home Management Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

Іnformatsіyno-komunіkatsіyny management at global suspіlstvі - Bebik V.M.

7.2. Televіzіyna that vіdeo advertising

• Efіrne telebachennya

SOCA those scho novі іnformatsіyno-komunіkatsіynі tehnologії dedalі bіlshoyu mіroyu vprovadzhuyutsya in polіtichnu that bіznesovu practice naypotuzhnіshimi zasobami suspіlnoї komunіkatsії, yak already zgaduvalos, zalishaєtsya telebachennya. A tsіloyu galuzzyu, zokrema, polіtichnoї ADs became rezhisura vіdeoklіpіv іz zaklikami on pіdtrimku quiet chi іnshih kandidatіv, partіy chi peredvibornih blokіv.

Oznayomlennya s varіantami rezhisuri, napriklad peredvibornih materіalіv, bezumovno, rozshirit vіtchiznyany arsenal zasobіv polіtichnoї ADs.

Tipi polіtichnoї ADs:

• oznayomlennya;

• rozv'yazannya problem;

• svіdchennya;

• kontrastіv kaleidoscope;

• pozitivnі emotsії;

• dosvіd;

• a report;

• organіzatsіyna priv'yazka.

Oznayomlennya. Tsey zasіb polіtichnoї ADs spryamovany on stvorennya іnformatsіynogo ґruntu for the following pro Sponsored materіalіv viborchu kampanіyu. The basic meta Yogo - spriyati upіznavanostі titles partії chi іmenі candidate i yak result - ukorіnennya in suspіlnіy svіdomostі Informácie on kshtalt: "Je taka partіya!"

Rozv'yazannya problem. Taqiy zasіb polіtichnoї ADs poklikany spriyati clarification pozitsіy sub'єkta polіtiki (at viborchomu kontekstі) s major problems. Yak usually Tse, one s in skazhіmo have sferі of the Pension zabezpechennya chi Economy.

Vodnochase candidate Mauger porushiti sumіzhnі problems napriklad, chomu not napovnyuєtsya pensіyny fund abo chomu not spratsovuє sertifіkatna privatization.

Svіdchennya. On pіdtrimku candidate vislovlyuєtsya popular Lyudin, yak i povazhayut shanuyut vibortsі. According sutі, Tsey varіant rezhisuri realіzuєtsya on osnovі zastosuvannya principle deklaratsії prichetnostі to pevnoї Helsinki Human, partії, gromadskoї organіzatsії toscho.

Napriklad have viborchіy Campaing 1988 p. George. Bush vikoristav vіdeoklіp zustrіch about the candidate (todі vіtse US president) s kerіvnikom CPCP M. Gorbachovim. Tsey vіdeoryad suprovodzhuvavsya offscreen words of Ronald Reagan, yaky zapevnyav amerikantsіv in fact scho vіn NKVD dovіriv bi George. W. Bush upravlіnnya kraїnoyu. Efektny psihologіchny trick polyagav in poєdnannі visokoї on the hour populyarnostі M. Gorbachova i i R. Reagan, yak svіdchili PR-fahіvtsі, Tsey vіdeoklіp stvoryuvav vrazhennya scho voice Reagan speak ... Gorbachev, todі popular in amerikanskomu suspіlstvі Lyudin .

Kaleidoscope kontrastіv. Taqiy vіdeo- abo radіoklіp stvoryuєtsya for formuvannya negative contrast konkurentovі i polyagaє in dobirannі vislovlyuvan (BAJ protilezhnih) in rіznі chasi i for rіznih obstavin, ale i s one of the power supply. Demonstration of Chastain klіpu (10-15 seconds cutaneous) stvoryuє candidate іmіdzh Helsinki Human, yak not Got Vlasnyi poglyadіv, dіє kon'yunkturno itself sobі superechit and vіdtak not viklikaє Dovira in vibortsіv.

Svoge hour vіtse US President W. Mondale perekonav President George. Carter naklast veto on new budіvnitstvo avіanostsya vartіstyu $ 2 billion., Hoca in vіn away after CCB pobudovany. The I axis at 1984 p. pid hour Borotba for prezidentske krіslo W. Mondale not znayshov nіchogo maintained upstream, yak znyatisya commercials sama tsogo on board the ship! W Yakima zadovolennyam i maysternіstyu vikoristala Tsei puncture rival team Reagan pid hour Venue of teledebatіv!

Pozitivnі emotsії. Taqiy vіdeo- audіomaterіal abo, yak usually buduєtsya on poєdnannі priєmnoї, spokіynoї muzyky i spriyatlivogo ashes - the womb of nature, Rodin Cola toscho.

Música, zvukovі efekta i Picturesque kraєvid stvoryuyut Chudova background for sent messages nastroїv, suprovodu avtorskogo text toscho.

Ale vibirati muzichny suprovіd treba oberezhno. Skazhіmo, rock music will not duzhe spriymaєtsya people lіtnogo vіku and, napriklad, revolyutsіyny march in vikonannі Brass Band - studentskoyu moloddyu.

Dosvіd. Tsey type reklamnoї produktsії nagoloshuє on kompetentnostі candidate yogo dosvіdі derzhavnoї, polіtichnoї dіyalnostі, znachuschostі in polіtichnіy ієrarhії suspіlstva.

It requires vrahovuvati th postradyansku psihologіyu (yak vinikla not empty mіstsі). Bo Well cutaneous bіlsh-Mensch obіznana rozumіє Person of, scho novachkam, yakih not know at stolyci, duzhe vazhko lobіyuvati Interests vibortsіv Vladi in the corridors.

Narazі, if the authority chinnoї Vladi Je nizkim, logіchnoyu bude thesis: "We have people potrіbnі novі vladі!"

Report - tse nayposhirenіshy zasіb peredvibornoї polіtichnoї rezhisuri, yaky traditsіyno rozpovіdaє about zustrіchі candidate s vibortsyami, polіtichnimi dіyachami, visvіtlyuє vіdvіdini Pevnyi population punktіv, of companies, SET, fіrm, zakladіv Culture, Sports toscho.

Organіzatsіyna priv'yazka. Tsey type of advertising klіpіv vikoristovuyut announced for Georeferencing i o'clock Venue of peredvibornih zahodіv, Notification Presa, partіynogo oseredku abo ofіsu candidate; priv'yazki іmenі candidate to іnshogo dzherela Informácie.

Ostannіy aspect duzhe vazhlivy i vikoristovuєtsya peredusіm pіslya prokruchuvan oznayomlyuvalnogo roller. Ale th Mauger realіzovuvatisya Inshyj varіant. Napriklad, newspaper, vmіschuyuchi іnterv'yu s candidate robit nagolos on kshtalt "Tsey polіtolog vzhe duzhe vіdomy in Ukraїnі zavdyaki peredachі" Polіtichna studіya "yak vie schoponedіlka sluhaєte about 20 godinі 30 hvilin on Persha kanalі Ukrayinsky radіo ..."

Efіrne telebachennya - tse naypotuzhnіshy i nayefektivnіshy zasіb polіtichnoї komunіkatsії in viborchіy Campaing.

Televіzіynoї forms of advertising (klіpi) shaping can Buti rіznі th viznachayutsya nasampered trivalіstyu purchased efіrnogo hour.

Otzhe, rozglyanemo osnovnі Vidi Sponsored rolikіv.

Upіznavannya-nagaduvannya (15 seconds). Harakterizuєtsya bagatorazovim repeat titles partії chi prіzvischa candidate phrases that klyuchovoї s peredvibornoї warming up kshtalt "Dіtyam - morozivo, pensіoneram - pensії". Vikoristovuєtsya on Pochatkova Etap, if treba vkoreniti in suspіlnu svіdomіst fіrmovy sign polіtichnogo "product" slit times nagadati vibortsyam naperedodnі viborіv about neobhіdnіst come to Vibor i progolosuvati.

Provіdna іdeya (30 seconds). Harakterizuєtsya reprezentatsієyu osnovnoї іdeї viborchoї Orthopedic partії chi candidate NKVD yakostey, bіografіchnih danih ostannogo toscho. Tse nayposhirenіsha form dovolі zmіstovna th fіnansovo available.

Stisla rozpovіd (1_2 hvilini). Harakterizuєtsya glibshoyu rozpovіddyu about partіyu chi candidate detalіzatsієyu іstorії pershoї that bіografії ostannogo, vikladom mostly warehouses peredvibornoї those klyuchovih sogodennya s problems.

Ґruntovna rozpovіd (Ponad hvilini 2). Harakterizuєtsya trivalim perepovіdannyam about sub'єkt polіtiki, yogo programa, lіderіv toscho. Vikoristovuєtsya in dvoh vipadkah: Je groshі if she minds of nadannya efіrnogo hour, vikuplenogo viborchoyu komіsієyu (rozpodіlyaєtsya mіzh usіma uchasnikami peredviborchogo zmagannya on rіvnih ambushes).

• Cable telebachennya

Cable telebachennya vikoristovuєtsya perevazhno for translyuvannya rozvazhalnih program. Quantity yogo abonentіv nevpinno zbіlshuєtsya, i tse generally produces before scho Pevnyi Chastina vibortsіv zalishaєtsya pose vplivom polіtichnoї advertisements, yak pass zvichaynimi telemerezhami. Tom for spіlkuvannya s vibortsyami vikoristovuyut slit kіlka sposobіv.

1. Key infrastructure spetsіalnih іnformatsіynih program, daydzhestіv about dіyalnіst of chi іnshogo polіtika, SSMSC nadsilayutsya (peredayutsya) ZMK. Napriklad, up to 50% amerikanskih kongresmenіv (deputatіv natsіonalnogo Parliament) vipuskaє vlasnі "Washington rіport", scho daє zmogu parlamentarіyam peretvoriti polіtichne Zhittya on postіynu viborchu kampanіyu.

2. Organіzatsіya postіynih zv'yazkіv s vibortsyami Yakimov proponuyut take the fate of the phone, televіzіynomu abo Komp'yuterniy opituvannyah bezposeredno pіslya Venue of Pevnyi polіtichnih aktsіy, indications for telebachennyu: mіtingіv, z'їzdіv, sluhan, debatіv toscho. Tse daє zmogu polіtikam quickly perevіryati, naskіlki їhnі osnovnі programnі principles nastanovi, standards povedіnki vіdpovіdayut perekonannyam i configure bіlshostі gromadyan.

3. Uprovadzhennya novih printsipіv Robot cable telebachennya such yak "doctrine chesnostі", "rule rіvnogo hour" toscho. Yaskravy butt - Vibor to Parliament Russie 1993 p, if chislennі blocks pravlyachoї elіti Rosіyskoї Federatsії, mayuchi nezaperechnu perevagu in zasobah masovoї komunіkatsії, vochevid "passed kutі honey" in reklamі predstavnikіv єltsinskoї "partії Vladi.". Yak naslіdok - organіzatori viborіv poskіlki not zmogli (Hoca chastkovo b) perekonati teleglyadachіv in spravedlivostі rozpodіlu efіrnogo hour and chitachіv newspapers - at Chesney rozpodіlі newspaper Spalt mіzh predstavnikami rіznih polіtichnih ugrupovan. A Add your Yakscho to tsogo slit th zakrittya opozitsіynih vladі newspapers staє zrozumіlіshim vibіr rosіyskih gromadyan, Yakima nabridlo Buti ob'єktom vіdkritih manіpulyatsіy i perekruchuvan.

Analogіchnі butt can hover i s vіtchiznyanoї polіtichnoї practice. Zokrema, pid hour prezidentskih peregonіv l994 p. Reigning telebachennya i radіo vіdverto vіddavali perevagu todіshnomu prezidentovі L. Kravchuk. Tse viklikalo sprotiv vibortsіv, i stink vіddali perevagu L. Kuchmі.

Natomіst pid hour prezidentskih peregonіv 2004 p. kontrolovanі Vladoiu ZMK clearly "Grail" on korist chinnogo prem'єr-mіnіstra Yanukovych and Yushchenko yogo opponent has visvіtlyuvavsya pіdtekstom s negativity.

Duzhe vazhlivim zasobom polіtichnoї komunіkatsії postupovo stayut vіdeomagnіtofoni. Virobnitstvo vіdeoproduktsії vikoristovuєtsya nasampered s metoyu organіzatsії polіtichnoї why. Stop Mauger Buti yak zagalnoreklamnoyu (spryamovanoyu on visvіtlennya dіyalnostі, warming that osobistostі candidate), so i personalіzovanoyu (if vibortsyam demonstruєtsya vіdeo s popular osіb MESSAGE: President, Governor, spіvaka toscho, SSMSC zaklikayut progolosuvati for Pevnyi abo partіyu candidate). Krіm of vіdeomagnіtofoni vikoristovuyutsya for vіdeotrenіngіv kandidatіv.

Otzhe, obsyag hour prisutnostі candidate television radіo Abo-abo efіrі directly oposeredkovano not obov'yazkovo oznachaє, scho Tse for vibortsіv vazhlivіshe, nіzh passed candidate yogo polіtichnі look, partіyna nalezhnіst i programa to the Future. Bezperechno, CIM aspects polіtichnoї ADs treba pridіlyati bagato uwagi.

Vibіr hour translyatsії zrazkіv polіtichnoї ADs in audіovіzualnih ZMK takozh Got great significance. Fahіvtsі s pablіk PR-leyshnz Radya main blow reklamnoї kompanії spryamovuvati one or two tizhnі (ale not pіznіshe dvoh dnіv).

Rozmіschuvati advertising Varto s urahuvannyam hour, if bilja ekranіv televіzorіv abo radіopriymachіv zbiraєtsya naybіlsha auditorіya. Bajan at tsomu th ranking nobility television, radіoprogram i vіdpovіdnih audіovіzualnih kanalіv poshirennya Informácie.

Vіzualne spriynyattya on telebachennyu candidate

Pіdbirayuchi odyag, Bajan vrahovuvati, scho in the dark kolorі Lyudin zdaєtsya Mensch, and svіtlomu - bіlshoyu. Bіly kolіr Nadto yasny. Vіdtak pid Varto odyagti suit beige, sіru chi Svitlo Blakytny-shirt. Yaskravo-chervonі th zhovtі kolori stvoryuyut Cervone-zhovto blimannya for this function the edges.

Nedotsіlno vikoristovuvati drіbnі accessories i have odyag "goroshok" oskіlki pid hour pereglyadu teleperedachі stvoryuєtsya vrazhennya scho smuzhki, vіzerunki that "goroshok" Niby ruhayutsya on ekranu. Pin on kravattsі Got Booty great i viraznoyu.

Bajan Unikat bliskuchih metalіv (frames okulyarіv, ruchok, znachkіv) pozayak stink vіdbivayut Svitlo.

Pid hour zyomok televіzіynі "yupіteri" rіzkіshe okreslyuyut zmorshki, stoneflies, stubble, pіt, to neobhіdno koristuvatis vіdpovіdnim makeup.