ИГРОВЫЕ СЦЕНАРИИ В СОВРЕМЕННОЙ РЕКЛАМЕ

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  • ISSN 1998-9946. . . . -. . 7, . 2010. 1 (11) 139

    .., 2

    010

    3(0.042) 60.05

    ..

    - . , -. :Agon (), Alea (), Mimicry () Ilinx (). - , , .

    : ,, , -, , -, , .

    - , . , - - - . , , . , -, . , - -, - : Agon(), Alea (), Mimicry (-) Ilinx () 1.

    , - - . - , - ,

    . . Agon. -, , , , . . - . . - , , .

    - : , ; - ; - , - (, , -, ), (, , . .) . , Nina Nina Ricci , , - (, ). , , , -, . , - . - Nina. , , - LG : , - ? LG :

  • 140 .. .

    SL . . -. - , .

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

    : . , . -, . . .

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

    ? .

    Alea () - . -, - - ( Twix ). - - : . 1 . 1 15 - -. 10 . - -. LEtual ; - - ; Ahmad - . .

    Alea Agon. , , - , , . , - , , - . , - - - -, . - , - , -, .

    - - , - , , -

  • ISSN 1998-9946. . . . -. . 7, . 2010. 1 (11) 141

    . , , , - . Beeline: . , . . ! 2010., !; : - ; : .

    -, Mimicry(), , , , -, - - . , , , - , . , , . - .

    Lreal - , , , . , , -, : . ( ,) - -. , - . - Zebra Fitness : . . -. . Zebra Fitness - . ZebraFitness .

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

    , - , , -. -. .

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    - - . , - , - . - Calve , - Domestos . . - - , - . - , -, , - , . .

    ,

  • 142 .. .

    . - - . - Ilinx (). - - , - - . , , - -3. - - . , - Adrenaline Rush, . - , - , , , , , - . , , : ! -, , :Adrenaline Rush. . - . - , -, . - , - . .

    , , . , , (- ) Dove, - .

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

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

    Carte Noire - . , - . - , - , . : CarteNoire. , .

    Gillette . , - - . - , , - . - - . , - . : . Gillette. Gillette - .

    - Beeline. -. . , , - .

    HerbalEssenses - .

    , Vernel, , -, .

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

  • ISSN 1998-9946. . . . -. . 7, . 2010. 1 (11) 143

    ( - ), - - - , , .

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

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

    1 . : - / ., . . . .. . . . : , 2007. 304 .

    2 . . 60.3 . . 61.

    THE GAME SCENARIOS IN THE MODERN RECLAME

    D.S. Vodichka

    The features of advertising communication can be presented via the game theory. The authorconsiders most productive the concept the game scenarios that allow to typify the advertisingmessages content and demonstrate their social dependence. The empirical generalizations resulted infour principal games types: Agon (Competition), Alea (Chance), Mimicry (Role playing) and Ilinx (Vertigo).Due to various scenarios the advertising message have appeared to be able to imitate more sense ascompared to the reality.

    Key words: advertising communication, message, game theory, game scenario in advertising,types of advertising, social functions of advertising, social meaning of advertising, negative impactof advertising.

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