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57
enables him to make not only a choice between products but also a
choice between the stores at which he can buy those products. For the
manufacturer it justifies a heavy investment in capital and manpower in
that it assures (to some degree at least) the quick development of sales.
Regarding the second major criticism – that advertising encour-
ages the concentration of industry – there is no doubt that this is true.
But not everyone agrees that industrial concentration necessarily acts
against the interests of the consumer, particularly in the absence of out-
right monopolies or cartels. In some countries, such as the United
States and Great Britain, anti-trust or monopoly laws act to restrain the
more flagrant abuses of industrial power. Other countries, especially
some in western Europe, have established monopolies boards, which
monitor or oversee activities of large corporations in the field of take-
overs and mergers.
The advertising industry has for many years been aware of the
various criticisms and has accepted the need for some control over ad-
vertising methods in addition to the provisions of statutory regulations
that exist in many countries. The country with the most stringent adver-
tising standards is usually thought to be Great Britain, where, for ex-
ample, all advertising on independent radio and television is controlled
by the Independent Broadcasting Authority (iba), the commercial coun-
terpart to the British Broadcasting Corporation. The Iba lays down con-
trols on advertising, banning the use, for instance, of subliminal adver-
tising (methods by which the listener or viewer might be influenced
without his becoming aware of it) and of advertising that plays on fear
and on the minds of the superstitious.
The Iba has a further list of unacceptable products and services.
Advertising is not allowed, for example, on behalf of cigarettes or bet-
ting, and political or religious advertising is prohibited. Other regula-
tions involve methods of reproduction, the wording and advertising of
guarantees, and the enforcement of prices and other offers; further-
more, special conditions exist in specific cases – the listening or view-
ing child, the employment of children in advertisements, and the adver-
tising of certain products such as medicines and drugs and also finan-
cial services. Advertising time is sold by production companies ap-
pointed by the Iba, but advertisers may not sponsor programs.
The general character of governmental and private controls over
the claims and methods of advertisers may be said to be one of consid-
58
erable laxity. It seems likely that this situation will be changed not so
much by the introduction of more stringent codes as by challenges to
particular advertisers by consumer interest groups within the frame-
work of existing legislation regarding truth in advertising.
Copyright © 1994–2001 Encyclopædia Britannica, Inc. (4171
символ)
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By Andrei Zolotov Jr. Staff Writer
Alfred Kokh, one of the most colorful and controversial figures
in both business and politics, will undertake next Monday the daunting
task of managing the parliamentary election campaign for the liberal
Union of Right Forces party. «It will be a challenge», Kokh said in a
telephone interview Monday. The leadership of Union of Right Forces,
or SPS, late last week appointed Kokh as the party's campaign manager
for State Duma elections in December.
Kokh, an aggressive businessman and longtime associate of SPS
co-founder Anatoly Chubais, is spearheading the campaign at a time
when its chances of getting into the Duma are uncertain, with its rat-
ings hovering around the 5 percent threshold. SPS has suffered a string
of defections since its surprise success in 1999 elections, the latest of
which was in March when the head of its executive council, Eldar
Yanbukhtin, left to become the deputy secretary of pro-Kremlin United
Russia's executive council. Yanbukhtin oversaw SPS's finances and
campaign plans.
Kokh said Monday, however, that he was certain SPS could
make it into the Duma in December. «They say we only have two par-
ties in Russia – United Russia and the Communists», he said. «Well, if
anybody tried to convince me that all of the interests and preferences of
the people are spread between these two parties, I would disagree. This
means there is a place for SPS».
Kokh said his candidacy was proposed by SPS leader Boris
Nemtsov and supported by all senior SPS officials, downplaying media
reports that his appointment signaled a weakening of Nemtsov, who
epitomizes the oppositionist wing within SPS, and a strengthening of
enables him to make not only a choice between products but also a erable laxity. It seems likely that this situation will be changed not so
choice between the stores at which he can buy those products. For the much by the introduction of more stringent codes as by challenges to
manufacturer it justifies a heavy investment in capital and manpower in particular advertisers by consumer interest groups within the frame-
that it assures (to some degree at least) the quick development of sales. work of existing legislation regarding truth in advertising.
Regarding the second major criticism – that advertising encour- Copyright © 1994–2001 Encyclopædia Britannica, Inc. (4171
ages the concentration of industry – there is no doubt that this is true. символ)
But not everyone agrees that industrial concentration necessarily acts
against the interests of the consumer, particularly in the absence of out-
right monopolies or cartels. In some countries, such as the United
States and Great Britain, anti-trust or monopoly laws act to restrain the SPS PICKS KOKH AS ELECTION CHIEF
more flagrant abuses of industrial power. Other countries, especially
By Andrei Zolotov Jr. Staff Writer
some in western Europe, have established monopolies boards, which
Alfred Kokh, one of the most colorful and controversial figures
monitor or oversee activities of large corporations in the field of take-
in both business and politics, will undertake next Monday the daunting
overs and mergers.
task of managing the parliamentary election campaign for the liberal
The advertising industry has for many years been aware of the
Union of Right Forces party. «It will be a challenge», Kokh said in a
various criticisms and has accepted the need for some control over ad-
telephone interview Monday. The leadership of Union of Right Forces,
vertising methods in addition to the provisions of statutory regulations
or SPS, late last week appointed Kokh as the party's campaign manager
that exist in many countries. The country with the most stringent adver-
for State Duma elections in December.
tising standards is usually thought to be Great Britain, where, for ex-
Kokh, an aggressive businessman and longtime associate of SPS
ample, all advertising on independent radio and television is controlled
co-founder Anatoly Chubais, is spearheading the campaign at a time
by the Independent Broadcasting Authority (iba), the commercial coun-
when its chances of getting into the Duma are uncertain, with its rat-
terpart to the British Broadcasting Corporation. The Iba lays down con-
ings hovering around the 5 percent threshold. SPS has suffered a string
trols on advertising, banning the use, for instance, of subliminal adver-
of defections since its surprise success in 1999 elections, the latest of
tising (methods by which the listener or viewer might be influenced
which was in March when the head of its executive council, Eldar
without his becoming aware of it) and of advertising that plays on fear
Yanbukhtin, left to become the deputy secretary of pro-Kremlin United
and on the minds of the superstitious.
Russia's executive council. Yanbukhtin oversaw SPS's finances and
The Iba has a further list of unacceptable products and services.
campaign plans.
Advertising is not allowed, for example, on behalf of cigarettes or bet-
Kokh said Monday, however, that he was certain SPS could
ting, and political or religious advertising is prohibited. Other regula-
make it into the Duma in December. «They say we only have two par-
tions involve methods of reproduction, the wording and advertising of
ties in Russia – United Russia and the Communists», he said. «Well, if
guarantees, and the enforcement of prices and other offers; further-
anybody tried to convince me that all of the interests and preferences of
more, special conditions exist in specific cases – the listening or view-
the people are spread between these two parties, I would disagree. This
ing child, the employment of children in advertisements, and the adver-
means there is a place for SPS».
tising of certain products such as medicines and drugs and also finan-
Kokh said his candidacy was proposed by SPS leader Boris
cial services. Advertising time is sold by production companies ap-
Nemtsov and supported by all senior SPS officials, downplaying media
pointed by the Iba, but advertisers may not sponsor programs.
reports that his appointment signaled a weakening of Nemtsov, who
The general character of governmental and private controls over
epitomizes the oppositionist wing within SPS, and a strengthening of
the claims and methods of advertisers may be said to be one of consid-
57 58
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