Why TV poor feed 20 million poor Russia “food of the gods”
Blow to the liver
Let me remind you of the unjustly forgotten the huge disadvantage of living in the Soviet Union: the country’s virtually no advertising. If you don’t count such unsophisticated “haiku” with the words “One who drinks coffee in the morning, never gets tired” and distributed posters photos rosy-cheeked boys, isbecause: “I eat jam and jam.” Anyone can mistakenly attribute these verses to the genre of “tank”.
Without “usability”, we can
Today, viewers of the “new Russia” to quickly lose the thread of the plot of the film. Bald men after watching the action start to recite maxims of the hair. First graders learned to ride a two-Wheeler, you start to talk about the merits of motor oils of foreign production. Respectable Housewives put in place an artificial jaw, and then call my friends and tell them about the benefits of a new kind of toothbrush.
If today’s favorite movie will not be interrupted at the most interesting display of something that is critically needed in the economy, the feeling of discomfort is guaranteed. The is implemented in our metabolism. Who would dare to deprive us of the heroes, offering to eat, drink juice children and to choose vitamin food for cats and dogs? Chew, swallow, and be happy.
The conclusion is clear: we are accustomed to advertising. That should please experts in “naming the product”, experts in “usability” guru, generating a “unique selling proposition”. Creative laboratory “creatives” every day, encouraging viewers of the new advertising masterpieces.
There’s only one problem: the consumer in the face of Russian citizens has got to them much unbending. Watch — watches, and not buy runs. Ten years ago, a research holding ROMIR found that three quarters of the population of the country is to look like. Moreover, suspected that he, the consumer, are trying to inflate. Guided by the credo of Stanislavsky says, “No way!”.
In the study by authoritative experts of advertising agencies then offered his summary. First of all, the creators should be more creative and sverhkategorijnye. A consumer of commercials — more wealthy, so he could afford to buy all of the goods offered to him. Over the years the level of creativity, no doubt, increased and advertising character, the cat Boris earned money for food their relatives out of the theater Yuri kuklacheva.
And so, in October last year, the research centre of a portal “Superdzhob” pleased all of us new sociological calculations. Advertising in print media has positively estimated 37 percent of the respondents, advertising on transport — 33%, and TV production gathered only 46 percent of negative reviews. Or we really changed the view about advertising the better, or surrendered at discretion, and acknowledged the cry of “Buy something!” an inevitable attribute of life or portal “superdzhob” as was not listed, and not listed among sociological experts.
“The coat I want!”
The greatest benefit of advertising is that it shows us how to live better. All — without exception. Accordingly, he saw on the screen an expensive car “Mercedes”, an invitation to visit a very distant country and be there to relax, many of us somehow start to think that their lives are not specified. And at times depressed. That to marital conflict, as advertising generates them every minute. Graduate students have yet to produce a cluster and successfully defend a PhD on the topic “How television is destroying the Russian family.”
I know a family where the wife, noticing another television images of the next coats, immediately reminded my husband that just a winter apparel of mink/sable/ermine, and be sure to “on the floor”, it does not. In vain the husband asked the rhetorical questions: “the Machine we have is a small and not new “rack”, are you going to stuff yourself in a cramped and dusty interior? To go around in this coat in the subway? To walk in this attire at a grocery markets with plastic bag in hand?”. Not convinced, Victoria got creative advertisers. Those who for so long were told that these items should have every self-respecting citizen of Russia, therefore, in a particular cell of society has any dissonance…
An old friend invited the man to spend with his wife a session of psychoanalysis. Remember how Ellochka-ogress solve the problem with “the Shanghai leopard” which earned a compliment from the Ostap Bender. To tell that the hero of O. Henry named the Baby Brady is done with his gang, and I quote, “plunged into the abyss of virtue” because of the love for the girl, because he knew the soldering thing, went to work in the workshop. And after some time gave sweetheart a valuable set of Russian Sables. Yeah, but the detectives brought in to investigate a case of theft headset that is of Russian Sables, it was one of the apartment where a former gangster before fixing the plumbing.
Then the action takes place quickly: the Baby is ready to “tie up”, he proudly says goodbye to his love, she cries, here comes a policeman who had once worked in a fur shop, and immediately passes sentence. Sable — from Alaska, the whole gift — two dozen dollars. Offended in the best feelings, Baby beat COP, pleads, ashamed of his honest and low-wage labor and low-value gift, receive forgiveness from a police officer and a kiss from his beloved.
— A pair of young idiots, explained a police detective. — Let’s go.
Remembering my proposed thesis, a buddy tried them vividly to Express, but at the wrong time, the TV once again started to show fur coats, cars and the coast of the Maldives. Yes, between commercials — short breaks.
Advertising is great: it tests the strength of family ties, and each of them gives you the chance to create a new unit of society. After having destroyed the old, of course. Then he will quickly find reklamonositeley half. She is a wealthy man that will provide her all displayed from the screen of goods, products and services.
— A pair of middle-aged, dimwitted countrymen, — I made him a compliment after the crash session of psychoanalysis. — Go to watch TV.
Consumer looking for the toilet in the village
In the nineties of the last century in the State Duma was the Deputy who put all colleagues stumped by a simple question: “Tell me, who are you supposed to vote in a poor Russian village, which is watching TV and sees an ad deliberately unavailable — and unprecedented in the village — luxury goods?”. His categorical conclusion that is grist to the mill of the left in General and Communists in particular, nobody liked the theme crumpled.
What should think and what should a person do not have the opportunity to acquire vparivayut him with screen products on his salary? What sort of social “impact” is she, is, having “consumer”?*
To all programs — beautifully filmed and brilliantly edited “cesnak”: is showing us a happy, joyful and smart people. Advertising products — boring, is the Paradise way of life — only in the presence of goods sold — a lot more fun. It is doing so right doing the adult villagers who perceive advertising as a highly artistic film, saying: “Well, invent!”. I’d like to know how they speak about is the toilet paper roll which dissolves in the toilet. Going to check down if the wind door hut “all the facilities in the yard?”
Primitive rollers “buy-drink-snack”, “you what Luya — Luya, both approximately in one price” does not have to the true bright future is irrelevant. Qualitative and essential goods does advertising no need. Therefore, even on the eve of 23 September, when the Gum began official sales of the new model of “iPhone” from the company “Apple”, around the building formed kilometer queue of several hundred people, some even came back the night before. In the Soviet years, the same stood at the Lenin mausoleum, but when was that, values changed dramatically, now instantly snapped up “the iPhone” cost almost 57 thousand to 86 thousand. There was even the faint-hearted, sold their place in line and their dream of owning a new phone for 50 thousand. A deserter, in a word, so the stores do not go.
Western journalists often attempt to denigrate the Russian reality. The most primitive, long-proven method is to accuse our statistics juggling and primitive lies, allowing embellish the situation. Of course, these hacks detractors. At the end of September, Rosstat reported that in August the continued and accelerated decline in real disposable income of citizens, in comparison with August 2015 it amounted to 8.3 percent. This is the worst value for the year 2016. It was also found that incomes are falling in real terms for 23 consecutive months — from October 2014 to August 2016.
But we are still alive, and wonder, really wrong dear experts of Rosstat? Not there have put a comma, you see, which is not taken into account? We live not just good but very good, if ordinary Russian citizens with the nights take a turn for a new phone with the specified price. On the day of sale iPhones new models, the whole country has seen the session of exhibitionism. Realized that with the growth of welfare of citizens, we have everything in order — even if not all. According to the same Rosstat, in August of this year cash income average per capita was $ 30.9 thousand rubles. Roughly speaking, about half the cost of the cheapest model of the new “iPhone”.
But when we are talking about the new “gadget”, we pay the price.
Full cesnak
A distant relative of mine, living in a small town in the Ryazan region, has worked his entire adult life — for what is now the state pays a pension of six thousand rubles a month. I doubt that she regularly reads the newspaper, addressed to, the assurances of the editors, those who have “the taste of the process of acquisition of exclusive things and with the natural, sometimes uncontrollable desire to spend money.” She does not know, what is foie Gras, a dish so popular with the subscribers of such publications. Looked in Moscow for one kilogram of French foie Gras “heat-treated” asking only 5999 rubles. There are more expensive, is slightly cheaper, but you will try “the favorite dish of the aristocracy” as the idea of foie Gras.
Of course, in the village for the offer to try the foie Gras you can get a shaft across the back, because the villagers of the reform period is unknown, that is just a “fatty liver” of a duck or goose.* Almost all of them, as, indeed, many of the inhabitants of the cities included in the 40 percent of citizens, which, according to the October data of sociologists of Fund “Public opinion” over the past six months began to save more on food. Why should you be? We have a free country, and no one can forbid a person to consume overseas delicacies at any price.
So: eat health, buy famous European football clubs, invest in art, live in separate castles-fortresses. If Oklahoma is considered to be illegal to bite off someone else’s hamburger, this has long been enshrined in folk wisdom about someone else’s loaf.
We have a free country where — according to official data of the Federal state statistics service — the number of population with monetary incomes below the subsistence minimum in the first half of 2016 amounted to 21.4 million. And nobody can forbid them violently to admire the advertising, offering to buy new model of cell phone “only” eight to ten, twelve — thousand.
We have a free and prosperous country, where on October 17 the Minister of labour and social protection Maxim Topilin explained: the real income of Russian citizens will return to pre-crisis by 2019. “The growth will begin and in the year 2017-2018, he said. And here within three years, 2018, 2019, we believe that these revenues will recover.” We — also believe.
Then each of us will be able to afford foie Gras, especially since the Ministry of economic development in August, promised to support the construction of a plant for the production of the liver in the Petrovsky district of Saratov region. Soon, soon the plant will be annually put on the shelves of 250 tons of much needed delicacy.
You just need to learn to wait, we must be calm and stubborn, as taught by my favorite song. Be sure to watch a television advertisement, enjoying the “slogans” that “Gazprom” — our national heritage, believe in the increase of oil prices and the workers of the plant for the production of foie Gras.
Any assumption that television is secretly working for the order of “left” dreaming of a spark and then fan the flames, deliberately erroneous. Everything is much more primitive: the creators of the broadcasts emanate from a firm belief: “consumer” desperately needs “cesnak”. We received — in full.
* Need to translate from the jargon of the great creators of advertising: “What is the impact of advertising on consumers?”. Impact — impact, consumer — consumer, normal English words, victims of our “creatives”. From and following the term, “cesnak”. When photographing a English speaking person, he offered to say the word “cheese” in their native language. He pronounces “cheese”, her lips stretched into a smile, the photographer “clicks”.
* Everything is simple, every citizen who has a few acres of land and country economy, may try this “food of the gods”. Take the bird, put her on a special diet consisting mostly of nuts, and do not give it especially to run. Liver, respectively, increasing to unusual sizes. Really extinct geese and ducks in our villages, whose residents suffer from lack of foie Gras?..
Victor Gribachev
