Sei sulla pagina 1di 84

Buyology :

.
[. . . ]. .: , 2010. 240 . ( : ).
Lindstrom Martin. Buyology. Truth and Lies about why we buy
59
ISBN 978-5-699-41843-5 (.) ISBN 978-0-385-52388-2 (.)
, ,
7 000 000 . ,
,
. ,
, ;
;
, - . ,
, , , ,
.
,
, , ,
.
339.1 65.290-2
-
, ,
,
.
ISBN 978-5-699-41843-5 (.) ISBN 978-0-385-52388-2 (.)
Martin Lindstrom, 2008. This edition published by arrangement with Levine Greenberg Literary Agency
and Synopsis Literary Agency E. , , 2009 ,
. , 2010

? 102

7
143

, ,

9 ?
10

19
51

68
83

122

156


. : ,
. ,
,
. ,
, .
, .
. .
1 JFK.
., . . . .: , 2004.
, ,
, ,
, . ,
, ,
- . , .
( , ,
1850- ,
. :
, , . . .)
, , .
. , .
. .
, - , ,
.
, , .
, .
, -. n,
,
. . , .
,
, .
, . ,
, ,
. , ,
, . ,
- , -
. ,
, .
, ,
, ,
. , . ,
. , :
.
, , ,
.
, , , .
- : , ,
, , , , .
XX
. .
? -,
. ,
, , . Jif,
Skippy ?
.

, ,
, -
. : .
, , .
, , .
, . 1990-
,
, .
, 28 32 ,
, ,
Jif, Skippy.
?
?, , ?.
, . 1950-
.
(, 2004) ,
. , Jell-O,
, ,
Ford, Plain Jane.
. . ,
. 1950-,
, Edsel .
New Coke.

, , ,
, , Z-, - . . , ,
.
,
.
-
: ,
.
, ,
-. ,
, , .
Coca-Cola? ,
?
, .
, , ,

. ,
, .
,
, ?
, -.
.
, , ,
Envirosell

: . ,
, CocaCola, .
, , .
. . . .
, . ,

? ,

Huggies , ,
?
, , .
, -
, . . ?
, ,
, ,
, - . .
, .
.
, .
, , .
: ?
, ,
. . ,
, , ?
, :
. , -
. , , . .
, .
, ,
, , . ,
. , , ,
, .
: , ,
. , ,
, ,
. , iPod Nano, Casio,
Starbucks Diesel. He , . .
,
, ,
, , .
,
.
, ,
, ,
(Buyology), , ,
.
, ,
, .
, .
,
.
, Commercial Alert,
, ,
. ,
, ?
(
). ,
, ,
, ,
, , ?
http://www.commercialalert.org/issues/culture/neuromarketing/commercial-lert-asks-senate-commerce-

committee-to-investigate-neuromarketing; http://www. rganicconsumers.org/corp/neuromarketing/cfin.


Commercial Alert,
. , ,
, 2 .
, -iep ,
.
,
-. -
, . , -1 , 5
. - .
-. , , , ,
, ) , -
, ) .

. ,
, . ,
, ,
, , ,
. (, .)
? ,
,
, , .
, ,
. ,
, .
, ,
? , .
, .
: ,
, . !

. . ,
. 1881 ,

. , ,
, ,
.

, ,
.
, , , , . . .
, . ,
.
,
.
-, .
( , ,
.) , ,
, .
, , ,
, . ,
,
, .
1

,
, . ,
, ; ,

.
, , , , ,
. ,
. - , -
Marlboro, - Camel. , ,
, .
, , ,
: , ? .
, ?
: ,
, ;.
, ) : ,
.
. , - (
- ) ,
.
.
: , ,
. ,
, ,
.
( . . .)
, , ,
, . -
, , ,
. . , ,
.
32
, , ,
.
:
: , .
, ,
.
, ,
,
.
,
, ,
. . .
. .
. .
, ,
. Camel,
Fumar Mata ( ).
, , ,
.
, , ,
.
,
. 2003 2006 , ,
,
, 13%.
,
: , ?.
? . , . ,
,
. 15 , 10

. , ,
, ,
, 300 '. , 60% .
1,8 , 2.
, , , .
1,4 . , 2025
1,6 .
.
50
. 65 ,
42% 1.
, .
, , ,
438 , ,
, , , -
. ? 167
2. ,
. , Philip Morris
Marlboro Intense, ,
.
, . 3

http//library.thinkquest.org/l 7360/text/tx-e-pod.html.
http://www.theglobeandmail.com/ servlet/Page/document/v5/content/subscribe?user_
URL=http://www.theglobeandmail.com%2Fservlet%%2Fstory%2FLAC.20050611.CHINAl.

.
? , , : !'
? ?
, ?
.
. 2081 , ,
,
.

http://news.bbc.co.uk/2/hV3758707.stm.
www.lungusa.org/site/pp.asp?c=dvLUC9O0E&b=39853.
http://online.wsj.com/artide/SB120156034I85223519-email.html.

25
, . , ,

, , , , ,
( , ). ,
, , ,
.
, , -? (
: .) ? (
.) , ? (,
.)
? (, .)
? ( .)
( ) ? ( .)
2004 , , 7 (
),
: , ,
. : - () ,
().
, ,
Neurosense , ,

- Neurolnsight . ?
, , , .
, , -.
, ,
. ( ), , , ,
.
- ,
, ( ).
, :
, - .
?
.
, , .
?
. . (
, , .)
, ,
. , , ,
. ,
, .
, , .
, . . , .
, , .
, , , , .
, , ,
. ,
.
. ,
,
.
- ; ,
,
.
.
, ,
. , . :
,
. . ,
, , ,
, .
? .
, , ,
.
, .
, ,
, , ,
,
.
, - , ,
, .
.
, ,
, , ,
. , ,
, ,

.
, ,
, . , ,
, , , ,
. , ,
, ,
. .
, . ,
, .
.

, , .
,
, -,
. ,
, -
.
.
, ,
, , . ,
: , ,
, , ,
. , ,
. , .
. . .
. . .
, ,
, , ,
. ,
-
. ,
, , .
:
,
. , , ,
, -. ,
, , ,
. . ?
? - , ,
? , -
?
,
? , , .
? ? , , , ,
?
, .
, , .
. -, , , , -,
, -. ,
, ,
, , --, -.
, .
173 , , ,
. : , ,
. ,
,
, - ,
, .

. , .
, ,
, ?
2003 , ,
-, ,
. ,
, , ,
. , ,
,
, , ,
.
. . , .
.
, . .
. ,
, , . .
-. , .
, . , -
.
,
. ,
, ,
, , , , .
, , ,
.
, , .
, . ( :
, .
? ? ?)
. .
, . ,
: , ! , ,
, , .
.
, , ,
. , ,
, .
. ,
( ).
- .
, , ,
:
. , , !. ,
, -
. , , . ,
, .
: ?
? ?
, , . ,
, ,
,
, ,
-, . 2005
7,3 .
2007 12
-, ,
.
117 .

,
? (
9,7 10). (
): , -,
- .
, .
, ,
, , .
,
Pure-Al,
, .
-1 ?
,
? , ,
, ,
. , ,
; . , , , ,
, . .
. , - ,
, ,
, . ,
,
, ( ) .
, .
,
. .
, , ,
. , ,
, .
2003 ,
, . . . , - .
, . ,
. , ,
, , ,
-
.
1492 , ,
, .
, ,
. , , ,
, . ,
, , , (
, , , ).
,
,
.
.
.
Forbes,
, . ,
,
, ,
Kit Kat, Smirnoff, Volkswagen Passat .
,
.

. () , .
, Kit
Kat .
, Smirnoff-on-therocks1.
http://www.forbes.com/forbes/2003/0901/062.html.
http://allbusiness.com/retail-trade/food-stores/42I2057-l/html.
http://www.ixpg.com/brand-creation.html.
http://www.smael.psu.edu/cscr/sponsor/documents/ascn.pdf/download.

, ,
. , ,
, ,
. , .
. , ,
, -.
, ,
.
, . 2005
156 , ,
2. , IXP Marketing Group, 21
, , , , ,
3. 52% 75%
4. . ,
.
,
, , , ,
.

- - .
1975 .
. .
Born to Run ( ). Pepsi-Cola
Pepsi Challenge .
. Pepsi

, , .
Pepsi, . ,
. ,
Pepsi , 68
.
- , Pepsi
, . Pepsi.
. , Pepsi .
. .
. ( . .
. , 2009), 2005 , . , Pepsi Challenge .
, Pepsi ,
, .
Pepsi,
. ,
, , Pepsi
.
2003 ,

, . 28
Pepsi Challenge, , ,
, -.
, Pepsi , ,
.
: Pepsi.
. Pepsi,
- ,
.
, .
,
, Pepsi . : 75% ,
. , ,
.
, , ,
. ,
. -
, ,
Pepsi. 1.
Coca-Cola: ,
, , , ,
, , ,
, Cokeness
Pepsi. ?
, .
, Apple, Harley-Davidson L'Oreal .

, , . ,
.
http://www.sciencedirect.com/science?_ob=ArticIeU RL&_udi= B6WSS-4DJ38WFN&_user=10&_coverDate=10%2F14%2F2004&_rdoc=l&_fmt=&_
orig=search&_sort=d&view=c&_acct=C00005022 l&_version=1 &_urlVersion=0&_use rid=
10&rad5=97a7ba3fc02af8acal37edd9173d8cdb.

.
Pepsi
.
, ,
: ,
?

Amazon.com. 15 , .
, 20 ,
. ,
, .
15 (!) ,
. ,
, , .
, , 20 ,
1.
, .
, ,
, . , ,
AlphaSimplex Group , , ,
, , .
http://www.newyorker.com/archive/2006/09/18/060918fa_fact.

,
, . ,
, . , ,
.
, , , , ,
.
, ,
, . ,
, , 2.
, , ,
. ,
, , .
.
,
. ,
, , .
,
?
http://www.iht.eom/articles/2006/02/01/bloomberg/bxbrain.php.
2http://neuromarketingblogsxom/neuromarketing/2006/07/emotionsjvsjog.html.
, ,
FKF Applied Research. FKF
, . 2003
,
.

, ,
11 2001 ,
Daisy (), 1964
.
.
? , 11

, , , . ,
, - ,
11 :
, .
, 11
, 2004 .
,
, .
,
, , ,
.
1964 ,
. , 2004
, .
, , , , . .,
.
.
,
, 2008 ,
, 2012
. .
, '.
1. Tiemey J. Using M.R.I.s to See Politics on the Brain / New York Times. 2004. April.

. ,
, , ,
.
, , ? ?
, ,
,
, 1. ,
, 5, .
-
?
, . ,
. ,
, , , ,
, .
,
,
2.
1 The Ideas Interview: Steve Quartz /U.K. Guardian. 2006. - June 20. 2Talbot M. Duped / The New
Yorker. 2-7 - July 2.
. ,
. , 2002 DaimlerChiysler ,
. ,
Mini Cooper Ferrari. ,
Mini Cooper, ,
. ,
Mini Cooper. ,
, 16- 1,6 6 (
'), Mini Cooper
, .
, .
-.
, .
,
-. 12 ,
. - Scientific American
: ,
. :
, ,
, , .
: -
2.
1 http://miniusaxom/?#/learn/FACTS_FEATURES_SPECS/Top Features-m.
2 Cunningham A. Baby in the Brain / Scientific American. 2008. April/May.

. DaimlerChrysler
. . , , ,
.
? . ,
, , ,
, ,
. , , ,
,
(, , ),
, . ,

, ,
.
, , : ,
.
- . Heineken,
Honda Civic, Gillette Q-tip ,
. ,
, ,
, ,
, ,
.
?
,
. , :
() (). :
,
( ),
.
,
. ,
, , ,
. .
, :
(
).

. ,
, (, ,

).
102 - 1979 ,
. -? ,
-, ,
, .
. .

-. , , ,
, .
, ,
.
, , ,
.
, . , .
? , . ,
, . ,
, , , .
,
.
. The New York Times
.
, ,
'.
1 Rosen J. The Brain on the Stand /New York Times Magazine. 2007. March 11.

, , . ,
,
, , ,
. .
. ,
. , ,
. , , ,
,
.
, .
. .
. ,
.
, , , ,
: .
2081 . ? -,
. -, ,
- ,
.
, : ,
; , ; ,
; ,
; .
-,
, , . ,
, , ,
American Idol, , .
, ,
. Daydream Believer The Monkees.
,
, : -
, ,
?

2.
-, American Idol Ford,
, American Idol ?
?
...
, . , , . ? ?
-? ? , ? ,
, , ,
.

. ,
. 1965 34%
. 1990 8%.
, ACNielsen 2007 , , -
2,21'. ,
(, , , ),
. . .
- , , . .
. , .
, .
.
, ,
, , , , , , , -

, CMC-, ,
. .
, , .
Ihttp://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=65395-&Nid=33058&p=222600.
, :
, , , -
? :
, , ?
. , .
, .
. ,
,
\ ,
. . . . .
, . , Toyota Nissan, Honda, Audi Subaru.
, .
.
,
. .
, . ,
. ,
.
2002 Pop Idol
, American Idol,
. (
, , ,
. .). 1.
. . .
, . American
Idol .
: , - , - . ,
, .
,
. , American Idol.
, ,
? .
, ,
-, .
.
American Idol : Cingular Wireless (
AT&T, Cingular,
), Ford Motor Company Coca-Cola, 20
.
. ,
PQ Media 2006 , 3,36 ,
. 2007 4,38
, 2010 7,6 1.
,
. , , ,
Honda, . , ,
, , ,
Fallin'?
, , ,
( -

), - ,
( ).
.
American Idol Coca-Cola Cingular Wireless
,
, . ( , 21 2008 ,
, .
: Coca-Cola! .)
'http://publications.mediapost.com/index.cfm?fuseaction=Articles.showArticle-HomePage&art_aid=57272.
, , ,
, Coca-Cola.
( ) ,
- , Coca-Cola.
, ,
Coca-Cola 60% .
Cingular , .
,
, CMC- Cingular Wireless
, CMC- (CMC-,
, ,
.) , Cingular Wireless,
,
CMC- 1. , 2006
Cingular
. 2,95 2.
1. http://www.realityb]urred.com/realitytv/archives/american_idol_5/2006_Feb_22/ cingulartextvotes.
2. http://www.raobiledia,com/news/45332.html.
Ford
. 26 Ford
. ( 2006 American Idol
Ford ,
Possibilities.
Drive On Us). Ford ,
.
. Ford American Idol 1.
1. http://media.rord.com/article_display.cfrn?article_id=26074. 2 Carter . NBC to Offer Downloads of its
Shows / New York Times. 2007. September.

? -
,
TiVo, , .
,
2530 , , NBC2.
, , , ,
.
?
, - ?
, ?
.
.
, . ,
.
.
, ( )
-, .

, , ,
. ,
(
), (
), . ,
,
.
, .
- .
Sunlight
Lever. , ,
- Lever Brothers ( Unilever). 1930- . 1932 White Owl Cigars 250
,
. 1940- Warner Brothers
General Electric. ,
, ,
DeBeers
-
. , ,
, , ,
. , , ,
, Reese's
Pieces Hershy.
. Mars
Company, M&Ms, ,
. , Hershey, Reese's Pieces .
: Reese's Pieces ,
Reese's Pieces
.
, , . 1970- 1980-
Ray-Ban ,
. , ,
1983 .
, , . , Ray-Ban
50%.
1. http://www.jsonline.com/story/index.aspx?id=305598.
.
, , ,
- Ray-Ban.
40%. ( Ray-Ban.
, - -
500%.)
Ray-Ban - .

2, , , ,
25 , 1.
. 2002
, , 123
, , , . , , .
2001 , . ,
, 117 103
, 60 .
: , , Apple,

Aquafina, AT&T, Austin Healey .


.
- , ,
, , ,
. ? . , .
?
? , FedEx? Omega? Sony Vaio? Louis Vuitton? Ford?
, , . ,
, Land Rover, Jaguar, Lincoln Aston Martin, Ford. A
Sony Vaio, Ericsson, Blu-ray
LCD 1.
http://bgcooper.com/2007/05/07/casino-royale-product-placement-overload/.
2http://commercialalert.org/issues/culture/product-placement/plot-line-drink-pepsi. 3
http://www.usatoday.cora/money/advertising/2006-10- 10-ad-nauseum-usat_x.htm.

Aston Martin, ,
, , ,
( Aston Martin 120 ,
, Aston Martin).
- . CBS Corporation
, 75%
, 2. ,

.
Advertising Age : - ,
1.
http://www.usatoday.com/money/advertising/2006-10- 10-ad-nauseum-usat_x. htm.

-,
. ,
American Idol: Coke, Ford Cingular.
-. ,
- : , Fanta Verizon, Target .
, , .
American Idol
. , .
-
.
, ,
, , . -
, , , , , ,
.
. , Mitchum Roll-On,
Euphoria Calvin Klein Don Julio Anejo, ,
. ,
( , -),
American Idol, .
, .
:
Ford, Cingular Wireless Coca-Cola
American Idol,
. , -
.
.
-. , -,

,
. ,
, Cingular,
, , Pepsi, Verizon .

. , Coca-Cola ,
Cingular Wireless, Ford. , Ford . - ,
Ford ,
. .
Ford. ,
26
.
Coca-Cola , Ford ?
?
. . ?
, , ,
, .
, , , ,
, ,
- . Ford, , ,
.
( ,
), Ford . , American Idol
Ford, . , ,
.
? Ford? , , ?
. , 26
, .
, , ,
. , ,
. , American Idol
Ford . 1950-
, ,
.
Coca-Cola, ,
.
? Coca-Cola . , ? .
, , ,
- . Cingular
,
, . , Ford
American Idol. ,
, , , ,
Ford, Ford ,
, , .
American Idol Ford , , ,
.
, , Coca Cingular
Wireless, , .
, - ,
.
: - ,
.
, .
.
, Reese's Pieces :

. , , ,
The USA Today 2054 (

), .
, , ,
. , FedEx Louis Vuitton
. Ford,
.
, - ,
. ,
, -
, Body Shop,
, , . ,
,
Molson, , .
, - ,
Hummer .
, ,
Mountain Dew, Dell, GNC, Posturepedic,
.
, . Ford,
.
,
, ? ,
, ,
. ().
, .

3. !

2004 Apple ,
-, .
(, , ,
, . . ). : , ,
, , . ,
, : ! ?,
,
iPod.
http://www.newsweek.com/id/54529.
, - , iPod ( ,
) , . - ,
. -, , , ,
, .
1992
() ,
. , F5,
, ,
- , . ,
, , ,
. , , F5 .

: ,
, . ,
F5.
: , ,
. , ,

.

, , - ,
. , ,
.

. ,
, . . , , :
, .
: , .
?
? ,
.
, ,

.
.
:
, .
http://daviddobbs. net/page2/page4/mirrorneurons/html.
- , ,
, ,
? , ,
? , ,
? ,
, ?
, -,
? .
-: ,
, Steinway, . ,
.
,
. :
, . ,
. .
, , ,
. :
. , ,
. . ,
, . ( ), .
. . . .
. ,
.
, ,
, , - .
, .
, ,
.
, , , .
, : ,
. ,
. , .
, ,
1. :
, ,
.
, , , ,
(

). , ,
, , ,
.
. , ? , ,
, . ,
, , ,
.
1 http://www.nytimes.eom/2006/0 l/24/science/24side.html.
UCLA
, , :
, . , ,
, 1.
, ,
, , ,
, , , .
- .
Unilever , -
, ,
, .
. - , ,
, , 2.
1. www.scenta.co/uk/scenta/news.cfm?cit_id= 1140773&FAAreal=widgets. content_view_l.
2. www.scenta.co/uk/scenta/news.cfm?cit_id= 1140773&FAAreal=widgets. content view 1.
, ,
. , - ,
: (
, ). , ,
.
, ,
.
-
,
. , , ,
. ,
,
. .
, . ,
GAP. ,
, . - :
, , , .
, : , .
. . ,
. Gap, Visa
, . ,
. , ,
Best Buy. 52- HDTV,
Guitar 3: Nintendo Wii.
, , , ,
: Sunshine of Your Love Cream, Even Flow Pearl Jam,
Paint It Black The Stone. -, Fender
, , .
, ,
. , .
, Gap, ,
, -.
, ,
.

. ,
, . ,
, . :
, .
, .
, , -
, . ,
? , .
, , ,
, , . , ,
, , , ,
1.
http://swoba.hhs.se/hastba/papers/hastba2003_007.pdf.
, , ,
, . 2008
-,
. ; , ,
. , ,
. :
. , ,
1.
1 Leitzell . Just a Smile // Scientific American. 2008. April/May.
, .
, . 2006 , 6
, Nintendo Wii ,
, ,
.
Toys Us,
, Wii.
Wii, ,
,
. . , ,
, .
Wii, .
,
Youtube.com, 71
. , Nintendo ,
- , . , ,
,
. , www.unbox.it.com www.unboxing.com -
, .
, Emerging Platforms Organic,
. , ,
. . ,
?
, .
- ? ,
- . , ,
Crocs , , .
.
, .
.
, , : . ,
LCD Bang & Olufsen, ,
.
.
, ,
. ,
. , ,

, .
, , , , ,
- ( ,
2,5 )'. , ,
, , ,
- . , ?
, -. ,
. , , ,
Twinkies, Maytag Bulgari,
. , ? ,
, . ,
, .
, , ,
, .
:
, , 2.
http://swoba.hhs,se/hastba/papers/hastba2003_007.pdf.
Witchalls . Pushing the Buy Button / Newsweek. 2004. March 22.
, .
UCLA ,
, , , 1. , ,
BlackBerry Nano, ,
. ? , ,
, , ,
.
, ,
(10), ;
, Ford Fairlane
. , (, Harley . .)
, . ,
Prada Alpha Romeo ,
2.
1. http://www.kansan.com/stories/2007/apr/26/seriaLshoppers/7jayplay
2. http://neuromarketing.blogs.com/neuromarketing/2006/07/eraotions_vs_log.html.
? ,
, Abercrombie & Fitch
. ,
, . ,
, .
Abercrombie.
, , , ,
. Abercrombie -, ,
, , , . , . , .
: , , .
. ,
, .
- , . ?
. ! .
Abercrombie, ,
, .
. , -
, , .
- ,
, , .

, ,
. ,
.
Abercrombie.
,
, . ,
, , ,
, - ,
, .
,
, ,
.
, , Guitar 3, , The
Sims, Second Life
. ,
Guitar BMW Second
Life, .
,
, , .
, , ,
( 390
); , ,
;
;
; , ,
Thriller (
!). , , , ,
.
, , . ,
. , ,
, .
? ,
.
-, , ,
, , ,
. : , .

4/
, ,
1957 . ;
-; , 45 699
- -, , (
), , ( ).
.
, , .
,
1/3000 Coca-Cola .
, , ,
, , ,
- 18,1%, 57,8%.
, -
,
(, 2004), ,
. ,
, ,

, . 1958

, .
1962 , Psychological Corporation,
. .
Advertising Age , , . . , , ,
.
http://www.straightdope.com/classics/al_187.html.

, ,
, , , 1. , . ,
,
.
,
Subliminal Seduction ( ),

?. . 1974
, ,
, , ,
, 1.
http://www.snopes.com/business/hidden/popcorn.asp.
517154.html.

2http://www.news.zdnet.com/2100-9595_22-

,
. ,
,
, 2. -
, ,
.
,
, .
, ,
. ?
, ,
McDonald's Iron Chef
America ( ,
), ,
---.
, ,
. 1973
. Warner Brothers
, ,
, 1. 1999
: , 25-
.
-, ,
.

Led Zeppelin ( Stairway to Heaven, , ,
), Queen ( Another One Bites the Dust
).
http://www/imbd.com/title/tt0070047/trivia
1990 ,
, Judas Priest, -.
, ,
: , Let's be dead Do it.

, ,
: ,
, , Judas Priest1.
.
'Rohter L. 2 Families Sue Heavy-Metal Band as Having Driven Sons to Suicide / New York Times. - 1990. July 17.
, , .
, , , 1995
D.J'.Flooring !.
, ,
, . -
, .
, ,
, ? . ,
, -. ,
, . :
, .
1990 Pepsi Cool Can,
, , ,
. , .
, , ,
,
2. .
2 http://www.snopes.com/business/hidden/coolcan.asp.
.
( , )
, .
.
: , , , .
, , , 15%,
58%.

, . ,
,
. , ? , ,
, . -
? , ,
. ,
, , , ?
( ,
.) , ?
, ,
, .
, .

. 2006 KFC Buffalo Snacker .
, ,
, .
, TiVo, ,
KFC, , ,
( , )1.
,
, , . 1990-
primes, visual drumbeats. 2006 Clear Channel
Communications blinks, 2 .
WooHoo!
.

'http://www/msnbc.msn.com/idl 1628155/.
, (
),
. 2000
,
. : . ,
bureaucrats () , rats ()
bureaucrats, : . ,
, , , ,
, '.
. ,
, ,
, ""2.
1. Westin D. The Political Brain. - New York: Public Affairs, 2007. P. 58.
2. http://news.bbc.co.uk/2/hi/in_depth/americas/200/us_elections/election_news/-923335.stm.

2006 , .
.

: ,
, .
: . not right ( )
not white ( ), ,
.
, , ,
. , ,
-, ?
.
1999
. 47 60 85 .
,
, .
, , ,
. . , .
, ,
, .
,
. ,
, ,
, 10%. ,
, , ,
. , ,
.
, , ,
. . ,

(, ), ,
.
,
. ,
,
. ,
, 1.
'httpy/www.neurosciencemarketing.com/blog/articles/smiles-boost-sales.htm-more-229.
, -
. ,

. , , . -
, . ,
,
.
, ,
( ,
, , - ).
.
. .
2005
, , .
90 , : ( ,
), (, )
(, ).
. , ? -
?

. ,
, .
, ,
, , , ,
. , , ,
, .
, ,
, , ?
.
. .
, : ,
- ?
? , , Ferrari, Marlboro,
? Marlboro Camel,
?
? ,
? ?
- ,
. , ,
; ,
, .
, . .
, ,
. , ,
- .
Marlboro,
.
? . ,
, ,
Marlboro Philip Moris, R.J. Reynolds Tobacco, Camel,
.
, Philip Moris ,
, , ,
, Marlboro. , ,
Marlboro. , Marlboro, :
, ,
, , , ,
Marlboro. -?
,

: , , , , , , ,
Marlboro. Dunhill ,
, ,
. Benson & Hedges
, , .
-,
. . 1.
http://www.observer.guardian.co.uk_news/story/0,6903,1577892.00.html.
http://www.nascar.com/guides/about/nascar/.

, GlaxoSmithKline,
: , ,
, , ,
.
.
,
() 1.
, , ,
150 . ,
, .

. ,
, ,
Fortune 5002.
1,
-.

.
? : ,
, , , , ,
. Ferrari 1?
, - ,
.
?
, : Marlboro
Camel.
, (
, , ),
, , , ,
, - . ( ,
. ,
- .
, , ,
.) , :
, .
,
.
, .
,
. , , , ,
.
,
, Marlboro Camel. ,
, .
, .
. . .

. Ferrari. 1 ,
, .
.
. -,
, (
, . ;
). -,
.
.
, ?

, , .
, , ,
. , ,
, : Marlboro,
, , Marlboro Camel.
, ,
, , Marlboro Camel.
, ,
. .
. , , ,
Ferrari, , , 5
. ,
, ,
, ,
.

: ,
, , ,
. , ,
( Ferrari ), ,
.
(Marlboro Camel) .
,
1 (, , , ,
, ), . ,
Ferrari ,
. , 1,
.
, , ,
: . ?
, , , ,
, ,
. (
) , .
. , ,
Camel. . , ,
, . ,
, .
,
, .
-,
. , 1997 , ,
Silk Cut^ .
Silk Cut , ,

. ,
, ,
, . ?
: 98%
Silk Cut, .
,
( ,
) .
, .
:
, .
.
. ,
, , . ,
.
99% , , ,
. , ,
, . , ,
( ),
.
?
.
, .
, . .
- , , 1
, .
. -, , ,
, . -,
, ,
.
? ?
, ,
? , Abercrombie & Fitch Ralph Lauren Philip Morris
. ,
. .
, ? ,
, ?
, ?
? . ,

.

5. ?
, ,
,
. Corona .
, , ,
, . !
: , Corona
? : ) ,
; )
, , ,
,
; ) , Corona
1981 , ,
, .
, . ,

, ,
Corona Heineken .

Donnelly's McClanahan's. ,
, , .
. Guinness, . .
, . , ,
. , ,
, . ,
, , . 1990-
Guinness . ?
, .
. : ,
, 119,53 .
, Guinness.
. ,
. ,
, Guinness '.
http://www.esquire.com/the-side/opimon/guinness031207.
, :
. ,
, . , ,
, .
, ,
, , , ,
-
.
, , ,
?
, , . , , , ,
,
, , .
: . ,
,
. , . ( 2007 34
, ,
3,5 /, 10% , ).
, - 20% ,
1.
http://www.dailymail.co.uk/pages/live/articles/technology/technology.html?in_
article_id=452046&in_page_id= 1965.

.
, .
,
. , ,
, ,
The New York Times 2.
2 Carey . Do You Believe in Magic? // New York Times. 2007. January 23;
http://www.nytimes.cora/2007/01/23/health/psucholoEy/23magic.html?ex=132720840
Oen=40bd663al29bebc9ei=5088partner=rssnytemc=rss&adxnnl=l&adxnnJx=l 1918561 126NnqQVlz+uD/j5C57Mt/Zw.
,
- .
() ,
, , . 1991 ,

, ,
.
, 1991 -
174 . , ,
, .
, , .
, , 1.
http://www.nytimes.com/2007/01/23/health/psychology/23magic.html7pagewante
d=2&ex=1327208400en=40bd663al29bebc9ei=5088partner=rssnytemc=rss&adxnnlx=
1191780070=Fs2ipY0JuaesEqBsgKZYeQ.

, .
, , ,
.

, . ,
, . . , -
, ,
. 2.
2 http://www.timesonline.co.uk/tol/news/world/article627877.ece.
- , , ,
, . ,
, . ,
, , ,
, . ,
, , . .
? ,
. , Journal of Family
Psychology, , , ,
, ,
. ,
, , ,
, ,
1.
http://www.query.nytimes.com/gst/fullpage.html?sec=health&res=9F01E4DF1F3
BF933A2575119649863.

2007 BBDO Worldwide 27


. , ,
, , . ,
, . ,
- . ,
, (, ), ,
, ,
.
,
. , .
, .
,
.
.
: ,
. -,
, , ,
: , ? ? .

, . ,
, : , ,
, , , ,
, , .

, 1.
1http://www.aef.com/on_carnpus/classroom/research/data/7000.


. .
, ,
. .
(
). , ,
-.
. , :
. ,
- ; .
, .
, :
. , : .
, , ,
.
,
.
, ,
. , Gesundheit,
( ) !. , ,
, , , .
( 2007 110 , 22,
28, 32, 33, 39, 40 Powerball.
100 500 , 19 ,)1
' http://www.washingtonpost.eom/wpdyn/content/article/2005/05/l 1/ AR2005051101772.html.

, . ,
. : .
, , , ,
. . ,
,
.
. (,
, ). ,

. ,
? , .
, .
. ,
. 2007 Brussels Airlines
'. Air France, KLM, Iberia Continental
, , : .
51 %,
32%. .
, . Delta
American 191, 2.
1 http://www.iht.com/articles/ap/2007/02/21/europe/EU-GEN-BeIgium-Airline-Superstition.php.

2 http://www.usatoday.eom/travel/columnist/grossman/2005-10-31-grossman.x.htm.

,
si , .
.
, .
,
13%. ,
, 27%. ,
,
,
1.
1 http://www.ottawasun.com/News/ChronicPain/2006/10/12/2007508-sun.html. 2Yardley J. First Comes the
Car, Then the $10 000 License Plate / New York Times. 2006. July 56.

: ,
, , .

8 2008 . : 54
( 6 750 ,
) , APY888. , 80
, 10 568 , 6688.
,
2,4 ( 300 )
888-88882.
. ,
Kit Kat . Nestle' , , Kit Kat KittoKatsu, .
: Kit Kat, .
Kit Kat
.
Nestle , Kit Kat (
) : . , Kit Kat
, . ,
Nestle , .
.
, ,
.
Carolina Heels, Chicago Bulls.
, .
17:17 , , ,
chai, ( ).
, ,
, ,
. , , ,
.
1985
, ,
, . ,
, 1980 1981 .
Boston Celtics,
, , , 75%
. , ,
.
, , , ,
. ,

, .
, , :
. ,
1936 , ,
. ,
. : ,
,
. ? ,
.
? .
, , .
, ,
, . -,
- , Apple Netflix,
, , , ,
, .
, , (
Staples, Gap, Best Buy, Chili's Banana Republic)
. -
, , ,
, ,
. , -
,
.
, , . ,
, .
, ( ),
? ,
.
, ,
. .
, , ,
. ? ,
, .
. ,
? Nokia,
Sony Ericsson, . ? iPod Apple,
,
,
. - Phillips
Microsoft! , ,
, ,
: , ,
Amazon.com.
, ,
v-
. , , ,
.
. ,
, Nabisco,
?. ,
-, Oreo.
1.
1 http://www.gotmilk.com/news/news_008 .html.

Magners
. ? . ,

,
Magners, . , ?
, ,
, .
- . .
, , .
. .
Magners
1.
http://www.wheresthesausage.typepad.com/my_weblog/product_rituals/index. html.

,
. , , Mallomar ,
, . Mallomar ,
Nabisco .
, Mallomar, , ,
.
Nabisco
, , ,
, 2.
http://archive.salon.coin/mwt/sust/2001/02/27/mallomais/print.html.
Oreo, Mallomar:
, , , ,
.
, . , ,
Subway, ,
, , .
Cold Stone Creamery :
. :
Big Mac ? :
, ? , ,
? , ,
.
, - . ,
Bacardi ( Cuba Libre),
1898
. ,
Bacardi. ,
. Bacardi
: , ,
.
, Oreo
. , .
,
.
,
.
.
, . , ,
.
, , Lego.
,
.
,
Lego. . ,
. ,
Lego,

. ,
(
), .
? Lego. ,
Legoland. , ,
, , . , , .
, . ( ?
.)
, , Legoland
, .
, . ,
130 , Lego, ,
Legoland,
. , , Mini-Land. (
, Lego .)
, -
? :
, ,
- .
, ,
. . 1981
The New York Times , ,
30% . ,
, , 1995 ,
- , 8,2
. 49 ,
.
.
, : Barbie, Happy Meal,
, Campbell's Soup, , Filmore West. :
Hello Kitty,
Hello Kitty, Hello Kitty, Hello Kitty,
, Hello Kitty , .
Eva Air ( )
Hello Kitty, , , , Hello Kitty. He
, Hello Kitty
.
, ,
. ,
, , . - , , , Beanie Babies,
,
. , ,
.
, .
, - ,
. , ,
, . ,
Hello Kitty , ,
, 1.
http://www.wtopnews.com/index.php?sid=142203&nid=25.

: , , .
, ,
: , , ,
?

,
. ,
, , ?
, ?
, , .
.

6.
, ,
,
- , -.
2006 ; 15 23 64 ,
, .
():
.
,
. ,
.
: ,
, ,
?

, , 1.
http://www.sciencedaily.com/Teleas6s/2006/08/060830075718.htm.
,
,
,
, , .
, , , ,
.
,
. ,
.
, ,
, . ,
. ,
. ,
: ,
, .
.
.
.
2007 -
- . - .
, .
, , .
, , ,
... .
. ,
Holy Land Earth ,
. , ? ,
, . ,
.
Holy Land Earth

, . ,
, , .
, ,
. , .
,
. ,
.
, .
1990-
. ?
, ,
; , .
,

. .
3 .
Official Irish Dirt, 340 .
. ,
. 87- ,
, 100
, . , , 148
, .
, .
, : ,
, .
,
? Newsweek, Holy Drinking Water,
Wayne Enterprises, . , Holy
Drinking Water , ,
Wayne Enterprises . ,
Spiritual Water. ,
, .
,
. , Spiritual
Water 1.
http://www.dailymail.co.uk/pages/live/articles/technology/technology.html?in_
article_id=452046&in_page_id=1965.

, , , ,
, ,
. . ,
. , ,
, ,
. , , ,
: ,
, , ,
, , , ,
.
, .
, .
, ,
, , .
, Toyota Scion. ,
. , Nike,
Neutrogena, Absolut Harley-Davidson, ,
, - .
. , ,

: , Weight Watchers,
Rolling Stones.
: ,
. ,
.
, . ,
, , '.
lhttp://www.thedaily.washington.edu/article/2007/2/l/sundaysUpcomingPilgrimage. 2 Pittsburgh Steelers
, . . .

, Steelers2!
.
,
. ,
. Apple 1980-, :
, -
. , iPod,
, .
- -
Bang & Olufsen: - , .
IBM: . ,
.
.
, . ,
, .
,
, .
, .
: Pepsi, AT&T Verizon, Visa
Mastercard. Herz : Herz,
. , , , Apple (
, ) PC (
, )
. , Apple. ,
,
? ,
, , , ,
.
(
8). , .
, , .
, . , , ,
.
. ? ,
, ,
. , Nokia,
Mercedes-Benz, iPod. ,
, . 1996
Hariey-Davidson Yamaha Honda ,
, potato-potato-potato, Hariey,
.
? ,
, Wal-Mart,
. ,
.
. , ,
, ,

.
: , , , , ,
. , .
, , .
, Disney , :
, . ,
Virgin Atlantic. -,
Virgin Airlines. Whole
Foods' ,
. ?
. , .
? , .
( , , ,
). - ?
, ,
. ,
. ,
.335 ? , , 200
.
. Bellagio -
Burj Al Arab , , .
, . Louis Vuitton , Prada
, Apple - .
, .
. ,
Google Maps ,
. , Google
, ,
. Virgin Galactic -,
.
?
Gmail Google.
, Gmail
. Gmail, ,
(
10 , Gmail
). Centurion Black Card American
Express , :
. ,
:
.
: , ,
, , , . . 4
, , ,
,
. , Apple, ,
,
, . ,
Apple , a Microsoft ?
McDonald's Nike.
. Nike .
. ,
.
, 1. ,
, ,
, .
1 . . .

2004
Live Strong
. Nike ,
,
70 .
, ,
-.
.
, , , ,
( ),
. ,
, .
?
, Margaritaville,
: , , , ,
. , ,
, , .
, ,
Margaritaville.
.
, . , ,
, .
-, , , . ,
Coca-Cola . ,
, , .
, . 2005
, PepsiCo,
, .
Coca-Cola ,
. 1,5
(PepsiCo , ).
Unilever.
9. Unilever
,
. , ,
. , , ,
9. ,
. , 9,
, Unilever y .
, , 9 ,
, . , ,
, .
- Sony Trinitron? , Trinitron? ,
, .
Sony , Sony Trinitron . 45 Sony Trinitron, .
Trinitron ,
.
,
, , ,
, .
,
.
Sublimage Chanel, : Sublimage
PFA,
... Sublimage PFA,
...
Chanel PFA.
, ? , .

, , ,
. ,
, , Apple, .
Apple Macromedia, 1990- .
- - ;

, Apple
Newton, . ,
, . Newton
. .
Newton,
. , , . Moscone
, , ,
. , Apple ,
, , ,
. , , Apple
, .
, ,
.
.
. ,
, .
Apple, Guinness, Ferrari, HarleyDavidson . ,
, . 1915 ,
Coca-Cola -, ,
, ,
.
. -
Ralph Lauren, 89,5 . ,
. .
. , Ralph
Lauren? . , ,
, . Calvin Klein,
Liz Claiborne, Perry Ellis, Tommy Hilflger ? (
, ,
. ,
.
, .)
, Guinness, Ferrari, Harley-Davidson Apple?
, Guinness , , Harley
, , Ferrari
. , iPod ,
. , . , iPod.
Apple? . . iPod
- ? , .
, ,
. ,
.
, .
Microsoft, BP ,
. ? ,
. ,
.
, , ,
.
, .

65
. 7 10 .
,
: ,
, ? , ,
, . , ,
, , , , , ,
. :
, - ,
. ,
. ( 1, ).
1 , .
1918 MLB, .
, .
,
- ( ) .
, , 26 , ,
, . . .

.
.
. ,
: , , iPod, Red Bull, , Ferrari,
, , American Express, , ,
Microsoft.
, , . , ,
, . .
, , ,
, ,
, ,
. . , , Ferrari
, il.
. ,
, ,
(iPod, Harley-Davidson, Ferrari .),
.
.
, ,
, . , ,
,
( ).
, ,
.
, ,
, . -,
: , ,
, , ,
: , .
, : Red Sox
Indianapolis Colts , .
, , , ( , ,
) , iPod, Guinness Ferrari
, : , , ,
. , , .
,
, .
,

.
, ,
. .
:
, ?. , , : .

.
Lego, ,
.
, ,
Lego .
, . , .
. -, : - ,
. ,
, .
: ,
. Lego
.
, , . ,
(
) , .
Vodafone
II.
The Guardian, Vodafone ,

1.
1 http://www.te]egraph.co.uk/news/main.jhtml?xml=/news/2008/02/07/wpopel07. xml.
,
? , , , .
, , .
Samsung, Philips? , , , ,
Wheat Thins Pecan Sandy Triscuits Ahoy? ,
, , Toyota?
?

, .
,
, Nokia.

7. , ,

, .
. , .
, Skippy, Peter Pan Jif;
. : ,
, .
, .
, , Jif
.
? , , ,
, .
, ,
:
Skippy , ... -

, ... Piter Pan ,


. , .
30 . - , .
? , ,
... - , , ...
... Jif? , Jif... -,
, ...
, . ,
. ,
.
.
. ,
.
Dasani? , Coca-Cola... , - ... , ... -,
? Iskidle. , . ... ,
Iskidle, , , , ,
... , ...
, ... Iskidle: ,
. , , , , ...
Iskidle . , -
, . ,
, , , .
, , ,
. ,
. , ,
,
. Gruppe Nymphenberg,
, , ,
, .
, .
,
, . ,
, , ,
1.
http://www.iep.utm.edu/t/theatetu.htm.
.
, , : .
, . ,
, , . ,
Le Creuset. , .
, . , ,
, .
,
. , , ,
. ,
, ,
.
.
. ,
, ,
.
- , , . !
.
. ,
10 , Jif

Iskidle. , .
, , , ,
: , , . .
.
, -
. , ,
, , , , ,
, , , , , , ,
. ,
, , ,
, , ,
.
: Audi
, ? ,
- Vorsprung durch Technik. , , , - , (,
; U2, , , ,
Zooropa). . ,
. , , -
, , , ,
, . Audi.
? , , ,
,
, ,
, .
, .
, , ,
,
. ?
, ,
.
, , , .
.
:
, .
, ,
? ,
. , , . -
, , . Dunlop,
Bridgestone, Goodyear .
, Michelin. ,
. , ,
.
, Michelin?
, ,
?
Michelin, ,
. ,
: , ,
.
, . .

. ,
Andrex,
Kleenex.
, ,
. , , Andrexi
: .
?


Andrex , ,
.
, , ,
Andrex. ,
. , , , , .
, , .
, ,
, .
, Andrex, Kleenex...
, Andrex , Kleenex'.
'
The Hidden Power
of Advertising (Adraap Monographs);
gp/reader/1841160938/ref=sib_dp_pt/104~2562080-4989511#reader-link.

http://www.amazon.com/

,
; . .
, , , ? ,
, . ,
, -
, , ,
, . ,
,
.
. ,
- .
, . .
( Blendtec Blender,
YouTube), :
? ,
,
, .
, , ,
, , , : Bic,
Tiki, , , iPhone Apple. , ,
- , , .

iPhone, . ,
, , : Blendtec Blender
? :
iPhone .
Blendtec1.
1 http://www.wiilitblend.cora/videos.aspx?type=unsafe&video=iphone.

- 3
Sony
. .
, , , ,
- 3... . ,
?
Energizer? ,
Energizer. . , ,
. ,
. , ,
.
, ,
-. .

, , -,
, .
, . ,
.
.
GaJol
: GaJol....
. GaJol
. .

. , .
- , , ,

. , ,
. .
. , , ,
. . , .
, ,
. .
-.
, ,
.
, .

, , .
, .
,
1.
http://www.youtube.com/watch?v=W19J7MoBZbY.


, , .
, . ,
. , ,
, , ,
(!) .
, ,
, ,
, , ,
.
, , No More
Tears Johnson's. ?
. , ,
. .
. Colgate, , ,
, , .
, Colgate !
, ? ,
? ,
. ,
, ( ,
) .
. :
, ,
. . .
. .

. . . , ,
, .
, ,
. .
, . ,
, , , ,
. ,
. ,
,
,
.

8.

. , ,
, .
- , :
, ,
, . , ,
Virgin Records, Starbucks, Skechers, Maxell, Yahoo...
, , .
,
, , ,
? ,
. , ,
(
, , Chanel,
, Swatch, JVC, Planet Hollywood, AT&T, Chase Manhattan, McDonald's, Taco Bell, TMobile .) , .
.
, , .
Neuroco 201h Century Fox ,

, .
, . ,
. :
, .
, .
:
, .
. ,
( )
, .
, . , ,
( )
, .
, .
( ) , ,
, , , ,
.
.
, .
, ,
.
.

Pete's ,
.

( )
. No More Tears Johnson & Johnson, Dove, CocaCola , ,
Pete's. ,
. ,
.
, ,
,
, . , , ,
, .
,
,
. :
Pete's, (,
Dove ),
.
, , .
,
, . ,
? ,
.
, , ?
, ,
Johnson's Baby ,
, .
( , Johnson's Baby )
,
.
, . :
,
( ) , .
,
, , , .
.
.
, , ,
, . , ,
Dunkin Donuts Krispy Creme.
Abercrombie. , A-B-E-R-C-R-O-M-B-I-E & F-I-T-C-H.
, ,
, , .
, ?
. ,
Maxwell House .
. .
, , . ,
: .
, .
, ,
.
Play-Doh Johnson's Baby, , , .

Crayola. . ,
. , , , Crayola
, , .
. ,

. .
, ?
? ? ? , Johnson's Baby ,
. (,
Johnson & Johnson). ?
. ,
: , .
. , ,
. , Coca-Cola
? , ,
, - ,
, 1.
1 http://www.getrichslowly.org/blog/2007/10/02/the-smell-of-money/.

.
, ,
. - ,
- , , .
.
:
, , ,
, 1.
http://www.nytimes.com/2007/09/09/realestate/keymagazine/909SCENTtxt.html?_r=2&ref=keymagazine&pagewanted=print&oref=slogin&oref=s1ogin.
, ,
. , ,
. 1930 , , , ,
, , Play-Doh
Sweet Tarts. , ,
2.
http://www.nytimes.com/2007/09/09/realestate/keymagazine/909SCENTtxt.html?_r=2&ref=keymagazine&pagewanted=print&oref=slogin&oref=slogm.

,
, .
Samsung - , ,
,
. ,
. British Airways
- , ,
. Nescafe ,
, , (, Nescafe
,
).
,
,
? , ?
, .
,
RTX9338PJS, ,
. --,
.
. ,
?
. ,
, , ,

, .
, , .
, ,
. , ,
,
.
.
2005 :
.
, .
, .
, ,
.
,
, , .
, , .
, ,
, , .
.
1.
http://www.scienceblogs.com/cognitivedaily/2006/09/smel1s_like_clean_spirit. php#more.

, ,
Nike , .
.
, . (84%)
, , .
, , 10
. :
.
(49%) , -
.
. ,
,
. Procter & Gamble
Vicks,
, , 1.
Americhip ,
. , Pepsi
, .
People ,
? .
BRAND sense .
, ,
.
http://wwnews.cincypost.com/apps/pbcs/d!I/articIe?AID=/20071123/BIZ/-711230312/1001.

, ? ,
? , . Hyatt, Hyatt Park Vendome,
,
, .
, . 2006 ?
( 1993 ), .
, ,
1.

1 http://www.moneyxnn.com/magazin es/business2_archive/2007/04/01/8403354/ index.htm.

Johnson & Johnson Play-Doh ,


. Johnson & Johnson
:
Johnson's Baby.
Play-Doh , ,
, . , .
, , .
? ,
(, 2003 .) -
, , .
, , ,
. , , Gap Banana Republic
, ? , ? , . ,
.
. , , ,
, . ,
, .
, . , , ,
, . , Bang
& Olufsen ,
, . ,
, - ,
. , .
Bang & Olufsen, , .
? , .
, . , ,
, . -
Duracell ? ,
. , ,
( ), ,
, .
. ? ,
, ,
.
,
. -, .
, , 50
. .
, ,
. , ,
, ,
.
, ,
. , , ,
. . -
, .
:
, . ,
, , ,
, . , ,
.
. ,
. .
, ,
- .

, ,
- . !
,
. .
, Tiffany . ,
.
. , ? 20%.
,
, .
, , ,
, , , ,
( ? -
), . ,
, VTech, Toys Us
,
.
. 2001 Heinz
EZ Squirt Blastin'Green, , ,
. .
iMac Apple
, . iMac
, , .
, , .
, , ,
, -
. , ,
.
Color Expo ,
80%. ,
, 84,7% ,
. , 90 ,
, , 62-90%
.
, BBDO,
M&Ms . , M&Ms ,
- , . , , ?
, 1.
1 http://www.time.com/time/magazine/article/0,9171,1666274,00. html.

Mercedes-Benz ,
. -
. , ,
.
,
,
. .
,
.
, .
. ,
. , , ,
, . ? :
. ,
?
? , 1950-

. , , General Electric
, .
Kellog's
,
Kellog's .
Ford Motor Taurus;
1. ,
Pringles , - ?
--, iPod,
, , ?
McDonald's. ,
--, . McDonald's

. ? ,
.
1 http://www.businessweek.eom/magazine/content/0 7_33/44654. htm?chan=search.

, , , ,
. , , Dr.
Pepper: , , , , ?.
Alka-Seltzer: -, - !
Meow-mix?
--------?
? :
, ,
, . , 2006
33%,
25%, 37%. 1.
,
-.
:
, . ,
, 77% ,
,
. ,
. ? ,
, , ,
, , 2.
http://www.freenewmexican.com/artsfeatures/10701.html.
http://www.Ie.ac.uk/psychology/acn5/nature/html.

&
, -
. , , , , : ?, ?
3.
3http://www.nytiraes.com/2007/i2/09/nyregion/thecity/09/light.html?_r=l&-oref=slogin.
, , .
,
. : ,
.
Nokia .
Nokia. , 2007
40%'. , ,
. , 20% Nokia

(,
), 41% .
,
, , Nokia,
, .
Nokia ,
. ,
. - , Nokia tune
Gran Vals, XIX .
, , . , YouTube
Nokia, , .
'http://www.mobilemonday.net/news/nokia-market-sriare-breaks-40-per-cent-treshold.
-, . , , 1.
www.findaiticles.com/p/articles/mLqn4158/is_20060327/ai_nl6175901.
,
. . , Nokia
( ), . . ,
, . ,
, - : - .
, , .
, ,
Nokia . , ,
. ,
, .
,
: , , ,
. : ,
Nokia, Flower Duet British Airways (
), ,
Windows Microsoft, ,
.
, British Airways
- Windows Nokia. ,
, .
. ,
, ,
.
, .
10 .
, ,
. ,
,
. , ,
.
, ,
, ,
, , .
, ,
, ,
, :
1) ;
2) ;
3) , ;
4) , , , .

, , , ,
, . ,
, , ,
, , . ,
, , .
, ,
, British Airways Flower Duet.
Microsoft, , ,
, Windows
, .
- ,
,
. , ,
, ,
. .
Nokia.
, - .
Nokia , , ,
-
Nokia. , ,
. :
Nokia , ,
.
, Nokia .
? ,
,
, .
: Nokia
. , ,
.
, , .
, ,
. , - , .
,
, , ,
. , Nokia
.
,
, , ,
?1
1 http://www.nytimes.eom/2005/07/10/arts/music/l Oryzi.html?_r=l &oref=slogin.
, , ,
. , - -.
, .
? , 2030 .
. , ... ,
, . , ,
. , ,
, .
, . , ?
Sonic Youth? ?
,
, , . ,
:
, ,

, .
,
(). ? , . - .
, . ,
, , , .
, , ,
GlaxoSmithKline.
, (, , ,
), .
, , ,
.
, , ,
.
? ,
,
, .

9. ?

- , , ,
. ,
: ,
.
Apple ,
. ,
, .
( ), -
40 .
2001 Segway.
, ,
, ,
. Segway 100 .
, , Segway.
2006 , ,
. ,
, . ,
, Segway .
.
, 80%
. , , , , .
, Segway.
, ,
, ? , - 400 , 15 / (,
, ).
, .
, ,
1.
www.bbc.co.uk/insideout/east/series4/clive_sinclair_spectrum_c5.shtml.
Coca-Cola . New Coke 1985 ?
,
, ,
. , ? . 2006 Coca-Cola
Coca-Cola BlaK,
. , ,

, . CocaCola 2, -
Coca-Cola North America .
2 hltp://www.foodprocessing.com/industrynews/2006/041 /html.
, ,
Coca-Cola .
Adolph Coors,
Coors Rocky Mountains Sparkling Water . 1993 ,
, Crystal Pepsi .
. 1998 R. J. Reynolds 325
Premier. ,
, . Reporter
: Premier, , , ,
,
1.
http://www.brandfailures.blogpost.com/2006/11/brand-idea-failures-rj-reynolds. html.

, , ,
, Atari 2600. -
: "" . ,
Atari, ,
-2.
2http://www.everything2.com/index.pl?node=E.T. 'http://vvww.p2pnet.net/stoiy/12728.

, ,
, , , .
,
, ,
. ,
Ford Motor
. ,
3.
?
-?
: ,
? , ? , ,
?
, . : Quizmania.
? .
,
.
; : , ,
, ,
. ,
, ,
75 (1,5 ) ,
. -.
Quizmania -
Hangman (). ,
. ,
, .
, . , , .
(!)

!, .
(!)
, ! , !
(!)
, ! 10 !,
! , ! (---)
2006 , , Quizmania;
- FremantleMedia,
American Idol. ,
, , -
. ,
.
(
), - .
, .
, ,
.
, Quizmania.
Quizmania.
, ,
, .
-
The Swan
(). ,
, , , ,
. ,
.
, Quiz-mania,
How Clean Is Your House? ( ).
-
, ,
, . How Clean Is Your House?
, a The Swan .
! , Quizmania.
! , 60 !
, ( - , ).
, , -
,
DVD . , -
, .
. -,
. -, . ,

, , .

; -.
. ,
, , .
, , . ,
. . , ,
, .
. ,
, , , - .
.

, ! .
.
( !,
, \), Swiffer.
,
, .
, ,
. . , ,
! --!.
: Quizmania?
The Swan?
.
, , , ,
.

, .

, .

, .

.
.
The Swan How Clean Is Your House?,
. ,
, , .
How Clean Is Your House? The Swan,
, -
.
: How Clean Is Your
House? . , , ,
, .
, Quizmania? ,
Fremantle, ,
, .
, , Quizmania,
, . ,
, .
- .
How Clean Is Your House? ,
, , , The Swan
. . ,
: How Clean Is Your House? , The Swan .
Quizmania, ,
,
. ,
, , , ,
Hangman, .
,
Quizmania, , , Quizmania ,
The Swan , , , .
, .
, , : The
Swan, How Clean Is Your House?, Quizmania ,
, . , 99%

, Quizmania - ,
The Swan, , How Clean Is Your House?.
. ,
,
. ,
, FremantleMedia .
, .
?
: , ?
New Coke ? Premium
? Segway ?
, . , ,
. : ,
, ? ,
( , , )
.
, , - .
, . ,
, , .
.
? , ?
,
. ,
, Calvin Klein
, , , .

10. ?

Ford Mustang 1966 .

. : Six and Single Girl'
' six sex. . .

Co 1971 National
Airlines. . ? ,
National Airlines, 23%,
, ,
, .
1977-. ,
, : , Noxzema.
, : . .
. ,
. ? ?
, , 1960-
1970- . ,
, , Noxzema ,
. ,
. , ,
,
, ,
... . Renova,
,
. , Volvo
, , :

?1.
1 http://www.in ventorspot.com/articles/ads_prove_sex_sells_5576.

2007 Ford,
, , .
Vivaeros Vulva
(, , ),
1.
,
. Unforgivable Woman
,
.
. : -
2.
2005 Sex in Advertising: Perspectives on the Erotic Appeal,
3.
1 http://www.adrants.com/2007/09/tom-ford-and-vulva-create-new-trend-vagin. php#more.
2 hitp://www.adrants.com/2007/09/tom-ford-and-vulva-create-new-trend-vagin. php#more.
3 http://www.americanscientist.org/template/BookReviewTypeDetail/assetid/I8958.

, Vogue,
American Apparel Calvin Klein .
Abercrombie & Fitch. ,
, . :
, . ,
,
.
.
Hard Rock -,
1.
Nikon Coolpix
? .
Nando's , ,
, , -,
. ,
.
Nando's .
, Virgin Atlantic.
Virgin Atlantic, British Airways 2000
London Eye, .
, .
Virgin .
British Airway's " ". , ,
Virgin, , .
Virgin Atlantic , :
.
http://www.sexinadvertising.blogpost.com/.

, , ,
, , , ,
.
?
, , ,

, ?
, 2007 ,
, .
.
, , ,

, .
(, , )
, .
, , . , ,
, , ,
.
, , , ,
. ,
. , , 1.
1 http://www.economist.com/science/displaystory.cfm?story_id=8770276.

MediaAnalyzer Software & Research


,
. ,
,
. , ,
. ,
, , . ,
,
.
, 9,8% , ,
,
20% , . :
10,85% ,
, 22,3% , .
. ,
.
,
1920- Shrader Universal, ,
, , ,
Calvin Klein. 1980 ,
, :
"" , ,
. ,
- , (
) ,
Calvin Klein . ;
; ,
. Calvin Klein
, ,
. , ,
, , 1984
, 1.
www.store.soliscompany.com/caklplin.html.

, ,
Time, Newsweek, People .
CBSu NBCbu- .
.
, , ,
.

, Klein 70% ,
, Bloomingdale's. ,
? . ! 1.
1 http://www.store.soliscompany.com/caklplin.html.

1995 Calvin Klein ,


,
, San Fernando Valley.
, 1970- .
: ? -
?
.
, , Calvin Klein,
.
Calvin Klein
(- ).
, ,
... 2.
http://www.media-awareness.ca/english/resources/educational/handouts/ethics/ calvin_klem_case_study.cfm.

- ,
.
, .
.
. 1999 ( The New York
Times) - ,
Calvin Klein. ,
, , , .
,
, ,

1.
http://wwwiowastatedaUyxom/mews/1999/02/26UndermedSection/Calvin Klein. AdsPulled-1085369.shtml.

, ,
, ,
, . PR-,
, . 1970- 1980-
, ,
.
2002 , Gap, ,
Phillips Van Heusen. :
, , ,
, -, , . ,
, 2003 Abercrombie & Fitch , ,
,
60 Minutes.
Dolce & Gabbana, .
, ,
. : ,
, -
1.
,
American Apparel ( -).

( ) ,
, , ,
: . 2005 , ,
, ,
, : 151 , 2006
300 .
'http://www.slate.com/id/2092175/.

,
? .
, , ,
.
, ,
, .
, ?
,
, , ? , ,
,
. Ad Age, Gap
, , 1.
http://www.slate.com/id/2132600/.

,
. ,
. ,
, .
, , ,
, .
,
. ,
, , , Cinzano
2.
http://www.ausport.gov.au/fu]ltext/1999/cjsm/v3n3/erdogan&baker33.htm.

,
, . 250
,
. : , , , , ,
. : . . ,
, . ,
, 1.
, 2001 Market Facts,
. , (53%)
, , 23% ,
2.
'http://www.news.ufl.edu/2006/09/05/sexyads/.
ahttp://www.fmdarticles.cora/p/articles/mi_m4021/islSSN_0i63-4089/.ai_75171022.

, .
, ,
, . . , ,
. Audi,

.
Subaru Outback,
, , , ,
, , ,
.
? , Audi,
Subaru, : ,
?
, .
-, , .
YouTube, ,
, .
, , ,
.
, ,
. , ,
, .
.

. (
YouTube), , .
, . .
, .
, -.
Heinz ! .
,
. KFC ,
, ,
, , .
, ? ,
.
. , , ,
, . , ,
, . ,
.
,
? . ,
Louis Vuitton,
1.
1 http://www.cnn.com/WORLD/9712/23gorby.pizza/.

-
. ,
,
.
Dove ,
, Comptoirdes Cotonniers,
.
,
, ? ,
, :
.
, , ,
,
. ,
. Victoria Secret,
,

. , , ,
, .
.
-, ,
. ,
,
.
, ,
,
. . ,
? . , 75%
. Gillette, 90%
Gillette . ,
,
, , .
,
. PR-
Nolita, -.
Nolita, - , ,
. PR-
1.
1 http://www.online.wsj.com/aiticle/SBl 19085102463240676.html?mod=mm_hs_ advertising.

Nolita
, 31 .
: . ,
,
, 2.
2 http://www.adweek.blogs.com/adfreak/2007/09/italys-anti-ano.html.

, : , . ,
, ,
.
, : . ,
, ,
, ,
, .
, ,
. , ,
, , .
. ,
, Noxzema
. , - ,
Vulva , .
, , , ,
.
. .
,
, . , ,
,
.
, .
, , -
, . ,
. , .
, .


, :
. , ,
, , , ,
, .
, .
.
, ,
, Corona, Budweiser, iPod, Zune,
McDonald's, Wendy's.
, - . ,
, , , . ,
XX , . ,
.
.
, , - ,
.
, , ,
, . , 90%
, , ,
. , , , , , ?
, , , .
, .
, . .
.
Christian Dior , . Christian Dior
- J'adore, ,
.
, , , J'adore
Christian Dior1.
' http://sg.biz.yahoo.com/071009/68/4bqns. html.

Mind-Code,
,
-. , ,
, ,
.
? MindCode , ,
( ),
. .
Microsoft,
, - 1.
http://www.industryweek.com/ReadArticle.aspx?ArticIeID=15191&SectionID=2.


, , :
, ,
Microsoft, Windows.
Unilever, , Pond's Cold

Cream Lipton Tea, , , ,


. ? , , ,
.
.
Louis Vuitton Gucci,
, ,
, , :
,
. , ,
, .
-,
,
. , , . ? , - ,
, ,
.
, ,
1.
http://www.medicinenet.com/script/main/art. asp?articlekey=86413.

-
, , 2007 UCLA.
- ( )
,
, , 2006 30-
2,4 .
General Motors ,
160 .
, ; ,
, . ,
, ,
, , . ,
.
GM.
Nationwide Annuities
. ,
. GM,
. : -
. : . :
, , Nationwide.
-
,
, , .
, , ,
. , , ,
, , ,
. , General
Motors Nationwide Annuities : 2,4
, 1.
Guardian Unlimited, February 5, 2007. hup://www.sport.guardian.co.uk/ breakingnews/feedstory/0,,639428,00.html.

, ,

, ,
, . :
Louis Vuitton, , , :
500 Ralph Lauren,
, , , ,
. ,
. , .
,
, . ,
? , ,
.
( Nationwide,
) , ,
. , , , , .
, . ,
, , .
, .
, .
. , ,
11 ,
, : .
,
, :
, , , ,
. ,
; ,
; , ,
( , ?).
.
.
, . ,
, .
, ,
.
.
32 ,
. -
() . 1980- ,
. , . 1987
( 1 ) , ,
, .
1988 , :
600%. ,
?
. 1998
. ,
( 125- ) .
, , ,
- , - .
Seki, ,
. ,
. , ,
,
. ,
ikejime,
, .

. .
, , ,
, , . ,
, .
.
, , ,
. , ,
. , . ,
, . ,
.
, , , ,
, , 1989 ,
?
, .
, .
, . . , .
, .
, 170 , 1969 Apollo 11.
. .
. , , :
!
, ,
. , .
, . .
, - ,
.
, ,
-. , ,
. ,
-, ,
, , ,
. Virgin Atlantic ,
, . ,
,
. , ,
.
.
, ,
. ,
, , , ,
.
, , ,
. ,
! ,
.
, ?
, , ?
. ,
, ,
, , .
. ,
, ?
? , , ,
, , ,

. , ,
. , ,
, -, Marlboro,
, , , ,
. , ,
, .
, , , .
, !

, ,
, , , .
, , ,
.
, , .
, ,
, . ,
.
-. ,
.
, , ,
.
, , ,
. ,
.
, ,
- Warwick Manufacturing Group ,
Neurosense ,
. - ( - )
, ,
, .
,
, . ,
( ),
,
. ( 40
),
. ,
,
( 1-2 )
. ,
, .
,
Neuro-Insight. , , ,
().
, ,
,
, , , -
, , , ,
, - - . ,
, ,
(, . .) . , 13 ,
,
.
-, ,
. ,
, ,
( ).
, .


.
N euro-Insight, ,
, ,
,
. Neuro-Insight
, , ,
, , ,
, ,
.
, , , .

Harbour Bridge Climb
. , , ,
: , ,
. ,
. , , (
, ), ,
. , -
. , :
, ?
? , ?
, .
, ,
, .
, 2
. .
, , , ,
, , , .
:
, ? . , ,
,
75- , , , -
. , ? ,
. , .
.
,
-. .
, ( ),
,
.
, , ,
( ) .
. , :
, , ! ,

. , , !
, .
, , ? , ! ,
. :
.
, ,
, .
, , : !
, . .
, . , ,
, . , , , , . ,

: : - . .
Levine/Greenberg. , ,
.
,
. , . ,
, , , .
. , , ,
. , - ?
. .
Random House Doubleday , Doubleday,
, -
, ,
, . -, , ,
, !
, , ,
. , ,
, ;
. ,
Neurosense .
, , ,
. , ,
.
,
Neuro-Insight. , ,
. ,
, .
,
. Tobacco Free Kids.
. American Legacy Foundation,
, ,
,
Pinney Associates, - ,
. ,
- ,
.
, Buyology Inc. ,
SP Hinduja , .
, Lindstrom Company, (
Buyology Inc. -),
.
, , ,
,
BRAND sense ,
, ,
.
.
.
GlaxoSmithKline (
, ), Fremantle Bertelsmann. ,
, , , , , ,
. . , , .
Hakuhodo, .
Firmenich ,
(, 2008.).
Americhip ,

, . Firmenich Americhip
, , .
, .
, , ,
. - ?
, ,
.
, . ,
, , .
, , .

,
. , -,
, -
. The Human Brain: A Guided Tour (London: Phoenix/Orion Books, 1998) Brain Story
(London: BBC Worlwide, 2000), ,
, .
, , , ,
( ,
).
- Mapping the Mind (Berkeley: University of California Press,
1999) . How the Mind Works (New York: W.W.
Norton, 1997) - . .
,
.
, ,
. ,
Bobbie7,
, .
.
1, ,
Forbes 2003 .
- , , ,
, , .
, , , ,
. , , , , ,
.

. The
New Yorker, , 18 2006 (
: http://www.newyorker.com/ archive/2006/09/18/060918fa_fact),
. ,
. ( ,
2009), , , , -
PepsiCoke . The New York
Times ; 20 2004
( -) ,
. , 2 2007
The New Yorker 11 2007 The
New York Times .
, -, -,
.
, , , ,
.
, ,
The New York Times 24 2006
.

, , -
, .
, YouTube , , , (, ,
, , ).
The New York Times
Judas Priest. , , The Political Brain
(New York: Public Affairs, 2007)
.
, .
Curious
Customs The Stories Behind 296 Popular American Rituals (New York: Stonesong Press, 1987).
( ) ,
.
, . , ,
. , , 23
2007 The New York Times,
, BBDO
, , ,
. 1981 The New York Times
, , ,
( !).
.
Hello Kitty: The Remarkable Story of Sanrio and the Billion Dollar Feline Phenomenon {Jonh Wiley
& Sons, 2004)
. , , ,
,
http:// HelloKittyHell.com.
Why God Won't Go Away
{Ballantine Books, 2001) ,
' , , ,
. .
,
, .
: Descartes' Error:
Emotion, Reason and the Human Brain (New York: Penguin Books, 2005) The Feeling of What Happens: Body
and Emotion in the Making of Consciousness (New York: Harvest Books, 2000).
,
, , , .
, .
, BRAND sense,
Firmenich .
The New York Times 10 2005
Nokia. , Quizmania,
- - -,
, .
, , -
http://www. sexinadvertising.blogspot.com, , 2007
The Economist , ,
- .
, The Guardian , ,
.
, ,
,
. .
- :

BUYOLOGY.
.
.
.
.
.
.
000
127299, , . , . 18/5. . 411 -68-86, 956-39-21. Home page: www.eksmo.ru Email: lnfo@eksmo.ru
12.03.2010. 60x84 Vie . . .. 14,0.
1500 . 451.
. 300600, . , .
, 109.
ISBN 978-^699-41843-5

Potrebbero piacerti anche