16 research outputs found
Π Π΅ΠΊΠ»Π°ΠΌΠ° ΠΊΠ°ΠΊ ΡΠΌΡΡΠ»ΠΎΠΎΠ±ΡΠ°Π·ΡΡΡΠΈΠΉ ΡΠ»Π΅ΠΌΠ΅Π½Ρ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΠΎΠ² Π² ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠΌ ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅
The current phenomenon of our time are stereotypes, that, on the one hand, simplify the process of
communication, as they empower the members of society with a number of characteristics in advance,
but on the other hand, create additional problems in the process of interaction, for example, form
preconceptions. The increased level of competition makes the creators of promotional product resort
to unusual elements of its attractiveness. However, advertisement should not only be interesting and
eye-catching, but also understandable and relevant to the target audience. Carrying out this task, the
advertising business refers to such concept as βsocial stereotypeβ that helps to include a certain set of
symbols, containing the necessary and relevant for the consumer information into the advertisement
message.
Stereotype is a derivative of the modern society. The fact that stereotypes affect not only human
relationships, but also formation of the public opinion is important. People mostly think in images β
stereotypes, and this is an effective tool for an advertisement creator. But we must not forget that its
primary task is to βhookβ the potential customers with the help of competent motivation, in other words,
to create an image that will stand out from the products by competitors and attract attention. However,
advertising producer must remember that the border, where interesting and unusual advertisement
becomes repulsive and unpleasant is very thin, and it creates the need for highly skilled approach to
the use and formation of stereotypes when creating an advertisement message. Advertising, as the
meaning-making element of culture can not only change social stereotypes, opinions and ideas that
exist in society, but also create new onesΠΠΊΡΡΠ°Π»ΡΠ½ΡΠΌ ΡΠ²Π»Π΅Π½ΠΈΠ΅ΠΌ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΡΡΠΈ ΡΠ²Π»ΡΡΡΡΡ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ, ΠΊΠΎΡΠΎΡΡΠ΅, Ρ ΠΎΠ΄Π½ΠΎΠΉ ΡΡΠΎΡΠΎΠ½Ρ,
ΡΠΏΡΠΎΡΠ°ΡΡ ΠΏΡΠΎΡΠ΅ΡΡ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, ΡΠ°ΠΊ ΠΊΠ°ΠΊ Π·Π°ΡΠ°Π½Π΅Π΅ Π½Π°Π΄Π΅Π»ΡΡΡ ΡΠ»Π΅Π½ΠΎΠ² ΠΎΠ±ΡΠ΅ΡΡΠ²Π° ΡΡΠ΄ΠΎΠΌ
Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊ, Π½ΠΎ, Ρ Π΄ΡΡΠ³ΠΎΠΉ ΡΡΠΎΡΠΎΠ½Ρ, ΡΠΎΠ·Π΄Π°ΡΡ Π΄ΠΎΠΏΠΎΠ»Π½ΠΈΡΠ΅Π»ΡΠ½ΡΠ΅ ΠΏΡΠΎΠ±Π»Π΅ΠΌΡ Π² ΠΏΡΠΎΡΠ΅ΡΡΠ΅
Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ, Π½Π°ΠΏΡΠΈΠΌΠ΅Ρ ΠΎΠ±ΡΠ°Π·ΡΡΡ ΠΏΡΠ΅Π΄ΡΠ±Π΅ΠΆΠ΄Π΅Π½ΠΈΡ. ΠΠΎΠ²ΡΡΠ΅Π½Π½ΡΠΉ ΡΡΠΎΠ²Π΅Π½Ρ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΈΠΈ
Π²ΡΠ·ΡΠ²Π°Π΅Ρ Ρ ΡΠΎΠ·Π΄Π°ΡΠ΅Π»Π΅ΠΉ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ ΠΏΡΠΈΠ±Π΅Π³Π°ΡΡ ΠΊ Π½Π΅ΠΎΠ±ΡΡΠ½ΡΠΌ
ΡΠ»Π΅ΠΌΠ΅Π½ΡΠ°ΠΌ Π΅Π³ΠΎ ΠΏΡΠΈΠ²Π»Π΅ΠΊΠ°ΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ. ΠΠ΄Π½Π°ΠΊΠΎ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° Π΄ΠΎΠ»ΠΆΠ½Π° Π±ΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ½ΠΎΠΉ,
ΠΏΡΠΈΠ²Π»Π΅ΠΊΠ°ΡΡΠ΅ΠΉ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅, Π½ΠΎ ΠΈ ΠΏΠΎΠ½ΡΡΠ½ΠΎΠΉ, Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠΉ Π΄Π»Ρ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. ΠΡΡΡΠ΅ΡΡΠ²Π»ΡΡ
Π΄Π°Π½Π½ΡΡ Π·Π°Π΄Π°ΡΡ, ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΠΉ Π±ΠΈΠ·Π½Π΅Ρ ΠΎΠ±ΡΠ°ΡΠ°Π΅ΡΡΡ ΠΊ ΡΠ°ΠΊΠΎΠΌΡ ΠΏΠΎΠ½ΡΡΠΈΡ, ΠΊΠ°ΠΊ Β«ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠΉ
ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΒ», ΠΊΠΎΡΠΎΡΡΠΉ ΠΏΠΎΠΌΠΎΠΆΠ΅Ρ Π·Π°Π»ΠΎΠΆΠΈΡΡ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ΅ ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΠ΅ ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π½ΡΠΉ Π½Π°Π±ΠΎΡ
ΡΠΈΠΌΠ²ΠΎΠ»ΠΎΠ², ΡΠΎΠ΄Π΅ΡΠΆΠ°ΡΠΈΡ
Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΡΡ ΠΈ Π°ΠΊΡΡΠ°Π»ΡΠ½ΡΡ Π΄Π»Ρ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Ρ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΡ.
Π‘ΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄Π½ΠΎΠΉ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠ³ΠΎ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°. ΠΠ°ΠΆΠ΅Π½ ΡΠΎΡ ΡΠ°ΠΊΡ, ΡΡΠΎ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ
Π²Π»ΠΈΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ Π½Π° ΡΠ΅Π»ΠΎΠ²Π΅ΡΠ΅ΡΠΊΠΈΠ΅ Π²Π·Π°ΠΈΠΌΠΎΠΎΡΠ½ΠΎΡΠ΅Π½ΠΈΡ, Π½ΠΎ ΠΈ Π½Π° ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΌΠ½Π΅Π½ΠΈΡ.
ΠΡΠ΄ΠΈ ΠΏΡΠ΅ΠΈΠΌΡΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎ ΠΌΡΡΠ»ΡΡ ΠΎΠ±ΡΠ°Π·Π°ΠΌΠΈ β ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΠ°ΠΌΠΈ, Π° ΡΡΠΎ ΠΈ Π΅ΡΡΡ ΡΠΎΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΡΠΉ
ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½Ρ Π΄Π»Ρ ΡΠΎΠ·Π΄Π°ΡΠ΅Π»Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΡ. ΠΠ΄Π½Π°ΠΊΠΎ Π½Π΅Π»ΡΠ·Ρ Π·Π°Π±ΡΠ²Π°ΡΡ, ΡΡΠΎ Π΅Π³ΠΎ ΠΏΠ΅ΡΠ²ΠΎΠ½Π°ΡΠ°Π»ΡΠ½Π°Ρ
Π·Π°Π΄Π°ΡΠ° β ΡΠ΅ΡΠ΅Π· Π³ΡΠ°ΠΌΠΎΡΠ½ΡΡ ΠΌΠΎΡΠΈΠ²Π°ΡΠΈΡ Β«Π·Π°ΡΠ΅ΠΏΠΈΡΡΒ» ΡΠ²ΠΎΠ΅Π³ΠΎ ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»ΡΠ½ΠΎΠ³ΠΎ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Ρ,
Π΄ΡΡΠ³ΠΈΠΌΠΈ ΡΠ»ΠΎΠ²Π°ΠΌΠΈ, ΡΠΎΠ·Π΄Π°ΡΡ ΡΠ°ΠΊΠΎΠΉ ΠΎΠ±ΡΠ°Π·, ΠΊΠΎΡΠΎΡΡΠΉ Π±ΡΠ΄Π΅Ρ Π²ΡΠ±ΠΈΠ²Π°ΡΡΡΡ ΠΈΠ· ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠ½ΠΎΠ³ΠΎ ΡΡΠ΄Π° ΠΈ
ΠΏΡΠΈΠ²Π»Π΅ΠΊΠ°ΡΡ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅. ΠΠ΄Π½Π°ΠΊΠΎ ΡΠ΅ΠΊΠ»Π°ΠΌΠΎΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΠΈΡΠ΅Π»Ρ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎ ΠΏΠΎΠΌΠ½ΠΈΡΡ ΠΎ ΡΠΎΠΌ, ΡΡΠΎ Π³ΡΠ°Π½Ρ,
Π·Π° ΠΊΠΎΡΠΎΡΠΎΠΉ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ½Π°Ρ ΠΈ Π½Π΅ΠΎΠ±ΡΡΠ½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΡΡΠ°Π½ΠΎΠ²ΠΈΡΡΡ ΠΎΡΡΠ°Π»ΠΊΠΈΠ²Π°ΡΡΠ΅ΠΉ ΠΈ Π½Π΅ΠΏΡΠΈΡΡΠ½ΠΎΠΉ,
ΠΎΡΠ΅Π½Ρ ΡΠΎΠ½ΠΊΠ°, ΡΡΠΎ ΡΠΎΠ·Π΄Π°ΡΡ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ Π²ΡΡΠΎΠΊΠΎΠΊΠ²Π°Π»ΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄Π° ΠΊ ΠΏΡΠΎΡΠ΅ΡΡΡ
ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΡ ΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΠΎΠ² ΠΏΡΠΈ ΡΠΎΠ·Π΄Π°Π½ΠΈΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ³ΠΎ ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΡ. Π Π΅ΠΊΠ»Π°ΠΌΠ° ΠΊΠ°ΠΊ
ΡΠΌΡΡΠ»ΠΎΠΎΠ±ΡΠ°Π·ΡΡΡΠΈΠΉ ΡΠ»Π΅ΠΌΠ΅Π½Ρ ΠΊΡΠ»ΡΡΡΡΡ ΠΌΠΎΠΆΠ΅Ρ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΈΠ·ΠΌΠ΅Π½ΡΡΡ ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΠ΅ Π² ΡΠΎΡΠΈΡΠΌΠ΅
ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠ΅ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ, ΠΌΠ½Π΅Π½ΠΈΡ ΠΈ ΠΈΠ΄Π΅ΠΈ, Π½ΠΎ ΠΈ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ Π½ΠΎΠ²Ρ
Π€ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ ΡΠΏΡΠΎΡΠ° Π² ΡΡΠ΅ΡΠ΅ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΡΡΠ΅Π΄ΡΡΠ²Π°ΠΌΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΡ
With the development of market economy, cultural and leisure spheres should not only choose, but also
forecast promising directions of their development. The mechanisms of this prediction have a complex
structure associated with the main line of cultural policy. Since setting the objectives of cultural and
leisure activities is related to the organization of leisure for socially important purposes, so the need
to carry out skilled work on the formation of the current demand for this type of free time activities is
obvious today. The issue of qualified promotion of cultural product today is quite problematic. One of
the reasons (and this is a question of marketing) is the lack of demanded cultural product aimed at the
satisfaction and development of cultural needs and interests of the individual. The second reason is
related to the lack of understanding (and often ignorance) of technologies to effectively promote this
type of product, which embodies the specifics of the industry of cultural and leisure activities, which,
in turn, demonstrates humanistic, cultural and developmental nature. A critical role in the effective
implementation of the idea of forming the actual demand for cultural leisure belongs to different
informative and persuasive promotion technologies. Modern advertising is not only a reflection of the
society culture, but also the ability to participate significantly in the formation of this culture, including
the culture of consumption. Advertisement promotes socialization through broadcasting of images and
standards using the mechanisms of mass communication, in which the society applies technological
methods of producing social values. The professional approach to promotion of the product of cultural
and leisure activities and the approach to its customer as an individual leads to the realization of the
need to use new communication technologies (advertising, PR, etc.) They can meet the demands of
modern society and also: 1) form the current demand for this type of cultural production; 2) create new
needs of the individual, affecting and determining the spiritual and cultural life of societyΠ ΡΡΠ»ΠΎΠ²ΠΈΡΡ
ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²Π°Ρ ΡΡΠ΅ΡΠ° Π΄ΠΎΠ»ΠΆΠ½Π° Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ
Π²ΡΠ±ΠΈΡΠ°ΡΡ, Π½ΠΎ ΠΈ ΡΠ°ΠΌΠ° ΠΏΡΠΎΠ³Π½ΠΎΠ·ΠΈΡΠΎΠ²Π°ΡΡ ΠΏΠ΅ΡΡΠΏΠ΅ΠΊΡΠΈΠ²Π½ΡΠ΅ Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΡΠ²ΠΎΠ΅Π³ΠΎ ΡΠ°Π·Π²ΠΈΡΠΈΡ. ΠΠ΅Ρ
Π°Π½ΠΈΠ·ΠΌΡ
ΡΠ°ΠΊΠΎΠ³ΠΎ ΠΏΡΠΎΠ³Π½ΠΎΠ·ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΈΠΌΠ΅ΡΡ ΡΠ»ΠΎΠΆΠ½ΡΡ ΡΡΡΡΠΊΡΡΡΡ, ΡΠ²ΡΠ·Π°Π½Π½ΡΡ Ρ ΠΌΠ°Π³ΠΈΡΡΡΠ°Π»ΡΠ½ΠΎΠΉ Π»ΠΈΠ½ΠΈΠ΅ΠΉ
ΠΊΡΠ»ΡΡΡΡΠ½ΠΎΠΉ ΠΏΠΎΠ»ΠΈΡΠΈΠΊΠΈ. Π’Π°ΠΊ ΠΊΠ°ΠΊ ΡΠ΅Π»Π΅ΠΏΠΎΠ»Π°Π³Π°Π½ΠΈΠ΅ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΡΠ²ΡΠ·Π°Π½ΠΎ
Ρ ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΠ΅ΠΉ Π΄ΠΎΡΡΠ³Π° Π² ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ Π·Π½Π°ΡΠΈΠΌΡΡ
ΡΠ΅Π»ΡΡ
, ΡΠΎ ΠΈ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ ΠΎΡΡΡΠ΅ΡΡΠ²Π»ΡΡΡ
ΠΊΠ²Π°Π»ΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΡΡ ΡΠ°Π±ΠΎΡΡ ΠΏΠΎ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ ΡΠΏΡΠΎΡΠ° Π½Π° Π΄Π°Π½Π½ΡΠΉ Π²ΠΈΠ΄ ΡΠ²ΠΎΠ±ΠΎΠ΄Π½ΠΎΠ³ΠΎ
Π²ΡΠ΅ΠΌΠ΅Π½ΠΈ ΠΎΡΠ΅Π²ΠΈΠ΄Π½Π°. ΠΠΎΠΏΡΠΎΡ ΠΊΠ²Π°Π»ΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄ΡΠΊΡΠ°
Π½Π° ΡΠ΅Π³ΠΎΠ΄Π½ΡΡΠ½ΠΈΠΉ Π΄Π΅Π½Ρ ΡΠ²Π»ΡΠ΅ΡΡΡ Π΄ΠΎΡΡΠ°ΡΠΎΡΠ½ΠΎ ΠΏΡΠΎΠ±Π»Π΅ΠΌΠ½ΡΠΌ. ΠΠ΄Π½Π° ΠΈΠ· ΠΏΡΠΈΡΠΈΠ½ (ΠΈ ΡΡΠΎ Π²ΠΎΠΏΡΠΎΡ
ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°) β ΠΎΡΡΡΡΡΡΠ²ΠΈΠ΅ Π²ΠΎΡΡΡΠ΅Π±ΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄ΡΠΊΡΠ°, Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½Π½ΠΎΠ³ΠΎ Π½Π°
ΡΠ΄ΠΎΠ²Π»Π΅ΡΠ²ΠΎΡΠ΅Π½ΠΈΠ΅ ΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΠ΅ ΠΊΡΠ»ΡΡΡΡΠ½ΡΡ
ΠΏΠΎΡΡΠ΅Π±Π½ΠΎΡΡΠ΅ΠΉ ΠΈ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠΎΠ² Π»ΠΈΡΠ½ΠΎΡΡΠΈ. ΠΡΠΎΡΠ°Ρ
ΠΏΡΠΈΡΠΈΠ½Π° ΡΠ²ΡΠ·Π°Π½Π° Ρ Π½Π΅ΠΏΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ΠΌ (ΡΠ°ΡΠ΅ Π½Π΅Π·Π½Π°Π½ΠΈΠ΅ΠΌ) ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΉ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ
Π΄Π°Π½Π½ΠΎΠ³ΠΎ Π²ΠΈΠ΄Π° ΠΏΡΠΎΠ΄ΡΠΊΡΠ°, ΠΊΠΎΡΠΎΡΡΠΉ ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»Π΅Π½ ΡΠΏΠ΅ΡΠΈΡΠΈΠΊΠΎΠΉ ΡΠ°ΠΌΠΎΠΉ ΠΎΡΡΠ°ΡΠ»ΠΈ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ, ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΡ Π΄ΠΎΡΡΠ³Π° Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΠΊΠΎΡΠΎΡΠΎΠΉ, Π² ΡΠ²ΠΎΡ ΠΎΡΠ΅ΡΠ΅Π΄Ρ, Π½ΠΎΡΠΈΡ Π³ΡΠΌΠ°Π½ΠΈΡΡΠΈΡΠ΅ΡΠΊΠΈΠΉ,
ΠΊΡΠ»ΡΡΡΡΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΈ ΡΠ°Π·Π²ΠΈΠ²Π°ΡΡΠΈΠΉ Ρ
Π°ΡΠ°ΠΊΡΠ΅Ρ.
ΠΠ°ΠΆΠ½Π΅ΠΉΡΡΡ ΡΠΎΠ»Ρ Π² ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠΉ ΡΠ΅Π°Π»ΠΈΠ·Π°ΡΠΈΠΈ ΠΈΠ΄Π΅ΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ ΡΠΏΡΠΎΡΠ°
Π½Π° ΠΊΡΠ»ΡΡΡΡΠ½ΡΠΉ Π΄ΠΎΡΡΠ³ Π·Π°Π½ΠΈΠΌΠ°ΡΡ ΡΠ°Π·Π»ΠΈΡΠ½ΡΠ΅ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠ²Π½ΠΎ-ΡΠ±Π΅ΠΆΠ΄Π°ΡΡΠΈΠ΅ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΈ
ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ. Π‘ΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΡΠ²Π»ΡΠ΅ΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΎΡΡΠ°ΠΆΠ΅Π½ΠΈΠ΅ΠΌ ΠΊΡΠ»ΡΡΡΡΡ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°,
Π½ΠΎ ΠΈ ΡΠ°ΠΌΠ° ΡΠΏΠΎΡΠΎΠ±Π½Π° Π·Π½Π°ΡΠΈΡΠ΅Π»ΡΠ½ΠΎ ΡΡΠ°ΡΡΠ²ΠΎΠ²Π°ΡΡ Π² ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠΈ ΡΡΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ, Π² ΡΠΎΠΌ
ΡΠΈΡΠ»Π΅ ΠΊΡΠ»ΡΡΡΡΡ ΠΏΠΎΡΡΠ΅Π±Π»Π΅Π½ΠΈΡ. Π Π΅ΠΊΠ»Π°ΠΌΠ° ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΡΠ΅Ρ ΡΠΎΡΠΈΠ°Π»ΠΈΠ·Π°ΡΠΈΠΈ ΡΠ΅Π»ΠΎΠ²Π΅ΠΊΠ° ΠΏΠΎΡΡΠ΅Π΄ΡΡΠ²ΠΎΠΌ
ΡΡΠ°Π½ΡΠ»ΡΡΠΈΠΈ ΠΎΠ±ΡΠ°Π·ΡΠΎΠ² ΠΈ Π½ΠΎΡΠΌ ΡΠ΅ΡΠ΅Π· ΠΌΠ΅Ρ
Π°Π½ΠΈΠ·ΠΌΡ ΠΌΠ°ΡΡΠΎΠ²ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΠΊΠΎΡΠΎΡΡΡ
ΠΎΠ±ΡΠ΅ΡΡΠ²ΠΎ ΡΠ΅Π°Π»ΠΈΠ·ΡΠ΅Ρ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΡΠΏΠΎΡΠΎΠ±Ρ ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΡΡΠ²Π° ΡΠΎΡΠΈΠ°Π»ΡΠ½ΡΡ
Π·Π½Π°ΡΠ΅Π½ΠΈΠΉ.
ΠΡΠΎΡΠ΅ΡΡΠΈΠΎΠ½Π°Π»ΡΠ½ΡΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ ΠΊ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΠΈ
Π΅Π³ΠΎ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Ρ ΠΊΠ°ΠΊ Π»ΠΈΡΠ½ΠΎΡΡΠΈ ΠΏΡΠΈΠ²ΠΎΠ΄ΠΈΡ ΠΊ ΠΎΡΠΎΠ·Π½Π°Π½ΠΈΡ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΠΈ ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΡ Π½ΠΎΠ²ΡΡ
ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠ²Π½ΡΡ
ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΉ (ΡΠ΅ΠΊΠ»Π°ΠΌΠ°, PR ΠΈ Π΄Ρ.), ΡΠΏΠΎΡΠΎΠ±Π½ΡΡ
ΠΎΡΠ²Π΅ΡΠ°ΡΡ ΡΡΠ΅Π±ΠΎΠ²Π°Π½ΠΈΡΠΌ
ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠ³ΠΎ ΠΎΠ±ΡΠ΅ΡΡΠ²Π° ΠΈ: 1) ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°ΡΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΡΠΉ ΡΠΏΡΠΎΡ Π½Π° Π΄Π°Π½Π½ΡΠΉ Π²ΠΈΠ΄ Π΄ΡΡ
ΠΎΠ²Π½ΠΎΠ³ΠΎ
ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΡΡΠ²Π°; 2) ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ Π½ΠΎΠ²ΡΠ΅ ΠΏΠΎΡΡΠ΅Π±Π½ΠΎΡΡΠΈ Π»ΠΈΡΠ½ΠΎΡΡΠΈ, ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎ Π²Π»ΠΈΡΡ ΠΈ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡ
Π΄ΡΡ
ΠΎΠ²Π½ΡΡ ΠΈ ΠΊΡΠ»ΡΡΡΡΠ½ΡΡ ΠΆΠΈΠ·Π½Ρ ΠΎΠ±ΡΠ΅ΡΡΠ²
Creative Thinking in Advertising Communication: Cultural Aspect
Π‘ΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΡΠ²Π»ΡΠ΅ΡΡΡ ΡΠ΅Π½ΠΎΠΌΠ΅Π½ΠΎΠΌ, ΠΊΠΎΡΠΎΡΡΠΉ Π² ΡΠΎΠΉ ΠΈΠ»ΠΈ ΠΈΠ½ΠΎΠΉ ΡΡΠ΅ΠΏΠ΅Π½ΠΈ Π²Π»ΠΈΡΠ΅Ρ Π½Π° Ρ
Π°ΡΠ°ΠΊΡΠ΅Ρ
ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎΠ³ΠΎ, ΡΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ, ΠΏΠΎΠ»ΠΈΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΈ ΠΈΠ½ΠΎΠ³ΠΎ Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ Π² ΡΠΎΡΠΈΡΠΌΠ΅. Π’Π΅Π½Π΄Π΅Π½ΡΠΈΠΈ
ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠΈΡΡΠ΅ΠΌΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ ΠΏΡΠ΅Π΄ΠΏΠΎΠ»Π°Π³Π°ΡΡ ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠ½ΠΎΠ΅ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΠ΅ ATL- ΠΈ
BTL-ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠΎΠ² Ρ ΡΠ΅Π»ΡΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½ΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° Π½Π° Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠΌ Π΄Π»Ρ Π½Π΅Π³ΠΎ
ΡΡΠ½ΠΊΠ΅. ΠΡΠ½ΠΎΠ²Π½ΠΎΠ΅ ΡΡΠ΅Π±ΠΎΠ²Π°Π½ΠΈΠ΅, ΠΏΡΠ΅Π΄ΡΡΠ²Π»ΡΠ΅ΠΌΠΎΠ΅ ΠΊ ΡΠ°Π·Π»ΠΈΡΠ½ΡΠΌ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠ°ΠΌ ΡΠ΅ΠΊΠ»Π°ΠΌΡ, - ΡΡΠΎ ΠΈΡ
ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΡ, Π² ΡΠΎΠΌ ΡΠΈΡΠ»Π΅ ΡΠΏΠΎΡΠΎΠ±Π½ΠΎΡΡΡ ΠΏΠ΅ΡΠ΅Π΄Π°ΡΡ ΡΠ²ΠΎΡΡΠ΅ΡΠΊΠΎΠ΅ ΡΠΎΠ΄Π΅ΡΠΆΠ°Π½ΠΈΠ΅ ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΡ Π²
ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠΌΠΈ ΡΠ΅Π»ΡΠΌΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ. ΠΡΠ°ΠΊΡΠΈΠΊΠ° ΠΏΠΎΠΊΠ°Π·ΡΠ²Π°Π΅Ρ,
ΡΡΠΎ ΡΠ΅Π³ΠΎΠ΄Π½Ρ Π±Π΅Π· ΠΊΡΠ΅Π°ΡΠΈΠ²Π° ΡΡΠΈ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΡ Π½Π΅ ΠΏΠΎΠ·Π²ΠΎΠ»ΡΡΡ Π΄ΠΎΡΡΠΈΡΡ ΠΎΠ±ΠΎΠ·Π½Π°ΡΠ΅Π½Π½ΡΡ
ΡΠ΅Π»Π΅ΠΉ.
Π Π΅ΠΊΠ»Π°ΠΌΠ½ΡΠΉ ΠΊΡΠ΅Π°ΡΠΈΠ² ΠΌΠΎΠΆΠ½ΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΠΈΡΡ ΠΊΠ°ΠΊ ΠΎΠ±ΡΠ°Π·Π½ΡΡ ΠΎΠ±ΠΎΠ»ΠΎΡΠΊΡ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠΎΠ² ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠ²Π½ΠΎ-
ΡΠ±Π΅ΠΆΠ΄Π°ΡΡΠΈΡ
Π²ΠΈΠ΄ΠΎΠ² ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, ΠΏΡΠΈΠ·Π²Π°Π½Π½ΡΡ
ΡΠ΅ΡΠΈΡΡ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠ΅ Π·Π°Π΄Π°ΡΠΈ Π±ΠΈΠ·Π½Π΅ΡΠ°. Π’Π°ΠΊΠΈΠ΅
ΡΠ°ΠΊΡΠΎΡΡ ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΡΡΠ΅Π΄Ρ, ΠΊΠ°ΠΊ ΠΎΠ±ΠΎΡΡΡΠ΅Π½ΠΈΠ΅ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΈΠΈ, ΡΠΎΡΡ ΡΠΈΠ½Π°Π½ΡΠΎΠ²ΠΎΠ³ΠΎ ΠΈ ΠΈΠ½ΡΠ΅Π»Π»Π΅ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ
ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»Π°, Π³Π»ΠΎΠ±Π°Π»ΠΈΠ·Π°ΡΠΈΡ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΎΠ½Π½ΡΡ
ΠΏΠΎΡΠΎΠΊΠΎΠ², Π²ΡΡΡΡΠΏΠ°ΡΡ Π΄ΠΎΡΡΠ°ΡΠΎΡΠ½ΡΠΌ
ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΈΠ΅ΠΌ ΠΎΠ±ΡΠ°ΡΠ΅Π½ΠΈΡ ΠΊ ΠΌΠ΅ΡΠΎΠ΄Π°ΠΌ ΠΈ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠ°ΠΌ ΡΠΎΠ·Π΄Π°Π½ΠΈΡ Π½Π΅ΡΡΠ°Π΄ΠΈΡΠΈΠΎΠ½Π½ΡΡ
ΡΠ΅ΡΠ΅Π½ΠΈΠΉ, ΠΏΠΎΠΈΡΠΊΡ
ΠΈΠ½Π½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½ΡΡ
, ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΡΡ
ΠΈΠ΄Π΅ΠΉ Ρ ΡΠ΅Π»ΡΡ ΡΠ²Π΅Π»ΠΈΡΠ΅Π½ΠΈΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΠΈ ΡΡΠ½ΠΊΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΡ
ΡΠ°Π·Π»ΠΈΡΠ½ΡΡ
ΠΈΠ½ΡΡΠΈΡΡΡΠΎΠ² Π² ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅. Π‘Π΅Π³ΠΎΠ΄Π½Ρ ΠΎΡΠ΅Π²ΠΈΠ΄Π½ΡΠΌ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΏΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΡΠΏΠ΅ΡΠ½ΠΎΡΡΠΈ
ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΡΠ΅ΡΠ΅Π· ΠΏΡΠΈΠ·ΠΌΡ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΠΈ, ΠΏΡΠ΅Π΄ΠΎΡΡΠ°Π²Π»ΡΡΡΠ΅ΠΉ Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΠΈ
Π²ΡΠ΄Π΅Π»Π΅Π½ΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° ΠΈΠ· ΠΌΠ½ΠΎΠ³ΠΎΠΎΠ±ΡΠ°Π·ΠΈΡ ΡΡΠ½ΠΎΡΠ½ΡΡ
ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ΠΈΠΉ. Π Π°Π·Π²ΠΈΡΠΈΠ΅ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠ²Π½ΠΎ-
ΡΠ±Π΅ΠΆΠ΄Π°ΡΡΠΈΡ
Π²ΠΈΠ΄ΠΎΠ² ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΉ Π² Π½ΠΎΠ²Π΅ΠΉΡΠ΅ΠΉ ΠΈΡΡΠΎΡΠΈΠΈ Π ΠΎΡΡΠΈΠΈ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΠ΅Ρ Π²ΠΎΠ·ΡΠΎΠΆΠ΄Π΅Π½ΠΈΠ΅
ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ° ΠΊ ΡΠ°ΡΠΊΡΡΡΠΈΡ ΠΌΠ΅Ρ
Π°Π½ΠΈΠ·ΠΌΠΎΠ² ΡΠ²ΠΎΡΡΠ΅ΡΠΊΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ.
Π’Π²ΠΎΡΡΠ΅ΡΡΠ²ΠΎ Π²ΡΠ΅Π³Π΄Π° ΠΏΠ΅ΡΠ²ΠΈΡΠ½ΠΎ ΠΈ ΡΡΠ½Π΄Π°ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎ. ΠΠ΄Π½Π°ΠΊΠΎ Π² ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠΌ ΠΏΡΠΎΠ΄ΡΠΊΡΠ΅ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ
Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΠΎΠ½ΠΎ ΠΏΠΎΠ΄ΡΠΈΠ½Π΅Π½ΠΎ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΎΠΉ ΡΠ΅Π»ΠΈ - ΠΈΠ·ΠΌΠ΅Π½ΠΈΡΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ΅ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅
ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. ΠΡΠΆΠ½ΠΎ ΠΏΠΎΠ½ΠΈΠΌΠ°ΡΡ, ΡΡΠΎ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΡ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ΅ - ΡΡΠΎ ΡΠΎΠ»ΡΠΊΠΎ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΡ
ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΠΈ ΡΠ²ΠΎΡΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΏΡΠΎΡΠ΅ΡΡΠ°, ΠΊΠΎΡΠΎΡΠ°Ρ Π±Π΅ΡΠΏΠ»ΠΎΠ΄Π½Π° ΡΠ°ΠΌΠ° ΠΏΠΎ ΡΠ΅Π±Π΅, Π²Π½Π΅ ΠΊΠΎΠ½ΡΠ΅ΠΊΡΡΠ° ΡΠΎΠΉ
ΠΊΡΠ»ΡΡΡΡΡ, Π² ΠΊΠΎΡΠΎΡΠΎΠΉ ΠΎΠ½Π° ΠΎΡΡΡΠ΅ΡΡΠ²Π»ΡΠ΅ΡΡΡ. ΠΠ»Ρ ΡΠΎΠ³ΠΎ ΡΡΠΎΠ±Ρ ΠΏΡΠ΅ΠΎΠ΄ΠΎΠ»Π΅ΡΡ Π·Π°ΡΠΈΡΡ, ΠΊΠΎΡΠΎΡΡΡ
Π²ΡΡΡΡΠ°ΠΈΠ²Π°Π΅Ρ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΡΠΉ ΡΠ΅Π»ΠΎΠ²Π΅ΠΊ ΠΎΡ Π±ΠΎΠ»ΡΡΠΎΠ³ΠΎ ΠΏΠΎΡΠΎΠΊΠ° ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ, ΡΠ΅Π³ΠΎΠ΄Π½Ρ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎ
ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°ΡΡ ΡΠ°Π·Π΄ΡΠ°ΠΆΠΈΡΠ΅Π»ΠΈ, ΡΠ²ΡΠ·Π°Π½Π½ΡΠ΅ Ρ Π°ΠΏΠ΅Π»Π»ΡΡΠΈΠ΅ΠΉ ΠΊ ΠΊΠΎΠ»Π»Π΅ΠΊΡΠΈΠ²Π½ΠΎΠΌΡ Π±Π΅ΡΡΠΎΠ·Π½Π°ΡΠ΅Π»ΡΠ½ΠΎΠΌΡ.
Π‘Π»Π΅Π΄ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎ, ΠΏΡΠΎΠ±Π»Π΅ΠΌΠ°ΡΠΈΠΊΡ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΠΈ ΡΠ΅Π»Π΅ΡΠΎΠΎΠ±ΡΠ°Π·Π½ΠΎ ΡΠ°ΡΡΠΌΠ°ΡΡΠΈΠ²Π°ΡΡ ΡΠΊΠ²ΠΎΠ·Ρ ΠΏΡΠΈΠ·ΠΌΡ
ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠΈΡ
ΠΊΡΠ»ΡΡΡΡΡ (ΠΆΠΈΠ·Π½Π΅Π½Π½ΡΠΉ ΡΡΠΈΠ»Ρ, ΡΠ΅Π½Π½ΠΎΡΡΠΈ ΠΈ ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΡ), ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡΡΠΈΡ
ΡΠΏΠ΅ΡΠΈΡΠΈΠΊΡ ΡΠ΅ΠΊΠ»Π°ΠΌΡ Π² Π½Π΅ΠΉ.
ΠΠ°ΠΆΠ½ΡΠΌ ΡΡΠ»ΠΎΠ²ΠΈΠ΅ΠΌ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΌΡΡΠ»Π΅Π½ΠΈΡ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ
ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-ΡΡΠ²ΡΡΠ²Π΅Π½Π½ΡΠΉ ΠΊΠΎΠΌΠΏΠΎΠ½Π΅Π½Ρ, ΡΠ°Π·Π²ΠΈΡΠΈΠ΅ ΠΊΠΎΡΠΎΡΠΎΠ³ΠΎ ΠΏΡΠΈΠ·Π²Π°Π½ΠΎ ΡΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈ
ΠΎΠ±Π΅ΡΠΏΠ΅ΡΠΈΠ²Π°ΡΡ ΡΡΠ²ΡΡΠ²Π΅Π½Π½ΠΎ-ΠΎΠ±ΡΠ°Π·Π½ΠΎΠ΅ Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠ΅ ΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°ΡΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-ΡΠ΅Π½Π½ΠΎΡΡΠ½ΠΎΠ΅
ΠΎΡΠ½ΠΎΡΠ΅Π½ΠΈΠ΅ ΠΊ ΠΈΠ·ΡΡΠ°Π΅ΠΌΡΠΌ ΠΎΠ±ΡΠ΅ΠΊΡΠ°ΠΌ. ΠΠ°Π½Π½ΡΠΉ ΠΏΡΠΎΡΠ΅ΡΡ Π²ΠΊΠ»ΡΡΠ°Π΅Ρ Π² ΡΠ΅Π±Ρ ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΡ Π²Ρ
ΠΎΠΆΠ΄Π΅Π½ΠΈΡ
Π² ΡΠΈΡΡΠ°ΡΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΡΡ
ΠΏΠ΅ΡΠ΅ΠΆΠΈΠ²Π°Π½ΠΈΠΉ, ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Π½ΡΡ
Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΌ ΡΠ΅ΠΊΡΡΠ΅, Π΄Π°ΡΡΠΈΡ
Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΡ Π½Π΅ΠΏΠΎΡΡΠ΅Π΄ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΠΆΠΈΠ²Π°Π½ΠΈΡ ΡΠΌΠΎΡΠΈΠΉ ΠΈ ΡΡΠ²ΡΡΠ², Π²ΠΎΠ·Π½ΠΈΠΊΠ½ΠΎΠ²Π΅Π½ΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ
ΠΈ ΡΠ°ΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»Π΅Π½Π½ΡΡ
ΠΎΠ±ΡΠ°Π·ΠΎΠ², ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΡΡΡΠΈΡ
Π½Π°ΠΊΠΎΠΏΠ»Π΅Π½ΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-
ΡΡΠ²ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ° ΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-ΠΎΠ±ΡΠ°Π·Π½ΠΎΠ³ΠΎ ΠΊΠΎΠΌΠΏΠΎΠ½Π΅Π½ΡΠ° ΠΌΡΡΠ»Π΅Π½ΠΈΡ. ΠΠ»Π°Π²Π½ΠΎΠΉ
ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠ΅ΠΉ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΡΠ΅ΡΡΠ° Π² Π΄Π°Π½Π½ΠΎΠΌ ΡΠ»ΡΡΠ°Π΅ Π²ΡΡΡΡΠΏΠ°Π΅Ρ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠΉ ΡΠ»Π΅ΠΌΠ΅Π½Ρ,
ΡΠΎ Π΅ΡΡΡ ΠΈΠ·Π½Π°ΡΠ°Π»ΡΠ½ΠΎΠ΅ ΠΏΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅, Π·Π°ΡΠ΅ΠΌ Π½ΡΠΆΠ½ΠΎ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ ΡΠ΅ΠΊΠ»Π°ΠΌΡ, Π΄Π»Ρ ΠΊΠΎΠ³ΠΎ Π½ΡΠΆΠ½ΠΎ Π΅Π΅ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ
(ΡΠ΅ΡΠΊΠ°Ρ ΠΈΠ΄Π΅Π½ΡΠΈΡΠΈΠΊΠ°ΡΠΈΡ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ), ΠΊΠ°ΠΊ Π½ΡΠΆΠ½ΠΎ Π΅Π΅ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ (Π²ΡΠ±ΠΎΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠΉ
ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΈ) ΠΈ, ΡΠΎΠ±ΡΡΠ²Π΅Π½Π½ΠΎ, ΡΡΠΎ ΠΈΠΌΠ΅Π½Π½ΠΎ Π½ΡΠΆΠ½ΠΎ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ (ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ Π² ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½ΠΈΠΈ
ΡΠΎΡΠΌΡ ΠΈ ΡΠΎΠ΄Π΅ΡΠΆΠ°Π½ΠΈΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ³ΠΎ ΡΠ΅ΠΊΡΡΠ°). ΠΠ°ΠΆΠ΄ΡΡ ΠΊΡΠ»ΡΡΡΡΡ ΠΌΠΎΠΆΠ½ΠΎ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΡ ΠΊΠ°ΠΊ Π½Π°Π±ΠΎΡ
ΠΈΠ΅ΡΠ°ΡΡ
ΠΈΡΠ΅ΡΠΊΠΈ Π²ΡΡΡΡΠΎΠ΅Π½Π½ΡΡ
ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ, ΡΠ°Π·Π΄Π΅Π»ΡΠ΅ΠΌΡΡ
Π±ΠΎΠ»ΡΡΠΈΠ½ΡΡΠ²ΠΎΠΌ Π΅Π΅ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ. ΠΠΎ
ΡΠΎΠ΄Π΅ΡΠΆΠ°Π½ΠΈΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΡ
ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΠΉ ΠΌΠΎΠΆΠ½ΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡΡ Π³ΠΎΡΠΏΠΎΠ΄ΡΡΠ²ΡΡΡΠΈΠ΅ Π² ΠΊΠ°ΠΆΠ΄ΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΠ΅
ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΠΎΡΠΈΠ΅Π½ΡΠ°ΡΠΈΠΈ, ΡΠ°ΠΊ ΠΊΠ°ΠΊ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΠΎΡΡΠ°ΠΆΠ°Π΅Ρ ΠΌΠΈΡ ΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠΎΠΌ ΡΠ²ΠΎΠ΅Π³ΠΎ
Π²ΡΠ΅ΠΌΠ΅Π½ΠΈ. Π’Π°ΠΊΠΈΠΌ ΠΎΠ±ΡΠ°Π·ΠΎΠΌ, ΡΠΎΡΠΈΠ°Π»ΡΠ½Π°Ρ ΡΠΎΠ»Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΡ Π·Π°ΠΊΠ»ΡΡΠ°Π΅ΡΡΡ Π² ΡΠΎΠ²Π΅ΡΡΠ΅Π½ΡΡΠ²ΠΎΠ²Π°Π½ΠΈΠΈ Π±Π°Π·ΠΎΠ²ΡΡ
Π΄ΡΡ
ΠΎΠ²Π½ΡΡ
ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ, ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΡΡ
ΠΎΠ±ΡΠ΅ΡΡΠ²Ρ.
ΠΡΠ»ΠΈ ΠΎΠ±ΡΠ°Π·ΡΡ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΈ ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΠΎΡΠΈΠ΅Π½ΡΠΈΡΡ Π·Π°Π΄Π°ΡΡΡΡ Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΠΈ
ΠΎΠ±ΡΠ΅ΡΡΠ²Π°, ΡΠΎ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΡΡΠ°Π½ΡΠ»ΠΈΡΡΠ΅Ρ ΠΈΡ
, Π½ΠΎ ΠΈ ΠΌΠΎΠΆΠ΅Ρ Π²Π»ΠΈΡΡΡ Π½Π° ΠΈΡ
ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎΠ΅
ΠΈΠ·ΠΌΠ΅Π½Π΅Π½ΠΈΠ΅, ΠΏΡΠ΅Π΄Π»Π°Π³Π°Ρ ΠΈΠ½ΡΡ ΠΌΠΎΠ΄Π΅Π»Ρ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΈ ΠΊΠΎΡΡΠ΅ΠΊΡΠΈΡΡΡ ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΠΎΡΠΈΠ΅Π½ΡΠΈΡΡ. ΠΡΠΈ
ΡΡΠΎΠΌ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎ ΡΡΠΈΡΡΠ²Π°ΡΡ ΡΠΎΡ ΡΠ°ΠΊΡ, ΡΡΠΎ ΡΠΎΡΠΈΠ°Π»ΡΠ½Π°Ρ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΠ°ΡΠΈΡ ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΠ΅ΠΉ
ΠΎΡΡΠ°ΠΆΠ°Π΅Ρ ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠ΅Π΅ Π² ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅ ΡΠ°Π·Π΄Π΅Π»Π΅Π½ΠΈΠ΅ Π½Π° ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠ΅ Π³ΡΡΠΏΠΏΡ Ρ ΠΏΡΠΈΡΡΡΠΈΠΌΠΈ
ΠΈΠΌ ΠΌΠ°ΡΠ΅ΡΠΈΠ°Π»ΡΠ½ΡΠΌΠΈ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ°ΠΌΠΈ, ΠΎΠ±ΡΠ°Π·ΠΎΠΌ ΠΆΠΈΠ·Π½ΠΈ, ΡΡΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π½ΠΎ ΠΎΡΡΠ°ΠΆΠ°Π΅ΡΡΡ Π½Π°
ΠΊΠΎΠ½ΡΡΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΠΈ ΡΠΎΠ±ΠΈΡΠ°ΡΠ΅Π»ΡΠ½ΠΎΠ³ΠΎ ΠΎΠ±ΡΠ°Π·Π° ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. Π‘Π΅ΠΊΡΠ΅Ρ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΠΈ Π² Π΄Π°Π½Π½ΠΎΠΌ
ΠΏΡΠΎΡΠ΅ΡΡΠ΅ Π·Π°ΠΊΠ»ΡΡΠ°Π΅ΡΡΡ Π² ΡΠ°ΠΌΠΎΠΉ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΠΈ ΡΠΎΠ·Π΄Π°Π½ΠΈΡ ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ, Π²ΠΊΠ»ΡΡΠ΅Π½Π½ΠΎΡΡΠΈ ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΠΈ
ΠΊΠΎΠ½ΠΊΡΠ΅ΡΠ½ΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ, ΠΊΠΎΡΠΎΡΠ°Ρ ΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΈΠ½Π½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½ΠΎΠΉ, Π½Π°Ρ
ΠΎΠ΄ΠΈΡΡΡ Π·Π° ΠΏΡΠ΅Π΄Π΅Π»Π°ΠΌΠΈ
ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΡ
ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΉ, ΠΎΠ±ΡΠ΅ΠΏΡΠΈΠ½ΡΡΡΡ
Π½ΠΎΡΠΌ ΠΈ ΠΏΡΠ°Π²ΠΈΠ».
ΠΡΠ΅Π°ΡΠΈΠ² Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ΅ - ΡΡΠΎ ΡΠΎΠ²ΠΎΠΊΡΠΏΠ½ΠΎΡΡΡ ΠΏΠΎΠΈΡΠΊΠ° ΠΈ Π²ΠΎΠΏΠ»ΠΎΡΠ΅Π½ΠΈΠ΅ ΡΠΎΠΉ ΡΡΠ΅ΠΏΠ΅Π½ΠΈ ΠΎΡΠΈΠ³ΠΈΠ½Π°Π»ΡΠ½ΠΎΡΡΠΈ ΠΏΠΎΠ΄Π°ΡΠΈ
ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ, ΠΊΠΎΡΠΎΡΠ°Ρ ΠΏΠΎΡΠ°Π·ΠΈΡ ΠΈ ΠΏΡΠΈΠ²Π»Π΅ΡΠ΅Ρ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. ΠΡΠ»ΡΡΡΡΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠΉ
Π°ΡΠΏΠ΅ΠΊΡ ΡΠ°ΠΊΠΎΠ³ΠΎ ΠΏΠΎΠΈΡΠΊΠ° ΡΠ²Π»ΡΠ΅ΡΡΡ ΡΡΠ½Π΄Π°ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΡΠΌ, ΡΠ°ΠΊ ΠΊΠ°ΠΊ Π²Π°ΠΆΠ½ΠΎ, ΡΡΠΎΠ±Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΠΉ ΠΎΠ±ΡΠ°Π·
ΠΎΠΏΠΈΡΠ°Π»ΡΡ Π½Π° Π°ΡΡ
Π΅ΡΠΈΠΏΡ, ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ ΠΈ ΠΌΠΈΡΡ, ΡΠΎΠ΄Π΅ΡΠΆΠ°ΡΠΈΠ΅ΡΡ Π² ΡΠΎΠ·Π½Π°Π½ΠΈΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ, ΡΡΠΈΡΡΠ²Π°Ρ
ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΡ, ΡΠ΅Π½Π½ΠΎΡΡΠΈ, ΠΆΠΈΠ·Π½Π΅Π½Π½ΡΠΉ ΡΡΠΈΠ»Ρ ΠΈ ΠΈΠ½ΡΠ΅ ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠΈΠ΅ ΠΊΡΠ»ΡΡΡΡΡ. Π’ΠΎΠ³Π΄Π° ΠΎΠ½ Π½Π΅
Π²ΡΠ·ΡΠ²Π°Π΅Ρ ΠΎΡΡΠΎΡΠΆΠ΅Π½ΠΈΡ, ΠΈ Π²ΠΎΡΠΏΡΠΈΠ½ΠΈΠΌΠ°Π΅ΡΡΡ ΠΊΠ°ΠΊ Π½Π΅ΡΡΠΎ ΡΠΆΠ΅ Π·Π½Π°ΠΊΠΎΠΌΠΎΠ΅. ΠΡΠΎΡ ΡΠ΅ΠΆΠΈΠΌ ΡΠ·Π½Π°Π²Π°Π½ΠΈΡ
Π²ΠΎ ΠΌΠ½ΠΎΠ³ΠΈΡ
ΡΠ»ΡΡΠ°ΡΡ
Π²Π½ΡΡΠ°Π΅Ρ Π΄ΠΎΠ²Π΅ΡΠΈΠ΅ ΠΈ, ΠΊΠ°ΠΊ ΡΠ»Π΅Π΄ΡΡΠ²ΠΈΠ΅, - ΠΏΠΎΠ²ΡΡΠ°Π΅Ρ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ
ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ. Π‘Π»Π΅Π΄ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎ, ΠΊΡΠ»ΡΡΡΡΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ -
Π½Π΅ΠΎΡΡΠ΅ΠΌΠ»Π΅ΠΌΠ°Ρ ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠ°Ρ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΠΎΠ·ΠΈΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΡ, Π³Π΄Π΅ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½Π°Ρ
ΠΈΠ΄Π΅Ρ ΠΌΠΎΠΆΠ΅Ρ ΡΡΠΎ-ΡΠΎ ΠΈΠ·ΠΌΠ΅Π½ΠΈΡΡ Π² ΠΌΡΡΠ»Π΅Π½ΠΈΠΈ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ Π² ΠΎΠ±ΠΎΠ·Π½Π°ΡΠ΅Π½Π½ΠΎΠΌ ΠΏΡΠΎΠ±Π»Π΅ΠΌΠ½ΠΎΠΌ
ΠΏΠΎΠ»Π΅ Ρ Π·Π°Π»ΠΎΠΆΠ΅Π½Π½ΡΠΌΠΈ Π² Π½Π΅ΠΌ ΠΊΡΠ»ΡΡΡΡΠ½ΡΠΌΠΈ ΠΊΠΎΠ΄Π°ΠΌΠΈ.Modern advertising is a phenomenon which to this or that extent affects the nature of social, economic,
political and other interactions in the society. Tendencies of advertising communication system
development involve integrated use of ATL-and BTL-tools to effectively represent the product at the
market relevant for such product. The main requirement for the various tools of advertising is their
efficiency including the ability to deliver a creative content of the message in accordance with the
pragmatic goals of advertising communication. But, as practice shows, today these tools do not allow
to achieve the desired goals without creativity. Advertising creativity can be defined as an imaginative
cover of tools for informative and persuasive forms of communication designed to solve pragmatic
business problems. Such factors of market environment as aggravation of competition, growth of
financial and intellectual potential, globalization of information flows become a sufficient reason for
appealing to the methods and sources of innovative solutions development, the search for innovative
and creative ideas in order to increase the effectiveness of various institutions' functioning in the
society. Nowadays the understanding of the advertising success through the prism of creativity which
provides opportunities to single out the product in the variety of market offers is quite obvious. The
development of the informative and persuasive forms of communication in Russian contemporary
history defines the rising tide of interest in disclosing the mechanisms of creative activity.
Creativity is always primary and fundamental. However, in the creative advertising product it
pursues a pragmatic purpose - to change the consumer behaviour of the target audience. One should
understand that creativity in advertising is only a technology of the creative process organization that
is fruitless out of the context of the culture in which it is carried out. Today in order to overcome the
cover, a person builds to protect himself from a huge flow of information, we need to use the stimuli
involving the appeal to the collective unconscious. Consequently, the issues of creativity should be
considered from the prospective of different elements of culture (lifestyle, values and mentality) which
determine the specifics of advertising within.
An important condition for the development of creative thinking in advertising communication is
an emotional and sensitive component, the development of which is designed to guarantee sensory
perceptions and create emotional and axiological attitude to the objects of interest. This process
includes entering into a situation of emotional experiences given in the advertising text which enables
to actually experience emotions and feelings and get emotional and rationally provided images that
promote accumulation of emotional and sensory experience and the development of emotional and
imaginative component of thinking. The main component of the creative process in this case is a
pragmatic element that is the original understanding of why advertising should be created, for whom
it should be created (distinct identification of the target audience), how it should be created (the choice
of a relevant technology) and, basically, what exactly should be created (a qualitative approach in
determining the form and content of advertising text). Every culture can be represented as a set of
hierarchical values shared by the majority of its representatives. Since advertising reflects the world
and is a product of its time, the prevailing value orientations in each culture can be determined by the
advertising content. Thus, a social role of advertising is to advance the basic spiritual values that are
essential to the society.
If the behaviour patterns and value orientations are set within the mentality of the society, then
advertising not only transmits them but also affects their quality change suggesting a different pattern
of behaviour and correcting value orientations. In this case it is necessary to take into account the
fact that the social differentiation of mentalities reflects the existing division into social groups with
the inherent material interests, lifestyle, which is definitely reflected in the formation of the collective
image of the target audience. The secret of creativity in this process lies in the methodology of values
creating, the involvement of a particular culture's mentality that is innovative, beyond the existing
technologies, commonly accepted standards and regulations.
Creativity in advertising is a combination of search and implementation of such an extent of
information freshness which will strike the target audience and draw its attention. Cultural aspect
of this search is quite fundamental because it is important that an advertising image is based on
archetypes, stereotypes and myths present consumers' minds taking into account mentality, values,
lifestyle and other components of culture. In this case it does not cause rejection but is perceived as
something already familiar. In many cases such recognition inspires trust, and, as a consequence,
increases the efficiency of advertising communication. Consequently, cultural approach in advertising
communication is an integral part of creative positioning where an effective advertising idea can
change something in the thinking of the target audience in a certain problem field with its cultural
codes
ΠΡΡΠ΅ΡΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΊΠΎΠ½ΡΠ΅ΠΏΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΠΊΠ°ΠΊ ΡΠ°ΠΊΡΠΎΡ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠΉ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ
The development of consumer culture is one of the fundamental ways of interacting with society and managing its consciousness. This fact determines the penetration of marketing in all spheres of life, and the constant search for new ways to stimulate consumption actualizes the development of its aesthetic concept. In modern conditions, this phenomenon becomes especially urgent, since it is the main instrument of an effective market strategy, and one of the factors that contribute to the formation of consumer culture, and hence the culture of society as a wholeΠ€ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΎΠ΄Π½ΠΈΠΌ ΠΈΠ· ΠΎΡΠ½ΠΎΠ²ΠΎΠΏΠΎΠ»Π°Π³Π°ΡΡΠΈΡ
ΡΠΏΠΎΡΠΎΠ±ΠΎΠ²
Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ Ρ ΠΎΠ±ΡΠ΅ΡΡΠ²ΠΎΠΌ ΠΈ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ Π΅Π³ΠΎ ΡΠΎΠ·Π½Π°Π½ΠΈΠ΅ΠΌ. ΠΠ°Π½Π½ΡΠΉ ΡΠ°ΠΊΡ ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»ΠΈΠ²Π°Π΅Ρ ΠΏΡΠΎ-
Π½ΠΈΠΊΠ½ΠΎΠ²Π΅Π½ΠΈΠ΅ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° Π²ΠΎ Π²ΡΠ΅ ΡΡΠ΅ΡΡ ΠΆΠΈΠ·Π½Π΅Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ, Π° ΠΏΠΎΡΡΠΎΡΠ½Π½ΡΠΉ ΠΏΠΎΠΈΡΠΊ Π½ΠΎΠ²ΡΡ
ΡΠΏΠΎΡΠΎΠ±ΠΎΠ² ΡΡΠΈΠΌΡΠ»ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±Π»Π΅Π½ΠΈΡ Π°ΠΊΡΡΠ°Π»ΠΈΠ·ΠΈΡΡΠ΅Ρ ΡΠ°Π·ΡΠ°Π±ΠΎΡΠΊΡ Π΅Π³ΠΎ ΡΡΡΠ΅ΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΊΠΎΠ½ΡΠ΅ΠΏΡΠ°.
Π ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΡΡ
ΡΡΠ»ΠΎΠ²ΠΈΡΡ
Π΄Π°Π½Π½ΡΠΉ ΡΠ΅Π½ΠΎΠΌΠ΅Π½ ΠΏΡΠΈΠΎΠ±ΡΠ΅ΡΠ°Π΅Ρ ΠΎΡΠΎΠ±ΡΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΡΡΡ, ΠΏΠΎΡΠΊΠΎΠ»ΡΠΊΡ Π²ΡΡΡΡΠΏΠ°Π΅Ρ ΠΈ ΠΎΡΠ½ΠΎΠ²Π½ΡΠΌ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠΎΠΌ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠΉ ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ, ΠΈ ΠΎΠ΄Π½ΠΈΠΌ ΠΈΠ· ΡΠ°ΠΊΡΠΎΡΠΎΠ², ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΡΡΡΠΈΡ
ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΊΡΠ»ΡΡΡΡΡ ΠΏΠΎΡΡΠ΅Π±Π»Π΅Π½ΠΈΡ, Π° Π·Π½Π°ΡΠΈΡ, ΠΊΡΠ»ΡΡΡΡΡ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°
Π² ΡΠ΅Π»ΠΎ
ΠΡΡΠ΅ΡΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΊΠΎΠ½ΡΠ΅ΠΏΡ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° ΠΊΠ°ΠΊ ΡΠ°ΠΊΡΠΎΡ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠΉ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ
The development of consumer culture is one of the fundamental ways of interacting with society and managing its consciousness. This fact determines the penetration of marketing in all spheres of life, and the constant search for new ways to stimulate consumption actualizes the development of its aesthetic concept. In modern conditions, this phenomenon becomes especially urgent, since it is the main instrument of an effective market strategy, and one of the factors that contribute to the formation of consumer culture, and hence the culture of society as a wholeΠ€ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΎΠ΄Π½ΠΈΠΌ ΠΈΠ· ΠΎΡΠ½ΠΎΠ²ΠΎΠΏΠΎΠ»Π°Π³Π°ΡΡΠΈΡ
ΡΠΏΠΎΡΠΎΠ±ΠΎΠ²
Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ Ρ ΠΎΠ±ΡΠ΅ΡΡΠ²ΠΎΠΌ ΠΈ ΡΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ Π΅Π³ΠΎ ΡΠΎΠ·Π½Π°Π½ΠΈΠ΅ΠΌ. ΠΠ°Π½Π½ΡΠΉ ΡΠ°ΠΊΡ ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»ΠΈΠ²Π°Π΅Ρ ΠΏΡΠΎ-
Π½ΠΈΠΊΠ½ΠΎΠ²Π΅Π½ΠΈΠ΅ ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π° Π²ΠΎ Π²ΡΠ΅ ΡΡΠ΅ΡΡ ΠΆΠΈΠ·Π½Π΅Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ, Π° ΠΏΠΎΡΡΠΎΡΠ½Π½ΡΠΉ ΠΏΠΎΠΈΡΠΊ Π½ΠΎΠ²ΡΡ
ΡΠΏΠΎΡΠΎΠ±ΠΎΠ² ΡΡΠΈΠΌΡΠ»ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΏΠΎΡΡΠ΅Π±Π»Π΅Π½ΠΈΡ Π°ΠΊΡΡΠ°Π»ΠΈΠ·ΠΈΡΡΠ΅Ρ ΡΠ°Π·ΡΠ°Π±ΠΎΡΠΊΡ Π΅Π³ΠΎ ΡΡΡΠ΅ΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΊΠΎΠ½ΡΠ΅ΠΏΡΠ°.
Π ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΡΡ
ΡΡΠ»ΠΎΠ²ΠΈΡΡ
Π΄Π°Π½Π½ΡΠΉ ΡΠ΅Π½ΠΎΠΌΠ΅Π½ ΠΏΡΠΈΠΎΠ±ΡΠ΅ΡΠ°Π΅Ρ ΠΎΡΠΎΠ±ΡΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΡΡΡ, ΠΏΠΎΡΠΊΠΎΠ»ΡΠΊΡ Π²ΡΡΡΡΠΏΠ°Π΅Ρ ΠΈ ΠΎΡΠ½ΠΎΠ²Π½ΡΠΌ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠΎΠΌ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠΉ ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΡΡΡΠ°ΡΠ΅Π³ΠΈΠΈ, ΠΈ ΠΎΠ΄Π½ΠΈΠΌ ΠΈΠ· ΡΠ°ΠΊΡΠΎΡΠΎΠ², ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΡΡΡΠΈΡ
ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΊΡΠ»ΡΡΡΡΡ ΠΏΠΎΡΡΠ΅Π±Π»Π΅Π½ΠΈΡ, Π° Π·Π½Π°ΡΠΈΡ, ΠΊΡΠ»ΡΡΡΡΡ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°
Π² ΡΠ΅Π»ΠΎ
Π Π΅ΠΊΠ»Π°ΠΌΠ° ΠΊΠ°ΠΊ ΡΠΌΡΡΠ»ΠΎΠΎΠ±ΡΠ°Π·ΡΡΡΠΈΠΉ ΡΠ»Π΅ΠΌΠ΅Π½Ρ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΠΎΠ² Π² ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠΌ ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅
The current phenomenon of our time are stereotypes, that, on the one hand, simplify the process of
communication, as they empower the members of society with a number of characteristics in advance,
but on the other hand, create additional problems in the process of interaction, for example, form
preconceptions. The increased level of competition makes the creators of promotional product resort
to unusual elements of its attractiveness. However, advertisement should not only be interesting and
eye-catching, but also understandable and relevant to the target audience. Carrying out this task, the
advertising business refers to such concept as βsocial stereotypeβ that helps to include a certain set of
symbols, containing the necessary and relevant for the consumer information into the advertisement
message.
Stereotype is a derivative of the modern society. The fact that stereotypes affect not only human
relationships, but also formation of the public opinion is important. People mostly think in images β
stereotypes, and this is an effective tool for an advertisement creator. But we must not forget that its
primary task is to βhookβ the potential customers with the help of competent motivation, in other words,
to create an image that will stand out from the products by competitors and attract attention. However,
advertising producer must remember that the border, where interesting and unusual advertisement
becomes repulsive and unpleasant is very thin, and it creates the need for highly skilled approach to
the use and formation of stereotypes when creating an advertisement message. Advertising, as the
meaning-making element of culture can not only change social stereotypes, opinions and ideas that
exist in society, but also create new onesΠΠΊΡΡΠ°Π»ΡΠ½ΡΠΌ ΡΠ²Π»Π΅Π½ΠΈΠ΅ΠΌ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΡΡΠΈ ΡΠ²Π»ΡΡΡΡΡ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ, ΠΊΠΎΡΠΎΡΡΠ΅, Ρ ΠΎΠ΄Π½ΠΎΠΉ ΡΡΠΎΡΠΎΠ½Ρ,
ΡΠΏΡΠΎΡΠ°ΡΡ ΠΏΡΠΎΡΠ΅ΡΡ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, ΡΠ°ΠΊ ΠΊΠ°ΠΊ Π·Π°ΡΠ°Π½Π΅Π΅ Π½Π°Π΄Π΅Π»ΡΡΡ ΡΠ»Π΅Π½ΠΎΠ² ΠΎΠ±ΡΠ΅ΡΡΠ²Π° ΡΡΠ΄ΠΎΠΌ
Ρ
Π°ΡΠ°ΠΊΡΠ΅ΡΠΈΡΡΠΈΠΊ, Π½ΠΎ, Ρ Π΄ΡΡΠ³ΠΎΠΉ ΡΡΠΎΡΠΎΠ½Ρ, ΡΠΎΠ·Π΄Π°ΡΡ Π΄ΠΎΠΏΠΎΠ»Π½ΠΈΡΠ΅Π»ΡΠ½ΡΠ΅ ΠΏΡΠΎΠ±Π»Π΅ΠΌΡ Π² ΠΏΡΠΎΡΠ΅ΡΡΠ΅
Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ, Π½Π°ΠΏΡΠΈΠΌΠ΅Ρ ΠΎΠ±ΡΠ°Π·ΡΡΡ ΠΏΡΠ΅Π΄ΡΠ±Π΅ΠΆΠ΄Π΅Π½ΠΈΡ. ΠΠΎΠ²ΡΡΠ΅Π½Π½ΡΠΉ ΡΡΠΎΠ²Π΅Π½Ρ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΈΠΈ
Π²ΡΠ·ΡΠ²Π°Π΅Ρ Ρ ΡΠΎΠ·Π΄Π°ΡΠ΅Π»Π΅ΠΉ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ ΠΏΡΠΈΠ±Π΅Π³Π°ΡΡ ΠΊ Π½Π΅ΠΎΠ±ΡΡΠ½ΡΠΌ
ΡΠ»Π΅ΠΌΠ΅Π½ΡΠ°ΠΌ Π΅Π³ΠΎ ΠΏΡΠΈΠ²Π»Π΅ΠΊΠ°ΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ. ΠΠ΄Π½Π°ΠΊΠΎ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° Π΄ΠΎΠ»ΠΆΠ½Π° Π±ΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ½ΠΎΠΉ,
ΠΏΡΠΈΠ²Π»Π΅ΠΊΠ°ΡΡΠ΅ΠΉ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅, Π½ΠΎ ΠΈ ΠΏΠΎΠ½ΡΡΠ½ΠΎΠΉ, Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠΉ Π΄Π»Ρ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. ΠΡΡΡΠ΅ΡΡΠ²Π»ΡΡ
Π΄Π°Π½Π½ΡΡ Π·Π°Π΄Π°ΡΡ, ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΠΉ Π±ΠΈΠ·Π½Π΅Ρ ΠΎΠ±ΡΠ°ΡΠ°Π΅ΡΡΡ ΠΊ ΡΠ°ΠΊΠΎΠΌΡ ΠΏΠΎΠ½ΡΡΠΈΡ, ΠΊΠ°ΠΊ Β«ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠΉ
ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΒ», ΠΊΠΎΡΠΎΡΡΠΉ ΠΏΠΎΠΌΠΎΠΆΠ΅Ρ Π·Π°Π»ΠΎΠΆΠΈΡΡ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ΅ ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΠ΅ ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π½ΡΠΉ Π½Π°Π±ΠΎΡ
ΡΠΈΠΌΠ²ΠΎΠ»ΠΎΠ², ΡΠΎΠ΄Π΅ΡΠΆΠ°ΡΠΈΡ
Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΡΡ ΠΈ Π°ΠΊΡΡΠ°Π»ΡΠ½ΡΡ Π΄Π»Ρ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Ρ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΡ.
Π‘ΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄Π½ΠΎΠΉ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠ³ΠΎ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°. ΠΠ°ΠΆΠ΅Π½ ΡΠΎΡ ΡΠ°ΠΊΡ, ΡΡΠΎ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ
Π²Π»ΠΈΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ Π½Π° ΡΠ΅Π»ΠΎΠ²Π΅ΡΠ΅ΡΠΊΠΈΠ΅ Π²Π·Π°ΠΈΠΌΠΎΠΎΡΠ½ΠΎΡΠ΅Π½ΠΈΡ, Π½ΠΎ ΠΈ Π½Π° ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΌΠ½Π΅Π½ΠΈΡ.
ΠΡΠ΄ΠΈ ΠΏΡΠ΅ΠΈΠΌΡΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎ ΠΌΡΡΠ»ΡΡ ΠΎΠ±ΡΠ°Π·Π°ΠΌΠΈ β ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΠ°ΠΌΠΈ, Π° ΡΡΠΎ ΠΈ Π΅ΡΡΡ ΡΠΎΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΡΠΉ
ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½Ρ Π΄Π»Ρ ΡΠΎΠ·Π΄Π°ΡΠ΅Π»Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΡ. ΠΠ΄Π½Π°ΠΊΠΎ Π½Π΅Π»ΡΠ·Ρ Π·Π°Π±ΡΠ²Π°ΡΡ, ΡΡΠΎ Π΅Π³ΠΎ ΠΏΠ΅ΡΠ²ΠΎΠ½Π°ΡΠ°Π»ΡΠ½Π°Ρ
Π·Π°Π΄Π°ΡΠ° β ΡΠ΅ΡΠ΅Π· Π³ΡΠ°ΠΌΠΎΡΠ½ΡΡ ΠΌΠΎΡΠΈΠ²Π°ΡΠΈΡ Β«Π·Π°ΡΠ΅ΠΏΠΈΡΡΒ» ΡΠ²ΠΎΠ΅Π³ΠΎ ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»ΡΠ½ΠΎΠ³ΠΎ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Ρ,
Π΄ΡΡΠ³ΠΈΠΌΠΈ ΡΠ»ΠΎΠ²Π°ΠΌΠΈ, ΡΠΎΠ·Π΄Π°ΡΡ ΡΠ°ΠΊΠΎΠΉ ΠΎΠ±ΡΠ°Π·, ΠΊΠΎΡΠΎΡΡΠΉ Π±ΡΠ΄Π΅Ρ Π²ΡΠ±ΠΈΠ²Π°ΡΡΡΡ ΠΈΠ· ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠ½ΠΎΠ³ΠΎ ΡΡΠ΄Π° ΠΈ
ΠΏΡΠΈΠ²Π»Π΅ΠΊΠ°ΡΡ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅. ΠΠ΄Π½Π°ΠΊΠΎ ΡΠ΅ΠΊΠ»Π°ΠΌΠΎΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΠΈΡΠ΅Π»Ρ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎ ΠΏΠΎΠΌΠ½ΠΈΡΡ ΠΎ ΡΠΎΠΌ, ΡΡΠΎ Π³ΡΠ°Π½Ρ,
Π·Π° ΠΊΠΎΡΠΎΡΠΎΠΉ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ½Π°Ρ ΠΈ Π½Π΅ΠΎΠ±ΡΡΠ½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΡΡΠ°Π½ΠΎΠ²ΠΈΡΡΡ ΠΎΡΡΠ°Π»ΠΊΠΈΠ²Π°ΡΡΠ΅ΠΉ ΠΈ Π½Π΅ΠΏΡΠΈΡΡΠ½ΠΎΠΉ,
ΠΎΡΠ΅Π½Ρ ΡΠΎΠ½ΠΊΠ°, ΡΡΠΎ ΡΠΎΠ·Π΄Π°ΡΡ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ Π²ΡΡΠΎΠΊΠΎΠΊΠ²Π°Π»ΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄Π° ΠΊ ΠΏΡΠΎΡΠ΅ΡΡΡ
ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΡ ΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΠΎΠ² ΠΏΡΠΈ ΡΠΎΠ·Π΄Π°Π½ΠΈΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ³ΠΎ ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΡ. Π Π΅ΠΊΠ»Π°ΠΌΠ° ΠΊΠ°ΠΊ
ΡΠΌΡΡΠ»ΠΎΠΎΠ±ΡΠ°Π·ΡΡΡΠΈΠΉ ΡΠ»Π΅ΠΌΠ΅Π½Ρ ΠΊΡΠ»ΡΡΡΡΡ ΠΌΠΎΠΆΠ΅Ρ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΈΠ·ΠΌΠ΅Π½ΡΡΡ ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΠ΅ Π² ΡΠΎΡΠΈΡΠΌΠ΅
ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠ΅ ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ, ΠΌΠ½Π΅Π½ΠΈΡ ΠΈ ΠΈΠ΄Π΅ΠΈ, Π½ΠΎ ΠΈ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ Π½ΠΎΠ²Ρ
Π€ΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠ΅ ΡΠΏΡΠΎΡΠ° Π² ΡΡΠ΅ΡΠ΅ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΡΡΠ΅Π΄ΡΡΠ²Π°ΠΌΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΡ
With the development of market economy, cultural and leisure spheres should not only choose, but also
forecast promising directions of their development. The mechanisms of this prediction have a complex
structure associated with the main line of cultural policy. Since setting the objectives of cultural and
leisure activities is related to the organization of leisure for socially important purposes, so the need
to carry out skilled work on the formation of the current demand for this type of free time activities is
obvious today. The issue of qualified promotion of cultural product today is quite problematic. One of
the reasons (and this is a question of marketing) is the lack of demanded cultural product aimed at the
satisfaction and development of cultural needs and interests of the individual. The second reason is
related to the lack of understanding (and often ignorance) of technologies to effectively promote this
type of product, which embodies the specifics of the industry of cultural and leisure activities, which,
in turn, demonstrates humanistic, cultural and developmental nature. A critical role in the effective
implementation of the idea of forming the actual demand for cultural leisure belongs to different
informative and persuasive promotion technologies. Modern advertising is not only a reflection of the
society culture, but also the ability to participate significantly in the formation of this culture, including
the culture of consumption. Advertisement promotes socialization through broadcasting of images and
standards using the mechanisms of mass communication, in which the society applies technological
methods of producing social values. The professional approach to promotion of the product of cultural
and leisure activities and the approach to its customer as an individual leads to the realization of the
need to use new communication technologies (advertising, PR, etc.) They can meet the demands of
modern society and also: 1) form the current demand for this type of cultural production; 2) create new
needs of the individual, affecting and determining the spiritual and cultural life of societyΠ ΡΡΠ»ΠΎΠ²ΠΈΡΡ
ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΡΠΊΠΎΠ½ΠΎΠΌΠΈΠΊΠΈ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²Π°Ρ ΡΡΠ΅ΡΠ° Π΄ΠΎΠ»ΠΆΠ½Π° Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ
Π²ΡΠ±ΠΈΡΠ°ΡΡ, Π½ΠΎ ΠΈ ΡΠ°ΠΌΠ° ΠΏΡΠΎΠ³Π½ΠΎΠ·ΠΈΡΠΎΠ²Π°ΡΡ ΠΏΠ΅ΡΡΠΏΠ΅ΠΊΡΠΈΠ²Π½ΡΠ΅ Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½ΠΈΡ ΡΠ²ΠΎΠ΅Π³ΠΎ ΡΠ°Π·Π²ΠΈΡΠΈΡ. ΠΠ΅Ρ
Π°Π½ΠΈΠ·ΠΌΡ
ΡΠ°ΠΊΠΎΠ³ΠΎ ΠΏΡΠΎΠ³Π½ΠΎΠ·ΠΈΡΠΎΠ²Π°Π½ΠΈΡ ΠΈΠΌΠ΅ΡΡ ΡΠ»ΠΎΠΆΠ½ΡΡ ΡΡΡΡΠΊΡΡΡΡ, ΡΠ²ΡΠ·Π°Π½Π½ΡΡ Ρ ΠΌΠ°Π³ΠΈΡΡΡΠ°Π»ΡΠ½ΠΎΠΉ Π»ΠΈΠ½ΠΈΠ΅ΠΉ
ΠΊΡΠ»ΡΡΡΡΠ½ΠΎΠΉ ΠΏΠΎΠ»ΠΈΡΠΈΠΊΠΈ. Π’Π°ΠΊ ΠΊΠ°ΠΊ ΡΠ΅Π»Π΅ΠΏΠΎΠ»Π°Π³Π°Π½ΠΈΠ΅ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΡΠ²ΡΠ·Π°Π½ΠΎ
Ρ ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΠ΅ΠΉ Π΄ΠΎΡΡΠ³Π° Π² ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎ Π·Π½Π°ΡΠΈΠΌΡΡ
ΡΠ΅Π»ΡΡ
, ΡΠΎ ΠΈ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΡ ΠΎΡΡΡΠ΅ΡΡΠ²Π»ΡΡΡ
ΠΊΠ²Π°Π»ΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΡΡ ΡΠ°Π±ΠΎΡΡ ΠΏΠΎ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ ΡΠΏΡΠΎΡΠ° Π½Π° Π΄Π°Π½Π½ΡΠΉ Π²ΠΈΠ΄ ΡΠ²ΠΎΠ±ΠΎΠ΄Π½ΠΎΠ³ΠΎ
Π²ΡΠ΅ΠΌΠ΅Π½ΠΈ ΠΎΡΠ΅Π²ΠΈΠ΄Π½Π°. ΠΠΎΠΏΡΠΎΡ ΠΊΠ²Π°Π»ΠΈΡΠΈΡΠΈΡΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄ΡΠΊΡΠ°
Π½Π° ΡΠ΅Π³ΠΎΠ΄Π½ΡΡΠ½ΠΈΠΉ Π΄Π΅Π½Ρ ΡΠ²Π»ΡΠ΅ΡΡΡ Π΄ΠΎΡΡΠ°ΡΠΎΡΠ½ΠΎ ΠΏΡΠΎΠ±Π»Π΅ΠΌΠ½ΡΠΌ. ΠΠ΄Π½Π° ΠΈΠ· ΠΏΡΠΈΡΠΈΠ½ (ΠΈ ΡΡΠΎ Π²ΠΎΠΏΡΠΎΡ
ΠΌΠ°ΡΠΊΠ΅ΡΠΈΠ½Π³Π°) β ΠΎΡΡΡΡΡΡΠ²ΠΈΠ΅ Π²ΠΎΡΡΡΠ΅Π±ΠΎΠ²Π°Π½Π½ΠΎΠ³ΠΎ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄ΡΠΊΡΠ°, Π½Π°ΠΏΡΠ°Π²Π»Π΅Π½Π½ΠΎΠ³ΠΎ Π½Π°
ΡΠ΄ΠΎΠ²Π»Π΅ΡΠ²ΠΎΡΠ΅Π½ΠΈΠ΅ ΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΠ΅ ΠΊΡΠ»ΡΡΡΡΠ½ΡΡ
ΠΏΠΎΡΡΠ΅Π±Π½ΠΎΡΡΠ΅ΠΉ ΠΈ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠΎΠ² Π»ΠΈΡΠ½ΠΎΡΡΠΈ. ΠΡΠΎΡΠ°Ρ
ΠΏΡΠΈΡΠΈΠ½Π° ΡΠ²ΡΠ·Π°Π½Π° Ρ Π½Π΅ΠΏΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ΠΌ (ΡΠ°ΡΠ΅ Π½Π΅Π·Π½Π°Π½ΠΈΠ΅ΠΌ) ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΉ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ
Π΄Π°Π½Π½ΠΎΠ³ΠΎ Π²ΠΈΠ΄Π° ΠΏΡΠΎΠ΄ΡΠΊΡΠ°, ΠΊΠΎΡΠΎΡΡΠΉ ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»Π΅Π½ ΡΠΏΠ΅ΡΠΈΡΠΈΠΊΠΎΠΉ ΡΠ°ΠΌΠΎΠΉ ΠΎΡΡΠ°ΡΠ»ΠΈ ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ, ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΡ Π΄ΠΎΡΡΠ³Π° Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΠΊΠΎΡΠΎΡΠΎΠΉ, Π² ΡΠ²ΠΎΡ ΠΎΡΠ΅ΡΠ΅Π΄Ρ, Π½ΠΎΡΠΈΡ Π³ΡΠΌΠ°Π½ΠΈΡΡΠΈΡΠ΅ΡΠΊΠΈΠΉ,
ΠΊΡΠ»ΡΡΡΡΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΈ ΡΠ°Π·Π²ΠΈΠ²Π°ΡΡΠΈΠΉ Ρ
Π°ΡΠ°ΠΊΡΠ΅Ρ.
ΠΠ°ΠΆΠ½Π΅ΠΉΡΡΡ ΡΠΎΠ»Ρ Π² ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠΉ ΡΠ΅Π°Π»ΠΈΠ·Π°ΡΠΈΠΈ ΠΈΠ΄Π΅ΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ ΡΠΏΡΠΎΡΠ°
Π½Π° ΠΊΡΠ»ΡΡΡΡΠ½ΡΠΉ Π΄ΠΎΡΡΠ³ Π·Π°Π½ΠΈΠΌΠ°ΡΡ ΡΠ°Π·Π»ΠΈΡΠ½ΡΠ΅ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠ²Π½ΠΎ-ΡΠ±Π΅ΠΆΠ΄Π°ΡΡΠΈΠ΅ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΈ
ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ. Π‘ΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΡΠ²Π»ΡΠ΅ΡΡΡ Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΠΎΡΡΠ°ΠΆΠ΅Π½ΠΈΠ΅ΠΌ ΠΊΡΠ»ΡΡΡΡΡ ΠΎΠ±ΡΠ΅ΡΡΠ²Π°,
Π½ΠΎ ΠΈ ΡΠ°ΠΌΠ° ΡΠΏΠΎΡΠΎΠ±Π½Π° Π·Π½Π°ΡΠΈΡΠ΅Π»ΡΠ½ΠΎ ΡΡΠ°ΡΡΠ²ΠΎΠ²Π°ΡΡ Π² ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°Π½ΠΈΠΈ ΡΡΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ, Π² ΡΠΎΠΌ
ΡΠΈΡΠ»Π΅ ΠΊΡΠ»ΡΡΡΡΡ ΠΏΠΎΡΡΠ΅Π±Π»Π΅Π½ΠΈΡ. Π Π΅ΠΊΠ»Π°ΠΌΠ° ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΡΠ΅Ρ ΡΠΎΡΠΈΠ°Π»ΠΈΠ·Π°ΡΠΈΠΈ ΡΠ΅Π»ΠΎΠ²Π΅ΠΊΠ° ΠΏΠΎΡΡΠ΅Π΄ΡΡΠ²ΠΎΠΌ
ΡΡΠ°Π½ΡΠ»ΡΡΠΈΠΈ ΠΎΠ±ΡΠ°Π·ΡΠΎΠ² ΠΈ Π½ΠΎΡΠΌ ΡΠ΅ΡΠ΅Π· ΠΌΠ΅Ρ
Π°Π½ΠΈΠ·ΠΌΡ ΠΌΠ°ΡΡΠΎΠ²ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΠΊΠΎΡΠΎΡΡΡ
ΠΎΠ±ΡΠ΅ΡΡΠ²ΠΎ ΡΠ΅Π°Π»ΠΈΠ·ΡΠ΅Ρ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠ΅ ΡΠΏΠΎΡΠΎΠ±Ρ ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΡΡΠ²Π° ΡΠΎΡΠΈΠ°Π»ΡΠ½ΡΡ
Π·Π½Π°ΡΠ΅Π½ΠΈΠΉ.
ΠΡΠΎΡΠ΅ΡΡΠΈΠΎΠ½Π°Π»ΡΠ½ΡΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ ΠΊ ΠΏΡΠΎΠ΄Π²ΠΈΠΆΠ΅Π½ΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° ΠΊΡΠ»ΡΡΡΡΠ½ΠΎ-Π΄ΠΎΡΡΠ³ΠΎΠ²ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΠΈ
Π΅Π³ΠΎ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Ρ ΠΊΠ°ΠΊ Π»ΠΈΡΠ½ΠΎΡΡΠΈ ΠΏΡΠΈΠ²ΠΎΠ΄ΠΈΡ ΠΊ ΠΎΡΠΎΠ·Π½Π°Π½ΠΈΡ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎΡΡΠΈ ΠΏΡΠΈΠΌΠ΅Π½Π΅Π½ΠΈΡ Π½ΠΎΠ²ΡΡ
ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠ²Π½ΡΡ
ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΉ (ΡΠ΅ΠΊΠ»Π°ΠΌΠ°, PR ΠΈ Π΄Ρ.), ΡΠΏΠΎΡΠΎΠ±Π½ΡΡ
ΠΎΡΠ²Π΅ΡΠ°ΡΡ ΡΡΠ΅Π±ΠΎΠ²Π°Π½ΠΈΡΠΌ
ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΠΎΠ³ΠΎ ΠΎΠ±ΡΠ΅ΡΡΠ²Π° ΠΈ: 1) ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°ΡΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΡΠΉ ΡΠΏΡΠΎΡ Π½Π° Π΄Π°Π½Π½ΡΠΉ Π²ΠΈΠ΄ Π΄ΡΡ
ΠΎΠ²Π½ΠΎΠ³ΠΎ
ΠΏΡΠΎΠΈΠ·Π²ΠΎΠ΄ΡΡΠ²Π°; 2) ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ Π½ΠΎΠ²ΡΠ΅ ΠΏΠΎΡΡΠ΅Π±Π½ΠΎΡΡΠΈ Π»ΠΈΡΠ½ΠΎΡΡΠΈ, ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎ Π²Π»ΠΈΡΡ ΠΈ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡ
Π΄ΡΡ
ΠΎΠ²Π½ΡΡ ΠΈ ΠΊΡΠ»ΡΡΡΡΠ½ΡΡ ΠΆΠΈΠ·Π½Ρ ΠΎΠ±ΡΠ΅ΡΡΠ²
Creative Thinking in Advertising Communication: Cultural Aspect
Π‘ΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΡΠ²Π»ΡΠ΅ΡΡΡ ΡΠ΅Π½ΠΎΠΌΠ΅Π½ΠΎΠΌ, ΠΊΠΎΡΠΎΡΡΠΉ Π² ΡΠΎΠΉ ΠΈΠ»ΠΈ ΠΈΠ½ΠΎΠΉ ΡΡΠ΅ΠΏΠ΅Π½ΠΈ Π²Π»ΠΈΡΠ΅Ρ Π½Π° Ρ
Π°ΡΠ°ΠΊΡΠ΅Ρ
ΡΠΎΡΠΈΠ°Π»ΡΠ½ΠΎΠ³ΠΎ, ΡΠΊΠΎΠ½ΠΎΠΌΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ, ΠΏΠΎΠ»ΠΈΡΠΈΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΈ ΠΈΠ½ΠΎΠ³ΠΎ Π²Π·Π°ΠΈΠΌΠΎΠ΄Π΅ΠΉΡΡΠ²ΠΈΡ Π² ΡΠΎΡΠΈΡΠΌΠ΅. Π’Π΅Π½Π΄Π΅Π½ΡΠΈΠΈ
ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠΈΡΡΠ΅ΠΌΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ ΠΏΡΠ΅Π΄ΠΏΠΎΠ»Π°Π³Π°ΡΡ ΠΊΠΎΠΌΠΏΠ»Π΅ΠΊΡΠ½ΠΎΠ΅ ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°Π½ΠΈΠ΅ ATL- ΠΈ
BTL-ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠΎΠ² Ρ ΡΠ΅Π»ΡΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΡΠ΅Π΄ΡΡΠ°Π²Π»Π΅Π½ΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° Π½Π° Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠΌ Π΄Π»Ρ Π½Π΅Π³ΠΎ
ΡΡΠ½ΠΊΠ΅. ΠΡΠ½ΠΎΠ²Π½ΠΎΠ΅ ΡΡΠ΅Π±ΠΎΠ²Π°Π½ΠΈΠ΅, ΠΏΡΠ΅Π΄ΡΡΠ²Π»ΡΠ΅ΠΌΠΎΠ΅ ΠΊ ΡΠ°Π·Π»ΠΈΡΠ½ΡΠΌ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠ°ΠΌ ΡΠ΅ΠΊΠ»Π°ΠΌΡ, - ΡΡΠΎ ΠΈΡ
ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΡ, Π² ΡΠΎΠΌ ΡΠΈΡΠ»Π΅ ΡΠΏΠΎΡΠΎΠ±Π½ΠΎΡΡΡ ΠΏΠ΅ΡΠ΅Π΄Π°ΡΡ ΡΠ²ΠΎΡΡΠ΅ΡΠΊΠΎΠ΅ ΡΠΎΠ΄Π΅ΡΠΆΠ°Π½ΠΈΠ΅ ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΡ Π²
ΡΠΎΠΎΡΠ²Π΅ΡΡΡΠ²ΠΈΠΈ Ρ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠΌΠΈ ΡΠ΅Π»ΡΠΌΠΈ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ. ΠΡΠ°ΠΊΡΠΈΠΊΠ° ΠΏΠΎΠΊΠ°Π·ΡΠ²Π°Π΅Ρ,
ΡΡΠΎ ΡΠ΅Π³ΠΎΠ΄Π½Ρ Π±Π΅Π· ΠΊΡΠ΅Π°ΡΠΈΠ²Π° ΡΡΠΈ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΡ Π½Π΅ ΠΏΠΎΠ·Π²ΠΎΠ»ΡΡΡ Π΄ΠΎΡΡΠΈΡΡ ΠΎΠ±ΠΎΠ·Π½Π°ΡΠ΅Π½Π½ΡΡ
ΡΠ΅Π»Π΅ΠΉ.
Π Π΅ΠΊΠ»Π°ΠΌΠ½ΡΠΉ ΠΊΡΠ΅Π°ΡΠΈΠ² ΠΌΠΎΠΆΠ½ΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΠΈΡΡ ΠΊΠ°ΠΊ ΠΎΠ±ΡΠ°Π·Π½ΡΡ ΠΎΠ±ΠΎΠ»ΠΎΡΠΊΡ ΠΈΠ½ΡΡΡΡΠΌΠ΅Π½ΡΠΎΠ² ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠ²Π½ΠΎ-
ΡΠ±Π΅ΠΆΠ΄Π°ΡΡΠΈΡ
Π²ΠΈΠ΄ΠΎΠ² ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ, ΠΏΡΠΈΠ·Π²Π°Π½Π½ΡΡ
ΡΠ΅ΡΠΈΡΡ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠ΅ Π·Π°Π΄Π°ΡΠΈ Π±ΠΈΠ·Π½Π΅ΡΠ°. Π’Π°ΠΊΠΈΠ΅
ΡΠ°ΠΊΡΠΎΡΡ ΡΡΠ½ΠΎΡΠ½ΠΎΠΉ ΡΡΠ΅Π΄Ρ, ΠΊΠ°ΠΊ ΠΎΠ±ΠΎΡΡΡΠ΅Π½ΠΈΠ΅ ΠΊΠΎΠ½ΠΊΡΡΠ΅Π½ΡΠΈΠΈ, ΡΠΎΡΡ ΡΠΈΠ½Π°Π½ΡΠΎΠ²ΠΎΠ³ΠΎ ΠΈ ΠΈΠ½ΡΠ΅Π»Π»Π΅ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠ³ΠΎ
ΠΏΠΎΡΠ΅Π½ΡΠΈΠ°Π»Π°, Π³Π»ΠΎΠ±Π°Π»ΠΈΠ·Π°ΡΠΈΡ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΎΠ½Π½ΡΡ
ΠΏΠΎΡΠΎΠΊΠΎΠ², Π²ΡΡΡΡΠΏΠ°ΡΡ Π΄ΠΎΡΡΠ°ΡΠΎΡΠ½ΡΠΌ
ΠΎΡΠ½ΠΎΠ²Π°Π½ΠΈΠ΅ΠΌ ΠΎΠ±ΡΠ°ΡΠ΅Π½ΠΈΡ ΠΊ ΠΌΠ΅ΡΠΎΠ΄Π°ΠΌ ΠΈ ΠΈΡΡΠΎΡΠ½ΠΈΠΊΠ°ΠΌ ΡΠΎΠ·Π΄Π°Π½ΠΈΡ Π½Π΅ΡΡΠ°Π΄ΠΈΡΠΈΠΎΠ½Π½ΡΡ
ΡΠ΅ΡΠ΅Π½ΠΈΠΉ, ΠΏΠΎΠΈΡΠΊΡ
ΠΈΠ½Π½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½ΡΡ
, ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΡΡ
ΠΈΠ΄Π΅ΠΉ Ρ ΡΠ΅Π»ΡΡ ΡΠ²Π΅Π»ΠΈΡΠ΅Π½ΠΈΡ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΠΈ ΡΡΠ½ΠΊΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΡ
ΡΠ°Π·Π»ΠΈΡΠ½ΡΡ
ΠΈΠ½ΡΡΠΈΡΡΡΠΎΠ² Π² ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅. Π‘Π΅Π³ΠΎΠ΄Π½Ρ ΠΎΡΠ΅Π²ΠΈΠ΄Π½ΡΠΌ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΏΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΡΠΏΠ΅ΡΠ½ΠΎΡΡΠΈ
ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΡΠ΅ΡΠ΅Π· ΠΏΡΠΈΠ·ΠΌΡ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΠΈ, ΠΏΡΠ΅Π΄ΠΎΡΡΠ°Π²Π»ΡΡΡΠ΅ΠΉ Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΠΈ
Π²ΡΠ΄Π΅Π»Π΅Π½ΠΈΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠ° ΠΈΠ· ΠΌΠ½ΠΎΠ³ΠΎΠΎΠ±ΡΠ°Π·ΠΈΡ ΡΡΠ½ΠΎΡΠ½ΡΡ
ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½ΠΈΠΉ. Π Π°Π·Π²ΠΈΡΠΈΠ΅ ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠ²Π½ΠΎ-
ΡΠ±Π΅ΠΆΠ΄Π°ΡΡΠΈΡ
Π²ΠΈΠ΄ΠΎΠ² ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΉ Π² Π½ΠΎΠ²Π΅ΠΉΡΠ΅ΠΉ ΠΈΡΡΠΎΡΠΈΠΈ Π ΠΎΡΡΠΈΠΈ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΠ΅Ρ Π²ΠΎΠ·ΡΠΎΠΆΠ΄Π΅Π½ΠΈΠ΅
ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ° ΠΊ ΡΠ°ΡΠΊΡΡΡΠΈΡ ΠΌΠ΅Ρ
Π°Π½ΠΈΠ·ΠΌΠΎΠ² ΡΠ²ΠΎΡΡΠ΅ΡΠΊΠΎΠΉ Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ.
Π’Π²ΠΎΡΡΠ΅ΡΡΠ²ΠΎ Π²ΡΠ΅Π³Π΄Π° ΠΏΠ΅ΡΠ²ΠΈΡΠ½ΠΎ ΠΈ ΡΡΠ½Π΄Π°ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎ. ΠΠ΄Π½Π°ΠΊΠΎ Π² ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠΌ ΠΏΡΠΎΠ΄ΡΠΊΡΠ΅ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ
Π΄Π΅ΡΡΠ΅Π»ΡΠ½ΠΎΡΡΠΈ ΠΎΠ½ΠΎ ΠΏΠΎΠ΄ΡΠΈΠ½Π΅Π½ΠΎ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΎΠΉ ΡΠ΅Π»ΠΈ - ΠΈΠ·ΠΌΠ΅Π½ΠΈΡΡ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»ΡΡΠΊΠΎΠ΅ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΠ΅
ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. ΠΡΠΆΠ½ΠΎ ΠΏΠΎΠ½ΠΈΠΌΠ°ΡΡ, ΡΡΠΎ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΡ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ΅ - ΡΡΠΎ ΡΠΎΠ»ΡΠΊΠΎ ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΡ
ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΠΈ ΡΠ²ΠΎΡΡΠ΅ΡΠΊΠΎΠ³ΠΎ ΠΏΡΠΎΡΠ΅ΡΡΠ°, ΠΊΠΎΡΠΎΡΠ°Ρ Π±Π΅ΡΠΏΠ»ΠΎΠ΄Π½Π° ΡΠ°ΠΌΠ° ΠΏΠΎ ΡΠ΅Π±Π΅, Π²Π½Π΅ ΠΊΠΎΠ½ΡΠ΅ΠΊΡΡΠ° ΡΠΎΠΉ
ΠΊΡΠ»ΡΡΡΡΡ, Π² ΠΊΠΎΡΠΎΡΠΎΠΉ ΠΎΠ½Π° ΠΎΡΡΡΠ΅ΡΡΠ²Π»ΡΠ΅ΡΡΡ. ΠΠ»Ρ ΡΠΎΠ³ΠΎ ΡΡΠΎΠ±Ρ ΠΏΡΠ΅ΠΎΠ΄ΠΎΠ»Π΅ΡΡ Π·Π°ΡΠΈΡΡ, ΠΊΠΎΡΠΎΡΡΡ
Π²ΡΡΡΡΠ°ΠΈΠ²Π°Π΅Ρ ΡΠΎΠ²ΡΠ΅ΠΌΠ΅Π½Π½ΡΠΉ ΡΠ΅Π»ΠΎΠ²Π΅ΠΊ ΠΎΡ Π±ΠΎΠ»ΡΡΠΎΠ³ΠΎ ΠΏΠΎΡΠΎΠΊΠ° ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ, ΡΠ΅Π³ΠΎΠ΄Π½Ρ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎ
ΠΈΡΠΏΠΎΠ»ΡΠ·ΠΎΠ²Π°ΡΡ ΡΠ°Π·Π΄ΡΠ°ΠΆΠΈΡΠ΅Π»ΠΈ, ΡΠ²ΡΠ·Π°Π½Π½ΡΠ΅ Ρ Π°ΠΏΠ΅Π»Π»ΡΡΠΈΠ΅ΠΉ ΠΊ ΠΊΠΎΠ»Π»Π΅ΠΊΡΠΈΠ²Π½ΠΎΠΌΡ Π±Π΅ΡΡΠΎΠ·Π½Π°ΡΠ΅Π»ΡΠ½ΠΎΠΌΡ.
Π‘Π»Π΅Π΄ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎ, ΠΏΡΠΎΠ±Π»Π΅ΠΌΠ°ΡΠΈΠΊΡ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΠΈ ΡΠ΅Π»Π΅ΡΠΎΠΎΠ±ΡΠ°Π·Π½ΠΎ ΡΠ°ΡΡΠΌΠ°ΡΡΠΈΠ²Π°ΡΡ ΡΠΊΠ²ΠΎΠ·Ρ ΠΏΡΠΈΠ·ΠΌΡ
ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠΈΡ
ΠΊΡΠ»ΡΡΡΡΡ (ΠΆΠΈΠ·Π½Π΅Π½Π½ΡΠΉ ΡΡΠΈΠ»Ρ, ΡΠ΅Π½Π½ΠΎΡΡΠΈ ΠΈ ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΡ), ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡΡΠΈΡ
ΡΠΏΠ΅ΡΠΈΡΠΈΠΊΡ ΡΠ΅ΠΊΠ»Π°ΠΌΡ Π² Π½Π΅ΠΉ.
ΠΠ°ΠΆΠ½ΡΠΌ ΡΡΠ»ΠΎΠ²ΠΈΠ΅ΠΌ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΌΡΡΠ»Π΅Π½ΠΈΡ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ
ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-ΡΡΠ²ΡΡΠ²Π΅Π½Π½ΡΠΉ ΠΊΠΎΠΌΠΏΠΎΠ½Π΅Π½Ρ, ΡΠ°Π·Π²ΠΈΡΠΈΠ΅ ΠΊΠΎΡΠΎΡΠΎΠ³ΠΎ ΠΏΡΠΈΠ·Π²Π°Π½ΠΎ ΡΠΈΡΡΠ΅ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈ
ΠΎΠ±Π΅ΡΠΏΠ΅ΡΠΈΠ²Π°ΡΡ ΡΡΠ²ΡΡΠ²Π΅Π½Π½ΠΎ-ΠΎΠ±ΡΠ°Π·Π½ΠΎΠ΅ Π²ΠΎΡΠΏΡΠΈΡΡΠΈΠ΅ ΠΈ ΡΠΎΡΠΌΠΈΡΠΎΠ²Π°ΡΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-ΡΠ΅Π½Π½ΠΎΡΡΠ½ΠΎΠ΅
ΠΎΡΠ½ΠΎΡΠ΅Π½ΠΈΠ΅ ΠΊ ΠΈΠ·ΡΡΠ°Π΅ΠΌΡΠΌ ΠΎΠ±ΡΠ΅ΠΊΡΠ°ΠΌ. ΠΠ°Π½Π½ΡΠΉ ΠΏΡΠΎΡΠ΅ΡΡ Π²ΠΊΠ»ΡΡΠ°Π΅Ρ Π² ΡΠ΅Π±Ρ ΠΎΡΠ³Π°Π½ΠΈΠ·Π°ΡΠΈΡ Π²Ρ
ΠΎΠΆΠ΄Π΅Π½ΠΈΡ
Π² ΡΠΈΡΡΠ°ΡΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΡΡ
ΠΏΠ΅ΡΠ΅ΠΆΠΈΠ²Π°Π½ΠΈΠΉ, ΠΏΡΠ΅Π΄Π»ΠΎΠΆΠ΅Π½Π½ΡΡ
Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΌ ΡΠ΅ΠΊΡΡΠ΅, Π΄Π°ΡΡΠΈΡ
Π²ΠΎΠ·ΠΌΠΎΠΆΠ½ΠΎΡΡΡ Π½Π΅ΠΏΠΎΡΡΠ΅Π΄ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΠΆΠΈΠ²Π°Π½ΠΈΡ ΡΠΌΠΎΡΠΈΠΉ ΠΈ ΡΡΠ²ΡΡΠ², Π²ΠΎΠ·Π½ΠΈΠΊΠ½ΠΎΠ²Π΅Π½ΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ
ΠΈ ΡΠ°ΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ ΠΎΠ±ΡΡΠ»ΠΎΠ²Π»Π΅Π½Π½ΡΡ
ΠΎΠ±ΡΠ°Π·ΠΎΠ², ΡΠΏΠΎΡΠΎΠ±ΡΡΠ²ΡΡΡΠΈΡ
Π½Π°ΠΊΠΎΠΏΠ»Π΅Π½ΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-
ΡΡΠ²ΡΡΠ²Π΅Π½Π½ΠΎΠ³ΠΎ ΠΎΠΏΡΡΠ° ΠΈ ΡΠ°Π·Π²ΠΈΡΠΈΡ ΡΠΌΠΎΡΠΈΠΎΠ½Π°Π»ΡΠ½ΠΎ-ΠΎΠ±ΡΠ°Π·Π½ΠΎΠ³ΠΎ ΠΊΠΎΠΌΠΏΠΎΠ½Π΅Π½ΡΠ° ΠΌΡΡΠ»Π΅Π½ΠΈΡ. ΠΠ»Π°Π²Π½ΠΎΠΉ
ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠ΅ΠΉ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΡΠΎΡΠ΅ΡΡΠ° Π² Π΄Π°Π½Π½ΠΎΠΌ ΡΠ»ΡΡΠ°Π΅ Π²ΡΡΡΡΠΏΠ°Π΅Ρ ΠΏΡΠ°Π³ΠΌΠ°ΡΠΈΡΠ΅ΡΠΊΠΈΠΉ ΡΠ»Π΅ΠΌΠ΅Π½Ρ,
ΡΠΎ Π΅ΡΡΡ ΠΈΠ·Π½Π°ΡΠ°Π»ΡΠ½ΠΎΠ΅ ΠΏΠΎΠ½ΠΈΠΌΠ°Π½ΠΈΠ΅, Π·Π°ΡΠ΅ΠΌ Π½ΡΠΆΠ½ΠΎ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ ΡΠ΅ΠΊΠ»Π°ΠΌΡ, Π΄Π»Ρ ΠΊΠΎΠ³ΠΎ Π½ΡΠΆΠ½ΠΎ Π΅Π΅ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ
(ΡΠ΅ΡΠΊΠ°Ρ ΠΈΠ΄Π΅Π½ΡΠΈΡΠΈΠΊΠ°ΡΠΈΡ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ), ΠΊΠ°ΠΊ Π½ΡΠΆΠ½ΠΎ Π΅Π΅ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ (Π²ΡΠ±ΠΎΡ Π°ΠΊΡΡΠ°Π»ΡΠ½ΠΎΠΉ
ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΈ) ΠΈ, ΡΠΎΠ±ΡΡΠ²Π΅Π½Π½ΠΎ, ΡΡΠΎ ΠΈΠΌΠ΅Π½Π½ΠΎ Π½ΡΠΆΠ½ΠΎ ΡΠΎΠ·Π΄Π°Π²Π°ΡΡ (ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ Π² ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½ΠΈΠΈ
ΡΠΎΡΠΌΡ ΠΈ ΡΠΎΠ΄Π΅ΡΠΆΠ°Π½ΠΈΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠ³ΠΎ ΡΠ΅ΠΊΡΡΠ°). ΠΠ°ΠΆΠ΄ΡΡ ΠΊΡΠ»ΡΡΡΡΡ ΠΌΠΎΠΆΠ½ΠΎ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΡ ΠΊΠ°ΠΊ Π½Π°Π±ΠΎΡ
ΠΈΠ΅ΡΠ°ΡΡ
ΠΈΡΠ΅ΡΠΊΠΈ Π²ΡΡΡΡΠΎΠ΅Π½Π½ΡΡ
ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ, ΡΠ°Π·Π΄Π΅Π»ΡΠ΅ΠΌΡΡ
Π±ΠΎΠ»ΡΡΠΈΠ½ΡΡΠ²ΠΎΠΌ Π΅Π΅ ΠΏΡΠ΅Π΄ΡΡΠ°Π²ΠΈΡΠ΅Π»Π΅ΠΉ. ΠΠΎ
ΡΠΎΠ΄Π΅ΡΠΆΠ°Π½ΠΈΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΡ
ΡΠΎΠΎΠ±ΡΠ΅Π½ΠΈΠΉ ΠΌΠΎΠΆΠ½ΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»ΡΡΡ Π³ΠΎΡΠΏΠΎΠ΄ΡΡΠ²ΡΡΡΠΈΠ΅ Π² ΠΊΠ°ΠΆΠ΄ΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΠ΅
ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΠΎΡΠΈΠ΅Π½ΡΠ°ΡΠΈΠΈ, ΡΠ°ΠΊ ΠΊΠ°ΠΊ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° ΠΎΡΡΠ°ΠΆΠ°Π΅Ρ ΠΌΠΈΡ ΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΏΡΠΎΠ΄ΡΠΊΡΠΎΠΌ ΡΠ²ΠΎΠ΅Π³ΠΎ
Π²ΡΠ΅ΠΌΠ΅Π½ΠΈ. Π’Π°ΠΊΠΈΠΌ ΠΎΠ±ΡΠ°Π·ΠΎΠΌ, ΡΠΎΡΠΈΠ°Π»ΡΠ½Π°Ρ ΡΠΎΠ»Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΡ Π·Π°ΠΊΠ»ΡΡΠ°Π΅ΡΡΡ Π² ΡΠΎΠ²Π΅ΡΡΠ΅Π½ΡΡΠ²ΠΎΠ²Π°Π½ΠΈΠΈ Π±Π°Π·ΠΎΠ²ΡΡ
Π΄ΡΡ
ΠΎΠ²Π½ΡΡ
ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ, ΠΆΠΈΠ·Π½Π΅Π½Π½ΠΎ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΡΡ
ΠΎΠ±ΡΠ΅ΡΡΠ²Ρ.
ΠΡΠ»ΠΈ ΠΎΠ±ΡΠ°Π·ΡΡ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΈ ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΠΎΡΠΈΠ΅Π½ΡΠΈΡΡ Π·Π°Π΄Π°ΡΡΡΡ Π² ΡΠ°ΠΌΠΊΠ°Ρ
ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΠΈ
ΠΎΠ±ΡΠ΅ΡΡΠ²Π°, ΡΠΎ ΡΠ΅ΠΊΠ»Π°ΠΌΠ° Π½Π΅ ΡΠΎΠ»ΡΠΊΠΎ ΡΡΠ°Π½ΡΠ»ΠΈΡΡΠ΅Ρ ΠΈΡ
, Π½ΠΎ ΠΈ ΠΌΠΎΠΆΠ΅Ρ Π²Π»ΠΈΡΡΡ Π½Π° ΠΈΡ
ΠΊΠ°ΡΠ΅ΡΡΠ²Π΅Π½Π½ΠΎΠ΅
ΠΈΠ·ΠΌΠ΅Π½Π΅Π½ΠΈΠ΅, ΠΏΡΠ΅Π΄Π»Π°Π³Π°Ρ ΠΈΠ½ΡΡ ΠΌΠΎΠ΄Π΅Π»Ρ ΠΏΠΎΠ²Π΅Π΄Π΅Π½ΠΈΡ ΠΈ ΠΊΠΎΡΡΠ΅ΠΊΡΠΈΡΡΡ ΡΠ΅Π½Π½ΠΎΡΡΠ½ΡΠ΅ ΠΎΡΠΈΠ΅Π½ΡΠΈΡΡ. ΠΡΠΈ
ΡΡΠΎΠΌ Π½Π΅ΠΎΠ±Ρ
ΠΎΠ΄ΠΈΠΌΠΎ ΡΡΠΈΡΡΠ²Π°ΡΡ ΡΠΎΡ ΡΠ°ΠΊΡ, ΡΡΠΎ ΡΠΎΡΠΈΠ°Π»ΡΠ½Π°Ρ Π΄ΠΈΡΡΠ΅ΡΠ΅Π½ΡΠΈΠ°ΡΠΈΡ ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΠ΅ΠΉ
ΠΎΡΡΠ°ΠΆΠ°Π΅Ρ ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠ΅Π΅ Π² ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅ ΡΠ°Π·Π΄Π΅Π»Π΅Π½ΠΈΠ΅ Π½Π° ΠΎΠ±ΡΠ΅ΡΡΠ²Π΅Π½Π½ΡΠ΅ Π³ΡΡΠΏΠΏΡ Ρ ΠΏΡΠΈΡΡΡΠΈΠΌΠΈ
ΠΈΠΌ ΠΌΠ°ΡΠ΅ΡΠΈΠ°Π»ΡΠ½ΡΠΌΠΈ ΠΈΠ½ΡΠ΅ΡΠ΅ΡΠ°ΠΌΠΈ, ΠΎΠ±ΡΠ°Π·ΠΎΠΌ ΠΆΠΈΠ·Π½ΠΈ, ΡΡΠΎ ΠΎΠΏΡΠ΅Π΄Π΅Π»Π΅Π½Π½ΠΎ ΠΎΡΡΠ°ΠΆΠ°Π΅ΡΡΡ Π½Π°
ΠΊΠΎΠ½ΡΡΡΡΠΈΡΠΎΠ²Π°Π½ΠΈΠΈ ΡΠΎΠ±ΠΈΡΠ°ΡΠ΅Π»ΡΠ½ΠΎΠ³ΠΎ ΠΎΠ±ΡΠ°Π·Π° ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. Π‘Π΅ΠΊΡΠ΅Ρ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΡΡΠΈ Π² Π΄Π°Π½Π½ΠΎΠΌ
ΠΏΡΠΎΡΠ΅ΡΡΠ΅ Π·Π°ΠΊΠ»ΡΡΠ°Π΅ΡΡΡ Π² ΡΠ°ΠΌΠΎΠΉ ΠΌΠ΅ΡΠΎΠ΄ΠΎΠ»ΠΎΠ³ΠΈΠΈ ΡΠΎΠ·Π΄Π°Π½ΠΈΡ ΡΠ΅Π½Π½ΠΎΡΡΠ΅ΠΉ, Π²ΠΊΠ»ΡΡΠ΅Π½Π½ΠΎΡΡΠΈ ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΠΈ
ΠΊΠΎΠ½ΠΊΡΠ΅ΡΠ½ΠΎΠΉ ΠΊΡΠ»ΡΡΡΡΡ, ΠΊΠΎΡΠΎΡΠ°Ρ ΠΈ ΡΠ²Π»ΡΠ΅ΡΡΡ ΠΈΠ½Π½ΠΎΠ²Π°ΡΠΈΠΎΠ½Π½ΠΎΠΉ, Π½Π°Ρ
ΠΎΠ΄ΠΈΡΡΡ Π·Π° ΠΏΡΠ΅Π΄Π΅Π»Π°ΠΌΠΈ
ΡΡΡΠ΅ΡΡΠ²ΡΡΡΠΈΡ
ΡΠ΅Ρ
Π½ΠΎΠ»ΠΎΠ³ΠΈΠΉ, ΠΎΠ±ΡΠ΅ΠΏΡΠΈΠ½ΡΡΡΡ
Π½ΠΎΡΠΌ ΠΈ ΠΏΡΠ°Π²ΠΈΠ».
ΠΡΠ΅Π°ΡΠΈΠ² Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ΅ - ΡΡΠΎ ΡΠΎΠ²ΠΎΠΊΡΠΏΠ½ΠΎΡΡΡ ΠΏΠΎΠΈΡΠΊΠ° ΠΈ Π²ΠΎΠΏΠ»ΠΎΡΠ΅Π½ΠΈΠ΅ ΡΠΎΠΉ ΡΡΠ΅ΠΏΠ΅Π½ΠΈ ΠΎΡΠΈΠ³ΠΈΠ½Π°Π»ΡΠ½ΠΎΡΡΠΈ ΠΏΠΎΠ΄Π°ΡΠΈ
ΠΈΠ½ΡΠΎΡΠΌΠ°ΡΠΈΠΈ, ΠΊΠΎΡΠΎΡΠ°Ρ ΠΏΠΎΡΠ°Π·ΠΈΡ ΠΈ ΠΏΡΠΈΠ²Π»Π΅ΡΠ΅Ρ Π²Π½ΠΈΠΌΠ°Π½ΠΈΠ΅ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ. ΠΡΠ»ΡΡΡΡΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠΉ
Π°ΡΠΏΠ΅ΠΊΡ ΡΠ°ΠΊΠΎΠ³ΠΎ ΠΏΠΎΠΈΡΠΊΠ° ΡΠ²Π»ΡΠ΅ΡΡΡ ΡΡΠ½Π΄Π°ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΡΠΌ, ΡΠ°ΠΊ ΠΊΠ°ΠΊ Π²Π°ΠΆΠ½ΠΎ, ΡΡΠΎΠ±Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΡΠΉ ΠΎΠ±ΡΠ°Π·
ΠΎΠΏΠΈΡΠ°Π»ΡΡ Π½Π° Π°ΡΡ
Π΅ΡΠΈΠΏΡ, ΡΡΠ΅ΡΠ΅ΠΎΡΠΈΠΏΡ ΠΈ ΠΌΠΈΡΡ, ΡΠΎΠ΄Π΅ΡΠΆΠ°ΡΠΈΠ΅ΡΡ Π² ΡΠΎΠ·Π½Π°Π½ΠΈΠΈ ΠΏΠΎΡΡΠ΅Π±ΠΈΡΠ΅Π»Π΅ΠΉ, ΡΡΠΈΡΡΠ²Π°Ρ
ΠΌΠ΅Π½ΡΠ°Π»ΡΠ½ΠΎΡΡΡ, ΡΠ΅Π½Π½ΠΎΡΡΠΈ, ΠΆΠΈΠ·Π½Π΅Π½Π½ΡΠΉ ΡΡΠΈΠ»Ρ ΠΈ ΠΈΠ½ΡΠ΅ ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠΈΠ΅ ΠΊΡΠ»ΡΡΡΡΡ. Π’ΠΎΠ³Π΄Π° ΠΎΠ½ Π½Π΅
Π²ΡΠ·ΡΠ²Π°Π΅Ρ ΠΎΡΡΠΎΡΠΆΠ΅Π½ΠΈΡ, ΠΈ Π²ΠΎΡΠΏΡΠΈΠ½ΠΈΠΌΠ°Π΅ΡΡΡ ΠΊΠ°ΠΊ Π½Π΅ΡΡΠΎ ΡΠΆΠ΅ Π·Π½Π°ΠΊΠΎΠΌΠΎΠ΅. ΠΡΠΎΡ ΡΠ΅ΠΆΠΈΠΌ ΡΠ·Π½Π°Π²Π°Π½ΠΈΡ
Π²ΠΎ ΠΌΠ½ΠΎΠ³ΠΈΡ
ΡΠ»ΡΡΠ°ΡΡ
Π²Π½ΡΡΠ°Π΅Ρ Π΄ΠΎΠ²Π΅ΡΠΈΠ΅ ΠΈ, ΠΊΠ°ΠΊ ΡΠ»Π΅Π΄ΡΡΠ²ΠΈΠ΅, - ΠΏΠΎΠ²ΡΡΠ°Π΅Ρ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½ΠΎΡΡΡ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ
ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ. Π‘Π»Π΅Π΄ΠΎΠ²Π°ΡΠ΅Π»ΡΠ½ΠΎ, ΠΊΡΠ»ΡΡΡΡΠΎΠ»ΠΎΠ³ΠΈΡΠ΅ΡΠΊΠΈΠΉ ΠΏΠΎΠ΄Ρ
ΠΎΠ΄ Π² ΡΠ΅ΠΊΠ»Π°ΠΌΠ½ΠΎΠΉ ΠΊΠΎΠΌΠΌΡΠ½ΠΈΠΊΠ°ΡΠΈΠΈ -
Π½Π΅ΠΎΡΡΠ΅ΠΌΠ»Π΅ΠΌΠ°Ρ ΡΠΎΡΡΠ°Π²Π»ΡΡΡΠ°Ρ ΠΊΡΠ΅Π°ΡΠΈΠ²Π½ΠΎΠ³ΠΎ ΠΏΠΎΠ·ΠΈΡΠΈΠΎΠ½ΠΈΡΠΎΠ²Π°Π½ΠΈΡ, Π³Π΄Π΅ ΡΡΡΠ΅ΠΊΡΠΈΠ²Π½Π°Ρ ΡΠ΅ΠΊΠ»Π°ΠΌΠ½Π°Ρ
ΠΈΠ΄Π΅Ρ ΠΌΠΎΠΆΠ΅Ρ ΡΡΠΎ-ΡΠΎ ΠΈΠ·ΠΌΠ΅Π½ΠΈΡΡ Π² ΠΌΡΡΠ»Π΅Π½ΠΈΠΈ ΡΠ΅Π»Π΅Π²ΠΎΠΉ Π°ΡΠ΄ΠΈΡΠΎΡΠΈΠΈ Π² ΠΎΠ±ΠΎΠ·Π½Π°ΡΠ΅Π½Π½ΠΎΠΌ ΠΏΡΠΎΠ±Π»Π΅ΠΌΠ½ΠΎΠΌ
ΠΏΠΎΠ»Π΅ Ρ Π·Π°Π»ΠΎΠΆΠ΅Π½Π½ΡΠΌΠΈ Π² Π½Π΅ΠΌ ΠΊΡΠ»ΡΡΡΡΠ½ΡΠΌΠΈ ΠΊΠΎΠ΄Π°ΠΌΠΈ.Modern advertising is a phenomenon which to this or that extent affects the nature of social, economic,
political and other interactions in the society. Tendencies of advertising communication system
development involve integrated use of ATL-and BTL-tools to effectively represent the product at the
market relevant for such product. The main requirement for the various tools of advertising is their
efficiency including the ability to deliver a creative content of the message in accordance with the
pragmatic goals of advertising communication. But, as practice shows, today these tools do not allow
to achieve the desired goals without creativity. Advertising creativity can be defined as an imaginative
cover of tools for informative and persuasive forms of communication designed to solve pragmatic
business problems. Such factors of market environment as aggravation of competition, growth of
financial and intellectual potential, globalization of information flows become a sufficient reason for
appealing to the methods and sources of innovative solutions development, the search for innovative
and creative ideas in order to increase the effectiveness of various institutions' functioning in the
society. Nowadays the understanding of the advertising success through the prism of creativity which
provides opportunities to single out the product in the variety of market offers is quite obvious. The
development of the informative and persuasive forms of communication in Russian contemporary
history defines the rising tide of interest in disclosing the mechanisms of creative activity.
Creativity is always primary and fundamental. However, in the creative advertising product it
pursues a pragmatic purpose - to change the consumer behaviour of the target audience. One should
understand that creativity in advertising is only a technology of the creative process organization that
is fruitless out of the context of the culture in which it is carried out. Today in order to overcome the
cover, a person builds to protect himself from a huge flow of information, we need to use the stimuli
involving the appeal to the collective unconscious. Consequently, the issues of creativity should be
considered from the prospective of different elements of culture (lifestyle, values and mentality) which
determine the specifics of advertising within.
An important condition for the development of creative thinking in advertising communication is
an emotional and sensitive component, the development of which is designed to guarantee sensory
perceptions and create emotional and axiological attitude to the objects of interest. This process
includes entering into a situation of emotional experiences given in the advertising text which enables
to actually experience emotions and feelings and get emotional and rationally provided images that
promote accumulation of emotional and sensory experience and the development of emotional and
imaginative component of thinking. The main component of the creative process in this case is a
pragmatic element that is the original understanding of why advertising should be created, for whom
it should be created (distinct identification of the target audience), how it should be created (the choice
of a relevant technology) and, basically, what exactly should be created (a qualitative approach in
determining the form and content of advertising text). Every culture can be represented as a set of
hierarchical values shared by the majority of its representatives. Since advertising reflects the world
and is a product of its time, the prevailing value orientations in each culture can be determined by the
advertising content. Thus, a social role of advertising is to advance the basic spiritual values that are
essential to the society.
If the behaviour patterns and value orientations are set within the mentality of the society, then
advertising not only transmits them but also affects their quality change suggesting a different pattern
of behaviour and correcting value orientations. In this case it is necessary to take into account the
fact that the social differentiation of mentalities reflects the existing division into social groups with
the inherent material interests, lifestyle, which is definitely reflected in the formation of the collective
image of the target audience. The secret of creativity in this process lies in the methodology of values
creating, the involvement of a particular culture's mentality that is innovative, beyond the existing
technologies, commonly accepted standards and regulations.
Creativity in advertising is a combination of search and implementation of such an extent of
information freshness which will strike the target audience and draw its attention. Cultural aspect
of this search is quite fundamental because it is important that an advertising image is based on
archetypes, stereotypes and myths present consumers' minds taking into account mentality, values,
lifestyle and other components of culture. In this case it does not cause rejection but is perceived as
something already familiar. In many cases such recognition inspires trust, and, as a consequence,
increases the efficiency of advertising communication. Consequently, cultural approach in advertising
communication is an integral part of creative positioning where an effective advertising idea can
change something in the thinking of the target audience in a certain problem field with its cultural
codes