Internet

The program opens the outline of Alexander Kostinsky about advertising and counter-advertising on the Internet.

Kostinsky

In the last ten years, streams of advertising, "dirty" and "clean" political technologies, information wars and mysterious PR have hit us. With surprise, many found a similarity in the methods of selling "Tampax" and cat food with methods of turning not very pretty citizens who are repeatedly exposed to assigning folk property, in the people's chosen ones.

On the Internet, it is not difficult to find both nodes where the masters of promotion of “anything” to the masses are offered rather sophisticated, science-like technologies, and websites, where they try to prevent this effect. Let's choose the two most indicative, in our opinion, example. This is the Internet node www.rcom.ru/mythodds , which quite seriously offers myth -design services, that is, the creation of myths to order and the site kontrreklama.go.ru , where the antidote from the influence of such techniques is proposed.

The site "Mythodesign" formulates the area of its work as follows: "We want it or not, there are many myths around us and they control our behavior. You can take this feature of consciousness in the development of advertising, you can not take into account, but it is impossible to avoid its actions. New myths of Russia have been in demand a new type of project activity - mythodesign." Mythodesign, according to its creators, "opens and exploits hidden, implicit motifs that consumers do not even think about, but the possibility of satisfaction of which" they are happy to respond "."

What is a modern myth and what is the power of its impact?

Mythodeziner Andrei Ulyanovsky defines a modern myth, rather narrowly, as a “conditionally true statement, the truth of which is revealed from a systematic consideration of the context and axiologically,” that is, taking into account values that are important for these people. The myth of a product or a person is created if you can seize an important property of an object known to the public.

The mythodermarates are inaccurate, they call myth the legend. In addition to the imagery, emotional coloring and operation of hidden, implicit expectations, a real myth claims to be widely covered in reality. Peter Vail and Alexander Genis wrote about this: “The myth answered all the questions right away - that there is life and death, truth and lies, victory and defeat. He answered even those questions that were not posed. The myth is omnipotent precisely because he knows everything. Living in a mythologized world, a person enjoys the comfort of prejudice. He does not need to make decisions. Individuality makes his fate to the mythological institution - Parties, the government, the older brother. An important feature of mythological behavior is emphasized here - a rejection of a meaningful solution in favor of emotional and figurative motives.

Myth - belongs to the class of models of reality and this - akin to scientific theory. Like a scientific theory, he, in principle, answers questions that were not originally posed. So, formulating the general laws of the dynamics, Newton predicted the precession of the earth's axis, and Einstein, describing the limb of the speed of light in all inertial reference systems, deduced the formula E = MS2. Like myth, scientific thinking strives for a holistic description of reality, and widely operates not only with the language of formulas, but also in the systems of images, including such criteria for their assessment as completeness and beauty.

The main difference between a critical scientific approach and mythological is a constant meticulous comparison of the theory with the properties of the real world systems and a change in scientific views if they cannot become a successful model of reality. The myth grows and relies on that part of our perception, which has formed and acts without conscious analysis and understanding. In their classical form, myths appeared in an era when critical thinking has not yet arisen, when the form has not yet been separated from the content and therefore the symbolic image represented and replaced the reality that it simulated. And now, each person in childhood unconsciously and uncritically forms a huge layer of representations that convey a cultural relay.

But, it turned out that in adults, information that does not fall into the focus of consciousness lives according to the laws of the myth, based on an emotionally determined scale of preferences. And this provides the myth of internal effective protection against the attacks of the mind. On this mechanism, the impact of advertisers and political technologists was built. Therefore, mythodesign is a successful term. Dream of reason - gives rise to manipulation. Recall the commercials of MMM, where supposedly ordinary people discussed how well they began to live at fabulous interest on shares. At the end, the camera drove off by finding a studio, scenery and lighting devices, undoubtedly warning - this is a performance, be careful. But sales of shares only grew.

Andrei Maksimov accurately described the technology of political impact: “From the point of view of mythology, we must find a myth divided by most voters or the country about the main contradiction of society, and having groped for the side of good, against crime. Against NATO. Against the non -payment of pensions and salaries. Against Russophobes. Against Russian nationalists. For the support of foreign investments ...” (end of quotes).

If in politics they study the main problems of people, then in marketing, as sales technologies, they study their pressing needs. The goods always have properties that can serve as the basis for building a positive image, which the consumer wants to identify with himself. It should be noted that most of the goods that daily flickering on the television screen are inexpensive, their purchase does not seem worthy of great thought and therefore, the decision in seventy percent of cases is made right in the store.

Unlike political manipulations, advertising annoys most people not by cynicism and irresponsibility, but by introduction. But, like any successful manipulation, it brings significant benefits for the time being. Rick Carlugard recently wrote in Forbes magazine: "Each large company has a shameful secret: the prices of some of its products are exorbitantly overstated. So far, the company could hide this fact behind the back of quality products and strong brands." For example, the cost of well -known brands of high -quality cigarettes and non -alcoholic drinks is only about one tenth vacation wholesale price. Income of a thousand percent and provides an endless waterfall of commercials. Such a gap, as in the case of political manipulations, allows you to live comfortably and relatively calmly to live a senior manager of firms, creating a command and administrative system inside the flagships with all attributes of bureaucratic stupidity and wastefulness. For reference, in Moscow, the monthly payment of housing rented for senior managers of large firms reaches twenty thousand dollars a month, with the full cost of a good home in America - sixty to eighty thousand. At the same time, from the proprietary infantry - selzmen and merchandisers who directly sell and promote the goods to the consumer require economical and selflessness, repeating all the time about the regime of savings, about the tough and uncompromising struggle for the market, where the enemy does not take a seal, which does not allow the monthly salary for as many as a hundred dollars. All this, of course, dramatically reduces the efficiency of firms, but tenfold stock so far allows you to maintain this position.

Therefore, the idea of a counter -advertising site, which was created and supported by Dmitry Shishkanov, is not so naive and hopeless. Do not be alarmed by a radical slogan at first: "Welcome to the resistance site of total video overtaking!" It has many useful, accurate and reliable observations.

Shishkanov notes the inevitability, multiplicity and simplicity of TV advertising. In his opinion, “all of it by definition is incorrect. The purpose of most commercials is to sell, suck, put the advertised goods to the maximum number of buyers. The interests of the latter are no longer calculated. The main purpose of the advertising is Dmitry Shishkanov - the predictability of our behavior. Teleklam, in his opinion, gradually makes those who need the same information that falls into the head of everyone, the same information that fell into the head of everyone, the same information. It makes everyone think, feel and act according to a single scheme. "

Of course, it is difficult to agree with such a radical look at television. Cheap products can only become in mass production, and you need to inform customers about it in a very short time. The very nature of the act of mass transfer of the message, and not just with evil intent, determines the inevitability, multiplicity and simplicity of the form of the commercial. As the famous creator of advertising Alaster Crompton said: “Your buyers will be remembered by your advertisement, in their heads, your main idea only if it is one -plane. The average viewer is simply not able to perceive more than one advertising promise for one product.” In addition, it must be understood that often our annoyance is caused by advertising messages sent not to us. The world of a teenager and housewives is radically different, like their purchases, but the housewife is forced to look at the youth that is tapping at the disco, which is conquering chewing gum, and teasers to yearn with a thoughtful discussion of detergents and whitening. Both of them scold the stupidity of advertising.

Do not forget that along with obsessive advertising, not only boastful brands came to us, but also the second component of the success of the corporation - quality goods, medicines and services. No matter how cunning manipulations advertisers and political strategists forced us to buy them, after purchase and after the elections, the time of verification comes and then, as in the fairy tale of Schwartz, the buyer will ask the company "What did she actually slipped to him?" And no associative and advertising relations will be able to make the leg small, and the goods are of high quality.

But, despite this, one cannot disagree with Dmitry Shishkanov that we are well aware of the main remedy against manipulations. Briefly it can be formulated in a nutshell: think and compare. Shishkanov says more poetic: "Free your mind." At the same time, he gives useful recommendations: be biased, do not believe an advertisement for a word, especially find fault, and the last advice (and the most important): think.

Here is a characteristic example. As soon as the drinks containing caffeine, due to the influence on the health of doctors in the field of reasonable analysis, began to fall sales in the developed countries of Coca-Pepsi-Cola. These companies began to invest in the production of juices and mineral waters.

Of course, not everyone will be able to free their mind with such passion as Dmitry Shishkanov, but a critical attitude to what is happening can save from simple decisions. Moreover, reasonable advertisers, like political technologists understand the long -termness of their tasks and the doom of lies. They often cannot overcome the inertia of just our own ideas and mechanisms for understanding reality. Here are the words of one of the most famous advertisers, they are simple and deprived of the shamanism of myth -designers: "There are only two types of advertisements: advertising in which there is something to say and there is nothing to say in which. Again and again, repeat to yourself: I know who I am contacting, I know what I want to say, I will say it like no one has ever said this before."

Not everything is so sad. But for now, we can conclude that a thoughtless person has not only power, but also an advertisement that he deserves. Actually it is fixable. Advertising and television not only change people, but also change with them. Let us see the example of the United States in the presentation of Weil and Genis: “If we compare the today's advertising world, with the one that was in the 50s, we will see that the current ideal Americans have become much more sophisticated, more intelligent, they drink good wines, eat overseas delicacies, go to museums, travel around the world, they read the thick people Books wear extracted clothes.

Radio "Freedom", the program "Seventh Continent". In conclusion - the short messages of Vadim Alekseev from the World Wide Web.

Alekseev

It is known that the Internet is not only a source of information on various topics, but also a global entertainment network. Both adherents of various musical styles and lovers of naked nature of both sexes found their refuge here. The so -called candid pictures occupy a rather significant part of the virtual space, speculating on human sexual instincts. But one long -standing weakness of human nature, it seemed to me that was outside the world web. I'm talking about a person’s passion for gambling. It seems that this is not entirely true. Not further than at the end of February, the cyberspace was replenished with another object: an electronic casino. According to the author of notes on this subject in the ballot "Wired News" Declan McClak such "establishments" on the Internet is already plenty of. The newly emerged site of gambling works in real time and offers to play in traditional games for the casino, including poker and Black Jack. However, The Gold Casino, the so -called Novechik site, differs from its counterparts with one detail - a means of payment. While credit cards are used everywhere, the new casino allows you to play for new electronic money: both to bet and get outs. The point is that you can get a sink using a credit card only after 4-7 days, and in the case of electronic money, which, incidentally, are called E-Gold, meaning literally "electronic gold", the lucky man receives the entire amount instantly at his electronic account.

It is necessary to briefly say what E-Gold is. In fact, this is an electronic Internet package. E-Gold differ from real money as much as e-mail differs from paper. The essence of the actions on the use of electronic money is very simple: you place physical money in the Gold and Silver Reserv Deusver of the company and get the opportunity to use their electronic equivalent for instant transfers using the Internet for a symbolic fee to any point in the world. The E-Gold unit is equivalent to one gram of gold, so there are no problems with currency courses in such translations.

The new electronic currency has not yet been widespread, although it already has a certain history of its existence. The Gold Casino was among the sites that began to use E-Gold as an experiment. The latter is cheaper and more convenient than credit cards. So, for example, another RealGoldlotto game site has begun the sale of lottery tickets, the face value of which is one tenth gram of gold.

In conclusion, I will add that the founder of The Gold Casino was ELKA Enterprises, which specializes in providing offshore vebs located to its customers, located geographically in Costa Rica and Bagams.

Deutsche Bank - the largest bank in Germany - announced the creation of financial and trade services. Support for the bank in this is provided by giants such as SAP AG, which is engaged in the production of software products, and AOL-europe, which is one of the largest Internet providers. The presence of the latter will allow you to attract almost 4 million users of the AOL network in Europe to the bank's activities. In addition to its usual functions in conducting financial transactions, Deutsche Bank also plans to open a virus shopping center. I stressed the message about this in Infobeat.

The regulars of the Internet, which are also large music lovers, have long noticed that the World Wide Web is full of sites that offer music of various styles and directions, and often a music file can be downloaded for free, creating your own music library on your computer. Everything would be fine if not for one problem: at present, there are a fairly large number of music files on the Internet, special players are required to play some of them. Even if you take into account the fact that the latest versions of universal players have the opportunity to play files of almost any of the existing formats, the inconvenience remains, as the risk remains that your computer cannot recognize the format, you cannot rewrite it with your friend and the pretty song will remain unsanned.

But the problems for that exist to solve them. At the end of February, Earjam introduced the new Internet Music Player (abbreviated IMP). This program has a very useful feature-it automatically converts the file in a particular Internet format in the format, which can be lost on a regular home CD player or automobile deck. Вот как объясняет возникновение идеи создания этой программы Президент компании Earjam и бывший генеральный директор Adaptec Software Дэвид Ульмер: "С этим огромным количеством форматов, программного обеспечения и аппаратных средств, обрушивающихся на нас, огромнейший бардак."

IMP также имеет специальную опцию, позволяющую осуществлять поиск в Интернете, критерием которого могут быть имена исполнителей или музыкальные стили, например. Еще одной отличительной особенностью, рассказывает Кристофер Джонс в Wired news, является направленность данного программного продукта на он-лайновые музыкальные форматы. В нем также предусмотрена поддержка различных аппаратных средств, включая Diamond's Rio и Creative Lab's Nomad. В дополнение компания Earjam в партнерстве с Emusic.com и myplay.com предоставляет бесплатно музыкальные трэки, размещаемые на сайтах-партнерах. Окончательная версия Earjam IMP должна появиться в середине марта.

6-го марта сего года Advanced Micro Devices Inc. объявила: барьер в 1 ГГц или 1000 МГц взят. AMD выпустила процессор Athlon, тактовая частота которого 1000 МГц. Производители персональных компьютеров, среди которых компании Compaq и Gateway, объявили следом о создании систем, базирующихся на новом процессоре. В течение последних шести недель AMD отрабатывал новые процессоры на этих системах с целью их дальнейшей продажи.

Объявление AMD на целую неделю опередило аналогичное ожидавшееся от Intel Corporation. Таким образом, в соревновании двух гигантов, начавшемся в августе прошлого года с объявления о выходе процессора с частотой 650 МГц, поставлена точка. Стив Лапински, директор отдела маркетинга компании AMD, сравнил это достижение с постройкой первого сверхзвукового самолета.

Выпущены также две версии этого процессора с тактовой частотой 900 и 950 МГц. Компания объявила, что процессор с частотой 1000 МГц будет стоить 1299 долларов, в две его версии соответственно 999 и 899 долларов.

Тем не менее два других известных производителя компьютеров Hewlett-Packard и Dell ожидают выхода в свет Intel-овского Pentium III с тактовой частотой также 1 ГГц. Несмотря на то, что первая уже сотрудничала с AMD, пока еще не факт, что HP будет будет устанавливать в свои системы новый процессор AMD, даже учитывая то обстоятельство, что, как обычно, новый процессор от Intel будет стоить дороже аналога от AMD, заключает Джон Спунер в ZDNet.

И, наконец, об одном событии последней недели февраля. Три автомобильных гиганта DaimlerChrysler, Ford и General Motors объявили о создании совместного проекта. Событие состоялось в Интернете и явило собой рождение новой одной из крупнейших компаний во всемирной паутине - он-лайн портала. Новая компания будет работать как отдельное и независимое предприятие, владеют которым совместно все три вышеназванных автомобильных концерна, а также их технологические партнеры - компании Oracle и Commerce One. Создание портала явилось следствием сильного давления на производителей автомобилей со стороны их поставщиков. Портал станет единым рыночным пространством и компаниям-партнерам автомобильных гигантов не придется теперь иметь дело с бесчисленным множеством торговых сетей. Ford и General Motors в конце ноября 99-го года уже открыли свои собственные сайты и теперь в кратчайшие сроки они будут реорганизованы под структуру нового портала.

Как сообщили официальные источники, новая компания будет окрыта к сотрудничеству со всеми смежными предприятиями отрасли, а также со всеми производителями автомобилей, хотя, по-прежнему, они будут оставаться между собой конкурентами. Об этом сообщим Эдвард Коун в ZDNet.

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