  .      
 


               .                      .     ,     ,   ,     .





 

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1.   


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    New York Times


   .          Fortune 500: Nestle   -[1 -   -            ;         (livejournal. com  ljplus. ru) (. .).], Sony   ,    .        ,         ,       ,    .

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     -   :      ?

 Starbucks  eBay      ?

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 ,  Starbucks  Red Bull,     ,         ,      ,         .    PR- Red Bull    :



 ,   ,         .   ,   ,     .        ,   [2 - Rob Walker, The Marketing of Red Bull, Outside Magazine (April 2002) (.  ).].


  ,     ,          ,      ,      .

 Coca Cola, Pepsi  Anheuser-Busch     Red Bull,      - ?     ,    ,             ?

 :   XXI      .




 


     ,  ?  .       ,    .        .     Coca Cola     ,    [3 -  . Naomi Klein, No Logo (New York: Picador, 2002) (. ).].  Levi Strauss     ,      -    SilverTab   [4 -  1996   Levi Strauss         SilverTab.   (-)     ,         Levis   ,    .      (. .).].

,    .             .                 .   :    -       Timbuk2[5 -   (Kyle Hanson)       (Ruckus) (1981, ,   ).    ,    ,         ,    ,   .       ,         .         .       ,         . Timbuk2  ,      (. .).].    Burning Man,  [6 - Burning Man     ,  ( 1986 )             (, ,  ,  ,    . .;  (Ginger)       (. .).], ,   Volkswagen    .              ,      .

           .     ,           .      ,      .

    [7 -   (Signe Nordli)   ,       Starbucks;   2003          Starbucks  Playboy Magazine;        Playboy (. .).],      Playboy,   Starbucks.       -   ,        ,     .   [8 -   (Marc Anthony)   ,   ;   14  (,    . .),     1991  (When the Night is Over) (. .).],    Prada   ,   ,         ,      Kiehl,    -  .   ?           Apple [9 -  2003   Apple       Macintosh.     ,     15-    (Ellen Feiss)       ,   Windows       ,       (. .).]  ,        .

    ,  ,  .          -        Seven for All Mankind?        Apple?

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      .    .  ,               ,     .  ?    .

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          .          . ,   ,    Coca Cola  , :



        .  ,       ,      ,      :       .     ,   [11 - Sergio Zyman with Armin Brott, The End of Advertising As We Know It (Indianapolis, IN: Wiley, 2002) (. ).].


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,     Napster  -   ,       , , ,  ,    ,          (        ).          ,  ,  boo. com,    [13 -   (Randall Rothenberg)       Booz-Allen&Hamilton,     :   (Where the Suckers Moon: An Advertising Story) (1994) (. .).]   Advertising Age  :    [14 - Randall Rothenberg, Still Hooked on Fast Brand? Ponder the Lessons of Boo. com, Advertising Age (May 29, 2000) (. ).].

   !    .




 



   ,      Napster.   ,      ,    .      Napster      ,          .    -       .

,    .    :       Napster    -.

Napster  .        ,       XX . ?        ,   . Napster     ,     .  ,      ,       ,      .  Napster  ,   .      - ,  ,  Napster,    ,   .

    .         80  ,       $200 . (, , ,   : ,   ,    $2 ,  Napster     Limp Bizkit,     [15 - Eric Boehlert, Napster Will Sponsor Free Summer Tour for Limp Bizkit, Salon. com (April 24, 2000) (. ).].)

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 Napster    ,    :    ,     .          (     !).




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 Napster        ,       .            : . ,    ,  Napster      .         :       ,     :    ?    !   !

Napster   ,     ,  .


 

   ,       .      ,      .  ,   ,   Napster    

Hummer Winblad,    .          .

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

    Napster      .     -  ,     .        .

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,        ,     Napster,  .   , ,  ,   ;      .   ,      .       ,     .



          ,        ;  ,   ,   ,          .





   (  )


Napster   ,      .         Dr. Martens[17 -    Dr. Martens       Dr. Martens (Italy, AirWair Limited, 1999) (. ).].

      1940-      .     ,    ,   ,      .      Air-wair (   )       ,    ,      .

       Griggs Company.          ,   1960    .

  .        -.    :       [18 -   (. ).].

   , ,  ,          ,     ?

       .    ,         . ,        ,    .

      : ,  ,   . .      .   -       .

      .           . (:     ,     .   ,         .)

     [19 -   (bower boot)     ;  ,   bower (.)     bother (.)  , ,   (,  ) (. .).] ?  :             (     ).        ,     .

    ,  -  .  1972               .          ,    ,  ,       .      ,    .        Dr. Martens,          .

  ,      ,    .    ,  -  [20 -   (Tony Benn)         ;  ,        (. .).]     The Who[21 - The Who    - (1964-1983);   , The Who      - (. .).],     -.

 1980-     .        ,     .   1990-                -. ,    ,      ,   .

      Dr. Martens,     ?




, ,  ,     .  ,         ,  ,  .      .


 

    ,         . ,    (,    )  ,    .   ,    .

 ,      ,    ,         .

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   ,     ,    ,    -  .     ,            (  ,   , 2  (   14 )).    -  ,    ,  - .     .        ;      ,      ;      (,   BDSM[22 - BDSM   . bondage, domination, sadism, masochism  , , ,  (. .).])     .          ,      [23 - The Deviants Dictionary,http://public.diversity.org.uk/deviant/frames.htm, .  Boots and Shoes (. ).].


, ,     - .      .          ,          .


  

       Dr. Martens           :  ,      .            . ,     ,       - .        ,    .         .

          .            .


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      1990-            .             .    ,       .    Dr. Martens   :



!      -  .       ,    .       Dr. Martens    .[]       ![24 - Dr. Martens (. ).]


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  ,  



          Pabst Blue Ribbon  Miller High Life     .        .       .        .      ,      .

  ,       . ,       [25 -    Bubba,        .     (brother)      ,    ,    , ,  ,      .  Bubba     ,           (. .).],    -.




    


   Miller High Life,    Miller Brewing,   1990-           [26 - James B. Andorfer, Miller Restages High Life Brand with Nod to Past, Advertising Age (May 18, 1998) (. ).].  Miller         .   Wieden + Kennedy    ,     .        ( ,   ),         .           .      (    Miller   ,    ).   ,                 21  25 .            .

 ,  -  ,     Miller High Life.  ,   Miller          .

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,      ,      ,      .        . , ? ,    ,  (   Miller High Life Lite),  ,      ( ,       ). , .  ,    ,   .


, .   .     .    Miller  2000   ,       5%[28 - Beer Handbook, Popular Beer (2001) (. ).].   2001    .     ,            ,     . ,    ,   Miller, W + K  -  [29 -   (Errol Morris) (.  1948)   ,     (The Dark Wind, 1991),    (The Thin Blue Line, 1988),   (Gates of the Heaven, 1978).  2003          (      ) (. .).]     .         [30 - Richard Linnett, High Life Spots to Spawn Sitcom, Advertising Age (January 12, 2004) (. );   (Archie Bunker)       1970- , ,     - (. .).].     ,      ,   .




   


   Miller, Pabst Blue Ribbon      .        ,      ,         .  ,  .

,  -    ,  PBR  .   2002        .       [31 -     Pabst Brewing (. ).],    ,    ,  .

   ,  PBR        ? , ,         [32 -    trendsetter,      ;  ,          ;    ,  , -,   . .,     ,        (. .).],    .      ,    .

   PBR   ,       .        ,  .      ,  -.      ,   -,     .

  PBR     .  ,     ,   Napster, Linux  Adbusters[33 - Adbusters    , ,   , , ,          .  Adbusters      ,       .    Adbusters (  ,   120 .)    Powershift;  -.     ,    ,     (. .).],   .        PBR   .            ,        .

     PBR?


, 

Heineken?    !  Pabst Blue Ribbon!   ,    ,              ,    [34 -   (Dennis Hopper)     ,    ,    (Easy Rider, 1969),   (Apocalypse Now, 1979),   (Waterworld, 1995) (. .).].     -        ,     .  PBR        . (   :         ! Schlitz   !,  15      Schlitz,   Pabst.)

PBR   ,        .       ,   .         :



Siss Place      ,      .        ,        ,   .       ,      Pabst Blue Ribbon.   ,   . ,        ,        [35 - Adam Davies, The Frog King: A Love Story (New York: Riverhead Books, 2002) (. ).].





 PBR   :     .   Brians Beer Belly   8.8   10. Epinions[36 - Epinions  ,     (. .).]      .     ,      25   .  Phillys Tritone    :     PBR   3 .   . ,   :        [37 - Pabst Blue Ribbon: Beer of the Year, Mens Journal (December 2003) (. ).].


  

  ,      .       :



 ,    PBR,  .        .       ? -        ![38 -  Google newsgroup alt. beer (. ).]



 

  Pabst     ,  ,   .    . ,    ,    ,         .  :



   -!   !     .  ,   Pabst Blue Ribbon.   Guinness.  ,  Pabst![39 -   (. ).]





     .           .

  [40 -    ,     1960-   .       ,          ,  -  .         (1957) (. .).]      :



        .           ,   .   ,     [41 - Robert Latham et al, The Hipsters Handbook (New York: Anchor, 2003) (. ).].



    

 PBR    .    ,   .     :



          . .  :          ,     .  :  ?   ,      : Pabst Blue Ribbon. ![42 -  Google news-group rec. motorcycles. harley (. ).]


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      -  .         .

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      SMS            WAP.

, 1991 . Nokia           GSM,  ,          .             . SMS (   ) ,  ,   .    ,   -      .

Nokia  SMS -  ,   ,   ,   ,      .    :    160 ,           . ,        .

       ,   .  ,       .      .  2001        100 [43 - David Reed, Texting Bout a Revolution, Direct (May 15, 2001) (. ).].  10                  .            ,  ,   ,   . .

      3  SMS[44 - Text Craze: 360B Messages Expected to be Sent in 2002, Asia Africa Intelligence Wire (September 10, 2002) (. ).].      15%[45 - Peter Martin, Ruup4 multimedia messaging? The Financial Times (March 12, 2002) (. ).].

  ,         ?

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    ,  ,        SMS.            ,      .  SMS       .


  

     SMS,         .

     ,   ,    .    ,        . ,     ,     SMS  .


  

    ,       .




WAP 


   SMS    ,        . ,        ,        ,     ,        .

  1998 ,   WAP  ,    ,    ,   .  ,  WAP    ,     ,   . WAP Forum         .

 ,   SMS .   WAP     DOS    Windows.   2000   ,     .          SMS    .

    WAP?     , -    .  ,       WAP  , , ,   ,  .      ,     !,  ,        .

        :    ,   ,    ,    .    :    ,     .     ,       [46 - Donny Jackson, Download; Settling the flap surrounding WAP, Telephony (January 8, 2001) (. ).].

      WAP    ,    .        ,         .




 SMS    ?


,     ,        ?

 ,    SMS       ,      .           .      .

 ,        .          ,  ,      ,   .

,    , ,         .     SMS           .

 2002         SMS-.     .  ,  .        .      ,      ,  ,            .  ,  -     .      .

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  . []  ,  -    SMS-      . ,      . []  !      ,      ,   ,    ?[47 - SMS.ac Chief Challenges U. S. Wireless Operators to Help End Industry Woes, PrimeZone Media Network (March 5, 2002) (. ).]


       ,    .      .    ,  .   :       .




   


      In-N-Out Burger,    50 ,     ,    ,    .

            New York Times:



     -,    -     166-  In-N-Out Burger.           ,    ,  ,    .       .      ,        .    ,   .   ,  , ,   ,     ,   In-N-Out,    ,        .    ,   ,       ,      ,   .

 In-N-Out,      1948 ,   :    .     ,   ,     .      :          .

  ,     ,     . ,  ,    .         ,    ,     ,   .      ,     .   [48 - Tom McNichol, The Secret Behind a Burger Cult, The New York Times (August 14, 2002) (. ).].


 In-N-Out     .    ,   .     : ,  ,    .     .  .       :        10  ,     Dr. Pepper.     c        .    ,     .     ,      .          .

 ,  In-N-Out   .        :     .



             .          ,        . ,        ,       .        ,     ,  . ,     ( ,    )      . ,    4  4,          .        In-N Out,   , ,    .

      ,     , -   .          .     ,   [49 -   (. ).].

    ,       .


    In-N-Out.  , T&O Group,   -    ,  15  ,   : In-N-Out, In-N-Out,    ![50 - www.topsecretrecipes.com/sleuth/sleuth2.htmhttp://www.topsecretrecipes.com/sleuth/sleuth2.htm(. ).].

    ,   ,     ,     1950- .

 , ,     .   .




3.    :   


,   ,   ,    .

 , 


      Mattel   .     ,      .

          ,       :   .

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

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SLAPP  


 ,   Mattel     ,           .        .      ,  ,  ,    ,          .  ,               .

      ,   -,         -.  - Mattel   -  -,         .     ,  -           ,    .  Mattel        ,            .  ,  ,         .     ,       $2 .; Mattel      $1, 2 [51 - Jim Gardner, Barbie Gets a New Outfit in San Francisco: A Legal Suit, San Francisco Business Times (November 1997) (. ).]




  .


   .

   ,     (https://www.litres.ru/vipperfurt/vovlechenie-v-brend-kak-zastavit-pokupatelya-rabotat-na-kompaniu/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


  -            ;         (livejournal. com  ljplus. ru) (. .).




2


Rob Walker, The Marketing of Red Bull, Outside Magazine (April 2002) (.  ).




3


 . Naomi Klein, No Logo (New York: Picador, 2002) (. ).




4


 1996   Levi Strauss         SilverTab.   (-)     ,         Levis   ,    .      (. .).




5


  (Kyle Hanson)       (Ruckus) (1981, ,   ).    ,    ,         ,    ,   .       ,         .         .       ,         . Timbuk2  ,      (. .).




6


Burning Man     ,  ( 1986 )             (, ,  ,  ,    . .;  (Ginger)       (. .).




7


  (Signe Nordli)   ,       Starbucks;   2003          Starbucks  Playboy Magazine;        Playboy (. .).




8


  (Marc Anthony)   ,   ;   14  (,    . .),     1991  (When the Night is Over) (. .).




9


 2003   Apple       Macintosh.     ,     15-    (Ellen Feiss)       ,   Windows       ,       (. .).




10


 ,   (bigger than life)  ,       (. .).




11


Sergio Zyman with Armin Brott, The End of Advertising As We Know It (Indianapolis, IN: Wiley, 2002) (. ).




12


     Plan B   (Neil Kohen)      (. ).




13


  (Randall Rothenberg)       Booz-Allen&Hamilton,     :   (Where the Suckers Moon: An Advertising Story) (1994) (. .).




14


Randall Rothenberg, Still Hooked on Fast Brand? Ponder the Lessons of Boo. com, Advertising Age (May 29, 2000) (. ).




15


Eric Boehlert, Napster Will Sponsor Free Summer Tour for Limp Bizkit, Salon. com (April 24, 2000) (. ).




16


  MSNBC (. ).




17


   Dr. Martens       Dr. Martens (Italy, AirWair Limited, 1999) (. ).




18


  (. ).




19


  (bower boot)     ;  ,   bower (.)     bother (.)  , ,   (,  ) (. .).




20


  (Tony Benn)         ;  ,        (. .).




21


The Who    - (1964-1983);   , The Who      - (. .).




22


BDSM   . bondage, domination, sadism, masochism  , , ,  (. .).




23


The Deviants Dictionary,http://public.diversity.org.uk/deviant/frames.htm, .  Boots and Shoes (. ).




24


Dr. Martens (. ).




25


   Bubba,        .     (brother)      ,    ,    , ,  ,      .  Bubba     ,           (. .).




26


James B. Andorfer, Miller Restages High Life Brand with Nod to Past, Advertising Age (May 18, 1998) (. ).




27


    (Jeff Kling), 9  2002  (. ).




28


Beer Handbook, Popular Beer (2001) (. ).




29


  (Errol Morris) (.  1948)   ,     (The Dark Wind, 1991),    (The Thin Blue Line, 1988),   (Gates of the Heaven, 1978).  2003          (      ) (. .).




30


Richard Linnett, High Life Spots to Spawn Sitcom, Advertising Age (January 12, 2004) (. );   (Archie Bunker)       1970- , ,     - (. .).




31


    Pabst Brewing (. ).




32


   trendsetter,      ;  ,          ;    ,  , -,   . .,     ,        (. .).




33


Adbusters    , ,   , , ,          .  Adbusters      ,       .    Adbusters (  ,   120 .)    Powershift;  -.     ,    ,     (. .).




34


  (Dennis Hopper)     ,    ,    (Easy Rider, 1969),   (Apocalypse Now, 1979),   (Waterworld, 1995) (. .).




35


Adam Davies, The Frog King: A Love Story (New York: Riverhead Books, 2002) (. ).




36


Epinions  ,     (. .).




37


Pabst Blue Ribbon: Beer of the Year, Mens Journal (December 2003) (. ).




38


 Google newsgroup alt. beer (. ).




39


  (. ).




40


   ,     1960-   .       ,          ,  -  .         (1957) (. .).




41


Robert Latham et al, The Hipsters Handbook (New York: Anchor, 2003) (. ).




42


 Google news-group rec. motorcycles. harley (. ).




43


David Reed, Texting Bout a Revolution, Direct (May 15, 2001) (. ).




44


Text Craze: 360B Messages Expected to be Sent in 2002, Asia Africa Intelligence Wire (September 10, 2002) (. ).




45


Peter Martin, Ruup4 multimedia messaging? The Financial Times (March 12, 2002) (. ).




46


Donny Jackson, Download; Settling the flap surrounding WAP, Telephony (January 8, 2001) (. ).




47


SMS.ac Chief Challenges U. S. Wireless Operators to Help End Industry Woes, PrimeZone Media Network (March 5, 2002) (. ).




48


Tom McNichol, The Secret Behind a Burger Cult, The New York Times (August 14, 2002) (. ).




49


  (. ).




50


www.topsecretrecipes.com/sleuth/sleuth2.htmhttp://www.topsecretrecipes.com/sleuth/sleuth2.htm(. ).




51


Jim Gardner, Barbie Gets a New Outfit in San Francisco: A Legal Suit, San Francisco Business Times (November 1997) (. ).


