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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HanpHMep, nepBasi TeneBH3HOHHa51 KaMnaHH51 BO OpaHI4HH, KOTOpa51<br />
npoxoAHna s 1984-1986 roAax, Aasana coo6nleHHe : "Un verre, ça va,<br />
trois verres, bonjour les degats" (OAHH cTaxaH - xopomo, TpH cTaxaxa<br />
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(HaLIHHaIiTe jlyMaTb, BbIHHBa51 BTOpOIi cTaxaH - H AyMaiiTe O BoAe)<br />
(Ministere des Affaires Sociales et de l'Integration 1991).<br />
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H36eraTb BO)iCAeHHSI B HeTpe3BOM COCTOSIHHH (Hewitt and Blane,<br />
1984). K cepeAHHe BocbMHAecSITbIx rOAOB peKOMeHAaLIHH npoTHB<br />
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pexnaMbl o6ulecTBeHHoii cny)K6b1 npasHTenbc-rsa CHIA (Atkin,<br />
1989), H 6bInH TaK)Ke pacnpocTpaxeHHoii TeMoii A5151 peKnaMbl<br />
yMepeHHoro noTpe6neHHU, KoTOpylo Cy6cHAHpoBana npoMblLUneLIHOCTb.<br />
TeM He Mexee, HecMOTpSI Ha nonynslpnocTb KaMnaHHii cpeAcTB<br />
MaccoBOli HH(popMaLIHH KaK npeseHTHBHOIi cTpaTerHH, 3aTpaTbl Ha<br />
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anKOrOJISi. B HaH60nee qacTO ny6nHKyeMbIX HCcneAOBaHHSIX He<br />
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MaCCOBON HHCtOpMaLIHH Ha nOBeAeHHe nbiOHIHX C HCHOnb30BaHHeM<br />
3KOHOMeTpHi-IeCKOr0 aHanH3a no AaHHbIM o6iuero noTpe6neHHSI, He<br />
6bIJI0 nOnbITOK O6Hapy)KHTb no AaHHbIM CaMOOTLIeTOB KoppenSlmHlo<br />
Me)KAy npoCMOTpoM H nOTpe6neHHeM anKOrOJTSI H OTHOIIteHHeM K<br />
HeMy, XOT5I B OAHOM HeAaBHeM AJIHTeJ1bHOM HCCneAOBaHHH He 6bIJI0<br />
o6Hapy)KeHo HHKaKOii B3aHMOCB513H MexcAy KOnHi-IeCTBOM<br />
BCIIOMHeHHOH yLIaCTHHKaMH onpoca peKnaMbl Ha TM "yMepeHHorO<br />
nOTpe6neHH51" H KOnH4eCTBOM BbInHTOCO HMH anKoronSl (Connelly et<br />
al, B neLIaTH).<br />
B 60nbLHHHCTBe oLIeHO,IHb1X HCCneAOBaHHIi BnHSIHHS1 KaMnaHHN<br />
CpeACTS MaCCOBOIi HH(icopMaInHH BMeCTO 3TOr0 O6bIiIHO HCIIOnb3yeTC51<br />
KBa3H-3KCnepHMeHTanbHa4I (PopMa, LIT06bI H3yLIHTb OTHOCHTCnbHO<br />
KpaTKOCpOT-IHblli 34)ctleKT KaMnaHHÎ-i Ha 3pHTen5I. FibIJIO npoBeAeHO<br />
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249
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