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anKOrOnbHble npo6neMbl SIBJIAIOTCSI npeAMeTOM TpeBOrH o6mecTBa.
TaKHM xce O6pa3OM, BO3M0)KHO, 6onee 3HaLIHMbIM 3C1(11eKTOM
peKJIaMbI ânK0001151 SIBnSIeTCSI ee BnHSIHHe Ha COLjHâJIbHbIiI KJIHMaT
(XOTSI npeAnonaraeTcsi onpe,genexxblil npSIMOiI 34)IpeKT). IibIJIO
BbICKâ3aHO npeAnOJIO)ICeHHe, LITO peKnaMa aJIKOrOnSI CO3AaeT
npeACTaBneHHe o pOnH aJIKOrOnSI B 06LI[eCTBe (Postman et al, 1988) H
B CBOiO ovepeAb, coxpaivaeT BO3MO)KHOCTb BOnnoLL[eHHSI
aHTHanKOrOnbHOM nOnHTHKH 06L11eCTBeHHOI'O 3ApaBOOXpaHeHHSI (van
Iwaarden, 1983; Farrell, 1985). JIH6epanH3agHx HopM xoHTponx 3a
pexnaMoii anKOrOJISi no TeneBHAeHHIO, xoTOpaSI 11O3BO115IeT
H306pa)KaTb HCHO51b30BaHHe aJIKOCOnSI B CBSI3aHHbIM C
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CHrHânOM 60nbLUeli npHeMneMOCTH noTpe6neHHSI anKOrOn51;
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nOBbILneHHH 03a609eHHOCTH 3THM BOnpOCOM. BnHSIHHe 3anpeTOB Ha
pexnaMy, cornacxo AaHHbIM Saffer (1991) H Km yxce OTMevanOCb,
MO)KeT T-iacTH7-IHO oTpaNCaTb Ae6aTbl 06H(ecTBa Boxpyr BBeJteHHSi
nOAO6HbIX OrpaHHi-IeHHii H TOT CpaKT, LiTO COL[HanbHbIli KnHMaT
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Henb3SI Tax)ICe AenaTb npeAnonoxceHHSi o xapaxTepe BnHSIHHSI Ha
COljHanbHblii KnHMaT HCXOASI 143 3aAaLI BO3AeIiCTBH51. HanpHMep,
KaMnaHHH CpeACTB MaCCOBOii HHCpOpManHH H nIKOn, KOTOpb1e 6bInH
CCpOKyCHpOBaHbI Ha AOnyCTHMbIX ypOBHSIX noTpe6neHHSI,
noABeprnHCb KpHTHKe KaK ycHnHBaIoLLjHe O)KHAaHIie TOFO, i-ITO
noTpe6neHHe anKOronx 6yAeT npoH3oiIAeT (Moskowitz, 1989).
TaKHM )Ice o6pa3oM, xaK yxce o6cy)ICAanocb B rnase 7, xaMnaHHH
cpeAcTB MaccOBOii HH4)opMaLjHH "Ha3HaLIeHHe BoAHTeneM" B
Cesepxoii AMepiixe H B ApyrHx MecTax 6bInH pacneHexbl KaK
BpeAHble AnSI COL1HânbHOrO KnHMaTa, TaK KaK OHH OTBneKaIOT
BHHMaHHe OT ApyrHx n0604HbIX nocneACTBHii noTpe6neHHSI
anKOrOJI31, He CB5I3aHHbIX C aBTOKaTaCTpOCpaMH (Divers & Zipursky,
1993) H yBOASIT OT anbTepHaTHBHbIX, 601Iee 3414)eKTHBHbIX CTpaTerHii
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