05.04.2013 Views

IHgIIOJOHIj - World Health Organization Regional Office for Europe

IHgIIOJOHIj - World Health Organization Regional Office for Europe

IHgIIOJOHIj - World Health Organization Regional Office for Europe

SHOW MORE
SHOW LESS

You also want an ePaper? Increase the reach of your titles

YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.

B pa3Aene 8.1 6y1teT cAenaH 0630p Z(axxbiX O BnFISiHHH 3THX Mep<br />

Ha OTZ(enbHOrO nblOIIjero nenOSeKa, H XOTSi 3TO TpyZ(Hasi 06naCTb, B<br />

KOTOpOIï HaKOrUIeI-IbI LteHHbie HCCneZ(OBaHHSi, HeT COMHeHHSI, LITO<br />

HanpaBneHHOCTb H KaLIeCTBO TaKHX pa6oT B nOCneZtHHe rO,i):bI nOKâ3âJIH<br />

o6eluaioutee pa3BHTHe. B 3TOM pa3Aene 6yZtyT no nopSlZ(Ky paccMOTpeHbl<br />

B03ZteliCTBHe KoMMepLlecxoli pexnaMbl; npocseTHTenbxbIX KaMnaHNIi<br />

tiepe3 cpeacTSa MaccoBOii IiHIl)opMaL[Hii; npoeKTbl ZteIiCTBHii Ha<br />

KOMMyHâJIbHOM ypoBHe; pa6OTa C He60nbüIHMH rpynnaMH B y'-Ie6HbIX<br />

3aBeZteHHSIX; 3THKeTKH Ha 6yTbUIKaX C aJIKOrOnbHbIMH HanHTKaMH. B<br />

pa3,n;ene 8.2 KpaTKO 06cy-A,rjaK)TCSi COItHanbHblli KJIIiMaT, OnpeAeJIAeM6Iii<br />

KaK Ha 6op MHeHHIi O npHpOJje OTHOCSIILtiiXCSI K aJIKOrOniO BOnpOCOS H<br />

nyTSIX COKpameHHSI np06neM, a TaK>Ke O BO3M0>KHOM BnHSIHHH 3THX<br />

HHZ(HBHZ(yanbHO HanpaBneHHbIX B03Z(ei-iCTBHii Ha COI1HanbHbIi-i<br />

KJIHMaT. B pa3Aene 8.3 6y,geT npeZ(BapHTenbxo paCCMOTpeHO<br />

nOTeHItNâJIbHOe nOJIHTHLIeCKOe 3HaileHHe 3T0r0 BHZ(a pa60Tb1.<br />

8.1 30cDEKTVIBHOCTb V1HcDOPMAUV1OHHbIX CTPATEf V1VI<br />

B f1POcD1411AKTVIKE Al1KOPOJ1bHbIX f1PO6J1EM<br />

8.1.1 B03jleNCTBHe KOMMep4eCKOH peKllaMbl al1KOrOJIA 11<br />

OpaHH40HHN 3TOMl peKllaMbl<br />

B TeLieHlie nOcneZjHerO ZtBaZtLtaTHneTHSI aJIKOrOJIb 6bIn OZ(HHM 143<br />

rnaBHbIX o6beKTOB peKnaMbI (Clark, 1988), HeCMOTp51 Ha MHOrNe<br />

orpaHFii-IeHi3SI TaKOii peKnaMbl 06yCJIOBneHHble 3a6oTOIi O 3Z(OpOSbe<br />

o6iuecTBa (Partanen and Montonen, 1988). I'naBHbIMH TeMaMH<br />

aJlxor011bHOli peKnaMbl B 1970-x - Hai-lane 1980-x rOZtOB, cornacHo<br />

pSIuy npOSeZteHHbIX aHan1430B, 6binH HenpAMble o6pauteHHx<br />

CB5I3bIBaIOHtHe BbInHBKy C TaKHM 06pa30M >KH3HH, KOTOpbI11<br />

npeAnonaraeT 60raTCTBO, npecTHxc, ycnex HnH CouHanbHOe<br />

OZt06peHHee AJIKOI'Onb H306pa>KaeTCSI KaK HOpMânbHaSl H xcenaeMaSi<br />

LIaCTb >KH3HH. MapKa aJIKOrOnbHOrO HaIIHTKa CTaHOBHTC51<br />

CHMBOnH4eCKH HaZ(eneHHOii 1103HTHBHbIMH aTpH6yTaMH >KenaeMOro<br />

CTH1ISi >KH3HH (Atkin and Block, 1981; Breed and Defoe, 1979). Ha<br />

TeneBHZteHHH CHIA B 1980-x rr. nOCBSiILteHHbie nHSy KOMMepLIeCKHe<br />

pOJIHKH HaMepeBaiOTCSI nOKa3aTb nOTeHImanbHOMy nOKynaTeniO<br />

CB5136 npOZjyKTa c o6pa3aM4i H Knew-tamp! My>KeCTBeHHOCTH (Postman<br />

et al., 1988).<br />

242

Hooray! Your file is uploaded and ready to be published.

Saved successfully!

Ooh no, something went wrong!