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K,9<9&5"6/+&'(9./'

:"&'1%, 1"(.

1995

1. «I"!"'"2 4!(6» (Golden Eye)2. «K&';» (The Net)3. «I(5?'; L(0*@» (Forget Paris)4. «R"$'('; 3"0"'?B3.» (Get Shorty)

130113101105

1996

1. «F*$$*, )&#?+"!)*:(» (Mission Impossible)2. «>$& 4"#"0,', %'" , !<5!< '&5,» (Everyone Says I Love You)3. «R@&00* F(4.(2&0» (Jerry Maguire)4. «C&*$'0&5*:?2 B+*")» (Spy Hard)

11010113980

1997

1. «I(#'0( )& .:0&' )*3"41(» (Tomorrow Never Dies)2. «R"))* E0($3"» (Donnie Brasco)3. «S.%B& )& 5?#(&'» (As Good as it Gets)4. «H40(» (The Game)

119126139128

1998

1. «N")*)» (Ronin)2. «E"!;B*& "@*1()*,» (Great Expectations)3. «C"%; # «N"3$5&0*» (A Night at the Roxbury)4. «F$'*'&!*» (The Avengers)

1211118187

1999

1. «H 9&!"4" :*0( :(!"» (The World is Not Enough)2. «W&$'"3*& *40?» (Cruel Intentions)3. «K B*0"3" 6(30?'?:* 4!(6(:*» (Eyes Wide Shut)4. «K#"2 %&!"#&3» (The Insider)

12897159157

02.&%O2 3. 5%&W6,, +0+./2$$," #&' )+$0"$012$2&%32


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— .+":*)()*& 50&)1( *!* 3"0"'3"& +"-,#!&)*& !"4"'*+( )( 830()&;

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216 !"#$%&'#$#%('#$) ! 04(35)2007

H9< 8)I9<%:"&'1% 8 =,93%/ J%#8%("+ :"&'1%

K,9<9&5"6/+&'(9./'

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2000

1. «F*$$*, )&#?+"!)*:( 2» (Mission Impossible 2)2. «F&3$*3()&9» (The Mexican)3. «T)4&!? U(0!*» (Charlie's Angels)4. «R"3'"0 J * &4" @&)7*)?» (Dr. T and the Women)5. «F*$$ G")4&)*(!;)"$';» (Miss Congeniality)

12312398122109

2001

1. «E!")1*)3( # 6(3")&» (Legally Blonde)2. «=1*))(19('; 10.6&2 =.B&)(» (Ocean's Eleven)3. «P"0$(@» (The Fast and the Furious)4. «K#(1&5)?2 +&0&+"!"/» (The Wedding Planner) 5. «>()*!;)"& )&5"» (Vanilla Sky)

96116106103136

2002

1. «M:0*, )" )& $&2%($» (Die Another Day)2. «Q"$+"@( Q"0)*%)(,» (Maid in Manhattan)3. «F*!!*")&0 +")&#"!&» (Mr. Deeds)4. «U&!"#&3-+(.3» (Spider-Man)5. «J0* *3$(» (OXO)

13310596121124

2003

1. «P"0$(@ 2» (2 Fast 2 Furious)2. «L!"/*& +(0)* 2» (Bad Boys 2)3. «S<5"#; +" +0(#*!(: * 5&6» (Something's Gotta Give)4. «E!")1*)3( # 6(3")& 2» (Legally Blonde 2)5. «G(3 "'1&!(';$, "' +(0), 6( 10 1)&2» (How to Lose a Guy in 10 Days)

10714712895116

2004

1. «X, 0"5"'» (I, Robot)2. «R0,))?& 1&#%")3*» (Mean Girls)3. «I)(3":$'#" $ P(3&0(:*» (Meet the Fockers)4. «K"30"#*7( )(9**» (National Treasure)5. «R#&)(19('; 10.6&2 =.B&)(» (Ocean's Twelve)

11597115131125

2005

1. «L0(#*!( $D&:(: :&'"1 O*'%(» (Hitch)2. «F*$'&0 * :*$$*$ K:*'» (Mr. and Mrs.Smith)3. «Q"0"1 40&/"#» (Sin City)4. «V$!* $#&30"#; — :")$'0» (Monster-in-Law)5. «G0"#; 6( 30"#;» (Four Brothers)

118120124101109

!@LHM 50 :"&'198

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L"$!& 2000 4. )(5!<1(&'$, "57(, '&)1&)-9*, .#&!*%&)*, *$+"!;6"#()*, Product Place-ment * # A*!;:(/ " R@&2:$& E")1&, +0"1"!-@*'&!;)"$'; 3"'"0"4" 3 2002 4. #"60($'(&' #1#( 0(6( * 1"$'*4(&' 53 :*).'. J(3*: "50(-6":, 1&:")$'0(9*, 0(6!*%)?/ +0&1:&'"# 0"$-3"B* 6()*:(&' 39% "57&2 +0"1"!@*'&!;)"$-'* A*!;:( «M:0*, )" )& $&2%($» ($:. '(5!. 6).

C&"5/"1*:" "':&'*';, %'" )&3"'"0?& 50&)-1? +0*$.'$'#.<' #" #$&/ 3*)"3(0'*)(/ 5")-1*()?: Aston Martin, Brioni, Bollinger, BMW,Omega. P*!;:? " R@&2:$& E")1& 1!, 1())?/50&)1"# ,#!,<'$, *)$'0.:&)'": 1"$'*@&)*,$'0('&4*%&$3*/ :(03&'*)4"#?/ 9&!&2.

> /"1& *$$!&1"#()*, 5?!( #?1&!&)( '&)-1&)9*, 3 $"61()*< 1":*)()')?/ 0(6:&7&-)*2. L.'&: .#&!*%&)*, +0"1"!@*'&!;)"$'*Product Placement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«6(+"!.%*';» 1!, :(03&'*)4( +0* +":"7*6)(:&)*'"$'&2 (Celebrity Marketing). X03*:*+0*:&0(:* 1":*)()')?/ 0(6:&7&)*2 ,#!,-<'$, $!&1.<7*&:

1) 3"$'<: "' Dolce & Gabbana, 3"'"0?2 )(+0"',@&)** 10 :*).' 0&3!(:*0.&' R@&))*-A&0 S"+&6 # A*!;:& «Q"$+"@( 4"0)*%)(,»;

2) *)'&0;&0? A&B&)&5&!;)"4" "'&!, )(F()/8''&)& — Beresford Hotel — ,#!,<'$,A")":, )( 3"'"0": 0(6#"0(%*#(&'$, $<@&'A*!;:( «Q"$+"@( 4"0)*%)(,», "'&!; )(/"1*'-$, # 3(10& # +0"1"!@&)*& 28 :*).';

3) )"#?2 Aston Martin Vanquish, 3"'"0?21&:")$'0*0.&' L*0$ E0"$)() # A*!;:& «M:-0*, )" )& $&2%($» # '&%&)*& 8 :*).'.


218 !"#$%&'#$#%('#$) ! 04(35)2007

H9< @,+<(EE =,96<9&5"/+&'6

(9./' :"&'1%,1"(.

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Placement,1"(.

@99/(9O+("+.,+<(+* =,96<9&5"/+&'(9.6/" :"&'198 ".,+<(+* =,96<9&5"/+&'(9.6/" Product

Placement, %

1995 107 3 3

1996 98 2 2

1997 131 4 3

1998 96 3 3

1999 123 5 4

2000 115 6 5

2001 111 7 6

2002 112 15 13

2003 117 10 8

2004 110 6 5

2005 111 8,4 8

02.&%O2 5. P/+#+&X%0"&W$+*0W PRODUCT PLACEMENT (1995–2005 99.)

02.&%O2 6. .+$#%2$2: P/+#+&X%0"&W$+*0W PRODUCT PLACEMENT(1995–2005 99.)

>&.*"/,-.": # '(5!*9& )& *$+"!;6"#(!*$; 1())?& +" 5")1*()&.

H9< @,+<(EE =,96<9&5"/+&'6(9./' :"&'1%,1"(.

@,+<(EE =,96<9&5"/+&'6(9./' ProductPlacement,1"(.

@99/(9O+("+.,+<(+* =,96<9&5"/+&'(9.6/" :"&'198 ".,+<(+* =,96<9&5"/+&'(9.6/" ProductPlacement, %

1995 130 25 19

1997 119 21 18

1999 128 22 17

2002 133 53 39


*G<[BG[<? AKRC@EHC>?:AJ Product PlacementRC GC>?<:UM I<[RR?M >:[G<A B?G=IC<AAR<=;M=GC> <CKBCLA

Q0.++"2, )(*5"!&& %($'" +",#!,<7&2$, #A*!;:(/, "3(6(!($; 40.++( «T#'":"5*!*»: 59%#$&/ 0(6:&7&)*2 (251 0(6:&7&)*&) +0*/"1,'-$, )( (#'":"5*!*, 21% — )( :"1)?& '"#(0? **61&!*, *6 3"@*, 10% — )( %($? * <#&!*0)?&*61&!*,, 6% — )( #*)( * $+*0')?& )(+*'3*,4% — )( #?$"3"3!($$)?& "'&!* (0*$. 2).

P8/919-"&" 3%3 F&%8()+ F+,9" :"&'198N(6:&7&)*& (#'":"5*!&2 # A*!;:(/ ,#!,-

&'$, ,03*: +0*:&0": *$+"!;6"#()*, (#'"-+0"*6#"1*'&!,:* :(03&'*)4"#?/ 3"::.)*-3(9*2 # 3*)&:('"40(A&. > /"1& *$$!&1"#()*,#?,#!&)", %'" 3(@1?2 0(6 60*'&!; :"@&' .#*-1&'; :(03. (#'":"5*!,, '. 3. 3(:&0( )(#"1*'-$, )( &4" 8:5!&:. * *$+"!;6.&'$, A.)39*,+0*5!*@&)*, (zoom).

N(6:&7&)*& (#'":"5*!&2 '(3@& 6()*:(&'+&0#"& :&$'" +" 1!*'&!;)"$'* $9&) # 3*)"-+0"1.39** * $'&+&)* *)'&40(9** */ $ $<@&-'": A*!;:(, '. &. (#'":"5*!* «*40(<'» 4!(#-)?& 0"!* )(0,1. $ 4&0",:* A*!;:"#.

C0(#)*#(, 4"1 #?/"1( A*!;:( $ 4"1": #?-+.$3( )"#"2 :(03* (#'":"5*!,, :"@)" !&43"+0"$!&1*'; '&)1&)9*< *$+"!;6"#()*, Pro-duct Placement 1!, 0&(!*6(9** $'0('&4*%&$3*/:(03&'*)4"#?/ 9&!&2 (#'"+0"*6#"1*'&!&2, (*:&))" #?#"1( )"#?/ :(0"3 (#'":"5*!&2 )(0?)"3 ()(+0*:&0, 0"1$'&0( Z3 3")9&0)":BMW).

G":+()*, BMW )(%(!( +0*:&),';Product Placement # 1994 4., 3"41( ).@1(!($;# :"7)": 0&3!(:)": $0&1$'#& 1!, $#"&4" 5.-1.7&4" 0"1$'&0(. J(3*: $0&1$'#": $'(!" *$-+"!;6"#()*& Product Placement # 3*)"A*!;-:& «I"!"'"2 4!(6», "1)"2 *6 3(0'*) 5")1*(-)?. K0(6. +"$!& #?/"1( A*!;:( )( 830()'"!;3" +0&1#(0*'&!;)?/ 6(3(6"# )( (#'":"-5*!; 5?!" +"!.%&)" )( $300 :!) [4]. BMWZ3 "3(6(!$, $(:?: +0"1(#(&:?: 0"1$'&0":# :*0&.

>+"$!&1$'#** 3(@1(, )"#(, :"1&!; BMW0(6:&7(!($; # A*!;:(/ " R@&2:$& E")1&:

BMW 750 — # 3(0'*)& «I(#'0( )& .:0&' )*-3"41(», BMW Z8 — # A*!;:& «H 9&!"4" :*0(:(!"».

G0":& 3")9&0)( BMW '&/)"!"4*< ProductPlacement 8AA&3'*#)" *$+"!;6"#(!* $!&1.<-7*& 3":+()**: Aston Martin — 1!, #?#"1(:"1&!&2 Vanquish, Lincoln — Lincoln Navigator$0(6. @& # )&$3"!;3*/ A*!;:(/ («P"0$(@ 2»,«J0* *3$(», «F? &7& )& +0*&/(!*?») * Audi —1!, #?#"1( :"1&!* Audi RSQ # A*!;:&«X, 0"5"'».

T)(!*6 +"!.%&))?/ 0&6.!;'('"# +"6#"!,-&' #?1&!*'; '&)1&)9*< 0(6:&7&)*, # "1)":A*!;:& )&$3"!;3*/ :"1&!&2 "1)"4" (#'"+0"-*6#"1*'&!,. =%&#*1)", %'" 3(@1?2 ProductPlacement ,#!,&'$, $(:"$'",'&!;)?: 0&3!(:-)?: $""57&)*&:, )" $.::( 0(6:&7&)*2 0(6-)?/ :"1&!&2 "1)"4" (#'"+0"*6#"1*'&!, .#&-!*%*#(&' *)'&)$*#)"$'; #"61&2$'#*, )(#"$+0*,'*& 9&!&#"2 (.1*'"0**, ( '(3@& #!*,-&' )( 6(+":*)()*& +0"1&:")$'0*0"#())"4"50&)1( ('(5!. 7).

C&"5/"1*:" "':&'*';, %'" (#'"+0"*6#"1*-'&!* %(7& #$&4" *)'&40*0.<' Product Place-ment # "57.< $*$'&:. 3"::.)*3(9*2. R" *+"$!& #?/"1( A*!;:( # 3*)"+0"3(', # 3"'"0":+0*$.'$'#.&' Product Placement, ")* +0"#"1,':($$*0"#()).< PR-3(:+()*<, *$+"!;6., 0(6-!*%)?& 3()(!? 3"::.)*3(9**. J(3, 3":+()*,Audi +0&1$'(#*!( :"1&!; Audi RSQ "1)"#0&-:&))" $ +0&6&)'(9*&2 A*!;:( «X, 0"5"'» #E&0!*)&, +"$!& %&4" +0&1$'(#*'&!* 0(6!*%)?/


!"#$%&'#$#%('#$) ! 04(35)2007 219

/%*. 2. *0/Q)0Q/2 PRODUCT PLACEMENT P+ 0+!2/$,6 9/QPP26!$Q0/% )20"9+/%% P/"#6"0+! /+*)+\% (1995–2005 99.)


KFH 0($$3(6?#(!* " «)"#": 3")9&+'&, +"!.-%*#B&: #?4"1)?2 ()'.0(@ 1!, $&0*2)"2 :"-1&!* 5.1.7&4"» [1, K. 30–33]. G0":& '"4", (#'"-+0"*6#"1*'&!* $"61(!* $(2', )( 3"'"0": :"@-)" +"6)(3":*';$, $ :"1&!,:* (#'":"5*!&2,0(6:&7&))?/ # A*!;:(/. K.7&$'#"#()*& +"-1"5)"4" $(2'( $#*1&'&!;$'#.&' " @&!()** (#'"-+0"*6#"1*'&!&2 +":)*'; " 0&(!*6"#())?/+0"&3'(/ # $A&0& Product Placement * +0*3(@1": +"$&7&)** $(2'( #?6?#('; . 60*'&!,($$"9*(9** «:"1&!; (#'":"5*!, – A*!;: – 4&-0"2». K(2' $"61() )( "$)"#& $(:"2 30.+)"25(6? 1())?/, +"$#,7&))"2 3*)&:('"40(A.:http://www.imcdb.org/movie.

C9<()+ /98%,) (:QO(6=,9<$3/))R!, )&3"'"0?/ +0"*6#"1*'&!&2 :"1)?/ '"-

#(0"#, '(3*/ 3(3 Cerutti *!* Armani, '&/)"!"-4*, Product Placement )& ,#!,&'$, )"#"2. H/"'!*%*'&!;)"2 "$"5&))"$';< :"@)" $%*'(';1&:")$'0(9*< A8B)-+0"1.3'"#, ( )& +",#!&-)*& $(:"4" 1*6(2)&0$3"4" 50&)1( )( 830()&,

%'" #$'0&%(&'$, # 0&13*/ $!.%(,/. G!($$*%&$-3*2 +0*:&0 — A*!;: «T:&0*3()$3*2 @*4"-!"», # 3(10& 3"'"0"4" +"3(6()" )(6#()*& 50&)-1( — Armani, $"61(#B&4" "50(6 4!(#)"4" 4&0",.H$+"!;6"#()*& '&/)"!"4*2 50&)1-placement+0"*6#"1*'&!,:* :"1)?/ '"#(0"# ,#!,!"$;$3"0&& *$3!<%&)*&:, )&@&!* +0(#*!":.

N(6:&7(, $#"* '"#(0? # A*!;:(/, 3":+(-)**-+0"*6#"1*'&!* +0&@1& #$&4" .$'()(#!*-#(!* $#,6; $ 9&!&#"2 (.1*'"0*&2, 3"'"0(, 5&6'0.1( 0($+"6)(#(!( +0"1.39*< !<5*:"4" 1*-6(2)&0(. PR-3(:+()** # 0(6!*%)?/ KFH,$"+0"#"@1(<7*& #?/"1 3*)"3(0'*)?, !*B-)*2 0(6 .5&@1(!* 9&!&#.< (.1*'"0*< # +0(-#*!;)"$'* 1"4(1"3, ( '(3@& $+"$"5$'#"#(!*$"61()*< ($$"9*(9*2 +0"1.39** $ N*%(01":Q*0":, J":": G0.6":, C*3"!($": G&21@&:,T)1@&!*)"2 R@"!* * '. 1., #?6?#(, '(3*: "5-0(6": . +"'0&5*'&!&2 "+0&1&!&))?& %.#$'#(.Product Placement +"6#"!,! +0"*6#"1*'&!,::"1)?/ '"#(0"# 0&(!*6"#?#('; # +&0#.< "%&-0&1; $'0('&4*< +"6*9*")*0"#()*,. E?!" 6(-A*3$*0"#()", %'" Product Placement *$+"!;6"-#(!$, +0"*6#"1*'&!,:* :"1)?/ '"#(0"# *:&)-)" $ 8'"2 9&!;<. G0":& '"4", 5?!( "':&%&)('&)1&)9*, 3 *$+"!;6"#()*< 50&)1-placement,( '(3@& #"60"$B*2 *)'&0&$ 3 Product Place-ment $" $'"0")? +0"*6#"1*'&!&2 :"1)?/ '"-#(0"#, 3"'"0?& 0();B& )& *$+"!;6"#(!* 1()-).< '&/)"!"4*< +0"1#*@&)*,. E"!&& '"4",:)"4*& *6 )*/ #3!<%*!* Product Placement #$#"2 +0":":*3$, )(1&!,, &4" $'0('&4*%&$3*-:* 9&!,:*.

M#&!*%&)*& *$+"!;6"#()*, 0($$:('0*#(&-:"2 '&/)"!"4** #&1.7*:* +0"*6#"1*'&!,:*)( 0?)3& :"1)?/ '"#(0"# +0"*$/"1*' )(%*-)(, $ 2000 4. (0*$. 3). K'"*' $3(6(';, %'" #?1&-!,&'$, '(3@& 0,1 50&)1"#, 3"'"0?& $*$'&:('*-%&$3* +0"1#*4(<'$, $ +":"7;< Product Place-ment — Brioni, Gucci, Versace, Louis Vuitton('(5!. 8).

C&"5/"1*:" "':&'*';, %'" 0(6:&7&)*&$#"&2 +0"1.39** +0"*6#"1*'&!,:* :"1)?/'"#(0"# )& '"!;3" +":"4(&' 0&B*'; 3"::.-)*3(9*"))?& 6(1(%* (%'" ,#!,&'$, +&0#"$'&-+&))?: +0* #?5"0& 1())"2 '&/)"!"4**), )"* $+"$"5$'#.&' .#&!*%&)*< "5D&:( +0"1(@.


220 !"#$%&'#$#%('#$) ! 04(35)2007

H9< J%#8%("+ :"&'1% Product Placement%8/919-"&+*

1997 «R"))* E0($3"» Cadillac Coupe de Ville'79

Cadillac Fleetwood'85

Cadillac Sedan DeVille'78

Cadillac Fleetwood Brougham

2001 «=1*))(19(';10.6&2 =.B&)(»

Lincoln Town Kar StretchedLimousine

Lincoln Town Kar

Rolls-Royce Corniche II

Rolls-Royce Silver Shadow II

Rolls-Royce Silver Spirit

2004 «R#&)(19('; 10.6&2=.B&)(»

Jaguar Mk. II

Jaguar XJ8

Jaguar XKR

2005 «Q"0"1 40&/"#» Cadillac Fleetwood

Cadillac Series 62

Cadillac Series 75

02.&%O2 7. /236"7"$%" ! +#$+6 5%&W6" $"*)+&W)%- 6+#"&"8+#$+9+ 2!0+P/+%3!+#%0"&'


K.7&$'#.&' $(2', )( 3"'"0": :"@)" 6(3(6(';!<5"2 *6 +")0(#*#B*/$, A8B)-+0"1.3'"#,#$'0&%(<7*/$, # A*!;:(/ (http://www.evi-sure.com/Search.asp.), )(+0*:&0, 1@*)$"#.<<53. Prada, 3"'"0.< )"$*!( N*6 M*6&0$+.) #A*!;:& «E!")1*)3( # 6(3")& 2», *!* +!(';&Versace, # 3"'"0": 5?!( O(!!* E&00* )( #&%&-0*)3& # 3(0'*)& «M:0*, )" )& $&2%($». J(3@&)( 8'": $(2'& +0&1$'(#!&)? '"#(0? 40.++?«U($? * <#&!*0)?& *61&!*,», #/"1,7&2 # 3(-'&4"0*< +0&1:&'"# 0"$3"B*.

R%.) " S8+&",()+ "#<+&"E> 9&!": '&)1&)9** +0*:&)&)*, Product

Placement 3":+()*,:*, #?+.$3(<7*:* '"-#(0? 0($$:('0*#(&:"2 40.++?, $""'#&'$'#.-<' '0&)1(: *$+"!;6"#()*, 1())"2 '&/)"!"-4** +0"*6#"1*'&!,:* :"1)?/ '"#(0"#. Q!(#-)?: "'!*%*&: :"@)" $%*'('; $"61()*&$*!;)?/ ($$"9*(9*2 $ *$+"!)*'&!,:* 4!(#-)?/ 0"!&2 # A*!;:(/ # $!.%(& 3(@1"4" 0(6:&-7&)*,. J(3, # 1995–2005 44. #$&4" 5?!" "':&-%&)" 19 0(6:&7&)*2, !*B; '0* *6 3"'"0?/ )&5?!* $#,6()? $ 4&0",:* 3*)"3(0'*) ('(5!. 9).

S<5"+?')", %'" ($$"9*(9** .$'()(#!*#(-<'$, $ "1)*:* *6 $(:?/ #?$"3""+!(%*#(&-:?/ 4"!!*#.1$3*/ 6#&61, '(3*:* 3(3 R@.!*,N"5&0'$, R@&))*A&0 S"+&6, N*6 M*6&0$+.) [3].K!&1.&' "50('*'; #)*:()*&, %'" 5)!;B(,


!"#$%&'#$#%('#$) ! 04(35)2007 221

H9< Product Placement:QO(6-,+(<98

1995 ! Armani ! Brioni

1996 YSL

1997 ! Armani ! Cerutti 1881! Brioni

1998 ! Armani ! DKNY

1999 ! Armani ! DKNY

2000 ! Armani ! GF! Brioni ! Gucci! Cerutti 1881 ! Louis Vuitton! Chanel ! Polo! Dior ! Prada! DKNY ! YSL! Escada ! Versace

2001 ! Calvin Klein ! Moschino! Gucci ! Prada

2002 ! Brioni ! La Perla! D&G ! Manolo Blahnik! Gucci ! Polo! Fendi ! Versace

2003 ! Jimmy Choo ! Prada! Polo ! Versace

2004 ! Jimmy Choo ! Prada! Louis Vuitton ! Versace! Polo

2005 ! Fendi ! LV! Gucci ! Prada! Hermes ! YSL

02.&%O2 8. PRODUCT PLACEMENT 54\$1./"$#+! (1995–2005 99.)

/%*. 3. PRODUCT PLACEMENT 54\$1./"$#+! (1995–2005 99.)


%($'; +"3!"))*3"# #?B&+&0&%*$!&))?/6#&61 — +0&1$'(#*'&!* :"!"1"4" +"3"!&)*,,%'" $#*1&'&!;$'#.&' " @&!()** +0"*6#"1*'&-!&2 .$'()"#*'; 1"!4"$0"%).< 3"::.)*3(-9*< $ +"10"$'3(:*.

!"(% " .=",/()+ (%="/3"> 9&!": Product Placement )& +"!;6.&'$,

+"+.!,0)"$';< . +0"*6#"1*'&!&2 #*) * $+*0'-)?/ )(+*'3"#, #/"1,7*/ # 3('&4"0*< +0&1:&-'"# 0"$3"B*, )" )&3"'"0?& 3":+()** +0*1(-<' 1())"2 '&/)"!"4** 5"!;B"& 6)(%&)*& *+"$'",))" && +0*:&),<': Bollinger, DomPerignon, MoYt & Chandon.

M/+&"J&/)"!"4** Product Placement 0&13" *$-

+"!;6.<'$, 3":+()*,:*, 0(5"'(<7*:* # '.-0*$'*%&$3"2 "'0($!* * #/"1,7*:* # 3('&4"-0*< +0&1:&'"# 0"$3"B*. ='&!*, 1&:")$'0*0.-&:?& # A*!;:(/, # 5"!;B*)$'#& $!.%(&# $!(5"*)'&40*0"#()? # $<@&' 3(0'*)?. =1)(3" $.-7&$'#.<' *$3!<%&)*,: "'&!; Waldorf-Astoria #A*!;:& «F*!!*")&0 +")&#"!&», BeresfordHotel # A*!;:& «Q"$+"@( Q"0)*%)(,», BellagioHotel & Casino # A*!;:(/ «=1*))(19('; 10.-6&2 =.B&)(», «R#&)(19('; 10.6&2 =.B&)(».

L0"*6#"1*'&!* '"#(0"# 3('&4"0** 0"$3"-B* *:&<' 0(6)?& 3"::.)*3(9*"))?& 9&!*:1!, (#'"+0"*6#"1*'&!&2 Product Placement —8'" $#"&4" 0"1( 1&:")$'0(9*"))?2 6(!, 1!,+0"*6#"1*'&!&2 (!3"4"!;)"2 +0"1.39** —#"6:"@)"$'; "5"2'* "40()*%&)*,, )(3!(1?-#(&:?& 6(3")"1('&!;$'#":, * '. 1. N(6!*%*&3"::.)*3(9*"))?/ 9&!&2 3":+()*2 "+0&1&-!,&' 3"!*%&$'#" Product Placement.

%HM=:A@CKE @A BC@AD=KG>C <=B@?MC;?G=@=T,AKRC@EH[]^AY Product Placement?

> /"1& *$$!&1"#()*, +"1'#&01*!"$; +0&1-+"!"@&)*& " '":, %'" %*$!" "'1&!;)?/ 50&)-1"#, +0"*6#"1*'&!* 3"'"0?/ +0*:&),<'Product Placement # ()(!*6*0.&:?/ A*!;-:(/, .#&!*%*#(&'$, ('(5!. 10).

G"!*%&$'#" !<3$"#?/ 50&)1"#, +0"1#*4(-&:?/ $ +":"7;< '&/)"!"4** Product Place-ment, #"60"$!" # +"!'"0( 0(6(, %'" +"6#"!,&'4"#"0*'; "5 8AA&3'*#)"$'* *$+"!;6"#()*,1())"2 '&/)"!"4**, ( '(3@& @&!()** 3":+(-)*2 )&2'0(!*6"#('; 1&2$'#*, 3")3.0&)'"#,3"'"0?& (3'*#)" && +0*:&),<' # $#"&2 3":-:.)*3(9*"))"2 $'0('&4**.


222 !"#$%&'#$#%('#$) ! 04(35)2007

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2000

Bulgari J": G0.6Tiffany & Co G&2' O(1$")Harry Winston G&2' O(1$")Baume & Mercier N*%(01 Q*0

2001Rolex*Tiffany & Co R@.!*, N"5&0'$

2002Omega L*0$ E0"$)()Harry Winston R@&))*A&0 S"+&6

2003

Mikimoto N*6 M*6&0$+.)H. Stern N*6 M*6&0$+.)Bulgari F8';< F(33")(/*Harry Winston G&2' O(1$")

2004Rolex C*3"!($ G&21@Bulgari*Tiffany & Co E0&1 L*''

2005Bulgari T:5&0 >(!&''(Cartier R@&))*A&0 S"+&6

02.&%O2 9. PRODUCT PLACEMENT: *%&W$," 2**+O%2O%% ./"$#+! F2*+!% (!"&%/$,- %3#"&%8 * %*P+&$%0"&'6% 9&2!$,- /+&"8 ! 5%&W62-(1997–2005 99.)

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1995–2000 44.

! Armani ! Ferrari! Atlantic Hotel ! Harry Winston! Aston Martin ! Hotel Europe! BMW ! Jaguar! Bentley ! Land Rover! Bollinger ! Lincoln! Brioni ! Mercedes-Benz! Cadillac ! Omega! Cartier ! Porsche! Cerutti 1881 ! Rolls Royce! Dom Perignon ! Tiffany & Co! DKNY ! Yves St. Lauren! Drake Hotel

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02.&%O2 10. PRODUCT PLACEMENT &()*+!,- ./"$#+! (1995–2005 99.)

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BMW 17

Lincoln 17

Mercedes-Benz 14

Jaguar 13

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! G":+()**, 0(5"'(<7*& # '.0*$'*%&$3"2"'0($!*, 0&13" *$+"!;6.<' Product Placement,* ") # 5"!;B*)$'#& $!.%(&# $!(5" *)'&40*0"-#() # $<@&' A*!;:(. =1)(3" $.7&$'#.<' *$3-!<%&)*,: "'&!* Waldorf-Astoria, Beresford Ho-tel, Bellagio Hotel.

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)"#?/ *1&2, 3"'"0?2 +0*#"1*' */ 3 3*)&:(-'"40(A. — .)*3(!;)"2 /.1"@&$'#&))"2 $0&1&$ $"5$'#&))?: $"1&0@()*&: (3")'&)'":), —,#!,<7*:$, &7& * :"7)?: 3"::.)*3(9*")-)?: 3()(!":, # 3"'"0": +",#!,&'$, «5.:» 0(6-:&7&)*, :(03&'*)4"#?/ $""57&)*2 #).'0*$.7&$'#.<7&4" 3")'&)'(. N(6#*'*& $"#0&:&)-)"4" A8B)-0?)3( (0?)3( :"1)?/ '"#(0"#) 6(-$'(#!,&' 3":+()** +"$'",))" $"#&0B&)$'#"-#('; $#"* :(03&'*)4"#?& +0"40(::? * *$3(';#$& 5"!&& 8AA&3'*#)?& $+"$"5? #6(*:"1&2-$'#*, $ +"'0&5*'&!&:, %'" +"6#"!,&' +0&1+"-!"@*'; $"/0()&)*& '&)1&)9** .#&!*%&)*,*$+"!;6"#()*, Product Placement A8B)-+0"-*6#"1*'&!,:* # .$!"#*,/ "57&4" 1&A*9*'(:(03&'*)4"#?/ *)$'0.:&)'"#, #"6)*3B&4" *6-6( $+&9*A*3* +0&1:&'"# 0"$3"B*.


!"#$%&'#$#%('#$) ! 04(35)2007 225

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1. T0!*1@ R. G*)"+0"5( // Top Gear. — 2004. — Z 3. — K. 30–33.2. Q(!*$*() F.-S., E.01" L. Q. [#"!<9*, +0(3'*3* Product Placement # Q"!!*#.1&: #"+!"7&)*& *1&* '"0-

4"#"2 :(03* # "50(6& «+0*#!&3('&!;)"4" 4&0",» // Product placement # $0&1$'#(/ :($$"#"2 *)A"0:(-9** / L"1 0&1. F.-S. Q(!*$*(). L&0.$ ()4!.— F.: [' K&''&0( L(5!*B*)4, 2004.

3. N&2'*)4 $(:?/ 1"0"4*/ 4"!!*#.1$3*/ 6#&61. — http://www.gossipnews.it/news/asc_shownews.php3?ID=1102429981.

4. A Chronological History of the James Bond Film Vehicles. BMW AG press release. — http://www.carenthu-siast.com/news0910/bond_3.htm.

5. Babin L. A., Carder S. T. (1996). Viewers Recognition of Brands Placed Within a Film. Journal of Advertis'ing, Vol. XV, Z2, pp. 140–151.

6. Blankschen M. P. (1994). The Image of the Mental Health Professional in Contemporary Hollywood Films,Ph.D., Ball State University.

7. D’Astouse A., Chartier F. (2000). A Study of Factors Affecting Consumer Evaluations and Memory ofProduct Placements in Movies. Journal of Current Issues and Research in Advertising, Vol. XXII, Z2,pp. 31–40.

8. DeLorme D. E., Reid L. N. (1999). Moviegoers Experience and Interpretations of Brands in Films Revisited.Journal of Advertising, Vol. XXVIII, Z2, pp. 71–95.

9. Doyle G. (2003). Understanding Media Economics. London, Sage Publication.10. Elias J., Malani S., Mikolinski M., Santos J. (2002). Product Placement in Mass Media Vehicles. Integrated

Marketing Communications.11. Escamilla G., Cradock A. L., Kawachi I. (2000). Women and Smoking in Hollywood Movies: A Content

Analysis. American Journal of Public Health, Vol. 90, Z3, pp. 412–414. 12. Frank S. D. (2002). Lab Coats in the Dream Factory: Science and Scientists in Hollywood, Ph.D., Universi-

ty of Southern California.13. Funnell L. (2005). The Bond Girl Phenomenon: Defining the Female Protagonists of the James Bond Films,

M.A., Brock University, Canada.


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15. Gupta P. B., Balasubramanian S. K., Klassen M. L. (2000). Viewers Evaluation of Product Placements inMovies: Public Policy Issues and Managerial Implications. Journal of Current Issues and Research in Adver'tising, Vol. XXII, Z2, pp. 41–52.

16. Gupta P. B., Gould S. G. (1997). Consumers Perceptions of the Ethics and Acceptability of Product Place-ments in Movies: Product Category and Individual Differences. Journal of Current Issues and Research inAdvertising, Vol. XIX, Z1, pp. 37–50.

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31. http://www.thereelrossgroup.com/faq.html32. http://www.evisure.com/Search.asp.)


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