Koshyk, O.

Kulyniak, I.

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eLibrary National Mining University

87Kulyniak I., Koshyk O.Lviv Polytechnic National UniversityTHE USE OF NAKED BODY IN ADVERTISINGToday the main condition for successful business is effective marketing.Industry sales promotion has developed to the full, but still successful marketers arefinding new ways to influence people and promote their product in the market.Nowadays various specific types of marketing such us aroma marketing, sensorybranding, green marketing quickly evolve.Aroma Marketing – the use of various fragrances and volatile oils to increaseconsumer willingness to purchase a product. For example, baking foods in a housebeing sold and use of floral fragrances when selling articles of clothing [1].Sensory branding is a type of marketing that appeals to all the senses in relationto the brand. It uses the senses to relate with customers on an emotional level. Brandscan forge emotional associations in the customers' minds by appealing to their senses.A multi-sensory brand experience generates certain beliefs, feelings, thoughts andopinions to create a brand image in the consumer's mind [2].Green marketing is the marketing of products that are presumed to beenvironmentally preferable to others. Thus green marketing incorporates a broadrange of activities, including product modification, changes to the production process,sustainable packaging, as well as modifying advertising. Yet defining greenmarketing is not a simple task where several meanings intersect and contradict eachother; an example of this will be the existence of varying social, environmental andretail definitions attached to this term [3].In additional to these types, naked marketing gets popularity. The main sign ofnaked marketing is the use of naked body in advertising.Often naked body is used in advertising such products as perfumes, clothes,cosmetics, chocolate and other. This advertising causes some emotional about goodsand in general always attracts attention of the consumers.Obvious examples of this marketing are: «Bonjour» (dessert) uses the nakedmale body; «Sensodyne» (toothpaste), it is presented the naked female body inadvertisements; «Microsoft» (software) uses the naked female body.Various successful companies use naked body in their work to influence peoplethrough his instincts. The American insurance company "Progressive" is maintaininginvestors in this way. So they report filed an image of a naked 82-year-old man in thepages of its annual and it shows it as a symbol of its own transparency of financialtransactions.Also striking example may be the annual "World naked bike ride". People pedalin the nude in major cities, call for popularizing bicycle. Thus encourage reduced useof fuel and replacing it with alternative sources of energy. That is, if these samepeople every year just passed major cities and did not focus on nudity, this eventwould not have come into this resonance and not covered in the press, but exposingtheir bodies, they attracted the attention of the public and do not go unnoticed.88Quite a famous can be considered on the territory of Ukraine unregisteredWomen's movement "Femen". The main their task is to struggle for women's rightsand the main driving force for focusing the general public, is that they always go toprotest topless.So, as we see from the examples of above mentioned, nudity in advertising aswell as in other aspects of life, always attracts attention, and therefore the mainobjective of marketing is its proper use and the creation of effective advertising,which will cause the desired effect.References:1. Aroma Marketing [Online]. Available: http://medical-dictionary.thefreedictionary.com/Aroma+Marketing.2. Hulten Bertil (2011), Sensory marketing: the multi-sensory brand-experienceconcept, European Business Review 23 (3): 256-273.3. Green Trade & Development [Online]. Available: http://www.green-markets.org/context.htm.Kuvaeva T.National Mining UniversityFORMS OF MANUFACTURER-SUPPLIER RELATIONSHIPS ON THEEXAMPLE OF MACHINE-BUILDING ENTERPRISEManufacturer – supplier relationships are a key area, covering a wide range ofeconomic, legal, organizational, technical and other issues. Especially, this problem isessentially for the manufacturer producing components for the machine-buildingenterprises.The machine-building enterprises that produce intermediate goods (completeunits and details for other productions) depends on the position of their consumers. Itincludes volumes of their production and price policy because components bythemselves don’t create additional value, but they are a necessary part of a finalproduct.The relationship between consumer and manufacturer of components providesstrong technical interdependence and require from the manufacturer the mostcomplete satisfaction of consumers needs for components with necessarycharacteristics. On the other hand, for ensuring necessary characteristics of theircomponents, manufacturer must provide production of relevant materials and rawmaterials delivered by supplier. At the same time suppliers are focused on the marketin which individual manufacturer of components is not a determinative one.Therefore, the decision in the sphere of manufacturer – supplier relationships is animportant aspect of marketing planning.A stronger manufacturer–supplier relationship will enhance realizationthroughout the whole chain. In this way, supply chain integration is as a key driver ofcompany strategy and promotes the need for a better understanding of the integrationprocess.

THE USE OF NAKED BODY IN ADVERTISING

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THE USE OF NAKED BODY IN ADVERTISING

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