Nevertheless, advertisements about the fat man has a huge success. Fat man who forgets about everything, absorbing their swill in the company of friends, became as much a national hero, as previously Count Suvorov and Lenya Golubkov. Learn more on the subject from Mark Berger Villa Healthcare. To the question "Where were you?" Now anyone almost automatically responsible "drinking beer". The townsfolk are trying to kill time on an old Russian habit of "Bolt beat" to work on their professional duties, even in the sexual interests ("the best beer in hand than the girl away" – beer ads "Bochkarev"), not answer business phone calls (beer ads "Golden Barrel"), pay no attention to the fact that everything around is broken and destroyed (beer ads "Stary Melnik") – the image of the Russian folk tale, the image of a lazy Emel. Russian Advertising is focused not on the advertised product, while telling the story, its theme is not about a product, and history. 3 It is not, whether the consumer will buy advertising beer "Fat Man", but that he will get a hidden message about how be most effective to kill time, from work. In the series of fat "tricks of expression" are: the fat man – Santa Claus, to pump beer with friends, living quietly for over two months and jumps from New Year in the Eighth of March; fat-magician, oblivious to your friends by showing tricks with beer, forgets his wife in a box illusionist; fat-Astronaut forgets that he needs to fly in a rocket, again to pump beer from friends, and the rocket flies away empty, accompanied by an ironic gesture Gagarin fat, they say, "go." Hidden deep "theme" of this advertisement reads: "Professional obligations wait, forget it in idleness." In Essentially, the fat man personifies the favorite of the Russian national hero sluggard – Ilya of Murom, thirty and three years lain on the stove, or the "realistic" version of Ilya Ilyich Oblomov, lying on the couch.