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.
BcenpoHlixa101ue{i, HCn0nb3OSaHne TenesHjjeHHSI cTaxoBHnocb BC<br />
6onee nonynSIpHbIM. r1epBOHaLIanbHble nOnbITKH npHMeHHTb<br />
TeneBH3HOHHble KaMnaHHH, iIT06bI nOBnHATb Ha nOBeJjeHne<br />
OTHOCHTenbHO BbIni3BKH H 143yiieHHe 3THX nOnbITOK, noxoxce<br />
I-iCXOAI-IJIN H3 TeOpeTHiieCKOii nepCneKTHSbI "npSIMOrO 3(liCpeKTa". rlpl-i<br />
3TOM O)iCH,11ânOCb, LITO MaCCOBaSI ay,gHTopMSI, KOTOpaH npocnyLUana<br />
y6eJjxTenbHble peKOMeHJlawin win HH(l)OpMaLjIiIO o6 anKorone, 6ygeT<br />
npAMO npocTxMynHpoBaxa K ,geHCTBHIO (Dorn and South, 1983).<br />
1ZOCneJjyIOLL[He KaMnaHHH cMOAenxpoBanH onpeAenenxble THnbI<br />
noBegeHHSI, Hcn0nb3ySI nogXOg TeopxH COnHanbHOrO 06yiieHHA<br />
(Bandura, 1977; 1986), H nOnblTanHCb C0o61LjHTb HHCIIopMauxlo B<br />
COOTBeTCTBHH C CHCTeMaMH L[eHHOCTeii pâ3nHiiHbIX CeKTOpOs<br />
ayAnTOpHH (Rubin, 1986; Ajzen and Fishbein 1975; Petty and<br />
Cacioppo, 1981).<br />
MHOrne KaMnaHHH CpeJjCTS MaCCOBOn nHt)OpMaLjnn BbICTynaRH<br />
3a "yMepeHHOe" nOTpe6neHHe anKOronSl. CiOJZa BXO,I1,HnH CTpaTeTHH<br />
no COKpaLL[eHHK1 KOnHileCTBa nOTpe6neHHSi, TaKHe KaK BBeJjeHHe B<br />
ynoTpe6neHHe 6e3a51K0ronbHblX HanHTKOB (Baber et al, 1989);<br />
OnnCaHHe HeraTHBHbIX 344eKTOB OnbSIHeHHSI HRH XpOHHifeCKOFO<br />
nOTpe6neHnA, TaKHX KaK yXy,IjLneHne CeKCyanbHblX - ilTo<br />
6bIR0 06-beKTOM KaMnaHHH BO CDpaHLjHH (COmltl, 1990), H onncaxne<br />
11O3HTHBHbIX nocneJtCTBHIi 6onee yMepeHHOFO nOTpe6neHHSi, TaKHX<br />
KaK BO3MO>iCHOCTH CHOpTHBHOFO nnaHa HIM ynyilLIIeHHe CeKCyanbHOii<br />
npHBneKaTenbHOCTn. HnnIOCTpaL[neii nOCneZ[HerO noAxoAa 6bina<br />
'caw-lam-1A B KanH4IOpHHH, B KOTOpOIi nnaTHaSI TeneBH3HOHHa5I<br />
peKnaMa, cnoc06cTByK)LLlaSI MeHbLIIeMy nOTpe6neHHK1 anKOFORA<br />
Hcnonb3osana TeMy " IIo6egHTenn" (Wallack and Barrows, 1983).<br />
ABTOpbI 3T0rO HccneAOBaHHA C0o6LL[HnH, iITO B yCROBHAX<br />
Coe,E(HHëxxbIx 111TaTOB, r,lIe MCTM iiacTaA TeneBH3HOHHaA peKJlaMa<br />
nnsa, cno)cxo 6bIR0 CO3JLaTb pexnaNMy yMepexnoMy noTpe6neHnio,<br />
KOTOpaA 6bl ACHO BOCnpHHHMânaCb 3pHTen51MH<br />
B BenHKO6pHTaHHH H HeJjaBHO B ABCTpanHH CpeJjCTSa MaCCOBOii<br />
HHgiOpMaLjHH nCHORb3OBanHCb JVIA peKnaMbI OnpegenëHHOrO ypOBHA<br />
nOTpe6neHHA anKOronA, KOTOpble Hâ3bIBânHCb pa3yMHbIMH,<br />
nOJIXOJjALIjnMH HRH Aaxce 6e30nacHblMH. Ha CeBepO-BOCTOKe AHFRHH,<br />
HanpHMep, B paMKax KaMRaHHH 1981 roJta cpeJtcTSa MaccosOH<br />
mutlOpMaIiHH HCn0nb30BanFiCb, iITO6bI AaTb peKOMeHaaLjHIO n0<br />
noTpe6neHHIo aJlKOronA. Tam CnpalunBanOCb: "IlATb nHHT mum<br />
KaKEiblii geHb - 3T0 CnHLIIKOM MHOFO JIM BaIIIerO 6nara. r1paBHnbHO<br />
248
Change language