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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HCCneAOBaTenbCKHIï nOAXOA He n03BOnSIeT H3MepHTb ,gonrocpOLIHbII%I<br />
HaKOIIHBIIIHIiCSI 3C1(1)eKT peKnaMbl aJIKOrOnSI, COrnaCHO<br />
TeopeTHLIeCKHM oCHOBaM rHnOTe3bI KynbTHBauHH (Gerbner et<br />
a1,1986) H TeopHH couHanbxorO o6ytIeHHSI (Bandura, 1977, 1986).<br />
TeM He McHee, CJIO)KHO, HCHOnb3y51 jjaHHble OnpOCOB pa3nHLIHbIX<br />
CeKTOpOB 061ijeCTBa, BbISiBHTb npHLIHHHOe HanpaBneHHe<br />
B3aHMOCBSI3H. 1libIJIO npOBeAeHO -rpm HCCne,ijOBaHHSI cpeAH<br />
nOApOCTKOB H MOJIOAbIX nIOAeï'r, H BO BCeX 6bina 06HapyxceHa<br />
He60nbulaSl, HO 3HaLIHMaSI B3aHMOCB5I3b Me)KAy npOCMOTpOM peKJIaMbI<br />
anKOrOJISI H 6onee BbICOKHM ypOBHeM noTpe6neHHSI, O KOT'OpOM<br />
C006ujaIOT yLIaCTHHKH, a TaK)ICe COOTBeTCTByiOIuHM OTHOUIeHHeM K<br />
anxoronlo (Strickland, 1982, 1983; Atkin, Hocking and Block, 1984;<br />
Atkin and Block, 1984). FibIJIO o6Hapyxcexo, LITO pexnaMa nHBa<br />
noBbluiaeT noTpe6neHHe rima cpe,ijH nOApoCTKOB H MonojjbIX niOljeli.<br />
Cornacno Strickland nSITHMHHyTHOe ysenHLieHHe npocMoTpa<br />
peKnaMbl anKOrOnSI COOTBeTCTByeT nOBbIUICHHIO noTpe6neHHSI Ha<br />
nSITb rpaMM 3TaHOna B AeHb. HanpHMep, B npOBeneHHOM cpe,tuH<br />
MOnOAbIX nloAerI HccneAosaHHH Atkin H Block (1984); Te, KTO<br />
coo6njan o LIacTOM npocMoTpe peKnaMbl nHBa H BHHa, BbInHBanH B<br />
cpeAHeM TpHAUaTb ßO3 nHBa 3a npeAbl,CjyIIjHFi MeCSIu no cpaBHeHHIO c<br />
rpynnoFi He CMOTpSIUjHX peKnaMy H noTpe6HBLUxx B cpeAHeM<br />
nSITHaAUaTb n03 nHBa. r10Tpe6neHHe KpenKHX CHHpTHbIX HanHTKOB<br />
TaK)iCe BapbHpOBanOCb B 3aBHCHMOCTH OT npocMoTpa neLIaTHOIi<br />
peKnaMbl KpenKHX CHHpTHbIX HanHTKOB B CpeACTBaX MaCCOBOIi<br />
HH(l)opMauHH. II03HTHBHOe COOTHOUleHHe, 06HapyNCeHHOe B 3T14X<br />
o63opax Me)KAy npOCMOTpOM peKnaMbl, nOTpe6neHHeM anKOI'OnSI H<br />
OTHOIIIeHHeM K anKOrOnIO npHCyTCTByeT Torna, KorAa ApyrHe,<br />
BHOCSIIijHe CBOI%I BKnaA nepeMeHHble, TaKHe KaK AeMOrpaCpHLIeCKHiâ<br />
CpaKTop, BnHSIHHe O6HjeCTBa H npOCMOTp MaTepHâTIOB cpeACTB<br />
MaCCOBON HH(flOpMaLjHH C HH6IM COnep)ICaHHeM HaXOASITCSI nOA<br />
KOHTpOneM.<br />
gaHHble OnpocOB Tax)ICe Co6HpanHCb AnSI H3yLleHH5I BnHSIHHSI<br />
peKnaMbl anKOrOnSI Ha TeX, KTO enje He nbeT. B HeAaBHeM<br />
HCCneAOBaHHH CpeAH AeTeri CHIA B03pacTa OT AecSITH Ao<br />
LIeTbIpHaAUaTH neT HCHOnb3OBanOCb HeBO3BpaTHOe MOAenHpOBaHHe<br />
CO CKpbITbIMH nepeMCHHbIMH AnSI OLjeHKH B3aHMOCB513H Me)ICAy<br />
AeTCKHM nOHHMaHHeM peKnaMbl anKOrOnSI H y6enCjjeHHSIMH o<br />
noTpe6neHHH H HaMepeHHH nHTb (Grube and Wallack B neLIaTH).<br />
gent, KOTOpble npaBHnbHO MOrnH nOHSITb 6011bLIIHHCTBO peKnaMHbIX<br />
246
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