IHgIIOJOHIj - World Health Organization Regional Office for Europe
IHgIIOJOHIj - World Health Organization Regional Office for Europe
IHgIIOJOHIj - World Health Organization Regional Office for Europe
You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
peKnaMbl anKOronA H ero noTpe6neHlie Ha ,aaHHbIN MOMeHT B<br />
HHAyCTpHa11bHbIX cTpaHaX ABnAeTCA TâKHM, TITO MOWHO OxCHJ[aTb<br />
TOnbKO BeCbMa He3HailHTenbHyiO npH6binb OT noKa3a peKnaMbl.<br />
EcJiH rHnoTe3a Saffer ABJIAeTCA BepHON, 6onee pe3Kne<br />
H3MeHeHHA B KOnHiieCTBe peKnaMbI, TaKHe KaK 3anpeT peKnaMbl, C<br />
6011buieN BepOATHOCTb10 nOKa3anH 6bI BnHAHHe Ha o6upN ypOBeHb<br />
noTpe6neHnA, LMeM KaKHe-111460 yMepeHHble H3MeHeHHA B KOnHi4eCTBe<br />
noKa3a peKnaMbl. B HeCKOnbKHX HCCneJjOBâHHAX H3y9anOCb BJIHAHHe<br />
TaKHX 3anpeTOB. gBa 143 HI4X npOBOR1inHCb B OTJjenbHbIX npOBHHiJIHAX<br />
KaHaAbI H 1iCI1Onb3OBaHHble MeTO,EHDI He nO3BOnAnH KOHTpO11Hp0BâTb<br />
BnHAHHe peKnaMbI H3BHe 3THX npOBHHIAHN. Hi4KaK0r0 3I1:14)eKTa 3TOrO<br />
3anpeTa o6Hapyxceno He 6bino (Smart and Cutler, 1976; Ogborne and<br />
Smart, 1980). TeM He Mexee, KpynHble MexCHagHOHanbHble<br />
HCCne,qOBaHHA BpeMeHHbIx CepHN no 3anpeTaM, KoTOpble BBOAH11HCb<br />
B CTpaHaX C006L1[ecTBa no 3KOHOMHLieCKOMy COTpygHHiieCTBy H<br />
pa3BHTHK) B 1970-e rO4bI, nOKâ3ann Hâni4il14e 3HailnTenbHOrO<br />
3I1-4eKTa. Pe3ynbTaTbi nOCTOAHHO AeMOHCTpnpOBanH 60nee HH3Kne<br />
ypOBHH nOTpe6neHNA a11Kor011A H CBA3aHHbIX C 3THM npO65IeM, TaKHX<br />
KaK ypOBeHb CMepTHOCTH B aBTOKaTaCTpOItiaX B TeX cTpaHaX, rAe 6bin<br />
BBe,gëH 3anpeT (Saffer, 1991). B cTpaHax, r,ae ,Ijei%ICTByeT 3anpeT<br />
peKnaMbI KpenKHX CnHpTHbIX HanHTKOB, ypOBeHb noTpe6neHHA<br />
anKOr011A nOi1TN Ha 16% HH)Ke, item B cTpaHax, rae TaKOrO 3anpeTa<br />
HeT; B TO BpeMA, KaK B CTpaHaX, r,ge ,aeNCTByeT 3anpeT Ha peKnaMy<br />
nHBa H BHHa, ypOBeHb nOTpe6neHHA aJIKOrOJTM 11011TH Ha 11% HHxCe,<br />
gem B cTpaHax, rJ(e cyn(eCTByeT 3anpeT TOnbKO Ha peKnaMy KpenKI4X<br />
CI1IipTHbIX HanHTKOB. ypOBeHb CMepTHOCTH B aBTOKaTaCTpO43aX 6bin<br />
Ha 10% HHxCe, KOrJ1a 6bina 3anpeliteHa peKnaMa KpenKHX CnHpTHbIX<br />
HanHTKOB, H Ha 23% HHxCe B CTpaHaX, me BMeCTe C 3anpeTOM Ha<br />
peKnaMy KpenKHX CnHpTHbIX HanHTKOB AeiiCTBOBan TaK)Ke 3anpeT Ha<br />
pexnaMy nHBa H BHHa. KOHeiiHO, BIIOJIHe BepOATHO, LiTO TaKHe<br />
pa3nWIHA TaiUKe oTpa)KaiOT Jtpyrne H3MexeHHA B o6n(ecTBe,<br />
npHBO,i1,AItuHe K TOMy, LiTO COIIHanbHblN KJIHMaT ,aOCTHraeT TON<br />
CTa,11HH, KOrAa 3anpeT peKJIaMbI CTaHOBHTCA npHeMneMON nOnHTHKOH<br />
(Young,1993; Saffer, 1993).<br />
B HeKOTOpbIX HCCJIeAOBaHHAX HCnOnb30BâJIHCb JjaHHble OnpOCOB<br />
H ,genanaCb nOnbITKa 06Hapy)KHTb B3aHMOCB513b Ha HHAHBHJjyanbHOM<br />
ypoBHe Mexc,gy CaMOOTLIëTOM O npoCMOTpe peKnaM6I H ApyrHMH<br />
COOTBeTCTByIOnIHMH nepeMeHHbIMH, BKniOilaA nOBeAeHHe H<br />
nO3HaHHA, O KOTOpbIX COO6HMeT CaM LIe110BeK. 3TOT<br />
245
Change language