რეკლამის ისტორია by Ilia Peradze

i li a f era Z e

marketinguli komunikaciebi wigni I

reklamis istoria

Tbilisi 2010

UDC 659.1+339.138

f-431

literaturuli redaqtori – Tamaz tyemalaZe specialist-redaqtorebi: paata CaxnaSvili mixeil xoStaria Tea joxaZe kompiuteruli konsultanti – levan xomeriki koreqtura

irma gurgeniZe naTia dvali

dakabadoneba

naTia dvali

saavtoro uflebebi daculia © gamomcemeli ilia feraZe Tbilisi 2010

ISBN 978-9941-0-2713-0 (yvela

wignis) ISBN 978-9941-0-2714-7(pirveli wignis)

sarCevi

avtoris winasityvaoba Tavi

Tavi

2. 2.1

Tavi

3. 3.1 3.2

Tavi

4. 4.1

Tavi

5. 5.1.

Tavi

6. 6.1. 6.2

Tavi

7.1 Tavi

8. 8.1 8.2 8.2 .1 8.3 8.3.1 8.4 8.4.1

Tavi

9. 9.1. 9.2

Tavi

10. 10.1 10.2

marketinguli komunikaciebi reklama 1440 - 1900 wlebSi tomas liptoni reklama me-20 saukunis dasawyisSi (1900-1915 wlebi) alber laskeri klod hopkinsi reklamis aRmzrdelobiTi roli amerikaSi me-20 saukunis dasawyisSi henri fordi da misi kompania pirveli msoflio omi da 20-iani wlebi (1915-1930 wlebi) brius bartoni didi ekonomikuri depresia (1930-1940 wlebi) jorj gelapi raimond rubikami meore msoflio omi da anazRaurebis epoqa 1940-1950-iani wlebi

`mersedesi~ – `Mercedes~ axali reklamis oTxi gansxvavebuli filosofia roser rivzi leo barneti `marlboro~ – `Marlboro~ devid makkenzi ohilvi `rols-roisi~ bil bernbaxi `folksvageni~ – `Volkswagen~ 1960-1975 wlebi `mak-donaldsis~ istoria iaponuri `HONDA-s warmateba amerikul bazarze 1975-1990 wlebi jek trauti da pozicionireba ted terneri da axali ambebis msoflio samsaxuri CNNN

5 7 20 32 43 49 53 59 64 74 79 86 89 91 96 110

115 116 118 121 129 133 141 144 152 157 161 169 180 183

Tavi

11. 11.1. 11.2 11.3 11.4

Tavi

12. 12.1 12.2 12.3

Tavi

13. 13.1 13.2 13.3

Tavi

14. 14.1 14.2

Tavi

15.

Tavi

16.

Tavi

17.

Tavi

18.

17. 2 18.1 18.2 18.3 18.4 danarTi 1 danarTi 2 danarTi 3

marketinguli omebi `adidasi~ `naiki~ – erTi fraziT gamdidrebuli kompania `puma~ `riboki~ gamagrilebeli sasmelebis marketinguli omebi `koka-kola~ `pepsi-kolas~ istoria `Red Bull~ - `Txevadi adrenalinis~ marketinguli saocreba 1990-iani wlebi meoce saukunis `mekobre~ – jei Ciati arayi `absolutis~ sareklamo kampania `benetonis~ revoluciuri reklama XXI saukune msoflio mediamagnati – rupert merdoki `nokias~ teqnologiuri warmateba msoflio reklamis mimoxilva reklamis istoria saqarTveloSi savaWro komunikaciebi Zvel saqarTveloSi werilobiTi komunikaciebi saqarTveloSi didi qarTveli mrewvelebi daviT sarajiSvili akaki xoStaria zubalaSvilebis gvaris istoria mitrofane laRiZe reklamis istoriis qronologia XX saukunis 10 saukeTeso sareklamo kampania XX saukunis 10 saukeTeso sareklamo xati

MARKETING COMMUNICATIONS. THE HISTORY OF ADVERTISING. PREFACE

gamoyenebuli literatura

191 194 202 209 211 215 215 221 226 236 245 249 252 265 269 273 278 293 317 337 351 351 377 386 397 400 402 404 408 410

avtoris winasityvaoba

marketinguli komunikaciebi msoflios wamyvani universitetebis erT-erTi yvelaze popularuli disciplinaa da misi gacnoba saSualebas miscems ara marto biznesiT dainteresebul pirebs, aramed yvelas, vinc raime saqmianobiTaa dakavebuli, advilad monaxon maTi saqmianobis arsis, momxmareblamde efeqturad mitanis gzebi. marketinguli komunikaciebi â&#x20AC;&#x201C; esaa universaluri, dargTaSorisi ena, romelic akavSirebs mwarmoebels momxmarebelTan da am enis codna yvelanair saqmianobaSi warmatebis sawindaria. esaa leqciebis kursi `integrirebul marketingul komunikaciebSi~, romlis sabakalavro programac gaTvlilia 3 welze da Sedgeba 3 wignisgan. es wignebi warmoadgenen saxelmZRvanelos studentebisaTvis, romlebic namdvilad ganicdian am Temaze, qarTul enaze dawerili literaturis naklebobas. swored es iyo yvelaze Zlieri impulsi am saxelmZRvanelos Seqmnisa. amavdroulad, masalebis gacnoba ar moiTxovs specialur codnas, advilad ikiTxeba da igi gasagebi iqneba mkiTxvelTa farTo wrisaTvis. marketingul komunikaciebSi erT-erTi mTavaria reklama, amitom pirvel wignSi: `reklamis istoria~, mocemulia msoflioSi reklamis istoria da formebi, Zveli samyarodan dawyebuli - meoce saukunis bolomde. vinaidan me-19 saukunidan amerikaa warmmarTveli qveyana reklamaSi, reklamis istorias mimovixilavT ZiriTadad mis magaliTze. am wignis daniSnulebaa mkiTxvels Seuqmnas sruli Sexeduleba reklamis warmoSobaze, ganviTarebaze, tendenciebze, meTodebze. aqve ganxilulia biznesSi cnobili pirovnebebis, firmebis da brendebis saintereso istoriebi, marketinguli da sareklamo strategiebi, warmatebebi, Secdomebi, marketinguli omebi da moyvanilia praqtikuli magaliTebi. wignis dasawyisSi mkiTxvels nu SeaSinebs zogierTi aucilebeli terminologiis ganmarteba, aq SeZlebisdagvarad martivadaa axsnili, Tu ra aris marketingi, komunikacia, bazari, integrirebuli marketinguli komunikaciebi da ra adgili uWiravs reklamas marketingis kompleqsSi. wignis meore nawilSi ganixileba XX saukunis 50-iani wlebis axali reklama, televiziis gamoCenis mere, romelmac mniSvnelovani roli iTamaSa msoflio reklamis Semdgom ganviTarebaSi. pirveli wignis bolos ganxilulia komunikaciebis da reklamis istoria saqarTveloSi, uZvelesi droidan vidre XXI saukunemde. aRwerilia me-19 saukunis didi qarTveli mrewvelebis moRvaweoba. maTi, zogjer drois winmswrebi, araCveulebrivi saxelmwifoebrivi da marketinguli azrovneba. meore wignSi: `marketinguli komunikaciebi~ dawvrilebiTaa ganxiluli sareklamo biznesi, misi monawileebi â&#x20AC;&#x201C; reklamis damkveTi, Semsrulebeli da produqciis momxmarebeli. daxasiaTebulia reklamis calkeuli saxeobebi:

avtoris winasityvaoba

satelevizio, radio, gare reklama, reklama presis saSualebebSi, PR- RonisZiebebi, reklama savaWro adgilebSi, dRiTidRe mzardi internetreklama, maTi Seqmnis meTodebi. ganxilulia brendis Seqmnis sakiTxebi. moyvanilia praqtikuli magaliTebi e.w. biznes situaciebi (qeisebi). wignSi didi adgili eTmoba reklamis da momxmareblis fsiqologias, qarTuli fsiqologiuri skolis fuZemdeblis â&#x20AC;&#x201C; dimitri uznaZis `ganwyobis Teoriis~ mniSvnelobas reklamaSi. wignebSi CarTuli fotoebi, samwuxarod, ferad beWdvasTan dakavSirebuli siZviris gamo, Sav-TeTria. isini mocemulia danarTebSi Tavis bolos. amis kompensirebisaTvis ki gamosacemad mzadaa wignis eleqtronuli versia CD diskebze, sadac iqneba srulyofili feradi danarTebi. mesame wignSi `integrirebuli marketinguli komunikaciebi~ mocemulia integrirebuli marketinguli komunikaciebis proeqtebis Seqmnis praqtikuli sakiTxebi, msoflios wamyvani specialistebis rCevebi. amave wignSi ganixileba cnobili qarTuli firmebisa da brendebis istoria, warmatebebi da zogierTi maTganis krizisuli menejmenti. sareklamo sferoSi Cemi moRvaweobis TiTqmis 20-wliani gamocdileba uflebas maZlevs vifiqro, rom es wignebi daexmareba yvelas, visac surs sakuTari biznesis stimulireba da sareklamo mimarTvebis momxmareblamde efeqturad mitana.

ilia feraZe sareklamo kompania â&#x20AC;&#x153;TV+~-is prezidenti

P.S. minda gamovxato didi madliereba qarTul-evropuli saswavlo universitetis xelmZRvanelobis mimarT, romelmac saSualeba momca wamekiTxa saqarTveloSi jer kidev ucnobi sagani. aseve did madlobas vuxdi wignis redaqtorebs baton Tamaz tyemalaZes, mixeil xoStarias, paata CaxnaSvils da qalbaton Tea joxaZes. teqnikuri daxmarebisTvis madloba levan xomeriks, alina laptevas, irma gurgeniZes da naTia dvals.gansakuTrebuli madlierebis grZnobiT da didi gulistkiviliT minda gavixseno Cemi megobari, aw gardacvlili, profesori devi berZeniSvili, romelic mexmareboda saqarTveloSi komunikaciebis istoriis sakiTxebSi.

Tavi

marketinguli komunikaciebi

marketingis cneba warmoiSva amerikaSi XIX saukunis bolos da XX saukunis dasawyisSi, xolo rogorc mecniereba, igi Camoyalibda XX saukunis Sua wlebSi. Market inglisuri sityvaa da bazars niSnavs, xolo Marketing-i pirdapiri gagebiT, sabazro saqmianobas mianiSnebs. XX saukunis dasawyisSi sawarmoo urTierTobebis ganviTarebam, mwarmoebels (gamyidvels) da momxmarebels (myidvels) Soris, Camoayaliba axali urTierTobebi. cxovrebis moTxovnilebiT ekonomistebma daiwyes am axali urTierTobebis Seswavla. kerZod bazris, distribuciis, vaWrobis Seswavla. 1910-iani wlebisaTvis ukve ralf kotleris SromebSi gamoCnda termini marketXII s. - londonis macne ingi. marketinguli azri meoce saukunis ganmavlobaSi ganuxrelad viTardeboda da 60-iani wlebisaTvis igi Camoyalibda biznesis warmoebis disciplinad, masSi Semavali 4P-is TeoriiT. marketingis Semadgeneli calkeuli elementebi axlac viTardeba, gansakuTrebiT ki misi meoTxe Semadgeneli elementi Promotion â&#x20AC;&#x201C; warmoCena. ď ´

ra aris marketingi mxolod amerikis marketingis asociaciaSi am mecnierebis ganmartebis 121 varianti arsebobs. es faqti naTlad miuTiTebs im ufarToes speqtrze, rasac es funqcia asrulebs organizaciaSi. marketingi, kerZod ki marketinguli komunikaciebi, erT-erTi pirveli organizaciuli saqmianoba iyo, rasac mecnierebisa da xelovnebis nazavi uwodes. martivad rom ganvmartoT, marketingi aris momxmarebelTa moTxovnilebis Seswavla, dakmayofileba da SenarCuneba. xolo erT-erTi oficialuri ganmartebiT, marketingi aris biznesis Tanamedrove filosofia, romelic gansazRvravs firmis strategiasa da taqtikas; is mowodebulia konkurenciis

marketinguli komunikaciebi.

reklamis istoria

pirobebSi, momxmarebelTa moTxovnilebis dasakmayofileblad, Seasrulos sawarmoo-gasaRebiTi saqmianoba da miiRos maqsimaluri mogeba drois xangrZlivi periodis ganmavlobaSi. marketingis, rogorc mecnierebis, Camoyalibeba ganapiroba konkurenciis gamZafrebam. rogorc ukve aRvniSneT, igi emsaxureba or ZiriTad mizans: pirveli – Seqmnas faseuloba produqtis an momsaxurebis saxiT da Semdeg moaxdinos am produqtis an faseulobis swori miwodeba myidvelisTvis. miwodebaSi igulisxmeba, rogorc distribucia, aseve komunikacia. am qmedebaTa mizani kompaniis gayidvebisa da, Sesabamisad, mogebis zrdaa. jansaRi konkurenciis ararsebobis SemTxvevaSi, rodesac kompania advilad yidis yvelafers, rasac awarmoebs, marketingis saWiroeba ar arsebobs. mwarmoeblebis didi raodenobis gaCenis Semdeg, rodesac momxmarebels arCevanis saSualeba uCndeba, warmoeba xdeba ukve momxmarebelze orientirebuli da, Sesabamisad, iwyeba marketingis epoqa, rasac moyva marketingis, rogorc mecnierebis Camoyalibeba amerikaSi. rodesac kompania iRebs gadawyvetilebas, Tu rogor daakmayofilos momxmarebelTa moTxovnebi, marketingis menejerebi amuSaveben marketingis gegmas, anu marketingis kompleqss. marketingis gegma, esaa mTeli kompleqsi RonisZiebebisa, romelic moicavs mTel process dawyebuli produqciis Seqmnis Canafiqridan, damyarebuls momxmarebelTa moTxovnilebis Seswavlaze, Semdeg produqciis daproeqteba-warmoebas, mis gasaRebis adgilamde transportirebas, mis reklamirebas da gayidvis Semdgom RonisZiebebs, romelSiac Sedis produqciis imijis gamyareba, misi axali momxmarebluri Tvisebebis warmoCena da sxva.  yidva-gayidva kacobriobis dasabamidan iRebs saTaves. uZvelesi droidan adamiani moipovebda, an awarmoebda misi arsebobisaTvis saWiro nivTebs da produqtebs. Warbi raodenobiT warmoebul produqtebs ki ucvlida sazogadoebis sxva wevrebs. ase daiwyo gacvla-gamocvla, sabazro urTierTobis sawyisi atributi, romelic Tavdapirvelad erTi tomis macxovreblebs Soris mimdinareobda, xolo Semdeg, warmoebuli produqciis raodenobis zrdasTan erTad, aReb-micemobis arealic gavrcelda mezobel tomebze, regionebze, Semdgom qveynebze da ase daiwyo vaWroba. adamiani dabadebidan, sicocxlis bolomde ganicdis sxvadasxva saWiroebebis aucileblobas. saWiroebebi saTaves iRebs adamianis bunebidan da, faqtobrivad, warmoadgens adamianis mier raimes ukmarisobis gancdas. misi daukmayofileblobis pirobebSi adamiani iZulebulia gaakeTos oridan erTi – daiwyos misi dakmayofilebis gzebis Zebna, an ukidures SemTxvevaSi Seecados CaaxSos igi. am saWiroebebis dakmayofilebis gzebis Zebnam warmoqmna swored warmoeba, sxvadasxva momsaxurebis gaweva, gacvla-gamocvla, vaWroba da ufro ganviTarebul epoqaSi, me-20 saukunis dasawyisSi Camoyalibda marketinguli urTierTobebi.

Tavi 1.

marketinguli komunikaciebi

 adamianis arsebobis dasabamidan sawarmoo urTierTobebi SesaZloa daiyos or ZiriTad periodad: marketingamdel da marketingis Semdgom periodad. oriod sityviT, TiToeuli es periodi SeiZleba daxasiaTdes Semdegnairad: XX saukunemde adamianis SromiTi saqmianobis mTeli periodis devizi SeiZleba ase JRerdes: `vawarmoeb da vasaReb imas, rac maqvs!” xolo XX saukunidan, marketingul epoqaSi, devizi xdeba: `vawarmoeb da vasaReb imas, rac momxmarebels Wirdeba!~ marketingamdel epoqaSi saqonlis mwarmoebels ar uWirda saqonlis gasaReba, radganac warmoeba aRemateboda moTxovnas da, rogorc ityvian, `bazari gamyidvlisa” iyo, anu iZulebuli iyavi, geyida is, rasac gTavazobda gamyidveli. magram sawarmoo urTierTobis, mrewvelobis da gansakuTrebiT transportis ganviTarebam xeli Seuwyo momxmarebelTa moTxovnilebis gazrdas. Seiqmna saqonlis siWarbe, anu miwodebam gadaaWarba moTxovnas da bazari gaxda - `myidvelis~, am SemTxvevaSi, myidvelia mTavari da is karnaxobs gamyidvels Tu ra sWirdeba mas da isic valdebulia awarmoos es produqcia.  marketingis mTavar obieqts bazari warmoadgens. bazari SeiZleba daiyos or ZiriTad kategoriad: – samomxmareblo bazari da sabiTumo bazari. samomxmareblo bazarze yiduloben saqonels piradi moxmarebisaTvis. sabiTumo an institucionalur bazarze saqonels yiduloben sxva produqciis warmoebisaTvis, an biTumad gasayidad. orive bazari Sedgeba sabazro segmentebidan – adamianTa an organizaciaTa jgufebisagan saerTo sabazro maxasiaTeblebiT, romlebic erTnairad reagireben sabazro zemoqmedebaze. arsebobs samomxmareblo bazris segmentirebis (dayofis) 4 yvelaze zogadi principi: demografiuli – dayofa sqesis, asakis, Semosavlebis, profesiis an ganaTlebis mixedviT. geografiuli – klasifikacia msoflios regionebis, raionebis, qalaqebis, soflebis, kvartlebis mixedviT. qceviTi – klasificireba momxmarebelTa tipebis mixedviT: biznesmenebi, turistebi, muSebi, glexebi da sxva. fsiqrografiuli – klasifikacia fsiqologiuri tipebis mixedviT. ra ufro moswons momxmarebels, ras kiTxuloben? ras uyureben? da sxva. marketingSi xSirad segmentireba xdeba ramdenime faqtoriT erTad. resursebis optimalurad gamoyenebis mizniT aucilebelia saqmianobis koncentracia miznobriv bazarze – momxmareblebis konkretul jgufze, romelzedac orientirebulia kompania Tavisi saqonlis gayidvisas.

marketinguli komunikaciebi.

reklamis istoria



marketingis narevi an kompleqsi marketingis kompleqsi ewodeba RonisZiebaTa erTobliobas produqciis Seqmnidan gasaRebamde da inglisur enaze misi 4 Semadgeneli komponenti iwyeba asoTi “P”. amitomac, mas uwodeben “4P”-is kompleqss. es Semadgeneli nawilebia: – Product-produqcia; – Price-fasi; – Place-adgili; – Promotion-warmoCena, stimulireba, reklama. (nax.1.1) rogorc vxedavT, reklama marketinguli narevis erT-erTi Semadgeneli nawilia da TiToeul maTgans didi mniSvneloba eniWeba mTel marketingul kompleqsSi.

mokled SevexoT marketingis Semadgenel calkeul nawilebs.  Product- produqcia, saqoneli, idea, momsaxureba, yvela es, faqtobrivad, marketingis pirveli komponentis sxvadasxva dasaxelebebia da Semdgom Cven marto produqts an saqonels vixmarT. am komponentis farglebSi igulisxmeba yvela gadawyvetileba, romelic aucilebelia im produqtsa Tu momsaxurebis faseulobis SeqmnisTvis, romelic kompaniam unda awarmoos. kompaniam unda Seqmnas produqciis koncefcia, romelic unda moicavdes Semdeg sakiTxebs: ● asortimenti kompaniam unda gadawyvitos Tu ra da ramdenad farTo asortimentis warmoeba aris misTvis efeqturi. magaliTad, koka-kolas asortimenti sakmaod farToa (`koka-kola~, `koka-kola laiTi~, `ukofeino koka-kola~, `alublis koka-kola~, `fanta~, `spraiti~, da a.S.). amasTanave man am asortimentis yvela produqtSi imgvari faseuloba unda Cados, romelic produqtis yidvis mizezs miscems momxmarebels. zog SemTxvevaSi SesaZloa farTo asortimenti kompaniisTvis efeqturi srulebiTac ar iyos. magaliTad, rodesac eqimi erTi konkretuli profiliT mkurnalobs, igi maRal profesionalad ufro advilad aRiqmeba im mimarTulebaSi.

Tavi 1.

marketinguli komunikaciebi

● dizaini produqtisa Tu momsaxurebisTivis erTnairad mniSvnelovania ra dizainiT vawarmoebT, rogor SevfuTavT saboloo produqts. kvlevebma aCvena, rom mobiluri telefonis, iseve rogorc tansacmlisa da kidev sxva mravali faqtoris ZiriTad gadawyvetilebaze zegavlenis momxdeni faqtori zustad dizainia. magaliTisaTvis moviyvanT firma “nokias” strategias. amerikis bazarze Sesvlisas man daamuSava sxvadasxva feris advilad Sesacvleli korpusis Tavsaxurebi da momxmarebels Tavad SeeZlo telefonis dizainis Secvla da misi tansacmlis ferisaTvis Sexameba, ramac sagrZnoblad gazarda mobilurebis gayidvebi. ● xarisxi xSir SemTxvevaSi mwarmoebelTa umravlesoba fiqrobs, rom maRali xarisxi yvela problemis gadawyvetaa da, Sesabamisad, warmatebis ucilobeli winapirobaa. es Sexeduleba mcdaria, radgan erTaderTi wesi imaSi mdgomareobs, rom produqtisa Tu momsaxurebis xarisxi (miuxedavad imisa, rom kanoniT Tu eTikuri normebiT dawesebul standartebs unda akmayofilebdes) fasTan mimarTebaSi unda iyos maRali. Cinuri, dabalxarisxiani produqtebis bumi, romelic dabal fasad iyideba, saqarTveloSi, iseve rogorc evropaSi Zalian popularulia, rac naTlad metyvelebs imaze, rom sworad miRebuli da kargad gaTvlili gadawyvetileba SesaZlebelia miRebul iqnes nebismieri xarisxis donis produqtisa Tu momsaxurebis warmoebisTvis. ● maxasiaTeblebi am qvekomponentSi ZiriTadad igulisxmeba is parametrebi, romlebic konkretuli momsaxurebis qveS igulisxmeba da konkretul produqts unda gaaCndes. inglisuris maswavleblis mier SeTavazebuli momsaxurebis maxasiaTeblebi SesaZloa iyos: interaqtiuli gakveTilebi, gamokiTxva yoveli gakveTilis Semdeg, mis mierve dawerili wigni da a.S. maxasiaTebelTa damateba produqtisTvis xSirad zrdis misi warmoebis Rirebulebas. amitom aucilebelia, rom marketingis menejerma am gadawyvetilebamde kargad Seiswavlos bazari da momxmarebelTa preferenciebi, imisTvis, rom produqts is maxasiaTeblebi gaaCndes, romlebic faseulia myidvelisTvis. simensma, bazris Seswavlis Semdeg, sakuTar gazquras, daTqmul droze CarTvisa da gamorTvis funqcia daumata. es maxasiaTebeli Zalzed faseuli iyo im dedebisa da mamebisTvis, romlebic muSaobdnen. saxlSi misul Svils gazquraSi cxeli sadili xvdeboda miuxedavad imisa, rom mSoblebi Sin ar imyofebodnen. ● brendi kompaniam aseve unda miiRos gadawyvetileba, Tu ra raodenobiT investicia unda Caidos brendis ganviTarebasa da warmoCenaSi. zemoTxsenebuli Cinuri brendebi am sakiTxSi minimalur investicias deben, Tumca dasavluri brendebi, magaliTad, Proctor&Gamble am sakiTxs sruliad gansxvavebulad udgeba. misi TiToeuli produqti, magaliTad, `arieli~, “Pantin Pro-V” da a.S. sakmaod cnobili da popularulia momxmarebelSi.

marketinguli komunikaciebi.

reklamis istoria

â&#x2014;? SefuTva SefuTvis mniSvneloba naTlad aris asaxuli yoveldRiur produqtebSi. kvlevebis Tanaxmad, momxmarebeli gadawyvetilebas amgvari produqtis yidvis Sesaxeb swored SefuTvidan gamomdinare iRebs. amasTanave yovel qveyanas aqvs sakanonmdeblo normebi, romlebsac SefuTva da misi dizaini unda akmayofilebdes. â&#x2014;? servisi kompaniam unda daawesos momsaxurebis procedurebi da standartebi, Tu igi momsaxurebis mwarmoebelia. ramdenad formalizebulia es standartebi, kompaniis marTvis stilzea damokidebuli. zog SemTxvevaSi isic ki gansazRvrulia, Tu ramdenjer unda gauRimos momsaxurem klients da ramdeni wuTi dauTmos mwarmoebels. Tu kompania produqtis mwarmoebelia, mmarTvelobam unda gadawyvitos Tu ra damatebiTi momsaxureba SesTavazos produqtTan erTad. erT-erTi yvelaze gavrcelebuli amgvari damateba Semdgomi profilaqtikis garantiaa. saqoneli SesaZloa daiyos or ZiriTad jgufad, imis mixedviT, Tu rogoria momxmarebelTa midgoma maTi yidvisadmi: 1) yoveldRiuri moxmarebis saqoneli; 2) xangrZlivi moxmarebis saqoneli. yoveldRiuri moxmarebis saqonels momxmarebeli xSirad yidulobs, igi SedarebiT iafia, mis SeZenaze didi dafiqreba araa saWiro da rogorc wesi, mas yiduloben saxlTan axlos maRaziaSi, esaa: puri, Saqari, karaqi, asanTi da sxva. xangrZlivi moxmarebis saqonlis SeZena moiTxovs did gansjasa da dafiqrebas. mas yoveldRiurad ar yiduloben da yidvisas unda moxdes produqciis sxvadasxva saxeobebis, mwarmoeblebis, fasebis Sedareba. aseT saqonels ganekuTvneba: televizori, macivari, sarecxi manqana, avtomobili, tansacmeli, aveji da sxva. am saqonlis SeZenisas didi mniSvneloba eniWeba informaciis miRebas sxvadasxva saSualebidan, maT Soris, reklamidan. imisaTvis, rom produqti gamoirCeodes analogiuri sxva produqciisagan, mas unda gaaCndes savaWro niSani. savaWro niSnian produqcias unda gaaCndes unikaluri dasaxeleba, grafikuli gamosaxuleba (logo), unda iyos saTanadod SefuTuli da gaformebuli. yvela es komponenti unda iyos damuSavebuli saqonlis Seqmnisas da bazarze misi gamotanisas.

Tavi 1.

marketinguli komunikaciebi

adamianis da cocxali organizmis msgavsad, saqonels gaaCnia Tavisi sasicocxlo cikli – drois periodi, saqonlis warmoebaSi CaSvebasa da warmoebidan mis moxsnas Soris (nax. 1.2). zogi sqoneli Zalzed sicocxlisunariania, magaliTad, xorblis da aguris warmoeba. maTi sasicocxlo cikli 5000 welze metia. maTgan gansxvavebiT, konkretuli informaciis, rogorc informaciuli produqtis sasicocxlo cikli, SesaZloa mxolod ramdenime dRiT an saaTiTac ki ganisazRvros.  saqonlis sasicocxlo cikli Sedgeba 4 mkveTrad gamoxatuli stadiisagan. esenia: danergva, zrda, simwife da dacema. TiToeul stadiaze saWiroa kompaniam gamoiyenos Sesabamisi marketinguli strategia. danergva saqonlis bazarze gamotanis pirveli etapia. mas win uZRvis saqonlis ideis SemuSaveba, proeqtireba, sacdeli nimuSebis Seqmna, garkveuli gamokvlevebi da winaswari gamocda. yvela aRniSnuli samuSao unda Catardes saqonlis bazarze gamotanamde. uSualod, danergvis etapze saWiroa saqonlis stimulireba da reklamis farTod gaSla, es ki moiTxovs did investiciebs. imisaTvis, rom daifaros saqonlis gamokvlevis da daproeqtebis danaxarjebi, formirebul iqnes ganawilebagasaRebis arxebi da momxmarebeli darwmundes, saqonlis maRal xarisxsa da upiratesobaSi. am etapze danaxarjebi didia, xolo mogeba – naklebi. zrdis stadiaze xdeba bazris mier saqonlis swrafi aRiareba da gayidvebis da mogebis swrafi zrda. rodesac saqoneli Sedis zrdis stadiaSi, konkurencia mZafrdeba da mwarmoebeli iZulebulia kvlav gaiRos didi xarjebi reklamisa da stimulirebisaTvis, xandaxan konkurenciis daZlevis mizniT, SesaZloa saqonelze fasebis Semcirebac ki. TandaTan xdeba stabilizacia, gayidvebi da mogeba izrdeba, erTeuli produqciis TviTRirebuleba mcirdeba. im etapze mewarme Rebulobs maqsimalur ukugebas investirebul kapitalze. simwifis etapze – miaRwia ra garkveul dones, gayidvebis moculoba aRar izrdeba. es etapi, Cveulebriv, saqonlis yvelaze xangrZlivi etapia. am dros gasaRebaze saWiro xarjebi mcirdeba, mogeba maqsimaluria da garkveuli periodis gavlis Semdeg igi SesaZloa Semcirdes kidec. am etapze miRebuli mogebis xarjze, kompaniebi iwyeben axali produqciis damuSavebas da cdiloben, rom saqoneli rac SeiZleba didxans iyos konkurentunariani. dacema saqonlis gayidvebis moculobis da mogebis Semcirebis etapia. am etapze kompaniam unda gadawyvitos: datovos saqoneli bazarze, Secvalos marketinguli strategia, an moxsnas saqoneli warmoebidan.  fasi da faswarmoqmna (Price) marketinguli narevis meore komponentia. fasebis politikis gansazRvra Zalian rTuli amocanaa da riski maRalia. Tu kompania daawesebs maRal fasebs, gayidvebis moculoba daiklebs, xolo Tu daadgenen dabal fasebs, maSin mogeba mcirdeba. optimaluri fasebis dadgena dakavSirebulia im marketinguli miznebis ganxorcielebasTan, romelsac isaxavs kompania.

marketinguli komunikaciebi.

reklamis istoria

es miznebi SeiZleba iyos: bazris wilis gazrda, didi mogebis miReba, gayidvebis moculobis gazrda, saqonlis imijis Seqmna, socialuri amocanebis Sesruleba da sxva. kompaniis xelmZRvaneloba, yvela SemTxvevaSi, cdilobs iseTi fasi daados saqonels, rac dafaravs saqonlis warmoebaze gaweul xarjebs da moutans kompanias garkveul mogebas. faswarmoqmnis ramdenime gavrcelebuli meTodi arsebobs. faswarmoqmnis meTodebs Soris SeiZleba moviyvanoT fasnamatis meTodi. esaa fasis gansazRvra (danaxarji + danamati). xSirad faswarmoqmnas axdenen investirebul kapitalze winaswar dagegmili miznobrivi mogebis mixedviT. umravles SemTxvevebSi mTavaria swored es maCvenebeli, investiciebis dabrunebis koeficientia (ROI) (Return Of Investment), riTac axdenen fasebis dadgenas. es koeficienti miuTiTebs kompaniis mogebis fardobas mTlian danaxarjebTan.

adgili (Place) marketinguli narevis mesame Semadgeneli nawilia; anu esaa gza, romliTac xdeba saqonlis miwodeba momxmareblamde da ganisazRvreba is adgilebi, sadac SeuZlia mas SeiZinos saqoneli. am gzas â&#x20AC;&#x201C; mwarmoeblidan momxmareblamde ewodeba distribuciis arxi. zogierTi arxi sakmaod martivia da mwarmoeblidan momxmareblamde gasavleli manZili moklea, xolo zog SemTxvevaSi mas rTuli struqtura aqvs da mravali adamianisa da organizaciisagan Sedgeba (nax.1.3.). am mekavSire struqturas Suamavlebi qmnian, romlebsac gadaaqvT saqoneli mwarmoeblidan momxmareblamde da uzrunvelyofen maT misawvdomobas moxerxebul adgilas da saWiro dros. arsebobs SuamavalTa ori tipi â&#x20AC;&#x201C; mebiTumeebi da sacalo vaWrebi. aSS-Si arsebobs 300 000 biTumad movaWre firma, romlebic uSualo momxmarebels momsaxurebis farTo speqtrs Tavazobs. es firmebi biTumad iZenen saqonels SeRavaTian fasebSi, inaxaven maT sawyobebSi da Semdeg yidian sacalo movaWreebze. sazRvargareT sacalod movaWreebis naxevarze meti modis did univermaRebze. daaxloebiT mesamedi ukaviaT mcire firmebs, romlebSic mxolod erTi adamiani muSaobs.

Tavi 1.

marketinguli komunikaciebi

am seqtorSi universalur maRaziebTan erTad Sedis supermarketebi, hipermarketebi (romlebic bolo dros CvenTanac gavrcelda), sasawyobo klubebi, specializirebuli maRaziebi da vaWrobis sxvadasxva uaxlesi saSualebebi: telemarketingi, savaWro avtomatebi, pirdapiri vaWroba, internetiT vaWroba da sxva.  promouSeni (Promotion) marketinguli narevis meoTxe komponentia, romelic inglisuridan iTargmneba, rogorc warmoCena, mxardaWera, wamoweva, xelSewyoba, reklama, stimulireba. reklamis Sesaxeb arsebul, Zalze mwir qarTul literaturaSi, zogi avtori xmarobs stimulirebas, zogi - reklamas, magram stimulirebac da reklamac orive promouSenis Semadgeneli nawilia da, Cveni azriT, ufro swori iqneboda gvexmara termini – warmoCena, radganac marketinguli kompleqsis es etapi (promouSeni) gulisxmobs saqonlis reklamirebasac, saqonliT vaWrobis stimulirebasac, piradi gayidvebis organizebasac da sazogadoebasTan urTierTobis RonisZiebebsac, yvelaferi erTad ki xels uwyobs saqonlis warmoCenas momxmareblis TvalSi. swored amitom, Tu zogadad gveqneba saubari inglisur tevad terminze `promouSeni~, Cven Semdgom gamoviyenebT warmoCenas da Cveni ganxilvis danarCeni nawilic swored mas mieZRvneba, Tumca, avtoris azriT, arc is iqneba didi codva, Tuki sxva ucxo sityvebTan erTad, romlebic ase uxvadaa damkvidrebuli qarTul enaSi, xandaxan vixmarT `promouSens~.

integrirebuli marketinguli komunikaciebi 1980 wlamde marketingis gegmebSi warmoCenis sxvadasxva meTodi ganixileboda, es iyo calkeuli, damoukidebeli Semadgeneli nawilebi – komunikaciebi romelTac erTi organizaciis sxvadasxva qvedanayofi emsaxureboda. amasTan, maT xSirad maT momxmareblamde mihqondaT gansxvavebuli ideebi da mesijebi. 1980-iani wlebidan wamyvanma kompaniebma daiwyes calkeuli komunikaciebis gaerTianeba erT saerTo gegmaSi da maT ewodaT integrirebuli marketinguli komunikaciebi, romelic miznad isaxavs produqciis warmoCenis sxvadasxva komponentebis integraciasa da koordinacias. integrirebuli marketinguli komunikaciebis gegmaSi erTiandeba kompaniis marketinguli, samecniero-kvleviTi da finansuri SesaZleblobebi. dgeba erTiani gegma, romelic sinergiulad (urTierTSemavseblad) uwyobs xels kompaniis marketinguli miznebis Sesrulebas. marketingis gegmaSi 90-ian wlebamde ZiriTadi adgili (daaxloebiT 90%) ekava reklamas, xolo bolo wlebSi misi roli Semcirda 25-35%-mde, dauTmo ra wili komunikaciis sxva Tanamedrove saSualebebs. Cven am saSualebebs mogvianebiT ganvixilavT. amJamad gavagrZelebT saubars marketinguli komunikaciebis erT-erT ZiriTad Semadgenel nawilze – reklamaze.

marketinguli komunikaciebi.

reklamis istoria

reklama reklama (Reclame) laTinuri sityvaa da wamoZaxils, yvirils niSnavs. es sityva damkvidrda jer kidev Zveli berZnebis periodidan, rodesac saporto qalaqebSi savaWro gemebis Semosvlisas quCebSi dadiodnen `myviralebi~ (ufro swori iqneba maT mimarT Semdgom gamoviyenoT termini `macneebi~), romlebic mosaxleobas xmamaRali SeZaxiliT amcnobnden gemis Semosvlas da sxvadasxva saqonlis Camotanas qalaqSi.  reklamis mravali ganmarteba arsebobs da sanam daviwyebdeT uSualod reklamis Seswavlas, misi mravalricxovani ganmartebebidan, mogvyavs mxolod ramdenime:  reklama esaa komunikacia mwarmoebelsa da momxmarebels Soris...  reklama esaa saSualeba, romliTac xorcieldeba produqciiT an momsaxurebiT efeqturi vaWroba...  reklama esaa produqciis gasayidad, masobrivi mediis saSualebebiT, sponsoris mier anazRaurebadi, upiro mimarTvis gavrceleba mwarmoeblis miTiTebiT. xolo reklamis erT-erTma korifem bil bernbaxma mokled ase ganmarta reklama:  reklama esaa darwmunebis xelovneba! arsebobs reklamis sxva oficialuri ganmartebebic, magram asea Tu ise, reklama dakavSirebulia saqonlis gasaRebasTan, bazarTan, komunikaciasTan, vaWrobasTan da marketingTan.  reklamas sxvadasxva funqcia gaaCnia, magram misi ZiriTadi funqciaa informaciis miwodeba momxmareblisaTvis, rasac uZvelesi droidan qalaqis macneebi asrulebden. antikurma kulturam sareklamo saqmianobis bevri SesaniSnavi magaliTi dagvitova. Cvenamde moRweuli werilobiTi Zeglebi gvamcnoben, rom jer kidev Zvel romSi reklamis gansaTavseblad aSenebdnen specialur kedlebs – alambusebs. maT aTeTrebdnen kiriT, yofdnen Tanabar oTxkuTxedebad da naxSiriT an saRebaviT moxatavdnen sxvadasxva gancxadebebiT. es warwerebi amaxinjebda saxlis fasads da Semdgom romis administraciam akrZala aseTi warwerebi da gamosca gankarguleba: `aq akrZalulia raimes dawera. vai, imas, visi saxelic gamoCndeba aq. ar eRirsos mas warmateba!~

Tavi 1.

marketinguli komunikaciebi

finikielebi saqaravno gzebis mimdebare kldeebze xatavden saqonlis reklamas, xolo xmelTa Sua zRvis auzis qveynebSi napovni mravalricxovani Tixis dafebi iuwyebian sxvadasxva komerciuli SeTavazebis Sesaxeb. magaliTad, Cv.welTaRricxvamde 3000 wlis winandel babilonis gaTxrebisas napovn Tixis dafebze mewaRis, gadamweris da nelsacxeblebis vaWris sareklamo warwerebia aRmoCenili. erT-erTi uZvelesi sareklamo teqsti aRmoCeniliaZveli egviptis qalaq memfisis gaTxrebisas: `me, rino, kretas kunZulidan, RmerTebis nebiT, vxsni sizmrebs~. pompeis gaTxrebisas napovn 1500 sareklamo warweras Sorisaa erT-erTi pirveli politikuri reklama: `vinac uaryofs kvintiuss, de, igi ijdes viris gverdiT!~ sajaro informaciis gavrcelebis yvelaze adrindel saSualebas saukuneebis ganmavlobaSi warmoadgendnen qalaqis macneebi. macnes profesiis arsebobas adasturebs Cv.welTaRricxvamde me-14 saukunis kreta-miqenis kulturis Zeglebis gaTxrebisas napovni firfitebi. Zvel saberZneTSi macnes musikosebic exmarebodnen. macneebi wamoZaxilis dros xmarobden xmis sxvadasxva intonacias, mimikas, Jestikulacias, niRbebs, musikalur akompaniments da sxva. istoriuli wyaroebiT, erT-erTi macne ase auwyebda aTenis moqalaqeebs: `imisaTvis, rom Tvalni brwyinavdnen, imisaTvis, rom loyebs almuri asdiodes, imisaTvis, rom didxans SenarCundes qalis silamaze, gonieri qalbatoni SeiZens kosmetikas gonier fasebSi â&#x20AC;&#x201C; ekslipTosTan~. riT Camouvardeba 3000 wlis winandeli es sareklamo mimarTva Tanamedrove kosmetikuri saSualebebis reklamas? romSi gansakuTrebulad morTuli macne auwyebda romaelebs gardacvlili moqalaqis dasaflavebaze, adgilze, droze. Sua saukuneebSi urbanizaciam xeli Seuwyo informaciis gavrcelebis aucileblobas. daaxloebiT 1100 wlidan arsebobdnen parizis macneebi, romelTa saqmianoba qalaqis mmarTvelobis mier reglamentirdeboda maTTvis SemuSavebuli specialuri `registrebiT~ (wesebiT) da kviris dReebSi klientebis mozidvis mizniT, maT duqnebis win reklama unda gaewiaT RvinisaTvis. xolo inglisSi 1368 wlis `statutSi~ miTiTebuli iyo: `Tu vinmes unda raimes gayidva, man unda mimarTos macnes, romelic iniSneba sagrafos nacvlis mier~. uZvelesma istoriam aseve dagvitova beladis, meomris, qalaqis imijis Seqmnis araCveulebrivi xatovani magaliTebi, romlebic dResac SemorCenilia bevr samxreTamerikul da afrikul tomebSi, tatuirebis, saomari iaraRis moxatvis, droSebis da sxva heraldikuri niSnebis saxiT. aristoteles, ciceronis da sxva Zveli oratorebis da filosofosebis brwyinvale naSromebma safuZveli Cauyara Tanamedrove sareklamo teqstebis Seqmnas. uZvelesi droidan moyolebuli Sua saukuneebamde, egviptis, romis saberZneTis da Semdgom evropis qveynebis vaWrebi maTi savaWro fardulebis, saqul-

marketinguli komunikaciebi.

Zveli inglisis tavernebis sareklamo abrebi

reklamis istoria

Tavi 1.

marketinguli komunikaciebi

baqoebis, fundukebis, sastumroebis, duqnebis gasaformeblad warwerebis magivrad gamosaxulebas iyenebden. am droisaTvis wera-kiTxva bevrma ar icoda da jixurze gamokiduli fexsacmeliT igebdnen, rom iq mejRane iyo; gamokiduli Tivis ZniT an bliTebiT - mefunTuSeebi aRniSnavden savaWro adgils; saTvaleebi optikis maRazias aRniSnavda, Zroxa – rZis gamyidvels, xolo erT-erTi firniSi uZveles pompeaSi - Roris barklebi, yasabis fardulze miuTiTebda. Zveli samyarodan moyolebuli gare reklama qalaqebis gaformebis erT-erTi atributi gaxda, romelic Sua saukuneebis sadaxloebis da sastumroebis dekoratiul elementad iqca, xSirad yuradRebis mimpyrobi dasaxelebebiT: `sami ciyvi~; `adamiani mTvareze~; `xari da rqa~; `naxvreti kedelSi~ da sxva. 1614 wels inglisSi miiRes, albaT, pirveli seriozuli kanoni gare reklamasTan dakavSirebiT, romelic krZalavda saxlebze firniSebis ise gamokidebas, rom maT xeli ar SeeSalaT SeiaraRebuli cxenosani meomris gavlisaTvis. Sua saukuneebSi gamoiyeneboda agreTve xelnaweri reklamebi da afiSebi. maTi saSualebiT maswavleblebi, leqtorebi, afTiaqarebi da mRvdelmsaxurebis Tavazobden mosaxleobas momsaxurebas an sTavazobden samsaxurs. am xelnawer gancxadebebs isini quCaSi akravdnen lursmnebiT. maT dRemde SemorCaT saxelwodeba `sikvizebi~, radganac iwyeboda erTi da imave laTinuri fraziT “Si Quis”, rac niSnavs `Tu vinme...~ (magaliTad, Tu vinmes...unda maswavlebeli....). komunikaciebis istoriaSi gadatrialeba moxda 1440 wels, rodesac germanelma iohan gutenbergma gamoigona sabeWdi dazga. mis stambaSi dabeWdili pirveli wigni gaxldaT `biblia~. es iyo revolucia! xeliT gadaweris epoqa dasrulda! aman gamoiwvia adamianebis codnis gaRrmaveba, informaciis siWarbe da misi gacvla-gamocvlis daCqareba, ramac gavlena iqonia mTeli kacobriobis Semdgomi ganviTarebis tempze.

Tavi

2 reklama 1440 - 1900 wlebSi

sabeWdi dazgis gamogonebamde, xeliT dawerili da zepirsityvieri reklamebi vrceldeboda maqsimum 50 milis manZilze, xolo am dazgebis masobrivma gavrcelebam mTel evropaSi da Semdgom amerikaSi, teqstebis gadamwerebis dabali tempi Secvala swrafi masobrivi beWdviT, informaciis gavrceleba aRar iyo SezRuduli sivrcesa da droSi. beWdvis axalma teqnilogiam wamoSva reklamis axali saxeobebi.

1477 w. londonSi uiliam kekstonma gamouSva pirveli sareklamo gancxadeba 3x5 duimis zomis (12x17 sm) mis mier gamocemuli locvebis gasayidad. saqonliT vaWrebi furclebze beWdavdnen gasayidi saqonlis reklamas da quCaSi, maRaziebis win urigebdnen myidvelebs.

afTiaqaris reklama, XVIII sauk. reklamas erT-erTi pirvelebi iyenebdnen afTiaqarebi da farmacevtebi, me19 saukuneSi reklamebis umravlesobas swored maTi reklama Seadgenda.

Tavi 2.

reklama 1440-1900 wlebSi

me-17 saukuneSi italiaSi gamovida calkeul furclebze dabeWdili cnobebi axali ambebiT, romlis Rirebuleba Seadgenda Zvelebur italiur moneta – “Gazette”-s. am furclebs uwodes “Gazettas”, saidanac es saxelwodeba gavrcelda evropaSi. am droidan axali ambebis furclebs ewodaT dRemde SemorCenili saxeli – gazeTebi. me-17 saukunidan inglisSi gamomaval nabeWd furclebze mkiTxvelis yuradRebis misapyrobad sareklamo gancxadebs ukeTebdnen saTaurs “Advertisement”, rac niSnavs afiSirebas, uwyebas, cnobas, reklamas, es termini dResac farTod gamoiyeneba reklamaSi. me-16 saukuneSi daiwyo evropis qveynebidan mosaxleobis migracia amerikis kontinentze. kolonistebiT savse gemebi axali cxovrebis ZiebaSi daiZrnen axal kontinentisaken. axal kontinentze moxvedrili evropelebi (inglisidan, safrangeTidan, germaniidan, holandiidan, espaneTidan) Tavdapirvelad iTvisebdnen kontinentis aRmosavleT sanapiros. kontinentis SigniT gavrcelebas xels uSlida adgilobriv indielTa winaaRmdegoba da sxvadasxva daavadeba. magaliTad 1600 -1620 wlebSi koloniebSi emigrirebuli 14000 kacidan 1624 wlisaTvis mxolod 1130 kaci iyo cocxali. 1612 wels, kolonistma jon rolfma virjiniaSi daiwyo vest-indoeTidan Camotanili Tambaqos moSeneba, romelic adgilobriv mcenareebs Seajvara da miiRo Tambaqos axali jiSi, romelmac didi mowoneba pova evropaSi da romelic iqca Semdgom virjiniis Semosavlis ZiriTad wyarod. 1620 wels kolinistebis axali jgufi gaemgzavra gemiT ‘‘Mey Flawer” da dasaxlda `axal inglisad~ wodebul Crdilo raionSi. aq maT kargi urTierToba daamyares adgilobriv indielebTan, romlebmac aswavles simindis da lobios moyvana, ramac gadaarCina axladmosulebi. amis garda, mdidari tyis masivebi iZleoda xetyes da tyavs, romelic gahqondaT savaWrod. axali miwebis aTvisebam da vaWrobis gamococxlebam gamoiwvia muSaxelis nakleboba. axal-axali muSaxelis mosazidad amerikis kontinentze, ukve gamdidrebuli pirveli mosaxleebi evropaSi aqveyndebdnen bevr sainformacio cnobas, broSuras, plakats. es iyo pirveli gaazrebuli, materialurad uzrunvelyofili sareklamo kampania. dRemde SemorCenilia am sareklamo kampaniis bevri nimuSi. magaliTad: “Nova Britania” epatiJeboda kolonistebs virjiniis umdidres Tambaqos plantaciebze sacxovreblad da samuSaod (ix.2.1). im droisaTvis amerikaSi qalebis nakleboba iyo. maTTvis specialurad qveyndeboda mimzidveli gancxadebebi, rom 50 welze naklebi asakis janmrTel, mimzidvel qalebs elodaT zRapruli cxovreba da fuladi anazRaurebac momavali qmrebidan. amerikaSi, gansakuTrebiT samxreT StatebSi gavrcelebuli iyo agreTve gancxadebebi monebiT vaWrobaze, reklama iuwyeboda monebis axali partiis Camosvlis Sesaxeb (ix.2.2). pirveli sareklamo gancxadebebi gamoqveynda 1704 wels erT-erT pirvel gazeTSi Boston Newsletter (ix.2.3). es gazeTi daaarsa cnobilma amerikelma mecnierma, gamomgonebelma, sazogado moRvawem da erT-erTma pirvelma Jurnalistma benjamin franklinma (ix.2.5). pirvelive nomerSi man moaTavsa sareklamo gancxadeba: `es gazeTi gamova yovelkvireulad da yvelas, visac hyavs cxenebi, aqvs miwis na-

marketinguli komunikaciebi.

reklamis istoria

kveTebi, fermebi, sxvadasxva samrewvelo da sameurneo saqoneli da aqvs survili, rom gayidos an gaaqiravos ijariT, an aqvT nivTebi romlebic mopares an dakarges, SeuZliaT aq moaTavson gancxadeba, zomier fasad~. ukve meore nomridan gazeTi savse iyo sareklamo gancxadebebiT. am gancxadebebs ekavaT gazeTis 60%-ze meti. Tavdapirvelad am reklamebs ubralo teqsturi gancxadebis saxe hqondaT, xolo pirveli naxatebiT ilustrirebuli sareklamo gancxadeba gamoqveynda aseve franklinis mier 1728 wels daarsebul â&#x20AC;&#x153;Pensilvania Gazette-Si (ix.2.4). qaRaldis naklebobis gamo, gazeTSi gamoqveynebuli imdroindeli sareklamo gancxadebebi ibeWdeboda wvrili SriftiT, viwro svetebiT da maTi wakiTxva Zneli iyo. didi roli iTamaSa amerikis sazogadoebis ganviTarebaSi 1860-1865 wlebis samoqalaqo omma. qveyana gadaerTo omis saWiroebiT gamowveuli saqonlis warmoebaze. federaluri mTavroba Seudga pirveli nacionaluri sareklamo kampaniis Catarebas. gamoSvebuli iyo obligaciebi, gamoqveynda 5000-ze meti sareklamo gancxadeba omis Temaze, jarSi gawvevaze, masalebis da energiis ekonomiaze da a.S. (ix.2.6). didi raodenobiT daiwyo unificirebuli tansacmlis da fexsacmlis gamoSveba. mzaddeboda sakvebi produqtebi frontisaTvis. swored im dros frontze gasagzavni produqciis saWiroebisaTvis gamoigones saqonlis SefuTva qaRaldis tomrebSi. 790 wels inglisSi gamoigones sakeravi manqana, xolo 1856 wels niu-iorkSi isaak zingerma daapatenta `saojaxo sakeravi manqana, sakeravi nemsis wveriT qveviT mimarTuli!~ es patenti imdenad zogadad aRwerda sakeravi manqanis princips, rom Semdgom periodSi ukve veravin SeZlo gaumjobesebul sakerav manqanebze patentis aReba, radganac yvela maTgani aRWurvili iyo qveviT mimarTuli sakeravi nemsiT. zingerma Caatara didi sareklamo kampania da vaWrobis stimulirebisaTvis gamoiyena marketinguli svla. sakeravi manqana Rirda 125 dolari, im droisaTvis sakmaod didi Tanxa. zingerma daiwyo manqanis ganvadebiT vaWroba, gadasaxdeli iyo TveSi mxolod 5 dolari. aman daaCqara sakeravi manqanebis gasaRebac da amasTanave msubuqi mrewvelobis nawarmis â&#x20AC;&#x201C; tansacmlis damzadeba da moxmareba. omma Secvala tradiciul amerikul ojaxSi dadgenili Sromis ganawileba mis wevrebs Soris: qali ojaxSi qsovda, keravda tansacmels, amzadebda sakveb produqtebs, konservebs; xolo mamakaci muSaobda fermaSi, marTavda biujets da akeTebda Sesyidvebs ojaxis saWiroebisaTvis. bavSvebi orives exmarebodnen. omis dros jarSi wasuli qmris magivrad qalebs mouwiaT maTi samuSaos Sesruleba da saarsebo saxsrebis Sovna. ojaxisaTvis saWiro sakuTari warmoebis saqonlis nacvlad, daiwyes mza produqciis da tansacmlis SeZena. amiT isini mwarmoeblidan gaxdnen momxmareblebi. did samrewvelo revoluciamde umravlesoba cxovrobda sakuTari naturaluri meurneobiT da Warb saqonels iqve, regionSi cvlida, amitom didi saWiroeba reklamisa ar arsebobda. rogorc aRvniSneT, bazari `gamyidvelisa~ iyo. me-18 saukunis SuaSi inglisSi daiwyo samrewvelo revolucia. gamogonil iqna da gavrcelda saqsovi dazgebi, orTqlis Zravi, gaCnda fabrika-qarxnebi. daiwyo iafi da masobrivi saqonlis warmoeba.

Tavi 2.

reklama 1440-1900 wlebSi

me-19 saukunis dasawyisSi samrewvelo revoluciam moaRwia amerikamde. am droisaTvis, pirvelad, mza produqciis SeZena ufro iafi gaxda, vidre misi warmoeba. swrafad viTardeboda wylis transporti, mis paralelurad daiwyo rkinigzis xazebis intensiuri mSenebloba. rkinigzis qselis ganviTarebam SesaZlebeli gaxada fabrika-qarxnebis mSenebloba qveynis mdinareebidan daSorebul adgilebSi.  1820 dan 1860 wlamde 1 tona tvirTis gadazidva 1 milze 20 centidan Semcirda 1 pensamde da gadazidvebis siCqarem moimata 10-jer. amavdroulad, foladis Toxis da saxnisis gamoCenam produqciis warmoeba gazarda 400 -500% iT. 1870 wlisaTvis, aRmosavleTis da dasavleTis rkinigzebi Union & Central Pacific gaerTiandnen, ramac Seqmna rkinigzis erTiani qseli da xalxi masobrivad daiZra dasavleTisken. amas Tan sdevda nacionaluri sareklamo kampania. ai, teqstis erTi magaliTi: `dasavleTisken, dasavleTisken! Tavisuflebis miwebisaken. emigracia aiovaSi da nebraskaSi... saxlebi yvelasaTvis! aq meti fermebia, vidre fermerebi! meti damqiraveblebia, vidre daqiravebulni! samuSao yvela msurvelisaTvis!~ (ix.2.7). xalxis didi raodenobiT gadanacvlebasTan erTad arsdeboda da viTardeboda qalaqebi, amitom me-20 saukunis bolos amerikaSi urbanizaciam farTo masStabebi miiRo. qalaqebis ganviTarebasTan da qalaqis macxovreblebis moTxovnilebis zrdasTan erTad, gaCnda axali sabazro urTierTobebi, gaCnda didi maRaziebi. adre soflis patara maRaziebSi mosaxleoba abarebda Warb produqtebs, romlebic maRaziis daxls qveviT ewyo da saWmlidan dawyebuli, avejiT damTavrebuli yvelaferi erTad eyara. maRaziis gamyidveli mxolod mdidar myidvelebs ukeTebda gasayidi saqonlis demonstrirebas. qalaqSi ki mosaxleobas Tavisi moTxovnilebebi mxolod xmaurian da talaxian bazrobebze SeeZlo daekmayofilebina. me-19 saukunis Sua xanebSi qalaqebSi gaCnda specializirebuli sasaqonlo maRaziebi, mogvianebiT ki universaluri maRaziebi vitrinebiT, farTo Taroebze gamofenili saqonliT da ganswavluli gamyidvelebiT. am univermaRebSi fasebis Zveli sistema `SeTanxmebiT vaWroba~ Seicvala fiqsirebuli fasebiT, ramac daaCqara da gazarda vaWroba. 1879 wels vulvortma (Woolvorth) gaxsna pensilvaniaSi pirveli maRazia `5 centi~, sadac yvela saqonels erTi fasi hqonda – 5 centi. 1890 wels manve gaxsna maRazia `5 da 10 centi~ (Five&Dime) da es maRaziebi male moedo mTels amerikas. 1872 wels CikagoSi “Montgomery Ward”-ma daiwyo saqonlis katalogebiT vaWroba soflis macxovreblebisaTvis, romlebic mowyvetili iyvnen qalaqs da yoveli axali produqciis gamosvlas am katalogebidan igebdnen. soflad am katalogebs `ocnebis wigns~ eZaxdnen. SekveTili saqoneli, firmas rkinisgzis fostiT Cahqonda momxmareblamde. aseTive momsaxureba daiwyo firma “Seers”-ma da SemoiRo vaWroba SekveTiT winaswari gadaxdis gareSe, anu, rogorc amas CvenSic

marketinguli komunikaciebi.

reklamis istoria

uwodeben, vaWroba e. w. `posleze~. “Seers”-is maRaziebis qseli dResac udidesia amerikaSi. me-19 saukunis bolosaTvis urbanizaciam, teqnikurma progresma, soflis meurneobis intensifikaciam, gamoiwvia masobrivi moTxovnilebis saqonlis warmoeba da SeZena, magram amasTan warmoiSva Warbi saqoneli da gaCnda misi reklamirebis aucilebloba. saukunis Sua periodamde mwarmoebeli piradad ukavSirdeboda gazeTebs, Tavad adgenda teqstebs da aTavsebda presaSi. reklamis istoriaSi pirvel sareklamo agentad iTvleba volni palmeri, igi 1840 wels moelaparaka gazeTebs, Seisyida maTgan sareklamo farTi da firmebis sareklamo gancxadebebs aTavsebda 25% iani sakomisio danamatiT. me-19 saukunis erT-erTi gamorCeuli figurasareklamo sferoSi iyo niuiorkis Soumeni barnumi (Phineas Taylor Barnum) (ix.2.8). mas momdevno Taobis reklamis specialistebi reklamis mamas eZaxdnen. igi axlo urTierTobaSi iyo jorj vaSingtonTan da mark tvenTan. orjer gakotrebuli adamiani Tavisi energiis wyalobiT gaxda amerikis meore milioneri. igi imdenad popularuli pirovneba iyo, rom orjer amerikis prezidentad arCeul general grants amomrCevlebi ekiTxebodnen, xom ar icnobda igi barnums? barnumma pirvelma miaqcia yuradReba masis fsiqologias da moTxovnilebebis Seswavlas. mayurebelTa mozidvis mizniT igi Tavisi warmodgenebis reklamisaTvis iyenebda sxvadasxva xerxs: sensaciur suraTebs, originalur plakatebs, afiSebs, Jurnal-gazeTebs, sasule orkestrebs, xSirad gaberil, mcdar sensaciur informaciebs. 1850 wels patenhilma pirvelma daiwyo sareklamo teqstebis damuSaveba SekveTiT. am droidan moyolebuli agentebi amisaTvis irCeven gazeTebs, teqstis ganTavsebis adgils da sixSires. amave dros daiwyo reklamebis daxatva saxlis kedlebsa da fardulebze mepatronisaTvis an TanxiT an naturiT anazRaurebiT (barteri). gaCnda sareklamo naxatebi Robeebze, mTis ferdobebze. qalaqis quCebSi gamoCndnen mosiarule adamianebi sareklamo warwerebiT, romelTac `kaci sendviCi~ uwodes. 1860 wels gamoigones feradi liTografiis meTodi anu `qroma~, ramac dasabami misca feradi baraTebis, sareklamo fotoebis, kalendrebis da fotoebiani afiSebis arsebobas. gaCnda feradi ilustrirebuli Jurnalebi: 1850 wels – “Harpers Montly”, 1857 wels – “Atlantic Montly”, romlebic aqveynebdnen romanebs gagrZelebiT. Tavidan Jurnalebi gankuTvnili iyo respeqtabeluri publikisaTvis da masSi reklama ar iyo, radganac igi aRizianebda viqtorianul-konservatiul mkiTxvels. reklama mxolod 1870 wlisaTvis gamoCnda amerikis JurnalebSi. samoqalaqo omis Semdeg veteranebisa da invalidebisaTvis e.w. `gaberili reklamis~ meSveobiT vrceldeboda mravali saeWvo wamali. ewyoboda e.w. wamlebis Sou. qalaqSi wamlis gayidvamde ikvreboda afiSebi, dadioda sasule orkestri, mTeli qalaqi formdeboda wamlis reklamiT. erT-erTi pirveli qali, romlis portreti gaCnda wamlis reklamaze, iyo lidia pinhemi (ix.2.9) igi mis mier damzadebul qaluri saSualebebis miqsturas amzadebda da momxmarebels sTavazobda rCeva-darigebebiT, gulisamaCuyebeli

Tavi 2.

reklama 1440-1900 wlebSi

teqstiT. miqstura gavrcelda mTel amerikaSi da wlebis manZilze didi popularobiT sargeblobda qalebSi. lidia gardaicvala 1883 wels, xolo sareklamo kampania 1990 wlamde grZeldeboda. 1890 wels ojaxma SeaCera reklama da gayidvebi umal Semcirda 80%-iT. pasuxad ojaxi iZulebuli Seiqmna kvlav gaegrZelebia sareklamo kampania Zvel stilSi, kvlav lidia pinhemis suraTiT da momdevno aTwleulSi gayidvebma kvlav moimates 2500% iT. me-19 saukunis bolos, 1896 wels, federalurma mTavrobam SemoiRo ufaso safosto gadazidvebi, ramac didi stimuli misca vaWrobis ganviTarebas fostis meSveobiT. saqonlis warmoebam moimata imdenad, rom warmoiSva Warbsaqonlianoba da saWiro gaxda axali bazrebis Zieba. produqciis mwarmoeblebs reklamis meSveobiT unda daerwmunebinaT klientebi, rom SeeZinaT produqtebi da ar ewarmoebinaT Tavad tansacmeli, fexsacmeli, saponi. amasTan, unda daerwmunebinaT momxmarebeli, rom SeeZinaT mxolod maTi saqoneli da ara konkurentebis. me-19 saukunis bolos gaCda masobrivi marketingis firmebi – menejerebiT, distributorebiT, maRalkvalificiuri gamyidvelebiT. amave dros gaixsna pirveli sareklamo kompaniebi. me-20 saukunis mijnaze daarsebulma wvrilma firmebma, mogebis gazrdis mizniT daiwyes gaerTianeba da gaCndnen korporatiuli da monopolisturi gaerTianebebi. 1878 wels gustav sviftma daiwyo Zroxis xorcis gadazidvebi matarebliT da 10 welSi gaxda am saqmis monopolisti. saukunis bolos endriu karnegi monopolisti gaxda foladis warmoebaSi, jon rokfeleri – navTobis mrewvelobaSi. maT Seqmnes giganturi safinanso imperiebi. izrdeboda danaxarjebi reklamaze. Tu 1880 wels es danaxarjebi Seadgenda 200 milion dolars, 1900 wlisaTvis am Tanxam 540 milions gadaaWarba. me-19 saukunis bolos Seiqmna dRemde cnobili didi kompaniebi: American Express; American Tobaco; Borden Milk; Campbel Soap; Coca Cola; Colgate-Palmolive; Kodak; Sears; Proctor&Gamble; Heinz, Nabisco da sxva. me-19 saukuneSi dapatentda bevri produqcia, romlebmac gauZles dros: 1796 w. – kentukis meRvinem, beizil haidenma Camoasxa pirveli viski `burboni~; 1837 w. qvislebma – harli proqtorma da jeims gemblma, gaxsnes firma da daiwyes sapnis da sanTlis gayidva; 1835 w. – samuel koltma aiRo patenti 6 vaznian pistoletze; 1837 w. Carlz gudiarma daapatenta kauCukis damuSavebis meTodi da misi gamoyenebis 500 SesaZlebloba. dRes es firma pirvelia manqanis saburavebis warmoebaSi; 1853 w. levi strausma daiwyo magari materiisgan Sekerili SarvlebiT vaWroba, romelsac safrangeTSi eZaxdnen `Jenes~. es iyo pirveli jinsebi; 1858 w. – jozef kempbelma daapatenta da daiwyo vaWroba sufebiT da bostneulis konservebiT; 1869 w. – henri heincma daiwyo pirSuSxas da saweblebis Camosxma boTlebSi;

marketinguli komunikaciebi.

reklamis istoria

1879 w. – anhauzerma da buSma sent luisSi Camoasxes ludi `budvaizeri~, romelic dResac yvelaze popularulia amerikaSi da mas `ludebis mefe~ uwodes.  me-19 saukunis bolos reklamaSi gaCnda siaxle – daiwyo dafasoebuli saqonlis nacionaluri reklama. 1880 wlamde umetesoba mwarmoeblis saxeli arc ki icoda myidvelma. Tambaqo iyo mxolod Tambaqo. fqvili fqvili iyo. am periodSi gaCnda SefuTuli calkeuli produqcia qaRaldis parkebSi, yuTebSi, qilebSi da sxva. am SefuTvebze mwarmoeblebma daiwyes sakuTari savaWro da safirmo niSnebis dadeba dafasoebul produqtze da daiwyes am niSnebis reklamireba. imisaTvis, rom ufro meti saqoneli gaeyidaT, mewarme eZebda myidvelis darwmunebis axal gzebs. am periodSi moimata sareklamo mimarTvebis mniSvnelobam, romelsac unda Seesrulebina myidvelis darwmunebis funqcia, gamoewvia masSi garkveuli emocia saqonlis mimarT da aeZulebina igi Seesyida saqoneli, xolo Semdeg daejerebina igi, rom SeeZina kvlav da kvlav. me-19 saukunis pirvel naxevarSi sxvebze adre safirmo niSnebs iyenebdnen farmacevtebi, romlebTac gaaCndaT bevri patentiani wamali. imisaTvis, rom myidvels advilad ecno afTiaqis Taroze saWiro wamali, mas akravdnen safirmo etiketebs, xSirad mwarmoeblis portretiT da uCveulo dasaxelebiT: `svamis panacea~, `hamiltonis grandiozuli gasamagrebeli saSualeba~ da sxva. saukunis SuaSi Tambaqos mwarmoeblebma aRmoaCines, rom originalurad dasaxelebuli Tambaqo ufro kargad iyideba da maT produqcias erqva: `mwife alubali~, `saqorwino namcxvari~, `xari daremi~ da produqciasac, Sesabamisad aformebdnen naxatebiT . 1860-1920 ww. dafasoebulma safirmo saqonelma mTlianad gamodevna adgilobrivi warmoebis saqoneli, romlebic biTumad, iafad iyideboda konteinerebiT. saukunis bolosaTvis zogierTma mewarmem daiwyo fiqri momxmareblis moTxovnilebis ukeT dasakmayofileblad, anu gaCnda marketinguli azrovneba. magaliTad, did warmatebas miaRwia dafasoebuli saqonliT vaWrobaSi ferdinand Sumaxerma, romelmac daufasoebeli qeris marcvlebi Cayara mcire SuSis qilebSi da 5-fuTian kasrebSi, ramac ise gazarda qeris gayidvebi, rom man aaSena 5-sarTuliani fabrika, qeris marcvlebis dasamuSaveblad da dasafasoeblad. im dros qeris marcvlebi xalxis SemecnebaSi dafiqsirebuli iyo, rogorc samkurnalo saSualeba kuWis daavadebebisas. gamWriaxma mewarmem henri qrouelma daiwyo qeris marcvlebis dafasoeba ufro mimzidveli gaformebiT. man qilas daaxata kvakeris Tavi (kvakerisamRvdeloebis organizaciis wevri amerikaSi) da waawera qeris fafis damzadebis recepti. amasTan daiwyo qeris marcvlebis “Qwaker Oats” reklamireba, rogorc janmrTelobisaTvis aucilebeli saSualeba, romelic amagrebs kunTebs da Zvlebs, `erTi funti kvakeris

Tavi 2.

reklama 1440-1900 wlebSi

marcvali, udris Zroxis xorcis 3 funts!~. `qeris marcvlebi mdidaria imiT, rac sWirdeba tansa da tvins~. amas moayola didi sareklamo kampania gazeTebSi, JurnalebSi, gayidvis adgilebSi, gamouSva sareklamo kalendrebi, furclebi da sxva. sul ramdenime welSi kvakeris marcvlebis savaWro niSani gavrcelda mTels amerikaSi. 1897 wels kompaniam, dafqvis magivrad, daiwyo qeris marcvlebisagan fantelebis damzadeba, ramac orjer daaCqara fafis damzadeba. Sesabamisad reklamaSic xazi gaesva mis axal upiratesobas: `kvaker outsi! msubuqi sakvebi, romelsac advilad SeiZenT, advilad daamzadebT da advilad moinelebT!~ amrigad, `kvakeris marcvlebi~ naTeli magaliTia, Tu rogor SeZlo alRoianma mewarmem, Cveulebrivi qeris marcvlebidan Seeqmna cnobadi da popularuli saqoneli, aReWurva igi individualobiT, gaevrcelebina informacia misi sargeblianobis Sesaxeb. faqtobrivad, qeris marcvlebidan man Seqmna saqveynod cnobili pirveli brendi.  me-19 saukunis bolos aRmoCnda, rom produqciaze mwarmoeblis gvaris datana zrdida momxmareblis keTilganwyobas, loialobas misi produqciis mimarT da amtkicebda, rom maTi produqcia maRali xarisxiT gamoirCeva. Proctor&Gambl-is saponi; Pilsbury-is fqvili; Heinz-is sunelebi; Borden-is rZis produqtebi da Levi Straus-is jinsebi gaxda nacionaluri brendebi da mewarmeebi maT ufro Zvirad yidden reklamirebuli xarisxis xarjze. amave periodSi Tavi iCina maRalxarisxovani safirmo saqonlis iaffasiani saqonliT falsificirebis problemam. am wamoWrili problemis Tavidan acilebis mizniT, federalurma mTavrobam miiRo kanoni federalur sapatento biuroSi savaWro niSnebis registraciebis Sesaxeb. “R” niSniT aRWurvili saqoneli iyo ufro sando, xarisxiani, maT eZleodaT upiratesoba ucnob mwarmoeblebTan SedarebiT. es niSani gaxda maTi maRali xarisxis garantia. maT SesaZenad momxmarebeli mzad iyo SedarebiT meti Tanxa gadaexada. rogorc aRvniSneT, saukunis bolos mewarmeebic da momxmareblebic mixvden reklamis did mniSvnelobas. imdroindeli reklamebi, stilis mixedviT, SesaZloa daiyos or klasad: reklamirebis abezari da rbili anu Tavaziani reklamirebis stili. abezari stilia, roca acxadeb, rom Seni saqonelia yvelaze ukeTesi, xarisxiani, yvelas sjobia msoflioSi da yvela sxva xerxiT cdilob momxmarebels Seni produqciis upiratesoba daumtkico. amasTan, pirdebi garkveul sargebels, garantiebs, fulis ukan dabrunebasac ki. rodesac myidvelma ukve gaicno bevri saqonlis Tviseba, saWiro gaxda ufro rbili midgoma, araTavsmoxveuli, aramed optimisturi, emociuri, sasiamovno asociaciebis Seqmna, mistikuri da romantikuli SedarebebiT SeTavazeba. am meTodiT reklamis damkveTebma iswavles myidvelis yuradRebis mipyroba da maTi darwmuneba

marketinguli komunikaciebi.

reklamis istoria

saqonlis SesaZenad. am dros ganekuTvneba frenk pauersis e.w. `gulaxdili stili~ damamaxsovrebeli teqstebiT, mokle saintereso istoriebiT produqciaze, JReradi sloganebiT. pauersi ramdenime sityviT aRwerda, Tu riT SeiZleba yofiliyo produqti mimzidveli da sasargeblo momxmareblisaTvis.  AIDA me-19 saukunis bolos uolter skotma da elmar levisma SeimuSaves reklamis da sareklamo mimarTvebis Seqmnis yvelaze gavrcelebuli formula, romelsac dRemde xmaroben reklamistebi mTel msoflioSi. esaa e.w. AIDA- Attention(Awarness), Interest, Desire, Action – sityvebis abreviatura. am meTodiT reklamis da sareklamo mimarTvis pirveli mizania: yuradRebis mipyroba (Attention/Awarness), Semdeg interesis gaRviveba (Interess), survilis aRZvra saqonlis SeZenaze (Desire) da sabolood moqmedeba (Action), anu saqonlis SeZena. ai, am sqemiT unda xelmZRvanelobdes reklamis avtori, raTa man SeZlos momxmareblis yuradRebis mipyroba, Semdeg sareklamo mimarTvaSi moyvanili argumentebiT interesis gaCena, mimzidveli teqstiT da sxvadasxva mxatvruli xerxiT survilis aRZvra da sabolood motivaciis Camoyalibeba, raTa aiZulos saqonlis SeZena. amis garda, arsebobs kidev ramdenime modeli reklamebis Seqmnisa, magram AIDA – esaa reklamis Seqmnis da momxmarebelze zemoqmedebis yvelaze zogadi sqema.  me-19 saukunis bolos gamoCnda bevri wigni reklamaze, misi Seqmnis wesebze, sareklamo kampaniis dagegmvaze da sxva. am dros ukve dainerga bevri, dRemde kardad cnobili slogani: -`misi patronis xma~ –RCA `viqtoris~ xmis Camweri studiisaTvis. -`kargia bolo wveTamde~ – yava ’’Maxvell Haus’’. -`rac mets Wam, miT meti ginda~ – namcxvari ‘‘Kreker Jack’’. -`absoluturad sufTa~ – safuaris reklama. saukunis bolos gamoCenilma axalma teqnologiebma dasabami misca feradi fotoebis gamoyenebas reklamebSi. bevrma firmam daiwyo mewarmeTa fotoebis ganTavseba produqciaze: lidia pinhemi – qalebis miqsturaze, uiliam duglasi – fexsacmelze (ix.2.10), tomas liptoni – Caize, swored tomas liptonma pirvelma gamouSva paketebSi dafasoebuli Cai (tomas liptonze ix.danarTi 2.1 ). fotoebTan erTad reklamaSi gamoiyeneboda naxati gmirebic, romelsac mTeli amerika cnobda (ix.2.11): 1877 wels gaCnda kvakeris naxati; 1895 wels – “Mishelin Man” – saburavebiani kaci; 1905 wels – deida jemina – zangi qali.

Tavi 2.

reklama 1440-1900 wlebSi

 saukunis bolos amerikis bazarze iyo 3 yvelaze metad reklamirebuli produqti, yvelasaTvis cnobili savaWro niSnebiT. esenia: safuari “Royal Baking Pouder”; sapnebi “Sapolio” da “Ivory soap”. sainteresoa maTi reklamirebis gansxvavebuli strategiebic.  1868 wels hoglandma axali receptiT moamzada safuaris fxvnili, romelsac uwoda `samefo safuari~ (“Royal Baking Pouder”). man moaTavsa reklama qalebis JurnalebSi, religiur gamocemebSi. produqciis warmosaCenad hoglandma pirvelma ixmara slogani – àbsoluturad sufTa~. sloganis xazgasasmelad safuaris qilaze dasaxeleba msxvili asoebiT iyo gamoyvanili (ix.2.12). 1880 wlisaTvis safuars hqonda yvelaze didi sareklamo biujeti – 600 aTasi dolari weliwadSi. cota mogvianebiT, reklamaSi Semoiyvanes naxati personaJi deida jemina – zangi kulinari qali, romelic safuaris gamoyenebis sul axal-axal receptebs sTavazobda momxmarebels (ix.2.13). deida jeminam mravali wliT moigo amerikeli diasaxlisebis guli da meoce saukuneSic didi popularobiT sargeblobda.  1869 wels enoh morganma niu-iorkSi gamouSva sameurneo saponi `sapolio~. pirvel reklamebSi personaJi sarkis magivrad iyureboda sapniT gaxexil priala tafaSi da slogani iyo: ùkeT da iafad, vidre saponi~. reklama Tavidan garkveuli warmatebiT sargeblobda. 1884 wels firmam moiwvia reklamis axali specialisti artem uardi, romelmac SeimuSava reklamis axali koncefcia. misma reklamam 20 wlis ganmavlobaSi `sapolios~ saxeli amerikis yvela ojaxamde miitana. man yuradReba miaqcia sameurneo sapnis xmarebis sezonurobas, ojaxebSi gazafxulze da SemodgomiT saojaxo nivTebis recxvis matebas da reklamis intensivoba aawyo sezonurobis mixedviT. ìyavi sufTa~, `sapolio gawmends mTel msoflios~ – aseTi iyo sloganebi. man Seqmna legenda – viTomda, egviptis samarxebSi aRmoCenili nivTierebis – “Oilopas Esu”-s Sesaxeb, romelic ukuRma dawerili “Use Sapolio” iyo. uardma gamoigona mTeli seria saponze, Seqmna legenda sufTa ùmwikvlo qalaqze~ (Spotless Tawn), sadac yvela quCa, saxli da transportic `sapolioTi~iyo gaxexili. reklamis gmirebi: qalaqis Tavi, eqimi, mexorce, medroge (ix.2.14) – sul 12 monawile gaxda amerikis popularuli personaJi. maTi naxatebiT iyo aWrelebuli tramvais vagonebi, gazeTebi, saxlebis kedlebi. xalxSi damkvidrebuli gamoTqmebiT uordma dawera piesa, Seaqmnevina musika da dadga speqtaklebi amerikis sxvadasxva ùmwikvlo qalaqebSi~, sadac yvelaferi sufTa da `sapolios~ mier iyo gaprialebuli.  1881 wels firma “Proctor&Gambl”-ma gamouSva axali saponi. im dromde sapons cxovelur cximebze amzadebden da igi male fuWdeboda, formas kargavda, arasa-

marketinguli komunikaciebi.

reklamis istoria

siamovno suni hqonda. firmam axali TeTri, aromatuli saponi moxarSa mcenareul, rbil zeTebze, romliTac bavSvebis dabanac SeiZleboda. qarxnis erT-erTma muSam SemTxveviT daayovna sapnis masis gadmoReba qvabidan da masSi gaCnda haeris buStebi. am buStebiani naWris wyalSi Cagdebisas igi wyalSi ar CaiZira. aman warmoSva marketinguli idea `CauZiravi sapnis~ warmoebis Sesaxeb da momxmarebelma, gansakuTrebuli aRtacebiT ki bavSvebma miiRes da Seiyvares `CauZiravi saponi~ (ix.2.15). saWiro gaxda saxelis moZebna CauZiravi sapnisaTvis. 1879 wels proqtori imyofeboda wirvaze eklesiaSi. man moismina da daamaxsovrda fsalmuni `Tqveni samosi afrqvevs aloes aromats, qaTqaTa spilos Zvlis sasaxlidan~. ase daarqva proqtorma sapons “spilos Zvlis saponi – “Ivory Soap”. àivoris~ sareklamo kampaniaSi Tavidanve Caido bevri siaxle. pirveli slogani iyo ìs curavs~, ` Ivory Soap - sufTaa 99 44/100~. firmam gamoacxada konkursi sapnis sareklamo leqsze. am konkurss gasaocari gamoxmaureba da warmateba xvda wilad. ori wlis ganmavlobaSi JurnalSi yovel Tve qveyndeboda saukeTeso leqsebi. “Ivory” dResac iyideba amerikaSi.  me-20 saukunis mijnaze saWiro gaxda axali, teqnikuri, radikalurad gansxvavebuli saqonlis reklamireba. axali saqonlis Sesaxeb momxmarebelma araferi icoda. isini teqnikuri revoluciis Sedegi iyo da swored reklamas unda gaecno maTi daniSnuleba, moxmarebis wesi, gaeRvivebina interesi da daerwmunebina maTi SeZenis saWiroebaSi. aseTi saqoneli iyo 1888 wels jorj istmenis mier gamogonebuli fotoaparati `kodaki~ (ix.2.16). dasaxeleba istmenma aiRo SemTxveviTi gamoTqmidan da mas rame azrobrivi asociacia ar axlda. kodakis aparati iRebda 100 kadrs, Rilakze ubralo TiTis daWeriT, ris Semdeg aparati unda gagegzavna qarxanaSi firis gadatvirTvisaTvis da suraTebis dabeWdvisaTvis. es yvelaferi moyvanili iyo kodakis warmatebul reklamaSi. `Tqven ubralod aWerT Rilaks, danarCens vakeTebT Cven!~ es fraza popularuli gaxda amerikaSi da `kodakis~ meSveobiT fotografireba ukve yvelas SeeZlo, asakis miuxedavad. misi sareklamo plakatebic yvelasadmi iyo mimarTuli.  meore teqnikuri mowyobiloba iyo velosipedi, romelsac 1876 wlis filadelfiis samrewvelo gamofenaze, veeba borblebis gamo, Searqves `dranduleti~ (ix.2.17). 1889 wels gamoCnda Tanamedrove velosipedis analogi ùsafrTxo velosipedi~. Tavidan am axali teqnikuri mowyobilobis sareklamo mimarTva aRwerda mis teqnikur mxareebs: meqanikas, saburavebs, gadacemas, imedianobas, usafrTxoebas. xolo, rodesac velosipedebiT vaWrobam mniSvnelovnad moimata, Seicvala sareklamo mesijebic da mas warmoadgendnen, rogorc sportul sagans dasvenebisa da

Tavi 2.

reklama 1440-1900 wlebSi

varjiSisaTvis, jansaRi cxovrebis wesis dasamkvidreblad (ix.2.18). am sareklamo kampaniam amerikaSi Seqmna `velomania~. Tuki 1890 wels gaiyida 100 000 velosipedi, 1896 wlisaTvis es ricxvi 4 milionamde avida.  saukunis bolos gaizarda Jurnalebis tiraJebic. sairus kertisma daaarsa 4-gverdiani Jurnali `fermeris tribuna~. JurnalSi misi coli qalTa svets uZRveboda, romelic ise popularuli gaxda, rom kertisma mis bazaze gaxsna qalebis Jurnali “Ladies Home Journal” (ix.2.19). sxva Jurnalebisgan gansxvavebiT, es Jurnali 25 centi Rirda, romlebic maSin 2 dolarad iyideboda, amitomac miizida qalTa farTo auditoria. sul male kertisma SeiZina warumatebeli gazeTi “Sunday Evening Post”-i, ganaaxla misi redaqcia da gazeTis tiraJma male milions gadaaWarba. aseTive warmatebiT uSvebda ilustrirebul Jurnalebs jeims uolter tompsonic, reklamis erT-erTi udidesi klasikosi. am JurnalebSi gaformebis da ilustraciebis viqtorianuli stili nel-nela idevneboda safrangeTidan Semosuli axali mxatvruli mimdinareobiT, romelsac ewoda “Art Nuvo”. impresionistebis vinsent van gogis, pol gogenis, anri matisis, tuluz lotrekis, pol sezanis, iaponuri graviuris gavleniT Seqmnilma axalma azrovnebam gavlena iqonia ara marto mxatvrobaze, aramed arqiteqturaze, avejze, modaze. pirveli SesamCnevi gavlena art-nuvom moaxdina plakatis xelovnebaze. Teatraluri da, gansakuTrebiT, sacirko afiSebi Tavisi feradovnebiT yovelTvis iqcevda gamvlelis interess. am movlenas yuradReba miaqcia frangma liTografma Jiul Serem, romelic axlad gamogonili feradi liTografiis meTodiT beWdavda sareklamo furclebs da etiketebs parfiumeriisaTvis. misma gansxvavebul ferebSi Seqmnilma pirvelma feradma plakatma, cnobili msaxiobis sara bernaris gamosaxulebiT, didi mowoneba daimsaxura. mis win aTasobiT gamvleli Cerdeboda afiSis aRsaqmelad. Tavisi karieris manZilze Serem Seqmna 1000 meti sareklamo plakati, romlebSiac Zveli gamosaxulebebis magivrad, art-nuvos stilSi Semohqonda axali, efeqturi ferebi da ubralo formebi, romelic izidavda mayurebels da cvlida mis gemovnebas (ix.2.20). art-nuvo farTod gavrcelda reklamaSi da me-20 saukunis dasawyisSi mniSvnelovnad Secvala reklamis dizaini.  saukunis bolos momravlda da Camoyalibebuli saxe miiRo sareklamo saagentoebma. maTi umetesoba ganTavsebuli iyo niu-iorkSi, Medison Aveniu-ze, romelic dResac iTvleba reklamis meqad. mogvyavs im dros arsebuli saagentoebis CamonaTvali, maTi daarsebis TariRebiT: 1869 - Aier & Son 1871 – Jaims Walter Tompson 1871 – Lord & Tomas 1891- John Batten 1893 – Bates

marketinguli komunikaciebi.

reklamis istoria

sareklamo biznesSi pirvelad gamoCndnen qalebi â&#x20AC;&#x201C; matilda veilma da meri komptonma daaarses sareklamo saagentoebi. saukunis bolos saagentoebma daiwyes klientebis sruli momsaxureba: teqstebis SedgeniT, medirebiT, dizainis damuSavebiT, ganTavsebiT, gare reklamiT. im dros Camoyalibda sareklamo saagentoebis struqtura, romelic ZiriTadad dRemde inarCunebs aqtualobas. 2.1. tomas liptoni

XIX saukunis didi britaneli mewarme, inglisSi Cais smis kulturis Semomtani, tomas liptoni daibada 1850 wels irlandiaSi, q. glazgoSi mravalSvilian ojaxSi. mamamiss patara sasursaTo maRazia hqonda, romelic ise patara iyo, rom Sig oriod kaci eteoda. patara tomasi iZulebuli iyo mamamiss mixmareboda maRaziaSi. rodesac wamoizarda, igi bedis saZebnelad, mravali sxva axalgazrdis msgavsad, gaemgzavra amerikaSi, sadac Tavis sarCenad uwevda yvelanairi samuSaos Sesruleba. bolos igi moewyo gamyidvelad erT-erT univermaRSi. im dros amerikaSi univermaRebi axali Semosuli iyo. soflis tipis patara maRaziebis nacvlad qalaqebSi gaCnda mozrdili maRaziebi Taroebze dawyobili saqonliT, gazis SuqiT ganaTebuli vitrinebiT da ganswavluli gamyidvelebiT, romlebic Tavazianad exmarebodnen myidvelebs saqonlis SerCevaSi. swored im periodSi idgamda fexs reklamac. tomasma aiTvisa vaWrobis axali meTodebi da 1871 wels dabrunda mSobliur dublinSi. amerikaSi dagrovili 100 funti sterlingiT man gaxsna patara sasursaTo maRazia. Tavdapirvelad Tavad tomass uwevda maRaziaSi yvelanairi samuSaos Sesruleba: igi iyo gamyidvelic, mommaragebelic, buRalteric; mas Tavad dahqonda saqoneli klientebis saxlSi. amerikaSi miRebuli gamocdileba mas mosvenebas ar aZlevda. igi ganuwyvetliv fiqrobda, rogor moezida meti myidveli Tavis maRaziaSi da rogor eqcia isini mudmiv klientebad. liptoni reklamis mniSvnelobas ki gaecno okeanes gaRma, magram sakmarisi Tanxebi mas jer ar gaaCnda. imisaTvis, rom fasebi ar aewia saqonelze, igi Tavad dadioda soflebSi da pirveli xelidan yidulobda produqtebs. portidan ki Tavad ezideboda gemiT Semotanil saqonels. tomasma moixmo mTeli Tavisi unari da fantazia. pirvel rigSi, man mimzidvelad ganaTavsa saqoneli vitrinaSi, romelic RamRamobiT gazis SuqiT gaanaTa. specialurad moiwvia mxatvari, romelic gasarTob suraTebs aTavsebda vitrinaSi da am suraTebs yovel kviras cvlida. xerxma gaamarTla. mis maRaziasTan dRec da Ramec xalxmravloba iyo. xalxi mieCvia liptonis maRazias da vaWrobac kargad warimarTa. TandaTan liptoni axal-axal fandebs igonebda maRaziis imijis gasamyareblad. Tundac rad Rirs is, rom man saSobaod amerikidan Camoitana uzarmazari yveli, romlis Sesatanad maRaziaSi daSales vitrina. mTeli qalaqi movida am yvelis sanaxavad. dadga uzarmazari rigi da igi or saaTSive gaiyida.

Tavi 2. 2.1 tomas liptoni

liptonis saqme imdenad warmatebiT ganviTarda, rom pirveli maRaziis gaxsnidan 10 wlis Semdeg mas mTel SotlandiaSi ukve 11 savaWro werti hqonda. 1890 wels man SeiZina SesafuTi fabrika da ramdenime maRazia gaxsna amerikaSic. amavdroulad, man sakmao Tanxa daagrova da SeeZlo uzrunvelad daesvena da emogzaura. magram mousvenari buneba mas dasvenebis saSualebas ar aZlevda da swored am dros alRoianma vaWarma axal bizness mohkida xeli â&#x20AC;&#x201C;es iyo Cais biznesi. 1890-iani wlebisavis Caic da yavac inglisSi SemohqondaT ceilonidan da CineTidan. swored am dros daemTxva yavis foTolis daavadeba ceilonSi. mosaxleobam gaanadgura yavis plantaciebi da daiwyo Cais buCqis moSeneba, miwis fasebi ceilonze katastrofulad daeca. liptoni yovelive amis saqmis kursSi iyo. man konkurentebis Tavgzis asabnevad moimizeza, viTom avstraliaSi midis maRaziebis gasaxsnelad da, faqtobrivad, gaemgzavra ceilonze, sadac man Zalze iafad SeiZina Cais plantaciebi. liptoni mTeli seriozulobiT Seudga Cais bizness. Tavis plantaciebsa da gadamamuSavebel fabrikebSi igi nergavda yovelive axals. mokrefili Cais foTlis plantaciebidan fabrikamde droulad misatanad man aago sabagiro gzebi. liptons hyavda ialqniani swrafmavali kliperebi, romlebsac Cai yvelaze swrafad CamohqondaT inglisamde. Semdgom man orTqlis gemebic SeiZina, raTa ar yofiliyo damokidebuli amindze. Cais Camotana da gemis dacla inglisis portebSi liptonma mTel speqtaklad gadaaqcia. Cais yuTebs navsadguridan ceilonis xalxuri orkestri miacilebda da mTeli qalaqis mosaxleoba didi interesiT adevnebda Tvals am dauviwyar sanaxaobas. liptonis kredos warmoadgenda Cais xarisxi da dabali fasi. `plantaciidan pirdapir WiqaSi~ es lozungi iyo gakruli yvela satransporto saSualebaSi. liptoni male udavo lideri gaxda CaiT vaWrobaSi. Cais im dros woniT yiddnen pirdapir tomrebidan da arakeTilsindisieri movaWreebi Cais foTlebSi wonis mosamateblad cxvris curcls urevdnen. am falsificirebis sawinaaRmdegod liptonma daiwyo Cais dafasoeba sxvadasxva sididis kolofebSi. amasTan, am kolofebs amSvenebda ceilonis singalezeli mSvenieri asuli (ix.2.1.1), romelic male Cais simbolod gadaiqca. kolofis meore mxares iyo tomas liptonis portretic. liptons ukve sakmao Tanxebi gaaCnda da igi did yuradRebas aqcevda misi produqciis reklamas, agreTve Cais kulturis popularizebas da mosaxleobaSi masze, rogorc sicocxlis eleqsirze cnobebis gavrcelebas (ix.2.1.2). am sareklamo RonisZiebebiT da liptonis Cais maRali xarisxis gamo, tomas liptoni yvelaze popularuli pirovneba gaxda inglisSi, rasakvirvelia, dedofal viqtorias Semdeg. dedofali liptonis Cais didi moyvaruli gaxda. man 1897 wels ingliselTa cxovrebaSi Cais kulturis kultivirebisaTvis tomas liptons raindoba uboZa da ser tomas liptoni samefo karTan daaxlovebuli piri gaxda. samefo karTan siaxlovem gadamwyveti roli iTamaSa tomas liptonis Semdgom cxovrebaSi. ceilonze mogzaurobebis dros igi iZulebuli iyo, gaecno ialqniani kliperebi. mogzaurobebi dakavSirebuli iyo mis biznesTan. misi raindad kurTxevis Semdeg inglisis momavalma mefem edvard VII-m gaacno tomas liptons saialqno regata da auwya mas erT-erTi uZvelesi da prestiJuli saialqno Sejibris `amerikis Tasis~ Sesaxeb. mas Semdeg liptonis cxovreba Zirfesvianad Seicvala. ser tomasma cxovrebaSi yvela dasaxul mwvervals miaRwia da amjerad 50 wlis avantiuristma (am sityvis kargi gagebiT) biznesmenma miznad daisaxa amerikis Tasis dabruneba inglisisaTvis.

marketinguli komunikaciebi.

reklamis istoria

àmerikis Tasis~ gaTamaSeba daiwyo 1850 wels inglisSi. igi erT-erTi uZvelesi Sejibria msoflioSi. rodesac 1895 wels gaimarTa pirveli olimpiuri TamaSebi, amerikis Tass 45 wlis staJi hqonda. Tavdapirvelad SejibrSi ramdenime inglisuri iaxta monawileobda da erTi oranZiani Sxuna Camovida niu-iorkidan, romelsac àmerika~ erqva da swored man gaimarjva am SejibrSi. mas gadaeca gardamavali Tasi, romelsac àmerikis Tasi~ ewoda. dRemdea SemorCenili erT-erTi dialogis Sinaarsi: rodesac pirvel rbolas Tvalyurs adevnebda inglisis dedofali viqtoria, mas admiralisTvis ukiTxavs: `– vin aris pirveli, ser? – àmerika~, Tqveno udidebulesobav! – meore vinaa? – ikiTxa dedofalma. – aq meore ar arsebobs! – upasuxa admiralma~. marTlac, mas Semdeg bevri regata Catarda àmerikis Tasze~. gasuli saukunis dasawyisidan finalSi monawileobs mxolod ori iaxta, romlebsac specialurad ageben am SejibrebisaTvis da mravali milioni dolari jdeba. mTelma msofliom icis gamarjvebulis saxeli, xolo meore adgilze gasuli yvelas male aviwydeba. tomas liptonma daiqirava iaxtis saukeTeso dizainerebi da aago iaxta `Semrok-I~, romelmac monawileoba miiRo 1899 wlis àmerikis Tasis~ gaTamaSebaSi (ix.2.1.3), magram warumateblad. mas Semdeg liptonma gasaocari SeupovrobiT kvlav aaSena: 1901w. – `Semrok-2~; 1903 w. – `Semrok-3~; 1920 w. – `Semrok-4~; 1930 w. – `Semrok-5~, magram vera da ver SesZlo amerikelebis damarcxeba. bolo rbola liptonis `Semrok-5-ma~ waago 1930 wels, rodesac igi 81 wlis iyo. mas gadasces specialuri òqros siyvarulis Tasi~, romelsac liptonma xumrobiT `beberi boTe~ uwoda. misi samadlobeli sityva mokle iyo: `– diax! me kvlav vcdi~! magram ser tomass ar dascalda kidev erTi cda. 1932 wels 82 wlis asakSi igi gardaicvala. misi cxovreba SeiZleba naTel magaliTad moviyvanoT Sromis moyvareobis, Seupovrobis, niWierebis, warmatebis misaRwevad axal-axali gzebis Ziebis, sicocxlis siyvarulis. ser tomas liptonis saxelTan erTad, aq upriani iqneba, vaxsenoT erTi moxerxebuli amerikelis, jeims salivanis saxeli. saqme isaa, rom 1900-ian wlebSi salivani niu-iorkSi amaragebda restornebs liptonis CaiT. restornebis mzareulebi xSirad Ciodnen, rom kolofebidan Cais dafasoebis dros mTel samzareuloSi mimobneuli iyo Cais foTlebi. aman salivani miiyvana ideamde, daefasovebina Cai abreSumis paketebSi. abreSumis paketebs igi xeliT akerinebda, samagierod, mzareulebi Zalian kmayofili darCnen, radganac Cai mzaddeboda paketis WiqaSi CadebiT, samzareulos dabinZurebis gareSe. salivanis SekveTebma male imata. man male Secvala ZviradRirebuli abreSumi marliT, daiqirava qalebi marlis paketebis Sesakerad. ase gavrcelda msoflioSi erTjeradi Cai, romelic Seucvleli sasmeli gaxda pirveli msoflio omis monawile jariskacebisaTvis. mogvianebiT, 1952 wels kvlav tomas liptonis kompaniam aiTvisa ormagi qaRaldis paketebis gamoSveba da erTjeradi Cais paketebma miiRo dRevandeli saxe.

Tavi 2.

d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

Tavi 2.

d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

Tavi 2.

d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

Tavi 2.

d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

Tavi

reklama me-20 saukunis dasawyisSi 1900-1915 wlebi

XX saukunisaTvis amerika gaxda wamyvani industriuli qveyana. bazarze gamoCnda savaWro niSniani produqcia. produqciis warmoebis gazrdas mohyva konkurenciis zrda, ramac warmoSva saqonlis nacionaluri masStabiT reklamirebis aucilebloba. milionobiT dolari ixarjeboda sapnis, fafebis, konservirebuli sakvebis, puris, tansacmlis, wvenebis reklamaze. mosaxleobis umravlesoba gaunaTlebeli iyo da federalurma mTavrobam maTi ganaTlebis mizniT SemoiRo wera-kiTxvis ufaso swavleba. saukunis dasawyisisaTvis gaCnda eleqtrogadamcemi xazebi da eleqtroxelsawyoebi. qalaqebSi gaCnda saqalaqo transporti, tramvai, avtomobili, lifti, eskalatori, telefoni. gamoCnda axali masalebi – plastmasi da neiloni. 1900 wels jer kidev ar iyo radio, mtversasruti, uTo, SuqniSnebi da aravin ixdida saSemosavlo gadasaxadebs. amerikelebis Semosavlebis zrdam gazarda moTxovnileba samomxmareblo saqonelze da mrewvelobac gadaerTo warmoebis saSualebebidan – samomxmareblo saqonlis warmoebaze. am periodisaTvis daiwyo sawarmoTa gamsxvileba. 1898 dan 1902 wlamde 2653 firma gaerTianda 269 kompaniad 86,3 miliardi kapitaliT. es msxvili kompaniebi – `trestebi~, akontrolebdnen rkinigzas, navTobis, qvanaxSiris, metalurgiul, Tambaqos, Saqris da sxva mrewvelobebs. morganma SeiZina foladis warmoeba karnegidan da Seqmna im droisaTvis arnaxuli megakompania – “US STEEL”. “Nabisco”-m SeiZina sacxobebi da gaxda monopolisti sakonditro nawarmis vaWrobaSi. Jeims Duke- ma SeiZina Tambaqos da saReWi rezinis sawarmoebi da Seqmna kompania “American Tobacco”.

marketinguli komunikaciebi.

reklamis istoria

trestebis mflobelebi male mixvdnen reklamis mniSvnelobas qveynis masStabiT. am periodSi maTi mcdelobiT kbilis pasta, saponi, fqvili, jinsebi, namcxvrebi – usaxo produqtebidan, SefuTvis da reklamis wyalobiT, sasurvel da cnobil saqonlad gadaiqcnen. 1900 wlidan 1920 wlamde reklamis moculoba amerikaSi 6-jer gaizarda da 540,0 milinidan 3 miliards gadaaWarba. warmoebis tempis zrdam warmoSva muSaxelis deficiti da evropaSi gagrZelda sareklamo kampania kolonistebis mosazidad. qalaqebSi akravdnen afiSebs, rigdeboda sareklamo furclebi. okeanis gadacurva sami Tvidan Semcirda Tveze nakleb dromde. evropels 10 dolariT SeeZlo atlantikis gaRma samuSaos Sovna da igi erT kviraSi amoiRebda mgzavrobis fuls. am kampaniis wyalobiT 1900-1910 wlebSi amerikis mosaxleoba gaizarda 9 milioniT. Semosavlebis zrdam gamoiwvia moTxovnilebis gazrda bevr axladgamoCenil saqonelze – konservirebul sakvebze, eleqtrosaqonelze: uToebze. mtversasrutebze, sarecx manqanebze, macivrebze (ix.3.1). gaCnda saqoneli gasarTobad – meqanikuri pianino, fonografi, farTod gavrcelda fotoaparatebi. xolo avtomobilis da kinos gavrcelebam mTlianad Secvala amerikelebis dasvenebis, da garTobis yaida. vaWrobasTan erTad viTardeboda sacalo maRaziebi, univermaRebi da maRaziaTa qselebi. saqonlis SefuTvasac gansakuTrebuli mniSvneloba mieniWa. am droisaTvis gaCnda Sida da gare SefuTva. Sida SefuTva icavs saqonels, unarCunebs xarisxs, xolo gare SefuTva saWiroa safirmo imijisaTvis. dafasoebuli, SefuTuli saqonlis gamoCenam gamoiwvia fiqsirebuli fasebis gavrceleba, ramac xeli Seuwyo mTlianad vaWrobis ganviTarebas. ganviTarda agreTve safosto vaWrobac. mTlianad vaWroba ufro kulturul formebs iRebda. gaCnda gaformebuli vitrinebi, sademonstracio darbazebi, ganswavluli gamyidvelebi. saxlebs moedo komiviaJerebi (savaWro agentebi). vaWrebma didi sasaqonlo partiebiT vaWrobisas daaweses SeRavaTebi. yovelive aman gazarda vaWrobis moculoba. 1913 wels “Woolworth’’-s ukve hqonda `5&10centis~ 600 maRazia. 1920 wels ‘‘Penny’’-s 300 tansacmlis maRazia hqonda mTel amerikaSi. 1859 wels ‘‘Atlantic & Pacific Tea Company’ (A&P) niu-iorkSi gaxsna erTi patara kuTxis maRazia, romelic vaWrobda SezRuduli raodenobis kvebis produqtebiT SeRavaTian fasebSi. dawesebuli hqondaT nisiad vaWroba mudmivi klientebisTvis. SeRavaTiani fasebisaTvis mas ’’Economy Store’’ ewoda. 1912 wels gaxsnili iyo 400 maRazia, xolo 1930 wlisaTvis maTma raodenobam 15 000 miaRwia (ix.3.2). im periodSi reklamistebma daiwyes yuradRebis miqceva momxmareblis interesebisadmi. gairkva, rom reklamis ZiriTadi momxmareblebi qalebi iyvnen. me-19 saukunis amerikaSi inglisidan emigrirebulma kolonistebma daamkvidres dedofal viqtorias droindeli cxovrebis konservatuli-viqtorianuli stili. am filosofiiT, qali ojaxSi mamakacis mokrZalebuli Tanamgzavri da bavSvebis momvleli iyo. me-19 saukunis bolos reklamistebis dakvirvebiT

Tavi 3.

reklama me-20 saukunis dasawyisSi. 1900-1915 wlebi

ki, qali samzareulos dedofali, ojaxis biujetis ganmkargavi da saojaxo saqonlis ZiriTadi SemZeni gaxda. samomxmareblo saqonlis 85%-s qalebi yidulobdnen ojaxisaTvis. Tuki qali samzareuloSi dedoflad aRiqmeboda, sazogadoebriv ierarqiaSi maT mokrZalebuli adgili ekavaT. isini muSaobdnen mdivnebad, fabrikebSi damxmared kacebze dabali anazRaurebiT. reklamaSic ar iyo miRebuli maTi monawileoba. me-20 saukunis 10-ian wlebSi axali ZaliT gagrZelda me-19 saukuneSi frensis raitis mier dawyebuli da Semdgom kedi stentonis mier gagrZelebuli, qalTa moZraoba TavianTi uflebebis dasacavad. Seiqmna qalTa klubebi, gamoCndnen pirveli reklamisti qalebi, romelTa Soris yvelaze cnobili iyvnen: helen rezori – ‘‘J.W.Tompson’’-is erT-erTi wamyvani saagentos teqstebis Semdgeni inspeqtori da hellen uodvordi – reklamis specialisti, romelmac yuradReba gaamaxvila momxmarebeli qalis fsiqologiaze. man dawera seriozuli gamokvleva “Throw Many Windows” (`vitrinebs miRma~), romelmac didi gavlena iqonia reklamis teqstebis Sedgenaze. igi Tavis wignSi aRniSnavda: `qali yidulobs emociiT da ara logikiT. mas yvelaze mSrali faqtebi unda miawodo ise, rom maT miaRwion ara gonebas, aramed guls. da es unda gaakeToT frTxilad, raTa ar gadavardeT logikaSi, winaaRmdeg SemTxvevaSi Tqven verafers miaRwevT~. am droisaTvis gamokvlevebs da momxmareblis interesebis Seswavlas didi yuradReba miaqcies albert laskerma da jon kenedim saagentoSi “Lord & Tomas”. momxmareblis yuradRebis mipyroba da mis msyidvelobiT arCevanze zegavlenis moxdena gaxda reklamis ZiriTadi mizani. produqciis mwarmoeblebi mixvdnen kargad dagegmili sareklamo kampaniis mniSvnelobas. amavdroulad, sareklamo biznesma soliduri saxe miiRo. gaCnda seriozuli sareklamo saagentoebi, momsaxurebis sruli cikliT, ramac am saagentoebSi erTad Seyara teqstis avtorebi, mxatvar-dizainerebi, sareklamo agentebi. es iyo savaWro niSnebis ayvavebis epoqa. im dros marto gare reklama, sagazeTo da Jurnalis reklama arsebobda. radio ki iyo gamogonili, magram jer ar gamoiyeneboda komerciuli miznebiT.  me-20 saukunis dasawyisSi amerikaSi gavrcelda ramdenime cnobili sareklamo kampania. kompania Nabisco-m gamouSva bazarze msubuqi, mSrali, xraSuna biskviti. misi erT-erTi mTavari marketinguli Tvisebis, xraSunis SesanarCuneblad namcxvari moaTavses, celofanSi da Semdeg hermertulad daxurul yuTebSi. `nabiskom~ mimarTa sareklamo saagentos “Aier & Son”-s. saagentoSi biskvitebs mounaxes saxeli: “Uneeda Bisquit” (You need a biscuit), rac niSnavs – `Sen ginda biskviti~. Semoiyvanes sareklamo personaJi – biWi labadiT, romelic yuTze iyo daxatuli da romelsac wvimis miuxedavad, momxmareblamde mihqonda axalTaxali xraSuna biskviti (ix.3.3). firmam Caatara sareklamo kampania qveynis masStabiT. ganaTavsa reklama JurnalgazeTebSi, gare reklamebze, quCaSi rigdeboda sareklamo furclebi. am kampanis wyalobiT biskviti mravali weli warmatebiT iyideboda bazarze.

marketinguli komunikaciebi.

reklamis istoria

 Cikagos erT-erTma firmam gamouSva sarecxi fxvnili “Gold Dust” (`oqros mtveri~), romlis SefuTvaze moaTavsa ori zangi biWis: `goldi~ da `dastis~ suraTi (ix.3.4) da SemoiRo slogani: `miandeT Tqveni samuSao tyupebs~. 50 welze meti gastana am reklamam amerikis Jurnal-gazeTebis gverdebze. gamodioda yvelanairi suveniri tyupebis gamosaxulebiT: kalendrebi, jibis sarkeebi, Termometrebi da sxva. es iyo nacionaluri masStabiT warmatebuli sareklamo kampaniis magaliTi. `miandeT Tqveni samuSao tyupebs~ – es fraza farTod damkvidrda mosaxleobaSi.  sareklamo kampaniebSi gamoCndnen sxvadasxva personaJebi, romlebic iqcnen nacionalur gmirebad: ser tomas liptoni, romelic mis mier warmoebul Cais uwevda reklamas(tomas liptonis Sesaxeb ixileT CanarTi 2.3); klouni orcxobila zu-zu; Txili mister peno; aqlemi jo – sigareti ”Camel”-is reklamaSi. (ix.3.5). ganviTarda reklamis warmoebis teqnilogiebic. feradi beWdvis ganviTarebam dasabami misca feradi garekanis da CanarTebis gaCenas. am droisaTvis reklamaSi gamoikveTa garkveuli tendenciebi, romlebic momdevno periodSi ufro ganviTarda. axali tendenciebis Semomtani reklamaSi iyo ernest kalkinsi, romelic Tvlida, rom reklama esaa sareklamo teqstis Sedgenis da dizainis Serwymis xelovneba. man Seqmna sakuTari saagento ‘‘Calkins&Holden’’. misi Seqmnili reklamebi gamoirCeoda ubralo, martivi gamosaxulebiT, impresionistuli siluetebis mqone figurebiT. im dros didi warmatebiT sargeblobden mis mier Seqmnili sareklamo kampaniebi. ”Arrow” mamakacis perangebis reklamaSi, man moigona eleganturi axalgazrda personaJebi “Arrow-men” da Seqmna axalgazrda momxmarebelze orientirebuli sareklamo kampania (ix.3.6).  avtomobilis reklama – “Piers Arrow” gamoirCeoda masStaburobiT da maRali mxatvruli doniT (ix.3.7). aRsaniSnavia, agreTve, sareklamo kampania ‘‘Lakewanna’’ rkinisgzis kompaniisaTvis, saxelwodebiT `antracitis gza~ (ix.3.8). saqme isaa, rom im dros orTqlmavlebi muSaobdnen qvanaxSirze da Wvartliani boli hqondaT. lakevana pirveli kompania iyo, romelmac antraciti gamoiyena orTqlmavlis sawvavad. antracits naklebi da ufro sufTa boli hqonda. es Tviseba gamoiyena kalkinsma sareklamo kampaniisaTvis da Seqmna mTeli rigi personaJebisa. moigona legenda sufTa mgzavrobaze, romlebsac mgzavrobis periodSi ar edebodaT WuWyi da isini Cacmuli iyvnen TeTr tansacmelSi. mTavari gmiri iyo qaTqaTa lamazi qali – `fobi-Tovli~ (‘‘Fobby Snow’’). aRsaniSnavia, rom teqstebs am reklamebisTvis werda cnobili amerikeli mwerali mark tveni. sufTa mogzaurobisas fobi snous xvdeba aseve TeTr tansacmelSi gamowyobili lamazi mamakaci, romelsac uyvardeba fobi snou. Cndeba agreTve TeTr anaforaSi Cacmuli mRvdeli, romelic sabolood jvars daswers TeTr da sufTa axalgazrdebs. daiwera bevri leqsi,

Tavi 3.

reklama me-20 saukunis dasawyisSi. 1900-1915 wlebi

mogvianebiT, radios gamoCenis Semdeg, Seiqmna singlebi da ‘‘Fobby Snow’’ sareklamo kampania mravali wlis ganmavlobaSi grZeldeboda. am dros ekuTvnis kidev erTi sareklamo kampania “Cream of Weat” (xorblis kremi), SemdgomSi amerikelTa sayvareli sakvebi, sadac reklamis avtorma ZiriTad gmirebad gamoiyena keTili zangi personaJebi da kovboebi (ix.3.8). ernst kalkinsis sareklamo mimarTvebi, im epoqis mosaxleobis ganaTlebis donis Sesabamisad, iyo miamiti da cdilobda momxmareblebze moexdina zemoqmedeba logikuri argumentebis meSveobiT.  me-20 saukunis pirveli oci wlis sareklamo mimarTvebi SeiZleba daiyos or klasad: logikur da emociur mimarTvebad. logikuri mimarTva xazs usvams saqonlis eqsploataciur Tvisebebs, cdilobda logikuri argumentebiT daerwmunebia myidveli Tu ratom unda SeeZina saqoneli. xolo emociuri mimarTva fokusirdeboda saqonlidan miRebul saimovnebaze: ai, esaa produqti, romelic moggvriT siamovnebas. reklamis mkvlevarebma logikuri mimarTvebis meTods inglisurad uwodes ‘‘Reazon Why’’ (ratom? ra mizniT?). am stilis mimdevar reklamistebs klod hopkinss, jon kenedis, albert laskers mohyavdaT mravali argumenti, ZiriTadi mizezebi, Tu ratom unda SeeZinaT es saqoneli. amave meTodis mimdevari iyo jon pauersi, romelmac Semoitana e.w. `gulaxdili reklamis~ idea. pauersis ZiriTadi principi iyo `viyoT gulaxdilebi myidvelTan~. misi saintereso mimarTvebi martivad da gulaxdilad uxsnida myidvels saqonlis dadebiTi Tvisebebis Sesaxeb, xandaxan ki mohyavda kidec misis umniSvnelo naklovanebebi. reklamistebi, logikur argumentebTan erTad, yuradRebis mipyrobas cdilobdnen sxva xerxebiT, romlebic dRes vaWrobis stimulirebis saSualebaa: kuponebis gavrcelebiT, fulis ukan dabrunebiT, ufaso nimuSebis darigebiT. amave periodSi daiwyo momxmarebelTa qcevis da interesebis seriozuli gamokvlevebi. sainteresoa albert laskeris da kanadis yofili policielis, Semdgom erTerTi wamyvani reklamistis, jon kenedis urTierToba. (CanarTi 3.1 - albert laskeri. ixileT Tavis bolos).  sainteresoa im drois kidev erTi wamyvani reklamistis klod hopkinsis moRvaweoba, romelmac bevri siaxle Semoitana reklamis TeoriaSi (CanarTi 3.2 – klod hopkinsi ix. Tavis bolos).  meore mimarTuleba reklamaSi iyo reklamis emociuri stili. helen rezors ”Woodbury”-sapnis reklamaSi hyavda lamazi wyvili. igi xazs usvamda sapnis meSveobiT momxmareblebis kanis darbilebas, seqsualurobas, vnebianobas da a.S. mis mier mogonili slogani iyo: `kani, romlis Sexebac giyvars!~ (ix.3.9). igi ambobda: `me

marketinguli komunikaciebi.

reklamis istoria

Semomaqvs qalTa azri da Sexedulebebi nivTebze. me, reklamas vuwev sapons, magram aRvwer, momxmareblis emociebs da sapnisgan miRebul siamovnebas~. helen rezori mis reklamebSi aCvenebda sazogadoebis mdidar fenebs, elitarul cxovrebas da sapnis SemZeni momxmarebeli im momentSi uTanabrdeboda maT da Tavs akuTvnebda am maRal klass. am stilSi Seqmna elen rezorma warmoCenili sareklamo kampaniebi: yavisaTvis – “Maxwell House”, saponi – “Lux”, qalis safenebi – “Cotex”-isaTvis. erT-erTi avtori del skoti Tavis wignSi “Psychology of Advertising” miuTiTebda `ratom? ra mizniT?~ meTodis nakls. igi werda: ès meTodi axasiaTebs produqts da arafers ambobs im , rac mas moaqvs momxmareblisaTvis~. 1920 wlisaTvis jeims uolter tompsonma moiwvia saagentoSi fsiqologebi, romlebmac urCies mas sareklamo kampaniis agebisas zemoqmedeba moexdina maT momxmareblis qveSemecnebaze. swored im dros gavrcelda zigmund froidis Teoriebi qveSemecnebaze. gamoCnda lideric am meTodis gamoyenebaSi. es iyo Teodor mak manusi, romelmac Seqmna esse `kadilakis~ avtomobilis Sesaxeb – `lideris xvedri~. es reklama mxolod erTxel gamoqveynda JurnalSi 1915 w. da imxela zemoqmedeba iqonia sazogadoebasa da gayidvebze, rom Semdgom bevri Jurnali iTxovda misi gadabeWdvis uflebas. mak-manusis stils ewoda àtmosferuli reklama~, radganac igi, faqtobrivad, Tavad saqonelze ki ar laparakobda, aramed qmnida liderobis atmosferos mis garSemo. swored amgvari atmosferos Seqmna gasayidi saqonlis garSemo iyo atmosferuli reklamis mizani. aseTive warmateba xvda wilad am stilSi, raimond rubikamis reklamas “Steinway”-s roialisaTvis, sloganiT – ùkvdavTa instrumenti~ da `rols-roisis~ reklamas (ix.3.10).  `ratom ra mizniT?~ – stili gamoiyeneboda iaffasiani, yoveldRiuri saqonlis reklamirebisaTvis. xolo mak-manusis atmosferuli stili ZviradRirebuli prestiJuli saqonlis reklamisaTvis, romlis SeZenasac dafiqreba da winaswar Sesabamisi informaciis Segroveba sWirdeboda. 20-ian wlebSi daiwyo momxmareblis Seswavla specialuri marketinguli gamokvlevebiT: visgan Sedgeba momxmarebelTa jgufi? ra aris maTi cxovrebis stili? rogoria maTi gemovneba? ra mimarTvebi moqmedeben efeqturad da sxva. jer kidev 1912 wels stenli rezorma Caatara gamokvleva `mosaxleoba da misi ganawileba~, daiwyo sareklamo mimarTvebis testireba. saqonlis sacdel partias uSvebdnen sxvadasxva qalaqSi sxvadasxva sareklamo mimarTviT da analizis Semdeg saukeTesos avrcelebdnen mTel kampaniaze. 1917 wels gamovida sareklamo saagentoebis pirveli reestri. am droisaTvis yvelaze didi saagentoebi iyvnen: N.W.Ayer; J.W.Tompson. BDO, McCan Erickson. amave dros (1915 w.) Seiqmna reklamis damkveTebis asociacia da sareklamo saagentoebis asociacia (1917 w.) da daiwyo reklamis regulirebis normebis da wesebis SemuSaveba.

Tavi 3.

3.1. alber laskeri

alber laskeri daibada 1883 wels, texasis Statis patara qalaqSi, bankiris ojaxSi. alberts bavSvobidanve itacebda Jurnalistika, amitom 14 wlis asakSi igi iwyebs muSaobas erT-erT JurnalSi. mama ar iyo aRfrTovanebuli Svilis am gatacebiT, igi Tvlida, rom Jurnalistebi degradirebuli xalxia, romelTac spirti yvelafers urCevniaT cxovrebaSi. amitomac man Svili waiyvana CikagoSi, maSin ukve cnobil sareklamo saagentoSi `lordi da tomasi~. laskeri ar apirebda iq didi xniT darCenas, magram Tavisma miRwevebma gadaafiqrebia am saqmis mitoveba. male laskeri am saagentos teqstebis Semdgeneli gaxda. sainteresoa misi pirveli nabiji am mimarTulebiT. man sTxova saagentos xelmZRvanelobas misTvis CaebarebinaT klienti, romlis saqonelsac yvelaze naklebi Semosavali hqonda. mas Caabares sasmeni aparatebis damamzadebeli kompania `uilson ear dram komp~. laskerma kompanias dausva piroba: Tuki igi SeZlebda mogebis gazrdas, maT gadaexadaT 15% sakomisio, Tu ara da igi ufasod gaukeTebda reklamebs. laskerma araTu gazarda am kompaniis mogeba, aramed sareklamo saagentos Semosavlebic gaizarda aTjer. am kampaniis slogani iyo: `yvelaze met yruebsac yvelaferi esmiT uilsonis aparatis meSveobiT~ (ix.3.1.1). 1903 wels, rodesac lordi gadadga kompaniis xelmZRvanelobidan laskerma SeiZina misi wili da saagentos Tanamepatrone gaxda. Tavdapirvelad laskeris moRvaweoba niWsa da intuiciaze iyo damyarebuli, magram ver xvdeboda, ra iyo reklamis warmatebis mizezi. 1904 wels saagentoSi man miiRo baraTi: `me var pirvel sarTulze barSi. me SemiZlia mogiyveT Tu ra aris reklama. vici masze is, rac Tqven ar iciT da saWirod vTvli, rom Tqvenc icodeT es. Tu gindaT gaigoT biznesis arsi, momwereT `ho~ da gamoataneT kuriers~. baraTis avtori iyo kanadis policiis yofili oficeri, imJamad erT-erTi saagentos teqstebis avtori jon kenedi. wlebma daamtkica, rom es Sexvedra, reklamis istoriaSi gaxda istoriuli da Zirfesvianad Secvala misi mimdinareoba. pirveli, rac mouyva kenedim laskers, iyo is, rom sareklamo mimarTvas potencialuri myidvelisaTvis unda aexsna, Tu ratom unda SeeZina mas es saqoneli da ras niSnavda unikaluri savaWro SeTavazeba (usS), (60 wliT adre roser rivzamde, romelmac 60-ian wlebSi, `usS~ Teoriulad Seiswavla da gaacno msoflios). aseve auxsna laskers, rom `reklama esaa produqtebiT vaWroba, presis meSveobiT~ da reklamis ZiriTadi daniSnulebaa saqonlis gayidva.

marketinguli komunikaciebi.

reklamis istoria

am saubris mere, bunebrivia, laskerma SesTavaza kenedis masTan TanamSromloba maRali anazRaurebiT. maT erTad imuSaves mxolod ori weli, ris Semdeg kenedim sakuTari saagento gaxsna. laskerma kenedisTan saubris mere Camoayaliba sareklamo kampaniis Seqmnis sakuTari principebi. me-20 saukunis dasawyisSi amerikis reklama informatiuli xasiaTisa iyo. igi auwyebda momxmarebels ama Tu im saqonlis an momsaxurebis arsebobis Sesaxeb. laskerma reklama aiyvana sxva doneze. igi ara mxolod auwyebda momxmarebels saqonlis Sesaxeb, aramed damaintrigebeli teqstebiT auditorias provocirebas uwevda moqmedebisken, xazs usvamda reklamebSi im sargebels, rac am produqtebs mohqondaT myidvelisaTvis. man Semoikriba axalgazrda Jurnalistebi da nulidan Seqmna Zlieri SemoqmedebiTi jgufi, romelTaganac bevri Semdgom sxva saagentoebis wamyvani specialisti gaxda. mas mere, rac kenedim datova laskeris saagento, daiwyo misi Semcvlelis Zebna, romelsac axali saintereso ideebi unda hqonoda. laskerma miaqcia yuradReba ludi `Slicis~ reklamas, romelic iuwyeboda: `Cven vasufTavebT boTlebs cxeli orTqliT~, amitomac `Slicis~ ludi yovelTvis sufTaa da arasodes aiWreba~. klod hopkinsis am reklamis meSveobiT `Slicma~ or weliwadSi gayidvebiT pirveli adgili daikava da gadaaswro ZiriTad konkurents `anhauzer buSis~ luds `budvaizers~. mcire xanSi laskeris miwveviT hopkinsma daiwyo muSaoba masTan. misi mosvliT saagentoSi bevri siaxle dainerga da maTma talantma es saagento male pirvel adgilze gaiyvana msoflioSi. hopkinsis mosvliT dainerga marketinguli gamokvlevebi; pirveli `test kampaniebi~ SezRudul bazrebze; kuponebi, ufaso nimuSebi da samplingi. 1918-1923 wlebSi laskeri Teodor ruzveltis winadadebiT xelmZRvanelobda respublikuri partiis sareklamo kampanias da gaamarjvebia mis kandidats – uoren hardings arCevnebSi, miuxedavad imisa, rom mas araviTari Rirseba ar gaaCnda. laskeris aryofnisas saagentos hopkinsi xelmZRvanelobda. am dros maT Soris gaCnda garkveuli azrTa sxvadasxvaoba. kerZod, laskeri winaaRmdegi iyo marketinguli gamokvlevebisaTvis didi saxsrebis gamoyofaze. igi ambobda: `ra saWiroa daxarjo eqvsi Tve sxvadasxva cdebze, raTa bolos mixvde, rom virs ori yuri aqvs~. nakleb yuradRebas uTmobda igi agreTve reklamis stils da dizains, maTze daxarjul fuls fuWad gadayrilad miiCnevda. misTvis ZirTadi, teqsti da maxvilgonieri slogani iyo. 1926 wels laskeri CamoSorda politikas da dabrunda “Lord&Tomas”-Si. male saagento datova hopkinsma. laskerma ganaxorciela bevri efeqturi sareklamo kampania, romelmac ara marto mogeba moutana saagentosa da mewarmes, aramed, garkveulwilad, amerikelebis cxovrebis yaidac ki Secvala. 

`van kampis konservebi~ erT-erTi warmatebuli iyo xorcis konservebis kompaniis van kampis produqciis reklama. im droisaTvis amerikis diasaxlisebis 90% saxlSi akon-

Tavi 3.

3.1. alber laskeri

servebda xorcs. laskerma da hopkonsma SeZles diasaxlisebis darwmuneba imaSi, rom ar Rirda drois fuWad kargva da gacilebiT martivi da momgebiania van kampis konservebis yidva, radgan maT aqvT araCeulebrivi gemo da maRali xarisxi. `gasinjeT Cveni konkurentebis produqcia~, gabedulad acxadebdnen sareklamo mimarTvaSi. maT erT-erTma pirvelebma produqtis warmoCenisaTvis gamoiyenes pirdapiri marketingi da erT dReSi niu-iorkSi daigzavna 140 000 kuponi. 

`sankisti~ cnobilia agreTve forToxlis reklama – “Sunkist” (mzis naamborebis) saxelwodebiT. im droisaTvis forToxals marto daWrils moixmarden. am xilis damzadeba bevrad aRemateboda moTxovnas da samxreTSi fermerebma daiwyes nargavebis ganagdureba. laskerma daamzada SuSis wvensawuri, “Glass extractor”, daurTo instruqcia, rogor daemzadebinaT janmrTelobisaTvis saWiro `sasicocxlo wveni~ da amerikaSi Seqmnes forToxlis moxmarebis bumi, romlis kvalic dRemde grZeldeba. 26 wlis ganmavlobaSi forToxlis wvenze moTxovna 2-jer gaizarda (nax.3.1.3). 

`pepsodenti~ kbilis pasta `pepsodentisaTvis~ 1920-ian wlebSi ZiriTad mediad, maT gamoiyenes radiodadgmebi. magaliTad, radio-Sou pepsodenti 8 wlis ganmavlobaSi yoveldRe gadioda eTerSi. stomatologTa , reklamebis gasvlis mere bevrma amerikelma yovel naxevar weliwadSi daiwyo eqimTan siaruli. sareklamo kampaniis ZiriTadi slogani iyo: `moixmare `pepsodenti~ dReSi orjer da miakiTxe kbilis eqims weliwadSi orjer~. 

`palmolivi~ aseve efeqturi iyo mwvane feris sapnis `palmolivis~ reklama. mwvane feris saponi siaxle iyo parfiumeriaSi da lasker-hopkinsis wyvilma pozicireba gaukeTes am sapons, ara rogorc Cveulebrivi saponi romelic asufTavebs xelebs, aramed imas, rom axali palmolivis gamoyeneba adamians alamazebs. sloganebi: `qali, rogorc kleopatra~, `rogor SevinarCunoT bavSvis kani?~ da Caatares testuri gamocda mcire bazarze, romlis warmatebis Semdeg damkveTma Caatara kampania nacionaluri masStabiT (nax.3.1.4). 

`koteqsi~ 1920 wels saagentos mimarTa kimberli klarkis firmam, romelic apirebda iang maleris mier gamogonebuli bambis Semcvleli celukotonisgan damzadebuli qalebis safenebis, “Cotex” reklamirebas. celukotoni omis dros gamoi-

marketinguli komunikaciebi.

reklamis istoria

yeneboda, rogorc sisxlis Semwovi saSualeba qirurgiuli operaciebis dros, romelic Semdgom qalis safenebad gadaakeTes. im droisaTvis araeTikuri iyo menstruaciis xsenebac ki da rogorc laskerma da hopkinsma ojaxSi da axlobel qalebSi gamokiTxviT gaarkvies, ZiriTadi Semaferxebreli mizezi am safenebis gamoyenebaSi iyo is, rom qalebs scxvenodaT afTiaqSi maTi mokiTxva. laskerma daamuSava `koteqsis~ qaTqaTa TeTri SefuTva, yovelgvari warweris gareSe, ganaTavsa reklama gazeTebSi, rogor SeeZinaT es safenebi. (nax.3.1.5). afTiaqebSi salaros gverdiT moaTavsa ori kalaTa: erTSi ewyo koteqsi, xolo meoreSi iyo yuTi, sadac myidveli agdebda 50 cents – safenebis fass, ise, rom arc axsenebda produqciis dasaxelebas. koteqsis gayidvebma katastrofulad moimata. amis Semdeg laskerma am firmis meore produqtis reklamis SekveTa miiRo. es iyo erTjeradi cxvirsaxocebi. maTi reklamisaTvis laskerma gamoiyena slogani: `cxvirsaxoci, romelic xmarebisTanave SegiZlia gadaagdo~. 

`laki straiki~ yvelaze didi da yvelaze saeWvo, humanurobis TvalsazrisiT, iyo laskeris mier Catarebuli sigaretebis `laki straikis~ sareklamo kampania, romlis mizani iyo, qalTa segmentis mosazidad qalebSi sigaretis mowevis Cvevis danergva. am kampaniis Semdeg mweveli amerikeli qalebis ricxvma moimata orjer. laskeri reklamebSi xazs usvamda, rom moweva xels uwyobs gaxdomas. amasTan gazeTebSi aTavsebda werilebs, raTa sigamxdre modaSi Semosuliyo (ix.3.1.6). romantizebas ukeTebda qalebis mier mowevas klubebSi, ubiZgebda emansipaciisken, mohyavda informacia Tambaqos sargeblobis Sesaxeb da, rac yvelaze saocari iyo, mohyavda monacemebi, rom Tambaqos kvamli sasargeblo iyo xmis sisufTavisaTvis. `madloba `laki straiks~, misi wyalobiT me vinarCuneb Cems RvTaebriv xmas~. am sareklamo kampanias didi warmateba hqonda, miuxedavad imisa, rom TiTqmis yvelaferSi ewinaaRmdegeboda eqimebis azrs (nax.3.1.7).  30-ian wlebSi laskers coli gardaecvala. 1938 wels igi gadadga saagentos xelmZRvanelobidan. 1940 wels colad SeirTo meri reinhardi da daaarsa `meri da albert laskeris fondi~, romelic mowodebuli iyo rogorRac kompensacia gaekeTebia im zaralisTvis, rac laskeris sigaretis reklamam miayena qalebs. am fondidan dResac finansirdeba mravali samedicino gamokvleva msoflioSi. 1942 wels laskerma gadawyvita Seewyvita “Lord&Tomas”-is moRvaweoba. mihyida igi Tavis moswavleebs Foot, Coen & Bending-s, im pirobiT, rom saxeli “Lord&Tomas” gaqreboda abridan da mas eqneboda yovelwliuri pensia 100 000 dolari. ase gadakeTda uZvelesi saagento “Lord&Tomas” axal sareklamo saagentod “Foot, Coen & Belding”, romelmac moaRwia Cvens dReebamdec. albert laskerma mas Semdeg icocxla 10 weli da gardaicvala 1952 wlis 30 maiss, 73 wlis asakSi.

Tavi 3.

3.2. klod hopkinsi

klod hopkinsi daibada 1867 wels. igi ar dahyva ojaxis survils gamxdariyo sasuliero moRvawe da 17 wlis asakidan mouwia mravali profesiis gamocvla. bevri xetialis Semdeg daiwyo muSaoba `biselis~ xaliCebis kompaniaSi. aq man Seqmna gayidvis iseTi strategia, ramac `biseli~ male xaliCebiT vaWrobaSi monopolisti gaxada. Semdeg igi gadavida reklamis menejerad `sviftis~ farmacevtul firmaSi da Txzavda reklamis teqstebs sxvadasxva produqciisaTvis. klod hopkinsma Seqmna ludi “Shlitz”-is reklama. man kargad Seiswavla ludis warmoebis procesi: safuaris gadarCeva, filtracia, boTlebis sterilizacia da mTel am procesidan gamokveTa erTi mTavari mimarTva – `cxeli orTqliT garecxili~, ramac didi zegavlena iqonia ludis gayidvebis mniSvnelovnad matebaze. aqedan hopkinsi mivida daskvnamde, rom saqonlis reklamirebisas unda moinaxos erTaderTi gasayidi idea, prioritetuli mtkicebuleba da reklamisti ubralod unda esaubros myidvels, mimarTos mas individualurad, martivad da damajereblad. hopkinsma daamuSava safosto vaWrobis meTodi, man SemoiRo mosaxevi kuponebi, momxmarebelTa dasaintereseblad daawesa SeRavaTebi, mcire ufaso nimuSebis darigeba. magaliTad, acxadebda, rom saparsi kremi `palmolivi~ damuSavebulia 130 sxvadasxva uZvelesi receptis Sedegad da igi kremis nimuSebs ufasod urigebda momxmarebels. `Slicis~ ludis sareklamo kampaniisaTvis dawerilma misma teqstma albert laskeris yuradReba miipyro da 41 wlis asakSi hopkinsma daiwyo muSaoba masTan “Lord&Tomas”-Si. laskerma mas dauniSna im droisaTvis arnaxuli xelfasi 185 000 funti sterlingi weliwadSi, rac dRevandel 2000000 dolars udris. am saagentoSi hopkinsma 18 weli imuSava. hopkinsi ise, rogorc reklamis yvela gamoCenili specialisti, dReSi 18 saaTs muSaobda. misTvis yvelaze sayvareli dRe kvira iyo, radganac `am dRes xels aravin miSlis muSaobaSi~, – ambobda igi. misi kalmidan gamovida sareklamo kampaniebi, romlebmac saqveynod cnobili gaxada bevri produqti, maT Sorisaa `pepsodenti~, `palmolivi~, eqvsi sxvadasxva avtomobili, maT Soris, pirs-arou~. man gamoigona testuri marketingi. man SemoiRo kuponebis meSveobiT vaWrobis stimulireba, nimuSebis darigeba (samplingi). aseve SemoiRo sareklamo teqstis winaswari testireba da sxva. igi iyo eqsperimenturi meTodebis ukompromiso momxre. mas gaaCnda saocari intuicia da misi ideebi TiTqmis yovelTvis amarTlebda. Tavisi drois profesionalebs Soris erT-erTi umdidresi kaci sakuTar fexsacmelze 6 dolarze mets ar xarjavda. magram misma meore colma, romelic maRali sazogadoebis warmomadgeneli iyo, aiZula igi eyida saokeano iaxta, daeqiravebina mebaReebis mTeli Stati karmidamos mosavlelad da saxli moewyo ludoviko XIV-s avejiT. igi sistematurad iwvevda stumrebs da awyobda klasikuri musikis saRamoebs.

marketinguli komunikaciebi.

reklamis istoria

hopkinsi ukompromiso mimdevari iyo `ratom? ra mizniT?~ reklamirebis meTodis. man dawera erT-erTi pirveli kapitaluri wigni `mecnieruli reklama~, romelSiac mocemul bevr debulebas dRemde ar daukargavs aqtualoba. hopkinsma mTeli TaobiT adre SeigrZno produqtis (brendis) imijis mniSvneloba. `SeecadeT misceT TiToeul produqts individualoba, es iqneba umaRlesi miRweva~, – werda hopkinsi am wignSi. am ideebma mecnieruli ganviTareba hpova me-20 saukunis Sua wlebSi Devid Ogilvi-s da sxvaTa sareklamo kampaniebSi. hopkinsi erT-erTi pirveli gamoCenili adamiani iyo reklamaSi. man mTeli cxovreba Seswira reklamas da rogorc devid o’hilvi ambobda: `hopkinsi arafriT interesdeboda, garda reklamisa~. misi meore wigni – `Cemi cxovreba reklamaSi~, me-20 saukunis dasawyisSi, mravali dargis specialistis magidis wignad iqca. am wignSi igi mkiTxvels uziarebs Tavis gamocdilebas sareklamo teqstebis SedgenaSi.  ai zogierTi maTgani: 1. mwerlis brwyinvale niWierebis adgili reklamaSi ar aris. unikalur stilistur formebs adamianis yuradReba gadaaqvs ZiriTadi saTqmelidan. reklamis teqstis avtori unda iyos bunebrivi da martivi. enis simdidre ar unda igrZnobodes myidvelis yuradRebis misapyrobad, iseve, rogorc Tevzis daWerisas, ankesze raime unda wamoago. 2. dasawyisidanve SesTavazeT momsaxureba. radganac Tqven swored mas yidiT da momxmarebelic amas elodeba. 3. araseriozulobas da iumors araa aqvs adgili reklamaSi. fulis xarjva seriozuli saqmea. fuli aris sicocxlis da Tavisuflebis simbolo. mas pativs scemen. fuli Znelad iSoveba da bevri mis naklebobas ganicdis. saSualo statistikuri adamiani mudmivi arCevanis winaSe dgas: SeiZinos Tu ar SeiZinos. amitom adamianebi ar yiduloben klounebisagan. 4. nu cdilobT statiebTan da axal ambebTan konkurirebas. umravlesobisaTvis saintereso iqneba teqsti da ara reklamirebadi produqti. 5. reklamam mTeli istoria unda gagvacnos. momxmarebeli ar kiTxulobs reklamas seriebiT, ase rom Tqven mTeli argumentebi unda gadmosceT kompaqturad, erTbaSad. 6. arsebobs faqtebis gadmocemis ramdenime xerxi. zogi maTgani axdens STabeWdilebas, zogi ki ara. ilaparako, rom Seni produqti `saukeTesoa mTel msoflioSi~, niSnavs arafers ambobde. mkiTxveli ki ar gangsjis am hiperbolisaTvis, magram Semdeg Sen mtkicebulebebs undoblobiT moekideba da dakargavT mis ndobas. meores mxriv realuri da utyuari faqtebis moyvaniT Tqven SeZlebT miaRwioT momxmareblis keTilganwyobas. 7. reklamas, pirvel rigSi, swori saTauri sWirdeba. me, saTauris ubralo SecvliT, 8-10-jer gamizrdia reklamis efeqti. warmoidgineT, rom kiTxulobT gazeTs, Tqven saTauris mixedviT irCevT Tu ra waikiTxoT. asevea reklamaSic... klod hopkinsi Tavis reklamebs qmnida im periodSi, rodesac ar iyo televizia, arc radioreklama iyo ganviTarebuli. mas dReis gadmosaxedidan, bevri araswori Sexeduleba hqonda fotogamosaxulebis da iumoris gamoyenebis Sesaxeb. magram misi reklamebi da teqstis Sedgenis rCevebi aqtualuria dResac. (hopkinsis reklamebi – ix.3.2.1).

Tavi 3.

d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

3.1. alber laskeri

Tavi 3. d a n a r T i

3.2. klod hopkinsis reklamebi

marketinguli komunikaciebi.

reklamis istoria

Tavi

reklamis aRmzrdelobiTi roli amerikaSi

me-20 saukunis dasawyisi

brZola sisufTavisaTvis saukunis dasawyisisaTvis amerikaSi iyo demografiuli bumi. pirveli 10 wlis ganmavlobaSi mosaxleobis raodenoba 9 milioniT gaizarda. aman gamoiwvia qalaqis mosaxleobis zrda, rasac bunebrivia mohyva mTeli rigi problemebi. ar arsebobda qalaqebis komunaluri samsaxuri, kanalizaciis, tualetebis, abazanebis gareSe qalaqebSi sufevda antisanitaria, gavrcelda epidemiebi da sxvadasxva daavadeba; ar arsebobda sakmarisi raodenobis saavadmyofoebi da gamoikveTa bevri sxva problemac. emigrantebi samxreT evropidan da amerikis samxreTidan autanel pirobebSi cxovrobdnen. isini `daubanelebi~ iyvnen, an saerTod ar banaobden, an banaobden marto zafxulSi, mdinareSi da isic kviraSi mxolod erTxel. federalurma mTavrobam da samedicino dawesebulebebma daiwyes aRmzrdelobiTi muSaobis gatareba mosaxleobaSi da reklamis daxmarebiT SesZles mdgomareobis gamosworeba. plakatebi pirdapir miuTiTebda xalxs infeqciuri daavadebebis gavrcelebis saSiSroebis Sesaxeb da mouwodebden higienis dacvisken. am programaSi CaerTo sadazRvevo kompania ‘‘Metropolitan Insurance’’, romelic agzavnida agentebs mosaxleobaSi `janmrTelobis kampaniisaTvis~. isini urigebden bukletebs mowodebiT: daecvaT piradi higiena, yoveldRe mieRoT abazana. amis paralelurad, infeqciebis gavrcelebis winaaRmdeg brZolaSi CaerTo mrewvelobac. daiwyo erTjeradi Wiqebis, tualetis qaRaldis da qaRaldis pirsaxocebis gamoSveba. 1908 wlidan ‘‘Hiu Moore’’-i qaRaldis WiqebSi yidda wyals. man Tavdapirvelad am erTjerad Wiqebs gauwia reklama, rogorc `janmrTelobis Wiqebs“ (‘‘Health Cups’’), romlebsac Semdgom maTze

marketinguli komunikaciebi.

reklamis istoria

moTxovnilebis gazrdis Semdeg, daarqva “Dixie Cups” (samgzavro Wiqebi) (ix.4.1). paralelurad saxelmwifom 1912 wels miiRo kanoni sazogadoebrivi kvebis adgilebSi, saerTo moxmarebis WurWlis akrZalvis Sesaxeb, ramac kidev ufro gazarda moTxovna erTjerad WurWelze. Znelad mkvidrdeboda mosaxleobis SemecnebaSi tualetis qaRaldi. Tavidan mas samkurnalo qaRaldi ewodeboda da Znelad iyideboda. rodesac 20-iani wlebisaTvis ojaxebSi gaCnda abazana da tualeti ‘‘Clarens Scott’’-ma daWra qaRaldi mcire zomebad, SefuTa da daarqva mas `abazanis qaRaldi~ (ix.4.2). xalxs, Zveli viqtorianuli cxovrebis yaidis gadmonaSTebiT, scxvenoda maRaziaSi moekiTxa abazanis an tualetis qaRaldi. maSin skotma Seucvala qaRalds SefuTva, daarqva am qaRalds “Scott Paper” (`skotis qaRaldi~) da reklamaSi urCia xalxs: `nu ikiTxavT tualetis qaRalds, ubralod, moiTxoveT skotis qaRaldi~. skotma daiwyo aseve, qaRaldis pirsaxocebis gamoSveba da reklamas uwevda mis mravalmxriv gamoyenebas. ‘‘Scott Towels’’ SeuZliaT WurWlis gaxexva, qoniani saWmlis laqebis gawmenda, fanjrebis gawmenda da, rasakvirvelia, saxis gamSraleba gaparsvis Semdeg. skotis am reklamebis mere amerikis momxmarebeli mieCvia erTjeradi Wiqebis, pirsaxocebis da tualetis qaRaldis xmarebas.

sauzmis axali Cvevebis danergva. dRes warmoudgenelia amerikelebis sauzme forToxlis wvenebis, buterbrodebis, fafeulebis da saerTod swrafi moxmarebis sauzmis gareSe. am Cvevebis danergvas cxovrebaSi reklamistebis didi xnis Sroma dasWirda, aviRoT forToxali. mas agrovebdnen, kans aclidnen, Wridnen da ise Wamdnen. samxreTis StatebSi imdeni citrusi modioda, rom mis gasaRebas ver axerxebden. rogorc ukve mogaxseneT, plantatorebma erTi periodi daapires plantaciebis gaCexva da raodenobis Semcireba, magram maT mimarTes Albert Lasker-is sareklamo saagentos ‘‘Lord&Tomas’’. niWieri da dakvirvebuli lasker-kenedis wyvilma Seqmna genialuri sareklamo kampania, romelmac gadaarCina forToxlis plantaciebi gaCexvas da warmoSva forToxlis deficitic ki. kompania “Sankist”-ma, (`mzisgan naamborevi~) daxmarebisTvis mimarTa laskeris saagentos. saagentom SesTavaza momxmarebels forToxlis gamoyenebis axali wesi. maT daamzades SuSis konusuri wvensawuri, romelic saSualebas iZleoda saxlSi damzadebuliyo forToxlis wveni (ix.4.3). 1916 wels klod hopkinsma Seqmna SesaniSnavi teqstebi am wvenis sargeblobaze, romelic iuwyeboda, rom eqimebi rekomendacias uwevden `cocxal wvens, romelic bunebrivi SefuTviT aRwevs Cvens saxlamde~ da reklama Tavdeboda mowodebiT, SeeZinaT wvensawuri Juse Extractor-i, romelic sul raRac 10 centi Rirda. wvensawurs moyveboda ufaso bukleti forToxlis sargeblobaze. sareklamo kampaniis meore etapze hopkinsma gaaZliera argumentebi forToxlis sargeblobis Sesaxeb da werda, rom igi siamovnebasTan erTad, aumjobesebda mexsierebas, fizikur mdgomareobas.  forToxalTan erTad daiwyes fafeulebis sauzmed gamoyenebis reklamac. im droisaTvis `kvaker outs~-ma ukve aswavla mosaxleobas qeris marcvlebisa-

Tavi 4.

reklamis aRmzrdelobiTi roli amerikaSi me-20 saukunis dasawyisSi

gan fafebis damzadeba. mas mibaZa eqimma kelogma, romelic jer kidev 1878 wlidan xarSavda fafas, mere acivebda da misgan fantelebs amzadebda. am fantelebis reklamaSi igi moWarbebulad xmarobda sxvadasxva samedicino terminologias da momxmarebeli mainc da mainc ar etaneboda mas. mogvianebiT misma Zmam, buRalterma uiliam kelogma, gaaumjobesa es fafebi, SeZlo maTTvis ukeTesi gemos micema, SefuTa pergamentSi, ise, rom didxans ar gafuWebuliyo, daawera misi gvari “Kellog’s Corn Flakes”, daaxata am fuTas lamazi qali, simindis ReroebiT xelSi da sareklamo teqstSi meti sasiamovno mowodeba Seitana (ix.4.4). man daiwyo sacdeli sabazro testireba. iwyebda reklamas detroitSi da Tu gayidvebi swrafad moimatebda, mere avrcelebda yvelgan. am sareklamo kampaniis devizi iyo `simindSi Seyvarebuli~. vaWrobis stimulirebisaTvis firma arigebda ufaso nimuSebsac. am marketinguli nabijebiT `da mZlavri sareklamo kampaniis meSveobiT Kellogs Corn Flakes mravali wlis ganmavlobaSi amerikelebis yvelaze popularuli sakvebi gaxda (ix.4.5). kelogs bevrma firmam mibaZa, magram marto ’’Post’’-ma SeZlo masTan miaxloveba. postis “Grape Nuts” (yurZnis Txili), romelsac igi avrcelebda, rogorc xorblisgan da qerisgan damzadebul sakvebs. yuTSi moTavsebuli iyo 11-gverdiani broSura saxelwodebiT `jansaRi cxovrebis gza~, romelSic igi aRwerda fafebis damzadebis sxvadasxva xerxs da mraval sargebels janmrTelobisaTvis. fafebis erT-erTi wamyvani mwarmoebeli iyo Henry Perk-i, mis Sredid Wheat (danayili xorbali) reklamaSi aRwerili iyo fafeulis masalisgan sxvadasxva sauzmis damzadebis 250 xerxi, rogoricaa orcxobila, vafli, Seficxebuli yveliT, karaqiT, jemiT da sxva. Tan axlda warwera `TiTo naWeri amSvidebs kuWs~, `es Txeli naWrebi advilad mosanelebelia, rodesac kuWi sxvas arafers Rebulobs~. xorblis fantelebis saintereso marketingul xerxs miagno kvlav ernst kalkinsma, romelmac Edward Elsworth-is fantelebis “Fors”-is reklamirebisaTvis mTeli legenda Seqmna. yuTze daxatuli iyo personaJi Jim Deamps - `wuwuna jimi~ romelic yvelafriT ukmayofilo iyo da mxolod am fantelebis Wamis mere gardiqmneboda ‘‘Sunny Jim’’-ad anu “mzian jimad” (ix.4.6). jimze iwereboda leqsebi, cxaddeboda konkursebi, xalxi Txzavda da agzavnida leqsebs, saintereso istoriebs da moTxovna fantelebze imdenad gaizarda, rom elvartma ver SeZlo misi dakmayofileba da Sewyvita sareklamo kampania, es iSviaTi SemTxvevaa amerikis biznesSi. 

teqnikis SeWra ojaxebSi teqnikurma progresma saukunis dasawyisSi TandaTan SeaRwia amerikelebis ojaxebSi. 1876 wels filadelfiis gamofenaze, cnobili amerikeli gamomgoneblis aleqsandr grehem belis (ix.4.7) laboratoriam, ‘‘Bell Labs’’-ma warmoadgina telefoni, romelic srulyofis Semdeg Zalian male gavrcelda mTel qveyanaze. 1885 wels Seiqmna kompania ATT (American Telephon Telegraph). qvesadguris telefonisti qalebi abonentebs aerTebden da maT moferebiT eZaxden `salami gogona – Se-

marketinguli komunikaciebi.

reklamis istoria

maerTe~. imdenad didi iyo moTxovnileba telefonebze, rom 1900 wlisaTvis maTma raodenobam 1,5 milions miaRwia (fotoze 1990-iani wlebis komutatori amerikaSi).

am dros Semovida ojaxebSi eleqtrobac, romlis gamomgonebeli iyo gamoCenili amerikeli inJineri tomas alva edisoni (ix.4.8). firma General Electric-ma gamouSva eleqtronaTurebi Mazda, romelsac edisonis naTurebi ewodeboda (ruseTSi mas `iliCis~ naTurebs uwodebdnen, radganac leninma daamtkica e.w. `goerlos~ programa, romelic qveynis eleqtrofikacias iTvaliswinebda). reklamaSi moyvanili iyo mTvaris da dedamiwis naxatebi warweriT `misi erTaderTi konkurenti~ (ix.4.9). 1908 wels gaCnda eleqtrouTo, 1909 w. portatuli mtversasruti, sarecxi manqana. misi reklama arwmunebda momxmarebels, rom igi `moereva Tqvens sarecxs, mxolod 2 centad kviraSi~. gaCnda tosterebi, yavis safqvavebi, Tmis saSrobifenebi da sxva. yovel wels raRac axali gamogoneba inergeboda(ix.4.10). axali saqonlis, gansakuTrebiT ki eleqtroxelsawyoebis mimarT, pirvel etapze SeimCneoda mosaxleobis undobloba, garkveuli SiSi, sifrTxile maT gamoyenebaSi da reklama asrulebda aRmzrdelobiT rols. arwmunebda, rom sadenebiT modioda usafrTxo deni, romelsac SeuZlia ara marto gaanaTos, aramed amuSaos sxva saojaxo eleqtro xelsawyoebi, romlebTac SeuZliaT gaanTavisuflon qali mZime fizikuri Sromidan. jeneral eleqtriki swored amas usvamda xazs mis reklamebSi: eleqtrobam gaanTavisufla amerikeli qali tyveobidan. igi recxavs, asufTavebs, amzadebs sadils, amuSavebs sakerav manqanas da sxva. 

avtomobilebis reklama mniSvnelovani cvlileba Seitana amerikelebis cxovrebis wesSi avtomobilma. 1893 wels Zmebma Durye (diurim) Seqmnes pirveli avtomobili. erTi wlis mere avtomobili pirvelad gamoCnda qalaqSi da Tavidan aRiqmeboda, rogorc mdidrebis saTamaSo da mas `eSmakis etls~ eZaxden (ix.4.11). Tavidan pirveli avtomobilebi teqnikurad rTulad samarTavi iyo da mflobelebs komivoiaJerebi aswavlidnen tarebas. popularizebis da reklamisaTvis ki ewyoboda avtorbolebi mayureblebis mozidvis mizniT. `Cveulebriv adamianebs~ avtomobili dauaxlova henri fordma. 1903 wels man daaarsa kompania “Ford Motor Company” da 5 wlis Semdeg gamoitana bazarze samcilindriani, 4-adgiliani “modeli T”. mas jer `saojaxo bedauri~ uwodes,

Tavi 4.

reklamis aRmzrdelobiTi roli amerikaSi me-20 saukunis dasawyisSi

mere moferebiT `lizi~ Searqves da saukunis dasawyisSi es modeli yvelaze gavrcelebuli avtomobili gaxda (ix.4.12). 1908-1911 wlebSi gaerTianda ori kompania William Duran da Buick MotorCorp. Seiqmna kompania General Motors-i. diuranma amavdroulad avtomrbolel lui SevrolesTan erTad Seqmna axali kompania “Shevrole motor-cars” – iaffasiani manqanebis sawarmoeblad. maT Seqmnes sxvadasxva modelebi: Caprice; Cavalier; Chevette da es franguli dasaxelebebi, sxva araferi iyo Tu ar sareklamo triuki, maTi prestiJulobis xazgasasmelad da Shevrole-s emblemac franguli babTis formis airCies (ixile marcxniv). 1920 wels es firmebi gaerTianden da Seviden General Motors-is SemadgenlobaSi. 30-iani wlebis bolos Sevrole daewia kidevac fords gayidvebis raodenobiT. saavtomobilo reklama Tavidan xazs usvamda teqnikur detalebs da usafrTxoebas da ufro metad axsna-ganmartebiT xasiaTs atarebda. 10-iani wlebis SuaSi gadavidnen ufro metad mgzavrobidan miRebuli siamovnebis, avtomobilis mxatvruli saxis, prestiJulobis, modis damkanoneblis Tvisebebis xazgasmaze. rogorc ukve vaxseneT, reklamis klasikaSi Sevida mak-manusis “Cadillac”-is reklamis teqsti, romelic mxolod erTxel gamoqveynda ‘‘Sutarday Evening Post’’-Si (ix.4.14). avtorma gaaanaliza, rom ZviradRirebuli avtomobilebi iyideba klientis dafiqrebis Semdeg da igi Seecada sareklamo teqstSi gaeZlierebina misi xarisxis da saimedoobis imiji (ieri). ai, mcire nawyveti: `adamianis nebismier sferoSi moRvaweobisas, vinc pirvelia, Zalauneburad sazogadoebis yuradRebis centrSia. lideri – es adamiania Tu Seqmnili produqti, igi mudmivad ganwirulia Sejibrisa da SurisaTvis. rodesac adamianis namuSevari sazomi xdeba mTeli msofliosaTvis, amavdroulad igi iqceva gesliani Suris isrebis samizned. is, rac sicocxlis Rirsia, cxovrobs!~ avtomobilebis paralelurad viTardeboda da umjobesdeboda gzebis mSenebloba da 20-iani wlebisaTvis amerika daiZra adgilidan! gzebze avtomobilebis matebam warmoSva sagzao reklama – sareklamo farebi gaCnda gzebis mimdebare teritoriebze. Tavdapirvelad, avtomobilebis dabali siCqaris gamo, sareklamo mimarTvebs yofdnen nawilebad da erT winadadebas ramdenime Semadgenal frazad anawevrebdnen da erTmaneTis mimdevrobiT aTavsebdnen gzis piras. nimuSad mogvyavs kosmetikuri saSualebis “Burma Sheive” sagzao reklama, romelic yovel 50 metrSi iyo ganTavsebuli: wverosanma qalma/ gamoscada Cveni kremi / amJamad igi / cnobili kinovarskvlavia / `burma Seivi~. avtosiCqareebis matebasTan erTad, reklamam miiRo dRevandeli saxe da amerikis gzebze gaCnda reklamebi: Ford; Shevrole, Wrigley; Coca-Cola: Firestone...

marketinguli komunikaciebi.

reklamis istoria

4.1. henri fordi da misi kompania

1872 wels irlandieli emigrantis Svili henri fordi mamamisis fermaSi muSaobisas Camovarda cxenidan da daSavda. maSin gadawyvita man Seeqmna satransporto saSualeba, romelic gadasa-adgileblad cxenze usafrTxo iqneboda. igi seriozulad Seudga am ideis ganxorcielebas. 1896 wlisaTvis man Seqmna `kvadricikli~, romelic sxva araferi iyo, Tu ara sabavSvo etlze dayenebuli 4 cxenisZaliani motori (ix.4.1.1). es iyo misi pirveli gadaadgilebis meqanikuri saSualeba, rasac mohyva 1903 wels ford motor kompanis daarseba, specialurad gadaiaraRebuli detroitis vagonebis yofili qarxnis bazaze. henrim da misma 11 partniorma, im droisaTvis arnaxul Tanxas 28 000 dolars mouyares Tavi da erTi wlis Sromis Semdeg gaCnda maTi pirveli avtomobili `modeli A~- 8 cxenisZaliani motoriT, romelsac `benziniani etli~ ewoda(ix.4.1.2). kompanionebis gasaxarad pirveli avtomobili iyida Cikagoelma eqimma pfeningma, ramac cotaTi Seavso axali kompaniis, TiTqmis mTlad amowuruli sawyisi Tanxa. manqanis Rirebuleba Seadgenda 950 dolars da pirveli 15 Tvis ganmavlobaSi gaiyida 1700 `A modelis~ avtomobili. mas mere kompaniaSi Seiqmna gaumjobesebuli modelebi B, C, F, K, N, R da S. yvelaze didi mowoneba daimsaxura patara zomis msubuqma N-modelma, romlis fasi 500 dolari iyo. namdvili warmateba kompanias moutana `N-modelis~ bazaze 1909 wels Seqmnilma `T modelma~ – `ojaxis bedaurma~, romelic aRWurvili iyo 20 cxenisZaliani motoriT da SeeZlo ganeviTarebnia siCqare 45 mili saaTSi. fordis mizani iyo Seeqmna iafi, saimedo, farTo masebisaTvis xelmisawvdomi avtomobili, romelic aseve advili iqneboda eqspluataciaSi. `modeli T~ srulad akmayofilebda am moTxovnebs. fordma mas universaluri manqana uwoda da male man moipova reputacia manqanisa, romelsac `SeeZlo gaevlo iq, sadac sxvebi iWedebodnen~. 19 wlis ganmavlobaSi marto amerikaSi gaiyida 15 milioni “T” modeli~ (ix.4.1.3). Tavdapirvelad fordi yovel wels sxvadasxva feris manqanebs uSvebda. ase magaliTad: 1910 wels – mwvanes; 1911 wels – lurjs; 1914 wlidan, rodesac fordma daamontaJa pirveli konveiri, 1927 wlamde mxolod Sav manqanebs uSvebda. rodesac fords ekiTxeboden, Tu ratom ar uSvebda igi sxva feris manqanebs? fordi xumrobiT pasuxobda: `me vRebav manqanebs Sav frad da maTi gadaRebva SesaZloa nebismier ferad. konveirulma sistemam Seamcira manqanis Rirebuleba 260 dolaramde. 1920 wels amerikaSi gamoSvebuli manqanebis 50% fordis nawarmi iyo. `T modelis~ gamoSveba Sewyda 1927 wels. sul gamoSvebuli iyo am modelis 15 milioni manqana.

Tavi 4.

4.1.

henri fordi da misi kompania

1932 wels fordma pirvelma gamouSva manqana 8-cilindriani motoriT: `ford V-8~ , riTac sul cota 9 wliT gauswro Tavis yvela konkurents. omis wlebSi fordi, ise rogorc bevri sxva samrewvelo firma, omis moTxovnis Sesabamisad, gadaerTo samxedro saWiroebis teqnikis gamoSvebaze. am dros kompanias xelmZRvanelobda henri fordis Svili, edsel fordi. gamoSvebul iqna 8600 4-Zraviani bombdamSeni B-24 `liberatori~. 57 000 Zravi TviTmfrinavisaTvis, 250 000 jipi da satvirTo manqana(ix.4.1.4). 1945 wlis Semdeg, kompanias saTaveSi Caudga henri ford-2, romelsac Zneli amocanis Sesruleba mouxda. samxedro SekveTebze awyobili warmoebis gadawyoba samomxmareblo produqciis gamoSvebaze, Tanamedroveobis mzardi moTxovnebis gaTvaliswinebiT, rac did energiasTan erTad, did finansur saxsrebsac moiTxovda. henri ford 2-ma SesZlo winaaRmdegobebis daZleva da saqmis Tanamedroveobis moTxovnilebebze morgeba. man moiwvia niWieri specialistebi, maT Soris erni briCi, romelic Semdegi 15 weli warmatebiT xelmZRvanelobda kompanias. 1958 wels fordma daiwyo mZime satvirTo manqanebis warmoeba da 1959 wels misi konveirebidan Camovida 50 000 manqana. 1957 wels fordis kompaniis saxels daukavSirda meoce saukunis gaxmaurebuli marketinguli fiasko, romelic ganicada misma axalma supermodelma èdselma~. saqme isaa, rom mTeli 10 wlis ganmavlobaSi kompaniam daxarja 250 milioni dolari 110 000 avtomobilis damuSavebaze. models uwodes henri fordis gardacvlili Svilis saxeli èdseli~ (ix.4.1.6). marketologebma TiTqosda yvelaferi kargad Seiswavles da gaiTvaliswines axalgazrda biznesmenebis interesebi, romlebisTvisac iyo gaTvlili es modeli. avtomobili aRWurvili iyo mTeli rigi teqnikuri siaxleebiT. maT Soris avtomaturi siCqareebis kolofiT, romelic Rilakebis meSveobiT imarTeboda, TviTregulirebadi muxruWebiT da sxva. salonis gasaformeblad gamoyenebul iyo tyavi da axali sinTetikuri masalebi. J.W.Tompson-is saagentom daamuSava 30 milioniani sareklamo kampania. magram amaod. èdsels~ ar ewera warmateba bazarze. etyoba, marketologebs raRac mainc gamorCaT potenciuri momxmareblis gemovnebis gamokvlevebisas. èdselis~ dizains presa dascinoda. firmas tyuilad egona, rom axalgazrda biznesmenebs miizidavda didi brWyviala avtomobili, magram mwared motyuvdnen. èdseli~ mxolod ori weli darCa bazarze da Semdeg ukvalod gahqra. dResac Tuki amerikelebs undaT raimes warumateblobis xazgasma, mas èdsels~ adareben. 1964 wlis, niu iorkis saerTaSoriso gamofenaze, kompaniam gamoitana Tavisi saetapo modeli `ford mustangi~ (ix.4.18), romelmac imTaviTve sayovelTao mowoneba daimsaxura da sensacia moaxdina. marTalia, `mustangi~ sportuli manqanebis klass miekuTvneboda, magram advili samarTavi iyo, amavdroulad Zviri ar Rirda. 60-ian wlebSi misi fasi 2368 dolari iyo. gamofenaze pirvelsave dRes dilerebma 22 000 SekveTa miiRes. fordi namdvili internacionaluri kompaniaa. man 1910 wlidan gaxsna filialebi kanadasa da inglisSi. amJamad fords yvela kontinentze aqvs ofisebi. igi pirvelia bevri teqnikuri siaxlis danergvaSic.

marketinguli komunikaciebi.

reklamis istoria

1990 wels man gamouSva axali modeli teqnikuri dasaxelebiT “CDV-27”, romelic evropaSi gavrcelda `ford mondeos~ saxeliT da evropelebis mowoneba daimsaxura. magram bolo modeli, romelic SeiZleba iTqvas sakulto gaxda, gansakuTrebiT axalgazrdobisaTvis, iyo 1999 wels gamoSvebuli `ford fokusi~ (nax.4.1.9).  fordis produqciis sami ZiriTadi qmnileba `modeli T~, `ford mustangi~ da `ford fokusi~ sainteresoa sareklamo kampaniebis warmarTvis TvalsazrisiTac, radganac es kampaniebi mTel saukunes moicaven da maTi gacnobiT, reklamis meTodebis evolucisac SeiZleba gadavavloT Tvali. 

`T-modeli~ 1914 wlamde `T-modeli~ imdenad swrafad iyideboda, rom fordi ar xarjavda did Tanxebs reklamaze. 1910 wels fordma Saturday Evening Post-Si, gazeTis or gverdze gamoaqveyna `fordis~ reklama 1200 sityvisagan Semdgari, yovelgvari fotos gareSe, sadac dawvrilebiT aRwerda mis kompanias, 28 qarxanas, sadac iwyoboda `fordebi~, misi muSebis anzRaurebis principebs da `T-modelis teqnikur maxasiaTeblebs. (ix.4.1.10) am reklamas didi warmateba xvda wilad. man Secvala amerikelebis warmodgena reklamaze, romelic adre, mokle teqstis, fotos da myvirala saTaurisgan Sedgeboda. mogvianebiT igi mxolod JurnalebSi aTavsebda reklamebs, iSviaTad bilbordebzec. pirveli sareklamo mimarTva iyo `Sexede, rogor dahqrian es fordebi~. teqstSi xazs usvamdnen avtomobilis maRal xarisxs da dabal fass. mogvianebiT, rodesac gaiyida manqanebis didi raodenoba, mimarTvebma ufro emociuri Seferiloba miiRo. reklama mouwodebda mogzaurobisken da fordi ardadagebis kompanionis funqciasac iTavsebda. sareklamo fotoebze gaCndnen mdidari fenis warmomadgenlebi. 20-ian wlebSi fordma miznobriv momxmareblad qalTa sazogadoeba airCia da ase mimarTavda maT: `qalTa umravlesoba, visac surs manqana, irCevs ford Fordor Sedan-s~. `fordis yola niSnavs iyo Tavisufali~(ix.4.1.11). 20-ian wlebSi amerikis mzardi ekonomikis pirobebSi, rodesac biznesi yvaoda, fordi ar iviwyebda axalgazrda biznesmenebsac. erTi sareklamo mimarTva iuwyeboda: `minda mogiTxroT, rogor SeviZinoT martivad fordi~. 

`mustangi~ ford `mustangis~ gamoSvebis dRidanve reklamebSi xazs usvamda Tavisuflebas, axalgazrdobas, siCqares da siiafes. samizne jgufi ar iyo SezRuduli da mustangis reklamebSi gamoiyeneboda 46 tipis gmiri, dawyebuli qalebidan, damTavrebuli bomJebiT. fotoebze xSirad aisaxeboda cxenebis rema (ix.4.1.12). erTi sareklamo mimarTva iuwyeboda: `cxovreba aqeT-iqiT miedineboda vidre, saram ar iyida mustangi~, rac miuTiTebda, rom mustangis yidva mxolod

Tavi 4.

4.1.

henri fordi da misi kompania

fulis xarjva ki ar iyo, aramed moaswavebda ufro energiuli, amaRelvebeli cxovrebis stilze gadasvlas. gamofenidan pirvel 3 TveSi gaiyida 100 000 avtomobili. kompaniam bavSvebisaTvis gamouSva mustangis Semcirebuli, pedlebiani saTamaSo asli, rac mSoblebSi stimuls aRvivebda da ubiZgebda maT SeeZinaT modeli. 1969-70 wlebSi fordma reklamaSi aqcenti gaakeTa siCqareze. `es moZravi saSualebaa~ iyo slogani. da amave dros reklamam gazeTebidan gadainacvla televiziisa da Jurnalebisken. mogvianebiT aqcentma gadainacvla manqanis ekonomiurobisaken. dResac ki ford mustangi kvalificirdeba, rogorc ekonomiuri sportuli manqana. ď ´

ford-`fokusi~ 1999 wels fordma warmoadgina axali modeli `ford fokusi~, romelic male Sevida 10 yvelaze gayidvadi manqanebis ricxvSi, gaxda `CrdiloeT amerikis wlis manqana~ da `evropis wlis manqana~. fokusi Tavidanve mimarTuli iyo axalgazrda seqtorisadmi, post bebi-bumerebisadmi anu (Taoba X - 20-35 wlis axalgazrdebisaTvis). axalgazrdebis moTxovnilebis dinamikis Seswavlis mizniT, kompaniis marketologebi dadiodnen niu iorkis, los anjelesis, maiamis axalgazrdul klubebSi, restornebSi da swavlobdnen axalgazrdebis interesebs, unar-Cvevebs. 1999 wels, fokusis sareklamo rgoli pirvelad gavida eTerSi MTV-s dajildovebis dros. kompania iyenebda axalgazrduli festivalebis sponsorobas, totalizatorebis mowyobas, popularuli momRerlebis gastrolebis sponsorobas. 1999 wels 200 fokusi ufasod daurigda estradis da konos varskvlavebs niu iorkSi, CikagoSi, maiamiSi. gaixsna internet saiti focus247.com interaqtiuli gverdebiT. fordi sponsorobas uwevs sportul Sejibrebebs. 2001 wels ki gaimarTa uprecedento Cveneba - `moda fokusSi~. aTma axalgazrda dizainerma warmoadgina tansacmlis modelebi fokusis saTadarigo nawilebis gamoyenebiT. fordis kompania aRniSnulTan erTad, farTod iyenebs gare reklamis unikalur saSualebebs. mas mowinave adgili uWiravs gare reklamis farTis winaswar SeZenaSi. amasTan, jer kidev henri fordis droidan gare reklamebi gamoirCeodnen originalurobiT. magaliTad, 30-ian wlebis reklamaSi, ori ZaRli sevdianad Sehyurebda quCaSi mimaval fords. slogani ki iyo aseTi: `amaoa, mak! es xom fordia~. 2001 wlis 15 Tebervals birminhemSi ford Dunlop-is Senobis kedelze ganTavsda ford Mondeo-s rekorduli zomis reklama 124 metri sigrZiT da 24 metri simaRliT. warweris teqsti Canda 1 milis manZilidan. warweras â&#x20AC;&#x201C; `ford mondeo Seqmnilia liderobisaTvis~, 4 Tvis ganmavlobaSi gaecno 5,2 milioni adamiani. `fordis~ kompania da misi sareklamo kampaniebi, Setanilia msoflio reklamis `didebis galereaSi~, sadac saxelganTqmuli firmebis mxolod RirsSesaniSnavi sareklamo kampaniebia Sesuli, iseTi rogoricaa: Coca-Cola, Lewi Straus, Anhauzer Bush da sxva.

marketinguli komunikaciebi.

reklamis istoria

marcxniv â&#x20AC;&#x201C; 4.6 `wuwuna jimi~ qveda rigSi marcxniv: 4.7. grehem belis telefonis aparati marjvniv: 4.8. tomas alva edisoni qveda rigSi marjvniv: edisonis pirveli naTura: marcxniv: 4.9. `mazdas~ naTurebis reklama

4.10. axali eleqtroxelsawyoebis reklama 1910-ian wlebSi

Tavi 4. d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

4.13. `kadilakis~ reklama `lideris xvedri~

Tavi 4. d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

Tavi 4. d a n a r T i

Tavi

5 pirveli msoflio omi da 20-iani wlebi

1915-1930 wlebi

cxovreba amerikaSi zemoTaRwerili scenariT mimdinareobda, magram am dros daiwyo pirveli msoflio omi. marTalia, es omi ar yofila uSualod amerikis kontinentze, magram man Searyia mTeli msoflios ekonomika. amerikis prezidenti vudro uilsoni didxans inarCunebda neitralur politikas, magram bolos igi iZulebuli iyo germaniis winaaRmdeg gaegzavna 1.700.000 jariskaci, mokavSireebis dasaxmareblad, ramac daaCqara omis damTavreba da mekavSireTa gamarjveba. omSi Carevamde amerika exmareboda mokavSire qveynebs iaraRiT da sursaTiT. rogorc adre, 1861-65 wlebis samoqalaqo omis dros, amjeradac saxelmwifom aiRo xelSi sazogadoebis momzadebis da marTvis sadaveebi. xalxze zemoqmedebis ZiriTad iaraRad gamoiyeneboda reklama. am droisaTvis ukve viTardeboda korporatiuli reklama. saxelmwifom xeli Seuwyo am tendenciebis ganviTarebas da daiwyo federaluri sareklamo kampaniebis ganxorcieleba: patriotizmis, frontis saWiroebis saSualebebis reklamireba. Seiqmna sazogadoebrivi informaciis federaluri komiteti, romelic ayalibebda sazogadoebriv azrs, uSvebda obligaciebs, frontis dasaxmareblad, propagandas uwevda sayovelTao ekonomias eleqtroenergiaze, sawvavze, sxva masalebze. am periodSi mrewveloba mTlianad gadaerTo frontisaTvis saWiro saqonlis warmoebaze. avtomobilebis mewarmeebi gadaviden satvirTo manqanebis, tankebis warmoebaze. frontze gasagzavni produqtebi specialuri SefuTviT mzaddeboda da sxva. Sesabamisad, reklamac mxars ubamda saxelmwifos am RonisZiebebs (ix.5.1). Seiqmna mxatvruli propagandis ganyofileba, romelic uSvebda plakatebs, afiSebs, agrovebda Semowirulobebs da propagandas uwevda armiaSi gawvevas. im dros Seiqmna jeims flagis istoriuli plakati-mowodeba `me minda, rom Sexvide amerikis armiaSi~ (fotoze), am plakatis

Tavi 5.

pirveli msoflio omi da 20-iani wlebi. 1915-1930 wlebi

stili da kompozicia mogvianebiT meore msoflio omos dros iqna gamoyenebuli sabWoTa kavSirSi. qarTveli mxatvris ToiZis plakati – `deda samSoblo geZaxis~, yvelaze gavrcelebuli da momqmedi sareklamo mimarTva iyo ruseTSi (ix.saq). wiTeli jvris sazogadoebam gamouSva plakati `msoflios udidesi deda~ (ix.5.3) gamovida agreTve plakatebis seria `kristis gogona~ – jariskacis Seyvarebulze. mamakacebis armiaSi gawvevam kvlav gamoiwvia samuSao adgilebze maTi qalebiT Canacvleba, romlebic iZulebuli gaxdnen ojaxze mzrunveloba mTlianad Tavis Tavze aeRoT da sarCo-sabadebelis saSovrad qalaqSi emuSavaT. omis damTavrebam bevri ram Secvala amerikelebis cxovrebis yaidaSi. mamakacebi sigaridan da Tambaqodan, gadavidnen sigaretis mowevaze. momuSave qalebis zrdam gamoiwvia qalis kosmetikis, windebis da Cacmulobis Secvla. gaCnda axalgazrdoba, romlebic atarebdnen avtomobilebs da maTTvis mrewveloba gadaerTo ZviradRirebuli avtomobilebidan, iaffasiani modelebis gamoSvebaze. am droisaTvis gamoCnda bazarze cnobili savaWro niSnebi: 1900 – fotokamera `kodak brouni~, romlis fasi 1 dolari iyo. 1905–king Jiletma moaTavsa misi saxeli sapars mowyobilebaze. 1905–Oreo Biscuit-ma gamouSva orfeniani biskvitebi, SuaSi kremiT. 1912–maionezi “Blue Ribbon~ pirvelad Camoisxa hermertul minis qilebSi. 1913–gamoCnda sarecxi Rrubeli “SOS” “Save Our Sousepans” (gadavarCinoT Cveni qvabebi). 1914–kompania Wrigley gamouSva Dublemint, Spearmint, Jusi Fruit 1916 – gamoCnda bambis qsovilisgan da rezinisgan damzadebuli sportuli fexsacmeli kedebi “Keds”. pirveli msoflio omis Semdeg moqalaqeTa mzardi moTxovnilebebis dasakmayofileblad mrewvelobas swraf tempebSi mouxda samxedro ekonomikidan samoqalaqo ekonomikaze gadarTva. qalebis masobrivma muSaobam ojaxSi warmoSva Warbi fuli. 1925 wels momuSaveTa 40%-is Semosavali weliwadSi 2000 dolarze meti iyo da gaCnda moTxovnileba SeeZinaT saqoneli siamovnebisaTvis. grZeldeboda urbanizaciis pocesi. izrdeboda Zveli, Sendeboda axali qalaqebi. viTardeboda biznesi. gavrcelebuli iyo lozungi: “America’s business – is Business” (amerikis saqme biznesia). Cqari tempebiT Cndeboda axali, da srulyofili xdeboda, arsebuli saqoneli: ventilatorebi, mtversasrutebi, macivrebi, sarecxi manqanebi. mosaxleobis moxmarebisaTvis gaCnda foladi, SuSa, rezina, navTobi. viTardeboda gzebi, gaCnden motelebi, garaJebi. manqanebis ricxvma 1929 wels miaRwia 30 milions (ix.5.4). 1914 wels, rodesac fordma gauSva pirveli konveiri, avtomobili ewyoboda 93 wuTSi, nacvlad adre 14 saaTisa. 1925 wels ki yovel 10 wamSi TiTo avtomobili Camodioda misi konveirebidan. grZeldeboda sawarmoTa gamsxvilebis tendenciac, amasTan izrdeboda danaxarjebi nacionalur reklamazec da 1929 wels am xarjebma gadaaWarba 3,5 miliards.

marketinguli komunikaciebi.

reklamis istoria

viTardeboda sacalo vaWrobac. me-19 saukunis bolos daarsebuli erTi kuTxis maRaziidan A&P 1929 wlisaTvis gadaiqca erovnul qselad 30 000 maRaziiT (ix.5.5). amerikelTa gadaadgilebis saSualebebis matebiT qalaqgareT gaCnden didi supermarketebi, Taroebze ganlagebuli dafasoebuli saqonliT. mTel amerikas moedo Pigly Wigley supermarketebis qseli. meti popularobiT sargeblobda Seers-is supermarketebis qseli, romelmac momxmarebels sakveb produqtebTan erTad SesTavaza masalebi saxlis mSeneblobisaTvis, avtonawilebi da sxva. mewarmeebi sul axal formebs igonebdnen vaWrobis stimulirebisaTvis. am dros daiwyo vaWroba kreditiT, ganvadebiT, romelic dResac Zalze popularulia amerikaSi. reklama iuwyeboda `isiamovneT axla â&#x20AC;&#x201C; gadaixadeT mere~. 20-ian wlebis dasawyisSi brius bartonis sareklamo saagentos, romelsac ewodeboda Barton, Dedrshtain, Osborn (BDO) SeuerTda batenis saagento da Camoyalibda dRemde erT-erTi udidesi sareklamo saagento BBDO. am saagentos sulisCamdgmeli iyo brius bartoni, romelmac didi wvlili Seitana amerikis reklamis ganviTarebaSi. (brius bartonis Sesaxeb ixile danarTi 4.1 Tavis bolos). ď ´

reklamis roli-amerikelebis cxovrebis stilis CamoyalibebaSi rogorc ukve aRvniSneT, James W. Tompson-is saagentoSi stenli rezorma, romelic 45 wlis ganmavlobaSi xelmZRvanelobda am saagentos, miiwvia mecnierebi sociologiuri da marketinguli gamokvlevebis Casatareblad. im dros popularuli iyo doqtor jon uotsonis bihevioristuli Teoriebi. reklamis meSveobiT xdeboda amerikis cxovrebis stilis reklamireba. reklama urCevda amerikelebs ra unda eyidaT, rogor CaecvaT, rogor moewyoT saxli, da sxva. amas SesaniSnavad dascinodnen didi rusi satirikosebi ilfi da petrovi, romlebmac amerikaSi mogzaurobis mere gamouSves wigni `erTsarTuliani amerika~, sadac werden: amerikaSi reklama rom gaqres, amerikelebi Caucmeli da mSivrebi daixocebian, radganac maT reklamis gareSe sicocxle ar SeuZliaT. swored igi aswavlis maT Cacmas, Wamas da cxovrebas. iTvaliswinebdnen ra qalis rols ojaxSi, mecnierebis winadadebiT reklamistebma sapnis, dezodoris da higienis sxva saSualebebis reklamirebisas, daiwyes qalis grZnobebze apelireba. kerZod, SiSis grZnobaze, seqsze, mimbaZvelobaze, maRali sazogadoebis wreebTan gaigivebaze. nergavden mouwesrigebeli windebis, piris sunis da oflis gamo samsaxuris dakargvis SiSs. gavrcelebul iaffasian bulvarul JurnalebSi moTxrobili iyo romantikuli istoriebi, dramatuli situaciebi. reklamaSi gamoCndnen qalebis `Wkuis damrigeblebi~: beti krokeri, doroTi diqsi, deida jemina da sxvani, romlebic mravali wlis manZilze moZRvravden qalebs cxovrebiseul sxvadasxva sakiTxebze, rogor gamoecxoT namcxvari, rogor daemzadebinaT sadili, rogor CaecvaT da sxva. qalis higienis saSualebebis reklama safrTxilo da faqizi saqme iyo da taqtian midgomas saWiroebda. rogorc aRvniSneT, maRaziebSi qalebs `koteqsis~

Tavi 5.

pirveli msoflio omi da 20-iani wlebi. 1915-1930 wlebi

safenebis moTxovnac ki rcxvenodaT. amitom mwarmoebels, sareklamo saagentos rCeviT, specialuri RonisZiebebis gatareba mouwia. meore uxerxuli problema iyo piris suni. mis gasaneitraleblad gamouSves piris savlebi saSualeba `listerini~. piris suns samedicino terminologiiT `halitozi~ ewodeba da swored es termini gamoiyeneboda reklamis teqstebSi. saqveynod iyo cnobili `listerinis” sareklamo kampania sloganiT: `xSirad mejvare, arasodes patarZali~ (ix.5.6), romlis gmiric, piris sunis gamo aravis miyavda colad. oflianobas Seexeboda sareklamo kampania: `qalis mklavis nakecis qveS~. paralelurad mimdinareobda saabazano mowyobilobebis reklama. gamoCnda feradi abazanebi, kafeli, feradi macivrebi, gamouSves feradi pirsaxocebis seria da sxva(ix.5.7).  amerikaSi mwevelebis ricxvi matulobda. 10-ian wlebSi gamoCenilma sigaretebis warmoebam mwvave konkurencia warmoSva. magaliTad, Tavdapirvelad kopania Reinold’s-is nawarmi “Camel” iyo pirvel adgilze. mogvianebiT Seqmnilma “American Tobacco Corp” gamouSva sigaretebi “Lucky Strike” da “Chesterfield” da daiwyes maTi intensiuri sareklamo kampania. es sigaretebi TandaTan ipyrobdnen bazars, agresiuli sareklamo kampaniis meSveobiT da reklamaze danaxarjebis zrdiT (ix.5.8). reklamis teqstebSi sigaretis dasaxeleba da sareklamo mimarTva, xSirad meordeboda. 30-iani wlebisaTvis “Lucky Strike” daewia “Camel”-s da daiwyo brZola qalebis segmentis aTvisebisTvis. cnobilia `Cesterfildis” sareklamo kampania, romelSiac kaci eweva da qali exveweba mas `Cemsken amoisunTqe~. reklama spekulirebas ukeTebda gaxdomis Temas, `aiRe sigareti kanfetis magivrad~ iyo slogani da ragindac daujerebeli iyos, miuxedavad eqimebis sawinaaRmdego mtkicebebisa, zogjer reklamas ukeTebdnen sigarets, rogorc xmis movlis saukeTeso saSualebas (ix.CanarTi laskeris Sesaxeb). me-20 saukunis 20-ian wlebis reklamebi mimarTuli iyo momxmarebelTa farTo wreze. am droisaTvis robert da helen lindebma daweres wigni “Middletown”, romelic aRwerda saSualo amerikel momxmarebels, sxvadasxva klasebis urTierTobas, indeqsebs, cxovrebis sxvadasxva stils, Semosavals da sxva. es iyo mosaxleobis Seswavlis pirveli seriozuli naSromi. reklamistebma daiwyes kidev sxva gamokvlevebis Catareba, mosaxleobis moTxovnilebebis gamosarkvevad. swored am gamokvlevebis safuZvelze, gayidvebis stimulirebisaTvis, daiwyo mrewvelobam feradi saqonlis gamoSveba. modaSi Semovida feradi manqanebi, macivrebi, abazanebi, kalmistrebi, sxva saojaxo nivTebi. 20-ian wlebSi macivari “Frigidare” orjer Zviri Rirda Ford-is avtomobilze. axalgamoSvebuli tosterebis reklamaSi moyvanili iyo misi gamoyenebis wesi, igi TiTqmis imeorebda gasuli saukunis bolo wlebSi `kodakis~ slogans – `Sen TiTi daaWire, danarCens tosteri gaakeTebs~. mak manusis atmosferul stilSi iyo avtomanqanis “Jordan pleyboy” reklama – `sadRac laramidan dasavleTisken~.

marketinguli komunikaciebi.

reklamis istoria

1927 wels Sevrolem Seqmna samxatvro ganyofileba, romelic amuSavebda manqanis da calke detalebis dizains. im droisaTvis pirvelad daiwyo avtomobilebis damzadeba konkretuli calkeuli jgufebisaTvis, reklama iuwyeboda rom Sevrole uSvebs manqanebs nebismieri jibisaTvis da nebismieri SemTxvevisaTvis. manve SesTavaza myidvels gadaxdis moxerxebuli sqema: avansi da Semdeg danarCeni: `gadaixadeT, roca ukve mogzaurobT~. `Sevroles~ yvelaze iafiani modelidan, myidvels SeeZlo gadasvla `pontiakze~, Semdeg `oldsmobilze~, mere `biuikze~ da sabolood ki `kadilakze~, romelic yvelaze ZviradRirebuli da pestiJuli iyo(ix.5.9). am dros gavrcelda Zveli naxmari manqanebiT vaWroba. SegeZlo SegeZina manqana, cota xanSi dagebrunebia da axalze gagecvala. amave dros daiwyo gare reklamis ganTavsebaSi marketinguli meTodebis gamoyeneba, ganTavsebis adgilebis da raodenobis gamoTvla. daiwyo e.w. `programuli arqiteqturis~ gavrceleba. Caidanis, yavis saxarSis formis SenobebSi kafeebis ganTavseba gzis piras(ix.5.10). gavrcelda agreTve reklamis axali saxeobebi – `reklama caSi~ – reklamis ganTavseba diriJablebze, saqonlis nimuSebis da bukletebis gadmoyra TviTmfrinavidan, warweris gakeTeba caze. 

radios gamoCena reklamaSi reklamis ganviTarebas didi biZgi misca radios gamoCenam. pirveli komerciuli gadacema Sedga 1920 wels pitsburgis radiosadguridan “KOKA”. im dros mxolod 1000 radiomimRebi iyo gayiduli. momdevno naxevar weliwadSi 500 000 radiomimRebi gaiyida. eTerSi gadioda axali ambebi, politika, sportuli gadacemebi. Tavidan radioSi reklama izRudeboda, ZiraTadad eTikuri niSniT: `ar unda SeiWra iq, sadac aravin gepatiJebaT~, – ambobdnen reklamis mowinaaRmdegeni. magram damoukidebeli radiosadgurebis matebasTan erTad yvela xvdeboda damatebiTi saxsrebis mozidvis mniSvnelobas da 1922 wlidan nel-nela gaCnda reklamebic. farTod gavrcelda gadacemebis sponsoroba, dafinansebuli tokSouebi, gaCnda yoveldRiuri programebi. popularuli iyo musikaluri gadacemebi, sareklamo Souebi: Lucky Strike Show, Pepsodent’s “Amon’s Andy Show” da sxva.  “Art Deco” 1925 wels parizSi Sedga dekoratiuli xelovnebis gamofena, romelmac didi gavlena iqonia reklamis mxatvruli stilis SecvlaSi. reklamaSi axal mxatvrul mimdinareobas ewoda Art Deco. am stilma Semoitana Zveli egviptis, afrikis, actekebis mxatvrobis stili, kubizmis elementebi, martivi figurebi, kaSkaSa ferebi. axali stili damkvidrda agreTve arqiteqturaSi, interieris mowyobaSi, modaSi(ix.5.11). bevr reklamaSi Tavad produqcia arc iyo warmoCenili, radganac am stilis mimdevrebi Tvliden, rom mTavaria mxatvruli zemoqmedeba, xolo produqti da sareklamo mimarTva meoradia.

Tavi 5.

5.1.

brius bartoni

reklamebs qmniden futuristebi, dadaistebi, fovistebi. isini arRvevden adre dakanonebul centralur simetrias, upiratesobas aniWebdnen asimetriul kompoziciebs. rogorc gamokvlevebi aCvenebnden, mosaxleobas sentimentaluri realizmi ufro mowonda, vidre modernizmi, magram zogierTi saagento gangeb midioda amaze, momxmareblis SemecnebaSi kargi gemovnebis dasanergad da gemovnebis gansaviTareblad. reklamis meSveobiT izrdeboda warmoebac. mewarmeebi bankebidan did sesxebs iRebdnen TavianTi saqmianobis gasafarToveblad, yidden aqciebs. amerikelebs egonaT, rom 20-ian wlebSi dawyebuli ekonomikuri bumi da aRmasvla mudmivad gagrZeldeboda. bankidan aRebuli sesxebis dasabruneblad, daiwyo aqciebiT spekulireba. erT dRes yvelaferi es damTavrda ekonomikuri katastrofiT. dadga 1929 wlis 29 oqtomberi, romelic istoriaSi Sevida `Savi samSabaTis~ saxelwodebiT. daiwyo didi ekonomikuri depresia. dolaris kursi erTbaSad daeca, daiwyo sayovelTao panika. aqciebis kursi katastrofulad ecemoda. Tu ki 1929 wels US Steel-is aqciebis Rirebuleba iyo 297 dolari, 1932 wels igi Camovarda 22 dolaramde. kompania AT&T s aqciebi Rirda 310 dol. 1932 wels iyo 72 dol.

5.1.

brius bartoni

brius bartoni daibada 1886 wels tenesis Statis patara qalaqSi. mamamisi protestantuli eklesiis mRvdeli iyo. 1907 wels bartonma warCinebiT daamTavra koleji da gadawyvita Caebarebina universitetSi, magram moxvda CikagoSi, sadac redaqtorad daiwyo muSaoba erT-erT religiur gazeTSi. 1912 wels bartoni gadavida niu-iorkSi da muSaoba daiwyo gamomcemlobaSi. aq bartons gaumarTla da Seqmna saintereso reklama damkveTis wignze, romelic ar iyideboda. mis mier Seqmnili reklamis Semdeg ki wigni swrafad gaiyida. ase moxvda igi sareklamo ganyofilebaSi. 1915 wels bartoni gaxda Jurnalis “Every Week”-is redaqtori, ramac mas mkiTxvelebSi popularoba moutana yoveldRiuri saredaqcio statiebiT. Jurnalisturi moRvaweobis paralelurad igi ganagrZobda reklamebze muSaobas. misi talanti gansakuTrebiT gamovlinda pirveli msoflio omis dros `xsnis armiis~ sareklamo mimarTvebis Seqmnisas. man bevri teqsti Seqmna damamaxsovrebeli sloganebiT: `mamakaci SeiZleba waiqces, magram igi arasodes ar gamodis TamaSidan~. Tavisuflebis Zeglze miwerili slogani: `me – niu-iorki var da esaa Cemi rwmenis simbolo!~ (ix.5.1.1).

marketinguli komunikaciebi.

reklamis istoria

saomar reklamebze muSaobisas bartoni dauaxlovda roi derStains da aleqs osborns da 1918 wels maT SesTavazes bartons gaexsnaT erTad sareklamo saagento, razedac bartonma Tanxmoba ganacxada da 1919 wlis 19 ianvars gaixsna saagento Barton, Dernstain, Osborn (BDO). saagentoSi muSaoba mas JurnalistikaSi dagrovili gamocdilebis gamoyenebis saSualebas aZlevda, amasTan, mas SeeZlo dakavebuli yofiliyo politikiT, pedagogobiT. partniorebma marTalia, gainawiles funqciebi, magram muSaobden SeTanxmebulad da xSirad iTavsebden erTmaneTis samuSaos. male maTma talantma bevri cnobili reklamis damkveTi moizida. maT Soris Dunlop, General Electric, General Motors, Lever da sxva.  General Electric saqveynod cnobili gaxda General Electric-is naTurebis - “Mazda”-s sareklamo kampania. bartonma Suqs magiuri Zala SesZina (ix.5.14). misi cnobili sloganebi xels uwyobda mosaxleobaSi naTurebis popularizebas da kompaniis imijis amaRlebas. `ambicia niSnavs xedvas da xedva – sinaTlea~ (ix.5.1.2) iyo erT-erTi popularuli slogani. bartonma pirvelma miapyro didi damkveTebis yuradReba korporatiuli reklamisken. momxmareblis TvalSi igi qmnida kompaniebis humanur da Zlier imijs.  General Motors aseTive iyo misi mimarTuleba General Motors-is sareklamo kampaniaSi. bevrma arc ki icoda, rom cnobili avtomobilebi Buick, Shevrole, Cadillac-i erTi da igive kompaniis General Motors-is nawarmoebia. 1923-24 wlebSi bartonis reklamebis seria mianiSnebda am avtomobilebis erTiani ojaxis Sesaxeb. male bartoni “General Motors’’-is korporatiuli konsultanti gaxda (ix.5.1.3).  1924 wels BDO sididiT meoTxe saagentod iqca 28 milioni dolari SemosavliT. am droisaTvis igi gadabargda medison aveniuze 383 ofisSi. amave SenobaSi erTi sarTuliT maRla mdebareobda jorj batenis sareklamo saagentoc, romelic 1891 wlidan arsebobda, magram cotaTi CamorCeboda SemosavlebiT BDO -s. erT dRes isini Sexvdnen erTmaneTs Senobis liftSi, sadac daibada am ori saagentos Serwymis idea, romelic 1928 wels ganxorcielda. amis Sedegad Seiqmna, im dros ara marto amerikaSi, aramed msoflioSi udidesi sareklamo saagento BBDO (Barton, Baten, Derstain, Osborn). dRes igi transnacionaluri gaerTianebis Omnicom-is SemadgenlobaSia da Tavadac udides sareklamo qsels warmoadgens. 20-iani wlebis bolos bartoni sul ufro da ufro nakleb dros uTmobda reklamas. am dros mas usiamovneba hqonda sayvarelTan. bartons bevri sanerviulo Sexvda da amitom did dros atarebda sanatoriumebSi.

Tavi 5.

5.1 brius bartoni

bartonma dawera ori popularuli wigni. pirveli iyo `adamiani, romelsac aravin icnobs~. es iyo wigni ieso qristeze. macxovari warmodgenili iyo, rogorc brwyinvale reklamisti, biznesmeni, Tanamedrove mewarmeobis fuZemdebeli. avtori amas ase asabuTebda: `uniWieresi adamiani, araCveulebrivi ganWvretis unariT dajildovebuli, romelmac Semoikriba ucnobi 12 Tanamoazre da maT mTeli msoflio daipyres~. adamianebi iesos aRiqvamden Tavisi profesiis mixedviT, eqimebi mas udides medikosad miiCnevdnen. advokatebs aRafrTovanebda mis mier moyvanili logikuri argumentebi Tavis dasacavad sasamarTloze. bartoni ki mas udides reklamistad miiCnevda da mis qadagebebs idealur sareklamo mimarTvebad aRiqvamda. am moZRvrebis da qadagebebis meSveobiT, ieso qriste msoflios yvelaze popularuli pirovneba Seiqmna. es wigni imTaviTve bestseleri gaxda da im drosaTvis sarekordo â&#x20AC;&#x201C; 250 000 egzemplari gaiyida. 1930 wels bartoni dainteresda politikiT. 1937 wels igi respublikuri partiis siebiT warmomadgenlobiT palataSic ki airCies. 1941 wels man scada senatSi gasvla, magram arCevnebze damarcxda. amis Semdeg dakarga interesi politikis mimarT, dabrunda BBDO-Si, igi kvlav airCies direqtorTa sabWos Tavmjdomared, am postze igi gardacvalebamde â&#x20AC;&#x201C; 1967 wlamde iyo.

marketinguli komunikaciebi.

reklamis istoria

Tavi 5. d a n a r T i

marketinguli komunikaciebi.

reklamis istoria

Tavi 5 . d a n a r T i

Tavi

6 didi ekonomikuri depresia

1930-1940 wlebi

didma depresiam mTlianad Secvala amerikelebis cxovreba. sawarmoebis didi raodenoba gakotrda. katastrofulad imata umuSevrobam. mosaxleobis didi nawili Semosavlis gareSe darCa. guSin uzrunvelyofili cxovrebidan, bevri maTgani iqca Ratakad. gakotrebam katastrofuli masStabebi miiRo es iyo ekonomikis kraxi! 1929 wels amerikaSi iyo 1,5 mil. umuSevari, 1933 wels ki maTi ricxvi 15 milions Seadgenda. am krizisul periodSi, rodesac amerikis mTavroba cota gons moego, prezident franklin delano ruzveltma (ix.fotoze) SeimuSava krizisidan gamosvlis specialuri programa – `axali kursi~ – romelic exeboda cxovrebis yvela sferos. man amerikelebis informirebisaTvis gamoiyena, maT cxovrebaSi axlad SemoWrili radio da misi meSveobiT yoveldRe mimarTavda amerikelebs, uxsnida am programis mniSvnelobas: `Cven arafris ar unda gveSinodes – Cveni Tavis garda~, ambobda igi. man Seqmna axali federaluri organoebi, romlebic warmarTavdnen antikrizisul procesebs sxvadasxva sferoSi: NRA – aRdgenis nacionaluri sammarTvelo; WPA – samuSaoTa mimdinareobis sammarTvelo; NLB – Sromis nacionaluri sabWo da sxva. prezidentma da kongresma miiRo kanoni: NIRA – nacionaluri samrewvelo aRmavlobis Sesaxeb. am federalurma organizaciebma SeZles mdgomareobis Semobruneba da progresis miRweva. warmoebam daiwyo zrda. 1937 wlisaTvis umuSevroba Semcirda. bevrma amerikelma saxelmwifo subsidiebiT daibruna saxlebi da unariani mTavrobis meSveobiT qveyana aRmavlobis gzas daadga.

Tavi 6.

didi ekonomikuri depresia. 1930-1940 wlebi

krizisidan gamosvlas didad Seuwyo xeli federalurma sareklamo kampaniebma. NRA – aRdgenis nacionaluri sammarTvelos lozungi “We do our Part” (ix.6.1) – (Cven vakeTebT Cven wil saqmes) mTel qveyanaSi gavrcelda da xalxSi imedis naperwkali Seitana. reklamebis raodenoba Semcirda. mowinave saagentoebma SeinarCunes poziciebi, Tumca J.W.Tompson, Yang&Rubicam; Lord&Tomas; BBDO-s mouwiaT TanamSromelTa raodenobis Semcireba. ekonomiis mizniT Semcirda feradi reklamebis da ilustraciebis raodenoba. reklamistebs mouwiaT myvirala saTaurebze gadasvla da myidvelis emociebze apelireba. amave dros gavrcelda dempingi – fasebis dagdeba sareklamo momsaxureobaze, klientebis gadasabireblad. BBDO-s damfuZnebeli brius bartoni werda reklamaSi Seqmnili situaciis Sesaxeb: `me daTrgunuli var biznesis sirTuleebTan dakavSirebiT. idealebi gaqra, daqveiTda standartebi. sulelurma gancxadebebma da uweso, gulisamrevma mimarTvebma, Cveni biznesis diskreditacia moaxdines~. am wlebSi gavrcelda e.w. SedarebiTi reklama, romlebSiac xazgasmuli iyo dabali fasebi da ekonomia sxvebTan SedarebiT. meore, rac SeimCneoda iyo apelireba xvalindeli dRis SiSis, damnaSaveobis, sircxvilis grZnobebze. `Tu amas ar iyidi...“ esa da es saSineleba dagemarTeba. reklamebSi xSirad irRveoda eTikis normebi. magaliTad, Tu ar SeiZendi tualetis qaRalds, reklama gaSinebda, rom avad gaxdebodi saSineli daavadebebiT, an `Tu ginda SeinarCuno samuSao – gaiparse JiletiT~. gavrcelebuli iyo reklama, rogor dakarga samuSao axalgazrdam uxarisxo, CaCaCuli windebis gamo: `rogor SeinarCuneb samuSaos, rodesac ar SegiZlia daakavo windebi adgilze~, amitom unda SeiZino windis damWeri(ix.6.2). 30-iani wlebis SuaSi ekonomikis vardna SeCerda. ixsneboda axali supermarketebi, giganturi avtosadgomebiT. aq momxmareblebi produqtebs awyobdnen rkinis kalaTebSi, mere gamoCnda urikebi. urikis gamogoneba moxda SemTxveviT. supermarketis erT-erTma mflobelma dainaxa, rom klients navaWriT savse kalaTa bavSvis saTamaSoze daedo da ise moagorebda. man SeukveTa pirveli urikebi, romlebic male mTel qveyanas moedo. im wlebSi, yvelafris miuxedavad, mainc gamoCnda ramdenime saintereso axali stili da sareklamo kampania. magaliTad, avtomobili Plimuth-is reklama, romelic mas ise adarebda konkurent markebs Ford, Shevrollet-s, rom maT saxelebs ar miuTiTebda (ix.6.3) da aRwerda Plimuth-is upiratesobas. es reklamebi Sesrulebulia fotoJurnalistur stilSi da maTSi gamoyenebulia siuJeturi fotoebi. rZiani sasmelis “CoConut” -is gavrcelebul reklamaSi gamoTqmulia SeSfoTeba, wuxili: `vinaa damnaSave, rom bavSvi ase gamxdaria?~ da gamosavlad kokonutis rZis da comeulis xmarebas sTavazobden mSoblebs. mZime periodSi wamyvan reklamistebs ar daukargavT Rirsebis grZnoba. erTerTi wamyvani saagentos Yang&Rubicam-is damfuZnebeli Rimond Rubicam-i werda: `reklama garkveul pasuxismgeblobas gakisrebs da unda gamoiyurebode Rirseulad. me davamtkice, rom SemiZlia saqonlis gayidva amerikelebis motyue-

marketinguli komunikaciebi.

reklamis istoria

bis gareSe!~ misi saagento eyrdnoboda mecnierul gamokvlevebs, romelic man SemoqmedebiTi procesis damatebad aqcia. seriozuli gamokvlevebis pirveli didi warmomadgeneli iyo jon gelapi. gelapma daanawila reklamaSi grZeli blokebi, mokle paragrafebad, gamoiyena gamoyofili Sriftebi. man aRmoaCina publikis siyvaruli komiqsebisadmi da reklamebic komiqsebis stilSi Seqmna (ix.6.4). maTSi gauria iumoric. gelapTan erTad mniSvnelovani wvlili Seitanes reklamis ganviTarebaSi daniel starCis da nilsenis auditoriis marketingulma gamokvlevebma. maTi dakvirvebiT auditoria bulvaruli gazeTis da sensaciuri Worebis moyvaruli iyo da reklamistebs saqonlis reklamirebisas, seqsis da komiqsebis garevas urCevdnen. jorj gelapis gamokvlevebiT, respondentebis 85% yuradRebas aqcevs saTaurs. 70% kiTxulobs komiksebs; 40-50% aTvalierebs saredaqcio karikaturebs, yvelaze naklebi (%) kiTxulobs mowinave statiebs. qalebi metad kiTxuloben socialur, kulinarul da modis ganyofilebebs, xolo kacebi politikas da sports. am gamokvlevebma didad imoqmedes reklamebis teqstebis da stilis Seqmnaze. (jorj gelapis da raimond rubikamis Sesaxeb ixileT CanarTi Tavis bolos). gaWirvebis 30-ian wlebSi imata produqciis falsificirebam. amerikaSi moqmedebda mSrali kanoni – akrZaluli iyo alkoholiani sasmelebiT vaWroba. gavrcelda gangsteroba, aferistoba da momxmarebelTa interesebis dasacavad momxmarebelTa motyuebis winaaRmdeg iqmneba gaerTianebebi: arasaimedo reklamis gamosavlenad, produqciis xarisxis Sesamowmeblad da sxva. 

`radioreklamis bumi~ 30-iani wlebi iyo radios da radioreklamis bumi. radiosadgurebi mcire sadgurebidan gaerTianden qselebad. moimata radiomimRebebis raodenobam. xalxi macivris da avejis nacvlad radios yidulobda ojaxisTvis, rom axali ambebis saqmis kursSi yofiliyvnen. pirveli reklamebi radioSi iyo korporatiuli xasiaTis. 30-ian wlebSi sareklamo saagentoebma bevri radiogadacema ganaxorcieles sponsorebis reklamirebisaTvis. gamokvlevebi aCvenebdnen, rom diasaxlisebis raodenoba, romelic samzareuloSi usmenda radios dilis 10 saaTidan 16 saaTamde, ganuxrelad izrdeboda. maTTvis, 1932 wels firma Proctor&Gambl-ma Tavisi sapnis reklamisaTvis SeukveTa, musikaluri-speqtakli – radio seriali, romelic reklamis istoriaSi SemorCa `sapnis operis~ saxelwodebiT. saRamoobiT radioTi gadaicemoda dramebi, komediebi, musikaluri programebi da viqtorinebi. gansakuTrebuli popularobiT sargeblobda musikaluri `hit-paradebi~. am gadacemebis sponsorobis garda, gadaicemoda uSualod produqciis reklamebic. 1938 wels radiom reklamebis moculobiT gadaaswro Jurnal-gazeTebs.

Tavi 6.

didi ekonomikuri depresia. 1930-1940 wlebi

 1930-iani wlebis bolos evropaSi faSizmisagan da moaxlovebuli omebisagan SeSinebuli emigrantebis talRa moawyda amerikas. maT Soris bevri iyo dizaineri, mxatvari, grafikosi, mwerali, arqiteqtori, romlebmac daiwyes moRvaweoba reklamaSi da axali ideebi Semoitanes. maT Soris iyo 3 emigranti, romlebic parizis gavliT, ruseTidan moxvdnen amerikaSi. eseni iyvnen: roman de tirtofi, ahmad agRa da aleqs brodoviCi, romlebmac Jurnalebis gaformebaSi Art Deco stilis sanacvlod Semoitanes wveTis formis dizaini Drop Sheip. wveTis formis aerodinamikuli formebi gavrcelda ara marto Jurnalebis dizainSi, aramed transportzec: matareblebis, TviTmfrinavebis, manqanebis da sayofacxovrebo saqonlis formebze. maT gluvi, aerodinamikuli formebi miiRes (ix.6.5). es cvlilebebis xana iyo. gaCnda axali literaturis nimuSebi da avtorebi: jon steinbeki, erskin koldueli. gadaiRes erT-erTi yvelaze popularuli melodrama `qarwaRebulni~ vivien lis da klark geiblis monawileobiT (ix.6.6). ekranebze gamovida `frankenSteini~ – pirveli saSinelebis filmi. holivudSi swored maSin gavrcelda varskvlavTa sistema. jazma daipyro amerika da miiRo erovnuli masStabebi. popularobiT sargeblobda: diuk elingtonis, beni gudmenis, kaunt beisis big-bendebi. publikis gasarTobad tardeboda suleluri turnirebi da Sejibrebi: erT telefonis jixurSi an avtomobilSi maqsimaluri adamianebis datevaze, sxvadasxva saWmelebis WamaSi siCqaris rekordebi da sxva. 1939-40 wlis niu-iorkis msoflio gamofenaze `xvalindeli dRis msoflio~, gamoCnda televizia. kompania AT&T aCvena vaWrobis ministris herbert huveris gamosvla televiziiT. 1939 wels kompania NBC gadmosca pirveli reportaJi amerikuli fexburTis matCisa. 1941 wels am matCis finalSi “Bulova” saaTebis reklama dajda sul raRac 9 dolari. xolo 1984 wels imave matCSi Macintosh kompiuteris reklama, firma Apple-s erTi wuTi daujda 500 000 dolari. magram televiziis komerciuli mizniT gamoyenebamde, jer kidev iyo darCenili 8 weli, maT Soris meore msoflio omis wlebi.

6.1. jorj gelapi

jorj gelapi daibada 1901 wlis 18 noembers, aiovas StatSi. 1923 wels gelapma daamTavra aiovas universitetis kolejis Jurnalistikis kursi. 1925 wels gaxda fsiqologiis ostati da 1928 wels daicva sadoqtoro disertacia Jurnalistikis ganxriT. arsebobs gadmocema, romlis mixedviTac gelapma ukve universitetSi yofnisas Caatara pirveli sociologiuri gamokvleva. kolejis studentebs unda aerCiaT kursze yvelaze lamazi gogona. am gamokvlevas xelmZRvanelobda gelapi. konkursSi gaimarjva ofelia milerma, gazeTis redaqtoris qaliSvilma. swored am qaliSvilze daqorwinda gelapi 1925 wels. gelapma

marketinguli komunikaciebi.

reklamis istoria

miiRo Jurnalistikis profesoris wodeba. pedagogobis paralelurad gelapi ganagrZobda kvleviT samuSaoebs. 1930 wels erT-erT gazeTSi gamoqveynda misi statia mkiTxvelTa auditoriis gamokvlevis Sesaxeb. am statiam miipyro udidesi sareklamo saagentos xelmZRvanelis, raimond rubikamis yuradReba, romelic dainteresebuli iyo momxmarebelTa auditoriis gamokvleviT. rubikamma miiwvia axalgazrda mkvlevari saagentoSi. misTvis Seqmna sareklamo biznesSi pirveli, auditoriis kvlevis ganyofileba. gelaps gamoqveynebuli hqonda agreTve aiovas Statis gazeTebis auditoriis gamokvlevis Sedegebi, sadac miiRo ucnauri Sedegi. gairkva, rom am Statis mkiTxvelebis 85% akvirdeba naxatebs, 70% komiqsebs, xolo Sinaarss daaxloebiT 35% aqcevda yuradRebas. gelapis am gamokvlevebis Semdeg reklamistebma daiwyes reklamebis Seqmna komiqsebis stilSi. gelapis wyalobiT, rubikamis sareklamo saagentom daimkvidra originaluri, yuradRebis mimqcevi reklamebis Semqmneli, prestiJuli saagentos reputacia, romelic reklamebis Seqmnisas eyrdnoboda profesiul gamokvlevebs. 30-ian wlebSi, amerikaSi depresiis wlebis miuxedavad, Rubicam-is saagentos Semosavlebi ganuxrelad izrdeboda. magaliTad, 1927 wels misi Semosavali iyo 6 milioni, 1935 wels – 12 milioni, xolo 1937 wels “Yang&Rubicam”-is Semosavlebma miaRwies 22 milion dolars. gelapis TqmiT, rubikami gelaps srul Tavisuflebas aZlevda kvlevebSi da Zalian iyo dainteresebuli misi gamokvlevebis SedegebiT. gelapma rubikamis xelmZRvanelobiT ganaxorciela bevri siaxle reklamis efeqturobis amaRlebisaTvis: teqstis efeqturi struqturis Sedgena, momcro saTaurebis, iumoris, sxvadasxva Sriftebis gamoyeneba da sxva. gelapma danerga agreTve reklamis damaxsovrebis kvleva, romelsac igi telefonis meSveobiT axorcielebda. 1948 wels man klod robinsonTan erTad gaxsna sakuTari sakvlevi firma “Gelup&Robinson Incorp”. gelapis mier Catarebulia uamravi gamokvleva, romlebic marketologebis da reklamis specialistebis amosavali wertilia auditoriis SeswavlaSi da dResac safuZvlad udevs nebismier seriozul sareklamo kampanias. gelapi 1932 wlidan atarebda prezidentis arCevnebisas sociologiur gamokvlevebs, romelic gagrZelda 1935 wels, amerikis sazogadoebrivi azris kvlevis institutis daarsebis Semdegac. am organizacias 1958 wels ewoda gelapis instituti. gelapis mier Catarebuli saprezidento arCevnebis prognozireba xdeboda amerikis sxvadasxva StatebSi winaswar SerCeuli auditoriisaTvis kiTxvarebis darigebis gziT. gamokiTxvis Sedegebi yovelTvis axlos iyo realurTan.

Tavi 6.

6.1.

jorj gelapi

gamokiTxulTa raodenoba 1400 dan 3000 aRwevda, rac sakmarisi iyo amerikis mTeli mosaxleobis azris gasagebad. man 1936 wels gelapma iwinaswarmrtyvela franklin ruzveltis gamarjveba, sxva kvleviTi organizaciebis sawinaaRmdegod, ramac mas didi popularoba moutana. mxolod erTxel Sescda gelapi 5%-iT, swored ver gaTvala trumenis gamarjveba 1948 wels, risTvisac mas mTeli amerikis presa daesxa Tavs. am marcxis Semdeg gelapma gaaanaliza daSvebuli Secdoma, Secvala kvlevis meTodika, gadavida albaTuri amonakrebis meTodze. mas Semdeg amerikelebma 13jer airCies prezidenti da yvela SemTxvevaSi gelapis institutis Sedegebi gamarTlda. 1939 wels gaixsna auditoriis Seswavlis instituti, romelic holivudis dakveTiT akeTebda axali filmebis Seqmnis analizs: saTauris SerCevas, filmis pozicionirebas, msaxiobTa SerCevis siswores da, rac mTavaria, ikvlevda eqneba Tu ara warmateba am msaxiobebs da am films mayureblebSi. 7 wlis ganmavlobaSi am institutSi testireba gaukeTda 5000 films da maTgan mxolod 900 gamovida ekranze. yuradsaRebia erTi cnobili SemTxveva, me-20 saukunis erT-erTi saukeTeso filmis `qarwaRebulebis~ Sesaxeb (ix.6.6), romelic filmis avtorebs gadawyvetili hqondaT warmoeCinaT, rogorc filmi omis Sesaxeb. swored gelapis gamokvlevebiT gakeTda reklamaSi aqcenti melodramasa da siyvarulis istoriaze, ramac films arnaxuli Semosavali moutana da mravali weli veravin gadaaswro popularobiT. gelapma 10 wlis eqsperimentis Semdeg danerga filmis testirebis eleqtronuli meTodi, romelic saSualebas iZleoda obieqturad gazomiliyo mayurebelTa interesi filmis sxvadasxva epizodebis yurebisas. auditoriis Seswavlis institutSi -ian wlebSi gelapis marjvena xeli iyo damwyebi reklamisti, SemdgomSi reklamis klasikosi, reklamis `hurud~ wodebuli devid oâ&#x20AC;&#x2122;hilvi, romelic mTeli cxovreba emadliereboda beds, rom misi pirveli nabijebisas reklamaSi Sexvda iseT profesionals, rogoric iyo jorj gelapi. jorj horas gelapi gardaicvala 1984 wels SveicariaSi, 83 wlis asakSi.

6.2

raimond rubikami

raimond rubikami daibada niu iorkSi 1892 wels. rubikami 5 wlisa iyo, mama rom gardaecvala da adre mouwia saarsebo wyaros Zieba damoukideblad. 8 wlis asakSi igi gaitaca prozam da ohenris gavleniT daiwyo mokle moTxrobebis wera. amerikelebis cxovrebis ukeT Seswavlis mizniT man daiwyo mogzauroba amerikaSi, Tan fulis saSovnelad bevr sxvadasxva samuSaos asrulebda. 23 wlis asakSi colis moyvana gadawyvita, magram siRaribis gamo es ver SeZlo da daiwyo avtomobilebis maklerad muSaoba, sadac pirvelad mouxda reklamasTan Sexeba. rubikami mixvda, rom reklamas SeeZlo misi materialuri da mwerluri ambiciebis dakmayofileba. 1916 wels, qorwinebis mere, miakiTxa uilis armstron-

marketinguli komunikaciebi.

reklamis istoria

gis sareklamo saagentos. rogorc rubikami ixsenebs, 9 dRis ganmavlobaSi igi yovel dilas imediT midioda miRebaze armstrongTan, magram misi mouclelobis gamo, uwevda vestibulSi lodini, magar skamze. mecxre dRes aivso rubikamis moTminebis fiala da man miwera uxeSi werili armstrongs, sadac gamoTqvamda ukmayofilebas misi momavali TanamSromlebisadmi uyuradRebobis gamo. armstrongma waikiTxa werili da gabrazebuli gamovarda gareT, daetaka rubikams da miaZaxa: `Seni dawerili reklamebi arafrad ar varga, magram am werilSi aris raRac saintereso~. cota xanSi rubikami miiRes saagentoSi teqstebis Semdgenlad. armstrongi samsaxurSi tirani iyo da sastikad eqceoda TanamSromlebs. maT ar hqondaT ufleba erTmaneTTan saubris, telefoniT sargeblobis da sxva. aq rubikamma 3 weli gaZlo da daaskvna, rom sareklamo saagentos formula unda yofiliyo armstrongis saagentoSi gamefebuli wesrigis pirdapir sawinaaRmdego. rubikams undoda J.W.Tompson-is saagentoSi muSaobis dawyeba, magram misTvis es ocneba miuRweveli aRmoCnda, amitomac daiwyo muSaoba filadelfiis saagentoSi, “Aier&Son”-Si. am saagentoSi armstrongis sawinaaRmdego principebi moqmedebden da aq muSaoba rubikamisTvis ganvlil wlebTan SedarebiT samoTxe iyo. saagentoSi sufevda megobruli, kolegialuri SemoqmedebiTi atmosfero. aq gaifurCqna rubikamis niWi da man Seqmna ramdenime reklama, romelic Sevida reklamis istoriaSi. 

steinueis reklama erT-erTi maTgani iyo musikaluri instrumentis `steinueis~ fortepianos reklama (ix.6.7) sloganiT – `ukvdavTa instrumenti~. pirveli reklamebi, romelmac mniSvnelovnad gazarda moTxovnileba am instrumentze da, Sesabamisad, gazarda sareklamo biujetic, Sesrulebuli iyo mak-manusis atmosferuli reklamis stilSi da aRwerda, rom am instrumentiT sargeblobda yvela gamoCenili pianisti msoflioSi. reklamam imuSava 25 weli. momdevno wlebSi mis reklamebSi gaCnden simpaTiuri qalebi da mdidruli interieri. saintereso iyo farmacevtuli firmis reklamac, romlisTvisac rubikamma moigona slogani: `TiToeuli produqtis fasdaudebeli ingredientia, misi mwarmoeblis sindisi da sisufTave~. es fraza mravali weli Cndeboda am farmaceptuli firmis “Scuib”-is yvela produqtze.

Tavi 6.

6.2.

raimond rubikami

 “Yang&Rubicam” Aier-is gardacvalebis Semdeg rubikami, mis megobarTan jeims iangTan erTad 5000 dolaris kapitaliT, filadelfiaSi xsnis sakuTar saagentos “Yang&Rubicam”. pirvel xanebSi rubikamis saagentos mxolod mcire sawarmoebis dakveTebi hqonda. saagentos mepatroneebi daxelovnebuli iyvnen sareklamo teqstebis SedgenaSi, xolo mxatvruli mxare moikoWlebda. rodesac es problema SesamCnevi gaxda, rubikamma moiwvia samuSaod amerikaSi yvelaze cnobili samxatvro redaqtori von flaneri da im dRidan rubikamis sareklamo saagento gaxda gemovnebis etaloni amerikaSi. mas Semdeg daiwyo msxvili damkveTebis daintereseba rubikamis saagentoTi. erT-erTi damkveTis, “General Food”-is winadadebiT, rubikamis saagento gadadis niu-iorkSi medison avenius 285-Si, erT-erT caTambjenis me-9 sarTulze. dRes mTlianad es 26-sarTuliani Senoba rubikamis saagentos kuTvnilebaa. niu-iorkSi gadmosvlis Semdeg SesamCnevad imata rubikamis klientebmac. reklamis klasikad iqca Rubicam-is bordenis Sededebuli rZis sareklamo kampania, misi mTavari gmiri Zroxa elsiT, romelic Seiyvara momxmarebelma misi saxliT, ojaxiT, naTesavebiT, qveyanaSi gastrolebiT da mravalwliani kampaniiT (ix.6.8). Sedevri iyo rubikamis mier Seqmnili viski “Four Roses”-is reklama, romelic mSrali kanonis gauqmebis mere gamovida. yinulSi Cayinuli oTxi vardiT da gavrcelebuli sloganiT: `gamyinavi idea!~ (ix.6.9). es reklama 15 welze meti ibeWdeboda JurnalebSi zafxulobiT da didi warmatebiT sargeblobda. warmatebuli iyo agreTve mamakacis perangebis àrous~ sareklamo kampania, romlis mTavari gmiri hormsi gardacvalebis Semdeg cxenad gadaiqca. gardaicvala igi imitom, rom Zlier uWerda perangis sayelo, amitom urCevda mamakacebs eyidaT àrous~ perangebi (ix.6.10). rubikamma Taviseburi menejmenti daamyara mis saagentoSi. igi ar dasdevda xelovan TanamSromlebs da ar uTvlida maT samuSao wuTebs. misTvis mTavari iyo Sedegi. sxva TanamSromlebTan davaSi rubikami yovelTvis SemoqmedebiTi TanamSromlis mxareze iyo. igi ukrZalavda ufros redaqtorebs daqvemdebarebuli avtorebis teqstebis Sesworebas. igi aiZulebda gamoeZaxaT isini da megobrul saubarSi Tavad gaesworebinaT namuSevari, raTa ar dakarguliyo maTi avtoroba. xelovnebis muSakebTan aseTi delikaturi damokidebulebis Sedegad, rubikamis saagento xelovanTa meqad gadaiqca. ìndividualuroba aris reklamis arsi. erTi da igive stili ar SeiZleba gamoviyenoT sxvadasxva produqtebis reklamirebisas~. rubikami pioneri iyo sareklamo biznesSi bevri siaxlis danergvis saqmeSi. rubikamma SemoiRo mogebis ganawileba da bonusebis sistema TanamSromlebisaTvis. 1932 wels man moiwvia jorj gelapi, rogorc ukve iTqva, reklamis industriaSi pirveli kvleviTi ganyofilebis xelmZRvanelad. am ganyofilebis funqciebSi Sedioda gamokvlevebi da reklamis strategiis SemuSaveba.

marketinguli komunikaciebi.

reklamis istoria

1950 wels rubikamma pirvelma gadaiRo feradi sareklamo rgoli, manve pirvelma gamoiyena faruli kamera. am saagentom pirvelma SeTavaza klientebs dRis serialebis sponsoroba da sxva. rubikamis saagento didi popularobiT sargeblobda rogorc damkveTebSi, ise sareklamo dargis profesionalebs Soris. rogorc reklamis erT-erTi udidesi profesionali devid oâ&#x20AC;&#x2122;hilvi ixsenebs: `me vocnebobdi Yang&Rubicam-is saagentoSi muSaobis dawyebaze, magram imdenad didi iyo Cemi mowiweba maT mimarT, rom ver Sevbede mimemarTa TxovniT samuSaos Sesaxeb. is ki erTaderTi saagento iyo, sadac me mindoda muSaoba. iZulebuli gavxdi TviTon gamexsna sakuTari saagento. da asec moviqeci~. 1944 wels, 52 wlis asakSi rubikami gadadga saagentos xelmZRvanelobidan. darCenili wlebi man gaatara uZravi qonebis SeZeniT da vaWrobiT. muSaobda konsultantad reklamaSi kempbelis kompaniaSi. raimond rubikami gardaicvala 1978 wels 85 wlis asakSi. misi sikvdilis Semdeg Yang&Rubicam-is yofili prezidenti aleqs kroli werda: `rubikami mwared gvexumra Cven yvelas. man ar dagvitova Tavisi sareklamo wesebis nusxa. erTaderTi, rac man dagvitova anderZad, iyo mokle fraza: `SeewinaaRmdegeT Cveulebrivs~ da esaa gamowveva Cvens mimarT. yvela mis mimdevars damoukideblad mouwevs gaSifros, Tu ras niSnavs sityvebi `SewinaaRmdegeba~ da `Cveulebrivi~. rubikamis brZnuli azrebidan yvelaze mniSvnelovnad SeiZleba miviCnioT zemoT moyvanili misi naTqvami: `me davamtkice, rom saqoneli SesaZloa gavyidoT ise, rom ar gavabriyvoT amerikelebi~.

Tavi 6 . d a n a r T i

Tavi

7 meore msoflio omi da anazRaurebis epoqa

1940-1950-iani wlebi

evropaSi gaCaRda meore msoflio omi. amerika kvlav moSorebuli iyo uSualod saomar qmedebebs, magram igic seriozulad iqna Cabmuli omSi. prezidenti franklin ruzvelti, romelic erTaderTia amerikis istoriaSi, vinc mesame vadiT airCies, Tavdapirvelad kongresis zewoliT inarCunebda omSi Caurevlobis politikas, magram aSkarad TanaugrZnobda mokavSireebs. misma SemuSavebulma `lend-lizis~- evropis materialuri daxmarebis programam, didi daxmareba gauwia mokavSireebs faSistebTan omSi(ix.fotoze: ruzvelti xels awers lend-lizis programas). rodesac 1941 wlis dekemberSi iaponia Tavs daesxa amerikelebis sazRvao bazas, pirlharbors, gaanadgura yureSi mdgomi floti da aviaciis mniSvnelovani nawili, amerikac iZulebuli gaxda Cabmuliyo msoflio omSi. swored aq gamoCnda amerikis siZliere. franklin ruzveltis mier SemuSavebuli programiT mobilizacia gaukeTda arnaxul Tanxebs samxedro mrewvelobisaTvis. saxelmwifo gadavida samxedro reJimze. amerikis SeiaraRebul ZalebSi mobilizebuli iyo 15 milioni jariskaci. 1942 wlis noemberSi amerikis jarebi gadasxdnen Crdilo afrikis kontinentze. maT britanelebTan erTad gandevnes germania-italiis jarebi afrikis CrdiloeTidan da xmelTaSua zRvis teritoriebidan. 1943 wels ki mekavSireebma gaxsnes meore fronti evropis kontinentze, riTac bevrad gauadviles mdgomareoba rusebs aRmosavleT frontze da daaCqares germaniis saboloo kapitulacia. kvlav amoqmedda pirveli msoflio omis dros Seqmnili samxedro sareklamo sabWo. gaizarda samuSao saaTebi. mimdinareobda sareklamo kampania ekonomiaze, momWirneobaze (ix.7.1). kvlav gamouSves obligaciebi. mosaxleobam daiwyo rezinis, qaRaldis Segroveba. sakvebi produqtebi talonebze rigdeboda.

Tavi 7.

meore msoflio omi da anazRaurebis epoqa. 1940-1950-iani wlebi

sareklamo kampania mouwodebda mosaxleobas obligaciebis SeZenisaken, sisxlis Cabarebisaken, frontze gasagzavni bostneulis sawarmoeblad, baRCebis gaSenebasa da movla-patronobisaken. samxedro sareklamo sabWom Caatara sareklamo kampania sloganiT `We can do it”, “Do his work” (`Cven es SegviZlia~, `daasrule misi datovebuli samuSao~) (ix.7.2), romelic mouwodebda qalebs SeesrulebiaT samuSao qmrebis magivrad. reklama aRvivebda patriotizmis, urTierTdaxmarebis, pativiscemis grZnobas. mrewvelobasac Tavisi wvlili Sehqonda saomar ekonomikaSi. fordma aiTvisa axali masalebi: foladi, plastmasi. yvela saavtomobilo kompania gadaerTo TviTmfrinavebis, satvirTo manqanebis, tankebis da gemebis warmoebaze. amerikis yvela wamyvani firma ufasod eweoda patriotul sareklamo kampanias. rkinigzis kompaniam daafinansa erT-erTi gavrcelebuli sareklamo kampania – `axalgazrda me-4 Taroze~, romlis gmiri, matareblis kupes me-4 Taroze miemgzavreboda jarSi. benzinis ekonomiis mizniT, xalxi velosipediT mgzavrobda, am mizniT moimata Roadmaster velosipedebis warmoebam. koka-kolas firmam qarxnebi gaxsna saomari adgilebis siaxloves da jariskacebisaTvis simbolur fasad yidda sasmels. omis Temas yvela samrewvelo firma exmaureboda patriotuli SemarTebis reklamebiT (ix.7.3). omTan dakavSirebiT Seicvala modac. qsovilis ekonomiis mizniT mamakacebis grZelbortiani kostumebi Seicvala erTbortianiT. qalis gaSlili kabebis magivrad, modaSi Semovida Semotkecili, mokle kabebi (ix.7.4). axlad Semosuli qalis neilonis windebi Tavdapirvelad iyo SoviT. omis periodSi neilonis ekonomiis mizniT Semcirda sayofacxovrebo miznebisaTvis misi gamoyeneba da modas rom ar CamorCenodnen, qalebi qimiuri fanqriT, SiSvel fexze Sav Sovs ixatavdnen. saintereso aqcia Caatara firma ‘Lucky Strike”-ma. sigaretebis kolofebis mwvane feri, romelSiac eria frontisaTvis saWiro kobaltis fxvnili, Secvala wiTeli feriT da kolofis dizainma miiRo dRevandeli saxe (ix.7.5). sareklamo mimarTvaSi miuTiTebden: `mwvaneebi wavidnen frontze~. amasTan, kviraSi erT kolof sigarets, ufasod urigebden jariskacebs. sxva sawarmoebic gamococxlden da bevri maTgani welSi gasworda, swored frontisaTvis saWiro SekveTebis wyalobiT. rogorc bevri mkvlevari aRniSnavs, amerikaSi depresiis damTavrebas xeli Seuwyo ara ruzveltis `axali kursi~-s programam, aramed meore msoflio omma. 

omisSemdgomi periodi 1945 - 1965 ww. omis damTavrebis Semdeg evropa da amerika sul sxvadasxva problemebis winaSe dadga. evropis umetesi nawili dangreuli da gapartaxebuli iyo da saWiroebda aRdgenas. xolo amerikaSi jaridan dabrunda bevri amerikeli. maT samuSao da dasaxleba sWirdeboda. mrewveloba dRiTi dRe viTardeboda. matulobda samuSao adgilebis raodenoba. mSvidobas da produqtebs monatrebuli momxmarebeli

marketinguli komunikaciebi.

reklamis istoria

eca maRaziebs. nel-nela matulobda amerikelebis Semosavali. daiwyo binaTmSeneblobis bumi. Sendeboda avtostradebi. sul ufro metad ipyrobda bazars samomxmareblo saqoneli. omis ekonomika-swrafad Seicvala mSvidobian ekonomikad. gaCnda axali masala – tefloni, wamlebi – penicilini, antibiotikebi. 1945-53 wlebs amerikis istoriaSi ewoda ànazRaurebis epoqa~. gauqmda talonebi, brundebodnen jariskacebi. mimdinareobda saxelmwifo sareklamo kampania – `davabrunoT biWebi~. saxelmwifo xels uwyobda maT sesxebis aRebaSi, dasaxlebaSi. naomari biWebi, farTod gavrcelebuli mravalwliani ganvadebiT yidulobdnen binebs, avtomobilebs, saojaxo nivTebs, teqnikas. am periodSi amerikis mrewveloba da ekonomika arnaxul ayvavebas ganicdida. 1954 wlisaTvis omis Semdgomi bumi cotaTi Cacxra da gaCnda wuxili imisa, rom es bumi male damTavrdeba. mewarmeebma daiwyes gzebis Zieba, Tu rogor gaezardaT moTxovna maT produqciaze. 50-iani wlebis bolos momxmarebelTa Soris gamoCnda axali tipis momxmarebeli – `Bebyboomer”-ebi. Taoba, romelic omis Semdeg, mSvidobiani ayvavebis periodSi daibada, romelmac gaWirveba ar icoda da sakuTari SromiT naSovni sakmao Tanxebi gaaCnda. es maT saSualebas aZlevda ara marto pirveladi moTxovnilebebi daekmayofilebinaT, aramed siamovnebasa da garTobazec efiqraT. ojaxebSi gaCenilma Warbma Semosavalma SesaZlebeli gaxada fufunebis sagnebis SeZena. binaTmSenebloba erTgvar modadac iqca: sakuTari kotejebi, karmidamo, sacxovreblad qalaqgareT gadasvla da avtobaniT samsaxurSi siaruli, farTod damkvidrda cxovrebaSi. yvela am procesis stimulirebas axdenda reklama. magaliTad, ase ukeTdeboda reklama erT-erT qalaqgare satelitis mSeneblobas: àq iwyeba Svebuleba, romelic mTeli cxovreba grZeldeba~. bevri amerikelisaTvis Cveulebad iqca ganvadeba, kreditebi, adgilidan adgilze gadasvla. 1945-1960 wlebSi kaliforniis mosaxleoba gaizarda 140%-iT. Sesabamisad, mrewvelobac gadaerTo fufunebis sagnebze moTxovnilebis dakmayofilebaze: neilonis windebi, aerozolis balonebi, plastmasis tara da aveji, sabeWdi da saTvleli teqnika, macivrebi, tansacmlis da WurWlis sarecxi manqanebi da mravali sxva saqoneli. am saqonels Tan axlda mZlavri sareklamo mxardaWera (ix.7.6). 50-iani wlebis Sua xanebSi imisaTvis, rom ar amowuruliyo moTxovnileba maT saqonelze da ar dawyebuliyo `sasaqonlo SimSili~, imata Zvelma abezarma, akviatebuli stiliT Seqmnilma reklamebma. samagaliTo gaxda sareklamo mimarTva – àr CamorCe jonsebs~, raTa momxmarebels eyida meore manqana, meore macivari, televizori da sxva saojaxo nivTebi. 1950 wels pirvelad gamoCnda plastikuri sakredito baraTebi `Diner’s Club”, romelic Tavdapirvelad saqonlis SeRavaTiani SeZenis saSualebas iZleoda 28 savaWro obieqtze. 1958 wels ki gamoCnda Àmerican Express”-is baraTebi, romlis momxmareblebis raodenobam swrafad miaRwia 500 000. am baraTebiT 10% naRdi Tanxis SetaniT da Semdeg 10 dolaris gadaxdiT TveSi, ganvadebiT SegeZlo nebismieri saqonlis SeZena.

Tavi 7.

meore msoflio omi da anazRaurebis epoqa. 1940-1950-iani wlebi

saqonlis xelmeore SeZenas stimulirebda produqciis gaumjobeseba da srulyofa. meore elementi iyo mewarmeebis mier mofiqrebuli e.w. `dagegmili daZveleba~, romelic apelirebda mosaxleobis Tavmoyvareobaze, modaze. teqnikis SeZenis mastimulirebeli gaxda produqciis sxvadasxva ferebis modelebis gamoSveba. magaliTad, daiwyo avtomobilebis damzadeba individualuri SekveTebiT, salonis sxvadasxva masalebiT gawyobiT, korpusis nebismieri feriT SeRebviT. manqanebis mewarmeebs mibaZes macivrebis, sarecxi manqanebis da sxva teqnikis mwarmoeblebma. im dros, yvelaze gavrcelebuli macivrebis firma Vestinghaus–i 50 feris macivars uSvebda: `airCieT is feri, romelic ufro mouxdeba Tqvens samzareulos!~ yvela saojaxo teqnikis reklama ZiriTadad mimarTuli iyo samzareulos dedoflis – diasaxlisebisken (ix.7.7).  icvleboda amerikelebis sakvebic. Tavidan amerikelebi Znelad eguebodnen gayinul sakvebs, radganac Zneli iyo misi galRoba. 1952 wels firma `Swanson”-ma gamouSva metalis Txel langar-TefSebze dawyobili `sadili-televizoris win~, sadac iyo gasacxelebeli kerZi da garniri, romelic quraze male cxeldeboda. am siaxlem male moipova popularoba da farTod gavrcelda `Swanson TV Dinners”-is saxelwodebiT(ix.7.8). General Motors is menejeri, Harly Earl romelic Cadillac-is reklamirebiT iyo dainteresebuli acxadebda: `Cveni mizania davaCqaroT avtomobilebis daZveleba. Tu ki 1934 wels manqana 5 welSi Zveldeboda, 1940 wels – 2 weliwadSi, Cven unda daviyvanoT manqanis daZveleba 1 wlamde~. mas imdroindeli TviTmfrinavebis da raketebis stabilizatorebis formam ukarnaxa avtomobilis dizaini(ix.7.9), romelmac imoqmeda mTlianad 50-iani wlebis avtomobilebis esTetikaze. stabilizatorebi, maSuqebi, panoramuli SuSebi, heraldikuri emblemebi axali dizainiT keTdeboda. aseve axali dizainiT Sendeboda saxlebi, aveji da sxva. sawvavis biznesi erT-erTi warmatebuli biznesi iyo. aqac eZebdnen maTi gamyidvelebi erTmaneTisgan gansxvavebuli Tvisebebis gamokveTas konkurentebidan gamosarCevad (pozicionirebas. ase: Shell-is benzini ar anagvianebs sanTlebs; Mobil–maRalenergetikuli benzinia; Sincler – icavs Zravs Jangisagan, ase axdendnen pozicionirebas bazarze benziniT movaWreebi. meore msoflio omis bolos xirosimaSi atomuri bombis afeTqebam msoflios auwya axali atomuri xanis dawyeba (ix7.10). omis Semdgom periodSi gaizarda saerTaSoriso dapirispireba dasavleTsa da komunistur sabWoTa kavSirs Soris, romelic civ omSi gadaizarda. amerikelebi ufrTxildebodnen maT qveyanaSi dawyebul aRmavlobas da eSinodaT sabWoTa kavSiris mxridan diversiebisa, amitom maT yvelgan jaSuSebi da eSmakebi elandebodaT. eSmakebze nadirobis saxeliT, Catarda ramdenime saCvenebeli sasamarTlo procesi romelic ZiriTadad amerikelebis gamofxizlebisken da sabWoTa safrTxiT daSinebisken iyo mimarTuli. 60-iani wlebisaTvis am SiSma imata da daiwyo gaZlierebuli SeiaraReba. amas xels

100

marketinguli komunikaciebi.

reklamis istoria

uwyobda samxedro kompleqsis interesebic, romlebmac omis dros federaluri SekveTebiT didi fuli iSoves. axlovdeboda Tanamgzavris gaSvebis xana – kosmiuri eris dawyeba (ix.7.11). samxedro danaxarjebis zrdam mSvidobian periodSi gaaCina axali samuSao adgilebi. amerikelebis Semosavlebi izrdeboda. farTod reklamirdeboda amerikis cxovrebis tradiciuli stili: mama msaxurobs, deda ojaxs Sewiruli diasaxlisi, bavSvebi skolaSi mosiarule, damjeri, mSoblebis moyvarulebi arian, erTgvari amerikuli idilia (ix.7.12) da reklamac xazs usvamda cxovrebis am wess. amerikuli cxovrebis stilis reklamas emsaxureboda agreTve kino, televizia da literaturac. 50-ian wlebSi reklamaSi modaSi Semovida fsiqologiuri gamokvlevebi, kerZod, momxmarebelTa motivaciis Seswavla. Seiswavles ra adamianebis realuri survilebi da motivacia, isini daiyvanes or ZiriTad klasamde – seqssa da usafrTxoebamde. reklamis specialistebmac, am SedegebiT SeiaraRebulebma, daiwyes maTi saqonlisaTvis fsiqologiuri mimzidvelobis Tvisebebis Zebna. magaliTisaTvis – am motiviT Seiqmna sigareti `qemelis~ reklama, sadac amtkicebdnen sigaretis mowevis sargeblianobas - `siamovneba aumjobesebs TviTSegnebas~ da eqim fsiqologebis daskvnebs iSveliebden. reklamebSi yuradReba eqceoda produqtebis im Taviseburebebs, romlebic iwvevden sazogadoebis mowonebas, fufunebas da warmatebas. amis magaliTebi iyo devid ohilvis – calTvala aristokrati-mamakacis `hataueis~ perangebis reklama, leo barnetis aRmoCena – `marlboros~ kovbois gmirebis saxiT (ix.Tavi 8). 50-ian wlebSi reklamaSi gamoCnda, aseve, seqsualuri motivebi. qalis tansacmlis da qsovilebis firma Springmaid, qalis lifebis Meidenform-is reklamaSi iyenebda naxevrad gaxdil qalebs, romlebTac welzeviT marto Meidenform-is lifebi ecvaT. reklamebis seria iwyeboda fraziT – `me mesizmra...~. `me mesizmra, rom Cemi lifiT me konsuli vegone~, `me mesizmra, rom Cemi lifiT me gavaCere matarebeli~(ix.7.13). motivaciis SeswavliT reklamis avtorebma daadgines, Tu ratom ar sargeblobda zogierTi saqoneli myidvelis mowonebiT. maT ricxvSi iyo xsnadi yava, romelic marTalia advili dasamzadebeli iyo, magram rogorc gamoirkva igi asociirdeboda cud, zarmac maspinZelTan. Nescafe-m gamoaswora es warmodgena sareklamo mimarTviT: `yava. sufTaa mTeli 100%-iT. SegiZliaT siamayiT miarTvaT Tqven stumars~. aseTive mcdari Sexeduleba hqondaT amerikelebs erTjerad Caize, romelic aRiqmeboda Raribebis da avadmyofebis sasmelad. sareklamo mimarTvam – `Cai maZlevs Zalas, jamnrTelobas da energias~ – male Secvala es azri. aseve cudad iyideboda fxvnilebi namcxvrebis dasamzadeblad. rogorc gamokvlevebma aCvenes – cxoba qalisaTvis iyo SemoqmedebiTi procesi, asociirebuli dabadebasTan. mza fxvnilis ubralod wyalSi gaxsniT, qalebs Tavi, cud diasaxlisad miaCndaT. reklamis damamzadeblebma Secvales sareklamo mimarTva da TandarTuli instruqciebi, raTa gaezardaT qalis Tanamonawileoba cxobis procesSi da SeetanaT Semoqmedebis elementebi. `Tqveni gemovnebiT daamateT

Tavi 7.

meore msoflio omi da anazRaurebis epoqa. 1940-1950-iani wlebi

101

kvercxi~, `survilisamebr daumateT rZe~ da sxva amgvari rCevebi sakmarisi iyo, rom myidvelTa ricxvi mniSvnelovnad gazrdiliyo.  sayovelTaod cnobilia, qalis Tmis saRebavis `Clariol~-is sareklamo kampania. misi avtori iyo Sirli polikovi. im droisaTvis sircxvilad iTvleboda Tmebis SeRebva da qalebis mxolod 7% aRiarebda amas. gavrcelebuli iyo azri, rom Tmebs iRebaven mxolod msaxiobebi da saeWvo profesiis qalebi. sareklamo kampaniaze muSaobisas, polikovs gaaxsenda 20 wlis winandeli ambavi Tavisi cxovrebidan, rodesac igi qmarma warudgina dedamTils. dedamTilma Cumad hkiTxa Svils, hqonda Tu ara mis cols Tmebi SeRebili? qmarma amis Sesaxeb araferi icoda da mogvianebiT cols hkiTxa mas: aqvs Tu ara?(Tmebi SeRebili). am mogonebam Seaqmnevia Sirli polikovs erT-erTi cnobili sareklamo kampania, deviziT: `ho Tu ara?~ da pasuxi iyo: `mis Tmebs iseTi bunebrivi feri aqvs, rom es mxolod misma dalaqma Tu icis~ (ix.7.14). aman qalebze didad imoqmeda da 6 wlis ganmavlobaSi `klariolis~ gayidvebma 600%-iT moimata.  atomurma eram, Tanamgzavrebma, gavlena iqonies dizainzec da modazec. Tanamgzavrebi gaCndnen qsovilebze, avejze. qsovilebi moxatuli iyo ujredebiani da wertilovani feradi naxatebiT Jackson Pollak da Miro stilSi(ix.7.15). am stiliT formdeboda skamebi, sawolebi, fardebi, interieri. mosaxleobis mzardi moTxovnilebis dasakma-yofileblad saxlebis da saojaxo avejis konstruirebisaTvis, gaCnda bevri `maRazia ojaxisaTvis~, sadac iyideboda asawyobi aveji. am wlebSi daiwyo omi kinosa da televizias Soris, romelic aTwleulis bolos televiziis gamarjvebiT damTavrda. pirveli regularuli satelevizio gadacemebi daiwyo 1949 wels. Tavdapirvelad, radios msgavsad televizia finansdeboda sasponsoro gadacemebis wyalobiT, magram televiziis, rogorc industriis ganviTareba ise male moxda, rom 1954 wlisaTvis igi gaxda wamyvani media saSualeba sareklamo biznesSi. Tu ki 1946 wels amerikaSi iyo mxolod 10 000 televizori, 1960 wels amerikelTa yvela ojaxSi idga televizori da bevr maTganSi oric ki.  televiziasan omSi, kino iZulebuli Seiqmna didbiujetian filmebis warmoebaze wasuliyo da gadaRebul iqna filmebi: `kleopatra~, `ben huri~ (ix.7.16) romlis gadaRebazec milionebi daixarja, magram farTomasStabiani reklamis saSualebiT, mainc SeZles danaxarjebis amoReba da mogebis miReba. grZeldeboda amerikelebisaTvis Cveuli axalgazrduli absurduli gasarTobi konkursebi – Sejibreba-viqtorinebi. magaliTad: tardeboda Sejibri ramdeni kaci daeteva erT loginze, vin ramden cocxal Tevzs SeWams, vin Sors gadaafurTxebs da sxva.

102

marketinguli komunikaciebi.

reklamis istoria



`bebibumerebis~ Taoba `bebibumerebi~ wamoizardnen, maT gauCndaT survili gansxvavebulebi yofiliyvnen da SemoiRes Tavisi kanonebi modaSi. gogonebi protestis niSnad feradad iRebavdnen Tmebs, atarebdnen mokle kabebs da ferad-ferad windebs. biWebi mokled ikreWdnen Tmas `zRarbis~ stilSi da atarebdnen tyavis qurTukebs. mrewvelobac cdilobda daekmayofilebina axalgazrdebis moTxovnilebebi. reklamebic mimarTuli da Sesrulebuli iyo maTi gemovnebis mixedviT, yuradRebis misapyrobad. 50-ian wlebSi amerikas gadauara jer bugi-vugis, Semdeg rok-en-rolis revoluciam. 1952 wels axalgazrdobis kerpebi iyvnen Cak beri, bil heili. xolo 1956 wels gamoCnda megavarskvlavi elvis presli (ix.7.17), romelmac mTeli msoflios axalgazrdebze iqonia gavlena. am tendenciebs swavlobdnen da akvirdebodnen amerikeli reklamistebi, romlebic ukve ganviTarebuli marketinguli gamokvlevebis meSveobiT, grZnobden cxovrebis pulss da sareklamo kampaniebs maT Sesabamisad warmarTavdnen. mewarmeebi uSvebdnen `bebi-bumerebis~ moTxovnis tansacmels, windebs, teqnikas, manqanebs, TandaTan modaSi Semosul motociklebs, (ix.7.18) axalgazrdul sasmelebs koka-kola, pepsi, 7-UP-s. bebibumerebis zrdasTan erTad gaCnda axalgazrdebis saprotesto moZraoba Beat Generation grZeli TmebiT, wverebiT, gaCnda Beat filosofia. es axalgazrdebi gamodiodnen ufrosebis cxovrebis carieli da fuqsavaturi stilis winaaRmdeg. am filosofiam ganviTareba pova Semdeg aTwleulSi `hipebis~ moZraobis saxelwodebiT. garegnulad igive habitusiT, daubaneli, calke jgufebad macxovrebeli, lozungebiT Back to the Nature (ukan bunebisken). maTi morali damyarebuli iyo yvelanair Tavisuflebaze da mimarTuli iyo yovelgvari SezRudvebis winaaRmdeg. qadagebdnen Tavisufali seqsis da narkotikebis moxmarebis Tavisuflebas (ix.7.19). hipebis filosofiuri kredo gamoixateboda mowodebiT: `Turn in, turn on, drop out” (CaerTe, gaiTiSe da miagde~), rac niSnavda ixmare narkotikebi, gaifarTove Semecneba da miatove skola, samuSao da sazogadoeba. amerikis qalaqi berkli iTvleboda `marixuanis da LSD-s `dabolebul~ qalaqad. 1969 wels vudstokSi 400 000 hipim moiyara Tavi rokis, seqsis da narkotikebis festivalze. sauniversiteto qalaqebis garSemo midamoebSi, 60-iani wlebis SuaSi, zafxulobiT, aTobiT aTasi axalgazrda iyrida Tavs Tavisufali seqsis festivalze. yvelaze mravalricxovani iyo 1967 wels san-franciskoSi hipebis Sekreba saxelwodebiT `siyvarulis zafxuli~. 

feradkaniani momxmareblis gamoCena 60-iani wlebisTvis amerikaSi gamoikveTa, momxmareblebis axali klasi – feradkaniani mosaxleobis saxiT. martin luTer kingi saTaveSi Caudga feradkanianTa moZraobas adamianis uflebebis dasacavad. es moZraoba nel-nela izrde-

Tavi 7.

meore msoflio omi da anazRaurebis epoqa. 1940-1950-iani wlebi

103

boda da garkveul warmatebebs aRwevda. izrdeboda zangi mosamsaxureebis ricxvi da maTi Semosavlebi. 60-iani wlebisaTvis feradkaniani mosaxleoba ukve garkveul interess warmoadgenda reklamistebisaTvis. Tu ki am dromde reklamebSi zangebi marto mzareulebi da mosamsaxureebi iyvnen, 1955 wels Yang & Rubicam -ma moiwvia pirveli zangi teqstebis Semdgeni ‘‘Ray Eaton’’-i, romelmac daiwyo teqstebis Sedgena zangi momxmareblisadmi mimarTul reklamebSi. jer kidev 1943 wels Savkanianma jorj salivanma gaxsna patara saagento Savkaniani auditoriisaTvis. 1956 wels Wins Clarens-ma aseve gaxsna `Savi saagento~, afroamerikeli zangi momxmareblebisaTvis. male reklamistebi mixvdnen mzardi feradkaniani bazris mniSvnelobas da bevri reklamac iqmneboda maTi interesebis dasakmayofileblad. ufro metic, feradkaniani masa imdenad araerTgvarovani iyo, rom 60-ian wlebSi daiwyo sareklamo mimarTvebis diferencireba meqsikelebisa da espanelebisaTvis.

104

marketinguli komunikaciebi.

reklamis istoria

Tavi 7 . d a n a r T i

105

106

marketinguli komunikaciebi.

reklamis istoria

Tavi 7 . d a n a r T i

107

108

marketinguli komunikaciebi.

reklamis istoria

Tavi 7 . d a n a r T i

109

110

marketinguli komunikaciebi.

reklamis istoria

7.1 mersedesi â&#x20AC;&#x201C; `Mercedes~

me-19 saukunis 70-ian wlebSi germanelma inJinerma nikolaus otom Seqmna pirveli Sidawvis Zravi benzinis sawvavze, romliTac dainteresda gazis Zravebis qarxnis direqtori gotlib daimleri. daimlerma swored gansWvrita benzinis Zravebis momavali. im droisaTvis am tipis Zravebis gavrcelebas xels uSlida is, rom ar arsebobda navTobidan benzinis gadamuSavebis teqnologia. daimleri am xarvezis gamosasworeblad, erTi wliT gaemgzavra ruseTSi, sadac swavlobda navTobis gadamuSavebas. germaniaSi dabrunebis Semdeg igi aarsebs sakuTar kompanias da niWier inJiner maibaxTan erTad daiwyo benzinis Sidawvis Zraviani, satransporto saSualebebis konstruireba. maT 1885 wels Seqmnes pirveli motocikli (ix.7.1.1), xolo 1888 wels ki cnobili `motoriani ekipaJi~ (ix.7.1.2), romelic cxenian etls warmoadgenda, mxolod masSi cxenis Sebmis magivrad, daamagres Zravi. 1899 wels bedma daimleri daakavSira benzinis Zravebis did moyvarulTan avstria-ungreTis konsulTan emil elinekTan. elinekma SeiZina daimleris avtomobilebis partia, romelTac monawileoba miaRebina safrangeTSi gamarTul maRalmTian avtorbolaSi marSrutiT â&#x20AC;&#x201C; nica-kastelani. am rbolaSi daimleris avtomobilma damajereblad ajoba sxva modelebs (ix.7.1.3). gamarjvebiT aRfrTovanebuli elinekma daukveTa daimlers 36 manqana, mxolod garkveuli pirobiT. zemoT aRniSnul rbolebSi monawile erT-erTi avtomobili gadabrunda da mZRoli daiRupa, amitom elinekma moiTxova usafrTxoebisaTvis manqanis konstruqciaSi cvlilebebis Setana. kerZod, man Seacvlevina Zara da korpusis konstruqcia. aseve daitova ufleba saxeli daerqmia avtomobilisaTvis. maibaxma Seasrula elinekis moTxovnebi da Seqmna avtomobilis gaumjobesebuli varianti, romelic ufro saimedo iyo, dabali, grZeli korpusiT, romelsac SeeZlo ganeviTarebina saaTSi 80 kolometramde siCqare. elinekma am manqanas daarqva Tavisi qaliSvilis saxeli `mersedesi~, rac espanurad `wyalobas~ niSnavs(ix.7.1.4). pirveli msoflio omis Semdeg germaniis saavtomobilo mrewveloba ganicdida siZneleebs da 1926 wels xangrZlivi molaparakebis Semdeg daimleris Svilma xeli moawera karl bencis qarxanasTan gaerTianebas. daimler-bencis gaerTianebis simbolod gaxda samqimiani varskvlavi, romelic iyo sami stiqiis: haeris, miwis da wylis, erTianobis simbolo (ix.7.1.5). am simboloTi Seiqmna axali savaWro niSani `mersedes-benci~, romelic dResac erT-erTi yvelaze popularuli brendia msoflioSi. qarxanasTan TanamSromlobda bevri gamoCenili konstruqtori. maT ricxvSi iyo egzotikuri modelebis avtori ferdinand porSe da hans nibeli. daimler bencis qarxnebSi 30-ian wlebSi Seiqmna axali gaumjobesebuli Zravebi da modelebi, romelTac SeeZloT ganeviTarebiaT 160 km/sT. siCqare. amavdroulad ufro

Tavi 7.

7.1. ` mersedesi~

111

daxvewili xdeboda Tavad manqanis konstruqcia. es mZlavri avtomobilebi, romlebic 3 500 kg. iwonida da 100 kilometrze 30 litri benzini sWirdeboda, male gaxda elitaruli sazogadoebis qonebis atributi. maT ricxvSi iyo germaniis yofili kancleri vilhelm meore da iaponiis imperatori hirohito. 30-iani wlebis bolos mersedesebi mzaddeboda mxolod faSisturi germaniis mesame raihis umaRlesi wreebisaTvis(ix.7.1.6). 1938 wlisaTvis koncerni daimlerbenci liderobda germaniis bazarze ara marto msubuq avtomobilebSi, aramed satvirTo manqanebis da avtobusebis warmoebaSi. amasTan Tormetcilindriani Vsebri Zravebis gamoSvebam safuZveli daudo `luftvafes~ TviTmfrinavebis siZlieres. meore msoflio omis dros daimler-benci uSvebda satvirTo da msubuq avtomobilebs da TviTmfrinavebs. 1948 wels, omis Semdgom, aRdgeniTi samuSaoebis mere, daimler-bencma daiwyo avtomobilebis Zravebis gaumjobeseba. 1958 wels, Zravebis konstruqciaSi moxda revolucia da gamovida robert boSis axali tipis Zravebi sawvavis SefrqveviT (inJeqtoriT), ramac gazarda Zravebis simZlavre. am droidan moyolebuli 1994 wlamde mersedesis manqanebis modelebs Zaraze ewera aso “i”, rac aRniSnavs, rom Zrava aris inJeqtoriT(ix.7.1.7). 1963 wels gamouSves prestiJuli modeli 600, romelic anviTarebda 200 kmmde siCqares da swrafad gavrcelda, rogorc elitaruli klasis manqana(ix.7.1.8). mas mere koncernma gamouSva bevri modeli: samgzavro, sportuli modelebi, warmomadgenlobiTi-elitaruli klasis, saSualo klasis da bolos 1997 wlidan uSvebs “ML” modelebs (ix.7.1.9), romelTac udgas 270 cxenisZaliani Zravebi. mersedes-benci misi arsebobis manZilze iTvleba yvelaze saimedo avtomobilad, romelTa daxasiaTeba xdeboda sityvebiT: usafrTxoeba, xarisxi da prestiJi. 1996 wlamde bazarze misi pozicionireba xdeboda, rogorc avtomobili mdidari myidvelisaTvis. es taqtika 1993 wlamde warmatebuli iyo, gansakuTrebiT mersedesis gasaRebis ZiriTad bazarze – amerikaSi. xolo rodesac gamoCnda imave klasis konkurenti modelebi – `leqsusi~ da `infiniti~, mersedesis gayidvebi Semcirda. mizezebis gamosarkvevad kompaniam Caatara seriozuli sakvlevi samuSao, ris Sedegac gamoirkva, rom kvlav maRalia momxmareblebis ndoba mersedesisadmi, oRond bevrs ar moswons misi gaucxovebuli imiji reklamaSi. am kvlevebis Sedegad, 1995 wels mersedesi warsdga momxmareblebis winaSe axali saxiT. kerZod “E” klasis modelebis miznobriv auditoriad airCies, naklebad konservatiuli axalgazrdebi da models reklama gaukeTes rogorc xelmisawvdomi, energiuli da gasarTobi. ‘E” klasis modelebi gamoirCevian ganumeorebeli garegnuli ieriT (ix.7.1.10). mis dizainSi mTavari elementia maSuqebis uCveulo ovaluri forma da swored es aspeqti gaxda sakvanZo am modelis sareklamo kampaniaSi. `mersedesi – axali TvalebiT~ – iyo am kampaniis devizi. rodesac Tqven didi xnis ganmavlobaSi xarT fufunebis da teqnikuri srulyofis standarti, brendis imijis amaRleba SesaZlebelia, mxolod auditoriaze emociuri zemoqmedebiT. 1996 wels E-modelis sedanis gamoSveba gaTvlili iyo 40 welze meti xnis `bebibumerebze~, romlebsac sakmaod didi Semosavlebi hqondaT. isini mersedess iZendnen ara racionaluri mosazrebebiT, aramed nostalgiuri emociebiT – manqanis SeZenis Zlieri surviliT.

112

marketinguli komunikaciebi.

reklamis istoria

E-klasis warmoCenis ZiriTad motivad moyvanili iyo mersedesis marTvisas gancdili siamovneba da sixaruli. sakvlevi samuSaoebis dros Seiswavles `bebibumerebis~ cxovrebis stili, gemovneba, dasveneba da sxva, ris Sedegac Sedga marketinguli komunikaciebis integrirebuli gegma. satelevizio reklamebTan erTad, radioreklamaSi gamoyenebuli iyo hitebi cnobili varskvlavebis monawileobiT. maT Soris yvelaze cnobili hiti – `RmerTo! xom ar miyidi mersedess~ jenis joplinis SesrulebiT. amave simReris motivze aigo sareklamo rgolic. bevr satelevizio arxze mersedesi afinansebda Sou-programebs. paralelurad daiwyo marketinguli kampania katalogebis meSveobiT. erT-erT kompanias miandes mersedesis katalogebis gamoSveba, romelic am saqmes seriozulad da SemoqmedebiTad miudga. `Cven miznad davisaxeT gagvexada mersedesi `SortebSi~ mosiarule axalgazrdebisaTvis xelmisawvdom produqtad, magram ise, rom ar gagveiafebina brendi~ ambobda sareklamo kampaniis erT-erTi avtori. katalogebSi moyvanili iyo axalgazrda adamianebis gamosaxuleba, lamazi peizaJebiT da is sixaruli romelic mohqonda mersedesis marTvas. katalogebi pirobiTad dayves sam nawilad. ZiriTad nawilSi miyvanili iyo manqanis silamaze da misi marTvis emociuri momentebi. meore nawilSi moyavdaT modelis teqnikuri maxasiaTeblebi. mesame nawilSi, ki moaTavses disketa, mersedes-bencis firmis sainJinro miRwevebis istoriiT. ufro meti! mersedesma daugzavna 300 000 pirdapiri safosto gzavnili mis mimdinare da potenciur klientebs. niu-iorkSi sponsoroba gauwies elton jonis koncerts. amasTan 40 milioni dolari gadaixades CogburTis turniris sponsorobaSi. gamosces Jurnali 500 000 tiraJiT, sadac gamoqveynda statiebi cxovrebis elitaruli stilis Sesaxeb, dawyebuli sigarebidan, damTavrebuli mersedesiT. am RonisZiebebis Sedegmac ar daayovna da 8 TveSi mersedesis, ara marto E-klasis, aramed sxva klasis gayidvebmac moimates 19% -iT. mas Semdeg mersedesma mravali sareklamo kampania Caatara cnobili sareklamo saagentoebis meSveobiT. xelovnebis nimuSad iqca 2001 wels Seqmnili klipi “noes kidobani”. udabnoSi dgas didi gemi da masSi adamianebs SeaqvT yvelaferi saukeTeso rac ki kacobriobas Seuqmnia: mocartis notebi, kompiuteri “Macintosh”, fortepiano Stainway, hemingueis wigni da bolos, gverdi-gverd gemze adis E-klasis ori mersedesi. diqtoris rbili xma kiTxulobs: `Tuki dRes daiwyeboda warRvna, Tqven ras waiRebdiT?~ did yuradRebas aqcevs kompaniis xelmZRvaneloba mersedesis modelebis warmoCenas axal filmebSi - ZviradRirebul blok-basterebSi. 2002 wels gaformda eqskluziuri xelSekruleba konostudia “Colambia Pictures”-Tan, mis mier warmoebul filmebSi mersedesis modelebis gamoyenebaSi. gasakuTrebuli yuradReba eqceoda mersedesis reklamirebas, am filmebis anonsebSi, romelsac gamokvlevebiT, ufro meti mayurebeli yavs, vidre Tavad films. reklamirebis erT-erTi xerxi, rac gamoiyena mersedesma, iyo mis internetis saitze kompiuteruli TamaSis gamoqveyneba, sadac TamaSis gmirebi dahqrian mersedesis sxvadasxva modelebze. am kompleqsuri marketinguli komunikaciebis meSveobiT mersedesi inarCunebs liderobas mis Zlier konkurentebze da dResac rCeba msoflios I saavtomobilo brendad.

Tavi 7 .1. d a n a r T i

113

114

marketinguli komunikaciebi.

reklamis istoria

Tavi

axali reklamis oTxi gansxvavebuli filosofia

50-ian wlebSi amerikis ekonomikaSi mimdinare cvlilebebis paralelurad icvleboda amerikuli reklamac. saukunis dasawyisSi Camoyalibebul sareklamo saagentoebs McCan-Erickson, J.Walter Tompson, BBDO, Yang&Rubicam-s daemata axalgazrda Taobis mier 4050-ian wlebSi daarsebuli sareklamo saagentoebi Leo Barnet, Ogilvy & Mather, DoilDaneBernbach(DDB), romlebmac axali sio STaberes sareklamo bizness. isini xelmZRvanelobdnen im principebiT, rom sareklamo saagentos muSaobis mTavar rezultats warmoadgens, ara marketinguli gamokvlevebi, informaciis analizi Tu sxva analogiuri samuSaoebi, aramed swori da SemoqmedebiTi sareklamo mimarTvebi. oTxma geniosma reklamistma: roser rivzma, leo barnetma, devid oâ&#x20AC;&#x2122;hilvim da, gansakuTrebiT, bil bernbaxma, ganmsazRvreli gavlena iqonia ara marto 50-iani wlebis reklamaze, aramed maT Secvales mTeli Semdgomi wlebis reklamebis Seqmnis filosofia. maTi SemoqmedebiTi midgoma, marTalia, gansxvavdeboda erTmaneTisgan, magram, yvelas saerTo mizani amoZravebda. roser rivzis `unikaluri savaWro SeTavazeba~, leo barnetis xalxuri motivebi, devid oâ&#x20AC;&#x2122;hilvis klasicizmi, bil bernbaxis daxvewili iumori da SemoqmedebiTi niWi, asaxavda ersa da imave cnebas: sareklamo mimarTvis centri unda iyos reklamirebadi produqti. qvemoT mogvyavs cnobebi am oTxi geniosis cxovrebis da maT mier Seqmnili sareklamo Sedevrebis Sesaxeb.

116

marketinguli komunikaciebi.

reklamis istoria

8.1 roser rivzi

roser rivzi daibada virjiniis Statis erT patara qalaq denvilSi. mamamiss, meTodisturi eklesiis warmomadgenels, rogorc amboben, sami sityvac ki ar SeeZlo warmoeTqva bibliis citatis gareSe. mamis saqmianobidan gamomdinare, roserma oratorobis kargi skola gaiara. bavSvobidan mieCvia roseri bibliuri wignebis kiTxvas. 10 wlis asakidan daiwyo rivzma fantastikuri moTxrobebis da leqsebis wera, romelsac xandaxan aqveynebda adgilobriv Jurnal gazeTebSi. Tavdapirvelad rivzs undoda iuristi gamosuliyo, magram erT-erTi cnobili profesoris gavleniT gadawyvita pedagogi gamxdariyo da Caabara virjiniis universitetSi. meore kursze yofnisas 1929 wels moxda didi samSabaTis cnobili depresia. rivzs mouxda usaxsrobis gamo mietovebia swavla da puris fulis Sovnaze efiqra. man daiwyo gazeTSi muSaoba, Semdeg gadavida bankSi, press samsaxurSi, sareklamo ganyofilebaSi. mas mere rivzs mouwia muSaoba or sareklamo saagentoSi sareklamo teqstebis Semdgenlad. am saagentoebSi muSaobisas misi pirveli maswavlebeli iyo im droisaTvis cnobili reklamisti, jeims kenedi, romelic adre J.W.Tompson-is saagentoSi muSaobda da mimdevari iyo `abezari reklamis~, romlis principebi Seqmna klod hopkinsma. am saagentoSi sxva reklamistebic igive stilis mimdevrebi iyvnen, ramac imoqmeda roser rivzis Semdgom sareklamo filosofiaze. 1940 wels ukve cnobili reklamisti, ted beitsi xsnis sakuTar saagentos `Ted Bates and Co~, sadac man miiwvia roser rivzi, teqstebis mTavar Semdgenlad. rivzi bevrs kiTxulobda reklamis Sesaxeb da bevr sareklamo teqstebs qmnida, igi male gaxda beitsis saagentos ideologi. 1960 wels dawera wigni `reklamis sinamdvile~, romelmac saTave daudo Tanamedrove marketings. swrafad gavrcelda mTel msoflioSi, gadaiTargmna 28 enaze. am naSromSi man pirvelad Semoitana unikaluri savaWro SeTavazebis koncepcia (usS).(Unic Selling Preposition). rivzis mixedviT usS Sedgeba sami nawilisagan: 1. nebismieri sareklamo mimarTva momxmarebels raimes unda sTavazobdes. igi ara mxolod unda Seicavdes saqonlis saqebar cnebebs, aCvenebdes mas sxvadasxva mxridan, aramed es SeTavazeba auditoriis TiToeuli wevrisaTvis unda atarebdes ubralo azrs: iyidi saqonels - miiReb mogebas! klients mTeli sareklamo Setyobinebebidan SeuZlia daimaxsovros mxolod erTi â&#x20AC;&#x201C; ZiriTadi SeTavazeba. amitom azri ara aqvs saqonlis bevri Tvisebebis CamoTvlas. sakmarisia amoarCio ZiriTadi da mas gausva xazi reklamaSi. 2. momxmarebels unda SesTavazo is, rasac ver sTavazoben mas konkurentebi.

Tavi 8.

8.1. roser rivzi

117

SeTavazeba unda iyos unikaluri. 3.SeTavazeba unda iyos imdenad Zlieri, rom man unda imuSaos milion adamianze, e.i. moizidos axali myidvelebi. im droisaTvis ar arsebobda konkurencia globalur doneze da bazarze arsebuli erTgvarovani saqonlis gasarCevad, saWiro iyo am Taviseburebebis Zieba. usS iyo `damimtkice ratom~ meTodis ganviTarebuli varianti. aq sakmarisi ar iyo marto produqciis Tvisebebis CamoTvla, aramed am Tvisebebs Soris saWiro iyo raime unikaluris moZieba, sareklamo mimarTvis masze ageba da reklamaSi misi xSiri gameoreba, raTa produqciis saxeli magrad CaWediliyo momxmareblis SemecnebaSi. rivzi Tvlida, rom racionaluri miznebi ufro mniSvnelovania saqonlis yidvisas, vidre qvecnobieri, dafaruli survilebi. es meTodi gansxvavdebida devid o’hilvis `brendis xatebis~ meTodidan, sadac win iyo wamoweuli produqtis saxe, SefuTva, xasiaTi da swored mimarTuli iyo adamianis iracionaluri, qvecnobieri grZnobebisaken. roser rivzi da o’hilvi naTesavebi iyvnen colebis mxridan, amavdroulad, maTi gansxvavebuli meTodebiT Seqmnili reklamebi konkurencias uwevden erTmaneTs. magram maTi konkurencia erTmaneTis pativiscemis da eTikis farglebs ar scdeboda. rivsis mixedviT, reklamis formulireba Semdegnairad JRerda: reklama esaa xelovneba momxmareblebis maqsimaluri raodenobis TavSi CavWedoT usS, minimaluri danaxarjebiT. unikaluri savaWro SeTavazeba gaxda pozicionirebis winamorbedi, romelic 20 wlis Semdeg SemoiRes el raisma da jek trautma. roser rivzis sareklamo kampaniebidan cnobilia: tkivilgamayuCebeli saSualebis ànacinis~ da kanfetebis `M&M~-sis reklama. ànacini~ iyo abezari reklamis klasikuri magaliTi (ix.8.1.1). reklamaze gamoxatuli iyo Tavi da sami sxvadasxva tkivili, romelsac spobda ànacinis~ miReba. reklamam, marTalia, gazarda ànacinis~ gayidvebi, magram bevris ukmayofileba gamoiwvia. igi araeTikuradac ki miiCnies. “M&M~-sis reklamis slogani, romelic rivsma am kompaniis prezidentTan saubrisTanave moifiqra, aris dRemde ucvleli slogani: `M&M dneba pirSi da ara xelSi~ (ix.8.1.2) da es sareklamo slogani Sedis msoflios saukeTeso sloganebis aTeulSi. sainteresoa rivzis moRvaweoba politikur reklamaSi. aq dagrovili codna rivzma scada gamoeyenebia, 1948 wlis, tomas diuis saprezidento arCevnebSi, gari trumenis winaaRmdeg. dui sociologiuri gamokvlevebiT bevrad uswrebda trumens. rivzma mas SesTavaza pirvelad, amerikis istoriaSi, sareklamo kampaniaSi gamoeyenebia axalSemoRebuli satelevizio reklama, magram duim uaryo es SeTavazeba da damarcxda trumenTan, mis mier Catarebuli `sarkinigzo~ sareklamo kampaniis Semdeg. trumenma matarebliT Semoiara mTeli amerika da Tavad esaubreboda amomrCevelebs adgilebze.

118

marketinguli komunikaciebi.

reklamis istoria

politikur reklamas rivzi uyurebda, rogorc Cveulebriv sasaqonlo reklamas. `me ganvixilav amomrCevels, romelic orWofobs or kandidats Soris arCevnebisas, rogorc myidvels, romelic orWofobs ori kbilis pastis yidvisas. igi airCevs imas, romelic ukeTesad iqneba Camjdari mis mexsierebaSi.~ misi Teoriuli codna man warmatebiT gamoiyena 1952 wels eizenhaueris arCevnebSi, risTvisac Caatara efeqturi satelevizio sareklamo kampania, romelsac ewodeboda : `eizenhaueri pasuxobs amerikas~(ix.8.1.3). mokle sareklamo klipebSi eizenhaueri pasuxobda amerikelebis SekiTxvebs yoveldRe, ramdenime CarTvaSi, amerikis cxovrebis sxvadasxva saWirboroto sakiTxebze, romlebic SeirCa gelapis institutis gamokvlevebis Sedegad. kampaniis ZiriTadi mizani iyo Seeqmna amerikelebis TvalSi prezidentis saxe da misi pasuxebis safuZvlad dadebuliyo ara misi platforma, aramed msoflmxedveloba! klipebis gadaRebis dros ZiriTadi yuradReba eqceoda prezidentis garegnobas, saxis gamometyvelebas, xmas, intonacias, kostums, varcxnilobas da saTvaleebis budis fersac ki. kampania daiwyo arCevnebamde sami kviriT adre da damTavrda eizenhaueris STambeWdavi gamarjvebiT. rivsis warmatebulma sareklamo kampaniam bevris ukmayofileba gamoiwvia: `demokratiisaTvis Seuracxmyofelia is, rom Tqven prezidentis kandidatebs yidiT qeris fafasaviT~, â&#x20AC;&#x201C; werden kritikosebi. miuxedavad imisa, rom 60-iani wlebis bolos sareklamo biznesSi situacia Seicvala da nel-nela imarjvebda `brendis xatebis~ filosofia, rivzi ganagrZobda eqsperimentebs mis mier Seqmnili unikaluri savaWro SeTavazebiT. Beits-is saagento TandaTan kargavda klientebs, romlebic sxva sareklamo filosofiebs irCevden, roser rivzma ganacvifra sareklamo samyaro, rodesac 55 wlis asakSi, 1966 wels, moulodnelad CamoSorda bizness. igi yvelas erTnairad pasuxobda, vinc ekiTxeboda am nabijis Sesaxeb: `me yovelTvis vocnebobdi 55 wlis asakSi pensiaze gasvlaze~. mas mere rivzi aqtiur biznesSi ar dabrunebula. roser rivzi gardaicvala gulis SeteviT 1984 wels.

8.2

leo barneti

leo barneti daibada miCiganis StatSi, aqve daamTavra universiteti, Jurnalistikis specialobiT. muSaobda reklamis menejerad `kadilakis~ firmaSi. Semdeg imuSava ramdenime sareklamo saagentoSi da bolos, 1935 wels, gaxsna sakuTari sareklamo saagento. saagentos gaxsnaze misma TanamSromelma, momsvlelTa gamaspinZlebisaTvis magidaze dadga vaSlebis didi kalaTa. mas mere saagentoSi da mis filialebSi damkvidrda tradicia, yovel momsvlels dRemde umaspinZldebian vaSlebiT. 2002 wels leo barnetis filialebma daariges 713 430 vaSli. marto centraluri ofisi

Tavi 8.

8.2. leo barneti

119

dReSi arigebda 1400 vaSls. barnetma daaarsa misi saagento amerikis didi depresiis periodSi da erTerTi gazeTi amis Sesaxeb ironiiT werda: `male leo barneti kuTxeSi vaSlebs gayidis, romelsac dRes muqTad arigebs~. saagentos logotipi gaxda varskvlavebisken mimarTuli xeli, leos sityvebiT: `Tu miiswrafi varskvlavebisken, SeiZleba verc erTs ver miswvde, magram samagierod, xeli talaxSi ar dagesvreba~. es fraza gamoxatavs leo barnetis saagentos filosofias. amasTan leos axsovda mamis sayvareli instrumenti, didi Savi fanqari, romliTac igi Tavisi maRaziis posterebs xatavda. leom gamouSva didi Savi fanqrebi `alfa-245~, romlebic barnetis korporatiuli simbolo gaxda. leo ambobda:`didi ideis Sesaqmnelad, saWiroa didi fanqari~. saagentos gaxsnisTanave daiwyo brZola klientebis mosazidad. pirveli nabijebi warumatebeli iyo, magram nel-nela barnetis da misi gundis talantis meSveobiT misma klientebmac da paralelurad Semosavlebmac iwyes mateba. 15 wlis ganmavlobaSi leo barnetis saagentos Semosavlebma 50 milions gadaaWarba da igi Sevida udidesi saagentoebis aTeulSi. leo barnetis filosofia eyrdnoboda imas, rom produqtis gamosaxuleba ufro kargad muSaobs klientze, vidre formaluri logika da misi maxasiaTeblebis dawvrilebiTi teqnikuri aRwera. igi Tvlida, rom vizualuroba unda iyos mimarTuli momxmareblebis ZiriTadi instinqtebisken. misi rwmeniT, Semoqmedebis arsi isaa, rom SevigrZnoT `brendis bibliaSi~ arsebuli `Sinagani drama~ da movyveT masze ubralod, patiosnad da gasagebad. mis mier Seqmnili cnobili sareklamo kampaniebi amis dadasturebad SeiZleba miviCnioT. magaliTad, mis mier Seqmnili amerikis xorcis institutis reklamamde ratomRac cud tonad iTvleboda gaWrili sisxliani xorcis Cveneba fotoze. barnetma piriqiT, xorcis wiTeli naWrebi moaTavsa wiTel fonze da teqstSi miuTiTebda xorciT kvebis sargeblobaze. reklamas `wiTeli wiTelze~ didi warmateba hqonda (ix.8.2.1). aseve didi warmateba xvda wilad `Pillsbury~ sakvebi produqtebis, kerZod comis gufTis (`kliockis~) reklamas (ix.8.2.2). leo barnetma Seqmna mravali saintereso tipaJi (arqetipi), romlebmac didi popularoba moipoves, rogorc amerikaSi, ise Semdgom mTel msoflioSi (ix.8.2.3).

120

marketinguli komunikaciebi.

reklamis istoria

maTi saSualebiT gaizarda reklamirebadi produqciis cnobadoba da realizacia. magaliTad, bardas reklamaSi barnetma Semoiyvana mxiaruli mwvane goliaTi Green Giant; Dogboyâ&#x20AC;&#x2122;s comis gufRa (kliocki) - `Pillsbury~ sakvebi produqtebis reklamaSi, vefxvi toni - `Kellogâ&#x20AC;&#x2122;s~ fantelebis reklamaSi; kata morisi - firma `Heinz~-is katis sakvebis reklamaSi, Charly Tuna Tevzis konservebis reklamaSi da sxva. am personaJebs igi iRebda xalxuri eposidan. isini iseTi popularobiT sargeblobdnen, rom TiToeuli maTgani amerikis sayvarel personaJad iqca. mwvane goliaTs, kentukis StatSi veeberTela Zeglic ki daudges. yvela dasaxelebuli personaJis gamoSvebulma saTamaSoebma damatebiTi didi mogeba moutanes firmebs. xalxur epossa da gmirebze dayrdnobiT man Seqmna yvela drois erT-erTi udidesi sareklamo kampania sigaretisaTvis `marlboro~. es sigaretebi 20-iani wlebidan iyideboda, rogorc sigareti qalebisaTvis, TeTr rbil yuTSi, wiTeli filtriT (ix.8.2.4), raTa mas qalis pomada ar damCneoda. leo barnetma mTlianad Secvala sigaretis saxe. moaTavsa axal magar kolofSi, gaaforma wiTeli da TeTri ferebiT. Semoiyvana reklamaSi amerikuli cxovrebis legendaruli preriebSi mojiriTe kovboebi, vaJkacuri saxeebiT, xSirad tatuirebuli mklavebiT (ix.8.2.5). barnetma gaxada es sigareti yvelaze mamakacur sigaretad. sareklamo kampaniis dawyebidanve igi gaxda msoflioSi I sigareti. rodesac `marlborom~ myarad daimkvidra adgili mamakacebSi, barnetma ar daiviwya qalTa auditoria, mimarTviT: `yvelaze mamakacuri sigaretebi, romlebic qalebsac uyvarT~ (ix.8.2.6). amis garda, leo barnetis saagentos Seqmnilia mak donaldsis emblema, romelsac ar sWirdeba zedmeti daxasiaTeba (ix.8.2.8). leo barneti muSaobisas nergavda koleqtiuri azrovnebis meTods. `azrobrivi Seteva~ (qarTulad mas koleqtiuri `tvinis Wyleta~ SeiZleba ewodos), SemoqmedebiTi TaTbirebi, uazrobaTa Segroveba, sadac yovel monawiles SeeZlo gamoeTqva azri produqtze, ragindac suleluri unda yofiliyo. igi qmnida saeqsperto sabWoebs mza scenarebis da ideebis gansaxilvelad. erTsa da imave produqtze vrceli statiis dawera daavala ramdenime scenarists. saerTod, leo barneti cdilobda Tavis sareklamo saagentoebSi Seeqmna SemoqmedebiTi atmosfero Tavisi TanamSromlebisagan maqsimaluri ukugebis misaRebad. 1967 wels leo barnetma firze Cawera mimarTva Tavisi TanamSromlebis mimarT, sadac Camoayaliba azri reklamis Sesaxeb. yovel axal TanamSromels unda moesmina es Canaweri, romelic leos filosofias warmoadgenda. leo barneti uceb gardaicvala gulis SeteviT 1971 wels 7 ivniss 79 wlis asakSi. 1991 wels misi saagento ibrZoda firma `Sony~-s 35 milioniani SekveTisaTvis. konkurenti saagentos warmomadgenlis, sareklamo wreebSi kargad cnobili

Tavi 8.

121

8.2.1. `marlboro~

pirovnebis, jeri delia feminas sityvebiT, rodesac man daamTavra Tavisi proeqtis emociuri prezentacia, raTa daemtkicebina maTi namuSevris upiratesoba, `Semovidnen leo barnetis TanamSromlebi da CarTes leos 1967 wels Cawerili videomimarTva da firma Sony-m moismina ra misi azrebi, upiratesoba mianiWa 20 wlis win gardacvlil leos, vidre me, cocxal da moqmed specialists. ai, rogori giganti iyo leo barneti. man Seqmna biznesi, romelic mis merec warmatebiT muSaobs~. dReisaTvis leo barnetis saagento msoflios sxva udides firmebTan erTad Sedis Publicis-is transnacionalur gaerTianebaSi (ix.8.2.9) da kvlav erTerTi udidesi sareklamo saagentoa msoflioSi.

8.2 .1. `marlboro~ – `Marlboro~

Tambaqos gigantis, `Pholip Morris”-is istoria londonis bond-stritis quCis erT-erTi patara maRaziidan iRebs saTaves. maRaziis mflobelma filip morisma 1854 wels daiwyo im dros axali produqtis, sigaretebis damzadeba, romlis erTgvar propagandistebad mogvevlinen ingliseli jariskacebi. filip morisis sigaretebma male daimsaxures momxmareblis mowoneba. filip morisis gardacvalebis Semdeg firma darCa mis Svils da meuRles. finansuri siZneleebis gamo firmam ramdenjerme Seicvala mepatrone da sabolood 1887 wels Camoyalibda kompania Philip Morris&Co. 1902 wels kompania gadavida niu-iorkSi, manhetenze. 1919 wels produqciaze gaCnda samefo gvirgviniani logotipi (ix.8.2.1.1) amerikaSi sigareti `marlboro~ pirvelad gamoCnda 1924 wels. mas reklamas ukeTebdnen rogorc qalebis aromatul sigarets. es sigaretebi ewyo rbil kolofSi da maT wiTeli da spilos Zvlisferi mundStukebi hqondaT, raTa daefara mweveli qalis pomadis kvali (ix.8.2.2.2) 1929 wels filip morisma daiwyo sigaretebis warmoeba virjiniis StatSi, q.riCmondSi. 1954 wels filip morisma gaxsna firma avstraliaSi da daamuSava aromatuli sigaretebis axali recepti. amasTan, maT im droisaTvis hqondaT unikaluri sacobiani filtri, romelsac msoflioSi analogi ar hqonda. 1955 wels Cndeba filip morisis axali – magari kolofi, romelic icavs sigaretebs jibeSi daWmuWvnisagan. swored am dros mimarTa kompaniam leo barnetis sareklamo saagentos sigaret `marlboros~ sareklamo kampaniis dasamuSaveblad – qalebis sigaretidan misi mamakacebisaTvis pozicirebis Secvlis mizniT. leo barnetis sareklamo kam-

122

marketinguli komunikaciebi.

reklamis istoria

paniam ara marto SeZlo sigaretis poziciis warmatebiT Secvla, aramed `marlboro~ msoflioSi yvelaze popularuli sigareti gaxada. amis Semdeg firma “Philip Morris Incorporated” ganuxrelad viTardeba. igi ierTebs bevr kompanias da afarTovebs bizness mravali mimarTulebebiT. 1997 wels kompania `filip moriss~ ekuTvnoda amerikis sigaretis bazris 50%. misi 92 brendidan 13 megabrends warmoadgens, romelTac saerTo jamSi weliwadSi 1 miliard dolarze meti Semosavali moaqvT. sigareti `malboro~ iyideba msoflios 180 qveyanaSi da dResac inarCunebs yvelaze gayidvadi sigaretis tituls.  `marlboros~ sareklamo strategia sigaret `marlboros~ Seqmnis periodSi misi Semqmneli eZebda raime klasikur da Rirseul dasaxelebas. im dros igi did pativs scemda uinston CerCils da mis legendarul naTesavs graf marlborougs. filip moriss umcross saxeli Zalian moswonda, man Camoacila bolo asoebi grafis gvars da ase warmoiSva sigareti `Marlboro~. rogorc aRvniSneT, Tavidan mas reklamas ukeTebdnen, rogorc qalebis sigarets. reklamaSi gamoyvanili iyo eleganturi qali, romelsac TiTebis wveriT ekava sigareti, sloganic mis sinazeze miuTiTebda – `rbili, rogorc maisi~. qalebisaTvis gankuTvnili `marlboro~ qalis pomadis feris – wiTeli mundStukebiTac gamodioda. `malboros~ didi mowoneba hqonda mdidar, respeqtabelur qalebs Soris. Sesabamisad, reklamebSic es qalebi Cndeboden salonur viTarebaSi. am sareklamo strategiiT 1954 wels `marlboros~ sxva mis konkurentebTan erTad (Kent, Camel, Viceroy,Winston, Parlament) amerikis bazris mxolod 10% ekavaT, xolo Tavad `marlboros~ wili mxolod 0,25% iyo. im periodSi sigaretis bazarze ZiriTadad ufiltro sigaretebi iyo. filtrianis moweva, romelic susti sqesis warmomadgenlebisaTvis iyo gankuTvnili, kacebisaTvis sircxvilad miiCneoda. marlboros ki unikaluri sacobiani filtri hqonda, rac ufro saeWvos xdida mis pozicirebas mamakacebisaTvis. sigaretis reklama davalebuli hqonda erT patara saagentos Sesil&Presby, romelmac gamoaSvebina sigareti magar kolofebSi da daamuSava sacdeli sareklamo kampania. es kampania gamoscades texasis StatSi. cda uSedegod damTavrda da filip morisma mimarTa, maSin ukve sakmaod cnobil leo barnetis sareklamo saagentos. mas dausves igive amocana: moenaxa sigaretis iseTi xasiaTi, romelic mamakacebisTvisac misaRebi da mimzidveli iqneboda. rodorc aRvniSneT, leo barneti reklamaSi cnobilia, rogorc xalxuri motivebis didi moyvaruli. rodesac saagentoSi daiwyes imaze fiqri, Tu rogori iyo amerikelebisaTvis misaRebi mamakacobis etaloni, isini male SeCerden amerikeli kovbois saxeze. kovboi amerikelebis SemecnebaSi SemorCenili iyo, rogorc veluri dasavleTis, vaJkacobis, moZraobis, Tavisuflebis, uSiSrobis simbolo. am xasiaTs aCvenebdnen maSin kinofilmebsa da axladgamoCenil satelevizio gadacemebSi.

Tavi 8.

8.2.1. `marlboro~

123

`marlboros~ pirveli reklamebis gmirebi ubralo, vaJkacuri gamometyvelebis simpaTiuri mamakacebi iyvnen. maTi gamometyveleba pativiscemas, ndobas imsaxurebda da asxivebda Tavisuflebas, gmirobas da uSiSrobas. Tvalis kuTxeebSi mcire naoWebi xazs usvamda maT cxovrebiseul gamocdilebas da sikeTes. pirvelive reklamebs gasaocari warmateba xvda wilad (ix.8.2.5). sakvirveli iyo is, rom es reklamebi aranakleb moswondaT qalebsac. am reklamebs sxva mniSvnelobac hqonda amerikelebisaTvis. rodesac maT uyureb, droebiT gadaerTvebi sxva samyaroSi, Tavisufldebi yoveldRiuri yofisgan da Tavs ukidegano preriebSi warmoidgen. 50-iani wlebis urbanizaciis problemebiT Sewuxebuli momxmarebeli `marlboros~ reklamam `qalaqis monidan `namdvil mamakacebad~ gadaaqcia. `marlboros mamakacebi~ (“Marlboroman~) reklamebSi Cndebodnen xan preriaSi, xan qalaqSi, xan axal sportul manqanaze, TviTmfrinavSi da yovelTvis rCeboda STabeWdileba, rom isini akontrolebdndn situacias, imedi da simSvide SehqondaT reklamis mnaxvelebSi (ix.8.2.7). `marlboros~ pirveli kovboi iyo amerikis armiis erT-erTi leitenanti uein mak-lareni (ix.8.2.8). marlboros mamakacebis meSveobiT am sigaretma ieriSiT daipyro niu-iorki. 1954 wels, reklamis gamosvlamde `marlboros~ gayidvebi Seadgenda 18 milion dolars. sareklamo kampaniis dawyebidan rva TveSi `marlboros~ gayidvebma moimata 5000 %-iT (!) da erTi wlis ganmavlobaSi miaRwia 6,4 miliard dolars! es warmateba male moedo mTel amerikas. leo barnetis dauSretelma fantaziam, meti efeqtisaTvis, kovboebs mklavze daamata savaWro niSnis tatuireba (ix.8.2.9). es tatuireba mianiSnebda kovboebis boboqar warsulze da miznad isaxavda aseve savaWro niSnis CaWedvas momxmareblis TavSi. Jurnal-gazeTebSi Sav-TeTri plakatebi or nawilad gayves. erTSi moyvanilia informacia axal filtrsa da magar kolofze. meore nawilSi gamosaxulia kovboi. brendis dasaxeleba zeda nawilSi msxvili asoebiT iyo warwerili, xolo plakatis qveda kuTxeSi Canda `marlboros~ kolofi (ix.8.2.10). sareklamo kampaniis pirvel wlebSi, xelze tatuirebiT sxvadasxva profesiis mamakacebi Cndebodnen, magram sayovelTao aRiarebiT yvelaze didi mowoneba wilad xvda tatuirebul kovboebs. 1957 wlidan iwyeba seriozuli kampania sigaretebis mowevis sawinaaRmdegod da gansakuTrebiT ufiltro sigaretebis winaaRmdeg. `marlboro~ am kampanias gamoexmaura filtris gaZlierebiT, amasTan kvlav daiwyo sareklamo kampania qalebis mosazidad. reklamaSi gaCnda `Ledi Marlboro~ – qalTa personaJebi. 1960 wlidan leo barneti reklamaSi iwvevs cnobil fexburTelebs. reklamebis xSiri monawileebi xdebian sxvadasxva sportsmenebi da ucnauri hobis mqone adamianebi. 1964 wels daiwyo reklamis istoriaSi erT-erTi yvelaze didi, yvelaze cnobili da universaluri ideis reklamireba – kampania deviziT `giwvevT `marlboros~ qveyanaSi~ (ix.8.2.11). es kampania veluri dasavleTis Temis gagrZeleba iyo, Tuki adre reklamaSi dominirebda kovbois individualizmi (kovboi martodmarto bunebasTan) axla `marlboros~ mamakacebi garkveuli sociologiuri jgu-

124

marketinguli komunikaciebi.

reklamis istoria

fis wevrebi gaxdnen. maT iswavles saqmis keTeba erTad, megobrebis jgufTan erTad, maTTvis saerTo `marlboros qveyanaSi~. 1971 wlidan amerikaSi aikrZala sigaretis reklamireba televiziis meSveobiT. amasTan dakavSirebiT firmebma gadaitanes yuradReba gare reklamebze. moimata sxvadasxva popularuli sportuli Sejibrebis sponsorobamac. `marlboro~ erT-erTi yvelaze popularuli Sejibris formula-1-is sponsori gaxda. 1989 wels moewyo Sejibri ”Marlboro Gran Prix” romelic mravali qveynis televiziiT gadaicemoda da translaciis 46 wuTis ganmavlobaSi `marlboros~ warwera ekranze gamoCnda 5933 jer. am Sejibrebebze `marlboro~ flobs avtosajinibos (ix.8.2.12). misi sajinibos manqaniT da saxeliT marto avtomrbolelma alen prostma, 28-jer pirvelma gadakveTa finiSis xazi. kompania filip morisi did Tanxebs swiravs xelovnebas, muzeumebs, satelevizio Sous dadgmebs, saTavgadasavlo filmebs da ZviradRirebul blokbasterebs. 1989 wels filip moriss amerikis sigaretebis bazris 43% ekava. 1990 wels amerikis specialistebis gamokiTxviT `filip morisi~ msoflioSi yvelaze dafasebul kompaniebs Soris meore iyo, farmacevtuli kompaniis mere. 1992 wels Jurnalma `Financial Times~-ma `marlboro~ Seafasa, rogorc msoflioSi yvelaze ZviradRirebuli brendi, romlis sabazro Rirebuleba 32 miliard dolars Seadgenda. (2006 wlis SefasebiT igi meoTxe adgilzea). `marlboros~ dRevandel reklamas Camoyalibebuli saxe aqvs – ubralo da naTeli suraTi da ramdenime sityva. ganvlil wlebSi Catarebulma sareklamo kampaniebma ise Zlierad miaba momxmarebeli am brendTan, rom mas ukve ar sWirdeba didi axsna-ganmarteba, radganac maT momxmareblis SemecnebaSi safuZveli Cauyares `marlboros~ brends, rogorc amerikis cxovrebis stilis ganuyofel atributs.

Tavi 8.

d a n a r T i

125

126

marketinguli komunikaciebi.

reklamis istoria

Tavi 8.

d a n a r T i

127

128

marketinguli komunikaciebi.

reklamis istoria

Tavi 8.

8.3. devid makenzi ohilvi

129

8.3. devid makenzi ohilvi

devid ohilvi daibada 1911 wels londonis maxloblad. umaRlesi ganaTleba mas ar miuRia, radgan Tvlida, rom kargi kariera SesaZloa gaikeTo yovelgvari formalobebis gareSec. erTi periodi igi swavlobda edinburgSi, mere oqsfordSi, magram diplomis aRebamde garicxes. ohilvi gaemgzavra parizSi da daiwyo muSaoba sastumro `majestikis~ restoranSi ZaRlebis sakvebis damamzadeblad. male igi daawinaures da adamianebis kvebis sferoSi gadaiyvanes. man imdenad warmatebulad aiTvisa mzareulis specialoba, rom Sefmzareulad daniSnes. SemdgomSi devidma Tavi daaneba kulinarias, gadavida londonSi da gaxda gazis qurebis gamyidvel-komivoiaJeri. aq gamovlinda ohilvis pirveli literaturuli niWi. man 24 wlisam am firmaSi muSaobisas dawera wigni `gazis qurebis gayidvis Teoria da praqtika~, romelic 1970 wels TiTqmis 30 wlis Semdeg Jurnalma `forCunma~ aRiara, rogorc saqonlis gayidva-gasaRebis saukeTeso saxelmZRvanelo. am wignSi ohilvis mocemuli aqvs klientTan urTierTobis is ZiriTadi principebi, romlebic man SemdgomSi gamoiyena reklamaSi moRvaweobisas. igi werda: `Tu erT mSvenier dRes aRmoaCenT, rom erTnairad elaparakebiT kardinals da cirkis jambazs, TqvenTvis yvelaferi damTavrebulia. sxvadasxva profesiur, asakobriv da socialur jgufebTan saWiroa sxvadasxva midgoma~. igi saWirod Tvlida potenciuri myidvelebis xasiaTis, cxovrebis stilis, janmrTelobis mdgomareobis, Cvevebis da garemos Seswavlas. mravali wlis Semdeg Tvals avlebda ra Tavis pirvel naSroms, oâ&#x20AC;&#x2122;hilvi werda: `25 wlis asakSi ukve sakmaod Wkviani viyavi; mTeli Semdgomi 27 wlis ganmavlobaSi me axali veraferi viswavle~. 1936 wels ohilvma daiwyo muSaoba londonis erT-erT saagentoSi. mcire xnis Semdeg sarekomendacio werilebiT aRWurvili gaemgzavra amerikaSi da moewyo amerikis reklamis gurusTan â&#x20AC;&#x201C; raimond rubikamTan. am sagentoSi man gaicno reklamis efeqturobis cnobili mkvlevari jorj gelapi, romelic saagentoSi xelmZRvanelobda analitikur ganyofilebas, amasTan igi xelmZRvanelobda mis mierve Seqmnil kvleviT organizaciebs. es organizaciebi iyo. amerikis sazogadoebrivi azris kvlevis instituti da auditoriis kvlevis instituti. swored am institutSi samuSaod dapatiJa gelapma devid oholvi. aq am dros holivudis dakveTiT ikvlevdnen axali filmebis gadaRebis dagegmvas da Semdgom maTi reklamirebis gzebs. magaliTad, ohilvi monawileobda me-20 saukunis saukeTeso filmad aRiarebuli `qarwaRebulebis~ (ix.8.3.1) pozicionirebis SecvlaSi. filmis avtorebs undodaT am filmis reklamirebisas aqcenti gaekeTebinaT, rogorc omis Sesaxeb filmze. magram gamokvlevebma aCvenes, rom gamomcdelebis umravlesoba am nawar-

130

marketinguli komunikaciebi.

reklamis istoria

moebs aRiqvamda, rogorc melodramas – films siyvarulze. am faqtoris gaTvaliswinebiT aigo sareklamo kampania, ramac films arnaxuli Semosavali moutana. male ohilvi xdeba auditoriis kvlevis institutis direqtori da nacionaluri masStabiT 400-mde gamokvlevaSi monawileobs, ramac mas udidesi gamocdileba SesZina. 1942 wels gaiwvies inglisis dazvervaSi, paralelurad asrulebda inglisis meore elCis movaleobas vaSingtonSi, sadac werda instruqciebs centrisaTvis, romlebic advilad gasagebi eniT unda yofiliyo dawerili. omis mere ohilvim lankasteris sagrafoSi iyida patara ferma da daiwyo fermeroba, magram 38 wlis asakSi mobezrda yvelaferi da gadawyvita namdvil saqmes dabruneboda. 1949 wels niu iorkSi, medison aveniuze man gaxsna patara sareklamo saagento: Huit, Ogilvi, Benson, Mather, sakuTari 6000 dolariT, klientebis gareSe. saagentos filosofiad man produqciis xatis – brendis Seqmna gaxada. `brendi es aris produqtis mTeli rigi Tvisebebis jami, romelic Sedgeba: misi saxelis, SefuTvis, fasis, istoriis, reputaciis da reklamirebis saSualebebis erTobliobisagan. brendi aris agreTve momxmarebelze moxdenili STabeWdileba, romelic warmoiqmneba am produqtis moxmarebis istoriidan~. ohilvi aris reklamis istoriaSi erT-erTi udidesi praqtikosi da reklamis popularizatori. mis mier dawerilma orma wignma aRzarda mTeli Taobebi. am wignebSi igi popularulad yveba mis mier SeZenili gamocdilebis Sesaxeb da magaliTad moyavs ara marto Tavisi, aramed sxva cnobili sareklamo kampaniebis praqtikac. sainteresoa mis mier Seqmnili zogierTi sareklamo kampaniis istoria.  “Guiness” 1950 wels mas cnobili irlandiuri ludis `ginesis~ reklama SeukveTes. ohilvim gaarkvia, rom am ludze araCveulebrivia moluskebis dayoleba. amitom Seiswavla literatura `ginesis~ warmoebaze, moluskebze da mivida Semdeg mimarTvamde: `moluskebi iZenen daxvewil gemos mas Semdeg, rac maT Carecxavs ginesis talRa~. am reklamas didi warmateba xvda wilad (ix.8.3.2).  “Hattawey” Semdegi didi warmateba xvda “Hattawey~ mamakacis perangebis reklamas. erT momcro amerikul firmas, romelic mamakacis perangebs awarmoebda, mxolod 10000 dolari gaaCnda reklamaze. ohilvim firmis nawarmisadmi yuradRebis misapyrobad gamoigona SesaniSnavi marketinguli xerxi. mTavar personaJad gaxada calTvalaxveuli mamakaci, romelic unda yofiliyo an hemingueis anda folkneris msgavsi. 18 modelis dawunebis Semdeg miagnes oficers, romelic rusi TeTrgvardielis, vrangelis STamomavali iyo. es idumalebiT aRsavse pirovneba reklamebze momxmareblis bevr SekiTxvas badebda: rogor dakarga Tvali? CxubSi Tu omSi? vin iyo

Tavi 8.

131

8.3. devid makenzi ohilvi

profesiiT da sxva. am kiTxvebs perangis myidvelebi xSirad usvamdnen gamyidvelebs. wlebis ganmavlobaSi am mamakacis fotoebi sxvadasxva perangSi Cndeboda reklamebSi (ix.8.3.3), ZiriTadad ramdenime JurnalSi, sul sxvadasxva saqmianobisas: igi xan karts TamaSobda, xan Jokei iyo da xan ki ra?! mkiTxveli mouTmenlad eloda Semdegi nomeris gamosvlas, raTa Seetyo, riTi iqneboda dakavebuli baroni vrangeli Semdeg reklamaSi. da es momcro firma male ayvavda am niWieri damaintrigebeli reklamis meSveobiT. es saxe pirvelad gamoCnda 1953 wels da 19 wlis manZilze sistematurad muSaobda firmis momxmarebelze.  ‘‘Shweppes’’ ohilvis Semdegi didi SemoqmedebiTi miRweva iyo 1953 wels gamosuli firma ’’Shweppes’’-is prezidentis saxis gamoCena am firmis reklamaSi, romelic aseve 18 weli grZeldeboda. `komandori uaithedi~ ase daerqva am simpatiur, wverosan gmirs, romelsac aristokratuli garegnoba hqonda da Camohgavda ruseTis ukanasknel mefes nikoloz meores (ix.8.3,4). `komandor uathedis~ garegnobam da ohilvis daxvewilma reklamam Shweppes male gaxada erTaderTi misaRebi toniki msoflios yvela baris da restornisaTvis. sareklamo kampaniis dawyebidan 5 weliwadSi produqciis gayidvam 500%-iT moimata.  “Dove” 1955 wels ohilvim Seqmna saponi “Dove”-is reklama. firmas am sapnis wardgena undoda, rogorc mamakacis WuWyiani xelebis dasabani saSualeba. magram ohilvim Seiswavla `Dove~-is Seqmnis teqnologia, damzadebis recepti da aRmoaCina, rom sapnis 1/4 warmoadgens gamwmend krems. ohilvim Seucvala mas pozicionireba da `Dove~ gaxda saponi qalis rbili kanisaTvis. amasTan sareklamo teqstSi igi miuTiTebda: `1/4 gamwmendi kremi!~, `Dove~ arbilebs kans, sanam Tqven ibanT tans~ (ix.8.3.5). es mimarTvebi ZalaSia dRevandel dRemde.  “Rolls-Royce” 1958 wels Serulebuli “Rolls-Royce~-is reklamac dRes klasikas ganekuTvneba. sami kvira swavlobda ohilvi “Rolls-Royce”-is teqnikur parametrebs, Taviseburebas, teqnologias da bolos Seqmna reklama deviziT `erTaderTi xmauri, rac ismis 60 milis siCqariT mimaval rols-roisSi, aris saaTis wik-wiki~ (ix.8.3.6). mediis saSualebebad gamoiyena mxolod ori gazeTi da ori Jurnali. ganTavseba klients daujda 25000 dolari da imave 1958 wels `Rols Rois~-is gayidvebma moimates 50% iT. ohilvis mier turizmis Temaze Seqmnili sareklamo kampaniebi puerto rikoze, inglisSi, amerikaSi, safrangeTSi mogzaurobaze sareklamo Sedevrebad iTvleba, romlebmac bevri ram Secvales aRniSnuli qveynebis istoriaSi (ix.8.3.7).

132

marketinguli komunikaciebi.

reklamis istoria

misi klientebi gaxdnen reklamis udidesi damkveTebi. pirveli 20 wlis ganmavlobaSi ohilvis saagento sididiT meoTxe saagento gaxda 40 qveyanaSi ganTavsebuli 140 ofisiT. 1973 wels ohilvi gadadga saagentos mmarTvelis postidan. am dros saagento ukve saaqcio sazogadoeba iyo. igi dasaxlda safrangeTis samxreTSi, sadac SeiZina Zveleburi cixe-sasaxle (ix.fotoze). gamoTxovebisas man qvedanayofebis xelmZRvanelebs aCuqa rusuli matrioSkebi werilTan erTad: `Tu yoveli CvenTagani moizidavs nakleb xalxs, vidre Cven varT, Cveni kompania male jujebis kompaniad iqceva. Tuki yoveli CvenTagani SemovikrebT ufro met xalxs, vidre Cven varT, Cveni kompania gigantebis kompania iqneba~. 1980 wels ohilvi kvlav daubrunda aqtiur moRvaweobas reklamaSi. erTi periodi igi xelmZRvanelobda filials indoeTSi, Semdeg â&#x20AC;&#x201C; germaniaSi. 1998 wels Oâ&#x20AC;&#x2122;gilvy&Mather-is saagentos brunva Seadgenda 9,8 miliard dolars. 1989 wels ohilvis jgufi SeiZina sareklamo sakomunikacio jgufma WPP-ma. ohilvi miiwvies am giganti konglomeratis direqtorTa sabWoSi. 1999 wels devid ohilvi gardaicvala. datova ramdenime wigni, romelic ara marto reklamistebis, aramed yoveli ganaTlebuli adamianis samagido wignad SeiZleba CaiTvalos. maT Soris gamoirCeva ori naSromi: `sareklamo agentis aRsareba~ da `ohilvi reklamaSi~. am wignebTan erTad man dautova mravali brZnuli rCeva sareklamo biznesSi momuSave axalgazrdebisaTvis, romlebsac ohilvizmebi ewodeba. ai, ramdenime maTgani: -reklamaSi gacilebiT ufro mniSvnelovania is, rasac ambobT da ara is, rogor ambobT; -reklama es aris sityvebis biznesi; -reklama es aris darwmunebis xelovneba; -niWieri produqti ukeTesia, vidre niWieri reklamisti; -ar arsebobs uintereso produqti, arsebobs cudi reklamisti; -moiyvaneT faqtebi. momxmarebeli uWkuo ar gegonoT. Tqven mas Seuracxyofas ayenebT Tu ggoniaT, rom ubralo mowodebiT da aRfrTovanebuli SeZaxiliT aiZulebT raime iyidos. myidveli idioti araa. igi iseTia, rogoricaa Tqveni coli.

Tavi 8.

133

8.3.1. `rols-roisi~ 8.3.1 `rols-roisi~

kompania `rols-roisis~ damaarseblebi henri roisi da Carlz stiuart rolsi miekuTvnebodnen sxvadasxva socialur klass, hqondaT sxvadasxva ganaTleba da kariera.

frederik roisi iyo Raribi mewisqvilis Svili. igi daibada 1864 wels inglisis erT patara qalaqSi piterboros maxloblad. roiss 10 wlidan mouwia muSaoba. Tavdapirvelad igi yidda gazeTebs. patarobis wlebidanve dainteresda sainJinro saqmiT da maTemetikiT. aRsaniSnavia, rom igi damoukideblad mecadineobda da ramdenime enac Seiswavla. roisi 15 wlis asakSi moxvda manqanebis saTadarigo nawilebis mwarmoebel firmaSi muSad. Semdom gadavida londonSi eleqtro gamanaTebeli aparaturis damamzadebel firmaSi. sul male, 19 wlis asakSi, roisma gaxsna sakuTari patara firma ‘‘Royce Ltd’’, romelic amzadebda ganaTebis xelsawyoebis armaturas. 1903 wels roisma SeiZina franuli warmoebis naxmari avtomobili `dekovili~, romelic cudad iqoqeboda, male xurdeboda da mgzavrobisas saSinlad ZigZigebda. roisma gadawyvita Seeqmna sakuTari konstruqciis avtomobili, romelic unaklo iqneboda. marTlac ramodenime dReSi man amis Sesaxeb Seatyobina Tavis kolegebs da 1904 wels misi sawarmodan gamovida pirveli avtomobili, roisis mier Seqmnili orcilindriani ZraviT. es avtomobili moZraobda swrafad, advilad iqoqeboda, iyo gamZle da ar vibrirebda. momavali kolegisagan gansxvavebiT, Carlz rolsi aristokrati iyo. igi daibada 1877 wels lordis ojaxSi. cxovrobda fufunebaSi, swavlobda kembrijSi, sadac gaiara manqanaTmSeneblobis kursi. axalgazrda rolsi dainteresda Sida wvis ZravebiT. igi mamasTan erTad gaemgzavra safrangeTSi, sadac SeiZina avtomobili `peJo~. es iyo pirveli avtomobili kembrijSi. swavlis damTavrebis Semdeg, rolsi gaxda gamocdili mZRoli. man 1904 wels msoflio rekordic ki daamyara siCqareSi, gaaqana ra manqana dublinSi swor monakveTze 105 km/sT siCqariT. igi iyo siCqaris da mZafri gancdebis maZebari adamiani; dafrinavda aerostatze, cdida TviTmfrinavebs (ix.8.3.1.1).

134

marketinguli komunikaciebi.

reklamis istoria

1902 wlidan rolsma sakuTari biznesi wamoiwyo. male igi gaxda inglisSi manqanebis erT-erTi udidesi distributori. es ori gansxvavebuli asakisa da warmoSobis adamiani – henri rolsi da Carlz roisi, bedma Seaxvedra londonis erT-erT restoranSi. roisi maSin 40 wlisa iyo, xolo rolsi – 27-is. maT aRmoaCndaT saerTo interesebi – SeeqmnaT iseTi maRali xarisxis da komfortuli avtomobili, romelic saukeTeso iqneboda mTel msoflioSi. jentlemenebma xeli moaweres SeTanxmebas kompania `rols-roisis~ dafuZnebis Sesaxeb. rolsma gamoscada roisis avtomobili da aRfrTovanda. igi ambobda, rom `roisi aRmoCnda is adamiani, romelsac did xans eZebda.~ `rols-roisis~ pirveli modelebi gamovida 1904-1906 wlebSi. Tavidanve es manqanebi pozicirdeboda, rogorc `luqs~ klasis avtomobilebi. maT imTaviTve moipives popularoba. magram `rols-roisma~ namdvil warmatebas miaRwia 1906 wels londonis `olimpia motor Souze~, axali modeliT `40/50~, romelic mniSvnelovani siaxleebiT gansxvavdeboda winamdebare modelebisagan. es modeli iyo sxva manqanebze mZlavri, saimedo da, rac mTavaria, praqtikulad, uxmauro. erTi wlis Semdeg daiwyo maTi seriuli gamoSveba da miuxedavad imisa, rom im drois sazomiT maTi fasi sakmaod maRali iyo, firmas mainc ar eleoda damkveTebi. am models ewoda `Silver Ghost~-s (`vercxlis suli~). avtorebi SG-s msoflioSi saukeTeso avtomobils uwodebdnen (ix.8.3.1.2). amis Sesamowmeblad inglisis samefo avtoklubma moawyo sacdeli garbenebi da SG-m jer gaiara 3200 km., xolo Semdeg – 24000 km. es manZili dRevandeli avtomobilebisaTvisac didia da `rolsroisis~ manqanas am manZilis gavlisas mxolod erTxel dauzianda sawvavi avzis onkani, romlis SekeTeba mxolod 2 Silingi dajda. swor monakveTebze SG aviTarebda 120 km/sT siCqares. misi maRali xarisxisa da komfortulobis wyalobiT SG Zalian male gaxda elitaruli klasis avtomobili. roisi did yuradRebas aqcevda umniSvnelo detalebsac ki. igi ambobda: `mcire detalebis xarisxi badebs srulyofilebas, xolo srulyofileba ukve mcire detali ar aris!~ xolo, rodesac sayvedurobdnen avtomobilebis maRali fasis gamo, igi ambobda: `xarisxi axsovT maSinac, rodesac masze fasi ukve daviwyebulia~. 1913 wels rols-roisis radiatorze Cndeba cnobili figura `qali frTebiT~, romelic Seqmna moqandake Carlz spaiksma. am figuras ewoda: ’’Spirit of Extasi’’ (`suli aRmafrenisa~) (ix.8.3.1.3). 1908 wels kompaniam daiwyo safren aparatebze muSaoba. 1910 wels, bedis gangebiT, am safrenma aparatebma monawileoba miiRes saaviacio SejibrebaSi. erT-erTi maTgani Camovarda 7 metris simaRlidan. samwuxarod, swored am aparatSi ijda 33 wlis Carlz rolsi, siCqaris didi moyvaruli adamiani, romelmac Tavad miiRo monawileoba am aparatis SeqmnaSi da pirvelma gadaifrina la-manSze win da ukan gauCereblad. igi am avariis dros daiRupa. partniorisagan gansxvavebiT, roisma mravali weli gardacvalebamde uxelmZRvanela kompanias. igi gardaicvala 1932 wels. pirveli msoflio omis dros `rols-roisis~ manqanebi gamoiyeneboda saswrafo samedicino daxmarebisa da javSnosani manqanebis magivrad. masze qvemexs amagrebdnen, radganac Zara 4 tona simZimes uZlebda da amavdroulad 80 km/sT siCqares aviTarebda.

Tavi 8.

135

8.3.1. `rols-roisi~

1931 wels `rols-roisma~ SeiZina misi konkurenti kompania `bentli~, romelic aseve luqsi klasis maRalxarisxovan sportul manqanebs awarmoebda. 50-ian wlebSi `rols-roisi~ samefo karis mimwodebeli xdeba. aRsaniSnavia, rom jer kidev 1913 wels, ramdenime `rols-roisi~ SeiZina ruseTis imperatorma nikoloz meorem. 1917 wlis revoluciis Semdeg ki es manqanebi komunisturi xelisuflebis xelSi Cavarda da bolos TviT leninsac ki emsaxurebodnen. ruseTis mTavrobis gadawyvetilebiT erT-erT maTganze daamagres muxluxoebi da Txilamurebi, zamTarSi, moyinul gzebze, leninis gorkadan moskovSi Seuferxebelad CamoyvanisaTvis. ď ´ 70-ian wlebSi `rols-roisi~ bankrotad gamocxadda, magram misi istoriuli mniSvnelobis gamo, inglisis mTavroba ramdenjerme Seecada kompaniis gadarCenas. bolos rols-roisi moxvda samxedro sawarmo kompleqsis `vikersis~ xelSi, romelmac 90-iani wlebisaTvis is kvlav momgebian sawarmod aqcia. manqanaTmSeneblobaSi moWarbebuli konkurenciis pirobebSi `vikerssac~ mouwia `rols-roisis~ gayidva. misi SeZenisaTvis ibrZodnen atomSeneblobis gigantebi: `daimler-benci~, `bmv,~ `folcvageni~ da sxva. sabolood, 2003 wlidan, `rols-roisis~ sawarmoebi mihyides `folksvagens~, magram mas SeuZlia gaagrZelos mxolod `bentlis~ gamoSveba, radganac `bmv~-m 66 milion dolarad SeiZina Tavis nawarmze rols-roisis saxelis gamoyenebis ufleba, anu am fasad SeiZina brendis saxelwodeba. `rols-roisi~ me-20 saukuneSi xarisxis, prestiJis da fufunebis etaloni gaxda. iyo SemTxvevebi, rodesac sxva saqonels mas adarebdnen. magaliTad, erTerTi fexsacmelebis firma, Tavis fexsacmels reklamas ukeTebda ase: `es aris fexsacmelebSi `rols-roisi~. rols-roisis renome iqmneboda da wlebis manZilze iyo SenarCunebuli unaklo, TiTqmis fantastikuri xarisxis meSveobiT. rols-roisis avtomobilebi praqtikulad ar fuWdeboda da masTan pirvelive Sexeba adamianis aRfrTovanebas iwvevda. swored `Spirit of Exrasi~ - `suli aRmafrenisa~ ewoda rols-roisis manqanebis ucvlel atributs, qalRmerTis emblemas. sainteresoa am emblemis Seqmnis istoria. rogorc cnobilia, 1909 wels `rols-roisi~ SeiZina samefo avtoklubis xelmZRvanelma lordma montegium. im dros avi sulebisagan dasacavad modaSi iyo avtomobilebis Semkoba sxvadasxva TilismebiT. Tilismad zogi mZRoli policielis, sayvareli ZaRlis an katis figurebs iyenebda. lordma montegium ki misi manqanis Tilisma SeukveTa megobars, moqandakes Carlz saikss. saiksis mier Seqmnili qandakeba Sedevri iyo. igi asaxavda frTebian angeloz qals, romelic TiTqosda cidan Camofrinda manqanaze. am qalis modelad saiksma gamoiyena lord montegius mdivani da sayvareli eleonora torntoni. maTi siyvarulis ambavi mkacrad gasaidumloebuli iyo, magram saiksi lord montegius axlo megobari iyo da saidumlo misTvis cnobili iyo. qandakeba ganasaxierebda gracias, silamazes, dinamikurobas. Tanamedroveebi ambobdnen, rom Tavad saikssac farulad uyvarda eleonora torntoni. moqandakem mis qmnilebas daarqva `CurCuli~ â&#x20AC;&#x201C; eleonoras da lordis saidumlo urTierTobis gamo. Tavidan am angelozs TiTi tuCebze hqonda mifarebuli. am qandakebas sazogadoebis maRal wreebSi iseTi warmateba

136

marketinguli komunikaciebi.

reklamis istoria

xvda, rom `rols-roisma~ Seisyida saiksisagan misi warmoebis ufleba. qandakebam odnavi cvlileba ganicada da sabolood daerqva `suli aRmafrenisa~. Tavad eleonora torntorni amayobda, rom misi gamosaxuleba yvelaze prestiJul avtomobilebs amSvenebda, magram eleonoras didxans ar dascalda es sixaruli. pirveli msoflio omis dros, 1915 wels, igi lord montegiusTan erTad gemiT miemgzavreboda indoeTSi. kunZul kretasTan, xmelTaSua zRvaSi maTi gemi germanelebis torpedom gaanadgura. eleonora torntoni daiRupa, xolo lordma montegium moaxerxa gadarCena, igi ori dRis mere romeliRac gemma zRvidan aiyvana. 1911-1914 wlebSi `rols-roisis~ metalis Tilisma, vercxlis feniT ifareboda, rac maTi masobrivi qurdobis sababi gaxda. male firmam daiwyo am figurebis Camosxma iafi nikelisagan da qurdobac Sewyda.  `rols-roisi~ Tavidan Zalian mcire Tanxas xarjavda reklamisaTvis. es mas arc sWirdeboda, radganac saukeTeso reklama is iyo, rom qveynis samefo kari sasaxlis gareT mxolod `rols-roisiT~ gamodioda. dedoflis sazRvargareT mogzaurobis dros ki mis `rols-roiss~ winaswar agzavnidnen im qveyanaSi. dedoflis gemiT mogzaurobisas gemze mowyobili iyo specialuri avtofarexi dedoflisa da misi Tanmxlebi didebulebis `rols-roisebisaTvis~. dedoflis romelime qveyanaSi Casvlisa da gadaadgilebis amsaxveli fotoebiT aWrelebuli iyo msoflios yvela qveynis Jurnal-gazeTebi, xolo am fotoebze mudmiv atributad Canda `rols-roisis~ gamosaxuleba, romelic firmis saukeTeso reklama gaxldaT. `rols-rosi~ iSviaTad mainc ikeTebda reklamas, isic mxolod Zalian prestiJul JurnalebSi (ix.8.3.1.4). magaliTad, 1907 wels Jurnali ’’Autocar’’-i werda: `misi motori, uxmauro sakerav manqanas hgavs da rodesac am manqaniT mogzaurob, STabeWdileba geqmneba TiTqos Sen ki ar moZraob, aramed landSafti moqris Senken didi siCqariT~. 50-ian wlebSi, rodesac `rols-roisma~ gadawyvita amerikis bazris dapyroba, mis popularizacias didi samsaxuri gauwia reklamis erT-erTma genialurma Semqmnelma devid ohilvim. rodesac mas sareklamo kampania SeukveTes, igi sami kvira swavlobda avtomobilis Seqmnis process da mis teqnologiur Taviseburebebs. Tavad reklamis udidesma Teoretikosma da praqtikosma, mxolod erTi detali ipova, romelsac xazi gausva saTaurSi. swored am saTaurma moutana didi warmateba sareklamo kampanias. es detali iyo: `rodesac mihqri `rols-roisSi~ 60 milis siCqariT, erTaderTi xmauri rac gesmis, es mxolod saaTis wikwikia~. am saTaurs mosdevda 607 sityvisgan Semdgari teqsti, romelSiac ubralod da gasagebad iyo moTxrobili `rols-roisis~ xarisxisa da komfortis Sesaxeb (ix.8.3.1.5). Tavad ohilvi werda: `Cven gvTxoves mogvexdina saswauli, msgavsad im saswaulisa, rogorc qristem gamokveba adamianebi RviniTa da puriT. Cvengan moiTxoves iseTi teqstis Seqmna, romelsac yvela waikiTxavs da arasodes daaviwydeba~. da ohilvim es SesZlo! es reklama sul ramdenimejer daibeWda prestiJul JurnalebSi da me-20 saukunis reklamis klasikad iqca. mas mere inarCunebs `rols-roisi~ msoflios yvelaze prestiJuli avtomobilis imijs (ix.8.3.1.6).

Tavi 8.

d a n a r T i

137

138

marketinguli komunikaciebi.

reklamis istoria

Tavi 8.

d a n a r T i

139

140

marketinguli komunikaciebi.

reklamis istoria

Tavi 8.

141

8.4. bil bernbaxi

8.4 bil bernbaxi

bil bernbaxi daibada 1911 wels niuiorkis raionSi, bronksSi. man daamTavra musikaluri koleji, mere niu-iorkis universiteti, inglisuri literaturis specialobiT. universitetis Semdeg kurierad daiwyo muSaoba erT erT kompaniaSi. erT dRes mas TavSi mouvida am firmis reklamis idea da es reklama daibeWda gazeTSi. Sedegad igi gadaiyvanes am firmis sareklamo ganyofilebaSi. bernbaxi male gaxda kompaniis prezidentis marjvena xeli, misi TanaSemwe. mas Semdeg bernbaxi muSaobda sxvadasxva sareklamo saagentoebSi, maT Soris “Grey Advertising~, sadac kargi skola gaiara reklamis teqstis SedgenaSi. 1949 wels Tavis megobrebTan erTad gaxsna sakuTari sareklamo saxelosno Doil, Dain, Bernbach (DDB) da daiwyo damoukidebeli moRvaweoba. rodesac bernbaxi reklamaSi movida, werda: `me mqonda didi upiratesoba sxvebTan SedarebiT – praqtikulad araferi vicodi reklamis Sesaxeb, es saSualebas maZlevda vyofiliyavi originaluri. rogorc ki wesebi imoneben Tqvens azrovnebas, iwyebT sxvisi moqmedebebis kopirebas da Tqveni reklama xdeba usaxuri da nacrisferi~. bernbaxis mier sxva saagentoebSi miRebuli gamocdileba sakmarisi iyo raTa mas gamoevlina Tavisi SemoqmedebiTi talanti. igi miiCnevda, rom Teoria unda gamagrebuliyo praqtikiT, eqsperimentebiT da aratradiciuli midgomebiT. `me aRmovaCine, rom rac ufro meti esmis specialists marketingis, miT ufro naklebad esmis reklama. gamokvlevebi SeiZleba ganvixiloT rogorc instrumenti, gansxvavebuli SemoqmedebiTi mignebebisaTvis. maTematikuri gaangariSebiT Sesrulebuli samuSaos nakli isaa, rom sxvebsac SeuZliaT gaimeoron es gza~. bernbaxis pirveli postulati iyo `ubraloeba! ubraloeba gasagebia yvelasaTvis!~ 

oftalmologiuri centris reklama erT-erTi pirveli reklama, romelic SeukveTes mis axal saagentos, iyo oftalmologiis centris reklama. imis magivrad, rom adamianebisaTvis pirdapir miemarTa, misuliyvnen Tvalis gasasinjad, man mimarTa emocias. posterze gamosaxuli iyo didi Savi kvadrati, maleviCis naxatis msgavsad, naxats axlda warwera: `ase gamoiyureba mze, ca da yvavilebi brmebisaTvis, gaisinjeT mxedveloba~. Tu ra mniSvneloba aqvs emociur mimarTvebs reklamaSi amaze metyvelebs kidev erTi magaliTi. maisis TveSi bernbaxi midioda medison aveniuze ofisSi. quCaSi ijda maTxovari kedelze mimagrebuli warweriT: `daexmareT brmas!~ iqve

142

marketinguli komunikaciebi.

reklamis istoria

dadebul qudSi oriode moneta iyo. bernbaxi mivida brmasTan da uTxra, neba mieca misTvis warwera Seecvala kedelze. brma dasTanxmda. bernbaxma gadaabruna muyaos naWeri da raRaca daawera. saRamos bernbaxma kvlav gamoiara maTxovarTan, romlis qudi savse iyo monetebiT. brmam xmaze icno bernbaxi da hkiTxa, ra dawereT amisTana, rom yvela gamvleli xurdebs migdebs. bernbaxma waukiTxa warwera: ùkve gazafxulda, magram me verafers vxedav~. bernbaxi rbili mimarTvebis mimdevari iyo. mas hqonda niWi, komunikacia aego iumoriT, SegonebiT, qvecnobierebaze zemoqmedebiT. bernbaxi Tvlida, rom Semoqmedeba, ostatoba da fantazia unda gamomdinareobdes produqtis kargi codnidan. àraferi ar daaqcevs cud produqts ise Cqara, rogorc kargi sareklamo kampania. SemoqmedebiTi filosofiis algoriTmi martivia: `daiWiro produqtSi ubralo Zafi kampaniis ganviTarebisaTvis da moyve masze darwmunebiT, ubralod da gasagebad~. sxva saagentoebidan gansxvavebiT, romlebic reklamis gaformebas urgebdnen teqsts, bernbaxma saagentoSi Seqmna reklamaze momuSave erTiani gundi teqstis avtorisa da mxatvar-dizainerisagan. ès ori adamiani, romlebic erT oTaxSi sxedan, pativs scemen erTmaneTs, did dros atareben erTad, Tavisufali azrebis da asociaciebis gacvlis meSveobiT TandaTan Sedian urTierTobaSi, im donemde, rodesac warmoiSveba erTi idea, misgan gamomdinareobs meore, mere kidev erTi da a.S. aseTi midgomis Sedegad teqsti da gamosaxuleba erT mTels warmoadgens. aseT viTarebaSi xSirad mxatvari igonebs karg saTaurs da teqstis avtori ki – mxatvrul gadawyvetas.~ bernbaxis azriT, idealur sareklamo mimarTvas unda gaaCndes energetika, viTomda igi ganekuTvneba iseT movlenas, romelic Sen Tavad gadagxda, igi unda eZaxdes momxmarebels `sdeq!~ mis mier Seqmnili sareklamo kampaniebic zustad am SeZaxilis msgavsad aiZulebdnen mayurebels SeCerebuliyvnen maT winaSe. 

`orbaxis~ univermaRi `orbaxis~ univermaRis reklamaze (ix.8.4.1) gamosaxuli iyo kata SlapiT da sigaretiT – `me raRac Sevityve joanis Sesaxeb...~ Turme mas Seutyvia, Tu sad yidulobs joani iafad xarisxian saqonels. xolo meore reklama iuwyeboda: `mokide xeli meuRles, wamoiRe ramdenime dolari da Sen miiReb axal meuRles~ (ix.8.4.2) 

`levis~ maRazia warmatebuli iyo erT-erTi ebraelis, levis maRaziis reklama, romelic acxobda macas. plakatebis seriiT, romlebzedac gamosaxulni iyvnen sxvadasxva erovnebis warmomadgenlebi macas Wamis periodSi, slogani miuTiTebda: `araa savaldebulo iyo ebraeli, rom Wamo `levisis~ maca~ (ix.8.4.3). am kampaniis meSveobiT levisi gaxda macas yvelaze msxvili movaWre niu-iorkSi.

Tavi 8.

143

8.4. bil bernbaxi

cnobilia `polaroidis~ da israelis aviakompaniis bernbaxis reklamebi – `23 dekembridan atlantis okeane 20% iT viwro gaxdeba~ (ix.8.4.4). warweraSi aRwerili iyo, rom mxolod es aviakompania axorcielebda pirdapir frenas israelidan amerikaSi islandiaSi daujdomlad. am aviakompaniis mgzavrebma erT weliwadSi samjer moimata. magram namdvili Sedevri, rac Seqmna bernbaxma, iyo `folksvagenis~ reklama, romlis sareklamo kampania miCneulia 20 saukunis qrestomatiulad. 

`folksvageni~ rogorc reklamis erT-erTi udidesi metri devid ohilvi werda: `ver warmomidgenia, CemTvis rom moetanaT manqana, romelic orTopediul fexsacmels ufro waagavs da eTqvaT misi reklamis gakeTeba, me albaT ver SevZlebdi! magram bernbaxma SeZlo! da Seqmna genialuri sareklamo kampania: `cota ifiqre~. TeTr fonze patara Savi wertiliviT `folksvagenis~ foto (ix.8.4.5) da qveS ubralo, gasagebi teqstiT imis mtkiceba, Tu ra upiratesoba aqvs mcire, ekonomiur, adviladmosavlel avtomobils da ratomaa misi SeZena momgebiani~ (am sareklamo kampaniis Sesaxeb ix.Semdeg TavSi). 

`avis~ didi warmateba xvda bernbaxis meore sareklamo kampanias avtotransportis gamqiravebeli firma `avisisaTvis~, romelic sididiT meore iyo amerikaSi. bernbaxma am firmis nakli, rom igi meore iyo, gadaaqcia upiratesobad. `Cven varT mxolod meoreebi, amitom vmuSaobT ufro mets da mondomebiT~ (ix.8.4.6). teqstSi aRwerili iyo yvelaferi, rasac es firma akeTebda momxmareblebis ukeT momsaxurebisaTvis. am ori sareklamo kampaniis Semdeg bil bernbaxis saagentos moawyda amerikis bevri msxvili reklamis damkveTi. 1965 wlisaTvis mcire SemoqmedebiTi saxelosnodan gadaiqca sididiT meaTe saagentod. 60-iani wlebis bolos DDB-m daiwyo gafarToveba evropaSi, samxreT amerikaSi. filialebis zrdasTan erTad bernbaxs uSualod ar SeeZlo exelmZRvanela SemoqmedebiTi samuSaoebisaTvis. am mizeziT misgan wavida bevri klienti, romlebic uSualod mis monawileobas iTxovdnen. 1970 wels 65 wlis asakSi bernbaxma saagentos mmarTveloba gadaabara axalgazrdebs. am axalgazrdebma daiwyes axali wesrigis damyareba, win wamowies safinanso kontroli, magram SemoqmedebiT mxares daaklda bernbaxis genia da intuicia. misma Seqmnilma saagentom gaagrZela moRvaweoba Cvens dReebamde, magram SeuerTda sxva transnacionalur gaerTianebas. bil bernbaxi gardaicvala 1976 wels leikemiisagan 71 wlis asakSi.

144

marketinguli komunikaciebi.

8.4

reklamis istoria

`folksvageni~ – ‘‘VOLKSWAGEN’’

‘‘Volkswagen’’ (VW) erTaderTi avtomobilia, romlis warmomavlobac eWvs ar iwvevs. es namdvili germanuli manqanaa, romelmac SeiTavsa gemaneli xalxisaTvis damaxasiaTebeli dadebiTi Tvisebebi: ekonomiuroba, sizuste da saimedooba. swored am Tvisebebis wyalobiT gaxda VW namdvilad saxalxo avtomobili ara marto germaniaSi, aramed avtomobilebiT gajerebul iseT qveyanaSi, rogorica amerikaa. VW gamoCnda amerikaSi 1949 wels da am ucnauri formis avtomobilma presaSi Tavidanve didi xmauri gamoiwvia. amis wyalobiT VW sazogadoebis yuradRebis centrSi moeqca da 10 wlis ganmavlobaSi, yovelgvari reklamis gareSe, VW Beetle – (`maisis xoWo~) yvelaze popularuli importuli avtomobili gaxda amerikaSi. VW-is, rogorc brendis, Zalze saintereso istoria dakavSirebulia saxelganTqmuli avtokonstruqtorisa da avtomrbolelis ferdinand porSesa da, rogorc ucnauradac unda JRerdes, adolf hitleris saxelTan. me-20 saukunis dasawyisSi porSem – am niWierma konstruqtorma, mravali siaxle Seitana avtomobilebis Zravebis konstruqciaSi. porSem bevr firmaSi imuSava mTavar konstruqtorad da 30-iani wlebisaTvis gadawyvita sakuTari saqme wamoewyo. misi mizani iyo Seeqmna iseTive saimedo, martivi da yvelasaTvis xelmisawvdomi avtomobili, rogoric iyo fordis `modeli-T”. man Tavisi avtomobilis Seqmnis proeqts uwoda ‘‘Volksavto’’ – saxalxo avtomobili. porSes avtomobili Zireulad gansxvavdeboda fordis T-modelisagan. proeqtis gansaxorcieblad man daiwyo sponsorebis Zieba da 1933 wels 3 sacdeli prototipic ki daamzada, magram maT seriul warmoebaze sponsorma uari ganacxada. am dros germaniis saTaveSi adolf hitleri movida. man mTeli rigi kanonebi SemoiRo avtomobilebis warmoebis ganviTarebisaTvis: gaauqma avtomobilebze gadasaxadebi da Sesabamis samsaxurebs daavala daemuSavebinaT saxalxo avtomobili, romlis Rirebulebac 1 aTas reixsmarkaze meti ar iqneboda. aseTi avtomobilis konstruireba daevala ferdinand porSes sakonstruqtoro biuros. hitl-

Tavi 8.

8.4. `folksvageni~ - `Volkswagen~

145

eris piradi gankargulebiT man miiRo reixskancelariis dafinanseba. aSenda specialuri qarxana q. volfcburgSi da dafuZnda firma saxelwodebiT: `saxalxo avtomobilis damuSavebis sazogadoeba~ – `Volkswagenwerk Gmbh”. male aSenda meore qarxana hanoverSi, romlis gaxsnaze hitlerma ganacxada, rom `saxalxo avtomobilebs~ daerqmevaT `Zala, sixarulisa~ (sixaruliT gamowveuli Zala) (Kraft-durchFreude Wagen). porSem daamzada sacdeli partia - 33 avtomobili (ix.8.4.7), romlebmac mniSvnelovani dazianebebis gareSe 1,8 milioni mili gaiares. germaniis mTavrobam gadawyvita farTod gaevrcelebina es avtomobili xalxSi da SemoiRo sesxebis specialuri programa. nebismier adamians SeeZlo kviraSi 5 marka gadaexada Tavisi momavali avtomobilis safasurad. sesxebis programaSi monawileoba miiRo 340 aTasma adamianma, ris meSveobiT saxalxo avtomobilis warmoebis biujetma 67 milioni dolari miiRo. magram meore msoflio omis dawyebam xeli SeuSala `sixaruliT gamowveuli Zalis~ ganxorcielebas. omis Semdeg daiwyo dangreuli VW-is qarxnebis aRdgena. mokavSireebma ferdinand porSe 2 wliT cixeSi moaTavses `hitleris piradi davalebis SesrulebisaTvis~ da Semdeg igi VW-is proeqts aRar miakares. 1945 wels gamouSves 1500 avtomobili, xolo erTi wlis Semdeg ki gaiyida ukve 10 000 cali. omis dros dangreuli gzebi zRudavda VW-is gavrcelebas evropis kontinentze. saWiro iyo axali bazris Zieba da kompaniis axalma xelmZRvanelma henrix nordhofma daavala holandiel distributors ben pols emuSava amerikis bazris aTvisebaze. am mizniT polma Tavdapirvelad mxolod erTi ‘‘VW Beatle’’ Caitana amerikaSi (ix.8.4.8). amerikel avtoimportiorebs siciladac ar eyoT polis SeTavazeba, maxinji xoWos Sesaxeb da yvelam kategoriuli uari ganacxada mis gasaRebaze. bolos polma Catanili manqana sul raRac 800 dolarad gayida, riTic dafara ukan dasabrunebeli xarjebi. rac unda gasaocrad JRerdes, VW-s amerikis bazarze SesvlaSi daexmaren TviT amerikelebi. omis Semdeg evropaSi darCenili amerikeli jariskacebi Zalian mieCvien am patara, erTgul avtoebs. maTi saxlSi dabrunebisas, evropidan suvenirebad CahqondaT swored VW-ebi, Tanac yvelas uyvebodnen am manqanebis maRali xarisxis da uRalatobis Sesaxeb. male Worebi germanul `xoWoze~ mTel amerikaSi gavrcelda da Tu 1950 wels amerikaSi gaiyida 330 VW, 1955 wels gayidvebma ukve 30 aTass gadaaWarba. VW-is bazari ganuxrelad izrdeboda TviTdinebiT, didi danaxarjebis gareSe, pirdapiri reklamis meSveobiT. Tavad koncerni ‘‘Volkswagen’’-ic izrdeboda da ipyrobda msoflios bazaars. 1955 wels gamouSves memilione VW. 50iani wlebis bolos VW gadaiqca germaniis umsxviles industrialur koncernad. amerikaSi Catanilma VW Beatle-ma 50-iani wlebis bolosaTvis aRmasvla Seanela, rodesac bazarze gamZafrda konkurencia da saqmis gamosasworeblad koncernma mimarTa amerikaSi ukve kargad cnobil sareklamo saagentos DDB-s, romlis saTaveSi idga bil bernbaxi. reklamis gurud wodebulma devid ohilvim Tavis mogonenebSi dawera: `CemTvis rom SemoeTavazebinaT reklama gamekeTebia iseTi avtomobilisaTvis, romelic ufro orTopediul fexsacmels waagavda, me mis reklamirebas albaT ver SevZlebdi, magram bil bernbaxma es SeZlo da ara marto SeZlo, man es patara ucnauri formis avtomobili kultad aqcia~.

146

marketinguli komunikaciebi.

reklamis istoria

bernbaxma gaaanaliza VW-is pozicia amerikis bazarze, Seiswavla VW-is gamoCenisas presaSi atexili xmauri. gazeTebSi mas `hitleris avtomobils~`faSistebis manqanas~ eZaxdnen. omis Semdeg yovelive germanuli amerikelebs aRizianebdaT. henri fordis SviliSvilma henri ford II-ma, mas `patara nagvis manqana~ uwoda, romelsac ar gaaCnda stili, simZlavre da komforti. amerikelebi avtomobilis SeZenas seriozulad udgebodnen. misi arCevani myidvelis adgils miuTiTebda sazogadoebaSi. metyvelebda mis materialur keTildReobaze, gemovnebaze da sxva. VW Beatle iyo amerikaSi importirebuli pirveli `kontrkulturis~ sagani, avtomobili, romelic ar jdeboda `amerikuli ocnebis~ vardisfer varaySi. amerikaSi omisSemdgomi 50-iani wlebi xasiaTdeboda, rogorc omis periodSi daklebuli siamovnebebis `anazRaurebis epoqa~. qveyana arnaxul ekonomikur aRmavlobas ganicdida. modaSi Semovida axali formebi, dizainSi gaCnda kosmosuri motivebi. avtomobilebSi modas detroitis avtomobilebi qmnidnen, sadac ganTavsebuli iyo avtomrewvelobis lideris `jeneral motorsis~ sawarmoebi. amerikuli manqanebic axal formebs Rebulobdnen. iyo midrekileba giganturobisaken. swored am dros gamoCnda erTi patara, maxinji `xoWo~, romelmac gamowvevis xelTaTmani esrola amerikis siamayes, detroitis qmnilebebs (ix.8.4.8). bil bernbaxis amocana iyo VW-is xiluli nakli upiratesobad eqcia, rasac Tavisi niWis wyalobiT saukeTesod gaarTva Tavi. man pirvel rigSi avtomobils daarqva ‘‘Beatle’’ – `maisis xoWo~ da misi Seqmnili VW Beatle-is sareklamo kampania Sevida me-20 saukunis reklamis istoriis analebSi. am patara `xoWos~ mravali upiratesoba hqonda detroitis `kadilakebTan~ SedarebiT. amerikel avtomagnatebs savsebiT ar aRelvebdaT avtomobilebis xarisxi da maTSi teqnikuri gaumjobesebebi mxolod modis moTxovniT SehqondaT. rac Seexeba Volkswagen-s, igi mudmivad muSaobda avtomobilis umniSvnelo detalebis srulyofaze, paralelurad igi mondomebiT qmnida servisis farTo qsels, raTa momxmarebels drois nebismier monakveTSi, amerikis nebismier qalaqSi, mieRo saWiro teqnikuri daxmareba firmis kargad ganswavluli personalisagan! aranakleb mniSvnelovani iyo is, rom 1956 wels VW-is fasi 1000 dolarze odnav meti iyo. gazeTebSi, 50-iani wlebis Sua xanebSi, gaCnda bevri aRtacebuli gamoxmaureba VW-is Sesaxeb: `Tu Tqven gadaiRaleT Cveulebrivi manqanisagan, swored VW-ia gamacocxlebeli cvlileba, `VW ar TvalTmaqcobs, igi absoluturad patiosani avtomobilia. mflobeli Tavisi fulis sanacvlod Rebulobs patiosan avtomobils. saiTac unda gaixedoT, salonSi dainaxavT keTilsindisierad damuSavebul detalebs, romlebic gaazrebuladaa erTmaneTze morgebuli. saRebavi datanilia uzadod. savali nawili ar jayjaxebs, magram mTavaria, rom VW-Si ar arsebobs interieris zedmeti detalebi~. Seiswavla ra presis ukve arsebuli gamoxmaureba, bil bernbaxma sareklamo kampaniis qvakuTxedad aiRo swored VW-is ubraloeba, unikaluroba, patiosneba da iumori. bernbaxma sareklamo kampaniisaTvis media saSualebebad airCia gare reklama, reklama beWdviT saSualebebSi da axladSemosuli satelevizio reklama. yvelaze cnobilia beWdviTi reklama, sadac did, TeTr fonze, marTlac

Tavi 8.

8.4. `folksvageni~ - `Volkswagen~

147

patara WiamaiasaviT, zeda kuTxeSi moTavsebulia VW da qveda kuTxeSi warweraa: `cota ifiqre!~ (ix.8.4.9). reklama Zalze ubralod, didi taqtiT aRwerda VW-is upiratesobebs: rom igi 100 kilometrze xarjavs mxolod 4 litr benzins, rom Zravs aqvs haeris gaciveba da ar sWirdeba antifrizi, rom mas erTi bewo adgili yofnis dasayeneblad, rom misi saburavebiT SesaZloa 64 aTasi kilometris gavla da sxva. paralelurad televiziiT gadioda sareklamo rgoli `dasaflaveba~, romelSiac naCvenebi iyo milioneris dakrZalvis ceremonia da diqtoris teqsti iuwyeboda, rom gardacvlilma Tavis cols, Svilebs da biznespartniorebs, romlebmac ar icodnen fulis yadri, ar dautova arc erTi centi, xolo SviliSvils, romelic kapik-kapik agrovebda fuls VW-is SesaZenad, dautova 100 milioni. VW-is reklamebSi ar eridebodnen VW-is `simaxinjes~. erT-erTi reklama iuwyeboda, rom ès simaxinje kapiksac ar umatebda manqanis Rirebulebas da swored amaSia misi silamaze~. aq kvlav detroitis giganti avtomobilebi igulisxmeba, romlebsac myidvelis moTxovniT amatebdnen garkveul detalebs, rac aZvirebda manqanis Rirebulebas. erT-erT plakatze VW-is magivrad gamosaxuli iyo mTvaremavali da warwera iuwyeboda: ìgi maxinjia, magram migiyvanT sadac gindaT~. avtomobilisadmi myidvelebis loialurobas ganapirobebda misi, rogorc saojaxo avtomobilis pozicireba, romelic idealurad Seesabameba SeZlebuli ojaxis meore avtomobils. mas warmoadgendnen, rogorc ojaxis sayvarel nivTs, òjaxis wevrs, romelic cxovrobs garaJSi~. reklama mkafiod usvamda xazs mis ekonomiurobas, marTvisgan miRebul siamovnebas, Zravis gaciebis sahaero sistemas da sxva. kompania Volkswagen-i araTu ar apirebda avtomobilis garegnuli ieris galamazebas, aramed amayobda kidevac misi maxinji formiT. 1965 wels VW, faqtobrivad, gaxda amerikaSi gayidvebis bestseleri. aseTi didi warmatebis Semdeg, bernbaxma gamouSva reklama: `1948 wels bevri gvTavazobda formis da dizainis Secvlas~. miuxedavad imisa, rom 1965 wlis modelSi, 1948 wlis modelTan SedarebiT, VW-is 5008 detalidan Secvlili iyo 5002 detali(!) forma da silueti ucvleli darCa. erT-erT reklamaze ganTavsebuli iyo veeberTela kvercxi da patara VW-i. warwera iuwyeboda: àrsebobs formebi, romelTa gaumjobeseba SeuZlebelia. hkiTxeT qaTams - kvercxze srulyofili forma ar arsebobs. igive exeba Volkswagen-sac. Cven bevri vecadeT, movsinjeT axali formis 3000 varianti, magram amaod~. VW Beatle-i iyo araklasobriobis da amavdroulad inteleqtualurobis simbolo. erT sareklamo posterze ewera: `rodesac Sexedav VW-is mZRols, misi mixedviT ver ityvi, mdidaria es kaci, Tu ara? warmatebuli politikosia, Tu ara? qalebSi warmatebiT sargeblobs, Tu ara? kiTxulobs platons berZnulad Tu ara?~. amiT xazi esmeboda, rom VW-i yvela fenisaTvis misaRebi da sayvareli manqana iyo, raSic didi roli iTamaSa bil bernbaxis saagentos mier warmoebulma sareklamo kampaniam. 70-iani wlebis bolos `xoWos~ epoqa dasrulda. 1978 wels germaniaSi konveiridan Camovida bolo `xoWo~. mTel germaniaSi gakruli iyo plakatebi warw-

148

marketinguli komunikaciebi.

reklamis istoria

eriT: `Cven forma bolomde SevinarCuneT~ da ufro wvrili SriftiT miwerili iyo: `VW Beatle-s TiTqmis 21 milioni myidveli mTel msoflioSi Tvlis, rom es swori iyo!~ qarxana meqsikaSi gadaitanes, sadac kidev grZeldeboda `xoWos~ gamoSveba adgilobrivi bazrisaTvis. `xoWos~ epoqis damTavrebiT daiwyo `golfis epoqa~ (ix.8.4.10), ’’Volkswagen’’-is koncernis meore avtoSedevris epoqa, romelmac 1990-ian wlebSi gaagrZela aRmasvla evropaSi. mas moyva aseve popularuli mcirelitraJiani `folcvagen-polo~ (ix.8.4.11). ukve 21-e saukuneSi, koncernma ’’Volkswagen’’-ma kvlav gamouSva Zveli `xoWos~ Selamazebuli varianti, romelmac kvlav momxmareblebis didi mowoneba daimsaxura (ix.8.4.12). dRes koncerni ’’Volkswagen’’-i udidesia evropaSi. man Seisyida Audi, Seat, Shkoda-s brendebi, Seisyida agreTve – Rols-Rois-is brendis saxelwodeba. igi awarmoebs msoflio avtomobilebis raodenobis 12% -mde, wliuri sabrunavi kapitalia 87,2 miliardi evro.

Tavi 8.

d a n a r T i

149

150

marketinguli komunikaciebi.

reklamis istoria

Tavi 8.

d a n a r T i

151

Tavi

9 1960-1975 wlebi

1960-ian wlebSi reklamis formirebaze gavlena iqonia politikam, kulturam da teqnologiam. auditoria Seicvala, gaaxalgazrdavda. `bebibumerebma~ miaRwies 20 wlis asaks. es jgufi warmoadgenda momxmareblis axal tips, romelic ufro damoukidebeli da Tavisufali iyo da eZebda TviTgamoxatvis gzebs. sareklamo industrias mouwia gzebis Zieba am axal mzard auditoriasTan sasaubrod. jon kenedim, amerikis istoriaSi yvelaze axalgazrda prezidentma, romelic mokle xanSi amerikelebis kerpi gaxda, STaunerga amerikelebs maTi privilegirebuloba mTel msoflioSi da is, rom araferi iyo maTTvis miuRweveli. kenedi ayva drois moTxovnebs da daiwyo moqalaqeTa TanasworobisaTvis da maTi uflebebis dacvis RonisZiebebis gatareba. amavdroulad misi meuRle Jaklin kenedi gadaiqca qalis etalonad da modis damamkvidreblad. am dros amaRlda amerikelebis cxovrebis done. yvela ojaxSi iyo televizori, macivari, sarecxi manqana da sxva damxmare teqnika. farTod gavrcelda iafiani, swrafi kvebis restornebis qseli Mc Donalds, Burger King, Kentuky Fried Chicken, romlebic milionobiT klients izidavda. (mak donaldsis istoria â&#x20AC;&#x201C; ixile Tavis bolos). ď ´ am saerTo aRmavlobis periodis miuxedavad, mainc grovdeboda Rrublebi amerikis Tavze. mrewvelobaSi avtomatizebuli xazebis SemoRebiT izrdeboda umuSevroba, idga siRaribis problema. Tavi wamoyo feradkaniani mosaxleobis siduxWirem da namdvili Weqa-quxili mohyva jon kenedis mkvlelobas, rodesac damTavrda e.w. `ubiwoebis~ epoqa amerikis cxovrebaSi. kenedis sikvdilis Semdeg lindon jonsoni cdilobda naciis gamTlianebas da kenedis mier dawyebuli `diadi sazogadoebis~ mSeneblobis mcdelobebis gagr-

Tavi 9.

1960-1975 wlebi

153

Zelebas. igi gamodioda reformebiT umuSevrobis, siRaribis, naklebad anazRaurebadi ojaxebis dasaxmareblad. vietnamis omis dawyebis mere, mosaxleobis ukmayofilebam piks miaRwia. am dros gaCnda mravali arasamTavrobo organizacia. isini sxvadasxva socialuri problemis mogvarebis moTxovniT quCaSi gamovidnen. protestebis marSi, boikotebi, mjdomare aqciebi Cveulebriv ambad iqca. xSirad es aqciebi, mTavrobis mxridan, did winaaRmdegobas awydeboda, rasac Setakebebic ki moyveboda. feradkaniani mosaxleobis lideri gaxda sasuliero moRvawe martin luTer kingi umcrosi (ix.9.2), romelic feradkanianebis uflebebisaTvis brZolis araZaladobrivi taqtikas qadagebda, xolo mosaxleobis nawili momxre iyo malkolm iqsis radikaluri moqmedebebisa. am ori lideris mkvlelobis Semdeg gaCndnen e.w. `Savi panterebi~, romlebic iaraRiT xelSi cdilobden feradkanianebis dacvas policiisagan. ara marto feradkanianebi ibrZodnen Tavisi uflebebis dasacavad, maT ayvnen mosaxleobis sxva fenebic: studentebi, inteleqtualebi da axladgamoCenili sxvadasxva umciresobebi (geebi, lesboselebi). protestma vietnamis omis winaaRmdeg amerikamdec moaRwia. daiwyo didi Setakebebi omis sawinaaRmdegod, masobrivi gamosvlebi, studenturi gaficvebi, saswavleblebis da sxvadasxva dawesebulebebis piketireba. saqme teroristul aqtebamdec midioda, afeTqebden bankebs, samxedro gasawvev punqtebs da sxva. vietnamis omSi daiRupa 50 aTasi amerikeli. pirdapiri samxedro danaxarjebi 137 miliard dolars Seadgenda, iribi ki gacilebiT mets. omis damTavrebis Semdeg amerikelebSi gaCnda skepsisi, undobloba mTavrobis mimarT. warmoiSva sawvavis deficiti, krizisuli mdgomareoba Seiqmna saavtomobilo biznesSi, izrdeboda inflacia, matulobda fasebi produqciaze. 1975 wlisaTvis amerikis ekonomika, 30-iani wlebis didi depresiis Semdeg, yvelaze mZime mdgomareobaSi Cavarda. aseT areul socialur da ekonomikur atmosferoSi cvlilebebi garduvali iyo. qalebi da feradkanianebi uflebebiT gauTanabrden TeTrkanian mamakacebs. Seicvala socialuri institutebi, seqsualuri da qceviTi normebi naklebad mkacri gaxda. ase Seiqmna SemoqmedebiTi revoluciis winapiroba reklamaSi. momxmarebelis gaaxalgazrdavebasTan erTad gaaxalgazrdavdnen reklamis moqmedi gmirebic. reklamebSi holivudis cnobili msaxiobebis nacvalad monawileobdnen axalgazrda modelebi. amerika Seipyro axalma ideam - iyos axalgazrda, aqtiuri da eleganturi. gamoikveTa sxva tendenciac, farTod gavrcelebuli puritanuli ideali, SromiTa da ofliT mopovebuli bedniereba, aRar aRelvebda axalgazrdobas. am faseulobebma adgili dauTmes siamovnebis miRebis gzebis Ziebas. TaobaTa konfliqti mwvavdeboda. informaciis miRebis mZlavrma saSualebebma (televizia, radio) mTavari adgili daikaves ojaxebSi. axalgazrdebi mTel informacias televizoris, radios da kinos meSveobiT iRebden. amgvarad, nacia `literaturuli kulturidan~ gadavida `vizualur kulturaze~. tradiciul reklamas axali saSualebebis Zieba mouxda, raTa axalgazrda, Secvlili auditoriis yuradReba mieqcia.

154

marketinguli komunikaciebi.

reklamis istoria

hipebis moZraobam axali moda warmoSva, romelic gavrcelda sazogadoebis sxva fenebzec. axalgazrdebi an ojaxis Zvel skivrebSi napovni bebia-babuis tansacmlebidan, an Zvelmanebis maRaziebidan Tavad qmnidnen garderobs (ix.9.3). didi gavlena iqonia hipebis kulturaze ansamblma `biTlzebma~. aRmosavleTis Zveli kulturebis Seswavlam da sxva. momxmarebeli aRar yidulobda nivTebs èrTxel da samudamod~, aramed modaSi Semovida mal-male cvladi saqoneli. gaCnda e.w. èrTjeradi~ aveji faneris da plastmasisagan. bazarze saRdeboda ubralo formis, myvirala feris skamebi, WrelWrula gadasafareblebi da sxva (ix.9.4). reklamirebis Zveli meTodebi da stili aRar eTanadeboda drois moTxovnas. amitom gamoCnda axali tendenciebi, romlebSiac meti yuradReba eqceoda Semoqmedebas, vidre mecnieruli meTodebiT Seqmnil reklamebs. axalgazrda Semoqmedebi erTiandebodnen jgufebad, sadac Zveleburad aRar iyo SezRudva warmomavlobaze. am jgufebSi amerikelebTan erTad iyvnen ebraelebi, italielebi, berZnebi, espanelebi da zangebi. ď ´ sareklamo biznesi gzas uxsnida axal Semoqmedebs da axal saagentoebs. xelovanTa gaerTianebuli jgufebi qmnidnen patara saxelosnoebs, romlebic ufro moqnilad da operatiulad muSaobdnen, vidre didi saagentoebi. am saxelosnoebSi iRwvoda bevri niWieri axalgazrda, romlebmac Seqmnes saintereso sareklamo kampaniebi. am axalgazrdebs Soris gamoirCeoda jeri delia femina, karl elai, hovard hosiji da sxvebi. es niWieri Semoqmedebi bevr SekveTebs arTmevdnen did cnobil saagentoebs. magaliTad, karl elais ekuTvnis `volvos~ sareklamo kampania sloganiT: ìgi gemsaxurebaT ufro didxans, vidre sabanko baraTi~(ix.9.5) an `datvirTeT igi samuSaoTi ise, TiTqos gejavrebaT.~ elaim Seqmna avtomobilebis gamqiravebeli firmis `hercis~ reklama â&#x20AC;&#x201C; konkurenti firmis àvisis~ reklamis pasuxad. bil bernbaxis am gaxmaurebul reklamaSi àvisi~iuwyeboda, rom `Cven meoreni varT~, riTac `hercs~ bazris mniSvnelovani wili daakargvina, elaim ki Seqmna teqsti: `hercs hyavs konkurenti, romelic iZaxis, rom is aris meore. Znelia amas ar daeTanxmo~ (ix.9.6). Semdeg modioda xuTi gancxadeba, romlebic abaTilebdnen àvisis~ reklamaSi moyvanil argumentebs. am reklamiT hercma daibruna bazris mniSvnelovani wili. `pirdapiri marketingis reklamaSi~ (Direct Marketing) mniSvnelovan warmatebas miaRwia hovard hosejma. igi sareklamo gancxadebebSi aTavsebda kuponebs da yuradRebis misapyrobad xSirad mohyavda sruliad idioturi teqsti, damamaxsovrebeli elementebi, magram mis reklamebs didi warmateba hqondaT. aseve warmatebuli iyo hosejis sareklamo fandebi Èagle~ mamakacis perangebis reklamaSi, sadac sxvadasxva feris perangebs sxvadasxva saxelebi daarqva da TiToeul maTgans daurTo imave feris patara cxvirsaxoci (ix.9.7). 1960-iani wlebis bolos dawyebulma ekonomikis vardnam gavlena iqonia reklamazec. krizisma SeaCera SemoqmedebiTi revolucia, romelic 10 weli grZeldeboda

Tavi 9.

155

1960-1975 wlebi

da xelovneba kvlav gamodevna `abezarma~ reklamam. satelevizio reklamam gamoiwvia JurnalebSi reklamebis Semcireba, rasac bevri gamocemis daxurva mohyva. 70-ian wlebSi momwifda cvlilebebis talRa. pirvel rigSi, Tavi wamoyves nacionalurma da rasobrivi umciresobebis warmomadgenlebma, romlebic iTxovdnen TeTrkanianebTan gaTanabrebas. 50-ian 60-ian wlebSi Savkanianebi saerTod gaqren reklamebidan. amavdroulad, omis mere afroamerikelebis didi raodenoba gadasaxlda CrdiloeTis da dasavleTis StatebSi. maT ematebodnen imigrantebi laTinuri amerikidan da aziidan. miuxedavad am xalxis raodenibis zrdisa, kulturuli progresis tempi dabali rCeboda. feradkanianebis monawileobiT satelevizio gadacemebisaTvis ver poulobdnen sponsorebs. feradkaniani momxmareblebis ricxvis zrdasTan erTad, nel-nela gaizarda yuradReba maT mimarT, rogorc bazris mzard segmentze da reklamebSic damamcirebeli profesiebis magivrad maT normalur profesiebs aZlevdnen. farTod gavrcelda Savkanianebis reklama deviziT:~Wantu Vazur” – `Savi lamazia~ (ix.9.8). aseve yvelasaTvis cnobili gaxda simpaTiuri mzareuli Uncle Bens-(ix.9.9), xolo beberi deida jemina (Aunt Jemina) gaaxalgazrdavda. Savkaniani beisbolis supervarskvlavi Bill Cosby reklamas uwevda masobrivi moxmarebis sagnebs TeTrkanianebisTvisac. sainteresoa qalebis Tmis saRebavis `klariolis~ cnobili sareklamo kampaniis: `aqvs, Tu ara?~-s transformireba afro-amerikuli warmoSobis qalebisaTvis. Savkaniani qalebi Tvlidnen, rom wesieri qali Tmebs ar iRebavs. saWiro iyo aseTi Sexedulebis gaqarveba. firmam ganaTavsa mravali sainformacio masala Savkanianebis presaSi, sadac uxsnida Savkanian qalebs, rom Tmebis SeRebva, iseTive bunebrivia, rogorc kosmetikis xmareba da SeRebil Tmas SeuZlia Secvalos maTi ieri. reklamaSi mowveuli iyo momxibvleli Savkaniani modeli, xolo sloganma aseTi cvlileba ganicada: `Tu gindaT... ratomac ara?~ da firma klariolma ipovna misTvis axali mzardi bazari, sul ufro metma Savkanianma qalma daiwyo Tmebis Rebva `klarioliT~. reklamaSi Camoyalibebuli stereotipebiT ukmayofiloni iyvnen meqsikelebic, romelTac reklamaSi kbilebamde SeiaraRebul banditebad gamosaxavden, maT `frito banditos~ uwodebodnen. aseve ukmayofiloni iyvnen italielebic, romlebsac gangsterebis roli garantirebuli hqondaT. am ukmayofilebam imoqmeda reklamis Semqmnelebze da maT nel-nela daiwyes am rolebis koreqtireba.  qalTa emansipacia 1910-ian wlebSi dawyebuli susti feministuri moZraoba axali ZaliT ganaxlda 60-ian wlebSi. mTel qveyanaSi iqmneboda feminist qalTa jgufebi, romlebic mouwodebden qalebs, protesti gamoexataT maTi, rogorc mxolod seqsualur obieqtebad aRqmis winaaRmdeg. qveyndeboda mravali naSromi, sadac ismeboda kiTxvebi: ratom Rebuloben qalebi Tanaswor samuSaoSi kacebze nakleb anazRaurebas? ratom ar moaqvT zogierT barSi sasmeli qalebisaTvis? ratom kargaven stiuardesebi samuSaos, Tu gadawyveten bavSvis gaCenas? ratomaa ase cota qali kongresSi?

156

marketinguli komunikaciebi.

reklamis istoria

1966 wels Camoyalibda qalTa nacionaluri organizacia (NOW), romelmac daiwyo am sakiTxebze muSaoba. qalebi am dros ufro Tavisufalni da damoukidebelni gaxden. bevrma maTganma Sarvali da pijaki Caicva da aiTvisa adre kacebis privilegirebuli profesia: iuristis, mfrinavis, mexanZris da sxva. qalTa organizaciis kritikas ver ascda sareklamo biznesi, romelsac qali, seqsualur obieqtad da miamit diasaxlisad gamohyavda. maT daaweses specialuri prizebi qalTa Temaze saukeTeso reklamisaTvis, romelic pirvelad mianiWes Sirli polikovis `klariolis~ reklamas. daaweses agreTve prizi reklamaze, romelic laxavda qalTa uflebebs. am prizs uwodes `plastmasis Rori~. am RonisZiebebis Semdeg sareklamo biznesma yuradReba miaqcia imdroindeli qalebis Secvlil iers da Sedegad gaCnda bevri saintereso sareklamo kampania qalTa miznobrivi auditoriisaTvis. zemoT naxsenebi `meidenformis” reklama (ix.9.10) gagrZelda ufro gamomwvevad, manamde, vidre qalebma ar daiwyes ubiusgalterod siaruli. “Virginia Slims~ - qalebis sigaretis sareklamo kampania, mravali wlis ganmavlobaSi grZeldeboda deviziT: `Sen gaiare didi gza patarav!~ reklamis fotoebze Sedarebuli iyo Tanamedrove qalebi, warsuli epoqis qalebTan. magram etapobrivi cvlileba qalebisadmi mimarTul sareklamo kampaniaSi Seitana Revlon-ma, sunamo ”Charly”-s sareklamo kampaniiT, sadac gamoyvanili iyo Tavdajerebuli, dinamikuri, Tanamedrove axalgazrda qali SarvalSi (ix.9.11), romelsac qalis simSvenieresTan erTad kacis manerebi hqonda. am periodSi reklamistebi Tavad Seejaxnen garkveul problemebs. mimdinareobda polemika qveSemecnebaze moqmed reklamaze, Tambaqos reklamirebis zianze, momxmarebelTa uflebebis dacvaze, ekologiaze da debatebi reklamis socialur da politikur rolze. debatebis Sedegad, 1964 wels janmrTelobis sammarTvelom, akrZala televiziis saSualebiT sigaretebis reklamireba, ramac gamoiwvia biujetebis gadanawileba reklamis sxva saSualebebze. Seiqmna momxmarebelTa uflebebis dacvis sazogadoeba, romelic kontrols uwevda reklamirebadi produqciis xarisxs da aaSkaravebda uxarisxo produqcias. omis dros Seqmnilma sareklamo sabWom gaaaqtiura moRvaweoba sigaretis mowevisa da manqanis nasvam mdgomareobaSi marTvis sawinaaRmdegod. am drosve ganekuTvneba federaluri savaWro komisiis mier mTeli rigi instruqciebis miReba, romlebic krZalavden bavSvebisadmi mimarTul reklamebSi mozardis STagonebaze zemoqmedebas, rom am saqonlis SeZena maT raime upiratesobasa da privilegias mianiWebda. 1971 wels Seiqmna sareklamo saqmianobaze dakvirvebis nacionaluri sabWo, romelic ganixilavda momxmarebelTa saCivrebs arasando reklamis Sesaxeb. 70-iani wlebis Sua periodSi uotergeitis skandalma, prezident niqsonis impiCmentma, navTobis krizisma da ekonomikis donis vardnam, Searyia amerikelebis rwmena qveynis politikuri sistemisadmi.

Tavi 9.

9.1. `mak-donaldsis~ istoria

157

9.1. `mak-donaldsis~ istoria

kompania mak-donaldsis istoria dakavSirebulia sam pirovnebasTan, romelTa gareSec cnobili restornebis qseli ver iarsebebda. 1948 wlis dekemberSi Zmebma dik da mak mak-donaldsebma (Dick, Mac, McDonald) kaliforniis Statis patara qalaq bernardinoSi gaxsnes pirveli sasauzme McDonald’s. am dros ilionoisis StatSi vinme rei krokma (ix.foto) mTeli Tavisi qoneba Cado saqmeSi da aawyo e.w. `multimiqserebis~ warmoeba, romelTa meSveobiT mzaddeboda rZis koqteilebi. misi biznesi nel-nela viTardeboda da erT dRes man gadawyvita daeTvalierebina Zmebi makdonaldsebis sawarmo, romlebic mis miqserebs didi raodenobiT yidulobdnen. reis gaukvirda xalxmravloba da rigebi am patara sasauzmeSi. amasTan, sasauzmeSi Zmebma mak-donaldsebma aawyves namdvili konveiri da TiTo klientis momsaxurebas andomebdnen mxolod 15 wams. es iyo namdvili swrafi kvebis obieqti (Fast Food). rei krokma daarwmuna Zmebi imaSi, rom igi aeyvanaT `franCaizingis~ agentad, e.i. man miiRo ufleba makdonaldsebis saxeliT sxvagan gaexsna swrafi kvebis restornebi da garkveuli procenti exada ZmebisaTvis am restornebis Semosavlidan. (amJamad mak-donaldsis restornebis 70% ekuTvnis damoukidebel biznesmenebs – franCaizerebs. imisaTvis rom miiRo franCaizis ufleba, anu gaxsna restorani McDonald’s-is saxeliT, Tavdapirvelad unda Seitano kompaniis angariSze 45 aTasi dolari. amis mere unda SeiZino 432 dan 715 aTasi dolaris Rirebulebis sasadilos mowyobiloba da Semdeg 20 wlis ganmavlobaSi uxado kompanias yovelTviurad gayidvebis moculobis 4-dan 8% -mde.) ZmebTan dadebuli xelSekrulebidan sul male, krokma gaxsna pirveli restorani McDonald’s CikagoSi. pirveli dRis mogebam Seadgina 366 dolari. 1956 wels misi qseli izrdeba 12-mde. xolo 1960 wels 228 sasauzmemde. kroki mixvda am saqmis momgebianobas, mas ar undoda mTeli cxovreba emuSava Zmebis sasargeblod da 1961 wels 2,7 milion dolarad SeiZina brendi McDonald’s-i. im dros es didi Tanxa gaxldaT, magram Tu gaviTvaliswinebT dividendebs, rac am sasauzmeebs unda moetanaT, igi mainc umniSvnelo iyo. rei krokma aiZula Zmebi mak-donaldsebi gadaekeTebinaT saxeli maTi pirveli sasauzmesaTvis da rodesac am sasauzmes daarqves `Big-M”, krokma mis siaxloves aaSena axali McDonald’s-is restorani mak-donaldsis restornebi popularuli gaxda krokis warmatebuli marketinguli politikis meSveobiT, romelsac igi uwodebda QSC (Quality, Servise, Clean-

158

marketinguli komunikaciebi.

reklamis istoria

liness) anu –xarisxi, momsaxureba da sisufTave. 1961 wels rei krokma Secvala firmis logo da SemoiRo aso `M” romelic san-franciskos cnobili xidis `Golden Gates”-is konturs warmoadgenda da mas Semdeg swored igi amSvenebs makdonaldsis yvela restorans mTel msoflioSi (ix.9.1.1 da 9.1.2). 1963 wels McDonald’s amzadebs memiliarde hamburgers, romelsac specialuri Sou mouwyes da igi kamerebis win miirTva Tavad rei krokma. imave wels Cndeba McDonald’s-is safirmo personaJi jambazi Rey McDonald’s-i (ix.9.1.3). kompaniis dividendebi izrdeba. meniuSi Cndeba axal-axali hamburgerebi, romlebsac adgilebze sxvadasxva fraCaizerebi amzadeben da mere avrceleben restornebis mTel qselSi. 60-ian wlebSi ixsneba McDonald’s-is restornebi amerikis sazRvrebs gareT: kanadaSi, puerto-rikoSi. 1969 wels restornebis meniuSi gaCnda axali hamburgeri Big Mac (ix.9.1.4), romelic mas Semdeg mTel msoflioSi McDonald’s-is restornebTan asociirdeba. 1969 wels mak-donaldsi xsnis kompaniis internacionalur ganyofilebas, romelic kurirebs firmis ganviTarebas sazRvargareT. am dros McDonald’s-is restornebi dReSi 3,5 milion hamburgers yiddnen. 1974 wels ixsneba Ronald McDonald’s-is saxli. esaa saqvelmoqmedo saxli, sadac saxldebian qalaqSi samkurnalod Camosuli avadmyofi bavSvebi da maTi mSoblebi. es saxlebi Sendeboda sabavSvo klinikebis maxloblad da im ojaxebs, romlebsac ar SeswevdaT unari ecxovraT Zvirfas sastumroebSi, ronald mak-donaldsis saxli aZlevda amis saSualebas, apurebda maT da mkurnalobasTan erTad uqmnida garTobis pirobebs bavSvebs. am saxlSi cxovrebis gadasaxadi iyo mxolod 20 dolaramde dReSi, xolo visac es Tanxa ar gaaCnda, Tavisufldeboda gadasaxadisagan. pirveli aseTi saxli gaixsna filadelfiaSi da 1981 wlidan es saxlebi, romlebic mTeli amerikis teritoriazea ganlagebuli, yovelwliurad 33 aTas ojaxs exmareba. 1979 wlidan mak-donaldsi iwyebs bavSvebis sauzmis ‘‘Heppy Meals’’ (`bednierisauzme~) gamoSvebas. am sauzmeSi moTavsebuli iyo patara saTamaSoebi, romlebsac bavSvebi agrovebdnen didi sixaruliT. 1980 wels germaniaSi, miunhenSi gaixsna saiubileo me-6000 restorani. 1984 wlis 14 ianvars gardaicvala rei kroki da 1986 wlidan rei krokis xsovnis pativsacemad 3 oqtombers (mis dabadebis dRes) mak donaldsis restornebi dRemde iketeba mTeli dRiT. Jurnalma ‘‘Life’’-ma rei kroki Seiyvana `me-20 saukunis 100 yvelaze mniSvnelovani amerikelebis siaSi~. 1987 wlidan McDonald’s gardaiqmna saaqcio sazogadoebad. iwyebs qaTmis hamburgerebis Chicken McNugets-is gamoSvebas da xdeba qaTmis xorcis udidesi mwarmoebeli mTel msoflioSi. aRsaniSnavia, rom Tavidanve McDonald’s-i TiTon amaragebs restornebs nedleuliT, amiT akontrolebs produqciis xarisxs. 1988 wels McDonald’s-is hamburgerebi dasaxelda amerikelebis 100 yvelaze sayvareli produqtebis siaSi. 1990 wels gaixsna pirveli restorani moskovSi, puSkinis moedanze da man imTaviTve miipyro msoflios Jurnalistebis yuradReba kilometriani rigebiT, rac msoflioSi upecendento SemTxveva iyo. 90-ian wlebis bolos ixsneba restorani TbilisSic, romelic ZiriTadad bavSvebis dResaswaulebis mxiarulad aRniSvnisaTvis gamoiyeneba.

Tavi 9.

159

9.1. `mak-donaldsis~ istoria

2000 wlisaTvis McDonald’s-is saerTo gayidvebi Seadgendnen 38,5 miliard dolars. amJamad mak-donalds gaaCnia 28 000 restoranze meti, romlebic uzrunvelyofen yoveldRiurad 45 milioni momxmareblis momsaxurebas msoflios 121 qveyanaSi.  McDonald’s-is sareklamo politika McDonald’s-is reklama viTardeboda ori mimarTulebiT – lokalur da globalur doneze. restornebis umravlesoba, rogorc aRvniSneT, franCaizebis xelSia, romlebic ewevian regionalur reklamas da gankuTvnilia restornis siaxloves mcxovrebi momxmareblebisaTvis. xolo globaluri reklamis saukeTeso saSualebad rei kroks miaCnda Tavad mak-donaldsis restornebi, mimofantulni mTel msoflioSi, romelTac amSvenebs safirmo warwera `M”(ix.9.1.2). Tavdapirvelad mak-donaldsis simbolo iyo patara momRimari kacuna `spidi~ da pirveli sareklamo mimarTvac iyo: `me spidi var. meZebe sasauzmeSi `makdonalds spidiSi~. restornebis qselis zrdasTan erTad adgilobrivi reklama ukve aRar iyo sakmarisi. TandaTan Camoyalibda sistema, romelmac organizaciuli saxe miiRo da Seiqmna `mak-donaldsis globaluri marketingis~ samsaxuri. 1967 wels franCaizebma Seqmnes globaluri reklamis fondi, romelSiac yvela restorans unda gadaericxa mogebis 1%. 1968 wels am fondSi iyo 3 milioni dolari. 1974 wels 20 milioni dolari, xolo 1985 wlisaTvis es fondi gaizarda 180 milion dolaramde. 1960 wels mak-donaldsis logo gaxda `oqros karibWe~ – san-franciskos xidis formis stilizebuli aso `M~. am logom mTlianad gamodevna Zveli simbolo `spidi~. 1963 wels gamoCnda McDonald’s-is axali, yvelaze Zlieri simbolo, jambazi ronald mak-donaldi. igi pirvelad ixiles amerikelebis sayvarel madlierebis dResaswaulze 23 noembers. ronaldis rolSi Tavdapirvelad iyo cnobili amerikeli radiodiqtori uilard skoti, romelic samsaxuridan Tavisufal dros icvamda jambazis tansacmels da arTobda bavSvebs restoranSi. 1966 wlidan ronaldi sistematurad Cndeba satelevizio gadacemebSi. igi warmoadgenda makdonaldsis globaluri reklamis saxes. specialistebis azriT, swored mxiarulma da keTilma ronaldma gadaaqcia mak-donaldsi planetis swrafi kvebis wamyvan obieqtad. 90-ian wlebSi mak-donaldsis kompanias hqonda mcdeloba moezida ufrosi Taobis momxmarebeli, bavSvebis mSoblebi da ronald mak-donaldsi maTTvis reklamas ukeTebda axal sendviCs, magram es mcdeloba warumatebeli gamodga da ronaldi kvlav daubrunda bavSvebs. 2001 wels ronalds vxedavT rZis produqtebis cnobil sareklamo kampaniaSi `iyide rZe?~ da sxva monawileebTan erTad mis tuCebsac amSvenebda rZis ulvaSebi (ix.9.1.5).

160

marketinguli komunikaciebi.

reklamis istoria

didi xnis ganmavlobaSi roni iyo mak-donaldsis erTaderTi cocxali personaJi. mogvianebiT ki kompaniam gamoiyvana sareklamo personaJebis mTeli galerea: hamburglari, maiori mak-Cizi, oficeri big-maki da sxva. specialurad bavSvebisaTvis Seiqmna patara saTamaSoebis mTeli wyeba, romlebic axlda hamburgers `bednieri sauzme~ (‘‘Heppy Mils’’). es proeqti ganxorcielda bavSvebis saTamaSoebis mwarmoebel firma Lego-sTan erTad. meore proeqti, mak-donaldsma ganaxorciela uolt disneis kompaniasTan xelSekrulebiT, romelmac ufleba misca kompanias sendviCebSi moeTavsebina bavSvebis sayvareli multfilmis `102 dalmatinelis~ gmirebi – patara ZaRlebi (ix.9.1.6). axali saTamaSoebis gamoCenas Tan axlda didi satelevizio kampania, romelsac 1980 wlidan qmnida leo barnetis saagento. kompania mak-donaldsi did yuradRebas uTmobs sportuli RonisZiebebis sponsorobas. misi sayvareli sportis saxeobebia qalTa tanvarjiSi, fexburTi, avtorbolebi da kalaTburTi. 1968 wels ki saerTaSoriso olimpiur komitetTan SeTanxmebiT grenoblis olimpiur TamaSebze igi amaragebda amerikis nakrebs hamburgerebiT (ix.9.1.7). 1984 wlis los-anJelesis olimpiur TamaSebze makdonaldsma reklamaSi daxarja 32,8 milioni dolari. 2000 wels mak-donaldsi iwyebs sareklamo kampanias `olimpiuri Rimili~, romlis mTavari gmirebi arian cnobili sportsmenebi. mak-donaldsi cnobilia reklamisadmi misi diferencirebuli midgomiT. man Seiswavla momxmareblebi da aRmoCnda, rom maT Soris 15% laTinoamerikeli da zangia, amitom misi globaluri sareklamo mimarTvebi yovelTvis adaptirdeboda specialurad am auditoriisaTvis (ix.9.1.8). am mizniT kompanias xelSekruleba hqonda gaformebuli feradkanian moxmareblebze orientirebul sxvadasxva sareklamo saagentosTan. yovelwliurad mak-donaldsi reklamaze xarjavs 2 miliard dolarze mets. sxvadasxva qveyanaSi reklamis uamrav saxecvlilebas SexvdebiT: saTamaSoebi koleqcioneri bavSvebisaTvis, satelevizio reklama, saskolo marketingi – anu saskolo avtobusebze reklamis ganTavseba da skolaSi sauzmis organizeba, bavSvebis sayvareli ronald mak-donaldsi, misi saxlebi, sportuli RonisZiebebis sponsoroba, McDonald’s-is yvela es iniciativa mimarTulia bavSvebis da mozardebis gulis mosagebad. Tbilisis mak donaldsis restoranic bavSvebis dabadebis dReebis gadaxdis sayvareli adgili gaxda (ix.9.1.9). mravali wlis ganmavlobaSi mak-donalds ar uRalatia Tavisi imijisaTvis. restornebis samzareulo da interieri erTnairad aqvs mowyobili, yvela qveyanaSi gamyidvelebs erTnairad acviaT, TiTqmis erTnairi meniu aqvT, yvela isini gaformebulia safirmo aso `M” –iT, da mkacrad icaven rei krokis mier Camoyalibebul `QSC” principebs: Quality, Servise, Cleanliness (xarisxi, servisi da sisufTave). mak-donaldsis marketinguli gundis miRwevebi aRiniSna amerikis marketingis asociaciis jildoTi. ar daiviwyes rei krokis Rvawlic. 1989 wels, didi damsaxurebisaTvis reklamaSi, misi saxeli Seitanes `reklamis didebis galereaSi~.

Tavi 9.

9.2. iaponuri `HONDA~-s warmateba amerikul bazarze

161

9.2 iaponuri ‘‘HONDA’’-s warmateba amerikul bazarze

amerikelebis cxovrebaSi gansakuTrebuli adgili uWiravs avtomobils da moTxovnileba maTze am qveyanaSi Zalze didia. am moTxovnilebis dakmayofilebis Sesabamisad, amerikis saavtomobilo bazari yovelTvis iyo gajerebuli nebismieri gemovnebis dasakmayofilebeli avtomobilebiT, romelTa 80% iwarmoeboda jeneral motorsis udides qarxnebSi q. detroitSi da TiTqmis warmoudgeneli iyo detroitis avtomobilebisaTvis raime konkurenciis gaweva. magram 50-ian wlebSi cxovrebam aCvena, rom detroitis sawarmoebis marketologebs, raRac mainc gamorCaT momxmarebelis survilebis Seswavlisas da amerikis saavtomobilo bazarze pirvel seriozul warmatebas miaRwia, patara, rogorc bevri mas uwodebda, `maxinjma~, germaniaSi warmoebulma avtomobilma ‘‘Wolksvagen Beatle’’-ma. meore, vinc mogvianebiT seriozulad Seaviwrova bazarze detroitis avtomwarmoeblebi, iyo iaponuri koncerni `honda~. `hondas~ warmatebis safuZvels amerikis bazarze, Seadgens misi marketingis filosofia, romelic efuZneba slogans `hondas kompaniis gza~ (Honda Way), rac gamoxatavs misi marketingis da sareklamo strategiebis Tanamimdevrobas da memkvidreobiTobas. `honda~ saavtomobilo bazarze erT-erTi konkurentunariani kompaniaa, romelic mudmivad akvirdeba momxmareblebis Sexedulebebs maT mier warmoebul produqciaze, swavlobs bazris tendenciebs da cdilobs myidvelis saWiroebis da moTxovnilebebis dakmayofilebas. amerikaSi `hondas~ kompaniis istoria daiwyo 1969 wels, rodesac man iq Seitana misi popularuli motociklebi (ix.9.2.1). paralelurad kompaniis warmomadgenlebma daiwyes saavtomobilo bazris Seswavlac da iaponiaSi centralur ofisSi, romelic amerikidan daSorebuli iyo 11 aTasi kilometriT, gadawyvites amerikis bazris aTviseba mciregabaritiani, maRalefeqturi, yvela fenisaTvis xelmisawvdomi produqciiT. kompanis inJinrebma miznad daisaxes SeeqmnaT `msoflio avtomobili~. im droisaTvis amerikis bazarze 80%-iT dominirebdnen detroitis avtomobilebi. danarCeni wili ekavaT evropul da sxva iaponur firmebs (Toyota, Nissan). mcirelitraJiani avtomobilis Wolksvagen-is warmatebam amerikis bazarze, `hondas~ xelmZRvaneloba daarwmuna, rom amerikaSi arsebobs moTxovnileba mciregabaritian, maRalteqnologiur, advilad samarTav avtomobilebze. 1970 wels `honda~ gamoCnda amerikis bazarze pirveli modeliT `600~. gayidvebi damakmayofileblad warimarTa da 1973 wels kompaniam gamoitana bazarze Tavisi `msoflio avtomobili~, romlis Rirebuleba Seadgenda 2150 dolars `Honda Civic~ (ix.9.2.2). es modeli 20 sm.iT ufro grZeli iyo winamorbedze, aRWurvili iyo 4-cilindriani ZraviT da hqonda wamyvani wina Tvlebi. Civic-i presam da specialistebmac kargad miiRes.

162

marketinguli komunikaciebi.

reklamis istoria

amerikeli momxmarebeli sakmaod nela eCveoda am patara, ekonomiur manqanas, magram am dros kompaniis bedad saqmeSi Caeria politika, mimdinareobda vietnamis omi, amavdroulad, arabulma qveynebma akrZales navTobis eqsporti amerikaSi, ramac gamoiwvia sawvavis deficiti da, Sesabamisad, maTze fasebis mateba. Tu ki adre amerikelebi yuradRebas ar aqcevdnen imas, rom detroitis avtomobilebs 20 litrze meti sawvavi sWirdebodaT 100 km-is gasavlelad, axla krizisis pirobebSi mkveTrad gaizarda moTxovna mcirelitraJian manqanebze. amas daemTxva isic, rom navTobis saerTaSoriso organizaciam OPEC-ma, garemos dacvis mizniT, axali standartebi daawesa gamonabolqvi airis Semadgenlobaze. sanam detroitis avtomSeneblebi cdilobdnen am problemis gadaWras, `hondam~ ukve 1975 wels gamouSva modeli axali ZraviT – `Civic CVC~, romelic araTu akmayofilebda OPECis standartebs, aramed muSaobda nebismier benzinze. es modeli 100 km-is gasavlelad iTxovda 5 litr sawvavs da specialistebis mier Sefasda, rogorc yvelaze iafi da ekonomiuri avtomobili. sareklamo kampaniac xazs usvamda mis ekonomiurobas sloganiT – `ai, saiT midis msoflio~. kampaniis Sedegad, mokle xanSi gaiyida 100 000 avtomobili. rogorc aRvniSneT, kompaniis warmomadgenlebi mudmivad swavlobdnen momxmarebelTa interesebis tendenciebs. maT gamoikvlies, rom sazogadoebaSi Cndeboda midrekileba cota ufro didi gabaritebis da meti komfortis avtomobilebze da 1976 wels kompaniam gamoitana bazarze misi erT-erTi yvelaze warmatebuli modeli `Honda Accord” (ix.9.2.3). mis reklamaSi xazi esmeboda gadidebul salons, komforts da gaumjobesebul saeqspluatacio Tvisebebs. amerikelebma xalisianad miiRes es modeli da 1978 wlis bolosaTvis gaiyida 274 aTasi erTeuli. im droisaTvis amerikaSi saavtomobilo bazarze didi siWrele SeigrZnoboda, garTulebuli iyo avtomobilis SeZenis finansuri mxarec. amas kompania `hondam~ daupirispira manqanebis maqsimalurad gaadvilebuli SeZenis procedura, mTel qveyanaSi ganTavsda serviscentrebi da sareklamo kampaniaSic xazi esmeboda am upiratesobebs sloganiT – `Cven amas ubralod vakeTebT~. 1978 wlisaTvis `honda~ mesame iyo importirebuli avtomobilebis gayidvebis raodenobiT. Semdgom wlebSi kompania `honda~ awarmoebda agresiul marketingul da sareklamo politikas, afarToebda asortiments; momxmareblebis survilebis trendis Seswavlis safuZvelze bazarze gamoitana axali Taobis modelebi `Prelude da CRX~ (ix.9.2.4;9.2.5) – sportuli avtomobili saqmiani adamianebisaTvis. wamyvani saavtomobilo Jurnalis gamokiTxviT, orive modelma pirveli da meore adgilebi daikava wlis saukeTeso importirebuli avtomobilebis siaSi. 1988 wels, pirvelad istoriaSi, importirebuli avtomobilebis reitingSi pirveli sami adgili daikava erTma da imave firmis samma modelma: CRX, Honda Prelude da Civic Hatchback-ma, rasac kompania gamoexmaura sareklamo kampaniiT – `vin Tqva, rom zemoT martoobaa~; plakatis zeda nawilSi gamosaxuli iyo samive zemoT naxsenebi modeli. 1988 wlisaTvis `hondam~ gadaaswro `mersedess~ momxmareblebis momsaxurebis xarisxiT da operatiulobiT. daikava ra erT-erTi pirveli adgili avtomobilebis importSi, kompaniam daiwyo misi korporatiuli imijis gamyarebaze fiqri. man daiwyo usafrTxo mgzav-

Tavi 9.

9.2. iaponuri `HONDA~-s warmateba amerikul bazarze

163

robaze zrunva da 3 wlis ganmavlobaSi eweoda sareklamo kampanias usafrTxoebis Rvedebis gamoyenebis aucileblobaze. 1980 wels kompaniam miiRo gadawyvetileba amerikaSi sakuTari saavtomobilo qarxnis mSeneblobaze da ohaios StatSi, q. merisvilSi aSenda `hondas~ pirveli qarxana. am nabijis gadadgmas medlis ori mxare axlda. erTi – Cndeboda eWvi, rom momxmareblebs ar efiqraT, rom amerikaSi awyobili `honda~ xarisxiT CamorCeboda ukve maTTvis Cveul iaponiaSi awyobil xarisxian manqanebs, xolo meore – sapirispiro mxare ki iyo is, rom patriotulad ganwyobili amerikelebi meti xalisiT SeiZendnen amerikaSi warmoebul iaponur manqanebs. swored medlis es orive mxare gaxda wamyvani, `hondas~ Semdgom marketingul da sareklamo strategiaSi. kompaniam amerikis wamyvan biznes gamocemaSi “The Wall Street Journal~-Si ganaTavsa reklama, sadac aRwerda amerikaSi awyobili `hondebis~ maRal xarisxs. kompaniam Caatara agreTve realuri Sejibrebebi sakuTar avtomobilebs Soris, riTac daamtkica, rom amerikaSi awyobil `hondebs~ iseTive maRali xarisxi hqondaT, rogorc iaponiaSi warmoebulebs. hondam gazarda ohaios qarxnis simZlavreebi da weliwadSi uSvebda 360 aTas avtomobils. amavdroulad, aaSena qarxana, romelic awarmoebda Zravebs da saTadarigo nawilebs. male kompaniam daiwyo amerikaSi warmoebuli `hondebis~ eqsporti sazRvargareT da TviT iaponiaSic ki. `hondas~ amerikulma warmomadgenlobam 1990 wlisaTvis gamouSva modeli “Accord Wagon~, romelic mTlianad daproeqtebuli iyo da awyobili amerikaSi. am modelze didi moTxovnileba gaCnda iaponiasa da evropaSi. 90-ian wlebSi msoflio saavtomobilo bazarze mkveTrad gaizarda konkurencia. momxmarebeli dadga srulyofili, teqnikurad naklebad gansxvavebuli, maRalxarisxovani avtomobilebis didi arCevanis winaSe. am pirobebSi kompania `honda~ aZlierebs sareklamo kampanias Tavisi savaWro niSnis dadebiTi imijis gasamyareblad. `hondas~ sareklamo kampaniis sakvanZo sakiTxi yovelTvis iyo misi Sinaarsi da momxmareblis pativiscema. misi mozomili, Wkviani, xandaxan eqscentriuli sareklamo kampaniebi, yovelTvis gamoxatavda pativiscemas myidvelebisadmi da ise warmoaCenda sareklamo ideas, romelic fiqris saSualebas aZlevda momxmarebels, raTa mas Tavad gaekeTebina daskvnebi. `hondas~ sareklamo plakatebTan erTad, sareklamo saagento RP-alpha-s mier Seqmnili satelevizio klipebi mravalma specialistma Sedevrebad aRiara. erT-erT aseT rgolSi, saxelwodebiT `samxatvro gamofena~, kedelze Camokidebuli `Honda Accord~-is suraTidan, avtomobili pirdapir muzeumis kedlidan miemgzavreba kadris siRrmeSi, rasac axlavs diqtoris teqsti –`es rom daijeroT, sakmarisia icodeT avtomobilis marTva~. `hondas~ sareklamo strategiaze azri zustad gamoTqva saavtomobilo industriis erT-erTma gamoCenilma specialistma kris sidergrenma: `hondas~ kompaniis Zala imaSi mdgomareobs, rom igi radikalurad ar cvlis mis reklamas yovel 6 TveSi erTxel. sxvebisgan gansxvavebiT, `honda~ sifrTxiliT ekideba Tavis warmatebebs~. swored es sityvebi xsnis yvelaze kargad `hondas~ sareklamo strategiis filosofias – Tanamimdevrobas, ganviTarebas, memkvidreobiTobas, rasac ewodeba swored “Honda Way~ - anu `kompania hondas gza~.

164

marketinguli komunikaciebi.

reklamis istoria

Tavi 9.

d a n a r T i

165

166

marketinguli komunikaciebi.

reklamis istoria

Tavi 9.

d a n a r T i

167

168

marketinguli komunikaciebi.

reklamis istoria

Tavi

1975-1990 wlebi

meoce saukunis meore naxevarSi amerika miuaxlovda `informaciis saukunes~. samecniero kvlevebis tempebi swrafad izrdeboda, ris Sedegad didi miRwevebi aRiniSna: avtomatizebaSi, robototeqnikaSi, kompiuterizebaSi da sxva. mikroprocesorebis teqnologiam SesaZlebeli gaxada kompiuterebis da sxva eleqtronuli xelsawyoebis gabaritebis mniSvnelovani Semcireba da maTi SesaZleblobebis sferos gafarToveba. kompiuteruli teqnilogiebis ganviTarebam gavlena iqonia reklamazec. 60-iani wlebis dasawyisSi, ekonomikuri aRmavlobis periodSi, damkveTebi ar iSurebdnen fuls Zvirfas sareklamo kampaniebze, magram 70-iani wlebis Sua xanebSi, rodesac qveyanaSi mravalma problemam wamoyo Tavi, situacia Seicvala. reklamistebi kvlav daubrundnen martiv â&#x20AC;&#x201C; abezar reklamas, romlis Seqmnac nakleb danaxarjebs moiTxovda. maT uari Tqves reklamis meSveobiT sazogadoebis garTobaze. meti yuradReba eTmoboda sabazro gamokvlevebs da fardobiT reklamas. 1970-iani wlebis ekonomikuri stagnaciis Semdeg, amerikis saTaveSi movida ronald reigani (fotoze, zemoT: prezidenti ronald reigani, meuRliT). man gaatara bevri mniSvnelovani reforma mosaxleobis keTildReobis gasaumjobeseblad, amavdroulad qveynis Tavdacvisunarianobis asamaRleblad gazarda investiciebi samxedro industriaze, ramac damatebiTi stimuli misca biznesis ganviTarebas samxedro dakveTebis meSveobiT. 80-ian wlebSi mniSvnelovnad gaizarda imigrantebis ricxvi aziidan, samxreT amerikidan. problema Seiqmna aralegaluri imigraciisa, romlis masStabebi TiTqmis gautolda legalur emigrantebs. axalCamosuli mravaleTnikuri mosaxleoba erTiandeboda damoukidebel jgufebad da cdilobda Seeqmna mitovebuli samSoblos miniaturuli analogi. amerikis did qalaqebSi gaCndnen didi ubnebi kompaqturad dasaxlebuli CinelebiT, laTinoamerikelebiT, meqsikelebiT, vietnamelebiT da sxva. am procesma reklamistebis yuradRebac miipyro. maT mouwiaT sareklamo mimarTvebis damuSaveba multieTnikuri marketingis gaTvaliswinebiT.

170

marketinguli komunikaciebi.

reklamis istoria

 amerikuli produqcia globalurad gavrcelda mTel msoflioSi, ramac amerikis sareklamo saagentoebic globalur doneze gaiyvana. damkveTebma daiwyes zrunva sareklamo biujetebis efeqturobaze. maTi moTxovniT saagentoebi iwvevdnen sul ufro met specialists marketingSi, faswarmoqmnaSi, produqciis SefuTvasa da bazris gamokvlevaSi. Cveulebad iqca sareklamo kampaniis dagegmvisas momxmareblis testuri cdebis Catareba, misi reaqciis Seswavla, patara bazrebze reklamis efeqturobis gamocda da sxva. am dros gamoCnda axali meTodi reklamis TeoriaSi, romelic Camoayalibes jek trautma da el raisma. am meTods ewoda pozicionireba. jek trautis azriT, bazarze warmatebis misaRwevad: unda gamoirCeodeT! amocana mdgomareobs imaSi, rom daimkvidroT unikaluri, ganmasxvavebeli pozicia momxmareblis SemecnebaSi. ai, es aris pozicionireba! avtorebi ase ganmartaven pozicionirebis ideas: `pirveli nabijiT – produqts unda misceT damamaxsovrebeli dasaxeleba. meore – ipovo masSi raRac gansakuTrebuli (msgavsad roser rivzis unikaluri savaWro SeTavazebisa) da ilaparako am Tvisebaze dausruleblad. iumori da esTetika mxolod yuradRebas fantavs produqtis mimarT.~ reklamistebi am meTods realisturs uwodebdnen, magram igi sxva araferi iyo, Tu ara tradiciuli abezari, Tavsmoxveuli reklama sqemiT `ratom? ra mizniT?~ trautma da raisma Tavis wignSi xazi gausves fardobiTi reklamis mniSvnelobas, rogorc momxmarebelTa TvalSi pozicionirebis saukeTeso saSualebas, konkurent saqonelTan SedarebiT (jek trauti da pozicionirebis Sesaxeb – ix.Tavis bolos). pozicionirebis meTodis danergviT warmoiSva bevri axali SemoqmedebiTi stili, romelic aerTianebda reklamaSi gasarTob da abezar stils. maTSi saerTo iyo produqtze orientireba da axsna, Tu ratom iyo myidvelisaTvis es produqti konkurent saqonelze ufro misaRebi. am stiliT Seqmnili iyo Scali, McCabe, Slovesis saagentos mier Seqmnili wiwilebis produqciis reklama, romelSiac Tavad fermeri Perdue gamodioda mTavar gmirad. wiwilebis fonze igi ambobda: `saWiroa uxeSi xeli, rom gazardo nazi wiwila~ (ix.10.1) da `Cemi wiwilebi ikvebebian Tqvenze ukeT~. didi warmateba xvda am saagentos mier Seqmnil `volvos~ avtomobilis reklamas: `araa saWiro kongresis gadawyvetileba, rom manqana gaxado usafrTxo~. aseve efeqturi iyo gare reklamebis seria, romlebic axdendnen `volvos~ pozicionirebas, rogorc yvelaze usafrTxo avtomobils (ix.10.2). 1981 wlamde reklamaSi akrZaluli iyo pirdapiri Sedareba da konkurenti firmis dasaxeleba, magram male es SezRudva moixsna da firmebma daiwyes erTmaneTis produqciis lanZRva. gansakuTrebuli simwvaviT daejaxnen erTmaneTs swrafi kvebis restornebi: `mak donaldsi~ da `burger kingi~, agreTve gamagrilebeli sasmelebi `koka-kola~, `pepsi~ da `7-UP~. gamagrilebeli ualkoholo sasmelebis reklama bevradaa damokidebuli produqtis ganmasxvavebeli imijis Seqmnaze. bolos da bolos, yvela sasmeli damzadebulia erTnairi komponentebisagan, rogoricaa: Saqari, limonis mJava da

171

Tavi 10. 1975-1990 wlebi

gazi. warsulSi `koka-kola~ cdilobda Seeqmna prestiJis, dedobis, sixarulis, zeimis asociacia da acxadebda : ès aris is, rac ginda~ (Its the real thing). 1960-ian wlebSi amerikis saTaveSi movida axalgazrda energiuli prezidenti jon kenedi da igi Seudga axali sazogadoebis Seqmnas. ‘‘Pepsi’’-s marketologebma droulad ganWvrites sazogadoebaSi mimdinare procesebi da maT reklamebSi mimarTes axalgazrdobis mTel Taobas ‘‘Generation X”. reklamebSi xazs usvamdnen `pepsis Taobis~ energias, uSualobas, dinamizms da sareklamo rgolebSi miwveuli momxiblavi kalifornieli gogonebiT ipyrobda axalgazrdebis yuradRebas. magram `pepsis~ undoda ara marto lamazi reklama, aramed iseTi sareklamo kampania, romelic gazrdida produqciis gasaRebas. am mizniT pepsis xelmZRvaneloba wavida uprecendento nabijze. man ganacxada, rom misi produqcia ukeTesi iyo, vidre konkurentisa. `pepsim~ faruli kameriT Caiwera e.w. brma testebis seria, sadac miznobrivi momxmareblis jgufebs asinjebdnen `pepsis~ da `koka-kolas~. testirebulTa umravlesobam airCia `pepsi~ (ix.10.3). am Sedegebze dayrdnobiT Seiqmna sareklamo kampania `pepsis gamowveva~ (Pepi’s Challenge), romelic male sareklamo hitad iqca. reklama irwmuneboda“, adamianebis umravlesoba `koka-kolas~, amjobinebs `pepsis~ gemos~. reklamis finalSi JRerda teqsti – ìsini irCeven `pepsis~. `koka-kolam~ sapasuxo dartyma miayena `pepsis~ 1983 wels. mis rgolebSi komikuri msaxiobi bil qosbi dascinoda pepsis testebs `pepsis gamowvevas~. sareklamo rgolebSi msaxiobi binokliT akvirdeba `pepsis~ jixurs, romlis garSemo aravin araa. àba sad aris es pepsis Taoba? ratom aravin ar svams pepsis?~ `koka-kolas~ da `pepsi kolas~ – brendebis sareklamo omebze mogiTxrobT Semdeg TavSi `brendebis marketinguli omebi~. ori gigantis duelSi maT SeumCnevlad miepara SedarebiT axali sasmeli `7-UP~ (ix.10.4). es sasmeli gaCnda jer kidev 1929 wels da mas originaluri dasaxeleba hqonda: Bib Label Lithiahed Lemon Lime Soda”. marTalia, mas male Seucvales saxeli da daarqves “7-UP”, magram am sasmelis gasaRebas xels uSlida pozicireba, rogorc zarxoSis (paxmeliis) sawinaaRmdego 7 gancdis samkurnalo saSualeba (The Cure for Seven Hangovers). 60-ian wlebSi kompaniam Secvala sasmelis pozicireba da gadaiyvana igi samkurnalo saSualebidan gamagrilebeli wylebis klasSi. 1968 wels kvlav Seucvales pozicireba, rogorc `koka-kolas~ da `pepsi-kolas~ alternativas da uwodes Ùncola” e.i. àra kola~(ix.10.5). amiT maT miizides bevri meamboxe axalgazrdis yuradReba da igi male gaxda amerikaSi me-3 sasmeli. `7-UP”-ma Caatara mravali sareklamo kampania bazarze adgilis SesanarCuneblad. misi koziri iyo sazogadoebaSi gavrcelebuli azri imis Sesaxeb, rom `koka-kola~ da `pepsi~ xmaroben xelovnur saRebavs feris misacemad da aromatizatorebs. 7-UP sareklamo kampaniebSi svamda kiTxvas – ` gana SeiZleba es ifiqro 7-UP-ze?~ marTalia, gayidvebma 2-jer moimates, magram raodenobiT igi mainc mniSvnelovnad CamorCeba liderebs – `kokas~ da `pepsis.~  70-ian wlebSi daiwyo reklamebSi kompiuteruli grafikis gamoyeneba, ramac mniSvnelovani impulsi misca sxvadasxva efeqtiT mayurebelze zemoqmedebis axa-

172

marketinguli komunikaciebi.

reklamis istoria

li gzebis Ziebas. gaCnda bevri Sedevri, romelic ZiriTadad axali SemoqmedebiTi impulsebis dadastureba iyo. 80-ian wlebSi ekonomikis aRorZinebam, axali teqnologiebis da saqonlis gamoCenam, momxmarebelTa enTuzizmma gamoiwvia amerikis cxovrebis kvlav gardasaxva. gansakuTrebuli roli ara marto amerikis, aramed mTeli msoflios ganviTarebaSi iTamaSa telesakomunikacio sistemebis, sakabelo qselebis da Tanamgzavruli kavSirgabmulobis ganviTarebam. drois moTxovnebs yvelaze adre auRo alRo niWierma biznesmenma ted ternerma, romelmac erTi patara sakabelo satelevizio arxi ramdenime welSi msoflio qselad aqcia. swored man Seqmna axali ambebis sakabelo arxi CNN, romelic mcire droSi moedo mTel msoflios, axali tipis telemayureblebis informaciuli wyurvilis dasaokeblad (ix.CanarTi 10.2). amerikis ayvavebas xeli Seuwyo ekonomikurma faqtorebma – samxedro industriis zrdam da sazRvargareTis investiciebma. ukve mozrdilma `bebibumerebis~ Taobam impulsi misca safinanso sferos, uZravi qonebiT vaWrobas, maRali teqnologiebis ganviTarebas. 1984 wlis gamokvlevebiT 25-35 wlis asakis amerikelebi akontrolebdnen amerikis Semosavlebis 23%-s. karieris dasawyisSive `bebibumerebi~ (rogorc maT uwodebdnen, qalaqis axalgazrda profesionalebi – `Yuppi~ Yang Urban Professionals) iqca axal socialur movlenad amerikis cxovrebaSi (ix.10.6). modis damamkvidreblebma `Yuppi~-m axali cxovreba STaberes qalaqis dangreul raionebs. patara maRaziebi gadakeTda maRaziebad hurmanebisaTvis. Zvel saxlebSi aSenda ZviradRirebuli barebi da restornebi. 1986 wels sareklamo saagento ‘‘Grey Advertising’’-ma gamoacxada mosaxleobis am axali klasis gamoCenis Sesaxeb, romelsac ùltramomxmarebeli~ uwoda. am klasisaTvis damaxasiaTebeli iyo umaRlesi xarisxis produqtebis SeZeniTa da maRali momsaxurebiT gaumaZRroba. isini xarbad ewafebodnen yvelafers – ZviradRirebuls da modurs. swored am dros daiwyo reklamam am ùltramomxmareblis~ yuradRebis mizidvis gzebis Zieba. Seiswavles ra ìapebis~ cxovrebis stili, erT-erT aseT gzad moinaxa feSenebeluri RonisZiebebis sponsoroba, risi meSveobiTac firmebi cdilobdnen sakuTari reputaciis amaRlebas axali tipis momxmarebelTa TvalSi. yvelaze xSirad es iyo sportuli RonisZiebebi, musikaluri festivalebi, turneebi, romelTa demonstrireba xdeboda mravalmilionian auditoriis winaSe. magaliTad: cnobili ludsaxarSi firma `Miller~-i sponsorobda fexburTisa da kalaTburTis Cempionatebs, avtorbolebs da pliaJis frenburTsac ki, romelic am firmis meSveobiT saerTaSoriso arenaze gavida (ix.10.7). aseve didi moTxovnileba iyo hokeis, golfis, CogburTis turnirebis sponsorobaze da es tendencia dRemde SenarCunebulia. erT-erTi yvelaze poularuli `formulaerTis~ rbolebis sponsorobas eweva sigaretebis mwarmoebeli firmebi: ‘‘Marlboro’’, ‘‘Winston’’, ‘‘Licky Straik’’ da sxva. rogorc gamokvlevebma aCvenes, rodesac sponsori wyvets romelime popularuli mrbolelis dafinansebas, aTasobiT mayurebeli sxva sasaqonlo niSnis SeZenaze gadadis. sigaretebis reklama akrZalulia televiziiT da am sportuli Sejibrebis translirebisas manqanaze, sportsmenis tansacmelze, kedlebze

173

Tavi 10. 1975-1990 wlebi

ganTavsebuli sareklamo warwerebis gamoCeniT, mwarmoeblebi axerxeben Tavisi saqonlis reklamirebas. magaliTad, firma `marlboros~ am Sejibrebze hyavs Tavisi gundi da e.w. sajinibo. erT-erTi Sejibris ganmavlobaSi `marlboros~ dasaxeleba datanili avtomobilze da trasis gaswvriv kedlebze 3000-ze metad gamoCnda ekranze, romelsac mTeli msoflios avtomoyvaruli uyurebda. sportuli Sejibrebebis garda, bevri sponsori hyavs jazis festivalebs niuportSi da niu-iorkSi. 80-ian wlebSi farTod gavrcelda sareklamo kampaniebi socialur Temebze, romlebiTac firmebi imaRlebdnen prestiJs da ndobas mayurebelTa TvalSi. aseTia dRemde gavrcelebuli sareklamo kampaniebi mowevis sawinaaRmdegod, nasvam mdgomareobaSi manqanis marTvis winaaRmdeg (ix.10.8), usafrTxo seqsis winaaRmdeg. aRsaniSnavia, axalgazrduli tansacmlis italiuri firmis `benetonis~ mier warmoebuli sareklamo kampania, romelic mTlianad eZRvneba rasizmis winaaRmdeg brZolas da adamianTa Tanasworuflebianobas (ix.10.9). `benetoni~ da misi sareklamo kampania ganixileba calke, momdevno TavebSi. ď ´ kompiuterebi cvlian amerikis teqnologias sabeWdi dazgis, telefonis, radios da televiziis msgavsad, kompiuteris gamoCenac didi garRveva iyo komunikaciebis sferoSi. me-20 saukunis 40-ian wlebSi gamoCenilma warmoebuli operaciebiT da gabaritebiT mouqnelma pirvelma eleqtronul-gamomTvlelma manqanebma 40 wlis ganmavlobaSi sami Taoba ganvles da 80-iani wlebisaTvis revolucia moaxdines informaciul teqnologiebSi. ZiriTadi, kompiuterebis farTomasStabian gavrcelebaSi iyo is, rom kompiuterebis mwarmoebelma ZiriTadma firmebis IBM & APPLE-ma warmoebuli sareklamo kampaniebis meSveobiT SeZles daerwmunebiaT momxmarebeli, rom kompiuteris gamoyeneba SesaZloa ara marto samecniero miznebisaTvis, aramed ojaxSic. isini kompiuterebs warmoadgendnen, rogorc momxmareblebisadmi megobrulad ganwyobil damxmare mowyobilobebs. kompiuterebis reklamebSi monawileobdnen amerikis cnobili pirovnebebi da Tavidan am reklamebs informaciuli, aRmzrdelobiTi, maTdami skeptikuri ganwyobis gasaqarvebeli mimarTuleba hqondaT. 1981 wels IBM-s firmam, reklamaSi Carli Caplinis gamosaxuleba gamoiyena (ix.10.10), romelsac didi warmateba xvda wilad da garkveulad didi roli iTamaSa mosaxleobis SiSis daZlevaSi. reklamis istorias SemorCa 1984 wels kompania Apple-isaTvis gadaRebuli kompiuter Macintosh-is reklama. am reklamis avtori iyo im dromde naklebad cnobili sareklamo saagento Chiat/Day. misi Seqmnili sareklamo rgoli `1984~ mxolod erTxel gavida eTerSi amerikis fexburTis finaluri matCis dros, sadac 1 wuTi ganTavseba 500 000 dolari Rirda, im droisaTvis arnaxuli Tanxa. am rgolSi, romelic Seqmnili iyo jorj oruelis romanis motivebis gamoyenebiT, zombirebuli masis CvenebiT da finalSi didi ekranis msxvreviT, gatarebuli iyo azri, rom axali personaluri kompiuteris, `makintoSis~ gamoCeniT `1984~ weli ukve aRar emgvaneba Cveulebriv `1984~ wels; `makintoSi~ Secvlis droTa msvlelobas~ â&#x20AC;&#x201C;

174

marketinguli komunikaciebi.

reklamis istoria

es rgoli, damkveTi firmis xelmZRvanelobis garkveuli winaaRmdegobis miuxedavad, mxolod erTxel gavida yvelaze prestiJuli RonisZiebis yvelaze reitingul dros da hqonda warmoudgeneli warmateba. es klipi dRemde aRiarebulia, rogorc yvela drois saukeTeso sareklamo rgoli. kompania `Apple~ gegmavda 50000 kompiuteris gayidvas, xolo am reklamis gavleniT gayida 72 aTasi. `makintoSis~ reklamam dasabami misca axal tradicias – aperturas, anu reklamis ganTavsebas optimaluri mediis saSualebaSi, optimalur dros, miznobrivi auditoriisaTvis optimalurad moxerxebuli xerxebiT. personaluri kompiuterebi swrafad gavrcelda mosaxleobaSi da, rasakvirvelia, damkvidrda sareklamo saagentoebSic, romlebic iyenebdnen maT firmis marTvaSi, kavSirgabmulobasa da dizainSi. kompiuterebis grafikuli programebis damuSavebam, mravalnairma Sriftebma da redaqtirebis programebma, dasabami misca kompiuteruli grafikis da multimedia prezentaciebis farTod gamoyenebas. didi roli iTamaSa informaciuli teqnologiebis ganviTarebaSi gasamravlebeli teqnikis gamoCenam. maT Soris lideri gaxda `qseroqsi~ (ix.10.11), romelic konkretuli firmis dasaxelebas warmoadgenda, magram Semdeg igi mTel msoflioSi gavrcelda gasamravlebeli mowyobilobebis mTel klasze.  reklamis damkveTebi axali amocanebis winaSe dadgnen. maT koordinireba unda gaekeTebinaT ara marto nacionaluri masStabiT warmoebul sareklamo kampaniebze, aramed sul ufro mzard saerTaSoriso sareklamo programebzec. 80-iani wlebis Sua xanebidan saerTaSoriso masStabiT warmoebuli sareklamo kampaniebi ukve Warbobdnen qveynis SigniT warmoebul kampaniebs. yvelaze didi globaluri reklamis damkveTebi iyvnen ‘‘Unilever’’, ‘‘Procter & Gamble’’, ‘‘Nescafe’’. yvelaze didi saerTaSoriso sareklamo saagentoebi iyvnen ‘‘McCannErickson’’, ‘‘J.W.Tompson’’, BBDO. dResac grZeldeba produqciis gavrcelebis globaluri programebi. magaliTad, `koka-kolas~ mTliani Semosavlebis 75% modis sazRvargareTis gayidvebze. 70-iani wlebis ekonomikuri vardnis periodSi, romelic gamowveuli iyo energetikuli krizisiT, inflaciiT, amerikelebi kvlav gadavidnen sawvavisa da Tanxebis ekonomiaze. swored am dros isargebles iaponurma firmebma da daiwyes SeWrnen jer amerikis saavtomobilo bazarze, xolo Semdeg maRalteqnologiuri aparaturis bazarze. iaponuri manqanebi iyvnen amerikulze ufro ekonomiurebi, rogorc adre aRvniSneT, 100 km. garbenze gacilebiT nakleb benzins moixmardnen, amavdroulad, iyvnen kompaqturebi da advilad samarTavni. iaponuri da aziuri firmebis marketinguli miRwevebis saSualebiT amerikelebi sul ufro met ‘‘Honda’’, ‘‘Nissan & Toiota’’-s yidulobdnen. maT saxlebSi gaCnda iaponuri televizorebi ‘‘Sony’’, ‘‘Panazonic’’, stereosistemebi ’’Pioneer’’, ‘‘Sanyo’’. yidulobdnen iaf da xarisxian saqonels taivanidan da koreidan. sainteresoa amerikis bazarze `hondas~ avtomobilebis SeWris istoria (ixile CanarTi 9.2.Tavis bolos).

175

Tavi 10. 1975-1990 wlebi

 msoflios sxvadasxva qveynis mosaxleobis sul ufro didi nawili eweoda amerikul sigaretebs ‘‘Marlboro’’, ‘‘Kent’’, ‘‘Camel’’, ‘‘Winston’’-s. yidulobda amerikuli warmoebis kompiuterebs, svamda `koka-kolas~, pepsis. moxda marketingis globalizeba. aman iseTi masStabebi miiRo, rom bevrma kompaniam daiwyo Tavisi produqciis ukve amerikaSi warmoeba. globaluri marketingis strategiis arCevisas arsebobs ori gza. erTi globaluri, meore ki multinacionaluri strategia. globaluri strategia gulisxmobs marketingis erTian standartizebul programas, romelic regionidan regionamde praqtikulad ar icvleba. magaliTad, globaluri strategiis mimdevaria firma `benetoni~ da niu-iorkis, parizis, tokios da Tbilisis mosaxleoba xedavs erTnair sareklamo mimarTvebs. reklamaSi analogiur politikas atareben firmebi ‘‘Levis’’, ‘‘Kodak’’, romlebic universalur sareklamo mimarTvebs amuSaveben. `koka-kolac~ sxvadasxva qveyanaSi erTsa da imave sareklamo rgolebs uSvebs eTerSi, mxolod dublirebuls im qveynis enaze. `erTi suraTi, erTi xma, gasaRebis erTi sistema mTel msoflioSi~ – aseTia `koka-kolas~ sareklamo strategia. `koka-kolas~ ZiriTadma konkurentma `pepsim~ gadaiRo 2-wuTiani sareklamo rgoli popmomRerlis madonas monawileobiT (ix.10.12), romlis Seqmna dajda 5 milioni dolari. klips erqva `CaiTqvi survili~ da misi prezentacia yvela qveyanaSi erTdroulad moxda yvelaze maRalreitingul dros, dawyebuli iaponiidan, mTel msoflioSi saaTis zolis gayolebiT. erT dReSi es klipi 250 milionma mayurebelma naxa. meore midgoma sareklamo strategiaSi aris mravalnacionaluri midgoma, romelic iTvaliswinebs bazris kulturul Taviseburebebs da konkurentul situaciebs. magaliTad, saponi `luqsis~ reklamaSi germaniaSi mTavari gmiri Sxaps Rebulobs, xolo igive rgoli inglisSi aCvenebs qals abazanaSi. amerikaSi ‘‘Tang~-i kargad saRdeba, rogorc forToxlis wvenis Semcvleli, xolo safrangeTSi, sadac forToxlis wvens maic da mainc ar etanebian, am produqts warmoadgenen, rogorc gamagrilebel saSualebas. zogierTi kompania cdilobs Seurios globaluri da multinacionaluri strategiebi. magaliTad, ‘‘Scot’’-is tualetis qaRaldis reklamirebisaTvis evropaSi, gamoigones kampaniis saerTo mimzidveli saxe – labradoris jiSis ZaRli, romelic yvela qveynis momxmarebels auwyebda, rom `skotis qaRaldi~ rbilia, magram advilad ar ixeva. amavdroulad sxvadasxva qveynis mayureblebma es ZaRli sxvadasxva anturaJSi ixila: espanelebma – sastumro oTaxSi, romelic gawyobili iyo espanuri avejiT, ingliselebma – tradiciul inglisur baRSi, xolo italielebma – italiur stilSi gawyobil oTaxSi. analogiurad ‘‘General Motors’’-i, Tavis manqanebs arabul qveynebSi aCvenebda udabnoSi, evropis qveynebSi – alpebSi, xolo amerikaSi – amerikis kanionebis fonze (ix.10.13).

176

marketinguli komunikaciebi.

reklamis istoria

 globaluri reklamis problemebi saerTaSoriso sareklamo kampaniebis Seqmnisas reklamistebma unda Seiswavlon da gaiTvaliswinon sxvadasxva qveynis kulturuli da nacionaluri Taviseburebebi, radganac umniSvnelo uzustoba feris, cifrebis, zomis, simboloebis gamoyenebaSi, SesaZloa im kulturebSi ganixilebodes, rogorc Seuracxyofa. magaliTad, tailandSi ar SeiZleba xelixelCakidebuli biWis da gogos Cveneba da iq marto biWebi an marto gogoebi unda iyvnen reklamaSi gamoxatuli. samxreT-aRmosavleTis zogierT qveyanaSi Seuracxmyofelia SiSveli fexebis Cveneba da sxva. didi yuradReba unda miaqcion firmebma maTi sareklamo mimarTvebis swor Targmans da TviT dasaxelebasac. magaliTad, samxreT amerikaSi jeneral motorsis avtomobili `Chevi Nova” cudad saRdeboda. gairkva, rom espanurad igi niSnavda `is ver wava~. fordis models `Pinto”-s ar hqonda warmateba braziliaSi, radganac portugaliurad pinto niSnavs mamakacis patara organos. `koka-kolas~ CineTSi mouxda dasaxelebis gadakeTeba, radganac `koka-kolas~ dasaxelebis aRmniSvneli ieroglifebi Cinurad niSnavdnen `ukbine patara Tavkombalas~. firma daTanxmda sxva ieroglifebis gamoyenebas da warweram miiRo Sinaarsi `bedniereba boTlidan~ (ix.10.14). amerikelma reklamis damkveTebma mokle droSi aiTvises globaluri reklamis principebi. reklamac televiziis Tanamgzavruli da sakabelo qselebis meSveobiT aseve globaluri gaxda, ramac mniSvnelovnad gazarda momxmarebeli globalurad reklamirebad saqonelze. saWiro iyo axali gzebis da xerxebis Zieba globaluri mayureblis yuradRebis misapyrobad. aman Seqmna axali SemoqmedebiTi revoluciis winapiroba. 1982 wels londonis sareklamo saagentom – ‘‘Saatchi & Saatchi’’ SeiZina ‘‘Compton Communications’’ da Seiqmna pirveli megagaerTianeba reklamaSi. male sxvebic mixvdnen cvalebad msoflioSi gaerTianebis upiratesobas da Seiqmna qseluri sareklamo konglomeratebi: ‘‘Omnicom’’, WPP, ‘‘Interpublic Group’’ da sxvebi. am konglomeratebSi Sedian sxvadasxva qveynis sareklamo saagentoebi, SemoqmedebiTi studiebi, auditoriis Semswavleli firmebi, PR-organizaciebi, beWdviTi korporaciebi da sxva. es sayovelTao gaerTianebebi, wminda ekonomikur-pragmatuli amocanebis garda, miznad isaxavs sxvadasxva regionis erToblivi gamoyenebiT, globaluri sareklamo strategiis ukeT ganxorcielebas.  produqtis saxis Seqmna – `brendingi~ 1980 wels Jurnalma ‘‘Advertizing Age’’-ma iwinaswarmetyvela axali SemoqmedebiTi revoluciis dawyeba. im droisaTvis kosmetikis, parfiumeriis da tansacmlis mewarmeebi did Tanxebs xarjavdnen TavianTi produqciis imijis Seqmnaze. reklamebSi ukve uari Tqves produqciis Tvisebebis CamoTvlaze. reklamaSi produqtis mxatvruli xerxebiT miwodebis Sedegad momxmarebels Tavad unda Seeqmna azri

177

Tavi 10. 1975-1990 wlebi

mis SeZenaze. avtomanqanebis reklamebSi gaqra teqnikuri mxareebis CamoTvla. sakmarisi iyo Tavad avtomobilis mxatvrulad Cveneba. produqtis naTeli saxe (imiji)! ai, ras unda gamoewvia momxmareblis ndoba produqciis am saxeobisadmi (brendisadmi) da Semdgom gasCenoda misi SeZenis survili. produqtis imijis SeqmnaSi axali aqcenti gamoCnda Àmerican Express”-is beWdviT reklamaSi, romelsac 80-iani wlebis saukeTeso sareklamo kampaniis wodeba mianiWes. maRalprofesiulad Sesrulebul fotoebze gamosaxuli iyo msoflios cnobili pirovnebebi: ela ficjeraldi, luCano pavaroti, katrin denevi da sxvebi (ix.10.15), romlebic ‘‘American Express’’-is baraTebis mflobelebi iyvnen da es faqti ukve privilegias warmoadgenda (‘‘Membership Has Its Privileges’’-is wevroba ukve privilegiaa!). rogorc erT-erTi kritikosi werda: àm reklamebSi gamoyvanili adamianebi ara marto saxelganTqmulebi arian, aramed isini ganasaxiereben warmatebasa da yvelaze didi mwvervalebis dapyrobas.~ am marketinguli svliT meordeboda Zvel droSi aRmoCenili reklamaSi gamosaxul gmirebTan iluzoruli TviTmikuTvnebisa da gaTanabrebis motivi. gaCnda reklamirebis sxvadasxva meTodi. JurnalebSi vxedavT samganzomilebian reklamas – Jurnalis Sua gverdze Cakruli moculobiTi gamosaxulebiT. JurnalebSi sunamos da kosmetikis sxva saSualebebis patara parkebis moTavsebiT. erT-erT Jurnals Tan erTvoda tyavis patara aromatuli naWeri, romelic `rols-roisis~ reklamas axlda da mas axali avtomobilis salonis suni hqonda. reklamis da xelovnebis Serwymis saukeTeso magaliTia Sveduri aryis àbsolutis~ da italiuri tansacmlis firmis `benetonis~ sareklamo kampania (ix. danarTebi 10.1 da 10.2).  80-iani wlebisaTvis bevrma biznesma amerikis dasavleTisken gadainacvla. amerikaSi yvelaze swrafad kaliforniis mosaxleoba izrdeboda. sareklamo saagentoebmac gadainacvles dasavleTisken da niu-iorkis mere, swored kaliforniaSi arsebulma saagentoebma daikaves meore adgili medison avenius Semdeg da gadaaswres tradiciulad meore adgilze myof Cikagos. kaliforniuli saagentoebi muSaobdnen axleburad, moqnilad. aTwleulis saukeTeso saagentod wodebuli ‘‘Chiat Day’’, erT proeqtze momuSave yvela TanamSromels erT adgilze uyrida Tavs. wodebiT yvelaze dabal personals SeeZlo miemerTa yvelaze ufrosisaTvis da gamoeTqva Tavisi azri. firmis damaarsebeli jei Ciati ambobda: ès yvelaze kargi saSualebaa SemoqmedebiTi procesis stimulirebisaTvis da azrTa gacvla-gamocvlisaTvis~. swored am midgomam da didma SemoqmedebiTma potencialma, saSualeba misca ‘‘Chiat Day’’-s 80-ian wlebSi samuSaoTa moculoba 100 milionidan gaezarda 1,3 miliard dolaramde. Sedevrad iTvleba ‘‘Chiat Day’’-s firma ‘‘Nike’’-is sportuli tansacmlis sareklamo kampania. am kampaniaSi amerikis yvela sportsmenis foto iyo gadaRebuli da es fotoebi istorias SemorCa, rogorc sportis varskvlavebis saukeTeso galerea (`naikis~ reklamebi ix.me-11 Tavis bolos).

178

marketinguli komunikaciebi.

reklamis istoria

‘‘Chiat Day’’-s reklamaze `1984~ ukve visaubreT. aseve warmatebuli iyo ‘‘Chiat Day’’-s sareklamo kampania yurZnis wvenis sasmelisaTvis (ualkoholo RvinisaTvis). ‘‘Chiat Day’’-s winaSe dadga amocana, momxmareblisaTvis gaecno sul axali, ucnobi produqti. kaliforniis sanapiroze mosaxleoba didi xania icnobda yurZnis da xilis gazirebul sasmels. saagentos TanamSromlebma moiares is adgilebi, sadac amzadebdnen am sasmels, esaubrnen mis momxmareblebs, maTTan erTad uyurebdnen Zvel filmebs, usmendnen barebSi `roken-rols~ da mere, rogorc Tavad ixseneben, daweres is, rac Seityves. Sedegad Seiqmna aTwleulis erT-erTi saukeTeso sareklamo kampania. Rvinis sasmelis damamaxsovrebeli sareklamo kampania Seqmna hal reinimac Tavis saagentoSi. produqtisaTvis saxis Seqmnis mizniT avtorma gamoigona fermerebis ori xanSi Sesuli personaJi: frenk bartlzi da ed jeimsi (ix.10.16), romlebic sareklamo klipebSi ubralod isxdnen saxlis kibeebze da saubrobdnen sasmelis Tvisebebze, maT samuSaoze da yovel kviras sxvadasxva sakiTxebze. es sakiTxebi iyo: Tu rogor daiwyes erToblivi samewarmeo saqmianoba, Tu rogor daagiraves erT-erTis saxli, Tu ra siZneleebi xvdebodaT saqmianobisas, erTi sityviT, isini mayureblebs Tanaziarebs xdidnen maT saqmianobaSi da didi simpatiac daimsaxures. yoveli saubari Tavdeboda fraziT – `madlobeli varT Tqveni mxardaWerisaTvis~. aRniSnuli reklamis meSveobiT sasmelis mwarmoebeli firma ~Hullo~ lideri gaxda am saxis produqtis bazarze. reklamis avtori hal reini werda: `imisaTvis rom moizido adamiani, igi unda daaintereso. dainteresebulma adamianma Tavad unda Camoayalibos sakuTari STabeWdileba. amitom produqtis aRwerisas ar aris saWiro yovel wvrilmanze msjeloba. sakmarisia ilaparako miniSnebebiT.~ reinim nayofierad imuSava prezident ronald reiganis saarCevno kampaniaze. sareklamo rgolebi iyo ubralo da gulaxdili. maTSi JRerda azri, rom amerikaSi dRes yvelaze naklebia umuSevroba da kadrebi aCvenebdnen emociur momentebs qveynis cxovrebidan: qorwils, mSvid dilas, bavSvebs, moxucebs da sxva. reiganma mniSvnelovani gamarjveba moipova arCevnebSi. 

seqsualuri motivebi reklamaSi 70-ian wlebSi dawyebuli damoukidebeli, saqmiani, Tavisufali qalis saxis gamoyeneba 80-ian wlebSi axali ZaliT gagrZelda. mTel rig reklamebSi gamoCndnen Zlieri, kompleqsebidan ganTavisuflebuli, seqsualuri qalebi (ix.10.17). qalebis mimarT sazogadoebis midgomis SecvlasTan erTad icvleboda ‘‘General Mills’’-is sareklamo personaJis, beti krokeris ieric. es is beti krokeria, romelic 30-iani wlebidan dawyebuli bevr rCevas aZlevda amerikel diasaxlisebs. mis axal ierSi gamoixateboda qalis Secvlili roli sazogadoebaSi. warsulSi tradiciuli samzareulos dedofli beti krokeri dRes ukve saukeTesod grZnobda Tavs saxlis gareTac, samsaxurSi. am drois reklamebSi mTlianad gamoidevna saqonlis SesaZenad racionaluri miznebis Camoyalibeba. momxmarebels maT magivrad miewodeboda misi gamoyenebiT

Tavi 10.

1975-1990 wlebi

179

aRZruli fantaziebi da ocnebebi; da am fantaziebis aRsaZravad daiwyes reklamebSi seqsualur motivebze aqcentireba. erT-erTi cnobili sareklamo kampania SemuSavda mamakacis odekolonisaTvis ‘‘Paco Rabane’’, romelSiac Sedioda 30-wamiani seqsualuri klipebi, sadac jer gamosaxuli iyo mZinare SiSveli mamakaci, romelsac aRviZebs sayvarlis telefonis zari da uazro, guSindel seqsze saubris fonze, aCveneben mamakacis naxevradSiSvel sxeuls (ix.10.18). am reklamaSi qali saerTod ar Cans. xolo meore klipSi sawolSi wevs qali da axla kamera mis sxeuls akvirdeba. am sareklamo kampaniis farglebSi aseve darigda orgverdiani bukleti reklamaSi naCvenebi mamakacis sawolis gamosaxulebiT. uCveulo fandi ixmares am odekolonis warmoCenisaTvis. maRaziebis vitrinebSi dadges sawolebi, masSi mwoliare msaxiobebiT da mayureblebs SeeZloT telefonis saSualebiT esaubraT mamakacTan. es reklama miCneul iqna 1981 wlis saukeTeso reklamad, misi meSveobiT `pako rabanes~ gayidvebma moimata 25%-iT. meore sunamos `Sanel 5~-is reklamac aCvenebda ulamazesi qalebis SiSvel sxeuls. SiSveli qalis sxeulis Cvenebaze iyo damyarebuli kidev erTi sunamos Òbsession”-is reklama (ix.10.19). firmam sareklamo kampaniaze daxarja 17 milioni da im welsve miiRo 40 milioni dolaris mogeba. axalgazrdebis saqonlis imijis Sesaqmnelad seqsualuri motivebis gamoyeneba Cveulebriv taqtikad iqca. odesme Cveulebrivi `lurji Sarvali~ – jinsebi, reklamis meSveobiT sensaciad da maRali modis sagnad gadaiqca. cnobili dizaineris kelvin klainis jinsebis reklamaSi moiwvies cnobili kinovarskvlavi bruk Sildsi (ix.10.20), romelsac ecva seqsualurad gaxsnili Sarvali. reklamaSi Sildsi svamda SekiTxvas: ìciT ra myofs me da `Calvin”-s? pasuxi iyo – araferi!~ bruk Sildsis monawileobiT reklamebma azrTa didi sxvadasxvaoba gamoiwvia, magram firmam mizans miaRwia da am reklamis pirvelsave talRam jinsebis gayidvebi 300%-iT gazarda. im wels Cikagos departementma akrZala jinsis ‘‘Bon-Jour’’ reklama. bilbordebze gamosaxuli iyo manekeni qali, romelsac jinsebi ise hqonda Sexsnili, rom Canda Sarvali SiSvel tanze ecva. aseTive seqsualuri iyo `Jordache” jinsebis reklama, romelSiac jinsebCacmuli, welzeviT SiSveli qalebi, Semjdari iyvnen aseve welzeviT SiSvel mamakacebze (ix.10.21). miuxedavad sazogadoebis garkveuli wreebis aRSfoTebisa, axalgazrdebi mzad iyvnen gadaexadaT didi Tanxebi cnobili dizainerebis safirmo niSniani Sarvlebis SesaZenad. 80-iani wlebis bolos amerikam Seamcira samxedro biujeti, ramac ekonomikis daqveiTeba gamoiwvia. bevri korporacia gadavida momWirneobaze. axali samuSao adgilebi aRar iqmneboda. amerikelebs egonaT, rom kargi cxovreba mudmivad gagrZeldeboda, magram 80- iani wlebis pativmoyvare suli nel-nela aorTqlda. maT amSvidebda imis SegrZneba, rom marTalia, `kargi cxovreba~ gaqra, magram darCa ùbralo cxovreba.~ es tendenciebi da ganwyobebi gagrZelda 90-iani wlebis ganmavlobaSi.

180

marketinguli komunikaciebi.

reklamis istoria

10.1 jek trauti da pozicionireba

meoce saukunis erT-erTi gamoCenili marketologi jek trauti – pozicionirebis Teoriis avtori – miiCnevs, rom sxvisi Zveli ideebis gamoyeneba da ganviTareba sulac araa sasikvdilo codva. piriqiT, esaa reklamaSi bevri problemis gadawyvetis realuri gza. misi Sromebi daeyrdno unikaluri savaWro SeTavazebis Teorias, romelic 20 wliT adre Semoitana reklamaSi roser rivzma. Tavis wignSi ùbraloebis Zala~ trauts mohyavs amerikeli fsiqologis, deil karnegis sityvebi: ìdeebi, romelsac vicav, me ar mekuTvnis. isini visesxe sokratesgan. gadmoviwere Cesterfildidan, aviRe qristesgan da gavaerTiane erT wignSi. Tuki Tqven ar mogwonT maT mier dawesebuli kanonebi, maS ra wesebiT apirebT TamaSs?~ jek trautis sityvebiT igi ukve 22 weli wers erTsa da imave wigns erTaderTi ideis wamosawevad. es idea SesaZloa gamoixatos erTad-erTi fraziT – unda gamoirCeodeT! amocana mdgomareobs imaSi, rom daimkvidroT unikaluri, ganmasxvavebeli pozicia momxmareblis SemecnebaSi. ai, es aris pozicionireba! jek trautma bevri sapasuxismgeblo posti gamoicvala sxvadasxva firmaSi marketingis specialobiT, bolos mis partniorTan, el raisTan erTad gaxsna sakonsultacio firma, romlis klientebi iyvnen amerikis umsxvilesi kompaniebi. maT 26 weli imuSaves erTad da daweres ramdenime wigni marketingSi, romlebic msoflioSi bestselerebi gaxda da mraval enaze iTargmna. 1981 wels maTi pirveli namuSevari `pozicionireba – brZola cnobadobisTvis~ gadaiTargmna 14 enaze. Semdgomi wignebic – `marketinguli omebi~, `marketingi qvevidan zeviT~ gavrcelda msoflioSi. xolo naSromi `marketingis 22 ucilobeli kanoni~ marketingis bibliad gadaiqca. 2000 wels jek trautim gamouSva wigni saxelwodebiT àn diferencireba anda sikvdili. Tavis gadarCena momakvdinebeli konkurenciis pirobebSi~. 2001 wels ki gamovida misi wigni `didi brendebi – didi problemebi~. jek trauti amerikas uwodebs marketingis laboratorias. praqtikulad yvela samomxmareblo bazarze konkurencia yovelgvar sazRvrebs aWarbebs. magaliTad, amerikaSi arsebobs ZaRlis 180 ZaRlis sakvebi, 50 saxeobis mineraluri wyali, xvelebis wamlebis 134 saxeoba. fsiqologebis azriT, adamians SeuZlia Tavis mexsierebaSi Seinaxos erTi kategoriis mxolod 7 brendis dasaxeleba. imisaTvis, rom miaRwioT warmatebas, araa sakmarisi mxolod maRali xarisxi, mimzidveli fasi da kargi momsaxureba. unda arsebobdes mizezi, romelic stimuls miscems momxmarebels, SeiZinos, saxeldobr, Tqveni produqti. Tu

Tavi 10. 10.1 jek trauti da pozicionireba

181

Tqven gamoirCeviT, gansxvavdebiT konkurentebisgan, klienti mzadaa gadaixados meti fasi. aqedan warmodgeba pozicionirebis arsi! pozicionireba aris is, Tu rogor axdenT Tqveni produqtis pozicionirebas momxmareblis cnobierebaSi. saWiroa mZlavri ganmasxvavebeli idea. trautis azriT, momxmareblis cnobierebaSi sasaqonlo marka asociirdeba araumetes erT ideasTan. yvelaze Zlier brendebs gaaCniaT mxolod erTi sityva momxmareblis cnobierebaSi. magaliTad, kbilis pasta `pepsodenti~ 35 weli asociirdeba kariesTan. `volvo~ – usafrTxovebasTan, `ferari~ gamoiyureba swrafad, maSinac ki roca igi dgas. `heinci~ amayobs Tavisi auCqareblobiT. `heinci~ – yvelaze neli ketCupi~ – iuwyeboda slogani, radganac momxmarebelTa moTxovnis gaTvaliswinebiT, mis boTls specialurad dauwvriles yeli, raTa ketCupi Znelad gadmosuliyo. momxmarebeli Tvlis, radgan ketCupi Znelad gadmodis, ese igi igi blantia da `heinci~ ar Ralatobs momxmarebels. reklamam maqsimalurad unda gaamartivos Tavisi mimarTva, raTa man `miaRwios~ momxmareblamde da xeli Seuwyos markis damaxsovrebas. swored amitom diferencirebis idea unda iyos maqsimalurad ubralo da TvalsaCino. araa saWiro momxmarebels mouyve ucbad yvelaferze: `aSorebs yvela laqas, aTeTrebs, amasTan klavs yvela baqteriebs.~ ideis gadarecxva strategiuli Secdomaa. Tu ki brendi axdens misi imijis gadarecxvas, iwyeba usiamovnebebi. erT dros `Sevrole~ iyo saojaxo avtomobili. Semdgom mas daemata cnebebi: patara da didi, iafi da Zviri, sportuli da sabargo varianti. misi unikaluri pozicia – saojaxo – gadairecxa da man daTmo kidevac poziciebi bazarze. yvelaze cnobili sigareti ‘‘Marlboro’’ lideri gaxda mas Semdeg, rac amerikeli vaJkaci epatiJeboda myidvelebs kovboebis qveyanaSi. Semdeg gamouSves `marlboro laiTi~, menToliT da sxva variantebi, romlebic disonanss qmnida marlboros vaJkacur bunebasTan da gayidvebmac ikles. rodesac kvlav daubrundnen Zvel imijs, yvelaferi isev dadga Tavis adgilze. aqedan trauti askvnis, rom yvelaze Zlieri brendebi ar icvlebian! madiferencirebeli idea unda iyos ubralo, radganac informaciiT gadaRlili momxmarebeli erideba yovelive rTuls. ubraloeba bevri warmatebis sawindaria biznesSi. trauts mohyavs ‘‘Proctor&Gamble’’-is magaliTi. kompaniam gaaanaliza Tavis mier gamoSvebuli produqcia da mixvda, rom 32 saxeobis Sampuni da 56 saxeobis kbilis pasta abnevda momxmarebels, ris Sedegad maT mniSvnelovnad Seamcires gamoSvebuli produqciis asortimenti. P&G ar moerida gamartivebas da Semdegi 5 wlis ganmavlobaSi kompaniis warmoeba gaizarda 30%-iT. trautma bevri SeiZina roser rivzis unikaluri savaWro SeTavazebis (usS) Teoriidan, magram Tanamedrove pirobebSi konkurenti saqoneli sul ufro emsgavseba erTmaneTs da Zneli xdeba usS-is moZebna, amitom sareklamo saagentoebi sTavazoben myidvelebs ufro gasarTob, vidre ganmasxvavebel strategiebs. jek trauti gvTavazobs, ramdenime ubralo xerxs, raTa gamovirCeodeT konkurentebisagan.

182

marketinguli komunikaciebi.

reklamis istoria

produqtisaTvis saWiroa maRali cnobadoba. igi gaaCniaT inovaciur produqtebs, romlebmac odesme Camoayalibes mTeli sasaqonlo kategoria da gaaCniaT mZlavri sareklamo kampania. magaliTad, ‘‘MacDonalds’’, ‘‘Coca-Cola’’, ‘‘Pepsi-Cola’’, ‘‘Marlboro’’ da sxva, romlebsac maTi reklamis saSualebiT kargad icnoben msoflios yvela qveyanaSi. produqcia SesaZloa diferencirebuli iyos raime jadosnuri ingredientis meSveobiT. cota vinmem Tu icis, ras warmoadgens da rogor muSaobs Sony-s firmis `trinitroni~, magram sityva `trinitroni~, `flatroni~ muSaobs momxmarebelze, xels uwyobs am brendebis advilad damaxsovrebas. arsebobs diferencirebis kidev erTi idea – pirvelobis, lideris, STamomavlobis tradiciis idea. Tu kompanias mdidari warsuli aqvs, es imas niSnavs, rom mas meti Sansi aqvs ukeTes momavalze. ‘‘Coca-Cola’’ namdvili kolaa, radgan igi iyo pirveli. pirveli Sampanuri ‘‘Dom Perignion’’ pirvelia. maT mere Seqmnili msgavsi produqtebi da kompaniebi maT CrdilSi imyofebian. jek trauti miiCnevs, rom nebismieri produqtis an momsaxurebis diferencireba SesaZlebelia da swored amitom daarqva mis erT-erT wigns `an diferencireba, an sikvdili~.

10.2

ted terneri da axali ambebis msoflio samsaxuri CNNNN

`me bavSvobidanve vimeorebdi: minda viyo samyaros mbrZanebeli! es yovlismomcveli da zusti formulireba mexmareboda mecxovra masStaburad da ar davwvrilmanebuliyavi. CemTvis miuRebelia sisuste, wageba, warumatebloba. Cemi kerpi yovelTvis iyo napoleoni~. robert edvard (ted) terneri

Tanamedrove msoflios erT erTi umdidresi adamiani, mediamagnati, romelmac Seqmna udidesi satelevizio-sakabelo industria – ted terneri daibada 1939 wlis 19 oqtombers ohaios Statis qalaq cincinatSi. momavali mediamagnatis

Tavi 10.

10.2. ted terneri da axali ambebis msoflio samsaxuri CNNN

183

aRiarebiT, misTvis bavSvobidanve arsebobda mxolod ori avtoriteti: mamamisi da aleqsandre makedoneli. mis mamas, patara sareklamo kompania ‘‘Turner Communications’’ hqonda, romelic gare reklamebs amzadebda. mama mkacrad zrdida Svils da xandaxan scemda kidec, radganac patara tedi Zalze mousvenari da CxubisTavi iyo. igi xSirad acdenda skolas da saxeli gaiTqva, rogorc gamousworebelma xuliganma. skolis damTavrebis Semdeg mamam Svili gaamwesa braunis universitetSi. universitetSi mas `sazizRari tedi~ Searqves. igi saerTo sacxovrebelSi cxovrobda da oTaxSi iatakze gaSlil leibebze balaxs zrdida, romliTac tenida mis mierve mokluli cxovelebis fitulebs. tedi sistematurad arRvevda saerTo sacxovreblis mkacr reJims, xSirad mohyavda qalebi da sabolood, amoraluri saqcielisaTvis igi garicxes universitetidan. mamam sabolood SeiZula Svili. man gayida Tavisi kompania da anderZiT Svils kapikic ki ar dautova. 1963 wels tedis da avtokatastrofaSi daiRupa, ris Semdeg mamam Tavi moikla da 24 wlis tedi darCa sruliad marto. teds Zlieri natura hqonda. sevdas ar miscemia. igi gaitaca saialqno sportma da maleve gaxda msoflioSi saxelganTqmuli iaxtsmeni, 1977 wels moigo sruliad amerikis Tasi – 24 saaTiani fastnetis regata. adre, 1970 wels, tedma SeZlo gamoesyida mamamisis yofili firma da amasTan, Seisyida mcire samauwyeblo-sakabelo kompania ‘‘Channel-17’’. energiulma tedma male es arxi superarxad gadaaqcia, romelsac xelismomwerebi aSS-s ramdenime StatSi hyavda. niWierma axalgazrdam arxis progamuli bade Seadgina telemayurebelTa interesebidan gamomdinare, romelic ZiriTadad kinofilmebidan, serialebidan da sportuli translaciebidan Sedgeboda. Tuki SeZenamde arxs 900 aTasi dolari vali hqonda, sul raRac sam weliwadSi, tedis sakabelo arxis brunvam Seadgina 1.8 milioni dolari. 1979 wels ‘‘Channel-7’’-s Seecvala saxeli da ewoda ‘‘World Turner Brodcasting Sistem’’. tedis dauRalavi SromiT misi saqmeebi aRma midioda. man SeiZina atlantis beisbolis da kalaTburTis gundebi. 1978 wels tedi Seudga sadReRamiso axali ambebis CNN (Cable News Network)-is Seqmnas. misi axloblebi da amerikis presa eWviT uyurebdnen am ideas da cdilobdnen, rom teds gadaefiqrebina. magram tedi jiuti kaci iyo, mas sjeroda sakuTari Tavis da es rwmena eyrdnoboda mis mierve Catarebul mayureblebis interesebis marketingul Seswavlas. 1980 wels axalma arxma CNN-ma daiwyo muSaoba da tedma male yvelas daumtkica misi wamowyebuli saqmis momgebianoba. 1984 wlidan CNN-ma daiwyo mauwyebloba Tanamgzavris meSveobiT mTel msoflioze. CNN-is axali ambebi gamoirCevian uCveulo operatiulobiT. misi korespondentebi muSaoben msoflios sxvadasxva cxel wertilebSi da pirdapir gadmocemen am wams mimdinare movlenebs. CNN xSirad aswrebs sxva arxebs informaciis mowodebas: igi gadmoscems sxdomebs amerikis senatidan, man pirvelma gaavrcela siuJeti reiganze da romis papze Tavdasxmis Sesaxeb. CNN iyo erTaderTi arxi, romelmac gadmosca amerikis kosmosuri xomaldis `Celenjeris~ starti da ramdenime wamSi misi afeTqeba haerSi.

184

marketinguli komunikaciebi.

reklamis istoria

ternerma SemoiRo specialuri wesebi CNN-is JurnalistebisaTvis. pirvel rigSi aukrZala maT sityva `sazRvargareTulis~ xmareba. mis magivrad unda exmaraT termini `saerTaSoriso~. aseve aikrZala reportaJebSi sityvebis: àr SeiZleba~, àr gamova~, `SeuZlebelias~ xmareba. arxis daarsebidan 15 wlis Tavze CNN-s msoflios 140 qveyanaSi 156 milioni xelmomweri hyavda da dRes ted terneri amerikis erT-erTi umdidresi adamiania. terneri misTvis Cveuli mizandasaxulobiT afarTovebs mis mediaimperias. 1985 wels man 1.6 miliard dolarad SeiZina kinostudia MGM (Metro Goldvin Meyer) misi umdidresi kinoarqiviT, romelic moicavda msoflio kinoSedevrebs. mas mere terneri yidulobs gasarTob telearxebs, xmis Camwer studiebs, kinostudiebs, popularul Jurnalebs da ramdenime aTeul gamocemas ara marto amerikaSi, aramed evropaSi, aziasa da laTinur amerikaSi, romlebic erTiandeba holdingSi ‘‘Time Warner’’, romelSic terneri flobs aqciaTa solidur pakets. 2000 wels kvlav moxda didi gaerTianeba. amerikis udidesi internetkompania AOL (America Online) yidulobs ‘‘Time Warner’’-s fantastikur fasad – 183 miliard dolarad, ris Sedegadac warmoiSva msoflios udidesi media holdingi AOL Time Warner, romelmac rupert merdokis holdings, ‘‘News Corp’’-sac gadaaswro SemosavlebiT. axlad Seqmnil holdingSi ternerma daikava vice-prezidentis posti. 2002 wels am kompaniam ganicada amerikis biznesis istoriaSi arnaxuli zarali (100 miliardi dolari), ris Semdegac ted terneri gadadga dakavebuli Tanamdebobidan. mis wasvlas am postidan safondo birJa gamoexmaura AOL Time Warner-is aqciebis Rirebulebis dacemiT. Sewuxebulma holdingis xelmZRvanelobam didi molaparakebebis da Txovnis Sedegad daiTanxmes terneri darCeniliyo holdingis direqtorTa sabWoSi. rogorc adre aRvniSneT, terneri axalgazrdobidanve eziara sports da igi msoflio masStabis iaxtsmenic gaxda. terners sportis sferoSi bevri sikeTe aqvs gakeTebuli. 1980 wlis moskovis olimpiur TamaSebs kapitalisturma samyarom boikoti gamoucxada da es olimpiada `socialistur olimpiadad~ moinaTla. 1984 wlis los-anJelesis olimpiur TamaSebze ki ar Cavidnen socialisturi banakis sportsmenebi. politikis gamo, zaraldeboda sporti. mravali sportsmeni, romlebic wlobiT emzadeboda msoflioSi udidesi sportuli asparezisaTvis, politikiT moTamaSe mTavrobebis wyalobiT ver midioda saasparezod. swored am dros ted ternerma, suliT sportsmenma da biznesmenma, Semoitana e.w àlternatiuli TamaSebis~ Catarebis winadadeba da daafinansa kidevac igi. es TamaSebi Catarda 1986 wels moskovSi da atarebda `keTili nebis TamaSebis~ saxels. ideam savsebiT gaamarTla. olimpiurisagan gansxvavebiT, Sejibreba mimdinareobda yovelgvari winaswari paeqrobebis gareSe – mxolod finalebi! Sejibrebaze Camovida msoflios yvela uZlieresi sportsmeni. am Sejibris translireba ted terneris prerogativa iyo. `keTili nebis TamaSebma~ amerikis televiziis istoriaSi yvelaze didi reitingi moipova da sakmao mogebac datova.

Tavi 10.

10.2. ted terneri da axali ambebis msoflio samsaxuri CNNN

185

1990 wels Camoyalibda ted terneris saxelobis garemos dacvis saqvelmoqmedo fondi. 2001 wels ted ternerma kompaniis saxeliT 1 miliardi dolari, maT Soris sakuTari saxsrebidan 31 milioni dolari gadaixada, raTa daefara amerikis mTavrobis vali gaerTianebuli erebis organizaciisaTvis. es Tanxa dRemde sarekordoa kerZo piris mier saqvelmoqmedod gadaxdil Tanxebs Soris kacobriobis istoriaSi. rogorc terneri aRniSnavda, im momentisaTvis 1 miliardi iyo misi mTeli qonebis erTi mesamedi. saqvelmoqmedo moRvaweobam daakavSira ted terneri mis momaval meuRles, cnobil kinovarskvlavs, fitnesis dedofals, aseve cnobil qvelmoqmeds, jein fondas. jein fonda ar CamorCeboda terners filantropiaSi. man 12 milioni dolari aCuqa harvardis universitets qalTa studiis kaTedris gasaxsnelad. jein fonda qmarTan erTad mogzaurobda msoflioSi sxvadasxva saqvelmoqmedo misiebiT. maT sakuTari Svili ar hyavdaT. isini zrdidnen tedis wina ori qorwinebidan darCenil or qaliSvils da sam vaJs. 2001 wels jein fonda da ted terneri erTmaneTs daSordnen, rodesac gaxmaurda jeinis Ralati Savkanian mZRolTan. terneris daxasiaTeba ar iqneboda sruli, rom ar gveTqva mis sxva moRvaweobaze – miwaTmflobelobasa da restornebis biznessze. tedi aris amerikis udidesi miwaTmflobeli. mas ekuTvnis 8000 kv.km miwa sxvadasxva StatSi. kuTvnil miwebze igi aSenebs Tevzebs, aqvs bizonebis aTeulobiT ferma. mas mohyavs ekologiurad sufTa produqti, romliTac amaragebs Tavisive restornebis qsels ‘‘Montana Grill’’. terners presaSi xadaxan `superbizons~ eZaxian. mis femebSi 35 aTasze meti bizonia, rac amerikis bizonebis raodenobis erT meaTeds Seadgens. terneris restornebSi momxmareblebs sTavazoben bizonis xorcidan damzadebul 35 saxis kerZs. 1991 wels ternerma miiRo Jurnal ‘‘Time’’-is wlis saukeTeso adamianis wodeba. igi aseve dajildovebulia alber Sveiceris sapatio oqros medliT, rogorc didi humanisti. (terneris da jein fondas fotoebi ix.10.2)

186

marketinguli komunikaciebi.

reklamis istoria

Tavi 10. d a n a r T i

187

188

marketinguli komunikaciebi.

reklamis istoria

Tavi 10. d a n a r T i

189

190

marketinguli komunikaciebi.

reklamis istoria

Tavi

marketinguli omebi

marketingSi samxedro terminologia damkvidrda jek trautis da el raisis wignebis gamoqveynebis Semdeg. maT moyvanil magaliTebSi uZlieresi da umdidresi brendebi namdvil omebs ewevian â&#x20AC;&#x201C; uteven erTmaneTs, ukan ixeven, ipyroben erTmaneTis teritoriebs, aviwroveben mowinaaRmdeges, imarjveben da damarcxebulni toveben brZolis vels. marTalia, aq saartilerio zalpebi ar ismis, magram am marketinguli bataliebis Sedegebi SesaZloa naklebad zaraliani da mtkivneuli ar iyos namdvili omis Sedegebze. wagebuli mxare iZulebulia datovos bazari, daxuros sawarmoebi, daiTxovos mravali aTasi TanamSromeli, rac xSirad adamianebis TviTmkvlelobiTac SeiZleba damTavrdes. gamarjvebuli kompania ki ixveWs dividendebs am gamarjvebidan, zrdis produqciis gayidvebs da mogebas, ipyrobs axal-axal bazrebs. `omSi~ gamorCeuli menejerebi iumjobeseben mdgomareobas firmaSi. xSirad marketingul omebs civilizebuli saxe aqvs da mimdinareobs sasamarTlos meSveobiT. garkveul SemTxvevebSi, es SeiZleba Zalze efeqturi iyos, radganac SesaZloa SeCerdes konkurentis mTeli sareklamo kampania, romelmac daarRvia reklamis Sesaxeb mkacri kanonis romelime debuleba. es sasamarTlo garCevebi mimdinareobs gaxsnilad, yvelas Tvalwin da aaSkaravebs bevri kompaniis arakeTilsindisier qmedebebs, momxmareblis SecdomaSi Seyvanis faqtebs. meore mxriv, es marketinguli garCevebi kargi stimulia mTlianad sareklamo kanonmdeblobis gasaumjobeseblad.

192

marketinguli komunikaciebi.

reklamis istoria

TavianTi simarTlis dasamtkiceblad mxareebi qiraoben saukeTeso advokatebs, romlebic yovelmxriv analizs ukeTeben sakanonmdeblo muxlebs. reklamis istoriaSi cnobilia bevri sasamarTlo procesi, romelic wlebis manZilzec ki grZeldeboda da wagebuli firmis sruli gakotrebiT damTavrebula. erTaderTi, vinc yvela SemTxvevaSi mogebuli rCeba am omebSi, aris momxmarebeli, radganac am omis Sedegad igi iRebs ukeTes produqcias, ukeTes momsaxurebas, an nakleb fass produqciaze. marketingis klasikosebs miTiTebuli aqvT marketinguli saomari moqmedebis oTxi tipi. esaa: 1. TavdacviTi omi; 2. SeteviTi omi; 3. flanguri Seteva; 4. partizanuli omi. TiToeuli tipis oms aqvs Tavisi strategia da taqtika. aqac bevri ram aris aRebuli namdvili samxedro strategiebidan. magaliTad, TavdacviTi strategiis gamoyenebisas lideri kompania ganuwyvetliv unda moZraobdes, raTa moZravi samizne Zneli gasanadgurebelia. liderma bazars unda SesTavazos siaxleebi, raTa konkurentma ver moaswros misi daweva da ver moaxerxos Tavdasxma. amavdroulad, liders yovelTvis unda hqondes manevris saSualeba. aq SeiZleba meore samxedro postulatis gamoyeneba, romelic marketingSic moqmedebs, esaa devizi â&#x20AC;&#x201C; saukeTeso Tavdacva es aris Tavdasxma! Tavdacvisas arsebobs agreTve Casafrebis meTodi, rodesac lideri elodeba nabijebs konkurentidan, amzadebs garkveul kontrzomebs, raTa uceb daartyas da gaanadguros igi. konkurenti firmebi mudmivad zveraven erTmaneTs, jaSuSoben, TavianT mxares ibireben TanamSromlebs, ewevian sareklamo kampaniebis revizias, teqnologiuri siaxleebis qurdobas da sxva, omSi miRebul da bevr miuRebel, xerxebs. marketinguli omis erT-erT pirvel magaliTad SeiZleba moviyvanoT TiTqmis 300 wlis win amerikis gamoCenili gamomgoneblis, amerikis Jurnalistikis fuZemdeblis, erT-erTi pirveli gazeTis damaarseblis benjamen franklinis magaliTi. sagazeTo saqmianobasTan erTad man gamoigona Rumeli, romelsac dResac `franklinis Rumels~ uwodeben da mis gasayidad daundobeli omi gamoucxada, ZiriTad `konkurents~ â&#x20AC;&#x201C; cecxlis Ria buxars, romelic im dros mosaxleobis gaTbobis ZiriTadi saSualeba iyo. miuxedavad imisa, rom im dros momxmarebelTa moTxovnilebis Seswavla jer ar arsebobda, franklini Tandayolili niWis meSveobiT moiqca ise, rogorc iqcevian Cveni drois marketologebi. man gaaanaliza Tavisi `konkurentis~ susti da Zlieri mxareebi da agresiuli sareklamo politikis saSualebiT warmatebiT gayida Rumelebi da wamyvani adgili daikava bazarze. man miagno `konkurentis~ sust adgilebs da swored maT Seutia reklamis meSveobiT. igi sakuTar gazeTSi aqveynebda Semdeg reklamas: `SeiZineT `pensilvaniis Rumeli~, radganac Ria da kaSkaSa cecxli vnebs Tvalebs, aSrobs kans, aCens naoWebs da iwvevs adreuli daberebis simptomebs~. albaT, aseTi sareklamo kampaniis Sedegia is, rom 300 wlis Semdegac amerikaSi arsebobs `franklinis Rumelebis~ maRazia.

Tavi 11.

marketinguli omebi

193

me-20 saukuneSi samrewvelo kompaniebis ayvavebis epoqaSi marketinguli omebi mTeli simZafriT da sisruliT gaiSala. `koka-kola~ da `pepsi-kola,~ àdidasi~, `puma~ da `naiki~ ibrZvian bazarze liderobisaTvis. sigaretebi `marlboro~, `vinstoni~, `qemeli~, `laki straiki~ milionobiT dolarebs xarjaven reklamaSi, raTa waarTvan konkurentebs dakavebuli bazris wili. didi konkurencia warmoebs axali bazrebis dasapyrobad. iseT mzard da gigantur bazrebze, rogoricaa ruseTi, indoeTi da CineTi, gayidvebis sul raRac 1%-mde matebas kompaniisaTvis miliardebi moaqvs da giganti korporaciebi araferze ukan ar ixeven am bazrebis dasapyrobad, moqmedeben ra xSirad faSisturi deviziT – `mizani, amarTlebs saSualebas!~ aseve didi omebi mimdinareobs avtomobilebis mwarmoeblebs Sorisac. am bazarze Tuki meoce saukunis dasawyisSi erTmaneTs ZiriTadad amerikuli kompaniebi ebrZodnen, axla omma mTeli msoflio moicva: iaponia, korea, CineTi, evropa. aq gamoikveTa namdvili omis kidev erTi strategia. kerZod, iaponiam SeZlo garkveuli klasis avtomobilebSi amerikis damarcxeba TviT amerikis bazarzec! sanam giganti brendebi pirdapir omebs awarmoeben, maT zurgs ukan zogierTi kompania flangur Setevebs eweva. magaliTad, sanam `koka-kola~ da `pepsi-kola~ erTmaneTTan WidiliT iyvnen dakavebulebi, maT SeumCnevlad miepara `7-UP” da gamagrilebel sasmelebSi mesame adgili daikava. (ix. Tavi13 – `gamagrilebeli sasmelebis omebi~). wina TavebSi Cven ganvixileT saintereso TavdacviTi omis magaliTi, rodesac avtomobilebis gaqiravebis firma àvisma~ gulaxdilad aRiara reklamaSi, rom igi iyo meore da mis reklamaSi bil bernbaxma daasaxela sxva iseTi privilegiebi, romlebic ar gaaCnda liders – `hercis~ kompanias. am manevriT àvisma~ waarTva liders bazris mniSvnelovani wili, sanam `hercma~ sapasuxo reklamiT ar gaacamtvera àvisis~ argumentebi. aseve mimdinareobs mravalmilioniani omebi `mak donalds~, `burger-kingsa~ da `kentuki frid Cikens~ Soris; pirveli maTgani sul axal-axal hamburgerebs uSvebs. mis meniuSi 70-mde sxvadasxva saxis hamburgeria. `kentuki frid Cikensi~ specializirdeba Semwvari wiwilebis kerZebze. rogorc ki man daiwyo mak-donaldsisTvis momxmareblebis warTmeva, mak donaldsma meniuSi CarTo wiwilis xorciani hamburgerebi da metic, male Tavad gadaiqca wiwilebis yvelaze did mwarmoeblad msoflioSi. am ori kompaniis omSi, partizanuli SeteviT, SeumCnevlad daimkvidra adgili swrafi sauzmis bazarze kompania `Subway”-m, romlis marketologebma gaaanalizes is faqti, rom mak-donaldsis momxmareblebi ukmayofilebas gamoTqvamdnen imaze, rom 70 dasaxelebis meniudan sauzmis arCevaze did dros xarjavdnen da amitom `Subway” mxolod erTi saxis buterbrodebs yidis Tavis patara restornebSi da momxmarebeli yvelaze swrafad iRebs saWiro momsaxurebas. albaT, esaa mizezi imisa, rom `Subway” restornebis raodenobac yovelwliurad izrdeba mTel msoflioSi. partizanuli omebis magaliTebi bevria sarecxi saSualebebis brendebsa da sigaretebSi. adgilobriv bazrebze zogierTi kompania Tavis produqcias aformebs

194

marketinguli komunikaciebi.

reklamis istoria

lideri brendis msgavsad. dasaxelebaSic cvlian erT an or asos, raTa SecdomaSi Seiyvanon adgilobrivi momxmareblebi, amoefaron cnobil produqcias, momxmarebelTa SemecnebaSi myarad Camjdari lideri brendis imijis saSualebiT, mis mier warmoebuli sareklamo kampaniis meSveobiT. zogierT SemTxvevaSi am qmedebebs lokaluri umniSvnelo masStabebi aqvs da Zlieri lideris yuradRebis Rirsi ar xdeba, magram rodesac partizanuli omis masStabebi cildeba garkveul zRvars, maSin lideri kompania gamanadgurebel dartymas ayenebs SedarebiT sust partizans. am marketinguli omebis kidev bevri magaliTis moyvana SeiZleba, magram Cven momdevno TavebSi SemovifarglebiT sportuli brendebis da gamagrilebeli sasmelebis marketinguli omebiT, sadac mkveTradaa gamoxatuli zemoT dasaxelebuli sxvadasxva saomari strategia.

11.1.

`adidasi~

pirveli msoflio omis Semdeg gaCanagebul germaniaSi, niurnbergis maxloblad, bavariis patara qalaqSi, jer kidev ymawvili mewaRe adolf dasleri, gaWirvebuli ojaxis dasaxmareblad, jariskacebis gadagdebuli CanTebidan keravda saSinao faCuCebs da yidda. magram misi namdvili gataceba iyo sporti, gansakuTrebiT ki – fexburTi. adolfs kontaqti hqonda bevr mwvrTnelTan da eqimTan, raTa Seeqmna sportuli fexsacmelis optimalurad moxerxebuli da praqtikuli modeli. eqsperimentebis Semdeg, 1920 wels adolf daslerma Sekera sportuli fexsacmelebis pirveli wyvili. es wyvili istoriuli gaxda imitom, rom man dasabami misca sportuli ekipirebis msoflioSi gavrelebul brends - ‘‘Adidas’’-s. es fexsacmelebi Sekerili iyo brezentisa da rezinisagan da iyideboda, rogorc morbenlebis (krosis) savarjiSo fexsacmeli. im dros dasleri 20 wlisa iyo. 1924 wels adolf daslerma da misma Zmam rudim gaxsnes sportuli fexsacmelebis fabrika da meore msoflio omamde erTad muSaobdnen. Zmebma maleve Seqmnes fexburTelis da CogburTelis fexsacmelebi. maTma mecnierulma midgomam fexsacmlis Seqmnisas, sportis saxeobis Taviseburebis gaTvaliswinebiT, maT saerTaSoriso aRiareba moutana. adolf – adi daslerma (ase eZaxden mas megobrebi), pirvel did warmatebas miaRwia 1928 wels, rodesac amsterdamis olimpiur TamaSebze gamoscada krosisaTvis damzadebuli sportuli fexsacmeli. fexsacmelebs sayovelTao mowone-

Tavi 11.

11.1. `adidasi~

195

ba xvda wilad. isini marTlac SesaniSnavi parametrebiT xasiaTdebodnen: msubuqi, terfze kargad morgebuli, uzrunvelyofdnen sarbeni bilikis zedapirTan saukeTesod SeWidebas – es iyo, namdvili fexsacmeli CempionebisaTvis. mewaRe dasleri Tavad kargi sportsmeni iyo da fexsacmeli, romelsac igi amuSavebda, gankuTvnili iyo profesionalebisaTvis. 1925 wels, adi iwyebs fexburTelebis fexsacmelis, kerZod èkliani~ bucebis damuSavebas. yvelaferTan erTad adi SemoqmedebiTi pirovneba iyo da misi xelmZRvanelobiT Tavis saxelosnoSi 30-iani wlebis Sua xanebSi, igi uSvebda sportuli fexsacmlis 30 dasaxelebas sportis 11 saxeobisTvis. im dros mis sawarmoebSi muSaobda mxolod 100 kaci. àdidasis~ firmis warmatebebi mWidrodaa dakavSirebuli olimpiadebTan. 1932 wlis olimpiadaze los-anJelesSi dasleris fesacmeliT sprinterma artur ionatma moigo pirveli brinjaos medali. Semdeg olimpiadaze daslerma udides warmatebas miaRwia 1936 wlis berlinis olimpiadaze, sadac mis fexsacmelSi legendarulma zangma sprinterma, jesi ouensma daamyara msoflios 12 rekordi da moigo 4 oqros medali. meore msoflio omma droebiT Sewyvita olimpiuri Sejibrebebi. omis damTavrebis Semdeg adi dasleri aaxlebs firmis muSaobas. 1947 wels man aiyvana 47 muSa da daiwyo omiT gamowveuli iZulebiTi Sesvenebis periodSi damuSavebuli ideebis ganxorcieleba. mis mier gamoSvebuli pirveli fexsacmelic iafi masalebisgan iyo damzadebuli – brezentisa da amerikelebis sawvavis kasrebidan moxsnili rezinisagan. 1948 wels man moigona firmis dasaxeleba, sakuTari saxelis da gvaris pirveli asoebidan àdidas~ (adi dasler) da saswrafod Seudga fexsacmelebis warmoebas. igi Cqarobda, radganac misi ZiriTadi konkurenti iyo sakuTari Zma rudi, romelmac imave qalaqSi daaarsa aseve sportuli fexsacmlis firma – `puma~. 1949 wels daregistrirda yvelasaTvis ase cnobili àdidasis~ korporatiuli niSani – sami xazi (ix.11.1.1). 1954 wels Sveicariis msoflio Cempionatze germaniis safexburTo nakrebis gamarjvebam, namdvili didi warmateba moutana firmas. fexburTelebs ecvaT bucebi, adi dasleris gamogonili Casaxraxni rezinis èklebiT~. finalur matCs ungrelebTan, germanelebi agebdnen 0:3, sabolood ki gaimarjves angariSiT 4:3. maSin dasleris bucebs `msoflio Cempioni~ uwodes. 1960 wlis, romis olimpiadaze monawile sportsmenebis 75%-s ecva àdidasis~ krosis fexsacmeli. am olimpiadisaTvis àdidasma~ specialurad gamouSva savarjiSo fexsacmeli, romelsac uwoda `Rom~. es modeli dResac yvelaze gayidvadi saqonelia mis seqtorSi. 1964 wlis, tokios olimpiadisaTvis àdidasma~ gamouSva yvelaze msubuqi sarbeni fexsacmeli, romlis wona mxolod 135 grams Seadgenda. mas mere àdidasis~ fexsacmelebiT sportis mraval saxeobaSi bevri medali iqna mogebuli. 60iani wlebis SuaSi àdidasma~ daiwyo burTebis warmoeba, romlebic 1970 wlidan fexburTis msoflio Cempionatebis oficialuri burTi gaxda. 1971 wels krivSi mZimewonian mokriveTa saukunis matCis monawileebs, legendarul mokrive muhamed alis da jo frezers ecvaT àdidasis~ damuSavebuli fexsacmelebi.

196

marketinguli komunikaciebi.

reklamis istoria

1972 wels gaCnda adidasis logo `samfoTola~ (ix.11.1.2). 1974 wels àdidasis~ bucebiT aRWurvili germaniis nakrebi xdeba jer evropis, mere msoflios Cempioni fexburTSi. sportuli fexsacmelebis garda, àdidasi~ 1974 wels iwyebs CogburTis Cognebis wamarmoebas. imave periodSi igi SeiWra sportis zamTris saxeobebis bazarze. 1978 wels adi dasleri gardaicvala. igi bolo dRemde Cafluli iyo sayvarel saqmeSi da ukanasknel Rames cols Txova diliT adre gaeRviZebina, radganac mas Sexvedra hqonda daniSnuli kanadis warmomadgenelTan. magram 78 wlis adolf daslerma diliT veRar gaiRviZa. adi dasleris adgili daikava misma qvrivma ketma da Svilma horstma. 1984 wels los-anJelesis olimpiadaze monawile 140 gundidan 124 qveynis nakrebi mTlianad iyo ekipirebuli àdidasis~ formaSi. Semdeg wels evropis sakalaTburTo Cempionatis monawile 12 gundidan 11 àdidasis~ produqciiT iyo aRWurvili. 1987 wels 51 wlis horst dasleri uecrad gardaicvala, ris Semdeg àdidasi~ gaiyida Zalze dabal fasad – 390 milion dolarad. firmis myidvelma ver SeZlo ganexorcielebina swori menejmenti da daiwyo àdidasisaTvis~ mZime wlebi. saqme mis gakotrebamde mivida. 1993 wels darCenili korporaciis xelmZRvaneli xdeba frangi robert dreifusi, romelmac, pirvel rigSi, daabruna korporaciis yvela nawarmze àdidasis~ logo – `samfoTola~. dreifusma swori menejmentiT da gaazrebuli marketinguli svlebiT, male SesZlo korporaciis finansuri mdgomareobis gamosworeba da bazarze kvlav liderad dabruneba. 1997 wels kompania yidulobs `Salomon”-jgufs , romelic cnobili iyo zamTris saxeobebis bazarze. axal kompanias ewoda ‘‘Adidas-Salomon’’, ris meSveobiT àdidasma~ gadaaswro inglisur firma ‘‘Reebok’’-s da meore adgili daikava msoflio sportuli saqonlis bazarze, amerikuli ‘‘Nike’’-is Semdeg. firmebis gaerTianebam saSualeba misca àdidass~, ewarmoebina aqtiuri politika da SeWriliyo Crdilo amerikis da iaponiis bazarze, sadac adre ‘‘Salomon’’-is poziciebi Zlieri iyo. am SeWris Sedegad àdidasis~ sabazro wili amerikaSi gaizarda 2-jer – 12%-mde. 1998 wels àdidasis~ sponsorobiT safrangeTis gundi gaxda msoflio Cempioni fexburTSi. 2000 wels ‘‘Adidas-Salomon’’ Caacva 4 gamoCenil fexburTels: zinedin zidans, devid bekhems, patrik kluverts da alesandro del pieros. m am msoflio CempionatSi golebis 25% gatanili iyo swored àdidas-solomonis~ axali revoluciuri fexsacmelebiT. àdidasi~ xangrZlivi xelSekrulebiTaa dakavSirebuli FIFA-Tan da is aris 2002 da 2006 wlis msoflio Cempionatebis oficialuri sponsori. amas garda, àdidas-solomoni~ uSvebs mraval sxva sportul tansacmels da ekipirebas. amJamad Adidas-Salomon-is koncerni flobs ‘‘Adidas’’-is brends, ‘‘Salomon’’-is Txilamurebs, samagrebs, turistul aqsesuarebs; ‘‘Teilor’’-is golfis ekipirebas; ‘‘Mavic’’-is ekipirebas velosportSi da ‘‘Bonfire’’-is snoubordis samagrebs. kompania ‘‘Adidas-Salomon’’-ze mTel msoflioSi 13 000 TanamSromeli muSaobs. igi uSvebs 600 saxeobis sxvadasxva sportul fexsacmels. àdidas-solomonma~ aseve daimorCila `ribokis~ cnobili firmac.

Tavi 11.

197

11.1. `adidasi~

 àdidasis~ sareklamo politika adi dasleri misi produqciis reklamas did yuradRebas aqcevda. man Tavidanve moiwvia produqciis da kompaniis imijis gamyarebisaTvis cnobili sportsmenebi. misi sareklamo kampaniis gmirebi misive produqciiT aRWurvili sportsmenebi iyvnen, ramac Tavidanve àdidasi~ gaxada sportuli tansacmlis modis kanonmdeblad mravali wlis ganmavlobaSi. daslerma mTeli misi moRvaweoba daukavSira olimpiadebs da 1928 wlidan dawyebuli arc erTi mniSvnelovani sportuli RonisZieba ar Catarebula msoflioSi misi monawileobis gareSe. mis reklamebSi monawileobdnen epoqis cnobili aTletebi: jesi ouensi. muhamed ali, franc bekenbaueri, devid bekhemi, ana kurnikova. ufro metic, bevri maTgani Tavs Tvlida daslerebis ojaxis axlo megobrad. 1960 wlisaTvis àdidass~ ekava myari poziciebi bazarze da mniSvnelovnad uswrebda Tavisi Zmis firmas is axal revoluciur fexsacmelebs da – `pumas~. 1978 wels adi dasleris gardacvalebis Semdeg, jer misma Svilma horstma, Semdeg kompaniis axalma xelmZRvanelma robert dreifusma, gaagrZela dasleris dawyebuli sareklamo kampaniebis stili – cnobili sportsmenebis miwveva reklamebSi. àdidasis~ dakveTiT bevri Sedevri Seiqmna reklamaSi. mogvyavs maT Soris gamorCeuli sareklamo kampaniebi. 90-iani wlebis bolos kompaniis saxe xdeba amerikis kalaTburTis supervarskvlavi kobi braianti. misi kedebis dizainis dasamuSaveblad mowveuli iyo saavtomobilo firma àudis~ dizaineri, romelmac fexsacmelebs àudis~ ieri misca. am models àdidasma~ `kobe~ uwoda (ix.11.1.3). ideis arsi imaSi mdgomareobda, rom mieniWebiaT fexsacmlisaTvis Cqarosnuli modelis imiji. reklama mimarTuli iyo uSualod axalgazrda Taobisadmi da mediis ZiriTad saSualebad gamoyenebuli iyo interneti. damuSavda specialuri saiti, sadac mayurebeli ecnoboda kobe braiants, rogorc adamians ojaxur garemoSi, mis midrekilebebs, individualobas, yvelafer imas, rasac gulSematkivari ver ixilavs saTamaSo moedanze. sareklamo kampaniaSi CarTuli iyo agreTve radio, televizia, sponsoroba. satelevizio reklama Sedgeboda 5-seriiani rgolebisagan. aqedan 4 aRwerda kobis cxovrebas da mxolod mexuTe seriaSi iyo aRwerili is kedebi, romelic moswonda da ecva kobes. sidneis olimpiadisaTvis àdidasis~ reklamis gmiri xdeba britaneli komediuri msaxiobi li evansi. orwuTiani mini filmebi aCvenebdnen li evanss, romelic iZleoda `te-kvan-dos~ gakveTilebs. am rgolebSi ar iyo warmodgenili produqcia, bevri ver xvdeboda saerTod risi reklama iyo, mxolod boloSi fiqsirdeboda firmis logo. 12 rgolisagan Semdgar serias erqva `gza sidneisaken~ da miuxedavad misi Taviseburebisa, didi warmateba xvda. am kampaniam aseve didi warmateba moutana àdidass~. imave 2000 wels àdidasis~ formiT aRWurvilma safrangeTis nakrebma moigo msoflio Cempionati da àdidasma~ im wels SesZlo ZiriTadi konkurentis, amerikuli firma `naikis~ gadaswreba. àdidasis~ wamyvani partniorebi arian safrange-

198

marketinguli komunikaciebi.

reklamis istoria

Tis, germaniis, iaponiis safexburTo nakrebebi. madridis `reali~, `milani~, àiaqsi~, marselis òlimpiki~ da `bavaria~. 2002 wels àdidasma~ gadawyvita Sesuliyo amerikis bazarze da misi sareklamo biujeti gadaitana los-anJelesis erT-erT sareklamo saagentoSi, romelic ukeT icnobda amerikis bazars. am saagentos Sedevri iyo rgoli `gaumarjos sports~. rgolis mTavari gmiria invalidi sprinteri jemi goldmani, romelmac 19 wlis asakSi dakarga orive fexi, gaikeTa proTezebi da mas Semdeg, am proTezebiT, daamyara ori msoflio rekordi invalidebs Soris, 200 da 400 metrze sirbilSi. adidasis bolo wlebis saxe iyo agreTve devid bekhemi, zinedin zidani (11.1.4), ana kurnikova da sxvebi, romlebic axalgazrdebis kerpebi arian da maT mier reklamirebuli sportuli saqonelic metwilad maTi xaTriT saRdeba. devid bekhems àdidasma~ sicocxlis bolomde gauforma kontraqti 165 milion dolarad. erT-erT sareklamo rgolSi devid bekhemi, zinedin zidani da alesandro del piero amsterdamis quCebSi adidasis burTebiT datvirTuli sabargo manqanidan burTebs yidian. àdidasi~ Tavad eZebs, zrdis da qmnis sportis varskvlavebs. mis axalgazrdul sportul skolaSi bevri saxelovani kalaTburTeli aRizarda. am skolaSi gaizardnen Sakil onili da patrik levingi, romlebic sportuli kerpebic gaxden. bolo wlebSi àdidasi~ awarmoebs mZlavr sareklamo kampanias, cxovrebis jansaRi wesis dasamkvidreblad, adamianebSi gamZleobis, sportuli Jinis gasaRviveblad, daviziT, àraferia SeuZlebeli~. sareklamo rgolebSi da gare reklamebSic Cndebian cnobili sportsmenebi da ubralod yvebian TavianT istorias, Tu rogor miaRwies did warmatebas dauRalavi mZime SromiT (ix.11.1.5). kompaniis marketingul strategiaSi mniSvnelovania is, rom, marTalia, misi sareklamo kampaniebi mimarTulia momavlisken, amavdroulad, maTSi firmis saxelovani warsulic araa daviwyebuli. amasTan, àdidasi~ xSirad mimarTavs reklamis originalur, aratradiciul meTodebs(ix.11.1.6) 1996 wels atlantis olimpiadaze `naikma~ gaavrcela Semdegi mowodeba – `Tqven ki ar igebT vercxls, aramed kargavT oqros~, razedac àdidasis~ direqtorTa sabWos wevrma herbert hainerma interviuSi ganacxada, rom àdidasi arasodes miscemda Tavs amgvari gamoTqmis uflebas, radganac Cven pativs vcemT sportsmenebs~, amitom àdidasis~ politikas ufro Seesatyviseba gamoTqma – `rodesac kargavT oqros, Tqven iZenT vercxls~. es ufro Seesabameba saerTaSoriso olimpizmis idealebs. 

Tavi 11. d a n a r T i

199

200

marketinguli komunikaciebi.

reklamis istoria

Tavi 11. d a n a r T i

201

202

marketinguli komunikaciebi.

reklamis istoria

11.2 . `naiki~ – erTi fraziT gamdidrebuli kompania

1964 wels morbenalma filip naiTma da misma mwvrTnelma bil bauermanma daaarses firma“Blue Ribbon Sport”, romelsac unda ewarmoebina sportuli fexsacmelebi profesionali morbenlebisaTvis. Tavdapirvelad bazarze fexis mosakideblad maT produqciaze daaweses dabali fasebi. maTi fexsacmelebi sakmaod kargad gaiyida (ix.11.2.1). bauermani im droisaTvis amerikaSi ukve cnobili mwvrTneli iyo. misi cnobili gamonaTqvamia – `Tu Sen gaqvs sxeuli, e.i Sen aTleti xar!~ igi ganuwyvetliv eqsperimentebs atarebda fexsacmlis rezinis lanCebze da bo-

los, miagno fexsacmlis lanCis axal konstruqcias, kerZod ki, man fexsacmlis rezinis quslebSi Seqmna haeris baliSebi, romlebic sirbilisas ikumSeboda da iSleboda, amiT damatebiT energias matebdnen morbenals. 1971 wels kompaniis erT-erTi TanamSromlis, jef jonsonis winadadebiT, firmis axal produqcias saberZneTis miTologiuri RvTaebis gamarjvebis qalRmerTis `nikes~ (Nike) (11.2.2) saxeli ewoda. imave wels, portlendis universitetis studentma, karolina devidsonma Seqmna axali produqtis logo, romelic qalRmerT nikes frTas warmoadgenda (ix.11.2.3). am logos mravali miliardi dolari moutania `naikis~ firmisaTvis, magram misma Semqmnelma, filip naiTisagan gasamrjelod miiRo mxolod da mxolod 36 dolari!? 1972 wels firmam pirveli xelSekruleba gaaforma msoflios uZlieres CogburTelTan ilia nestasesTan, `naikis~ srul ekipirebaze. 1978 wels Zvel `Blue Ribbon Sport”-s gadaerqva saxeli da ewoda `Nike”. 1979 wels `Nike”-im gamouSva sarbeni fexsacmelebi `Air Nike” axali ZirebiT, romelmac sportuli samyaros yuradReba miipyro (ix.11.2.4).  sareklamo saagentos da damkveTis araCveulebrivi simbiozi 1982 wels ambiciurma axalgazrdam filip hempton naiTma miakiTxa erT-erT udides sareklamo saagentos ‘‘McCan Erickson’’-s da ganacxada: `gamarjobaT, me var filip naiTi, maqvs sportuli fexsacmelebis kompania ‘‘Nike’’ da me ver vitan Tanamedrove reklamas!~

Tavi 11.

11.2 .

`na ik i~ – e rTi f raz iT gam di d re bu li k o mpa n ia

203

bedad, iq misvlisas mas daxvdnen saagentos TanamSromlebi den uideni da devid kenedi, romlebic eTanxmebodnen mosul klients da Tavadac bevri ram ar moswondaT Tanamedrove reklamaSi. uidenma da kenedim miiRes filip naiTis gamowveva da daiwyes `naikis~ gansxvavebul reklamaze muSaoba. am Sexvedram gadawyvita `Nike”-is momavali warmatebis bedi da maTi Semdgomi TanamSromloba sareklamo kompaniis da damkveTis partniorobis saukeTeso magaliTia. ori wlis Semdeg kolegebma aikres gudanabadi da datoves ‘‘McCan Erickson’’is saagento. maT gaxsnes sakuTari saxelosno `uiden+kenedi~ (W+K). miuxedavad imisa, rom isini Zlier gansxvavdebodnen erTmaneTisagan, reklamis Seqmnis bevr sakiTxSi Tanamoazreebi iyvnen da gadawyvetili hqondaT SeeqmnaT axali revoluciuri sareklamo saagento. maT nulidan daiwyes. ar hqondaT ofisi, aveji, aparatura. hyavdaT erTaderTi klienti `naiki~, romelsac bevri aravin icnobda. uidenma qalaq portlendSi, erT-erT Zvel raionSi, aRmoaCina farTi ofisisaTvis – Zveli sawyobis Senoba. am raionSi ikribeboda mTeli portlendis bohema, SemoqmedebiTi elita. aq imarTeboda galereebi da art-kafeebi, iyo modis bevri maRazia. es iyo swored is, rac undoda uidens. man Tavidanve miiRo swori gadawyvetileba da mis angarSi moipatiJa portlendis Tanamedrove xelovnebis instituti. am institutis mowveviT, uidenma TanamSromlebs saSualeba misca, kontaqti hqonodaT sxva sferos xelovanebTan da SemoqmedebiTad ganviTarebuliyvnen. Tuki sxva saagentoebis foie gawyobili iyo Zvirfasi rbili avejiT da sxvadasxva festivalebze damsaxurebuli prizebiT, aq uiden-kenedis farTo ofisSi, momsvlelebs sxvagvarad xvdebodnen. ofisis centrSi idga didi scena, sadac gamodiodnen axalgazrda poetebi, deklamatorebi, mocekvaveebi da, uidenis TqmiT, imarTeboda `namdvili xelovnebis warmodgenebi~. igi ambobda: `verasdros gamoicnobdi, xval aq ra moxdeboda. magaliTad, erT dRes samsaxurSi mosvlisas vnaxe, Tu rogor amtvrevda minas TaviT viRac pirovneba~. am axleburi midgomiT miaRwia uidenma swored xelovnebisa da reklamis Serwymas, romelmac didi gavlena iqonia 90-ian wlebSi reklamis ganviTarebaze. 1988 wlamde uiden-kenedis wyvili piradad muSaobda `naikis~ reklamaze. den uidenis geniis wyalobiT Seiqmna warmoCenis (Promotion) axali stili – reklamis, kinos, sportuli reportaJebis da Teatraluri xelovnebis hibridi. reklamis wreebSi am hibridma miiRo `Brended Content”-is dasaxeleba, anu brendis SinaarsiT datvirTuli reklamebis saxelwodeba. swored aseTma midgomam moutana warmateba `naiks~. am stilSi gadaRebuli reklamebi faqtiurad maRalmxatvruli nawarmoebebi iyo. uidenis azriT `Brended Content”-i saSualebas aZlevs momxmarebels, SeigrZnos kavSiri reklamirebad produqtTan da mis nawilad warmoidginos Tavi. jer kidev 1982 wels, `naikis~ pirveli reklama ganTavsda Jurnal ‘‘Runner’s World’’-Si (`morbenlis samyaro~). masze gamosaxuli iyo sarbeni fexsacmelebi `naik kolambia~, romelic TiTqos es-esaa unda afreniliyo. slogani iyo – `Cven starti aviReT~. reklamis teqsti fexsacmelebs adarebda imave dasaxelebis amerikul kosmosur xomalds da dawvrilebiT aRwerda fexsacmlis Ziris teqni-

204

marketinguli komunikaciebi.

reklamis istoria

kur, gaumjobesebul Taviseburebebs. teqsti ityobineboda: `viyoT bolomde gulaxdilebi. Cveni `kolumbia~ bolomde ar hgavs maT `kolumbias~. magram modiT, vilaparakoT ndobaze. fexsacmelebis axali Zirebi ‘‘Air-Sole’’ es araa raketis 66,6 milioni futi sawvavi. magram igi sakmarisia rom Tqven 2%-iT ufro Cqara da 2%iT ufro Sors gadaadgildeT...~ 1982-dan 1985 wlamde ‘‘W+K’’ agrZelebda sainformacio-teqnikur reklamas, `naikis~ konkurentebisagan gansasxvaveblad. 1983 wels `naikma~ daiwyo CogburTis Cognebis gamoSveba da ‘‘W+K’’-m moiwvia reklamaSi cnobili CogburTeli jimi makkinroi (ix.11.2.5). man am CoganiT moigo uimbldonis turniri erTeul da wyvilebis SejibrSi. 1984 wels `naiki~ kalaTburTis fexsacmelebis reklamisaTvis xelSekrulebas udebs axaldamwyeb aRmaval sportsmens maikl jordans. maSin reklamaSi cnobili sportsmenebis mowveva iSviaToba iyo (maT amerikulad ‘‘Selebrity’’ ewodebaT). maikl jordani reklamaSi pirvelad gadaiRes 1985 wels(ix.11.2.6). teqstSi igi yveboda `naikis~ unarze – aesaxa sportsmenis individualuroba. maikl jordanis pirovnebam, misma mzardma avtoritetma didi samsaxuri gauwia `naiks~. mis produqcias daeZgera amerikeli axalgazrdebis didi nawili da firma `naiki~, sportuli fexsacmlis bazarze lideri gaxda amerikaSi. 1988 wels uidenis Sexvedrisas damkveTi firmis `naikis~ warmomadgenlebTan, rodesac igi prezentacias ukeTebda momaval sareklamo kampanias, firmis erTerTma xelmZRvanelma wamoiZaxa: `midi, gaakeTe!~ uidens imdenad moewona es wamoZaxili, rom mTlianad Secvala ara marto sareklamo kampania, aramed ganmsazRvreli roli iTamaSa firmis momaval bedzedac. Semdgom wlebSi Catarebulma mZlavrma sareklamo kampaniam am deviziT – `maS, midi, gaakeTe!~ udidesi gavlena iqonia msoflioze. es mowodeba iqca aqtiuri cxovrebis, jansaRi paeqrobis, siZlieris da dinamizmis devizad. swored amitom sareklamo mimarTva `Jast Do It” pirvelia meoce saukunis msoflios aT saukeTeso sloganebs Soris.(ix.11.2.7) 1988 wels `naikma~ daiwyo sareklamo kampania – `bom icis~ – beisbolis eqsvarskvlavis bo jeqsonis monawileobiT. klipebSi veterani bo jeqsoni zamTarzafxul varjiSobs, darbis, kalaTburTs TamaSobs. erT-erT sagazeTo reklamaSi igi yveba: `me yovel dilas davrbivar 17 mils. xalxi mekiTxeba, rogor ar gikawkawebs kbilebi am yinvaSi. me, maT, ubralod, saxlSi vtoveb WiqaSi~. 1992-94 wlebSi naiki gavida globalur doneze da Sesabamisad W+K –mac gaxsna filialebi amsterdamSi, tokioSi. 1993 wels W+K-m miiRo sportuli arxis ISPN-is sareklamo biujeti. 1995 wels W+K ganaxorciela Microsoft-is programuli produqtis Windous-is pirveli globaluri sareklamo kampania. 1996 wels W+K-m da ‘‘Nike’’-ma daiwyes cnobili mistikuri sareklamo rgolebis warmoeba, msoflios ZviradRirebuli fexburTelebis monawileobiT. pirvelad gadaiRes rgoli – `sikeTe borotebis winaaRmdeg~ – miwaze Camodis sibnelis mociquli. misi amocanaa gaanadguros SesaniSnavi TamaSi – fexburTi. iwyeba eSmakis gundis TamaSi ocnebis gundis winaaRmdeg, romlis SemadgenlobaSi iyvnen supervarskvlavebi: ronaldo, maldini, figu, kluverti, kantona, kamposa da

Tavi 11.

11.2 .

`na ik i~ â&#x20AC;&#x201C; e rTi f raz iT gam di d re bu li k o mpa n ia

205

brolini. moedani Semofarglulia cecxlis xaziT. msaji brmaa, xolo mayureblebi xorcis naWrebs isvrian tribunebidan. TamaSis bolos ocnebis gundis kapitani erik kantona burTis marjve dartymiT eSmaks Sav guls gamougdebs da miaZaxebs â&#x20AC;&#x201C; `adios!~ 2000 wels `naikis~ reklamaSi Cndeba golfis cnobili moTamaSe taiger vudsi, romelic `naikis~ safirmo burTiT xdeba amerikis Cempioni (ix.11.2.8). 1999 wels W+K axali aTaswleulis dadgomasTan dakavSirebul isterias gamoexmaura rgoliT Y2K (ase ewodeboda msoflio programas, romelic kompiuteruli sistemebis bevr katastrofas varaudobda axali aTaswleulis dadgomasTan dakavSirebiT). am rgolSi W+K acxadebs, rom `2000 wlis 1 ianvari kidev erTi Cveulebrivi dRe iqneba, raTa SevasruloT garbeni. `midi, gaakeTe! ~ `naikis~ rgolebi sports adidebdnen yvela mis gamovlinebaSi. bevr maTganSi Cveulebrivi, rutinuli saqmianoba sportul Sejibrebad iqceoda. magaliTad, supermarketis daketva - urikebiT sirbilSi Sejibrebad iqceoda. aseve iyo Cveulebrivi taqsis gaCerebac. klipSi `frikadeli~ patara biWi saxlidan gamosvlis win burTze awveTebs macivridan gamoRebuli xorcis sisxlis wveTs. gamosvlisTanave mas da burTs gamgelebuli ZaRlebi gamoedevnebian. es ukve Sejibrebaa! 2001 wels W+K-ma erT-erTi gabeduli eqsperimenti Caatara `naikisaTvis~. amerikis televiziiT gavida sareklamo rgolebi, romlebic kalaTburTis da baletis sinTezi iyo. am klipebis gadaRebaSi monawileobdnen cnobili qoreografebi da es 2-wuTiani videorgolebi reklamaze metad, gasarTob minifilmebs warmoadgendnen. 2001 welsve `naiki~ ar moerida kvlav eqsperiments da uidenma misTvis gadaiRo dokumenturi filmi `gza parizisaken~, safrangeTis garSemo cnobili veloturis `tur de fransis~ Sesaxeb. am Sejibrs aSuqebda turis monawilis, lans armstrongis TvalebiT. imavdroulad, W+K-im tokios filialSi Seiqmna specialuri ganyofileba, romelic `naikisaTvis~ musikis Seqmnaze muSaobda. W+K-im daimsaxura yvelaze SemoqmedebiTi sareklamo saagentos saxeli. man `naikis~ garda, Seqmna bevri gaxmaurebuli sareklamo kampania. es saagento, msxvili sareklamo konglomeratebidan gansxvavebiT, kerZo saagentoa, amitom araa damokidebuli mravali aqcioneris gavlenaze da SeuZlia iyos ufro moqnili da riskze wavides. sainteresoa den uidenis filosofiuri naTqvami: `Cven nulidan daviwyeT da SesaZloa nuliTve davamTavroT, magram Cven swored axla saocrad saintereso saqmeebi gvelodeba. maS gavakeToT isini~. W+K did yuradRebas uTmobs kadrebis aRzrdas. am saqmeSic igi sxvebisgan gansxvavdeba. man TanamSromlebisa da maTi ojaxebisaTvis gaxsna sazafxulo banakebi, raTa maT erTmaneTTan kontaqtSi, erTmaneTisagan eswavlaT. amis garda, axali wevrebis mosazidad, W+K atarebs orwlian e.w. internaturas, romelsac ewodeba `12~. am internaturis 12 wevrs winaswar arCeven da swavleba grZeldeba 2-3 Tve. moswavleebi aq gadian Teoriul momzadebas da praqtikul Cvevebsac iZenen. saukeTesoebs saagentoSi samuSaos sTavazoben. sareklamo slogani imdenadaa gavrcelebuli msoflioSi, rom bevrisTvis igi gamaRizianebelic gaxda, razedac metyvelebs internetis qselSi mravali parodiuli reklamebis gaCena `naikis~ sareklamo kampaniaze (ix.me-14 TavSi).

206

marketinguli komunikaciebi.

reklamis istoria

Tavi 11. d a n a r T i

207

208

marketinguli komunikaciebi.

reklamis istoria

Tavi 11.

11.3.

209

`pu ma~

axali saukunis dadgomas `naiki~ da misi konkurenti adidasi gacxarebuli marketinguli omiT Seegeba. `adidasma~ ajoba `naiks~ da xelSekruleba gaaforma fifasTan, fexburTis msoflio federaciasTan msoflio Cempionatebis eqskluziur momsaxurebasa da stadionebze sareklamo masalebis eqskluziur ganTavsebaze, ramac didi dartyma miayena `naiks~. Sedegad `naikma~ xelSekruleba gauforma inglisis nakrebis erT-erT popularul fexburTels uein runis, romlis SiSveli tani sisxlis jvriT iyo gadaxazuli da es veeberTela posterebi ganaTavsa stadionebTan misasvlel gzebze (ix.11.2.9). mnaxvelebis yuradRebas ipyrobs, aseve, posterebi zinedin zidanis gamosaxulebiT (ix.12.2.10), sareklamo klipebi CogburTis varskvlavis rojer federeris monawileobiT  kompania `naiki~ mowinavea msoflioSi sportuli fexsacmlis da tansacmlis warmoebaSi. sareklamo kompania ‘‘Weiden+Kennedi’’ msoflios erT-erTi yvelaze titulovani saagentoa. mas mraval festivalze miRebuli aqvs TiTqmis yvelanairi jildo. rogorc marketologebi Tvlian, festivalze gamarjveba jer kidev sakmarisi araa marketinguli warmatebisaTvis, magram W+K da Nike-is TanamSromloba sasiamovno gamonaklisia, radganac W+K-s mier gamogonili sloganis (Juast Do It) da gaazrebuli sareklamo politikis meSveobiT, erTi patara ucnobi kompania ‘‘Nike’’ sportuli fexsacmlis lideri gaxda msoflioSi.

11.3

`puma~

meoce saukunis 10-ian wlebSi germaniaSi kristofer dasleri iyo fexsacmelebis fabrikis muSa. imavdroulad, mis meuRles, paulinas niurnbergis maxloblad, bavariis erT patara qalaq hercogen-aurahSi hqonda patara samrecxao. misi Svili – rudolfic mamasTan erTad muSaobda, sanam igi ar gaiwvies jarSi – pirvel msoflio omSi. omidan dabrunebis Semdeg rudolfi muSaobda tyavis fabrikaSi. male axalgazrda rudolfs mobezrda sxvisTvis muSaoba da 1924 wels Tavis umcros ZmasTan adolfTan erTad, romelsac megobrebi adis eZaxdnen, gaxsna sakuTari firma `Zmebi daslerebis fexsacmelebis fabrika~. fabrika Tavdapirvelad ganTavsda dedis samrecxaos SenobaSi da aRWurvili iyo primitiuli mowyobilobebiT. im dros eleqtromomarageba qalaqs arastabilurad ewodeboda. Zmebma velosipedze daamontaJes generatori da xSirad pedlebis trialiT amaragebdnen dazgebs eleqtrobiT.

210

marketinguli komunikaciebi.

reklamis istoria

Zmebis firma warmatebiT muSaobda. adi dasleri sportiT iyo gatacebuli. igi xelmZRvanelobda firmis fexsacmelebis mecnierulad srulyofas da warmoebas, xolo rudi menejmentiT iyo dakavebuli. 1936 wels olimpiuri TamaSebi germaniaSi tardeboda. adi dasleri axladSekerili krosis wvetebiani (`Sipebi~) fexsacmelebiT, axladaSenebuli pirveli avtostradiT, gaemgzavra olimpiur sofelSi da SeZlo amerikeli morbenlis jesi ouensis darwmuneba olimpiadaze gamosuliyo daslerebis fexsacmelebiT. mas Semdeg rac ouensma am olimpiadaze 4 oqros medali moipova, daslerebis fexsacmeliT dainteresda mTeli msoflio da Zmebis biznesi aRmavlobis gziT wavida. isini meore msoflio omamde yovelwliurad 200000 wyvil fexsacmels yiddnen. omis dawyebamde Zmebi Sevidnen nacistur partiaSi. rudolfs, rogorc pirveli msoflio omis monawiles, ufro mWidro kontaqtebi hqonda partiasTan da gestapoSic iricxeboda. adi ki naklebad loialuri iyo faSistebis mimarT. 1943 wels mokavSireebis mier qalaqis erT-erTi dabombvis dros adim da misma meuRlem SeaRwies TavSesafarSi, sadac ukve rudolfi imyofeboda meuRliT. adim iq misvlisas Sewuxebulma warmoTqva: `dabrundnen binZuri eSmakebi~ da igulisxma mokavSireTa aviacia, magram rudolfs egona, rom Zmam misi ojaxi igulisxma. maT Soris Savma katam gairbina, xolo rodesac mogvianebiT amerikelma jariskacebma daapatimres rudolfi, rogorc yofili gestapos wevri, rudolfi darwmunebuli iyo, rom igi Zmam daasmina. 1948 wels Zmebi sabolood gaiyvnen. rudolfi gadabargda imave qalaqSi mdinaris meore mxares, daaarsa axali firma, romelsac uwoda `ruda~, (ru-di dasleri), xolo adolfma mis firmas uwoda ~adidasi~ (adi das-leri). `rudas~ male gadaarqves saxeli da mas ewoda `puma~ (yvelaze swrafi cxoveli afrikuli gazeli) (ix.11.3.1), damuSavda firmis logo `pumas naxtomi~ (ix. foto Tavis dasawyisSi). Zmebis gayofam mTeli qalaqi orad gayo. is omis Semdeg orad gayofil patara berlins daemsgavsa. zogierTi restorani, bari, kafe, maRazia, klubi da sxva mxars uWerda àdidass~, meore nawili ki `pumas~. qalaqSi arsebuli fexburTis ori gundidan erTi atarebda àdidasis~ formas, meore pumas. dapirispireba imdenad seriozuli iyo, rom akrZaluli iyo dapirispirebul mxareebs Soris qorwinebac ki. erTxel rodesac rudolfis saxlSi mividnen gamoZaxebuli xelosnebi, romlebsac àdidasis~ fexsacmelebi ecvaT, rudolfma isini Caagzavna sardafSi, sadac ewyo `pumas~ fexsacmelebi, ubrZana usasyidlod CaecvaT isini da gadaeyaraT àdidasis~ fexsacmelebi. Zmebi mTeli cxovrebis manZilze ver Serigdnen da mwvave konkurentebi iyvnen. marTalia, gardacvalebis Semdeg oriveni erT sasaflaoze arian dakrZaluli, magram iqac teritoriulad, rac SeiZleba, daSorebulni arian erTmaneTs. 1948 wlidan iwyeba am ori firmis gamZafrebuli konkurencia. 50-ian wlebSi `puma~ uSvebs fexsacmelebs fexburTelebis da mZleosnebisTvis â&#x20AC;&#x201C; `puma-atoms~ Sesacvleli wvetebiT (`SipebiT~)(ix.11.3.2). Semdeg gamodis misi gaumjobesebuli varianti `puma â&#x20AC;&#x201C; super atomi~ (ix.11.3.3), romelsac àdidasTan~ mwvave konkurenciaSi avrceleben germaniis wamyvan fexburTis klubebSi. mTeli moRvaweobis man-

Tavi 11.

11.4.

211

`r i b ok i~

Zilze `pumas~ da àdidasis~ bevri siaxlis da gamogonebis mastimulirebeli iyo swored maTi umwvavesi konkurencia. maTi sareklamo strategia erTnairi iyo, mimarTuli ara marto reklamaze, aramed maTi fexsacmelebiT miRweul Sedegebze da iTvleboda, rom konkretuli sportuli warmatebebis miRwevaSi didi wvlili, sportsmenTan erTad, maT fexsacmelebsac SehqondaT. isini ibrZodnen TiTo sportsmenisaTvis, TiTo gundisTvis, TiTo qveynis bazrisTvis, sadac did yuradRebas aqcevs maRaziaTa qselebis daarsebas, sxvadasxva suvenirebiT vaWrobas da sxva (ix.11.3.4). `puma~ didi aqtiurobiT eweva Tavis sareklamo strategias. sportul fexsacmelebSi mTavaria Sedegebi da isic did Tanxebs xarjavs cnobili sportsmenebis gadabirebaSi. magaliTad, jer kidev 1970 wels fexburTSi msoflio Cempionatis finalSi braziliis nakrebis legendam â&#x20AC;&#x201C; pelem msajs wuTiT SeaCerebina matCi, raTa gaesworebina bucebi da mTelma msofliom dainaxa misi `pumas~ bucebi. am gaTamaSebul mizanscenaSi pelem `pumasagan~ 120 000 dolari miiRo. àdidass~ da `pumas~ danawilebuli aqvT sportis saxeobebi, qveynebi, sportsmenebi da ganuwyveteli konkurencia aqvT TavianTi gavlenis sferoebis gafarToebisaTvis. dRes `puma~ sididiT mesame firmaa msoflioSi amerikuli `naikis~ da àdidasis~ Semdeg. am pozicias igi inarCunebs misi aqtiuri sareklamo-sasponsoro moRvaweobis meSveobiT. `pumas~ hyavs 7000-ze meti TanamSromeli msoflios 80 qveyanaSi. igi sportul fexsacmelTan (60%) da tansacmelTan (35%) erTad uSvebs sportul trenaJorebs da inventars (5%).

11.4 `riboki~

sportuli fexsacmlis firma `riboki~ erT-erTi uZvelesia msoflioSi. igi 1895 wels, inglisSi daaarsa jon fosterma mZleosnebisaTvis fexsacmelebis Sesakerad. firmas Tavidanve ojaxuri biznesis saxe hqonda, fexsacmelebs xeliT keravdnen da saqme nel-nela viTardeboda. ukve 1924 wlis olimpiadaze ramdenime mZleosani gamodioda fosteris fexsacmelebiT. misi moqmedebis areali ZiriTadad inglisis teritorias moicavda. 1958 wels jon fosteris SviliSvilebma gadawyvites gaefarTovebinaT areali CrdiloeT amerikaSi. maT firmas gadaarqves saxeli da uwodes `riboki~ (afrikuli antilopa) (ix.foto qvemoT). 1979 wels maTi distributoris pol faiermanis meSveobiT miiRes licenzia da fexsacmeli 60 dolarad Seitanes amerikis bazarze. im droisaTvis es iyo yvelaze ZviradRirebuli fexsacmeli mZleosnebisaTvis. ribokis gayidvebi firmisaTvis damakmayofilebeli moculobiT mimdinareobda.

212

marketinguli komunikaciebi.

reklamis istoria

1982 wels, ki ribokma gamouSva 80-iani wlebis sakulto modeli qalebisaTvis: `ribok fristail~(ix.11.4.1), romelic specialurad iyo konstruirebuli aerobikisaTvis. im dros aerobika Semovida modaSi, jein fondas meSveobiT msoflios yvela kuTxis qalebi gatacebulni iyvnen aerobikiT. ribokma swored gaTvala momxmareblis moTxovnileba da `ribok fristaili~ swrafad gavrcelda mTel msoflioSi. qalTa umravlesoba ocnebobda am fexsacmelze, rasac amagrebda mimzidveli sareklamo kampania (ix.11.4.2) riboki uSvebs sxvadasxva saxis fexsacmels sportis mravali saxeobisaTvis: sarben, sacekvao, aerobikis, saseirno da sxva tansacmels. mTel msoflioSia cnobili ribokis sareklamo posterebi sloganiT – `cxovreba ar aris marto mayureblis sporti!~ romelic mouwodebs momxmarebels Tavad miiRos monawileoba sportSi da nu dakmayofildeba mxolod mayureblis roliT (ix.11.3.3). 2005 wels riboki 8 miliard dolarad SeiZina `adidasma~, riTac mniSvnelovanad gaimagra pozicia msoflio sportuli fexsacmlis da tansacmlis bazarze. `ribokis~ cnobili sareklamo kampaniis – `me var, raca var~ – gmirebi arian gamoCenili sportsmenebi: tieri anri, andrei SevSenko, raian gigzi da sxvebi, agreTve sportis mravali saxeobebis saqveynod cnobili sportsmenebi – dawyebuli CogburTidan damTavrebuli kriketiT (ix.11.3.4). did saxsrebs abandebs `riboki~ sponsorobaSi. is kontraqtiT acmevs cnobil sportsmenebs, gundebs, federaciebs. sponsorobas uwevs Cempionatebs da sxva, aq misi konkurentebi arian sportuli tansacmlis sxva gigantebi: `naiki~ da `puma~. am konkurent firmebs Soris mimdinareobda namdvili omi. vin vis daaswrebda gundebis, sportis saxeobebis, sportsmenebis, qveynebis dapatronebaSi, gadabirebaSi da es omebi xSirad aranaklebi materialuri zaraliT mTavrdeba, vidre namdvili omebi saxelmwifoebs Soris. amJamad `riboki~, `adidasis~ SemadgenlobaSia. misi saTao ofisi kvlav daubrunda firmis daarsebis adgils – ingliss, kerZod, qalaq boltons, mas Semdeg rac gayida amerikis sawarmo masaCusetSi. 2002 wels `ribokma~ daiwyo globaluri sareklamo kampania `sportis ritmebi da xmebi~, romelic moicavs satelevizio reklamas, gare reklamas da promouSenis sxva saSualebebs. masSi popmomRerlebTan erTad monawileoben NBA, NHL, NFL-is cnobili sportsmenebi.

Tavi 11. d a n a r T i

213

214

marketinguli komunikaciebi.

reklamis istoria

Tavi

gamagrilebeli sasmelebis marketinguli omebi

12.1

`koka-kola~

1886 wlis maisSi, amerikis atlantis Statis farmacevtma jon pamber-tonma (ix.12.1.1) axali receptiT daamzada sirofi. sirofi Sedgeboda afrikuli kaklis `kolas~ da Zlieri stimulatoris `kokas~ xis foTlebis nayenisagan. kidev erTi ingredienti iyo kofeini. sirofi Cafiqrebuli iyo rogorc tvinis da nerviuli sistemis matonizirebeli saSualeba. mware gemos gasaneitraleblad sasmels daumates Saqari da limonis mJava. pambertonis partniorma frenk robinsonma moifiqra saxelwodeba `Coca-Cola~ da sirofis reklamis saWiroebisaTvis dasaxelebaSi aso `K~, Tavidanve Secvales asoTi `C~. maTve daamuSaves `koka-kolas~ warwera(ix.foto zemoT), romelic dResac amSvenebs `koka-kolas~ yvela nawarms. doqtorma pambertonma damzadebuli sirofi miitana jekobis afTiaqSi (Jacobâ&#x20AC;&#x2122;s Farmacy). afTiaqSi sirofs azavebdnen sasmel wyalSi da yiddnen, rogorc Tavis tkivilis saSualebas. erTerTi klientis moTxovniT sirofi gaazaves gazian wyalSi da ase Camoyalibda erTerTi axali samedicino saSualeba. 1886 wels gaiyida mxolod 12 litri saswaulmoqmedi sirofi. aman pambertons moutana mxolod 50 dolari mogeba, im dros rodesac danaxarjebi Seadgenda 75 dolars. 1891 wels axalgazrda irlandielma imigrantma komersantma asa kendlerma (Asa Candler) romelic amerikaSi Cavida ZmasTan erTad, mxolod 1 dolariT da 75 centiT pambertonis qvrivisagan SeiZina `koka-kolas~ recepti 2300 dolarad, rac im droisaTvis Zalian did Tanxas warmoadgenda. Zmebma aiRes sesxi da daaarses kompania `The CocaCola Companyâ&#x20AC;?, romlis sawyisi kapitali Seadgenda 100 000 dolars. 1893 wlis 31 ianvars `koka-kola~ daregistrirda oficialur savaWro niSnad (ix.foto zemoT).

216

marketinguli komunikaciebi.

reklamis istoria

1894 wels, atlantis Semdeg, dalasSi gaixsna sirofis damamzadebeli qarxana. amas moyva qarxnebi Cikagosa da los-anJelesSi. 1895 wels `koka-kolas~ svamdnen ukve amerikis yvela StatSi. 1894 wlamde `koka-kola~ iyideboda CamosxmiT, sanam erT-erTi maRaziis mflobelma ar Camoasxa igi boTlebSi, misisipis plantaciebSi sasmelis ukeT transportirebis mizniT. amiT `koka-kolam~ miiRo saboloo saxe. mas Tavidan reklamas ukeTebdnen, rogorc Tavis tvinis araCveulebriv toniks (ix.12.1.3). 1902 wels bazarze gamoCnda `koka-kolas~ mTavari konkurenti `pepsi-kola~, romelsac Tavdapirvelad erqva `Bradâ&#x20AC;&#x2122;s Drinkâ&#x20AC;?. `koka-kola~ warmatebiT vrceldeboda amerikis gareTac. 1906 wels `kokakolam~ daipyro kubis da panamas bazari, filipinebi, kolumbia, hondurasi, italia, meqsika da sxva qveynebi. 1940 wlisaTvis `koka-kola~ iyideboda msoflios 40 qveyanaSi. sasmelis gavrcelebasTan erTad, moimata falsificirebulma produqciam. firmam daiqirava policielTa mTeli armia maT winaaRmdeg sabrZolvelad, magram sabolood problemis gadaWra mainc marketinguli meTodebis meSveobiT moxda. daiwyo eqsperimentebi sasmelis iseTi taris Seqmnaze, romelic sxvebisaTvis Zneli dasamzadebeli iqneboda da 1916 wels gamogonil iqna waxnagovani boTli, romlis damzadeba Zalian Zneli iyo. am boTlis Semqmneli benjamen tomasi ambobda: `Cven gvWirdeboda iseTi boTli, romelzec sibneleSi, xelis ubralo SexebiT mixvdebodi, rom xelSi giWiravs `koka-kolas~ boTli, rom boTlis namsxvrevebiTac unda gamogecno produqti~. boTlis gamoCenisTanave daiwyo misi reklamireba. xolo mogvianebiT, 1977 wels konturul-waxnagovani boTli daregistrirda, rogorc `koka-kolas~ erT-erTi savaWro niSani (ix.13.1.2). 1919 wels asa kendlerma kompania 25,0 milion dolarad mihyida atlantis bankirs ernst vudrafts. sainteresod mimdinareobda omi `koka-kolasa~ da mis ZiriTad konkurents `pepsis~ Soris. 20-ian wlebSi gavrcelda xma, rom `kokakola~ Seicavs kokains da iwvevs miCvevas, ramac didi skandali gamoiwvia. xalxSi damkvidrebul uaryofiT imijs kompania didi danaxarjebiT reklamis da PR-is meSveobiT ebrZoda. 1930-ian wlebSi, amerikaSi ekonomikuri kolafsis periodSi, `pepsi-kom~ Camoasxa Tavisi produqcia 2 litrian boTlebSi da yidda konkurentis fasze nakleb fasad. sareklamo kampania agebuli iyo konkurentis fasebTan Sedarebaze da boTlis moculobaze xazgasmiT. `pepsi-kolas~ gayidvebi swrafad izrdeboda. amiT Sewuxebulma `koka-kolas~ xelmZRvanelobam sasamarTloSi uCivla `pepsis~ mis dasaxelebaSi sityva `kolas~ gamoyenebisaTvis. didi xnis procesi sabolood zaviT damTavrda, magram am or kompanias Soris namdvili `civi omi~ dRemde grZeldeba. meore msoflio omis dawyebisas kompaniis xelmZRvanelobam miiRo gadawyvetileba, rom msoflios nebismier kuTxeSi amerikel jariskacs SesZleboda, mxolos 5 centad SeeZina `koka-kola~. omis periodSi amerikel jariskacebs miawodes 5 milion boTlze meti `koka-kola~. omis periodSi evropaSi frontis xazTan axlos aSenda `koka-kolas~ ramdenime Camomsxmeli qarxana (ix.12.1.5). 1958 wels Camoasxes `fanta~;

Tavi 12.

217

12.1. `k ok a -k o la~

1961 wels – `spraiti~. 1960 welsve daiwyo kompaniam `koka-kolas~ Camosxma liTonis qilebSi, romlebiTac adre omis dros gzavnidnen sasmels frontze. 1977 wels ki daiwyo `koka-kolas~ sxvadasxva moculobis plastmasis boTlebSi Camosxma. 1982 wels gamoCnda Diet-Coke dieturi `koka-kola~, romelSiac Saqris Semcveli gamoiyeneboda da erTi qila Seicavda mxolod 1 kalorias. 1991 wels kompaniam gaxsna sawarmo moskovSi, xolo 1996 wels ki `koka-kola~ Semovida saqarTveloSi. 2000 wlebSi gamovida `koka-kolas~ bevri axali saxeoba: limoniT, JoloTi, vaniliT. dReisaTvis `koka-kola~ uSvebs 200 saxis produqcias, 12 saxis naturalur wvens, romelTac ‘‘Minute Maid’’ ewodeba. kompania ‘‘Nestle’’-Tan erTad, uSveben civ Cais Nestea da civ yavas Nescafe-s. amJamad, `koka-kola~ aRiarebulia msoflios #1 kompaniad. mis savaWro niSans icnobs msoflio mosaxleobis 98%. es sasmeli iyideba msoflios 200 qveyanaSi, romlebSic yoveldRiurad xdeba 1 miliardi porcia `koka-kolas~ realizeba.  `koka-kolas~ sareklamo politika wlebis manZilze `koka-kolas~ warmateba gansazRvra sworma da marketingze dayrdnobilma sareklamo kampaniebmac, romlebic drois moTxovnis Sesabamisad icvlida pozicias da miznobriv auditorias. `koka-kolas~ pirveli sareklamo kampania daiwyo jer kidev jon pambertonma, romelic afTiaqebSi arigebda kuponebs `koka-kolas~ ufaso sinjze. mas Semdeg, kompaniis SeZenisTanave, sareklamo kampania gaagrZela asa kendlerma lozungiT: `dalieT `koka-kola~! SesaniSnavi da gamagrilebeli!~ igic gzavnida sasmelis ufaso sinjebis kuponebs da arigebda mraval suvenirs `koka-kolas~ emblemebiT. 1903 wels asa kendlerma Secvala reklamis mimarTuleba da daiwyo misi reklamireba ara rogorc wamlis, aramed rogorc gamagrilebeli, matonizirebeli saSualebis (tonikis) (ix.12.1.3). me-20 saukunis dasawyisSi koka-kolas reklamebSi pirvelad gamoCnda cnobili amerikeli msaxiobi qali hilda klarki, es iyo SemdgomSi friad gavrcelebuli gamoCenili pirebis (e.w. Selebrity) reklamaSi gamoyenebis erT erTi pirveli SemTxveva (ix.12.1.4). `koka-kola~ Tavidanve did yuradRebas aqcevda reklamas quCebSi. 1908 wlisaTvis amerikaSi kedlebis 2,3 milioni kv.m. dafaruli iyo `kokakolas~ reklamebiT (ix.12.1.5) da igi aRiarebuli iyo yvelaze reklamirebad produqtad. `koka-kolas~ gundSi iyo niWieri Semoqmedi uiliam darsi, romelsac miaCnda, rom produqtis reklamas cxovrebis sxvadasxva yoveldRiuri scenebiT ubralo amerikelebSi unda Seeqmna sasiamovno Tanamonawileobis SegrZneba.

218

marketinguli komunikaciebi.

reklamis istoria

1923 wels `koka-kolam~ gamouSva sasmeli axal muyaos 6-boTlian yuTebSi (ix.13.1.6). bilbordebi da reklama Jurnal-gazeTebSi savse iyo `koka-kolas~ smis procesSi adamianebis naxatebiT da fotoebiT, yovelRiuri cxovrebis sxvadasxva momentebSi: sportis, seirnobis, dasvenebis Tu maRaziebSi siarulis dros (ix13.1.7). Tavdapirvelad `koka-kolas~ reklamaSi xazi esmeboda mis siiafes: `iyide koka-kola 5 centad~, aseTi iyo pirveli mowodeba. 1916 wels sareklamo kampaniam Seicvala miznobrivi auditoria da reklamebSi gamoCnda eleganturi qalebi da respeqtabeluri mamakacebi, Zvirfas interierebSi, `koka-kolas~ WiqiT xelSi. mogvianebiT plakatebze Canan cnobili sportsmenebi. 20-ian wlebSi reklamebSi pirvelad Cndebian qalebi dekoltirebuli kabebiT, an sacurao kostumebSi. es iyo intriga, romelic warmoudgeneli iyo me-19 saukunidan gamoyolili viqtorianuli sazogadoebis filosofiisaTvis (ix.12.1.8). reklamebs naxavdiT qolgebze, sahaero buStebze, sarkeebze ... `koka-kolas~ saSualo wliuri sareklamo biujeti im periodSi Seadgenda 500 000 dolars. `koka-kolas~ reklama 20-ian wlebSi asaxavda saSualo klasis survils â&#x20AC;&#x201C; mikuTvnebuli yofiliyo elitarul sazogadoebasTan. sasmeli xelmisawvdomi iyo yvelasaTvis da amitom dabali fenebis warmomadgenlebi TavianT SemecnebaSi uTanabrdebodnen maRali klasis warmomadgenlebs. 1928 wels `koka-kolam~ Caitana 1000 yuTi sasmeli amsterdamis olimpiur TamaSebze da mas Semdeg `koka-kola~ da sporti dRemde ganuyrelebi arian. `koka-kola~ sistematuri sponsoria olimpiuri TamaSebis, fexburTis da hokeis msoflio Cempionatebis, formula 1-is prestiJuli Sejibris da sxva. 30-iani wlebis depresiis dros `koka-kolas~ didad ar Seucvlia misi sareklamo strategia da kvlav ganagrZobda amerikelebis yoveldRiuri cxovrebis scenebis Cvenebas da mkveTrad afiqsirebda, rom `koka-kola~ aris jansaRi sasmeli mTeli ojaxisaTvis. swored cxovrebis jansaRi stilis reklamirebis wyalobiT `koka-kola~ asociirdeboda amerikelebis sxva kerpebTan, rogoric iyo beisboli, hot-dogi, SemdgomSi big-maki da santa klausi. swored `koka-kolas~ damsaxurebiT Zireulad Seicvala amerikelebis warmodgena santa-klausze, romelic 1930 wlamde Jurnal gazeTebSi gamoisaxeboda lurj tansacmelSi Cacmul mxiarul, gamxdar jujad(ix.12.1.9) . 1930 wels `koka-kolam~ daiwyo sareklamo `santa kampania~. kompaniis xelmZRvanelobam, mxatvar hadon sandbloms SeukveTa santa-klausis naxati, romelic mxatvars unda Seesrulebina kompaniis safirmo wiTel-TeTr ferebSi. didxans ifiqra mxatvarma santa-klausis saxeze da bolos daxata sakuTari avtoportreti, amitom 1930 wlidan yovel axal wels mTel msoflios reklamebidan swored mxatvari `santa-hadoni~ uRimis (ix.12.1.10). meore msoflio omis dros `koka-kola~, ise rogorc arc erTi sxva kompania, aqcents akeTebda patriotul motivebze (ix.12.1.11). bilbordebze gamoxatulni iyvnen jariskacebi da zurgis frontis muSakebi, qmrebis magivrad momuSave qalebi. erT-erTi slogani iuwyebodaâ&#x20AC;&#x201C; `Cvens jariskacebs SeuZliaT datkben `koka-

Tavi 12.

12.1. `k ok a -k o la~

219

kolaTi~ zRvebis gadaRmac~. kompaniam swrafad aaSena qarxnebi sabrZolo moqmedebebis axlos mTel msoflioSi da yovel jariskacs simboliur fasad SeeZlo boTli `kolas~ yidva (ix.12.1.12). pirveli satelevizio rgoli `koka-kolas~ reklamiT eTerSi gavida 1950 wels, madlierebis dRes 25 oqtombers, romelic daamzada sareklamo saagentom D’Arsi-m. Tavdapirvelad kompania sponsorobda ramdenime satelevizio programas. im droisaTvis televizia ar iyo gavrcelebuli amerikaSi da satelevizio reklamas eqsperimentad miiCnevden. 1953 wlisaTvis momzadda ramdenime 30-wamiani da 1-wuTiani sareklamo rgoli, romlebSiac mocemuli iyo firmis produqciis statikuri kadrebi, yovelgvari msaxiobebis monawileobis gareSe. 1956 wlidan sareklamo biujeti gadaeca saagentos MacCann Erickson-s, romelmac daamuSava 2 sareklamo kampania sloganiT – `kargi gemovnebis niSani~ da `gagrildiT namdvilad~, es klipebi Seicavdnen animaciasac, statikur kadrebsac da masSi monawileobden cnobili msaxiobebic. 60-iani wlebisaTvis, rodesac kompania mixvda satelevizio reklamis efeqts, mniSvnelovnad gaizarda investicia satelevizio reklamaze. 1963 wels saagentom gamouSva axali saeklamo kampania deviziT – `kokaTi~ sagnebi ukeTesebi xdebian~. mogvianebiT drois SecvlasTan erTad es sareklamo kampania adaptirebuli iqna axalgazrdobisaTvis. 70-iani wlebisTvis daiwyo erT-erTi yvelaze warmatebuli kampania hitad qceuli simReriT – `me minda, msoflios gaumaspinZlde kokaTi~. gare reklamaSi am dros uari iTqva cnobili adamianebis gamoyenebaSi da reklamebze gamoisaxebodnen ubralo adamianebi, an mxolod safirmo boTli sasmeliT, CogburTis Cogani, an kargi sakvebi (ix.12.1.13). 70-ian wlebSi amerikelebis cxovrebaSi gaCnda undoblobis, pesimizmis grZnoba. aq kompania gamovida kvlav drouli da patriotuli mowodebiT: `Tavi aswie amerika~ da aCvenebda scenebs ezoSi fexburTis TamaSiT dawyebuli, damTavrebuli soflad naxiris movliT, `qanTri~ musikis TanxlebiT. diqtori kadrs miRma yveboda qveyanaze `From sea to shining sea” (`zRvidan molivlive zRvamde~) da xsnida: `ara aqvs mniSvneloba, Tu riTi xarT dakavebuli, an sad imyofebiT. eZebeT naRdi gancdebi, iseTi, rogoricaa koka-kola~. 1976 wels daiwyo kampania deviziT – `koka Segmatebs cxovrebas~, romelic mimarTuli iyo energiuli axalgazrdebisa da maT mimarT, vinc suliT axalgazrdaa. rgolebSi asaxuli iyo axalgazrdebis cxovreba msoflios sxvadasxva kuTxeSi da `koka-kolas~ roli maT cxovrebaSi. 60-ian 70-ian wlebSi izrdeboda feradkanianebis moZraoba adamianis uflebebis dacvisaTvis da `koka-kolac~, Sesabamisad, exmaureboda dros. posterebze da reklamebSi gamoCndnen feradkanianebi `koka-kolaTi~ xelSi (ix.12.1.18). 80-ian wlebSi gamoCnda axali kampania `aiRe kola da gaiRime~, romelic propagandas uwevda mSvidobas da simSvides msoflioSi. 1985 wels `koka-kola~ kosmosSi moxvda. am mizniT gamouSves specialuri qilebi dasalevi ReroTi. dabrunebul kosmonavtebs kompania daxvda sareklamo mimarTviT: `keTili iyos Tqveni dabruneba dedamiwaze, `koka-kolas~ samSobloSi~ (ix.12.1.14).

220

marketinguli komunikaciebi.

reklamis istoria

amave periodis erT-erT yvelaze cnobil rgolSi, amerikis fexburTis varskvlavi jo grini, romelic travmis Semdeg tovebs moedans da gasaxdelSi xvdeba 11 wlis biWunas kokaTi xelSi. igi Txovs mas `kolas~, rasac bavSvi usiamovnod Tanxmdeba. kolas sanacvlod jo mas maisurs Cuqnis. miuxedavad klipis maRalmxatvrulobisa da didi biujetisa, man ver SesZlo gayidvebis momateba da male moxsnes eTeridan. am klipis parodia, ramodenime wlis win, gadaiRo `pepsim~. fexburTel devid beqhems, romelic `kokas~ sanacvlod bavSvs Cuqnis maisurs, bavSvi maisuriT amSralebs boTls da ukanve ubrunebs fexburTels. 1985 weli aRiniSna firmis erT-erT yvelaze did marcxad. kompania `pepsikom~, konkurentis Tavgzis asabnevad, gamoaqveyna gamokvlevis Sedegebi, rom mosaxleobas metad moswonda sasmelis ufro tkbili gemo. `koka-kola~ wamoego am xriks da moumata sasmels Saqris Semcveloba. siaxlem mosaxleobis aRSfoTeba gamoiwvia da dReSi 8 aTasi ukmayofilo momxmareblis zari Sedioda ofisSi. kompaniis xelmZRvanelobam saswrafod daabruna Zveli recepti da gaswia Sesabamisi sareklamo xarjebi, magram am dros `pepsim~ ukve bazarze pirveli adgili daikava. `koka-kolam~ daiwyo agresiuli sareklamo politika. gadaiRo ramodenime sareklamo rgoli, Tanamedrove stilSi, jazis korifeebis monawileobiT, momxmarebelTa farTo wreebisaTvis da ramdenime welSi daibruna pirveloba. sociologiuri gamokvlevebiT, dRemde amerikelebis 75% `koka-kolas~ Tvlis amerikis simbolod. Semdegi sareklamo kampania Catarda sloganiT `daiWire talRa~. igi mimarTuli iyo axalgazrdebisadmi. reklamis mTavari personaJi iyo kompiuteruli personaJi maqs hedrumi, romlisTvisac ingliseli videoprodiuserebis mier sinTezirebuli iyo specialuri kompiuteruli xma. hedrumi male kerpad iqca. mayureblebi rekavden kompaniaSi da iTxovdnen reklamebis Canawerebs da suvenirebs hedrumis gamosaxulebiT (ix.12.1.15). zogi mayurebeli interesdeboda hyavs Tu ara mas megobari qali? 1993 wels `koka-kolam~ Secvala sareklamo strategia. axali kampania warimarTa devizebiT: `koka-kola~ realuri ramaa~ (Itâ&#x20AC;&#x2122;s the real Thing Coca-Cola) (ix.12.1.16), `yovelTvis koka-kola~ (Àlways Coca-Cola~), romelmac Cven dReebamdec moaRwia. uCveulo iyo isic, rom kompaniam kaliforniis axalgazrda SemoqmedTa jgufs SeukveTa 27 sareklamo rgoli. TiToeuli maTgani gankuTvnili iyo garkveuli auditoriisaTvis da bevri maTgani xelovnebis dasrulebuli nimuSi iyo. am rgolebs Soris gaxldaT cnobili klipi, CrdiloeTis polaruli daTvebis monawileobiT (ix.12.1.17). momdevno 7 wlis ganmavlobaSi, mayurebelma ixila am sareklamo kampaniis mravali rgoli . miuxedavad kampaniis didi warmatebisa 1999 wels `koka-kolam~ daiwyo axali sareklamo kampania Ènjoi Coca-Colaâ&#x20AC;?, ìsiamovne, `koka-kola~. am kampaniis mesiji iyo Zvelis gameoreba, rom `koka-kola~ Cveulebriv cxovrebas raRac axals matebs. rgolebSi ZiriTadad naxavdiT axalgazrdobas, romlebic xtebodnen CanCqeridan, yvinTavdnen, cekvavden, mRerodnen da bolos kamera Sordeboda am boboqar masas, romelTa Tavebic gardaiqmneboda axladgaxsnili `koka-kolas~ boTlis SuSxuna buStebad.

Tavi 12.

12.2. `pe p s i -k o las~ i sto r ia

221

2001 wels kompaniis saxed iqca momRerali kristina agilera, romlis gamosaxulebac gaCnda satelevizio rgolebSi da Jurnal-gazeTebSi. 2003 wels daiwyes axali kampania `cxovreba gemrielia~, magram, vinaidan am deviziT kanadaSi ufro adre iyo dawyebuli sxva produqtis reklamireba, saqme sasamarTlomde mivida da igi dRemde ar aris gadawyvetili. amJamad `koka-kolas~ reklamebi gadis sxvadasxva Zveli sloganebiT, ZiriTadad kompiuteruli grafikis efeqtebis gamoyenebiT da kompania cdilobs am efeqtebiT daipyros axalgazrda Taobis bazari. sul bolo dros presaSi sensacia gaCnda, romelsac sxva WrilSi gadahyavs ara marto `koka-kolas~ da misi konkurentis urTierTobebi, aramed warmoadgens Tanamedrove biznesis warmoebis axal wesebs. `koka-kolas~ erT-erTma menejerma qalma joia uiliamsma, fulis mizniT, gadawyvita `koka-kolas~ marketinguli saidumlos miyidva `pepsikosaTvis~ 1.5 milion dolarad. es iyo `kokas~ axali produqtis recepti, romelic jer ar gamosula bazarze. `pepsikom~ amis Sesaxeb acnoba `koka-kolas~ xelmZRvanelobas da erToblivi mcdelobiT joia uiliamsi daakaves fulis aRebis momentSi. igi gaasamarTles da 7 wliT patimroba miusajes. es magaliTia im axali faseulobebisa, rac Camoyalibda did biznesSi 21-e saukunis dasawyisisaTvis. biznesi unda akeTo sufTa xelebiT!

12.2

`pepsi-kolas~ istoria

me-20 saukune istorias SemorCa ori msoflio omiT da amas garda kidev bevri lokaluri omiT (vietamSi, avRaneTSi, eraySi da sxva). am omebis dawyebis da damTavrebis TariRebi zustadaa cnobili, magram aranakleb mwvave da daundobeli iyo marketinguli omi, romelic mTeli saukunis manZilze grZeldeboda da dResac araa damTavrebuli, ori gamagrilebeli sasmelis – ori kolas – `koka-kolas~ da `pepsi-kolas~ omi. am omis Tavisebureba imaSi mdgomareobs, rom sasmelebis Semadgenloba praqtikulad ar icvleba da as welze meti xnis ganmavlobaSi mimdinareobs namdvili marketinguli da sareklamo omi, mowinaaRmdegis damarcxebisa da bazridan gandevnisaTvis. 1893 wels axalgazrda farmacevtma kaleb bredhemma daiwyo eqsperimentebi gamagrilebeli sasmelis Sesaqmnelad. xuTi wlis Semdeg igi Rebulobs recepts, romelic Sedgeba gaziani wylisagan, Saqrisagan, afrikuli kaklis – kolas zeTebisagan, romelsac uwoda `bredis sasmeli~ (Bred’s Drink). rodesac adgilobriv momxmarebelSi man moipova popularoba; igi dafiqrda misi gavrcelebis arealis gafarTovebaze da am mizniT Seucvala saxeli `pepsi kolaze~, reklamaSi igi xazs usvamda rom es iyo saSualeba Seberilobis – dispepsiis winaaRmdeg. sasmeli mok-

222

marketinguli komunikaciebi.

reklamis istoria

le xanSi kargad gasaRda da 1903 wels bredhemma daaarsa `Pepsi-Cola Company”, amasTan es saxeli gaatara registraciaSi, rogorc savaWro niSani. erTi wlis Semdeg bredhemi yidulobs patara fabrikas da awyobs `pepsis~ Camosasxmel warmoebas. 1906 wels federaluri mTavroba krZalavs sakveb produqtebSi da sasmelebSi garkveuli ingredientebis gamoyenebas. `pepsi-kolas~ mouwia mcire cvlilebebis Setana sasmelSi da gaagrZela `pepsis~ Camosxma. saqmeebi warmatebiT viTardeboda da 1908 wlisaTvis ukve 250 sawarmo asxamda `pepsis~ 24 StatSi. male kompaniam daiwyo sazRvargareT eqspansia da igi Sevida meqsikis bazarze. pirveli msoflio omis Semdeg warmoiSva krizisi SaqriT momaragebaSi, ramac kompanias mZime danakargebi ganacdevina. igi iZulebuli gaxda daexura umetesi sawarmoebi, mas mxolod ori qarxanaRa SemorCa. 1923 wels kompania kotrdeba. amis mere igi ramdenimejer iyideba da icvlis mepatrones da dasaxelebasac. es procesi gagrZelda TiTqmis aTi weli. 30-iani wlebis bolos man kvlav Seicvala dasaxeleba “Pepsi Cola Company”-ze. 1934 wels amerikis didi depresiis wlebSi `pepsi-kolas~ kompania midis gabedul, sarisko marketingul svlaze. man Camoasxa sasmeli 12-uncian boTlSi da daawesa fasi 5 centi; fasi, romelsac iTxovdnen sxva mewarmeebi 6-uncian boTlisaTvis. axali boTlebis warmatebuli debiuti Sedga baltimorSi. im krizisul periodSi TiToeuli centis ekonomia amerikelebisTvis mniSvnelovani iyo da Sesabamisi sareklamo mxardaWeriT, gayidvebma swrafad moimata. 1934 wels ixsneba kompaniis kanadis filiali. im welsve gardaicvala kaleb bredhemi. omis dawyebisTanave `pepsi~ icvlis logos da gamodis amerikis droSis ferebSi: wiTeli-lurji da TeTri. 1948 wels `pepsi~ Camoisxa metalis qilebSi. 50-iani wlebis dasawyisSi `pepsi~ iZulebulia Secvalos marketinguli strategia da gamwvavebuli konkurenciis pirobebSi umatebs fasebs produqciaze. 1956 wels `pepsis~ ukve hqonda 149 sawarmo 61 qveyanaSi. 1965 wels `pepsim~ SeierTa Frito Lay Comp. da daiwyo xraSuna kartofilis warmoeba. amiT ‘‘Pepsi Cola Company’’ gardaiqmna ‘‘PepsoCo’’-d, 19 aTasi TanamSromliT da 150 milioni dolaris gayidvebiT. 1970 wlisaTvis `pepsikos~ moculobam 1 miliard dolars gadaaWarba. 1971 wels `pepsokos~ prezidenti donald kendali Camodis sabWoTa kavSirSi da xels awers premier ministr kosiginTan TanamSromlobis Sesaxeb xelSekrulebas, romelic iTvaliswinebda qarxnebis mSeneblobas sabWoTa kavSirSi. amavdroulad, `pepsiko~ kisrulobda rusuli aryis `stoliCnaias~ eqskluziur eqsports amerikaSi. amis Sedegad 1974 wels ixsneba `pepsis~ Camosasxmeli pirveli qarxana novorosiiskSi. 1975 wels gamodis ‘‘Pepsi Light’’ limonis gemoTi. 1976 wels `pepsoko~ ierTebs sxva sawarmoebs, qmnis restornebis qsels, uSvebs produqciis axal saxeobebs, rogoricaa ‘‘Diet Pepsi’’, ipyrobs CineTis bazars; misi moRvaweoba viTardeba sami mimarTulebiT: gamagrilebeli sasmelebi, restornebi da sasauzmeebi. 1985 wlisaTvis `pepsiko~ xdeba gaziani sasmelebis, msoflioSi udidesi mwarmoebeli 7,5 milioniani mogebiT. igi iyideba msoflios 150 qveyanaSi. 1986 wels `pepsiko~ yidulobs mis konkurents `7-UP”-s. axdens struqturis reorganizebas

Tavi 12.

223

12.2. `pe p s i -k o las~ i sto r ia

geografiuli principiT: dasavleTis, aRmosavleTis, samxreTis da centraluri mimarTulebebiT, romelTac sakuTari prezidentebi hyavT. amavdroulad agrZelebs mis interesebSi myofi sawarmoebis STanTqmas. maT Sorisaa Lipton Tea, Kraft Food International, Qwaker Oats Company. `pepsi-kolas~ aseTi didi miRweva SeuZlebeli iqneboda swori marketingis da sareklamo strategiis gareSe, romelic Tavidan mimdinareobda lideris – `kokakolas~ zurgs ukan, bazridan misi gamodevnis mizniT, xolo Semdeg gagrZelda Tanaswori konkurenciis pirobebSi.  `pepsi-kolas~ sareklamo politika `pepsi-kolas~ pirveli reklama gamoCnda jer kidev 1903 wels, regionul gazeTSi. radganac misi Semqmneli bredhemi sasmels reklamas ukeTebda, rogorc samkurnalo saSualebas. igi pozicirdeboda, rogorc saWmlis monelebis xelSemwyobi saSualeba. xolo misi arealis gasafarToveblad bredhems mouwia pozicirebis Secvala. am mizniT, bredhemma reklamaSi miiwvia cnobili avtomrboleli barni olfildi da sareklamo posterebze igi irwmuneboda, rom: `pepsi-kola~ SesaniSnavi sasmelia, gamamxnevebeli, energiis momcemi, igi kargi stimulatoria rbolis win~. amerikeli diasaxlisebi supermarketebSi ZiriTadad `pepsi-kolas~ yidulobdnen, amitom mas im periodSi `samzareulos kolas~ uwodebdnen. reklamac ZiriTadad qalebisadmi iyo mimarTuli. igi asaxavda `pepsis~ gamoyenebas ojaxur garemoSi, piknikze, qorwinebisas da sxva (ix.12.2.1). paralelurad `koka-kolac~ mZlavr sareklamo kompanias eweoda da misi sareklamo bombardirebebis Semdeg `pepsi-kolas~ sakmaod uWirda masTan gamklaveba. 20-iani wlebis Znelbedobis dros mas mizeruli sareklamo biujeti hqonda da reklamebsac TviTon amzadebdnen. 1934 wels ganxorcielebulma marketingulma svlam, romelmac gazarda produqciis gasaReba, moTxova sareklamo danaxarjebis gazrda. 12-uncian boTlebSi dabal fasad produqciis gasaReba swori marketinguli svla gamodga krizisis wlebSi, rodesac mosaxleoba TiToeuli centis ekonomias eweoda. mowodeba – àiRe ori, erTis fasad~ da ìmdenive, oRond 5 centad~ (ix.12.2.2) Zalze efeqturi gamodga. 30-iani wlebis bolos `pepsis~ ukve 500 000 iani biujeti hqonda reklamaze. male mis mier gamocxadebuli tenderi moigo cnobilma sareklamo saagentom ‘‘Lord&Tomas’’-ma, sadac albert laskerma SesaniSnavi singli Seqmna radioreklamisaTvis, romelic 30-iani wlebis hiti gaxda. es singli ganaTavses mTel qveyanaSi adgilobriv radiosadgurebSi da dReSi mravaljer imeorebdnen. erTi wlis ganmavlobaSi es simRera sxvadasxva radioSi JRerda 300 000-jer da mas quCaSi RiRinebda xalxi. rogorc erT-erTi mkvlevari werda, 1939 wels amerikelebs mxolod ori ram hqondaT TavSi: `gitleris mier poloneTis aneqsia da pepsis simRera~. meore msoflio omis Semdeg, amerikelebma male daiwyes omis Sedegebis moSuSeba da gaCnda e.w. saSualo klasi, romelsac meti materialuri SesaZleblobebi hqonda, amitom `pepsim~ uari Tqva sareklamo mimarTvaze – ìmdenive, oRond 5

224

marketinguli komunikaciebi.

reklamis istoria

centad~. axal pirobebSi ki `pepsim~ daiwyo imijis gamosworeba da reklamaSi wamoiwia maRali xarisxis xazgamsmelma mowodebebma. 50-iani wlebis dasawyisi mZime periodi iyo `pepsisaTvis~. gayidvebi mkveTrad mcirdeboda. omis mere amerikelebma daiwyes saqonlis da saWmelis xarbad SeZena da mosuqdnen. amitom 50-iani wlebis Sua xanebSi amerikaSi daiwyo sportuli bumi. maT daiwyes zedmeti wonis dagdeba varjiSebiT da dabalkaloriul saWmelebze gadasvliT. `pepsi~ ahyva drois moTxovnas. misi moqmedebis devizic dabalkaloriuli sasmelis warmoeba gaxda (ix.12.2.3). mis reklamebSi tanwerweta lamazi personaJebi monawileobdnen da modis moTxovniT mis logozec ori xazis magivrad erTi TeTri xazi datoves. amasTan, reklamaSi acxadebdnen, rom `pepsic Semsubuqda~. momdevno wlebSi `pepsim~ gaagrZela eleganturi sareklamo kampaniebi. `Tqvi `pepsi~, geTayva~, ìyav moyvaruli, dalie `pepsi~ – iyo misi sloganebi. am dros Seicvala `pepsis~ boTlic da sworformiani boTlebi Secvales garedan daxveuliT. es sareklamo kampaniebi aCvenebdnen uproblemod da lamazad macxovrebel pirovnebebs. 1960 wels `pepsis~ gamocxadebuli tenderi moigo saagentom BBDO-m da mas Semdeg 40 welze meti igi uZRveba `pepsis~ sareklamo kampanias. 1962 wels kenedis prezidentad mosvlis Semdeg igi Seudga amerikis ganaxlebas da axali, momavali Taobis Seqmnas. `pepsim~ droze Caavlo drois am moTxonas da reklamebSi Semoitana cneba `pepsis Taoba~, dinamikuri, moZravi, energiuli axalgazrdoba, romelic musirebs `pepsis~ reklamebSi dRemde (ix.12.2.4). daiwera simRera `Makin’ Woopie”, romelic Zalze popularuli gaxda da romelSiac iyo mowodeba – `maTTvis, vinc azrovnebs axalgazrdulad~. odnav mogvianebiT BBDO qmnis reklamas sloganiT ìyavi energiuli! Sen `pepsis~ Taobidan xar~. 60 da 70ian wlebSi `pepsi~ reklamaSi Tamamad iyenebs rokmomRerlebs, xalxur motivebs da qmnis musikalur Sedevrebs, romlebic mravali konkursis gamarjvebulebi xdebian, xalxSi vrceldeba da popularoba moaqvT sasmelisaTvis. 1984 wels pepsi uSvebs axal produqts ‘Diet Pepsi’’-s (ix.12.2.5), rasac kvlav mohyva sareklamo kampania da am kampaniis simRera didi xniT hitaRlumebis gamarjvebuli iyo. es reklamebi Sedgeba advilad dasamaxsovrebeli video gamosaxulebisagan. isini sportuli, aqtiuri yofis, gamowvevis da gamarjvebis survilisaken swrafviT arian ganmsWvalulni. `pepsi~ ZiriTad aqcents akeTebs swored aseTi cxovrebis moyvarul axalgazrdebze. am droisaTvis `pepsis~ globaluri masStabebiT gavrcelebasTan erTad reklamebic multinacionaluri xdeba da maTSi Cndebian afrikis da laTinuri amerikis warmomadgenlebi. 70-ian wlebSi pepsi specialurad komunisturi qveynebisaTvis qmnis politikurad frTxil mowodebas: `SeuerTdi `pepsis~ sazogadoebas, SeigrZeni Tavisufleba~, magram rodesac gaaanalizes es fraza, sityva `Tavisufleba~ Secvales sityviT ùdardelobiT~, raTa ar gaeRizianebinaT komunisturi xelmZRvaneloba. 1975 wlidan `pepsi~ aviTarebs sareklamo strategiebs da iwyebs axal kampanias mowodebiT – `pepsis~ gamowveva~(ix.12.2.6), sadac gabedulad acxadebs Tavisi upiratesobis Sesaxeb ZiriTad konkurent `koka-kolasTan~ SedarebiT. 70-iani wlebis bolos amerikis 200 wlis iubilis pativsacemad `pepsi~ uSvebs patriotul mowodebas: `daiWire `pepsis~ suli~.

Tavi 12.

12.2. `pe p s i -k o las~ i sto r ia

225

80-iani wlebidan `pepsi~ Tavis sareklamo kampaniebSi iyenebs msoflios megavarskvlavebs: maikl jeksons, rei Carlzs, laionel riCis, Tina terners, sindi kroufords (ix.12.2.7). igi xdeba sportuli RonisZiebebis sponsori, maT ricxvSia moskovis 1980 wlis olimpiada. aTavsebs reklamebs maSindel sabWoTa televiziaSi. `pepsis~ qila ‘‘Space Shattle’’-iT mogzaurobs kosmosSi. bolo wlebSi misi sareklamo kampaniebis sloganebi iyo: ìyav axalgazrda, dalie `pepsi~, àraferi `pepsis~ garda~, àiRe cxovrebidan meti~. mis rgolebSi Cndebian cnobili sportsmenebi – kalaTburTeli Sakil o’nili, fexburTelebi: devid bekhemi, roberto karlosi. igi qmnis `pepsis~ internacionalur gunds, romelSiac Sedis msoflios mravali qveynis fexburTeli: roberto karlosi, maikl oueni, alesandro del piero, devid bekhemi, ariel ortega, rivaldo, redondo da sxvebi. 2000 wels `pepsi~ erTiandeba internetis cnobil saZiebo sistemasTan ‘‘Yachoo’’-sTan da aTavsebs reklamas internetSi, ZiriTadad mozardebsa da axalgazrdobaze orientirebul saitebze. 2001 wels pepsim daudo kontraqti supervarskvlavs britni spirss, (ix.12.2.7), romelsac reklamaSi monawileobisaTvis gadauxada, komerciuli reklamisaTvis im droisaTvis arnaxuli Tanxa – 94 milioni dolari. `pepsis~ momsaxure sareklamo saagento BBDO-m wlebis ganmavlobaSi mravali niWieri sareklamo posterebi Seqmna (ix.12.2.8). `pepsi-kola~ aqtiur reklamas eweva ruseTis bazarze. am bazris mniSvnelobis gaTvaliswinebiT, BBDO-s moskovis filialma bevri saintereso sareklamo rgoli Seqmna rusi momxmareblis Taviseburebis gaTvaliswinebiT. maT Soris yvelaze sainteresoa rgoli èqsperimenti~. am rgolSi `pepsis~ SecdomiT miitanen sabavSvo saxlis magivrad moxucTa saxlSi, xolo bavSvebisTvis gankuTvnili pepsis magivrad, miaqvT tradiciuli `koka-kola~. Sedegad bavSvebi finalSi wynar TamaSebs TamaSoben, xelixelCakidebulni baRSi wynarad seirnoben, xolo moxucebi giJmaJebiviT iqcevian da bavSvebiviT daxtunaven. es xerxi warmoadgens Sefarul fardobiT reklamas, magram isea gakeTebuli, rom mis Semqmnelebs antimonopoliuri samsaxuri ver Seedava. amavdroulad, es reklama aCvenebs ori konkurenti produqtis or gansxvavebul sareklamo strategias. fardobiTi reklamis pirdapiri magaliTia meore sareklamo rgoli. bavSvi midis avtomatTan, romelic yidis `koka-kolas~ da `pepsi-kolas~. `koka-kolas~ fanjara qveviTaa ganTavsebuli. bavSvi agdebs xurda fuls qveda fanjaraSi da iRebs `koka-kolas~! Semdeg debs am `koka-kolas~ miwaze, adgeba mas fexiT, ise, rom miwvdes zeda fanjaras, gaWirvebiT agdebs fuls zeda fanjaraSi da kmayofili saxiT gulSi ixutebs civ `pepsi-kolas~. bolo wlebSi `pepsikom~ gaaforma kontraqti bevr cnobil pirovnebasTan. maT Sorisaa momxibvleli momRerali bions noulsi, fexburTelebi devid bekhemi, ronaldinio da sxva. 2004 wlidan daiwyo axali gasarTobi sareklamo kampania – `maimunebsac uyvarT `pepsi~ (ix.12.2.9). `pepsiko~ dRes msoflios erT-erTi udidesi kompaniaa da misi marto sareklamo biujeti saqarTvelos dRevandel biujetze gacilebiT metia.

226

marketinguli komunikaciebi.

12.3.

reklamis istoria

‘‘Red Bull’’ - `Txevadi adrenalinis~ marketinguli saocreba

me-20 saukunis bolos energetikuli sasmelis ‘‘Red Bull’’-is marketings bevri specialisti revoluciur marketings da mis strategias antibrendinguls uwodeben. 18 wlis win am sasmelis gamoCenidan dRemde, misi Semqmneli avstrieli biznesmeni ditrix mateSici gaurboda reklamis tradiciul xerxebs da gansxvavebuli gziT midioda axali, ucnobi sasmelis msoflio bazarze gamosayvanad. am gzam mas arnaxuli warmateba moutana da dRes ‘‘Red Bull’’-s pirveli adgili uWiravs msoflios enegetikuli sasmelebis bazarze. amiT man axali furceli Cawera msoflio marketingis istoriaSi. yvelaferi daiwyo imiT, rom 1982 wels ditrix mateSics kbilis pastis ‘‘Blendax’’-is marketingis menejerad uwevda mivlinebiT mgzavroba bangkokSi. bangkokSi xangrZlivi gadafrenis Semdeg igi Znelad gadioda aklimatizacias da erTxel taqsis mZRolma urCia gaesinja matonizirebeli sasmeli, romelic xsnida daRlilobis usiamovno SegrZnebebs. marTlac, rogorc igi wers Tavis mogonebebSi, yoveli Casvlisas, vaCerebdi taqsis, raTa meyida tonikis boTli. misi erTi Wiqa sakmarisi iyo, rom gadafrenis usiamovno SegrZnebebi ukan darCeniliyo. erT-erTi aseTi jadosnuri gajansaRebis Semdeg, mateSicma gadawyvita Camoetana matonizirebeli sasmeli evropaSi. adgilze garkveuli moZiebis mere, man miagno erT-erT iaponur firmas, romelic awarmoebda am sasmels da muSebs urigebda Ramis cvlaSi Sromis nayofierebis asamaRleblad. am sasmels iaponurad ‘‘Krating Daeng’’ ewodeboda, rac tais dialeqtze `wiTel xars~ niSnavda. mateSici daukavSirda sasmelis mwarmoeblebs da SeuTanxmda maTi sasmelis evropaSi gavrcelebis Taobaze da SesTavaza jer ararsebuli firmis 49%. ori wlis Semdeg, 1984 wels, avstriaSi marTlac gaCnda sawarmo gaerTianeba ‘‘Red Bull Gmbh’’. misi aqcionerebi gaxdnen iaponeli kolega da misi Svili Caleri 49%-is wiliT, Tavad mateSici 49% wiliT da kompaniis 2% Cadebul iqna satrasto fondSi. sasmeli Red Bull-i avstriaSi 1987 wels gamoCnda. sasmelis lurj da vercxlisfer metalis qilebze, yviTeli mzis fonze saomar pozaSi daxatuli iyo ori bordosferi xari msxvili kisrebiT (ix.12.3.1). kompaniis damfuZneblebis azriT, es logo ganasaxierebda energias, vaJkacobas da brZolisunarianobas. sasmelis SemadgenlobaSi Sedioda kofeini, taurini da vitaminebi. mateSici ar Cqarobda. igi sami weli swavlobda moTxovnilebas msgavs produqciaze, evropuli standartebis SesabamisobaSi mohyavda sasmelis Semadgenloba, cvlilebebi Sehqonda qilis gaformebaSi.

Tavi 12.

12.3. ‘‘Red Bull ‘‘ - `Txevadi adrenalinis~ marketinguli saocreba

227

amis Semdeg, sasmelis gamoCenisTanave, gasaReba yovel wels ormagdeboda da 10 wlis Tavze 1997 wels, gaiyida ukve 1 milioni qila ‘‘Red Bull’’. es rekordi male moixsna, sul raRac 1 welSi, sasmelis amerikis bazarze Sesvlis Semdeg, rodesac gaiyida 300 milioni qila ‘‘Red Bull’’. dReisaTvis ‘‘Red Bull’’ iyideba msoflios 100 qveyanaSi da firmis yovelwliuri Semosavali 1 miliard dolarze mets Seadgens. es unikaluri SemTxvevaa msoflio marketingSi da am did miRwevebSi mateSics daexmara gansxvavebuli sareklamo strategia. man daamtkica, rom masobrivi reklamis saSualebebi SesaZloa ar iyos yvelaze efeqturi gza momxmareblis yuradRebis misapyrobad da produqtis gasayidad. mateSicma Tavidanve miiRo swori marketinguli gadawyvetileba da ‘‘Red Bull’’is pozicirebisas Semoifargla mxolod energetikuli sasmelis niSiT, romliTac mainc da mainc ar iyo gajerebuli evropis bazari. man imis magivrad, rom Tanxebi tradiciul ATL reklamaSi Caedo, arCevani gaakeTa BTL reklamaze. Tavdapirvelad ‘‘Red Bull’’-i pozicirdeboda, rogorc sasmeli, romelic `stimulirebas ukeTebs sxeuls da gonebas~. samizne auditoriad mateSicma aiRo axalgazrdoba, amitom brendis imiji unda yofiliyo asocirebuli axalgazrdul kulturasTan. sasmeli matebda energias, amitom arCevani gakeTda sportis eqstremalur saxeebze, rogoricaa motokrosi, snoubordi, baikingi da sxva. popularuli gaxda sareklamo mowodeba – `red buli~ Segasxams frTebs~, romlisTvisac bevri originaluri posteri Seiqmna (ix.12.3.4). amJamad ‘‘Red Bull’’ inarCunebs `Txevadi adrenalinis~ imijs da sponsorobs 138 wamyvan sportsmens, sportis iseT saxeobebSi, rogoricaa: motokrosi, deltaplanerizmi, skeitbordi da banji-jampingi. pirveli qveyana, avstriis mere, sadac gamoCnda ‘‘Red Bull’’ iyo germania. sasmelis am qveyanaSi legalizebisaTvis mateSics dasWirda 5 weli. Savi piariT mas uvrcelebdnen sxvadasxva arasasurvel Worebs: rom igi Seicavda narkotikebs, janmrTelobisTvis mavne nivTierebebs, magram mateSicma moTminebiT gadaitana es omi da bolos gaimarjva. sasmelis legalizebis mere mozardTa mSoblebma Seitanes saCivari misi akrZalvis Sesaxeb, magram verafers gaxdnen. amiT miiRes sawinaaRmdego reaqcia da sasmeli ufro popularuli gaxda axalgazrdebSi, romlebmac axali saxelebi mougones ‘‘Red Bull’’-s: `Txevadi kokaini~ da `siCqare qilaSi~. saintereso iyo ‘‘Red Bull’’-is Sesvla inglisis bazarze, sadac ukve arsebobda konkurenti sasmeli ‘‘Lukozade’’, romlis reklamas akeTebdnen, rogorc gaciebis Semdeg Zalis aRmdgen saSualebas. ‘‘Red Bull’’-s mouwia pozicirebis Secvla. pirvel rigSi, mateSicma gadawyvita, rom brendi xSirad unda gamoCeniliyo quCebSi. am mizniT `pikapis~ tipis avtomanqanebze, romlebic safirmo lurj-vercxlisfrad iyo SeRebili, daamagres ‘‘Red Bull’’-is didi qilebi (ix.12.3.2). am manqanebis moZraobis mTel marSrutze gamvlelebs ufasod urigdebodaT sasmeli, magram SerCeviT. manqanaSi myofi TanamSromeli (promouteri) arCevda im gamvlelebs, romlebic daRlili gamoiyureboda. qilebi urigdebodaT axalgazrduli klubebis dijeebsac, isini sasmels klubSi arigebdnen. kompaniam studentebs Soris Semna `brend-menejerebi~, romelTac ufasod urigebdnen sasmels yuTebiT sTxovdnen moewviaT saRamoebze megobrebi da dak-

228

marketinguli komunikaciebi.

reklamis istoria

virvebodnen maT reaqcias sasmelze. amiT firma ukukavSirsac amyarebda auditoriasTan. ‘‘Red Bull’’ arasodes iyenebda iseT tradiciul media saSualebebs, rogoricaa presa, gare reklama, interneti. miaCnda, rom es saSualebebi ar Seesabameba brendis Cqarosnul, energetikul imijs. miuxedavad amisa ‘‘Red Bull’’-ma SeZlo SeeRwia msoflios 100 qveyanaSi da moego Tineijerebis guli. 2004 wels ‘‘Red Bull’’-is wili, msoflios energetikuli sasmelebis bazrze 79%-s Seadgenda. rogorc mateSici ambobs: `Cven ki ar migvyavs produqti momxmarebelTan, aramed momxmarebeli migvyavs produqtTan~. 1998 wels sxva qveynebis bazrebze gasvlasTan dakavSirebiT ‘‘Red Bull’’ qmnis gasarTob animaciur satelevizio rgolebs. erT maTganSi leonardo da vinCi italiuri aqcentiT uyveba viRac mamakacs, rom mxolod ‘‘Red Bull’’ asxams mas frTebs, raTa moxatos siqstis kapela. inglisSi, konkurenciis miuxedavad –`redbuli~ Segasxams frTebs~ – sareklamo kampaniis Sedegebi STambeWdavi iyo. erT weliwadSi gayidvebma moimates 185%-iT, xolo germaniaSi – 42 %-iT. amJamadac ‘‘Red Bull’’ kvlav agrZelebs BTL reklamas da sponsorobas. man gaxsna sakuTari musikis akademia, sadac amzadebs dijeebs, romlebic evropaSi awyoben yovelwliur turneebs seminarebiT da ufaso sasmelebiT. 1997 wels Red Bull-ma kompania `sonisTan~ erTad ganaTavsa ‘‘Red Bull’’-is reklama ‘‘Sony Play Station’’-is kompiuterul TamaSebSi. avstriis alpebSi yovel wels tardeba konkursebi, sadac monawileebi sasmelis qilebidan akeTeben kolaJebs da ageben sxvadasxva sainJinro nagebobebs. amerikaSi warmatebiTi Sesvlis Semdeg ‘‘Red Bull’’-s mibaZes wamyvanma firmebma `koka-kolam~, `pepsi-kolam~ da sxvebma. maT produqciis fasis dempingic ki gaakeTes, magram yvelafris miuxedavad ‘‘Red Bull’’ mainc inarCunebs wamyvan poziciebs. 2004 wels ‘‘Red Bull’’-s garkveuli usiamovnebebi Sexvda sxvadasxva qveynebis janmrTelobis dacvis organoebisagan. misi gayidva akrZales safrangeTSi, daniaSi, norvegiasa da iaponiaSi ‘‘Red Bull’’ miakuTvnes wamlis kategorias da mxolod afTiaqebSi iyideba. amasTan, sasmelis pirveli loialuri momxmarebeli Tineijerebi gaizardnen da saWiro gaxda axali Taobis mozidva. mateSicma daiwyo fiqri da eqstremaluri sportidan gadavida formula 1-is sponsorobaze. man fordisagan SeiZina iaguaris gundi. daiwyo agreTve mrewvelobis diversificireba: gamouSva uSaqro ‘‘Red Bull’’. gamouSva axali energetikuli sasmelebi, Cais nayeni da sxva. daiwyo fiqri pozicirebis Secvlaze, rogorc heriatruli (siberis sawinaaRndego) saSualeba. magram namdvil samoTxed da, amavdroulad, RvTis risxvad iqca ‘‘Red Bull’’isaTvis misi gamoyeneba koqteilebSi arayTan erTad (ix.12.3.3). evropis diskotekebis klientebma SeamCnies, rom ‘‘Red Bull’’-Si damatebuli arayi xsnis zarxoSis arasasiamovno gancdebs da reklamaze yovelgvari danaxarjebis gareSe, pirdapiri reklamis meSveobiT am ambavma CaaRwia amerikamde. swored amis wyalobiT moxvda ‘‘Red Bull’’ amerikis bazarze. firmisaTvis es iyo samoTxe! magram RvTis risxva ki is iyo, rom am koqteilebiT ramdenime mozardi gardaicvala da firmis saqme sasamarTlomdec mivida.

Tavi 12.

12.3. ‘‘Red Bull ‘‘ - `Txevadi adrenalinis~ marketinguli saocreba

229

‘‘Red Bull’’-is alkoholTan asocirebis gamo igi sul ufro popularuli xdeba ara marto axalgazrdebSi. amavdroulad, zemoT dasaxelebuli faqtebis gamo, igi asocirdeba safrTxesTan da axalgazrduli fsiqologiidan gamomdinare `Tu Sen ‘‘Red Bull’’-is mere gadarCebi, ese igi magari xar!~ `red buli~ kvlav eweva originalur sareklamo kampanias sxvadasxva uCveulo RonisZiebebis meSveobiT, rasac ‘‘Ivent Marketing’’ (`movlenaTa marketingi~) ewodeba (ix.12.3.5). igi awyobs uCveuli sanaxaobebs, safirmo ferebSi Rebavs sportul TviTmfrinavebs, romlebis mravalricxovani mayureblis winaSe asruleben umaRlesi pilotaJis nomrebs da sxva. rac ufro saxifaTo da `magaris~ imijs iZens ‘‘Red Bull’’, igi ufro popularuli xdeba. swored amitomac mis pozicias energetikuli sasmelebis bazarze jer veravin da veraferi emuqreba.

230

marketinguli komunikaciebi.

reklamis istoria

Tavi 12. d a n a r T i

231

232

marketinguli komunikaciebi.

reklamis istoria

Tavi 12. d a n a r T i

233

234

marketinguli komunikaciebi.

reklamis istoria

Tavi 12. d a n a r T i

235

Tavi

13 1990-iani wlebi

90-iani wlebis dasawyisidan axalma teqnologiebma, globalizaciam da ekonomikis arastabilurobam mniSvnelovani kvali daamCnia reklamis industrias. am periodSi axali saqonlis raodenoba bazarze yovelwliurad ormagdeboda. kabeluri satelevizio qselebis, Tanamgzavruli antenebis, videomagnitofonebis da eleqtronuli media-saSualebebis – gansakuTrebiT ki internetis Tavbrudamxvevma ganviTarebam, mTlianad gardaqmna komunikaciis sfero. amerikis da sxva qveynebis bazari ganuxrelad farTovdeboda. reklamamac globaluri xasiaTi miiRo. iseTi qveynebSic ki, rogoric iyo ssr kavSiri da CineTi, sadac adre praqtikulad, komerciuli reklama ar arsebobda, ssr kavSiris daSlis Semdeg mixvdnen mis mniSvnelobas. ucxo produqciis reklamireba CineTSi kulturuli revoluciis periodSi-80ian wlebSi, xolo ssrk-Si 90-iani wlebis dasawyisSi daiwyo. amerikis reklamis yvelaze didi damkveTebi, sxva qveynebSi TavianTi produqciis agresiul sareklamo kampaniebs eweodnen. ‘‘Coca-Cola’’, ‘‘Mcdonald’s’’, ‘‘Microsoft’’-i gadaiqcnen msoflio savaWro niSnebad. amerikis cxovrebaSi 90-ian wlebSi mTavari iyo is, rom mrewvelobis nacvlad amerikis ekonomikis bazisad informaciuli teqnologiebi da momsaxureba gaxda. firmebsac amis SesabamisobaSi mohyavdaT Tavisi organizaciuli struqturebi, axdendnen Statebis optimizebas da struqturis modernizebas.  rogorc ukve aRvniSneT, 80-ian wlebSi ronald reiganma Seamcira samxedro xarjebi da gaatara mTeli rigi socialuri reformebi. miuxedavad amisa, 90iani wlebis dasawyisSi SeimCneoda ekonomikis vardna. uZravi qonebis fasebi erT doneze gaiyina, amerikis nacionaluri vali arnaxulad gaizarda – 4 trilion dolaramde.

Tavi 13.

237

1990-ia n i wle b i

am pirobebSi sul ufro Zneli xdeboda saqonliT vaWroba. Seicvala momxmarebeli, igi ufro danawevrebuli gaxda. reklamis Semqmnelebs saqme hqondaT, rogorc `bebibumerebis~ xanSi Sesul momxmarebelTan, aseve teqnikuri progresis pirmSosTan – garemos dacvisaTvis mebrZol sazogadoebasTan, magram SemoqmedebiTi procesi ar Secvlila. reklamis Seqmnis Zveli ideebi, romliTac saukuneze metia, gajerebuli iyo Jurnal-gazeTebi, samauwyeblo arxebi, aseve warmatebiT gamoiyeneboda informaciis axali saSualebebisaTvisac. 90-iani wlebis ekonomikurma mdgomareobam da demografiulma cvlilebebma warmoSva momxmarebelTa axali tipi – momxmarebeli, romelic gaurbis reklamas. es tipi eWviT uyurebs reklamas da, wina Taobis momxmareblis msgavsad, ar sjera misi. Tuki 50-ian wlebSi reklamistebi eyrdnobodnen sociologiur monacemebs da sareklamo mimarTvebs amuSavebdnen saSualo amerikelisaTvis (Miss Midlle Majority – 25 dan 49 wlamde asakis TeTrkaniani qalebi), axla maT angariSis gaweva uwevT momxmareblebis mravalnairi jgufisaTvis. es momxmarebeli SeiZleba iyos: xanSi Sesuli `bebibumerebi~, e. w. `Taoba X” (18-25 wlis axalgazrdebi), Tineijerebi (11-19 wlis mozardebi), geebi, lesboselebi da amerikelebi – Camosulebi espanurenovani qveynebidan, aziidan, afrikidan da sxva. es erTmaneTisgan gansxvavebuli jgufebi sxvadasxvanairad reagireben sareklamo mimarTvebze. amitom reklamistebs uwevT bazris segmentireba geografiuli, demografiuli da fsiqrografiuli principebiT. reklamistebis yuradRebis centrSia kvlav maTTvis kargad nacnobi `bebibumerebi~ da bevri kompania, iseTebi, rogoricaa: Walt Disney, McDonald’s, GAP da sxvebi, Tavis sareklamo strategias kvlav ageben momxmarebelTa am jgufisaTvis. magram ekonomikis vardnam gavlena iqonia `bebibumerebis~ msyidvelobiT Cvevebze. isini ufro ekonomiurebi gaxdnen. bavSviani ojaxebis umravlesobaSi colic da qmaric muSaobs. modaSi Semovida ubralod Cacma. sareklamo mimarTvebSi aisaxeboda amerikis cxovrebis stilis axali realoba, magram xazi esmeboda mudmiv Rirebulebebs: ojaxis siyvaruls, patriotizms. amasTan am mimarTvebSi aseve xazgasmuli iyo produqtis dabali fasi da sargeblianoba. 

qalis axali saxe reklamaSi sul ufro met reklamaSi aisaxeboda momuSave qali. Tu ki ukanaskneli 50 wlis ganmavlobaSi qali reklamebSi warmodgenili iyo rogorc seqsualuri obieqti an diasaxlisi, axla reklamaSi moimata qalebis gamosaxulebam TavianT samuSao adgilebze - ofisebSi. reklamis Semqmnelebi ar iviwyebdnen, rom ojaxisaTvis saWiro nivTebis 80%-is SeZenaSi qalis roli gadamwyveti iyo da sareklamo mimarTvebi iwereboda maTi yuradRebis misapyrobad. qalebisaTvis gankuTvnil bevri saqonlis reklamaSi qals saerTod ar aCvenebdnen. kosmetikuri saSualebebis garda, sxva produqciis sareklamo mimarTvebSi gahqra genderuli gansxvaveba. ieri Seicvala amerikeli qalebis `Wkuis damrigebelma~ beti krokerma, man Tanamedrove qalis saxe miiRo (ix.13.1), qalisa, romelic muSaobs da, amavdroulad, zrunavs ojaxis keTildReobaze. mniSvnelovania agreTve is, rom sareklamo

238

marketinguli komunikaciebi.

reklamis istoria

saagentoebSi qalebma daikaves wamyvani Tanamdebobebi da isini Tavad qmnian iseT sareklamo mimarTvebs, romlebic advilad pouloben gzas qalis gulisaken. am periodSi iqmneba qalebisadmi mimarTuli mravali sareklamo kampania, iseTi, rogoric iyo impresionistul stilSi Seqmnili naxatebiT firma `levisis~ reklama (ix.13.2). misma Semqmnelebma yovelgvari teqstis gareSe ipoves emociuri notebi, eCvenebinaT, ra rols TamaSobs qalis cxovrebaSi mamakaci, siyvaruli, sulieri simSvide da sxva. matisis stilSi daxatuli am suraTebis fonze Cndeboda warwerebi: `qalebi, romlebmac ipovnes siyvaruli~, `qalebi, romlebic ar moiwyenen~, `qalebi, romlebic afqvreven simSvides~ da sxva. es sareklamo kampania qalebSi didi mowonebiT sargeblobda, rac `levisis~ produqciis gayidvebze aisaxeboda. qalebisadmi mimarTuli bevri reklama Seqmnes `naikma~, `fordma~ da ludis mwarmoebelma kompaniebma: `budviazerma~, `Old Miluoki~. cnobilma amerikulma ludma `miler laiTmac~ uari Tqva tradiciul saxeze, mowodebiT `wminda mamakacuri saqme~ da mis sareklamo posterebze gamoCndnen naxevradSiSveli qalebi `bikinebSi~ (ix.13.3). am reklamis winaaRmdeg gailaSqra qalTa uflebebis damcvelma erT-erTma organizaciam, romelmac mTel amerikaSi gaakra plakatebi warweriT: `Quit using our cans to sel your cans” (`geyoT Cveni ukanalebiT Tqveni qilebis gayidva~). siaxle, rac qalebis reklamebSi gaCnda, iyo is, rom bevr reklamaSi xazs usvamdnen, TiTqos qals saerTod ar sWirdeba mamakaci da mamakacebi damcirebuli iyvnen. erT-erTi reklamis teqsti iuwyeboda: `araa savaldebulo, rom Sen mamakacisTvis Caicva, magram xandaxan sasiamovnoa uyuro, rogor CamosdiT nerwyvebi, rogorc lekvs~(ix.13.4). avtomobil `hundais~ reklamaSi ori qali msjelobs, Tu ratom yidulobs mamakaci mZlavr avtomobils da askvnian, rom amiT surT kompensacia gaukeTon TavianT patara sasqeso organos. amave avtomobilis meore reklamaSi, rodesac qalebis win gaCerdeba `Hunday”, romlis saWesTan zis simpaTiuri mamakaci, erTi qali ambobs: `sainteresoa ra aqvs mas kapotis qveS?~

`Taoba X~ 90-ian wlebSi reklamistebi dainteresdnen 18-29 wlis asakis axalgazrda momxmareblebiT, romlebsac `Taoba X~ ewodeba. avtomobilebis, Jurnalebis, musikis, tansacmlis da mravali sxva saqonlis mwarmoeblebi cdilobdnen am Taobis yuradRebis mipyrobas. es Taoba, romelic amerikis momuSaveTa raodenobis 23%-s Seadgenda, samuSaoSi mesamediT nakleb gasamrjelos Rebulobda, vidre 60-ian wlebSi maTi mSoblebi – `bebibumerebi~. ase magaliTad, Tu 1973 wels am asakis mamakaci saSualod 30 aTas dolars iRebda weliwadSi, axla 1993 wels es Tanxa Semcirda 21 600 dolaramde. gasaTvaliswinebelia isic, rom erT dolars 90-ian wlebSi gacilebiT naklebi msyidvelobiTi unari hqonda vidre 30 wlis win. produqciis gamsaReblebi, mixvdnen ra `post bebibumerebis~ interesebs, swrafad Secvales tansacmlis, avejis da avtomobilebis reklamis stili. CacmulobaSi modaSi Semovida e.w. `antimoda~. axalgazrdebi icvamdnen didi zomis naqsov

Tavi 13.

239

1990-ia n i wle b i

sviterebs, jinsebs, atarebdnen uxeS alpinistur fexsacmels, amas mohyva pank-rokis stili e.w. `grandji~ – grZeli Tmebi, daxeuli sviterebi da jinsebi (ix.13.5). am modis mimdevrebisaTvis saWiro iyo axali midgoma reklamaSi da gaCnda axali sareklamo kampaniebi. 1995 wels firma `Lewis~-i reklamas ukeTebda Tavis axal Sarvlebs, Rilebian Sesakravze da reklamebSi miyvanili hqonda 501 mizezi Tu ratom unda SeeZinaT es Sarvlebi. yovel reklamaSi miTiTebuli iyo axali mizezi (ix.13.6). magaliTad, mizezi 002 iyo is, rom am adgilas saxifaToa elvis dayeneba. 031-is mizezis satelevizio reklamaSi axalgazrda mamakaci qalaq praRaSi saWesTan zis. rodesac manqana Cerdeba da mamakaci gadmodis manqanidan, igi trusebis amaraa. qalis kiTxvaze, ratom ar acvia `levisebi?~, pasuxi mocemulia 007 mizezSi, sadac weria, rom `praRaSi Tqven SegiZliaT gacvaloT `levisebi~ manqanaSi~. imis gamo, rom `grandjis~ modis gavleniT qaliSvilebi saerTod ar xmarobdnen kosmetikas, misi mwarmoeblebi gadavidnen agresiul, abezar sareklamo kampaniebze. yvela am kampaniaSi xazi esmeboda produqciis siiafes. avtomobilebis da avejis mwarmoeblebic reklamaSi xazs usvamdnen produqciis maRal xarisxs da mis faseulobas. reklamis Semqmnelebi xSirad mimarTavdnen bavSvebs da mozardebs e.w. saskolo marketingis meSveobiT. maTTvis mimarTuli marketingis sakvanZo elementebi iyo skolebi. skolis yviTel avtobusebSi Tavsdeboda burgerebis, `Cipsebis~ da wvenebis reklamebi. skolebis SenobebSi ki, idgmeboda `koka-kolas~ da `pepsis~ avtomatebi. ar darCaT mewarmeebs uyuradRebod arc studentebi. umaRles saswavleblebisaTvis tardeboda specialuri aqciebi, gavrcelda sportuli Sejibrebebis sponsoroba. ufro metic, studentis mowmobiT SegeZloT mravali saqoneli SegeZinaT fasdaklebiT.  axalgazrdebze orientirebisas reklamis damkveTebs gamorCaT momxmarebelTa didi segmenti – 50 welze meti xnis mosaxleoba. 50 wels gadacilebuli `bebibumerebi~ 1990 wels warmoadgendnen amerikis mosaxleobis 25%-s da 2000 wlisaTvis maTi ricxvi kidev 20%-iT gaizarda. swored mosaxleobis am segmentis xelSi aRmoCnda amerikis Semosavlebis didi nawili, uZravi qoneba, aqciebi da danazogebi. reklamistebma yuradReba miapyres am segments. Tavdapirvelad isini xazs usvamdnen imas, rom qali 40 da 50 wlis asakSic SeiZleba mimzidveli iyos. reklamebSi gamoCndnen 50 wlis yofili modelebi da msaxiobebi. magaliTad, firma `maqselma~ misi magnituri firebis reklamisadmi yuradRebis misapyrobad gamoiyena merilin monros foto (ix.13.7). franguli sunamos `Sanel 5~-is reklamaSi mowveuli iyo cnobili frangi msaxiobi qetrin denevi. reklamis Semqmnelebma mozrdili momxmarebeli dayves or klasad: `mTavari momxmarebeli~ da `mxardamWerebi~. `mTavar momxmareblebs~ miakuTvnes isini, vinc jer muSaoben, SeZlebulebi da aqtiurebi arian. xolo `mxardamWeri momx-

240

marketinguli komunikaciebi.

reklamis istoria

marebeli~ arian isini vinc ukve pensiaze gavida, magram jer janmrTelni da aqtiurebi arian. es jgufi mTeli cxovrebis manZilze dagrovil fuls xarjavs mogzaurobebSi da sxvadasxva saqonlis SeZenaSi. xanSi Sesuli adamianebi sxvadasxvanairad iyvnen warmodgenili reklamebSi. zog reklamaSi gamoyvanili arian, rogorc warsulis gadmonaSTebi: savarZlebSi mokalaTebulni, bebruli CvevebiT, magram sxva reklamebSi amis diametralurad sawinaaRmdego kuTxiT. es xanSi Sesuli moxucebi gamoyvanili yavT, rogorc supermenebi: movarjiSe da maraTonul morbenlebadac ki. profesori boni driumeni rekomendaciebs iZleva xanSi Sesuli auditoriis reklamebSi gamoyenebisaTvis. kerZod, igi urCevs reklamis Semqmnelebs aCvenon adamianebis es katergoria 15-20 wliT nakleb asakSi, vidre realurad arian. aCvenon es momxmarebeli, romlebic yiduloben sul sxvadasxva saxis saqonels, WirdebaT es maT Tu ara. amasTan aCvenon Tu rogor iTviseben isini am asakSi axal-axal saqmianobas.  demografiuli cvlilebebi adekvaturad aisaxa momxmarebelTa faseulobebis mimarT damokidebulebaze. mewarmeebi myidvelis gulis mosagebad TavianTi produqciis reklamas akavSirebdnen am asakis pirovnebaTa umniSvnelovanes faseulobebs da problemebs. pirvelyovlisa, rogoricaa nasvam mdgomareobaSi marTvis sawinaaRmdego kampaniebi. am mavne Cvevebs akavSirebdnen ekologiur problemebTan. Tambaqos da alkoholiuri sasmelebis mwarmoeblebs amiT xeli ar eSlebodaT, piriqiT, am aqciebs TavianTi produqciis reklamisaTvisac ki iyenebdnen. zogierTi kompania ki daundoblad ilaSqrebda Tambaqos mowevis winaaRmdegi qmedebebis mimarT. magaliTad, kompania ‘‘Philip Morris’’-ma leo barnetis saagentos SeukveTa reklama, romelic dascinoda TviTmfrinavebSi Tambaqos mowevis akrZalvas. reklamaSi naCvenebi iyo TviTmfrinavi haerSi da frTaze msxdomi sigaretis mwevelebi. `mxolod frTebze Tu SeiZleba gaboleba~ – iyo warwera. sxva reklamaSi ilaSqrebdnen samsaxurSi mowevis akrZalvis winaaRmdeg da aCvenebdnen mosamsaxures, romelic fanjridan saxifaTod gadmoyudebuli eweoda da warwera iuwyeboda, rom `es yvelaze Zneli momentia Tqvens samuSaoSi~. sigaretis mewarmeebma reklamis mizniT gaaZlieres sportuli RonisZiebebis sponsoroba da vaWrobis mastimulirebeli sxvadasxva RonisZiebebi, rogoricaa latariebi, suvenirebis darigeba, reklama internetis meSveobiT, reklama kinoTeatrebSi da sxva. drois moTxovniT modaSi Semovida e.w. `mwvane marketingi~ – sazogadoebis yuradRebis mipyroba ekologiuri problemebisadmi da bunebis dacva.  nacionalur umciresobaTa marketingi 90-ian wlebSi amerikis mosaxleobaSi TandaTan matulobs xanSi SesulTa procentuli raodenoba, amasTan, 2000 wlisaTvis 20 wlis asakis amerikis mosaxleobis naxevarze meti ukve eTnikuri umciresobis warmomadgeneli iyo. maT xelSi sak-

Tavi 13.

241

1990 -ia n i wle b i

maod didi Tanxebia Tavmoyrili da reklamistebi iZulebulni arian seriozuli angariSi gauwion erovnuli umciresobebis interesebs. adre reklamis damkveTebi ar ganasxvavebdnen afroamerikelebs sxva emigrantebisagann da mimarTvebs zogadad emigrantisaTvis qmnidnen. 1980 wels erT-erT JurnalSi, msgavsad “yuppy”-sa, gaCnda termini `buppy” (Black Urban Proffesionals) – axalgazrda zangi profesionalebi (ix.13.9), romlebic zangi mosaxleobis 21%-s Seadgendnen. maT miRebuli hqondaT umaRlesi ganaTleba prestiJul saswavleblebSi da rogorc momxmarebeli, upiratesobas aniWebdnen mxolod umaRlesi xarisxis saqonels. am periodis reklamebSi sul ufro xSirad Cndebian cnobili zangi varskvlavebi: rei Carlzi (ix.13.10), maikl jeqsoni (ix.13.11), bil qosbi. sportis varskvlavebi: maikl jordani (ix.13.12), Sakil onili, jorj formeni da sxva. marTalia, zangi varskvlavebi xSirad Cndebian reklamebSi, magram am reklamebs aTavseben, ZiriTadad, Savkanianebis da espanurenovani mosaxleobisaTvis gankuTvnil media saSualebebSi. yuradReba eqceoda, agreTve, aziidan Camosuli amerikelebis interesebsac. eseni arian Cinelebi, filipinelebi, iaponelebi, vietnamelebi da sxva. amavdroulad, amerikis mosaxleobis siWreles ematebian lesboselebi da geebi, romlebic sazogadoebis 6%-s Seadgenen. mosaxleobis am jgufs Tavisi cxovrebis stili aqvs da produqtebSi afaseben maRali xarisxis ZviradRirebul saqonels. bevr reklamaSi swored maTi warmomadgenlebi arian warmoCenili, romlebic erTsqesian wyvilTa ojaxisaTvis avejs da sxva nivTebs yiduloben. reklamis damkveTebs uxdebaT gaiTvaliswinon amerikis momxmareblebis es siWrele, aiTvison axali sareklamo mimarTvebi da maTze zemoqmedebis teqnologiebi.  80-iani wlebis teqnologiurma revoluciam gavlena iqonia masobrivi informaciis saSualebebzec. tradiciuli sareklamo kampaniebiT da media saSualebebiT sul ufro gaZnelda zemoqmedebis moxdena aWrelebul momxmarebelTa jgufebze. sareklamo mimarTvebis am jgufebamde misaRwevad saWiro Seiqmna axali sakomunikacio saSualebebis danergva. msoflio moicva Tanamgzavrulma satelevizio qselebma, sakabelo televiziebma. gaizarda im saSualebebis raodenoba, romelTaganac mayurebels SeuZlia airCios sasurveli programebi. programebis gadasarTavi distanciuri pultebis gaCenam ki, seriozulad daafiqra reklamis damkveTebi. gaCnda terminebi `Zapping”, “Serfing”, rac niSnavs arxebis gadarTvas sareklamo blokebis dros da arxebis sistematur skanirebas sasurveli programis ZiebaSi. aseT viTarebaSi sul ufro izrdeba imis albaToba, rom reklama, romelSiac did fuls ixdian damkveTebi, ver miaRwevs miznobriv momxmareblebamde da sareklamo saagentoebs uwevT rTuli `media-paketebis~ SeTavazeba damkveTisaTvis. es paketebi moicaven sazogadoebasTan urTierTobis RonisZiebebs, vaWrobis stimulirebis saSualebebs, pirdapir marketings, momxmarebelTa monacemTa bazebis damuSavebas, pirdapir gayidvebs da sxva. aq momxmarebelTa bazebis damuSavebaSi igulisxmeba ara marto misamarTebis da demografiuli monacemebis Segroveba, aramed isini Seicaven damatebiT monacemebs,

242

marketinguli komunikaciebi.

reklamis istoria

momxmarebelTa `klasterebis~ (segmentebis) saerTo interesebis, midrekilebebis da Cvevebis Sesaxeb.  am RoniZiebebis strategiulad gaazrebul, urTierTSeTanxmebul gegmas ewodeba swored ìntegrirebuli marketinguli komunikaciebi~ (Integrated Marketing Communications (IMC) da maTi ganxorcieleba gacilebiT efeqturia, vidre reklamis calkeuli ulufebi da sxvadasxva RonisZiebebi, romlebsac xSirad urTierTsawinaaRmdego mimarTvebi miaqvT momxmareblamde. Tu ki 80-ian wlebamde, marketingul RonisZiebebSi reklamas ZiriTadi adgili ekava (80-90%), 1992 wlisaTvis vaWrobis mastimulirebel RonisZiebebze daixarja mTeli sareklamo biujetebis 73%, xolo uSualod sareklamo kampaniaze ki mxolod 27%. integrirebuli marketinguli komunikaciebis gegma warmatebiT gamoiyenes `koka-kolam~, `marlborom~, `holmarkis~ satelevizio qselma, `hondam~, `naikma~ da mravalma sxva firmam. `koka-kolam~, magaliTad, mravalmilioniani SekveTa misca kalifirniaSi holivudis erT-erT naklebad cnobil patara SemoqmedebiT saxelosnos (‘‘Creative Artists Associates’’), nacvlad misi tradiciuli sareklamo saagento ‘‘McCan Erickson’’isa. am patara saxelosnoSi Seiqmna 24 maRalmxatvruli sareklamo rgoli deviziT – Àlways Coca-Cola”. sxvadasxva Temaze gadaRebuli yvela es rgoli, marTalia, minifilmi Sedevrebi iyo, magram maT aerTianebda saerTo marketinguli elementi – wiTeli da TeTri feris safirmo warwera, `koka-kolas~ boTli da saerTo slogani Àlways Coca-Cola”. gansakuTrebuli warmateba xvda `koka-kolas~ kompiuteruli grafikiT Sesrulebul animaciur reklamas `polaruli daTvebi~(ix.13.13) da àxali wlis molocvas~ tradiciuli Tovlis papiT (ix.13.14). am periodSi cvlileba ganicades Jurnal-gazeTebmac. mkiTxvelis yuradRebis misapyrobad maT daiwyes sqeli muyaodan damzadebuli gancxadeba-plakatis darTva Jurnalis Sua gverdebze. aseT reklamebs avrcelebdnen kosmetikuri firmebi: “Loreal”, “Calvin Klein”, jini “Tanquery”.  mniSvnelovani cvlilebebi Seaqvs reklamis industriaSi internetis sayovelTao gavrcelebas. sul ufro da ufro momgebiani xdeba internetSi saZiebo saitebze reklamis ganTavseba, radganac mas bevri maRalkvalificiuri momxmarebeli yavs. reklamis gavrcelebis erT-erTi saSualebaa agreTve e.w. veluri reklama. iseTma cnobilma firmebma, rogoricaa: ‘‘Armani’’, ‘‘Calvin Klein’’, ‘‘Beneton’’ samSeneblo moednebis Robeebze plakatebis gakvra daiwyes, anu iq, sadac reklamis gakvra ikrZaleboda. farTod gavrcelda reklamireba kompiuteruli TamaSebis meSveobiT da reklamis gaSveba filmebis seansebis win. xolo Tavad filmebis meSveobiT produqciis reklamirebam didi masStabebi miiRo. firmebi did Tanxebs ixdian raTa gaxmaurebuli filmis (blokbasteris) gmirebi maTi axali avtomobilebiT

Tavi 13.

243

1990-ia n i wle b i

dadiodnen filmSi, maT sigarets eweodnen, an maT sasmelebs svamdnen. am saxis reklamas inglisurad Product Placement-i ewodeba. gansakuTrebuli adgili uWiravs reklamis ganTavsebas amerikuli fexburTis finaluri matCebis (Super Bowl) translaciis dros. es matCi movlenaa ara marto amerikis sportul cxovrebaSi, igi amavdroulad iTvleba sareklamo Sedevrebis erTgvar gamofenad. mas sxvagvarad amerikis `reklamis yovelwliur Cempionats~ uwodeben. am matCs 25-55 wlis asakis amerikis mosaxleobis 60% uyurebs da 1996 wels 30 wamiani reklamis ganTavseba, rekorduli Tanxa – 1,2 milioni dolari Rirda. 2006 wels ki am Tanxam Seadgina 1.8 mil.dolari. 1984 wels Seiqmna reklamis axali saxe e.w. `sainformacio telereklama~ (Infomercials). esaa 15-dan 60-wuTamde xangrZlivobis sareklamo filmi produqtze, firmaze, maRaziaze da sxva. maTi telearxebze translireba xdeba naklebadreitingul dros, reklamisagan gansxvavebuli tarifebiT. gavrcelda agreTve reklamebis ganTavseba videokasetebis gamqiravebeli punqtebis meSveobiT. damkveTi daaxlovebiT 2 dolars ixdis TiTo kasetaze reklamis Casawerad. amerikis telearxebi ewevian reklamis popularizebas reklamisadmi miZRvnili gadacemebis da festivalebis meSveobiT. profesionaluri reklamisadmia miZRvnili yovelwliuri festivali `Clio Awards”, romelic reklamaSi - reklamis `oskarad~ iTvleba. popularulia gadacema reklamis samyaros Sesaxeb `Sex, Sizzle, and Sales” (seqsi, SiSini da gayidvebi). 90-ian wlebSi sareklamo saagentoebs mouwiaT TavianTi struqtura miesadagebinaT drois cvalebadi moTxovnebisaTvis. bevri maTgani iZulebuli gaxda gaemartivebina Tavisi struqtura, uari eTqva garkveuli saxis momsaxureobebis gawevaze, raTa moqnilad uzrunveleyo klientebis momsaxureba.  axali realobebis gaTvaliswinebiT, teqnologiuri siaxle Semoitana kaliforniis erT-erTma cnobilma saSualo sididis sareklamo saagentom ‘‘Chiat / Day’’-m, romelmac Seqmna sruliad axali virtualuri saagento, TanamSromlebTan urTierTobis axleburi stiliT (am saagentos Sesaxeb ix.CanarTi 13.3). `koka-kolas~ warmatebulma magaliTma, romelmac erT-erTi didi SekveTa tradiciuli sareklamo saagentos nacvlad gadaitana patara SemoqmedebiT saxelosnoSi, didi gavlena moaxdina mTel sareklamo biznesze. mis magaliTs bevrma mibaZa da 1990-1993 wlebSi medison aveniuze, niu-iorkSi, did saagentoebs 13500 samuSao adgilis Sekveca mouxdaT. niWieri Semoqmedebi, romelTa ideebs iyenebdnen didi saagentoebi, magram maTi saxeli arsad Canda, wamovidnen am saagentoebidan da gaxsnes TavianTi mcire SemoqmedebiTi specializirebuli saagentoebi. isini specializirdebodnen zogi reklamebis gadaRebaze, zogi media gegmarebaze, zogi klientebis monacemTa bazis damuSavebaze, sazogadoebasTan urTierTobebis RonisZiebebze da sxva. am mcire saxelosnoebma bevri saintereso sareklamo kampania Seqmnes. maT Soris iyo ‘‘Goodby-Silverstein’’-is mier Seqmnili cnobili sareklamo kampania `rZe gaqvs? (Got Milk?)~.

244

marketinguli komunikaciebi.

reklamis istoria

rogorc winaswarma gamokvlevebma aCvena, adamianebs rZe axsendebaT mxolod maSin, rodesac undaT igi raimes miayolon. da am SekiTxvis meSveobiT saagentom Seqmna mravali dasamaxsovrebeli sareklamo rgoli. erTerT maTganSi gmiri eZebs rZes macivarSi da misi arqonis gamo, sasacilo situaciebSi vardeba. rZis produqciaze moTxovnilebis gazrdas emsaxureboda swored amave sareklamo kampaniis farglebSi Catarebuli sareklamo aqcia `sad aris Seni ulvaSebi?~ am sareklamo kampaniaSi gadaRebuli iyo mravali cnobili pirovneba tuCebze rZis ulvaSebiT. zogs rZiani Wiqa eWira xelSi, zogs ara, magram yvelas axlda warwera: `sad aris Seni ulvaSi?~ (ix.13.15) . axal momxmarebelTan kontaqtis damyarebaSi did warmatebas miaRwia sareklamo saagentom ‘‘Weiden&Kennedy’’-m q. portlendidan, romelmac daamuSava firma ~naikis~ sareklamo kampania lozungiT `Just Do It” (`midi gaakeTe!~) (ix.13.16). reklamaSi gadaRebuli cnobili sportsmenebi mouwodeben mosaxleobas moZraobisken, aqtiurobisken, sportisken. es mowodeba Sevida me-20 saukunis saukeTeso sareklamo sloganebis aTeulSi (`naikis~ Sesaxeb ixileT danarTSi `brendebis omebi~).  rogorc ukve aRvniSneT, moWarbebuli reklamiT gaRizianebulma mayurebelma televizoris distanciuri pultebis meSveobiT iswavles sareklamo blokebis dros arxebis gadarTva. amerikaSi farTodaa gavrcelebuli saintereso gadacemebis videomagnitofonze Cawera saxlSi aryofnisas da misi mere naxva. am SemTxvevisaTvis gamoigones specialuri mowyobiloba “Commercial Brake” (`reklamis muxruWi~), romelic identificirebas ukeTebs reklamebs da misi gamoCenisas, swrafad gadaaxvevs videofirs. rogorc naangariSebia es mowyobiloba weliwadSi, amerikelebis 200 saaTs zogavs. es is droa, romelsac saSualo amerikeli reklamis yurebas andomebs. aseve gaCnda kompiuteruli programebi `Internet Fast Forward”,romelic blokirebas ukeTebs reklamebs internetSi. `mizani amarTlebs saSualebas~ – iyo faSistebis devizi da mis msgavsad reklamaSic ixmareba meTodebi, romelic bevris aRSfoTebas, Seuracxyofas da Sokirebasac iwvevs, magram es meTodebi bevri axalgazrda momxmareblis yuradRebas izidavs da amitom maT gamarTleba aqvT reklamistebis TvalSi. bevrma firmam reklamirebis provokaciuli stiliT miaRwia warmatebas. maT aseTi reklamebiT SeZles mravali axalgazrda arakonformisti momxmareblis mozidva. magaliTad: cnobil firma `Calvin Klein”-s adanaSaulebdnen, rom jinsebis, sunamoebis da TeTreulis reklamaSi igi scildeboda daSvebul zRvars pornografiasa da seqsualurobas Soris (ix.13.17). amis Sesaxeb adrec iyo moTxrobili (ix.10.19;20;21;22) Sokismomgvreli reklamirebis magaliTia italiuri tansacmlis firmis `benetonis~ mTeli sareklamo kampania, romelic namdvilad imsaxurebs calke ganxilvas. (benetonis Sesaxeb ix. CanarTi Tavis bolos).

Tavi 13.

13.1.

me o ce sauku n i s `mek o bre~ – je i Ciati

245



retro marketingi saukunis bolos reklamis damkveTebma aRmoaCines, rom mozrdil momxmarebels, 40-50 wlis `bebibumerebs~, garkveuli nostalgia gauCndaT Zveli sareklamo personaJebis da sloganebis mimarT. maTi yuradRebis misapyrobad reklamistebma daiwyes Zveli sareklamo kampaniebis aRdgena-gaTanamedroveba, anu rogorc mas uwodes, `retro marketingi~. es Zveli lozungebi `bebibumerebs~ moagonebda axalgazrdobis wlebs, qveynis aRmavlobas da piradi gamdidrebis epoqas. ase aRadgines 1966 wels Sewyvetili `bordenis~ rZis produqtebis sareklamo kampania, reklamasa da supermarketebSi kvlav gamoCnda yvelasaTvis kargad cnobili Zroxa elsi (ix.13.18). firma `koka-kolamac~ aRadgina 1971 wels warmatebuli sareklamo rgoli `mwvervali~. kvlav amotivtivda da kidev ufro Tanamedrove ieri miiRo amerikeli qalebis sayvarelma mrCevelma beti krokerma, romelic sul axal-axal rCevebs aZlevda dRevandel amerikel diasaxlisebs. miuxedavad imisa, rom Zveli mowodebebi dResac axdens gavlenas momxmarebelze, XXI saukuneSi isini mainc momavlisken iyurebian da dRes yvelaze efeqturad iTvleba is sareklamo strategiebi, romelSic aris nostalgiuri notebi, silamaze da axali teqnologiebi. sareklamo mimarTvebi gasagebi unda iyos msoflios nebismieri kuTxis mosaxleobisaTvis da es mimarTvebi unda gamoxatavdnen potenciuri momxmareblis interesebs. dRes, integrirebuli marketinguli komunikaciebis epoqaSi, rodesac marketingis meoTxe elementis Promotion-is Semadgeneli nawilebi ganuxrelad izrdeba da Tu produqciis warmoCenisaTvis Tqven xmarobT: beWdviT saSualebebs, Tanamgzavrul satelevizio qselebs, CD-ROM-s, DVD-s, Public Relations-s, Internet-s an interaqtiuli telekomunikaciis saSualebebs, reklamis mTavari funqciebi rCeba ucvleli. es ucvleli funqciebia: informireba, garToba da darwmuneba.

13.1. meoce saukunis `mekobre~ – jei Ciati

Tanamedrove reklamis specialistebi meoce saukunis SemoqmedebiTi reklamis Semqmnelebs Soris jei Ciats bil bernbahis Semdeg meore adgilze ayeneben. rogorc erT-erTi maTgani, bob kupermani werda: `Tu ki 60-ian wlebSi SemoqmedebiTi revolucia daiwyo bil bernbahma, jei Ciatma, 70-iani wlebis krizisis dros, ara Tu ganaaxla igi, aramed 80-ian wlebSi, man Semoqmedeba sruliad axal doneze aiyvana. Ciatma Seqmna saagento, romelmac zurgi Seaqcia sworxazovan azrovnebas da tradiciul sareklamo sibrZnes~. jei Ciati msxvil qselur saagentoebs miiCnevda, rogorc `nelmaval samxedro eskadras~. swored amitomac sakuTar saagentoze mekobreebis droSa gamohkida. jei Ciati daibada niu-iorkSi 1931 wlis 25 oqtombers. mama, sem Ciati, biznesmeni iyo. igi flobda patara qimwmendis punqts da restornebis qsels. mama saku-

246

marketinguli komunikaciebi.

reklamis istoria

Tari daZabuli SromiT karg magaliTs uCvenebda jei Ciats. 1953 wels jeim daamTavra universiteti. mas am droisaTvis ukve hyavda colSvili da unda ezruna maT sarCo sabadebelze. ramdenime samsaxuris gamocvlis mere, igi gaiwvies samxedro samsaxurSi. jei moxvda amerikis sahaero Zalebis rezervistTa momzadebis samsaxurSi da daevala am samsaxuris sareklamo kampaniaze kontroli, romelsac axorcielebda sareklamo saagento ‘‘Leland Oliver Company’’. samxedro samsaxuris damTavrebis Semdeg, jei Ciatma swored am saagentoSi daiwyo muSaoba teqstebis Semdgenlad. samxreT kalifornia, sadac es saagento mdebareobda did perspeqtivebs Slida sareklamo biznesisaTvis. es teritoria jer kidev ar iyo danawilebuli Zlier saagentoebs Soris, rogorc Cikagosa da niu-iorkSi. aq yovelwliurad ixsneboda axali sawarmoebi da, Sesabamisad, matulobda moTxovnileba reklamaze. 1964 wels jei Ciatma isesxa 4000 dolari, wamovida ‘‘Leland Oliver Company’’-dan da gaxsna sakuTari saagento. 1968 wels jei Ciati, Tavis megobar gai deisTan erTad, romelsac aseve gaaCnda mcire sareklamo saagento, eswreboda beisbolis matCs. TamaSis Semdeg megobrebma gadawyvites gaerTianeba da imav wels los-anJelesSi, olimpiur bulvarze daarsda axali sareklamo saagento ‘‘Ciat/Day’’. megobrebi dRedaRam muSaobdnen. isini ar uSvebdnen arc erT SekveTas, iqneboda es msxvili damkveTi, Tu iaffasiani moteli. am Sromis Sedegad maTi saagento gaizarda, magram damfuZneblebi cdilobdnen SeeCerebinaT Semdgomi zrda, radganac Tvlidnen, rom msxvili saagento, ver Seqmnis genialur qmnilebas. daarsebidan 20 weliwadSi ‘‘Ciat/Day’’-s brunva 1 miliard dolarze mets Seadgenda. mas hqonda ofisebi: niu-iorkSi, londonSi, san-franciskoSi, torontoSi. soliduri iyo misi klientebis nusxac: ‘‘Nike’’, ‘‘Apple’’, ‘‘Honda’’, ‘‘Reebok’’, ‘‘Nissan’’ da ‘‘Energizer’’. jei Ciatma Semoikriba mis garSemo niWieri Semoqmedebi, romlebic mTel dRes atarebdnen saagentoSi. xSirad maT RamiTac uwevdaT muSaoba, risTvisac saagentos xumrobiT ‘‘Ciat/Day&Night’’ uwodebdnen. saagentoSive mohqondaT sauzme da xandaxan parikmaxeric ki mohyavdaT. pirveli msxvili klienti iyo ‘‘Honda’’, romelic amerikelebisaTvis cnobili iyo, rogorc kargi motociklebis damamzadebeli da ‘‘Ciat/Day’’-s amocana iyo, Seecvala firmis pozicireba momxmareblis TvalSi, rogorc, amerikelebisaTvis saWiro xarisxiani avtomobilebis ‘‘Honda Civic’’-is mwarmoebeli. am amocanas saagentom kargad gaarTva Tavi, ris Sesaxebac adre mogaxseneT (ix. Tavi 9.2 ). 1974 wels ‘‘Honda’’-m miatova ‘‘Ciat/Day’’. gadawyvita Seecvala saagento, ufro didze. es mZime finansuri dartyma iyo saagentosaTvis. meore Sokismomgvreli movlena gaxda gai deis wasvla saagentodan.

Tavi 13.

13.1.

me o ce sauku n i s `mek o bre~ – je i Ciati

247

jei Ciati ar dabneula, man samuSaod miiwvia kalifornieli serfingisti li klou, romelic amavdroulad niWieri damwyebi reklamisti iyo. am arCevanma gaamarTla da klous mier Seqmnilma sareklamo kompaniebma mravali prizi moupova `jei/Ciatis~ saagentos. klou samsaxurSi Sortebsa da fostlebSi modioda, rac sul ar uSlida xels moefiqrebina, marTlacda genialuri ideebi. 80-iani wlebis dasawyisSi `Ciat/deim~ daiwyo muSaoba firma ‘‘Nike’’-Tan. rogorc zemoT aRvniSneT, am kompaniaze muSaobda ‘‘Weiden-Kennedi’’-s saagento, romelmac Seqmna genialuri sareklamo devizi `Jast Do It~, magram ‘‘Ciat/Day’’-m misca am kampanias is dauviwyari saxe, romliTac igi cnobilia dRes. 1984 wlis los-anJelesis olimpiuri TamaSebis win `Ciat/deim~ gamouSva plakatebis seria Ì Love LA~ (`me miyvars los-anJelesi~), romelzedac iyo gamosaxuli sportis varskvlavebi. saagentom Seqmna araCveulebrivi galerea, romelsac ewera mxolod Ì Love LA~ , ar iyo naCvenebi aranairi produqti, mxolod kuTxeSi SesamCnevad Tavs iwonebda `naikis~ safirmo niSani, gamarjvebis qalRmerT nikes frTis simboliuri gamosaxuleba. am kampanias iseTi gamoxmaureba hqonda, rom yvelas, `naiki~ egona olimpiadis sponsori, rac realurad simarTles ar Seesabameboda. am kampaniam daCrdila olimpiadis namdvili sponsoris – firma ‘‘Converse’’-is saxeli, romelmac ramdenime milioni gadaixada sponsorobaSi. 1984 wels `Ciat/deis~ kompania ‘‘Apple’’-m SeukveTa axali tipis kompiuteris ‘‘Macintosh’’-is reklama. am reklamis idea da SemoqmedebiTi mxare daamuSava li kloum, xolo reJisorad moiwvies cnobili reJisori ridli skoti. reklamis biujeti 900 aTas dolars Seadgenda. am klips daerqva `1984~, romelSiac naTlad gamoCnda jei Ciatis filosofia – reklamirebad produqtze aqcentis minimizeba. man arc erTxel ar aCvena reklamaSi axali kompiuteri. Tavad scenaris avtori li klou ase aRwers siuJets: `klipSi naCvenebia axalgazrda aTleturi qali, romelsac mosdevs moieriSe razmi. igi Semorbis bnel darbazSi, sadac sxedan erTnair formaSi Cacmuli zombirebuli muSebi, romlebic pirdaRebulni usmenen ekranidan `damrigeblis~ propagandas. siuJetis gmiri qali, wiTel SortebSi da TeTr maisurSi, romelsac aweria ‘‘Macintosh’’, moiqnevs uros da Caamsxvrevs ekrans. darbazi haeriT da sinaTliT ivseba. kadrs miRma xma: `1984 wlis 24 ianvars ‘‘Apple Compiuter’’-s warmogidgenT ‘‘Macintosh’’-s da Tqven gaigebT, Tu ratom ar emgvaneba1984 weli 1984-s~. rogorc adre aRvniSneT, es reklama eTerSi gavida mxolod erTxel amerikuli fexburTis safinalo matCisas da man mTlianad aanazRaura misi Seqmnis da eTerSi gaSvebis xarjebi. am sareklamo rgolma sxvadasxva dros aiRo yvelaze mniSvnelovani jildoebi da igi miCneulia me-20 saukunis saukeTeso sareklamo rgolad. maS Semdeg, rac ‘‘‘Apple Compiuter’’-is damfuZnebelma stiv jobsma datova Tavisi kompania, axalma xelmZRvanelobam uari Tqva `Ciat/deis~ momsaxurebaze, miiCnevda ra mis reklamas provokaciulad da sariskod. magram ramdenime xnis Semdeg, rodesac jobsi kvlav dabrunda kompania ‘‘Apple’’-Si, man kvlav mimarTa `Ciat/deis~, romelmac axali kompiuterisaTvis IMac-Tvis Seqmna genialuri sareklamo kampania – ‘‘Think Different’’ – ìfiqre gansxvavebulad~. sareklamo kampaniis bilbordebze gamosaxuli iyvnen meoce saukunis didi moazrovneebi da kvlav, am portretebze ar iyo naCvenebi produqti, mxolod kuTxeSi moTavsebuli iyo Àpple~-is logo.

248

marketinguli komunikaciebi.

reklamis istoria

1986 wels `Ciat/deisgan~ wavida umniSvnelovanesi damkveTi ‘‘Nike’’, magram male igi Caanacvla erT-erTma umsxvilesma damkveTma ‘‘Nissan’’-ma, romlis sareklamo biujeti amerikaSi Seadgenda 167 milion dollars. jei Ciatma SesTavaza damkveTs, rom sareklamo kampaniaSi momxmareblisTvis SeeTavazebinaT ‘‘Nissan’’-is avtomobilebi, rogorc `maTTvis sasurveli~ brendi. kampaniis sawyisi Sedegebi aradamakmayofilebeli iyo. Tavdapirvelad ‘‘Nissan’’-is gayidvebma moiklo kidevac, magram jei Ciatma SeZlo daerwmunebia firmis warmomadgenlebi, rom brendis Seqmna dros moiTxovda da, marTlac, ori wlis Semdeg, rodesac ‘‘Nissan’’-ma gamoiyvana bazarze misi axali modeli ‘‘Nissan 300ZX Turbo’’, Ciatma kvlav moiwvia reJisorad ridli skoti da Seqmna sareklamo rgoli `meocnebe~, romelic eTerSi gauSves amerikuli fexburTis finaluri matCis e.w. `superTasis~ translaciis dros. klipis gmirs, romelic axali modelis avtomobilze zis, esizmreba, rom mas mosdeven borotmoqmedebi. Tavdapirvelad motocikletebiT, Semdeg avtomobilebiT, magram ver ewevian. bolos isini jdebian TviTmfrinavSi, magram gmiri, misi ‘‘Nissan 300ZX Turbo’’-Ti iolad aswrebs TviTmfrinavsac. am klipis demonstraciis Semdeg ‘‘Nissan’’-ma mniSvnelovnad gaimyara poziciebi amerikis bazarze. jei Ciati did yuradRebas uTmobda Tavisi TanamSromlebis swavlebas. igi ambobda: `Cveni saukeTeso naSromebi yovelTvis iwyeboda marketinguli da ara SemoqmedebiTi gadawyvetilebebidan. reklama strategiidan gamomdinareobda da ara piriqiT~. 1989 wels jei Ciatma xelSekruleba gaaforma batarea ‘‘Energizer’’-is reklamaze da Seqmna vardisferi baWia ‘‘Energizer’’, romelic mas Semdeg `muSaobs, muSaobs da muSaobs...~ 1989 wlidan dRemde, vardisfer energiul baWiaze, 150-ze meti klipia Seqmnili. Ciatis SemoqmedebiTi azrovneba ar Semoifargleboda marto reklamiT. man Seqmna e.w. `virtualuri ofisis~ koncefcia. jei Ciats surda Seeqmna iseTi organizacia, romelSiac qaRaldi saerTod ar iqneboda. aseve, mis saagentoSi ar unda yofiliyo zedmeti aveji, magaliTad, samuSao magidebi. maTi adgili daikava mcire zomis mosalaparakebelma oTaxebma, interaqtiulma biblioTekebma da piradi nivTebis Sesanaxma Casaketma yuTebma. TanamSromlebs dauriges portartiuli kompiuterebi, mobiluri telefonebi. maTTvis ar iyo aucilebeli samsaxurSi mosvla. maT SeeZloT saxlSi emuSavaT da gamocxadebuliyvnen, mxolod aucileblobis SemTxvevaSi. yvela saWiro masala da informacia SeeZloT mieRoT saagentos monacemTa bazidan, romelSi SeRwevac sxvadasxva parolebis meSveobiT iyo SesaZlebeli. samuSao sivrcis ganaxlebis idea jei Ciats daebada studenturi saerTo saswavleblidan – `kampusidan.~ `rodesac kampusSi cxovrob, Tqven eswrebiT leqciebs, agrovebT informacias da muSaobT yvelgan, sadac mogexerxebaT~. Ciatis azriT, `virtualuri ofisi~ xels Seuwyobda imas, rom TanamSromlebs eazrovnaT da emuSavaT yvelgan da yovelTvis.

Tavi 13.

13.1.

me o ce sauku n i s `mek o bre~ â&#x20AC;&#x201C; je i Ciati

249

`virtualuri ofisis~ idea gamoicada Ciat/deis los-anJelesis ofisSi. igi mdebareobda binoklis formis SenobaSi wynari okeanidan samas metrSi. sam sarTulian sardafSi ganTavsebuli iyo avtosadgomi 300 avtomobilze. binoklis okularebSi ganTavsebuli iyo mcire mosalaparakebeli oTaxebi. am oTaxebs Weri SuSisa hqondaT. okularebs Soris sivrceSi ki, sakonferencio darbazi iyo. magram Ciatis am revoluciur ideebisaTvis mzad ar aRmoCndnen misi TanamSromlebi. mosalaparakebel oTaxebis dakavebaze mudmivad Cxubi iyo. samsaxurSi saqmeze mosulma TanamSromlebma arc ki icodnen sad wasuliyvnen, sad daewyoT qaRaldebi. SeuZlebeli iyo vinmes povna, maT mobilurebze avtomopasuxe pasuxobda. xSirad molaparakebebs pirdapir avtomanqanebSi awarmoebdnen. Ciati darwmunda, rom aucilebelia garkveuli samuSao sivrcis SenarCuneba. saboloo jamSi man gaauqma `virtualuri ofisi~, magram misi ideidan cota ram mainc datova Tavis saagentoSi. 1990 wels Ciatma 77 milion dolarad Seisyida avstraliuri sareklamo saagento Mojo, romlis finansuri mdgomareobac savalalo iyo. mas Semdeg rac Mojo-m ver SeZlo moego Nissan-is avstraliuri tenderi, Ciati iZulebuli iyo gaeyida misi wili 35 milionad, TiTqmis naxevar fasad. am fiaskom Ciat/dei Caagdo valebSi da 1995 wels direqtorTa sabWom gadawyvita mieyida aqciebi saerTaSoriso holdingisaTvis Omnicom. jei Ciati, romelic 30 wlis ganmavlobaSi ibrZoda misi saagentos damoukideblobisaTvis, ver Seegua mis gayidvas da gadawyvita `SvebulebaSi~ gasvla. es `Svebuleba~ 3 weli gagrZelda da ar damTavrda Ciatis sareklamo biznesSi dabrunebiT. Jei Ciatma daaarsa msoflioSi erT-erTi pirveli internet provaideri Internet Connections, romelic male 10 TanamSromlidan gadaizarda 1000-ze meti TanamSromlis mqone organizacia - Screaming Media-Si, 22 milioniani brunviT. male misi klientebi gaxdnen America Online da Sun Microsistems. amJamad jei Ciatis mier dafuZnebul kompanias ewodeba Pinnacor-i, xolo misi damfuZnebeli, sareklamo wreebSi `meoce saukunis `mekobred~ wodebuli jei Ciati, 70 wlis asakSi gardaicvala kibosTan xangrZlivi Widilis Semdeg. es erTaderTi brZola iyo, romelic Ciatma waago.

13.2. arayi `absolutis~ sareklamo kampania

(Sveduri saocreba) Sveduri aryis istoriis fesvebi midis me-15 saukuneSi, rodesac skandinavebma daiwyes importirebuli yurZnis Rvinidan produqtis warmoeba, romelsac uwodes `cecxlovani Rvino~. Tavdapirvelad igi gamoiyeneboda samkurnalo saSualebad da samxedro miznebisaTvis, safantis erT-erT ingredientad. swored amitom, Tavdapirvelad akrZaluli iyo spirtiani sasmelis daleva (sityva arayi warmosdgeba monRoluri sityvidan `iyi~- rac maT enaze ofls, anu orTqls niSnavs. swored monRolebma gamoxades pirvelad arayi).

250

marketinguli komunikaciebi.

reklamis istoria

me-17 saukuneSi aRmoaCines, rom spirti SesaZlebelia gamoiyeno garTobis mizniT, mas uwodes arayi da igi gaxda Sveduri nacionaluri produqti. àbsolut vodka~ mis fenomenalur miRwevas unda umadlodes lars olson smits, romelic 10 wlis asakSi ukve iyo biznesmeni, 14 wlis asakSi flobda sakuTar sawarmos da male igi akontrolebda SvedeTis aryis warmoebis mesameds. me-19 saukunis SuaSi man daimkvidra àryis mefis~ saxeli. 1879 wels Sedga aryis prezentacia, romelsac uwoda àbsoluturad sufTa arayi~, radganac aryis es saxeoba miRebul iqna gafiltvris revoluciuri meTodiT: reqtifikaciis meTodiT, romelic gamoiyeneba dResac. im periodSi aryiT vaWrobas stokholmis mTavrobis nebarTva sWirdeboda. smitma imisaTvis, rom gverdi aeara am moTxovnisaTvis, miagno saintereso marketingul xerxs. man qalaqis sazRvrebs miRma stokholmis maxloblad patara kunZulze gaxsna farduli misi qarxnis siaxloves da daniSna specialuri borani myidvelebis gadasayvanad. farduli sargeblobda didi popularobiT. amis mere smitma gaafarTova misi gavlena samxreTis raionebze da saukunis bolos daiwyo aryis eqsportireba sazRvargareT. igi gaxda erT-erTi umdidresi adamiani SvedeTSi. magram misi warmatebebi droebiT xasiaTs atarebda, man aryis omebSi dakarga mTeli misi qoneba, Semdeg daibruna yvelaferi da kvlav dakarga. bolos, smiti ukapikod gardaicvala 1913 wels. mas darCa mxolod valebi da daumTavrebeli sasamarTlo saqmeebi. misi gardacvalebidan 57 wlis mere, 1970 wels, V&S (Vin and Spirit) kompaniis prezidentma lars lindmarkma gamoiyena lars smitis `nou-hau~, man modernizeba gaukeTa Zvel sawarmos da absolutis Seqmnis 100 wlisTavze gadawyvita aryis eqsportireba amerikaSi, spirtiani sasmelebiT gajerebul bazarze, rac Zalze rTuli amocana iyo. lindmarkma gadawyvita absolutisaTvis moenaxa srulebiT axali pozicia, rogorc premium-produqtisa, damzadebuli Zveli Sveduri tradiciebiT. 1979 wels aprilSi gamouSves aryis pirveli partia da ivnisSi absoluti gaCnda bostonSi. pirvel wels gaiyida 90 aTasi, litriani boTli. 1982 wels man ukve gadaaswro finur arays, 1985 wels ki gauswro `stoliCnaias~ da mas Semdeg àbsoluti~ erT-erTi pirvelia amerikaSi importirebul aryebs Soris. 1994 wlidan àbsoluti~ Sedis msoflios saukeTeso spirtiani sasmelebis aTeulSi - premium klasSi.

Tavi 13.

13.2.

a ray i `abs o luti s~ sa rek lam o k ampa n ia

251

 àbsolutis~ sareklamo strategia aryis saxeobis Tavdapirveli Zieba ixreboda iqeT, rom `Ria feris Sveduri arayi~ yofiliyo cvrian grafinSi,romlis etiketze gamosaxuli iqneboda vikingebi. daiwyo Sesabamisi boTlis Zieba. rogorc bevr sxva SemTxvevaSi, aqac SemTxvevam iTamaSa gadamwyveti roli. reklamistma gunar bromanma patara maRaziis vitrinaSi dainaxa antikvaruli samedicino boTli, romelmac misi yuradReba miipyro ubraloebiT da daxvewili formiT, romlis skandinaviuri esTetika udavo iyo. me-16-17 saukuneebSi arayi SvedeTSi afTiaqebSi iyideboda aseT patara SuSis boTlebiT da gamoiyeneboda mravali daavadebis samkurnalod, dawyebuli gacivebiT damTavrebuli WiriT. dizainerebma imuSaves boTlis formis daxvewaze. gadawyda boTli yofiliyo etiketis gareSe, raTa ar daeCrdila absoluturad sufTa, gamWvirvale sasmelis xedi boTlSi. erT-erTma reklamistma moifiqra boTlze nimbis mitvifrva da lurji feriT dasaxelebis wawera. saxels ‘‘Absolute’’ moSorda “e” da bolos daapatentes saxeli ‘‘ABSOLUT’’, romelmac mas Sveduri koloriti SesZina. pirveli sareklamo kampaniac absoluturad sufTas magivrad warimarTa deviziT àbsoluturi srulyofileba~. kompaniam sareklamo strategiad airCia moTxovna, rom SemdgomSi yvela reklamaSi ZiriTadi elementi unda yofiliyo aryis boTli da dasaxeleba àbsoluti~. magaliTad, yvela sareklamo gancxadebebze iyo boTlis foto, sxvadasxva mxatvruli xerxebiT Sesrulebuli da mokle slogani: absolut gamWvirvaloba; absolut silamaze; absolut orientacia; absolut usafrTxoeba; absolut iluzia; absolut niu-iorki; absolut niu-orleani; absolut parizi da sxva. sistematurad cxaddeboda konkursebi msoflios yvela kuTxis saukeTeso dizainerebis, mxatvrebis, fotografebis, kompiuteruli grafikosebis monawileobiT. sxvadasxva qveyanasa da qalaqSi reklamirebisaTvis iqmneboda specialuri posterebi, romlebic im qalaqebis logoebs mianiSnebdnen: absolut sent-luisi; absolut niu-iorki; absolut parizi; absolut niu-orleani, absolut bruklini; absolut Jeneva; absolut texasi; absolut amerika da sxva. am posterebis umravlesoba namdvili xelovnebis nimuSebia da msoflioSi didi mowonebiT sargeblobs, rac àbsoluts~ yvelaze popularul da cnobil produqtad aqcevs. es reklamebi iseTi popularobiT sargeblobs, rom msoflioSi gaCndnen àbsolutis~ reklamebis koleqcionerebi. amas garda, àbsoluti~ mimarTavs PR-is da reklamis sxva saxeobebs. magaliTad, Sveicariis alpebSi dgas boTlis 11-metriani skulptura. aRmosavleT kanzasSi naTesebi ganlagebulia àbsolutis~ boTlis formiT, 12 fexburTis moednis tol mindorze da misi aRqma SesaZloa mxolod TviTmfri-

252

marketinguli komunikaciebi.

reklamis istoria

navidan. SvedeTis CrdiloeTiT aris yinulisgan aSenebuli sastumro, romlis barSi dgas absolutis 5-metriani skulptura. amerikis wamyvan JurnalebSi wlebis manZilze yovel kvira Cndeboda axal-axali fotoebi, romelic mkiTxvelis yuradRebas ipyrobda maTi maRalmxatvruli SesrulebiT. amasTan, TiToeul JurnalSi ganTavsebuli reklama gankuTvnili iyo swored am JurnalisaTvis, misi stiliT, maneriT da miznobrivi auditoriiT. am marketinguli xerxis meSveobiT, àbsoluti~ mizanmimarTulad aRwevs sxvadasxva adresatebs, maqsimaluri efeqtiT. àbsolutis~ reklamebi imdenad maRalmxatvrulia, rom gaCnda termini àbsoluturi xelovneba~ (‘‘Absolut Art’’) da isini amSveneben reklamis da marketingis yvela saxelmZRvanelos (danarTSi 13.1. mocemulia àbsolutis~ ramdenime damaxasiaTebeli reklama). reklamebis didi galerea mocemulia internet-saitze www.absolutad.com

13.3 `benetonis~ revoluciuri reklama

benetonis jgufma revolucia moaxdina reklamaSi. man daamtkica rom brendis warmatebuli warmoCenisaTvis araa savaldebulo mimarTo tradiciul meTodebs. misi aRmavloba msoflios bazarze me-20 saukunis miwuruls marketingis meTodebis swori gamoyenebis da reklamisadmi aratradiciuli midgomis klasikuri magaliTia. yvelaferi daiwyo kaSkaSa yviTeli sviteriT, romelic juliana benetonma mouqsova Tavis Zmas, luCanos, 50-ian wlebSi. im dros italiaSi Ria feris naqsovi produqcia ar iyideboda da 18 wlis luCano gamvlelebis yuradRebas ipyrobda. bevri megobari da ucnobic ekiTxebodnen, Tu sad SeiZleboda SeeZinaT msgavsi sviteri. aman daafiqra luCano. man SesTavaza das wamoewyoT saqme. julianas unda eqsova svitrebi, xolo luCanos ki gaeyida. benetonis ojaxi gaWirvebulad cxovrobda. mama omis mere male gardaicvala da meuRle oTxi Svilis amara datova. luCanom daiwyo saqsovi manqanis sayideli fulis Segroveba. am mizniT man gayida akordeoni, velosipedi da TiTqmis oTxi Tve mkacr ekonomias eweoda yvelaferSi. rodesac sakmarisi Tanxa daugrovda, luCano gaemgzavra milanSi da SeiZina teqnikis es sasurveli saocreba. pirveli sviteri, romelic misma mezobelma SeiZina iyo Ria cisferi. pirvel koleqcias romelic 20 sviterisagan Sedgeboda maT uwodes `Tres Jo-

Tavi 13.

13.3

`be neto n i s~ rev o lu ciu r i rek lama

253

lie” – (`SesaniSnavi~). saqme kargad midioda da ukve naxevar welSi da-Zma kviraSi 20 naqsov sviters yidden. 1956 wels maT SeiZines kidev ramdenime saqsovi manqana da aiyvanes 5 damxmare muSa. axali warmoeba TandaTan viTardeboda da 1965 wels Camoyalibda `benetonjgufi~, romlis saTaveSi misi damaarsebeli luCano benetoni idga. im droisaTvis benetonebs ukve gaaCndaT patara fabrika da sviterebis garda sxva tansacmelsac awarmoebdnen. Tavidanve benetonebma aqcenti gaakeTes ferze. romis olimpiadis Semdeg benetonma SesTavaza myidvelebs 35 sxvadasxva feris sviteri, ris Sedegad moTxovna sagrZnoblad gaizarda. luCano benetoni pirveli iyo italiaSi, romelmac uari Tqva vaWrobis tradiciul xerxze – gamyidvelis gamoyenebaze. mis maRaziebSi naqsovi produqcia akuratulad iyo ganlagebuli Taroebze da myidveli Tavad irCevda mas. aq SesaZlo iyo mTeli asortimentis Tvalis Sevleba. benetonis yvela maRazia mkacrad icavda korporatiul stils: kaSkaSa feri dominirebda yvelaferSi – sawyobis TviTmclelebidan dawyebuli gamyidvelebis formiT damTavrebuli. benetonis kompaniis warmatebis sami Semadgeneli iyo: modelebis gansxvavebuli stili, feri da saSualo Semosavlian myidvelze orientireba. msofliom miiRo es SeTavazeba da ukve 1969 wels benetons hqonda 500 maRazia. aTi wlis Semdeg asrulda benetonis ocneba da misma saqonelma daiwyo amerikis eqspansia. specialurad amerikeli momxmareblis gemovnebis winaswari Seswavlis Semdeg, benetonma Seitana koreqcia koleqciis ferebSi da produqcia Ria da naturalur ferebSi Seasrula. benetonma Tavidan uari Tqva adgilze iaffasiani muSaxelis gamoyenebaze da mTeli produqcia italiidan, mSobliur qalaq trevizodan Sehqonda. 70-iani wlebidan benetoni iwyebs jinsis produqciis warmoebas. 1974 wels igi yidulobs ucxo brends ‘‘Sysley’’-s, kidev ramdenime kompaniis SeZeniT benetoni iTvisebs sportuli saqonlis bazars. 90-ian wlebSi benetonis sportuli mamarTuleba calke `Benetton Sport-sistem” kompaniad Camoyalibda. sportuli avtomobilebis didi moyvaruli luCano benetoni 1985 wels yidulobs firmula1-Si monawileobisaTvis sakuTar gunds. 1991 wels mixail Sumaxeri gadadis `beneton jgufSi~ da xdeba msoflio Cempioni. 2000 wels benetonis tansacmeli italiis olimpiuri nakrebis oficialuri tansacmeli xdeba. dReisaTvis benetonebis imperia 8000 maRazias iTvlis 120 qveyanaSi. igi, naqsov produqciasTan da sxvadasxva tansacmelTan erTad, awarmoebs sportul saqonels da aqsesuarebs. benetoni flobs ramdenime brends, maT Soris: ‘‘United Colors of Beneton’’, ‘‘Sisley’’, ‘‘Nordica’’, ‘‘Prince’’ da sxva. kidev erTi, aranakleb yuradsaRebi garemoebaa is, rom benetonis saTaveSi yvela sakvanZo posti misi ojaxis wevrebs ukaviaT. esaa saojaxo biznesis saukeTeso magaliTi. luCano benetoni Tavisi 72% wiliT kompaniis prezidentia. dizainze pasuxismgebelia misi da juliana, xolo finansur sakiTxebs xelmZRvanelobs maTi Zma jilberto.

254

marketinguli komunikaciebi.

reklamis istoria

 benetonis revolucia reklamaSi `reklamis mizania ara is, rom gayidos rac SeiZleba meti, aramed man unda gaacnos yvelas kompaniis Sexedulebebi mis faseulobebze, samoqalaqo poziciaze, yvelasaTvis gasagebi Zlieri saxeebis meSveobiT~, – ambobs luCano benetoni. am koncefciaze damyarebuli reklama benetonma daiwyo 80-iani wlebis dasawyisSi, rodesac saerTaSoriso bazrebze gasvlisaTvis mas dasWirda ganmasxvavebeli sareklamo saxe. im dros gaicno swored luCano benetonma fotografi oliviero toskani (ix.fotoze), romelic ukve cnobili iyo Tavisi provokaciuli fotoebiT. toskanis Sexeduleba zustad daemTxva benetonis zemomoyvanil sityvebs da maTma TanamSromlobam msoflios yuradReba miiqcia. toskani Tavidan fotoebis gmirebs xalxSi eZebda. igi ambobda: `me vpoulob silamazes iq, sadac mas aravin eZebs~. pirveli kampania gamoCnda 1984 wels. igi iyo martivi, ubralo da mravalferovani. posterze iyo eqvsi bavSvi da eqvsi mozrdili, warweriT `All the World’s Colors!” (`mTeli msoflios ferebi~). posterze ar iyo warmodgenili produqcia, fotos kuTxeSi iyo moTavsebuli firmis niSani `United Colors of Benetton”. reklamas plakaturi xasiaTi hqonda da miznad isaxavda kompaniis saxelis dafiqsirebas rasobrivi Tanasworobis propagandis konteqstSi. posterebi erTdroulad gamoCnda msoflios 14 qveyanaSi. kampaniis warmatebis Semdeg benetoni ganagrZobda misi korporatiuli miznis gasamyareblad reklamebSi sxvadasxva rasis da feris personaJebis gamoCenas, rac Seesabameboda mis devizs `msoflios yvela feri.~ wamyvani adgili reklamaSi ekava gamosaxulebis gabedul gamoxatvas da epataJs. toskani ambobda: `reklama informirebis erT-erTi meqanizmia da benetoni Segnebulad irCevs Temebs, romelic ignorirebulia reklamis sxva avtorebis mier. kerZod omi da mSvidoba, SimSili, ngreva, avadmyofoba, sikvdili. im idealizebul samyaros romelsac Cven miveCvieT reklamebSi, araferi aqvs saerTo cxovrebasTan. rodesac gamosaxuleba maqsimalurad miaxlovebulia realobasTan mayurebeli ganicdis Soks. Cven gvinda vaiZuloT adamiani wamiT mainc dafiqrdes im suraTze, romelsac igi xedavs~. 1985 wels mixeil gorbaCovi Cavida italiaSi da pirveli, rac dainaxa iyo benetonis reklama, romelzedac ori zangi bavSvi amerikis da ssr kavSiris droSebiT TmebSi, kocnidnen erTmaneTs. gorbaCovi SeCerda da ikiTxa: `bolos da bolos, vin aris es benetoni?~ gaerTianebis Tema gamoiyeneboda Semdegac. reklamebSi erTad iyo warmodgenili ingliseli da argentineli, iraneli da erayeli, ebraelebi da arabebi, Cinelebi da zangebi.

Tavi 13.

13.3

`be neto n i s~ rev o lu ciu r i rek lama

255

1988 wels benetonma kvlav gaakvirva msoflios sazogadoeba kulturebis da legendebis aRreviT. gamoCnda reklama naxevradSiSveli adamiT da evaTi jinsebSi. Jana d,arki da merilin monro, leonardo da vinCi da iulius cezari da kvlav yvelaferi saerTo sloganiT – `benetonis gaerTianebuli supervarskvlavebi~. 1990 wlidan benetonis bevrma reklamam skandali gamoiwvia. mTeli rigi qalaqebisa krZalavda reklamebis ganTavsebas. sul ufro provokaciuli xdeba toskanis fotoebi omis da sikvdilis Temaze. igi aCvenebs Sidsisgan momakvdav pirovnebas naTesavebis garemocvaSi. samRvdeloebis didi xmauri gamoiwvia reklamam, romelzedac axalgazrda mRvdeli vnebianad kocnis zang qals. saintereso iyo reklama, romelzedac gamosaxuli iyo Savkaniani, TeTri da aziuri warmoSobis bavSvebi gamoyofili enebiT, imis saukeTeso dadastureba, rom yvela rasis adamianebs ena erTi ferisa aqvT. am reklamam aRaSfoTa arabuli samyaro. maT akrZales reklamis gamokideba Sua aRmosavleTSi pornografiulobis mizeziT, romelic aCvenebda adamianis Sinagan organos. aseve didi xmauri moyva toskanis fotoebs axladabadebuli bavSviT, romelsac Wiplari jer ar hqonda gadaWrili. 1994 wels benetonma Seqmna axalgazrda SemoqmedTa saxelosno `fabrika~, romelic zrdida eqsperimentator xelovnebs. 1995 wlidan `fabrikis~ emblema gaxda zangis foto sxvadasxva feris TvalebiT. rogorc toskani ganmartavda `fabrika~ aris komunikaciis Zveli meTodebisadmi gamowveva, gamoxatuli axali teqnologiebiT. esaa skola romelic adre arasdros arsebobda. adgili, saidanac SeiZleba dainaxo samyaro sxvadasxva feris TvalebiT~. 1995 wels gamovida am `fabrikis~ qmnileba Jurnali `Colors” (ferebi), romelic rogorc Tavad ganmartaven `aris globaluri Jurnali, lokalur kulturebze~. Jurnali aSuqebda moulodnel Temebs da movlenebs parodiis JanrSi. erTi nomeri garkveul Temas Seexeboda: oms, meore-Tambaqos mowevas, mesame religias, meoTxe rasizms da a.S. am Jurnalis masalebic iseve Sokismomgvrelad aRiqmeboda, rogorc sxva reklamebi. masSi naCvenebi iyo Savkaniani arnold Svarcenegeri da dedofali elisabed meore, yviTelkaniani romis papi, spidiT daavadebuli amerikis prezidenti reigani da sxva. JurnalebSi moTavsebuli fotoebiT `fabrika~ cdilobs miapyros mkiTxvelebis yuradReba civilizaciis sxvadasxva aqtualur problemebs. benetonma gaagrZela toskanis skandaluri reklamebis seria. reklamaze gamoCnda hermofroditi, 64 fotografia qalis da kacis sasqeso organoebiT, prezervativebiT, romlebic qmnidnen olimpiur simbolos da sxva. mTeli galerea SegiZliaT ixiloT saitze www.benetton.com  1994 wels benetonma sxva asociaciebTan erTad Caatara aqcia gaWirvebulebis dasaxmareblad. man Seqmna sareklamo plakati tansacmlis Sesagroveblad. am plakatze gamoxatuli iyo Tavad alberto benetoni naxevradSiSvel mdgomareobaSi (ix.danarTi). plakats amSvenebda warwera `damibruneT Cemi tansacmeli~, es warwera nawilobriv faravda mis siSiSvles. igi im dros milanis senatori iyo

256

marketinguli komunikaciebi.

reklamis istoria

da reklamam mTeli msoflios presa moiara. bevris aRSfoTebis miuxedavad, moxerxda 460 aTasi kilogrami tansacmlis Segroveba. toskanim gadaiRo iugoslaviaSi mokluli axalgazrda meomris gasisxlianebuli tansacmeli, TeTri da Savi cxeni sqesobrivi kavSiris dros, ZmaTa sasaflao da sxva. magram yvelaze xmauriani gamodga misi sareklamo kampania sikvdilmisjilebis Sesaxeb. toskani 2 wlis ganmavlobaSi Sedioda cixeebSi, xandaxan unebarTvod da intervius iRebda sikvdilmisjilebisagan, romlebic sikvdils elodebodnen (xandaxan 18-20 weli). `me varsebob sikvdilis ganaCeniT ukve 5 weli, – ambobs 23 wlis patimari, – da yoveli dRe CemTvis ukanasknelia~. toskanis undoda sazogadoebis yuradReba mieqcia am adamianebis tragizmze. patimrebis axloblebma uCivles benetons da igi daajarimes fuladi jarimiT. naTesavebma piketi mouwyes benetonis maRaziebs niu-iorkSi. amerikis udidesma savaWro qselma ‘‘Sirs’’-ma uari Tqva benetonis axali koleqciiT vaWrobaze, ris Sedegad benetonma ganicada mniSvnelovani zarali. amis Semdeg benetonma gawyvita kontraqti toskanisTan, romelic maTTan muSaobda 18 weli da bevri maTi warmatebis sulisCamdgmeli iyo. 2001 wlis 25 seqtembers benetonis reklamaSi daiwyo axali posttoskaniseuli epoqa. igi gaagrZeles `fabrikis~ aRzrdilma toskanis moswavleebma. maT marTalia, Searbiles reklamebis simZafre, magram mTlad ar an ver aiRes xeli provokaciuli reklamidan, romelmac Seqmna benetonis Zlieri damamaxsovrebeli imiji mTel msoflioSi. (benetonis reklamebi ixileT danarTSi 13.2).

Tavi 13. d a n a r T i

257

258

marketinguli komunikaciebi.

reklamis istoria

Tavi 13. d a n a r T i

259

260

marketinguli komunikaciebi.

reklamis istoria

Tavi 13. d a n a r T i

261

262

marketinguli komunikaciebi.

reklamis istoria

Tavi 13. d a n a r T i

263

264

marketinguli komunikaciebi.

reklamis istoria

Tavi

XXI saukune

2000 wels damTavrda ara marto meoce saukune, aramed meore aTaswleulic. 1999 wlis mere 2000 wlis dadgomam mTeli rigi problemebi warmoqmna kompiuterizebul samyaroSi, sadac am droisaTvis sanavigacio, sabanko, sazRvao, Tanamgzavruli sistemebis muSaoba daprogramebuli iyo wlebis da dReebis matebaze. wina dRe kompiuterulad yovelTvis naklebi iyo momdevnoze da axali 2000 wlis dadgomiT saWiro Seiqmna mTeli msoflios maStabiT specialuri RonisZiebebis SemuSaveba da gatareba. am problemas Y2K ewoda da msoflios mecnierebis ZalisxmeviT moxerxda Tavidan agvecilebina bevri usiamovno movlena. me-20 saukunis bolos dawyebuli tendenciebi axali ZaliT gagrZeldeba axal aTaswleulSic. am tendenciebidan aRsaniSnavia globaluri ekonomikis ganviTareba, romelic yovelwliurad met gavlenas moaxdens msoflios cxovrebaze. am globaluri marketingis safuZvelia multinacionaluri korporaciebi, romelTac safuZveli Caeyara gasuli saukunis bolo oc weliwadSi. am multinacionaluri korporaciebis umravlesoba 20 wlis win ganTavsebuli iyo amerikaSi, amJamad maTi mxolod 40%-ia amerikaSi, 35% evrokavSiris qveynebSi da 23% iaponiaSi. sxva qveynebSi 2000 wlisaTvis mxolod 2% iyo ganTavsebuli. vinaidan axali teqnologiebi viTardeba ukve arsebulis xarjze, axali saSualebebi sul ufro swrafad poveben momxmarebelTa aRiarebas. ase magaliTad, radios dasWirda 30 weli raTa moegrovebia 50 milioni msmeneli amerikaSi. televiziam am maCvenebels miaRwia 10 weliwadSi, xolo internetma 100 milioni momxmarebeli sul raRac 6 welSi daagrova. amJamad sayovelTao gavrcelebas pouloben informaciis gadacemis umavTulo mobiluri teqnologiebi da dRes mobiluri telefonis saSualebiT SesaZloa miviRoT satelevizio gadacemebi, CaverToT internetSi da sxva.

266

marketinguli komunikaciebi.

reklamis istoria

axal aTaswleulSi sakomunikacio teqnologiebi, diplomatia, Tanamedrove transportis saSualebebi efeqturs xdian multinacionaluri korporaciebis moqmedebas, magram meore mxriv, msoflioSi mzardi separatizmi, terorizmi, religiuri dapirispireba, adgilobrivi tradiciebi da patriotizmi aZneleben maT eqspansias bevr bazrebze. es multinacionaluri kompaniebi uzarmazar Tanxebs gamoyofen reklamisaTvis da sul ufro met yuradRebas aqceven multinacionalur marketings da sxvadasxva qveynebis momxmarebelTa interesebis da tradiciebis gansxvavebas. es procesebi ufro ganviTardeba XXI saukuneSi. aseve gagrZeldeba dReisaTvis ukve arsebuli multinacionaluri globaluri sareklamo konglomeratebis gafarToveba, romlebic sul ufro metad Slian klanWebs. Omnicom, Interpublic, WPP, Publicis, Dentsu, Havas Group â&#x20AC;&#x201C; es udidesi sareklamo qselebi dRes ukve moicaven mTel msoflios da yvela kuTxeSi hyavT TavianTi warmomadgenlebi, integrirebul marketingul komunikaciebSi momuSave sxvadasxva profilis organizaciebi. maT Soris udavo lideria amerikuli Omnicom Group, romlis SemadgenlobaSi Sedis megasareklamo saagentoebi momsaxurebis sruli cikliT BBDO, DDBernbach & TBWA. maT garda, am struqturaSi Sedian medirebis jgufebi, PR-struqturebi, marketinguli gaerTianebebi da sxvani romlebsac yovelwliurad nTqavs da ierTebs Omnicom Group. Interpublic Group-ic amerikuli holdingia, romelic Seqmnilia McCan Ericksonis sareklamo saagentos bazaze. masSi Sedian mediagegmarebis da Sesyidvis, marketinguli, PR, Direct Marketing is da sxva mravali organizaciebi. Publicis da Havas jgufebi Seqmnili iyvnen safrangeTSi da moicavdnen evropis sareklamo bazars, magram maTi moRvaweoba gavrcelda mTel msoflioze da Havas jgufis Stab-binam amerikaSic ki gadainacvla. Publicis jgufSi Sedis erT-erTi udidesi sareklamo saagento Leo Barnet-i. WPP-inglisuri sareklamo konglomeratia, romelic Sedgeba 350-ze meti sxvadasxva marketinguli da sareklamo kompaniebisagan msoflios 103 qveyanaSi. am organizaciebSi muSaobs 65 aTasi kaci. iaponuri holdingi Dentsu udidesia aziis sareklamo bazarze, misi saqmianobis 97% swored aziis regionze modis. gansakuTrebul mniSvnelobas aniWebs Dentsu intensiurad mzard CineTis bazars. dReisaTvis gamoikveTa am holdingebSi gaerTianebis ori gza. erTi, organizaciis Sesyidvis da STanTqmis gziT, rodesac holdingSi gaerTianebuli kompania mTlianad kargavs sakuTari marTvis SesaZleblobas da meore, holdingSi gaerTianeba e.w.afilirebul wevrad, rodesac kompania inarCunebs individualurobas da emorCileba holdings ZiriTadi sareklamo politikis warmoebaSi mis regionSi. afilirebuli wevri inarCunebs saxels da garkveul damoukideblobas da sargeblobs holdingis sainformacio da sxva resursebiT. rogorc zogierTi eqsperti winaswarmetyvelebs, XXI saukuneSi beWdviTi media saSualebebi ganwirulni arian, radganac kompiuterulma teqnologiebma Zirfesvianad Secvala vizualuri komunikaciis sfero. swrafi tempebiT

Tavi 14.

XXI sauku ne

267

izrdeba informaciis gadacemis ultraswrafi boWkovani magistralebi, samganzomilebiani virtualuri kompiuteruli saitebi da sxva. intensiurad mimdinareobs muSaoba sruliad axali Taobis kompiuterebis Seqmnaze. bil geitsma moawyo kompiuteris prezentacia mausis da klaviaturis gareSe. uaxloes wlebSi gamoCndeba kompiuteri, romelTan urTierTobac SesaZlebeli iqneba xmovani signalebiT. es axali teqnologiebi mTlianad cvlian adamianebis cxovrebis yaidas. maTi meSveobiT wignebi, Jurnalebi da sxva beWdviTi media saSualebebi warsulis gadmonaSTebad gadaiqcevian. am pirobebSi reklamasac uwevs gadasvla axal teqnologiebze, kerZod, reklama TandaTan gadadis multimedia interaqtiuli meTodebis gamoyenebaze. es SesaZleblobebi axla viTardeba da inergeba mowinave qveynebSi. moviyvanT erT magaliTs: vTqvaT momxmarebeli sakuTari kompiuteris meSveobiT irCevs firma `adidasis~ saqonels. mas SeuZlia katalogidan gamotovos arasasurveli gverdebi da airCios misTvis saWiro saqoneli. savaWro programebis meSveobiT saxlidan gausvlelad ipovnos tansacmeli. Tavisi monacemebis kompiuterSi SetaniT, pirdapir ixilos Tu rogor gamoiyureba esa Tu is tansacmeli mis tanze. internet-maRaziis saSualebiT gaaformos SekveTa da saqoneli miiRos saxlSi. rogorc aRvniSneT, reklamis erT-erT axal saxed iTvleba kompiuteruli TamaSebi. reklamirebis am meTods gansakuTrebulad adre auRes alRo saavtomobilo firmebma: General Motors, Audi, BMV-m. isini amuSavebdnen kompiuterul TamaSebs gaTvlils, maRalanazRaurebad ganviTarebul axalgazrda momxmarebelze da avrcelebdnen am TamaSebs kompaqtdiskebis da internetis meSveobiT. am TamaSebSi Sefaruli saxiTaa warmodgenili sasargeblo informacia, teqnikuri monacemebi, sareklamo mimarTvebi da sxva. mTeli tomi ar eyofa reklamaSi internetis mniSvnelobis aRweras. interneti didi siswrafiT viTardeba da yovelwliurad matulobs investiciebi reklamis am sferoSi. dRes yvelasaTis cnobilia, rom internetma Secvala saqmiani adamianebis cxovrebis stili da internetis qselSi CarTuli kompiuteri biznesmenis, studentis, xelovanis ucvlel atributad iqca. dRes warmoudgenelia raime biznesis warmoeba seriozul doneze, Tu ar geqneba firmis internet-saiti, romelic warmoadgens msoflio masStabis savizito baraTs. interneti gaxda sruliad axali saxis biznesis virtualuri marketingis da inteleqtualuri brendebis dasabami. kerZod, inteleqtualuri brendis Googleis saZiebo sistemis Seqmnis impulsi. am axal brends reklama arc ki dasWirebia ise gavrcelda mTel msoflioSi. igi Seiqmna 1998 wels da ukve 2007 wels Google-â&#x20AC;&#x153;is~ brendma pirveli adgili daikava msoflioSi sabazro RirebulebiT (67,0 miliardi dolari) da gadauswro iseT tradiciul brendebs, rogoricaa General Electric, Coca-Cola, Microsoft-s romelic aseve inteleqtualuri brendia da ramdenime weli pirveli adgili eWira msoflioSi. didi siaxle Seitana eleqtronuli vaWrobis meTodebSi internet maRaziebma `Amazon.comâ&#x20AC;?-ma da eBay-m. maT axali meTodi danerges marketingSi. Amazon.com internetis qselSi Tavad iqca savaWro qselad, daiwyo ra vaWroba wignebiT da gavrcelda sxva saqonelzec. misi momxmareblebi

268

marketinguli komunikaciebi.

reklamis istoria

ukavSirdebian erTmaneTs internetis meSveobiT, qmnian Tematur klubebs da zogierTi saeWvo produqtis da maTi sareklamo kampaniis mimarT antisareklamo kampaniasac ewevian. ase magaliTad, farTodaa gavrcelebuli internetSi parodiebi mak-donaldsis, naikis, rZis nawarmis reklamebze (ix.14.1;2;3). planetis yvelaze mdidarma adamianma, Tanamedrove kompiuteruli programebis da teqnologiebis erT-erTma avtorma, firma `Microsoftâ&#x20AC;?-is mepatronem bil geitsma (fotoze marcxniv) Tavis wignSi `Business. The Speed of Thoughtâ&#x20AC;? (`biznesi. azrovnebis siCqare~) saqmiani adamianis da kompiuteris yovelwuTier urTierTobas `cxovrebis WEB-stili~ uwoda. yoveldRe saqmiani adamiani kompiuteris meSveobiT Rebulobs nebismier saWiro informacias, ukavSirdeba kolegebs, ukveTavs bileTebs, yidulobs saqonels da sxva. kavSirgabmulobis teqnologiebis ganviTarebis Tanamedrove etapze sulac araa savaldebulo sakuTar kompiuterTan samuSaod saxlSi dabruneba. dRes mobiluri telefonis saSualebiTac SegiZliaT daukavSirdeT Tqven kompiuters da gacvaloT informacia. bil geitsis zemoT dasaxelebul wignSi Internet-Tan erTad SesaniSnavadaa aRwerili organizaciis Sida qselis da eleqtronuli monacemTa bazis Intranet-is mniSvneloba, romlis meSveobiTac mxolod kompaniis TanamSromeli Rebulobs misi muSaobisaTvis saWiro nebismier korporatiul informacias, rCevas. mas SeuZlia Tavisi ideebi gagzavnos qselSi ufrosobis misamarTiT da monawileoba miiRos firmis produqciis gaumjobesebaSi. Intranet-is programuli uzrunvelyofa droulad miawodebs am informacias saWiro adresats. Intranet-is mZlavri qselebi aqvT multinacionalur sareklamo konglomeratebs. intranetis saSualebiT SesaZloa isargeblo daxuruli informaciiT, gamoiZaxo monacemTa bazidan Catarebuli marketinguli gamokvlevebi, gasuli reklamebi, gadaaTvaliero savaraudo sloganebi, ideebi da sxva. es bazebi mkacrad aris daculi da maTiT sargebloba SeuZliaT mxolod am holdingis garkveul TanamSromlebs. telemauwyeblobis cifrul teqnologiebze gadasvliT SesaZlebeli gaxda televizoris, telefonis da kompiuteris erT mowyobilobaSi gaerTianeba, ramac warmoSva interaqtiuli televiziis ganviTarebis saSualeba. am televiziis meSveobiT mayurebels SeuZlia darekos studiaSi, SeukveTos garkveuli programebi, filmebi. interaqtiuli marketingi Secvlis Tavad reklamis dagegmvis, marketinguli kvlevis, prognozirebis, bazris Seswavlis da sxva procesebs. kompiuteris meSveobiT, momxmareblebs SeeZlebaT Sevidnen virtualur supermarketSi, gaiaron Taroebs Soris, airCion sasurveli produqtebi, CamoiRon

Tavi 14.

14.1.

msoflio mediamagnati - rupert merdoki

269

Tarodan, gadaabrunon, daaTvalieron SefuTva, waikiTxon instruqcia da virtualuri daTvalierebis Semdeg, aseve kompiuteris meSveobiT SeukveTon produqti da realuri saqoneli miiRon saxlSi. ZiriTadi tendencia, rac sul ufro gamoikveTeba saukunis dasawyisSive iqneba is, rom momxmarebeli Tavad airCevs internetis meSveobiT imis reklamas, rac mas surs. igi ar iqneba mibmuli momabezrebel satelevizio reklamaze anu zemoTnaxsenebi `SerCeviTi marketingi~ sul ufro met mniSvnelobas SeiZens. 21-e saukunis dasawyisSi, interaqtiuli-SerCeviTi marketingi Zireul cvlilebebs gamoiwvevs mTlianad sazogadoebis cxovrebaSi da rogorc varaudoben, swored igi gadaiqceva yidva-gayidvis ZiriTad saSualebad axlo momavalSi. momdevno TavebSi Cven ganvixilavT saqarTveloSi komunikaciebis istorias da kerZod SevexebiT werilobiTi komunikaciebis ganviTarebasac da davrwmundebiT, rom saqarTvelos civilizebul erebs Soris yovelTvis mowinave adgili ekava. unikaluri damwerloba, qveynis gareT arsebuli qarTuli saganmanaTleblo kerebi, religia da rwmena, wignis gadaweris udidesi tradiciebi, qmnida safuZvels, raTa qarTvelebi mikuTvnebuli vyofiliyaviT kulturuli da ganaTlebuli erebis ricxvs. magram 21-e saukuneSi, rodesac msoflio gadadis e.w. E-civilizaciaze da E-kulturaze (eleqtronul kulturaze), ukve dauSvebelia warsulis didebiT tkboba. saWiroa saswrafo zomebis miReba, imisaTvis, rom Cven, qarTvelebma am globalizaciis pirobebSi SevinarCunoT ena da kultura, informacia Cveni sulieri da materialuri simdidris Sesaxeb, gadaudeblad unda SevitanoT kompiuterSi. ara marto SevitanoT, aramed vTargmnoT sxva enebzec, raTa xelmisawvdomi gavxadoT msoflios sxva qveynis mosaxleobisaTvisac. saWiroa eleqtronuli saxelmZRvaneloebis, enciklopediebis, literaturuli Zeglebis, istoriuli saganZuris kompiuterSi Setana, radganac XXI saukune cifruli informaciis da kompiuteruli teqnologiebis saukunea da WWW-msoflio sainformacio qselis â&#x20AC;&#x201C; internetis meSveobiT, yoveli msurveli, samuSao adgilidan da saxlidan gausvlelad, sakuTar kompiuterze Rebulobs misTvis sasurvel nebismier informacias.

14.1. msoflio mediamagnati â&#x20AC;&#x201C; rupert merdoki

rupert merdoki aris erTaderTi mediamagnati msoflioSi, romelmac Seqmna da akontrolebs globaluri media sivrcis did nawils. misi moRvaweobis naxevari saukunis ganmavlobaSi man Tanamimdevrulad daipyro, ufro swori iqneboda gvexmara termini STanTqa, jer avstraliis sagazeTo sivrce, mere inglisis sainformacio bazari da amerikis garTobis sfero. mis mier Seqmnili giganturi korporacia News Corporation -is meSveobiT igi axlosaa didi xnis ocnebis aRsrulebasTan, gaxdes msoflio Tanamgzavruli televiziis gvirgvinosani mefe. keit rupert merdoki daibada 1931 wels melburnSi, avstraliaSi dafasebul ojaxSi. misi mama avstraliis msxvili sagazeTo holdingis mflobeli iyo. 40-iani

270

marketinguli komunikaciebi.

reklamis istoria

wlebis bolos rupert merdoki miemgzavreba inglisSi, sadac oqsfordis universitetSi Rebulobs humanitarul mecnierebaTa magistris wodebas. 1952 wels, avstraliaSi dabrunebis Semdeg, mas ergo mamamisis daarsebuli holdingi, romlis ZiriTad RerZs gazeTi ‘‘Herald’’ warmoadgenda. amis mere rupert merdoki, Tavisi daudgromeli xasiaTidan gamomdinare, TandaTan nTqavs avstraliis sagazeTo da satelevizio sivrces da 1962 wlisaTvis igi akontrolebs avstraliis media sivrcis 70%-s. Semdeg igi gadadis inglisSi da didi omis Semdeg nTqavs Cexi magnatis robert maqsvelis tabloidur gamocemebs. man SeiZina agreTve ramdenime yviTeli gazeTic. inglisSi misi gamoCena did skandalebTan iyo dakavSirebuli. viqtorianul tradiciebze aRzrdili sazogadoeba ver itanda provincial avstraliels. Jurnalistebi ar iSurebdnen misTvis mZafr epiTetebs: `oqsfordis sircxvili~, `kenguru-megalomani~, `metiCara~, aseTi iyo misi zedsaxelebi presaSi. magram merdoki wynarad, meTodurad ganagrZobda inglisis gazeTebis da satelevizio sivrcis dapyrobas. 1970-iani wlebis bolos igi Cadis amerikaSi da iq iwyebs eqspansias. mis mier SeZenili ramdenime seriozuli gazeTi, romlebic finansur siZneleebs ganicdidnen, man tabloidebad aqcia, samagierod gadaarCina gakotrebas. 1979 wels rupert merdoki avstraliaSi afuZnebs korporacias News Corporation Ltd. 80-ian wlebis dasawyisSi merdokma miiRo amerikis moqalaqeoba, raTa SeeZina amerikuli sawarmoebi. man SeiZina holivudis kinokompania XX Sentury Fox,

telekompania Metromedia, 7 sxva satelevizio sadguri da daafuZna korporacia Fox Television Stations. amis Semdeg Cndeba Tanamgzavruli satelevizio sistemebi Fox Broadcasting da Fox Network.

Tavi 14.

14.1.

msoflio mediamagnati - rupert merdoki

271

1987 wels korporacia iwyebs aziis bazris aTvisebas. merdoki kvlav icvlis moqalaqeobas da avstraliis moqalaqe xdeba, raTa SeiZinos ramodenime avstraliuri gazeTi. 1989 wels merdoki qmnis Tanamgzavrul satelevizio sistemas Sky TV inglisSi da Star TV-s aziaSi. dauokebelia merdokis gafarTovebis survili. CineTi, iaponia, germania, norvegia da sxva qveynebis televiziebi, sakabelo xazebi, Tanamgzavruli sistemebi TandaTan News Corp-is xelSi eqcevian. 2000-ian wlebSi merdokis ZiriTadi interesebi mimarTulia msoflio Tanamgzavruli cifruli satelevizio qselis Seqmnisken. 2004 wlis ianvarSi merdokis Fox News-ma reitingiT gadaaswro ted terneris axali ambebis cnobil satelevizio qsels CNN-s. 2003 wlis monacemebiT, News Corp-is saerTo qoneba Sefasebuli iyo 45 miliard dolarad, amavdroulad igi flobs mediasivrcis 70%-s avstraliaSi, inglisSi 30%-s da amerikis mediasivrcis mniSvnelovan nawils. merdoks ekuTvnis msoflios 175 gamomcemloba, romlebic kviraSi 40 milion egzemplar gazeTs uSveben. 2003 wlis Jurnal ‘‘Forbs’’-is monacemebiT, msoflio miliarderebis siaSi, merdoks Tavisi 5,5 miliardi kapitaliT 54-e adgili ekava. imdenad didia mis mier daqvemdebarebuli kompaniebis ricxvi, rom maTi ubralo CamoTvlac ki Sors wagviyvanda. didia misi gavlena msoflio politikaSic. media saSualebebiT merdokis erTi gamosvlac sakmarisia, raTa Seicvalos valutis kursic ki. rodesac man gavlenian finansur gazeTs ‘‘Financial Times’’ ganucxada, rom misi gazeTebi daiwyeben inglisis evros zonaSi Sesvlis sawinaaRmdego kampanias, funti sterlingis kursma mateba daiwyo sxva valutebTan SedarebiT. mTel msoflioSi mimofenili media saSualebebis meSveobiT, mas SeuZlia gaxdes bevri qveynis prezidentic ki. 1992 wels merdokis presa gamarjvebaSi daexmara inglisis konservatorebs, xolo 1997 wels man gaamarjvebina leiborist toni blers. 2003 wels merdokma mxari dauWira erayis winaaRmdeg buSis da bleris politikas. igi amarTlebda oms da ambobda: `yvelaze sasargeblo am omSi aris is, rom bareli navTobis fasi daecema 20 dolaramde~. samwuxarod, es varaudi ar gamarTlda. merdokis saxels mravali epiTetebiT amkobdnen: `mediabiznesis zvigeni~, `usircxvilo mediaagresori~, romelic ar erideba aranair xerxs Tavisi miznebis misaRwevad. britaneTis masmediis gasaSualoebuli daxasiaTeba mis Sesaxeb, SeiZleba ase Camoyalibdes: merdoks unikaluri gavlena aqvs media saSualebebis yvela sferoze. igi aris pirovneba romelsac xSirad cudad moixsenieben, bevrs misi eSinia, magram misi pirovnebiT yovelTvis aRfrTovanebulebi arian. is principebi, romelzedac merdoki agebda Tavis imperias avstraliasa da mTel msoflioSi, ar gamoirCeoda ideurobiT da esTetikiT. merdokis gamocemebis da programebis politika emyareba `sami S~-is politikas, rac niSnavs: skandali, seqsi da sporti. rogorc Tavad merdoki ambobs: mkiTxveli da mayurebeli Rebulobs imas, rac sWirdeba Cveulebriv mokvdav obivatels – maqsimaluri garToba, sensaciuroba, skandaluroba, minimum socialuroba da inteleqtualuri sargeblianoba. merdoki did yuradRebas uTmobs imis Seswavlas Tu ra

272

marketinguli komunikaciebi.

reklamis istoria

sWirdeba sazogadoebas da yuradRebiT akvirdeba, Seasrules Tu ara News Corp-is menjerebma sazogadoebis es survilebi. yovel wels merdoki ajamebs News Corp-is moRvaweobas da Tavis Tavs ramdenime SekiTxvas usvavs: gamoiyena Tu ara News Corpma yvela SesaZlebloba? bolomde iqna Tu ara gamoyenebuli misi TanamSromlebis potenciali? warudgina Tu ara misma mediaqselma mayurebels saukeTeso axali ambebi da gasarTobi masalebi? am SekiTxvebze pasuxis gacemis mere merdoki axal amocanebs usaxavs korporacias da Semdgom iTxovs maT Sesrulebas. specialistebi erTxmad aRiareben merdokis gasaocar unars – alRo auRos birJis cvalebadobas da gamoiyenos is korporaciis kapitalis gasazrdelad. merdoki riskiani biznesmenia. yofila SemTxveva, rodesac mas mTeli aqtivebi daudevs garkveuli proeqtebis ganxorcielebisaTvis, gakotrebis pirasac aRmoCenila, magram misi energiis da unaris wyalobiT yovelTvis gamarjvebuli gamosula. merdokis korporaciis marTvis stilic Taviseburia. Tu sxva korporaciis damfuZneblebi ikribebian, raTa gamoimuSaon saerTo azri kompaniis marTvaze, News Corp-Si, aseTi Sekrebebis ZiriTadi daniSnulebaa, raTa erTxmad daamtkicon rupert merdokis gadawyvetilebani. miuxedavad msoflios sxvadasxva kontinentebze ganuwyveteli mogzaurobisa da misi gauTavebeli eqspansiuri omebisa, merdoki mainc poulobda dros piradi cxovrebisaTvis. 1967 wels man colad moiyvana sidneis erT-erTi gazeTis korespondenti ana torvi da masTan icxovra 31 weli. maT 4 Svili eyolaT. 1998 wels isini daSordnen da male 67 wlis merdokma meored iqorwina 30 wlis Cinel gogonaze – uendi dengze, romelmac ori Svili gauCina. merdokis ufrosi Svili ‘‘News Corp’’-Si muSaobs. merdoki mas muSaobaSi araviTar SeRavaTs ar aZlevs. rogorc merdoki ambobs, miuxedavad imisa, rom korporaciaSi hyavs araCveulebrivi meore xelmZRvaneli TanamSromeli – piter Cernini, swored misi vaJi daikavebs mamis adgils korporaciaSi, Tu man gaamarTla mamis imedebi. rogorc amboben, pirvel meuRlesTan daSorebis erT-erTi mizezi is iyo, rom meuRle daJinebiT urCevda merdoks Tavi daenebebina biznesisaTvis da kariera daemTavrebina, magram, Tavisi xasiaTidan gamomdinare, merdoks ar SeeZlo amis gakeTeba. merdoki ambobs: `mas unda, rom mokvdes sayvarel fexsacmelebSi, rom Tvalwin hqondes ramdenime ekrani sakuTari programebiT, erT xelSi ekavos ‘‘News Corp’’-is romelime gazeTi, xolo meoreSi ki kompiuteris `mausi.~ misi biografi, maikl lipmani, ki wers: `miuxedavad Tavisi asakisaTvis warmoudgeneli cxovrebis ritmisa da fizikuri kondiciebis cvlilebisa, merdoks sxvanairad ar SeuZlia, igi brunTa ricxvs ver uklebs~. 2006 wels merdokis sacecebi saqarTvelosac gadmoswvda da telekompania `imedi~ – News Corp-is partniori gaxda. Zneli araa imis gamoTvla Tu ra cvlile-

Tavi 14.

14.2.

`n o k i a s~

teqnologiuri warmateba

273

bebs gamoiwvevs es partnioroba Cveni telekompaniisaTvis. Tu gaviTvaliswinebT sxva qveynebSi merdokis telemediis Seqmnis filosofias, kerZod ki `sami S~-is Teorias, skandaluroba arc Cven cxovrebas da arc `imedis~ sainformacio gadacemebs ar aklia, sportic sakmaodaa warmodgenili eTerSi da unda velodoT mesame `S~-is â&#x20AC;&#x201C; seqsis momatebas `imedis~ gadacemebSi.

14.2. `n o k i as~ teqnologiuri warmateba

meoce saukunis bolos maRalteqnologiur brendebs Soris did warmatebas miaRwia finurma sakomunikacio kompania `nokiam~, romelmac swori marketinguli politikiT lideris roli daimkvidra msoflios mobiluri telefonebis bazarze. `nokias~ firmis istoria daiwyo 1865 wels, rodesac frederik idestamma fineTis samxreT nawilSi, mdinare nokiaze aaSena xis wisqvili da daiwyo qaRaldis gamoSveba. male wisqvilis adgilze gaCnda qaRaldis kombinati. kombinatis produqciaze didi moTxovnileba iyo da idestamma Seqmna gasaRebis saerTaSoriso qseli `nokia~. man daiwyo qaRaldis da muyaos gatana jer ruseTSi, Semdgom inglissa da safrangeTSi. 1930 wels am qsels SeuerTda CineTi da `nokia~ gaxda qaRaldis da muyaos produqciis umsxvilesi importiori. firmam TandaTan gaafarTova warmoebuli produqciis asortimenti. qaRaldidan dawyebuli, `nokia~ uSvebda qimikatebs, rezinas da saburavebs. 1967 wels, nokiasTan ori kompaniis mierTebis gziT Seiqmna `nokias korporacia~. korporaciaSi Semavali kompaniebi iyo: Finnish Rubber Works & Finnish Cabel Works. pirveli - rezinis nawarmze specializirdeboda, xolo meore kabelebis warmoebiT iyo dakavebuli. 1960 wels Finnish Cabel Works-is mier radiogadamcemebze da naxevargamtar teqnologiebze samuSaoebis dawyeba, komunikaciebis sferoSi gardamtexi momenti iyo. `nokias~ komunikaciuri istoriis aTvla swored am momentidan SeiZleba daiwyos. 1963 wels Seqmnes `nokias~ pirveli radiotelefoni, xolo 1965 wels pirveli modemi informaciis gadasacemad. im dros `nokias~ mier damuSavebuli cifruli teqnologiebi mowinave iyo evropaSi. 1980 wels nokias Seqmnil `CrdiloeTis mobilur qsels~, male SeuerTdnen evropis sxva qveynebi. evropis pirveli mobiluri teqnologiebi `nokias~ teqnologiebs eyrdnoboda. 80-iani wlebis bolos mobilur kavSirSi arsebuli babilonis koSkis msgavsi problemebis dasaZl-

274

marketinguli komunikaciebi.

reklamis istoria

evad, rodesac sxvadasxva qveyanaSi sxvadasxva standarti moqmedebda, `nokiam~ daamuSava dRemde arsebuli erTiani standarti GSM . `nokias~ mobiluri telefonebi gamoirCevian moxerxebulobiT, dabali fasiT, advili eqspluataciiT da amitomac es produqcia didi mowonebiT sargeblobs mravali qveynis bazarze, maT Soris: amerikaSi, aziasa da laTinur amerikaSi. 1993 wels fineli studentis piku rikonenis mier gaigzavna pirveli teqsturi Setyobineba mobiluri telefoniT. im dros veravin ifiqrebda, rom momdevno 10 weliwadSi mobiluri kavSiri da kerZod, mokle teqsturi Setyobinebebi, ase Secvlidnen msoflios. amis meSveobiT gaxda SesaZlebeli mobiluri telefonis mierTeba kompiuterTan, internetTan, eleqtronul fostasTan. 1991 wels mobiluri telefonebis gayidvebma iklo da `nokiam~ moiwvia axali xelmZRvaneli iorma olila, romelmac mTeli rigi marketinguli RonisZiebebi gaatara da nokias firma lideri gaxada mobiluri kavSiris mwarmoeblebs Soris. firmis am warmatebis erT-erTi sawindaria kompaniis swori sareklamo politika. Tavdapirvelad bevr momxmarebels `nokia~ iaponuri firma egona, misi saxelis gamo. zogs ki `nokia~ akronimi egona sityvebisa North Corean Industrial Associassion. `nokiam~ erTi SexedviT SesZlo mieRwia SeuZlebelisaTvis. kerZod, tualetis qaRaldis, televizorebis da rezinis kaloSebis gamomSvebma kompaniam SesZlo msoflio bazarze gamoeyvana globaluri brendi: `nokias~ mobiluri telefoni da es saxeli daemaxsovrebina mTeli msoflios momxmareblis TavSi. `nokiam~ ZiriTad mimarTulebad airCia swored mobiluri teqnologiebi. man msoflios warudgina da popularuli gaxada saxeli `nokia~. es SesaZlebeli gaxda iseTi telefonis wardgeniT, romelic Tavisi funqciebiT da dizainiT daakmayofilebda, msoflios xuTive kontinentze, nebismieri rasis adamianis gemovnebas. igi ar ukeTebda reklamas Tavis romelime konkretul models. sareklamo mimarTva zogadi iyo da yvelas exeboda: `nokia-akavSirebs xalxs~ (Nokia-Connecting People). satelevizio klipebi ar iyo dakavSirebuli romelime qveyanasTan da romelime konkretul modelTan, isini iZleoden zogad warmodgenas nokias aparatebis dadebiT Tvisebebze da afiqsirebdnen, rom `nokia~ aris saukeTeso mobiluri telefonebis mwarmoebeli. `nokiam~ Caatara satelevizio sareklamo kampania mTeli msoflios masStabiT: amerikaSi, evropaSi, axlo aRmosavleTsa da aziaSi, samxreT amerikaSi. `nokias~ reklamebi klientze iyo orientirebuli da ar iyo gadatvirTuli teqnologiuri miRwevebiT. kompania warmoadgenda Tavis nawarms, rogorc produqts, romelic aiolebs cxovrebas da erTmaneTTan kavSirs. igi mouwodebda im axalgazrda auditorias, romlebsac sisxli uduRT, ar uyarT marto civi angariSi da usaxuri teqnologia, damtkbariyvnen cxovrebiT. 1993-1995 wlebSi Catarebulma sareklamo kampaniam lokaluri brendi `nokia~ gadaaqcia globalur brendad. 90-iani wlebis SuaSi, `nokiam~ pirvelma gamouSva modelebi ramodenime feris TavsaxuriT da momxmarebels advilad SeeZlo Seecvala mobiluri telefonis feri. am modelebis prezentaciisaTvis firmam moiwvia cnobili modeli niki teilori, da prezentacia Caatara niu-iorkis ’’Fashen Cafe’’-Si. Sous monawile

Tavi 14.

14.2.

`n o k i a s~

teqnologiuri warmateba

275

modelebs xelT epyraT `nokias~ axali tansacmlis feris Sesabamisi tonis modeli. bolos podiumze gamovida niki teilori oqrosfer dekoltirebul kabaSi da mas xelSi eWira nokias axali oqrosferi modeli. marTalia, `nokias~ sareklamo politika globaluri iyo, magram igi did yuradRebas uTmobda, sxvadasxva didi bazrebis dapyrobisas adgilobriv tradiciebs. magaliTad, iaponiis bazarze Sesvlisas presasa da televiziaSi gamoyenebul iqna iaponelebisaTvis Zvirfasi, Cais smis ceremonia. mowveul iqna iaponuri klasikuri cekvis ostati. klipebi gadaiRes iaponelma reJisorebma. `nokia~ monawileobda rig socialur programebSi. magaliTad, 2000 wels moiwvies popularuli msaxiobi jenifer hiuiti da Catarda socialuri sareklamo kampania mSoblebTan da megobrebTan urTierTobaze. amerikis erT-erTi qalaqis meriis monawileobiT Caatares sareklamo kampania xalxmraval adgilebSi mobiluri aparatebis moxmarebis eTikaze. did mniSvnelobas aniWebs nokia sxvadasxva sportuli da kulturuli RonisZiebebis sponsorobas, misi nawarmis gamoCenas cnobil, gaxmaurebul blokbasterebSi. nokia sponsoria amerikis beisbolis axalgazrduli Cempionatisa. igi sponsori iyo cnobili konkursisa `EMI~, agreTve mravali festivalisa da sxva. 2000 wels nokiam Tavisi produqciis reklama ganaTavsa blokbasterebSi `matrica~, `Carlis angelozebi~ da `maimunebis planeta~. am kompleqsuri marketinguli RonisZiebebiT `nokia~ aRwevs mobiluri kavSiris msoflio bazarze Tavisi produqciis warmoCenas da lideris poziciis SenarCunebas.

276

marketinguli komunikaciebi.

reklamis istoria

Tavi 14. d a n a r T i

277

Tavi

15 msoflio reklamis mimoxilva

me-20 saukunis dasawyisSi erT-erTma cnobilma reklamistma ganacxada: `reklama warmoadgens sazogadoebis sarkes. araferi ar asaxavs qveyanas da epoqas ukeT vidre reklama. erebis idealebze misi sareklamo gancxadebebi laparakoben~. reklamis Semqmnelebi STagonebas iReben maTi qveynis yoveldRiuri cxovrebidan, romlis mentalitetSic aisaxeba nacionaluri Taviseburebani. isini sxvadasxvanairad azrovneben da muSaoben. es gamoixateba reklamis stilistikaSi, ara marto sxvadasxva kontinentebs Soris, aramed mezobel qveynebs Sorisac. muSaobis stils ki gansazRvravs qveynis kultura. sxvadasxva qveynis reklamasTan dakavSirebiT specialistebs Soris Camoyalibda garkveuli stereotipebi. magaliTad, iTvleba,rom amerikuli reklama mizandasaxuli da pirdapiria, inglisuri-inteligenturi da gasarTobi, germanuli-mosawyeni, franguli-pikanturi da zedmetadaa gaTvlili efeqtze, iaponuri-ezoteriuli da simboliuri. magram maT Soris gansxvaveba gacilebiT Rrmaa. wina TavebSi Cven ganvixileT reklamis istoria amerikis magaliTze, radganac amerikis reklamas warmmarTveli adgili uWiravs msoflio reklamaSi, gansakuTrebiT meore msoflio omis Semdeg. sxvadasxva qveynis reklamis wamyvani specialistebi amerikis magaliTebze swavloben da iyeneben amerikeli reklamis

Tavi 15.

279

msoflio reklamis mimoxilva

mamebis mignebebs da meTodebs. magram maT mier Seqmnili sareklamo kampaniebi Zlier gansxvavdeba erTmeneTisgan, radganac maT qmnian sxadasxva kulturaze aRzrdili adamianebi. amis Sesaxeb SesaniSnavad aRniSna erT-erTma avstralielma reklamistma bari ouenma, romelic bangkokis sareklamo saagentoSi muSaobda da Tavis reklamebSi xSirad iyenebda tais kulturis simboloebs: `ras warmoadgens saSobao dasavluri zarebis wkriali adamianisaTvis, romelic SesaniSnavada miCveuli bambukis salamuris xmas~. es sityvebi kargad gamoxatavs globaluri reklamis sawinaaRmdego lozungs. msoflio icvleba da unificirebisken midis, magram Zveli kulturis mqone qveynebi cdiloben SeinarCunon TavianTi kulturuli TviTmyobadoba da koloriti. amitomac gavrcelda reklamaSi bolo dros mowodeba, Tu ginda warmatebas miaRwio msoflio bazarze, `iazrovneglobalurad da imoqmede lokalurad!~ qvemoT SevecdebiT mokled SevexoT sxvadasxva qveynis reklamis ZiriTad damaxasiaTebelebs da maT Soris mTavar gansxvavebebs. ď ´

safrangeTi safrangeTis da amerikis reklamebs Soris gansxvaveba ZiriTadad ganpirobebulia, am ori qveynis sxvadasxvagvari midgomiT biznesis, gansakuTrebiT ki, fulis mimarT. am mxriv frangebi amerikelebis antipodebi arian, rac aisaxeba kidevac reklamaSi. safrangeTSi TviT gayidvis aqti eWvs iwvevs. adamianebs ar sjeraT gamyidvelebis. amitom franguli reklama ufro Teatralizebulia, sareklamo argumentebi iribi da Semparavi. safrangeTSi reklama sufTa dramaturgiaa. amerikaSi sxvanairadaa saqme. aq pirdapiri abezari reklama aravis ar aRizianebs. maT ar eSiniaT konkurenciis. maT sisxlSi aqvT uxeSi pragmatuloba. amerikaSi yvavis `gayidvis~ kultura. amerikelebis azriT, reklama gayidvebis iseTive instrumentia, rogoric sxva ram. safrangeTSi ki reklama `yidis~ mokrZalebiT, ara ise naZaladevad. isini ufro metad cdiloben myidvelis cdunebas, vidre darwmunebas. frang reklamistebs miaCniaT, rom lamazi reklamisgan miRebul siamovnebas SeuZlia aiZulos adamiani iyidos produqti. evropeli Semoqmedebi pirvel yovlisa eZeben ideebs. isini Tvlian, Tu ki idea Zlieria da strategiulad sworedaa SerCeuli, maSin saqoneli gaiyideba. safrangeTSi albaT, sareklamo rgolebis gmirebis mxolod 10% mimarTavs mayurebels pirdapir kameraSi yurebiT. amerikaSi ki aseTi rgolebis raodenoba 70%-ia, aq reklamis SemoqmedebiT gaazrebas win uswrebs verbalizeba, anu ideis sityvieri gamoxatva, sloganis, teqstis damuSaveba. SesaZloa es aixsnas inglisuri enis lakonurobiT frangulTan SedarebiT. inglisurad sakmarisia samiod sityva, rom daaintrigo mayurebeli. SesaZloa franguli enis araekonomiuroba warmoSobs metaforebis Ziebis aucileblobas da fantaziis sferoSi gadasvlas. Tu ki amerikaSi adamianebs amaxsovrdebaT slogani, an singli, frangi mayurebeli, ufro metad imaxsovrebs reklamis erTian saxes â&#x20AC;&#x201C; emociur STabeWdilebas.

280

marketinguli komunikaciebi.

reklamis istoria

amiT SesaZloa aixsnas, Tu ratomaa safrangeTSi tradiciulad damkvidrebuli plakatis da afiSebis xelovneba. maT SeuZliaT gamoiwvion mxolod vizualuri efeqti, romlis mxatvruli Rireuloba axdens mayurebelze zemoqmedebas. amitom frangul reklamaSi yovelTvis gadamwyveti roli eniWeboda mxatvars. albaT, amitomaa safrangeTSi sareklamo saagentoebis naxevarze metSi SemoqmedebiT direqtorebad arian mxatvrebi, im dros, rodesac amerikaSi SemoqmedebiTi direqtorebis 90% yovelTvis iyvnen teqstis avtorebi (anu rogorc maT uwodeben `kopiraiterebi~). Cven wina TavebSi ganvixileT Tu ra gavlena iqonia safrangeTma amerikis kulturaze me-19 saukunis bolos, rodesac franguli plakatis dizainis gavleniT Semovida reklamaSi axali mxatvruli stili àrt-deko~. Semdeg, 20-ian wlebSi aseve, àrt-nuvo~ da saerTod safrangeTi yovelTvis iyo xelovnebaSi modis alamdari. Tu amerikam Seqmna hiperrealizmi, frangebma Seqmnes impresionizmi, misgan gamomdinare mimdinareobebi, romelmac gardaqmna mTeli msoflios xelovneba me20 saukuneSi. swored aqedan iRebs saTaves bevri gansxvaveba reklamaSi frangul da amerikul midgomebs Soris. frangma reklamistebma mravale ram SeiTvises amerikis reklamidan, aRiareben ra, rom amerikelebze ukeTesad aravis SeuZlia ramodenime wamSi aRZras adamianebSi survili da emociebi. amerikuli reklamis didostatis bil bernbaxis naTqvamia: `me SemiZlia davxato mtirali adamianis portreti, romelic iqneba mxolod da mxolod mtirali adamianis portreti, magram me SemiZlia davxto igi ise, rom Tqven agatiroT!~ Cemi azriT, es xatovani gamoTqma, rom gavaanalizoT, amerikelebma Tavidan reklamaSi iswavles mtirala adamianis daxatva da Semdgom franguli xelovnebis gavleniT mividnen iqamde, rom SeZles mayureblis àtirebac~. sainteresoa fardobiTi reklamis meTodebis Sedareba amerikaSi da safrangeTSi. amerikaSi Cven ganvixileT `pepsi-kolas~ pirdapiri Seteva `koka-kolaze~ mis reklamebSi `pepsis Taoba~ (ix.Tavi 11). safrangeTSic Seiqmna pepsis reklama saxelwodebiT àrqeologi~. misi siuJeti aseTia: 3002 wels arqeologiuri gaTxrebisas, arqeologi da misi studentebi, pouloben gitaras, beisbolis joxs da `koka-kolas~ boTls. boTls wmenden lazeris meSveobiT da gakvirvebuli aTvaliereben warweras. ès ra aris?~ kiTxulobs gakvirvebuli studenti. yvelafrismcodne profesori mxrebs iCeCavs da pasuxobs `warmodgena ara maqvs!~ am reklamaSi taqtiT, magram xazgasmuladaa naTqvami konkurentze, rom `koka-kola~ 100 wlis Semdeg aravis aRar emaxsovreba. mniSvnelovania agreTve is faqtoric, rom safrangeTSi auditoriis 65% aris `reklamofili~, anu reklamis moyvaruli, xolo amerikaSi mayurebelTa ori mesamedi `reklamofobia~, anu ver itanen reklamas da Tvlian, rom reklama Seuracxyofs maT. franguli reklama gamoirCeva daxvewili gemovnebiT da maxvilgonierebiT, gansakuTrebuli xibliT da SesaniSnavi mxatvruli gadawyvetiT. reklamaSi frangi Semoqmedebi CitiviT Tavisuflebi arian. aq xSirad naxavT uCveuli mxatvrul saxes, iumors da metaforebs. (franguli reklamis magaliTebi ix.CanarTSi 15.1;2;3).

Tavi 15.

281

msoflio reklamis mimoxilva



inglisi britanul da amerikul reklamas Soris gansxvavebis mizezi da xasiaTi SesaZloa veZeboT maTi nacionaluri xasiaTebis sxvaobaSi. Tu ramdenad SesamCnevia es gansxvaveba cxadia, Tundac iqidan, rom kviradRes saSualod amerikelebis 42% dadis eklesiaSi, im dros, rodesac inglisSi maTi ricxvi mxolod 3%-ia. inglisuri reklama naklebad pirdapiria, inteligenturi da naklebad fardobiTia. igi ufro metad nostalgiur xasiaTs atarebs da ufro gasarTobia, vidre momabezrebeli. rodesac inglisur reklamas akvirdebi, fiqrob, rom maTTvis TiTqos produqciis gayidva ar aris reklamis mTavari mizani. romeli sarecxi fxvnili iyido, romeli ludi dalio, an romeli tosteri iyido – ar warmoadgens maTTvis umTavres saqmes. britaneli reklamistebi cdiloben warudginon produqti momxmarebels perspeqtivaSi. isini xumroben masze, mRerian, magram arasodes aWarbeben zomierebis farglebs, rac aseve britanelebis jentlemenuri xasiaTidan gamomdinareobs. erTi sityviT maT aqvT proporciis grZnoba. britaneli avtorebis mcdelobiT, reklamis damkveTi da maTi auditoria namdvili Tanamzraxvelebi xdebian. reklamis Semqmnelebi bizness udgebian britanuli jentlemenuri TavSekavebulobiT. ingliselebi axdenen inteleqtis kultivirebas, oRond ise, rom es SeumCneveli iyos. ingliselebi Tvlian, rom Tu sareklamo mimarTva ubraloa, banaluria, mas advilad gaigeben da daiviwyeben. isini miiCneven, rom aseTi mimarTvebi mosawyenia da gamaRizianebeli, amitom ingliselebi qmnian iseT sareklamo mimarTvas, romelic aRZravs interess da badebs kiTxvas: `netav, ras unda niSnavdes es?~ aseTi midgomis ganxorcieleba did originalobas, SemoqmedebiT niWs moiTxovs da albaT amitomaa, rom me-20 saukunis bolo oc weliwadSi londoni gadaiqca reklamistebis meqad, msoflios SemoqmedebiTi adamianebis avtoritetad. londonSi ganTavsebulia rogorc bevri saerTaSoriso sareklamo qseluri saagentoebi, ise adgilobrivi kompaniebi, sadac muSaobs gamorCeuli SemoqmedebiTi personali. swored inglisur reklamaSi fexadgmuli bevri reJisori, SemdgomSi damkvidrda holivudSi. maT Soris yvelaze cnobilia reJisori alan parkeri. (inglisuri reklamis magaliTebi ix. danarTSi 15.2). 

germania germanuli reklama amerikuli reklamis kvalze midis da germanuli xasiaTidan gamomdinare, is aRiqmeba, rogorc reklamis Seqmnis procesze pasuxismgeblobis gansaxiereba. germanul reklamebSi produqciis gayidvis survili gamoxatulia ufro Zlier, vidre amerikulSi. isini cdiloben protestantuli ubraloebiT da simkacriT daarwmunon momxmarebeli. amitom germanul reklamaSi xSirad SexvdebiT SiSvel faqtebs, pirdapir mowodebebs. maTi reklamebidan gamosWvivis germanelebis damaxasiaTebeli sizuste da punqtualobac. germania meqanikis qveyanaa, romlis racionalizmic xSirad sxva qveynis macxovreblebis dacinvis saganic gamxdara. magram ar unda dagvaviwydes, rom amavdroulad

282

marketinguli komunikaciebi.

reklamis istoria

man msoflios romantizmic aCuqa da bolo wlebSi aqa-iq Cndeba marTlac SemoqmedebiTi reklamebi. magaliTisaTvis mogvyavs `mersedesis~ sareklamo rgoli. am reklamaSi mamakaci gvian brundeba samsaxuridan, cols moubodiSebs dagvianebisaTvis da moimizezebs, rom gzaSi mas gaufuWda `mersedesi~. aq coli aenTeba da qmars daeZgereba: `Sen ras melaparakebi, ratom matyueb! mersedesi ar fuWdeba!~ germanuli xasiaTidan gamomdinare, am qveyanaSi tradiciulad didi yuradReba eqceva reklamas presis saSualebebSi (ix.danarTi 15.3). ď ´

espaneTi espaneTSi reklama daiwyo 1975 wels diqtator frankos sikvdilis Semdeg. espaneli reklamistebi Tavidanve Sehyurebdnen amerikas da ingliss, magram ar Ralatobdnen samyaros aRqmis TavianT unikalur laTinur grZnobas. fracisko goias da almadovaris qveyanaSi SesaZloa, reklama kacs moeCvenos zedmetad Teatralizebulad da vnebianad. espaneTi, esaa ferebis, koridis, fiestis, graciozuli cekvis qveyana. albaT amitomacaa dRes espaneTi erT-erTi yvelaze SemoqmedebiTi qveyana reklamaSi. misi saagentoebi muSaoben mcire biujetebiT da amtkiceben im WeSmaritebas, rom TanxebSi SezRudva mxolod argebs namdvil xelovans da mcire biujetiTac SeiZleba Sedevrebis Seqmna. espanuri reklamis siZliere gamoixateba ramodenime Zlieri xatebiT da es xateba sZens mas amaRelvebel simartives. espanelebs miaCniaT, rom macivris reklamas ar sWirdeba didi komentarebi. sakmarisia igi vaCvenoT muSaobaSi. magaliTad, mziT gadabugul udabnos qviSebSi dgas TeTrad molaplape macivari. viRacis xeli aRebs karebs, iRebs macivridan kvercxs, texavs mas da moasxams macivris zedapirze. ramdenime wamSi erbokvercxi mzadaa. ekranze Cndeba firmis saxeli: Zanicci. swored amgvarad specializirdeba espaneTi uCveulo demonstraciebze da dauviwyar vizualur efeqtebze (ix.danarTi 15.4). ď ´

iaponia iaponelebi xelovnebaSic da reklamaSic yovelTvis cdiloben SeaTavson ganuwyvetlad mimdinare teqnologiuri progresi, maTi umaRles doneze tradiciuli sazogadoebis konservatizms. amerikelebisgan gansxvavebiT, aseTi dualizmi ucxo ar aris evropis qveynebis umravlesobisaTvisac da raRacaSi iaponuri da franguli mentalobac axloa erTmaneTTan. garegnuli sicivis miuxedavad, iaponelebi mudmivad ganicdian kulturuli Rirebulebebis gaZlierebis moTxovnilebas, raRac `damatebiTi sulierebis~ Ziebas. reklamaSi iaponelebic midrekilebi arian alegoriebisadmi. ZiriTadi, riTac xasiaTdeba iaponuri ara marto reklama, aramed mTeli xelovneba, esaa mdidari gamosaxulebiTi kultura. iaponiaSi ideografiuli damwerloba gansazRvravs ideis konceptualizebas simboloebis da niSnebis meSveobiT. iaponelebi simboliur midgomas irCeven. kargi plakati maTTvis esaa idea

Tavi 15.

283

msoflio reklamis mimoxilva

gamoxatuli simboloebiT. `kabukis~ Teatris mqone qveynisaTvis es gasakviri arc unda iyos, sadac simbolo da niRabi umaRlesi xelovnebis donemdea ayvanili. garda amisa, paralelebi evropul da kerZod frangul kulturebs Soris ganpirobebulia evropelTa didi interesiT iaponuri xelovnebis mimarT me-20 saukunis dasawyisidan. evropul xelovnebaze didi gavlena iqonia iaponeli mxatvrebis, kerZod hokusais fuZaiamas xedebma, peizaJebma da zRvis akvarelebma. iaponelebi reklamis Seqmnas ise prozaulad ar udgebian, rogorc dasavleTSi. isini reklamaSi iyeneben naturaze gadaRebuli kadrebis uricxv CanarTebs: mzis Casvla, frinvelebi horizontze, qarisagan moxrili lerwami, ayvavebuli sakura, rasakvirvelia fuZiama da kvlav zRvis talRebi. es kadrebi Cndebian reklamaSi TiTqosda yovelgvari loRikis gareSe, risi reklamac ar unda iyos. magram am CanarTebs iaponelebisaTvis simboliuri datvirTva aqvs. isini Tvlian, rom magaliTad, Sony an Nissan-is reklamirebisas, Tu ki bunebis peizaJi nawilobriv gantvirTavs reklamas zedmeti teqnologiurobisagan da dadebiT muxts Seitans, ratomac ar unda CaerTos es peizaJi!? iaponuri reklama ara marto emociuria, aramed igi apelirebs mnaxvelis mdidar STagonebaze, igi mdidaria konteqstiT, warsuliT, tradiciebiT. iaponur reklamaSic bevri ram igulisxmeba da mayurebelma Tavad unda gaamdidros STabeWdilebebi piradi istoriidan gamomdinare. Zneli warmosadgenia fiqrebSi wasuli amerikeli mjdari ubralo riyis qvebTan, magram iaponelisaTvis es Cveuli tradiciaa, mas SeuZlia saaTobiT ijdes da uyuros am qvebs da ifiqros. swored amitomac gansxvavdeba amerikeli da iaponeli auditoria ase mkveTrad, saidanac gamomdinareobs iaponuri reklamis Taviseburebebi. erT saerTo kulturas mikuTvnebul adamianebs erTmaneTis esmiT usityvodac, radganac maT, garda saerTo enisa gamomuSavebuli aqvT samyaros saerTo aRqma da isini uxilavi ZafebiT arian dakavSirebuli erTmaneTTan. swored Tanamedrove teqnologiurobis da tradiciebis saukeTeso Serwymis gamo iaponia magaliTs warmoadgens mTel msoflioSi da ara marto reklamis sferoSi (ix.danarTi 15.1;2;3). ď ´

ruseTi ruseTSi, iseve rogorc saqarTveloSi SeiZleba iTqvas, rom namdvili reklama daiwyo gasuli saukunis 90-ian wlebSi, ssr kavSiris daSlis Semdeg. me-16 TavSi `reklama saqarTveloSi~ mokledaa ganxiluli meoce saukunis dasawyisis da omisdroindeli sabWoTa reklamis magaliTebi, radganac saqarTvelo ssr kavSiris nawils warmoadgenda da aqac igive ubedureba trialebda, rac ruseTSi. rogorc iqve aRvniSneT namdvili reklamis saWiroeba centralizebul, gegmiur sabWoTa kavSirSi ar arsebobda. sabWoTa xelmZRvanelebi, sazRvargareT oficialuri vizitebisas, kargad xvdebodnen reklamis mniSvnelobas, amis Sesaxeb me-16 TavSi moyvanilia anastas miqoianis sityvebi da sabWoTa produqciis sazRvargareT gasaRebis gasaumjobeseblad 70-iani wlebidan daiwyo molaparakebebi sazRvargareTis did firmebTan: `fiatTan~, `pepsi kolasTan~, `mak-donaldsTan~, `filip morisTan~ da sxva.

284

marketinguli komunikaciebi.

reklamis istoria

80-iani wlebis bolos sagareo vaWrobis uwyebam amerikul sareklamo kompaniasTan ‘‘McCan Erickson’’-Tan erTad daafuZnes erToblivi sareklamo sawarmo, sabWoTa produqciis sazRvargareT reklamirebisaTvis. sabWoTa saqonlis garkveul kategoriebze msoflioSi didi moTxovnileba iyo. es saqoneli iyo da dResac aris arayi, Tevzeuli, xizilala, almasebi, bewveuli da sxva. ssr kavSiri, romelic gareSe msofliosaTvis aRiqmeboda rogorc ruseTi, warmoadgenda `usasrulo simZlavris momxmarebels~, e.i ruseTis bazarze, rac unda Segetana da ramdenic unda Segetana igi yvelafers STanTqavda. amiT iyo igi mimzidveli mowinave ucxouri giganti firmebisaTvis, romlebmac ar daaxanes da moawydnen ruseTs. am bazris asaTviseblad rasakvirvelia, ganmsazRvreli mniSvneloba mieniWa reklamas da msoflios didma sareklamo konglomeratebmac daiwyes filialebis gaxsna ruseTSi. gaCndnen McCanErickson, BBDO, Leo Barnet /Russia da sxva didi saagentoebi. 90-iani wlebi ruseTSi, iseve, rogorc saqarTveloSi gardamavali periodi iyo sareklamo bazris CamoyalibebaSi. rusebma ucxoelebis meSveobiT SeZles maRalkvalificiuri kadrebis momzadeba da ucxoelebTan erTad dRes bevri rusi e.w. top-menejeri marTavs did sareklamo kompanias. amas garda, ruseTSi Camoyalibda sareklamo biznesis yvela Semadgeneli komponenti: sruli momsaxurebis sareklamo saagentoebi, media kompaniebi, sareklamo rgolebis sawarmoo saxlebi (Production Haus), marketinguli kvlevis seriozuli kompaniebi, gadaRebuli rgolis saboloo akrefis da kompiuteruli damuSavebis kompaniebi (PostProduction), gare reklamis da sxva organizaciebi. erTi sityviT, 90-ian wlebSi ruseTSi Camoyalibda seriozuli sareklamo industria. boris elcinis mier arCeulma SedarebiT demokratiuli ganviTarebis gzam Seqmna didi investiciebis mozidvis SesaZlebloba. magaliTad, ludis mrewveloba bevrma ucxourma kompaniam dainawila. aseve moxda mobiluri kavSiris, sarecxi fxvnilebis, Tmis movlis saSualebebis da mrewvelobis sxva kategoriebSic. viTardeboda reklamis yvela dargi. prioritetuli adgili aqac eWira televizias. moculobiT momdevno adgilebze iyo beWdviTi reklama, gare reklama, radio, romlebsac saukunis bolos daemata reklama internetis meSveobiT. sareklamo bazris aRmasvlas didad SeuSala xeli 1998 wlis ruseTis birJaze momxdarma katastrofam, romelmac bevri investori SeaSina da maT datoves kidevac ruseTis bazari. am kolafsma saqarTvelozedac mniSvnelovnad imoqmeda. saqarTveloSi Semosulma bevrma kompaniam an saerTod Sewyvita sareklamo kampania, anda mniSvnelovnad Seamcira sareklamo biujeti. 1999 wlidan iwyeba ruseTSi ekonomikuri aRmavloba. putinis mosvlis Semdeg saxelmwifom monopoliuri kontroli daamyara energetikaze da sainformacio saSualebebze, magram nel-nela mainc xelsayreli pirobebi Seiqmna biznesis ganviTarebisaTvis. ruseTis ZiriTadi simdidris navTobis da gazis nedleulze msoflio fasebis ganuwyvetel matebas damatebiTi miliardebi Semoaqvs ruseTis biujetSi, yovelgvari damatebiTi investiciebis ganxorcielebis gareSe. msoflios sareklamo holdingebma mWidrod moikides fexi ruseTis sareklamo bazarze. aq warmodgenilia msoflios yvela sareklamo-komunikaciuri liderebi: Interpublic, Omnicom, WPP, Dentsu, Publicis.

Tavi 15.

msoflio reklamis mimoxilva

285

erT-erTi pirveli adgili reklamis dakveTaSi ukavia luds. yvelaze didi damkveTia ludi `baltika~, `klinskoe~, `tolstiaki~ , `stari melniki~ da sxva. imdenad didia konkurencia am brendebs Soris da imdeni sareklamo dro ekavaT maT yvelaze reitingul dros, rom saxelmwifom akrZala ludis reklama saRamos 11 saaTamde da mas Semdeg ruseTis televiziebze am dros – `ludis dros~ uwodeben. didi adgili uWiravs gamagrilebeli sasmelebis reklamas. aq lideria `pepsi-kola~, romelic aswrebs `koka-kolas~ rusul auditoriaze gamiznuli sareklamo rgolebis raodenobiT da xarisxiT. erTi aseTi magaliTi moyvanilia me-11 TavSi `gamagrilebeli sasmelebis marketingul omebSi~. aRsaniSnavia fiWuri kavSiris bazarze mimdinare konkurencia `bilains~ da `megakoms~ Soris. es ori kompania TiTqmis Tanabar xarjebs eweoda reklamaze. bolo or welSi `bilainma~ Secvala brendis imiji, ufro ZlieriT da mniSvnelovnad gadaaswro `megafons~. sarecxi fxvnilebis da Tmis movlis saSualebebSi veravin ver midis axlos ‘‘Proctor&Gamble”-Tan. Sokoladis nawarmis reklamaSi wamyvania `Snickers~. aqac satelevizio reklamaSi dominirebs ruseTSi gadaRebuli klipebi. saWiroa aRvniSnoT, rom maRalmxatvruli sareklamo rgolebis ideas amuSaveben multinacionaluri sareklamo konglomeratebis ruseTis filialebSi, magram maTi udidesi raodenobis gadasaRebad specialurad CamoyavT reJisorebi sazRvargareTidan. metic, ludis reklamis gadaRebis dros, imisaTvis rom ludis WiqaSi Casxma kargad da mimzidvelad gamoiyurebodes ekranze, sazRvargareTidan CamoyavT e.w. `ludis vizaJisti~, romelmac icis Tu romel WiqaSi, ra kuTxiT, ra temperaturis ludi, rogor Camoisxas, rom miviRoT garkveuli efeqti. saReWi rezinis bazarze didi konkurenciaa kompania Wrigley-s da Dirol-s Soris. rac Seexeba rusuli reklamis Taviseburebebs, masze Cven ar SevCerdebiT, radganac reklamis saSualebebSi udidesi adgili uWiravs msoflio kompaniebis dakveTil reklamebs, romlebsac saerTaSoriso xasiaTi ufro dahkravT vidre rusulis. rusuli reklamebidan erT-erTi yvlaze damamaxsovrebeli iyo ludi `tolstiakis~ reklamaTa seria: `sad iyavi? luds vsvamdi!~ aseve originaluri xazi Seqmna premiumis klasis ludSi kompania `tinkofma~ romelmac gadaiRo ramodenime seqsualuri, erotiuli klipi, riTac pozicionireba gaukeTa produqcias, rogorc maRalSemosavliani `axali rusebisaTvis~ gankuTvnil produqts. rusuli xasiaTis klipebia gadaRebuli zogierTi xilis wvenebisaTvis: `Домик в деревне~, `Наш Сад~ da sxva magram isini verc sareklamo ideiT da verc mxatvruli SesrulebiT, ar warmoadgenen raime Rirebuls. 2000-ian wlebSi ruseTis sareklamo bazari ganuxrelad izrdeba. 2006 wels man yvela prognozebs gadaacila da 5,0 miliard dolars gadaaWarba. amave prognozebiT 2010 wels igi miaRwevs 10.0 miliardian zRvars. aseve icvleba mTlianad sareklamo bazris struqtura. televiziis wili nela mcirdeba marketinguli komunikaciebis sxva Semadgeneli nawilebis xarjze. mniSvnelovan wils ikavebs reklama internetSi da e.w. BTL- reklama (suvenirebi, gasayidi adgilebis gaformeba, PR). (CanarTSi 15.6 mocemulia rusuli reklamis ramdenime magaliTi).

286

marketinguli komunikaciebi.

reklamis istoria

Tavi 15. d a n a r T i

287

288

marketinguli komunikaciebi.

reklamis istoria

Tavi 15. d a n a r T i

289

290

marketinguli komunikaciebi.

reklamis istoria

Tavi 15. d a n a r T i

291

292

marketinguli komunikaciebi.

reklamis istoria

Tavi

reklamis istoria saqarTveloSi

Zveli samyaros msgavsad, reklamis adreuli formebi saqarTveloSiac iyo gavrcelebuli. aqac iyvnen qalaqis macneebi, romlebic xelmwifis da qalaqis Tavis gadawyvetilebebs amcnobdnen moqalaqeebs. isini mosaxleobas atyobinebdnen aseve, ucxouri saqonliT datvirTuli Soreuli qaravnis Semosvlas, moxetiale jambazebis koncertis gamarTvas. yovelgvari informaciis gavrcelebis ZiriTadi adgili iyo bazari da bazris moedani, romelsac qalaqSi centraluri adgili ekava. aq miRebuli uaxlesi informacia, pirdapiri gziT, zepiri komunikaciiT, qarTveli mosaxleobis didi fantaziiT gamdidrebul-gaformebuli, xSirad gazviadebulic, swrafad vrceldeboda mTel qalaqSi. me-19 saukunis pirvel naxevarSi saqarTveloSi gamoCnda gazeTebi, romlis gverdebzec Tavidanve specialuri ganyofileba hqonda daTmobili gancxadebebs, romlebic iyofoda `saxazino~ da `kerZoobiT~ gancxadebebze. am gancxadebebSi iyo sxvadasxva cnobebi da martivi reklamebi. maTi gaformeba Tavidan primitiuli iyo (ix.16.1). me-19 saukunis kavkasiis udidesi qalaqi iyo Tbilisi, sadac Tavs iyrida sxvadasxva qveynebidan Camosuli mravali erovnebis adamiani da Tbilisic SesaniSnavad iTavsebda aRmosavleTis da dasavleTis, CrdiloeTisa da samxreTis kulturebis sinTezatoris rols. qalaqis maRaziebi da vitrinebi gaformebuli iyo warwerebiT, gasagebi mizezebis gamo maTi umravlesoba rusul enaze iyo. maRaziebs amSvenebda abrebi mepatronis gvariT, safirmo atributikiT (ix.16.2). mxatvrulad gaformebul vitrinebSi, myidvelis mozidvis mizniT, gamofenili saqoneli, xSirad arc iyo maRaziaSi gasayidad. qalaqSi gaCnda gare reklama. gansakuTrebuli aRniSvnis Rirsia Tbilisis duqnebis da restornebis eqsterieris da interieris gaformeba. am sareklamo abrebs, e.w. `viveskebs~, saqarTveloSi gansakuTrebuli mniSvneloba hqonda wera-

294

marketinguli komunikaciebi.

reklamis istoria

kiTxvis gavrcelebisaTvisac. rogorc uxucesi xelosani igonebs Tavis mogonebebSi, i.griSaSvilis `Zveli Tbilisuri bohemaSi~: `Tumca qalaqSi Camosvlamde anbani zepirad vicodi, magram sityvebis SeerTeba da gamoTqma miZneldeboda. am SemTxvevaSi xeli Semiwyo duqnebze `viveskebis~ warwerebma... quCebSive gakruli afiSebi da quCebSive napovni afiSebis naglejebi iyo Cemi skola, universiteti da maswavlebelic, ris meoxebiTac wera-kiTxva viswavle da xelTnawersac varkvevdi~. amave wignis mixedviT, Zveli Tbilisis sayvarelma poetma ieTim gurjma kiTxva qaRaldis gadayril parkebze warwerebis kiTxviT Seiswavla. me-19 saukuneSi aSenda mTeli rigi evropuli donis sastumroebi: orienti, grand-oteli, londoni, apolo da sxva, romelTa gare xedic da interieric evropulad iyo gaformebuli (ix.16.3). xolo Tbilisuri duqnebis gaformeba xdeboda primitiuli naxatebiT da warwerebiT (ix.16.4). am primitiulma stilma Seqmna swored didi qarTveli TviTnaswavli mxatvris niko firosmanis Semoqmedeba, romelic `erTi `TlaSois~* safasurad, mikitnebs kedlebs ulamazebda~ da aformebda Tbilisis sxvadasxva duqnebs (ix.16.5). nikala xatavda tiloze, Tunuqze, kedlebze, muyaoze, muSambaze... mis Semoqmedebaze mravali dawerila, magram firosmanze, rogorc sareklamo mxatvarze, sasiamovno da saintereso informaciaa moTavsebuli erT-erT rusul internetsaitze `reklama da dizaini~. mogvyavs citata: `mTel msoflioSia cnobili niko firosmanaSvilis Semoqmedeba, romelsac qarTvel jotos uwodeben. nacionaluri tradiciebis da Temebis asaxva, saxasiaTo tipaJebi, keTili iumori, xdis mis firniSebs iseTive ganumeorebel da mniSvnelovan xelovnebis nawarmoebebad, rogoricaa Zveli xatebi da freskebi~ (ix.16.6). Zveli Tbilisis cxovrebaSi gasarTobi adgili mainc da mainc bevri ar iyo, amitom gansakuTrebuli adgili ekava samikitnoebs, yavaxanebs. duqnebs. aq mosuli aznauriSviloba, inteligencia, yaraCoRelebi, vaWrebi da sxva moqalaqeebi ara marto qeifobdnen, aramed am samikitnoebs garkveuli damsaxurebac ki miuZRviT Tbilisuri samwerlo bohemis SeqmnaSi. erTi mxriv, yaraCoReli bohemistebi loTobdnen (ieTim gurji, skandarnova, hazira da sxva) da ukanasknel groSamde tovebdnen samikitnoebSi, meore mxriv, amave samikitnoebSi da duqnebSi `yaramanianis~, `rusudanianis~ da sxva bazris literaturis doRi iyo gamarTuli. 1900 wlebis dasawyisSi, rodesac axalgazrdebi axali socialisturi ideologiiT interesdebodnen, am duqnebSi e.w. `patara CaRlevis~ dros bevri saidumlo sakiTxi irCeoda. bevri mikitani did daxmarebasac uwevda revolucionerebs da gaWirvebul mwerlebs. maT SeRavaTian fasebSi asadilebdnen, fuliTac exmarebodnen. bevri meduqne kargad icnobda saqarTvelos kulturas, Teatrs. amaze metyvelebs zogierTi samikitnos Teatraluri dasaxelebac: saCaie – `samSoblo~; yavaxana – `saiaTnova~; sasadilo – `hamlet~ da sxva. Tavis mxriv, qalaqic did pativs miagebda keTil meduqneebs. rodesac erT erTi cnobili qvelmoqmedi meduqne arCil xvedeliani gardaicvala, gazeTSi

* Zvel qalaqur Jargonze `TlaSoi~ aris: WaWis aryis `Sauriani~ Wiqa, kuTxeebad CamoTlili.

Tavi 16.

reklamis istoria saqarTveloSi

295

`kvalSi~, ìveriaSi~ `cnobis furcelSi~ megobrebi sikeTisaTvis madls uxdidnen micvalebuls. maT wignic ki gamouSves – àrCilis xvedri”. TbilisSi 1851 wlidan regularulad imarTeboda samrewvelo gamofenebi, sadac xdeboda sxvadasxva qarTuli kompaniebis nawarmis demonstrireba. gamofenis pavilionebi gaformebuli iyo Tanamedrove evropul doneze, xSirad maTi gaformebisaTvis specialurad CamohyavdaT dizainerebi ruseTidan da sazRvargareTidan. yvelaze didi gamofena moewyo saqarTvelos ruseTTan SeerTebis 100 wlis Tavze 1901 wels, sadac warmodgenili iyo saqarTvelos mrewvelobis miRwevebi (ix.16.7). aq bevr firmas sakuTari pavilioni hqonda. romelTa Soris gamoirCeoda cnobili mrewvelis, saqarTvelosa da mTel ruseTis imperiaSi koniakis mrewvelobis fuZemdeblis daviT sarajiSvilis pavilioni. am gamofenis SemorCenili masalebidan Cans imdroindel saqarTveloSi sareklamo abrebis da gansakuTrebiT etiketebis gaformebis maRali kultura (ix.16.8). 1918-1921 wlebSi, saqarTvelos damoukidebel respublikad gamocxadebis Semdeg, qalaqis gaformebis tendencia didad ar Secvlila. ubralod, gaCnda gare reklamebi patriotuli mowodebebiT. menSevikuri mTavroba xelSekrulebebs aformebda sazRvargareTis firmebTan saqarTvelos kurortebis eqsploataciasa da wiaRiseulis damuSavebis Sesaxeb da aq Semosuli firmebi maT kantorebs Sesabamisad aformebdnen (ix.16.9). 1921 wels, wiTeli armiis mier saqarTvelos okupaciis Semdeg, mdgomareoba kardinalurad Seicvala. mravali firma daiqca da ganadgurda. maRaziebi daixura da gapartaxda. Sesabamisad, qalaqmac icvala iersaxe. ssr kavSirSi reklama Seicvala propagandiT. qalaqebi aWrelda beladebis da maTi `brZnuli~ gamonaTqvamebis plakatebiT (ix.16.10). reklamis mxriv saqarTveloSi saintereso araferi xdeboda. saqarTvelo ruseTis imperiis nawili iyo da yvelaferi centridan imarTeboda. 20-ian wlebSi ssr kavSirSi gamocxadebulma axalma ekonomikurma politikam (nepma) odnav gamoacocxla kerZo sakuTreba da xelovneba ruseTSi. am dros reklamis sferoSi gamoCndnen cnobili mxatvrebi, poetebi. maT Soris iyo vladimer maiakovski, romlis mier Seqmnilma plakatebma aRiareba pova parizis saerTaSoriso gamofenazec ki (ix.16.11). momdevno wlebSi produqtebis reklama, Seicvala sabWoTa propagandiT da abezari, tvinisgamburRavi agitaciiT. niSandoblivia isic, rom ssr kavSiris mTel teritoriaze, yvela respublikaSi qalaqis quCebSi gamokruli iyo erTi da igive plakatebi rusulad da Targmnili im respublikis enaze. ara marto plakatebi, aramed arqiteqturac da Senoba-nagebobebic proeqtdeboda centrSi da Semdgom xdeboda maTi tiraJireba mTeli sabWoeTis teritoriaze. klasikuri magaliTia TbilisSi, samxreTis rbili havis zonaSi, novosibirskisaTvis - cimbiris yinviani zonisaTvis daproeqtebuli tipuri proeqtiT sacurao auzi (vakeSi). ìfrineT aeroflotis TviTmfrinavebiT~ – iuwyeboda aeroflotis yovlad uazro reklama. uazro imitom, rom, viTom im dros SesaZlebeli yofiliyo sxva romelime TviTmfrinavebiT sargebloba ssr kavSiris macxovreblebisaTvis. aseve sarkastulad JRerda reklama – `SeinaxeT fuli Semnaxvel salaroSi~, im dros, rodesac mosaxleobas saarsebo Tanxac ZlivsRa gaaCnda. gansakuTrebuli

296

marketinguli komunikaciebi.

reklamis istoria

sareklamo kampaniebi tardeboda ruseTSi alkoholizmis winaaRmdeg. `loTobas omi!~ àlkoholi abnelebs gonebas!~ da sxva amgvari plakatebiT aWrelebuli iyo kedlebi, maRaziebi da restornebic ki. ssr kavSiris politbiuros wevrebi sazRvargareT mgzavrobisas xedavdnen da esmodaT reklamis mniSvneloba kapitalisturi samyarosaTvis. magaliTad, im dros sagareo vaWrobis ministrma anastas miqoianma, romelic stalinis, xruSCovis da breJnevis drosac inarCunebda mowinave postebs ssr kavSiris politbiuroSi, SesaniSnavi ganmarteba misca sabWoTa reklamis daniSnulebas: `Cveni sabWoTa reklamis daniSnulebaa misces xalxs zusti informacia gasayidi saqonlis Sesaxeb, daexmaros maT gamoimuSaos axali moTxovnileba, danergos axali gemovneba da aRZras survilebi, warmoaCinos axali produqtebi da auxsnas maTi moxmarebis wesebi~. es citata reklamis gurud wodebulma devid o”hilvim moiyvana Tavis wignSi Ògilvy on advertising~ da aRniSna, rom reklamis amaze ukeTes ganmartebas igic ki ver moifiqrebda. meore msoflio omis dros sabWoTa propaganda gaaqtiurda. xalxSi patriotuli grZnobebis gasaRviZeblad Seiqmna mravali plakati. gansakuTrebuli popularobiT sargeblobda qarTveli mxatvris m.ToiZis Seqmnili plakati: `dedasamSoblo geZaxis!~ (ix.16.12), romelic omis periodSi vladivostokidan brestamde yvelaze gavrcelebuli patriotuli agitplakati iyo. frontze vrceldeboda agitfurclebi sadac Zlevamosili rusi jariskaci avtomatis kondaxs urtyams TavSi `sacodav~ hitlers da sxva. 50-ian, 70-ian wlebSi ssr kavSirSma gaiara xruSCovis pirovnebis kulti, mis dros, rodesac xalxi SimSilobda, udidesi Tanxebi ixarjeboda SeiaraRebasa da kosmosis aTvisebaze, raTa kvlav propagandis mizniT daeswroT amerikisaTvis kosmosSi gasvla da marTlac, ssr kavSirma pirvelma gauSva adamiani kosmosSi. amas moyva breJnevis uZraobis periodi, rodesac mTeli politbiuro mis mkerdze morigi ordenebis CamokidebiT iyo dakavebuli da xalxi kvlav SimSilobda. 1970-iani wlebidan iwyeba sazRvargareTis megafirmebis Semosvla ssr kavSirSi. pirveli iyo italiuri firma `fiati~, romelmac q.toliatSi aaSena erToblivi sawarmo – saavtomobilo qarxana. mas mohyva `pepsi-kola~, romelmac, aseve aaSena Camomsxmeli qarxana novorosiiskSi. sanacvlod gza gauxsna rusuli aryis `stoliCnaias~ eqsports amerikaSi. Semdegi iyo kompania, filip morisis, `marlboro~, àpolon-soiuzi~ da Semdeg `mak donaldsi.~ am firmebma, amerikis reklamis tradiciebis mixedviT, daiwyes Tavisi produqciis reklama. praqtikulad, es maT sWirdebodaT firmis imijisaTvis, raTa mTel msoflios gaego am didi kompaniebis Semosvla sabWoTa bazarze, Torem sabWoTa momxmarebeli Tavidan verc `Jigulis~ avtomobils, verc `pepsi-kolas~, verc `marlboros~ advilad ver Soulobda. `mak-donaldTan~ ki, romelic mTel msoflioSi cnobilia swrafi momsaxurebiT yovelgvari rigebis gareSe, moskovSi, puSkinis moedanze gaxsnil mak-donaldsSi mudam kilometriani rigebi idga. miuxedavad yvelafrisa, sabWoTa periodSi arsebobda saxelmwifo organizaciebi, romlebic sxvadasxva saxis sareklamo produqcias amzadebdnen. TbilisSi arsebobdnen. savaWro obieqtebisaTvis – `vaWrobreklama~, cekavSiris koopera-

Tavi 16.

297

reklamis istoria saqarTveloSi

tiuli obieqtebisaTvis – `koopreklama~, romlebic maRaziebs, restornebs da sxva obieqtebs aformebdnen. iyo aseve `qalaqgaformeba,~ qalaqis mcire arqiteqturuli formebiT gasaformeblad (savaWro jixurebi, afiSebi da sxva). magram yvelaferi es Sors iyo namdvili sasaqonlo reklamidan. es gasakviri arc iyo, radganac ssr kavSirSi reklamis saWiroeba saerTod ar iyo! sakiTxs marketingis kuTxiT rom miudgeT, centralizebuli sagegmo ekonomika srulad ver akmayofilebda mosaxleobis moTxovnilebebs da bazari `gamyidvelisa~ iyo. es `gamyidveli~ ki saxelmwifo gaxldaT da mas rac unda gamoeSva, yvelaferi pirwmindad saRdeboda. yoveldRiuri moxmarebis saqonelze idga gamudmebuli rigebi. miuxedavad produqciis xarisxisa, yvelaferi saRdeboda. danarCen saqonelzec yvelaze gavrcelebuli epiTeti iyo `deficitia!~ 80-ian wlebSi damyayebulma sabWoeTis kolonialurma sistemam da amerikis prezidentis ronald reiganis energiulma, agresiulma sagareo politikam, ssr kavSiris ekonomika dangrevis piras miiyvana da saWiro Seiqmna saswrafo cvlilebebis Setana saxelmwifos marTvaSi. amis mcdeloba iyo swored gorbaCovis mier 1985 wlidan dawyebuli `perestroika~, romelmac odnav gaacocxla kooperatiuli sakuTreba da funqcionireba daiwyo mcire kerZo organizaciebma, gaCnda konkurencia, magram yvelaferi es mkacrad izRudeboda saxelmwifos mier da mcire masStabisa iyo. aRsaniSnavia isic, rom ssr kavSiris masStabiT mxolod erTi satelevizio arxi mauwyeblobda da masze reklama saerTod akrZaluli iyo. xolo mravalaTasiani tiraJiT gamomaval Jurnal-gazeTebis furclebze aranairi reklama ar ibeWdeboda. sabWoeTSi yvelaferi moqceuli iyo umkacresi partiuli cenzuris qveS da saxelmwifos mier mkacrad kontrolirdeboda. yovelive zemoT moyvanilis gaTvaliswinebiT, 1921 wlidan – saqarTveloSi komunistebis SemoWridan, vidre 1991 wlamde – sabWoTa kavSiris daSlamde, saqarTveloSi reklamaze saubars azri ara aqvs.  Tanamedrove reklamis dabadeba saqarTveloSi 1991 wels, ssr kavSiris daSlis Semdeg, swrafad daiwyo decentralizaciis procesi da mis klanWebSi moqceuli respublikebis brZola damoukideblobisaTvis. 1991-1992 wlebis politikuri mdgomareoba saqarTveloSi kargadaa gaSuqebuli da Cveni mizani araa im periodis gaanalizeba. reklamis ganviTarebis TvalsazrisiT, aRsaniSnavia is, rom saqarTvelos damoukideblobis gamocxadebis periodisaTvis, saqarTveloSi arsebobda mxolod erTi saxelmwifo satelevizio arxi da ramodenime damoukidebeli gazeTi, romelSiac ase Tu ise gansxvavebuli azri Suqdeboda (`droni~, `saqarTvelo~). gazeTebi aWrelebuli iyo politikiT da qveyana arc politikurad, arc ekonomikurad reklamisaTvis mzad ar iyo. 1991-92 w.w. samoqalaqo omis Sedegad (zogierTi mas gadatrialebas, zogic `putCs~ uwodebs) saqarTvelos meurneoba daingra da gapartaxda. xalxi darCa um-

298

marketinguli komunikaciebi.

reklamis istoria

uSevari, bedis anabara mitovebuli. centraluri momarageba moiSala da SedarebiT energiulma adamianebma Tavis gadarCenis mizniT daiwyo moqmedeba vaWrobis gasaaqtiureblad. im periodisaTvis gaixsna gza TurqeTisaken da ukve aRar iyo saWiro sarfis erTi nawilidan, erTi patara mdinariT gayofil meore nawilSi misasvlelad, moskovSi, stambulSi da mere kvlav sarfSi Casvla da 6000 kilometris gavla. umuSevrad darCenili mosaxleobis nawili daiZra TurqeTisaken savaWrod. mTel saqarTveloSi ixsneboda bazrobebi iaffasiani, dabalxarisxiani Turquli produqciiT. ixsneboda maRazia-sawyobebi yoveldRiuri moxmarebis saqoneliT. vaWrobaSi warmatebulma pirebma Tavidanve sakmao kapitali daagroves da maTTvis aucilebeli gaxda asparezis gafarToveba. aseTi asparezi maT poves aRmosavleTis â&#x20AC;&#x201C; dubais bazarze. miT umetes, rom am dros saqarTveloSi gaixsna kerZo aviakompaniebi, romlebsac gadahyavda mgzavrebi dubaiSi. yvelaferi es mwvave politikuri viTarebis fonze mimdinareobda. damoukideblobis gamocxadeba, saqarTvelos pirveli prezidentis gaZeveba, saxelmwifo sabWo, mxedrioni, samoqalaqo SeiaraRebuli dapirispireba, omi samaCabloSi, omi afxazeTSi da soxumis dacema, dsT-Si Sesvla, es iyo saqarTvelos istoriaSi umZimesi da albaT yvelaze samarcxvino furclebi. yvelaferi amis fonze saqarTvelo TiTqos or sxvadasxva qveynad iyo gayofili. erTni omobdnen omSi iRupebodnen, meoreni dubaisa da TurqeTSi dafrinavdnen da vaWrobdnen. SeiZleba iTqvas, rom saqarTveloSi reklamaze moTxovnileba gaCnda 1992 wels, politikurad umZimes, magram savaWrod gamococxlebul periodSi. 1992 wels saqarTveloSi kvlav mxolod saxelmwifo teleradiokomiteti arsebobda, romlis SemadgenlobaSic am periodisaTvis gaixsna meore satelevizio arxi. im dros erTaderTi radioarxic teleradiokomitetis SemadgenlobaSi Sedioda. 1991-92 wlebis samoqalaqo dapirispirebis periodSi saqarTvelos teleradiokomiteti daikava gamsaxurdias mTavrobis opoziciis jarebma. im droisaTvis satelevizio axali ambebis gadamcemi moZravi sadguri gadatanil iyo uzenaesi sabWos SenobaSi da sainformacio programa `moambe~ iqidan gadioda eTerSi. teleradiokomitetis aparatura, romelic 60-70-ian wlebSi iyo SeZenili, sakmaod moZvelebuli iyo da rac darCa, isic omis dReebSi mis SenobaSi ganlagebulma jarma gaapartaxa. omis damTavrebisTanave, rogorRac iqna, aRdga darCenili teqnika da mauwyebloba ganaxlda, magram komiteti teqnikis did danakliss ganicdida seriozuli studiuri gadacemebis mosamzadeblad. 1992 wlis SuaSi daiwyo pirveli sareklamo gancxadebebis gadacema eTerSi. reklamebs televiziis redaqciebi Tavad amzadebdnen da video samontaJoze titrebs adebdnen. televizia am dros ZiriTadad dabali xarisxis VHS da SVHS-is formatiT muSaobda. reklamebis kompiuteruli gaformebisaTvis, am droisaTvis arsebobda erTaderTi sareklamo saagento `telereklama tv+~, romelsac gaaCnda pirveli Taobis personaluri kompiuterebi IBM-286 da 1990 wlidan am primitiuli kompiuterebiT saqarTveloSi Seqmnili pirveli kompiuteruli grafikis jgufi aformebda

Tavi 16.

reklamis istoria saqarTveloSi

299

satelevizio gadacemebs kompiuteruli grafikiT. es saagento qmnida sareklamo gancxadebebs, adgenda media-gegmebs da aTavsebda teleradiokomitetis eTerSi. 1992-93 wlebSi axladaSenebul sastumro `metexSi~ arsebobda im droisaTvis kargad aRWurvili Betacam-is videosamontaJo studia da sastumros Sida saWiroebis garda, isic amzadebda satelevizio reklamebs. reklamebis eTerSi gasvlisTanave gaixsna ramdenime mcire sareklamo jgufi, romlebic ZiriTadad agentebis rols TamaSobdnen. isini moipovebdnen reklamebs, maT Sesrulebas ki ukveTavdnen `tv+~-s an `metexs~, an amzadebdnen teleradiokomitetis sxvadasxva gadacemisaTvis gamoyofili samontaJo drois xarjze. amavdroulad, teleradiokomitetSi reklamebis damzadebiT dakavebuli iyo programebis direqcia, dilis programa àlioni~ da meore arxze Seqmnili sareklamo ganyofileba. reklamebis garkveul nawils Tavad Soulobdnen da amontaJebdnen televiziis calkeuli redaqciebi. 1992 wels reklamis sxva saxeobebidan yvelaze didi moTxovna iyo satelevizio reklamaze da ganTavsebisTvis iyo mxolod ori alternativa â&#x20AC;&#x201C; pirveli arxi da, im dros sakmaod popularuli, meore arxis eTeri, magram meore arxis gavrceleba SezRuduli iyo Tbilisis SemogareniT da mis eTerSi reklama moculobiT naklebi iyo pirvelze. 1993-95 wlebi iyo saqarTveloSi sainvesticio-satrasto fondebis daarsebis da gakotrebis, mosaxleobis motyuebis da `gadagdebis~ bumi. es fondebi sokoebiviT mravldeboda, ibereboda da sapnis buStiviT skdeboda. maTi `gaberva~ ZiriTadad xdeboda satelevizio reklamis meSveobiT. sareklamo saagentoebSi modiodnen `yvelafrismcodne~, mofusfuse, axladSeqmnili `biznesmenebi~ grZel paltoebSi, `pier kardenis~ kostumebSi, franguli sunamos oxSivariT ayrolebuli, windebSi fexsacmlis zonarCatanebulebi da iTxovdnen `Zalian swrafad, Zalian karg da amavdroulad Zalian iafian reklamas~ da eTerSi gadioda satrasto firmebis: `qameleonis~, `grandis~, àragvi investis~, `minago-bankis~, ìmperialis~ da sxvaTa da sxvaTa gancxadebebi, ararealuri procentebis SeTavazebiT da Semdeg es `biznesmenebi~, miamiti xalxis fuliT, kurdRlebiviT uCinardebodnen gaurkveveli mimarTulebiT. mosaxleobis dabneulobas da gaRatakebas xeli Seuwyo agreTve, jer rublis magivrad kuponis SemoRebam 1993 wels, kuponis inflaciam, Semdeg 1995 wels erovnuli valutis â&#x20AC;&#x201C; laris SemoRebam. amave dros mosaxleobis bankebSi Setanili anabrebis gaufasurebiT, meanabreebi darCnen ukapikod, xolo anabris mimRebebma milionobiT Tanxa Caijibes, romlebic araTu gaiqcnen qveynidan, aramed Semdgom parlamentSic moxvdnen. amave dros, afxazeTis omis mimdinareobis periodidan dawyebuli, momravlebuli turistuli firmebi mosaxleobas epatiJeboda dubaiSi `Sop-turebze~ gasamgzavreblad. 1994 wels daiwyo ucxoeTis cnobili firmebis Semosvla sareklamo bazarze. erT-erTi pirveli iyo amerikuli kompania `Wrigley~. mas moyva sxva firmebi `Dirol~, `Fererro~, `Cadburry~, `Proctor & Gamble~, `Colgate-Palmolive~ da sxva. 1995 wels msoflio bankma gamoacxada pirveli tenderi saqarTvelos mTavrobis dasaxmareblad `privatizaciis procesis sareklamo klipebis damzadebasa da

300

marketinguli komunikaciebi.

reklamis istoria

eTerSi gaSvebaze~. es tenderi or etapad Catarda. klipebis damzadeba konkursgareSe miekuTvna `neostudias~, romelsac amavdroulad saCuqrad gadaeca studia `metexis~ aparatura, xolo eTerSi gaSvebaze tenderSi gaimarjva sareklamo saagento `tv+~-ma. 1992 wlis mere teleradiokomitets Seecvala saxeli da gadakeTda teleradiokorporaciad. 1995 wlis monacemebiT, teleradiokorporaciis mTeli reklamebis saeTero drois 52%-s avsebda sareklamo saagento `tv+”. 1994 wels Camoyalibda telekompania `rusTavi-2~, romelic miuxedavad mTavrobidan Seqmnili xelovnuri dabrkolebebisa, nel-nela dgeboda fexze da 1998 wlisaTvis ukve seriozul konkurencias uwevda pirvel arxs, romelsac am droisaTvis mainc eWira sareklamo bazris yvelaze didi wili. korporaciis buRalteriis 1998 wlis monacemebiT, korporaciis yvelaze didi damkveTebi iyvnen: Sps `alkonkomservisi~, romelsac mTlianad gadaeca korporaciis saeTero dro xelSekrulebiT ramdenime wliT, sareklamo saagento `TV+~, sareklamo saagento `qedi-tv~, studia `audiencia~ da maT garda, kompania `Proctor & Gambl”, romelic uSualod aTavsebda reklamebs telekompaniebTan xelSekrulebiT. 1997 wels sareklamo saagento `qedi tv~-m xelSekruleba dado amerikis sareklamo kompaniasTan `McCan Erickson~ da gaxda ucxoeli sareklamo kompaniis pirveli partniori saqarTveloSi. saqarTveloSi `koka-kolas~ filialis daarsebam, aseve mobiluri telefonebis operatorebis `jeoselis~ da `magTis~ Semosvlam mniSvnelovnad gazarda saqarTvelos satelevizio bazari. rac Seexeba eTerSi gasaSvebi satelevizio reklamebis stils, aq mniSvnelovani wili ekava sazRvargareTis firmebis dublirebul mza klipebs, (`Coca-Cola~, `Wrigley~, `Fererro~, `Dirol~, `Proctor & Gemble~ da sxvebs), romlebic dublirebuli iyo qarTul enaze, telekompaniebis da aqauri sareklamo saagentoebis mier (ZiriTadad `tv+~ da `qedi tv~). eTerSi Warbobda kompiuteruli grafikiT da martivi animaciiT damzadebuli sareklamo gancxadebebi. saqarTveloSi didi biznesis ararsebobis gamo, kompaniebi eridebodnen reklamaze did danaxarjebs da maRalmxatvruli, efeqturi satelevizio reklamebis magivrad, irCevdnen iaffasian reklama-gancxadebebs, iSviaTad kompiuterul animacias. kompiuterul animaciaSi wlebis manZilze liderobda sareklamo saagento `tv+~ da mogvianebiT masTan erTad `qedi tv”. originaluri satelevizio klipebis damzadebas stimuli misca mobiluri telefonebis operatorebis `jeoselis~ da `magTis~ konkurenciam, romlebic ukveTavdnen SemoqmedebiT studiebs da Tavisufal reJisorebs saqarTvelos masStabisaTvis SedarebiT didbiujetian klipebs. am dakveTebis Sedegad saukunis miwuruls Seiqmna ramdenime normaluri donis, dasamaxsovrebeli sareklamo rgoli. videoklipebs ukveTavdnen agreTve ludis kompaniebi `yazbegi~ da `kasteli~. me-20 saukunis bolos maT eWiraT ludis bazris mniSvnelovani wili. magram qarTuli ludis kompaniebi, dRemde mainc erTnairi stilis reklamebs qmnian, aqcents

Tavi 16.

reklamis istoria saqarTveloSi

301

akeTeben ra ludis kaTxaSi lamazad Casxmis momentsa da qafze, magram arc erTi kompania ar fiqrobs misi produqciidan namdvili Zlieri brendis Seqmnaze. es nakli iyo ara marto ludis mwarmoebeli kompaniebis, aramed mTeli qarTuli produqciisa. saqarTveloSi ukve arsebobs bevri xarisxiani samamulo produqti da maTi mwarmoebeli, ase Tu ise cnobili firma, magram mkveTrad gamokveTili qarTuli brendi, garda Zveli tradiciulad Camoyalibebuli `borjomisa~, ar arsebobs. brendis Seqmna xelovnebaa da moiTxovs garkveul dros da danaxarjebs, magram rogorc msoflio marketingis praqtika aCvenebs, brendi-kompaniis Rirebuleba bevrad Warbobs ubralo kompaniis aqtivebs da, albaT, qarTuli firmebic male mixvdebian am anbanur WeSmaritebas. miTumetes, Tu kompaniebs surT adgilis damkvidreba msoflio bazarze, brendingis gareSe warmoudgenelia raime warmatebis miRweva. mniSvnelovani adgili eWira eTerSi farmacevtuli firmebis reklamas. Tavdapirvelad eTerSi gadioda bevri ucxouri firmis calkeuli wamlebis reklama, bolo wlebSi ki ZiriTadi adgili uWiravs ori didi faracevtuli kompaniis `psp~-s da `aversis~ mier SeTavazebul produqcias. maTi reklamebidan gamoyolili STabeWdilebiT SeiZleba iTqvas, rom gacilebiT jobia momxmareblis TvalSi Seqmna kompaniis brend-imiji, vidre iZaxo `lideri liderTa Soris~, `#1~ da `Cemi ojaxis afTiaqi~. yvela dasaxelebuli frazebi momxmarebels Tavad unda mouvides TavSi swored Seqmnili sareklamo kampaniis meSveobiT. am periodis sareklamo saqmianobaSi aRsaniSnavia ramdenime momenti. im dros rodesac ucxouri didi firmebi (`Wrigley~, `Dirol~, `Proctor&Gamble~) qmnidnen sakuTar filialebs TurqeTSi, Sua aziasa da azerbeijanSic ki, saqarTveloSi Seqmnili areuli politikuri situaciis gamo, yvela erideboda pirdapir kontaqtebs saqarTvelosTan da sareklamo samsaxurebTan urTierTobas amyarebdnen Tavisi filialebis warmomadgenlebis meSveobiT. meore mniSvnelovani momenti iyo 1997 wlidan dawyebuli sazRvargareTuli firmebis mier tenderebis gamocxadeba. am dromde sareklamo saagentoebis warmomadgenlebi Tavqudmoglejili darbodnen da maTSi gavrcelebuli gamoTqmiT rom vTqvaT, `axevdnen~ klientebs~ erTmaneTs. pirveli aseTi tenderi rogorc aRvniSneT, Caatara msoflio bankma 1995 wels, magram samrewvelo firmebma es procesi daiwyes mxolod 1997 wels. maT Soris erT-erTi pirveli tenderi Caatara italiurma sakonditro firmam `Fererroâ&#x20AC;?-m. tenderSi monawileobda im dros arsebuli 3 wamyvani sareklamo saagento, romelSiac gaimarjva sareklamo saagento `TV+~ ma. aRsaniSnavia agreTve, rom saukunis bolos ucxoeli damkveTebis moTxovniT yuradReba mieqca sareklamo kampaniis dagegmvisas reklamis efeqturobis parametrebis gaTvlas da reitingebs, ramac gaaumjobesa sareklamo saagentoebis momsaxurebis kultura. amave dros daiwyo eTeris monitoringi. satelevizio monitoringSi da bazris kvlevaSi pionerebi saqarTveloSi iyvnen marketingis da sociologiuri kvlevis centri IPM , Sps Gorby, Georgian Research da sociologiuri kvlevis centri DIA.

302

marketinguli komunikaciebi.

reklamis istoria

Cven mier aRwerilia mdgomareoba saqarTvelos satelevizio bazarze, romelic moculobiT bevrad sWarbobs reklamis sxva saxeebs. 1995 wlidan dawyebuli, televiziis Semdeg, yvelaze didi wili sareklamo bazarze uWiravs gare reklamas. Tavidan gare reklamaze muSaobda erTi kompania, sareklamo saagento `mi-mi-no.~ 1996 wels, `TBC~ jgufis egidiT Seiqmna gare reklamis provaideri àlma+~, romelmac male daikava mowinave poziciebi am bazarze. mogvianebiT gare reklamebis ganTavseba daiwyo ìberia+~-ma, `magi-stilma~ da sxvebma. radioreklamas saqarTveloSi yovelTvis erTob mokrZalebuli adgili ekava. saqarTvelos radios didi mcdelobis miuxedavad, reklamebis raodenoba arxze mcire iyo. amis mizezi isic iyo, rom radios gavrcelebis areali Zalze mcire gaxldaT da saqarTvelos bevr raionSi saxelmwifo radios xma ar aRwevda. 1994 wlidan iwyeba FM-diapazonis talRebze kerZo radiosadgurebis moqmedeba, romlebic cdiloben damkveTebis mozidvas. es arxebi sxvadasxva miznobrivi auditoriisken arian mimarTuli da reklamis damkveTebi, rogorc damxmare saSualebas (damatebiTi GRP-s misaRebad) iyeneben maT saWiroebis SemTxvevaSi, magram reklamis saerTo bazarze maTi wili umniSvneloa. 1992-1999 wlebSi reklama presis saSualebebSi Zalze SezRuduli da umniSvnelo iyo. amis mizezia gamomavali Jurnal-gazeTebis siWrele (ufro yviTlisken), mcire tiraJi, dabali xarisxi (tabloiduroba) da mosaxleobis dabali msyidvelunarianoba. aRsaniSnavia erTi Zalze mniSvnelovani garemoeba â&#x20AC;&#x201C; me-20 saukunis bolos saqarTveloSi gamefebuli korufcia da ekonomikuri qaosi xels uwyobda organizaciebis ormagi buRalteriiT moqmedebas, e.w. TeTri da Savi buRalteriis arsebobas, rac SeuZlebels xdida sareklamo bazris, arxebis moculobis, gazeTebis tiraJis realuri moculobis dadgenas. es ki aZnelebda media saSualebebis analizs da dagegmvas. nebismier ganviTarebul qveyanaSi sareklamo biznesi gamWvirvalea da yovelTviurad qveyndeba sareklamo bazris monacemebi, reitingebi, sociologiuri monacemebi da sxva. saqarTveloSi ki dRemde SeuZlebelia presis saSualebebis da gare reklamis monitoringi. informaciis ararseboba aferxebs mediagegmarebas. saqarTvelos sareklamo bazris didi naklia agreTve tenderebis gaumWvirvaloba da winaswargadawyvetiloba. mTlianad, 2000 wlisaTvis saqarTvelos sareklamo bazarze reklamebi procentulad saxeobebis mixedviT, miaxloebiT aseTi SefardebiT iyo ganawilebuli (ix.17.13): 1. satelevizio reklama 65% 2. gare reklama 25% 3. radio reklama 5% 4. reklama presaSi 5% me-20 saukunis bolos saqarTveloSi Seqmnili politikuri mdgomareobis unisonSi reklamaSic icvleboda situacia. satelevizio sareklamo bazarze gaCndnen axali moTamaSeebi: sareklamo kompania ìmperiali~, studia `maestro~, `magi-

Tavi 16.

reklamis istoria saqarTveloSi

303

stili~, `sarke~ da sxvebi. saxelmwifo teleradiokorporaciam dakarga wamyvanis roli satelevizio bazarze. aq sul ufro met wils ikavebda `rusTavi-2~. bazris gadanawileba gagrZelda 21-e saukunis dasawyisSic, gansakuTrebiT axali telekompania `imedis~ dafuZnebiT, teleradiokorporaciis sazogadoebriv mauwyeblad gadakeTebiT, meore arxis, faqtobrivad, mospobiT, rusuli sareklamo media-holdingis `videointerneiSenalis~ SemosvliT `imedze~ da sxva. Cven Tavs SevikavebT am axali procesebis aRwerisa da analizisagan, radganac maTi Seswavla jer kidev momavlis saqmea, ubralod mogvyavs saqarTvelos sareklamo bazris 2006 wlis monacemebi (ix.17.14). yovelwliur gamocemaSi `yviTeli furclebi~ reklamis ganyofilebaSi uamravi sareklamo samsaxuria CamoTvlili. miTiTebulia maTi veb-saitebi, sadac bevri tyul-marTali weria internetSi (mavanni albaT fiqroben, rom rogorc qaRaldi, ise internetic `yvelafers aitans~). Cven SemovifarglebiT me-20 saukunis bolos saqarTveloSi arsebuli momsaxurebis sruli ciklis ZiriTadi sareklamo kompaniebiT, romlebic dResac warmatebiT funqcionireben da dainteresebul pirebs SevTavazebT internet-saitebis misamarTebs, radganac didad originalurni ar viqnebiT Tu vityviT, rom internetis WEB-saiti kompaniis saxea XXI saukuneSi. TV+ qedi-TV magi-stili sarke imperiali Alma+ AD-korporacia IPM TBC-TV

www.tvplus.ge; www.keditv.com.ge www.magistyle.ge www.sarke.ge www.imperial.ge www.almaplus.ge www.adcorp.ge www.ipm.ge www.tbc-tv-com

304

marketinguli komunikaciebi.

reklamis istoria

305

Tavi 16. d a n a r T i

16.2

306

marketinguli komunikaciebi.

reklamis istoria

307

Tavi 16. d a n a r T i

16.5

308

marketinguli komunikaciebi.

reklamis istoria

16.6 nikalas abrebi

Tavi 16. d a n a r T i

16.7

309

310

marketinguli komunikaciebi.

16.7.2

reklamis istoria

Tavi 16. d a n a r T i

311

312

marketinguli komunikaciebi.

reklamis istoria

Tavi 16. d a n a r T i

313

314

marketinguli komunikaciebi.

reklamis istoria

Tavi 16. d a n a r T i

315

316

marketinguli komunikaciebi.

reklamis istoria

Tavi

savaWro komunikaciebi Zvel saqarTveloSi

`Zveli aRmosavleTis uZvelesi civilizaciis centrebTan siaxlovisa da metad xelsayreli geografiuli mdebareobis gamo, qarTvelma xalxma adre Sedga fexi civilizebuli cxovrebis gzaze da gulmodgine SromiTa da dampyrobelTa winaaRmdeg Tavdadebuli brZoliT Seqmna da daicva Tavisi maRali, TavisTavadi kultura~, werda akademikosi g.meliqiSvili. aziisa da evropis Sesayarze mdebareoba, erTi mxriv, Tu xels uwyobda qveynis kulturul dawinaurebas, meore mxriv, igive pirobebi xSirad qveynis mZime politikuri mdgomareobis mizezic xdeboda xolme, ris gamoc qveynis administraciulpolitikuri sazRvrebi xSirad icvleboda. xelsayrelma geografiulma mdebareobam ganapiroba isic, rom istoriuli saqarTvelos teritoriaze gamavali savaWro-satranzito gzebi uZvelesi droidan arsebuli didi saerTaSoriso saxmeleTo, sazRvao da samdinaro savaWro gzaTa sistemis Semadgeneli nawili iyo. marTalia, cneba – saqarTvelo, rogorc erTiani saxelmwifos ganmsazRvreli, Cndeba mxolod Cv. welTaRricxvis me-10 saukuneSi, magram saqarTvelos teritoriebi, ameri da imeri, uZvelesi droidan dasaxlebuli iyo monaTesave tomebiT da maT Soris komunikaciis umniSvnelovanesi saSualeba iyo qarTuli ena, romelmac xeli Seuwyo Semdgom saqarTvelos, rogorc erTiani qveynis, Camoyalibebas.  meore udidesi komunikaciuri faqtori iyo religia. qarTvelTa tomebi, amer-imer, Cv. welTaRricxvamde kerpTayvanismcemlebi – warmarTebi iyvnen da maT erTnairi Sexedulebebi hqondaT samyaroze. isini erTsa da imave kerpebs eTayvanebodnen (mTvares, mzes, cecxls, faloss da sxva). erTnairi iyo maTi Tayvaniscemis ritualebi, sxvadasxva kuTxeSi saxecvlili TaviseburebebiT. aRmosavleT saqarTveloSi qarTuli tomebis gaerTianebaSi udidesi roli iTamaSa armazis kultma, romelsac qarTvelebTan erTad iq mcxovrebi sxva erovnebis warmomadgenlebic eTayvanebodnen. es movlena xels uwyobda imdroindel saqarTveloSi

318

marketinguli komunikaciebi.

reklamis istoria

mcxovrebi mravali eris konsolidacias. rogorc dgindeba, armazisadmi miZRvnil dResaswauls saqarTveloSi qristianobis mqadageblad Camosuli wminda ninoc daswrebia. qarTvelebis SekavSirebaSi gansakuTrebuli roli eniWeba qristianobis damkvidrebas. adreul epoqaSi eris sulieri aRzrdis saqmeSi udidesi roli iTamaSes ber-monazvnebma, romlebic maTi RvTisadmi Sewiruli cxovrebis wesiT, umaRlesi zneobis magaliTs iZleodnen Cveulebriv mokvdavTaTvis. cnobilma mecnierma, SemdgomSi wmindanad Seracxulma arqimandritma grigol feraZem (ix.17.1.1), 1926 wels Tavisi sadoqtoro disertacia germaniaSi miuZRvna saqarTveloSi bermonazvnobis warmoSobis istorias. am saintereso naSromSi igi ganixilavs 13 asirieli mamis cxovrebas da maT moRvaweobas saqarTveloSi. ioane zedaznelis, daviT garejelis, Sio mRvimelis, abibo nekreselis da sxvebis cxovreba did gavlenas axdenda qarTvelebSi qristes rjulis damkvidrebasa da naTeli idealebiT cxovrebaSi. wminda grigol feraZe Tavis disertaciaSi adarebs aRmosavlel da dasavlel berebs da miuTiTebs, rom Tu dasavleli berebi TavianTi moRvaweobiT kinobitebi iyvnen, anu qadagebdnen moZRvrebas mrevls Soris da maTi martviloba ZiriTadad monastrebis keliebSi mimdinareobda, aRmosavleli berebi anaqoritebi anu meudabnoebi iyvnen da cdilobdnen xalxisgan ganmartovebiT Tavis TavSi Caketilebs eZebnaT sulieri siRrmeebi. qarTul anaqoretobaSic gansakuTrebuli isaa, rom es cxovrebidan ganmdgari berebi sul bolomde ar iyvnen CamoSorebuli qveynis beds. rogorc wminda grigol feraZe wers, anaqoreti beri `ar iyo dainteresebuli istoriiT, igi Tavis Tavs ar akuTvnebda raime garkveul epoqas, isini droze maRla idgnen da gandegilobiT Tavad qmnidnen istorias~. qarTveli anaqoretebi Tavis moRvaweobas da RvTisgan boZebul saswaulqmedebis unars xSirad axmardnen gaWirvebulebs da qveynis keTildReobas. qarTveli ber-monazvnebis saqarTvelos gareT moRvaweoba – wminda miwaze, sinias mTaze, saberZneTSi iverionis monasterSi, rumineTSi, bulgareTSi baCkovos monasterSi – cxovrebidan gandegili berebis marto sasuliero mRvaweoba ki ara, es iyo udidesi filosofiuri skola, mTargmnelobiTi institutebi, romelTa Targmanebi qarTul enaze amdidrebda qveynis sulier da kulturul dones. iq moRvawe berebs ar daukargavT kavSiri mSobliur qveyanasTan. martvilobdnen, loculobdnen da dauRalavad Sromobdnen samSoblos sakeTildReod. ber-monazvnebis mier Seqmnili filosofiuri naSromebi, naTargmni literatura, xelnawerebi igzavneboda saqarTveloSi da vrceldeboda. marTalia, im dros wera-kiTxva mainc da mainc ar iyo xalxSi gavrcelebuli, magram ganaTleba eklesia-monastrebis, uZvelesi xnidan arsebuli akademiebis da saswavleblebis meSveobiT, zepiri saxiT vrceldeboda mosaxleobaSi. saqarTvelos istoriis gadarCenaSi udidesi roli iTamaSa saukuneebis manZilze warmoebulma JamTaRricxvam – leonti mrovelis `qarTlis cxovrebam~, hagiografiulma literaturam – `SuSanikis wamebam~, `abo Tbilelis wamebam~ da sxva. qarTveli kacis zneobrivi aRzrdisaTvis aranaklebi mniSvneloba hqonda saeklesio xelovnebas, xatweras, Wedurobas, mravalxmian galobas, locvas. yvelaferi es qarTvelebis sulieri komunikaciis umniSvnelovanesi saSualebebia.

Tavi 17.

savaWro komunikaciebi Zvel saqarTveloSi

319

qarTvelTa SekavSirebaSi udidesi roli iTamaSa saqarTvelos oqros xanaSi Seqmnilma siyvarulis, megobrobis, erTgulebis poeturma filosofiam, SoTa rusTavelis genialurma qmnilebam `vefxistyaosanma~. qarTvelebi mravalricxovan mterTan SebrZolebis win SoTas aforizmebs iSveliebdnen, am wigns patarZlebs mziTvSi atandnen, raTa qarTvel dedebs Svilebi rusTavelis filosofiaze aRezardaT.  abreSumis gza uZvelesi droidan miwis siyvarulma da dauRalavma Sromam ganapiroba Cveni qveynis dasaxeleba – georgia Zvel samyaroSi. saqarTvelos geografiuli mdebareoba xels uwyobda soflis meurneobis kulturebis gamravlebas. am kulturebidan Warbobda marcvleuli, abreSumi da gansakuTrebiT yurZeni, romlisganac qarTvelebma erT-erTma pirvelebma daayenes Rvino. mecnierulad damtkicebuli monacemebiT, mevenaxeobas saqarTvelos miwaze dasaxlebuli tomebi Cv. welTaRricxvamde 6000 wlis win misdevdnen, razedac metyevelebs SulaverSi aRmoCenili uZvelesi xanis yurZnis wipwebi. amis safuZvelzea miCneuli msoflioSi, rom saqarTvelo vazis da Rvinis akvania da inglisSi gaxsnili vazis da Rvinis mudmivmoqmed gamofenaze pirvelive pavilioni saqarTvelos pavilionia, sadac SesasvlelSive aris warwera – `saqarTvelo Rvinis samSoblo~. saqarTveloSi vanis gaTxrebSi aRmoCenili Cv.welTaRricxvamde me-7 saukuniT daTariRebuli qandakeba– `kaci-yanwiT~ amis dasturia (ix17.1.2). amavdroulad, RvTisgan momadlebuli saqarTvelos miwa mdidari iyo madneuliT, ramac adreul epoqaSive qarTvelebi rkinis damuSavebis pionerebi gaxada msoflioSi. soflis meurneobis produqtebis (marcvleuli, abreSumi, yurZeni, Rvino) simravlem da im droisaTvis unikaluri samrewvelo produqciis (rkinis nawarmi, oqromWedloba, tyaveuli, iaraRi da sxva) didi raodenobiT warmoebam warmoSva Warbsaqonlianoba, rac xels uwyobda saqonlis qveynis gareT gatanas – vaWrobas, saqonlis eqsports. uZvelesi droidan aRmosavleTis (indoeTi, CineTi, Sua azia, avRaneTi, sparseTi) da dasavleTis (saberZneTi, romis imperia, egvipte, arabeTi) civilizaciebi erTmaneTTan kavkasiis meSveobiT amyarebdnen kavSirs. kavkasiaSi ki centraluri, sakvanZo adgili saqarTvelos ekava. Zv.w. IV-III saukuneebSi kolxeTis Savi zRvis sanapiroze daarsda berZnuli savaWro faqtoriebi. amierkavkasiis gzebma xeli Seuwyo dasavleTisa da aRmosavleTis qveynebis savaWro kontaqtebs. am dros warmoiSva didi savaWro satransporto gza, romelic indoeTSi iwyeboda, kveTda Sua azias md. amurdariaTi (romelic kaspiis zRvas erTvoda), Semdeg kaspiis zRvis gavliT auyveboda md. mtkvris sanapiros, q.mcxeTis gavliT, suramis uReltexiliT gadadioda imereTSi. mdinare fazisiT (rioni) aRwevda q.faziss (foTi) xolo iqidan Savi zRviT mcire aziisa da xmelTaSua zRvispireTs ukavSireboda. es savaWro satransporto gzebi asaxulia antikuri xanis berZnul-romaul saistorio wyaroebSi. amis Sesaxeb werda mravali cnobili geografi, maT Soris,

320

marketinguli komunikaciebi.

reklamis istoria

berZeni strabonic. saqarTveloze gamavali gza aRniSnulia uZveles istoriul dokumentze – e.w. `kastoriusis ruqazec~. Zv.w. II saukunidan indoeTidan momavalma didma savaWro gzam axali daniSnuleba da sawyisi miiRo. am axali gziT daiwyes romis imperiaSi maRalxarisxovani Cinuri abreSumis Setana. es magistrali `didi abreSumis gzis~ saxelwodebiT Sevida istoriaSi. igi CineTSi – sinZianSi iwyeboda da or ganStoebad miemareboda. gzis samxreTi Sto, Sua aziis qalaq yaSgaridan CrdiloeT SuamdinareTis gavliT, xmelTaSua zRvis qalaq antioqiaSi Cadioda. CrdiloeTi ganStoeba amurdariiT gadioda kaspiis zRvaze, gaivlida albaneTs (dRevandel azerbaijans), mtkvris xeobiT qarTlis da egrisis gavliT Cadioda q.foTSi an mtkvris xeobiT gadadioda javaxeTis zeganze, Cadioda tao-klarjeTSi q.xofamde an q. trapzonamde (ix17.1.3). abreSumis gzis gasakontroleblad didi omebi mimdinareobda gzis mTel sigrZeze, dawyebuli CineTidan. jer kidev hanis dinastia (I-sauk. Zv.w) daundobel omebs eweoda am gzis gasakontroleblad. Zveli Cinuri politikuri strategia miuTiTebs – `ebrZole axlo mezoblebs da imegobre Soreul mezoblebTan~. swored aseTi iyo Cineli imperatorebis devizi, romlebic abreSumis gzis srulad gakontrolebis mizniT musrs avlebdnen axlo mezobel qveynebs (kerZod, Turqestans), rasac didi Semosavali mohqonda maTTvis. savaWro gzisaTvis omebi kavkasiaSic mimdinareobda da mas xan berZnebi, xan bizantielebi, xan sparselebi akontrolebdnen. saqarTvelos Zlierebis epoqaSi ki is kontroldeboda qarTveli mefeebis mier. aRsaniSnavia, rom Zveli saqaravno gzebi im droisaTvis, savaWrosTan erTad, udides kulturul-diplomatiur funqciasac asrulebdnen. Zvel Cinur diplomatiur analebSi Semonaxulia cnoba imperator markus avreliusis dros elCis am gziT mgzavrobis Sesaxeb. Semonaxulia cnoba agreTve Zv. welTaRricxvis II-I saukuneSi q.fazisSi savaWrod Camosul sxvadasxva enaze molaparake 60 tomis warmomadgenlebis Sesaxeb. strabonis , mdinare fazisze man 12 xidi daTvala, rac am regionis udidesi ganviTarebis dones mianiSnebda.  saqaravno gzebi unda aRiniSnos, rom saqaravno gzebi or geografiul wertils Soris damakavSirebeli ubralo komunikacia ki ar iyo, aramed is warmoadgenda kargad ganviTarebul sistemas, saukuneebiT Camoyalibebuli infrastruqturiT. swored gzis ganapiras iyo agebuli vaWrobiT gamdidrebuli qalaqebi, cixe-simagreebi, romelTa erT-erTi funqcia iyo gzis dacva avazakebisagan. gzis mTel sigrZeze moTavsebuli iyo qaravnebis dasasvenebeli adgilebi, romlebsac bazris adgils eZaxdnen. bazris adgilebze mowyobili iyo qaravan-sarai anu qarvasla, saxelosno-duqnebi, sadac xelosnebi qmnidnen produqcias da amavdroulad vaWrobdnen kidec, fundukebi-sastumroebi-mgzavris mosasvenebeli adgilebi, duqnebi. gzis piras ganlagebuli iyo e.w. `milionis qvebi~, romlebic erTmaneTidan 1000 nabijiT (millennium) iyvnen daSorebuli da gzis sigrZis sazom niSnulebis funqcias asrulebda. gzis movla mSvidobianobis periodSi adgilobrivi mmarTvelobis da soflis mosaxleobis movaleoba iyo. xolo omianobis periodSi dampyroblebi

Tavi 17.

savaWro komunikaciebi Zvel saqarTveloSi

321

mosaxleobas iZulebiT afarTovebinebdnen gzebs, aSenebiebdnen xidebs maTi cxenosanTa armiis Seuferxebeli gadaadgilebisaTvis. qaravani, Cveulebriv, iyo saxmeleTo (sasapalne da Tvliani transportiT), Tu sazRvao-samdinaro gziT, Soreul qveynebTan movaWreTa Taviseburi, xSirad droebiTi amxanagoba. qaravans, rogorc wesi, axlda dacva. omianobis periodSi, mas xSirad, droebiT daqiravebuli razmebic miyveboda. patara qaravnebi, erTeuli vaWrebi Tu mogzaurebi, xSirad Tanamgzavr did qaravans ucdidnen. didi qaravani Seamxanagebuli vaWrebisa da maT msaxurebTan erTad, Sedgeboda: aqlemebis, cxenebis da virebis momvlel msaxurTagan, SeiaraRebul cxenosan gamyol-gamcileblebisagan. qaravans saTaveSi edga uxucesi qaravanbaSi. qaravans, Tu igi Soreul gzaze midioda, Tan axlda saklavi xvastagic. qaravanTan erTad xSirad Soreul gzebs adgebodnen sxvadasxva dargis xelosnebi, TavianTi instrumentebiT, agreTve komediantebi da moxetiale msaxiobebic, xSirad religiur centrebSi salocavad mimavali marTlmorwmunenic. amasTanave, gadaadgileba ar iyo mxolod mgzavroba. is grZeldeboda TveobiT, xandaxan wlobiTac, (magaliTad cnobili italieli mogzauris marko polos mogzauroba 27 weli gagrZelda). saqaravno mgzavroba iyo Taviseburi samyaro, didi xifaTiT aRsavse cxovreba, romelic iZleoda did gamocdilebas, aTasgvar informacias da Tavisebur skolasac warmoadgenda. qaravnis meSveobiT rogorc vaWrebi, mxedrebi, ise turistebi, msaxurebi, xelosnebi, ostatebi, msaxiobebi, xuroTmoZRvrebi, poetebi, jambazebi sistematurad mogzaurobdnen sxvadasxva qveyanaSi. maT icodnen ucxo enebi da xSirad msaxuradac udgebodnen adgilobriv mefeebs, romelTa mstovrebic xdebodnen. qarTveli mematiane am vaWrebs `sulTnis elCebs~ uwodebs da aRniSnavs, rom `e.w. sulTnis elCebi mxolod SpionaJze fiqrobdneno~, es maTTvis miT ufro xelsayreli iyo, rom vaWari-elCis pirovneba xelSeuxebeli iyo da xSirad sabaJo gadasaxadidanac Tavisufldeboda. vaWrebs mgzavrobisas Tan mihqondaT wignebi, xan mTeli biblioTekebi. werdnen STabeWdilebebs da aRwerdnen RirsSesaniSnav movlenebs. saerTod, mimoqcevis sferoSi dasaqmebuli adamianebi, vaWrebi mosaxleobis ZiriTad masaze ufro ganaTlebulni da wignierni iyvnen. qaravniT mogzauri jambazebi, akrobatebi da msaxiobebi qalaqebSi Ria cis qveS gamodiodnen da gavlil qveynebs aqcevdnen TavianTi xelovnebis mayureblad. Soreuli qveynis qaravnis mosvla did qalaqebSi mTeli movlena iyo (ix.17.1.4). mas araTu mxolod sxvadasxva ucxouri saqoneli, aramed, amasTan, gaugonari, sensaciuri ambebi da werilebic mohqonda. mas mohyvebodnen sxvadasxva erisa da kulturis adamianebi. amitomac qalaqebSi Sesul da qarvaslisken mimaval qaravans aedevneboda xolme informaciebs mowyurebuli, ucxour nakeTobaTa xilvas da yidvas monatrebuli xalxi. qalaqSi Casvlisas qaravnis Sesaxeb informacia umal vrceldeboda da sabazro adgilebSi qalaqis mosaxleoba iyrida Tavs. aseT adgilebSi gamarTuli Teatralizebuli sanaxaoba sxva araferi iyo Tu ara maSindeli Souprograma, romelsac qalaqSi reklama ukeTdeboda specialuri macneebis, jambazebis meSveobiT, romlebic doliT da zurniT dadiodnen qalaqis quCebSi da mosaxleobas speqtaklze dasaswrebad epatiJebodnen.

322

marketinguli komunikaciebi.

reklamis istoria

1850-ian wlebSi saqarTveloSi mogzaurobis dros didi frangi mwerali aleqsandre diuma aRwers, Tu rogor amcnobdnen mosaxleobas imperatoris brZanebas foTis qalaqad damtkicebis Sesaxeb: `mTel qalaqSi dadioda kaci, barabanis braxuniT da yvela saxlTan imeorebda mefis brZanebis teqsts~.  saqarTvelos Zlierebis oqros xanaSi, XI-XII saukuneSi, daviT aRmaSenebelma da Tamar mefem gzebis movla saxelmwifo politikis doneze aiyvanes. aSenda mravali xidi mdinareebze, gzis dasamokleblad bevr adgilas kldeSi gaiWra karebi (kldekarebi), aRdga Zveli da aSenda axali qarvasla-fundukebi. veravin gabedavda qaravnis an movaWris dayaCaRebas. mgzavrobis aseTi komfortuli pirobebis gamo mravali qveynis vaWrebi saqarTvelos gzebs aniWebdnen upiratesobas. kidev erTi mniSvnelovani, rac am saqaravno gzebze iyo damkvidrebuli iyo is, rom bazris adgilebi – qarvaslebi gzis gaswvriv iyo ganlagebuli da erTmaneTisagan araCveulebrivi sizustiT erTi dRis savalze iyvnen daSorebulni. swori gzis pirobebSi es manZili datvirTuli cxenisaTvis Seadgens 60 kilometrs, xolo mTiani gzis SemTxvevaSi 25 kilometrs. faravnis tbasTan Semonaxulia Zveli naqarvaslarebi (ix.17.1.5), romlebic swored am manZiliTaa daSorebuli erTmaneTisagan, xolo Savi zRvis piras mdebare mniSvnelovan saporto qalaq xofadan (xufaTi) Tbilisamde, ganlagebuli iyo 10 sabazro adgili, rac imas miuTiTebda, rom qaravans xofaTbilisis gzis gasavlelad (artanujis gavliT) 10 dRe sWirdeboda.  Zvel saqarTveloSi udidesi strategiuli qalaqi iyo mcxeTa, romelzedac gadioda ZiriTadi saqaravno gzebi, aramarto dasavleT-aRmosavleTis damakavSirebeli abreSumis gza, aramed mcxeTidan iyofoda CrdiloeT-samxreTis SemaerTebeli umniSvnelovanesi saqaravno gza, romelic CrdiloeTiT darialis xeobiT xazareTSi gadioda, xolo samxreTiT sparseTsa da SuamdinareTSi. amrigad, q.mcxeTa iyo oTxive mimarTulebis saqaravno-savaWro gzebis gadamkveTi wertili. saqaravno gzebze viTardeboda da yvaoda bevri qalaqi, maT Soris: artanuji, Sorapani, quTaisi, axalqalaqi, surami, urbnisi, gori, ateni, samSvilde, dmanisi, rusTavi da sxva (ix17.1.6). vaxtang gorgasalis mefobis dros, V-VI saukuneebSi, gansakuTrebuli mniSvneloba SeiZina Tbilisma, ujarmam da artanujma, romelic dasavleTis karibWe iyo, ujarmas ki aRmosavleTidan unda uzrunveleyo mtrisagan qveynis dacva. gansakuTrebul sidiades miaRwies qarTulma qalaqebma saqarTvelos ayvavebis oqros xanaSi X-XII saukuneSi. saqarTvelo arasdros yofila iseT intensiuri kulturul-savaWro urTierTobebSi erTdroulad aRmosavleTis, dasavleTis, samxreTis da CrdiloeTis qveynebTan, rogorc am periodSi. saqaravno gzebiT laSqarsa Tu qaravnebs marto omi da savaWro saqoneli rodi SemohqondaT. `maT Tan mohyveboda aRmosavleTis da dasavleTis sulieri kulturis umaRlesi miRwevebi: msoflmxedveloba, mecniereba, poezia – es erTaderTi ufaso, magram fasdaudebeli misarTmevi ucxo xalxisaTvis~ (n.berZeniSvili).

Tavi 17.

savaWro komunikaciebi Zvel saqarTveloSi

323

saqaravno gzebiT gahqondaT saqarTveloSi nawarmoebi produqciia da saqonli: abreSumi, Rvino, marcvleuli, minis nawarmi, moWiquli WurWeli, Tixis nawarmi, iaraRi, tyavis nawarmi da sxva. amave gziT Semodioda Zvirfasi qsovilebi, xaliCebi, saeklesio da saeklesio nivTebi, saRebavebi, iaraRi; agreTve, sparsuli, arabuli, berZnuli da bizantiuri swavla-ganaTleba, mecniereba. am saqaravno gzebma didi roli Seasrula saqarTvelos qalaqebis aRorZinebaSi. rodesac garkveuli politikuri cvlilebebis gamo saqaravno gza icvlida mimarTulebas, Zvelad ayvavebuli qalaqebi Raribdeboda da maT magivrad sxva, axali qalaqebi mdidrdeboda, romelzedac axali gzebi gadioda. Tu gadavxedavT Zveli msoflios rukas, masze datanilia qveynebi: indoeTi, CineTi, avRaneTi, Sua azia, sparseTi, SuamdinareTi, kavkasia, xazareTi, bizantia, saberZneTi, romi, egvipte, arabeTi da am qveynebs Soris savaWro-kulturuli komunikacia sxva ara iyo, Tu ara imdroindeli msoflios globalizacia. danarCeni msoflios globalizacia ki omebis dros â&#x20AC;&#x201C; ZaldatanebiT da iZulebiT xdeboda, xolo mSvidobianobis periodSi nebayoflobiT, savaWro-saqaravno gzebis intensiuri gamoyenebiT. aleqsandre makedonelidan dawyebuli aRa-mahmad-xaniT damTavrebuli saqarTvelom gauZlo mraval Zaladobriv globalur ubedurebas qarTuli enis, erTiani rwmenis, dauRalavi omebis da samSoblos siyvarulis wyalobiT. saqarTvelos globaluri savaWro-ekonomikuri urTierTobebis naTeli dadasturebaa ucxouri monetebis simravle, romlebic aRmoCnda saqarTvelo teritoriaze da aseve saqarTveloSi moWrili monetebis aRmoCena saqarTvelos sazRvrebs gareT. arafers vambobT axlomezobeli qveynebis gaTxrebze, sadac ara marto calkeuli monetebi, aramed monetebis mTeli ganZeulobaa napovni somxeTis, Crdilo kavkasiis, azerbeijanis teritoriebze; qarTuli monetebi napovnia agreTve ruseTis CrdiloeTiT, fineTis, germaniis, arabeTis, egviptis da indoeTis teritoriebze (l.WilaSvili). saqarTvelos oqros xanis did ekonomikur doneze miuTiTebs im dros zarafxanebis simravle, romlebic mowyobili iyo mowinave savaWro centrebSi: artanujSi, TbilisSi, quTaisSi, dmanisSi, axalcixeSi, JinvalSi. ď ´ saqarTvelom XI-XIII saukuneebSi ganviTarebis iseT dones miaRwia, rom misi gavlena sazRvrebidan Sors vrceldeboda. produqciis didi raodenobiT warmoebis moTxovnilebam axali sawarmoo urTierTobebi warmoSva. kerZod, im dros unda Seqmniliyo xelosanTa gaerTianebebi, amqrebi (saamqroebi) romlebic feodaluri wyobis ganviTarebis bolo stadiad da axali burJuaziuli urTierTobis dasawyisad miiCneva istoriaSi (l.WilaSvili). es procesebi 4 saukuniT uswrebs evropis teritoriaze dawyebul msgavsi urTierTobebis gaCenas. magram burJuaziuli urTierTobis amgvar ganviTarebas xeli SeuSala jer monRolTa, Semdeg Turq-selCukTa momTabare tomebis Semosevebma, romlebmac saqarTveloze ufro Zlieri mravali qveyana daaqcies da aRgaves pirisagan miwisa. uZvelesi droidan abreSumis gzis garda, saqarTvelos yvela wertils mravali adgilobrivi gza akavSirebda. am gzebiT xvdeboda adgilobrivi saqoneli

324

marketinguli komunikaciebi.

reklamis istoria

qalaqebSi. kavSiris gavrcelebuli forma iyo Sikrikebi, mstovrebi, romlebic cxenosnobaSi gawvrTnili mojiriTeebi iyvnen da umokles vadebSi gadahqondaT ustari sxvadasxva kuTxeSi. ď ´ bazrebi saqarTveloSi Sua saukuneebSi patara qalaqis tipis dasaxlebebi iyo. maTi mosaxleoba didi ar iyo da urTierTobis ZiriTad adgilad qalaqis centraluri moedani da bazari iTvleboda. sabazro adgilebi ZiriTadad xidebis gadasasvlelebTan da gzajvaredinze ewyoboda. XIII saukunis bevri arabi da sparsi avtori erTsa daimaves imeoreben, rom `Tbilisi mtkvris orive napirze gaSenebuli qalaqia, sadac ufaso cxeli abanoebia, rom mdinareze wisqvilebia da siiafea...~ Tbilisis bazari moxseniebulia me-13 saukunis sparsul geografiul krebulSi â&#x20AC;&#x201C; `samyaros sakvirvelebani~ (ix.17.1.7). bazari (moedani, qulbaqi) adre iyo adgili mezobel TemTa (gvarTa tomTa) sazRvarze, sadac adamianebi erTmaneTs xvdebodnen, raTa gaecvalaT ambebi, informacia axlobeli Tu Soreuli tomebis Sesaxeb. Semdgom iq, sadac informaciis gacvla xdeboda, TandaTan gaZlierda nivTebis, pirutyvis, samkaulebis, TviT monis gacvla-gamocvla. maSasadame, bazari warmoiSva da viTardeboda, rogorc informaciis gacvlis da sanaxaobis adgilic, sadac mere ufro did adgils ikavebda nivTier dovlaTTa gacvla. Tumca informaciis gavrcelebis centris da garTobis funqcias is yovelTvis inarCunebda. Zveli Tbilisis bazari e.w. `TaTris moedanze~ iwyeboda da mis garSemo did teritorias moicavda. TaTris moedanze idga didi saswori, e.w. `yafani~, sadac wonidnen saqonels da produqtebs. es yafani imdenad didi iyo, rom qalaqis dResaswaulebis dros masze scenac ki ewyoboda. aqve iyo aRmarTuli alami, romelsac SuadRisas Camoswevdnen. es Zalze saintereso tradicia imisaTvis sruldeboda, rom soflidan Camotanili saqoneli pirdapir ar moxvedriliyo gadamyidvelebis xelSi. moqalaqeebs SuadRemde SeeZloT saqonlis SeZena uSualod glexisagan, xolo SuadRis mere, rodesac droSas Camoswevdnen, darCenil saqonels gadamyidveli yidulobda biTumad. es yuradsaRebi tradiciaa! SuadRemde qalaqis macxovreblebi dabal fasad yidulobda glexisagan produqtebs, xolo SuadRes, glexi darCenil saqonels ucbad yidda da aswrebda saRamomde axlomaxlo sofelSi dabrunebas. TaTris moednis gayolebaze iyo sxvadasxva savaWro rigebi: puris rigi, bambis rigi, farTleulis rigi, bazazebis rigi. dRevandeli leseliZis quCis dasawyisi gadaxuruli iyo da mas `bnel rigs~ uwodebdnen. aqac da avlabarSi, gansakuTrebiT ki, riyeze, sadac mtkvris gayolebiT mravali wylis wisqvili muSaobda, ganTavsebuli iyo mravali saxelosno. ZvelTaganve saqarTveloSi sxvadasxva profesiis xelosnebi Tav iyridnen gaerTianebaSi, romelsac amqari ewodeboda. `amqari~ sparsuli sityvaa da Tanamosaqmeobas niSnavs. amqars bevri dawerili da dauwereli kanoni hqonda, romelic aregulirebda xelosnebis saqmianobas, profesiul aRzrdas, gaWirvebuli da gar-

Tavi 17.

savaWro komunikaciebi Zvel saqarTveloSi

325

dacvlili wevrebis movla-patronobas da sxva. amqars hyavda xelmZRvaneli – ustabaSi, sapatio wevrebi – aqsakalebi da, rac yvelaze mniSvnelovania reklamis mxriv, amqars hqonda sakuTari droSa, romelzedac amoqarguli iyo amqris emblema, anu rogorc mas uwodebdnen – `firi~. (albaT aqedanaa warmomdgari, sareklamo abris qarTuli dasaxeleba `firniSi~). TiToeul amqars Tavisi mfarveli wmindani hyavda. magaliTad, xarazebis droSaze gamoxatuli iyo ilia winaswarmetyveli, sirajebisaze – yurZnis mtevani, dabRebisaze – RvTismSobeli, yasbebisaze – mama abrami Tavisi batkniT, xuroebisaze – noes kidobani da sxva. amqars mTeli wesebi da ritualebi hqonda SemuSavebuli Segirdebis mosamzadeblad, romlebic jer Segirdebi iyvnen, Semdeg amqrebi xdebodnen da bolos maT xelosnad naTlavdnen mTeli wesebis dacviT. aRsaniSnavia erTi saintereso detali: rodesac mTavrdeboda amqris xelosnad kurTxevis ceremoniali, bolos ustabaSs momavali xelosnisaTvis samjer unda Semoekra sila saxeSi da bolo – mesame sila, yvelaze Zlieri unda yofiliyo, raTa mas mTeli cxovreba damaxsovreboda ustabaSis xeli da patiosani xelosnobis wesebisaTvis ar eRalata. bazrobebTan erTad gansakuTrebuli mniSvneloba hqondaT saxalxo zeimebs: berikaobas, yeenobas, ispanaxobas, romlebic xalxuri xelovnebis, iumoris da amavdroulad Tanasworobis, Tavisufali, demokratiuli cxovrebisaken xalxis miswrafebis gamoxatuleba iyo (ix.17.1.8). es dResaswaulebi CanasaxSi atarebda xalxuri Teatralizebuli sanaxaobis (Sous) saxes. rogorc i.griSaSvili aRniSnavda, `Cven xalxs ise araferi uyvars, rogorc massiuri gasarTobi... karCaketili, ojaxis viwro farglebSi moqceuli garToba, mis gaSlil bunebisaTvis borkils warmoadgens. dReoba, lxini, jiriTi, burTi, yvelgan massiurobaa, yvelgan wyurvili massiuri molxenis. yeenobac erTi keTilSobiluri gamoxatulebaTagani iyo am massiuri garTobis~. qarTveli kacis midrekileba komunikabelurobisaken misi sacxovrebeli saxlis arqiteqturaSic gamoixata e.w. qarTuli aivnebis saxiT, romlidanac xelis gulze Canda quCa da qalaqSi momxdari ambebi, mezoblebis cxovreba. es aivnebi samezoblo komunikaciis saukeTeso saSualeba iyo Zvel qalaqebSi. maTi socialur-fsiqologiuri roli jer kidev Sesaswavlia. bevri ucxoeli dRemde ixibleba Zveli Tbilisis moCuqurTmebuli, quCis orive mxares erTmaneTze TiTqmis midgmuli aivnebiT. aseve damaxasiaTebelia Zveli qarTuli saxlebisaTvis brtyeli gadaxurvis – banis arseboba, sadac ikribeboda ojaxi stumrebTan erTad, amasTan bani, tradiciebiT SeboWili qarTveli mandilosnebis erTgvar gasarTob, sakomunikacio (am SemTxvevaSi saWorao) adgils warmoadgenda (ix.17.1.9). saero da religiuri dResaswaulebi, xalxuri xelovneba, mravalxmiani simRera, cekva, poezia, rewvis maRali kultura, unikaluri oqromWedloba, qarTuli sufra – ai, is saganZuri, ramac, zemoT dasaxelebul faqtorebTan erTad, Semogvinaxa erTiani suli da Cveni TviTmyofadi kultura.  qarvasla Zveli saqarTvelos qalaqebSi savaWro centris rols qarvasla asrulebda, patar-patara duqnebiT, fardulebiT, sxvadasxva saqonliT. qarvaslaSi saxelos-

326

marketinguli komunikaciebi.

reklamis istoria

no-savaWro fardulis (duqanis) quCis mxare Ria iyo da masSi gamokiduli iyo sasaqonlo nawarmis nimuSebi. xSirad am fardulebs xelosnis saxelis da gvaris warwera amSvenebda. amis dadasturebaa me-19 saukunis Zveli Tbilisis SemorCenili fotoebi (ix17.1.10). 1850 wlisaTvis TbilisSi iyo 13 qarvasla. qarvaslebSi saqmiani cxovreba duRda. aq vaWrebi aformebdnen garigebebs im saqonelzec, romelic jer arc ki iyo warmodgenili bazarze (Tanamedrove biznesis eniT â&#x20AC;&#x201C; `fiuCersebi~), wydeboda sxvadasxva saqonelze fasebis awevisa da daklebis sakiTxi, TviT ama Tu im vaWris reputaciis sakiTxi. garda amisa, aq iyvnen arzaTa mwerlebi, TbilisSi savaWrod CamosulTa saidumlo mrCevlebi, sasamarTlo organoTa gadawyvetilebebis Semfaseblebi, erTi sityviT, qarvasla iyo yovelgvari informaciis Taviseburi centri. saukunis Sua xanebSi, 1850 wels, qalaqis centralur moedanze vaWarma TamamSevma aaSena axali tipis grandiozuli qarvasla. TamamSevis qarvasla erevanskis moedanze (amJamad Tavisuflebis moedanze) samsarTuliani Senoba iyo (ix17.1.11). masSi iyo 100-ode duqani, 30 sawyobi, saxelosnoebi, sastumro, sayave. mesame sarTulze ganTavsebuli iyo Teatri bufetiT, foieTi, biblioeka. TamamSevs, rogorc sarajiSvilebs, zubalaSvilebs, agreTve sxva vaWrebs, awyobili hqondaT saqonelTa nakadis uwyveti moZraoba TurqeTidan, sparseTidan, ruseTidan, evropidan. me-19 saukuneSi saqarTvelo ruseTis batonobis qveS imyofeboda. qarTveli sazogadoebis mowinave warmomadgenlebi ganaTlebas ruseTsa da evropaSi iRebdnen da advilad iTvisebdnen yovelive axals. me-19 saukunis meore naxevarSi saqarTveloSi gaCnda fabrika-qarxnebi, viTardeboda mrewveloba, vaWroba. saqarTvelos Tavadaznauroba sanam gaerkveoda axali drois moTxovnebSi, aniavebda mama-papaTa qonebas da agrZelebda cxovrebas daviT kldiaSvilis mier kargad aRwerili `Semodgomis aznauris~ yaidiT, giraoTi da valiT. am dros Tbilisis qonebis didi nawili dagiravebuli an nayidi hqondaT somex vaWrebs da mewarmeebs, romlebmac aaSenes fabrika-qarxnebi, sastumroebi (bozarjianci, TamamSevi, manTeSovi, meliq-azarianci da sxva) da xelSi hqondaT Cagdebuli Tbilisis vaWroba. 1870-iani wlebidan axali xana iwyeba amierkavkasiis tranzitis istoriaSi. 1872 wels jer foTi-Tbilisis, xolo Semdeg 1883 wels Tbilis-baqosa da baTum-Tbilisis rkinigzis gayvanam ara Tu didad gaaiafa tvirTzidva da mimosvla am punqtebs Soris, aramed mTeli qveyana dauaxlova ruseTs da msoflio vaWrobis centrebs, msoflio bazrebs. es iyo pirveli sarkinigzo-satranzito derefani. am rkinigzam uZveles abreSumis gzas axali suli STabera da axali komerciuli ideebiT aamoZrava. magram am komerciul miznebSi sul ufro did adgils ikavebda saerTaSoriso samxedro-politikuri miswrafebebi, rac uZlieres ZalTa WidilSi gadaizarda. tranzitis gaZlierebam Savi zRva-kaspiis zRvis mimarTulebaze didi SeSfoTeba gamoiwvia imperiis centrSi â&#x20AC;&#x201C; peterburgSi, sadac miaCndaT, rom am rkinigzam didi ziani miayena aziaSi, kerZod iranis bazarze rusuli produqciis realizaciis saqmes, rasac, maTi varaudiT, Sedegad mohyveboda ruseTis politikuri gavlenis dacema am regionebSi... amitomac CaTvales saWirod am tranzitis garTuleba, baJis aweva, satranzito tarifebis momateba da zogierTi saqonlis tranzitis saerTod akrZalvac. Seiqmna aRniSnuli sakiTxis Semswavleli mravali komisia da tranzitis garSemo gamoikveTa ori mTavari Zala: 1. amierkavkasiis administracia, romelic am

Tavi 17.

savaWro komunikaciebi Zvel saqarTveloSi

327

tranzitSi xedavda mxaris kulturul-ekonomikuri ganviTarebis pirobas da 2. imperiis centraluri xelisufleba, romlis azriT, igi zRudavda da abrkolebda ruseTis vaWrobis ganviTarebas. miuxedavad imisa, rom saRad moazrovne rusebi, romelTac miekuTvnebodnen imperatoris moxele mefisnacvalebi voroncovi, a.golovini, m.romanovi, sawinaaRmdegos amtkicebdnen da cdilobdnen adgilobrivi mewarmeobis da soflis meurneobis ganviTarebas, peterburgis imperiuli Cinovnikebis mier yvela zoma iqna miRebuli sarkinigzo tranzitis gaZnelebisaTvis. gamkacrda sabaJo wesebi. sabaJoebze ara marto saqonlis gasinjva xdeboda, aramed yovelgvari dauSvebeli literaturis Semotanac ki aikrZala. ruseTis imperia yvela zomebs xmarobda, raTa gaecxovelebina ruseTis saqonlis amierkavkasiaSi Semosvla. erT-erT aseT saSualebad miCneul iqna wylis transporti. es idea, jer kidev saqarTvelos ruseTTan SeerTebamde, wamoayena petre didma, romlis azri iyo, `baqos iqiT, md. mtkvriT Tbilisamde gzis gayvana... saqarTveloSi qristianobis aRdgena... md. mtkvris SesarTavTan didi savaWro qalaqis dafuZneba, sadac, rogorc centrSi, Tavs moiyrida qarTvelTa, somexTa da sparselTa vaWroba, rac iqidan gagrZeldeboda astraxanamde~. am mosazrebis Tanaxmad, TiTqmis 150 wlis Semdeg, imperatoris brZanebiT, Seiqmna md.mtkvarze naosnobis momwyobi komiteti. misi TaosnobiT volgaze aaSenes orTqlis gemi da ori kaparWi da 1852 wels am gemma daiwyo tvirTis gadatana astraxanidan mingeCauramde. swored amave periodSi daiwyo regularuli naosnobis organizeba md.rionze. 1858 wels rionze daarsda `sabuqsiro naosnoba~. sainteresoa gr. orbelianis werili d.jorjaZisadmi 1858 wels: `rionzed daiwyo paraxodma siaruli, foTis garSemo gaikafa didi adgili, sadac axlave saxldebian mravalni da imedia, rom mokle xans gadaiqces qalaqad. mravali somexni da berZenni gadmodian osmalodan sacxovreblad~. aRsaniSnavia, rom am sabuqsiro gzis gaxsnamde bevrad adre ruseTidan kazakebi azovis zRvidan gemebiT Semodiodnen rionis SesarTavSi â&#x20AC;&#x201C; yulevSi da vaWrobdnen samegrelos mTavrebTan. me-19 saukuneSi saqonlis zRviT Semotanis pioneri iyo niko nikolaZis mama, cnobili quaiseli vaWari iakob nikolaZe. man pirvelma daiqirava gemi rostovSi da niJni novgorodis `iarmarkaze~ nayidi saqoneli, azovisa da Savi zRviT, jer yulevSi Camoitana, mere ki quTaisSi. amis meSveobiT man didad daaswro droSi saqonlis Camotana masTan erTad wasul vaWrebs, amasTan, am vaWrebs erTi fuTi tvirTis xmeleTiT gadmotana xuTi maneTi ujdebodaT, xolo iakob nikolaZes imave raodenobis tvirTis Camotana mxolod 50 kapiki daujda. aman saSualeba misca sxvebze gacilebiT iafad da swrafad gaeyida saqoneli da dasavleT saqarTveloSi yvelaze mdidari vaWari gamxdariyo. mtkvarsa da rionze tvirTebis samdinaro gziT gadazidvas efeqturoba daukarga baqo-Tbilisi-baTumis rkinisgzis gaxsnam, ris Sedegadac xsenebulma naosnobam yovelgvari azri dakarga. ď ´ vaWrobis waqezebis mizniT, ruseTis xelisufleba mimarTavda sxva mravalgvar RonisZiebas, maT Soris, saqaravno vaWrobis da qarvaslebis aRdgenas da ga-

328

marketinguli komunikaciebi.

reklamis istoria

farTovebas, Sesabamis punqtebSi axali `iarmarqtebis~ da bazrobebis organizacias. erT-erTi pirveli didi bazroba `pokrovskis iarmarqtis~ saxelwodebiT gaixsna TbilisSi 1828 wlis oqtombris TveSi. am iarmarqtze CamohqondaT ZiriTadad rusuli warmoebis saqoneli da centralur da adgilobriv administracias evaleboda iarmarqtis Sesaxeb informacia farTod gaevrcelebina evropasa da aziaSi, agreTve, gansakuTrebiT Siga ruseTis guberniebSi. Tbiliss garda, iarmarktebi daarsda borjomSi, siRnaRSi, elisavetpolSi da sxvagan, magram adgilobrivi gzebis uqonlobis gamo da gansakuTrebiT adgilobrivi mrewvelobis dabali donis gamo iarmarqtebma ver gaamarTla da maleve moiSala. 1847 wels TbilisSi daarsda rusuli manufaqturuli saqonlis depo, romelic miznad isaxavda, amierkavkasiis sistematur moamaragebas rusuli da sazRvargareTuli saqonliT da am mxaris vaWrebisaTvis informaciis miwodebas ruseTSi warmoebuli saqonlis namdvil xarisxsa da Rirebulebaze. depos daarsebis meore mizezi iyo, SeezRudaT somex vaWarTa monopolia vaWrobaSi, romlebsac niJegorodis da ruseTis sxva iarmarqtebidan uxeSi da wundebuli saqoneli CamohqondaT da Zvirad yidden. qarTvel mosaxleobas warmodgena ar hqonda rusuli saqonlis realur xarisxsa da fasze. somxebma saCivriT mimarTes mTavarmarTebels (somexTa 30 saxlis Civili), depos gauqmebis moTxovniT, magram verafers gaxdnen. saqonlis depo qarTvel vaWrebsac mZime tvirTad daawvaT mxrebze, magram somxebis usindiso parpaSs mcire xniT bolo moeRo. marTalia, rusulma iarmarqtebma ver gaamarTla, samagierod, gamococxlda ZvelTaganve tradiciulad arsebuli saeklesio-samonastro dResaswaulebTan dakavSirebuli bazrobebi saqarTvelos sxvadasxva kuTxeebSi. magaliTad, gorSi – agvistoSi; 14 seqtembers – alaverdobaze kaxeTSi, oqtomberSi – mcxeTobaze da sxva, sadac iyideboda mravali saqoneli: oqro-vercxli, msxvili da wvrilfexa pirutyvi, Salis da abreSumis qsovilebi, spilenZis da xis nakeTobebi. rogorc dasaxelebidan Cans, es iyo didi religiuri-saxalxo dResaswauli, sadac bazrobaze mravali sanaxaoba imarTeboda (doRi, Widaoba, krivi, cekva-TamaSi da sxva). aq Tavs iyrida mravali erovnebis warmomadgeneli (ix.16.12).  XIX saukunis Tbilisi XIX saukunis Tbilisi warmoadgenda uzarmazar bazars, romelic yovelgvari saqonliT amaragebda amierkavkasiis sxva qalaqebs. qalaqis qarvasla, centraluri quCebi savse iyo maRaziebiT, sastumroebiT, gaixsna Teatrebi, moZraobda konka, aSenda baRebi. Tbilisi im droisaTvis aRmosavleTSi kargad cnobili civilizebuli qalaqi iyo (ix17.1.13). maRaziebi gaformebuli iyo gare reklamebiT, romelTa umravlesoba rusul enaze iyo Sesrulebuli. erT-erTi ucxoeli mgzavri werda: `Tu erevnis moednidan CauyvebiT qvemoT, xalxiT savse bazars, dainaxavT savsebiT evropuli gemovnebis zogierT maRazias, Wreli abrebiT, romelzedac daxatulia mravali saqoneli, romelTac TviT duqanSi ver ipovniT...~ Tbilisis Zveli qalaqi SesaZloa ganvixiloT ara marto rogorc yovelgvari simdidris (qonebis, dovlaTis) mizidvisa da dagrovebis centris sazogadoebri-

Tavi 17.

savaWro komunikaciebi Zvel saqarTveloSi

329

vi adgili, sadac xdeba maTi yidva-gayidva, aramed mravalgvari sulieri simdidris, kulturul faseulobaTa gacvla-gaziareba (xelnaweri, wigni, ferweruli namuSevari, Teatraluri warmodgenis da sxva), rac SeiZleba xdebodes qalaqis nebismier quCaze, moedanze, qarvaslaSi, TeatrSi da a.S. SeiZleba iyidebodes iseTi saqonelic, romelic garigebis momentSi arc iyo warmodgenili. Tbilisis bazarze momsvlels SeeZlo rogorc sulieri sazrdo mieRo da moesmina, aseve enaxa mravalnairi warmodgena, cekvebi, simRerebi, musikaluri instrumenti, cxenebis jiriTi, yabaxi, Widaoba, krivi, mieRo mravalnairi informacia, adgilobrivi Tu ucxouri ambebisa da movlenebis Taobaze. aq vaWrobac iyo da warmoebac, garTobac da sanaxaobac, sadac TiTqmis yvela msurvels SeeZlo ara marto mayureblis, aramed monawilis rolSic gamosuliyo. sazeimo dReebSi, agreTve didmniSvnelovani saxelmwifoebriv-politikuri movlenebis aRsaniSnavad, Tbilisis samxedro garnizoni awyobda qvemexebis baTqs. am dReebSi cdilobdnen sagangebod mimzidveli da lamazi yofiliyo bazari, sadac didZali xalxi ikribeboda da qvemexebis daclis Semdeg nebieri da laRi vaWroba gaiSleboda xolme. bazris (kerZod, Tbilisis bazris) socialur aspeqtze saintereso informacia mohyavs p. guguSvils: `gavrcelebuli gagebiT ubralo adamianebis cxovreba mZime Sromis da mxiaruli uqmobis aucilebeli erTianoba iyo. maSvralTa armias garTobis wuTebi itacebda da yoveldRiuri autaneli Sromis siduxWires aviwyebda. maT sicilSi da sixarulSi droebiT iZireboda amqveyniuri usamarTloba da boroteba.. es garToba, daCagruli adamianis cxovrebis meore forma iyo, rodesac igi TiTqosda Tavisuflebis, Tanasworobis da siuxvis samyaroSi gadadioda... rodesac igi gubernatorisa, Tavadisa, aznaurisa, sovdagrisa, negociantisa, policielisa da sxvaTa warmomadgenlebTan erTad icinoda, es erToblivi sicili im wuTebSi maT yvelas cxovrebis erT doneze ayenebda. da yovelive amaSi aborigenebTan erTad ucxoel vaWarTa qaravnebis wevrebTan erTad monawileobdnen Camosuli msaxiobebi, komediantebi, jambazebi, takimasxarebi da matrakvecebi~ (ix.17.1.14). uCinoTa maRal sazogadoebasTan gaigivebis es iluzia Zlieri motivi gaxda me-20 saukunis dasawyisis msoflios reklamaSi, romelsac warmatebiT iyenebdnen da dResac iyeneben mravali cnobili kompaniebi TavianT sareklamo momarTvebSi (`koka-kola~, `fordi~ da sxva). ď ´ kavSirgabmuloba XIX saukuneSi komunikaciis erT-erTi saSualeba uZvelesi droidan iyo fosta, romelic Sikrikebis da malemsrbolelebis saSualebiT xorcieldeboda. saerTaSoriso safosto gzavnilebi igzavneboda qaravnebis meSveobiTac. TbilisSi 1804 wels mefis nacvlis general pavle cicianovis (ciciSvilis) TaosnobiT daarsda pirveli safosto ganyofileba. mas gaaCnda safosto urmebi, Semdgom ki diliJansebi. Tbilissa da vladikavkavs Soris ganlagebuli iyo 13 safosto sadguri, mgzavrTa dasasveneblad da cxenebis gamosacvlelad.

330

marketinguli komunikaciebi.

reklamis istoria

1858 wels Sedga pirveli satelegrafo kavSiri Tbilissa da kojors Soris. gadamcemi da mimRebi sadgurebi aRWurvili iyo simensis uaxlesi aparaturiT, romelTac simensebis ojaxis warmomadgeneli, Tavad valter simensi emsaxureboda. 60-ian wlebSi satelegrafo kavSiri damyarda saqarTvelos da ruseTis sxva qalaqebTanac. 1870 wels ganxorcielda im droisaTvis uprecendento proeqti, pirveli, abreSumis gzis sadari informaciuli kavSiri evropasa da azias Soris, kerZod, amuSavda msoflioSi yvelaze grZeli satelegrafo xazi: londoni-parizivarSava-odesa-Tbilisi-kalkuta-deli, romlis meSveobiTac londonidan gagzavnili telegramebi xvdeboda TbilisSi da iqidan gadaigzavneboda indoeTsa da aziaSi. es iyo msoflioSi yvelaze grZeli satelegrafo xazi, romlis sigrZe 11000 km. iyo. 1890-ian wlebSi TbilisSi gaCnda satelefono kavSiri, aRsaniSnavia, rom qalaqSi pirveli telefoni daidga cnobili Tbiliseli mewarmis daviT sarajiSvilis binaSi.  Tbilisis mrewveloba XIX saukuneSi 1863 wels batonymobis gauqmebam didi biZgi misca ruseTSi da saqarTveloSi kapitalisturi mrewvelobis ganviTarebas. saukunis bolos TbilisSi 1500 mde fabrika-qarxana da wvrili sameurneo sawarmo muSaobda. maT Soris, liTongadamamuSavebeli, aguris, tyavis, safeiqro, bambis, zarafxana, zarbaznebis qarxanac ki. yvelaze didi sawarmo gaixsna saukunis bolos kavkasiis rkinigzis mTavari saxelosnoebi – depo. qalaqis meurneobac Tanamedrove qalaqebis saxes iRebda: 1862 wels aSenda wyalsadeni; 1897 wels daiwyo qalaqis eleqtroganaTeba; 1904 wels konkis magivrad gamoCnda tramvais vagonebi; 1908 wels qalaqSi gamoCnda pirveli kerZo avtomobilebi; 1913 wels amuSavda qalaqis eleqtrosadguri. marTalia, Tavadaznauroba fuqsavatur cxovrebas eweoda da aniavebda winaprebis datovebul uZrav-moZrav qonebas, magram arsebobda qarTvelTa nawili, romlebic dReniadag Sromobda da qmnida axali qarTuli mrewvelobis safuZvlebs da bevr sasargeblo saqmes akeTebda saqarTvelosaTvisac. maT Soris udaod erT-erTi pirveli iyo daviT sarajiSvili.  

Tavi 17. d a n a r T i

331

332

marketinguli komunikaciebi.

reklamis istoria

Tavi 17. d a n a r T i

333

334

marketinguli komunikaciebi.

reklamis istoria

Tavi 17. d a n a r T i

335

336

marketinguli komunikaciebi.

reklamis istoria

Tavi 17.

17.1

we r i lo b iTi k o mu n ik a cie b i saq a rTve loSi

337

17.1 werilobiTi komunikaciebi saqarTveloSi

rogorc ukve aRvniSneT, adamianTa Soris komunikaciis umniSvnelovanesi saSualeba aris ena. igi aris yoveli xalxis nacionaluri kulturis yvelaze TavisTavadi da ganuyofeli elementi. adamiani Tavisi erovnuli TviTmyobadobis da Semecnebis ideebs yvelaze srulyofilad Tavisi sakuTari enis meSveobiT gamoTqvams da adamianebis azrovneba, msoflmxedveloba da yofaqceva gansazRvrulia im enis TaviseburebebiT, romelzedac isini laparakoben da romelic maTi erToblivi cxovrebis nayofia. Zvel samyaroSi adamianTa codnis da kulturis gavrceleba xdeboda zepirsityvierebis meSveobiT da antikur samyaroSi informaciis gavrcelebis akustikuri, smenadi forma ixmareboda. udidesi poetebis, oratorebis cnobili nawarmoebebi Taobidan Taobas gadaecemoda mTqmelebis, mTxrobelebis, msaxiobebis, momRerlebis ZalisxmeviT. marTalia, antikur samyaroSi ukve arsebobda damwerloba, magram werilobiTi Zeglebi mosaxleobis umravlesobisaTvis miuwvdomeli iyo. damwerlobis gamoCenam warmoSva zepirsityvieri Zeglebis dafiqsirebis da gamravlebis SesaZlebloba. damwerlobiTi kulturisagan zepirsityvieri kulturis mTavari gansxvaveba isaa, rom damwerlobiTi kultura, rogorc fiqsirebuli azri, Tavis gavrcelebis procesSi nakleb cvalebadobas ganicdis da Tavisi SinaarsiTa da formiT daumaxinjeblad gadaecema Taobidan Taobas. zepirsityvieri kultura ki advilad itans Sinaarsobriv mravalferovnebas da kargi mTqmelis da oratoris meoxebiT SeiZleba Seicvalos nawarmoebis Sinaarsobrivi da emociuri Seferiloba, igi ufro momxibvleli da STambeWdavi gaxdes msmenelisaTvis, an piruku. damwerlobis gavrceleba da werilobiTi Zeglebis gamoCena revolucia iyo adamianTa modgmis ganviTarebisaTvis. ramdeni aRmoCena gaukeTebia adamians da dakargula Semdgomi TaobebisaTvis, mxolod imitom, rom ver xdeboda maTi dafiqsireba da codnis gadacema. ieroglifebi, lursmuli damwerloba, alfabeti Zveli samyaros civilizaciis ganviTarebis safexurebia, romlebmac migviyvanes adamianTa modgmis komunikaciis umniSvnelovanes saSualebasTan wignTan, romelmac civilizaciis yvela fenomenTa Soris yvelaze metad Seuwyo xeli ukanaskneli ori aTasi wlis manZilze kacobriobis esoden swraf ganviTarebas, vidre winandeli ori milioni wlis ganmavlobaSi. wigns Tavidanve udidesi mniSvneloba hqonda qarTveli xalxisaTvis. qarTuli damwerlobis gaCenis Taobaze dazustebuli wyaroebi dRemde ar moipoveba, magram mecnierTa nawili qarTuli alfabetis Seqmnis drod miiCnevs Zveli welTaRricxvis me-3 saukunes da miawers mefe farnavazis damsaxurebas, romelmac `Seqmna mwignobroba qarTuli~ da saxelmwifoebrivad savaldebulo gaxada qarTuli

338

marketinguli komunikaciebi.

reklamis istoria

damwerloba. uZvelesma qarTulma damwerlobamac gaiara evoluciiuri etapebi: mrgvlovani (mTavruli), xucuri, nusxa-xucuri da bolos mxedruli, romelic me-11- 12 saukuneebidanaa gavrcelebuli. arafers vambobT Tavad qarTul alfavitze, romelic dResac msoflioSi arsebul 14 originalur damwerlobaTa Soris erT-erTia. dRemde aRmoCenili werilobiTi Zeglebidan erT-erTi uZvelesi qarTuli warwera aRmoCenilia bolnisis sionze, romelic 393 wels ganekuTvneba (ix.17.2.1), xolo me-5 saukunis 70-ian wlebSi dawerilia iakob curtavelis `SuSanikis wameba~, romelic misi literaturuli stiliT imdenad srulyofili nawarmoebia, rom qarTul mwerlobas mis Seqmnamde ganvlili unda hqonoda ganviTarebis mravalsaukunovani etapi. `SuSanikis wamebidan~ – `vefxistyaosnamde~ qarTulma literaturam didi gza ganvlo, miT umetes, rom am periodSi saqarTvelom jer sparseTis, Semdeg arabebis mravalsaukunovani monoba ganicada . Zveli samyaros istorikosebi qarTvelebs wignier da ganaTlebul xalxad moixsenieben. uZvelesi droidan didi yuradReba eqceoda wignebis gadaweras, maT gaformebas. werdnen qvaze, kldeze, Tixis filebze, merqanze, cxovelebis tyavze – pergamentze, abreSumis da bambis qsovilze, liTonis – maT Soris, oqros firfitebze. am masalebze daweril wigns ukeTebdnen Tixis, xis, tyavis an metalis garekans, raTa naweri saimedod yofiliyo daculi. uZvelesi droidan qaRaldis gamogonebamde sawer masalad yvelaze gavrcelebuli iyo Tixis filebi, papirusi da etrati. qaRaldi gamoigones Cinelebma Cv.w-is 1-2 saukuneSi. misi gavrceleba evropisken erTob nela mimdinareobda. me-6-8 saukuneebSi daiwyes qaRaldis damzadeba koreaSi, indoeTsa da Sua aziaSi. saqarTveloSi qaRaldi vrceldeba me-10-11 saukuneebidan. saqarTveloSi arsebuli sasuliero centrebi da akademiebi wignebis Seqmnis, gadaweris da gavrcelebis didi skola iyo. mravali warmoCenili qarTveli moRvawe, romlebic samSoblodan moSorebul centrebSi moRvaweobda, im drois uaxles sasuliero, samecniero, filosofiur naSromebs qmnidnen, Targmnidnen da samSobloSi agzavnidnen. yvela wigns axlda e.w. anderZi, sadac aRwerili iyo yvelanairi cnoba wignis, misi avtoris, epoqis, gadamweris, gamformeblis Sesaxeb. wigns Tan axlda e.w. zanduki, anu sarCevi, saZiebeli, sadac aRwerili iyo wignis Sinaarsi. pirveli, Cvenamde moRweuli uZvelesi qarTuli xelnaweria `biblia~, romelic aTonis bibliis saxelwodebiTaa cnobili da ekuTvnoda Tornike erisTavs, daTariRebulia 978 wliT. mas Semdeg, yvelaze xSirad gadaweril wignebs Soris iyo `saxareba~, `qarTlis cxovreba~, `daviTni~, wminda mamaTa cxovrebani da `vefxistyaosani~, romelTa garekanis gaformeba xSirad xdeboda Zvirfasi TvlebiT, oqroTi. amJamad saqarTvelos xelnawerTa institutSi daculia aseTi uZvirfasesi nimuSebi, maT Sorisaa beqa da beSqen opizarebis ukvdavi WedurobiT da Zvirfasi qvebiT gaformebuli Tamar mefis me-XII saukunis `saxareba~ (ix.17.2.2). mtris mier am Zvirfasi wignebis gatacebisas xSiri iyo misi gamosyidvis an tyveobidan brZoliT daxsnis faqtebi. xSirad qarTuli wignebis gasaformeblad wignis SemkveT warCinebul pirebs gamformeblebi sazRvargareTidan Camohyav-

Tavi 17.

17.1

we r i lo b iTi k o mu n ik a cie b i saq a rTve loSi

339

daT. zemoT naxsenebi Tamar mefis `saxarebis~ gasaformeblad saberZneTidan moiwvies am saqmis saukeTeso mcodne. Sua saukuneebidan friad gavrcelebuli iyo wignis mziTevSi gataneba patarZlisaTvis, radganac `wigni qarTuli ojaxebis, qarTuli nacionaluri organizaciis SemaduRebeli, SemakavSirebeli dvrita iyo, rogorc sisxli da kera, rogorc suli da marjvena – qarTvelobis usasrulo ganaxlebisa da maradiuli energiis dauSleli da TviTaRwarmoebadi fenomeni~ (p.guguSvili). damwerlobis farTod gavrcelebis Semdeg, erTi da imave nivTis masobrivi warmoebis pirobebSi, rodesac am sagans unda hqonoda ganmasxvavebeli niSani, mis zedapirze CaibeWdeboda raime niSani, suraTi, aso an asoTa erToblivoba. amisaTvis daiwyes specialuri Stempelebis damzadeba. igi keTdeboda xis, Zvlis, liTonis zedapirze amotvifruli sabeWdavis saxiT. jer kidev Zvel babilonsa da egvipteSi agurxanis patronebs, gasaSrobad formaSi Casxmul Tixis rbil masaze, xisgan gakeTebuli StempeliT gamohyavdaT sakuTari niSani – daRi. aseve Zvel romSi Tixis amforebze (Rvinis, zeTis da sxva dergebze) gamohyavdaT amoburculi an CaRrmavebuli StempeliT sakuTari niSani. Cvens dromdea moRweuli mefeTa da bevri sxva warCinebulebis saTiTe beWedi, romelsac Tvalis saxiT aqvs beWedi, riTac (`dasturiT~) amowmebdnen werilebs, sigelebs da sxva dokumentebs (ix.17.2.3). uZveles monetebze StempeliT tvifravdnen mefis gamosaxulebas. kunZul kretaze aRmoCenilia 4000 wlis winandeli e.w. `feskuri diski,~ romelzedac moZravi literebiT daWdeulia 45 patara figura. amgvari Stempelebis, rogorc moZravi literebis gamravlebiT, SeiZleboda teqstis awyoba da anawyobze saRebavis wasmis Semdeg anabeWdebis miReba. saqarTveloSic moipoveba mdidari istoriuli masala qarTuli sabeWdavebisa da gliptikuri xelovnebis uZvelesi Zeglebis Sesaxeb. magaliTad, qarTlis mefe giorgi mesames sabeWdavi mTlianad oqroTi yofila gakeTebuli, xolo sabeWdavis zedapirze aRbeWdili wm. giorgis gamosaxuleba CaRrmavebuli formiT hqonia. sabeWdavs gaaCnda bude qaragmuli warweriT. dRevandeli reklamis TvalsazrisiT, Stempelebi warmoadgendnen maSindel safirmo niSnebs. StempelebiT beWdva farTod iyo gavrcelebuli Sua saukuneebis evropaSi me-12- 4 saukuneebSi, ramac sabolood migviyvana iohan gutenbergis moZravi literebiT wignis sabeWdi dazgis gamogonebamde.  arsebobs gadmocema, rodesac gutenbergma Tavisi dazgis modeli xarats miutana, ukanaskneli ver mixvda am gamogonebis mniSvnelobas da ase mimarTa avtors: `– eg xom yurZnis sawnexi SegvikveTeT, Zia iohanes! – diax, – upasuxa gutenbergma, – am `sawnaxelidan~ gadmodindeba iseTi saswauli da uleveli sasmeli, romlis msgavsi jer arasodes yofila kacobriobis wyurvilis mosaklavad!~ 1450 wels gutenbergma daiwyo `bibliis~ beWdva or did tomad. rasac 5 weli dasWirda. amaze adre man 1447 wels dabeWda kalendari, riTac safuZveli Caeyara wignis beWdvis mrewvelobas.

340

marketinguli komunikaciebi.

reklamis istoria

21-e saukunis dadgomisas msoflios masStabiT Catarda gamokiTxva 100 yvela drois gamoCenili pirovnebis gamosavlenad, romlebmac gavlena iqonies msoflios istoriaze da am gamokiTxvis SedegebiT pirveli adgili daikava iohanes gutenbergma. aRsaniSnavia, rom am gamokiTxviT, ieso qriste me-5 adgilze gavida. arsebobs versia, romlis mixedviTac 1440 wels, cvladi literebiT beWdva pirvelma daiwyo gutenbergis maswavlebelma holandielma loran kosterma, xolo `umadurma moswavlem maswavlebels mohpara literebi da germaniaSi gaiqca,~ magram istorias SemorCa gutenbergis mier Seqmnili srulyofili teqnika da wignis beWdvis pioneris saxeli. pirveli qarTuli wigni daibeWda evropaSi wignis beWdvis gamogonebidan 189 wlis Semdeg q.romSi, `propaganda fides~ stambaSi, 1629 wels, romelic im dros evropaSi yvelaze didi stamba iyo. qarTuli literaturis gamoCenili mkvlevari korneli kekeliZe werda: `pirveli qarTuli wigni daibeWda 1629 wels. vfiqrobT, yvelasaTvis naTelia Tu ra didi mniSvneloba hqonda zogadad qarTuli kulturisa da kerZod mwerlobis ganviTarebisaTvis qarTuli stambis daarsebas... is gaxda qvakuTxedi qarTuli kulturuli renesansisa, romelic me-17 saukunidan iwyeba. pirveli qarTuli wigni iyo: `qarTul-italiuri leqsikoni~ (ix.17.2.5) da `qarTuli anbani locvebiTurT~. romelic gamoica me-17 saukunis SesaniSnavi sasuliero, saxelmwifoebrivi da diplomatiuri moRvawis nikifore irbaxis (nikoloz ColoyaSvilis) (ix.17.2.4) meSveobiT, romelic diplomatiuri misiiT iyo gagzavnili mefe Teimuraz I mier, romis papis urban VIII-is karze. 1643 wels aqve, romSi daibeWda maria majos `qarTuli gramatika~, romelmac pirvelma gaacno evropelebs qarTuli enis Taviseburebebi. ucxoeTSi wignis beWdvis saqmeSi, gansakuTrebuli aRniSvnis Rirsia me-17 saukuneSi rumineTSi moRvawe didi qarTveli anTimoz iverieli (anTim iverianu), romelic bavSvobaSi saqarTvelodan motacebuli da gayidul iyo konstantinopolSi. man Tavisi araCveulebrivi niWis wyalobiT did warmatebas miaRwia, rogorc mravali enis mcodnem, mxatvarma, kaligrafma da sasuliero-politikurma moRvawem. man rumineTSi daaarsa stamba da sxvadasxva enaze (arabul, ruminul, berZnul, Zv.slavur da sxva enebze) gamosca 60-ze meti wigni. misi SemweobiT q.valaqia gadaiqca wignTbeWdvis centrad aRmosavleT evropaSi. Semdeg igi airCies mitropolitad, man aaSena buqarestSi anTimis monasteri da eklesia, rogorc mas ruminelebi uwodebdnen `epoqis erT-erTi yvelaze RirsSesaniSnavi Zegli~. anTimoz iverieli ar iyo erTaderTi qarTveli, romelmac sxva da Tanac, didi kulturis xalxebs Seuqmna stamba da daubeWda wignebi. TeiranSi pirveli stambis damaarseblad (1823.w) iraneli istorikosebis mier dasaxelebulia vinme manuCar xan moaTmalul gurji da rom iranSi tyviis pirveli stamba qarTvelis daarsebulia. aseve mniSvnelovani cnoba moaqvs bei-mamikonians, rom `kacs, romelsac ukavSireben eraySi stambis saqmis safuZvlis Cayras, mirza muhamed baqir ul-tiflizi erqva saxelad... amave avtoris cnobiT, eraySi pirveli stamba daarsebula erayis mmarTvelis daud faSas, anu imave dimitri manvelaSvilis mmarTvelobis dros, xolo zemoTxsenebuli muhamed baqir Tbiliseli, gvevlineba baRdadSi pirveli stambis Semqmnelad.

Tavi 17.

17.1

we r i lo b iTi k o mu n ik a cie b i saq a rTve loSi

341

saqarTvelos istoriaSi umniSvnelovanesi movlenis, stambis daarsebis iniciatori da xorcis Semsxmeli gaxlavT me-18 saukunis dasawyisSi, 1709 wels, mefe vaxtang VI bagrationi (ix.17.2.6). miuxedavad im dros saqarTvelos daqsaqsulobisa da mZime politikuri viTarebisa, am didebulma mefem SeZlo suli STaebera qarTuli kulturis ayvavebisaTvis. didi qarTveli moRvawis sulxan-saba orbelianis aRzrdilma vaxtang VI-m amoiyena gverdSi saqarveloSi arsebuli inteleqtualuri da mecnieruli codniT aRWurvili adamianebi, romlebic gaWirvebis miuxedavad, yovelTvis bevri hyavda Cvens qveyanas da safuZveli Cauyara sagamomcemlo-saredaqcio saqmianobas. pirvelive wigni dabeWdili vaxtang VI stambaSi, rasakvirvelia, iyo wminda `saxareba.~ mere daibeWda kidev `samociqulo~, `daviTni~, `kondaki~, `Jamni~ `locvani~ da arasruli saxiT `biblia~. 1712 wels pirvelad daibeWda `vefxistyaosani~ vaxtang VI-is redaqciiT da komentarebiT. manve gamosca me-13 saukunis Txzuleba â&#x20AC;&#x201C; zaza fanaskertelis `samedicino wigni~. garda sasuliero literaturisa, vaxtang VI-m Seqmna `swavlul kacTa komisia~ da daavala `qarTlis cxovrebis~ Sevseba-redaqcia. am komisiam, Tedo Jordanias TqmiT, `TiTqmis 300 wlis dakarguli istoria aRgvidgina, Segvikriba ra saukeTeso saistorio masalebi da ramdenadac SeeZloT, Sewyobili istoria dagvitova~. dRes, raoden sakvirvelic unda iyos, arc erT qarTul wigns ar ganucdia imdeni devna sasuliero wodebisagan, ramdenic `vefxistyaosans~, romelsac xandaxan mefeebis mfarvelobac ver Sveloda. `vefxistyaosanis~ pirvelive gamocemas qarTlis mTavarepiskoposi timoTe `borotebis mTesvel da garyvnil wigns~ uwodebda. ris gamoc devnidnen SoTas wigns, wvavdnen, anadgurebdnen, mrevls uSlidnen mis kiTxvas. magram vaxtang VI-m ramdenjerme gamosca SoTas didi qmnileba, man Tavisi `TargmaniT~ anu komentarebiT, romelic daurTo poemas, safuZveli Cauyara rusTvelologias, romelic dRes msoflio rezonansis specialuri mecnieruli disciplinis saxiTaa Camoyalibebuli. ruseTSi pirveli qarTuli wigni daibeWda jer kidev 1705 wels, arCil mefis da misi Zmis aleqsandres mcdelobiT. vaxtang VI-is ruseTSi gadaxvewis da gardacvalebis Semdeg, wignebis beWdva Seferxda. qarTuli stamba mogvianebiT daarsda moskovSic, romlis iniciatori iyo Tavad vaxtang VI, marTalia, mas ar dascalda am saqmis ganxorcieleba, magram mis amalaSi ruseTSi gadasaxlebuli ganaTlebuli samRvdeloebis da inteligenciis mcdelobiT iqac daiwyo qarTuli wignebis beWdva. vaxtang mefis garSemo darazmuli mwignobrobis trfial adamianebs Soris aRsaniSnavia: baqari da vaxuSti batoniSvilebi â&#x20AC;&#x201C; vaxtangis vaJebi, arqiepiskoposi ioseb samebeli (qobulaSvili), cnobili mestambe qristefore guramiSvili (daviTis Zma) da sxv. vaxtang VI-is stamba droTa ganmavlobaSi ganadgurda, igi orjer aRadgina erekle II-m da didad Seuwyo xeli qarTuli wignebis gamocemis ganaxlebis saqmes. ufro metic, arsebobs cnoba, rom erekle II-m eCmiaZins gadasca mowyobiloba iq pirveli somxuri stambis dasaarseblad. me-18-19 saukuneSi, saqarTvelos ruseTTan SeerTebis Semdeg, iwyeba saeklesio wignebis rusul saRvTismsaxuro wignebTan Sedareba da rusuli biurokratiuli saxelmwifo aparatisaTvis damaxasiaTebeli mkacri cenzuris daweseba. am

342

marketinguli komunikaciebi.

reklamis istoria

droisaTvis gaumjobesda Sriftis keTeba, Camoyalibda stambis muSakTa rTuli struqtura, daiwyo masalis koreqtura, gramatikis kanonebTan Sedareba da sxva. amave dros ganekuTvneba pirveli `qarTuli gazeTis~ gamocema 1819-821 ww., romelmac xelmomwerTa simciris gamo Semdeg Sewyvita arseboba. gazeTi ori nawilisagan Sedgeboda. pirveli nawili oficialuri informaciisagan Sedgeboda. aq ibeWdeboda oficialuri gankargulebebi, brZanebebi, gancxadebebi. meore nawilSi ki ibeWdeboda sxvadasxva `gamocxadebani~, informaciebi yidva-gayidvaze, ymebis Zebnaze, samsaxuris SeTavazebaze, e.i. sxvadasxva sareklamo gancxadebebi (ix.17.2.7). 1828 wlidan iwyeba `tfilisis uwyebanis~ gamocema, romlis pirvel nomerSic naTqvami iyo rom: `am gazeTis meSveobiT ixsneba axali saSualeba aqauri mcxovreblebi gaecnon da dauaxlovdnen evropelTa cnobierebas.~ magram gazeTis gamocemis ZiriTadi mizani iyo ruseTis imperiis ideologiuri zemoqmedeba adgilobriv mosaxleobaze da TviT gazeTic jer iwereboda rusul enaze – `Тбилисские Ведомости~, xolo Semdeg iTargmneboda qarTul enaze. pirvel sam nomers qarTulad ewera `vedomosti~ da mxolod meoTxe nomridan iTargmna `uwyebaniT~. igi Sedgeboda ramdenime nawilisagan: 1. umaRlesi brZanebebi; 2. ruseTis da kavkasiis Sinagani cnobebi; 3.ucxoeTis axali ambebi; 4. awindeli drois istoria; 5. bibliografia; 6.kerZo da saxelmwifo gancxadebebi; 7.fulis kursi tfilissa Sina; 8. mxatvruli nawili. `tfilisis uwyebani~ mciredi pauzebiT gamodioda 1832 wlamde, rodesac gamovlinda mowinave qarTveli inteligenciis da Tavadaznaurobis SeTqmuleba saqarTvelos erovnul-gamanTavisuflebeli motivebiT da ruseTis mier gatarebuli kolonialuri reJimis sawinaaRmdegod. am gazeTis literaturul damatebaSi TanamSromlobda cnobili sazogado moRvawe, filosofosi, qarTuli Jurnalistikis pioneri, 1832 wlis SeTqmulebis mTavari ideologi – solomon dodaSvili. 1832 wlis mere, SeTqmulebis organizatorebis mkacrad dasjis Semdeg, saqarTveloSi karga xniT SeCerda wignebis da perioduli presis gamocema. 1840 wels Seiqmna Tbilisis sajaro biblioTeka. 1846 wels daiwyo `kavkazski kalendaris~ gamosvla rusul enaze, romelic ruseTis qalaqebSic vrceldeboda 1917 wlamde. es iyo ,faqtobrivad, dRevandeli `yviTeli furclebi~, sadac qveyndeboda amomwuravi informacia kavkasiis Sesaxeb, firmebis, eqimebis, mrewvelebis misamarTebis miTiTebiT. aqve iyo aRwerili kavkasiis yvela mniSvnelovani movlena. 1846 wlidanve gamoicema gazeTi `kavkazi~, yvelaze didi rusuli gazeTi kavkasiaSi, romelic 1877 wlidan xdeba pirveli yoveldRiuri perioduli organo kavkasiaSi. misi gamocema Sewyda 1918 wels. 1851 wlidan gamocemas iwyebs Jurnali `ciskari~, romelic mcire Sesvenebis Semdeg 1857 wlidan sistematurad gamoicemoda. man didi roli iTamaSa me-19 saukuneSi qarTvelTa ganaTlebis saqmeSi. sakmarisia aRiniSnos, rom mis furclebze Sedga literaturuli debiuti i.WavWavaZis, a.wereTlis, d.WonqaZis da sxva gamoCenili axalgazrda qarTveli mwerlebis. 1852-1875 am Jurnalis gverdebze, 200 nomerSi, gamoqveynda Zveli da axali mwerlobis korifeebis nawarmoebebi. me-19 saukunis 60-ian wlebSi gaRrmavda dapirispireba Zvel da axal Taobas Soris, romelic `mamebis da Svilebis~ dapirispirebis saxeliTaa cnobili. axal-

Tavi 17.

17.1

we r i lo b iTi k o mu n ik a cie b i saq a rTve loSi

343

gazrda mwerlebi, sazogado moRvaweebi mxars uWerdnen enis axal-xalxur formas, romelic ufro gasagebi iyo saqarTvelos mosaxleobis farTo wreebisaTvis, vidre `mamebis~ moZvelebuli â&#x20AC;&#x201C; arqauli ena. axalgazrdebis statiebs `ciskari~ ar beWdavda. amitom momwifda `Svilebis~ gazeTis gamocemis sakiTxi da 1863 wels ilia WavWavaZis redaqtorobiT TbilisSi gamosvlas iwyebs Jurnali `saqarTvelos moambe~, romelmac mxolod erTi weli iarseba, magram Rrma kvali datova sazogadoebriv-literaturul cxovrebaSi. am Jurnalis garSemo dairazma mowinave progresuli inteligencia, romelmac xma aRimaRla feodaluri damyayebulobis winaaRmdeg. erT welSi Sewyda Jurnalis gamocema da `Svilebi~, romlebsac `Tergdaleulebs~ da `pirveldaselebsac~ eZaxdnen, droebiT darCnen perioduli gamocemis gareSe, vidre 1866 w. erT-erTma `Tergdaleulma~, qarTuli Teatris fuZemdebelma, giorgi wereTelma ar daaarsa yovelkvireuli gazeTi `droeba~. am gazeTis redaqtorebi sxvadasxva dros iyvnen sergi mesxi, ilia WavWavaZe, ivane maCabeli. Tavdapirvelad `droeba~ iyo yovelkvireuli organo, xolo 1877 wlidan is ukve yoveldRe gamodis, amgvarad `droeba~ pirveli qarTuli yoveldRiuri gazeTia. masSi TanamSromlobdnen im drois yvela mowinave axalgazrda moRvawe: i.gogebaSvili, i.maCabeli, i. WavWavaZe, n.nikolaZe, a. wereTeli, vaJa-fSavela, gr.yifSiZe da sxv. mniSvnelovani iyo is, rom `droebas~ Tavisi korespondentebi hyavda ruseTis da evropis bevr qveyanaSi, ZiriTadad, iq saswavleblad wasuli qarTvelebis saxiT. `droeba~ mxedvelobidan ar uSvebda TiTqmis arc erT RirsSesaniSnav socialur-politikur movlenas, rogorc CvenSi, ise sazRvargareT. masSi qveyndeboda, agreTve sareklamo gancxadebebic (ix.17.2.8). me-19 saukunis 60-ian wlebSi, ruseTSi batonymobis gauqmebis Semdeg, saqarTveloSi kavSirgabmulobis gaCenam, rkinigzis gayvanam da vaWrobis ganviTarebam, TvalsaCinod gazarda moTxovnileba beWdviT produqciaze. gamofxizlebis gzaze damdgari axalgazrdoba wigns daewafa. 70-ian wlebSi ganviTarda e.w, `saxalxo wignebis~ gamocema, romelsac `bazris literaturas~ an `Saurian literaturasac~ uwodebdnen. maT Sorisaa: `yaramaniani~, `qalvaJiani~, `aleqsiani~, `beJaniani~, `baramiani~ da sxva, romelsac didad etaneboda xalxis farTo masebi. aRsaniSnavia, rom `qalvaJiani~, romelic me-19 saukuneSi 40-jer gamoica, xelnaweri saxiT gamodioda jer kidev me-17 saukuneSi. es wignebi sxva ara iyo ra, Tu ar dRes `yviTel presad~ wodebuli literatura, iaffasiani informaciebiT, sizmris axsnebiT, avgarozebiT, etlis wignebiT da maT gverdiT wmindanTa da wamebulTa cxovrebis aRweriT. maT Soris gamoirCeoda `yaramaniani~, romelic vaxtang mefis siZem daviTma Camoitana sparseTidan da Targmna. am 1200-gverdian wigns SeZlebuli aznaurebis ojaxebi `vefxistyaosanTan~ erTad patarZals mziTevSi atandnen. amgvari juris gamomcemlebma kargad auRes alRo maSindeli wignis mkiTxvelTa gemovnebas da moTxovnilebas. isini miznad isaxavdnen komerciul interesebs. miuxedavad maTi mdabio literaturuli Rirebulebisa, am wignebma didad Seuwyo xeli im dros wera-kiTxvis gavrcelebas, codnisadmi interesis gaRvivebas. amgvar wignebs xSirad TandarTuli anbanic axlda da anbanis swavlas da wignis kiTxvas ojaxebSi erTad axerxebdnen.

344

marketinguli komunikaciebi.

reklamis istoria

1869-1872 wlebSi n.avaliSvilis redaqtorobiT gamodis Jurnali `mnaTobi~, romelic xalxSi xalxosnur (`narodnikul~) ideebs avrcelebda. zogadad SeiZleba iTqvas, rom me-19 saukunis qarTuli wignebis da perioduli presis beWdva ruseTis mier dawesebuli usastikesi cenzuris qveS mimdinareobda. saqarTveloSi movlinebuli cenzorebi krZalavdnen yovelive nacionalurs, progresuls. xuravdnen Jurnal-gazeTebs, krZalavdnen literaturul nawarmoebebs, piesebs da sxva. ufro metic, ruseTis imperia wignebis winaaRmdeg cecxliT da maxviliT ibrZoda. SemorCenilia cnobebi, rom akrZaluli wignebi CahqondaT md.veres gadasasvlel xidTan (axlandeli gmirTa moedani) da zaris rekviT ayurebinebdnen xalxs, rogor iwveboda koconze `mavne~ literatura. me-19 saukunis 80-ian wlebSi saqarTveloSi fexadgmul kapitalizms dasWirda maTi ideebis propagandisaTvis presis mxardaWera da axladSeqmnilma saadgilmamulo bankma TxovniT mimarTa s.mesxs da gazeT `droebas~, magram gazeTs ar undoda vinmes gavlenis qveS moqceva da bankirebs uari uTxra. amis Semdegad 1877 wels, saadgilmamulo bankis dafinansebiT daarsda yovelkvireuli gazeTi ìveria~, romlis pirveli redaqtori iyo ilia WavWavaZe (ix.17.2.9). 1881 wels ori mowinave gazeTi `droeba~ da ìveria~ SeerTdnen, magram 1885 wels cenzuram samudamod Sewyvita `droebis~ moRvaweoba, romelSiac mTavrobisTvis bevri miuRebeli masala ibeWdeboda, 1886 wlidan ìveriam~ karga xans SeinarCuna erTaderTi wamyvani gazeTis mdgomareoba. me-19 saukuneSi qarTvelebSi wera-kiTxvis gavrcelebaSi gansakuTrebuli adgili uWiravs iakob gogebaSvils (ix.17.2.10), qarTuli saskolo-saxelmZRvanelo literaturis fuZemdebels. im dros rodesac rusuli imperiuli administracia yvela gzebiT devnida da aviwrovebda skolebSi qarTul enaze swavlebas, aseT viTarebaSi WeSmaritad didi iyo qarTuli saskolo saxelmZRvaneloebis mniSvneloba, miT ufro rom i.gogebaSvili Tavisi wignebiT ganamtkicebda mTeli saqarTvelosaTvis erTiani qarTuli enis ideas da misi saxelmZRvaneloebi `deda ena~ da `bunebis kari~, ara mxolod saskolo saxelmZRvaneloebs warmoadgendnen, aramed dReniadag sakiTxav wignebs, yvela qarTul ojaxebSi, sadac xSirad wera-kiTxvis ucodinari bebia-babuebi gatacebiT ugdebdnen yurs SviliSvilebs. yovlad gansakuTrebulia saqarTvelos istoriaSi me-19 saukuneSi ilia WavWavaZis roli. ar yofila saqarTvelos sazogadoebis cxovrebaSi raime mniSvnelovani movlena, romelSiac did ilias ar mieRo xorcieli monawileoba. literatura, poezia, sazogadoebrivi moRvaweoba, presa, Teatraluri sazogadoeba, saadgilmamulo banki, wera-kiTxvis gamavrcelebeli sazogadoeba da kidev bevri sxva, romelTa marto CamoTvlac Sors wagviyvanda. Tavad ilia WavWavaZe iyo me-19 saukuneSi da me-20 saukunis dasawyisSi saqarTvelos udidesi komunikatori. mis garSemo irazmeboda mowinave sazogadoeba da erTiandeboda erovnuli interesebis dasacavad. ilia WavWavaZeze bevri daiwera, bevric kvlav daiwereba, radganac jer kidev bolomde araa jerovnad Sefasebuli misi udidesi naRvawi saqarTvelos cxovrebis sxvadasxva sferoSi. ilia WavWavaZes didad exmarebodnen me-19 saukunis bolosaTvis gamoCenili axali qarTveli mewarmeebi â&#x20AC;&#x201C; biznesmenebi, romelTa samrewvelo da saqvelmoqmedo moRvaweobaze calke gveqneba saubari.

345

Tavi 17. d a n a r T i

17.2.1 uZvelesi qarTuli warwera bolnisis sionis qvaze

346

marketinguli komunikaciebi.

reklamis istoria

Tavi 17. d a n a r T i

347

348

marketinguli komunikaciebi.

reklamis istoria

Tavi 17. d a n a r T i

349

350

marketinguli komunikaciebi.

reklamis istoria

Tavi

didi qarTveli mrewvelebi

daviT sarajiSvili

18.1

niko nikolaZe

akaki xoStaria

daviT sarajiSvili

daviT sarajiSvilis Sesaxeb bevri ram daiwera da iTqva. am mogonebebis, werilebis, naSromebis udidesi nawili Seexeba mis patriotobas, araCveulebriv qvelmoqmedebas...marTalia, am mogonebebSi vecnobiT mis mier ara marto saqarTveloSi, aramed ruseTis mTel imperiaSi daarsebuli koniakis warmoebasac, magram arc erT naSromSi ar aRwerila d.sarajiSvilis moRvaweobis erTi mxare, kerZod is, rom igi iyo Tavisi epoqis pirveli qarTveli mrewveli, namdvili marketinguli azrovnebiT. mTeli misi samewarmeo moRvaweoba, araTu eTanadeboda im epoqas, aramed 2030 wliT uswrebda me-20 saukunis evropasa da amerikaSic ki, biznesis warmoebis filosofias, romelic

352

marketinguli komunikaciebi.

reklamis istoria

saboloo saxiT me-20 saukunis 60-ian wlebSi Camoyalibda da biznesis istoriaSi Sevida rogorc `marketingis epoqa~. dRes yvelam icis marketinguli narevis cneba, romelic `4-P”-s Teoriis saxelwodebiTaa cnobili, misi Semadgeneli komponentebis inglisuri dasaxelebis pirveli asoebidan gamomdinare, kerZod, Product-produqti, Price-fasi, Placeadgili & Promotion-warmoCena. daviT sarajiSvilis moRvaweobaSi SeimCneva am oTxive elementisadmi Rrmad gaazrebuli, mecnieruli midgoma. sxva bevri didi mrewvelisagan gansxvavebiT, am oTx P-sTan erTad mis moRvaweobaSi ikveTeba miseuli, didi mrewvelisa da amavdroulad qveynis patriotisaTvis ganuyofeli elementi, mexuTe `P~ – es aris `PATRIA~ samSoblo, mamuli, xalxi. d.sarajiSvilze arsebuli mogonebebisa da werilebis umravlesoba swored am me-5 `P”-s aRwers, – mSobliur xalxze, samSobloze zrunvas, mis qvelmoqmedebas Seexeba da gakvriT, aqa-iq ixsenieben mis ZiriTad saqmianobas – samewarmeo moRvaweobas. wignis am nawils ara aqvs pretenzia daviT sarajiSvilis biznes-moRvaweobis sruli warmoCenisa. ubralod, Cveni mizania cal-calke ganvixiloT sarajiSvilis marketinguli narevis komponentebi, misi genialuri alRo da araCveulebrivi organizatoruli unari. amasTan, ganvixiloT is siZneleebi da safexurebi, rac gaiara d. sarajiSvilma saqarTveloSi da mTel ruseTis imperiaSi koniakis warmoebis Seqmnisas da rogori marketinguli azrovnebiT qmnida igi am uzarmazar samrewvelo imperias. cneba marketingi im dros ar arsebobda. igi biznesSi me-20 saukunis Sua wlebSi damkvidrda. Tu gadavxedavT imdroindeli mrewvelobis mdgomareobas, amerikaSi me-19 saukunis bolos yalibdeboda mrewveloba nacionaluri masStabiT, sxvadasxva wvrili sawarmoebi erTiandeboda trestebSi, jer TiTqmis ar arsebobda savaWro niSnis cneba. saqonlis umetesobas sakuTari dasaxelebac ar gaaCnda. evropaSi saukunis bolos iwyeboda didi samrewvelo sawarmoebis Seqmna da ar arsebobda biznesis warmoebis garkveuli receptebi. yvela mewarme Tavisi piradi codniTa da riskiT iwyebda saqmianobas da rogorc Semdgomi analizi aCvenebs erTeulebi aRwevdnen xangrZliv warmatebas, sworad arCeuli ekonomikuri politikis meSveobiT. maT ricxvs miekuTvneba d.sarajiSvili, romlis biznes-azrovnebam, rogorc vTqviT, gauswro dros da Tanmimdevrulad, swori ekonomikuri strategia-taqtikis meSveobiT miRwia did warmatebebs.  Sesavali (Prelude) daviT sarajiSvils moRvaweoba cariel adgilze ar dauwyia. misi winaprebi Tbilisis cnobili vaWrebi iyvnen da, rogorc istoriuli wyaroebi iuwyebian, ise `gawafulan aReb-micemobaSi, rom mefe vaxtang VI-m, romelmac 1710 wels SemoiRo STamomavlobiT gardamavali `Tbilisis sapatio moqalaqeobis~ wodeba, igi erT-erTi pirveli d.sarajiSvilis did babuas uboZa. misma winaprebma pirvelebma daiwyes ruseTTan gacxovelebuli vaWroba. isini sursaT-sanovagiT amaragebdnen ruseTis jars. sarajiSvilebs didi venaxebi da marnebi hqoniaT sof. diRomSi,

Tavi 18.

18.1

353

dav iT sa rajiSv i li

sadac d.sarajiSvilis mamam `gubernski sovetnikma~, zaqariam soflisTvis aaSena skola da wm. giorgis saxelobis eklesia. miuxedavad imisa, rom igi bevr Tanxas xarjavda saqarTvelos Zveli Zeglebis aRdgenisaTvis, man Tavisi cxovrebis manZilze mainc sakmao simdidre daagrova. zaqaria sarajiSvilis danatovari Tanxa, misma Svilma daviTma, Tavisi codniTa da unariT milionebad gadaaqcia da patiosani, dauRalavi SromiT SeZenili es didi qoneba, Semdgom isev Tavis qveyanas dautova.  d.sarajiSvils sawyisi ganaTleba ojaxSi miuRia. Tbilisis `hakes~ pansionSi swavlis Semdeg, 1866 w. warCinebiT daamTavra Tbilisis vaJTa pirveli klasikuri gimnazia da gaemgzavra peterburgis universitetSi sabunebismetyvelo fakultetze saswavleblad. erTi wlis Semdeg igi germaniaSi gadadis – jer miunhenSi, xolo Semdeg haidelbergis universitetSi, romelsac amTavrebs 1871 wels qimiis doqtoris xarisxiT. imav wels icavs sadoqtoro disertacias filosofiis doqtoris xarisxis mosapoveblad. 1877 wlamde d.sarajiSvili rCeba germaniaSi da eufleba sasoflo-sameurneo mecnierebas q.hohenheimsa da haleSi. 1878-79 wlebSi daviTi gadadis safrangeTSi, sadac safuZvlianad eufleba mevenaxeoba-meRvineobis dargebs da gansakuTrebiT interesdeba koniakis warmoebiT. safrangeTSi yofnisas d.sarajiSvilma Seiswavla, rom koniakis xarisxze did gavlenas axdens niadagis Semadgenloba, klimaturi pirobebi, sakoniake yurZnis jiSebi da sasmelis damzadebis teqnologia. man, rogorc qimiur mecnierebaTa doqtorma, Seiswavla safrangeTSi koniakis samSoblos – Sarantis departamentis niadagi, hava, yurZnis jiSebi, Seadara isini saqarTvelos Sesabamis pirobebs da mivida daskvnamde, rom saqarTveloSi yvela piroba iyo xarisxiani koniakis misaRebad. magram koniakis samrewvelo gamoSvebas, didi fulis da codnis garda, didi gambedaobac undoda. saqme isaa, rom am saqmes kapitalis didi xniT dabandeba sWirdeboda, rac sarisko saqme iyo. im dros ruseTis bazarze dominirebda franguli koniakebi, romlebic mis ZiriTad momxmareblebSi, aristokratul wreebSi, didi mowonebiT sargeblobda. ruseTSi gasuli saukunis 70-ian wlebSi scades koniakis warmoeba, magram maT warmateba ar mohyolia, radgan koniakis dayenebis teqnologia primitiuli iyo da dabali xarisxis gamo konkurencias ver uwevda sazRvargareTul, frangul produqcias. 1887 wels Jurnali `russkoe vinodelie~ werda: `ruseTSi dRemde ar aris koniakis warmoeba~. qarTuli koniakis SeqmnaSi pirveloba ekuTvnis quTaisel mewarmes – parizis erovnuli akademiisa da briuselis saerTaSoriso akademiis sapatio wevrs, sxvadasxva qveynis 11 ordenis kavalers – giorgi bolqvaZes(ix.18.1.1). man 1865 wels quTaisSi daaarsa aryis qarxana, romelic im droisaTvis ruseTis saaqcizo sammarTvelos cnobiT, erTaderTi yvelaze kargad aRWurvili qarxana iyo kavkasiaSi. aq, sakuTar saxlSi g.bolqvaZes mowyobili hqonda laboratoria, sadac igi qmnida

354

marketinguli komunikaciebi.

reklamis istoria

koniakebs da sxva sasmelebs. 1865 wlidan g.bolqvaZe uSvebs e.w. naturalur koniaks, xolo 1873 wels iwyebs xelovnuri koniakis gamoSvebas, romelmac araerTi saerTaSoriso jildo miiRo. koniakis garda, giorgi bolqvaZe uSvebda roms, sxvadasxva spirts, rTul liqiorebs, samkurnalo da mware arays da sxva. bolqvaZis sasmelebi monawileobdnen filadelfiis, parizis, tunisis, venis, nicis, antverpenisa da sxva saerTaSoriso gamofenebSi. jer kidev 1878 wels parizis msoflio gamofenaze g.bolqvaZis koniakma `Кавказский Натуральный Коньяк~ miiRo didi oqros medali. mis produqcias 1865-1900 wlebSi 100-ze meti jildo aqvs mopovebuli, aqedan 34 koniakze modis(ix.18.1.2). es, rasakvirvelia, mniSvnelovani miRwevebia, magram isini sulac ver Crdilaven d.sarajiSvilis warmatebebs, romelmac SeZlo koniakis wamoeba samrewvelo doneze daeyenebina da mTeli ruseTis bazarze konkurencia gaewia franguli koniakisaTvis. XIX saukunis bolos, TbilisSi, sazRvargareTuli sasmelebis ori maRazia arsebobda, romelic Camotanil frangul koniaks vedroebiT yidda. amasTan, Camotanili koniakis udidesi raodenoba falsificirebuli iyo. koniakis warmoebis mcdelobas adgili hqonda Crdilo kavkasiaSi, yirimSi, magram igi marcxiT Tavdeboda. ruseTSi yurZnisgan damzadebul yvela arays koniaks eZaxdnen. sakoniake venaxebis specialurad moSenebas 4 weli mainc sWirdeboda. amasTan, saWiro iyo miRebuli Rvinis spirtad gamoxda da Semdeg misi muxis kasrebSi daZveleba minimum 4 weli. amgvarad, saqmis dawyebidan mxolod 8 wlis Semdeg iyo SesaZlebeli pirveli Sedegebis miReba da Tan aranairi winaswari garantia ar arsebobda miRebuli sasmelis xarisxze. gasaTvaliswinebelia isic, rom saerTod koniakis warmoeba dakavSirebulia did danakargebTanac. erTi litri spirtis misaRebad saWiroa rva litri dabalgradusiani Rvino, xolo Semdeg, gamoxdili masalis 20% qroldeba da ikargeba, romelsac frangebi `angelozebis wils~ uwodeben. es danakargebi Semdgom aisaxeba koniakis xarisxze da faszec. ase rom, ucxoeTidan Camosul d.sarajiSvils didi safiqrali hqonda kapitalis dabandebis TvalsazrisiT. SesaZlo iyo, rom am xangrZlivi investiciis ganxorcielebis Semdeg, araferi gamosuliyo, rac mis gakotrebas gamoiwvevda. magram d.sarajiSvilis genia swored imaSi mdgomareobda, rom man zustad gaTvala yvelaferi. Rrmad Seiswavla saqarTvelosa da ruseTis imperiis sxva regionebSi yurZnis jiSebi, niadagi, klimaturi pirobebi. Seiswavla moTxovnileba koniakze, miznobrivi momxmarebeli, bazari, romelic frangul koniakebs hqonda monopolizebuli da miiRo mtkice gadawyvetileba xeli moekida qarTuli koniakis warmoebisaTvis, mzard rusul bazarze franguli koniakebisaTvis konkurenciis gasawevad. swored es iyo saqmisadmi marketinguli midgoma da azrovneba, romelic maSin mTel msoflioSi bevr did mrewvelsac ar gaaCnda. im dros, rodesac d.sarajiSvilma samrewvelo moRvaweoba daiwyo, bevri dRes cnobili msoflio firma ar arsebobda da is firmebic, romlebic warmatebiT ipyrobdnen bazrebs, arsebobdnen tradiciuli, ojaxuri biznesis meSveobiT. d.sarajiSvils mravali niuansis awon-dawonva mouxda saqmis dasawyisSi. dauRalavi SromiT, gaazrebuli nabijebiT, SeZlo gadaexvia Tavisi ojaxis trad-

Tavi 18.

18.1

355

dav iT sa rajiSv i li

iciulad damaxasiaTebeli aReb-micemobisaTvis, gaewia didi biznes-riski da vaWrobis sferodan, warmoebis sferoSi gadasuliyo, raTa saqarTveloSi da mTel ruseTis imperiaSi, Seeqmna mrewvelobis axali dargi, romelic dResac warmatebiT arsebobs da viTardeba.  produqcia (Product) produqcia aris marketinguli narevis pirveli da ZiriTadi elementi. sazRvargareTidan dabrunebis Semdeg, d.sarajiSvili emzadeboda didi saqmis dasawyebad. uSualo sawarmoo saqmianoba man 1884 wels daiwyo, rodesac q.TbilisSi olRas quCaze (amJamad kostavas quCa, gamomcemlobis Senoba) gaxsna spirtis saxdeli qarxana (ix.18.1.3), romelSic idga erTi spirtsaxdeli aparati da 6 cxenisZaliani, mazuTze momuSave orTqlis qvabi, romliTac wliurad uSvebda 12 000 vedro spirts. 1886 wels d.sarajiSvili gaafarTova warmoeba pirveli sareqtifikacio danadgarebiT da gaaumjobesa qarxnis simZlavre. 1888 wels sareqtifikacio qarxnis bazaze, olRas quCaze muSaoba daiwyo sarajiSvilis koniakis qarxanam, manamde koniakis damzadebas cdebis xasiaTi hqonda. amave wels amuSavda Sveicariidan miRebuli axali aparati, romelic maRali xarisxis sakoniake spirts xdida. 1889 wels, d.sarajiSvilma spirtiT savse 200 muxis kasri Camoitana safrangeTidan. igi Tavdapirvelad uSvebda 1, 2, 3, 4, 5 varskvlavian koniakebs `kavkasiis naturaluri koniakis~ saxelwodebiT. es koniakebi gahqonda moskovSi, peterburgSi, varSavaSi da ruseTis sxva qalaqebSi. daZvelebuli spirtebis miRebis Semdeg man gamouSva samarko koniakebi `finSampani~, `granSampani~ da bolos `Zalian Zveli~ (“OC”), romelic mzaddeboda 1888-dan daZvelebuli 14-wliani sakoniake spirtis bazaze (ix.18.1.4). d.sarajiSvilis firma moicavda alkoholiani sasmelebis TiTqmis yvela saxis warmoebas – xdida arays, asufTavebda spirts, amagrebda Rvinos, axdenda spirtis denaturacias, amzadebda sxvadasxva saxis arays, liqiors, nayens, roms, xdida sakoniake spirts da amzadebda koniaks. daviT sarajiSvili koniakis warmoebis didi Teoretikosi da praqtikosi iyo, Tumca man kidev ufro maRalxarisxovani produqciis misaRebad 1887 w. safrangeTidan mainc moiwvia liqioris warmoebis specialisti burdoni da koniakis teqnologi anton Jurdi, romlebic Tavisi qarxnis teritoriaze binebSi daasaxla. aseve Camoiyvana gamocdili specialistebi sxva sawarmoebisaTvis. d.sarajiSvili, rogorc alRoiani mewarme, mudmivad cdilobda warmoebis ganviTarebas, asortimentis da gasaRebis bazris gafarTovebas. 1885-1899 wlebSi, e.i. 14 wlis ganmavlobaSi, sarajiSvilis qarxnis warmoeba 40-jer gaizarda. 1900 wlisaTvis sarajiSvilis aryis qarxana 60-mde dasaxelebis sxvadasxva saxis sasmels uSvebda. maT Soris iyo: benediqtini, Sartrezi, romiseburi, koniakiseburi, alublis, atmis, gargaris, limnis, forToxalis, wiwakis, vardis da sxva (ix. etiketebi 18.1.5).

356

marketinguli komunikaciebi.

reklamis istoria

d.sarajiSvilma amierkavkasiaSi pirvelma iaffasiani spirtebisagan daiwyo denaturatis warmoeba, romelsac amzadebda orgvari daniSnulebisaTvis. erTi â&#x20AC;&#x201C; ganaTebis da gaTbobisaTvis, meore ki â&#x20AC;&#x201C; samedicino miznebisaTvis. samedicino mizniT spirtze moTxovnileba wlidan wlamde izrdeboda. igi igzavneboda erevnis, baqos, quTaisis, elisavetpolis guberniebis saavadmyofoebsa da afTiaqebSi. 1885 wels, Tbilisis qarxnis gaxsnasTan erTad, d.sarajiSvilma vladikavkavSi SeiZina spirtsaxdeli qarxana (ix.18.1.6), ramdenjerme moaxdina misi rekonstruqcia, aRWurva axali danadgarebiT da saTavsoebiT. aq spirti ZiriTadad marcvleulisgan mzaddeboda (qeri, xorbali, simindi). iyo marcvleulis sarecxi da saSrobi saamqroebi, wisqvili, samWedlo, sazeinklo. qarxanas gaaCnda puris Sesanaxi beRlebi, msxvilfexa da wvrilfexa saqoneli, kargad mowyobili sajiniboebi. qarxnis xarjze arsebobda samedicino momsaxureba, gaxsnili iyo sakvirao skola muSa-mosamsaxureebisaTvis, werakiTxvis da profesiis Sesaswavlad. erTi sityviT, vladikavkavis d.sarajiSvilis sawarmo, misi teqnikuri aRWurvilobiT da sameurneo organizaciiT, erTob seriozuli da didi kapitalisturi meurneoba iyo, romelic awarmoebda Tergis olqSi spirtis udides raodenobas. 1886 wels d.sarajiSvilma aqve, vladikavkavSi, spirtsawmendi qarxanac daaarsa. 1887 wels d.sarajiSvilma erevanSi daaarsa sareqtifikacio qarxana, romelic dResac erevnis pirvel sareqtifikacio qarxnad iTvleba. Semdeg man gaxsna baqos sabiTumo sawyobi, romelic spirts civi gawmendis wesiT asufTavebda. gamocdilebam cxadyo, rom TbilisSi Camotanili Rvinis gamoxda Zviri jdeboda, didi iyo satransporto xarjebi, Rvinis xarisxic ecemoda transportirebisas, amitom d.sarajiSvilma gadawyvita daexura Tbilisis qarxana da axali qarxnebi nedleulis bazebTan axlos gaexsna. es iyo gabeduli da swori ekonomikuri gadawyvetileba, romelic axal kapitaldabandebas moiTxovda, magram d.sarajiSvils yvelaferi winaswar hqonda gaTvlili, man icoda, rom es nabiji, saboloo jamSi, did mogebas moitanda. Tbilisis qarxana gadakeTda koniakis centralur sawyobad da axali qarxnebi gaixsna 1894 wels erevanSi, 1895 wels kalaraSSi (besarabiaSi), 1901 wels barguSeTSi da gogCaSi (baqos gubernia), 1908 wels karumovkaSi (Tergis olqSi), 1915 wels elisavetpolSi. sakuTari venaxebidan miRebuli Rvinis garda qarxnebi adgilze yidulobdnen iaffasian nedleuls da pasuxismgeblebi iyvnen mis xarisxze. saocaria, rogor axerxebda imdroindeli transportis da kavSirgabmulobis pirobebSi, ase erTmaneTisgan daSorebuli sawarmoebis marTvas d. sarajiSvilis genia. igi xom saTanado dros cvlida qarxnebis manqana-iaraRebs da danadgarebs, maT rekonstruqcias axdenda uaxlesi teqnikis bazaze. sxvadasxva qarxnaSi damzadebuli sakoniake spirti kasrebiT gahqondaT Tbilisis sakoniake sawyobSi, sadac misi Semdgomi damuSaveba da daZveleba xdeboda. Tbilisis centraluri sakoniake sawyobi 1901 wels gadatanil iqna wyneTis quCaze (amJamad meliqiSvilis quCaze, istoriis institutis SenobaSi), aq iyo ramdenime nageboba sakoniake spirtis daZvelebisa da kupaJisaTvis. es qarxana gaTvaliswinebuli iyo jamuri 2-3 milioni gradusis sakoniake spirtis dasaZveleblad da sakupaJed.

Tavi 18.

18.1

357

dav iT sa rajiSv i li

d.sarajiSvilis firmaSi koniakis warmoeba franguli wesiT xdeboda. sxvadasxva dros da sxvadasxva adgilidan Semosuli spirti calk-calke isxmeboda 4050-vedrian muxis kasrebSi. kasrebisaTvis masalis SerCeva specialurad maRalmTiani muxis jiSebisagan xdeboda. kasrSi daZvelebuli spirtisgan kupaJiT mzaddeboda koniaki da isxmeboda 500-600 vedroian kasrebSi. dasvenebis Semdeg, mza koniaki, boTlebiT an kasrebiT igzavneboda sarealizaciod. 1902 wels d.sarajiSvils alkoholiani sasmelebis warmoebis ganviTarebis saqmeSi didi damsaxurebisaTvis, mieniWa `komerciis sovetnikis~ wodeba. 1903 wels d.sarajiSvilma avWalaSi SeiZina Zmebi xublarovebis sareqtifikacio qarxana, romelsac, SeZenisTanave rekonstruqcia gaukeTa, dadga axali danadgarebi, riTac gazarda da ufro srulyofili gaxada spirtis gamoxda. me-20 saukunis dasawyisSi d.sarajiSvilis firma alkoholuri sasmelebis udidesi mwarmoebeli da eqsportiori iyo mTel kavkasiaSi. miuxedavad imisa, rom alkoholur sasmelebze, mis garda, bevri sxva firmac muSaobda, 1904 wlis monacemebiT, saqarTvelodan gatanili mTeli spirtiani produqciis 74%-is eqsporti, marto d.sarajiSvilis firmaze modioda. d.sarajiSvili iyo ara marto didi mrewveli, romelmac Seqmna araCveulebrivi koniakebi, romelTa Seqmnas Semoqmedis xeli sWirdeboda, aramed igi Tavad flobda koniakis kupaJis rafinirebul xelovnebas. igi iyo agreTve araCveulebrivi organizatori, romelmac saqarTvelosa da ruseTis imperiaSi Seqmna ararsebuli mrewvelobis dargi ganviTarebuli struqturiT, rac warmoudgenlad rTuli gansaxorcielebeli iyo. d.sarajiSvils STamomavlobiT mosdgamda vaWrobis niWi, man icoda, rogor gaesaRebina Tavisi produqcia maqsimaluri mogebis misaRebad.  adgili (sadistribucio qseli) (Place) meore komponenti marketinguli narevis aris - adgili, anu is adgilebi sadac iyideba produqcia da arxebi ra gziTac xdeba warmoebuli produqciis mitana momxmareblamde. aqac, imis mixedviT Tu rogor aawyo d.sarajiSvilma produqciis gasaRebis sadistribucio qseli, vawydebiT d.sarajiSvilis genialuri niWis magaliTebs. erTia – awarmoo produqcia, romelic momxmarebels sWirdeba, awarmoo im raodenobiT, rasac aiTvisebs bazari da meorea – am produqciis Seuferxebeli miwodebis organizeba saWiro geografiul wertilebamde, romlebic xSirad aTasobiT kilometriT iyo daSorebuli erTmaneTisagan. am mizniT d.sarajiSvilma Seqmna mTeli struqtura: sawyobebis, maRaziebis, savaWro warmomadgenlobebis, savaWro agentebis, romlebic adgilze swavlobdnen yovelgvar moTxovnilebas, axdendnen xelSekrulebebis dadebas, saqonlis miRebas Tbilisis, an sxva qarxnebidan da am produqciis realizacias. mas hqonda gaxsnili msxvili savaWro sawyobebi baqoSi, peterburgSi, moskovSi, varSavaSi, odesaSi, kievSi, feodosiaSi, CarjouSi, samaraSi. aseve hqonda savaWro warmomadgenlobebi kievSi, odesaSi, vilniusSi, rigaSi, xarkovsa da rostovSi. es

358

marketinguli komunikaciebi.

reklamis istoria

warmomadgenlobebi swavlobdnen moTxovnilebas regionSi, uzrunvelyofdnen savaWro qselis uwyvet momaragebas da telegrafiT informaciis gadacemas centraluri ofisisaTvis. am informaciis safuZvelze d.sarajiSvili akvirdeboda realizacias da operatiulad axdenda produqciis gadanawilebas. magaliTad, 1900 wels, peterburgis, varSavis da cimbiris sabiTumo sawyobebis informaciiT gairkva, rom ruseTis Sida da centraluri guberniebis moxmareba 5-jer Warbobda kavkasiis moxmarebis maCvenebels, rac imas moaswavebda, rom qarTulma koniakma ruseTSi kargi saxeli da gasaRebis farTo bazari moipova da, Sesabamisad, d.sarajiSvili afarTovebda warmoebas, xsnida axal sabiTumo sawyobebs, rom ar darCeniliyo daukmayofilebeli moTxovnebi produqciaze. d.sarajiSvils gaxsnili hqonda Tavisi maRaziebi peterburgSi, rigaSi, novgorodSi, moskovSi, varSavaSi, xarkovSi, kalaraSSi, rostovSi, yizlarSi, petrovskSi, vladikavkazSi, TbilisSi or-sam adgilas, aseve erevansa da baqoSi. d.sarajiSvilis maRaziebi Sesabamisad iyo gaformebuli. maT amSvenebda d.sarajiSvilis safirmo niSani – kldian qarafze gadmomdgari jixvi (ix.fotoze, marcxniv) da warwera `Давид Сараджев.~ maRaziebSi Taroebze gamofenili iyo spirtiani sasmelebis didi asortimenti. d.sarajiSvilis yvela sawyobis, maRaziis Tu savaWro warmomadgenlobis TanamSromlebi winaswar gadiodnen saTanado momzadebas da kargad iyvnen informirebulni d.sarajiSvilis produqciis asortimentis da xarisxis Sesaxeb. am maRaziebis garda, d.sarajiSvils sasmelebi gahqonda mTeli evropis upirvelesi qalaqebis maRaziebSi: londonSi, parizSi, berlinSi, venaSi, JenevaSi, konstantinopolSi. d.sarajiSvilis produqcias didi raodenobiT iZendnen sazRvargareT wasaRebad ruseTis sxva cnobili mewarmeebi smirnovi, depre, arabaJi. marto smirnovis savaWro saxls, 19051906 wlebSi, koniakis produqciis didi raodenoba 6 partiad gaugzavnia sazRvargareT. saqoneli qarxnidan igzavneboda naRd angariSze, an mTeli Rirebulebis erTi mesamedis anazRaurebiT. gaTavisuflebuli dauzianebeli tara ukanve brundeboda myidvelis xarjiT. qarxana saqonels Tavisi xarjiT, mxolod rkinigzamde gzavnida. Sors gasagzavni saqoneli ifuTeboda, ewyoboda yuTebSi da iluqeboda. rogorc vnaxeT, d.sarajiSvilis produqciis gasaReba umaRles doneze iyo dayenebuli. im dros msoflioSi bevr firmas ar gaaCnda sakuTari produqciis aseTi ganviTarebuli, geografiulad da fizikurad, didi masStabebis sadistribucio qseli, rogoric Seqmna d.sarajiSvilma. am qselis meSveobiT, produqciis mravalferovnebiTa da umaRlesi xarisxiT d.sarajiSvilis produqciam, kerZod ki koniakma, nel-nela gamodevna franguli koniakebi ruseTis bazridan. d.sarajiSvilis wyalobiT, qarTuli koniaki ruseTis da evropis sataxto qalaqebis aristokratuli sufrebis mSveneba gaxda.

Tavi 18.

18.1

359

dav iT sa rajiSv i li

ď ´ fasi (Price) fasi marketinguli narevis mesame komponentia. zedmetia saubari am komponentis mniSvnelobaze, gansakuTrebiT axali produqciis bazarze gamotanis pirobebSi. rodesac d.sarajiSvili koniakis warmoebas iwyebda, misTvis cnobili iyo bazarze dominirebuli franguli koniakis fasebi. mas ise unda aewyo warmoeba, rom misi koniaki ar gamosuliyo frangulze naklebi xarisxis, amavdroulad Rirebuleba ki naklebi unda yofiliyo. d.sarajiSvilma yvelaferi sworad gaTvala. pirvel rigSi, man kargad icoda nedleulis bazari, Semdeg gaatara mTeli rigi mniSvnelovani RonisZiebebi transportirebis xarjebis Sesamcireblad da mza produqciis TviTRirebulebis Sesamcireblad. rogorc aRvniSneT, man gaxsna nedleulis gadamamuSavebeli sawarmoebi nedleulis mopovebis adgilebSi da Rvinis magivrad, naklebi moculobiTi spirtis transportirebiT gaaiafa TviTRirebuleba da SeunarCuna xarisxi. d.sarajiSvilma imdenad kargad Seiswavla koniakis warmoebis teqnologia, rom ar SeeSinda konkurenciis da 1889 wels, peterburgis teqnologiuri komitetis sxdomaze winadadeba Seitana ruseTis mewarmeebisaTvis sakoniake spirtis simagris Semcirebis Sesaxeb, masSi Saqris da distilirebuli wylis damatebis Sesaxeb, rogorc amas iTxovda franguli teqnologia. spirtis simagris Semcireba aamaRlebda koniakis xarisxs, daxvewda mis gemos, Seamcirebda fass da siiafiT garkveul konkurenciasac gauwevda frangul koniaks. Tavad d.sarajiSvili mis sawarmoebSi Tavidanve am meTodiT sargeblobda. d.sarajiSvils imdenad didi avtoriteti hqonda ruseTis imperiaSi, rom erT wels man vladikavkavSi zenormatiuli nedleulis SeRavaTian fasebSi Sesyidvis uflebac miiRo. d.sarajiSvilis mier sworad arCeuli faswarmoqmnis politikis Sesaxeb naTel warmodgenas iZleva misi produqciis realizaciis ganuwyveteli zrda da arealis gafarToveba. warmoebis gasafarToveblad d.sarajiSvili gabedulad midioda axal kapitaldabandebaze. gaweuli xarjebi zrdida produqciis TviTRirebulebas, magram warmoebis moculobis mateba, saboloo jamSi zrdida mogebas. 1901 wlisaTvis d.sarajiSvilis firmis nawarmis brunvam milion naxevar maneTs gadaaWarba. aRniSnul wels misma sabiTumo sawyobebma gayides 220 000 maneTis koniaki, 40 000 maneTis liqiori, xolo spirtis da arayis nawarmi milion naxevari maneTis. uaxlesi teqnikiT aRWurvili d.sarajiSvilis sawarmoebi imdenad aRematebodnen sxva konkurentebs, rom mis xelSi iyo spirtiani sasmelebis warmoebis da gasaRebis udidesi nawili, es ki saSualebas aZlevda regulireba gaewia sabazro fasebisaTvis, moezida momxmarebelTa udidesi nawili, saWiroebis mixedviT gaeiafebina sakuTari sasmelebi da xelT egdo gasaRebis axali bazrebi. dRes es warmatebuli biznesis anabanaa. am sakiTxebze arsebobs marketingis mravali saxelmZRvanelo, studentebs leqciebs ukiTxaven faswarmoqmnis sxvadasxva meTodze, magram d.sarajiSvilis dros, mewarme bevr rames Tavad unda mimx-

360

marketinguli komunikaciebi.

reklamis istoria

vdariyo, xSirad cdebis da Secdomebis meTodiT gaekvlia gza, d.sarajiSvils ar dauSvia raime umniSvnelo Secdomac ki. misi yvela nabiji kargad mofiqrebuli da gaTvlili iyo. amaSi mdgomareobda misi geniac!  warmoCena (Promotion) warmoCena marketingis meoTxe, erT-erTi umniSvnelovanesi elementia. Tanamedrove marketingis ganmartebiT, igi sakuTriv Sedgeba reklamisagan, sazogadoebasTan urTierTobis RonisZiebebisa da vaWrobis stimulirebisagan. Cveni amocanaa, ganvixiloT d.sarajiSvilis midgoma am sakiTxebisadmi im dros, rodesac pirveli Semadgeneli nawili – reklama – msoflioSi Canasax mdgomareobaSi Tu arsebobda, xolo danarCenebze warmodgenac ki ar hqondaT maSindel mewarmeebsa da momxmareblebs. d.sarajiSvilis alRo, Tavisi firmis da produqciis warmoCenaSi gamoCnda maSin, rodesac man Tavidanve SemoiRo firmis savaWro niSani – kldis qarafze gadmomdgari jixvi, romelic amayad idga pirvelsave qarxnis saxuravze, TbilisSi olRas quCaze da mis yvela sawarmos, vitrinas, maRazias, romlebic mimofantulni iyvnen mTeli ruseTis imperiis teritoriaze jixvis saxiT saerTo, gamaerTianebeli emblema hqonda. misi sawarmoebis interierebis da eqsterierebis gaformebis ucilobeli atributic es jixvi iyo. am TiTqosda umniSvnelo detals udidesi mniSvneloba hqonda sazogadoebis TvalSi misi firmis cnobadobis amaRlebisa da imijis CamoyalibebaSi. dRes es reklamis anabanaa, magram maSin, me-19 saukunis 80-ian wlebSi, mTel msoflioSi jer ar iyo damkvidrebuli savaWro niSani, rogorc firmis ganmasxvavebeli atributi. sawarmoebs mxolod maTi mepatronis gvari eweraT da ar esmodaT safirmo niSanis da logos mniSvneloba. sarajiSvilis beWedze, blankze da werilebis konvertebze datanili iyo misi safirmo atributika. d.sarajiSvilis produqcia gamoirCeoda daxvewili gaformebiT. pirvel rigSi, igi did yuradRebas uTmobda boTlis formas da etiketebs. amis garda, d.sarajiSvilis didi miRwevaa, is rom mas kargad esmoda reklamis fasi. man reklamas yuradReba miaqcia jer kidev germaniasa da safrangeTSi yofnisas. miuxedavad imisa, rom mis produqcias saqarTveloSi konkurenti ar hyavda, produqciis reklamisaTvis igi qmnida mxatvrul sareklamo plakatebs. erT-erTi yvelaze mniSvnelovani movlena, rasac jer saTanado yuradReba ar mihqcevia, iyo is, rom me-19 saukunis bolos Seqmnil koniakis sareklamo plakatze gamosaxulia imdroindel saqarTveloSi cnobili didgvarovani Tvalwarmtaci mandilosani maia bagration-daviTaSvilis ferweruli gamosaxuleba(ix.18.1.7). esec didi siaxle iyo imdroindel reklamaSi. cnobili pirovnebebis (Selebrity) reklamaze gamoCena me-20 saukunis dasawyisidan aRiniSneba. amerikis yvelaze reklamirebadi produqtis `koka-kolas~ reklamaze cnobili msaxiobi qali hilda klarki swored me-20 saukunis dasawyisSi

Tavi 18.

18.1

361

dav iT sa rajiSv i li

gamoCnda (ix.18.1.8). am mxrivac d.sarajiSvili drois winmswrebi da novatoria. garda amisa, misi es sareklamo plakati, gansxvavebiT dasaxelebuli reklamisagan, gacilebiT maRalmxatvrul doneze iyo Sesrulebuli. sarajiSvilis sxva sareklamo masalebic daxvewili da maRali poligrafiis nimuSebia, rac yvelaferTan erTad mis karg gemovnebaze miuTiTebs. amis naTeli dadasturebaa sareklamo posteri, romelic umaRles poligrafiul doneze iyo Sesrulebuli (ix.18.1.9).  d.sarajiSvili Tavisi produqciisa da firmis warmosaCenad monawileobda TbilisSi gamarTul samrewvelo gamofenebze. rogorc aRvniSneT, es samrewvelo gamofenebi 1851 wlidan periodulad imarTeboda. yvelaze didi gamofena gaimarTa saqarTvelos ruseTTan SeerTebis 100 wlis Tavze – 1901 wels. xsenebuli gamofena saiubileo iyo da yvelaze masStaburi. igi gaimarTa didubeSi, muStaidis baRis teritoriaze. warmodgenili iyo saqarTveloSi arsebuli yvela cnobili didi sawarmo. bevr firmas calke pavilioni hqonda. gamofenaze sakabotaJo pavilionic ki iyo, sadac gamofenili iyo naosnobisaTvis saWiro mowyobilobebi (ix.Tavi 17). d.sarajiSvilis pavilioni, cxadia, gamofenis centrSi mdebareobda. mis win aRmarTuli iyo xelovnuri didi klde, romelsac amSvenebda d.sarajiSvilis firmis emblema – jixvi (ix.18.1.10). pavilionis SigniT lamazi eqspoziciiT gamofenili iyo misi mravalferovani produqcia. iqve SegeZloT am produqciis degustacia.  d.sarajiSvilis produqcia sistematurad igzavneboda saerTaSoriso konkursebze, sadac fasdeboda sxvadasxva qveynis mier warmoebuli koniakebi da dgeboda maTi reitingi. d.sarajiSvilis sicocxleSi Seqmnili koniakis pirveli nimuSebic Tamamad utoldeboda evropaSi warmoebul saukeTeso koniakebs. 1889-1913 wlebSi mis mier gamoSvebulma koniakebma, liqiorma da sxva spirtianma sasmelebma sul 14 jildo moipova. aqedan 9 oqros, 2 vercxlis, erTi patara vercxlis, erTi brinjaos medali (ix.18.1.11). d.sarajiSvilis koniakebma did aRiarebas, samwuxarod, misi sikvdilis Semdeg miaRwia. misi saqmianoba misma erTgulma megobarma da meuRlem q-nma ekaterine foraqiSvil-sarajiSvilisam gaagrZela da 1913 wels sarajiSvilis koniakebis umaRlesi xarisxis gamo, sarajiSvilis firmam daimsaxura `Поставщик Двора Его Императорского Величия~ – ruseTis imperatoris karis mimwodeblis sapatio tituli (ix.18.1.12). raime produqciaze am sapatio niSnis datana am produqcias axal-axal perspeqtivebs uxsnida ruseTSi da mis sazRvrebs gareTac, axal bazrebze.

362

marketinguli komunikaciebi.

reklamis istoria

 me-20 saukunis bolos produqciis warmoCenisaTvis sul ufro meti roli eniWeba sazogadoebasTan urTierTobis RonisZiebebs. xolo erTi saukuniT adre es cneba saerTod ar arsebobda. d.sarajiSvili, Tavisi pirovnuli Tvisebebis gamo, Tavad asrulebda am funqcias. mis garSemo iyvnen darazmulni mTeli saqarTvelos mowinave sazogadoebis warmomadgenlebi, romlebic aRmerTebdnen d. sarajiSvils da pirdapiri reklamis meSveobiT, Sors gahqondaT piradad misi da misi firmis saxeli. sazogadoebis TvalSi d.sarajiSvilis firmas SeubRalavi avtoriteti hqonda, rogorc saqarTveloSi, ise sazRvargareTac. bevri iwereboda mis Sesaxeb saqarTvelos da ruseTis presis saSualebebSi. misma yofilma pedagogma, germanelma profesorma vagnerma, Tavisi erT-erTi wigni miuZRvna niWier mowafes d.sarajiSvils, romelmac didi monawileoba miiRo vagnerisaTvis saTanado masalebis miwodebaSi. avtorma wignis garekanze daawera `Cems qarTvel megobars b-ns doqtor daviT sarajevs~. wignis SesavalSi vagneri werda: `es wigni me vuZRveni adrindel Cems mowafes, romelic ukanasknel xanebSiac daiareba Cems leqciebze, Cems megobar doqtor daviT sarajiSvils, SesaniSnav mcodne kacs, rogorc meurneobisa, aseve vaWrobisac. man damavala imiT, rom gadmogvca Cemi azris dasasuraTeblad iseTi SesaniSnavi cnobani, romelTac gamiadviles sul sxva, jer Cemgan ucnobi, ekonomiuri da socialuri cxovrebis gacnoba da es cxovreba daaxlovebiTac vnaxe, rodesac mas samSobloSi stumrad vewvie~.  mamuli (Patria) – sarajiSvilis marketingis mexuTe Semadgeneli rogorc zemoT aRvniSneT, klasikuri marketingis oTxive Semadgeneli nawili warmodgenili iyo d.sarajiSvilis samrewvelo SemoqmedebaSi. aq sityva Semoqmedeba SemTxveviT araa naxsenebi, radganac d.sarajiSvili namdvili Semoqmedi iyo da misi moRvaweobis yvela aspeqtSi igi saqmes SemoqmedebiTad udgeboda. bevri cnobili biznesmeni arsebobda, romlebmac cxovrebaSi biznessaswaulebi Caidines da mravalmilioniani biznesi Seqmnes, magram maTi gardacvalebis Semdeg mxolod firmis dasaxelebasa da maT mier Seqmnil produqciaze Tu darCenila maTi saxeli. daviT sarajiSvilma, sakuTari cxovrebiT da gardacvalebiTac, daumtkica yvelas, Tu ra mniSvneloba aqvs, iseTi qveynis cxovrebaSi, rogoric saqarTveloa, aramarto produqciis gamoSvebas, aramed sikeTis Tesvas da moyvasze zrunvas. marTalia, d.sarajiSvilis qvelmoqmedeba dakavSirebuli iyo did arasawarmoo danaxarjebTan, magram saboloo jamSi, gaWirvebulebisaTvis da qveynisaTvis gaRebuli Tanxebi xels uwyobda misi pirovnebis da mTlianad firmis prestiJis amaRlebas sazogadoebis TvalSi. am mizniT, dRes cnobili firmebi did Tanxebs abandeben stimulirebisa da warmoCenis sxvadasxva aqciaze, rasac sazogadoebasTan urTierTobis RonisZiebebi, anu `piari~ ewodeba. Tavad d.sarajiSvili pirovnulad iseTi adamiani gaxldaT, romlis TiToeuli nabiji sazogadoebis yuradRebis centrSi iyo da yoveli misi saqvelmoqmedo saqmianoba, isev misi da misi firmis

Tavi 18.

18.1

dav iT sa rajiSv i li

363

sakeTildReod brundeboda. dabejiTebiT SegviZlia vTqvaT, rom d.sarajiSvilis SemTxvevaSi es iyo miseuli marketingis mexuTe, ganuyofeli elementi. d.sarajiSvilma icoda, rom, ragind uaxlesi danadgarebic unda Camoetana Tavisi sawarmoebisaTvis, am danadgarebze muSas unda emuSava. igi ambobda, rom `uswavleli kaci da gamxmari xe erTi da igivea. ramdenadac kaci naswavlia, imdenad ufro sasargeblo saqmes gaakeTebs~ da yovelTvis zrunavda Tavisi personalis swavla-ganaTlebaze, igi wera-kiTxvis mcodne muSebs jamagirsac umatebda. man qarxnebTan gaxsna samkiTxveloebi, sakvirao skolebi muSebisaTvis. mis sawarmoebSi sxva sawarmoebTan SedarebiT yvelaze maRali xelfasi iyo. igi yovelTvis gulisyuriT ekideboda muSebis Txovnas da bevri sxva mewarmisagan gansxvavebiT, adamianurad eqceoda maT. man muSebis moTxovniT daawesa 8-saaTiani samuSao dRe, nacvlad 10 saaTisa. d.sarajiSvili muSebs aZlevda anazRaurebad orkvirian Svebulebas, yvela muSis sicocxles azRvevda da TviTon ixdida maTi dazRvevis gadasaxads. yvela did dResaswaulze muSebs 3-3 boTli kargi koniakiT ajildovebda da sxva. am RonisZiebebs muSebi xedavdnen da keTilsindisierad emsaxurebodnen patrons. Tavad d.sarajiSvili iyo keTilsindisierebis gansaxiereba. igi ambobda: `yvelgan da yvelaferSi unda iyo patiosani adamiani, es ufro metia, vidre iyo milionebis patroni~. d. sarajiSvilis mier muSebisadmi sicocxleSi gakeTebuli sikeTis kidev bevri magaliTis moyvana SeiZleba, magram igi sikvdilis Semdegac ar iviwyebda maT da anderZiT mniSvnelovani Tanxa: 125000 maneTi dautova muSebs da sxva personals. maT Soris, qarxnebsa da kantorebSi msaxurT – 100000 maneTi, xolo muSebs – 25000 maneTi. anderZis am punqtma didi STabeWdileba moaxdina somxur gazeT `surandakze~, romelic im dReebSi werda: `d.sarajiSvilma axali da qebis Rirsi xazi SemoiRo qvelmoqmedebaSi.... igi ar iviwyebs amasTanave im mSromelebs, romlebic dRedaRam muSaobdnen misi kapitalis gamravlebisaTvis. somexma qvelmoqmedmac arasodes ar unda daiviwyos is muSebi, romlebic qmnidnen mis simdidres da magaliTi unda aiRos gansvenebuli d.sarajiSvilisagan~. d.sarajiSvils axlo urTierToba hqonda mowinave qarTul inteligenciasTan. misi ojaxis axlo megobrebi iyvnen ilia da akaki. es ukanaskneli mas `Cvens daTikos~ eZaxda. ilias bevri nawarmoebis pirveli wakiTxva (Tanamedrove terminologiiT `prezentacia”) moxda swored d.sarajiSvilis binaSi sergeevis (amJamad maCabelis) quCaze, romelic imdroindeli Tbilisis yvelaze prestiJul saxl-salons warmoadgenda. misi samuSao kabinetic, koniakis qarxanaSi, olRas quCazedReniadag savse iyo qarTveli sazogado moRvaweebiT, romlebic ZiriTadad sxadasxva daxmarebis TxovniT iyvnen misulni masTan. akaki wereTeli werda: `daTikom gaumxeleli da dafaruli daxmarebac icoda gaWirvebul-davrdomilebisaTvis~. erT-erT mogonebaSi weria: `paradoqsi ar iqneba Tu vityviT, rom qarTvel sazogado moRvaweebs, erTmaneTTan ar hqondaT iseTi axlobloba, rogorc baton daviTTan~. cnobili mecnieri, artur laisti ixsenebda: `is iyo megobari poetebis, mecnierebis, mxatvrebisa da ara mxolod Tavis samSobloSi, aramed berlinSic, sadac sargeblobda gamoCenili adamianebisa da mecnierebis guliTadi pativiscemiT~.

364

marketinguli komunikaciebi.

reklamis istoria

vin daTvlis ramden axalgazrdas daexmara d.sarajiSvili stipendiiT sazRvargareT swavlis gagrZelebaSi. mas sakuTari Svili ar hyavda da yvela niWier qarTvels SviliviT uyurebda. `ras miqvian uSviloba! gana yvela bavSvi, momavlis imedad aRsazrdeli, qveynis sasikeTod gasawvrTneli da gansaswavli Cemi Svilebi ar arian?!~ ai, didi mamuliSvilis azrovneba. d.sarajiSvilis mier axalgazrda Taobis swavlaze gaweulma xarjebma Semdgom saqarTvelos udidesi dividendebi SesZina: moqandake iakob nikolaZis, kompozitor dimitri arayiSvilis, meliton balanCivaZis, ia kargareTelis, mxatvar mose ToiZis, gigo gabaSvilis, momReral vano sarajiSvilis da mravali sxva moRvawis saxiT, risTvisac mTeli saqarTvelo mudam mis valSi iqneba.  zrunva samSobloze udidesi iyo d.sarajiSvilis mier gaweuli xarjebi samSoblos siZveleebis mosavlelad da axlis asaSeneblad. man didi Tanxa gaiRo Tbilisis gulSi amayad mdgari qaSveTis eklesis aRsadgenad (ix.18.1.13). 1906 wels, saxelmwifo universitetis Senobis (maSin mas qarTuli gimnazia ewodeboda) saZirkvelis Cayrisas, d.sarajiSvilma erTi muWa oqro Caatana da didi TanxebiT daexmara mSeneblobas. vin mosTvlis, ra amagi dasdo d.sarajiSvilma qarTvelTa Soris wera-kiTxvis gamavrcelebel sazogadoebas, saTavadaznauro banks, Teatralur sazogadoebas, axlad daarsebul qarTul gazeTebs da sxva. d.sarajiSvili mdidari kaci iyo, yvelaze mdidari imdroindel saqarTveloSi. es simdidre man yoveldRiuri dauRalavi SromiT moipova. magram `cxovrebaSi simdidre misi msaxuri iyo da ara batoni~. rogorc d.sarajiSvilis gardacvalebis dReebSi, 1911 wels, gamomavali krebuli werda: `daviTs, rom yovelwlobiT Tavisi gonivruli da windaxeduli moRvaweobiT miRebuli simdidridan asi da orasi aTasobiT keTil saqmeze ar exarja, sxva milionerebiviT oc da ormoc milion qonebas datovebda, magram man ufro ukeTes bankSi datova Tavisi simdidre, is banki aris misi mSobeli xalxi, romelic mas Tavdaviwyebamde uyvarda~. sainteresod axasiaTebs d.sarajiSvils damoukidebeli saqarTvelos pirveli mTavrobis Tavmjdomare, noe Jordania: `daviTi, rom wminda qarTveli mrewveli yofiliyo, kai xania qarTvelurad gaaniavebda – misi SeZlebisagan aRaraferi darCeboda. mxolod evropiel kacs SeeZlo yvela madlieri yoloda da Tanac SeZleba ar gaeflanga. SeaerTed qarTveli gulkeTiloba da purmarili, evropiul saqmianobasTan da miiRebT d.sarajiSvils. am pirovnebaSi samagaliTod Sezavda saqebi qarTveloba da saqebi evropieloba. swored am gziT unda moxdes qarTvelebis gaevropieleba”. swored amitom, man sicocxleSive RmerT-kacis saxeli daimsaxura, xolo gardacvaleba erovnul glovad gadaiqca, ara marto saqarTvelosa da kavkasiaSi, aramed mis sazRvrebs gareTac. mitrofane laRiZem, romelsac d.sarajiSvili ma-

Tavi 18.

18.1

dav iT sa rajiSv i li

365

terialurad daexmara misi saqmianobis sawyis etapze, dasaflavebaze yovel 200 metrSi, procesiis msvlelobis marSrutze gamagrilebeli wylebis ufaso wertebi moawyo. dakrZalvaze uamravi xalxi gamovida mxurvale sityviT. maT Soris iyvnen mowinave moRvaweebi da ubralo qarxnis muSebi, qarTvelebi da bevri sxva erovnebis adamiani. d.sarajiSvilma, da Semdgom misma meuRlem, ekaterine foraqiSvil-sarajiSvilisam (ix.18.1.14) mTeli TavanTi qoneba kvlav samSoblos uanderZes. swored misma erTgulma meuRlem da mis qarxanaSi aRzrdilma moswavleebma gaagrZeles misi saqmianoba. magram 1914 wels daiwyo pirveli msoflio omi. mas mohyva revolucia ruseTSi, Semdeg 1918 wels saqarTvelom damoukidebloba moipova, sabolood ki 1921 wels saqarTvelo ruseTma daipyro da am kataklizmebis fonze bevri ram daingra da daiSala, maT Soris, d.sarajiSvilis mier wlobiT Sekowiwebuli udidesi koniakis imperiac. komunistebma d.sarajiSvilis da misi meuRlis saflavebi, rogorc `maTi klasobrivi mteri~ – kapitalistebi, `gamoaZeves~ didubis panTeonidan da naTesavebma vakis sasaflaoze gadaasvenes. aRsaniSnavia erTi momenti – im gaWirvebis xans, neSTis gadasvenebisaTvis naTesavebs fuli ar aRmoaCndaT da erT-erT maTgans gaaxsenda, rom d.sarajiSvils saflavSi Caayoles misi sayvareli briliantis beWedi. gvamis eqsgumaciis Semdeg, am beWdis gayidvidan aRebuli TanxiT SeZles maTi gadasveneba da, faqtobrivad, d.sarajiSvilma Tavad gadaixada Tavisi da meuRlis gadasvenebis safasuri. es iyo Rvawlmosili mamuliSvilis `komunisturi dafaseba~. Semdgom drom da saWiroebam moitana da saqarTveloSi aRdga koniakis mrewveloba. olRas quCaze (amJamad kostavas quCa) d.sarajiSvilis mier daarsebuli qarxana 1972 wlamde uSvebda arays. koniakis warmoebas saTaveSi Caudga s/g `samtresti~ da d.sarajiSvilis qarxanaSi namuSevari, koniakis warmoebis saqmis ubadlo mcodne-vaxtang ciciSvili(ix.18.1.15), romelmac Rirseulad gaagrZela maswavleblis saqme da Seqmna mravali maRalxarisxovani koniaki (èniseli~, `gremi~, `varcixe~, `Tbilisi”). koniaki èniseli~, 1945 wels ialtis konferenciaze stalinma gaasinja CerCils. viskis da franguli koniakis didi moyvarul, inglisis premieri CerCili aRfrTovanda èniseliT~. 1947 wels v.ciciSvilma, erTaderTma sabWoTa kavSiris meRvineebs Soris, miiRo stalinuri premia swored èniselis~ SeqmnisaTvis. qarTulma koniakma mas mere mravali jildo daimsaxura saerTaSoriso da sakavSiro gamofenebze da Rirseuli adgili daimkvidra msoflioSi franguli koniakebis gverdiT (1955 wlidan 1990 wlamde qarTulma koniakebma am konkursebze daimsaxures sul 60 medali, maT Soris, 47 oqrosi da 13 vercxlis). aRsaniSnavia, rom sakavSiro masStabiT Cvens koniakebs konkurencias uwevdnen d.sarajiSvilis mierve daarsebuli qarxnebis produqcia kalaraSidan, erevnidan da sxva. didi sikeTe ar ikargeba da ssrk-s daSlis Semdegac gamouCnda d.sarajiSvilis saqmes Rirseuli gamgrZelebeli, qarxnis mepatronis elguja bubuteiSvilis saxiT (ix.18.1.16). misi TaosnobiT d.sarajiSvilis saxelis ukvdavsayofad bevr mamuliSvilur RonisZiebas Caeyara safuZveli.

366

marketinguli komunikaciebi.

reklamis istoria

pirvel rigSi, aRsaniSnavia, rom man 1990-ian wlebSi saqarTvelosaTvis areul, Znelbedobis Jams, SeZlo gadaerCina d.sarajiSvilis datovebuli udidesi simdidre, romelic erovnul saganZurs warmoadgens, 1890-ian wlebSi sarajiSvilis mierve daZvelebuli koniakis spirti. misive iniciativiT da uwmindesis da unetaresis, saqarTvelos kaTolikos-patriarqis ilia II-is locva-kurTxeviT, d.sarajiSvilisa da misi meuRlis neSTi vakis sasaflaodan gadmoasvenes qaSveTis eklesiis ezoSi. Tbilisis centrSi riyeze daidga d.sarajiSvilis Zegli (ix.18.1.17). d.sarajiSvilis saxeli ewoda prospeqts, sadac mdebareobs d.sarajiSvilis saxelobis koniakis qarxana. dRes am sawarmoSi, romelic samagaliTodaa movlili (ix.18.1.18), arsebobs qarTuli koniakis muzeumi, uZvirfasesi spirtsacavi. centralur SesasvlelSi d.sarajiSvilis portretis gverdiT, gamosaxulia giorgi bolqvaZis portreti, adamianisa, romelic iTvleba koniakis saqmis pionerad saqarTveloSi da romelmac me-19 saukuneSi pirvelma miaRwia did warmatebebs saerTaSoriso arenaze. marTalia, misi saqmianoba pirdapir ar iyo dakavSirebuli d.sarajiSvilis moRvaweobasTan, magram faqti imisa, rom `d.sarajiSvilis da eniselis~ kompaniaSi pativs miageben g.bolqvaZes, WeSmaritad niSnavs STamomavlobis madlierebas am sami korifesadmi, (giorgi bolqvaZe – rogorc pioneri, daviT sarajiSvili – rogorc mrewvelobis safuZvlis Camyreli da daviT ciciSvili – rogorc saqmis Rirseuli gamgrZelebeli), romlebmac udidesi roli iTamaSes qarTuli koniakis daarsebis, misi samrewvelo doneze dayenebis da aRzevebis saqmeSi. `d.sarajiSvili da eniselis~ yvela produqcias amSvenebs d.sarajiSvilis sandomiani portreti, es umniSvnelovanesi marketinguli elementi, romelic dResac Tavisebur zegavlenas axdens momxmarebelze da mis did ndobas imsaxurebs, radganac momxmarebels rogorc saqarTveloSi, aseve mis farglebs gareTac gacnobierebuli aqvs, rom d.sarajiSvilis markiani boTli, pirvel rigSi, esaa keTilsindisierad Seqmnili, sando da maRalxarisxovani produqcia. 

Tavi 18. d a n a r T i

367

368

marketinguli komunikaciebi.

reklamis istoria

Tavi 18. d a n a r T i

369

370

marketinguli komunikaciebi.

reklamis istoria

Tavi 18. d a n a r T i

371

372

marketinguli komunikaciebi.

18.1.7 maia bagration-daviTaSvili koniakis reklamaSi. 1895 weli

reklamis istoria

Tavi 18. d a n a r T i

373

374

marketinguli komunikaciebi.

reklamis istoria

Tavi 18. d a n a r T i

375

376

marketinguli komunikaciebi.

reklamis istoria

Tavi 18.

18.2.

377

ak ak i x oSta r ia

18.2 akaki xoStaria

akaki xoStaria daibada 1873 wels abaSis raionis sofel sujunaSi taxtis aznauris ojaxSi. sujunel xoStariebs ekuTvnodaT sakuTari eklesia, romelSiac inaxeboda sujunis wm.giorgis xati. akakis mama â&#x20AC;&#x201C; meTode xoStaria dadianebis mouravi iyo da maSindeli sadadianoebis meurneobas ganagebda. mas xalxSi didi meTos saxeliT ixseniebdnen. deda vardiko avaliani sakmaod wignieri da ganaTlebuli qali yofila. maT aRzardes 3 Svili â&#x20AC;&#x201C; giorgi, akaki da ana. patara akaki mousvenari bavSvi yofila. man daamTavra peterburgis sasoflo sameurneo koleji da daeufla mebaRe-dekoratoris profesias. wlebis ganmavlobaSi igi iyo gagraSi princ oldenburgTan super intendantad. oldenburgebi germaneli princebi iyvnen. isini saqarTveloSi Camovidnen me-19 saukuneSi da SeiZines miwebi afxazeTSi. ramdenime saxlic hqondaT gagraSic. aRsaniSnavia, rom princ oldenburgs quTaisSi stumrobisas TavdaviwyebiT Seuyvarda samegrelos Tavadis, dadianis coli, ulamazesi agrafina jafariZe, romelTanac erTad gaipara TbilisSi, sadac mas auSena SesaniSnavi sasaxle, romelic axlac arsebobs, amJamindel kargareTelis quCaze (yofili yru-munjTa saswavleblis Senoba). akaki xoStariam oldenburgebTan samsaxuris dros, dagegma da Tvalyurs adevnebda yvela bulvaris da baRis mowyobas mTels SavizRvispireTSi. Semdeg ki, rodesac igi ukve mdidari komersanti gaxda, misi dafinansebiT gaSenda baTumis mTavari zRvispira bulvari da maxinjauris botanikuri baRi. aq gamoCnda misi niWiereba, gemovneba da daudgromeli energia SavizRvispireTis axladCasaxul sakurorto dasaxlebebis umSvenieresi sanapiros keTilmowyobaSi. foTSi samsaxuris dros man gaicno Tavisi mamavali meuRle minadora Turqia, romelmac Rirseuli meuRleoba gauwia akakis mTeli cxovrebis manZilze. minadora Turqia daibada foTis bankis mmarTvelis ojaxSi. mamamiss, egnate Turqias ekuTvnoda Savi zRvis sanapiroze arsebuli yvela sakonditro maRazia Tu sawarmo. mebaRe-dekoratorad 10 wlis muSaobis Semdeg akaki xoStaria ukve gvevlineba ekonomikis dargSi mniSvnelovan figurad. am 10 wlis ganmavlobaSi igi mebaRedekoratoridan msxvil mrewvel-kapitalistad iqca. akaki xoStarias biografiuli detalebis SeswavliT ikveTeba misi xasiaTis ori mxare: igi praqtikul, racionalir azrovnebasTan erTad, yovelTvis avlenda cxovrebiseul midgomaSi daxvewil, esTetikur bunebas, rac gamoixateboda rogorc pirad ierSi (Cacmuloba, daxvewili manerebi), aseve mis cxovrebis wessa

378

marketinguli komunikaciebi.

reklamis istoria

da stilSi, adamianebTan urTierTobaSi da, rac mTavaria, im azartul, emociur gatacebaSi, romliTac is eZleoda Tavis saqmes. akaki xoStarias cxovrebaze cota ramaa dawerili, radganac mas moRvaweoba mouwia me-20 saukunis pirvel mesamedSi sabWoTa intervenciis periodSi, amitom misi saxelis xseneba maSin akrZaluli iyo. misi biografiis Sesaxeb mxolod naTesavebis da axloblebis mogonebebidan gaxda cnobili. erT-erTi aseTi mogonebidan cnobilia, rom akakis savaWro saqmianobis dawyebas SemTxvevamac Seuwyo xeli. axalgazrdobaSi akaki megobrobda foTel mewvrilmane vaWarTan, vinme zodelavasTan. erTxel, megobrebma gadawyvites savaWro gemiT, navTi waeRoT odesaSi sarealizaciod. magram tuafsesTan amovardnilma qariSxalma gemi TurqeTSi gaitana, sadac navTi oqros fasad gayides. amis Semdeg zodelavam TbilisSi marjaniSvilis quCaze Seisyida saxli, xolo akaki wavida baqoSi da cnobili mrewvelis musa nagievisagan iyida navTis sarewebi. amave periodSi man baTumSi SeiZina aqciebi da xeli mihyo seriozul komerciul saqmianobas. akaki xoStarias ZiriTadi samrewvelo da savaWro asparezi sparseTi iyo. igi sakmaod daaxlovebuli piri gaxda sparseTis Sahis karze. igi mdidar da gavlenian pirad iTvleboda mTel iranSi. mis moRvaweobaze Zalze saintereso masalaa gamoqveynebuli 1924 wlis berlinSi gamomaval rus demokratTa yoveldRiur gazeT `rulSi~, sadac vinme vladimer nemginski saTauriT â&#x20AC;&#x201C; `lomisa da mzis qveyanaSi~ â&#x20AC;&#x201C; werda: `aTeuli wlis win princ oldenburgTan mebaRed momuSave xoStaria msoflio omis dawyebisaTvis 1914-1918 wlebSi mTeli saqarTvelosa da sparseTis mniSvnelovani nawilis gamgebeli xdeba... araCveulebrivi nebisyofisa da aseTive energies mqone adamiani, igi omis wlebSi sparseTSi mTeli rigi koncesiebis mopovebas axerxebs, aSenebs aq rkinigzas, aarsebs saaqcio sazogadoebas. xelmocaruli da sruliad gakotrebuli erTxans qreba TvalTaxedvidan, Tumca maleve, figaros msgavsad, xan aq, xan iq Cndeba sakuTar gzebze mqrolav matareblebsa Tu sparseTis uRran tyeebSi... sakuTari xarjiT inaxavs mTeli saqarTvelos mTavrobas, aarsebs bankebs TurqeTsa da evropaSi. mogvianebiT ki konstantinopolSi uWirs kreditorebis gastumreba. TeiranSi `wylidan kvlav uvnebeli amoyvinTavs ise, rom jibe koncesiebis axali SekvriTa aqvs gamotenili. axla mas monopolia gaaCnia sparseTidan brinjisa da bambis gatanaze. miiRo ra sabWoTa kavSiris qveSevrdomoba, sparseTi misTvis aRTqmul qveynad iqca, sadac, misi azriT, naklebadaa mosalodneli revoluciebi. amitomac iwyebs iq aRmSeneblobiT saqmianobas. xoStaria Slis Tavis droSas TeiranSi ganuyrel Tanamgzavrsa da qveSevrdom samarTalmcodne hanibalTan erTad, romelic puSkinis SvilTaSvilia da romelmac icoda 14 ena. xoStaria sparseTSi aSenebs iseTive mdidrul sasaxles, rogoric waarTves mas bolSevikebma TbilisSi~.

Tavi 18.

18.2.

ak ak i x oSta r ia

379

akaki xoStarias savaWro kombinaciebi da komerciuli gegmebi, erTi SexedviT, SeiZleba fantastikurad mogveCvenos, Tavisi arnaxuli warmatebebiT, magram yovelive amis ukan dgas pirovneba, emociuri da artistuli gamovlinebebiT, romelic dauRalavad miiwevda win, miuxedavad Tavisi xanmokle, warumatebeli momentebisa. mraval mogonebebSi mas, upirveles yovlisa, igoneben, ara marto rogorc mdidar kacs, aramed rogorc araCveulebriv keTilSobil pirovnebas, bevrs weren mis qarTul gulze, sikeTeze, moyvasis siyvarulsa da yuradRebaze, riTac igi axloblebze da garSemo myof adamianebze dauviwyar STabeWdilebas axdenda. pirveli msoflio omis win, akakim baqoSi Camoayaliba msxvili samrewvelo kompania, saxelad `rupento~ (Русско-Персидское Нефтяное Товарищество) sadac gaerTiandnen navTobis industriis cnobili mrewveli-kapitalistebi. es xalxi ubralo biznesmenebi ki ara, didi masStabis gavleniani pirebi iyvnen. es kompania iyo yvelaze didi da finansurad yvelaze Zlieri firma, romlis msgavsi qarTvelebs odesme SeuqmniaT. misi prezidenti gaxldaT akaki xoStaria, roelsac eqvmdebareboda xuTi direqtori. 1913 wels xoStariam dado 99-wliani kontraqti CrdiloeT iranis miwaTmoqmedebTan, daaarsa kompania `perslesi~, romlis kapitali Seadgenda ramdenime milion rusul rubls. aaSena saamqroebi, eleqtroniT momqmedi fabrika, specialuri sarkinigzo xazi `tal-rudi~ xis morebis gasazidad. es sarkinigzo xazi pirveli iyo iranisaTvis. 1914 wels akakim daaarsa satransporto kompania TeiranSi, romelmac pirveli avtomobili Semoiyvana iranSi. 1915 wels ruseTis mTavrobam moaxdina am avtomobilis rekvizireba saomari miznebisaTvis. akakis manqanas – `fords~ hqonda oqros frTebi samkaulad, man es manqana saCuqrad miarTva ahmed Sahs. akakim 1916 wels, CrdiloeT iransa da azerbaijanSi, miiRo koncesiebis ufleba, mTeli miwisqveSa sakuTrebiT (mineralebi, navTobi da sxva). akakim aseve dado xelSekruleba braiton liCTan, romliTac londonSi unda daearsebina kompania kapitaliT 2 milioni funti sterlingi, magram am dros moxda revolucia da sabWoTa mTavrobam gaauqma yvela is koncesiebi da xelSekrulebebi, romlebic iranis mier iyo micemuli rusi qveSevrdomebisadmi. revoluciis mere, 1923 wels, xoStaria emigraciaSi dabrunda TeiranSi. amave wels man miiRo koncesiebi semnanSi da jer daaarsa kompania `qavire-xurian~, Semdeg ki Teiranis rusul-iranuli banki da komerciuli saxli `rupeto~. 1926 wels orive organizacia xelSi Caigdo sabWoTa mTavrobam. akaki xoStarias axlo urTierToba hqonda sparseTis yajarTa dinastiis SahebTan, kerZod Sah-muhamed alisTan da mis memkvidre ali-SahTan. xoStarias iranSi hqonda sakuTari rkinigza matareblebiT, monopolia xe-tyis, sapnis, brinjis warmoebaze, Tevzis sarewebi, vaWrobda matyliT ingliselebTan da, rac mTavaria, iyo CrdiloeT iranis navTobis koncesiebis da mTeli am teritoriis miwebis mflobeli. akaki xoStarias mier daarsebulma Turqul-sparsulma `xoStarias bankma~ msoflios wamyvani saxelmwifoebis savaWro wreebi daainteresa. akaki xoStaria me-20 saukunis pirveli mesamedis Cveni qveynis erT-erTi umniSvnelovanesi figura xdeba.

380

marketinguli komunikaciebi.

reklamis istoria

garda zemoT CamoTvlili msxvili monopoliebisa, akakis xelSia kaspiispira qalaq enzelis eleqtrofikaciac, sadac igi seriozul konkurencias uwevda ingliselebs da amerikelebs. akaki mniSvnelovani kapitalis mflobeli iyo TbilisSic. mas hqonda meqanikuri qarxana, samiwadmoqmedo manqanebis fabrika, sapnis qarxana, da sxva, romlebic 1921 wlis 30 ivnisis dadgenilebiT, saqarTvelos revkomma CamoarTva. amas garda, saqarTveloSi akakis hqonda metalurgiuli qarxana, transkavkasiuri banki, satransporo kompania. yvelafer amas daepatrona da gaapartaxa sabWoTa mTavrobam. 1918 wels, saqarTvelos damoukidebeli respublikis daarsebis pirvelive dReebidanve, akaki xoStaria did mzrunvelobas da ekonomikur mfarvelobas iCenda masze. respublikis sxva seriozul problemebTan erTad, saWiro iyo mokle xanSi samxedro-sazRvao flotis Seqmna. didi wvalebis Semdeg akaki xoStariam Tavisi saxsrebiT SeiZina da Camoiyvana eqsploataciaSi namyofi 2 `linkoris~ tipis gemi amerikidan da ori aseTive gemi italiidan. amerikaSi nayid gemebs daarqves `prezidenti Jordania~ da `saqarTvelo~, xolo italiaSi nayid gemebebs `Tamar mefe~ da `rusTaveli~. amis Sesaxeb werda gazeTi `saqarTvelo~ 1920 w.13 noembers. akaki xoStarias moRvaweoba daemTxva rTul istoriul periods â&#x20AC;&#x201C; pirvel msoflio oms, damoukidebeli saqarTvelos wlebs, mis aneqsias ruseTis mier. miuxedavad am rTuli droisa igi yovelnairad cdilobda daxmareboda dauZlurebul samSoblos. am mizniT mas ar undoda urierTobis gamwvaveba ruseTTan. 20ian wlebSi, rodesac sabWoTa qveyanas aklda puri, akakis sTxoves daxmareba. man daaarsa kompania `xoStaria-ssr kavSiris urTierToba~ iyo piradad leninTan, sakuTari valutiT yidulobda purs iranSi, agzavnida baqoSi da iqidan Semohqonda saqarTveloSi. Semotanili puri cnobili iyo `xoStarias puris~ saxelwodebiT. bolSevikebma maTTvis Cveuli veragobiT upasuxes, valis gadaxdis magivrad misi daWera gadawyvites, magram akaki droze gaafrTxila nacional-uklonistebis liderma budu mdivanma, romelic davalebuli iyo xoStariasagan da akakim gaqceviT uSvela Tavs. sparseTSi cxovrebis dros akakis Tan wayvanili hyavda Zma giorgi, mravali naTesavi da 37 kaci samegrelodan, romlebsac amuSavebda Tavis sawarmoebSi. misi meuRlis biZaSvili valodia Turqia SemdgomSi iranis janmrTelobis ministri gaxda. akaki xoStaria wayvanil qarTvelebs patronobda, bevr sxvasac exmareboda. mas ulamazesi sasaxle hqonda enzelSi tbis piras, sadac ikribeboda inteligenciis warmomadgenlebi, sazogado moRvaweebi. gansakuTrebuli aRniSvnis Rirsia misi gamorCeuli yuradReba da mzrunveloba masTan daxmarebisaTvis misuli adamianebis mimarT. akaki xoStarias surda baTumSi qarTul-Turquli bankis gaxsna. man am TxovniT leninsac mimarTa, magram orjonikiZem da beriam ar misces amis saSualeba. `1925 wlis 25 dekembers iranis mejlisma gadasca reza xans Sahis uzenaesi ufleba da mis Svils daumtkica memkvidreoba, am sazeimo movlenasTan dakavSirebiT Sahis karze gaimarTa didi nadimebi. akaki xoStariam Sahs miarTva italiidan

Tavi 18.

18.2.

ak ak i x oSta r ia

381

Camotanili Zvirfasi marmarilos qandakebebi. Sahma didi madloba gadauxada xoStarias: `me jer iseTi saxli ara maqvs, rom amaTi Sesaferisi iyos. avaSeneb axals, davalageb da siamovnebiT mogiwvevT pirvel nadimzeo~... calke aRniSvnis Rirsia akaki xoStarias qvelmoqmedeba da mecenatoba. igi namdvil mamobriv mzrunvelobas iCenda qarTveli axalgazrdebis mimarT, visac ganaTlebis miRebis survili hqonda, magram ekonomikuri saSualeba ar SeswevdaT. misi xarjebiT sazRvargareT swavlobdnen qarTveli studentebi, romelTaganac SemdgomSi bevri cnobili mecnieri gaxda. akaki xoStariam niko nikolaZis iniciativiT da Tavisi xarjebiT gaiyvana rkinigza foTsa da abaSas Soris. manve saqarTvelos axladSeqmnil saistoriosaeTnografio sazogadoebas baqodan gamougzavna rva aTasi maneTi. xoStaria xSirad imyofeboda evropaSi. hqonda saxli nicaSi. man parizSi SeiZina lado gudiaSvilis da frangi kubistis lotis naxatebi da saCuqrad gadmougzavna saqarTvelos xelovnebis muzeums. igi yuradRebas ar aklebda safrangeTSi gadanaxul qarTul erovnul ganZs. saWiroebis SemTxvevaSi piradi xarjebiT inaxavda da zrunavda misi gadarCenisaTvis. akaki xoStaria icnobda ilia WavWavaZesac. mas igi ialtaSi gaucvnia. akakis meuRlem minadoram ilias waukiTxa misi leqsi `tyem moisxa foToli...~ nasiamovnebma iliam Tavisi leqsi warweriT usaxsovra maT. saarqivo masalebidan cnobilia, rom Tbiliselebma 1918 wels sparseTSi myof akakis Seatyobines, rom sajaro auqcioniT unda gayiduliyo cnobili kapitalistis da mrewvelis daviT sarajiSvilis sacxovrebeli saxli sergeevis (amJamad maCabelis) quCaze da sTxoves SeeZina igi. qarTvelebs surdaT, rom aRniSnuli istoriuli Senoba darCeniliyo qarTvelebisve xelSi (ix.foto). marTlac, akaki xoStaria Camovida da SeiZina es saxli. axali, Zvirfasi nivTebiT gawyobil saxlSi 1919 wels man didi banketi gadaixada, sadac Tavi mouyara mowinave qarTul sazogadoebas. mogvianebiT sabWoTa aneqsiis periodSi, akakim sabolood gadawyvita emigraciaSi wasvla da man es sasaxle saCuqrad dautova mTel qarTvel ers, iq dacul uZrav-moZrav qonebasTan da Zvirfas antikvarul nivTebTan erTad, raTa iq mowyobiliyo xelovanTa sasaxle. akaki xoStarias am qmedebam qarTveli sazogadoebis didi aRfrTovaneba gamoiwvia. mogvianebiT, misi meuRlis, minadora Turqias gardacvalebis Semdeg, safrangeTSi myofma xoStariam TxovniT mimarTa saqarTvelos xelovanTa kavSirs, raTa misTvis daebrunebiaT misi meuRlis piradi nivTebi da fotosuraTebi, romlebic mxolod misTvis iyo faseuli, magram misi am Txovnis Sesruleba ver moxerxda. es kidev erTi naTeli magaliTia saqarTvelos komunisturi xelmZRvanelobis umadurebisa. kacs, romelic am usulgulo mTavrobasac bevrjer daxmarebia da romlis TqmiTac, `me araferi gamitania saqarTvelodan, yovelTvis Semomqonda!~ uari uTxres, mis garda yvelasaTvis usargeblo, umniSvnelo wvrilmanebis gagzavnaze. akaki xoStaria samSobloSi ukanasknelad iyo 1921 wels. akakis meuRle, misi erTguli megobari, minadora Turqia gardaicvala iranSi, 1924 wels. gardacvalebis dRes man SemTxveviT gaSala karti da amosula yvavis

382

marketinguli komunikaciebi.

reklamis istoria

cxriani, rac sikvdils niSnavs. marTlac imav saRamos manqaniT mgzavrobisas igi uecrad cudad gaxda da infarqtiT gardaicvala. qalbatoni minadora dakrZalulia Teiranis marTlmadidebelTa sasaflaoze, akakis mier zRaprulad agebul akldamaSi. q-n minadoras cxedari 1932 wlamde (akakis gardacvalebamde) mumificirebuli iyo egvipteli specialistebis mier. akldamas gadafarebuli hqonda farCa, romelzedac iraneli ostatebis xeliT amoqarguli iyo yvavis cxriani. oTaxis kedlebi moWedili iyo Zvirfasi xatebiT da suraTebiT. es adgili warmoadgenda akakis dasasvenebel adgils. aRniSnuli akldama da mTeli marTlmadidebelTa sasaflao Sesulia Teiranis istoriul-kulturul sanaxaobaTa saeqskursio siaSi. akakis da minadoras Svili ar hyavdaT. maT iSviles gogona â&#x20AC;&#x201C; musinka, romelic parizSi gaTxovda da iq cxovrobda. akaki xoStaria gardaicvala 1932 wels parizSi â&#x20AC;&#x201C; 59 wlis asakSi, dakrZalulia per-laSezis sasaflaoze. igi wlebis manZilze avadmyofobda diabetiT, imyofeboda piradi eqimis meTvalyureobis qveS. erTxel sadilobisas, rodesac Tevzs miirTmevda, SemTxveviT gadascda lukma, Tevzis fxam gaukawra yeli da igi sisxlis denisagan gardaicvala. akaki xoStarias saxeli didxans idevneboda saqarveloSi damkvidrebuli totalitaruli reJimis arsebobisas. miuxedavad misi pirovnebis masStaburobisa, masze sakmaod mwiri informacia arsebobs. me-20 saukunis pirvel naxevarSi misi gaqanebis da donis figura ar arsebobda saqarTvelos ekonomikaSi. mis warmatebebs moyveboda tragikuli momentebic. ramdenjerme gakotrebis piras misuli, misi energiis da codnis wyalobiT yovelTvis fexze damdgari akaki xoStaria udaod miekuTvneba saqarTvelos udidesi pirovnebebis ricxvs.

Tavi 18. d a n a r T i

383

384

marketinguli komunikaciebi.

reklamis istoria

Tavi 18. d a n a r T i

385

386

marketinguli komunikaciebi.

reklamis istoria

18.3. zubalaSvilebis gvaris istoria

zaqaria WiWinaZis mixedviT zubalaSvilebis gvari saqarTvelos istoriul wyaroebSi uZvelesi droidan ixsenieba. am wyaroebis mixedviT, es gvari pirvelad gamoCnda cxinvalSi, saidanac sacxovreblad gadmosulan gorSi. zubalaSvilebs Tavidanve xeli moukidiaT vaWrobisaTvis da saqmesac warmatebiT uZRvebodnen. osmalTa erT-erTi Semosevis Semdeg qarTvelebs isini goridan ganudevniaT da ukan dasdevnebian. qarTul laSqarSi gmirulad ibrZodnen zubalaSvilebic. ukuqceul Turqebs erT-erTi gabrZolebis dros tyved CavardniaT qarTvelTa mowinave razmi. tyvedCavardnilTa Soris iyvnen zubalaSvilebic, romlebic axalcixeSi CauyvaniaT. axalcixe im dros osmalTa qveSevrdomobaSi iyo da iq mmarTvelad faSa ijda. axalcixeSi mravlad iyvnen kaTolike qarTvelebi da romidan gamogzavnili misioneri patrebi, romlebic kaTolikobas avrcelebdnen mosaxleobaSi da sxva rjulis xalxTa dasanaxad did daxmarebasac uwevdnen maT tibikonze gadasul mrevls. qarTvelebs TxovniT miumarTavT romis papis warmomadgenel patrisaTvis, raTa mas gamoexsna qarTveli tyveebi, romlebsac stambolSi Cayvana da iq monad gayidva elodaT. patrem yurad iRo Txovna, sakmaod didi Tanxa gadauxada faSas da gamoisyida tyveebi. ganTavisuflebulma zubalaSvilebma miiRes kaTolikuri sarwmunoeba da sacxovreblad darCnen axalcixeSi. aq maT kvlav ganagrZes ojaxuri biznesi â&#x20AC;&#x201C; vaWroba. sawyisi TanxiT maT kvlav kaTolike patrebi daexmarnen. 1680 wels zubalaSvilebi dabrundnen gorSi, maTi mama-papis sacxovrebelSi. adgilobrivma mosaxleobam isini kargad miiRo, radganac maT winaprebs xalxSi kargi saxeli hqondaT damsaxurebuli. zubalaSvilebis gvari gamravlda da gorSi me-18 saukunis dasawyisSi ukve ramdenime ojaxi cxovrobda. isini dadiodnen savaWrod osmaleTSi, sparseTSi, konstantinepolSi; maTi zogierTi warmomadgeneli indoeTSic ki iyo namyofi. maT sazRvargareTidan SemohqondaT Saqari, yava, qaRaldi, sarke, farCleuloba, razedac didi moTxovnileba iyo saqarTveloSi. xolo aqedan gahqondaT is saqoneli, romelic kargad saRdeboda im qveynebSi. e.i. Tanamedrove marketinguli terminologia rom vixmaroT, maT kargad hqondaT Seswavlili sxvadasxva qveynis bazrebi, im qveynebis momxmarebelTa moTxovnileba da mazanda, anu fasebi saqonelze. isini am fasTa sxvaobaze TamaSobdnen da sakmaod didi mogeba rCebodaT, rasac kvlav saqmis gasamravleblad iyenebdnen. gorSic

Tavi 18.

18.3.

zu ba laSv i le b i s gv a r i s i sto r ia

387

bevri qarTveli kaTolike cxovrobda. aq maT didi eklesiac aaSenes, romlis aSenebasac zubalaSvilebma mniSvnelovani Tanxa moaxmares. amas garda, isini cnobili iyvnen Raribebis guluxvi daxmarebiTac. Tu vinme gaWirvebuli miadgeboda maT kars, igi ukan dasaCuqrebuli da naalersebi brundeboda. kaTolike qarTvelebi sarwmunoebiT iTvlebodnen romis kaTolikebad, radganac saeklesio tipikoni laTinur enaze iyo, xolo nacionalobiT isini qarTvelebi iyvnen. rogorc axalcixeSi, ise gorSic qarTvel kaTolikeTa didi raodenoba cxovrobda. me-18 saukunis dasawyisSi gamoikveTa warmatebuli vaWris, giorgi zubalaSvilis saxeli, romelic savaWrod dadioda mTel saqarTveloSi. mas dasavleTSic da aRmosavleTSic yvela icnobda. sxvadasxva kuTxeSi mogzaurobebis dros mas Tan axlda Svili ivane, romelic Semdgom mamaze ufro warmatebuli vaWari da amasTan, erT-erTi pirveli qarTveli mrewvelic gaxda. me-18 saukuneSi orTodoqsaluri bunebis mefe Teimurazma gandevna Tbilisidan da goridan kaTolike patrebi, romlebic kvlav axalcixeSi dasaxldnen. osmaleTSi Tuki sxva sarwmunoebis warmomadgenlebs sastikad devnidnen, romis papTan dadebuli ormxrivi xelSekrulebiT, kaTolikebs aras erCodnen. es iyo ZiriTadi mizezi imisa, rom bevri qarTveli vaWari eziara kaTolikur sarwmunoebas, raTa maT Tavisuflad emogzauraT osmaleTsa da stambolSi. osmalebs aseTive xelSekruleba hqondaT dadebuli frangebTan da me-17 saukunidan osmalTa wylebSi mxolod franguli droSis matarebel gemebs hqondaT curvis ufleba. amitom dasavleT saqarTveloSi kaTolikeebad monaTlul qarTvelebs `francuzebsac~ eZaxdnen. Teimuraz mefem kaTolikebs dauxura eklesiebic. am periodSi goris kaTolikebi giorgi zubalaSvilis saxlSi ikribebodnen da iq atarebdnen religiur ritualebs. Tavisi mefobis dasawyisSive mefe ereklem TxovniT mimarTa axalcixeSi myof patrebs, raTa dabrunebuliyvnen TbilisSi da gorSi, sanacvlod maT aRudgina yvela ufleba da daubruna eklesiebi. mefe erekles kaTolikebis reabilitireba saqarTvelos interesebisaTvis dasWirda. mas undoda kavSiri daemyarebina inglisis kaTolikebTan da inglisis mTavrobasTan, ra mizniTac man 1770 wels miavlina indoeTs tfilisis moqalaqe vaWari, kaTolike, rafiel danibegaSvili. 20 welze meti grZeldeboda miwermowera ereklesa da inglisis mTavrobis warmomadgenlebs Soris, Saqris lerwmis plantaciebis mosaSeneblad, TbilisSi Saqris qarxnis aSenebisa da 10 000 indoelis saqarTveloSi Camosaxlebis Sesaxeb. magram es miwer-mowera uSedegod dasrulda. 1747 wels giorgi zubalaSvils SeeZina vaJi ivane, romelmac kargi ganaTleba miiRo jer ojaxSi, Semdgom kaTolikur seminariaSi. igi bavSvobidanve dahyavda mamas saqarTvelos sxvadasxva kuTxeSi da isic nel-nela iTvisebda vaWrobis xelovnebas. ivane zubalaSvili gaxda Tavisi drois gamoCenili vaWari. misi savaWro asparezi iyo mTeli saqarTvelo. igi erTnairad kargad iyo miRebuli imereTis mefis solomon meoris, samegrelos, guriis, afxazeTis mTavrebis karze, romlebic mxolod mas andobdnen maTTvis da ojaxisTvis saWiro nivTebis Camotanas. ivanes yovelTvis Camohqonda Zvirfasi saCuqrebi warCinebuli pirebisaTvis da maTi

388

marketinguli komunikaciebi.

reklamis istoria

ojaxis wevrebisaTvis. ivane zubalaSvilma vaWrobiT didZali Tanxa daagrova. man gaiTqva saxeli, rogorc glaxakTa da upovarTa Semwem, misi saxsrebiT SekeTda da aSenda mravali skola, eklesia, ZiriTadad kaTolikuri. zubalaSvilebis ojaxebi mravalSvilianebi iyvnen. xSirad erTi da igive saxelebi meordeboda naTesavTa ojaxebSi, amitomac me-17 saukunidan cnobili iyo ramdenime giorgi, ramdenime ivane, kote, merabi da sxva zubalaSvilebi. maTi umravlesoba cnobili vaWrebi iyvnen me-18 saukunemde, ris Semdegac bevrma maTganma Tavi gamoiCina, rogorc mrewvelebmac. mrewvelobis aRorZineba TbilisSi iwyeba me-18 saukunis bolosaTvis, rasac xeliSeuwyo mefe erekles mier gatarebulma politikam. 1790 wels saqarTveloSi Cndeba saaTis maRaziebi da mesaaTebi. 1795 wlis Semdeg TbilisSi vxedavT mraval samrewvelo qarxanas. ioseb zubalaSvilma Tbilissa da gorSi gaxsna sapnis, sanTlis, Zafis, Salis, qoSebis, qvabebis qarxnebi. im dros didZali matyli da bamba gaitanes sparseTsa da osmaleTSi, iqidan indoeTSi. mogvianebiT, kalkutasa da madrasSi qarTvelma vaWrebma qarvaslac gaxsnes. 1787 wels TbilisSi ruseTidan dabrunebulma gabriel maiorma gamarTa pirveli qarTuli Teatri. pirveli speqtaklis bileTebs ewera – `Sauri ori – gabriel maiori”. 1780 wels Tbilissa da TelavSi gaixsna sasuliero seminaria. erekle mefis xelisSewyobiT aRorZinda sastambo saqme. ibeWdeboda wignebi. stambis asparezze cnobili iyvnen romanoz, giorgi da daviT zubalaSvilebi. sastambo saqmeSi yvelaze pirveli moRvawe jer kidev erTi saukuniT adre iyo TbilisSi macxovrebeli marTlmadidebeli giorgi zubalaSvili, romelic mefe vaxtang meeqvses pirvel qarTul stambaSi moRvaweobda. Semdgom igi gahyva mefes ruseTSi, sadac ukve ikargeba misi kvali. 1776 wels Camoisxa zarbaznebi da daarsda zarafxana. 1785 wels TbilisSi arsebobda `saqsonis sainad~ wodebuli minis qarxana. amave dros daarsda ramdenime farTo qarvasla da vaWrebma iwyes mravali saqonlis gatana da Semotana. rogorc aRvniSneT, mefe erekle did pativs scemda qarTvel vaWrebs, maT Soris, ivane, andria da merab zubalaSvilebs. isini 1795 wlis Tbilisis darbevis mere, did gaWirvebaSi Cavardnil mosaxleobas daexmaren saqonliT da fuliT. ereklem daibara ivane zubalaSvili da madloba gadauxada mas da mTel mis ojaxs. man aseve Tavad gamoTqva survili aznaurobiT daejildovebina zubalaSvilebis gvari. magram misi gardacvalebis gamo ver moxerxda aznaurobis gujaris oficialurad gadacema. 1800-iani wlebis dasawyisSi savaWro asparezze gamodis stefane ivanes-Ze zubalaSvili, romelic axalcixel vaWrebTan erTad ramdenjerme gaemgzavra indoeTSi, magram mas ar umarTlebda. xangrZlivi mgzavrobis Semdeg misi Camotanili saqoneli kargavda xarisxs da kargad ver iyideboda. igi dadioda ruseTSic da iqidan Camohqonda saqoneli. bolos igi kvlav gahyva qaravans indoeTSi, magram iqidan aRar dabrunebula.

Tavi 18.

18.3.

zu ba laSv i le b i s gv a r i s i sto r ia

389

me-18 saukunis bolos, erekle mefis gadawyvetilebiT, xeli moewera georgievskis traqtats; da 1801 wels saqarTvelo oficialurad SeuerTda ruseTs. aqedan iwyeba axali gverdi mTlianad saqarTvelos da maT Soris zubalaSvilebis cxovrebaSi. ivane zubalaSvilis Svilebi, vaWrobasTan erTad, pirveli qarTveli warmatebuli mrewvelebic xdebian. me-19 saukunis dasawyisSi savaWro asparezze gamodis iakob ivanes-Ze zubalaSvili. isic Tavisi winaprebiviT moRvaweobas iwyebs vaWrobiT. masac patiosani, sityvis kacis saxeli hqonda. igi gansakuTrebiT miRebuli kaci iyo samegrelos mTavris dadianebis karze. mas ise endobodnen, rom rodesac samegrelo-ruseTs Cabarda, dadianebma iakob zubalaSvili warudgines ruseTis mTavarmarTebels saqarTveloSi da dauxasiaTes, rogorc didi vaWari, romlis sityvis ndobac SeiZleboda. mTavarmarTebelma irwmuna dadianebis sityva da mwvane gza gauxsna iakob zubalaSvils vaWrobaSi. am Sexvedris Semdeg iakob zubalaSvilma bevri saxelmwifo dakveTa â&#x20AC;&#x201C; `fodrati~ miiRo rusebisagan, pirveli SekveTa ki iyo rusis jaris puriT momarageba, rac Zalze pasuxsagebi, amavdroulad momgebiani saqme iyo. 1803 wels iakob zubalaSvilma goris mazris soflebSi mokriba Rarib-Rataki glexebi, dauriga maT xar-kameCebi da urmebi, Caayena saxelmwifo samsaxurSi, daavala maT vladikavkavidan saqonlis Camotana, riTac daasaqma da sarCo-sabadebeli gauCina gaWirvebul glexebs. jars bevri puri sWirdeboda da iakob zubalaSvilma Cinebulad Seasrula davalebuli saqme, risTvisac mTavrobisgan madlobasTan erTad, didi mogebac miiRo. man Semoiara mTeli saqarTvelo da yidulobda glexebisagan xorbals, qers, siminds, fetvs, brinjs, agrovebda maT saerTo beRelSi da mere yidda mTavrobaze. xorbali bevri modioda saqarTveloSi, imdeni, rom adgilobriv moTxovnilebas bevrad Warbobda, mas Zalze dabali fasi hqonda, qers ki muqTadac iSovnidiT. iakob zubalaSvilma daainteresa glexebi, igi sxva vaWrebze met Tanxas uxdida maT, rac glexobas meti xorblis moyvanis stimuls aZlevda. amasTan Cvens glexobas vaWrobis araferi gaegeboda, maT ar icodnen saqonlis zomis da wonis erTeulebi. zubalaSvilebs advilad SehqondaT glexebSi vaWrobis codna, puris gayidva, fulis cnoba. puris yidva-gayidva qarTvelebma mxolod gaWirvebis Jams icodnen, isic xSirad ufulod, sesxiT aZlevdnen erTmaneTs. iakob da ivane zubalaSvilebma pirvelad gamoiyvanes savaWro asparezze qarTveli glexi da mas aswavles sawon-sawyavis zoma: futi, kodi, kuluxi, litra, Canaxi da sxvani. ufro metic, mama-Svilma 1804 wels TbilisSi, gorsa da sxva qalaqebSi puris maRaziebic gaxsnes. am maRaziebSi glexTagan purs yidulobdnen da kidevac yiddnen. am garemoebam didi cvlileba moaxdina qarTvel glexobaSi, gamococxlda maTi sameurneo saqmianoba. zubalaSvilebis damsaxureba marto puriT vaWrobiT ar SemoizRuda. niWierma mama-Svilma yuradReba miaqcia saqarTveloSi rusis jaris SemosvlasTan dakavSirebiT arayze moTxovnilebis gazrdas, romlis dasakmayofileblad arayi ruseTidan SemohqondaT. yvelasaTvis cnobilia, rom saqarTveloSi â&#x20AC;&#x201C; vazis qveyanaSi Rvinis dayenebas da aryis gamoxdas ZvelTaganve misdevdnen. Tuki CvenSi Rvino bevri ismeboda

390

marketinguli komunikaciebi.

reklamis istoria

ZvelTaganve, arayze moTxovnileba mainc da mainc didi ar iyo da WaWa, ubralod, didi raodenobiT ikargeboda, gansakuTrebiT imereTSi, sadac mas, didi raodenobiT mindorSi yridnen, Rorebis saWmelad. aRniSnuli garemoebis gamo, arayze moTxovnilebis gaCenasTan erTad, zubalaSvilebma 1835 wels gaxsnes aryis saxdeli qarxana. maT es qarxana aaSenes imereTis regionSi, kerZod, quTaisSi, sadac yvelaze met WaWas yrida glexoba, romelic mas veraferSi iyenebda. es qarxana pirveli da erTaderTi iyo kavkasiaSi. am qarxanaSi weliwadSi 8000 vedro gawmendili arayi ixdeboda, rac didad avsebda saqarTvelos moTxovnilebas. am movlenas meore aranakleb mniSvnelovani mxare hqonda. kerZod, dasavleT saqarTvelos glexebma ucbad gaaxiles Tvalebi. maT male Seignes, rom WaWa Zvirfasi ram aris da iwyes qarxanaSi WaWis zidva. mTel imereTSi gavrcelda xma WaWis mniSvnelobis, aryis gamoxdis ostatobis Sesaxeb. axalgazrdebi TiTqmis jamagiris gareSe ewyobodnen aryis qarxanaSi samuSaod, raTa SeeswavlaT aryis gamoxdis Taviseburebani da Semdeg saxlebSi gamoeyenebiaT TavianTi codna. qarxnuli arayis gamoCenis paralelurad gaizarda imereTSi aryis smaze moTxovnileba, ramac kidev ufro Zvirfasi produqti gaxada WaWa. aman gamoiwvia is, rom imereTis TiTqmis yvela ojaxSi daiwyes kustarulad aryis gamoxda da gamonaxadi aryis tikebiT sxvadasxva vaWrebze miyidva. am saqmianobam imxela masStabebs miaRwia, rom male zubalaSvilebis qarxana daixura, magram Sedegad, aryis mxdelni gamravldnen da imereTSi sirajebis duqnebSi RvinosTan erTad gaCnda adgilobrivi warmoebis arayic. am qarxanas sxvebmac mibaZes â&#x20AC;&#x201C; foTSi, samtrediaSi da orpirSic gaixsna aryis qarxnebi, magram didi gadasaxadebis gamo maT arseboba ar eweraT. am SemTxvevidanac kargad Cans zubalaSvilebis zrunva qarTveli glexkacis yofaze. Tuki pirvel SemTxvevaSi maT marcvleulis da puriT vaWroba aswavles glexobas qarTl-kaxeTSi, am SemTxvevaSi maTma mowadinebam mraval ojaxs guriasa da imereTSi damatebiTi Semosavali gauCina. yvelaze didi im droisaTvis kavkasiaSi saukeTesod aRWurvili aryis qarxana ki 1865 wels aaSena quTaisSi giorgi qaixosros-Ze bolqvaZem, saqarTveloSi xarisxiani aryis da naturaluri koniakis warmoebis mamamTavarma (masze saubaria TavSi `daviT sarajiSvili~). iakob zubalaSvilma TbilisSi aaSena im droisaTvis feSenebeluri qarvaslis samsarTuliani Senoba, romelsac didi darbazi hqonda. TbilisSi stumrad Camosul ruseTis imperator aleqsandre pirvels am darbazSi gaumarTes wveuleba, sadac 1000 kaci iyo mowveuli,maT Soris iyo marTlmadidebeli eklesiis egzarxosi, romelsac ise moewona es Senoba, rom imperators aTxovnina iakobisaTvis Senobis miyidva sasuliero seminariisaTvis. iakobma, rasakvirvelia, yurad iRo imperatoris Txovna da mxolod aguris fasad mihyida igi saxelmwifos. miuxedavad imisa, rom iakobi kaTolike iyo, mis yofil SenobaSi gaixsna marTlmadidebeli sasuliero seminaria (amJamad Tavisuflebis moedanze xelovnebis istoriis muzeumi). am seminariaSi aRizarda Semdgom bevri saxelovani qarTveli sazogado moRvawe. ar SeiZleba, ar aRfrTovande zubalaSvilebis niWierebiT da mravalmxrivi moRvaweobiT. maTi azrovneba win uswrebda dros, maTi analitikuri Wkua aanalizebda garSemo Seqmnil situacias, iRebda originalur gadawyvetilebebs, savaWro da samrewvelo moRvaweobis sul axal-axal niSebSi aRwevda.

Tavi 18.

18.3.

zu ba laSv i le b i s gv a r i s i sto r ia

391

erT aseT niSas miagnes maT samkurnalo wurbelebiT vaWrobaSi. wurbelebze didi moTxovnileba iyo saqarTveloSic da, gansakuTrebiT, sparseTSi. im droisaTvis wnevis gasazomi aparatebi ar arsebobda da wurbelebs moWarbebuli siwiTlisas xmarobdnen. rogorc cnobilia, wurbelebs mravaldRiani qeifis Semdeg, kiserze isvamdnen yaraCoxelebi abanoSi, Warbi sisxlis gamosaSvebad. zubalaSvilebma ijariT aiRes bazaleTis tba, romlis napirebic idealuri adgilia wurbelebis mosaSeneblad da iq moSenebuli wurbelebi sazRvargareTac gahqondaT da saqarTvelos afTiaqebSic yiddnen. udidesi saqme rasac zubalaSvilebis gvaris warmomadgenlebi eweodnen ramdenime saukunis manZilze, iyo maTi qvelmoqmedeba da gansakuTrebiT maTi zrunva ymaTa gaTavisuflebaze. isini gamoisyiddnen ymebs da mere aTavisuflebdnen. ase, iakobma da misma Zmebma, me-19 saukunis dasawyisSi, sofel varianSi gamoisyides ymaTa 40 komli da usasyidlod gaaTavisufles. zubalaSvilebis, saxeldobr, iakob zubalaSvilis niWierebis kidev erTi naTeli magaliTia saqarTveloSi Saqris warmoebis safuZvlis Cayris istoria. saqarTveloSi Saqari odiTganve ixsenieba da ixmareba. rogorc wyaroebSia aRniSnuli, igi indoeTidan Semovida, sadac mas `Seyinul Tafls~ eZaxian. Saqris warmoebis dawyebis survili, kidev erekle meores hqonia, rodesac man indoeTSi mcxovreb mdidar somex kaTolike iakob Saxrimians Tbilisidan kaci gaugzavna da inglisis mTavrobasTan daxmareba Txova, saqarTveloSi Saqris warmoebis dasawyebad. magram rogorc ukve zemoT mogaxseneT, erekles es natvra ver Sesrulda. saqarTveloSi Saqari ixmareboda, rogorc wamlebisaTvis, ise saWmlisTvisac. xolo me-18 saukuneSi saqarTveloSi evropelebis xSiri stumrobis da gansakuTrebiT kaTolike patrebis Camosvlis mere sagrZnoblad imata Saqris moxmarebam, e.w Saqris puris, bulkebis, bliTebis, qadebis, nazuqebis cxobam. Saqris xmarebas qarTvelTa Soris yavis da Cais xmarebac amravlebda. yavas qarTvelebi wodebis ganurCevlad ZvelTaganve svamdnen. yavas SaqriTac xarSavdnen da uSaqrodac. me-18 saukunidan saqarTveloSi daiwyes Cais Semotana. Cais saqarTveloSi adrec xmarobdnen. amis magaliTia Zvel saqorwilo sabuTebSi mefeTa da Tavadis qalebisaTvis mziTevSi yavadanis da Caidanis moxsenieba. xolo 1780 wels ruseTis imperatrica ekaterinem erekle meores ramdenime samovari gamougzavna saCuqrad, romlebic Zalian male gavrcelda warCinebulTa ojaxebSi. TbilisSi me-18 saukunidan arsebobdnen yavaxanebi da Semdgom Caixanebi. asea Tu ise, saqarTveloSi me-19 saukunis dasawyisisaTvis Saqris moTxovna Warbobda miwodebas. Saqari SemohqondaT indoeTidan, sparseTidan, ruseTidan da sakmaod Zviri Rirda, amitom mosaxleobis farTo fenebisaTvis igi miuwvdomeli iyo. swored am marketingul garemoebas miaqcia yuradReba iakob zubalaSvilma. man vaWrisaTvis Cveuli sifrTxiliT awon-dawona yvelaferi: nedleuli, warmoebis xarjebi, muSaxeli da mivida im daskvnamde, rom aq warmoebuli Saqari, Semotanilze ufro iafi iqneboda. 1832 wels man daaarsa amxanagoba da mTavrobis nebarTviT TbilisSi, veraze daiwyo Saqris qarxnis mSenebloba. Senoba rusuli Saqris qarxnebis gegmaze iyo daproeqtebuli. specialistebi Camoiyvanes ruseTidan da sazRvargareTidan.

392

marketinguli komunikaciebi.

reklamis istoria

qarxanaSi muSaobda 100 kacze meti, ZiriTadad adgilobrivi macxovreblebi. weliwadSi qarxana uSvebda 55 aTas fuT Saqars. Saqari iyo rbili, mas yviTeli feri hqonda da iyo Zalian tkbili. es Saqari mTel saqarTvelos yofnida da sazRvargareTac gahqondaT. am produqcias `qarTuli Saqari~ ewodeboda. mas yvela mewvrilmanis duqanSi naxavdiT. igi orjer-samjer iafi iyo Semotanil Saqarze. iafi qarTuli Saqris gamoCenam didad gazarda Cais sma saqarTveloSi. saerTod, gaizarda Saqris moTxovnileba. Tu ki adre diasaxlisebi murabebs TafliT amzadebdnen, axla gadavidnen Saqrian murabebze. gafarTovda sakonditro saqmianobac. magram qarTuli Saqris warmatebulma aRmasvlam, xeli SeuSala rusuli Saqris Semotanas, rac ruseTis xelmZRvanelobis guliswyromas iwvevda da mTeli rigi diskriminaciuli sakanonmdeblo-ekonomikuri zomebiT bolo mouRes qarTuli Saqris warmoebas da 1870-iani wlisaTvis qarxanac daixura. niSandoblivia erTi aseTi cnobac. qarxnis daxurvis momentisaTvis Turme imdeni mza Saqari iyo, rom kidev 30 weli iyideboda sxva da sxva duqnebSi mTeli saqarTvelos masStabiT da mosaxleobac inerciiT iTxovda `qarTul Saqars~. iakob zubalaSvilis mere yvelaze saxelganTqmuli moRvawe gaxda misi vaJi konstantine zubalaSvili. konstantine zubalaSvili daibada 1828 wels. am dros misi ojaxi ukve iTvleboda Tbilisis guberniis erT warCinebul qarTvel aznauriSvilebad. rogorc adre aRvniSneT is, rac Caifiqra da ver moaswro mefe ereklem, zubalaSvilebisaTvis aznaurobis oficialurad miniWeba, SemdgomSi gamoaswora ruseTis mTavrobam. iakob zubalaSvilis savaWro damsaxurebebisaTvis ruseTis mTavrobis winaSe mas mieniWa aznauris wodeba. konstantine zubalaSvilma moRvaweoba daiwyo samxedro samsaxurSi. sakmaod male sxvadasxva adgilas brZolis velze sanaqebo samsaxuris gamo Stabs-kapitnis wodebas miaRwia, magram erT-erT brZolaSi daiWra da 1856 w. avadmyofobis gamo samsaxurs Tavi daaneba. 1860 wlidan konstantine zubalaSvili iwyebs samrewvelo saqmianobas. man SeiZina miwebi baqoSi da navTis bizness mihyo xeli. Tavdapirvelad navTobi mis nakveTSi ar aRmoCnda, magram gamocdilma yofilma samxedrom, gamoiCina Seupovroba, TiTqmis gakotrebis piras misuls ki bedma gauRima da mis nakveTSi ifeTqa navTobma. konstantine erT-erTi umdidresi mrewveli gaxda. konstantines vaWrobis niWi genSi hqonda gamjdari da igi didi warmatebiT eweoda navTobiT vaWrobas. mas colad hyavda Tavadis asuli elisabed TumaniSvili, erTguli meuRle da megobari konstantinesi, maRali zneobis da WeSmaritad RvTisnieri mandilosani. elisabedis wyalobiT, maTi Svilebi gaizardnen maRali idealebiT aRsavse da Sromismoyvare. elisabedi uxvad exmareboda davrdomilebs, eklesiebs, moxucebulebs. samrewvelo moRvaweobis paralelurad, konstantine did saqvelmoqmedo saqmianobasac eweoda: exmareboda qarTul presas, eklesiebs, afinansebda skolebis mSeneblobas. konstantine da elisabed zubalaSvilebma didZali TanxiT daafinanses baTumSi kaTolikuri eklesiis mSenebloba, romelic misi sikvdilis Semdgom misma Svilebma stefanem da iakobma daamTavres.

Tavi 18.

18.3.

zu ba laSv i le b i s gv a r i s i sto r ia

393

konstantine gardaicvala 1901 wels. misi anderZiT, misma vaJma stefanem didZali Tanxa Seswira eklesiebs, Jurnal-gazeTebs, skolebs, sxvadasxva organizaciebs. konstantines saqvelmoqmedo saqmianoba gaagrZela stefane zubalaSvilma da mis Semdgom misma Zmam iakob zubalaSvilma. maTi saxsrebiT aSenda `saxalxo Teatri~ â&#x20AC;&#x201C; amJamindeli marjaniSvilis Teatri. mis did mamuliSvilobaze da tolerantobaze metyvelebs stefane zubalaSvilis sityvebi: `es ar iqneba marto qarTvelebis Teatri, marto somxebis Teatri, marto rusebis Teatri, es iqneba xalxis Teatri, sadac yvelas SeeZleba misvlac da warmodgenebis gamarTvac~. gverdiT aaSena didi samkiTxvelo darbazi, sadac kiTxulobdnen wignebs da presas yvela enaze. stefane zubalaSvilma aaSena bavSvTa saavadmyofo (amJamad saavadmyofo yofili aTabegovis quCaze). stefane da iakob zubalaSvilebma didi fuli Sewires mSenebare Tbilisis konservatoriis Senobas. aseve didi TanxiT daexmarnen mSenebare saistorio-eTnografiuli sazogadoebis Senobas (axlandeli universitetis Senoba). erTi sityviT, ar yofila raime mniSvnelovani saqme me-20 saukunis dasawyisis saqarTveloSi, romelsac ar gamoxmaurebodnen konstantine zubalaSvilis ojaxis wevrebi. stefane da iakobi didi damxmare da gverdSi mdgomni iyvnen qarTuli Jurnal-gazeTebisa. isini exmarebodnen `iverias~, `kvals~, `mogzaurs~ da sxva. iakob zubalaSvils surda samecniero enciklopediuri leqsikonebis gamocema. maTi dawesebuli stipendiebiT mravali niWieri studenti aRizarda ruseTis da sazRvargareTis saswavleblebSi (fotoebi ix.Tavis bolos). qarTvelebze amboben, rom maTi saqme araa vaWroba. vinc ar icnobs Tundac marto zubalaSvilebis gvaris istorias, mas SeuZlia daeTanxmos am saeWvo Teziss. zubalaSvilebma ara marto vaWroba icodnen, aramed gaaCndaT unikaluri alRo â&#x20AC;&#x201C; ganeWvritaT riTi evaWraT, ra dros, sad da ra fasad, rasac dRes marketinguli azrovneba hqvia. sad iyo maSin sityva marketingi, rodesac zubalaSvilebi sparseTSi, indoeTSi, ruseTSi dadiodnen da saWiro saqoneli CamohqondaT. am mgzavrobas Tveebi da didi wvaleba sWirdeboda, magram soliduri mogebac mohqonda. amasTan, rogorc ki saWiroeba Cndeboda, maTi brwyinvale warmomadgenlebi umal mwarmoeblebi xdebodnen da saTaveSi edgnen saqarTveloSi bevri samrewvelo saqmis wamowyebas. RmerTi aZlevda maT am Sromisa da wvalebisaTvis did mogebas da am mogebas zubalaSvilebis keTilSobili gvari, sxva mezobeli tomis da gvaris vaWrebis msgavsad, muTaqaSi ki ar CurTavda, aramed mogebis did nawils gaWirvebulebs axmarda da udidesi mamuliSviluri saqmeebis mkeTeblebic iyvnen. RmerTma umravlos saqarTvelos aseTi gvariSvilebi.

394

marketinguli komunikaciebi.

reklamis istoria

Tavi 18. d a n a r T i

395

396

marketinguli komunikaciebi.

reklamis istoria

Tavi 18.

18.4.

m itr of a ne laRiZe

397

18.4. mitrofane laRiZe

mitrofane laRiZe daibada 1869 wels quTaisis mazris sofel WolevSi, aznauris ojaxSi. pirveladi ganaTleba ojaxSi miaRebina dedam, qalbatonma gulCina ugrexeliZem. 14 wlis mitrofane Camovida quTaisSi da daiwyo muSaoba kokoCaSvilis da ivanovskis afTiaqSi. bevri sxva polonelis msgavsad, cezar ivanovski poloneTidan saqarTveloSi gadmosaxlebuli farmaciis magistri iyo. afTiaqs garda, cezar ivanovskis hqonda kustaruli limonaTis warmoeba da kargad erkveoda sxvadasxva esenciebis gazavebaSi, xileuli wvenebis damzadebaSi. mitrofane laRiZe am patara warmoebaSi cezar ivanovskis damxmare iyo. niWierma axalgazrdam kargad auRo alRo xilis wvenebis damzadebis meTodebs da ivanovskis gardacvalebis Semdeg TviTon Caudga saTaveSi limonaTis warmoebas. 1900 wels quTaisis limonaTis warmoebis bazaze mitrofane laRiZem Seqmna xileuli sasmelebis warmoebis amxanagoba. pirvelma SemoiRo xilis wvenebis `gakeTilSobilebis~ meTodi, anu aromatis gasaumjobeseblad wvenisaTvis esenciis damateba. mitrofane laRiZes qarTuli xilidan naturaluri wvenebis miRebis da degustaciis bunebrivi niWi aRmoaCnda. mas kargad hqonda Seswavlili qarTuli xilis Tavisebureba da gemo. yuradRebiT arCevda nedleuls, romlis SesaZleblobas, saqarTvelos mravalferovani xili aZlevda. limonaTis dasamzadeblad iyenebda mxolod naturalur da saukeTeso xils. magaliTad, Jolos wvenebis dasamzadeblad igi mxolod borjomis xeobis xils xmarobda. maRali xarisxis nedleuli xarisxiani wvenebis miRebis garantia iyo. 1902 wels mitrofane laRiZe gaemgzavra germaniasa da safrangeTSi xilis wvenebis damzadebis Tanamedrove teqnologiebis Sesaswavlad. mitrofane laRiZe moZravi da iniciativiani kaci iyo. man 1904 wels quTaisis bankis mmarTvelis kirile lorTqifaniZis daxmarebiT miiRo didi krediti quTaisSi eleqtrosadguris asaSeneblad. swored man aaSena pirveli eleqtrosadguri quTaisSi da ara marto uzrunvelyo misi sawarmoebi eleqtroenergiiT, aramed quTaiselTa gasaxarad, gaanaTa kidevac Cabnelebuli quTaisis quCebi. male man safrangeTidan miiRo pirveli macivar-danadgarebi xelovnuri yinulis dasamzadeblad. danadgarebi imdenad mZlavri iyo, rom damzadebul yinuls igi foTis mazraSic gzavnida. aqamde yinuls amzadebdnen Tovlisagan. zamTarSi Tovls presavdnen, ayridnen naxerxs da miwas da inaxavdnen saTafliis gamoqvabulebSi. zafxulSi ki yinuls afasovebdnen da rogorc enamoswrebuli quTaiselebi xum-

398

marketinguli komunikaciebi.

reklamis istoria

robdnen, `miwian-naxerxian yinuls~ xmarobdnen Rvinis da wvenebis gasacieblad. laRiZis yinuli ki rionis gakrialebuli wylisgan mzaddeboda da masze didi moTxovnileba iyo mTel dasavleT saqarTveloSi, ara marto zafxulis TveebSi. laRiZis wvenebma male gaiTqva saxeli mTel saqarTveloSi. cnobilia, rom quTaisSi Casul, maSin ukve cnobil mewarmes, daviT sarajiSvils Zalze moswonebia laRiZis limonaTebi, daubarebia igi TavisTan da ukiTxavs, ratom ar afarTovebda igi mis warmoebas TbilisSi. rodesac mitrofanes upasuxia, rom amisaTvis ar gaaCnda sakmarisi Tanxebi, sarajiSvili materialurad daexmara mas da 1906 wels TbilisSi golovinis prospeqtze (rusTavelis gamzirze) amJamindel kavSirgabmulobis saministros adgilze gaixsna mitrofane laRiZis xilis wvenebis qarxana. 1910 wels TbilisSi arsebobda xilis wvenebis 3 qarxana: m.laRiZis, e.zemelis, e.mamulovis. maT Soris yvelaze popularuli iyo mitrofane laRiZis limonaTebi, romelsac iraneli vaWrebi `feSqeSad~ ugzavnidnen iranSi warCinebul pirebs. 1913 wels peterburgsa da venaSi gamarTul saerTaSoriso gamofenebze mitrofane laRiZis limonaTebi daajildoves oqros da vercxlis medlebiT. mitrofane laRiZe eweoda xilis seleqcias. misi warmoeba mecnierul-eqsperimentur xasiaTs atarebda. mis sawarmos saxeli gauvarda sazRvergareTac. mas sTavazobdnen iransa da egvipteSi sawarmoebis gaxsnas, mTlianad maTi investiciebiT da mogebis 50%-s hpirdebodnen laRiZes. rodesac laRiZes ekiTxebodnen misi limonaTebis damzadebis da warmatebis saidumlos, igi pasuxobda, rom araviTari msgavsi ar gaaCnda, misi warmatebis Tavi da Tavi mravalferovani da gansakuTrebuli gemoTi dajildovebuli qarTuli xili da kenkra iyo, romelTac sworad SerCeva undoda mxolod. aki mogaxseneT, rom mitrofane laRiZe mudam axlis ZiebaSi iyo. man safuZveli Cauyara saqarTveloSi samTo qimiis mrewvelobasac. raWaSi xeli mihyo baritis mopovebas da misi madnidan saRebavebis damzadebas, romelsac warmatebiT asaRebda ruseTis sxvadasxva qalaqSi. mitrofane laRiZis iniciativiT TbilisSi aSenda naxSirmJava gazis qarxana, romelic esoden saWiro iyo limonaTis warmoebisaTvis. 1906 wels TbilisSi golovinis prospeqtze gaixsna mitrofane laRiZis limonaTebis safirmo maRazia. mis maRazias man gaukeTa sareklamo abra, romelzedac zevidan ewera qarTulad, qveviT ki rusulad, rac maSin ruseTis imperiis wesebiT akrZaluli iyo da mTavrobam gadawyvita misi dapatimreba, magram ilia WavWavaZem gadaarCina dapatimrebas. unda aRiniSnos, rom me-20 saukunis dasawyisSi ruseTis imperiaSi daiwyo revoluciuri moZraoba, rac 1905 wlis amboxebiT damTavrda. mitrofane laRiZe fuliT exmareboda revolucionerebs, risTvisac mefis mTavrobam 3-jer daapatimra. bolo datusaReba gadasaxlebiT unda damTavrebuliyo, magram aqac saqmeSi Caeria ilia WavWavaZe da misma avtoritetma kvlav gadaarCina mitrofane gadasaxlebas. mitrofane laRiZe misi drois gamoCenili pirovneba iyo. mas axlo megobroba akavSirebda akaki wereTelTan, tician tabiZesTan, valerian guniasTan, valerian gafrindaSvilTan. igi fuliT exmareboda mwerlebs, sazogado moRvaweebs. me-20

Tavi 18.

18.4.

m itr of a ne laRiZe

399

saukunis dasawyisSi, miuxedavad ruseTis mTavrobis sastiki cenzurisa da usaxsrobisa, man wignebis gamocemas mihyo xeli. mitrofane laRiZis saxli Ria iyo inteligenciisaTvis, romlebic xSirad ikribebodnen masTan da TavianT nawarmoebebs ukiTxavdnen sazogadoebas. igi madlieri iyo daviT sarajiSvilis, romelsac did pativs miagebda. 1911 wels, daviT sarajiSvilis gardacvalebis procesiis msvlelobisas, sionis sakaTedro taZridan, didubis panTeonamde, mitrofane laRiZem gzaze yovel 100 metrSi gaxsna fardulebi da misi limonaTebiT ufasod umaspinZldeboda procesiis monawileebs. sabWoTa periodSic ganagrZo mitrofane laRiZem saqmianoba. misi qarxana saxelmwifo sawarmod iqca, magram xelmZRvanelad mitrofane laRiZis meti sxva veravin moZebnes. misi iniciativiT, 1930 wels soxumSic ki aSenda xileuli wylebis qarxana. `laRiZis wylebi~ dResac didi popularobiT sargeblobs ara marto qarTvelebs, aramed Camosul ucxoelebs Sorisac. `koka-kolas~, `pepsi-kolas~, sxvadasxva `kolebis~ globaluri eqspansiis dros, unikaluri gemos mqone, naturaluri, qarTuli, laRiZis xilis wvenebi dResac sayovelTao aRfrTovanebas iwvevs.

400

marketinguli komunikaciebi.

reklamis istoria

danarTi 1

reklamis qronologia dro

pirovneba

Zveli samyaro

egvipte babiloni saberZneTi Zv. romi Sua saukuneebis inglisi

1441

iohan gutenbergi

1477

uiliam klakstoni

movlena Tixis filebi papirusi alambusebi macneebi pirveli sakanonmdeblo aqtebis miReba cvlad-asoebiani sabeWdi dazgis gamoyeneba pirveli nabeWdi reklama inglisSi

1625

pirveli sagazeTo reklama inglisSi

1655

`reklama~ - terminis gamoCena

1704

reklama amerikis pirvel gazeT ’’Boston News Letter’’-Si pirveli naxatebiani reklama franklinis gazeT ‘‘Pensilvania Gazette’’-Si pirveli sareklamo agenti

1729

1843

volni palmeri

1850

s. m. patenhili

1850

jorj roueli

pirveli sareklamo teqstebis damzadeba pirveli sagazeTo reklama biTumad

1850-iani wlebi

pineas teilor barnumi

amerikis pirveli cnobili Soumeni

1869

frensis eieri

1871

Carlz beitsi

1880

jin pauersi

1887

e. k. aleni

’’Ayer&Son’’ saagetos gaxsna da pirveli fiqsirebuli sakomisio gadasaxadi pirveli formaluri sareklamo saagento saavtoro uflebebis pirveli mflobeli pirveli reklama JurnalSi

1887

jeims uolter tompsoni

klientis angariSi menejmenti

1893

asa kandleri

1895

ernst kalkinsi

1904-1944

albert laskeri

1904

jon b. kenedi

‘‘Coca-Cola’’-s savaWro niSnis daregistrireba gamomsaxveli, grafikuli reklamebis avtori sareklamo biznesis udidesi menejeri pirdapiri SeTavazebis reklama

1910

klod hopkinsi

udidesi novatori reklamaSi

danarTi 1.

401

rek lam i s q r o n o logia

1910

Teodor mak manusi

atmosferuli reklamis Semqmneli

1914

Federal Trading Comitee

1917

AAA

1920

stenli da elen rezorebi

federaluri savaWro komisiis daarseba, romelic dResac did rols asrulebs sareklamo kanonmdeblobis regulirebaSi dafuZnda amerikis sareklamo asociacia reklamis fsiqologiis Seswavla

1920 1922

regularuli radiogadacemebi niu-iorki

KDKA pirveli radiosadguri pitsburgSi pirveli komerciuli radioreklama

1923

iangi da rubikami

Y&R saagentos dafuZneba

1926 1932

radioqselebis dafuZneba jorj gelapi

pirveli komerciuli radioqseli NBC auditoriis socialuri kvlevebi

1941

televizia

1 ivliss daiwyo satelevizio gadacemebi niu-iorkSi NBC studiaSi komerciuli televizia

1950-iani wlebi

roser rivzi

unikaluri savaWro SeTavazeba (USP)

1950-iani wlebi

axali SemoqmedebiTi reklama

1955

leo barneti, devd oholvi leo barneti

1960-iani wlebi

bil bernbaxi

1980

jek trauti da el raisi

SemoqmedebiTi revolucia reklamaSi pozicionireba

1980

ted terneri

CNN sainformacio qselis daarseba

1947

1980-iani wlebi

1990-iani wlebi 1993 1999 2000-iani wlebi

`marlboros~ kovbois gamoCena

integrirebuli marketinguli komunikaciebi transnacionaluri korporaciebis Seqmna biznesis da reklamis globalizeba globaluri komunikaciebi Internet-is momxmarebelma 5 milions gadaaWarba internet-reklamam 2 miliard dolars gadaaWarba interaqtiuli - SerCeviTi marketingi

402

marketinguli komunikaciebi.

reklamis istoria

danarTi 2

XX saukunis aTi saukeTeso sareklamo kampania Jurnal Advertising Age-is mixedviT (http://www.adage.com/century/ )

XX saukunis aTi saukeTeso sareklamo kampania 1. `folksvageni~ – ìfiqre mcireze~ (Think Small) Doyele, Dane, Bernbach – 1959 w. 2. `koka-kola~ – `pauza, romelic gaxalisebs~ (The Pause that refreshes) D’Arcy Co. –1929 w. 3. `marlboro~ – `marlboros~ kovboi (The Marlboro Man) Leo Barnet Co. – 1955 w. 4. `naiki~ – `midi, gaakeTe!~ (Just Do It) Weiden & Cennedy – 1988w. 5. `mak-donaldsi~ – `Sen daimsaxure dasveneba dRes~ (You Deserve a brake today) Needham, Harper & Steers – 1971w. 6. de birsi – `margalitebi samaradisoa~ (A dimond is forever) Ayer &Son – 1948 w. 7. arayi àbsoluti~ – àbsoluturi boTli~ (The Absolut Bottle) TBWA – 1981 w. 8. `mileris msubuqi~ ludi – àraCveulebrivi gemo, naklebi grZnoba~ (Tastes great, less filling) McCann-Erickson Worldwide – 1974 w. 9. `klarioli~ – àqvs... Tu ara?~ (Does she... or doesn’t she?) Foote, Coen & Bending – 1957 w. 10. àvisi~ – `Cven ufro mets vcdilobT~ (We try harder) DDB – 1963 w.

XX saukunis 10 saukeTeso reklamisti 1. uiliam bernbaxi 2. marion harperi 3. leo barneti 4. devid ohilvi 5. roser rivzi 6. jon vanameikeri 7. uiliam palei 8. moris da Carlz saaCi 9. alber laskeri 10. jei Ciati

danarTi 2.

XX sauku n i s aTi saukeTe s o sa rek lam o k ampa n ia

XX saukunis 10 saukeTeso slogani 1. `margalitebi samaradisoa~ (`de birsi~) 2. `midi! gaakeTe!~ (`naiki~) 3. `pauza, romelic gaxalisebs~(`koka-kola~) 4. àraCveulebrivi gemo, naklebi grZnoba~ (msubuqi ludi `mileri~) 5. `Cven ufro mets vcdilobT~ (àvisi~) 6. `kargia, bolo wveTamde~ (maqsvelis yava) 7. `Cempionebis sauzme~ (`jetisi~) 8. àqvs... Tu ara?~ (`klarioli~) 9. `rodesac wvims, is iRvreba~ (mortonis marili) 10. `sad aris xorci?~ (uendis bifSteqsi)

403

404

marketinguli komunikaciebi.

reklamis istoria

danarTi 3

XX saukunis aTi saukeTeso sareklamo xati

produqti: sigareti `marlboro~. xatis Seqmnis weli: 1955 avtori: leo barnetis saagento

`marlboros~ kovboi – brendis saukunis yvelaze Zlieri imiji, amerikeli kovboi, romelic 1955 wlidan sigaret `marlboros~ xdis yvelaze cnobil da gayidvad sigaretad msoflioSi.

produqti: mak-donaldsis restornebi Seqmnis weli: 1963 avtori: oskar goldsteini da komp.

ronald mak-donaldi – bavSvebis sayvareli gmiri, romelic dRemde mraval milion bavSvs arTobs da izidavs mak-donaldsis restornebSi.

produqti: mwvane barda – `mwvane goliaTi~. Seqmnis weli: 1928 avtori: Minnesota Valley Canning Co.

mwvane goliaTi aris minesotas firmis savaWro niSani. Seqmna leo barnetma da misma reklamebma iseTi popularoba moupova kompanias, rom 1950 wels Minnesota Valley Canning Co-s daerqva Green Giant Co. minesotaSi dgas mwvane goliaTis veeberTela Zegli, bavSvebisaTvis iyideba misi formis saTamaSoebi da sxva.

danarTi 3.

XX sauku n i s aTi saukeTe s o sa rek lam o xati

405

4. produqti: General Mills Co - fqvilis sacxobi produqtebi Seqmnis weli: 1921 avtori: General Mills Co beti krokeri: amerikeli diasaxlisebis sayvareli mrCeveli, romelic mravali aTeuli wlis ganmavlobaSi aswavlis maT sxvadasxva receptebs da sasargeblo cxovrebiseul rCevebsac aZlevs. beti krokeri miyveba dros da yoveli aTi wlis mere icvlis iers, varcxnilobas da Cacmulobas. igi dResac Cndeba reklamebSi.

produqti: enerjaizeri banni Seqmnis weli: 1989 avtori: Ciat/deis sareklamo saagento

dauRalavi kurdReli banni batareebis - enerjaizeris simbolo, romelic sxvebze metad da didxans Sromobs, Tanac ar iRleba. igi ganasaxierebs am elementebis saimedobas da xangrZliv eqsploatacias.

produqti: pilsburis gufTa Seqmnis weli: 1965 avtori: leo barnetis saagento

am patara sayvareli gaberili gufTis samganzonilebianma gamosaxulebam didi popularoba moipova satelevizio reklamebis meSveobiT. reklamebSi mogvianebiT gaCnda gufTis mTeli ojaxoba, romlebic reklamebidan saTamaSoebis saxiTac gavrceldnen ojaxebSi.

406 7.

marketinguli komunikaciebi.

reklamis istoria

produqti: deida jeminas namcxvrebi Seqmnis weli: 1893 avtori: kris rati/devis milling komp.

cota comerciuli xati Tu Seedreba deida jeminas popularobiT.. momRimari zangi qalis gamosaxuleba 1890-ian wlebSi gamoCnda sacxobi fxvnilebis aTasobiT yuTze da male gauTqva saxeli am fxvnilebs. 50-ian wlebSi sareklamo kritikosebis gavleniT deida jeminam Seicvala ieri. misi momRimari saxe dResac amSvenebs produqciis kolofebs da amerikeli diasaxlisebis didi mowonebiT sargeblobs.

8. produqti: miSelinis saburavebi Seqmnis weli: 1898 avtori: idea ekuTvnis Tavad eduard miSlins. eduard miSlinma gadawyvita, rom manqanis saburavebisaTvis mieca adamianis forma, rac Semdgom Seasrula mxatvarma. erT-erT pirvel reklamaSi kacs xelSi eWira ludis kaTxa da warwera iuwyeboda: `axla dalevis droa~ (Nunc est bibendum!) amitom miSlinis am xats sxvadasxva qveynebSi `bibendumsac~ eZaxian. dRes bibendumis persona erT-erTi cnobili uZvelesi niSania msoflios 150 qveyanaSi.

9. produqti: vefxvi toni â&#x20AC;&#x201C; kelogis Saqriani simindis fantelebi Seqmnis weli: 1951 avtori: leo barnetis saagento vefxvi toni gaxda amerikelebis sayvareli gmiri. misi gamoCena daemTxva amerikelebis zrunvas janmrTelobaze. tonic reklamebSi janmrTelobis da Zalis gansaxiereba iyo. reklamebSi Semdeg

danarTi 3.

XX sauku n i s aTi saukeTe s o sa rek lam o xati

407

Cndeba mTeli ojaxi, deda toni, tonis Svili, tonis coli antuaneta da 1974 wels, Cinuri kalendriT vefxvis wels, maT daebadaT qaliSvili. tonis mTeli ojaxi mravali welia arTobs amerikis momxmareblebs da xels uwyobs fantelebis karg gayidvas.

10. produqti: Zroxa elsi â&#x20AC;&#x201C; bordenis Sededebuli rZe Seqmnis weli: 1936 avtori: bordenis sareklamo saagento, direqtori stiuart pebodi. Zroxa elsi Tavdapirvelad gamoCnda JurnalebSi sam sxva ZroxasTan â&#x20AC;&#x201C; mister blosom, besi da klarasTan erTad. 1939 wels ki elsi marto Cndeba Jurnalebsa da radioSi. amave wels elsis sareklamo kampania miCneul iqna amerikaSi saukeTesod. mas mere elsis maRaziis vitrinebSi xedaven. kvlav gamoCndnen misi ojaxis wevrebic. kompaniam aago specialuri sareklamo vagonebi elsis oTaxiT, romlebic gadahqondaT sxvadasxva adgilas. erTi periodi elsi gahqra reklamebidan, magram bolo aT weliwadSi, mozrdili bebibumerebis gasaxarad, gavrcelebuli retro marketingis meSveobiT, ganaxlebuli elsi kvlav gamoCnda reklamebSi.

Marketing Communications The History of Advertising P R E FA C E

Marketing Communications is one of the most popular subjects in the leading universities of the world. Getting acquainted with it will enable not only the persons interested in business, but also anyone, busy with any kind of activity to find effective ways of reaching consumers in order to inform them about the essence of their business. Marketing communications is a universal intercommunicative language, which connects the proprietor with the consumer and the acquisition of this language is the guaranty of success. The book presents a course of lectures in “The Integrated Marketing Communications” comprising 3 years and consisting of 3 books for the students of Bachelor Degree. These books are aimed at the students, who really lack the manuals on this subject, written in the Georgian language. It was the strongest motivation for the creation of these books. Reading of these books does not need any special knowledge, they are easy to read and they will be quite comprehensible for a wide range of interested readers. Advertising is one of the principal things in the marketing communications, therefore the first book presents the history of advertisement and the forms, beginning from ancient times up to the end of the 20th century. Due to the fact that the USA is the leading country in advertising, the history of advertising is considered to be based on this country’s example. The objective of this book is to enable the reader to get profound information on the creation of the advertisement, its development, tendencies, and methods. The book also presents the interesting facts about the famous people in business, companies and brands, marketing and advertising strategies, success and errors, marketing wars and practical examples. The reader should not be embarrassed by the explanation of the necessary terms, given at the beginning of the book. The terms: marketing, communication, market, integrated marketing communications, the place of advertising in the marketing complex are as plainly explained as possible. The second part of the book considers the advertisement of the new type in the 50s of the 20th century. After the appearance of the television it has had a significant impact on the further development of the world advertisement. At the end of the book the history of advertising and communications in Georgia has been presented since ancient time up to the 21 century. Here the work of the 19th century Georgian businessmen’s is described, their wonderful ability to go ahead of time and the statesmen’s marketing mentality. Book two - “Marketing Communications” the advertising business is presented in detail, its participants – the advertiser, the performer and the consumer. Particular kinds of the advertisement are considered: television, radio, outdoor advertisements, press, PR activities, the advertisements in trade venues (POS), the growing internet-advertising, the methods of advertisement creation. There are also considered the issues of the brand creation, practical examples, business cases.

Ilya Peradze - Marketing Communications. The History of Advertising. PREFACE

409

The book gives comprehensive information about the consumer’s psychology, the founder of the Georgian Psychological School Dimitry Uznadze’s ‘Theory of Inclination’ and its impact on the advertisement. The photos in the book appendix are black and white. The electronic version of the book is ready for issuing on CDs where the color photos will be supplied. Book Three “The Integrated Marketing Communications” presents the practical issues of creating of the integrated marketing projects and the advice of the world’s leading experts. This book also presents the stories of the famous Georgian companies and brands, their success and errors in the crisis management. My 20- year- experience of working in advertising allows me to think that these books will be useful for everybody in order to stimulate their own business and to make their advertisements effectively reach their consumers.

Ilya Peradze President of the Advertising Company “TV +” E-mail ilia.peradze@tvplus.ge The content of first book is attached below.

Marketing Communications Book I The History of Advertising

1. Communications and advertising in ancient world 2. Communications and advertising in 1440 – 1900 2.1 Ser Tomas Lipton 3. Advertising in early 10-s of XX century 3.1 Albert Lasker 3.2 Cloud Hopkins 4. The Goals of advertising in America in the beginning of XX century 4.1 Henry Ford 5. World War I and changes in American society 5.1 Bruce Barton 6. 1930-1940 the Great Depression 6.1 George Gallup 6.2 Raymond Rubicam 7. World War II and restoration (1940 – 50 y) 7.1 Success of Mercedes in America’s market 8. Four new advertising philosophy 8.1 Rosser Reevs and USP 8.2 Leo Barnett 8.2.1 “Marlboro” campaign 8.3 David Ogilvy 8.3.1 “Rolls-Royse” campaign 8.4 Bill Bernbach 8.4.1 “Volkswagen” campaign 9. 1960-1975 years 9.1 “McDonalds” 9.2 “Honda Way” in America 10. 1975-1990 years 10.1 Jack Trout and positioning 11. Marketing Wars: Sportswear brands 11.1 “Adidas” 11.2 “Nike” 11.3 “Puma” 11.4 “Reebok”

12. Cola Wars 12.1 “Coca-Cola” 12.2 “Pepsi-Cola” 12.3 “Red Bull” marketing miracle 13. 1990 – years 13.1 “Absolut” vodka the art and the marketing 13.2 “Benetton” revolutionary marketing 14. Advertising in XXI century 14.1 Rupert Murdock – global media magnate 14.2 “Nokia” - Connecting People 15. World advertising brief France; England; Germany; Spain; Japan; Russia. 16. The History of advertising in Georgia 17. Communications in Old Georgia 17.1 Trading Communications 17.2 Written Communications 18. The Great Georgian Businessmen 18.1 David Sarajeff-founder of Cognac Industry in Russian Empire & Georgia 18.2 Akaki Khoshtaria-The owner of northern Iran in the beginning of XX century 18.3. Zubalashvili Family – Famous merchants and Businessmen 18.4 Mitrofan Lagidze – and his “Lagidze Lemonade” 19. Appendixes I The Advertising History Timeline II XX century’s 10 best: ADS Campaigns; ADS Icons; Advertisers and Slogans III Annotation in English IV Using Literature

gamoyenebuli literatura da internet-saitebi: 1. p.guguSvili, monografiebi: tomi 6, saqarTvelos da amierkavkasiis ekonomikuri ganviTareba XIX –XX saukuneebSi; tomi 7, qarTuli stambis wigni 1629 - 1979 ww. 2. daviT sarajiSvilis saxsovrad – krebuli g.niSnianiZis redaqciiT 3. z.WiWinaZe. istoria zubalaSvilebis gvarisa 4. z.WiWinaZe. mrewvelobis, vaWroba-xelosnobis ganviTareba saqarTveloSi 5. g.sigua. mitrofane laRiZe 6. i.griSaSvili. tfilisis literaturuli bohema 7. amerikis istoriis eskizebi. SeerTebuli Statebis sainformacio saagentos gamocema 8. ISM –Tbilisi. marketingis saxelmZRvanelos ortomeuli. revaz vaCnaZis redaqtorobiT. 9. m.mirianaSvili. kapitalisturi mrewvelobis ganviTareba saqarTveloSi 10. armstrongi/kotleri. marketingis safuZvlebi. saqarTvelos marketingis asociaciis avtorizebuli Targmani. 11. Дж.Сивулка. Мыло, Секс и Сигареты – История Американской Рекламы 12. У.Уелс, Д.Бернет, С.Мориарти. Реклама-Теория и Практика 13. Дж. Томас Рассел, Рональд Лейн. Рекламные Процедуры Клеппнера 14. Д.Аренс Современная Реклама 15. В.Л.Музыкант. Теория и Практика Современной Рекламы 16. В.Л.Музыкант Реклама в Действии 17. Р.Батра, Дж.Майерс,Д.Аакер. Рекламный Менеджмент 18. Дж.Котлер. Основы Маркетинга 19.Д.Огилви. Откровение Рекламного Агента 20. Доменик Эрнайт. Уинстон Черчиль 21. Жан Мари Дрью. Ломая Стереотипы 22. Д.Д.Алессандро Войны Брендов 23. Френк Дженкинс Реклама 24. Мэт Хейг. Выдающиеся Бренды 25. Журнал «Индустрия Рекламы». 2000 – 2005 г.г. 26. Журнал «Рекламные Технологии». 2002 – 2005 г.г. 27. O’Hilvy on Advertising 28. Bill Gates. Business@The Speed of Thought 29. McCarthy. Basic Marketing 30. All American ADS – Taschen publishing hause - 7 tomeuli 31. A.J.Jewler, B.L.Drewniany Creative Strategy in Advertising

internet-saitebi â&#x20AC;&#x201C; Internet Sites adage.com/century/timeline/images advertising.about.com advertisingarchives.co.uk biographyshelf.com (100 biographies) celebritybiography.net cladvertising.org/studies en.wikipedia.org/wiki/ alloilpaint.com ibiliveinadv.com/commons www.old-ads.com peoples.ru biografiebi rusul enaze www.theadshak.com old ads posters www.vintage-ads.net/ safirmo sareklamo plakatebi km.ru kirile da meTodes enciklopedia wineandvine.ge Rvinis istoria da mrewveloba gadmoicere.com Zveli Tbilisis xedebi www.tvplus.ge avtoris sareklamo kompania `tv+~-is saiti

ilia feraZe

marketinguli komunikaciebi reklamis istoria ILYA PERADZE

Marketing Communications The History of Advertising