Katrandjiev Ads Clasification

!"#$%$ "&$' (" )* !"+($,* #,$!-.
* / ("#
)*0/!,",$ -, -(,*(, "("!$0"
(" )* !"+"," . 12!3")# $,* +*4$$
!"#$% &'$!'()*"+,*
1. &*! $ +*,-4-!-3$5*# " )"+ " (" $0#!*4."(*,-'#$%./+$% "0#1+),'(+ + 2!%,+)+(% 3!+0 4%($+($ '('1"0 (' 2+3'$("$+ "0)'(". ,
5617'!". " 2%-$%3(% (' !+41'8"$+, 29:1"49,'(" , $.;. <%) !64%,%)#$,%$% (' ',$%!' (.4%14% ,"29#4' #$9)+($" %$ #2+="'1(%#$"$+ !"#$%&'(, )*!'&"!'$ & +",(',-&"!'$, .&'!'/&, 0#,',1&#! '! %"!'/+,"%!, 0#,',1&#! '! /,2&!*',-#3*%3"'&%$
4$5',/%& & 6%,+!'/#! *,(&/%&#! 2!+71+)';' " 2!%93";' (') 50 2+3'$(" "0)'(". ,
5617'!".. >' 2+!"%)' 2004 7. 2007 7. :.;' #6:!'(" " '('1"0"!'(" (') 1000 2+3'$(" !+41'8". ?)(%,!+8+((% # $%,' :.;' '('1"0"!'(" " (') 500 $+1+,"0"%((" " !')"%!+41'8".
367897:7 ;<6 97 =>?@A879<:? + )' "07!')" 41'#"@"4'=". (' !+41'8"$+ %$
71+)(' $%34' (' $,%!3+#4". #$"1 (' "0261(+("+ (execution style). A%!8"!'(+$% ('
$"2%1%7". (' $,%!3+#4"$+ #$"1%,+ "8' 0' 0')'3' )' ")+($"@"="!' " #6%$(+#+ 2%
%$)+1(" 7!92" " 2%)7!92" ('B-3+#$% 2!"1'7'("$+ (('B-$"2"3("$+) #$"1%,+ !+41'8(% $,%!3+#$,% 9 ('#.
C#2%!+)(% # "0261(+("+$% (' 71',('$' =+1 , ('#$%./'$' !'0!':%$4' #+ 2!',"
2'!'1+1 8+*)9 !+41'8+( '2+1 " $,%!3+#4" #$"1 (' "0261(+("+ (' !+41'8(". '2+1.
D'071+)'(' + ,!604'$' "!+41'8+( '2+1 #$"1 (' $,%!3+#4% "0261(+("+" " #' 2!+)#$',+(" %#(%,("$+ ,")%,+ !+41'8(" '2+1".
2. )* !"+($ "B*!$ $ #,$!-.* (" )* !"+(- ,.-)5*#,.<!+)" )' #+ 2!+)#$',.$ %#(%,("$+ ,")%,+ !+41'8(" '2+1" " $.;('$' +@+4$",(%#$
98+#$(% :" :"1% )' #+ "0.#(.$ !'01"3".$' 8+*)9 !+41'8(". '2+1 (ad appeal) "
$,%!3+#4". #$"1 (' "0261(+("+ (' !+41'8'$' (executional style).
E $'4', ><C67D9EF: 7=<6 #+ %$('#. )% %#(%,(". 2%);%), 4%B$% + "02%10,'(, 0'
)' #+ 2!",1+3+ ,("8'("+$% (' 2%$!+:"$+1"$+, "/"1" )' #+ 2%,1".+ (' %$(%F+("+$%
"8 468 !+41'8"!'('$' 8'!4'. D+41'8("$+ '2+1" #' 8(%7%%:!'0(", (% $+ 8%7'$ )'
:6)'$ #,+)+(" )% $!" %#(%,(" $"2' !'="%('1(", +8%="%('1(" " 4%8:"("!'(".
,8?>A<GCEF: G:E6 97 EH=I69<9E< (' !+41'8'$' 2!+)#$',1.,' #2+="@"3(". ('3"(, 2% 4%B$% %2!+)+1+( '2+1 #+ 2!+,!6/' , !+41'8(% 2%#1'("+. G$(%#(% ,!604'$'
!+41'8+( '2+1 #$"1 (' "0261(+("+ (' !+41'8'$' 8%*+ )' #+ 4'*+, 3+ '2+16$
%@%!8. %#(%,(%$% #6)6!*'("+ (' !+41'8(%$% 2%#1'("+, ' "0261(+("+$% 2!+)#$',1.,' ('3"(6$, 2% 4%B$% $%,' #6)6!*'("+ + 2!+)#$',+(%. D+41'8("$+ '2+1" " #$"1%*
!"#$% &'$!'()*"+, + )%4$%! 2% "4%(%8"4', 71',+( '#"#$+($ , 4'$+)!' "H'!4+$"(7 " #$!'$+7"3+#4"
21'("!'(+" 2!" C-II; $+1. 0885/531-937; e-mail: katrandjiev@unwe.acad.bg
344
!"#$% &'$!'()*"+,
,+$+ (' "0261(+("+ %:"4(%,+(% (+ 0',"#.$ +)(" %$ )!97", $.+. %2!+)+1+( '2+1 8%*+
)' #+ "0261(" 2% !'01"3(" ('3"(" " %2!+)+1+( ('3"( (' "0261(+("+ 8%*+ )' #+
2!"1%*" 0' 8(%*+#$,% !+41'8(" '2+1". J4% ,0+8+8 0' 2!"8+! +)"( 2%291.!+( !'="%('1+( '2+1, 4'46,$% + '2+16$ 0' ("#4'$' =+(', /+ 9#$'(%,"8, 3+ , $,%!3+#4"
21'( $%B 8%*+ )' :6)+ !+'1"0"!'( , !'01"3(" ,'!"'($" ((.4%14% #$"1' (' "0261(+("+): +)"( ,608%*+( (" 3+#$% 2!"1'7'() #$"1 + )' #+ 2!+)%#$'," 2!%)94$%,' "(@%!8'=".; )!97 ,'!"'($ + )' #+ 2!"1%*" #$"1 (' )"!+4$(% #!',(+("+ # 4%(49!+($("$+
=+("; $!+$" ,608%*+( $,%!3+#4" #$"1 (' "0261(+("+ + , !+41'8'$' )' #+ 2%4'*+
"!'0!+F','(+ (' 2!%:1+8"; " )!.
G$ )!97' #$!'(', +)"( #$"1 (' $,%!3+#4% "0261(+("+ (' !+41'8'$' 8%*+ )' :6)+
2!"1%*+( 0' !'01"3(" !+41'8(" '2+1". J4% #+ #2!+8 (' $,%!3+#4". #$"1 "#!',(+("+ # 4%(49!+($/"", /+ 9#$'(%,"8, 3+ , !+41'8('$' 2!'4$"4' $%B #+ "02%10,' 0' F"!%4 4!67 %$ !'="%('1(" (2%-"07%)(" =+(", 2%-)%:!% 4'3+#$,%, " )!.) " +8%="%('1("
(9,'*+("+, #$'$9#, 2!+#$"* " )!.) '2+1".
K #1+),'/"$+ !+)%,+ !+41'8("$+ '2+1" " #$"1%,+$+ (' "0261(+("+ (' !+41'8'$'
#' 2%)!%:(% 2!+)#$',+(".
3. -#(-.($ .$4-.* )* !"+($ "B*!$
3.1. )7;E?9769E 7=<6E
>' !'="%('1("$+ '2+1" , !+41'8'$' + ;'!'4$+!(% #6#!+)%$%3','(+ ,6!;9 +"!#%&7'&%$ & 83'#2&,'!*'& '394& (' 2%$!+:"$+1"$+. L+ (':1.7'$ (' ;'!'4$+!("$+ #,%B#$,' (' !+41'8"!'('$' 8'!4' "/"1" (' 2%10"$+ %$ 2!"$+*','(+$% B " 4%(#98"!'(+$%
B. G#(%,("$+ '!798+($" (' $%0" $"2 '2+1" #+ %:1.7'$ (' @'4$"$+, 2%0('("+$% " 1%7"4'$'.
J2+1"$+, %#(%,'(" (' !'="%('1(" '!798+($", #' "(@%!8'$",(" " !+41'8"#$"$+
2!":.7,'$ 468 $.;, 0' )' 9:+).$ 2%$!+:"$+1"$+, 3+ !+41'8"!'('$' 8'!4' 2!"$+*','
4%(4!+$(" 4'3+#$,', 4%"$% )%2!"('#.$ %2!+)+1+(' 2%10' (' 2%$!+:"$+1.. M+1$' ('
$+0" '2+1" + )' 9:+)" =+1+,'$' 7!92' )' 0'492" 8'!4'$', 0'/%$% $. + "('B-)%:!'$'
(' 2'0'!'" "1" 0'/%$% ")+B#$,' 2%-)%:!+".
H%$","$+, 4%"$% #$%.$ , %#(%,'$' !'="%('1("$+ !+41'8(" '2+1" " 4%"$% #' 2%291.!(" , !+41'8('$' 2!'4$"4', ,41N3,'$: 9N$, 9)%:#$,%, =+(', 0)!',%#1%,+(
+@+4$, #+$",(" 4'3+#$,' (4'$% )%2"!, ,49#, 8"!"#), )617%$!'B(%#$, (')+*)(%#$, "0)!6*1",%#$, +@"4'#(%#$, 2!%"0,%)"$+1(%#$, "4%(%8"3(%#$ " 2!%3"+. J4% $!.:,'
%:'3+ )' 2!+)#$',"8 +)(' 2%-%:%:/+(' 41'#"@"4'=". (' ('B-3+#$%-"02%10,'("$+
!'="%('1("$+ !+41'8(" '2+1" , :617'!#4'$' !+41'8(' 2!'4$"4', $. :" "071+*)'1'
2% #1+)(". ('3"(:
J2+1", "0,+*)'/" (' 2!+)+( 21'( 4%(4!+$(" :!"!#%$"&/%&#& (' !+41'8"!'('$' 8'!4';
J2+1", (':1.7'/" ,6!;9 4,1&'&"!'$%, '!4 #,'#3"$'%&%$;
J2+1", '4=+($"!'/" ,6!;9 ;*!(,+"&<%'!%! 2$'!;
J2+1", %!"+($"!'(" 468 &',=!2&&%$ ((%," 2!%)94$", (%," !'0(%,")(%#$",
(%," ;'!'4$+!"#$"4" " $.(.);
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
345
J2+1", 7!',"$"!'/" %4%1% +,+3*<"',/%%! (' !+41'8"!'('$' 8'!4';

J2+1", "0$64,'/" %"!4&2&&%$ " %2"$' (' @"!8'$' , %2!+)+1+(' %:1'#$.
D+41'8", 4%"$% '2+1"!'$ 468 +",43#%,=&%$ :!"!#%$"&/%&#&, #+ #$!+8.$ )' :6)'$
"041N3"$+1(% "(@%!8"!'/" " )' %#,+)%8.$ 2%$!+:"$+1. 0' ,'*(" 4'3+#$,' " #,%B#$,' (' 2!%)94$'. <% $%0" ('3"( #2+="'1"#$"$+ 2% !+41'8' #+ #$!+8.$ )' @%!8"!'$
:1'7%#41%((' ('71'#' 468 8'!4'$' " (' $'0"
%#(%,' )' 2!%,%4"!'$ +)(% !'="%('1(% !+F+("+ 0' 2%4924'. L%0" ,") !+41'8+( '2+1
+ 3+#$% #!+/'( 2!" ,"#%4% $+;(%1%7"3("
2!%)94$" (,*. @"7. 1). H%*+ #6/% $'4' 3+#$% )' #+ #!+/(+ " 2!" !+41'8'$' (' 9#197",
, 4%"$% #+ (':1.7' ,6!;9 ,"#%4%$% 4'3+#$,%
((')+*)(%#$ (' )%#$',4"$+, :6!0"(' (' %$29#4'(+ (' 4!+)"$ " )!.).
&%7'$% #+ "02%10,'$ !+$*&, '!/,7$'& #>1
#,'#3"$'%'& +"$&13?$/%=!, !+41'8"#$"$+
2!',.$ 2!.4% "1" 4%#,+(% #!',(+("+ # )!97"
8'!4" 4'$%, !'0:"!' #+, 2!+$+()"!'$ 0' 2!+,60;%)#$,% (') 4%(49!+($"$+. >' !+41'8('$'
%EJ. 1. D'="%('1+( '2+1, '4=+($"!'/
2!'4$"4' , 5617'!". + ;'!'4$+!(% 2!":.7,',6!;9 4%(4!+$(' 2!%)94$%,'
;'!'4$+!"#$"4' , #193'. ,6!;9 7%1+8". (+$% )% "()"!+4$(" #!',(+(". (@"7. 2), 2!"
4%"$% (+ #+ 2%#%3,' 4%(4!+$(' 4%(49!+($('
+4!'( (' 76!:' (' 4'8+!'$',
8'!4',
(') 4%.$% !+41'8"!'('$' 8'!4' )' #+
www.sony.bg.
2!+)#$'," 4'$% )%8"("!'/'1.
J2+16$ (' ;*!(,+"&<%'!%! 2$'! 2%#$',. =+('$' , %#(%,'$' (' !+41'8(%$% 2%#1'("+. D+41'8"!'(+ %$ $%0" ,") #+ #!',("$+1(% 3+#$% #+ 2!"1'7' %$ $6!7%,="$+ ('
)!+:(% 2!" %:.,.,'(+ (' !'02!%)'*:", #2+="'1(" %@+!$", "2%#$%.((% ("#4" =+(""
" $.(.. "M+(%,"$+" !+41'8" #+ "02%10,'$ %$ 2%-7%1+8"$+ !+41'8%)'$+1" 2!" #2') ,
2!%)'*:"$+. H(%7% ,+!"7" 0' :6!0% ;!'(+(+ #' ('2!',"1" =+('$' ,'*(' 3'#$ %$
8'!4+$"(7%,'$' #" #$!'$+7". 3!+0 2!%8%="%('1(" %@+!$" "1" ("#4" =+(" 4'$% =.1%.
J2+1" 3!+0 ,;<=<=!'$ '! ',=& +",43#%& &*& 3/*3(& ("1" (%,%,6,+)+(". 468 $.;)
#' $+0", 2!" 4%"$% , !+41'8'$' 2!+%:1')',' (.4'4,' (%,"(' "1" #6%:/+("+ 0' 2!%)94$, 9#197' "1" %!7'("0'=".. L%0" $"2 '2+1" 8%*+ )' ('8+!" 2!"1%*+("+ 2!"
!+41'8' (' (%," 2!%)94$" "1" 2!" "(@%!8"!'(+ (' 2%$!+:"$+1"$+ 0' 0('3"$+1("
"08+(+(". " 2%)%:!+(". (' ,+3+ #6/+#$,9,'/" 2!%)94$".. O%:6! 2!"8+! 0' $'46,
$"2 !+41'8' + ,6,+*)'/'$' !+41'8(' 4'82'(". (' $!+$". :617'!#4" GSM %2+!'$%!
K",'L+1 (4%7'$% (',1"0'F+ (' :617'!#4". 2'0'!).
1
>' )%261("$+1(" 2%)!%:(%#$" 2!+2%!63,'8+ #2'!,4' # &'$!'()*"+,, !., <%);%)" 0' 2%0"="%("!'(+
, 8'!4+$"(7%,'$' 2!'4$"4' , 5617'!". !+091$'$" %$ 4%($+($ '('1"0' (' !+41'8'$' , 2+3'$("$+ "0)'(". 9
('#, -'93(" $!9)%,+ (' C(",+#"$+$ 0' ('="%('1(% " #,+$%,(% #$%2'(#$,%, $. 1, 2007, #.189-225.
346
!"#$% &'$!'()*"+,
%EJ. 2. D'="%('1+( '2+1 '4=+($"!'/ ,6!;9 )%8"("!'(+$% (') 4%(49!+($"$+, www.dhl.bg.
J2+1"$+, 2%)3+!$','/" &-=$/%',/%%! '! +",43#%! &*& 3/*3(!%!,

2%#%3,'$ 4%14% #' 2%$!+:"$+1"$+, "02%10,'/" $'0" 8'!4', 4%14% #' "2!+8"('1"" 468 (+. #1+) "02%10,'(+$%
(' )!97" 8'!4", 4%14% #' #2+="'1"#$"$+, 2!+2%!63,'/" ., "1" 2!%#$% 2%#%3,'$ ,%)+/'$' 2%0"=". (' 4%82'(".$' (' 2'0'!' (@"7. 3). E)+.$', #$%./'
, %#(%,'$' (' 2%)%:(" '2+1", +, 3+
F"!%4'$' 92%$!+:' (' $'0" 8'!4' )%4'0,' (+B(%$% 4'3+#$,% " 2!"0('("+.
E ('4!'., 4'$% ;'!'4$+!(" !+41'8(" '2+1" 0' :617'!#4'$' #$%2'(#4'
2!'4$"4', 8%7'$ )' #+ 2%#%3'$ '2+1"$+, '4=+($"!'/" ,6!;9 4>*(,(,4&@'&%$ %"!4&2&& & ,+&% (' @"!8'$' ,
2!%"0,%)#$,%$% (' )')+( 2!%)94$.
J2+1"$+ %$ $%0" $"2 ('8"!'$ F"!%4
#2+4$6! (' 2!"1%*+("+ %$ :"!', !'4". " 4%1:'#" )% ',$%8%:"1" " $6!7%,". # 4%82N$!".
%EJ. 3. D'="%('1+( !+41'8+( '2+1, "0$64,'/
F"!%4'$' 2%291.!(%#$ (' 8'!4'$',
www.nescafe.bg.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
347
3.2. *D?;E?9769E 7=<6E

?8%="%('1("$+ '2+1" #' #,6!0'(" #6# #%="'1("$+ " 2#";%1%7"3+#4"$+ (9*)" ('
2%$!+:"$+1"$+. H(%7% %$ 2%$!+:"$+1#4"$+ 8%$"," , 2!%=+#' (' ,0+8'(+ (' !+F+("+
0' 2%4924' #' +8%="%('1(" " #1+)%,'$+1(% +8%=""$+ " ('#$!%+("+$% #2!.8% !+41'8'$' (' )')+(' 8'!4' 3+#$% #+ %4'0,'$ "0,6(!+)(% ,'*(" %$ (+B("$+ ;'!'4$+!"#$"4" " #,%B#$,'. L%,' ,'*" # %#%:+(' #"1' 2!" $!9)(% )"@+!+(="!9+8" 2!%)94$",
$.+. 2!%)94$", 4%"$% (+ #+ !'01"3','$ 0('3"$+1(% 2% @"0"3+#4"$+ #" ;'!'4$+!"#$"4".
D'01"3(" 3%,+F4" 39,#$,' 8%7'$ )' #$'('$ %#(%,' (' !+41'8(" '2+1", =+1./" )'
2%,1"..$ (' 2%$!+:"$+1"$+ (' +8%="%('1(% (",%. J2+1"$+ %$ $%0" ,") #' %#(%,'("
(' 2#";%1%7"3("$+ #6#$%.(". " 39,#$,' #,6!0'(" #6# /,;/%=$'!%! *&7',/%: :+0%2'#(%#$, #"79!(%#$, #$!';, 1N:%,, 2!",6!0'(%#$, !')%#$, (%#$'17"., #'($"8+($'1(%#$, ,61(+("+, ,60:9)', $67', 7%!)%#$, 9#2+;", #'8%%=+(4', #+:+!+'1"0'="., 9)%,%1#$,"+, '8:"="., 4%8@%!$ " )!.
J2+1" %$ +8%="%('1+( $"2 #6)6!*'$ " ,#"34" !+41'8", 4%"$% #+ %#(%,','$ ('
2#";%1%7"3+#4" #6#$%.(". " 39,#$,', "8'/" /,2&!*'! '!/,7$',/%: 2!"0('("+, #$'$9#, 9,'*+("+, %)%:!+("+, (+%)%:!+("+, %$;,6!1.(+, "0%1'="., 2!"(')1+*(%#$ 468
%2!+)+1+( 7!92' " $.(.
E02%10,'(+$% (' +8%="%('1(" !+41'8(" '2+1" + #,6!0'(% # 4%(=+2=".$' 0' $1,2&,'!*',%, +"&,;?!=!'$, #2%!+) 4%.$% "7+!%"$+" %$ !+41'8'$' 2%193','$ +8%="%('1(' "07%)' , #1+)#$,"+ 92%$!+:'$' (' !+41'8"!'('$' 8'!4'. D+41'8" #6)6!*'/"
;98%!"#$"3(", #+4#9'1(" " ,6%:/+ '2+1", 4%"$% #' 0':',(", ,60:9*)'/", ,+#+1"
"1" ,61(9,'/", 8%7'$ )' %4'*'$ +@+4$ ,6!;9 2%$!+:"$+1"$+ " )' 7" :1'7%!'02%1%*'$ #2!.8% !+41'8"!'('$' 8'!4'.
D'0!':%$,'(+$% (' +8%="%('1(" '2+1" , !+41'8'$' #+ 2!'," # (')+*)'$', 3+ 2%1%*"$+1("$+ 39,#$,', 4%"$% $+ 2%!'*)'$, /+ #+ 2!+;,6!1.$ #2!.8% 8'!4'$' " %!7'("0'=".$'-!+41'8%)'$+1. E0#1+),'(".$' ('"#$"(' 2%$,6!*)','$, 3+ )%:!%$% ('#$!%+("+, #60)')+(% %$ !+41'8'$', %4'0,' :1'7%2!".$+( +@+4$ ,6!;9 2%$!+:"$+1#4'$'
%=+(4' (' 8'!4'$'. <!%93,'(".$' 2%4'0,'$ %/+, 3+ +8%="%('1("$+ !+41'8" #' 2%)%:!+ 0'2%8(+(" , #!',(+("+ # (++8%="%('1("$+ 2%#1'(".1.
O!97 8+;'("068 0' !+41'8(% ,60)+B#$,"+ 3!+0 +8%="%('1(" 2%#1'(". + 2% 1"(". (' $.('!. %"!'/8,"1&"!?! "$#*!1! (transformational advertising). L. #+ %2!+)+1. 4'$% "$'4',', 4%.$% #,6!0,' 2!+*",.,'(+$% %$ #'8%$% "02%10,'(+ (' !+41'8"!'('$' 8'!4' # 2#";%1%7"3+#4" #6#$%.("., 4%"$% 2%$!+:"$+1.$ (+ :" '#%=""!'1 #
8'!4'$' 2!+)" )' + ,").1 !+41'8'$'"2. L!'(#@%!8"!'/'$' !+41'8' #60)',' 39,#$,',
K*. Belch, G., Belch, M., Advertising and Promotion: An Integrated Marketing Communication Perspective, 5th ed., McGraw-Hill, NY, 2001, pp.192; Shimp, T., Advertising, Promotion & Supplemental Aspects
of Integrated Marketing Communication, 6th ed., Thompson/South-Western, Mason, 2003, p. 277.
2
<%(.$"+$% %"!'/8,"1&"!?! "$#*!1! #+ ,6,+*)' 0' 26!," 26$ %$ &!"#$%@6! <9$% " C"1.8 C+1# #+
,6,+*)' 0' 26!," 26$ 2!+0 80-$+ 7%)"(" (' XX ,+4. I1+) $.; 8(%*+#$,% ',$%!" ,602!"+8'$ $%0"
$+!8"(, 4%+$% + " 2!"3"(' )' :6)+ #2%8+('$ , ('#$%./'$' 4("7'. >' 2%,+3+ 2%)!%:(%#$" ,*. Laskey,
348
!"#$% &'$!'()*"+,
%:!'0" " ('71'#", 4%"$% 8%7'$ )' #+ '4$","0"!'$, 4%7'$% 2%$!+:"$+1.$ 4%(#98"!'
!+41'8"!'('$' 8'!4'. <% $%0" ('3"( !+41'8'$' #2%#%:#$,' 0' $!'(#@%!8"!'(+ ('
2%$!+:"$+1#4". %2"$. I1+)%,'$+1(% $!'(#@%!8"!'/'$' !+41'8' 2!"$+*',' ),+ ;'!'4$+!(" %#%:+(%#$":
1. L. 2!'," ,602!".$"+$% 0' 92%$!+:'$' (' !+41'8"!'(". 2!%)94$ 2%-#6!)+3(%,
2%-:%7'$%, 2%-,61(9,'/% " 2%-2!".$(% , #!',(+("+ # 92%$!+:'$' (' 2!%)94$ #
'('1%7"3(" @"0"3+#4" #,%B#$,'.
2. L. "07!'*)' $%14%,' #"1(" '#%="'="" 8+*)9 !+41'8(%$% 2%#1'("+ " 8'!4'$', 3+ 2%$!+:"$+1"$+ 2!%#$% (+ 8%7'$ )' #" #2%8(.$ 0' 8'!4'$' :+0 )' #+ #+$.$
" 0' 39,#$,'$', 4%"$% + 2%!%)"1' !+41'8'$' 9 $.;.
L!'(#@%!8"!'/'$' !+41'8' 8%*+ )' %$1"3" 2!%)94$' "1" 9#197'$', 4'$% ('2!'," 92%$!+:'$' (' 2!%)94$' 2%-2!".$('. L"2"3+( 2!"8+! + !+41'8'$' (' 4!+(,"!F"$+ "P+4"", 3"B$% )"'1%7 "G%%%, <+2" .... O'B +)(% 4"1%!" #$'(' ,62!%# (' %:#6*)'(+ 8+*)9 2%$!+:"$+1"$+ " %#(%,' 0' 4%89("4'=". "%$ 9#$' (' 9#$'" (word-ofmouth). >' +)(' F"!%4' 3'#$ %$ =+1+,". 2'0'! (' 4!+(,"!F" , 5617'!". (%(+0", 4%"$% 2%8(.$ ,!+8+('$', , 4%"$% #+ !'0,",' )+B#$,"+$% , 26!,'$' 3'#$ (' !+41'8'$')
$'0" !+41'8' + #"1(% $!'(#@%!8'="%(('. L. + +@+4$",(' ('B-,+3+ 0'!')" +8%="%('1('$' #" %:'7!+(%#$, )61*'/' #+ (' (%#$'17". 2% ,!+8+('$', 4%7'$% 2%$!+:"$+1.$
+ :"1 2%-81'), 4!+(,"!F"$+ 2%-"#$"(#4", *",%$6$ 2%-1+#+( " $.(. I2%8+('$'$'
!+41'8' + ('71+)+( 2!"8+! 0' 8%/$' (' +8%="%('1("$+ !+41'8(" '2+1", 4%7'$% #'
98+1% "02%10,'(" " 4%7'$% ")%4%#,'$ )9F'$'" (' 2%$!+:"$+1.. -+!.)4% +@+4$",(%#$$' (' +8%="%('1("$+ '2+1" 2!+,60;%*)' +@+4$",(%#$$' (' !'="%('1("$+. &'4
"('3+ :";8+ 8%71" )' #" %:.#("8 %$(%#"$+1(% 2%-#1':'$' 9:+)"$+1(%#$ (' !+41'8'$' (' )!97' 8'!4' :617'!#4" 4!+(,"!F", "0)"7('1' !'="%('1(". '2+1 "&!+(,"!F"$+ %$ 8+#%", "8'B4" 2!+),") 4'3+#$,%$% (' 2!%)94$'?
3.2.1. !"#$%&'%()% *+,-%
98%!"#$"3("$+ !+41'8" #' +)(" %$ ('B-2%291.!("$+ " ('B-0'2%8(./"$+ #+. H(%7% 4%82'("" 4'$% <+2#", &%4'-4%1', H"14', Qo1 (@"7. 4) " :617'!#4" $'4",'
5L&, P+4" " )!97" "02%10,'$ 9#2+F(% ;98%!"#$"3("$+ 2%#1'(".. D+41'8"#$"$+
2!":.7,'$ )% ;98%!"#$"3("$+ !+41'8(" 2%#1'(". 2%!')" #1+)("$+ 2!"3"("1:
;98%!6$ 9,+1"3',' !+41'8('$' +@+4$",(%#$ 3!+0 #60)','(+ (' )%:!% ('#$!%+("+;
9,+1"3',' #"82'$""$+ 468 #'8'$' !+41'8', 4'4$% " 468 !+41'8"!'('$' 8'!4';
;98%!6$ #2%8'7' 0' 2!+%)%1.,'(+ (' +,+($9'1(" 4!"$"4" %$ #$!'(' (' 2%$!+:"$+1"$+.
H., Crask, ., A Positioning-Based Decision Model For Selecting Advertising Messages, Journal of
Advertising Research, August/September 1990, pp. 32-38
1
K*. Craig, C., Sernthal, B., Humor in Advertising, Journal of Marketing, October 1973, pp. 12-18.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
349
G$ )!97' #$!'(' 4!"$"="$+ (' !+41'8(". ;98%! 2!%$",%2%#$',.$ #1+)("$+ ,60!'*+(".1:

#8+F("$+ !+41'8" ,6,1"3'$ ;%!'$' , ;98%!"#$"3(" #"$9'="", (% 7" %$)'1+3','$ %$ $6!7%,#4'$' 8'!4' " (+B("$+ 4'3+#$,';
#2%1931",".$ ;98%! + $!9)+( 0' 2!+)#$',.(+ " 2%!')" $%,' 3+#$% %#$',' (+!'0:!'( %$ 3'#$ %$ 2%$!+:"$+1"$+;
;98%!"#$"3("$+ '2+1" #+ "0(%#,'$ 2%-:6!0% %$ )!97"$+ !+41'8(" '2+1", 0'/%$% #1+) 4'$% ,+)(6* #' !'0:!'1" !+41'8('$' F+7', 2%$!+:"$+1"$+ 0'2%3,'$
)' #+ )!'0(.$ 2!" 2%,$%!(% ,"*)'(+/39,'(+ (' !+41'8'$'.
%EJ. 4. 98%!"#$"3+( '2+1 2!" !+41'8'$'

(' 2!+2'!'$ 0' %:+08"!"#,'(+ (' 4!'4',
www.scholl-footcare.com.
G3+,")(% #' ('1"=+ %#(%,'$+1("

2!"3"(" 4'4$% "0'" ;98%!' , !+41'8'$', $'4' " "2!%$"," (+7%.
H(%*+#$,% 2!%93,'(".2, 2%#,+$+(" (' ,62!%#', )%41'),'$, 3+ +@+4$",(%#$$' (' ;98%!"#$"3("$+ '2+1" 0',"#" %$ 8(%7%:!%B(" @'4$%!", , $%,' 3"#1% ,")' (' !+41'8"!'(". 2!%)94$ " ;'!'4$+!("$+ %#%:+(%#$" (' =+1+,'$' '9)"$%!"..
&'$% =.1% !+41'8(".$ ;98%! + 2%')+4,'$+( 2!" ("#4% '(7'*"!'/"
2!%)94$" (4"#+1% 81.4%, F%4%1')", )+#+!$", 06!(+(" 0'49#4", )6,4" " $.(.), %$4%14%$% 2!" 2!%)94$",
4%"$% #+ 4929,'$ # ,"#%4' #$+2+(
(' 2%$!+:"$+1#4' '(7'*"!'(%#$
(',$%8%:"1", :"*9$', *"1"/' "
)!.). O%2"$,'(+1 #!+) $,%!3+#4"$+
)"!+4$%!" " )"!+4$%!"$+ 2% 8'!4+$"(7%,"$+ "0#1+),'(". (' ('B7%1+8"$+ 150 !+41'8(" '7+(=""
2!+)%#$',. "($+!+#(" "0,%)" %$(%#(% 92%$!+:'$' (' ;98%! , !+41'8"$+. G#(%,("$+ 0'41N3+(". %$
$%,' )%2"$,'(+, 4'4$% " "0,%)"$+
%$ )!97" #;%)(" 2!%93,'("., #'
2!+)#$',+(" , $':1. 1.
K*. Belch, G., Belch, M., Advertising and Promotion: An Integrated Marketing Communication Perspective, 5th ed., McGraw-Hill, NY, 2001, pp.192; Shimp, T., Advertising, Promotion & Supplemental Aspects
of Integrated Marketing Communication, 6th ed., Thompson/South-Western, Mason, 2003, pp.301-303.
2
Ford, J., Comments, International Journal of Advertising, 25 (3), 2006, pp. 409-416; Spotts, H., Weinberger,
M. Parsons, A., Assessing the Use and Impact of Humor on Advertising Effectiveness: A Contingency Approach, Journal of Advertising, Volume XXVI, 3, Fall 1997, pp. 19-32.
350
!"#$% &'$!'()*"+,
,7K6E;7 1
<!+)"8#$,' " (+)%#$'$6=" (' 92%$!+:'$' (' ;98%! , !+41'8("$+ 2%#1'(".
(*4-#,",2&$
B)*4$+#,."
98%!6$ +"&=*&7! ='&1!'&$%, " #2%8'7' &'$% =.1% ;98%!6$ 1,9$ 4! '!="$4& '!
-!+,1'<'$%, (' 8'!4%,%$% "8+ " !'0:"0' :6!0%$% %#,+)%8.,'(+ (awareness) %$!'(+$% (' !+41'8'$'
(%#(% !+41'8"!'('$' 8'!4'
98%!6$ 1,9$ 4! 3=$*&7& ='&1!'&$%,
98%!6$ 1,9$ 4! '!="$4& '! "!-;&"!'$#>1 &1$%, " !'0:"!'(+$% (' 2%-2!%#$".
%, '! +,-/*,9$' "$#*!1$' %$#/%
!+41'8+( $+4#$
98%!6$ 1,9$ 4! /+,1,('$ -! 3;$94! &'$% =.1% :31,">% '$ 3=$*&7!=! 3;$4&=!'$ '! +,%"$;&%$*&%$ 4! /1$'<% 1!"%$*',/%%! '! "$#*!1!%!
#!%!, 4%.$% 2%$!+:.,'$ , 8%8+($'
98%!6$ '$ 3=$*&7!=! 4,=$"&$%, #>1 &- 98%!6$ />-4!=! 4,;", '!/%",$'&$
%,7'&#! (' 4%89("4'=".$'
H+)""$+, 4%"$% #' '!5-+,4:,4<?& -! :3 K+#$("="$+ " )"!+4$('$' 2%/' #' 2%1,"&/%&7'& "$#*!1&, /! "!4&,%, & %$*$8'14% 2%);%)./"
=&-&<%!
C2%$!+:'$' (' !+41'8(". ;98%! + ('B2%);%)./' 2!" "$#*!1&"!'$%, '! ;&-'$/ -+ $%14%,' 2%);%)./ 2!" 4%!2%!'$",('$'
3/*3(& & /%,#& -! #"!%#,%"!5'! 3+,%"$!+41'8' " 2!" !+41'8' (' "()9#$!"'1("
;! (;!'(", #%4%,+, :+0'14%;%1(" ('2"$4",
2!%)94$" (8'F"(", #6%!6*+(". " )!.)
'14%;%1, ="7'!" " $.(.)
-'B-2%);%)./' '9)"$%!". (' ;98%!"# <%-,60!'#$("$+ " 2%-#1':% %:!'0%,'("$+
0!"$+1" #' #!',("$+1(% 2%-(+2%);%)./'
$"3("$+ !+41'8" #' +,-1*!4&%$ & +,'9)"$%!".
4,;"$ ,;"!-,=!'&%$
3.2.2. .*+-*/%',-)% *+,-%

<!+0 2%#1+)("$+ 7%)"(" 0'21'F"$+1("$+ '2+1" #+ 2!"1'7'$ 3+#$% , !+41'8('$'
2!'4$"4' 9 ('#. &'$% =.1% $+ 8%7'$ )' #+ #!+/('$ , 2%3$" ,#"34" '#2+4$" (' *",%$'
!+41'8", 2%1"$"3+#4" !+3", $+1+,"0"%((" )+:'$", 1+4="" " $.(. K 5617'!". 2%#1'(". %$ $%0" !%) #+ #!+/'$ %$(%#"$+1(% 2%-3+#$% , 2%1"$"3+#4"$+ 4'82'("" " !+3"
" 2%-!.)4% , !+41'8"$+ (' 2!%)94$". E ,62!+4" $%,' #" #$!9,' )' #+ 2%0(','$ ,608%*(%#$"$+ 0' 2!"1%*+("+ (' 0'21'F"$+1("$+ !+41'8(" '2+1" ('B-8'14% 0'!')"
2%-261(%$% "02%10,'(+ (' $+;(". 2%$+(="'1.
>'21'F"$+1("$+ '2+1" #' +/&:,-!#%&='& +,/*!'&<, 4%"$% 2!+)"0,"4,'$ #$!'; 9
0!"$+1. "1" 3"$'$+1.. H(%7% 3+#$% $+ #+ "02%10,'$ , :%!:'$' #!+/9 (+7'$",(" #%="'1(" .,1+(". 4'$% 92%$!+:' (' ="7'!" " '14%;%1. K $'0" #@+!' $+ #' %#%:+(%
+@+4$",(". K!+)+( (',"4, 4'46,$% + $N$N(%29F+(+$%, #+ '#%=""!' # %2'#(" 2%#1+)"=" 4'$% 0':%1.,'(". (' :+1"$+ )!%:%,+. L+0" '#%="'="" #+ "02%10,'$ # =+1 9:+*1
K*. Madden, T., Weinbeger, M., Humor in Advertising: A Practionier View, Journal of Advertising Research, August/September 1984, pp. 23-26; Belch, G., Belch, M., Advertising and Promotion: An Integrated
Marketing Communication Perspective, 5th ed., McGraw-Hill, NY, 2001, pp.191-193.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
351
)','(+ ;%!'$' )' #1+),'$ )!97 ('3"( (' *",%$. L!')"="%((% $'0" =+1 #+ 2%#$"7'
("1" 2%(+ #+ 2!'," %2"$) 3!+0 )+8%(#$!"!'(+ (' 4'!$"(" " #=+(" #,6!0'(" # ,608%*("$+ 2!%:1+8", 4%"$% 8%7'$ )' ,60("4('$ ,#1+)#$,"+ (' $N$N(%29F+(+$%. L%,' + %:"3'B(".$ #=+('!"B (' !+41'8" %$ $%0" !%). I1+) 4'$% + )+8%(#$!"!'(' ,!604'$' 8+*)9 92%$!+:'$' (' ="7'!" " 0)!',%#1%,("$+ 2!%:1+8", !+41'8("$+ 4%89("4'="" %$ $%0" $"2 2!%)61*','$ # 2!+2%!64" %$(%#(% 2!%8.(' (' 2%,+)+("+$%, 4%+$% , 4!'B(' #8+$4' + 0)!',%#1%,(%. >' #%="'1(" !+41'8", #,6!0'(" # :%!:'$' #!+/9
$N$N(%29F+(+$%, 92%$!+:'$' (' ('!4%$"=", F%@"!'(+$% , (+$!+0,% #6#$%.("+ "
)!97" 2%)%:(", + ;'!'4$+!(%, 3+ 2%4'0,'$ #"1(% ,60)+B#$,'/" 0'21'F"$+1(" #=+(",
4%"$% #' 9:+)"$+1(" " 0'2%8(./" #+. E '4% 2!" #%="'1('$' !+41'8' 0'21'F"$+1("$+ '2+1" #' (+/% (%!8'1(%, $% 2!" :"0(+# !+41'8'$' $+ 2!+)"0,"4,'$ #2%!%,+. &!"$"4"$+ , #193'. ,"0"!'$ ('!9F+('$' !+41'8(' +$"4', !'0!9F','(+ (' )%,+!"+$% 468
!+41'8(". :"0(+# 4'$% =.1%, 4'4$% " 7+(+!"!'(+$% (' (+(9*+( #$!'; " $!+,%*(%#$
#!+) '9)"$%!".$'.
K !'0,"$"$+ 0'2')(" %:/+#$,' 0'21'F"$+1("$+ '2+1" #+ "02%10,'$ #!',("$+1(%
3+#$%, 4'$% %#(%,('$' 2!"3"(' 0' $'0" (' 2!6, 2%71+) #$!'((' 2%291.!(%#$ #+ 4!"+
, 2%$+(="'1' (' "#$!';%,'$'" !+41'8' )' 2!+)"0,"4,' "($+!+#, 4'4$% " ,6, ,"#%4'$'
B #$+2+( (' 9:+)"$+1(%#$. K#6/(%#$ %2"$6$ 2%4'0,', 3+ ;%!'$' 0'2%8(.$ 2%-)%:!+
0'21'F"$+1("$+ !+41'8", %$4%14%$% ,+#+1"$+ "1" +8%="%('1(% (+%:'7!+("$+ 2%#1'(".. L%0" @'4$ + %#%:+(% ,'*+( , 4%($+4#$' (' "(@%!8'="%(('$' 1',"(', , 4%.$%
*",++8 $+1+,"0"" (+@"!(" " 4':+1("), 9!+)" 0' )"#$'(="%((% 92!',1+("+, E($+!(+$, ,")+%, DVD " $.(. K +)(' $'4',' #!+)' !+41'8'$' $!.:,' )' 2!",1"3' ,("8'("+$% #"1(%, a 0'21'F"$+1("$+ '2+1" 8%7'$ )' )%2!"(+#'$ 0' $%,' , 0('3"$+1('
#$+2+(.
G$ )!97' #$!'(' %:'3+, "02%10,'(+$% (' 0'21'F"$+1(" '2+1" $!.:,' )' #+ #6%:!'0" # +$"3("$+ '#2+4$" (' !+41'8'$'. -' 2!'4$"4' 8(+("+$% (' 2%$!+:"$+1"$+, 3+
+)(' !+41'8' + (++$"3(' "1" (+8%!'1(' 8%*+ )' )%,+)+ )% !+)"=' (+*+1'(" 2%#1+)#$,"., ,'!"!'/" %$ :+0!'01"3"+ 468 !+41'8"!'(". 2!%)94$ "1" 8'!4', )% 8(%7%
2%-#+!"%0(" 2%#1+)#$,". 4'$% :%B4%$ "1" "#4'(". 0' 0'4%(%,' 0':!'('. G#,+( $%,'
"0#1+),'(".$' , $'0" ('#%4' 2%4'0,'$, 3+ #2%!(" %$ 8%!'1(' 71+)(' $%34' 2%#1'(".
#+ %$!'0.,'$ (+7'$",(% 4'4$% ,6!;9 2%$!+:"$+1#4%$% %$(%F+("+ 468 !+41'8"!'('$'
8'!4', $'4' " ,6!;9 ('8+!+("+$% 0' 2%4924'.
E0#1+),'(".$' , %:1'#$$' (' 0'21'F"$+1('$' !+41'8' 2%4'0,'$, 3+ 0' )' :6)+
+@+4$",(', $. $!.:,' )' #6%$,+$#$,' (' (.4%14% 9#1%,".1.
)>"=,, 2%$!+:"$+1"$+, ,6!;9 4%"$% #+ =+1" )' #+ ,60)+B#$,', $!.:,' )' "02"$,'$ %2!+)+1+(% (",% (' #$!';. J4% ('2!"8+! #+ "02%10,' 2%)%:+( '2+1 2!"
!+41'8' (' :'(4' (4%.$% (':1.7' (' #"79!(%#$$'), $%B :" 2%#$"7('1 8(%7%, '4%
=+1+,'$' '9)"$%!". '2!"%!" #+ %2'#.,' %$ :'(4%," @'1"$".
Ray, M., Wilkie, W., Fear: The Potential of an Appeal Neglected by Marketing, Journal of Marketing, Volume 34, January 1970, pp.54-62.
!"#$% &'$!'()*"+,
352
3&!4" %0 121+'
381-!'14$#&' $%
(1+4%9$#'# :#&4%$!1
*!&#+ #
!"# $% &'(%)
51674'%$'$% +(!"%
,%-.(/%0 121+'
%EJ. 5. K!604' 8+*)9 #$+2+($' (' 0'21';' , !+41'8(%$% 2%#1'("+

" (+7%,'$' 9:+)"$+1(%#$.
A%,",, 0' )' + +@+4$",+( +)"( 0'21'F"$+1+( '2+1, $%B (+ $!.:,' )' 2!%,%4"!' 2!+4'1+(% #"1+( #$!';. -.4%" "0#1+),'(". , $'0" ('#%4' 2%4'0,'$, 3+ 2!%,%4"!'(+$% (' $,6!)+ 8(%7% #$!'; 4'!' ;%!'$' )' %$:.7,'$ !+41'8'$'. I2%!+)
)!97" "0#1+),'(". #"1("$+ 0'21'F"$+1(" '2+1" #' 2%-+@+4$",(" %$ #1':"$+.
<!+)" )' !+F'$ )' "02%10,'$ #$!'$+7"., %#(%,'(' (' '2+1"$+ (' #$!';', !+41'8"#$"$+ $!.:,' )' %:8"#1.$ 4'4 )+B#$,' #$!';6$, 4'4,' #$+2+( (' 0'21';'
)' "02%10,'$ " 4'4 !'01"3("$+ 29:1"4" !+'7"!'$ (' 0'21'F"$+1("$+ '2+1".
I2%!+) +)(' $+%!". ,!604'$' 8+*)9 #$+2+($' (' #$!';' , 2%#1'("+$% " %)%:!+("+$% "1" 9:+*)+("+$% (' !+41'8'$' "8' ,")' (' !+091$'($('$' 4!",', 2%4'0'(' (' @"7. 5. L%,' %0('3',', 3+ %)%:!+("+$% (' 2%#1'("+$% #+ 9,+1"3','
)% %2!+)+1+( 8%8+($. G$,6) $%0" 8%8+($ %)%:!+("+$% ('8'1.,'.
&!",%1"(+B('$' ,!604' 8+*)9 !',("/+$% (' 0'21';' " 9:+)"$+1(%#$$' ('
!+41'8'$' 8%*+ )' #+ %:.#(" # ('1"3"+$% (' 9#"1,'/" " 0')6!*'/" +@+4$".
-"#4%$% (",% (' #$!';' 8%*+ )' "8' 9#"1,'/ +@+4$ ,6!;9 ,602!"+8'(+$% "
9:+)"$+1(%#$$' (' !+41'8'$'. L% 2!",1"3' ,("8'("+ " "($+!+# 468 2%#1'("+$% " 8%*+ )' 8%$","!' 2%193'$+1. )' )+B#$,', 0' )' !'0#++ %2'#(%#$$'. L'4',
9,+1"3','(+$% (' (",%$% (' #$!';' , 2%#1'("+$% %$ ("#4% 468 #!+)(% 8%*+
)' "8' 0' !+091$'$ 2%,"F+(' 9:+)"$+1(%#$. K"#%4"$+ (",' (' #$!'; %:'3+ 8%7'$ )' 2%!%).$ 0')6!*'/ +@+4$. <!" $,6!)+ ,"#%4" !',("/' (' 0'21';'$'
2%$!+:"$+1.$ 8%*+ )' :1%4"!' 2%#1'("+$% 3!+0 "01"0'(+ %$ )')+(' !')"%3+#$%$', #8.(' (' $+1+,"0"%((". 4'('1, ,602!"+8'B4" 7% "0:"!'$+1(% "1" %$!"-
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
353
3'B4" %$4!"$% (+7%,"$+ '!798+($". -' @"7. 6.5 + 2%4'0'(% 4'4 $+0" ),' 2!%$",%2%1%*(" +@+4$' )+B#$,'$, 0' )' 2!+)#$',.$ 4!",%1"(+B('$' ,!604' 8+*)9 (",%$% (' 0'21';' " 9:+)"$+1(%#$$' (' !+41'8'$'.
G:.#(+("+$% (' !'01"3("$+ "0,%)" 2% %$(%F+("+ (' 0'21'F"$+1("$+ '2+1"
#1+),' )' #+ $6!#" , %:+4$' (' !+41'8'$'. &%7'$% =+1$' (' !+41'8'$' + )'
2!%8+(" %2!+)+1+( $"2 2%,+)+("+, #,6!0'(% #6# 0)!',("$+ (',"=" (06:(' ;"7"+(', 2!+)2'0,'(+ %$ I<E-) "1" # :+0%2'#(%#$ (2!" F%@"!'(+), $%7',', 4%14%$% 2%-0'21'F"$+1(% + 2%#1'("+$%, $%14%,' 2%-,"#%4' + #$+2+($' (' (+7%,'$' 9:+)"$+1(%#$. -+ $'4' +)(%0('3(% #$%.$ (+/'$' 2!" :"0(+# !+41'8'$', 0'$%,' (' $%0" ,62!%# /+ #+ #2!+8 2%)!%:(% 2%-)%19.
B"$%,, +)(' !+41'8', 4%.$% #6)6!*' 0'21'F"$+1+( '2+1, 0')61*"$+1(% $!.:,' )' 2!+)1'7' '1$+!('$",' (' 2%$!+:"$+1.. J4% +)"( 2%$!+:"$+1 '2!"%!" +
('21'F+( %$ :'(4%," @'1"$" " +)(' !+41'8' '2+1"!' 468 $%0" (+7%, #$!';, $%
$. 0')61*"$+1(% $!.:,' )' 89 2%#%3" 26$. 0' !+)9="!'(+ (' #$!';' ('2!"8+! 3!+0 "0:%! (' "2!',"1('$' :'(4'".
C$%=>"%,, +)(' #$!'F(' !+41'8' (+ $!.:,' )' %:#+:,' 2%$!+:"$+1. "0=.1%,
("$% )' 7% %:6!4,'. <!" 2!+)%0"!'(+ (' 0'21';'$' 2%$!+:"$+1.$ %$;,6!1. "0=.1% !+41'8'$' " 2% ,608%*(%#$ #+ #$!+8" )' (+ " %:!6/' ,("8'("+ "1" )'
#+ #'8%9:+*)',', 3+ 2%4'0'(%$% , !+41'8'$' (+ 7% 4'#'+ "1" + "049#$,+(%
2!+9,+1"3+(%.
)$%,, 4%14%$% " )' + 0'21'F"$+1(' +)(' !+41'8', $. (+ $!.:,' )' %#$',. 2%$!+:"$+1. 1"=+ , 1"=+ #6# #$!';%,+$+ 89 ((+7%," #%:#$,+(" "1" 2!%,%4"!'("
%$ #'8'$' !+41'8'). >' )' 2%#$"7(+ =+1$' #", +)(' 0'21'F"$+1(' !+41'8'
$!.:,' )' #6)6!*' " 4%82%(+($", 4%"$% ('8'1.,'$ #$!';' 9 2%$!+:"$+1"$+.
<%#1+)(%$% 9#1%,"+ ,'*" ('B-,+3+ 0' :"0(+# !+41'8'$'. <!" #%="'1(" !+41'8" #6# 0'21'F"$+1(" +1+8+($" (4'4,"$% #' 2%,+3+$% !+41'8" #!+/9 F%@"!'(+$% , (+$!+0,% #6#$%.("+) 3+#$% #+ 2%4'0,'$ *+#$%4" 4'!$"(", 4%"$% =+1.$
8'4#"8'1(% 9,+1"3+("+ (' #$!';'.
E @$/%, !+41'8"#$"$+ 0')61*"$+1(% $!.:,' )' #+ #6%:!'0.,'$ "02%10,'(+$% (' 0'21'F"$+1(" 8%$"," # %#%:+(%#$"$+ (' =+1+,'$' '9)"$%!".. L+0" %#%:+(%#$" #' #,6!0'(" # 39,#$,"$+1(%#$$' (' ;%!'$' 468 0'21'F"$+1(" ,60)+B#$,"., $.;('$' #'8%%=+(4'1, 4'4$% " 2#";"3+#4%$% #6#$%.("+, , 4%+$% #+
('8"!'$. G$ $'0" 71+)(' $%34' :617'!"$+ (+ #' ('B-2%);%)./'$' =+1+,' '9)"$%!". (' 0'21'F"$+1("$+ !+41'8" (%#%:+(% $+0" (' #!+)(' ,60!'#$ " (') (+.).
K "0,+#$(' #$+2+( 8(%7% %$ :617'!"$+ #' $!',8"!'(" %$ %#%:+(%#$"$+ (' 2!+;%)' (:9;'14", :'(4%," @'1"$", 0)!',(' !+@%!8' " 2!%3"+). I %71+) (' #"$9-
<!%93,'(".$' , %:1'#$$' (' 0'21'F"$+1("$+ !+41'8(" '2+1" )%41'),'$, 3+ !+41'8", #6)6!*'/"

8(%7% ,"#%4" !',("/' (' 0'21';', #' %$(%#"$+1(% 2%-2%);%)./" 0' 2%$!+:"$+1", 4%"$% "8'$ ,"#%4'
#'8%%=+(4' "/"1" #' $"2 1"3(%#$", 3"+$% (",% (' $!+,%*(%#$ (+ + ,"#%4%. K*. Goldstein, M., Relationship Between Coping and Avoiding Behavior and Response to Fear-Arousal Propaganda, Journal of
Abnormal and Social Psychology, Vol. 58, March 1959, pp. 247-252; Berkowitz, L., Cottingham, D., The
Interest Value and Relevance of Fear Arousing Communications, Journal of Abnormal and Social Psychol1
ogy, Volume 60, January 1960, pp, 34-43; Ray, M., Wilkie, W., Fear: The Potential of an Appeal Neglected by Marketing, Journal of Marketing, Volume 34, January 1970, pp.54-62.
354
!"#$% &'$!'()*"+,
'=".$' "02%10,'(+$% (' #"1(" 0'21'F"$+1(" '2+1" +),' 1" + ('B-9)'3(".$

2%);%). G$ )!97' #$!'(' %:'3+, +)"( ('21'F+( 2%$!+:"$+1 3+#$% )+B#$,' #2%!+) 2%7%,%!4'$' "#$!'; 1%0+ 2'0"". <%!')" $'0" 2!"3"(' 0'21'F"$+1("$+
'2+1" (+ :",' )' #+ 2!+(+:!+7,'$ ('261(%. <%-#4%!% ,62!%#6$, 4%B$% #$%", +
(+ )'1" )' #+ 2!"1'7'$, ' )%4%14% #"1+( $!.:,' )' + #$!';6$, 4%B$% ,(9F','$.
D+F+("+$% (' $%0" ,62!%# 0',"#" %$ #2+="@"4'$' (' ,#.4' %$)+1(' #"$9'=". ,
0',"#"8%#$ %$ $%,' 4'4,% #+ !+41'8"!', (' 4%7% " 4%7'. -'B-(')+*)+( %$7%,%!
(' ,62!%#' )'1" )' #+ "02%10,'$ 0'21'F"$+1(" '2+1" " 4%14% #"1(" )' :6)'$
$+ 8%7'$ )' )')'$ #2+="'1(" 8'!4+$"(7%," 2!%93,'("., 4%"$% %$3"$'$ 4'4$%
#2+="@"4'$' (' 2!%)94$', $'4' " %#%:+(%#$"$+ (' =+1+,"$+ 2%$!+:"$+1".
3.2.3. 0,1&!*-)% % /#1%$*2% *+,-%
L!')"="%((% #6%:!'*+("+, %7!'("3','/% $,%!3+#4". !'08'; (' !+41'8'$', + #,6!0'(% # %2'#+(".$' (' 2%,+3+$% !+41'8%)'$+1" )' (+ :" !+41'8'$' "8 )' #$'(+ 2!+4'1+(% )!604' " %:")('. -.4%" !+41'8%)'$+1" %:'3+ (+ #'8% (+ #+ 2!"$+#(.,'$ )'1" !+41'8"$+ "8 %:"*)'$ (.4%7%, (% )%!" =+1+('#%3+(% #+ #$!+8.$ 468 #60)','(+
(' "4%(@1"4$("" !+41'8". L%0" $,%!3+#4" 2%);%) + "0,+#$+( 4'$% F%4"!'/' !+41'8' (shock advertising) " (+7%,%$% 2!+)('0('3+("+ + )' 2!"4%,+ ,("8'("+$% ,6!;9
8'!4'$' 3!+0 +8%="%('1(% !'0$6!#,'(+ (' 2%$!+:"$+1"$+.
<!%"0,%)"$+1"$+ (' )!+;" &+1,"( &1'B( " 5+(+$%( #' "0,+#$(" , =.1 #,.$ # F%4"!'/"$+ #" !+41'8", 4%"$% 2% 2!',"1% ,%).$ )% 7!'()"%0(" #4'()'1". >' $.; !+41'8".$ F%4 " 4%(@1"4$6$ ,6!,.$ !64' 0' !64'. <!+0 1995 7. &1'B( %$",' $%14%,'
)'1+3 , $%,' %$(%F+("+, 3+ #60)',' +)"( %$ ('B-7%1+8"$+ @9!%!" , "#$%!".$' ('
!+41'8'$' 3!+0 4'82'(".$' #" "kiddy porn", , 4%.$% 93'#$,'$ 15 7%)"F(" 8%)+1" ,
2!%,%4'$",(" 2%0". D+41'8"$+ 2!+)"0,"4' 29:1"3(" 2!%$+#$", %71',+(" %$ J8+!"4'(#4'$' #+8+B(' '#%="'="., 4%"$% )%,+*)'$ )% !'0#1+),'(+ (' &+1,"( &1'B( 0'
('!9F',' (' 0'4%("$+, #,6!0'(" # "0163,'(+$% (' !+41'8" # )+$#4% 2%!(%7!'@#4%
#6)6!*'("+. >' 2%,+3+$% ;%!' #62%#$',.(+$% (' )+='$' " #+4#' + "041N3"$+1(% (+8%!'1+( " 2%0%!+( '4$. D'0)!'0(+("+$% #+ )61*" (+ #'8% (' 1"2#'$' (' ,49#, (% "
%$ ('71". #$!+8+* 468 29:1"3(%#$ 0' #8+$4' (' (!',#$,+("$+ 9#$%". E ,62!+4" 3+
4'82'(".$' + :"1' #2!.(' 8'14% #1+) #$'!$' #", $. ,#+ %/+ + #8.$'(' 0' 9#2+F(' %$
71+)(' $%34' (' 2!%)'*:"$+, ' &+1,"( &1'B( 2!%)61*',' )' "02%10,' +1+8+($6$ ('
F%4"!'(+ , 8(%7% %$ !+41'8"$+ #".
E$'1"'(#4".$ 2!%"0,%)"$+1 (' )!+;" 5+(+$%( #6/% + "0,+#$+( , =.1 #,.$ #
)!604". #" " F%4"!'/ !+41'8+( #$"1. I2%!+) $,%!3+#4".$ )"!+4$%! G1","+!%
L%#4'(" 2!%,%4'$",("$+ %:!'0" #' #6$,%!+(" 0' 2!",1"3'(+ (' 29:1"3(%$% ,("8'("+ 468 #%="'1(" 2!%:1+8" " 0' 2%0"="%("!'(+ (' 5+(+$%( 4'$% #%="'1(% '(7'*"!'(' @"!8'. &!"$"4"$+ 468 5+(+$%( #' #,6!0'(" # "02%10,'(+ (' 3%,+F4"$+ #$!')'(". , $6!#+(+ (' 2%291.!(%#$1.
1
G$7%,%!6$ (' @"!8'$' #!+/9 $+0" ('2')4" +: "O', ("+ ('"#$"(' "#4';8+ )' F%4"!'8+ ;%!'$' # ('F"$+ !+41'8", (% $+0", 4%"$% 9#2.;8+ )' F%4"!'8+, *",++;' , 0':19)' " $+ #+ (9*)'+;' %$ $%0" F%4,
0' )' ,").$ 4'4,% ,#6/(%#$ #+ #193,' 2% #,+$'."
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
355
3.2.4. 3#"4%)%$*)% *+,-%

K 8(%7% #193'" !+F+("+$%, 4%+$% !+41'8"#$"$+ $!.:,' )' ,0+8'$, (+ 4'#'+ "0:%!'
8+*)9 +8%="%('1+( "1" !'="%('1+( '2+1. <%-#4%!% $.;('$' 0')'3' + )' %2!+)+1.$
4'4 )' #63+$'.$ ),'$' '2+1'. <!"3"('$' 0' 4%8:"("!'(%$% "02%10,'(+ (' !+41'8("$+ '2+1" #+ #6#$%" , %#%:+(%#$"$+ (' 2%$!+:"$+1#4%$% 2%,+)+("+, 4%+$% + 8%$","!'(% 4'4$% %$ +8%="%('1(", $'4' " %$ !'="%('1(" 8%$",".
K62!%#6$ 0' "0:%!' (' !+41'8(" '2+1" ,61(9,' #2+="'1"#$"$+ 2% !+41'8' " !+41'8(" "0#1+),'(". )% $'4',' #$+2+(, 3+ $+ !'0!':%$,'$ 8%)+1" 0' "0:%! (' !+41'8+(
'2+1. E($+!+# , $'0" ('#%4' 2!+)#$',1.,' $+;("4'$' (' "<D?;E?9769?:? ?K8I>H879<", !'0!':%$+(' %$ !+41'8('$' '7+(=". H'4&+(-?!"4#%( C6!1)9'B) " 2!%@+#%!' 2% !+41'8' H'B461 D+B. K62!%#(".$ 8%)+1 2!+)%#$',. ,608%*(%#$ )' #+ #!',("
+8%="%('1(%$% #6#$%.("+ (' 2%$!+:"$+1"$+ 2% %$(%F+("+ (' !+41'8"!'('$' 8'!4'
(('2!"8+! ,"(% # 8'!4' ) # ")+'1(%$% +8%="%('1(% #6#$%.("+, 4%+$% $+ #,6!0,'$ #
2!%)94$%,'$' 4'$+7%!". (,"(%).
G#(%,('$' ")+. (' $+;("4'$' (' +8%="%('1(%$% %:,6!0,'(+ +, 3+ 2%$!+:"$+1"$+
!'0,",'$ $!" (",' (' ,0'"8%%$(%F+(". # 8'!4"$+:
<6!,%$% " ('B-+1+8+($'!(% ,0'"8%%$(%F+("+ 2%4'0,' 4'4 2%$!+:"$+1"$+
1&/*<% 0' 8'!4"$+, %$ 71+)(' $%34' (' 2%10'$' %$ 2!%)94$'. -' $%0" +$'2 2%$!+:"$+1"$+ "093','$ 8'!4"$+ %$ !'="%('1(' 71+)(' $%34' "(@%!8"!'$ #+,
#!',(.,'$ 7" " $.(. -' $%,' !',("/+ (' ,0'"8%%$(%F+(". 8+*)9 2%$!+:"$+1 "
8'!4' 1%.1(%#$$' + !.)4% #!+/'(% .,1+("+. <% #4%!% + ;'!'4$+!(% %:!'$(%$%
3+#$' #8.(' (' 8'!4"$+ %$ #$!'(' (' 2%$!+:"$+1"$+.
-' ,$%!%$% (",% %$ ,0'"8%%$(%F+("+$% 2%$!+:"$+1-8'!4' 2%$!+:"$+1.$ 2!")',' &'4&=&43!*',/% (' 8'!4'$'. ?)(' 8'!4' ('2!"8+! 8%*+ )' #+ #3"$' 0'
#'8%9,+!+(', '7!+#",(' " ','($N!"#$"3(', 4'$% 4%($!'29(4$ (' %$#$623",' "
21';'. <%$!+:"$+1#4'$' 2!+=+(4' 0' 8'!4'$' ,+3+ (');,6!1. %$1"3"$+1("$+
3+!$" (' 2!%)94$' " 2%10'$' %$ (+7%. K 2%,+3+$% #193'" 2%$!+:"$+1"$+ 2!+=+(.,'$ "()",")9'1(%#$$' (' 8'!4'$' (' %#(%,'$' (' %=+(4" (' .,("$+ "
#4!"$"$+ 2%#1'("., 4%)"!'(" , !+41'8'$'.
L!+$%$% (",% 2!+)#$',. ('B-#"1('$' ,!604' 8+*)9 2%$!+:"$+1 " 8'!4'. L% #+
%$1"3',' #6# #"1(' +8%="%('1(' 2!",6!0'(%#$ 468 8'!4'$', $.+. 2%$!+:"$+1"$+ !'0,",'$ $1,2&,'!*', ,;=>"-=!'$ # %2!+)+1+(" 8'!4", 4%+$% #+ %$!'0.,'
, 2%1%*"$+1(' 2#";%1%7"3+#4' ('71'#' 468 $.;. M+1$' (' #2+="'1"#$"$+ 2%
8'!4+$"(7 + "8+((% )' #+ !'0,"+ +)(% #"1(% +8%="%('1(% %:,6!0,'(+ (' 2%$!+:"$+1. # 8'!4'$'.
<!"8+! 0' !+41'8(' 4'82'("., ('#%3+(' 468 "07!'*)'(+ (' +8%="%('1(" ,!604"
8+*)9 2%$!+:"$+1 " 8'!4', + 4'82'(".$' "5+0=+((%" (' H'#$6!&'!) E($6!(+F6(61. &%7'$% '7+(=".$' H'4&+( ?!"4#%( C6!1)9'B) #+ 0'+8' # !+41'8'$', H'#$6!&'!) + ,602!"+8'(' %$ 2%$!+:"$+1"$+ 4'$% %:"4(%,+(' 4!+)"$(' 4'!$', "4%.$% #+
)6!*" , 2%!$@+B1'". <!+)"0,"4'$+1#$,%$% 2!+) '7+(=".$' + :"1% )' #+ #60)')+
+8%="%('1(% %:,6!0,'(+ # 2%$!+:"$+1"$+ :+0 $%,' )' 0'1"3" @9(4="%('1(". '2+1
(' 8'!4'$'. >' =+1$' + !'0!':%$+(' #'($"8+($'1(' 4'82'("., 2%4'0,'/' !+41'8", ,
4%"$% #+ #98"!'$ !'0;%)"$+ 0' +)(% "0*",.,'(+, (% #+ %:.,.,', 3+ $% + ":+0=+((%".
356
!"#$% &'$!'()*"+,
K#.4' !+41'8' 0',6!F,' # +)(% " #6/% 2%#1'("+ "E8' (+/', 4%"$% (+ 8%*+F )'
492"F # 2'!". >' ,#"34% %#$'('1% "8' MasterCard".
3.2.5. 5$!6% 7%8#7, $,1-*")% *+,-%
3.2.5.1. D!+,1'<?& "$#*!1'& !+$*&
-+ ,#.4' !+41'8' 8%*+ )' 2%2')(+ , 4'$+7%!""$+ (' !'="%('1("$+ "1" +8%="%('1("$+ '2+1". K 2!'4$"4'$' 8%7'$ )' #+ #!+/('$ !+41'8", 4%"$% $!9)(% :";' 8%71" )'
#+ 2!"3"#1.$ 468 (.4%. %$ 7%!+%2"#'("$+ 4'$+7%!"". E8+((% 468 $'0" !'0(%,")(%#$ #2')'$ $.('!. '!+,1'<?& "$#*!1&, 4%"$% "8'$ 0' =+1 )' 9,+1"3','$ "/"1" 2%))6!*'$ %#,+)%8+(%#$$' (' 2%$!+:"$+1"$+ %$(%#(% 8'!4'$'. G:!'0(% 4'0'(%, 3!+0
('2%8(./'$' !+41'8' 2!%"0,%)"$+1"$+ #+ #$!+8.$ )' ")6!*'$ 8'!4'$' 2!+) 1"=+$%
(' 2%$!+:"$+1.". Q"!%4% "0,+#$("$+ 8'!4" 3+#$% 2!%:.7,'$ )% ('2%8(./" !+41'8". R%1.8' 3'#$ %$ !+41'8"$+ (' @"!8" 4'$% -+#$1+, <+2#", &%4'-&%1' " )!. #'
"8+((% %$ $%0" $"2. -'2%8(./'$' !+41'8' + ;'!'4$+!(' " 0' #$%4" " 9#197", 3"+$%
2%$!+:1+("+ + #+0%((%. L"2"3(" 2!"8+!" #' !+41'8"$+ (' #1')4'!#4" "0)+1". %4%1% 2!'0("=" 4'$% &%1+)' " K+1"4)+(, !+41'8"$+ (' 0'#$!';%,4" "R!'*)'(#4' %$7%,%!(%#$" , 4!'. (' 7%)"('$', !+41'8"$+ (' #+0%((" $9!"#$"3+#4" )+#$"('="" " $.(.
3.2.5.2. E$#*!1'& %&5->"&
S+#$' 2!'4$"4' 2!" ,(+)!.,'(+$% (' (%, 2!%)94$ (' 2'0'!' + )' #+ !'0!':%$.$ $.
('!. "$#*!1'& %&5->"&. -'0,'("+$% (' $%0" $"2 !+41'8' 2!%"01"0' %$ '(71"B#4'$'
)98' "tease", 4%+$% %0('3',' )!'0(.. K #193'. # !+41'8("$+ $"B06!" #+ "8' 2!+),")
)!'0(+(+ (' 2%$!+:"$+1#4%$% 1N:%2"$#$,%. L'0" @%!8' (' !+41'8' 2!%,%4"!' 2%$!+:"$+1#4". "($+!+#, 1N:%2"$#$,% " )%!" ,61(+("+. S!+0 (+. #+ 2!%,%4"!' "($+!+#
468 8'!4'$' " $. 1%7"3(% ,%)" )% ,"#%4" (",' (' 0'2%8(.(+ 4'4$% (' !+41'8'$',
$'4' " (' !+41'8"!'('$' 8'!4'.
-' @"7. 6/' + 2!+)#$',+( !+41'8(".$ $"B06! (' +) & Q%91)6!#. &'82'(".$'
#$'!$"!' # $"B06!, 4%B$% %:.,.,', 3+ "#2"#'("+ ">' *+('$'" %$4!" $'B('$' (' 4!'#",'$' 4%#'". -' !+41'8'$' + 2%4'0'(' 4!'#",' 81')' *+(', 4%.$% )6!*" ,62!%#"$+1+(
0('4 , !64'$' #". G$ $'4' 2%)(+#+('$' !+41'8' (+ #$',' .#(% 4'46, 2!%)94$ #+ !+41'8"!', ("$% 4%. @"!8' 7% !+41'8"!'. I1+) (.4%14% #+)8"=" 2%#1+),' 29:1"49,'(+ (' ,$%!% 2%#1'("+, 4%+$% , !+41'8("$+ #!+)" + "0,+#$(% 4'$% "%$7%,%! (' $"B06!'". K6, ,$%!%$% 2%#1'("+ "1" , $.('!. %$7%,%! (' !+41'8(". $"B06! )'8'$' ,+3+
)6!*" , !64'$' #" F'82%'(' 2!%$", 26!;%$ (' +)&Q%91)6!#, ' , 7%!(". 1., 6761
(' !+41'8(%$% 4'!+ + %$2+3'$'(% " 1%7%$% (' @"!8'$' (@"7. 6/:).
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
%EJ. 6/7 D+41'8+( $"B06!
357
%EJ. 6/K G$7%,%! (' $"B06!'

www.headandshoulders.com
D+41'8("$+ $"B06!" 2!+)%#$',.$ ,608%*(%#$ 0' 2!",1"3'(+ ,("8'("+$% (' ;%!'$', , $%,' 3"#1% " (' 1")+!"$+ (' 8(+("+, 4%"$%, $'4' )' #+ 4'*+, "%2!+)+1.$ 8%)'$'". &%7'$% :6)'$ "(@%!8"!'(" 0' )')+(' 8'!4', ;%!'$', 4%"$% "0261(.,'$ !%1.$'
(' 1")+!" (' 8(+("+, :6!0% !'02!%#$!'(.,'$ (%,"('$' 0' (+., 4%+$% (' 2!'4$"4'
2!+)#$',1.,' !+41'8"!'(+ "%$ 9#$' (' 9#$'". K 4!'B(' #8+$4' #+ #$"7' )% 9#4%!+(%
2%291.!"0"!'(+ (' 8'!4'$' #!+) =+1+,"$+ 2%$!+:"$+1".
-+%:;%)"8% + %:'3+ )' #+ 2%)3+!$'+, 3+ $"B06!-4'82'(""$+ (+ $!.:,' )' 2!%)61*','$ $,6!)+ )617%. K 2!%$",+( #193'B 2%$!+:"$+1"$+ 79:.$ "($+!+#, 2%#1'("+$% #+ 0':!',. " 4'82'(".$' 79:" +@+4$",(%#$$' #".
4. ,.-)5*# $ #,$!-.* (" $0B2!(*($* . )* !"+","
4.1. B><LM?L9E EHG6<L879EF 8I>M@ C67GENEC7;EF:7
97 :8?>A<GCE:< G:E6?8< 8 ><C67D7:7
<% ,62!%#' 0' 41'#"@"4'=".$' (' $,%!3+#4"$+ #$"1%,+ , !+41'8'$' + 29:1"49,'(
0('3"$+1+( :!%B ('93(" 8'$+!"'1", (% ,62!+4" $%,' $%0" ,62!%# #" %#$',' )"#49#"%(+(. K #2+="'1"0!'('$' 1"$+!'$9!' 8%7'$ )' #+ ('8+!.$ !'0(%%:!'0(" 2%);%)"
0' $"2%1%7"0"!'(+ (' $,%!3+#4"$+ #$"1%,+, 4%"$% #' 21%) (' ('93("$+ $6!#+(". ('
"0#1+)%,'$+1" %$ =.1 #,.$. G#(%,('$' 2!"3"(' 0' 8(%7%%:!'0"+$% (' 4'1"#"@"4'-
!"#$% &'$!'()*"+,
358
="%(("$+ #"#$+8" #+ )61*" ('B-,+3+ (' 8+*)9491$9!("$+ !'01"3"., 4%"$% %#$',.$

#,%. %$2+3'$64 ,6!;9 !+41'8'$' ,6, ,#.4' +)(' #$!'('1.
K $':1. 2 #' %:%:/+(" ('B-"0,+#$("$+ 41'#"@"4'="" (' #$"1%,+$+ (' $,%!3+#4%
"0261(+("+ , !+41'8'$'.
,7K6E;7 2
&1'#"@"4'="" (' $,%!3+#4"$+ #$"1%,+ , !+41'8'$'
"8:?>E
1. P'#4+B2
-=EG79E< 97 C67GENEC7;EE:<
<% %$(%F+("+ (' $,%!3+#4'$' #$!'$+7". 2!" $+1+,"0"%(("$+ !+41'8", $%B
%2!+)+1. ),+ @%!8":
"(@%!8'="%((' %$('#./' #+ )% .#(% @%!891"!'(" "(@%!8"'="%(("
2%#1'(".;
$!'(#@%!8'="%((' "02%10,' ,"0"., %:!'0";
2. &!T%:+!- D'0)+1. !+41'8"$+ (':
D"B13
@9(4="%('1(" (0' 4'4,% #19*" 2!%)94$');
+8%="%('1(" (#60)','$ '$8%#@+!', ('#$!%+("+).
3. D+#("4 " >' )' !'07!'("3'$ "(@%!8'="%(("$+ %$ (+"(@%!8'="%(("$+ !+41'8", $+ %2!+)+1.$ 14 2%4'0'$+1., %#"79!.,'/" !'098+( "0:%! %$ #$!'(' (' 2%$!+:"$+1.:
I$6!(4
=+(' " #$%B(%#$, 4'3+#$,%, "0261(+("+, #6)6!*'("+, ('1"3(%#$ (' 2!%)94$',
,49#, ;!'("$+1(' #$%B(%#$, %2'4%,4' " @%!8', 7'!'(=". " %:+02+3+("+, :+0%2'#(%#$, (+0',"#"8% 2!%93,'(+ " 2!%93,'(+ %$ 4%82'(".$', (%," ")+".
K60 %#(%,' (' "0#1+),'(+ (' !+41'8'$' , U2%(". ',$%!6$ 2!+)1'7' #1+)(%$%
4. HN1+!5 !'0)+1+("+:
"8+4'" 2!%)'*:' (soft sell) (':1.7' #+ ,6!;9 #60)','(+$% (' %2!+)+1+(%
('#$!%+("+ "1" '$8%#@+!';
2!%)94$%,% 2%#1'("+ (product merit) @%49#6$ + ,6!;9 2!%)94$' " (+7%,"$+ ;'!'4$+!"#$"4";
"$,6!)'" 2!%)'*:' (hard sell) !'07!'("3+("+ (' 2!%)94$' %$ 4%(49!+($("$+ 2!%)94$".
5. C+1#1
K !+091$'$ (' "0#1+),'(+ (' '8+!"4'(#4'$' !+41'8' ',$%!6$ 2!+)1'7' #1+)('$' 41'#"@"4'=". (' $,%!3+#4"$+ #$"1%,+:
)!'8' (drama) "()"!+4$(' @%!8' 0' 2!+)#$',.(+ (' 2!%)94$' 3!+0 @"18 "1"
2"+#', 2!" 4%.$% 2+!#%('*"$+ %:/9,'$ #'8% 2% 8+*)9 #" ((% (+ " #6# 0!"$+1.);
1+4=". (lecture) )"!+4$(% %:!6/'(+ 468 0!"$+1., 2!" 4%+$% #+ 2!"1'7'$
!'01"3(" $+;("4" 0' 9:+*)','(+.
1
E($+!+#(% "0#1+),'(+ 0' ,1".("+$% (' 491$9!'$' " 2%-$%3(% (' 8+*)9491$9!("$+ !'01"3". ,6!;9
$,%!3+#4"$+ #$"1%,+ , !+41'8' + 29:1"49,'(% , Marieke de Mooij, Global Marketing and Advertising:
Understanding Cultural Paradoxes, SAGE Publications, London, 1998.
2
K*. Laskey, H., Fox, J., Crask, M.., Investigating the Impact of Executional Style on Television Commercial Effectiveness, Journal of Advertising Research, November/December, 1994, pp.9-16.
3
M"$"!'(% %$ Marieke de Mooij, Global Marketing and Advertising: Understanding Cultural Paradoxes,
SAGE Publications, London, 1998.
4
K*. Stern, B., Resnik, A., Information Content in Television Advertising: A Replication and Extension,
Journal of Advertising Research, June/July, 1991, pp.36-46.
5
K*. Muleler, B., Standartisation vs. Specialization: An Examination of Westernization in Japan+se
Advertising, Journal of Advertising Research, January/February, 1992, pp.15-24.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
359
1+4=".-)!'8' (lecture drama) #8+#+( #$"1.

J,$%!"$+ %$#$%.,'$ $+0'$' 0' 3+$"!" %#(%,(" $"2' $,%!3+#4" #$"1%,+ , !+41'8'$!':
"(@%!8'=". 0' 2!%)94$' (product inf%rmation) (':1.7' #+ ,6!;9 2%10'$'
%$ 92%$!+:'$' (' 2!%)94$';
%:!'0 (' 2!%)94$' (product image) 2!%)94$6$ #+ 2!+)#$',. 3!+0 #"8,%1";
2+!#%('1"0'=". (personalization) !+41'8"!'(".$ 2!%)94$ #+ 2!+)#$',. %$
;%!', 4%"$% "7!'.$ !%1.$' (' 2!+0+($'$%!";
1'B@#$'B1 (lifestyle) # 2%8%/$' (' !'01"3(" #=+(" %$ +*+)(+,(". *",%$
#+ 2%4'0,' ,!604'$' 8+*)9 92%$!+:'$' (' 2!%)94$' " ;%!'$', 0' 4%"$% $%0"
2!%)94$ + 2!+)('0('3+(. D+41'8"$+ %$ $%0" ,") %:"4(%,+(% #' 0':',(" "
2%4'0,'$ %:"4(%,+(" ;%!'.
7. J2+1:'&1'#"@"4'=".$' (' ',$%!"$+ 0'#.7' "$%('" " "@%!8'$' (' !+41'8'$'.
98 " %1"- 1) <% %$(%F+("+ (' $%(' (tone):
:6!$6(3
;98%!"#$"3+( (humor);
'!798+($'$",+( )"!+4$(% %:!6/+("+ 468 0!"$+1. " !'04'0,'$+1+( "()"!+4$(% %:!6/+("+(argumentative narrative);
('#%3+( "1" (+ 468 4%(49!+($("$+ 2!%)94$" (competitive
noncompetitive);
"$,6!)'" 2!%)'*:' 9:+*)','(+ (' 0!"$+1., 3+ $!.:,' )' 2!"$+*',' $%0"
2!%)94$; "8+4'" 2!%)'*:' #60)','(+ (' '$8%#@+!' " ('#$!%+("+ (hard
sell soft sell);
)"!+4$+( 2%);%) "(@%!8'=".$' 0' 2!%)94$' #+ 2!+)',' ,+!:'1(%, " "()"!+4$+( 2%);%) "(@%!8'=".$' #+ 2!+)',' 3!+0 %:!'0" (direct indirect
approach);
1) <%) @%!8' (' !+41'8'$' ',$%!"$+ !'0:"!'$ ('3"(', 2% 4%B$% +)(' !+41'8'
+ #$!94$9!"!'(' " 2!+)#$',+(', ", %$ $'0" 71+)(' $%34', !'07!'("3','$ #1+)("$+ !'0(%,")(%#$":
3'#$ %$ *",%$'(slice of life);
4!'$4" "#$%!"" (#1934"), #,6!0'(" # 2!%)94$' story around the product);
2!+2%!64" %$ +4#2+!$", "0,+0)"" "1" %:"4(%,+(" ;%!' (testimonial);
)+8%(#$!'="" (demonstration);
'("8'=".(cartoon);
"2!%)94$6$ , )+B#$,"+" (product in action).
8. &6$16! " J('1"0"!'B4" ,"09'1(%$% 2!+)#$',.(+ (' !+41'8'$' ',$%!"$+ %$4!%.,'$
O*','1#1+)("$+ !'0(%,")(%#$":
)*"1
%2"#'("+ (description) ('3"(6$, 2% 4%B$% "071+*)' 2!%)94$6$;
#!',(+(". (comparative) #62%#$',4' # 4%(49!+($(" 2!%)94$";
'#%="'="" (association) '#%=""!'(+ (' 2!%)94$' # %2!+)+1+( ('3"( ('
*",%$;
6. P"B#,
&1'B( "
O*%1"2
K*. Wells, W.D., Lectures and Dramas, in P. Caferata and A. Tybout (Eds.), Cognitive and Affective Responses to Advertising, Lexington, MA: D.C. Heath, 1988.
2
K*. Leiss, W., Kline, S., Jhally, S., Social Communication in Advertising, London: Methuen, 1986.
3
K*., Appelbaum, U., Halliburton, C., How to Develope International Advertising Campaigns That Work:
The Example of the European Food and Beverage Sector, International Journal of Advertising, 1993, No11,
pp.223-241.
360
!"#$% &'$!'()*"+,
#"8,%1" (symbolic) "02%10,'(+ (' 8+$'@%!".

9. L+B16! " J,$%!"$+ 2!+)#$',.$ 41'#"@"4'=". (' !+41'8("$+ #$"1%,+ ,6, A!'(="., 2!"
4%.$% #' %:%#%:+(" #1+)("$+ !'0(%,")(%#$":
%B2
la Seduction "049F+("+, #6:1'0(.,'(+;
le Spectacle $+'$6!, )!'8', F%9;
lAmour !%8'(#, +!%$"4', 4%2(+*, *+1'("+;
lHumour ;98%!, "7!' (' )98", '#%="'="".
10. Q"823
<!+)#$',. " %$#$%.,' #$'(%,"/+$%, 3+ $,%!3+#4"$+ #$"1%,+ , !+41'8'$' 8%7'$ )' #+ 41'#"@"="!'$ #6%:!'0(% %:+4$', ,6!;9 4%B$% #+ @%49#"!' ,("8'("+$% , !+41'8'$', ' "8+((%:
1"3(%#$ (an individual);
"#$%!". (a story);
2!%)94$ (a product);
$+;("4' (' 2!+)#$',.(+ (a technique).
G2"#,' 7-$+ ('B-3+#$% #!+/'(" !+41'8(" #$"1%,+ , IJV:
11. H%!"'!$"4
#!',(+("+ "2!+)" " #1+)" 92%$!+:'$' (' 2!%)94$' (before and after)
#!',(+("+ # 4%(49!+($" (side by side comparison, competitive
comparison);
!+41'8(% %:.,1+("+ %$ 7%,%!"$+1/2!+0+($'$%! (announcer);
)"'1%7/"($+!,N/!'07%,%! (dialogue/interview/conversation);
3'#$ (#1934") %$ *",%$', #,6!0'(" # !+41'8"!'(". 2!%)94$ (slice-of-life);
2!+2%!64" %$ "0,+#$(" 1"3(%#$" "/"1" +4#2+!$" (spokesperson);
#4+3%,+ (vignette).
12. A!'(=+(5
G$4!%.,' 8 $"2' $+1+,"0"%((" " 2+3'$(" !+41'8" (' :'0' (' "0#1+),'(+ , 11
#$!'(":
!+41'8(% #6%:/+("+ (announcement);
2!+)#$',.(+ (' 2!%)94$' (display);
$!'(#@+! (' '#%="'="" (association transfer);
"9!%4" (lesson);
)!'8' (drama);
0':',1+("+ (pure entertainment);
,6%:!'*+("+ (imagination);
#2+="'1(" +@+4$" (special effects).
K*. Cutler, B., Javalgi, G., A Cross-Cultural Analysis of the Visual Components of Print Advertising: The
United States and the European Community, Journal of Advertising Research, 1992, January/February,
pp.71-80.
2
K*. Taylor, R., Hoy, M., The Presence of la seduction, le spectacle, lamour, and lhumour in French Commercials, in S. Madden (Ed.), Proceedings of the 1995 Conference of the American Academy of
Advertising.
3
K*. Laskey, H., Fox, J., Crask, M.., Investigating the Impact of Executional Style on Television Commercial Effectiveness, Journal of Advertising Research, November/December, 1994, pp.9-16.
4
K*. Moriarty, S., Creative Advertising: Theory and Practice, 2nd ed., Englewood Cliffs, NJ: Prentice Hall, 1991.
5
K*. Franzen, G., Advertising Effectiveness, Henley-on Thames, Oxfordshire, UK: NTC Business Books,
1994
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
361
4.2. 67GENEC7;EF 97 ?G9?89E:< :8?>A<GCE G:E6?8< 8 1I6J7>EF

E0#1+),'(+$% (' $,%!3+#4"$+ 2%);%)" , !+41'8'$' 9 ('# )%4'0,' ('1"3"+$% (' 8
%#(%,(" #$"1' (' !+41'8(% $,%!3+#$,%, 4%"$% #' 2!+)#$',+(" , $':1"='$' 2%-)%19.
K#+4" %$ $'4' 9#$'(%,+("$+ !+41'8(" #$"1%,+ + %#(%,+( " #6)6!*' , #+:+ #" (.4%14% 2%),'!"'($'. L'4' ('2!"8+! #$"16$ (' !+41'8(%$% 2!+)#$',.(+ ,41N3,' 4 !'0(%,")(%#$" #$"1 (' "3"#$%$%" 2!+)#$',.(+ (' 2!%)94$', #$"1 (' @'4$%1%7"3+#4%$% %:.#(+("+, #$"1 (' 2%)('#.(+ (' 2!%)94$%,' "(@%!8'=". " #$"1 (' %!7'("0'="%((%$% (4%!2%!'$",(%) 2!+)#$',.(+. <%)%:(% !'07!'("3+("+ (' !'0(%,")(%#$"$+ +
('2!',+(% 0' ,#+4" +)"( %$ !+41'8("$+ #$"1%,+ ($':1. 3).
,7K6E;7 3
&1'#"@"4'=". (' #$"1%,+$+ (' !+41'8(% $,%!3+#$,% 9 ('#
-G9?89E G:E6?8< 97 ><C67D9?
:8?>A<G:8?
1
1. #:E6 97 ><C67D9?:?
=><LG:78F9<
B?L8EL?8<
2
1.1. I$"1 (' "3"#$%" 2!+)#$',.(+ (' 2!%)94$'/8'!4'$'
1.2. I$"1 (' @'4$%1%7"3+#4% %:.#(+("+
1.3. I$"1 (' 2%)('#.(+ (' 2!%)94$%,' "(@%!8'=".
1.4. I$"1 (' %!7'("0'="%((% (4%!2%!'$",(%) 2!+)#$',.(+
1.5. I$"1 (' 21'$+("$+ !+41'8(" 29:1"4'=""
2. #:E6 97 ><C67D9E:< 7G?;E7;EE 2.1. -'3"( (' *",%$

2.2. H+$'@%!'
2.3. H+$%("8".
2.4. >('8+("$%#$"
3. "-K>7H?87:<6<9" G:E6
3.1. G:!'0%,'$+1+( #$"1 # 93'#$"+ (' 2!+0+($'$%!

3.2. G:!'0%,'$+1+( #$"1 3!+0 %)%:!+(". " 2!+2%!64"
3.3. O+8%(#$!'$",+( !+41'8+( #$"1
3.3.1. I$"1 (' )+8%(#$!'=". , 92%$!+:'
3.3.2. I$"1 (' )+8%(#$!'=". 2!+)" " #1+)
3.3.3. I$"1 (' #!',("$+1(" )+8%(#$!'=""
3.3.3.1. I$"1 (' )"!+4$(% (3+1(% #!',(+("+)
3.3.3.2. I$"1 (' "()"!+4$(% #!',(+("+
3.3.3.3. I$"1 (' "('B-)%:!'$'" 8'!4'
3.4. I$"1 (' '('1%7".$'/4%($!'29(4$"$+
3.5. I$"1 %$ ,")' "&'4 )'..."
4. 4>7D7:EA<9 ><C67D<9 G:E6
4.1.I$"1 "3'#$ %$ *",%$'"

4.2. I$"1 "!'0!+F','(+ (' 2!%:1+8"
5. 07K78<9 ><C67D<9 G:E6
5.1. 98%!"#$"3+( #$"1

5.2. I=+("3+( #$"1
5.3. H90"4'1+( #$"1
!"#$% &'$!'()*"+,
362
<!%)61*+("+
1
2
5.4. I$"1 (' 2%8+#$,'(+ (' 2!%)94$' " !+41'8("
@"18" , "($+!(+$
6. %79:7G:EA<9 ><C67D<9 G:E6
6.1. J("8'=".
6.2. I2+="'1(" ,")+% +@+4$"
7. #:E6 97 =?L:EC879< CID

L<OG:8EF
7.1. P%7"3+#4" !+41'8+( #$"1

7.2. I$"1 (' ('$"#4 0' 2%4924'
7.3. I$"1 (' ('#$%.,'(+ 0' )"!+4$(' !+'4=".
K #1+),'/"$+ !+)%,+ %#(%,("$+ !+41'8(" #$"1%,+, 4'4$% " ,#"34"$+ "8 !'0(%,")(%#$", #' 2!+)#$',+(" 2%)!%:(%. -+%:;%)"8% + "0!"3(% )' #+ %$:+1+*", 3+ ,
2!'4$"4'$' !+41'8("$+ #$"1%,+ ('B-3+#$% #+ 2!"1'7'$ #8+#+(% +)(' !+41'8' 8%*+
)' :6)+ 8+$'@%!"3(' " +)(%,!+8+((% # $%,' )' + ;98%!"#$"3(', )!97' 8%*+ )' +
"0261(+(' , #$"1 "3'#$ %$ *",%$'" " +)(%,!+8+((% # $%,' , (+. )' #+ 2%4'0,'$ 0('8+("$%#$" " $.(. K ('#$%./'$' 3'#$ =+1$' + #$"1%,+$+ (' !+41'8(% $,%!3+#$,% )' #+
2%4'*'$ , 3"#$". #" ,"); (+ :",' )' #+ "029#4' %$ ,("8'("+, 3+ $+ 3+#$% #+ 2!"1'7'$
4%8:"("!'(%.
4.2.1. 0'%- )* $,1-*")#'# +$,8&'*79),
I$"16$ (' !+41'8(%$% 2!+)#$',.(+ + #,6!0'( # %:.,.,'(+ (' @'4$" "/"1" 2%4'0,'(+
(' 2!%)94$". '!'4$+!(' (+7%,' %#%:+(%#$ +, 3+ 2!" (+7% (+ #+ 2%4'0,'$ 3%,+F4"
%:!'0". D'03"$' #+ (' $%,', 3+ @'4$"$+ " 2!%)94$"$+, 4%"$% #+ 2%4'0,'$ , !+41'8'$',
#' )%#$'$63(" #'8" 2% #+:+ #". I$"16$ (' !+41'8(%$% 2!+)#$',.(+ + 3+#$% #!+/'( ,
:617'!#4'$' 2!+#' " %#%:+(% ,6, ,+#$("="$+. <!" ,("8'$+1+( '('1"0 (' !+41'8"$+
, 2+3'$' 8%7'$ )' #+ %$4!%.$ #1+)("$+ (+7%," !'0(%,")(%#$":
#$"1 (' "3"#$%" 2!+)#$',.(+ (' 2!%)94$';
#$"1 (' @'4$%1%7"3+#4% %:.#(+("+;
#$"1 (' 2%)('#.(+ (' 2!%)94$%,' "(@%!8'=".;
#$"1 (' %!7'("0'="%((% 2!+)#$',.(+.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
363
4.2.1.1. 6%&* '! "7&/%," +"$4/%!=<'$ '! +",43#%!
%EJ. 7. '!'4$+!(" 2!"8+!" 0' 3"#$% 2!+)#$',.(+ (' 2!%)94$' , #193'. (+ +

92%$!+:+(' ("$% +)(' )98' $+4#$, ("$% 264 3%,+F4" %:!'0"
www.dkny.com
www.clinique.com.
S"#$%$% (2!%#$%$%) 2!+)#$',.(+ (' 2!%)94$' %0('3',' 2%4'0,'(+ (' 2!%)94$'

"1" 2!+)#$',.(+ (' @'4$" 0' (+7% , !+41'8'$' (@"7. 7). '!'4$+!(' %#%:+(%#$ ('
$%0" #$"1 +, 3+ , !+41'8'$' #+ 2%4'0,' +)"(#$,+(% 2!%)94$6$ (8'!4'$') :+0 4'4,"$%
" )' :"1% )!97" %:!'0" ;%!', *",%$(", 2!+)8+$" " )!. G:"4(%,+(% !+41'8"$+ %$
$%0" ,") (+ #6)6!*'$ ("$% +)(' )98' $+4#$. <!"8+!" 0' $%0" $,%!3+#4" #$"1 , !+41'8'$' 8%7'$ )' #+ #!+/('$ #!',("$+1(% 3+#$% , !+41'8"$+ (' 4%08+$"3(" 2!%)94$", %:1+41' " %:9,4" " 2%-!.)4% , !+41'8"$+ (' $+;(%1%7"3(" 2!%)94$" 4'$% CD-$',
4%82N$6!(" "7!", 4%82N$!" " $.(.
4.2.1.2. 6%&* '! 8!#%,*,(&7$/#, ,;</'$'&$
L,%!3+#4".$ #$"1 (' @'4$%1%7"3+#4% %:.#(+("+ + #,6!0'( # 2!+)#$',.(+$% (' %:.#(+(". (' @'4$", #,6!0'(" # !+41'8"!'('$' 8'!4'. L%0" #$"1 + $"2"3+( 0' !+41'8'$'
(' (%," 2!%)94$" " 9#197". I6/% $'4' 3+#$% 8%*+ )' #+ #!+/(+ 2!" !+41'8' ('
$+;(%1%7"3(" 2!%)94$" %$ !%)' (' 4'8+!", 2!"($+!", 4%82N$!" " )!. L%0" $,%!3+#4" #$"1 + 2!"#6/ #6/% $'4' " 0' !+41'8'$' (' "()9#$!"'1(" 2!%)94$", 4'4$% "
0' !+41'8'$' (' (%," 2%$!+:"$+1#4" 2!%)94$" (@"7. 8).
!"#$% &'$!'()*"+,
364
%EJ. 8. <!"8+!" 0' #$"1 (' @'4$%1%7"3+#4% %:.#(+("+ , !+41'8'$'
4.2.1.3. 6%&* '! +,4'!/<'$ '! +",43#%,=! &'8,"1!2&<

L,%!3+#4".$ #$"1 (' 2!+)%#$',.(+ (' "(@%!8'=". 0'
!+41'8"!'(". 2!%)94$ + #,6!0'( 2%-#4%!% # "0.,1+("., %$4%14%$% # %:.#(+(".. L+0"
"0.,1+(". ('B-3+#$% #' ,6,
,+!:'1(' @%!8'. D+41'8" %$
$%0" $"2 %:"4(%,+(% #6)6!*'$
0('3"$+1(% 4%1"3+#$,% $+4#$.
L+ 2%)('#.$ (%,"(" 0' 2!%)94$" " 9#197", 0' 2!%)94$%,"
#6#$',4", =+(%," ('8'1+(". "
!'02!%)'*:" (@"7. 9).
%EJ. 9. I$"1 (' 2%)('#.(+ (' 2!%)94$%,' "(@%!8'=".,
www.panasonic.com.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
365
4.2.1.4. 6%&* '! ,"(!'&-!2&,'', +"$4/%!=<'$

&'$% 2!',"1% #$"16$ (' %!7'("0'="%((% 2!+)#$',.(+ #+ "02%10,' 0' =+1"$+ (' $.('!.
4%!2%!'$",(' !+41'8'. K $+1+,"0"%(('$' #" !'0(%,")(%#$ 4%!2%!'$",('$' !+41'8'
:" 8%71' )' #+ #!',(" # )%498+($'1+( @"18, 4%B$% 2!+)#$',. %!7'("0'=".$' 3!+0
%:!'0" " 4'!$"(" (,41N3"$+1(% ;%!'), 4%"$% "8'$ 2!.4% %$(%F+("+ 468 (+. (%!7'("0'=".$') " (+B("$+ 2!%)94$". <%#1'("+$% (' 4%82'(".$' 8%*+ )' + "04'0'(% %$
71'# 0') 4')6! "1" , 890"4'1(' @%!8' (2+#+(). <!" 2+3'$('$' !'0(%,")(%#$ (' #$"1' (' %!7'("0'="%((% 2!+)#$',.(+ (' 2!+)+( 21'( #+ "0$64,' ,"(!'&-!2&<%! #!%,
%EJ. 10. I$"1 (' %!7'("0'="%((% 2!+)#$',.(+, www.dhl.com.
2<*,, ,8+#$% )' #+ '4=+($"!' (' %$)+1(" (+B(" 2!%)94$" "1" 264 ,6!;9 #2+="@"3(" ;'!'4$+!"#$"4" (' $+0" 2!%)94$" ( @"7. 10)
4.2.1.5. 6%&* '! +*!%$'&%$ "$#*!1'& +3;*&#!2&&
<1'$+("$+ 29:1"4'="" , 2!+#'$' (' ,6(F+( ,") 8(%7% 2!"1"3'$ (' !+)'4="%(("
8'$+!"'1". K $.; %:F"!(% #+ 2!+)#$',.$ @"!8", 2!%)94$", )"#$!":9$%!" " )!. D+41'8"$+, !'0!':%$+(" , $%0" #$"1, #6)6!*'$ 8(%7% $+4#$ $%4%,' 8(%7%, 3+ 2!"1"3'$
(' #$'$"". >')61*"$+1(% 0' $.; 2!"#6#$,' %:%0('3("+$% "21'$+(' 29:1"4'=".". G#,+( , 2!+#'$' #$"16$ (' 21'$+("$+ 29:1"4'="" "8' #,%. +4,",'1+($ " , $+1+,"0".$',
46)+$% "8' ,") (' 3'#$ %$ (%,"('!#4'$' +8"#".. <%)%:(% (' 21'$+("$+ 29:1"4'=""
, 2!+#'$' $+0" , $+1+,"0".$' #6/% #+ %:%0('3','$ # (')2"# (%:"4(%,+(% %$)%19 ('
+4!'(') "21'$+(% #6%:/+("+" "1" (+/% %$ $%0" !%).
4.2.2. :&#;%*'%7,) &'%J#%="'$",(".$ #$"1 (' !+41'8(% $,%!3+#$,% + #,6!0'( # "07!'*)'(+ (' '#%="'="".
<!" (+7% 2!%)94$6$ #+ 2%4'0,' +)(%,!+8+((% # )!97 %:+4$, 4%B$% 8%*+ )' :6)+ 3%-
!"#$% &'$!'()*"+,
366
,+4, *",%$(%, 2!+)8+$ "1" (+/% )!97%. <!"1'7'(+$% (' $%0" $,%!3+#4" #$"1 2!+)%#$',. ,608%*(%#$ 0' #60)','(+ (' 8"#1%,(" '#%="'="" 8+*)9 8'!4'$' (A%!)
"H9#$'(7" ('2!"8+!) " %:+4$' (7'1%2"!'/ 4%(), 2!" 4%+$% ;'!'4$+!"#$"4"$+ ('
%:+4$' ($.+ 7'1%2"!'/". 4%() #+ 2!+;,6!1.$ ,6!;9 ',$%8%:"1' A%!) "H9#$'(7".
-'B-2%291.!("$+ ,'!"'($" (' '#%="'$",(". !+41'8+( #$"1 ,41N3,'$:
8+$'@%!';
8+$%("8".;
"0,+#$(" 1"3(%#$" (0('8+("$%#$");
('3"( (' *",%$.
4.2.2.1. D!7&' '! 9&=,% (*!58/%!5*)
-'3"(6$ (' *",%$ + +)(% %$ ('B-,'*("$+ 2%(.$". 0' !+41'8('$' 4%89("4'=".. >('3+("+$% 89 + 41N3%,% 4'4$% 0' @%!891"!'(+$% (' ,60)+B#$,'/% !+41'8(% 2%#1'("+, $'4' " 0' !'0!':%$,'(+ (' +@+4$",+( 21'( (' !+41'8('$' 4'82'(".1.
-'3"(6$ (' *",%$ + @9(4=". %$ !+)"=' 2!%8+(1"," 2'8+$$', ,602!".$".$',
8%$","$+, 1"3(%#$(". $"2, +8%=""$+, $"2' )%8'4"(#$,%, #%="'1(". #$'$9#, !+@+!+($("$+ 7!92", =+((%#$"$+, 491$9!'$', 8'!4+$"(7%,"$+ +1+8+($"2. <!"1%*+("+$%
(' ('3"(' (' *",%$ ,%)" ('3'1%$% #" %$ 60-$+ 7%)"(" (' 8"('1". ,+4. -'B-F"!%4%
!'02!%#$!'(+(".$ 2%);%) 0' '('1"0"!'(+ (' ('3"(' (' *",%$ #+ %#(%,',' (' L<O9?G:E:<, E9:<><GE:< E D9<9EF:7 (activities, interests, opinions AIO) (' ;%!'$'
($':1. 4).
,7K6E;7 4
E08+!+(". (' ('3"(' (' *",%$*
4<O9?G:E
1
D':%$'
%:"$'
I%="'1(" '(7'*"8+($"
K'4'(=""
>':',1+(".
1
$9:<><GE
2
I+8+B#$,%
O%8
D':%$'
G:/(%#$
G$)";
+9<9EF
3
>' #'8"$+ $.;
G:/+#$,%
<%1"$"4'
5"0(+#
E4%(%8"4'
D+41'8%)'$+1"$+, 4%"$% 0')+1.$ 7%1+8" :N)*+$" 0' $+1+,"0"%((' !+41'8', #+ (9*)'.$ %$ )+$'B1('
"(@%!8'=". 0' $+1+,"0"%(('$' '9)"$%!".. >')61:%3+(%$% 2%0(','(+ (' $+1+,"0"%(('$' '9)"$%!".
"8 2%0,%1.,': (1) ")':#+ 8"("8"0"!'$ !'0;%)"$+ 0' !+41'8' 3!+0 ")+($"@"="!'(+ (' 4%(4!+$("
'9)"$%!(" 7!92", 4'4$% " 2!+)2%3"$'("$+ %$ $+0" 7!92" $, 2!+)','("." (, !'84"$+ (' 4%"$% )' #+
"0163" !+41'8'$'); (2) ")' "02%10,'$ !+41'8(" '2+1", 4%"$% #' #"1(% ,60)+B#$,'/" ,6!;9 )')+('$'
=+1+,' 7!92'". K*. Villani, K., Personality/Life Style and Television Viewing Behavior, Journal of Marketing Research, November 1975, pp.432-439. K*. #6/% " Goodhart, G., Ehrenberg, A., Duplication of Television Viewing between and within Channels, Journal of Marketing Research, May 1969, pp.169-178.
2
<%(.$"+$% "('3"( (' *",%$" + "02%10,'(% 0' 26!," 26$ %$ H'4# K+:+!, 4%B$% 3!+0 ('3"(' (' *",%$
)+@"("!' #%="'1(". #$'$9# (' )')+(' 7!92'. K*. &'@$'()*"+,, !., F!"1,'&< = "$#*!1'!%!
#,13'&#!2&<, &J5DE, I., 1995, #.38.
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
367
<!%)61*+("+
1
I)!9*+(".
G:/(%#$
<'0'!9,'(+
I2%!$
2
H%)'
!'(+(+
H+)""
<%#$"*+(".
3
G:!'0%,'("+
<!%)94$"
56)+/+
&91$9!'
* <='#()%1: Plummer, J., The Concept and Application of Life Style Segmentation, Journal of
Marketing, January 1974, p.34
>' (9*)"$+ (' !+41'8('$' 4%89("4'=". ('3"(6$ (' *",%$ (' "()",")"$+ #+
"093',' 3!+0 $6!#+(+$% (' %$7%,%!" (' #1+)("$+ ,62!%#":
&'4 ;%!'$' 2!+4'!,'$ ,!+8+$% #"?;
-' 4%+ %$ 0'%:"4'1./'$' 7" #!+)' %$)','$ ('B-7%1.8% 0('3+("+ " 4%" (+/' 7"
"($+!+#9,'$?;
&'4," 8(+("+ #2%)+1.$ 4'4$% 0' #'8"$+ #+:+ #", $'4' " 0' 0'%:"4'1./". 7"
#,.$?;
&'4," #' )+8%7!'@#4"$+ "8 ;'!'4$+!"#$"4"?
-'3"(6$ (' *",%$ 4'$% $,%!3+#4" #$"1 , !+41'8'$' %0('3',' #60)','(+ (' !+41'8", 4%"$% )' @%!8"!'$ !/,2&!2&& 3 2$*$=&%$ +,%"$;&%$*& / ,+"$4$*$' '!7&' '!
9&=,%. K !+41'8"$+ 8%7'$ )' #+ #!+/('$ "1N#$!'="", 2%4'0,'/" ;%!', 4%"$% #'
0'2'1+(" $9!"#$", ,6)"3'!", 8%$%!"#$", !':%$%;%1"=", 4%82N$6!(" 8'("'=" "
8(%7% )!97".
-'3"(6$ (' *",%$ 4'$% $,%!3+#4" #$"1 , !+41'8'$' + !'02!%#$!'(+( , 8(%7%
#$!'(" 2% #,+$', ,41N3"$+1(% " 9 ('#.
4.2.2.2.
$%!8,"!
H+$'@%!'$', 4'4$% + "0,+#$(%, %0('3',' +"$:=>"*<'$ (' ;'!'4$+!"#$"4"$+ ('

+)"( %:+4$ (('2!"8+! 2!+)8+$, *",%$(%, ")+. " $.(.) ,6!;9 )!97 %:+4$ , #193'.
,6!;9 !+41'8"!'('$' 8'!4'. K 8+$'@%!'$' ,"('7" #+ #6+)"(.,'$ $4',="$1$'', 4=$
-'!7$'&< +)(%$% #+ %2!+)+1. %$ 4%($+4#$', ' )!97%$% %$ 26!,"3('$' 92%$!+:' ('
)98'$' "1" %:+4$'1. I1+)%,'$+1(% 2!" 8+$'@%!'$' ,"('7" 93'#$,'$ ),' %:+4$', 4'$%
;'!'4$+!"#$"4"$+ (' +)"(". %:+4$ (('2!"8+! *",%$(%) #+ 2!+;,6!1.$ ,6!;9 )!97
%:+4$ , #193'. ,6!;9 !+41'8"!'('$' 8'!4' (,*. @"7. 11). L%0" #$"1 + 3+#$% 2!"1'7'( " 8%*+ )' #+ "%$4!"+" , !+41'8"$+ (' !'0(%!%)(" 2!%)94$" ',$%8%:"1", #2%!$(" #$%4", 2'!@N8", :"*9$', 8"+/" #!+)#$,' " $.(.
K*. G!8%!'49&$=, F"., ?0"46$ (' !+41'8'$' 7!'@"4'&$+4#$, #/% Jusautor, I%@"., 1992, #.81
!"#$% &'$!'()*"+,
368
%EJ. 11. <!"8+! 0' "02%10,'(+$% (' 8+$'@%!' , !+41'8'$' (' J9)"
;'!'4$+!"#$"4"$+ (' 2%1.!('$' 8+34' (2!"7%)(%#$ 0' 0"8(" 9#1%,"., "0)!6*1",%#$ " $.(.)
#+ 2!+;,6!1.$ ,6!;9 8'!4'$' ',$%8%:"1" J9)", www.audi.com.
4.2.2.3.
$%,'&1&<
H+$%("8".$' + $'4',' #$"1%,' @"79!', 2!" 4%.$% )')+(' )98' "1" "0%:!'*+("+,
%0('3','/" (.4'4,' !+'1(%#$, #+ -!1$/%=!% # )!97' )98' "1" "0%:!'*+("+, %0('3','/' )!97' !+'1(%#$1. L%,' 0'8+#$,'(+ #+ !+'1"0"!' (' %#(%,'$' (' :1"0%#$ "1"
(' (.4'4,' %:/(%#$ (' 0('3+(".$'. I )!97" )98" 3!+0 8+$%("8".$' #+ 2!+;,6!1.
#6/(%#$$' (' %!"7"('1(". %:+4$ ,6!;9 8'!4'$' ('2!"8+! =,+$+ #+ 2!+,!6/' ,
2'!@N8, 2'!3+ 21%) #+ 2!+,!6/' , #"!%2 "1" .7%)' , 8'!8'1'). >'8+#$,'(+$% ('
+)(" %:!'0" " 2!+)8+$" # )!97" %:!'0" " 2!+)8+$" 2!" 8+$%("8".$' #+ %#6/+#$,.,' (' %#(%,'$' (' (.4'4,' %:/' 3'#$ %$ 0('3+(".$' "8 (@"7. 12). L'0" %:/' 3'#$ %$
0('3+(".$' #+ %:.#(.,' %$ !+41'8(". $+4#$. D%1.$' (' $+4#$' , #193'. + 8(%7% ,'*(', 0'/%$% 2%0,%1.,' !+)9="!'(+$% (' 8(%7%:!%B("$+ 0('3+("., 4%"$% (%#" ,#+4"
%:!'0 " '4$9'1"0"!'(+ "8+((% (' %(%,' 0('3+("+, 4%+$% 2!'," ,608%*(% #63+$','(+$% (' ),'$' %:!'0'.
K*. G!8%!'49&$=, F"., ?0"46$ (' !+41'8'$' 7!'@"4'&$+4#$, #/% Jusautor, I%@"., 1992, #.87
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
369
%EJ. 12. <!"8+! 0' 8+$%("8". , !+41'8'$' '!%8'$6$ (2%) @%!8'$' (' 2'!')
0'8+#$,' 4'@+$%, $.+. 3'#$$' 0'8+#$,' =.1%$%.
4.2.2.4. ),#!-=!'$ '! -'!1$'&%,/%& = "$#*!1!%!

'!'4$+!(' %#%:+(%#$ (' $%0" $,%!3+#4" #$"1 + 2%4'0,'(+$% (' "0,+#$(" 1"3(%#$".
M+1$' (' !+41'8"#$"$+ , 2%)%:(" #193'" + )' "07!').$ '#%="'="" 8+*)9 #6%$,+$('$' 0('8+("$%#$ " !+41'8"!'('$' 8'!4'. <% $%0" ('3"( :1'7%2!".$(%$% %$(%F+("+ (' ;%!'$' 468 0,+0)"$+ 8%*+ 1+#(% )' :6)+ 2!+;,6!1+(% " ,6!;9 8'!4'$'. J4%
!'071+)'8+ !+41'8"$+ , :617'!#4". 2+3'$ /+ 9#$'(%,"8, 3+ $%0" #$"1 + 8(%7% 2%291.!+( H";'+1 Q98';+! ('2!"8+! 0'!+*)' 7%!",% (' :+(0"(%#$'(=""$+ "Q+1",
-'%8" &+8:61 2!+)#$',. 2'!@N86$ "H"#$6!"", J((' &9!("4%,' !+41'8"!' 3'#%,("="$+ "G8+7'", ' &'$!"( O+(T%, + !+41'8(% 1"=+ (' "P%!+'1". <%4'0,'(+$% ('
0('8+("$" 1"3(%#$" , !+41'8'$' ('8"!' F"!%4% 2!"1%*+("+ #$"16$ 8%*+ )' :6)+ 2!"1'7'( (" #+ 2!"1'7') 0' 2%3$" ,#"34" 2!%)94$%," 4'$+7%!"".
4.2.3. ">4$*=#7*',-,)" &'%G:!'0%,'$+1(".$ #$"1 , !+41'8'$' + #,6!0'( # 4%89("4'="., 2%#!+)#$,%8 4%.$% #+
2!+)#$',.$ @'4$" " '!798+($", 4%"$% "8'$ 0' =+1 )' 2%93'$ (%:!'0%,'$) '9)"$%!".$'. "G:!'0%,'$+1('$'" !+41'8' "01'7' )'((", %:.#(.,' @'4$" " )%4'0,' #$'(%,"/' #
=+1 )' 9:+)" 0!"$+1"$+, 3"$'$+1"$+ "1" #19F'$+1"$+. K 4%($+4#$' (' $+1+,"0"%(('$' !+41'8' %:!'0%,'$+1(".$ !+41'8+( #$"1 #+ %#6/+#$,.,' # 2%8%/$' (' 7%,%!"$+1
(2!+0+($'$%!) "1" 3!+0 71'# 0') 4')6!. <!+0+($'$%!"$+ %:.#(.,'$ 2!+"89/+#$,'$'
(' !+41'8"!'('$' 8'!4', )+8%(#$!"!'$ (+B("$+ ,608%*(%#$" " 2!',.$ #!',(+("..
O"'1%76$ 2!" $'0" @%!8' (' !+41'8' + 4!'$64 "1" ('261(% 1"2#,'. >' !+41'8"$+ %$
$%0" ,") + ;'!'4$+!(% 2%,+1"$+1(%$% ('41%(+("+: "&92+$+ $'0" 2!';%#894'34' #+7'!", "<%+8+$+ 4%($!%1' , #,%" !6=+ # ...!", ">'2%0('B$+ #+ # (%,". 8%)+1 ...!" " $.(.
370
!"#$% &'$!'()*"+,
G:!'0%,'$+1(".$ !+41'8+( #$"1 "8' #,%"$+ 2%),'!"'($", 3""$% %#(%,(" 2!+)#$',"$+1" #':
"%:!'0%,'$+1+(" !+41'8+( #$"1 # 93'#$"+ (' 2!+0+($'$%!;
#$"1 (' %)%:!+(". " 2!+2%!64";
)+8%(#$!'$",+( #$"1;
#!',("$+1+( !+41'8+( #$"1;
#$"1 %$ ,")' "&'4 )' ...?".
4.2.3.1. "H;"!-,=!%$*$'" "$#*!1$' /%&* / 37!/%&$ '! +"$-$'%!%,"
L%0" $,%!3+#4" #$"1 + $"2"3+( ('B-,+3+ 0' $+1+,"0"%(('$' !+41'8' " 2!"1%*+("+$% 89 , 2+3'$('$' !+41'8' + %$(%#"$+1(% %7!'("3+(%. <!+0+($'$%!"$+ , !+41'8'$'
%:"4(%,+(% #' ;%!' #6# #"1(% 2!"#6#$,"+, 4%"$% #+ %:!6/'$ )"!+4$(% 468 4'8+!'$'
" 2% $%0" ('3"( 2!+)','$ #6%:/+("+$% #". G#,+( 3+ 2!+)#$',.$ 9#$(% !+41'8"!'('$' 8'!4', $+ 8%7'$ )' 2!',.$ )+8%(#$!'="", )' 4%8+($"!'$, )' "($+!,N"!'$ ("1" )'
:6)'$ "($+!,N"!'(").
4.2.3.2. "H;"!-,=!%$*$'" "$#*!1$' /%&* 7"$- /=&4$%$*/%=! & +"$+,">#&
K $'0" 2%)@%!8' 2!+0+($'$%!6$ ,(9F',', 3+ + 2%$!+:"$+1 (' 2!%)94$' (#,")+$+1#$,%) "1" 3+ "8' "07!')+(% 8(+("+ 0' (+7% " 7% %)%:!.,' (2!+2%!64'). <%#1'(".$',
2!+)%#$',./" #,")+$+1#$,', %:"4(%,+(% 2%4'0,'$ )%,%1(" #!+)(%#$'$"#$"3+#4"
41"+($", 4%"$% %:#6*)'$ %2"$' #" # 4%(4!+$('$' 8'!4' " 2%10"$+ %$ "02%10,'(+$%
B. L%0" 2%);%) + %#:+(% +@+4$",+( $%7',', 4%7'$% 3%,+46$, 2!+)#$',./ #,")+$+1#$,'$', + (.4%B, # 4%7%$% =+1+,'$' '9)"$%!". 8%*+ )' #+ ")+($"@"="!', " 4%B$%
#6/+,!+8+((% + "($+!#+( 0' 29:1"4'$'.
>' )' #+ "0:+7('$ 2!',(" 2!%:1+8", #,")+$+1#$,%$% $!.:,' )' :6)+ %#(%,'(% ('
)+B#$,"$+1(' 92%$!+:' (' 2!%)94$'. J 0' 2%#$"7'(+ (' 8'4#"8'1(' 9:+)"$+1(%#$
2!+0+($'$%!6$ $!.:,' )' ,(9F',' )%,+!"+. <!"8+!" 0' "02%10,'(+ (' $%0"
$,%!3+#4" #$"1 %$ :617'!#4'$' 8'!4+$"(7%,' 2!'4$"4' #' !+41'8"$+ (' G,/1,4&/#,
J:I9"(7, ('4%1+(4"$+ (' )-! P",'B( " )!. , $.; %:"4(%,+(" ;%!' !'04'0,'$
#,%"$+ "#$%!"" 0' :1'7%$,%!(%$% ,1".("+ (' !+41'8"!'(". 2!%)94$ ,6!;9 $.;
#'8"$+.
I$"16$ (' 2!+)#$',.(+ (' #,")+$+1#$,' , !+41'8'$' + %#%:+(% +@+4$",+( ,
#193'"$+, 2!" 4%"$% 2!+0+($'$%!6$ + 2%291.!(' 1"3(%#$. -' 2!6, 2%71+) $%0" #$"1
2%2')' , 7!'@'$' "'#%="'$",+( #$"1 # 93'#$"+$% (' "0,+#$(" 1"3(%#$"", 4%B$%
!'071+)';8+ 2%-7%!+. K #193'. %:'3+ #+ 4'#'+ 0' %:!'0%,'$+1( #$"1 # 93'#$"+ ('
"0,+#$(" 1"3(%#$". L%,', 4%+$% !'01"3',' +)"(". !+41'8+( #$"1 %$ )!97"., +, 3+
2!" %:!'0%,'$+1(". #$"1 # 93'#$"+ (' "0,+#$(" 1"3(%#$" $+0" 1"3(%#$" (+ #'8%
0'#$','$ # !+(%8+$% #" 0') !+41'8"!'('$' 8'!4', (% #6/% $'4' ,1"0'$ " , !%1.$' ('
7%,%!"$+1" (' @"!8'$', 2!" 4%+$% %:#$%B(% %:.#(.,'$ " )%4'0,'$ 4'3+#$,'$' ('
!+41'8"!'('$' 8'!4'. L%0" $"2 "%:!'0%,'$+1('" 4%89("4'=". 8+*)9 "0,+#$("$+
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
371
1"3(%#$" " 29:1"4'$' 1"2#,' 2!" '#%="'$",(". #$"1 (#6/% # 93'#$"+ (' "0,+#$("
1"3(%#$").
O'(("$+ %$ 2!%93,'(".$' , #@+!'$' (' !+41'8('$' +@+4$",(%#$ #%3'$, 3+
1"3(%#$", 4%"$% #' 2%-#"1(% 2!",1+4'$+1(", 2+3+1.$ 2%,+3+ )%,+!"+ ($6B 4'$%
29:1"4'$' 7" ;'!+#,' 2%,+3+), 4%+$% + " %#(%,'("+$% $%0" !+41'8+( #$"1 )' #+
"02%1,' ,#+ 2%-"($+(0",(% , 2!'4$"4'$'. <!"8+!"$+ #' 8(%7%:!%B(" " $94 /+
#2%8+(+8 #'8% +)"( %$ $.;: $+("#"#$4'$' H'!". Q'!'2%,' 9#2+F(% !+41'8"!'
)+0%)%!'($"$+ P+B)" I2"B) I$"4 (Lady Speed Stick) 4'$% 0'#$',' 2!+) 4'8+!'$' "
"#,")+$+1#$,'" 0' 4'3+#$,'$' "8.
O!97 ,'!"'($ (' 7%!+%2"#'(".$ !+41'8+(
#$"1 + ,41N3,'(+$% (' 2!+2%!64" , !+41'8'$'. <!" (+7% )%:!+ 2%0('$ "1" 9,'*','(
3%,+4, 4%B$% 8%*+ )' :6)+ "0,+#$(' 1"3(%#$
"1" $#/+$"% , #6%$,+$('$' #@+!', 7%,%!" %$
"8+$% (' %!7'("0'=".$' "1" 8'!4'$' (@"7.
13). &%7'$% 2)%:(" ;%!' !+41'8"!'$ @"!8'
"1" (+B("$+ 2!%)94$", (+ + 0')61*"$+1(%
2%#1'("+$% )' + %#(%,'(% (' 1"3(". "8
%2"$. H(+(".$' (' 9,'*','(" #!+) %:/+#$,%$% ;%!' 3+#$% #' )%#$'$63(", 0' )'
9:+).$ 4929,'3"$+. E $%,' ,'*" 4'4$% ,
#193'"$+, 2!" 4%"$% "2!%)94$6$" + 2%1"$"3+#4" 4'()")'$, $'4' " , #193'"$+, 2!"
4%"$% + 2!%#$% 2'#$' 0' 06:". H'!4"$+
2'#$" 0' 06:" I+(#%)"(, K')+8+498 "
&%17+B$ #+ 2%)4!+2.$ %$ 2!%@+#"%('1(" %!7'("0'="" (' #$%8'$%1%0"$+, 4%+$% #$','
2!+)+1(% .#(% %$ !+41'8"$+ "8, , 4%"$%
%EJ. 13. <!+2%!63,'(+ (' 8'!4'$' %$
06:%1+4'!", $.+. +4#2+!$", 2!+2%!63,'$
#$!'('
(' +4#2+!$ , #193'. ,+$+!"('8'!4"$+ (' 2%$!+:"$+1"$+.
!+( 1+4'!, www.pedigree-bg.com.
4.2.3.3. I$1,'/%"!%&=$' "$#*!1$' /%&*

O+8%(#$!'$",(".$ !+41'8+( #$"1 "0$64,' %#(%,("$+ 2!+)"8#$,' (' 8'!4'$',
2%4'0,'B4" . , !+'1(' 92%$!+:' "1" , "(#=+("!'(' #"$9'=".. O+8%(#$!'="%(("$+
"0261(+(". 8%7'$ )' :6)'$ 8(%7% +@+4$",(" 2!" 9:+*)','(+$% (' 2%$!+:"$+1"$+ ,
2%1+0(%#$$' "/"1" 4'3+#$,%$% (' 8'!4'$'. L+1+,"0".$' + "041N3"$+1(% 2%);%)./'
8+)". 0' !+41'8(" )+8%(#$!'="", $6B 4'$% 2%10"$+ " 2!+)"8#$,'$' (' 2!%)94$'
8%7'$ )' :6)'$ 2%4'0'(" 2% %#%:+(% ,60)+B#$,'/ ('3"(. K62!+4" 3+ :" "8'1 2%#1': +@+4$ , #!',(+("+ # $+1+,"0".$', $%0" !+41'8+( #$"1 8%*+ )' #+ 2!"1'7' " 2!"
"07%$,.(+ (' 2+3'$(" !+41'8".
E0#1+),'(".$' 2%4'0,'$, 3+ )+8%(#$!'$",(".$ !+41'8+( #$"1 9:+*)','
'9)"$%!".$' 2%-)%:!+ " 2%-:6!0%, %$4%14%$% ,+!:',(%$% ("1" $+4#$%,%) #6%:/+("+.
372
!"#$% &'$!'()*"+,
K2+3'$1.,'/" !+41'8(" )+8%#$!'="" 8%7'$ )' #+ #!+/('$ 2!" "0$64,'(+$% (' 2!+)"8#$,'$' (' ',$%8%:"1", #2"!'34" 0' ',$%8%:"1", 1+2"1' " 8(%7% )!97". K !'84"$+ (' )+8%(#$!'$",(". !+41'8+( #$"1 8'!4'$' 8%*+ )' :6)+ 2%4'0'(' 2% $!" ('3"(':
, 92%$!+:' (,*. @"7. 14);
"2!+)" " #1+)" (@"7. 15);
, #!',(+("+ # )!97' 8'!4' "1" 8'!4".
%EJ. 14. K%1,% XC70 , )+B#$,"+

)+8%(#$!'=". (' ,"#%4'$' 89
2!%;%)"8%#$, www.volvocars.com/bg/.
%EJ. 15. I$"1 (' !+41'8(' )+8%(#$!'=".

%$ ,")' "2!+)" " #1+)", www.ultradent.com.
L+0" $+;("4" 2%0,%1.,'$ (' 0!"$+1. )' #" 2!+)#$'," 4'4 :" "071+*)'1 2!%)94$,
'4% $%B 7% 2!"$+*','. I1+)%,'$+1(%, ")+.$' (' !+41'8('$' )+8%(#$!'=". $!.:,' )'
:6)+ .#(', 2!%#$', %:!'0(' " 2!"1%*"8'. <!+)" ,#"34% $%,' %:'3+ $. $!.:,' )' :6)+
"($+!+#('.
K 5617'!". )+8%(#$!'$",(".$ !+41'8+( #$"1 #+ 2!"1'7' #!',("$+1(% 9#2+F(%
%$ 4%82'(""$+, 4%"$% 2!%)','$ 2!%)94$"$+ #" 3!+0 $+1+,"0"%((". +4!'(. -.4%" %$
$.; #' WS-Teleshop, TV Shop " )!. L+ 0'1'7'$ (' 2!+)#$',.(+$% (' 2!%)94$' " )%4'0,'(+$% (' (+7%,"$+ 2!+)"8#$,' 2!+) %3"$+ (' 0!"$+1.. K 8(%7% %$ #193'"$+
%:'3+ 4929,'36$ (.8' @"0"3+#4" 4%($'4$ #6# #$%4'$' 2!+)" 2%4924'$'. >' )' (+
0'79:.$ (+)%,+!3","$+ #" 41"+($", $+0" 4%82'("" #' #60)'1" " "01%*:+(" 0'1",
('!'3+(" F%9!98" (showrooms), 46)+$% 41"+($"$+ 1"3(% 8%7'$ )' "02!%:,'$
!+41'8"!'("$+ #$%4". L%0" $"2 @"!8" "02%10,'$ " $!"$+ ,")' $+;("4" , 0',"#"8%#$ %$ 2!%)94$', 4%B$% !+41'8"!'$. <!" 49;(+(#4"$+ 9!+)" " 2%#%:". ('2!"8+!
&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"
373
('B-3+#$% #+ "02%10,' ,'!"'($6$ (' )+8%(#$!'$",(' !+41'8', 4%B$% 2%4'0,'

8'!4'$' , 2!%=+#' (' 92%$!+:'. L%0" !+41'8+( #$"1 8%*+ )' #+ ,")" 2!" !+41'8"$+
(' "L+@'1" " "M+2$+!". <!" !+41'8'$' (' @"$(+# 9!+)"$+ " 2!%)94$"$+ 0' %$#1':,'(+ # 9#2+; #+ 2!"1'7' "02"$'($' @%!891' "2!+)" " #1+)". O+8%(#$!'$",(%$%
#!',(+("+ 264 )',' )%:!" !+091$'$" 2!" !+41'8'$' (' 2%3"#$,'/" 2!+2'!'$". K
!'84"$+ (' )+8%(#$!'$",(". !+41'8+( #$"1 8%7'$ )' #+ !'07!'("3'$ (.4%14%
2%),'!"'($', ' "8+((%:
!"# $% &"'()!$* (+(#$*) ,'%-$($"(
.%)!* /*0( &% ,( ,1&" 2* $%"/($*-%$"(!* ,!"#1! $% &"'()!$*!* ,'%-$($"( (

,-1'3%$o , 2*&4*&% $% &"'()!$*!* 2*3"5"*$"'%$(, )*6!* 7(8( *7,1&($ - 2'(&4*&$%!% 9#%-%. :%"/($*-%$"(!* $% !*3" !-*'+(,)" ,!"# ( ""3-#(+($*" *! (&$*"/($$";
2*3"5"*$($ 2*&4*& (&"'()!$*/+(#$* 2*3"5"*$"'%$(), 2*'%&" !;,$%!% ," "'*&,!-($%
-'13)% , $(9* ,!"#1! $% &"'()!$* ,'%-$($"( - '()#%/%!% "-1'-"", !%)% &% ,( )%0(,
"'1)% 3% '1)%" , 2*&4*&% $% &"'()!$*!* 2*3"5"*$"'%$( ,'(<= )*$)='($!, *!)1&(!*
( " 2'"#")%!% - $%3-%$";!%.". > ?1#9%'"; !*3" -%'"%$! $% ,'%-$"!(#$"; ,!"# ,( "32*#3-% ';&)* " 2* 2'%-"#* -*&" &* ,1&(7$" ",)*-( *! ,!'%$% $% 3%,(9$%!"!( - '()#%/%!% *'9%$"3%5"".
!"# $% "$&"'()!$* ,'%-$($"(
@%)%, )%)!* ,!"#1! $% &"'()!$* ,'%-$($"( $*," "/(!* ," *! 2*&4*&% $% &"'()!$*!* 2*3"5"*$"'%$(, !%)% " ,!"#1! $% "$&"'()!$* ,'%-$($"( $*," "/(!* ," *! 2*&4*&% $% "$&"'()!$*!* 2*3"5"*$"'%$(, )*6!* 7(8( 2'(&,!%-($ - 2'(&4*&$%!% 9#%-%.
A'" !*3" !-*'+(,)" ,!"# '()#%/"'%$%!% /%')% ( ,'%-$($% - '()#%/%!% , &'=9% /%')% "#" /%')", )*"!* $( ,% "&($!"B"5"'%$". >/(,!* !*-% !( ,% *7*3$%+($" , "3'%3"
)%!* "/%')% C", "&'=9" -*&(<" /%')"", "*7")$*-($ 2'*&=)!", ",#=+%($ 2'*&=)!" "
&'=9" 2*&*7$".
!"# $% "$%6-&*7'%!%" /%')%
A'" !*3" !-*'+(,)" ,!"# ( !"2"+$* *7;-;-%$(!* $% /%')%!% 3% "$%6-&*7'%!%",

"$%6-&*7'%!% - ,-(!%", "D 1" " 2'*+"(. E()#%/%!% $% *#"$9($ $%2'"/(' 9#%,", +(
B"'/%!% 2'(&#%9% "$%6-&*7'"!( *,!'"(!% - ,-(!%", - '()#%/% $% 7"'%!% .%'#,7('9 ,(
)%3-%, +( !; "-('*;!$* ( $%6-&*7'%!% 7"'% - ,-(!%", % )'(/1! Q10 ( "D 1 - ,-(!% 7*'7%!% ,'(<= 7'1+)"!(". > '()#%/"!(, "321#$($" - !*3" !-*'+(,)" ,!"#, /*9%! &%
,( ,'(<$%! )%)!* !-1'&($";, )*"!* ,% 2*&2#%!($" ,1, ,1*!-(!$" %'9=/($!" (B"9. 16),
)%)!* " !-1'&($";, - )*"!* %'9=/($!" " &*)%3%!(#,!-% $( ,( 2'"-(0&%! (B"9. 17).
374
C'",!* .%!'%$&0"(-
!". 16. > !%3" '()#%/% ,( !-1'&",

+( 9=/"!( "F"8#($" ,% $*/(' (&$* - )%!*
%'9=/($!" - 2*&)'(2% $% !-1'&($"(!*
,% 2*,*+($" 21'-*!* /;,!* ,2*'(& !(,!*-(!(
$% ADAC " 21'-*!* /;,!* ,2*'(& /$($"(!*
$% (-'*2(6,)"!( 2*!'(7"!(#",
www.michelin.com.
!". 17. > 9*'$%!% '()#%/% ,( !-1'&",

+( "G%-%5%" ( (,2'(,* $*/(' (&$* 7(3 &% ,(
"3!1)-%! %'9=/($!" - 2*&)'(2% $% !*-%
!-1'&($"(, www.lavazza.com.
4.2.3.4. !"# $% %$%#&'"(!%/)&$!*%+,$)!"!A'" %$%#*9";!% ,( "32*#3-% 2'"#")%!% "#" ,4*&,!-*!* $% '()#%/"'%$%!% /%')% "#"
*!&(#$* $(6$* ,-*6,!-* , 2'(&/(!" "#" ;-#($";, , 5(# &% ,( *7;,$;! )%+(,!-%!% "
2*#3%!% *! $(;. >)#H+-% ,( $(*+%)-%$%!% -'13)% /(0&= &-% *7()!% "#" ;-#($";
$%2'"/(' ,'%-$;-%$(!* $% (B()!% *! *2'(&(#($% /%')% 2%,!% 3% 317" , +",!% +"$";.
A'" )&$!*%+,$)!$"( .!"# - '()#%/%!% ,( 2*)%3-%! &-% 2'*!"-*2*#*0$" *7'%3%.
I(#!% $% 2*&*7$" '()#%/$" 2*,#%$"; ( &% ,( ,13&%&( /$*9* ,"#($ )*$!'%,!, )*6!*
*<( 2*-(+( &% 2*&+('!%( '()#%/"'%$%!% /%')%.
!". 18. C%'%)!('($ 2'"/('

3% ,!"# $% )*$!'%2=$)!"!(
9#%&)*!* #"5( $% B*!*/*&(#% ( )*$!'%2=$)! $% $%7'1+)%$%!% )*0% $% )=+($5(!*
(www.garnier.com).
.#%,"B")%5"; $% '()#%/$"!( ,!"#*-( = $%, '(3=#!%!"
375
4.2.3.5. /-)#%0-$ .!"# &! 1"2% "3%) 2%"

.1/ !*3" '()#%/($ ,!"# /*9%! &% *!$(,%! -,"+)" '()#%/", )*"!* &(/*$,!'"'%! ")%)
&% $%/#"/ *7")*#)%!% $% 4%$8% , 5 ,/. 3% (&$% ,(&/"5%", ")%) &% ,91,!"/ )*,%!%
,"", ")%) &% 2*+",!"/ 2#*+)"!( - 7%$;!% &* 7#;,1) 71'3* " #(,$*" " !.$. J,$*-$";!
%)5($! 2'" '()#%/"!(, "321#$($"( - ,!"# ".%) &% ..", 2%&% -1'4= 2'%)!"+(,)%!%
=2*!'(7% $% 2'*&=)!% " 2*#3%!% *! $(9*. .%)!* $%+"$1! $% B=$)5"*$"'%$(, !%)% "
2*!'(7"!(#,)"!( "39*&" *! '()#%/"'%$%!% /%')% ,% &(/*$,!'"'%$" $%9#(&$*. @*3"
'()#%/($ ,!"# ( +(,!* ,'(<%$ 2'" '()#%/" $% B"!$(, ='(&", 4'%$"!(#$" &*7%-)" 3%
2*&&1'0%$( $% &*7'% B*'/%, )*3/(!"+$" ,'(&,!-%, !(4$*#*9"+$" 2'*&=)!" " &'.
4.2.4. !"#"$%&'( !')*"#'( +$%*
K% '()#%/"!(, "321#$($"( - &'%/%!"+($ ,!"#, ( 4%'%)!('$* 2*,!%-;$(!* $% %)5($!
-1'4= -3%"/*&(6,!-"(!* /(0&= &-% "#" 2*-(+( 2(',*$%0%. A'" !;4 ,( $%7#H&%-%
,#(&-%$( $% *2'(&(#($ ,5($%'"6, )*6!* "/% $%+%#*, '%3-"!"( " - 2*-(+(!* ,#=+%",
'%37"'% ,(, "<%,!#"- )'%6". C%'%)!('$% *,*7($*,! $% &'%/%!"+$"; '()#%/($ ,!"#
(, +( +&.#%$"-!& .- +*-2%1% &! +-*.&$%4"!-, ,5%.!1%6" 1 *-)#%0%!%. J,-($ !*-%
2*,#%$"(!* $( ,( 2'(&%-% 2* !*#)*-% &"'()!($ $%+"$, )*#)*!* !*-% ,( 2'%-" 2'"
"*7'%3*-%!(#$";" '()#%/($ ,!"#.
E*&"$%!% $% &'%/%!"+$"; '()#%/($ ,!"# ,% LM, $* 7#%9*&%'($"( $% ,%2=$($"!( *2('" !*6 ( 2'"&*7"# 2*2=#;'$*,! 2*+!" 2* 5(#"; ,-;!. > '()#%/"!(, "321#$($"
- &'%/%!"+($ ,!"#, ,( 2'(&,!%-;! ,H0(!", - )*"!* 2(',*$%0"!( "30"-;-%! '%3#"+$"
(/*5"", *7<=-%! 2*/(0&= ," " '(%9"'%! 2* *2'(&(#($ $%+"$. K% '%3#")% *! "*7'%3*-%!(#$"; ,!"#", !=) '()#%/$"!( 2(',*$%0" $( ,( *7'1<%! &"'()!$* )1/ 3'"!(#"!( !( (3'"!(#"!() ,% 2*-,)*'* ,!'%$"+$" $%7#H&%!(#". J,$*-$%!% "&(; 2'" &'%/%!"+$"; '()#%/($ ,!"# ( 3'"!(#"!( &% $%7#H&%-%! -3%"/**!$*8($";!% " '(%)5""!(
$% "9('*"!(" - '()#%/%!%, ,#(& )*(!* ,%/" &% $%2'%-;! "3-*&"!( ," 3% '()#%/"'%$%!% /%')%. A*&-%'"%$!" $% &'%/%!"+$"; '()#%/($ ,!"# ,% ,!"#*-(!(:
"+%,! *! 0"-*!%";
"'%3'(8%-%$( $% 2'*7#(/";
4.2.4.1. /-)#%0-$ .!"# "5%.! &! 4"1&!%"
@-*'+(,)";! ,!"# - '()#%/%!%, )*6!* 2*)%3-% "+%,! *! 0"-*!%", $%/"'% 8"'*)*
2'"#*0($"( *,*7($* 3% 71'3**7*'*!$"!( 2%)(!"'%$" ,!*)". @*6 ( 4%'%)!('($ $%6-(+( 3% !(#(-"3"*$$%!% " '%&"*'()#%/%!%, 3%<*!* 2'" !;4 #(,$* /*0( &% ,( ,#(&-%
*2'(&(#($% ,H0(!$% #"$";. J!#"+"!(#$% +('!% $% !*3" '()#%/($ ,!"# (
*7'",=-%$(!* $% 2'*7#(/ "#" )*$B#")!, , )*6!* 2*!'(7"!(#"!( ,( ,7#1,)-%! (0(&$(-"(!* ,", " 2*)%3-%$(!* )%) '()#%/"'%$";! 2'*&=)! "#" =,#=9% /*0( &%
'%3'(8" -13$")$%#%!% 2'*7#(/$% ,"!=%5";.
A*,#%$";!% *! !"2% "+%,! *! 0"-*!%" +(,!* 7"-%! )'"!")=-%$" 2* *!$*8($"( $%
!;4$%!% $('(%#",!"+$*,!. J,-($ !*-% $;)*" "3,#(&*-%!(#" $% '()#%/%!% ,+"!%!, +(
376
C'",!* .%!'%$&0"(-
!*3" !-*'+(,)" ,!"# 2'*-*)"'% '%3&'%3$($"( 3%'%&" $%2*/$;$(!* $% 2*!'(7"!(#"!(

3% ,*7,!-($"!( "/ 2'*7#(/".
E()#%/"!( - ,!"# "+%,! *! 0"-*!%" $%6-+(,!* 2*)%3-%! *7")$*-($" 4*'%, )*"!*
!1',;! '%3'(8($"( $% )*$)'(!($ 2'*7#(/ #*8 &14, '%3-%#($" 317", 21'4*!,
"37(#(#" !1)%$" " &'. @"2"+$";! ,5($%'"6 $% '()#%/" *! !*3" -"& ( ,#(&$";!: 4*&% $% &(6,!-"(!* $;)*6 *! 2(',*$%0"!( ,2*/($%-% 3% *2'(&(#($ 2'*&=)!, ,#(&
)*(!* !*6 ,( "32'*7-% " )%!* 2'%-"#* ,#(&-%<%!% ,5($% 2*)%3-% '(3=#!%!% 2*<%,!#"- " 2*-+",! +*-(), , 2*-&*71' &14, , 2*-3&'%-% " )'%,"-% )*,%, , 2*-4=7%-%
)*0% " !.$. @*-% *7%+( $( *3$%+%-%, +( 2'" '()#%/$";! ,!"# "+%,! *! 0"-*!%" -"$%9"
,( %)5($!"'% -1'4= $;)%)1- 2'*7#(/ -13/*0$* ( &% ,( 2*)%0( " 0"!(6,)%
,"!=%5";, 2'" )*;!* 2*!'(7"!(#"!( "30"-;-%! 2*#*0"!(#$" (/*5"" (B"9. 19).
A*$;)*9% '()#%/"!( - ,!"# "+%,! *! 0"-*!%" "39#(0&%! "3/",#($" " &*'"
*7"&$" 3% 2*!'(7"!(#"!(. >12'()" !*-% ,/( &#10$" &% *!&%(/ 3%,#=0($*!* $% !*3"
'()#%/($ ,!"# !*6 ( &*)%3%# ,-*;!% (B()!"-$*,!, &1#0%<% ,( $% B%)!%, +( +'(3
$(9* ,( *7-1'3-% *2'(&(#($% 0"!(6,)% ,"!=%5"; , )*$,=/%5";!% $% '()#%/"'%$%!%
/%')%.
A*'%&" &'%/%!"+$%!% ," ,1<$*,! !-*'+(,)";! ,!"# "+%,! *! 0"-*!%" ( $%6-2*&4*&;< 3% !(#(-"3"*$$%!% "#" '%&"*'()#%/%!%. >12'()" !*-% !*6 , =,2(4 /*0( &% ,(
"32*#3-% " - 2(+%!$%!% '()#%/%.
!". 19. A'"/('" 3% !-*'+(,)"; ,!"# "+%,! *! 0"-*!%" *! 2(+%!$%!% '()#%/%,

www.baileys.com
www.hansaplast.com.
.#%,"B")%5"; $% '()#%/$"!( ,!"#*-( = $%, '(3=#!%!"
377
4.2.4.2. /-)#%0-$ .!"#, +&)%71%6 *%7*-8%1%$- $% +*&9#-0

@-*'+(,)";! ,!"# - '()#%/%!%, 2'" )*6!* ,( 2*)%3-% -'13)%!% /(0&= *2'(&(#($
2'*7#(/ " $(9*-*!* '%3'(8%-%$( ( 4%'%)!('($ $%6--(+( 3% '%3-"!"!( 3%2%&$" *7<(,!-%. @*6 ( +(,!* ,'(<%$ " =
$%,. A'" $(9* ,( "3!1)-% '*#;!% $%
'()#%/"'%$%!% /%')% 3% '%3'(8%-%$(!* $% $;)%)1- 2'*7#(/: /'1,*!";!%
- )=4$;!% ,( 2*+",!-% , "N*/(,!*,";
21'4=!1! ,( 2'(/%4-% , "C(&&O*=#&1',", )1'-($(!* $% -($5"!( ,( ,2"'%
*! 2%,!%!% 3% 317" "G%)%#=!" " !.$.
A*$;)*9% '()#%/$";! ,!"#, 2*)%3-%<
'%3'(8%-%$( $% 2'*7#(/, /*0( &% ,(
!". 20. C%'%)!('($ 2'"/(' 3% !-*'+(,)";
'%3'%7*!" 2* $%+"$, )*6!* 9* &*7#",!"# "'%3'(8%-%$( $% 2'*7#(/",
0%-% &* ,!"#% "+%,! *! 0"-*!%". @*9%www.lacalut.de/index.php.
-% ,( 2*#=+%-% (&"$ ,/(,($ ,!"#, 2'"
)*6!* - $;)%)-% 0"!(6,)% ,"!=%5"; ,(
2*)%3-% )%) '()#%/"'%$%!% /%')% ,2*/%9% 3% '%3'(8%-%$( $% *2'(&(#($ 2'*7#(/.
4.2.5. ,"-".'( $./!&'+)% +$%*
J,$*-$% 4%'%)!('",!")% $% 3%7%-$"; !-*'+(,)" ,!"#, +( '()#%/%!% #$%&'()*#+ !,&!-'.*,/. K%7%-#($"(!* /*0( &% ,( "321#$" -1- B*'/% $% /H3")1#, 8*=, )*/(&";,
,%!"'% " &'. J,$*-$%!% "&(; $% !*3" '()#%/($ ,!"# (, $% 21'-* /;,!*, &% ,( 3%7%-#;-% %=&"!*'";!% ", $% -!*'* &% ,( 2'*&%-%. K%7%-$";! !-*'+(,)" ,!"#, "321#$($ $(9*-%!% +",!% B*'/%, $( ,( 2'"2*)'"-% , =7(0&%-%<"; /*&(# $% '()#%/$% )*/=$")%5";. >12'()" !*-% !*6 ( (B()!"-($, )*(!* ,( &1#0" $% ,2*,*7$*,!!% /= &% "39'%0&% (/*5"*$%#$% -'13)% /(0&= 2*!'(7"!(#; " '()#%/"'%$%!% /%')%. > '%/)"!(
$% 3%7%-$"; !-*'+(,)" ,!"# /*9%! &% ,( '%39'%$"+%! ,#(&$"!( 2*&-%'"%$!":
4=/*'",!"+($ ,!"#;
,5($"+($ '()#%/($ ,!"#;
/=3")%#($ '()#%/($ ,!"#;
B%$!%,!"+($ '()#%/($ ,!"#
4.2.5.1. :,0&*".!"5-$ *-)#%0-$ .!"#
C=/*'1! 2'*-*)"'% 2*#*0"!(#$" (/*5"" = %=&"!*'";!%, )%!* ; '%3,/"-%. @*6 *7%+( /*0( &% 71&( !-1'&( ,2(5"B"+($ - '%3#"+$"!( ,!'%$" 2* ,-(!%, )*(!* ,( &1#0"
$% *,*7($*,!"!( $% -,;)% $%5"*$%#$% )=#!='%. A*'%&" !%3" 2'"+"$% ,'(& '()#%/$"!( ,2(5"%#",!" 7"!=-% /$($"(!*, +( ";,0&*<! $- +<!,1%", !.(. -,()" $%'*& ,(
,/(( $% $%6-*!#"+"!(#$"!( +('!" $% ,-*;!% )=#!='% " +(,!* $( '%37"'% )%)-* 2'(-
C'",!* .%!'%$&0"(-
378
&"3-")-% ,/(4% = &'=9"!(. P&"$,!-($";! 4=/*', )*6!* /*0( &% ,( ,+(!( 3% =$"-(',%#($, ,% !.$%'. "3$($%&-%<" "#" $-&5%)1%$" ."!,%="" !.(., )*9%!* $(<%!% ,(
,#=+-%! $( $% /;,!* " $(*+%)-%$* (B"9. 21).
!". 21. C=/*'",!"+($ '()#%/($ ,!"#, www.fiat.bg.
4.2.5.2. =-$"5-$ *-)#%0-$ .!"#

5($"+$";! '()#%/($ ,!"# -)#H+-% '()#%/$" ,2()!%)#" " ,5($"+$" 2*,!%$*-)" ,
=+%,!"(!* $% '()#%/"'%$%!% /%')%. .1/ $(9* /*9%! &% ,( 2'"+",#;! -,"+)" '()#%/", )*"!* ,% 3%7%-$", $* /( ,2%&%! )1/ 4=/*'",!"+$"!(. :%2'"/(' $% *!)'"!"!(
,5($" 2* 71#9%',)*!* Q('$*/*'"( ( *3*2*#, :(,(71' " &'.) - #(!$"!( -(+('" +(,!*
,( 2'(&,!%-;! ,2()!%)#" 3% &(5%, - )*"!* "9('*"!(" ,% *2'(&(#$% /%')% 7(3%#)*4*#$% $%2"!)%, 8*)*#%&, 7*$7*$", 31'$($% 3%)=,)% "#" $(<* &'=9*. N'=9 2'"/(' 3%
2'"#*0($"(!* ,5($"+$"; ,!"# ( ,2()!%)1# , /$*9*7'*6$" =+%,!$"5", )*"!* , !(#%!% ," ""32",-%!" "/(!* $% '()#%/"'%$%!% /%')%, $(6$*!* #*9* " ,#*9%$.
4.2.5.3. >,7")%#-$ *-)#%0-$ .!"#
F=3")%#$";! '()#%/($ ,!"# ( 2'(&,!%-($ $%6--(+( *! )'%!)" 2(,$"+)", - )*"!*,
'%37"'% ,(, *,$*-($ "9('*6" ( '()#%/"'%$%!% /%')%. @(3" 2(,$"+)" /*9%! &% 71&%!
'%3'%7*!($" )%!* $(3%-","/" (&$* *! &'=9* '()#%/$" 2*,#%$"; "#" 21) )%!* ,-1'3%$" 2*/(0&= ," ()%!* ,('"%#). J! ,%/* ,(7( ," ,( '%37"'%, +( !*3" '()#%/($ ,!"# (
!"2"+($ $%6--(+( 3% '%&"*'()#%/%!%. @*-% $( *3$%+%-% *7+(, +( $( ,( 2'"#%9% " &'=9" /(&"" $%21#$* ( -13/*0$* (&$% '()#%/$% 2(,$"+)% &% 71&( "-"3=%#"3"'%$%" +'(3 ,1*!-(!($ )#"2 " &% ,( 2'(-1'$( - !(#(-"3"*$$% '()#%/%.
.#%,"B")%5"; $% '()#%/$"!( ,!"#*-( = $%, '(3=#!%!"
379
4.2.5.4. !"# $% +&0-.!1%$- $% +*&2,)!% " )*%!)" &$#%?$ @"#0"

A*/(,!-%$(!* $% 2'*&=)!%//%')%!% (product placement) 2'(&,!%-#;-% "$!(9'"'%$(!*
/= $%6-+(,!* - ,H0(!% $% B"#/ "#" $% !(#(-"3"*$$* 2'(&%-%$(. J! (&$% ,!'%$%,
!*-% ;-#($"( ( +%,! *! 71'3*'%3-"-%<%!% ,( '%3-#()%!(#$% "$&=,!'";, )*;!* &*,!"9%
&* /"#"*$" 4*'% (0(&$(-$*, %, *! &'=9%, !* ( $(!'%&"5"*$($ /%')(!"$9*- "$,!'=/($!, )*6!* -,( 2*-(+( ,( 2'(-'1<% - $*'/%#$% 2'%)!")% 3% 9*#(/"!( )*/2%$""1.
4*&($ ,!"# $% 2*/(,!-%$(!* $% 2'*&=)!% ,% )'%!)"!( '()#%/$" B"#/" - R$!('$(!, )*"!* /*9%! &% 71&%! "3)#H+"!(#$* -13&(6,!-%<" (www.bmwfilms.com).
4.2.6. 0"($"+$%&'( !')*"#'( +$%*
S%$!%,!"+$";! '()#%/($ ,!"# -)#H+-% %$"/%5";, B"#/" " ,2(5"%#$" (B()!",
+'(3 )*"!* ,( 2*)%3%-%! ,17"!";, ,+"!%$" 3% $('(%#",!"+$" (-0. B"9. 22 " B"9. 23).
@*6 ,( 2'"#%9% +(,!* 2* *!$*8($"( '()#%/%!% $% 2'*&=)!", 2'(&$%3$%+($" 3% &(5%.
!". 22. S%$!%,!"+($ '()#%/($ ,!"# ,1,

,2(5"%#$" -"&(* (B()!" www.toyota.bg.
!". 23. S%$!%,!"+($ '()#%/($ ,!"# ,

%$"/%5";, www.nesquik.com.
.%!'%$&0"(-, C'., F(&";2#%$"'%$( $% '()#%/$%!% )%/2%$";, 2-'* "3&., TR " !*2%$,!-*", 2006., ,.186.
380
C'",!* .%!'%$&0"(-
A'"#%9% ,( ,1<* !%)% " )*9%!* '()#%/",!"!( 0(#%;! &% ,13&%&%! 2*-"$!('(,$* " 2*$(,!%$&%'!$* '()#%/$* 2*,#%$"( 3% !'"-"%#$" 2'*&=)!" ()%!* 2*+",!-%<" 2'(2%'%!" $%2'"/('). Q'(3 !*3" !-*'+(,)" ,!"# (&"$ 7%$%#($ 2'*&=)! )%!* 2'(2%'%! 3%
*!2=8-%$( $% )%$%#"3%5"*$$" !'17" /*0( &% 71&( 2'(&,!%-($ 2* *'"9"$%#($ " 3%2*/$;< ,( $%+"$ (&% ," ,2*/$"/ '()#%/%! , F",!1' A'*21').
> &$(8$* -'(/( /*&('$"!( )*/2H!1'$" !(4$*#*9"" 3% -"3=%#$% " 3-=)*-% *7'%7*!)% 2'(&#%9%! 9*#(/" -13/*0$*,!" 3% ,13&%-%$( $% )0'1!+2,! '3'.*! # -'.2+4+*+. @(3" (B()!" /*9%! &% ,( 2'(-1'$%! *! '()#%/",!"!( - ,"#$" ,!"/=#" 3% *2'(&(#($" 5(#(-" 9'=2%. R32*#3-%$(!* "/ ( /$*9* 2*2=#;'$* 2'" '()#%/"'%$( - @>
)%$%#"!( 3% /#%&" 4*'%, )%)-"!* ,% FTV, FF " &'.
J+%)-%$";!% 3% =2*!'(7%!% $% +,!4+1!5*+ - '*#;!% $% '()#%/%!% ,% !; &% $%'%,!$(.
:;)*" '()#%/" 2*)%3-%! (&$*-'(/($$* %$"/%5"*$$" 9('*" " '(%#$" 4*'% $%2'"/('
- +%,! *! '()#%/"!( $% :%6) 9#%-$" 9('*" ,% 7%,)(!7*#$%!% #(9($&% F%6)1#
N0*'&%$ " %$"/%5"*$$"; 9('*6 ?19, ?1$". E%3-"!"(!* $% -13/*0$*,!"!( 3%
)*/2H!1'$* 9($('"'%$% %$"/%5"; 2*3-*#;-% -$(&';-%(!* $% -,( 2*-(+( ,2(5"%#$"*
(B()!" - ,1-'(/($$%!% '()#%/% " ,13&%-% 2'(&2*,!%-)" 3% $%'%,!-%<% =2*!'(7% $%
B%$!%,!"+$"; '()#%/($ ,!"#.
4.2.7. 1$%* (" 2/3$%)."(' (" 2/$!'-%$'*4 )5# 3%!')$(" !'")6%4
!"#1! $% 2*&!")-%$( $% 2*!'(7"!(#; )1/ &"'()!$% '(%)5"; ,( 4%'%)!('"3"'% , "3#%9%$( $% =7(&"!(#$" %'9=/($!", 2*'%&" )*"!* 2*)=2)%!% !';7-% &% ,( "3-1'8"
-(&$%9%, "#" , 2*&!")-%$( $% 2*!'(7"!(#; &% "3-1'8" *2'(&(#($" &(6,!-"; (&% ,(
*7%&" $% 2*,*+($ !(#(B*$, &% $%2'(%-" 3%;-)% 2* "$!('$(! " &'.). > '%/)"!( $% !*3"
!-*'+(,)" ,!"# /*9%! &% '%39'%$"+%! ,#(&$"!( -%'"%$!":
G*9"+(,)" '()#%/($ ,!"# 2'" $(9* ,( %)5($!"'% -1'4= '%5"*$%#$" " #*9"+(,)" &*-*&" - 2*#3% $% /%')%!%. E()#%/"!(, "321#$($" - !*3" ,!"#, ,1&1'0%!
4%'%)!('($ !(),! "3 *,$*-%$"; &% 3%)=2"!( /%')% C", "5 2'"+"$" &% 2'(/"$(!( )1/ $*-%!% 2'*9'%/% $% /*7"#$"; *2('%!*' C" " &'.
!"# $% $%!",) 3% 2*)=2)% 4%'%)!('"3"'% ,( , $%,!*6+"-*,! " , $%#%9%$( $%
"&(;!%, +( 2*)=2)%!% !';7-% &% 71&( "3-1'8('$% /"9$*-($*. E()#%/"!(, "321#$($"( - !*3" ,!"#, =7(0&%-%! 2*!'(7"!(#;, +( 3%)=2=-%$(!* $% 2'*&=)!%
7" 7"#* /$*9* 2(+(#"-8 4*&, % -13&1'0%$(!* *! 2*)=2)% 7" &*-(#* &* 2'*2=,$%!" 2*#3", 7" 7"#* "9'(8)%", "$(&*2=,!"/% 3%9=7%" " !.$.
!"# $% $%,!*;-%$( 3% &"'()!$% '(%)5"; !*6 2'"#"+% $% ,!"#% $% $%,!*;-%$( 3% 2*)=2)% " - "3-(,!($ ,/",1# 7" /*91# &% 71&( 2'"+",#($ )1/ $(9*.
F(0&= &-%!% ,!"#% -,( 2%) ,% $%#"5( '%3#")", )*"!* $" &%-%! *,$*-%$"( &% 9"
'%39#(0&%/( 2**!&(#$*. !"#1! $% $%,!*;-%$( 3% &"'()!$% '(%)5"; ( 4%'%)!('($ 3% '()#%/", )*"!* $( $%,!*;-%! 3% &"'()!$* *,1<(,!-;-%$( $% 2*)=2)%!%,
% 2*-,)*'* 3% )*$)'(!$" &(6,!-";. @*3" ,!"# /*0( &% 71&( '%32*3$%! 2* 2'"3"-"!( *! '*&% "J7%&(!( ,( -(&$%9% $% !(#(B*$ ...", ".#")$(!( !=)", "A*!-1'&(!( 0(#%$"(!* ," &% >" 2*,(!" $%8 )*$,=#!%$! , SMS" " !.$.
.#%,"B")%5"; $% '()#%/$"!( ,!"#*-( = $%, '(3=#!%!"
381
5. 6789:;<=><
>13 *,$*-% $% %$%#"3% $% '()#%/%!% - 71#9%',)"!( /(&"" - $%,!*;<%!% ,!=&"; (
2'(&#*0($% (&$% )#%,"B")%5"; $% 4%'%)!('$"!( 3% $%8%!% /%')(!"$9*-% 2'%)!")%
!-*'+(,)" ,!"#*-( - '()#%/%!%. R39'%0&%$(!* $% (&$% !%)%-% )#%,"B")%5"; 2'(&2*#%9% &% ,( "&($!"B"5"'%! " ,1*!$(,%! 2* *!&(#$" 9'=2" " 2*&9'=2" $%6-+(,!*
2'"#%9%$"!( ($%6-!"2"+$"!() ,!"#*-( '()#%/$* !-*'+(,!-* = $%,. >13 *,$*-% $%
"3,#(&*-%!(#,)"!( &%$$" ,% "&($!"B"5"'%$" 7 *,$*-$" ,!"#% $% '()#%/$* !-*'+(,!-*, % "/($$* ,!"# $% '()#%/$*!* 2'(&,!%-;$(; ,!"# $% '()#%/$"!( %,*5"%5"";
"*7'%3*-%!(#($" ,!"#; &'%/%!"+($ ,!"#; 3%7%-($ '()#%/($ ,!"#; B%$!%,!"+($ ,!"#;
,!"# $% 2*&!")-%$( $% 2*!'(7"!(#; )1/ &(6,!-"(. >$"/%!(#$";! %$%#"3 *7%+( *!)'*" " '(&"5% 2*&-"&*-( $% ,!"#*-(!( $% '()#%/$* !-*'+(,!-*, )*"!* ,% 2'(&,!%-($" " *2",%$" 2*&'*7$* - ,!=&";!%.
T,2*'(&$* , "321#$($"(!* $% 9#%-$%!% 5(# - $%,!*;<%!% '%3'%7*!)% ,( 2'%-"
2%'%#(# /(0&= '()#%/($ %2(# " !-*'+(,)" ,!"# $% "321#$($"( $% '()#%/$"; %2(#.
E%39#(&%$% ( -'13)%!% '()#%/($ %2(# ,!"# $% !-*'+(,)* "321#$($"( " ,% 2'(&,!%-($" *,$*-$"!( -"&*-( '()#%/$" %2(#".
:(*74*&"/* ( &% ,( 2*&+('!%(, +( 2'(&#*0($%!% )#%,"B")%5"; $% ,!"#*-(!( $%
'()#%/$* !-*'+(,!-* $( 7" ,#(&-%#* &% ,( -132'"(/% )%!* $(<* ,!%!"+$* *,*7($*
)%!* ,( "/% 2'(&-"& &"$%/"+$%!% 2'"'*&% $% '()#%/%!%. A'(&,!%-($%!% - ,!=&";!%
)#%,"B")%5"; $% !-*'+(,)"!( ,!"#*-( - 71#9%',)%!% '()#%/% 7" /*9#% &% 71&( &*21#-%$% " &*'%3-"-%$% , *9#(& $% (-($!=%#$" 2'*/($" - '()#%/%!% " 2*-!*+$* $%
2'*/;$% $% !-*'+(,)"!( ,!"#*-(. > !*3" ,/",1# $%,!*;<(!* "3,#(&-%$( /*0( &% ,(
'%39#(0&% )%!* "34*&$% !*+)% 3% 71&(<" 2'*=+-%$"; $% !-*'+(,)"!( ,!"#*-( - 71#9%',)%!% '()#%/%.
382
C'",!* .%!'%$&0"(-
897?> >87@>A =7 B<897C=>D< ?D>9EF< G =7? B<6G9D7D>

ED 8E=D<=D 7=79>67 =7 B<897C7D7 F HI9J7B?8>D< C<K>>
E(3H/(
> $%,!*;<%!% ,!=&"; ,( 2*,!%-; 3%&%+%!% 3% )#%,"B"5"'%$(!* $% !-*'+(,)"!( ,!"#*-( - 71#9%',)%!% '()#%/%. @%)% 2*,!%-($%!% 3%&%+% ( "321#$($% +'(3 "3,#(&*-%!(#,)"; /(!*& $% )*$!($! %$%#"3% $% 71#9%',)"!( /(&"" " 2*-)*$)'(!$* $% '()#%/"!(, 2=7#")=-%$"/"3#1+-%$" !;4. S*'/"'%$(!* $% !"2*#*9"; $% !-*'+(,)"!( ,!"#*-( "/% 3% 3%&%+% &% "&($!"B"5"'% "
,1*!$(,( 2* *!&(#$" 9'=2" " 2*&9'=2" $%6-+(,!* 2'"#%9%$"!( ($%6-!"2"+$"!() ,!"#*-( '()#%/$* !-*'+(,!-* = $%,. T,2*'(&$* , "321#$($"(!* $% 9#%-$%!% 5(# - $%,!*;<%!% '%3'%7*!)% ,( 2'%-" 2%'%#(# /(0&= '()#%/($ %2(# " !-*'+(,)" ,!"# $% "321#$($"( $% '()#%/$";
%2(#. E%39#(&%$% ( -'13)%!% '()#%/($ %2(# ,!"# $% !-*'+(,)* "321#$($"( " ,% 2'(&,!%-($"
*,$*-$"!( -"&*-( '()#%/$" %2(#".
>13 *,$*-% $% "3,#(&*-%!(#,)"!( &%$$" ,% "&($!"B"5"'%$" 7 *,$*-$" ,!"#% $% '()#%/$* !-*'+(,!-*, % "/($$* ,!"# $% '()#%/$*!* 2'(&,!%-;$(; ,!"# $% '()#%/$"!( %,*5"%5"";
"*7'%3*-%!(#($" ,!"#; &'%/%!"+($ ,!"#; 3%7%-($ '()#%/($ ,!"#; B%$!%,!"+($ ,!"#; ,!"# $%
2*&!")-%$( $% 2*!'(7"!(#; )1/ &(6,!-"(. >$"/%!(#$";! %$%#"3 *7%+( *!)'*" " '(&"5% 2*&-"&*-( $% ,!"#*-(!( $% '()#%/$* !-*'+(,!-*, )*"!* ,% 2'(&,!%-($" " *2",%$" 2*&'*7$* ,!=&";!%.
CLASSIFICATION OF BULGARIAN ADVERTISING STYLES

FINDINGS OF ADVERTISING CONTENT ANALYSIS I N BULGARIAN MEDIA
Abstract
The objective of the study presented in this paper is to classify the executional styles in Bulgarian
advertising. For the completion of this task the author applies the research method of content
analysis of advertisements in Bulgarian media. Creating a typology of executional styles in
modern advertising means to identify and classify the typical or most often used executional
styles. At the same time the author analyzes the connection between the advertising appeals from
one hand and the executional styles from the other. The major advertising appeals are described
and analyzed from the point of view of their practical application in advertising practice.
The results of the study confirm the existence of 7 major executional styles in Bulgarian
advertising practice. These executional styles include: (1) style of advertising presentation; (2)
style of advertising associations; (3) "educational" style; (4) dramatic style; (5) entertaining style;
(6) "fantastic" style; (7) style of urging consumer to action. The detailed analysis however revealed
numerous "sub"-styles within each major executional style. All of them are described and
illustrated in the paper.

Katrandjiev Ads Clasification

Загружено:

Сведения о документе

Оригинальное название

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Katrandjiev Ads Clasification

Загружено:

Авторское право:

Доступные форматы

!"#$%$ "&$' (" )* !"+($,* #,$!-.

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

J2+1", 7!',"$"!'/" %4%1% +,+3*<"',/%%! (' !+41'8"!'('$' 8'!4';

%EJ. 2. D'="%('1+( '2+1 '4=+($"!'/ ,6!;9 )%8"("!'(+$% (') 4%(49!+($"$+, www.dhl.bg.

J2+1"$+, 2%)3+!$','/" &-=$/%',/%%! '! +",43#%! &*& 3/*3(!%!,

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

3.2. *D?;E?9769E 7=<6E

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

G$ )!97' #$!'(' 4!"$"="$+ (' !+41'8(". ;98%! 2!%$",%2%#$',.$ #1+)("$+ ,60!'*+(".1:

%EJ. 4. 98%!"#$"3+( '2+1 2!" !+41'8'$'

G3+,")(% #' ('1"=+ %#(%,'$+1("

3.2.2. .*+-*/%',-)% *+,-%

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

%EJ. 5. K!604' 8+*)9 #$+2+($' (' 0'21';' , !+41'8(%$% 2%#1'("+

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

<!%93,'(".$' , %:1'#$$' (' 0'21'F"$+1("$+ !+41'8(" '2+1" )%41'),'$, 3+ !+41'8", #6)6!*'/"

'=".$' "02%10,'(+$% (' #"1(" 0'21'F"$+1(" '2+1" +),' 1" + ('B-9)'3(".$

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

3.2.4. 3#"4%)%$*)% *+,-%

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

%EJ. 6/7 D+41'8+( $"B06!

%EJ. 6/K G$7%,%! (' $"B06!'

="%(("$+ #"#$+8" #+ )61*" ('B-,+3+ (' 8+*)9491$9!("$+ !'01"3"., 4%"$% %#$',.$

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

1+4=".-)!'8' (lecture drama) #8+#+( #$"1.

#"8,%1" (symbolic) "02%10,'(+ (' 8+$'@%!".

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

4.2. 67GENEC7;EF 97 ?G9?89E:< :8?>A<GCE G:E6?8< 8 1I6J7>EF

2. #:E6 97 ><C67D9E:< 7G?;E7;EE 2.1. -'3"( (' *",%$

3.1. G:!'0%,'$+1+( #$"1 # 93'#$"+ (' 2!+0+($'$%!

4. 4>7D7:EA<9 ><C67D<9 G:E6

4.1.I$"1 "3'#$ %$ *",%$'"

5. 07K78<9 ><C67D<9 G:E6

5.1. 98%!"#$"3+( #$"1

6. %79:7G:EA<9 ><C67D<9 G:E6

7. #:E6 97 =?L:EC879< CID

7.1. P%7"3+#4" !+41'8+( #$"1

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

4.2.1.1. 6%&* '! "7&/%," +"$4/%!=<'$ '! +",43#%!

%EJ. 7. '!'4$+!(" 2!"8+!" 0' 3"#$% 2!+)#$',.(+ (' 2!%)94$' , #193'. (+ +

S"#$%$% (2!%#$%$%) 2!+)#$',.(+ (' 2!%)94$' %0('3',' 2%4'0,'(+ (' 2!%)94$'

%EJ. 8. <!"8+!" 0' #$"1 (' @'4$%1%7"3+#4% %:.#(+("+ , !+41'8'$'

4.2.1.3. 6%&* '! +,4'!/<'$ '! +",43#%,=! &'8,"1!2&<

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

4.2.1.4. 6%&* '! ,"(!'&-!2&,'', +"$4/%!=<'$

%EJ. 10. I$"1 (' %!7'("0'="%((% 2!+)#$',.(+, www.dhl.com.

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

H+$'@%!'$', 4'4$% + "0,+#$(%, %0('3',' +"$:=>"*<'$ (' ;'!'4$+!"#$"4"$+ ('

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

4.2.2.4. ),#!-=!'$ '! -'!1$'&%,/%& = "$#*!1!%!

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

4.2.3.3. I$1,'/%"!%&=$' "$#*!1$' /%&*

%EJ. 14. K%1,% XC70 , )+B#$,"+

%EJ. 15. I$"1 (' !+41'8(' )+8%(#$!'=".

&1'#"@"4'=". (' !+41'8("$+ #$"1%,+ 9 ('# !+091$'$"

('B-3+#$% #+ "02%10,' ,'!"'($6$ (' )+8%(#$!'$",(' !+41'8', 4%B$% 2%4'0,'

!"# $% &"'()!$* (+(#$*) ,'%-$($"(

.%)!* /*0( &% ,( ,1&" 2* $%"/($*-%$"(!* ,!"#1! $% &"'()!$*!* ,'%-$($"( (

!"# $% "$&"'()!$* ,'%-$($"(

!"# $% "$%6-&*7'%!%" /%')%

A'" !*3" !-*'+(,)" ,!"# ( !"2"+$* *7;-;-%$(!* $% /%')%!% 3% "$%6-&*7'%!%",

!". 16. > !%3" '()#%/% ,( !-1'&",

!". 17. > 9*'$%!% '()#%/% ,( !-1'&",

J2+1"$+, 2%)3+!$','/" &-=$/%',/%%! '! +",43#%! && 3/3(!%!,

3.2.2. .+-/%',-)% *+,-%

3.2.4. 3#"4%)%$)% +,-%

="%(("$+ #"#$+8" #+ )61" ('B-,+3+ (' 8+)9491$9!("$+ !'01"3"., 4%"$% %#$',.$

4.2.3.3. I$1,'/%"!%&=$' "$#!1$' /%&

.%)!* /0( &% ,( ,1&" 2 $%"/($-%$"(! ,!"#1! $% &"'()!$! ,'%-$($"( (

A'" !3" !-'+(,)" ,!"# ( !"2"+$* 7;-;-%$(! $% /%')%!% 3% "$%6-&*7'%!%",

!3" !-'+(,)" ,!"# 2'-)"'% '%3&'%3$($"( 3%'%&" $%2/$;$(! $% 2*!'(7"!(#"!(

!". 19. A'"/('" 3% !-'+(,)"; ,!"# "+%,! ! 0"-!%" ! 2(+%!$%!% '()#%/%,

4.2.4.2. /-)#%0-$ .!"#, +&)%71%6 %7-8%1%$- $% +*&9#-0

4.2.5.4. !"# $% +&0-.!1%$- $% +&2,)!% " )%!)" &$#%?$ @"#0"