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B pa3Aene 8.1 6y1teT cAenaH 0630p Z(axxbiX O BnFISiHHH 3THX Mep Ha OTZ(enbHOrO nblOIIjero nenOSeKa, H XOTSi 3TO TpyZ(Hasi 06naCTb, B KOTOpOIï HaKOrUIeI-IbI LteHHbie HCCneZ(OBaHHSi, HeT COMHeHHSI, LITO HanpaBneHHOCTb H KaLIeCTBO TaKHX pa6oT B nOCneZtHHe rO,i):bI nOKâ3âJIH o6eluaioutee pa3BHTHe. B 3TOM pa3Aene 6yZtyT no nopSlZ(Ky paccMOTpeHbl B03ZteliCTBHe KoMMepLlecxoli pexnaMbl; npocseTHTenbxbIX KaMnaHNIi tiepe3 cpeacTSa MaccoBOii IiHIl)opMaL[Hii; npoeKTbl ZteIiCTBHii Ha KOMMyHâJIbHOM ypoBHe; pa6OTa C He60nbüIHMH rpynnaMH B y'-Ie6HbIX 3aBeZteHHSIX; 3THKeTKH Ha 6yTbUIKaX C aJIKOrOnbHbIMH HanHTKaMH. B pa3,n;ene 8.2 KpaTKO 06cy-A,rjaK)TCSi COItHanbHblli KJIIiMaT, OnpeAeJIAeM6Iii KaK Ha 6op MHeHHIi O npHpOJje OTHOCSIILtiiXCSI K aJIKOrOniO BOnpOCOS H nyTSIX COKpameHHSI np06neM, a TaK>Ke O BO3M0>KHOM BnHSIHHH 3THX HHZ(HBHZ(yanbHO HanpaBneHHbIX B03Z(ei-iCTBHii Ha COI1HanbHbIi-i KJIHMaT. B pa3Aene 8.3 6y,geT npeZ(BapHTenbxo paCCMOTpeHO nOTeHItNâJIbHOe nOJIHTHLIeCKOe 3HaileHHe 3T0r0 BHZ(a pa60Tb1. 8.1 30cDEKTVIBHOCTb V1HcDOPMAUV1OHHbIX CTPATEf V1VI B f1POcD1411AKTVIKE Al1KOPOJ1bHbIX f1PO6J1EM 8.1.1 B03jleNCTBHe KOMMep4eCKOH peKllaMbl al1KOrOJIA 11 OpaHH40HHN 3TOMl peKllaMbl B TeLieHlie nOcneZjHerO ZtBaZtLtaTHneTHSI aJIKOrOJIb 6bIn OZ(HHM 143 rnaBHbIX o6beKTOB peKnaMbI (Clark, 1988), HeCMOTp51 Ha MHOrNe orpaHFii-IeHi3SI TaKOii peKnaMbl 06yCJIOBneHHble 3a6oTOIi O 3Z(OpOSbe o6iuecTBa (Partanen and Montonen, 1988). I'naBHbIMH TeMaMH aJlxor011bHOli peKnaMbl B 1970-x - Hai-lane 1980-x rOZtOB, cornacHo pSIuy npOSeZteHHbIX aHan1430B, 6binH HenpAMble o6pauteHHx CB5I3bIBaIOHtHe BbInHBKy C TaKHM 06pa30M >KH3HH, KOTOpbI11 npeAnonaraeT 60raTCTBO, npecTHxc, ycnex HnH CouHanbHOe OZt06peHHee AJIKOI'Onb H306pa>KaeTCSI KaK HOpMânbHaSl H xcenaeMaSi LIaCTb >KH3HH. MapKa aJIKOrOnbHOrO HaIIHTKa CTaHOBHTC51 CHMBOnH4eCKH HaZ(eneHHOii 1103HTHBHbIMH aTpH6yTaMH >KenaeMOro CTH1ISi >KH3HH (Atkin and Block, 1981; Breed and Defoe, 1979). Ha TeneBHZteHHH CHIA B 1980-x rr. nOCBSiILteHHbie nHSy KOMMepLIeCKHe pOJIHKH HaMepeBaiOTCSI nOKa3aTb nOTeHImanbHOMy nOKynaTeniO CB5136 npOZjyKTa c o6pa3aM4i H Knew-tamp! My>KeCTBeHHOCTH (Postman et al., 1988). 242
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Consumption of Alcohol, Tobacco and
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HELZER J.E. AND CANINO G.J. ed. (19
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NAKAMURA K., TANAKA A. AND TAKANO T
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SMART R.G. AND MANN R.E. (1992) Alc
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SPRING J.A. AND BUSS D.H. (1977) Th
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CIIVICOK J1VITEPATYPbI: ANDERSON P.
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GILL J.S., ZZEZULKA A.V., SHIPLEY M
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LONGNECKER M.P., BERLIN J.A. ORZA,
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ROOM R. (1983b) Sociological aspect
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CIlV1COK JIVITEPATYPbI: AGARWAL D.
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PREST A.R. (1949) Some experiments
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Page 217 and 218: AND OSTERBERG, E. (1975) Alcohol co
Page 219 and 220: HOADLEY J.F., FUCHS, B.C. & HOLDER,
Page 221 and 222: MAXWELL D.M. (1981) Impact Analysis
Page 223 and 224: available options and an assessment
Page 225 and 226: SMART R. AND WHTIE W.J. (1972) Effe
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Page 243 and 244: BOVENS R. (1987) Alcohol program: A
Page 245 and 246: HOMEL R. (1988) Policing and Punish
Page 247 and 248: Effects on psychomotor performance.
Page 249: VOTEY H. AND SHAPIRO P. (1983) High
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Page 273 and 274: GERBNER G., GROSS L. & MORGAN M. (1
Page 275 and 276: KOHN P.M., SMART R.G. & OGBORNE A.C
Page 277 and 278: RUBIN A. (1986) Uses, gratification
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