. . PR 330 65.290-2 82 . . 82 — 624 .: . ISBN 5-8 183-0270-9 PR: / . . .— .: , 2004. 2 — , , , , , — — ... . , . 65.290-2 . . ISBN 5-8183-0270-9 © . ., 2004 © , 2004 .-; 1. " " , , , . : .....................................................11 .......................................................13 ................................................19 ........................................................................................23 .....................................................................................25 ........................................................................29 : ..........................................35 .................................................................................38 ...............................................................................46 .....................................................51 ............................................................................54 : PRESSI ( HERSON ) 3 ....................................................................63 ?..........................................................76 ?...................................................................78 2. .......................................83 ?........................................................87 ?........................................................................................90 ................................................................................................93 ......................................................................106 ............................................................................... ..............................................................................113 ................................................................117 ...........................................................................119 ...........................................128 .........................................................................................135 ...............................................................................135 crisis management.................................139 ...........................................................................146 - 3. : ?..................................................................155 ........................................................158 .............................................................................................164 ?.........................................................................171 ......................................................................................172 , .....................................173 ............................................................................176 ...........................................183 .....................................................................186 4 ..................................................................190 4. ...........................................................195 ...........................................................197 ?..........................................................................201 .............................................203 .....................................................204 ..............................................................................207 ......................................................215 .....................................................................................226 ................................................228 "S"....................................230 5. : .....................................................................235 .................................................................................238 ..................................................................241 .....................................................................................245 ................................................................................247 ......................................252 ....................................................................253 ...........................255 ........................................................257 .....................................................258 ....................................................261 .............................................................263 ..............................................................................265 .....................................................................266 .......................................................267 : PRESSI ( HERSON ) 5 ?..................................................................270 6. 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PR..........................................................................................379 8. : .......................................................383 ?...................................................................385 . .............................................387 homo sapiens.....................................................................388 ...........................................................................389 ..............................................................................391 ...................................................................................395 ................................................................................396 .....................................................................................398 ...................................................................................399 ...................................................................................400 : PRESSI ( HERSON ) 7 ..............;......................................................................401 ................................................................................404 ..............................................................................410 9. AHA ...................................................................................415 ( ).......................................417 ..........................................................................424 ..............................432 .................................................................440 .....................................................................................443 .....................................................................................................447 ......................................................................................453 ..................................................457 ..................................................................................459 20..........................................................................461 ......................................................469 ......................................................................470 ............................................472 10. " ?..............................................479 .......................................................480 ........................................483 ......................................................................485 ..............................................489 ...................................................................490 .........................................................................491 ..............................................................494 ................................................................................495 8 ?..................................................................................499 " ........................................................................502 ..............................................................................504 11. ?( ) , , ...............................................................511 .................................................................................513 .....................................................................515 ....................................................................518 "..................................................................................519 .........................................................................520 ........................................................................522 ..........................................................................523 .......................................................................525 ......................................................525 .....................................................................................................526 ................................................................................527 ...............................................................................528 , , ............................................528 ...........................................................................530 ...................................................................530 ....................................531 ..................................................................................533 12. ........................................................................539 .........................................................................................547 ..............................................................................548 ...................................................................549 ..............................................................................550 : PRESSI ( HERSON ) 9 13. " P.S. .................................................................551 ................................................................................552 ...................................................................................553 ..................................................................554 ................................................................555 ..................................................................556 ...........................................................................557 .................................................................................558 8'/2...................................................................:.............559 " ..................................................................................565 ................................569 .........................................................573 .....................................................................574 ..........................................578 ....................................................................581 ........................................................582 ....................................586 ............................................................................588 " ..........................................................589 ".........................................................................591 ................................................................................592 ..........................................595 ....................................615 ' 10 : PRESSI ( HERSON ) 11 1. : " " ; ( ) " ", . . . , ". public relation (PR) . , , , , , , , " ". . " , " "i ", " , " " " i . ! . , - . . : . , - ". " MI " - . . - . . . ", " . ", 12 ? , . . - . . . . , , . ) , . , . , , . , . , , , XX . . . , " , , , : " " ". , , , , . . . ? - , , , . . , . . " ". ... : PRESSI ( HERSON ) ... , 13 - , , , , . , , , . . , . , , , , , , , . , , . . . , . 90 - , , . . , , , , , . , , . - . . , , , , . , , . , 14 , , ( ). " - " . . - . , " . " . . " , . , . , " ", , " ", . , , , " " . . . . , : , , , . , , , , , . . , , , . " ". . , : PRESSI ( HERSON ) - 15 . , , , ". , . . . . . . . . , ! 1 . ! " 1 . , ," , , ", . , ' , ". . " , " , . ", ( ), " " " , , . . . - . , , , . , , , , . . . 16 90- . , , . Time Warner , , , , , , , , Time. : CNN, TNT, Carton Network), Worner Brothers, 2000 America Online. 260 . : Walt Disney, Viacom, News Corporation, Sony, NBC, Bertelsmann. , , . 90. , , , , WPP Group . . 80Saatchi & Saatchi. , - WPP. . , , Ogilvy & Mather Worldwide, J. Walter Thompson Co. PRHill & Knowlton. WPP Family tree, 1999 ( . ). , , . " " " . : PRESSI ( HERSON ) 17 90. , , . : ". , , 18 " " . , . , . 90. . , , . ", " . ( ", ) ( ). , . , , . . XIX-XX , , " (Noblesse oblige) " , " " (Richesse oblige). . . , , " "( ), . . " " : PRESSI ( HERSON ) . , 19 " " " ". " "XVI-XVII . . , XIX , " " "-" , ". ". , :" - - . . ) . ", " Smirnoff. PAREX " /Gloria" "9" ( . , , , . - , . , , , , . 25 70%. . , , ," ". . . , , , . - . . " . , , , , .- , , . 20 , : . - , ". . " ", , , ... . - XX ", , . , . - . - . : . . , . , , ". , , , . , , . , " " . XX , " : PRESSI ( HERSON ) . " " ". 21 , " ". . . . . . " " XX . . , " , , " . , " " . . . , , , . . , - , , , , . XIX XX . " " - - " " . , . . , . , " ", ". 22 , . : , , , . , , . XIX " XX " ", " ", . . , " " " , , . ", " , ", " ", " , " . 20. , , . , . 30- " ", . , , , . , . , . , , : PRESSI ( HERSON ) 23 . , , , " "-" ". " "- . . XX . . . . . , , . , , , . , , , , , , , . , , - (www.prcentral.com'). . . . - 60, . , , , . , : , 24 ) " " . , , . , " " " ". , , , . . ) . " -2000", , . , . , . , , , . , , , , , , , . , , - (www.prcentral.com'). . . . - 60, . , , , . : PRESSI ( HERSON ) , 25 , ) " : " . , , . , " " " ". , , , . . ) . " -2000", . , . , , , , , , . , , . , , , . , , . , , . , , 40 . , 10% . . , , : " ", " ". , ", 26 : ( , , ), , ( ), , ( ), . 90- , , . , 1993 , . . 90- , , . 2-3 , 1998 , . . , . , Unilever, Nestle & G, , . , . - . . " " , " . ) "Thisgame has no name " " ). , , " , . : "The medium is the message ". , " — : PRESSI ( HERSON ) , ". ". ( 27 . , . , . , , . , . , . , . , . , , , . ? "GENERATION'TT'. , ". , " ", . . , " ": , - ". , ". -" , -- ". " " ", " . " ] " ", ", , , , XX . , . 28 , 90- , , . , ", — . . - , , , , . , - , , . 10 , , . , , . , , ", - . . , . . " - " : - ". - . " ". , , - . - . , , , , , , . , : PRESSI ( HERSON ) 1996 " " 29 . "" " : , ; . - ", - ", , . XIX : , , ..." , , , , . , , . , " " . , . , . , . , . , . . . " ". — , . , . - , , . 30 . " "Coca-Cola - ". ", . , , " ". " " . , Libresse , . Nokia - Jedem das Seine (« , »). . . , , : , , , , ; - , , ; , (weariness - ) . : PRESSI ( HERSON ) 31 , - , , , , . : " "( ), " " "( ). , ". , , ". , : ". , . , " , . " . . : ,- . . , . . . . , . . , , . . . , . , . , , 32 . , . , "X", . , 23 1989 , , " ", . 1999 1998 10- , , . - , , " , , " ... 1£ . ? 1971 Greenpeace - . , . , , , - . , . . . , , , , , . , . , . , , " : PRESSI ( HERSON ) " , . 33 . , . " , " , - . , , . , , , " . 1999 , 11 . , , " , " " . . . . , , , , , ( " " ). . - . - . public relations. . PR , . : , 34 , , . , - , . " " , , , , . , , . , . , , , ( ), . , , , ), , . . , , , ... "( " ). , . :" ", " ", "! " "! " : PRESSI ( HERSON ) ", ". 35 , - , I . , 1982 , : ". : \ - ". , , -1 -1 -| : , , , . -I , ". , ", " ", -1 ", " , , ! ". ! . . 1973 " " ! , , ". ? 36 . " , ". , : ( ), , , , , , , . , . , . . . . , , ( ) . . , , : , , , , . , - . , . -" ", , . . ( , ), , , . : PRESSI ( HERSON ) , , 37 ( ), . , , -publik affairs ( ). TepMnnpublik relation ) . Corporations communications, Public affairs. Marketing communications, , , . ' , . , , : ) , -\ \ , ). ) Media relations: ( "spin doctor ", , , , , -! -\ ). ) , , ). ) , . Crisis management publik information -] 38 -1 , , , , -1 , , . ,j , , ,j . , . , I ,! , . , , , . , , 90- , , . , -" ". , . , , . : , . : : PRESSI ( HERSON ) 39 "— , , 1807 . , " " " ". " , . , , . " " " " " . , " 1882 , . , . , - , . - , . . , , , . . , . " " (1923 .) . . . , . . 1919 40 ] " ". 1923 . , " j , - " . " ". , ,- , ". " , : , . . . . . ... . " " . . , . 1929 ( , 50- . ) " , ", " ", . " ", . , . - ", , . , . , . : PRESSI ( HERSON ) 41 " , " 85% , . , ( ") " , ". , . , , . " " . : , , , . , , . , , , , " ,* ' - "- , , , , , , . , , . 1925 " ] " " ". ", , , 42 \ . 1 . " " ( XVI , ) fide. , , - Congregeratio propaganda , . . , . " " agitprop - " * " ). . XIX " ". XX (1856-1918), ( ), : 1917 . ; . , - - . . " ?" (1902). propagate . ( ) , , ( ) . J . , : PRESSI ( HERSON ) . . 43 ) - , , " " ". . , . . , . . , . . , , , . . , . . . - - - . 1928 " ", " , , ". " ° . , " , " . 44 XX . , " ", " . , ". , . , 1918 ". ". , . , " "- " . , . . ". , . , — , - ", -" . !" ( ] 1 " " , I ] , . . , " , - : !\ . GENERATION " "). " . . . . 1 . . '• I - ,I : PRESSI ( HERSON ) - . ". 1 " , , ". - 45 , " , ", : , . ". 20" ". 30- " . . , " " . . Bohn . Mass media. P. 421) " " , , 70- (Hibler R., : . ". , , " : " , " " , . , . , . . ? , ?" . . , , . " " . , . 30-40, . , - , , , . 46 . ( , , " ", .) , . , . , 40- . , 30-40- . ", " (" ") 40, ", . , , " . ", , . 80- " ", . , 30- , . : , , . , 30—40. : 1. ". :" : PRESSI ( HERSON ) . ", " 47 ", " ", " 2. " " ", . . " , . , , : ". , . , 1919 : ". 3. ". . , . , , "V" " " . , 30- - " 4. ". . ". , 1980 ) ". 5. " ". , , ", " . " . . ( 48 . , . , " ". 6. " ". . . , ". " " : , ". 7- ". , . . ° • , ". , . , , , . 9. ". "( " " " "), , " 1991 . . . . " : PRESSI ( HERSON ) ", 49 . . . ", , . : ) ) ( ); , . " " " " . " " , . - . , " - ". - . " " ", "- . . . . . . . " " " ", , . , " , ". 50 , , . . . , , , . : ". , 1998 , , , , " " . 3 . , . , " . " ". , . , , , . . : . , , , , , . " . . , . ". , , " " . , . . : PRESSI ( HERSON ) . : 51 ", " ", " ". , . : , , . . . . , . , -! . ": " , ". , . , . , , , . . , , 90- ; , . , . , , , , , , , , . , 52 . , , - , . , . ", " . , , , . . " ". . - . . 1993 " (CNN), a 1998 ". 1999 . 19 , " ". 15% " XX . . " XIX , : " , 1994 1999 , " . ". , . ". , , ". . . " : ". : PRESSI ( HERSON ) 10 . ". , ", " . > 53 . , ^ . ... - . - . , "Do ut des" . , " . " . , . , , , " . , ", . , . - , , , - , , * . , . , »' , , " ". , . , , ", " - ", " : ", " 54 ~ ?", " ", " ", " ", " ", " ", " ", ", " ", " ", " ", " ", " ", " ", ", " ", ", ", " ", " ", " ", " ", ", " ". . , . . . . " ). , " " ) , " " ", ". , , , , . , , . . . , : PRESSI ( HERSON ) . . 55 . , , : , ". - . . , " " . , . , - , , . . , . . ( ) , . , . , , , - . , , , . . , , , , , , , , , , , , , - , . - , , , 56 . — . - , . , - , . : , , , , . ex-USSR, , " XX , , " . , . , . . , : , , , . . : , ; , , , . ) , , , , . , , . . , . : PRESSI ( HERSON ) , , , ! 57 , : , . - . , , . , , . . , , . , , . , . . , . , , . 20, , " (1922 .). , . " . ! , , : ! ! ". ... , . . , . ( ), , . , , , . 58 : , , , . , , , ". . , . : , , , , , . , , , /.../ , , ". , - , , . . 50- , . . , . , : , , , , . . - . , , , . 1918 : — , ... - , . , , ". : PRESSI ( HERSON ) 59 . . ". , , . , , . , , ", " " ", " , . . ", ", " ". . , , . , 1999 , , " ", " - ": . , . , , , , , . | . , 60 , "- , , . , , . 90- . , . " ", " , , ". , , . . . - . , . . " - , . , " " . " " ", " . . " , ", , ". . « . : PRESSI ( HERSON ) , " , 61 . . . . , . 30%- , , ". . , , . . . , . , 80- , . , ?". - , . , , , 90- . : , ". . . ° . ". , ,> , 1 " " . , : , . , - , - 62 , : ". - , " , ", , ". , " "- , , . . . . " " . , ". . , " ", . : - . " 1861 ", . , " "( " "). , " " , . 90- : ", " " ", " : PRESSI ( HERSON ) , , ", ", " " ", " ", ". 63 90- " " " , " " , ". , . . . , 40-5090, . - , . , ( , ) 30%. 51 % 1948 . , ( ). 90- , 1996 , , , , , . 1999 - " . 1996 , "( , ) , , ( )- , . , . ". ' - " , 64 ". \", " - ). " . . , ", ", "- . " " - -USSR 90- . - , . , " " ", " ", " ", . " , , , , " ", , , , , . " " . . . . . 29, 4 : , . : PRESSI ( HERSON ) , ..." ". 29, , 5: 65 1995 , , . , ..." 1999 , " , . , , , . , : , , - , , . ", " " ...", . " ..." ", 8 . , ". , , . , , , , . , . , , , , . , ". 199981999 . , 66 . " " , . , " , , -6, ". . , , " " . . 8. , - .... . , . , , . : , 1995 ". . , . : ". . 1996 . , . , . : PRESSI ( HERSON ) . 67 , , . , : "). 2000 , ( , , , ," | ", ", " , . : . - , . , . 50- - " " . ] , , . . ) . . 90- , , . . . . . ( ). . , . " . . . . . , ..." - , 68 " ". . . XX "- 60, . , , . , 1886 , . , . , . , , - . , . , , , . , , , . , . . , . . , , , , , , , . . : PRESSI ( HERSON ) - , 69 . : , - , :" , ". . 1995 . "Eggs" BBDO, , . . . Klein Benetton, , , Calvin , , . . , . , , , . , , . , , , , . "public service . announcement" - . , . , , . 70 . 150 . , " " , . , . , " . . , ". Soni 1995 Soni. , , . , , - , " " - : ; " " ; ; ; . , . . - . . , , . : PRESSI ( HERSON ) . 71 . , , . XX ( , ), , ( ). . 2000 . 1999 31 , , , . ", . . , , > , . . , , , , . , , , . . . , , , , ", - " " . . . - . " , ". :" !" " ", ... , , 72 . " " : " ". " " . : , , . , ", - , " - " , . , . , . , , , , . . , " , . " , " , . . - ". , : , , , , , , ( , ... , , . , " : PRESSI ( HERSON ) . Generation " "). ) 73 , , , , . 25- , . , , , , , . " " , , " " . . " " . , , , . : " , , , ". , , ". , . , ? XX 74 XIX , XX . , , . . . : . ) ". . ( ) . , ( . , . - : ( ), ), ( - , , - ). , . , . . . , , , , , , . . . 50- , , . , , . . . : , : PRESSI ( HERSON ) ". 75 (motiva-. research). , , , , , . . ," " , , " , . , ". , . " ". . ", - . (bihavior- ) . , : , . , ia . , , . , ( ( , , ). - , . 40- ) 76 . - . . , . (cognoseere- . ) 60- . , . . , , , . . : - ); ); ). , . , 70. : PRESSI ( HERSON ) , . 77 , ". " . . , . . . , ". ," ", " " ( ), " " . , . - . . . " . , , . , . , IAREP ( • ). " " . , . , , , . 78 , , , , , . . , , , , ", . (NLP) , , . . .-,,,. ,, . ° XX , - , . 70- - . , . 56 , . 1979 " ". . , , , ? ". " " : , . : PRESSI ( HERSON ) , , , . 79 , . " " " " , , ( ), . ", . . - " " " . , , ". , " , " , . , , . , , , , , , , , , , , , . , . . , " ", . . ( , , , .). *. ," ( ". ". ). ( , ). - 80 . - . . "Elle Due"— ( ). . ! ( " ( ," "). ). ". , . . Vidal Sasson. Wash & Go ( ( " "). - SONY. KNORR - " ). !( " . "). . . . , , , , - . , , . . , , . , , . . , , , , , " , 1998). : PRESSI ( HERSON ) . 1 . , . 1997 81 " , " . , 20 . . , . " , . , . " "-" ". - , . . . : "- . . . 60- , - . ( , .), . ( ) . (300 . . . ), 82 , , " ". . " 25- " " ". , 24 . , 25- , , . 0,05 (0,03- ), . " " , " " ..." " . , , " ", . , 20-30% , . , , . . . 10 , ? . , . , , ,^ 1997 ' , , . , . , . : PRESSI ( HERSON ) ( , , - ) ," , " 83 " " , . , " " . " ". , . , , , , , , . , ", " " , , " . , . , , , . , , , , . ( ), , . , , . , , „ „ ' ^ . . 84 *** , , . , . . , AIMDA (attention — , aktiviti , ). , desire - , interest - , motive - , , , , - . , . . . , ", . , , , , , , . - . ... . , , . ( ) . . : PRESSI ( HERSON ) , , , 85 , 1 , , - , , , , . - , . , . , , , , , , . . . , , - . , , . ? , : . , " : , , ". ( . . 77). , . . . . , . 86 , . - . : , , - , ". , : , , , , .( .) : , , ... - , . , ; . , , , . , , ," " . : "Revlon - ". , > . , 50- , - ' - , , I . ? • . . , , . " " , . : PRESSI ( HERSON ) . , 87 , , , . - , , , . , , " ", " " , " ". , ( ), " " . , , . ", , - ! , . , , , , . ? , , , . , . " , , ". - ". 88 , . , , . . : . , , , . , , - , , , - . , , , . . , " , , , " , - , , . , , . : , - , , , , . , tenue , . - . . <( . , , ", : PRESSI ( HERSON ) , . 89 . , - , . , . , HI . , . . , 20- " " " , , , , , , : , ". 2. , : ". XX 90 XX " " « , . . , , , . , . 20- , . , . , (advertaising), (direct marketing). : (public relations), , (sales promotion), . ", " ", " " ", " ", " , ". " " . , . , . . , , - : (publicity). , ), . ( , . , " . " , : PRESSI ( HERSON ) , : , . , , , 91 , , . : , , , , . , , . - . . . , . - - . promotion, . . . : , ". . . , ( ) , " Coca-Cola, - : , " ". » , . . { . . . <" , . " " ", " :" ", " ! " , . 92 . , , , . ". , , , , , . . , . : . - , , . - , , . , . , , . - : 1. , , . . '• , . . , ) ( ( , , , ). -« . ' . [ " . '°- , . ". ~ , : PRESSI ( HERSON ) -^ , :" , 93 , , . ' , - , . , 20. , . ' , - - , . . , - 90- . . . - " ". . -2000" . , . " , " 2001 , " 2000", . 90- . : - . , . . - 94 < " "( ). ' - " "). ), promotion (npodeuoiccnue). ), price ( : product , , ^ , , . * , , , . , , , , : , , , , , , - , . , . - , , : - - . , , . , . . , - "promotion " ) . , mix, : , . : PRESSI ( HERSON ) , , , - 95 . ? , . * , - , . , , " '' , , . . " " : , . , . . " - , - , ", 0. . , , , . . . : . "shit , happens" ). , . . ^ , 96 . . . ..... .-- , . , , . - , " ": , , . , . . . . " " . . , . , " , . , . : , - 90!»"1 : , • " ; ; ". * ) ; : PRESSI ( HERSON ) 97 , ? , -, -1( ? - , , ). , , " 60- . " . . " ". , . - , . : . , , . - , , . . , . , Wy . , . , , 98 : ( ), (" 1") "genera ", " ", . , , , 2000 45-55 . . , 1946 1960 , » " ) 1990 , ". , . , ). . , , , " , "( "X"), 35 , . " , ", ! , , . , , , , 1 . ). '« . . . , - - , , , . , . - , , , . : PRESSI ( HERSON ) , 99 . . 4-20%. . , . . , . , " " . , " - " . UPSA Stearling Health. ; . , , . , , - , , , ^ - . , . , , , - . " " 2000 . "Comcon-2" ". " , 500 " 0% - 3000 . " - , 30% . - 100 . -] , , , , . , , - :" "; ; - ; . , , " . , ( ), ( ), ( ). , , " : ' , , ". , . , ," . . , . , . . : PRESSI ( HERSON ) . ". 101 , , ! , . , . /""( . ^ , , : - ( ), . , " " , . , . . , , 20: . , , ." " , , " . ", , ", " ". XX , , 102 , . , , . , , • , , , , . -""• -' , "I4fl ~ ~ . ' ( - ( > . ) ) : ; . . ) . ". : . , , . . : - ; : PRESSI ( HERSON ) , , 103 — ; - , . , . , . . ! " , " ) . , , . . , ( , . , . . " , -^ " ": , - , , , " " " , " , , , . - - ". . " " " ". , 104 " ". . . , , . DAGM AR, " ". , ,- , . . DAGMAR: • . . , . • . . , . "fj0 ° : , . ~> , ° ' ". , 1998, . . , , 2001 90- . , , , . : PRESSI ( HERSON ) . 2000- 105 : , , . . : " " , , " , ™" , . , . : ) ; ; ) , » ,i . , ) . , . , .1 t . setting ( -1 proposition). ), (unique . : -* -" . ( . , . ) 106 . ". " . ! " " ". : . . "Nissin". , 1997 " , ". , . , : , !" 1. . . . , ", : " . , , ) ( . , , - , . , , . . " . " . "Lucky Strike". . , . - . " . " ". . ". . » : PRESSI ( HERSON ) , 107 . ^ . . . , . . . . . ", " . ". ! : , , " , ", , . , , . , , " , 70- , . , , , " » (1973 .). . . . . . , 108 " , "31 ". " " " - " : , ". . - " " . , , . , : . . , . . . " " . : , . " ", : PRESSI ( HERSON ) , - 109 : - . ". , " " 1 ' , /, , 3,7 " . : ", " ", " , ", !". , » XX Apple Macintosh. . , , . 1977 80- : - . 90- , . , 75 , 13 . , , ( ). , , , . : !", " !" (Think Different). , . , . : , , " , , . '> 1 " , , , , ". ", . 110 , : Carlsberg. , , . "Elephant". , - , CALSBERG: " " . , 0 , , , . '• 1858 " , " 1978 " ( 1871 ) " . , . ", - ". . , . , , , , " " , . 90- ., . , 90. , / . : : ). Budweiser). , : . : PRESSI ( HERSON ) UPS). . 111 . NN. " ". * , '°3 . - " ", , " " ". " , , . (Product Placment). . . , Testimonial, ; . 2 . " ", Shell. " , Shell. - . Shell. . . 112 30, . , ) Olive Oil. . cepw " * Smirnoff, BMW, Ericsson, Beretta ' , BMW " . . J WT ( ) 1878 , 0] . . . ," " -f ' " ^ ". -" "( ), " "( 1 !" ( « Bosch-Siemens). ), " 90Marketing Association), Product Placment. "( ), ERMA (The Fntertainment Resources , , . . " . . . , " : ". . , , . XX : PRESSI ( HERSON ) . , 113 60- , . . 60- "3 + ". . , . . lera , . : , - TJ 90. . » . : Freguency ; GRP- , ; Reach- , . , . . 114 . , ( ), . . . , . . , . : ^ , ". : 1. 2. 3. , . . " " ". . MA CTEPCTBO . :" , , , . ' . :" : PRESSI ( HERSON ) ", " , , ". 115 ". , . , . , " " . , . , , : " , ", , ^ . , - , . , :. " ", . ?", . " , . ". 1994 Jeep Grande Cherokee, Cherokee, Wrangler .^ . ,& , £ . , - ? , Jeep " « . , ," -1 - , ", " ", . ( 1 ~ . 0 , . - . ? on . 116 , 0 . , . . 0 . . , . , , , - 1999 . , 1928-1971 (Volkswagen, Thinks Small, 1959; Coca-Cola; Refreshing Pause, 1929; Marlboro, Marlboro Person, 1955; DeBeers, Diamond-forever, 1948 .). : . , , , , , , : , , , .1 , , , , ,. , , '* ". , ." " , , P&G . XX : . . XX : PRESSI ( HERSON ) 30. 117 . , * . : , R , " . , : ( ); , ; ' , ; ; ; ; ; ; , ; ; . , 1998 Procter & Gamble, Nestle, Unilever, . P&G, LOREAL, SONY. . NESTLE, R.J.R. TOBACCO, PHILIP MORRIS PRODUCTS Gallup AdFact, 1999). 1999 Unilever, Kraft Jacobs : Procter & Gamble, . , . , . , - . , 1657 . . . " ", , 118 " ", . " " 1622 . ^ . 1729 " . 1841 ? °" ^ R 243 e, ( 1995 . \1 ", , ° • ). , , 2000 . , . , . , , ' . . , , 10-15% . , . , . . , . . : . , : : PRESSI ( HERSON ) , , , , 119 , . , , , , . . . > , , . (Saatchi & Saacthi, BBDO, Ogilvi & Mother, DMB&B, JWT, TBWA , * , , , 80- . Erickson, .), , , , oi uiKoJ ^ . Young & 70. , . , ncam 30- . . Young & , , 16 . Young & Rubicam, , , , . Young & Rubicam ( 50%), . IL', 120 , . ". , ( - " . ) . . . , . . . . , "- . " " 10 (83). > ". , kj™ - . > ). . . , - , ° , , ^ . . " - , " " . . , ( , , , . . , ( , : PRESSI ( HERSON ) ) , , ) . - 121 , , , . , . . . , . , - . - , , . Sales Promotional advertising ( , ). 50. ) , , , . : " . ). : , , , " (Advertisting Age 1968). " (PA Ogilvy & Mather 1972). , , 122 , , : - ; ; . . 70% , . , - . , . , . , , , , . 50. Sony " " , . - , . . , Sony , , , . , . , : PRESSI ( HERSON ) 123 , , . : - ; ; . : , , . , 1. 2. 3. - : : ( ); ; ; , . : ; (sampling); ; + . : ; , ; . . , , . : 124 , . , ! , , . , , , , . . , , , . , . , , , . . on the shelves) , (Management products , ( , ). , . , 15%. . " " ™ , , , : PRESSI ( HERSON ) . , , 125 . . , . , . , , : , " . , ". , , - . . : ", " ", " (Direct marceting). -" ", " ", - " ". " (DM). , , . , , , " . . ", . , promotion sales , 126 . , . marketing-mix. , , . : /. ( ) . -DM - - dm. . (direct mail) . . , " , , " " " . ( ) . , . : , ( ); , . . . ( ) . 2. . , : PRESSI ( HERSON ) , - 127 . , , . 3. XIX . , " . - , . , , , . " " , . , . , marketing) " " , " " ", ". " " 4. . 5. ", " . " . . " (MLM - multi level , , " , 128 . 6. , . . ! iy , . , , . . . 7. . . , , 1998 , 8,5 . , , , . 1917 . ? . 80- , . , . , " . : PRESSI ( HERSON ) ", , . 129 " ", . , . . , , , Epica Book 9 Luna ". , : . Epica Book 9 Hildmann + , , . , , , . - ." ". 130 ( ) . . , , . . , , , . , , , . : NN. ? , , N ... , N... . ...?" , , . 90% . , , , . - , " , " . . 10% , . . . . , ( , , .). : PRESSI ( HERSON ) , , , , 15 % 131 , . . " , , , . . . , , . , . , . , - , , , - . , , . , - 20% , 40% . " 3% , " , 60%. 10%, . 40%. , 50%. , ", " ", " ", " : " ", " ". : . , !" 132 , , - , . , , , , . , . , . , , . , 30- , "Homo Ludens" , (" "). , : , , , . , , " ", . - , . , . , , . . , , , . - , . . , . . 1 . " : PRESSI ( HERSON ) : " , 133 ". , . : , , , . , , , . , - , , . , ," " . , . , , , , , , . , . , - ", " . , ", " , ", " ", . . , , , . IV , , - 134 . , , . . : , , , , , , " . " : , , ( , ( , ). , 3 . . ( .). , 1466 , , TV . . , . , . , , , , " 1. 2. , , : " . . , : / : PRESSI ( HERSON ) , 135 ; ; - " . - . »( ) . * . < , ; . , , . , ," " , ", " " °- , . , , - , . , . , . . . , . , . . . , . , . : 136 ( . ... ) .,. . ...". . . . , , , , " " 1 1994 1996 ° 'Pbi . , . . , , . . , , , : , , , « , , . ? , . " . : PRESSI ( HERSON ) ". , 137 . , : . . - . . , . 9 , : ! , , , , , . - , . . 9 , , , » , ' ... . , - : ... , . 01 . al . . - omp * 9 , , - . , , , , , , . . . . ". , . , . - 138 . , " ", . , 3% 60,5%. . . , ( . 35,6%. 89% ) , "Poster- ", . " , , ". , . 10 000 , , : , , , . , , . . , , : , , .* . a Bem, - . , ...", ^_ , •° . , : PRESSI ( HERSON ) . 139 . . , , , , . , : ...". . "Poster- ", : , 80 , 1000 . . , ' . . , . , , , - ( ), . , . . , , , . , . . , . , . , . , . 140 1997 8, , , " . " . : , , . , . , 60% " , , " , , , . , ( " "), , , ", , , . . . , . , , , . , . , . . , , , , ( ), . . , : PRESSI ( HERSON ) 141 : " 17.00. ". , , . , ", - " ", , . , . , 80 000 " , ". ,, , . Philips. . , , . , . , . . : " ( ". " ....". . , . , ...), 142 , , . . . . . , " ". , . , , , . . . " " , , : , , . ° , , ". , , , . : ". . . . . - . . . , " ", , - . , , , : PRESSI ( HERSON ) . 143 - , . , . , . . . . , , . , , , , . . " ". , . . " . . " ". " , . , 20 , . , 20% . . " , 80%. ", . " " " ". 144 " ". . 50% - . - . . , . . , . . . , . , 25-30 . . , . , ", " ", " ", " ", " ", " ", " " " , ", " . ", , , . , , , , , . , . . " " , : . , ". , , . , : PRESSI ( HERSON ) . 145 " " , , " ". , , , " ". , " ". , . " " , , ," ". " . " 2-3 . , . . , . . , , . , , . . , " " " " . , , : " 1000. 221-1000". . , , , . " - 146 . : " ", " ", " ", " ", " " . " , !", " " , ", " . . . , . . 7-8 2-3. , . . . , , , . , 5-7 . . , , , . , :" . ", " ", " " . . , . : PRESSI ( HERSON ) 147 . , , , , . . , , . , , . . , , , . , , , , , : , ( ), . . . , . , , , , . , , . , , . . , " ", . . , . 148 ( )" ". . - . , , . , , . . . , . . . , , , , . , . , . , , . , , , : PRESSI ( HERSON ) . , . 149 " ". , . . . , , , , , - . , , (FEDMA). " " . 90- , . " " : "( "( "( "( ), ), ), ), "( " (publicity capital) ( "( ). ), ), , ". " " 150 , , . . , - . , . , " " . - . : ( ) ". , : 1. 3. 4. 5. - .2 . . . . . , . , . , . , , , - , , , , . (pablicity). . " " . , , . : PRESSI ( HERSON ) , , . 151 , ", . . . , - , . . " - " - . . , . , . - DIAP (damage -image - aktuality - pablicity). , , . . , , , . . , , . . , . , , . , 152 . , . , . - , , , - . , . Pepsi, Cabbage Patch Dolls, , " , , ", . Halls, . , . " ". . . . , . " , ". . . . , . " ". : PRESSI ( HERSON ) 153 , . , : , , . ), - . - , . . , : , !" CRISIS MANAGEMENT , 80-90- , XX . . : , .), ), ), ), . : , ; - 1998 , " 1999- ; 1999 . , " 154 ; - -144 ; 1982 -31, , " " , 31 ; " (1992 .), " " - ", " ", " .; ; 1999 , . . , 90- . ? . , " 1993 ", 1998- , " , - ", , . -" " . . , . , : PRESSI ( HERSON ) , . 155 , , ( . ." " - . .) ", . . . : . . . , - . , . '. , , , . , . , . . . , . . . . spin doctor. , : , , , , , , , . : ) ; . 156 ) , . " " , . ", " " . : " ", " ", ", ", " . : ) . , , . ) . , . " " . . , , : " , ", - , . , , , , | . (Crisis management) ' . . , ". " , . : PRESSI ( HERSON ) 157 Crisis management XIX , . , . : 'conflict management), (perception management) (conflict resolution), (issues management), . , . , , ( , ), . , , , , , , , . + ". , . . . . Crisis management , . . 50Corporation " Rend . " . . 158 Crisis management . ? . , - , . . , , . , , . , . Crisis management , , , , , crisis management . : ( - crisis planning) , , ( . - crisis controlling). , . ( -crisis action). . (CR- crisis reaction). . , , . " " , . : PRESSI ( HERSON ) " , " , 159 " " - anti (ACR, , ACQACP). Crisis management, . X. j , , , . -; , , ] 4 . , , j . . , , , , . . . , -1, -2, -3. 2, -3, -4. , . - -1 . . , ). ( . . , , . , , . 160 . , . . , : — ( - ). . . . , . , ), . . . , . - , , . , . , . . . , . , , , Baltija . , : PRESSI ( HERSON ) 161 " Baltija ". , . . , Banka Baltija , , , . . . " , - " . . , . , on line. , , , , 10% , , 270 . . , Web). , ( 1999 162 , . , . , . . Web( . , ) - . . . . . . , , . , , ( , , ). . (Huper-Marketing Concept). , , " (grass-roots). . . . . , , : PRESSI ( HERSON ) . , "Procter&Gamble" Web"Unilever", . , , 163 , , . - ( ), , . . (search engines) , Russia on the Net ). Web, . (Yahoo!, Excite, Alta Vista, Ay!, , . Spider. " ", . . . , . . 15-20. , . . , , , . , . - . , ] . , , ). . ( ) ( ) , . 164 , . , - 3D " " . " . , . " , . . " " ". . . . . , . , . , " . " ". , , " " . : " ", . , , . . , , : PRESSI ( HERSON ) , . , 165 . Web- . : 1. . . , . . 2. " . , 3. " . ". - . 480x60 ( ). . . . - . . , , , . - , , . . ( - , - , - .). . , 70 , . , . : ) ) Web- ; ; 166 ) ( , , ); ) . , . (Netiquette). - : , . " " ; - , - ; " " . . - . , . : ) Web. , , ; ) , , : PRESSI ( HERSON ) ; 167 ) , . , . . , . . . , . . , , . : . , , . . - , , . - , , . . - , . , . . , , ... 168 " " , , , . . : - ; , ; ; . , . - . - , . 3. adidas <£ PARKER SON Y ) >1 : PRESSI ( HERSON ) "" NPHg! IFJcci TollIX * __ * ERICSSON , 169 1& ® General - Electric SALAMANDER <$> PARKER ERICSS , . brend, trade name, , ? . , , : , , . " " ". . : ) - .( .54 " 1992 .) , " " 13.5.93; , ", . : , , , , ( ). .( : , , , , . . "Patentu valde".) , 90- , . . Metallica : Snikers, Philips... , 170 . XX , , , , . , . , 1949 , . - , ( . 70 , . ") 1973 . , . " . Tiffany , Paloma Picasso. Mon Rouge, . . : Paloma Picasso . . , Margaret Astor. , : Lancaster Adidas, Davidoff, Coty Inc., - Coty, . . " " 1920- ". " " 1904 . " ", , . 1998 , " , , : PRESSI ( HERSON ) " " " . " ". 171 ." " 700 " ". 31 " , " ", 2002 - . ". " "RR" " " " ", 40 . , , , " " ", " " ". . " " . . 19- " " . " " . 70% , " ". , . , . : , , . . , Audi. 1909 , . " " ". (horch) ". , . 172 Audi - " ". . , Volkswagen, Auto Union. , 1964 ( Volkswagen. , Volkswagen 1964 - Auto Union Daimler-Benz. , , . ) Audi - . - Skoda, 1991 . Skoda Lamborghini. (Volkswagen, Rolls- . Royce, Bentley, Skoda, Bugatti, Audi, Lamborgini, Seat). , . . , , - . 90- , , , 90- . . . " " . . " . " " . - "( ), : PRESSI ( HERSON ) , , , . . " 173 , , . - , , . - , , . , . : - , ; - , . , , 6 , . , , , . American Express, P&G : Marlboro, . - , Cola Corporation , Coca-Cola , Coca-Cola. Coca-Cola Corporation, , , Schweppes, Procter&Gamble Coca-Cola, Fanta, Dr Pepper Cadbury. , 1837 Ivory. 40- , . P&G 300 , 36 . XX 174 . P&G . 2000 P&G . -ll Sasson, Max Factor, Hugo , Boss, Wash & Go, Head & Shoulders, Panten , ;> Ariel, Tide, , - Pampers, Med, . 1 60 -° 100 30- , Blend-a- . , "Uni" "Lever Brother", , Unilever, . Unilever Calvin Klein, Rexona, Axe, Ponds, Dove h/ Unilever Procter&Gamble . ] : PRESSI ( HERSON ) , -Lipton, Brooke Bond, , Rama. ] 175 i ! , " . Bayer 1897 ". , , "Bayer AG" , , , , ", , , . ! , , " " " Philip Morris . ", . XIX , Marlboro, " 1924 11 , , Marlboro" , Leo Burnett. . Miller Lite, Molson. } 1i Jacobs. - General Foods, , . Maxwell, , < XIX I . , , . " ^ - " - . . 176 , 150 . , , . : Wrigky Dandy RBD. Dandi Dirol Stimorol , , V6, . Dirol . V6 , Wrigley, " Orbit. . Spermint, Doublemint, Juicy Fruit, " Eon. , - 1991 1917 , . , " " , ", " - , ", : ", Smimoff(oH " . ) . . : - . " , ", , . . -' 1927 . : '- , - ,J * . , , ? ' : PRESSI ( HERSON ) ?" - 177 n ". U °nvTt< "'« ", " : " ), " " " . " ( "( ). " , - . , ". , , - , , , " , brend-name. . ", , " " . , ( " " "- ), " . . 2500 . ". , , , 15 1998 , . , , . :" " - " !" . : ". . " " 400 200 . 1998 . . . " ". . 1998 " " 178 , " " , " " ". ", , . , . " ". ", , " , 2004 . , . 1999 ", " - D. V. V. . . , , , . . ) , . . , " " " ". ", Dandi, Dann " "" Wimm-Bill-Dann 1999 "Rio Grande", " ", " , , ". -"J7", ", " " . 90- . , : PRESSI ( HERSON ) : " Wimm-Bill- Wimm-Bill-Dann . 179 . 90- , , . " (Reynolds). " " ." (Nestle), . " " (Unilever), , : " " - , , , . , " " . . , 20%. " , , . , , . , . 30- , P&G, "General Foods". - . , . . " " . . . - , 180 ( ). , . . , , , brend-book, , , , , . . , , ", " ". * 90, " . : " - . ?" ", . , . . . : PRESSI ( HERSON ) , " " (1863 .). 181 " ' 182 , " " ". 1886 " - . , , . 113 . , 1916 , , " . " , 1985 ' , . , , j -" ". , . ! ] 148 ( ] ) !!! \ 180 2 : . , 365 , . 0,5% . . 3 ] -Coca-Cola, Fanta, Sprite. , (" " , . Sprite . Coca-Cola. Fanta " 11 (61)). " " XX , . "Coca-Cola kid". Coca-Cola "Pepsico Inc." 40: PRESSI ( HERSON ) , 160 1998 . . 183 , . " , , " , , , . , , , . , , Pepsi, . 1996 . " " ", . 2000 , 300 . . , Pizza Hut, Taco Bell, Kentucky Frid Chicken. . . 70- . . 300 . , . , ," ". . : , , , . Romeo Julieta , , . , . - . , : Cohiba, 184 Montecristo, Davidoff. , . Roust Inc Benedictine, B&B, Johnnie Walker, White Horse, Black & White, Bells . - " " Martini & Rossi, , , "The Right One". " " , " " Bacardi - Martini, 20- , . , "Martini" , , , , ". " ". . XX . . . " " . . , " " , . ] . , , ] , ] " " " . , , , : . : PRESSI ( HERSON ) - 185 , , , , , . , . " , , , ". , . , . : , - , - , , - . - , , . . " ", , " , ", , . , . " " . . , 1989 , 111 89. "Zippo". 23 , , 15 . 186 " " " . ", " , . , . . 1997 ". , , , 4,01 1,16 . , XX " ", . 1878 ( , ). , . , . 80- " " . , " . . "Absolut Vodka". " , ( ). , , , , :" ". " TBWA. : PRESSI ( HERSON ) ", " " ,, ", " . ", " ", " ", 187 " ". , , . , , , " ". " ". , . " " , " . ". " " , ". " " ". " " ". " . , , , , . , Camel, Zippo, ? 1998 Jesk Deniels. . , : ? 188 , . , . - , . . ( ), . Coca-Cola, Sprite, Fanta , . , , , 38 . . . (Interbrend .), . : - ; ; ; ; - ; ; . , , . . ( , . : PRESSI ( HERSON ) ) 189 , . Philip Morris (18% Kraft Food , , ) 13 . , R.J. Reynolds Nabisco (6% R.J. Reynolds Nabisco - . ), 1985 , 1999 7,8 Japan Tobacco. Camel, Winston, Salem. . , - KKR R.J. Reynolds Nabisco 6 . : 26 , ; ; - , ; - . , ( . , . , ) 190 , , . XIX " ( . , " ) . 60 , 125 1898 . " ", , " . " . . . ) ( , . : . . , , - ) , ). - . , " , , . j '.' , : PRESSI ( HERSON ) , " 191 , , XVII , , , . , . . , . . XVIII , XX. , , . . .« " - " . " 1882 " . . . , , - . "Bass & °". 1875 . 13 . , , , : . 1 , 1876 , "Bass &C°" , , 192 . " ", , " ", . . , , : ". , , . . , . . , . , . - , , , : , , , . . , , . " , ", . . , . . . . , , . : PRESSI ( HERSON ) .- . . 193 . " .". . . . . , . "( , 1991 X) . . " ", " ". "Generation " " - . . , , " " 1850 ". ". , , . , , . " ", , , . . , : , , . , 194 , . , . , " " " ". , . " ) ". , " , ) ( " . . , ) - Eastmen Kodak Company, Kodak Gold, Kodak . - 1883 . , - : , SIA, Gmbh, Ltd); ( . . , . . R (registrated), (trade mark). , , " ". : PRESSI ( HERSON ) . 195 ". . " " , ". 90", - "Rimi". . . . Mars Marabou ( Mars) . Mars Japp. , . , . . , , , , , , . , , , . Mars . : , Mars. . , , , , , , , ,- . . . 460 Mars, . , Japp , - 196 , , , . Mars, , , , , . , " . - . , " , ". . " " ", " " - " " , , . . ". " " , . , , " , ", " " . 99% . 35 , . . : . —" ", -" ". , ( ), 1949 . 50 , , , 70 : PRESSI ( HERSON ) . , , 197 . , . - , , , , . . , Colt , -16 2( ), 1967 . . ! . , . . , Rolex , . , , , . . , Rolex , , Roleks . . Cartiere , . 198 , , . - . , - , " . . ". XIX ( , 13 , , ) ". 1917 . 1939 , 50- " " Heublein. Smirnoff. 14 80. . 90- 15 . . . " ". " , , , , . , ", , . : PRESSI ( HERSON ) 86 199 , Smirnoffs , . " . ", 1992 " " 40". "Smirnoff " , " , . , . . , , ( , ). , . , " " , . , . - 1877, 1886, 1882, 1896. . 21, 31. 1999 " N°...". " -" ...". 21. - 20, 40. . , . . . 2000 ", " ", " - 200 ". . " ". " " . . " 0,5 " " ( " "), 0,61 ( UDV, . " 1/20 , 1 -1 , ). ™ Heublein, , " ". . . Young & Rubicam, 40- , 16- .; Gallup International ( ) Gallup Organization ( ). , . Gallup . . . Gallup Organization, , Suomen Gallup. Gallup , Gallup . : PRESSI ( HERSON ) : 1998 , , , , , 1965 Suomen Gallup , 1991 Suomen 201 , - , Gallup . 1999 " Suomen Gallup. Gallup Organization , Gallup International . Gallup - " ex-USSR. . . , " " , , Coca-Cola. - . , " . ". , , . , " " . ... . . , , . , , . , , 202 . "- I . - , . , . - , V - , . , , . " , " , " , ". , . - . . . . , . : , , , . . " " ", " " , " " ". . " , . , ". , , " - " " ". , . , : PRESSI ( HERSON ) 203 , , . : . . : . , , 35! ... : 5! 10!! 20!!! 5-10-20, . . . 30!!!! 5. . 5! 10!! 20!!! 30!!! - - 5, 10, 20, 30 , . , . - - : . ". 1996 , . : 1 - 800 ( , ). : .1:" ". 00 - , . ! .8- , , " "- . ... ". , , , ", " , , , , " " " . , " . , 130 . . 204 " " - , . , . . , 1909 : . - , , - 1903 , . . . " 1926 . " , . . . . " ". , . , , , " ? " 500 . 18 . . 1938- 50- , . " . " . " , , , " . " ". " ". 80 ". " , , , : . ". : PRESSI ( HERSON ) - 205 , : " ". i . . , . . . . : . . . . . " , ". . (1747-1823). . : ," ", " ", " ". . , , . , 5- , . - , . - . , . , , " 206 " " " (bordeaux) - , , (apellations), Saint Estephe, Pauillac, Graves Barsac. : pernoiry , " " ( , . , , ), , . , . . , . . . , " " - ". , , " ". ( . , . . , . , . " ", . , . , . : PRESSI ( HERSON ) " ". , -" ". , . 1986 .). 207 . . , , . . . , . , 1924 . , " , "Volvo", , ". . - "PaRex". ." - , , . . , ). , "Rex" ( , , . . , . , . , . , , : Opel - Astra, Corsa, Kadett, Omega, Vektra. 1947 . Christian Dior Paris, , Dune, Fahrenheit, Poison , : . . , . 208 "logos" - , "tupos" - . . , ), , , - : " - . , " (Nomen est omen). , "™" . , 1903 . " , - " " . . , " 4. ( ". BO SC PARKER ® General ERICSSON ^ \\ Electric '*» General IT'•'..VI : PRESSI ( HERSON ) . ", - 209 210 ? . "Generation " " , , . (766-809) " , , . , , , . , . . , , . ", , " , , " . , . XIX , . . " , , , " - , . . , , , , , . : PRESSI ( HERSON ) , 211 . . . , . : , , , , . , : 1. 2. . , , , -; , . 3. , . ", " ",} " . ". j , . , , ". . , epi . , . . ), , , , . 212 : , , , . , , . : ), , , , ( ), . : . : ? . - , . , . ". . . , , , , , . , , . , . . . : , , : PRESSI ( HERSON ) . , , ". 213 - . . - . . . , , , . , . , , . , , , ". , , , - : ; ; ; ; ; . . -{ , . : , 214 - ; ; - . . . . - 350 200 1998 , 250 . , 150 - , . - . , , , . , . , , . , : ) ; ) , , . , . : 1. . : PRESSI ( HERSON ) , 215 2. . : , , , , , 3. 4. . . . . . MBL, , , , , ". , , : 1. . 2. , 3. " . " . " " " , ". - 216 , , - , . , . , " " . . . . " , , " . " " ". " -! . ] . , , . -1 , ] . Leo Burnett. 1998 . : , ( , , , 12000 , , , , ). , ( . ", , - 1999 .). ( , ). , : PRESSI ( HERSON ) , , - , , . , , 217 " " 41-50 % . . - , , , . , . . , , , . . , . . ? . , . ? , . , , . , . - . - . , , , . ". . - . " " , -i - 218 . , , . . . , . - , , . , . . , . , , , . , , XX " , , , . . " . , . -• , , . . " , " " " ". , , . . : PRESSI ( HERSON ) " 219 : , . . , , ". , . , , . ". . . . , XVII , XVIII . . , , . . . 80- , , 20- ,- , . - "Young & Rubicam". , XX , 50- ,- . , , . . 16 . . , . 70- - 220 , , . 20-30- , . , face-to-face. , , , . , - . , . . , . . , , . ( ), 30- 40- . . , . . . . : PRESSI ( HERSON ) 221 40, . . , , . . 70- , . . , . "people meter " , ). . . , 20- , 30- , , 60- , , , , . 20- " , " . . . . 1963 . 222 1991 . , . . , . , 1991 , . " " . 1992 . , , . "Gallup" . "Mediametri". "Gallup" 1994 . " -2" - " "Premier SV", . . "). "Ogilvi & Mather", "Video International", . ( ), "Gallap Media Russia", "Russian Researh", , "Video International" (" "), "Pablic Opinion Foundation" , , , : PRESSI ( HERSON ) 223 : , . . , . ("Mediametr") 1999 . , "Gallup Media" "Russian Research". . ( ), , "Coca-Cola", "Unilever", "Prokter&Gamble", "Video Internationale", "Premier SV" . ' . 1 , . - , , : , . ] ] , ( ) "CATI" . . , "Gallup". 90Organization" ( ) , "Gallup International" ( - "Gallup ). , 224 . "Gallup International" , 1998 , , "Suomen Gallup" , . , . - , : ) ) ; . , , , , , " : , - . " : ". , ". , : - . .. . , . , "... , ". " " . :" ", " ", " " " ", ", " . , . , , - . : PRESSI ( HERSON ) 225 " " . , , . , . " " . , , - , . . (Nikkei), ( -40), (DAX-30). , 1) 2) 3) , : ; ; . . . . " " " ", : ... 1972 , ... , , , ". . 226 . - . - , . XX , . 60. . 30- - . . , 60- . , . , " , " . , . 40%. . 1980 . , , . " " ( ). . , , 1980- , . , , , , . . -99, : PRESSI ( HERSON ) , 227 , , " (" , ", 1-2000). (push-polling), 80- . 1994 . , , . , , " " , . 1998-1999 , . . - . , - . . , , , , , , . " " . , , . , , . " " . ". " . , " ", . 228 , . , 1999 , . , . , , " : ", , ". , . , 1934 . XVII : , ,- ) , ". . ) , . , , . . , . , . , . - , " . " , . . . 1999-2000 , . , : PRESSI ( HERSON ) . , 229 ( , - ), ", " ( " (" "), ," , , "). , , . 1999 " , ) " , , . . , , . . , , . . , 1999- , , . : ". , , , . , ( ). , . , "- , " . , . - 230 XX 80- , . , 80- , , , , . . , . , , , . " . , " " . , 30- , , , . " " . , , , , " " - . : PRESSI ( HERSON ) ", " " . . , , , " 231 , " . . ," . ". - , . ". " , " . . . , , . , , " ). , ", " , : , ). ? " , . , ", " ", , -" , , ", " " . , , " ", " ", " , , . : ". , 232 1. - . : ( ) , , , , , ); ) ( , , , , ). . , . . . , , - ( ). . . . . 2. . . . . . . 3. . : PRESSI ( HERSON ) . 233 ™. " " ( ) , . , . , . "memento mori" ). , . . , " : 1995- , " (5.12.1999 - 1996- , 1999- 60: ) , . ". MeduaiwanupoeanueM , , . . . , Media Lions. , . 1999 , , , . - 234 , , : ? ? ? , . : - , . - . , . . , . . , , , . " , , , " , , . . , . , , , " , . : , ". , . 1936 " : PRESSI ( HERSON ) , , " , ". 235 . . 2 . . . . 4000 - . " , " , , , . cm . , . . , , . , . - . , . , - , . , , 1200 . ) . . , 5% 1% . . 236 , . - , . , . , , . , , , . (target group) , . - ". , . . : - ( , , , , , .); ); - ( , , ); , , , " : PRESSI ( HERSON ) " 237 . , -2 International, BMRB 30- , R-TGI. , , , , , . , : GRP (Gross Rating Point) - . ( 100%. ), ( % ,). , GRP ( ," "). (Share, SHR)-3To . TRP (Target Rating Points) . (frequency) - , , GRP, , . (reach) . (Cost Per Rating Points) - . : ) ; 238 ) , , ( ). , , , . , , , , , , . , . , , . . , . , . , . , , , , . , , . , , , , Media brief. : , , : PRESSI ( HERSON ) , , . 239 . . , . , . - . " , ". ". , : - ( ); ; - ( ); ( ); ; . , , , "Galileo", , . , , , , . . , , , , , - . : , 240 , . " " - cost per thousand). , , . : : 1000. " " . , : , , . ". , 64 ( ). . - . , ) . , , , : . , , , , , 1,1/2 1/64 . . , . " , ". , . . . : PRESSI ( HERSON ) , 241 . , . , , . , . " - " " , , 19 22 , ), 24 22 ." . , , , , . . . . : . , , , . . . ' . 15% : , , (Betacam, VHS), . i , , , , . , "- 242 . . GRP. , . , . , 1 15 ), . . . . , . . , . , , GRP, . , . , , , , GRP ( , . : 1. . , , . (day - after recall interview). . : PRESSI ( HERSON ) . ), 243 , . . . . 77" (Computer Assisted Telephone Interviewing), "Bellview". , (QSL), , : - ; ; ; . " ". , . ( ), . . , . , . 2. (dairy panel). - , . . . . 244 , ( - ), . , . . . . , 3. . ( ). . . , . , . . , - : ; ; . . , , . . , : 1996 20:5 21:5 20:3 22:30 21:5 6 S1 $1 $1 $1 $1 $3 $2 $2 $2 S2 8 10 10 14 16 11 2 23 8 10 20 28 48 : PRESSI ( HERSON ) $3 $2 "$ $4 $7 10 10 15 15 15 $2 $2 $4 S3 S5 _S S2 J2 SI ^ 245 : [^ 0 Uenl / . $175 tctc "' 20: 3 00 — 22: 0 $12 . 9 30- 500 $208 1. . 22: S 14 3 50 , — 21: 6 000 — — — 55— — 22: — « : $ 5«: 19 S 633 ,3 S 981, 7S i : I 12 + + - - + 246 , , . " ", , - , 1998. . . , . ' - . 12 , , . . . , . : ) ) ; . , . , . 40( : PRESSI ( HERSON ) ). 247 . . " . . . " ( , ., 1991), , . , ,-" ". - . " - . " , - , . " , . , . . , , , . : - ; , , . , , . . . , . , . . . , , . 248 . , " " ( " ". ) . , , . , , . " " , , . , . . : 1. ( ) ( ). 2. . 3. . . . . . , , : PRESSI ( HERSON ) 249 . , . , 50- , , - , . . . , SOR: S - , - ,R - , . " " " , , . . , - . - . , , . : , , . : ) , , , , . ) , . ) ( ), . , , . , , ) : . 250 . , 24 DAR . DAR (day after recall). 72 40, 150-250 . . , . , , , , . . . . , . , : , ( ), . . . , , . . , , , . "S" : PRESSI ( HERSON ) 251 . , . , , XIV . XVIII , secrecy ( - , ). - . , , , , ), , , . , . , ) ( . 2% . . , : , , ). , , ). , , , ). ). , , , ). ). , , , 252 : , , . , : " ". , . . : , 90% ). , , , , , ). , . , "X" , ). , ). . , , - , . . : . 4. , . . . : PRESSI ( HERSON ) , , 253 , , " , " , , , " " , , . . , . 5. : , , . . . , , . . - , , . , , , , - , , , , . . : , : PRESSI ( HERSON ) . " - . " - . , . , , , - ( ). , , , . . , , , , . ". , - . . , . XV . . 256 XVII . , , " . " , , . , , , . (1617 .), , . XIX , , , ( ), ( , , , " ", XIX . , , , , " - , , . , XX " , , ". , , , " , " . , - - . " ), . . . , ) ( " . (XV-XVI .), : PRESSI ( HERSON ) XIX . ) 257 , . . , , , , . ) , - Ivori. , - . , . ", - , . , . , , . , 300 . . , ", " ", " ". . , , 258 . : " ?" . . . : , . ; - . . , . , " - !", " " , . 90, " ", , !", . : , , : PRESSI ( HERSON ) . , - 259 " , " - 17 . , : , , - . . . , . " ", . , , : , Nike, , , , , , , . . ." , - " - , , : . " ". , . , , , . , - 1996 ( 260 ) , ). , , , . , . . , , , . , . - , , . , . XIX ) , ). XX ), ), ), ). - . . , . . , . . : PRESSI ( HERSON ) 261 , : , , , , . , . . , , ). , . . . " - " , " " , , ", : . . , . , :- . , ". ? , :- .' ( . : ! ): - ! 262 . , . , . , . . . " " - (Americandream). , . . , , "self made man" "life stile". . . . . . . . "Baltcom GSM" . , , " " : . . . . . . : PRESSI ( HERSON ) - 263 . . . , . : . - - ( , , , , . , ); - , ( ); ( , , , ); . - , , , , ); - ( ); - ( ); - ( ); , , ); - , , ); 264 - , ( "). " . , . . , : , , - , . , " ( " ) , . , , " " ". (1875-1961) , , , - , , . . — - , - : PRESSI ( HERSON ) 265 . " " ( "Campari". ) , , . , . , . , , , , , , . . . , . " " . , , . " , : "- , , , , , , . . " " ", . , , - . , " , " ". , , , , , . , , , : 266 "kodak gold" - - . . "king size" . "super star " - , . . , . . , . , . , , . . - , ..."- . , , . : ", " ", " , ". , , : " , ": , . , : PRESSI ( HERSON ) , 267 , , " " , ". , , ), , . , . . , , , " . - . , . . , - - . , : ". . Camel, Marlboro, Pepsi - 268 : ", " ), " " " 70- " ", , ", , . ", , . , . , 30- , " . . "Pirelli" , , . . - - ". 10 , . . " . " . , , 1917 . , , . , , . : PRESSI ( HERSON ) . 269 ( - ). 1919 1923- , " . ", 30- ( . 70- - . Ritualis - ) - , . , . , . , ... , , , . . " " : - , , ? , . . , . ", - . , . ( ). , , 270 , 30. " ". . . " ", , , . . . , , : " . . I, , . : , , ". 1935 , , " ". , : PRESSI ( HERSON ) , , 271 . , . , , ..." , , . " , ". . : (Pobel) , , . . , - , , , , , , , , . , , ( . " : . ). , " , . , . , , - : ". , . , . : , , . , , XVI-XVII 272 XIV ( XVII ) , . . . , , , . , " . . , , . . - . , : 1. 2. . . : . , . : . , - . 3. . 4. . . . 5. ( ) : PRESSI ( HERSON ) 273 . , . . . 6. 7. . . " ". ". , . , , 50- , , " ". " " - XX , , " , ". , , . , - 274 pa, , , , , , , . . 90- , . - ", - - . , ". . , " ". . " - : , , . , " , — " ". . , . . , , , . : PRESSI ( HERSON ) . . 275 . , . , . " , ", " - , , . , " XX ", - " - . . " " - , , , , ", ". , " . ", ", " ", . ). , , . ( - 276 " ") . , " ". , " :" ". . , . - . - . ". , " , " - , . . , , " , , : . : PRESSI ( HERSON ) , - , ": , 277 " " - . , " - 007 . , , ". : ". . - : . , . , , , ". , - ( " , -" ? "Breitling - Naviumer"). . "- . BMV Z3. . Alpine . Motorola, : " " - " . " " - " "-" " "" - BMV 7, "MERSEDES". "SmirnofF, 278 , "Ericsson". . , , . . 19- - " " ". : . , - , . . - , , , . . , . , - , . , . - , . . : PRESSI ( HERSON ) , 279 . " " . . " ( - ), . . , , , , . 90- , , . , " , " , . " ". , , , ... " . . ). , - . , , . . 12 - - 280 , . ), . , , , ," , ", " ". , , 1952 1954 , ". , :" , ", , , !" , . : , , ". , . " , " " , ". . , , . , : PRESSI ( HERSON ) 281 , . , - . . ": - ". " ". : ... " " , : . , , , ". : , - , , - - . , , . , . , , : , 60- - . . 282 , . . . , • , , > : , , - ". , f ALv. «/} ill Epica Book 10 Epica Book 10 RG Wiesmeier ". , . " . , " - , , " , ". ", . : PRESSI ( HERSON ) - 283 . __ : ", ", ". l Camel". . , 1875 40. . " " (Red . . , , " " . . , , 284 . - . . , . 1941 . - Volkswagen, Maggi. Minolta, Chinzano, , , - - , Camel. " , - . , , , , , . , , 40, , , , , , . , 1949 " , . . Camel". , , " : PRESSI ( HERSON ) . ", 285 . ". 286 . , , . . . . , , " , . , , , , , , . , . . , , XX , , , . , " . ". : - , , . . " , , : PRESSI ( HERSON ) . ) , " 287 !* . , " . " . (1720-1797), " 1997 , , . , , . " XX , , " . , . , , , " , . - 288 , . . , , , . XX . ". , , , , . . - . . , . , . , . . ". " 1998 13 , , . : PRESSI ( HERSON ) ?" " . ?". 289 " " , " " " ", . . , , . . . " ". , , , , , . 1783 , , . . , , , . , , " ". . , " " . , , 1787 290 , , , , . - . . , , ", , , . . , , , 1917 , . " " " . , . , . ". . 10 . , . . . , 1918- , , . (1970) , , , . . " , 1930) " , . , . " " 1924 : PRESSI ( HERSON ) . - . ), ". , - ( ( , ) , 291 , ). , , - : , , . - 292 , . : , , . " ", " , " , " . . , 1993 , " , - . . 1991 , , , , , ", . , , . - " . . . , . , . . , 1991 , , , , : PRESSI ( HERSON ) : 293 /" . . : , 90- ". . 90- , , . , . , . , " 1998 " " ". . . , . , . , , , . , : , . . , 1998 294 . , , . , 1974 ) . , , , . , , " ", . , , , . , , , , . , : PRESSI ( HERSON ) .( 295 , " . " " " ( ", " ), " , " ). ", . , , , 70- , , , , " ( "), " " . , , " " " , . " , . "Journal of " " " Mathematical Psychology" " . " - " , . . , . , , " ", 296 " ( "), " , , ", " 2-1995 . " " ". 1991 ". , , " . 1". " " . (" ", 1995) . - 80- , 90- . - , , , . , - " ". , : PRESSI ( HERSON ) 297 ", . " "( " ", . ) - , , . ™. , . . . . " ". - , , . , . 298 : , : . , , - . , , , . , . , , , . . - , . . , , , - : . - . , , , , . . , , . . , : PRESSI ( HERSON ) , 299 , . , , , . " " . , - , " ", " ", " " ., . ", " " . ", . , ", , . . . , " " ", - . . , , , 300 ™ . , . " . " , , , . . , ". . , . . . . , . . , : PRESSI ( HERSON ) 301 , . . , : , " , - " , , , . , . - , . . . , , . , , . , , . - . , 302 , , , , . . , ". , , . . , , , " . ". , : , , , , , , , . . " : PRESSI ( HERSON ) ". 303 . . . , , - . .- , , . , , , XX , , " " . , , -" , . - ", " "- ", " , ". . , , . , ". ", , . , , . 304 1997 " " . , ". , . , - , " " " " , , . . " . " , . . . , : . . ". , , ( , ), , ",( , - , . : PRESSI ( HERSON ) ), , 305 : , . ". , " . " , . , : " " : , , , . . ," !" . ". , . , , , . . . , " - , ". -" . . : , ) . . . ( ( ), ), . ( . ( , .B.C. , , ), . ), , , , ), , , - ", . , " . 306 - 30- , . 269 " (pnelt." "," - , ), ", - " , . 1998 , . ? . , " , , ", - . , , " - ". , , " 153). , " . - " . , " ", : PRESSI ( HERSON ) , , . ", . 1, . ", " " ", " 307 , , " . - " . , , . . . , , : " ", " ", " ", " ", " - " - " , ", - : " , " - " , ". . - , , , - " ", 1917 - , , , . : , ". . *** 308 " , . ". - - ., . , . , . , . , , : - , . - , , . : PRESSI ( HERSON ) , , 309 , , . shopping , . , , - . , , , . , . . .6. 310 " . . , . - , . . , , , . , . , , , . , , . . , , - . , , . , : PRESSI ( HERSON ) 311 . . " (X. ) , - . , , . . - . - "— . . , - ™ . " 1940 " , - , . - , , 312 . " . - , , , 1998- , 88 , , , . . 1944 ? , . , , , . . " " . . 1998 50- . . , . , . - , . , , - , , - , . . . , . 1991 . , . . : PRESSI ( HERSON ) 313 90. 1999 . , ". " , : , . , , . . , , , . , . , , , . , . . . 314 , , , , . , . : , 1. - , . ,, , . . : , ". 2. . . , . , . , . , , , : PRESSI ( HERSON ) 315 , . . 3. . " 4. ". . , " , - , " . . , , . , , , , 1956 . . (XX ) . - : " , . , , - ". . "totalis" . ) ( , , . XX , . , , , , 316 . . , , , , , - - . . . . , . , : , , , , . 1944 "; " , , , , 1950 "; , , . " "( 1956 ), , . . . , , , . . , , , , : PRESSI ( HERSON ) . , , 317 , , . , , . ", " , ", : ". . - . , . . , ". , : ! . , - , : , . - ?.. ". : "... ". , , " , ", , . , , 20-40- : " " 318 , " , "1984" , " . " - ". " , " , 7- . . , . , . . , , "(1940 .), ( . ), , - , . , , : . - : , , , , . , , ". . , , ", . : PRESSI ( HERSON ) 319 , . . . . - , . 20-30XX , . , " ". , , . , . , . . " " . " ", . " - ". - 320 . . . , , . XX . 24 , , , , 1922 , , . , , , , , - - . , : . ", " - " . . - XX , . , , , , . " , ", " , , : PRESSI ( HERSON ) " ", 321 , ". . , , , , , , , , . . , , , ( ), , . 1917 : ). , ". ( , - . . . , , ". , . , , " " " ". 322 , , , : ", " ", ". : ". : "(" ", 1918); " (" !" (" , , "); "); "(" , , , , ! ")', ", ". , ". . , . , , , , , , " . : PRESSI ( HERSON ) . , . , 323 , . , . , . , — . : , , , , , , , ... " - , , . , ," , . - , , ", . , . . . " " (1937): :" . 1933- : , . " ". ". 324 " " " 1918 ( ) , ", - " ), . " ). . . , " , . "LTI" ). , (Lingua Tertii Imperil, . , . , "gleichschalten "". , . . : PRESSI ( HERSON ) 325 . . , , , . . , . . 30- , ". . " :" . " 90" . ", " , , , , , ". , , , . " " , 326 ". ". ", " . " , ". , . : , ". . , LTI . , Sturm. -] . , ", " . ", ". . ," ", " " : -' 1 " " , , " . . . . : : . 1943-1945 " " ", " ". " , , . " " ", —" , , ", , ". : PRESSI ( HERSON ) " 50 " 75 " ", ). 327 , LTI - . , ; . . ". , " : . , 1917 , . 21 , , 1917 . ". , " 1922 " ", . ", " . 1929 , . . " : " " " , . : 328 . " , " . , " ". : "Notre Dame". " " : , . , . . , . ; " , . . , " ". . , , , . , , . : PRESSI ( HERSON ) : 329 6. 6. 1 "Notre Dame" , - : ", . " ", " - ". : , . 1912 , : "Signe de Zoro",* , . , , " " . , 20- , . 30"Notre Dame" . . , . 330 , 30- , ) . , - 90- 30- 60- ", , ". . , *" "- . . . ; . i BOB . " npi , , . . , . : PRESSI ( HERSON ) , 331 . , , : ( " , . ; " " . "(1926 .). , . ] , " , ". . " " : . , ] " " , " , " " " , " , " , " " , " " ] . , oprai , 332 " , ", " . ". . . . , : - . . , , — . , , , . , , . - . - . , ,. : , - , . , . . - , , . . , , — . , . , . — , , . . . . . , . : PRESSI ( HERSON ) 333 6. - - , , . . , - , - , . . . , " " . . . , . ", , 1938 . , , . , , , , , . " ". " . ", : . ; - . ; - , ; , , . ; 334 . , - : PRESSI ( HERSON ) 335 , , , . , : , ", ", - , - . . . . . : !" . , . . . - , . ( , , . ) : ". , , , ". . , 30 , , , ? . - , . : " , " ...". , " ". 336 . , , . , , , , , , . . , , , . . , , , , , , . . . " , ", . . : PRESSI ( HERSON ) ": 337 " ", : , , : 1. .2 , . 3. 4. . . . . , - !" , — - . , , . , , , - ..." , , . . . 1923 : , , , " ". - , . . ". ". , , ". ; , - " " " ". 338 , respublicae - suprema lex . , , , ,- .( .- )" suprema lex revolutionis -suprema lex patriae - suprema lex - Salus - Salus populi - Salus - Salus " . , , , , " ". ". " " , . . : : PRESSI ( HERSON ) vox Dei fraus , " . - Vox populi - , - Pia - Esse - pekcipi 339 - - , - Totus mundus agit histrionem . 55. - - Panem et circenses " , " . ". , . , . . - ", . , . 90- . - " - ". - 30^0- . 1937 . , , 340 . : PRESSI ( HERSON ) 341 . . . , 415 . . - - . , "Notre Dame" . : . - ". " , : " ( ). ". - ?- . : . , , , . , , : , ". " ", 342 " 6. ". : , XX ". . . - , . ? . 1924 . . , ? 49 , 1991 - , . , . 1975 , . 1977- . 1998 . 1986 . 1991. . 1950 1991: PRESSI ( HERSON ) . . 343 . " " ". " 1918 1999 , . 1933 . , . . - , , , " ". , 1933 . . XX . " : , , : . ". , 344 . , - , . . , , , , . . , ". . , . , , . , . , , - . . . . , 50 . (" (" " 1982), , " 1981) ", . . , . , 70 . : PRESSI ( HERSON ) , 90 " ". " " 345 . 1999- , 97 :" , " , ( " " " ". , ") , . . , 1992 - . ". 170 .( . 130 ). . : , ; . . " , . 346 , , . , . . , " ", . - XX . . " " . ( ). . . . , , . . - . 1941 . , , : PRESSI ( HERSON ) . 347 . . 1929 , 1939 , . . . , . , : . ", ". , : 1934 5 20 , . . . - . 16 . . . 19 . . , . , . - , , . . , . , . . . : ", " " . . , ", ", - . 348 , : , ". . , , , ... . . . . " " . " - . , 1806 , ". , " ". . " " " " . " " , . - : PRESSI ( HERSON ) . 349 : , , : . :" ", ". . ". , . . . . " " - . - . " " . . , , . , , . . 350 : , , , . . , , . "(7.01.43). , . , . , . , 1934 , ", 30 " , , , , . , . , , . , , , . "(\6.03.1945). - , . . , " . (10.08.1943,). " - ", . , . ". : 1933 ( ". ) . : PRESSI ( HERSON ) 13. 00 : , : - 14. 00. . 351 . . ". 1. . ..." ". . , , . . . " ". . , . . . : - , ". . , . . . " , . . - 352 . " : " - - . : , !", " , . !". , , , , , . , 2. . , . , . 3. . , ( , , ). , , . , , . , . : PRESSI ( HERSON ) , , , 353 . , , . . " " - I . " : , " ". " , ", - , . . . , , , . . . . " " , : " , ", : , ". , ". , , 70- . . , . , , , . , 354 , , . ... " . ", - , . : . , , , " ". . , " , , , . . , . , " , ". , , . . : PRESSI ( HERSON ) 355 . , , . . : , ". . . " . . , , 9 . 1923 ( ) , 1923 . . , ", " " ", " ". ", , 356 " , . 1934 . - . , : . , ". . " : ), , . " - ( . ". . , . . . , ". , , , - ( . . ). " ": — - .). -" ". ", " , . : . 1934 " , 130 , . : PRESSI ( HERSON ) 357 : , " , 1919 , " , ". ( . . Fascio - , - Haken . Kpeuz), ) . , , . SS. , SS, , . , , . . , , . 12 1933 , " 358 " , , " . - ". . . - . . . . . - . . , 1925 " ", . . . - . . - . , ", . : , . . : PRESSI ( HERSON ) , 1930 . 359 . , , "( . : , , ,- , , . . . , . : - , . , , , , , " "). . "- . , ", "- ". , , " , . , , . . , . . . . , . . , " " " " . . . , ". . " " " " , . 360 . . . . , , . , , - : " ". ". . . , , . . , , . , :" ". . , . : PRESSI ( HERSON ) 361 . (...) , — , ". , . 4. . . : 1. . . . 2. : . . , . 3. . , - . : , , - X, , , , , , 362 . (M.Macluhan. Understanding Media, p. 318 319). . . . , ", . " . . , . , , , : . . - grew <.u^|\u , ! ". . : . ?" , . , , , : PRESSI ( HERSON ) . , , , 363 . , . , 7. , , . . " " . - . , , , . , " " . 364 , 90- . 33%. 6-7%. , , , . 1970 . , - — , . : , , . 90, . . , , , . , ... , . - : ..." " " , . : PRESSI ( HERSON ) 365 , . . . . . , . , , . - 366 , . , . . . , , , " . , , . , , ,. , " " . , . ", , : ". " ), ", , ". , , . " : PRESSI ( HERSON ) ", . - 367 , . , (18:38), : ?" , - ... . 90, , , ( ". - " ) , , , . " : , " , ," . " , ( ) . , . 60- 368 .) , . , ". , , . : . -" " " ". - , , . . , , " . , , , . , , , , , . , : PRESSI ( HERSON ) - . , , . 369 XX . ), . , . 80, . , " . ", 80- ( 93- , - ) . " ... . " . , , . 90, , . . , - . - , . . . , , , 370 . . . aura - . XIX , , , , , . ". , . " . , " " , . , , . . , , , : PRESSI ( HERSON ) . 371 , . , , . , ( . ), , . , , , .- . , , , , - , . , , . . , , , . , , . - . , .), , , 372 , [...]. . , : , ! , : !" , . , , ; : , , , , , ". . , , - , , , . . : " : " , ". . . , , ... ? , . . , : PRESSI ( HERSON ) - : , : - ". 373 : ", , , , ". , . . , ?" . , , , , ". . , , : ". 374 , , , . , , , , . , , . XIX . , " " , , . , . , . , . . , . . , , : PRESSI ( HERSON ) 375 ". , - . . , - . , , HOMOZAPIENS . Zapping. , . - . , . homo zapiens, , " " . . " !", " ?", " !" : " ?", " . , ?". ", : . , ". : , ", " - ", " ", " , , 1936 , . ", " , - , , " , , , . 376 , "1984" . , , ), , " 30- ", " . ". - , , . , 1935 , . " , " ", " . . " . , ( 1933 1919 ) , , RCA. , . XX - , , : PRESSI ( HERSON ) XXI , . 377 . . 1998 , CNN. , ] ia , , , , ", . . . 1991 , , , " ", " . . , " CNN ". 1917 1945- , 1991 , , , ", . . , " " . . 1993 21 " . 378 ", " . ", " " , , , , - , - " ". " " . : , . [...]. . . , , . , . - , ...). . , , . [...]. : . " ", , . 1999 . " 1996 - , ", . , . 80- , , . " : PRESSI ( HERSON ) : " ("L'Ecran du desert?" 379 Paris, Editions Galilee, 1991). " ", . '" " : . - , ". , " ": , . , . , , ". , , , , , . : ". " " " ". . . - 380 , , . , 50- , , . , , - . . . . , "Coca- . . XVIII XIX . ". , , , . " " : PRESSI ( HERSON ) 1948 . 381 cola". "Pepsi", , "Coca-cola". , "Coca-cola", . , ", " ", " , " . " " . - . , ' ' , " , , " . 1952 . , " - . . , . ). " ", 382 , - . , , , , . . : ( , ), , , . " . , , . , , , : !" , . ", . , : , , , : PRESSI ( HERSON ) ", - - 383 " . XX . ". , , , . , , . , , , , . , . , & Rubicam" ( ), , , , . "Young , 384 . , , , , : !" , " . " : , ?" , , : . , - , " . , , ). - , , , , , . 1952- , 49 . ( ) . , . , : , , ". , , . " , . : PRESSI ( HERSON ) 1992 . ", 385 . , , . : , , . , . , ". , : , ". , - , " "( ), " : ". , , , . . . , . 386 . . 1968 37, . 1972- , 50 , , ( 1998- ), . , - . . . . , , " 39- . ". - . , , , ". . , "XX " ". " . , . , , : PRESSI ( HERSON ) - 387 , " , . . . 40- , , . : , ". , , . , , , , . . , , - , " - " . . 5 " " . , , . 20 , 30 . , , , . , . , " . 41- ". . , 2,5 . 388 , 1992-2000 , . 1988 , " " . 1992 , " 2000 , . ". - 4243% , , . 43. - . 60- , , . , , , . , 40- . " " . . : PRESSI ( HERSON ) , 389 . . " . ", . - . , , , ". , , . , . . . . " "( 1999 XX : ). , ! , . . . ... , , , , 390 , . , , " . ". , , , , , " " . , , , ... , , , . , . 1955 1996 72. . , , , " . ". , . ", , , " " " & ". , : PRESSI ( HERSON ) , 391 , . , " , . ". . . , , - : . " , , - - , , , , . . 1987 . , , , . 1987 , ( ), . . . 392 . , . 1995 . , , , . , , , . : , ". , , . . . : " . ". , ,- . : PRESSI ( HERSON ) . , - . 400 - 393 , . . Berlusconi Communications, , Italia I TV, Rete 4 TV, La Cing. Silvio , : , , , . . , . . . 1994 , 1995- : . . " . !") , , !" "Forza Italia" (" , , . 1995 . " . " " " " , . ", 1999 . ... . - - , 394 , , " ". 60- , : , ". : 90- , , : ". , , " , ". , . , 90. . . . 1991- 1994. . 1991 : PRESSI ( HERSON ) 3% . 395 - 1999 , 43 % , . " " ". 50 . (40% 90- "). . . , . - . . : - , , ". , . . , ". , , . , . , , "( . ), 396 1/6 , 1998 . , , , - 901917- ) ( XX , - , . . , XXI . " . " 1998 , , , 80, , - , ". , 1998 . , . . , , 1999 , XX : 1998- . - 1914- , , 1991- , , . , , , , , . , " 80- : PRESSI ( HERSON ) 90- , 397 . , 2000 . , , , , "- . " " . 17 1995 . . , . " " - ", " ". . , . . , , : !" , 398 . . . . , 90- , . . " " , 80-90, " " ". . " " , ). . " " . , . " " , . 90- , : PRESSI ( HERSON ) " (1- 399 1994 . . 1999 , , . . 1995 " . -6". . : ", " " ", " , ", ", " " " . ", ", " ", " ", " ", ". , . , , , , . , . : , - . , 1996 , , , Corporation". 2000 , " . 1998 ", 49% , 51% , . "News 400 , . ( ). , , . , , "( ) . ( ), 1990 1991 2- . 1- 4- , " ", " ", . , . 1998 , 1999- 2000 . . : PRESSI ( HERSON ) , , 401 2000, ", , " , " . ", "), " " " , " ( " 1993 " ", , ), " . " " , " , . , , " " 1996 . 4. , , . " (" " " (" , , ", " " "). 4- " ", " ". " +", ", " - -96". " " 402 , , , - , , , . . " " " . , 2000 : " ". " , , 2000 , , , , , - , , , " ": " " , , " " ". " ( : ", , , . " ). 2000 , " - " . . 1999 " 1998 " ", 1996 3", ("2x2", , ", . : PRESSI ( HERSON ) " ", ). 403 , " " , . 1999 Mace- . , , , . " . " , , , ", " , " ". ( . " " "). . . 2000 , , . 5- " . , , ex- 404 USSR. - , , REN-TV , . " " . (" ") 1997 . WebChoiceTV. REN TV 1991 "( " , , 30 , . . ", . , " , , , . ". ". " " 18 35 . . , " 80% 35" . 1998 - '.' . ". , . 90 : PRESSI ( HERSON ) ) , " ..." 405 " ", . , , ! , , , , , ! "- . , , . - 19. , 80- . : , . ". . . . ,7 , 1999- , . . . 2000 , , . . 406 91- , . , . , - . : . , . , - . , , , , , , , , . . . . , , : PRESSI ( HERSON ) , . 407 , , . , . . 1991 , : , , , - , . . . , . , , , . , " , : , !" . , , , , : "( ) " " " . , " , , , , , , , . , . 1996 408 , 1996- , . . . . , , , . . , " , " - . . ". " , , , . " - . 1996 , . , . 1999- , , XX , " " ", : " ( ), , ( ), . ( ), " ( ), . . : PRESSI ( HERSON ) " " ( ), 409 ( , , ), , : . . . " " , , , . , , - , , . . : , , , , " ", . , " "" " " " " , , " " ", " ". 410 " ", . , . , Epica Book 10 Premier SV, Moscow . . . - , . " - : PRESSI ( HERSON ) 411 , . . 1996- , " . , , . - , , 1993- , 1999 1993,1995 ". . - ". ), . , . . ". . - , , , : ", ", " ", ", " ". , " . ", " . ": 1991- , 1993- , , , , 1996- . . , 412 . , . . . , 1977 , ) - " . , 1996 ": ". 1996 , : '" : ... , , , : , ". : , ..." . , . , : PRESSI ( HERSON ) 413 , " " . . , 1996 . , . , PR ". 1999 " . . . , . " ", , 1999- , . , , , . : 1996 , 414 , , , , . . . 1998 . , 1999- , . . 1999 . - " ". . , . , 2000 . , 1999 , , : . . , . - . , . . " (" 1999 31 , . ", 1999 . , ). , , 2000 . , , . . , : PRESSI ( HERSON ) , 1997 . . , , 415 , , , . ", " , ", " , ". . . , , . , , , . 1999- , 31 . , 50 " ". 1969 1974- , , 1990- , 1998- . - . . , . , . - 416 . , , . , 4. :" , ?" : ", ", " ", " ", " ", " ", ". , " ". . PR . " ". ( ) , , : PRESSI ( HERSON ) . 417 , , . . , 20- . . , . , , , . ( ). - " " - " " , , . , . . - . , , . . - , . , , , 1952 . , , . 1956 418 , , , 1960 . . , , 60- , , . . . , . " " ? , : - ", " ", " ", " ", " ", " ", " ", " - - ", " ", " ", " - ". , . : PRESSI ( HERSON ) 419 , " " " ", ", ", " " , , ( . " , 1999 , 1997- ". , "). . , . , . , , " , . . 420 ". ; ) : 1. ; . ) , . . , , , , . . 2. , , , . , " - ". . , , , . , , : ) , . )" : PRESSI ( HERSON ) " 421 ) . ; 3. ) ; . - Deus ex machina ( ) ). . , . . . ", -i . . : : ); - ( ), ; - ", , , ; ). , 422 " " ) , . . ™ . , . , : 1. (" , " . " "), ( ). , ( " ), , ( ), , ( ). : ) ; ) ; : PRESSI ( HERSON ) - " 423 . : , , ( ( ), ). , . . . : , , . , , . , , , . . 2. 4. ) , , , , . . , , ", , , , . . 5. , , . 3. " . . :" , ". " " ), "( , 424 , . 6. , : ) , . , ) ; ) , . .6) .1 ( ) . . . . 4) - - , . , . 122 . , 1992 ( 122 : PRESSI ( HERSON ) , 1996 .). - 425 . , , . . " " : ) 1 1999 , , 8 , , . 4) ; ) ) )- . . , . . , " " . . , ). ". . : , ; . 426 . , Homo pablic. : , ". ? , . ". , " , . , . , , , , , , , , " " " + ), -" "( ). 80- , . : " ( , , , . . : ? , , . , , . 1989 . 2000 : , , - , , ". : (21 , ut ". ). , 148 ( , ). 100 : PRESSI ( HERSON ) , 10 ,1 : , 89 , 6 90 - . 427 ) 1995 : 72%. ; ) . , ?" : ) ) . , . , , ; . , , , . , , . , , . 1997 . 19 1999 - , . : ". 428 : . , 2000 , . . . , . , ( ) - ( . ). 1999- , ?" — :" , . - 1999-2000 . : , , . 1996 : , . , , , , , , 2004- , 2008 ". , , . : PRESSI ( HERSON ) , , , , , - 429 , . : . : . . ". ". 1999 , - " " . . . . . . , . 99- , . ( " - ") . , . . . . , . " " , , " (" , " 45%. . "). 45 . . . - 2000 , , , . 430 , 19 20 1999 3% . . : " ". , ". 450 225 , . , , . " " , - , . , , . , - , , : ), ( ( ," , ", : PRESSI ( HERSON ) "), ). , , , " , 431 . , - , . , - ". . . , " ", , . , , , .". . . . 1995 , , . , : , 1996 , . 2000 . , . , , . : 432 - " ". , , - 1999- . . , , , . , . - , . , , . : . , , " . , ?" - ,- ", .— ? ?.. . . !". - " - ", . , " - : PRESSI ( HERSON ) 433 . , 52% . " , , . ". , . " " . , " ", " - , ", " ", " . " - . , " ". , ". . " - . - 2000 . " , " ". . -27. 28 40 , , , , , : " ?" 434 ... . . , . , , ( ). , , , , . . 15-20 . , . . . " - " , . . - , , : PRESSI ( HERSON ) , , - ". , . , 435 . " " ". , , , , . , , . . , , , , : . . , , . , , ". " , " , " : , , , ", , . , : , , 1994-1996 , . - ". , , , , , , 1991-1998 " ,- " !". 436 . 96- , 1999-2000 , . . 99- , , . . : ". - , . . . . 80, 1989-1995 90: 1996-2000 . , . , . , , . , 1991 - . : PRESSI ( HERSON ) 437 , . ( . 1999- , , , ). . . exegi monumentum ( ). 1996-2000 - . , Catch-22 J.Heller), . . 1999" ". . , , ! , , : , . !" 2000. 438 , 1998 - . , " ", . - " , ( 1995 " ", ), , ( ), 1996 (" 1999" ). , ", 1998, ", , " - " " 4). " , 2000" . " (" "). . . " 1999 " , , , ( , ) " . "( ) ... , 1996 " " . " ". " ) ), : PRESSI ( HERSON ) ". " " 439 " ". , ... (Rumour vulgaris) . , ... , , : , , , ?" , . . , , , , , , . ", " ", , , . . . . , 440 . . - - . . - " ". , . " . " " : , , , ! , . XVII-XVIII " . " " . . , , " , , , " . : - ; : PRESSI ( HERSON ) . 441 , , " ( , ) . - ". ( , ), . : . - , , , . : , , , , : , , , - . , : , , . . : , . , , ", , : . ( . , ," ) , . . . : . . ", . 442 - " . , " , . . ( ). . , . - , . - , ". , , , . , , . , . , , , : PRESSI ( HERSON ) . 443 . , , . . . " - - " // "(30-^ ) "(60-70: ", " ", ), "(80- ). ", " ", " ", " ", . " . - , . , , . , . , , " ". . ? 1999-2000 , . 444 . , , , , . . 1993- " " 10 . . , . , . "( ), , " " " , ", ), - , " " ). " 1998 1996 " " " , . . , , , . . 99- , "Mabetex" " , . : PRESSI ( HERSON ) , . - 445 . , , . - . 1999 " . " . - . ". . - ", ". , . " ( . - 446 ) , - , . " " - . 1999 . . 1998 - ". . . , . . " . . , " " " , " : PRESSI ( HERSON ) "), 447 1998 , , : 17 1998 , . . . . . ( 1999 " ) -2", , . - , - , . . , . . 1999 ( ), . " , - ". , . " " , . - . . 448 " (Gazeta. RU), . " . . , , 1999 . : - . " " , . , . , . . - . : PRESSI ( HERSON ) , ( . ) . 449 " ?" 1997 (35/4518, ; " " - ): ; - , 500 . ", " 500 ", " ", 10, 20 ", " 3-5 250-350 , , ", , " " ) ". ( , ": - ; ; - , 450 , , " " - : ) , . . . . . 1999 - . , , , , . : , , , . . " , , , . , , , " .. . . , 1999- , . . , -" . , , . , 1996 . " , " , " : PRESSI ( HERSON ) ". " . , 451 , . - ". " ! " ( ), 1996- : , , . . ". . , , , , ". . 1999 . , , , : , . . . , 452 - , 1995 , , . . , : . , - . ( ." ") " . " 1996 : " !", " !", " !". , " . , ". . " . , 1999- , : PRESSI ( HERSON ) , 453 ," " . , , - , . , " " . . : . , , , . , , " 1999-2000 . " " , , —" " !" , 1991 . , , . , , , , . . . , " , " , , : , . , . , ", " 454 . , " ", , , , - . , . , , , ". , , , . ) ( ). , . , . , : PRESSI ( HERSON ) 455 . . - , , : "( "( " ( .), " ", ), " ), , , " ( ), " ". . . . ., : " " " ", . , 456 . . . . 1995 - , . XX , - 1899 1999 - , ". , . " " ", - ", ", ". " , "... - : ", . , . , , " ...". , , , . , . . , . , ), 1999- , . , . : : PRESSI ( HERSON ) 457 " " ". , . (700-1000 ) " " . . . - , , . . , . , , . , . . ". . . 458 . . , . " . ". . : , . , ". . , 1995). . , . ", " ", " : PRESSI ( HERSON ) ". 459 " . . . - "1000- " ". ", 20 ", " ", ", ", " . — "10 A. . . , , . , ". . ", - . " -2000", B. -2000". , " , , . . 1 . - . . 460 . , , , . . , " " ", . . . , . , . . . , . 19 1999 , , " , . . ( ) , , , , . . , : PRESSI ( HERSON ) . 461 , !" , . !"" " " . " ". "— , . , : , . , , " , . ! ". " " ", . 462 , pars pro toto , ). . : , . , , ". "- . , . , , , , . . , . ... , - . . . . . , , , , . , . ". . : PRESSI ( HERSON ) . ," " , 463 . . P. S. ... PR >( , . , , , ? , , , ... , : ..." , " . : ". . , , , , , , , , . , , . 464 , - - . . , , make up , , . . , , , , . , . , . . . ). " , , , . : PRESSI ( HERSON ) , 465 , , . . . 8. . , . : 466 , " ", . , , , , , " ". . . , , , , . "image" , , , , , , , , , , - . , , , , . , , " . . . " . XX " ). . , : PRESSI ( HERSON ) " " 467 , . ) ) . . , , , , . ? ? " " , , . 468 , , . , , ... , , - , . , ", ... ?! , ", , " . . , ; , , , , , , " , ... ". , , : , , ... ... , , . . ... , , ... , ... ... , ... , . , , , , , , , ". . ... , , , , , ". : PRESSI ( HERSON ) , ... " ... . , 469 "— " ". . " "image" " . - , , . . - " ", " , ", , , . , ". , , . ". I XX , 470 , , , . , , : . ? , , , , ". " ". . . - , , " , ". , , , . , . ) " ". , , , " ". . , : PRESSI ( HERSON ) , - 471 , : . , , , . . , , , - " . . " "). , , . . : , , , , . , , . . , . . , . , . , ( , , ). . , , - "19 ", . . , , XX . . , , : 30- , 472 ( " ), ", , 401991 . , , 1985, 1996 : , . ), ", " , ", , . ". - . , . , , ( ). . . . " ", , . : PRESSI ( HERSON ) 473 " . . . " " . , . " , . , , . . , . . , , , . , . 100-150 , - , . " , . , 1996 . - . 474 ( ). . , . , , : " " . ... . "saundbites" ). , , . 20, . , - , , ", . . : , , , , ( , , ), , , , .). , , , : HOMO SAPIENS I , , XIX XX homo sapiens. . : , , . . : PRESSI ( HERSON ) , , - , , 475 : , . , , - , , . . . , , , . . , - , , . . - , XVI " " , , , , , . . , , , , , . " , ". , , . , , . , " ": , , . 476 . " ". , . (" , " 20-30.) " " - . 40-50- , . - . , : - ". , " ". , . " ", , , . "- , , , . , , , . : PRESSI ( HERSON ) 477 " ( . ). " " ( . . ). ... " ( . - , (" ), " "). . "( - ). , . , , . . , XX , ". . - : , , ". . : " " , ". . , ". . - . - . ). , , , , . . ... , . . . "( . , ). , , , 478 . . , . , ( ( ), ), ) . , " - . , " . " . . , . , ex- USSR . , . . , , " - . : PRESSI ( HERSON ) 479 " . , " , , . . , , . , . . . . . . ... . . , . , " - ". . . , , , . 480 , , . , . . , ... , . . : - " - ( - " . ). . - . . . ( . ": ), ( ( . , . 48 , , , " ": . , ". " ) ). , " ) " . : PRESSI ( HERSON ) . 481 . ( ) . , - , " . - , , , 1998 , . " " 9 , ", . , . " " . - . 482 -5 , 1992 1996 . Military Intelligence ). . , , , . . , " " ( ) ". 007 " , . ( " ", , ", ) " ". , . : PRESSI ( HERSON ) - 483 : , . , , , . ", ". . . , . , . " " , . , , - . , - , . , - . , , , " " , : . . . . , , , 484 , , , ". . , , . - , . . 2000 . 30 , 38", " (1970) " , 6". ". . 1900 . , . - . . , , . " . , . , . : PRESSI ( HERSON ) , 485 , : 1945 , 1950 , , , , 1948 ". , . ". , , . , . , , 65- 70, 80!" 1945 , , 44 . - . - . . : . - 486 " " " : . " " , , " , " . ," , , " " " - . . . . "clown" - , . " , . " - , , " . ". . . , . . , , , , . . . : : , - . , - , , " . 95). . , . , . 23, . , , . PR ". , : PRESSI ( HERSON ) 487 , - ". , . , , , ". " . . : , : " " " ". - ", (" " " - "). . . 95 % , : . , ! " , " , , 488 . : , . , : ". . , , : , . , , , , , , , , , , , , , ". . . , " . . , , , - , , . , . , , " " ". " ". , " " . " , ". : PRESSI ( HERSON ) , 489 . " , , , , ". , , , , , , . ". , . , - . . , , . , , . , , . XX . : , . . - . - . . , 20 . 20- . , . , , , - ." . , ", , "- , " . - 490 . , " . "Vogue" ( , : PRESSI ( HERSON ) ). ... , " 491 , . . XX . . " " , " ". , , . , . . , , . . 30- , . ), . , , " . , , " " ". . , , " , " , " " " , , . . , . - ", , 1789 . . , 60" ". , , 492 70. . . , 90- " ? , 80, ... ". ?» ! ? ? ? '* , : ( ) , ), ( . . ), - " , , ". . . , . , , . " ". " ". , . , . , , ( , ) , , , . , . . : , : PRESSI ( HERSON ) . , . , . . , -" . ", -" ". 493 , . , , , , . . , . , . . , , ," " . , : ". , , , , " , " . , , , . , . , 60! , , , , . , . " , ". 30-60. , 007 , - 50- " " . . 007, , . . , , , . , , , . " ". : 494 ". " "- , " . " , , , , , ". , , " " , " : , . " , , , , , , , , . . : , . , , , , , " , " , , . . ... , . , , . " " " , ". , , . . , . . " , . 7 1901 .". , . : PRESSI ( HERSON ) 495 , , : - . , , , , . , :" " . : "( . . ), " ", " , , . . - ). ", , . , , , ... . , ". , , :" , , , " , , , , , ( - 1981, ), 1998 - . . ? . , 34 , 6 . . 8. : 492... . , , . , , ", , 1983 , . ( -95/65) " ". . 496 , . . , . . . , , . . . , , . , 11890), (1871- , : ". . . 15 , ", , ", , " : , , , , , , , : , . " , , , ". , , . . ". , " "- . ? , ", : , " " ? ". " ". :" , , " : PRESSI ( HERSON ) . ". ", " " 497 , , . , - . - , . . , . ( !) ( , , ). , . . . . , , , " ", " ". , " ". . ," " " , " ", . . " , . : . , : , . . , . " ". 1925 " , 1925 " " - ", - , , . 15 . , ! 498 , : , , . ". , , . " " " 1918 " " " . : , ". , ". . , , 1939 , , , , , , , , . , , , . " , ". . " " , "The mother of Kuzma". . . . . , ". , " . , . " ", . : PRESSI ( HERSON ) . . , , 499 . , . , , . . ... ! . " . " . 1998 , , - . . 1 . , " , " " " " " , ". , , . . . , - , " 2000 . , , . . , XV , XVI , ", ". . - , , . . . " - . . " , . " ( " " 500 "), . . , . !> I . , . , . , , . - . - . . " " . , - , . : , , . . . , :" , , . " , ": . , . : " ". . , , , , - . - . , . : PRESSI ( HERSON ) 90- . 501 . - , . ", 1994, - . , . " (" 4). , . . , . 8. . : , ; : , , " " ", " . , . . ". 19911996- , -1991,1996,1999. . (" " , 33 . ", , , " " I. . . " ", . :" , . , .) , 502 , , ," ". ? , , , . . ... " 1999 , . , , ... . " , : ". . . - •,,; . " ". -" , 1905-1917. . ". , " " XX , , . . ", 1917-1921 . . , . , . 1941- , - " . . . , -" . . , , . , . : PRESSI ( HERSON ) . 503 " , " , ". - - . 1998 80- , . . 30- . . ( . . ). , . , 1946-1960. . . . , . , . , , , . . , , 60- . , , 60- . . - . 8. . " "( " , ,1960 -" 70, " ") . : " . ". 1991 ( " . 1961 .) " ". " 60- . 504 , " . - " " ". , , I. . - . - . . - 78- . 1995 , " " . . . : - , ... "Pepsi. . . : . - . . NEXT". "Pepsi" . , , "Coca-Cola" !". "Sprite": P. S. XX , , 1999 , Philip Morris Co , . 9. , , , . , ", " - ", " , " : PRESSI ( HERSON ) - ", " ", " ? ", ", " " . " ? 505 stilus , , , . . " , , " : , , , . " (trend), , . , - . . " , " - . , , , . : - , 90- , " 60- . ". - 50- , . " " " ". , ". , , - . , , . , , , , : , , . " " , : . . " . " 506 (" , "- ," ", , . ). - , , , . XVII . . , XVIII - ", . . " . ". , . , , " ". , , . , " : " , , , make-up-artist, , , , . - . , 60- , , . , " ) , ( , , ?" . 90). 416 : PRESSI ( HERSON ) , 507 : , , , . " , " " . " . . ," , , " , , . , . . " ", , . , , . : , , , . , . , . , . : ( ). . . - , . ( ) , 508 . , . , " " - , , , . , corporate advertising ) . corporate identity advertising ). , ". , " , , . , . , . ( 1. 2. 3. ) : . . . , , , , , . . . : PRESSI ( HERSON ) 509 , , , ( , ). , . ( " ) , . . . - , . - . . , , , . OPEL . - 35,5 - , (mm). 47, 5 , -4 . " "( ). ", " . 40 , . ? . , 510 . , . , , , , . . . . , - , tie , . , . , . , ". " "Greatis".) ". ( . . , . , , , , , : , , . . , ( , , .) . . , . . , " :" "? : PRESSI ( HERSON ) , 511 , " , " , , , . , . . . , , , . ( )- . " , , . , , . - , " ", . 90- "Pepsi Co" . " ", , . , , , 10%. " , ", , , . Pepsi Co, . 512 , , . 90- TNT . . : . ". , ) , , , , . . . ( ), - . , - - . - . - : PRESSI ( HERSON ) 513 . . ? , , . - . . - . - , . (mission statement). . . . , . , , , - . , , . . , 514 . - . . " " ", " ", " ", ", ", " ". 1933 ". 20- . , " ". , , . - 20- , , . , , . , , , . , , " XIX , , , ", . , " " , , , , , , : PRESSI ( HERSON ) . , 515 " " " " , 30- . , . 1982 " ". 1967 . . , , . , , , . , . , . . , , , , , , . : , - . 516 — , : ". , . . . " " . " " . . . : .'i- ; ; ; , , . , , , , - , . . , 50 . , . 10 : PRESSI ( HERSON ) 60 . 5,5 . 10 30 . , , . 517 - . . , 30-40% . . 9 8,5 . , . . , , . XVI . , . " , ). . . . , " , " " " , . . , , . - . . ," . " " ". , " , ". : 518 - , , . , , , . . , , - , . . , . . . . - . , . . . , 20- ( . , , ). , . . , : PRESSI ( HERSON ) 519 . , " . , , . , , . , . , . , , , , . . ". . - ( . . . - , ). — , . 520 ( ), ( ). Kodak, Shell. . . . . , . . : ,; - , , ; N. <Q1 , , , _ >- ; : " " , , , ; „,,j; ,£— " ", * ( : PRESSI ( HERSON ) ; _£..— , ; ; ; fr , - . 521 , , . :" . , , " . . : - ; ; . . ( , , . - . ). . . . "cover story". . , . , 522 . ( ). . . , . . "Generation " ": - , . ? . , . , " . " " (1509) , . , - . , . . . . 432 9. XX , . : PRESSI ( HERSON ) 523 , , ". , , . . , , ( , , - ). ( ), , . . , 44 , , . , , . , , . ( ). , . . . , , . , . , . , , , . 524 , . , . . - . , . 60- . - . - , : A. , . , , , - . . 1: 1,414 : -2 (420x594) -3 (297x420) -4 (210x297) . , . 10:14). , ) 2,4,8,16,32 . B. . , . : PRESSI ( HERSON ) 1/2,1/4,1/8,1/16. . : 1:2 ( - . "— 525 . , ISO ( ). XIX (1:1,414 - ). , , . , - , , 1972 , . , . - . ( ), . , , . , . , , IBM, 21 . . , . . , . - , . 526 , .• 1^ "Twen". , "Homelife". . 60- . 1932 ", . , "Time", "Life"). ("Times", . " " " " . " " 1966 . . , , . " ". . , . 1976 " " . . . . : PRESSI ( HERSON ) , -, 527 , , . . " ", 102 . , , , . , " , " . 70- , . . . . , , ", " ", ". . , . 440 ( ) , . , 528 30- , "BAZAAR", , . . , ", , , . 60, . ", ", " ", " " ", " ", " , , 60- ". " " , . " , , , . . ", " ", " ", " ". , . , " , - . "( "Raygun"), " ". , " " , , " ". , . " , : PRESSI ( HERSON ) " . . , " . - 529 , . (, 80- XIX . . " " . , , , . , - , , . , - . , . . . , . , , " . , , " . " ". - 530 , . ( . , , ). . - . , . , , . . , , , . . . 90. " 850- " 1998 ". . . , " ". '. . . , Coca-Cola , " ", " , . . , : PRESSI ( HERSON ) ", , " " 531 . " " "verkitschen", . . XIX ". " " : " . , " ". , 60-70" , , " " . XX . ". , , , . . - . . - ; , : •' , , ; = . 80- . - , . . : " " . , ,: ". 532 . . . , - . ". , . . , . . , . " " : ! ? , . , !" - . . , : , , . - , : : ". , ". , . . !" - . : PRESSI ( HERSON ) - , - 533 . , , , . , book-9. . "Mazda-626" Epika , , ( . ). 70-80- . , . , , 1976 , . , . . , . ". , " . ". , , :" 9. , ". , - , boy" . , . . , "Pin-up girl", . , . . . , . . . . "Pin-up : 534 1. 2. . , . 3. , . , , " . , . ". " - XIX " . : . , , . - . , 1929 , , . . , 1935 , ". . " , ". . , , , , , " . ". . " "- , . , - . , , . , : PRESSI ( HERSON ) - 535 "Bik". , " ". : :" !"» , . . . . " ". 1998 " ". . , , XX . . . 1995 . . 1996 , , . . , " , ": " 1890XX . Nouveau, Jugendstil, Secesia. . ". , " " , : Art 536 , , , , . , , . - . . , , . . , . , . , , , , ... , - . , , , , "- ... . , ... . . . ( , - . 56 , - , , II . . , , , , : PRESSI ( HERSON ) . )- . 537 . . , , . , . , - "Milda", , . , , " , ". 60 5 . , , , - . , ( . ). XIX . . , . " , " , ". . " . XX . , , . 538 , , . : . . XX . , . - . . , . " , " . , , , . , , , . . " ) V ., . , XX - . . , . . XX . . - , ," "- . , : PRESSI ( HERSON ) , . 539 , , . , . . , , , , , , , 9. " "- . , , . , - . . . - , , , , : ", ?", , ", ", ... , ". . . - , . " , " " (" " . : " ), " ), " " (" " (" "). " 20- . , 540 " 1923 ", , " "A+R" -1998" . " 20. ", , . , : , , 20- , . , 80- . , - . , , - . , . . , , . . ", " - next". " ; , ". 20- : PRESSI ( HERSON ) " ", " 1998 - 541 XX ". , , , : , - , , . . XX . , . , . , . 20-30- , . , , ", " ", ". XX , , . , . . - " , , , 1919 ). , 542 , , , - . - , 1920 ). , , , . . , " " , . , , . " , " " . " , , , , . . , . , . , , " ". , , . " ". , " ", . , , " ". : PRESSI ( HERSON ) - , " . 543 , XX , , -• , , , , 20. . , , , , , . , , . : , , , , . , ( , - ). " " . , . 9. , , : , . . , , . , , , 544 , . . , , - . . , , , , , , - . . - . . , -" - ; . " ). : ". ( ), . . . " . " , ", . . , . : , , ( ), , : PRESSI ( HERSON ) . , 545 . , . . " -" ": ". ! , . : . , , . , : "... " . 9. AHA . . , - , . ". , . , . " ". , , -" ", " ", " ". , " ", . , ". 20- . . " - 1920 ". . ". , , . . , 546 : ". , . . " ", 1926 . " ". , , - , • . , , 30- , . " . . (1895-1944) ", 20- . , . , , ( , , ) . , , , , " , , ". " , ". , , . , , : PRESSI ( HERSON ) . 547 . . " "(1931). 30- , , , , . " ". " " 20- . " . , " ". " 1917-1932 " . 1962 " - 30- - . XX . , , , . , , " , ,- . 90. ). . " 80- . , , Font International ( . - 548 20- - , 20- . :" . "( . . ." "). . , ". ". . ( ) . . :" ' ", " ( ", " ". ) , , . , , , , . 1927 . 1933 , , 9. , ). , , : PRESSI ( HERSON ) . . 549 "2 2" , . , , . .. . 70- . , . . , . " ". "Indastrial Light & Magik" ). ". , , , , . - . . , " ", ", " ". , , " ", ", , . " ". 550 , " ". - . - . '' " . , , . " " "The end of print". . , : , , , , , , " ": , ..." . , . . . . , , - , . , . . " . 9. AHA , . : PRESSI ( HERSON ) , ... , . " 551 , , , . , , " ": - : ( , , , , , , , , , )- , , , , , , , , . , . , , , , , , ), , , , , ". . , ' ". , . . «"Generation " "» — , : , , . , 552 - . - , , - . , , ". " " :" . - . (... ). , , , , , , (...). - XIX . ". , - , : ". , , , . : ". , ". . . " 1. 2. 6 " : ( ( ). ). : PRESSI ( HERSON ) , 553 3. ( ). ( 4. 5. 6. , , , , ). ( ( , 20% ). ). 4, 5- . ," " ". , , . , , " ". 8. , , , , : , , , , . . , , . , , : , ", " , , , ( 1940 , " ", " , ). -2" : ". 1998 . 554 " " 1997 : " " " "? , , , , . "Apr " " " , " ", , - " . , , " , . , . . . , . , , . , , . , . , . . , , . , , , , . - , . , , ( : PRESSI ( HERSON ) " ". . ), . 555 . - . - , " ". . : . - ". , : . , ". , . , . , , , . , - , , ( ), , . " " , . , : . . . - ;i * -; . ,. ,- , . . 10. - . , , , " , , , , 556 ? , , " 28 1895 ". , . . " - . . . " . " , . , . • " . . , . . , , , . , , , . . . . , , . . , . ," . " " . "- * . , : PRESSI ( HERSON ) . 557 10. . " " , , , : , : , ". : , . , . " "- . , , , . , , : ", " ", " ", " ", " "montage" - ". . , : . 2. 3. . 1 , , , -" » , . , . . , . , , , , . . , . , , 558 - . , , , , , , " " , . , . " "( , XIX " . ) , " , "( - ). . , . , , " " . , ... ! : : ! ". , ". " " ' ". " " . , , " " . . 20- . , . ) , . , . . " ," " " " " " . . 20- " : PRESSI ( HERSON ) ". , 559 . . , . ,- , . , . . - . , 10. , . | " , . I " , , , , ". j . | -1 ), -1 " -Ksmpefiction "600 , . . " , " i . . -" ", " " ". 560 , 1999 . , " ". - ", -" ". , . . : . ". , . . , , , . " "- , . ", " ", " " , , " - " 1999 "12 .). -i . "( , . , . . , . , . : : PRESSI ( HERSON ) 561 ! , - ". . , ( , , ), , , , , , - : , . . , , , . , , ". , , . 1997 "Ariston", , , , , . , " ", . , , , , , 10. . . . , . " . "(1960 .) . . " " . 562 . . 45 " , " 78 " . , , , , , , , . , . . , ", " ", , XX . . , , - , . . , , «Generation " "» ( ), . : , , . . , ( )— . , ". : PRESSI ( HERSON ) . Homo zapiens, . , 563 (The medium is the massage ), . , " , , ". . . , QuarkXPress . , , . . , " , " " ". " " , . , . , , " , ", : , ". , " , - . ", . " ", , , "», " ", " ", " , 10-20 « ". , . 564 , . , , , 10. . , . , , , . , . , , , . . , , , . . , , . , , 1923 , " , " ". " . " " , , , ". "12 ", . : " ". , , , . :" ". , , ". , ". : PRESSI ( HERSON ) , . 565 . " " . , , , ( , ). -" " « " "» . . 1926 , , " " . " , , , . ", ". . " —" . " " ". . " - : " :". ". - : , , , . ", , , , , , , , , . . , 566 , , . " , ": , ! , , , ". , 1938" - . " , , " ", . , : ' : , !" , , . . . . , , . . . . , . , . . , . , " 1. : PRESSI ( HERSON ) ", :" " , " !" : 567 2. 3. 4. 5. 6. *' 8. 10. 11. 12. 13. 14. , , . . . . '7. , . . . "9. . . , . . , . , . . ". . , , , , , . , , . . , . " , 20- 568 . , , . . , " , . , ",- ,". " , . , - ," , " ". . - , . . - . , ( ) - , , . , . , . ", ". 1) 2) 3) 4) 5) , ( , .); ; ; ; . : PRESSI ( HERSON ) : 569 " " " ". - . " 60- " , , . . " ". - . - , :" ", " . ", " ", " ". ", , , , . , , . , , , , : , , . , " , "... : . . ". . " . , , " ". ". . ^ . . ? 570 , , . , , ". , . " , " . , , , . ", . - " ". , , . . . : " . . . " ", , . . 1999 , . a &V : PRESSI ( HERSON ) " , - 571 :" ". , , . . , , . , . . . . " , " . XX 12- , . 1899 " ". , . . . . , , . , , , . . , - . . , . , . . . - , 572 . " . ". , - . , . , " ". . - ,- . , . .- , , , , . , , , , : . - , ,— . },< , !— . , , ,- , ". " , ". . . - . . , " : , ". . . : PRESSI ( HERSON ) , 573 , . , . . . . . , , , . - . . . ". " , ., 1929). " , " ". . " ". " , " , . , , . . . . , . . : , , ," ", , . , , . , . , , 574 20- , , - " ": , - , ... , ... , ". , : , - , 90- , . , ... . , , ..." , , . , , . . " . . . . , . ". , " . , , . . , " ". , , "love story". : PRESSI ( HERSON ) . . , , , 575 . - , . : , , - . : , , . . , . . " ? . ". . . , . , - , , . . 20- " ", " " . . . " " " ," " 40- 50-60". . - . , ! , - , , , , , . . . 576 : , . " ), ", " ", " ", " ". , . . . . , . . ", . , . ". . - . ( . ) : , ? . — ". , , . , . " " ?•- . ! ?! ... . , , . . , , . . : PRESSI ( HERSON ) , 577 . . . . " , . , , . •jt> , . , , , . , " ". . . . : . - , ". - . . , . , , . . , . , - . 578 . , " , , ". " " . " pa" . " ", . . : 24 - ". - 30 . . Microsoft : — , 80 ". . - , . 80 - , . . . . . . , 1996 , " ". - Tomb Raider. , : , , , . . : PRESSI ( HERSON ) 579 , . . " ", " ". " " . . "- . " ". 1998 " , . " " , , . " , " , . , " ". ". " , " " , ". , , , . 1997 " , , . ? , . , , . , . . . 580 . . . ? , , ? - , ? . . " ". , , , . . " , " " " :" ", " , !", " ", " " . , . - . . , , " ". . . , . , , , , , . , , , . , - XX . : PRESSI ( HERSON ) 581 . , XIX . : . , [...] XX . . . [...] . , . ". , - . , , . , , , , . : ". XX . " " , . , : . : ", " ", " ", " ", " ", " "- . . , . , , " . , . , " 582 , , . , . . . , . , . . , 8.03.32: , , . , . . ! !" , , , . . , . , , : - , ..." . . , ( , . ). . . . . . , , . . , ? . ... , 60- : PRESSI ( HERSON ) . 583 20- . , , . . , ," " . , , . . , , , . , . - . . ,— , ,— . , — ". . . " : - - ". ", " ". , " . , , . ". " , 20- . . 1963 , , . , " ", , . 50- , 60- 1917 , 584 . . , " , ", . - , . ", , . , , . . " , " " , !" (1966 .). : ". , , , - . . " ". " ", ", " , , ". . , - , , , , . , " . -" ", " " ", " ". , . - . - . ... : : PRESSI ( HERSON ) , , , , . , 585 " (1969), " " (1970), " . , " (1975), " " (1982). , ; , , . . , . , , . , , . . - - . . , . , . , , . : , , - - . , . , . : , ". ," " . , , 586 . , , , . . , , , , . , , . . , . 1897 ", " . , . . . , " " , . : ( ), , . , " " , . Steadicam, 1970 . , , . Steadicam , , , , : PRESSI ( HERSON ) , 587 . " ". " 1978 ", - " ". -" 1956 " . . . " ", . " " . " ", . . , " . . , , 1 | PAL , . . . NTSC , ( ) , , . - 25, PAL NTSC - 30. , , . , , , , 588 " " , " " . , -| , . , , , , . " , , . . , , . , " . ", , " "Indastrial Light & ", "( ). ILM , ", " ", " ", " 1: (" ", " - "), - 1138", . 70- , . . , , " . "XX . . ILM " ", " : PRESSI ( HERSON ) " " ", " . 70" (1977), " -2", ", 589 ", " " . " , , "Indastrial Light & Magic", " (" "), , . , . 1989 40 "Indastrial Light & Magic" , . . . , , . . , , " " . , . . " ". , , . . , . . . , . , . " " 590 , . . , " " . , , . 11. ? ) , , . " : ?, , " . !. . !.. ". : . , " ", " ", " ", " ", " . ", , . : - , ..." ". , , ". . . - , " : PRESSI ( HERSON ) " . : 591 , , os , :, . . . , . . . , . . , , 90- . - , , , . , . , , . . , , . " ": . , , , ! ". , : ". " " , ". , : , , , ". ,- 592 : . , . ". . , . " " "». « " "». . - . " " . " " : , , " !". ": , ". :" , , , , , " , - " ". , . . ". : , , , , , , , . ". , : , . . . : PRESSI ( HERSON ) , ". , - 593 , . . . " " . : " , " " , . ", " ". , " Sardonia hebra. . " , ". , , - , . , . , , : , , , . . . . . , , , , . 20- , , ", " , " ", " ", " ", " ", " ", ", " " . . - . 594 . . - . . . . , : , ". . , , , . . , . . , , , . , , . -" . , ", , . . " ", . . , , , , . . . . " : PRESSI ( HERSON ) , . 595 . . , . . , - , , , . , , " . ". , , " , ", . , . , " , XIX , ". . , . " , , ", , . . - , , , , , , , . , , . . "?» , , : - " "! 596 , . . , , : , "Walter Thompson", , , , . , ,- , . , , , , , , . 1995 "Bartle Bogle Hegarty", . "Levi 501". . , , , , , . "Levi 501", 1897' . ". "Lowe Howard Spink" , , . , : 1" , " : PRESSI ( HERSON ) ", " , ". 597 , . , "- -" : , , , . , XVIII . , , , , . : , . 1994 , - . - . . -, , . . , , , , , , TBWA ", . , " . . ". , 90- , . : - ! ?! !- . , 598 ; - ?- .— . - . , , : ?" , " ", . , , . , , . " " " " " ". . ", . . ... , . . , . . , , . . , . , : PRESSI ( HERSON ) , 599 , , . . " , . , , " , . - . . . : , , ". , , , . " " ". : , ." - , ). , , , , . , . , XVI , , : , . - . , . , , , . DDB, "W ". . , " " 600 . 10 , , . , , , . "W". . , , . , , , . . , , . " ", , . , 1995 , . . ... , , , . : , ". , . , : PRESSI ( HERSON ) - 601 . " " . . " , , . . , , . . , , . , . , - . . . - . . . , , , . . , , , . , . . . , 602 . , . : ?" , ... , . . 1992 , . , . . . , , , . , . . , . , , , - . 1994 ". , , . " : PRESSI ( HERSON ) ". 603 , , . , , , . , , . . . - . , " ". , , ". . . . - . " Epica 1997 200). , ". Rover ( : , . . -Rover 200. , , , - . ( ) . - 604 . " 1927 " " : " , . , , : , , , , , ". . , , , , , . , . , . , . , , . , . ... ," "- . . . ," . " . . . , , . . " " ". : PRESSI ( HERSON ) , . " 1925 , , 25 , 605 , , . , , , - . , , . : , ". . . , . . , . , . - . . , . , , , . " " , :" !" " 1998 . . ). "( , , 606 , , . , . , , , , . , , . , . . , . . , " ". ", " ", " , !", " ", " ", " ", " ", ", ",." ", ", " . . . . . , " " " , . : PRESSI ( HERSON ) ". , 607 , 1995 ( - ). , , 70- - , " (Make love Not war). Thea. , , . , . . 1917 , " ". , : "MAKE UP, NOT WAR" ( , ). . , . , ." . " , . , , , . : slapper -~ slapstick. , slapjack - . , . , . , slapdash - 608 , . : ". - , , : " " :" . . !" , 11.05. . , . - . ". : . . , , . , , - " , , " , , . , . : , , , . . ) " " " , . " " " * " !- " .- ". : ?- . , . : PRESSI ( HERSON ) 609 , , . . . * 1998 , . * , " , ". * , " * , 91- , ". 94- , , . , , , , , ad absurdum " ", , , , . " ". : ". " . " , ". , : , , . - , , , , 610 , Epica-97 - "Hower Henri". , . 1997 " " ". Tango. ". , . . , . , . . , , , , , Tango. , "Guiness". , "— . . 1996 , " ", : ". , to "Ariston-Dialogic" , "9 ", . , , , . ... : PRESSI ( HERSON ) , , . 611 , , . ," , , ". " " " " : . . . ". " ! " ". " ). " "). ". " ". " " " ". ). , " , . . . " ". , . Smirnoff , ). " , : " ". , : " , . . HP- i " " , , 612 , , -> , -> *' . " ". * " " " ' 90- ". " ." . , . . - , . : , ... , , , . " " - " " ". . ", , , . " ", . : , . . , , . " ..." . , , , , . : PRESSI ( HERSON ) , 613 . . , " " , " ?" , , . - , , , . , . . , . , . . , , . , . , 1998 . - , - : ! : , ". . . . , . . , , , :" :" : - . ". ?" 614 . , . . , : , , , ?" , . " , ", : , , , , . , , , . , , . . . , . , . . '•" . , . , . : PRESSI ( HERSON ) . 615 , . : " " " ". . " " " . " , , - . , , . . , , , . , , . , , , . , , . ... : . ..." " " . 90"BDDO Mancebo Madrid" . "Reckitt & Comam", . , - . . , . , , 616 . : . Nenuco ". . , . "Baltcom" , . ( 1998 ). , , , , . , . . 1998 , . . - . . , . , - , . 90- , , . , , . "Pilot Media". : PRESSI ( HERSON ) 617 , . , , . , , , . , . 12. – , " . " . . , XX . . . " ....— .- " : , ? , . , , . .- .. ? . " " : . 618 , ?" - " , ". : . .— !" , , , . , " !"- " , . 1839 , ", . "( " . ). . , . ( ) . ( ) , . , , - ( , , ). , , . : , , . - , - , , , , , . . : PRESSI ( HERSON ) , , , 619 , . , : . ". , , , , - , , , : ". . , , , . , - , . . , , , , 1993 . . , , . " , " . , , . , , . , 620 . , , . , . . , . " " . , . " ". " . . , . . , , , " ". , . , , . - , , . : PRESSI ( HERSON ) 621 , , , , . semeion . " " , . , )- , . : , ". . . , , , . , . - , , . . . - , , . - , . ) , . -. - , ydoVOLVcmeue ( ). . ! ! . 622 !( "Cool") . , , ( ( "Completa"). " !( - . ). "). . )- , , , , , - . , . " ". , - . " , " " " : , , . . . , , . , . , . . , . . . . : PRESSI ( HERSON ) 623 . . , ( . ), , 84- , 1989 , . " . " - , , . , , , " " ", " . . ( ). , . " ": - . ... , , ". , , . . . , - . , . , 624 - , ," , . "- , . : ) , , ). ; ) , , , , , , , , , . " ) "); , . , , , , ). , ( , ), . - . . . . , , , , , - . . , , , , , , , , . , , . . " . - , . : PRESSI ( HERSON ) " , , , 625 , "V". , . ,- , . , ( " , , ) ". "V". , ( , ). , . . " ". , " ". . . , , 1942 . , , . , , , , , . . . . . 17 , 1998 , . " ", ? - 626 . , , . , - , . , " ". - . " " . :" , . , , . ". . " 1984" - , : ", " - - ", " - ". . - . - . - . , - . . , , . , , . . : PRESSI ( HERSON ) 627 . : , , , , , , ( . ), , . ". , . : . " 96 ( " . ", - " "). " , " , - , " , , . , . . , . . - . - "Nike", , , . 17 , . . " , " ( ( "Nike") ). "Nike". 628 . . , ( , , ), . . . , , . , 800 . . , , , . . , ." - , " . . , , . , , , : ) . , " , ) " ". . : PRESSI ( HERSON ) : - 629 , , . : . , " : "Vent, vidi, vici": ". , . Sony). ) . , , : Jeep. . . . . . . , , . . , , . . . " . , - ", " ". . , " . , , 1996 .). - 630 " ". ", - . . " , . , , . . 1991 . - . , ) , " " ", ". , , , , . , , -" , ", , . . , , . 1997 " " :" , ". , . : PRESSI ( HERSON ) 631 1998 , , " " . . , , , , . , , . . " " " ". . ," " , , , . " " - , . . , , . 1850 , . . - . , . : 1968- 60- , . . . - , Mattel , " . " 632 , . - . . , , " " 1987 . . . , , . , , . , . " " . , . , . , . " " : , ". : , . , . . : , . : PRESSI ( HERSON ) - 633 , ". . , . . . , " " , " ": " : " " "- " , ", ," , DS-19 " , " , , , ", . ". , . " ". " - , , , " . . , " ", . . , , , " " , " , " (1967 .). , . " " : - : , - , , . , " ", , , . , ". 634 - , . . , , , . " " . : " " , " " : . - , , , , ". " ". " - , : , . , , . , , , ". . , , , , . . , , : , , , , . . , , . , ). , : PRESSI ( HERSON ) , . 635 - . - , . , ( , , , ), . , . , , . " ," :" " " " . . . , : , , , , . , , . ". " , - " . ", . , , . , " ". , . , , , , . , , " , " , , " ". , . , , 636 , , , . , , . , 79 . . , , ( ." ", ", 1994, . 16). . "grafito" - ( ). . . . , . , . , , " : " ", " ", " . ". , , . - ". " : , ," , : PRESSI ( HERSON ) , " - , , 637 . , . , - , . , -. , , , , . , , , , , , . . " ". , , . " "decsse"- " " . (...) , DS-19 " "( , , . (...) ") , . (...) , - , . , . (...) , DS-19 - , . (...) - ". "10 . .", " ", . 1929 , , - 638 . , . , . 1992 ". , BMW. , , ( 11/159) . Lexus, 1993 . , . : , . "Benetton". , "Benetton", - , . , . . : , . , , , : "United colors of Benetton". . "Benetton", " . " . , . " , : PRESSI ( HERSON ) , "United colors 639 of Benetton". "We are the people" "New generation", "Pepsi Co". . , . , ( , . , ), . 1843 , . , . . , . . Banka Baltija, . " ". . , . . . . " " . . . Post scriptum", . " . , . , " , " . 640 , , , , , . , . ". " ", , , , , . , , , . , - : , , , "( , . : ). , . , " Post scriptum" . . " . . , , . : . , . : PRESSI ( HERSON ) " . 641 2 " "( ). . , " . ". . . . , . . , , . . " " "- . - . , , , , . ". , . , , , . . . . . . . . . , , . . . 642 - " ?". - . - , , . . - , ... . . . , . " " , - , - . , . *** , , , . , . , . , , . , . (WWW)? , , , , . , : , : PRESSI ( HERSON ) ". , 643 , " ", . - . 13." " , . Advertising Age, , , XX . , . . , , . " " " . " " 130" ". , ," " . , " " " : ", . "fuck", , . , " , , "- . , , ," " , . " " " " ". ," ", " " " . 644 " ". , , : - . " , " " " " . " " . ". , , . " . . " " . - , , . , , , . " " , , , , , . " ". . " , ", . , , ! , . , . . , " " : PRESSI ( HERSON ) , . 645 , . , . 30- : ". , " , ", , 30- - 1947 : , . " ". , , , 4". , . . . , , . , . , . , : , 10 . 3. , , , . !" - " " ". . , . , , " . . ", 646 , , , , - . , - . ", 1923 ., . , , . " ". , . , . , , , , , . - , . . , . : , , . , . : , . , . : PRESSI ( HERSON ) 647 , . , , , , , - . . - . , - , , . . ( ) , , . , . : 1. . . .2 . 3. 4. , . , . : . , . " . , , ", , , , . 648 , , , - . " " ". " . . . . : , . ..." . , : , , ?" . . Werbung) . " " " (die ". " -" " ". , . , . , . , - , . . . , ! - ", " ", , , : PRESSI ( HERSON ) SHARP ". 649 . , , , - , , , , . . , . , , ". , 1984 . La Fabrica . : Benetton. . Colors. : , . , ". . , Benetton. , ,.,,„>, . , , - , , . . : , ". -•|-. - . 650 1992 " : ^ ). , . , . : Rolex 15- . ". : Calvin Jeans, !" Calvins Calvin Klein : ) . . , ", " ! , : , -' : , ... Cooper - . , "( " ). Olivetti " " " " "Fax Me ". , ". " ". , , , , , , . . , : ..." . . . : PRESSI ( HERSON ) , , 651 : , , . , , Clothestime?!" , " ". , , ". . : "Clothestime . . , " " . . . . : ?- Boisvert. , !!!" ... , , , . , . , - , . . " "- , , , . , . . - , : , , " . , "?" . 652 , , . , . , , " , . , , ". , . , , - . . , , , , , , , .- . , , " ", . . . . ", , ..., . , . " " , , , , . " ", , , " " , XIX 350 ? "? " (1899), , . . : 1. .2 : PRESSI ( HERSON ) 653 . 3. . , XIX ), ( . . , , 3x3 , - , . , . , . , , , , . . 50: , , . , , . , , , ... , . , , , . 3. : 1. .2 , , , . , , , , , . 654 , - . . , , . : , , , , . " " " (depth research). ". . , . , - , , , - . , , . . . , . , . , , , , , , , , , . - , . : ". : PRESSI ( HERSON ) , 655 "Epica Book-7", . , . , : ". , " ". , , , . . . . , . , , " ", - . , - , , . , , , : , " ", , ". . : - - ; - ; - ; 656 - ; ; ; . , , , , . , , . . - . . ". , ". :" , " , " , " " ", . . :" " "?" - , " . " . " ", - , ", " . - , , . , . . , : PRESSI ( HERSON ) - 657 . ." ," " ", " " ," " . ", - , " ". , , . . , 30- . . 20- 1996 . . -| * - . . . . .] . , , - ". , , . . -1 . .| . . - , ., »' , 658 1 . . . 20- , , " " , . 30- , , " ". , , , " , ", " ", " , ". , . , . " ", . ", " :" ", " , ", " , ", ", " ", " ", " , ", ". ? 23 - , 1929 1956 17 1960 . ? (1897-1957), . . " ": : PRESSI ( HERSON ) , " - 659 ". 4. , . . . . . , , , " " " . ", , 1933 , , . , 1934 . , , ( )". : , ". , , , : . - ... : , 13. " " 13. " " . , . , ". , , , , , ... , ; . , , . , , , , . 660 , - , , . . . . , , , , , , , , . . . . , , " ". , , , . , , , . . , : , , , , , . , , . , . :" , , , !" , , , 1957 . ... . , . . , P.S. AHA MAKABEEBA : PRESSI ( HERSON ) , ? . 661 70- , " ", . , -" ". , " ", . . " ". , . , . , , " ", . , . : .., 1. , . 2. " 3. 4. ", 30- . . " " " -I., ". , 5. , , ;; -,j : , , 662 , . . . 70" " ", " " ", " ". , , , : 1. 2. , "). ", " , 3. ( ( . . " , , , . " ", " ") , . 4. ( , " " ) , . : ". " " . : PRESSI ( HERSON ) , 663 , , . , " ", " ", " ". , . ", ", " ". . , , 0 * , , , . . . - , (" " (" , "), 120 (" (" "), "), (" ", "), "), "). , , . , , ", " . ", " ", " "( ( ) , , " ) . . "Lex sexualis" ( ". . , ): " ? ? . - 664 . , " , " " ", , " ". , " " " " " ". (1825-1893). , . . " " . , , , , , , , . , , , . " ? " . ... , , . . " " : ". , : . , , , " , , " , : PRESSI ( HERSON ) , . . - 665 , " ". , 23 ... , , . , . " ". , , . . , . , , ". . : , , . ". , , , , , , . ? ? . , , , , . . , . , - . , , "1000 " . , Tashen 30- . 666 " ". 30- . , , . , , . . , , " ". - . 70- , !", . : . . - " , . " , , . - " " , , " " ", " , . ". " . , , , : , , , . , , . , , . : PRESSI ( HERSON ) , , . 667 , , . -"Schwanerei". " ". , . . ... , , , . . ... 16 1920 . 12 , . 60- "Vogue", "Stern", "Playboy" , . . .1 - , , , , "Pret-a-Porter" . . , , , , . . " ", 668 , . . — - ". , , . , . , . " ". . : , , , , . . , . . , . - Helmut Newtons Photomaschine, , , , . . , . "Vogue" , " ". , , " " 1934 " ". , ... , ! : , , , ..." : PRESSI ( HERSON ) , " ". , , , 669 . , " ". 1961 . , , 1944 2000 1964 , . . , , , 20 . . . , , , , . 30- , , , " ". . ? , . , , , 1 , . : , ," , , XX , ". . , , , , -« " , , . , . 670 . XX " ". jaicr, , , " "? . (1923-1929) 30, . :- ! :- , " , . ! " '' . , , , . , : , . , 43% 55% , . . . , . . . . - . , , . . : PRESSI ( HERSON ) , - . 671 . . " ". , " " . - . , , " " ", " . " -" , ". , . . , , , - . ", , " . . , , , . . , - . , , , , , . . , . , . 672 : , . , " ). . . - . " " " " . " " " . "Stolbovaya". : - . . . , . , . . . . " " -" , ". , "Stolbovaya" " , ". , , "V". , , , , - . : PRESSI ( HERSON ) 673 , . : , , , - , , ". , . . - , , . " . " , -1 : , "- , , , -<. , , . - . , , . . . " " - , , , , , , . " ". ". : , 674 , . . " , , , " : ". , - , , , ." - "- . , . , ": , , , ". , "- " " , , , , . , " , , . " . . , , , . " , , " " " . - , , . - , , , ... , . . - , , : PRESSI ( HERSON ) 675 . , , . — ( . )- ( ). promotion )— . , , - . , , 3000 700 . 40 000 . . . . (AIDA) - : , . , , . XX . . - . (alphabetism) , - , . , , . - , " ". - . 676 . - , - . , (40- , , ", " " — " ). . , . , . (affidavit) (data base) - . . . , . , , " (banner) . - " . , - , , . . , " ", . - , . , . : PRESSI ( HERSON ) , 677 , 1% , 0,5- . - . (billboard) - ( , ) . . - , - , . . . - , . .> ) ) , ; . ( " , "- , , XX , - . brandmauer) - , , , , .). -" " " , " . . , ( , 1 , ) "; . ". , 678 (brand) - , . Brend image - . Brend name- . (branding) - , . Brend management . , : . (brief) , - . , . - , . (background) - . , . ) , . HP- . ; ) (backgrounder) - , - . , - . , . ) ) ) ; , - . : PRESSI ( HERSON ) 679 - , . (visiting card) - . . . , . - R.S.V.P. ( repondez s'il vous plait .) ). : P.R. (Pour remercier) . (Pour condolflances) , P.F.C. (Pour faire connaissance) , P.F.N.A. (Nouvel an) . , . , , . , , . )- . . , . , . ( ); ( , , ); , - ( ) , ). . - 1974 , '.'" . . 90- " " WWW. " 680 , " ". (Dagmar) - , : ". . — ) ) ; , , ( ) ) . )- , ; , . -ap-nu (GRP - gross rating points) (jingle) , ( )" " 1993 , , (DJ) - . . . , , ). . . , ) . ) ) (disigner) , , : PRESSI ( HERSON ) : 681 ) . (dealer) - , . . ( )- , . ), MLM, ( . - : , ) (distributor) - ( , . , , . ". - ( (drive-time) - ) , " ". , . . - XIX . " ". " ". , ( . , . ), . - , . - " . ". -•; . - 682 , ' " . " , 70 % . , . - : ". (zapping) - . - , . (image) - , , . . (engineering) - . . , . : . - " ". - , . - , , . , - , . . ( ). : PRESSI ( HERSON ) 683 , ^ (cover story) ) ( ). . , ( ) -1 -| . , - ( ( . , -\ , ). - - . (cliff-hanger) — , ( ) . ( )- " ". . - , - . , . 10-15 % (commercialfilm, TV) - . ( ). , . , . . , , - - 684 , . . - . , , . . (consulting) , , , , (consumerism) - , , . . , . (copyright, ©) , . , , . , . Konupaumep ( . )- , ( - ). , . - . (crisis management) - : PRESSI ( HERSON ) -, 685 ) , ; ) . - , , - . , - . , - , . , , . , . ( )- , ( ) . . , 50 . (lobbi - )— , , . , " ". " " (Booze, Blonds, Bribes - , ). 1946 " , ". . ( . , "). , 686 (logo, logotype) - ( ) , . , ( ). . ( . lottery, raffle) . ( - , ). , , . - , 1983 " " . - ( , 1969- - 1970- , , , ). . , . ( , )- XX . . , . , . , . . - . (marketing) . : PRESSI ( HERSON ) , 687 . , . (marketing-mix) , , - . , . (promotion) (direct marketing), (advertising), (public relation). , (sales promotion), , , . (labelling) . ( ( + ) : ( , , .), , , , , .). (media buying) - . . - . . " . , , " . , . , . " : 688 " (1994) , ", (management) — (mentality) . (merchandising) : , 1. Shop display. 2. , ) , ) . (mobile) - , , . . , , . . , . ; , . - : - . - , . - , . — , - . , . - : PRESSI ( HERSON ) 689 ) , , . . , ) , , . ) ; : " "- , , , , , ; ) " "(newsmaker) -t . , , (opinion leader) - , , . ". , . - , . - , ) ( , , . (publicity) - ) , ; ) ) ; , , . - . . 690 - , , - . " " ") ". , , price - : product - , place - , promotion - . , ), , (positioning) - ," " . )- , , . , . . . - . , . (prime time) (press release) - . ( - ; , ), , , , , . - , . - , . : PRESSI ( HERSON ) 691 (sales promotion) - , . , (producer) - . , . . " "- . . - " "- ", " . . (rating) , . . . - , , . (royalti) . - , . (sampling) . - , . XX . 692 , , "). ( " ", . , . . , , . - . ( . , cost per thousand) ( ) - , , . , , , - , , . : ) (spin doctor) , ( ) . , . ; ) ) ; . — - . , , . (spot) - ( ), , , . : PRESSI ( HERSON ) . , 20- , XX . 693 - , , . - . , , . - ( , ) , 40% , 45% - " : 10% : 50% - . - . , 50% ", 5% . - , . ) ) ) (surrogate speakers) , (script) (tabloid) , , . , . , 5-6 ; ; . (timeshare) - ) ) ; , . (TV-Guide) - , . - , . 694 - , ; , . . " "- , , , " (TRP, target rating points) ) ) , ". . ; . ) (trademark) : , ( . , , , . - - , . Ton- - . (traffic) - ) ) ; . (trade - show) - , - . . ". - -j ( ). : PRESSI ( HERSON ) . , - 695 ( (fund-raising) , )- . " " ". "(1991). , . (corporate identity advertising) - , , , . - , . " ". . — ) ) ) (format broacasting); , , , (franchising) - ; , . ( ( , ) " ) , . ", " ". . ) , ; ) , . charisma - , )- . , . 696 (headline) - , . . , . (holding) . - , , ( " ( ) . ". ) (target group) , , . "- . " , - ", . , , , . . )- , " " . - , ) , ( - . - . FM- (frequency modulation) - . . . : PRESSI ( HERSON ) ., 2000. ) . 697 . 13. . . . . . ., 2000. ., 1996. . ., 1996. . ., . . . . . . . . . . . . . . . . . . . . . . . . ., 1997. ., 1974. ., 1999. ., 1996. . ., 1994. . ., 1973. . ? ., 1990. . , 1995. . ., 1996. " " -1998,1999. . . . 1997. . ., 1992. . ., 1990. . ., 1986. . . 1995. . ., 1968. . ., 1935. . ., 1970. . ., 1994. . ., 1997. . ., 1995. . ., 1997. 698 . . . ., 1991. , 1994. . ., . ", 1997-1999 " " " ., 1998. . ". ", 1929-1978 ( . " "). " . . . . . . ., 1994. . . . ., . ., " . . 3. , 1996. . , 2000. ., 1998. ., 1998. " . ., 1998. ", 1980 ( . ., 1977. . ., " : ", 1925. . . . ). . ", 1998. . . ., 1996. . ! . . . ., 1995. . ; . . . . .- 6. 995. . ., 1996. .-) ., . ., 1995. . . ., 1994. . ., 1976. . , 1994. . : PRESSI ( HERSON ) . ., 1970. . ., 1990. ., . . . . ., 1996. 699 . ., 1997. 1996. . . . , 1989, . 3,4.) ., 1971. . ., 1994. . 1996. . ." ", 2000. ", 2000. . . . - ." . ., 1996. ., 1999. . . . . ., 2000. , 1999. . , . ., 1998. . X. , 1992. . . ., .( . . ., ., 1998. . . . . ., 1999. ", 2000. . . . ., 1996. . ., 1997. : . ., 1983. 1880-1917. ., 1972. . . ., , 1992. . . . . ., " ", 1997. . ., 1998. . . . ., 1932. . . . . ., " ", 1977. . . . , , . ., 1989. . . ., 1995. . . 1994. ., ." 3. . ., 1998. •,/ . ., 1985. . 3. . Homo Ludens. M., 1992. . . . " . . " ". . . ., 1996 ., 1998. . ., 1984. ., 1996. . ., 1996. ., 1984. . . ., 700 . . ., 1981. . (" " -1998). A. Crisis management (" " -1998). . . ., 2000. . . ., 1994. . . ., 1980. . . ., 1965. . . . . 1994. . . ., 1994. . ., 1991. Aaker D. Managint brend equity. N. Y, 1991. Bernays E. Crystallizing Pablic Opinion., N.Y . Bernays E. Propaganda N.Y., 1937. Bernays E. The Later Years PR insights. N. Y., 1986. Bernays E. Biography of an idea.N.Y.,1985. McLuhan. Culture is our busines. N. Y., 1970. Lippmann W. Public Opinion. N. Y., 1960 . ShibutaniT. Rumoure. N.Y., 1980. ,: : PRESSI ( HERSON ) . .,