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.

MaTepi3anoB o nHSe, o6naj[anH 6onee n03HTHBHbIMH y6emKgeHHMMH o<br />

nOTpe6neHHH aRKOrOnA H rosopHnH, LITO OHH co6HpaioTcSi nHTb<br />

=tame, KaK B3pocnbie. 3TOT 3(1)(tleKT coxpaHSIncSI jjamKe Korga<br />

060IOJjHblii 34)(1)eKT 3HaHH5I H y6emKJ[eHHA HO OCO3HaHHK) peKnaMbl<br />

KOHTpOnHpOBânC5I.<br />

B OAHOM HeJjaBHeM JjRHTenbHOM HCCRe,i[OBaHHH H3yLIanaCb<br />

B3aHMOCB5i3b MemKJty KOnHIieCTBOM BCHOMHeHHOIi peKnaMbl anKOrOnSI<br />

H noTpe6neHHeM anKOrOnSi B 60nee n03J(HeM Bo3pacTe. 3Aecb 6bina<br />

06HapymKeHa 3Ha9HTenbHaA B3aHMOCB513b MemKgy KOnHLIeCTBOM<br />

peKnaMbI anKOrOnSi, KOTOpyIO BCIIOMHHnH TpHHagL[aTHneTHHe<br />

ManbLIHKH HOBOIi 3enaHA1114 H HX nOTpe6neHHeM nHBa, O KOTOpOM<br />

OHH C006njHnH CaMH B BOCCMHaJjI);aTb neT. L1aCTOTa noTpe6neHHSI<br />

ânKOronA B BOCCMHaJtIZaTb ReT He 6bina B3aHMOCBSI3aHa C<br />

KORHIIeCTBOM peKnaMbl, HO Te, KTO BCIIOMHHn 6Onbnle peKTIaMbI (B<br />

60nbuleii IiaCTH TeReBH3HOHHOii peKnaMbi nHBa) COO61IZHRH o<br />

noTpe6neHHH 6onbulero KOJIHIieCTBa nHBa BO speMA cnyHaeB<br />

BbInHBKH (Connolly et al, B neLiaTH).<br />

B HTOre, HCCneTIOBaHHA n0 peKnaMe anKOronA, KoTOpble LiacTo<br />

XapaKTepH3yK)T KaK npej[CTaBnAioütHe He,qOCTaTOIIHO ,ItaHHbIX H<br />

npOTHBOpeIiHBble pe3ynbTaTbl O BnHAHHH peKnaMbl Ha nOTpe6neHHe<br />

ânKOrOnA (Smart, 1988), 6binH yCHneHbl B nOCneAHHe rOgbI<br />

TüjaTenbHOi4 KOHIjenTyanbHOH H McTOJjOJIOrHIIecKOH KpHTHKOH<br />

(HanpHMep, Atkin, B nevaTH; Saffer, B neLIaTH). MemKHagHOHanbHble<br />

aHâRH3bI 3anpeTOB Ha peKJlaMy, HeCKOnbKO KOppenAHHOHHbIX<br />

aHanH3OB n0 BnHAHHIO AeNCTBHA peKnaMbl, HCKOTOpble MCTOgHIICCKH<br />

6onee 3HaIIHTenbHb[e 3KCnepHMCHTanbHble HCCRe,IZOBaHHA H OAHO<br />

gJIHTenbHOe HCCnegoBaHHe, KoTOpble HMeIOTCA CeliLIaC B HanHLIHH, -<br />

BCe OHH npegnonaralOT cyureCTSOBaHHe onpegenëxnoro BnHSIHHA.<br />

goxa3aTenbcTBa Toro, tITO BnHAHHe peKnaMbl HesenHKO, HO OHa<br />

BHOCHT CBOH BKRaJt B (bOpMHpOBaHHe nHTeiiHoro nOBeJjeHHM, TaKHM<br />

o6pa3OM, CTanH HeMHOrO cHnbHee, LieM paHbule.<br />

8.1.2 3cpcpeicT o6pa3oBarenbHbix KaMnaHHk cpe,gcTB<br />

MaCCOBON NHct3OpMaqNN<br />

CTpaTerHA, KoTOpaA LlacTo npHMeHSlnacb ceKTOpaMH 3ApasooxpaxeHHA<br />

H conHanbxoro o6ecnelleHHM - 3TO nepegaliH HRH<br />

ny6nHKauHH pexoMeiigal.iHH o6pa3osaTenbxoro nnaxa B Cpe,gcTBax<br />

Maccosoii HHItlopMaI.jHH. Ponti TenesHJZeHHA KaK cpeJjcTSa MaccoBOÎ-i<br />

HHcl)opMauHH H pa3BneLIeHHA, CTaxoBHnacb BCë 6onee<br />

247

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

Saved successfully!

Ooh no, something went wrong!