Tavi 9

produqtebisa da momsaxurebis saxeobas, romlebisTvisac gamoyenebulia
niSani, da imas, Tu rogor akeTebs amas meore mosargeble, SeiZleba
ivaraudos, rom meore mosargeblis mier daculi niSnis gamoyeneba
xdeba SeTanxmebis safuZvelze, romelic mas garkveuli droiT aZlevs
am niSnis gamoyenebis uflebas. aRrevis aseT tips SeiZleba adgili
hqondes, magaliTad, im SemTxvevebSi, rodesac mesame piri dekoratiuli
mizniT iyenebs niSans (nebarTvis gareSe) Tavis saqonelze. magram, warmoSobis
mimarT da erTi sawarmos meoresTan mierTebis STabeWdilebiT
gamowveuli aRrevisagan gansxvavebiT, aRrevis mocemul, mesame saxeobas
ar gaaCnia sasaqonlo niSnebis Sesaxeb kanonmdeblobis farglebSi dacvis
srulad Camoyalibebuli safuZvlebis mqone iseTive statusi,
rogoric aqvs sxva saxeobebs, radgan misi zusti iuridiuli farglebi
jer kidev gansazRvris procesSia.
12.48. aRrevis aseTi koncefcia SeiZleba miesadagos e.w. “sareklamo”
("publicity") uflebebs, romlebic dakavSirebulia kulturis, masobrivi
informaciis an sportis cnobili moRvaweebis saxelebTan, da, agreTve,
literaturisa da xelovnebis nawarmoebTa gmirebis “komerciuli mizniT
gamoyenebaze” ("merchandising") uflebebs. es uflebebi exeba marketingis
SedarebiT axal meTodebs, rodesac sawarmo gansazRvruli
droiT iRebs “licenzias” garkveuli moRvaweebis an gmirebis saxelebis
an garegnuli iersaxis gamoyenebiT maTi popularobisa da reputaciiT
sargeblobaze, raTa uzrunvelyos “licenziatTa” saqonelze an
momsaxurebaze momxmarebelTa moTxovnis stimulireba. momxmareblebi,
rogorc wesi, SecdomaSi iqnebian Seyvanilni saqonelze an momsaxurebaze
cnobili moRvawis an gmiris saxelis an garegnuli saxis gamoyenebiT;
isini miiCneven, rom TviT cnobilma moRvawem an gmirze uflebebis
mflobelma, neba darTo Tavisi an gmiris saxelis an saxis gamosaxulebis
gamoyenebaze, romlebic SeiZleba registrirebuli niSnebic
iyos.
(iii) aRniSvnasTan dakavSirebuli aRreva
12.49. aRrevis sagani SeiZleba iyos nebismieri niSani, simbolo an gamosaxuleba,
romelic awvdis momxmarebels informacias saqonlis an
momsaxurebis garkveuli komerciuli wyaros Sesaxeb maSinac ki, Tu
warmoSobis wyaros saxelwodeba ucnobia. maSasadame, aRniSvna SeiZleba
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