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Thus, advertising virus is a computer program which is supposed to be deleted.

Another term which is also used to describe annoying unwanted ads in the browser is viral advertising. However, in this case, the use of this definition is not consistent with its essence.

Viral advertising is a method of advertising and a kind of viral marketing, the main factor of which is the dissemination of promotional material on the Internet from one user to another by consent of the users themselves. The name of this type of advertising was received from the similarity of it and computer viruses in the way of spread.

The main task of the viral advertising is giving links to the advertised site. The emphasis is on creativity for the sake of making a vivid original work which will raise interest to itself among people. Having looked through a video, presentation or a picture, a person feels like he wants to share it with his friends on his site or in social networks, or even in verbal communication. In this way, advertising is moving steadily, gaining an increasing number of views which properly displays the profit from the sale of products with the advertised site.

To create a viral advertising developers spend enough time and effort, because quality and originality of a future advertising are very important. The advertisement should involve modern technology in conjunction with the idea in view.

Five basic principles in the dissemination of viral advertising:

1. Speed

A viral event mostly has a very short duration. Therefore, we must not only watch the news but also react very quickly and know how to use them. One successful example of this principle was demonstrated by the British having used the sensational and nullified goal of Ukraine national football team at Euro 2012. While Ukrainian people were tearing their hair out after Devich’s nullified goal, the UK was already earning money.

2. Using scheduled events

A viral event can be expected. For example, the company Chevrolet act this way by releasing the movie "The end of the world 2012".

3. Creativity

If there is no a viral event, it can be arranged, for example, by decorating any object.

4. Scale advantage

If you need to organize a viral event by yourself but have not any creative idea, mania for grand-scale projects in viral advertising can help. Make a little object tremendous and let me tell you - it still works.

5. Provocation

Use photo, video or texts that make people feel strong emotions or desires.

There are different kinds of the viral content which used for promotion:

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1.Video. Usually, a variety of funny videos, having duration of not more than five minutes, is used. By their format and duration they resemble advertising TV video. Video is the most popular viral content but also the most costly.

2.Websites. The Google search engine is a great example of a virus. In the first years of its existence the company generally did not use any advertising for its promotion. People just came to the site and, if they liked, sent the link with its address to their friends.

3.Games. There is a plenty of variants. For example, we have interactive games on the Internet. In Social networks now the games are popular in which the achievement of certain levels or obtaining special weapons is possible only by inviting some friends.

4.Pictures, flyers

5.Text. It can be an article, poem, joke, lirics. The main thing is that it should be interesting to a wide range of people.

Features of viral marketing

Like any kind of marketing communication, viral marketing has its advantages and disadvantages that should be considered when working with it.

Pros:

1.Minimal costs of such advertisements.

2.The information is transferred from the "fiduciary" source (it makes a feeling that people do not become a victim of mass advertising).

Cons:

1.The complexity of the control

2.Information distortion beyond recognition

3.A message must be original to interest people

In total, it can be said that viral advertising is a marketing ploy, while an advertising virus is a malicious software. However, both are used to distribute advertising and get profit through the Internet, even if only one of them does harm.

Moreover, it should not be forgotten that in order to better promotion of an adware its creator can use viral advertising. This is especially true now as the prevalence of adware does not decrease.

According to Panda Security report, adware accounted for 5.72% of the total mass malware in 2013. In the Microsoft report for the 4th quarter of 2015 it was said that browser modifiers were found in 9.2% of computers, unwanted software installers – in 5.9%, promotional programs – in 3.2%. In addition, if you look through the statistics provided by Dr.Web, you will notice that the adware is among ten the most common computer viruses in 2017 [Table 1].

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Russian Federation are under control and supervision of the state. Cadastral division has been carried out by the agency of the cadastral registration [1].

Thereunder the cadastral number they understand a unique number, the number of the land plot. It is assigned by the agency of the cadastral registration. The agency carries out the cadastral registration and called the Federal Agency for State Registration, Cadastre, and Cartography [2].

Thereunder the cadastral division they understand the division of the territory into hierarchical subordinated cadastral units [3]. They are the cadastral zones, cadastral districts, cadastral blocks and cadastral arrays.

Cadastral number of the land plot has four-level hierarchical structure and is presented in a general view as:

А: B : C : D , when

А– it is two-digit decimal number. This number sets number of the cadastral district;

B - it is two-digit decimal number. This number sets number of the cadastral area;

C - It is compound number. It is seven-digit decimal number. This number is presented in a general view as C1 C2 C3, when C1 - the two-digit decimal number setting number of the cadastral block in a cadastral zone; C2 - the twodigit decimal number setting number of the cadastral massif in the cadastral block; C3 - the three-digit decimal number setting number of basic cadastral quarter in the cadastral massif [4].

D - the number setting number of the land plot.

Fig. 1. The fragment of the public cadastral map of the territory of the city of Nizhny Novgorod

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Information about the location of the land boundaries of the real estate property and the areas which can be used on special terms, capital construction projects can be found on the public cadastral map.

The public cadastral card is the electronic reference resource created on the general basis of cartographical maps of the Russian Federation and data of the State Register of the real estate. Information on the real estate is available to everyone: cadastral engineers, real estate agents, lawyers and ordinary citizens.

In the public cadastral map there is information about cadastral number, the address, the category of lands, the cadastral cost, total area, the date of registration as well as the areas used on special terms. The fragment of the public cadastral map of the territory of the city of Nizhny Novgorod is presented in the fig. 1 [5].

Refernces

1.Russian Federation. Laws. About cadastral activity [Electronic resource] : federal law of the Russian Federation from 24.07.2007 № 221FL : [edition from 01.01.2017]. Access mode: ConsultantPlus. Legislation. Version. Prof.

2.Russian Federation. Laws. About the state registration of the real estate [Electronic resource] : federal law of the Russian Federation from 13.07.2015 № 221FL. Access mode: ConsultantPlus. Legislation. Version. Prof.

3.Maslov A.V., Gordeev A.V., Batrakov Yu. G. Geodesy. – M.: Colossus, 2006. – 598p.: Il. – (M31 textbooks and manuals for students of higher educational institutions).

4.Сadastral division of the territory of the Russian Federation. [Electronic resource]. Access mode: http://roszemproekt.ru/categories/52.

5.The public cadastral map. [Electronic resource]. Access mode: https://pkk5.rosreestr.ru/

Grigorieva A. A., Kartseva E. V.

Nizhny Novgorod State University of Architecture and Civil Engineering

THE COLOUR POBLEM IN ARCHITECTURE

To begin with, human evolution provided people with a special gift – we can see everything in the whole world with enormous quantity of different colours, tones and shades. This feature of our eyes in particular influences humans’ perception of their environment. Simultaneously, the environment which is made by people themselves is also able to effect on their minds. In this way, we cannot controvert that paying attention on how exactly we’re creating these surroundings around us is a significant question in our life.

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So it is especially important to manipulate colours in more extensive way. Planning and designing a town, district or city block an architect must take into account what the common colouration will be acceptable in the whole object and its parts, how to separate or connect one of project’s pieces to another, what exactly will play the main role in the composition, how many axes will exist and divide different areas from each other.

Studying such work methods with colours, students of my university were able to obtain definitely the excellent concept version of four city blocks under the guidance of several teachers. This colour design was entrusted to our four groups of the architecture faculty to improve the appearance of Nizhny Novgorod before the coming significant event for Russia and our city - The 2018 FIFA World Cup.

The working process on the colour solution had some stages. Firstly, each of students invented their own concepts of the territory and some ideas were selected by teachers to the future development. Elaborating conceptions, their authors recruited remaining people and gave them tasks to work on colour variants of houses following the general concept. We should produce such a design, image, pattern or supergraphic which has a joint concept and lines with other objects. Some constructions were conceptually attached to the nearest public buildings such as the church and the Nizhny Novgorod Fair.

The colour concept (by Alena Kolesova)

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1, Dolzhanskaya st.

(by Anastasia

Griroryeva)

My job was to work out the colouring of three buildings, each of them should have their own distinctive features considering different locating. The first one was 1, Dolzhanskaya street. Concept’s colours that I had to use were chocolate brown and pale taupe for facades and light blue for an abutting end. My design of building’s sides is a transition from brown to light blue and from one side to another which creates united colouring wave encircling the whole house. Balconies and doors also play the important role in this conception; there are colours with the similar transition but in a reverse order. The pleasant contrast of facades and balconies is become by this way but even so they look as.

15a, Peace Boulevard

(by Anastasia

Griroryeva)

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The second one was 15a, Peace Boulevard. The main colours of this building are light brown and light blue of abutting ends, beige and peach colour of facades. The design of this house is similar with the previous building but there are three lines of colour transitions where peach colour flows into tons of light cold brown left and light blue right. Also colour borders have straight lines because of neighboring houses’ conception.

7, Manufactory st. (by Anastasia Griroryeva)

The third object was 7, Manufactory street. The main role of its design is played by the abutting end which has the silhouette of the Nizhniy Novgorod’s symbol - a deer standing on a stone near the one of Kremlin towers. The concept of long facades is that they are divided by three lines with roundings on the ends. And the main colours of this building are monochrome – there are various tons of grey and light black.

To draw the conclusion, one can say that there are a lot of conditions and facts which we must not ignore realizing our ideas and conceptions of applying colours in architecture. It is definitely important to each person who wants to have an auspicious environment to know how exactly colours will be able to work and to be used by us for this purpose. So several programs and lessons of using colours, tones and shades could be beneficial for these people and NNGASU is one of universities which may provide such offer for each desirous person.

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Refernces

1.Architect/Features/Color in Architecture — More Than Just Decoration http://archinect.com/features/article/53292622/color-in-architecture- more-than-just-decoration

2.The data archive of NNGASU

Zhizhina A. A., Lushina M.A, Neyasova T.V., Smirnova E.V.

Nizhny Novgorod State University of Architecture and Civil Engineering

COMMON FACTORS AND SPECIFICS OF THE MANKIND

MIGRATION

The problems of overpopulation on the Earth have been steadily increasing every year. It worries all the people who care about the living condition of the planet where they and their children live. So, the different experts around the world such as environmentalists, sociologists, psychologists, anthropologists conducted a large research on the population of the planet.

Population distribution is the result of spatial distribution of the population in the world in a certain historical period. World population is very unevenly placed, because humanity has long concentrated in areas with favorable for farming conditions. Because almost 70% of the world's population is only 7% of the land. About 15% of the land have no permanent population. It areas that are characterized by extreme natural conditions - different types of deserts, forests, highlands, mainland Antarctica. The mankind migration is the process of distribution the population across the territory, through the development of existing and creation of new mankind migration, as well as has developed as a result of this process or the design of the network of populated areas.

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The modern process of mankind migration is no less important. The relevance of the topic lies in the fact that at the moment as never before, there is a problem of overpopulation in some countries such as China, India, and some Asian countries along with the demographic crisis in the others (Europe, America, Russia)[1]. The question is complicated, moreover, even in-country mankind migration has been rather uneven. Due to this fact we consider the resettlement of the population is the process of redistributing the population in a particular area, resulting in net settlements there. At the dawn of human development settlement was dispersed, sometimes nomadic. At the moment there are two main forms of resettlement of the population: rural and urban.

47% of the Earth population lives in the cities and this number is growing. The historical process of increasing the role of the cities in the human society, also concerns urban lifestyles and urban culture called urbanization. In the narrow sense urbanization is the increasing the number of residents in a particular area(especially big cities). Main indicators of urbanization process is the pace, level, form. Urbanization rate shows the speed of this process in the world as a whole and its individual parts, and a level of urbanization. Therefore, urbanization is a historical process of enhancing the role of cities in a society, gradually transforming it into a predominantly urban according to the origin of industries, lifestyle and culture of the population as well as the peculiarities of production location. Urbanization is one of the most important components of the socio-economic development [2;3].

The aim of this work is to study the factors affecting the mankind migration in the world. The main objective of this study is to examine the factors that determine the distribution of the population on the Earth (natural, historical, socio-economic factors, natural movement and migration). All unpopulated or poorly populated area have harsh polar, subpolar, cold climates, highland climate, either hot and dry or hot and humid climate. This proves the influence of climatic conditions on mankind migration worldwide.In addition to the specific climatic features the topography, hydrography and vegetation also strongly influence on the mankind migration. Traditionally, lowland areas,

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