdzają proces moderowanej mediacji, gdzie bezpośredniość wiadomości reklamowej jest ważnym czynnikiem moderującym. Ustaliliśmy, że pozytywne skutki relewancji i bezpośredniości reklamy były niwelowane, gdy odbiorcy postrzegali wiadomość reklamową jako bardziej bezpośrednią. Słowa kluczowe: reklama narracyjna, relewancja reklamy, wyrazistość reklamy, bezpośredniość wiadomości reklamowej, stosunek do reklam.

The following study case for titulation refers to the creation of a business plan for the commercialization of the products produced by the UDLA Farm in the city of Quito in the period 2016 - 2017, in which the marketing strategies and financial analysis are detailed of the viability of the project The situational analysis of this project indicates that the geographical location in which the facilities of the UDLA Farm are located are adequate for the plant and animal production activity, in addition the products do not have a legal sanitary registry authorized by the competent governmental entity which guarantee the quality of the products; Through the analysis of Porter's Five Forces, it was determined that there is a high degree of competition in the food industry market, such as the larger supermarket chains and small neighborhood stores. There are many substitute products that could displace the acquisition of products of the UDLA Farm. To determine the marketing strategies, a market study was carried out using the descriptive research methodology, using the survey data collection tool, the five star products, the most used means of communication and types of presentation for the products were identified, the results obtained from this analysis showed that social networks are an ideal mechanism for marketing and advertising, the consumer prefers foods from clean production, without chemicals. The strategies to be implemented are: re-launch of the UDLA Farm brand, to improve the corporate image, make a reclassification of the product portfolio to be able to organize offers, promotions and products according to the season; redesigning points of sale such as booths to keep products fresh and free of contaminants to convey an ecological and healthy sensation, creation of packaging with UDLA Farm brand, new payment form, discount of roles. The financial analysis contains the feasibility study using the following tools: VAN, IRR, equilibrium point, NPV adjusted to yield and capital structure of the project. ; El presente trabajo de titulación trata de la creación de un plan de negocios para la comercialización de los productos que produce la Granja UDLA en la ciudad de Quito en el periodo 2016 – 2017, en el cual se detalla las estrategias de marketing y un análisis financiero de la viabilidad del proyecto. El análisis situacional de este proyecto indica que la localización geográfica en la que se encuentra las instalaciones de la Granja UDLA son las adecuadas para la actividad productiva vegetal y animal, además los productos no tienen un registro sanitario legal autorizado por la entidad gubernamental competente la cual garantice la calidad de los productos; mediante el análisis de las cinco fuerzas de Porter se determinó existe un alto grado de competencia en el mercado de la industria alimenticia como las más grandes cadenas de supermercados hasta las pequeñas tiendas de barrio, existen muchos productos sustitutos que podrían desplazar la adquisición de los productos de la Granja UDLA. Para determinar las estrategias de marketing se realizó un estudio de mercado por medio de la metodología de investigación descriptiva, utilizando la herramienta de recolección de datos la encuesta, se identificó los cinco productos estrella, medios de comunicación más utilizados y tipos de presentación para los productos, los resultados obtenidos de este análisis arrojaron que las redes sociales son un mecanismo idóneo para el marketing y publicidad, el consumidor prefiere alimentos de origen de una producción limpia, sin químicos Las estrategias a implementar son: relanzamiento de la marca de la Granja UDLA, para mejorar la imagen corporativa, realizar un reclasificación de la cartera de productos para poder organizar las ofertas, promociones y productos de acuerdo a la temporada; rediseñar los puntos de venta como los stand para mantener a los productos frescos y libres de contaminantes para transmitir una sensación ecológica y saludable, creación de empaques con la marca de la Granja UDLA, nueva forma de pago, descuento de roles de pagos. El análisis financiero contiene el estudio de factibilidad mediante las herramientas de: VAN, TIR, punto de equilibrio, VAN ajustado al rendimiento y estructura del capital del proyecto.

Introduction.--I. The historical aspect: The distribution of intelligence.--II. The modern aspect: The scientific distribution of commodities. The value of advertisement to the producer and retailer. The value of advertisement to the consumer. The technique of advertising. The nature of advertising genius. Service and the modern advertising agency. The possibility of business literature.--III. The prophetic aspect: The scientific distribution of ideas in general. The scientific distribution of state policy. The scientific distribution of political thought. The scientific distribution of literature. The scientific distribution of social propaganda. ; Mode of access: Internet.

Introduction.--I. The historical aspect: The distribution of intelligence.--II. The modern aspect: The scientific distribution of commodities. The value of advertisement to the producer and retailer. The value of advertisement to the consumer. The technique of advertising. The psychology of advertising genius. Service and the modern advertising agency. The possibilities of business literature.--III. The prophetic aspect: The scientific distribution of ideas in general. The scientific distribution of state policy. The scientific distribution of political thought. The scientific distribution of literature. The scientific distribution of social propaganda. ; Mode of access: Internet.

Introduction:The field of "Media Economics" investigates and explains how the economic, financial and regulatory forces influence the operations of media markets and their effects on the society. The media economics field also involves inquiry that focuses on how economic factors produce the kinds of media systems found in societies, determine the ways in which media operate, affect the choices of content and reveal their implication on culture, politics and society.The nature of media economics environment in Egypt and the Middle East at large is rapidly changing. In the past two decades, we witness the emergence of commercialized media networks for the first time in most Arab countries. The existence of the Arab Satellite, the Nile Satellite allowed for media convergence and expansion in specialized, private and directed channels. These channels currently practice a lot of pressures over the politics of countries, and shapes public opinion on political and cultural issues.In Egypt, the media environment have witnessed the development of independent press, television channels and networks, radio stations, in addition to the continuation of state-owned media in general. Although the content nature of most media systems is entertainment and general at large, yet, it tries hard to get involved in politics through current affairs programs that discuss and analyze political and social issues in the country and the world at large. Examples of such programs are: Al Asheraa Masaa, Ninty minutes and Al Beit Beitak.Economic forces affect all media but the means and significance of the forces differ due to the extent that market control, bureaucratic control, and other types of control influence choices, so this research concentrates on Egyptian private satellite channels. Importance of the Research:The explanation of media economics phenomena add understanding to why and how the media environment in which we exist is produced and how it affects a variety of social, political and cultural concerns. The development of technology and the changes they have brought to media markets – specifically the broadcasting industry-- have spurred research and interest in media economics. It is a field of inquiry that has much understanding to offer to contemporary debates about media and whose influence is growing stronger with every passing year. Research hypotheses:1. The more private satellite channels increase in number, the less advertising revenues they get as more space is distributed over the same advertising pie .2. Despite the existence of innovative sources of income through new media and interactive media, it constitutes a minor source of revenue compared toadvertising.3. The supporting industries that aid in raising the revenues of satellite channels are well established in Egypt.4. The current environment of selling advertising space on satellite channels contributes to sustainability of channels in the future. The study sample:The sample consisted of selected owners and managers of private satellite channels airing through the Nile Satellite, with concentration on channels that are owned by Egyptians and run from Cairo. It also included managers and executives working in supporting industries of media as research agencies that measure viewership as well as media buying agencies that buy advertising time for advertisers.Methods of data collectionThe study uses case study as a method. It utilizes in-depth interviews with the selected sample of media owners, media buying agencies and research agencies as well as secondary data collected.Findings:Advertising plays a great role in achieving sustainability for private television channels, as it guarantees income that would cover the high cost of airing and producing programs for the channel. Modern technology presented innovative techniques of achieving income for channels, but yet, it still represent a small portion of income for satellite channels.The environment of private satellite channels in Egypt is flourishing due to the existence of basic supportive services as research that measures viewership rates and media buying agencies that is specialized in media marketing. Finally, there are several variables that interfere in predicting the future of private satellite channels in Egypt: the economic recession, the practices of media buying agencies, the current system of media marketing, the global system of alliances and conglomerates.Recommendations: - There should be some sort of cooperation between the different private satellite channels in the area of detecting viewership research results. - Discounts on advertising prices should be arranged between the different satellite channels, so they can all agree on a specific level of discounts and reduce the manipulation of media buying agencies with advertisers when distributing their spots across the different channels.- The chains of media buying agencies should be eliminated. Each channel must have it's own staff of media selling and dealing directly with advertisers who seek spots of specific programs.- Satellite channels must search for new and innovative techniques to generate income through production of programs that are new and different.

J. Baudrillard, analyzing the phenomena of cinema and television, reveals the peculiarities of modern means of mass communication. The role of such media that intensively affects society is to produce spectacular but meaningless messages; the formation of a certain outlook and lifestyle of members of society; creation of a socially passive and easily manageable mass of consumers; the removal of individuals from social reality and immersion in pseudo realism, or hyperreality; simulations of existence, in essence, of lost social, political and cultural spheres.The present state of social processes by J. Baudrillard characterizes as production not of material things, but of symbolic entities, which refer to the same entities, forming a quaint structure of autoreferencing (for example, the advertisement of a product that generates a non-existent need in it).«System of things» is a way of organizing a material world in which a person lives, and things intended initially to provide comfort, appear as factors that determine the social structure.Therefore, from the point of view of Baudrillard, the «system of things» determines the processes of human relations, systematizes human actions, and, in turn, is determined by them.In order to stimulate demand for goods, it is necessary to reveal a desire, but to a certain extent, because the intensions which are not restrained are in their essence devastating. Therefore, the task of advertising in terms of its social functions become maintenance and the interpretation of desire within the framework of generally accepted norms of conduct. When buying things, people are striving for an ever-vanishing ideal. To approve and regulate such a way of dealing with speeches is advertising, the purpose of which is not so much to promote the sale of a particular product, but to introduce into the consciousness of people a holistic image of society, «to give away» their members material goods.Advertising in the opinion of J. Borodyar is characterized by the following aspects: personalization, forced differentiation and multiplication of non-essential differences, degradation of technical structures in favor of production and consumption structures.It is important to note that in the opinion of the researcher, consumers of advertising based on direct information about goods or services (non-acceptance of imposition, constant repetition), at the same time, are positively related to the very fact of the existence of advertising.Criticizing advertising as part of the «system of things,» a French sociologist notes her need for modern society. ; Сущность рекламы в теории Ж. Бодрийяра заключается в трактовке ее как средства массовой информации, которая исключает возможность ответа, что делает невозможным любой процесс коммуникативного обмена. Этот вид некоммуникации имеет своей целью социальный контроль.Представлены теоретические основы формирования концепции «общества потребления» и раскрыта роль рекламы в современном дискурсе потребительства.Показано, что современные средства массовой коммуникации интенсивно влияют на социум, производят ложную реальность и отчуждают индивидов от социальной действительности.В статье дано определение понятия «гиперреальность», которая понимается как сфера симуляции, где происходит смешение экранных образов и реальности, действительного и телевизионного времени, частной и публичной жизни, внутреннего и внешнего, настоящего социального бытия и воображаемого пространства, в результате ее трудно отличить от реальности настоящей.Доказано, что в работе «Система вещей» Ж. Бодрийяр указывает, что сила рекламы базируется на вере в нее массового потребителя. Суть этой веры – в так называемой «функции инфантильного одаривания». Эта функция создает у человека ощущение мифической причастности, что имеет в данном контексте социальный характер. ; Сутність реклами в теорії Ж. Бодрійяра у трактуванні її як засобу масової інформації, який виключає можливість відповіді, що робить неможливим будь-який процес комунікативного обміну. Цей вид некомунікації має своєю метою соціальний контроль, маніпулювання особистістю і придушення свідомості людини.Представлено теоретичні основи формування концепції «суспільства споживання» та розкрито роль реклами у сучасному споживацькому дискурсі.Показано, що сучасні засоби масової комунікації інтенсивно впливають на соціум, виробляють хибну реальність і відчужують індивідів від соціальної дійсності. Розглянуто поняття «гіперреальність», що є сферою симуляції, де відбувається змішання екранних образів реальності, справжнього і телевізійного часу, приватного та публічного життя, внутрішнього і зовнішнього, справжнього соціального буття і удаваного простору, в результаті її важко відрізнити від реальності справжньої.Доведено, що у роботі «Система речей» Ж. Бодрійяр вказує, що сила реклами базується на вірі в неї масового споживача. Сутність цієї віри – у так званій «функції інфантильного обдаровування», яка створює у людини відчуття міфічної причетності, що має в даному контексті соціальний характер.

In Chile, publicity is only regulated with regard to misleading advertising, or alternatively it is viewed from the standpoint of the protection of the right to honour and personal image visà-vis freedom of expression, primarily that of mass media in the exercise of journalism. There is, however, no legislation regulating the abuses incurred by advertising from the perspective of the fundamental rights of consumers. This paper aims to show that the self-regulation of advertising companies through the Council of Self-Regulation and Advertising Ethics has resulted in a lack of legal limits as to the kind of adverts that can be produced, so that a wide range of images and messages can be presented, even when they violate the human rights of women by means of discrimination and sexist stereotypes. In order to do this, I examine the abuses of advertising in a number of well-known cases from the perspective of the fundamental human rights, and women's rights in particular. ; En Chile la publicidad solo está regulada respecto de la publicidad engañosa o está vista desde la perspectiva de la protección del derecho a la honra e imagen personal ante la libertad de expresión, en especial de los medios de comunicación en el ejercicio del periodismo. Sin embargo, no existe normativa que regule los abusos de la publicidad desde una perspectiva de derechos fundamentales de los consumidores. El presente artículo pretende demostrar que en Chile la autorregulación de las empresas publicitarias, mediante el Consejo de Autorregulación y Ética Publicitaria, tiene como consecuencia la inexistencia de límites legales al tipo de publicidad que se produce, pudiendo esta representar imágenes y mensajes de la más variada índole, incluso vulnerando los derechos humanos de las mujeres mediante la discriminación y el uso de estereotipos sexistas. Para ello, se aborda el problema de los abusos cometidos por la publicidad, desde una perspectiva de derechos fundamentales, en particular de los derechos de las mujeres, mediante el análisis de un ...

Emptiness is a key word in several post-Soviet Russian novels of the late 1990s. One can find it as well in Vladimir Makanin's "Underground" as in two novels written by Viktor Pelevin, "Generation 'P'" and "Chapaev and Emptiness". After the fall of Soviet power Pelevin's cynical hero from "Generation 'P'" changes from literature into advertising business, and in his novel "Chapaev and Emptiness" the legendary Soviet Civil War hero Chapaev transforms into a preacher of quasi-Buddhist nothingness. Makanin's hero, the writer Petrovich, renounces of his profession in order to work as a watchman in shelters for the homeless. His self-abasement is in accordance with the tradition of kenoticism (derived from the Greek word kenós = empty) which played an important part in the history of Russian religious and cultural life. Criticizing the hypermoralism of classical Russian literature Makanin outlines a new image of the writer which is opposed to the Russian literary myth but still propagates moral and religious values. Pelevin's novels which reflect the relativism of postmodern poetics focus on another issue – the blurring of the difference between reality and illusion. In "Generation 'P'", mass media and advertising produce deceitful simulacra of reality and in "Chapaev and Emptiness" the deconstruction of Soviet mythology assumes the shape of a nightmare. Unsurprisingly, among the imagery of emptiness Malevich's famous "Black Square" including its numerous equivalents as black holes or all sorts of empty spaces is rather frequent in the three novels. Emptiness may be considered to be a characteristic trait of the atmosphere of the 1990s when Russians felt to live in a cultural vacuum somewhere between state economy and unbridled capitalism, between Soviet order and "post-slave" (Makanin) chaos.

Malta's labour topography resembles that of industrialised states, with a negligible agricultural segment, and a substantial industrial and service oriented labour force. But, apart from five modest gifts of nature - sun, sea, sand, salt and stone the archipelago is bereft of mineral or other exploitable resources. Cheated of economies of scale and limited by insufficient indigenous investment capital and lack of state-of-the-art, technological competence, the island archipelago has had to earn its keep by mainly advertising itself as an attractive base to others. Today's 'cargo' - tourists, finance, pleasure craft, merchandise - has replaced the military strategists and colonial administrators of the not so distant past. ; peer-reviewed

Review of: Beyond Consumer Capitalism: Media and the Limits to Imagination, by Justin Lewis. Cambridge: Polity Press, 2013. 232 pp. ISBN 978-0-7456-5024-1When critics take aim at a society gone awry through an obsession with consumption, wealth and individualism, their arguments are usually about political interests and structural forces. Justin Lewis's book is a breath of fresh air, not only because it's beautifully written and argued, but because he asks us to think about these pressing problems on an imaginative level. Imagine, he asks, if advertisements were banned? Or imagine if advertising creatives were told to produce any story rather than one aimed at selling?

Previous work on negative political advertising focuses on candidate characteristics and electoral circumstances; it reveals inconsistencies in the effects of party, incumbency, gender, and competitiveness. I argue that one important set of variables has been excluded: the consulting firms who produce candidate advertising may influence negativity. I explain variation in attack ads and negativity across campaigns for the U.S. House of Representatives in 2002 and 2004, finding that particular consulting firms run more negative campaigns, regardless of electoral circumstances. Idiosyncratic preferences of campaign consultants thus influence the character of campaigns. Adapted from the source document.

Many people find electoral politics dissatisfying. This short collection of axioms offers some reasons why such dissatisfaction seems inevitable. Astute readers may infer from this that participation in civil society provides a useful supplement to casting a vote as a means to produce desired change.