IHgIIOJOHIj - World Health Organization Regional Office for Europe
IHgIIOJOHIj - World Health Organization Regional Office for Europe
IHgIIOJOHIj - World Health Organization Regional Office for Europe
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Bo3AeMCTBFre peKJIaMbI Ha noTpe6neHHe. Korna pexnaMa 6brna<br />
BCTaBneHa B TeneBH3HOHHyIO nporpaMMy, a TaIOKe npe,IZnpI-IHIiMâJliiCb<br />
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KaK traCTb nOAaBaeMbIX HanHTKOB, 6bIJI0 OTMei-IeHO H3MepHMOe<br />
KpaTKOBpeMeHHOe yBeRHtreHFie nOTpe6nSIeMOTO KOnr3lIeCTBa<br />
aRKOronSl, XOTSr pe3ynbTaTbl 6bInH HeOAHO3HatIHbIMri (Kohn and<br />
Smart, 1984, 1987; Wilks et al, 1992). HanpHMep, B HenaBHeM<br />
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aJIKOrOnSI, BCTaBnexxbIX B TeneBH3nOHHylO nporpaMMy, BbInHJIH<br />
3HatlriTenbHO 6onbule aJIKOI0JI51, tleM Te, KTO He BriAeR peKJIaMbI<br />
aJIKOrORSI. OAHaKO, 11OKa3 12 peKnaMHbIX pORHKOB He yBennP-IHn<br />
CyllieCTBeHHO KORHVeCTBO noTpe6n5leMOrO ânKOrOnSI (Wilks et al,<br />
1992). 170Ao6Hble AaHHble, cornaCHO KOTOpbIM 6011bllle My>KtrHH<br />
3aKâ3bIBâJIIi nFiBO HeMeAReHHO nOCne npocMOTpa peKJIaMbI, XOTSI 3T0<br />
pa3RHVne He COXpaHSIJIOCb ARHTCnbHOe BpeMSI, 6bInH<br />
FtHTepnpeTHpoeaxbl Atkin (B nevaTH) Ha OCHOBe TeopHH<br />
KOrHFITFiBHOro oTBeTa (Cacioppo and Petty, 1979). 3Ta Teopnsl<br />
rOBOpHT O TOM, tITO tlacTOe nOBTOpeHrie HHcigopMauHFr (KaK,<br />
HanpHMep, nOKa3 12 pORHKOB B TetreHHe 90 MFIHyT) npHBOAFiT K<br />
TOMy, tiTO 3pHTenb OTHOCHTCS1 K Hell HeraTFiBHo HRH He<br />
BOCnpHHHMaeT ce.<br />
AHaRH3bI, KOTOpble 11bITBJ1HCb O6Hapy>KFiTb BO3AeriCTBrie<br />
peKlaMbl Ha noBeAeHne Ha o6o61IjëHHOM ypoBHe, 11p0BOAr3nHCb C<br />
nOMOIubrO 3anNceFr paCXOAOB nOTpe6HTeneN Ha peKnaMNpyeMbll-r<br />
TOBap KaK ItlyHKuHH BpeMeHn nOKa3a peKnaMbl. PAR<br />
McTOAOROrHtieCKHX npo6neM AenaeT COMHHTenbHbIMH ace<br />
3KOHOMeTpHtIeCKHe aHâRH3bI, KOTOpble npOBOAHnNCb n0 CHX Hop<br />
(Saffer, B nevaTH). B uenOM, HMeloujHecsl AaHHble npOTHBOpetrHBbI:<br />
HeKOTOpble nOKa3aRi4 B3aFiMOCBSI3b MexCAy 11OKa30M peKnaMbl H<br />
yposneM o6uiero noTpe6neHFlst, HO MHOrHe He 06Hapy>xFiJIFi TaKOBOri<br />
(Grabowski, 1976; McGuiness, 1980; Duffy, 1987, 1991; Franke and<br />
Wilcox, 1987; Selvanathan, 1989; Lee and Tremblay, 1992)<br />
Saffer (B nevaTH) npe,i[nono)rCFUI, trTO nono6Hble 3KOHOMeTp5ltreCKrie<br />
HCCneAOBaHHA HaBpSIn Till npOAeMOHCTpHpyIOT SICHyrO B3aFiMOCBSI3b<br />
MeKAy peKJlaMOr%I H noTpe6ReHHeM, nOTOMy trTO ypOBeHb KOnFrtieCTBa<br />
244
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