Advertising and business image: the Russian specificity
Languages of publication
Today’s business constantly has to prove its «social profitability» before the people, has to demonstrate that the businessmen take care not only of the profit, but also of general well-being of the citizens of the country (the region, the settlement), and that business development is connected directly with society development. Unfortunately, it is otherwise in Russia – for a variety of reasons. Therefore, the image of business as a whole in this country is extremely low. First on the list of these reasons is the inertia of mass consciousness. Throughout several generations, the spirit of unacceptability of market relations has been brought up. The second reason is the behaviour of domestic businessmen, resulting in the negative image of entrepreneurship. The third is a certain selectivity of Russian mass media as to the activity of domestic businessmen, which supports the widespread prejudice that private business is a “dirty thing”. Surely, in the existing circumstances we shouldn’t ignore the factor of unfair competitive struggle and the so called anti-PR. And the fourth reason is a kind of “illiteracy” of Russian businessmen, expressed in the absence of any recognition of social responsibility before the consumer, and in ignoring the severe social situation in the society.
Publication order reference