accoe ou un45opmatuu - who/europe · jeücmeust no npo6nemam ank020n11 na mecmnom u mynuuunanbnom...

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Onenxa u Konmponb deücmeuü no anxozonm, Peter Anderson H Juhani Lehto.

Iloôxoàbz x nonumuKe KOnmponst 1-tad anxozoneM, Juhani Lehto.

AKO1-LOmuKa anKozonbnoü nonumuKu, Juhani Lehto.

AnKozonb u cpeâcmea Maccoeoü uny6opManuu, Marjatta Montonen.

JeücmEuSt no npO6neMaM anK020n11 na MecmnoM u MynuuunanbnoM yp08ne,Bruce Ritson.

An.KOZOnb u nepeunnan Meôuxo-caxumapnast noMouyb, Peter Anderson.

Tepane6mu26ecxue nodxoCÎb2 K anxozonbnbl,Nt npo6neMaM, Nick Heather.

Mono6bze nloâu u anxozonb, napKOmuKU u ma6aK, Kellie Anderson.

AJdKOZOnb u pa6ouee Mecmo, Marion Henderson, Graeme Hutcheson H John Davies.

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OJiHOri H3 npH'IHH orpaHH4eHHOro ycnexa aHTHanxoronbHOronpOCBeuieHHA ABnAeTCA TO, 'ITO OHO 60peTCA C naBHHOri COO6ujeHHri,

4

nponaraHJ.IHpyK)IuHX noTpe6neHHe anKOrOnA. IlepBFI9HbIM xCTOiIHH-KOM npOâJIKOrOnbHbIX C0061LjeHHli ABnAeTCR Cama COLtHanbHâR

peanbHOCTb, IIIHpOKâA H HarnR,gHaA AOCTynHOCTb aJIKOrOnbHbIXHaIIHTKOB, a TaK)Ke npHCyTCTBHe H npHeMJIeMOCTb anKOTOnA BOMHO)KeCTBe exceZ[HeBHbIX cHTyaL[Hii H ycnoBHli. Ha nOHHMaHHeniOl(bMH CB513aHHbIX CO 3,11opOBbeM BOnpOCOB noBCenHeBHblil OMIT

OKa3bIBaeT 6onee CHnbHOe BnHAHHe, LieM nK)6aR npe,gOCTaBnReMaR

HHutlOpMaLjliA (13, 43). Pa3yMHbIe COBeTbI TeX, KTO npoBOAHTaHTHanKOronbHOe npOCBelLjeHHe, LiaCTO JÿHCKpenHTHpyiOTCSi nHLIHbIM

OnbITOM COLIHaJIbHbIX HOpM H noBejjeHHSI.

3T0, OjjHaKO, He O3HaLIaeT, LiTo COO61ueHHA o6 anKOTOne HeHrpalOT HHKaKOi pOJIH B cl)OpMHpOBaHHH y6e)KAeHHH H npeACTaBne-HHI-1 nK)Aelï. TaK KaK MaciiITa6bi HaüIerO HenOCpenCTBeHHOro onblTaOrpaHHLleHbi, MHOrHe 143 HauIHX B3rn51,E1OB OCHOBaHbI Ha TOM, LITO MbI

y3HanH OT ApyrHx nloneÎ-i HIM H3 CpeACTB MaCCOBOii HHCipOpManHH.CpeACTBa H4OpMaLji-114 nepeJZaiOT yCTOIiiIHBbIIi HOTOK 06pa3oB HB3rnAA0B 06 anKOCOJIe H BbInHBKaX. 3TH o6pa3bl, KaK npaBHno,npejlCTaBJIA)OT noTpe6neHHe anKOronA KaK 6e3Bpe,gHOe jZenO,

yManLIHBâSi O nOTeHLIHanbHOM pHCKe j(JIA 3AOp0B1351 H HHbIX

HeraTHBHbIX nOCnejjCTBHAX. KOrAa xce Cpe1ICTBa HH(bOpMaLjHH ace 7iCe

OnHCbIBaIOT HeraTHBHble COIjHaJIbHbie, 3KOHOMHLieCKHe HRH

MeAHLIHHCKHe nOCnej?;CTBHA, OHH CTpeMRTCR npe,gCTaBHTb HX CKOpee

KaK CnyLlaI-iHble 6ejjcTBHA, LIeM KaK HeOTbeMneMblii pHCK

nOTpe6neHHAânKOTOnA.

II03HLjHA aHTHanKOTOnbHOTO npOCBeLLjeHHA B 3TOM KOHTeKCTe

MO)KeT 6bITb HCCneZjOBaHa B CBeTe KnacCHLIecKHX npHHIAHrIOB

COHHâJIbHOH nponaraHRbi (44). gnA TOrO LIT06b1 061IxeCTBeHHOeaHTHânKOTOnbHOe npOCBeLiieHHe HMeno 3aMeTHOe B03neFiCTBHe,

He06XOnHMO BbII1oJIHHTb XOTA 6bI OHO 143 TpeX yCJIOBHii: MOHO-nOnH3aLjHA, B CMbICne OTCyrCTBHA KOHKypHpyK)LLjHX C0061I4eHHH;

HCnOnb30BaHHe HajjJIe)KauwX KaHanOB, LITO 03HatIaeT onopy BOCHOBHOM Ha CyLgeCTByK)LIme y6e)KgeHHA H OTHOIIIeHHA, a He HanOnblTKy CO3AaTb HOBble; no,gKperLlleHHe C0O6LLieHHFi CpeACTB

MaCCOBOIi HH(l)OpManHH Me)KJIH1IHOCTHOl3 HH4IOpMaL[Heiï.

MOHOIIOnH3aqHA HeB03MO)KHa CpenH npOLIerO no TOIi npHLiHHe,LITO B 6011bIIIHHCTBe CTpaH cyulecTByeT pexnama anKOrOnA. XOTAaHTHânKOTOnbHOe npOCBeuZeHHe MO)KeT CTOHTb 60nbllle, gem ni06bleHHble npOckHJIaKTHLIeCKHe AeMCTBHA, 3TH paCXO,abI HHLTTO)KHbI no

5

cpasxexHlo c pacxoAaMH Ha pexnaMy anxoronsr. IIo cpasxexHlo cpecypcaMH, KoTOpble HaxOZ13ITCSI B pacnopsUKexxx Tex, KTO

pexnaMHpyeT anxoronb, pecypcbt yHpe)KAexHrl o61uecTBel-IHoro3ApaBOOXpaHeHHSi CTOnb OrpaHHiieHbI, LITO KpaiiHe MânOBepOSITHO,LITO o6beM npoCBeTHTenbHblX COO6LL[eHHIï CMO)KeT CpaBHHTbCSi HnM

npesblcHTb o6beM C006LL(eHHri, npoiIaraH,IjHpyioLIjHX anxoronb -KOHe*iHO, eCJIH He OrpaHHLIHTb CypOBO 06'beM TaKHX C006LL(eHHL3 npH

nOMOLIM BHeILiHerO KOHTPOnâ.

TeKyLIjasi CHTyaL(HSi MO)KeT 6bITb npOHnnK)CTpHpoBaHa AaHHbIMH

HCCneJ.OBaHHii 0 pacnpOCTpaHeHHOCTH anKOrOnbHOi3 peKnaMbl HaTeneBHAeHHH. B HenaBHeM HCCnezjOBaHHH 6bIJIO H3y'YCHO 444 CIIOp-THBHbIX TenenpOrpaMM CHIA H 06Hapy)KeHo 25 c0o6LueHHH, HaLje-neHHbIX Ha npOIiHJIaKTHKy CB5I3aHHbIX C ânKOrOneM IIp06neM HnH HayMepeHHOCTb, H 685 coo6iuexHrl, KOTOpble nponaraHAHpOBanH anKO-ronb (45). B npyrOM HCCneJjoBaHHH H3ÿtIeHO 104 Haca TenenpOrpaMMBenHxo6pHTaxHH H BbISIBJIeHO 1258 peKnaMHbIX coo6urexHH o6anxorone H He oAHOro aHTHaTIKOronbx01-0 (46).

HarnsIJ.ZHOCTb KoMMep4ecxoii peKJIaMbt B rna3ax O6u1eCTBeH-HOCTH MO)KeT 6bITb BbICOKOii, ga)Ke ecnH o6beM peKnaMbI BOIIpeaeneHHOrI CTeneHH OrpaHHmeH. B BbInoJIHeHHOM B HOBOIi 3e1IaH-JIHH JInHTenbHOM HCCnenOBaHHH y 670 pecnOHJjeHTOB CnpOCHJIH - HeyKa3bISasl onpeJZeneHHbIH nepHOn BpeMeHH - BH,genH HnH cnbILLIanHnH OHH LITO-nH6o o6 anKOrone B CpeacTBaX MaccosoH HH(popMaL[HH(47). B 1985/1986 roAax, 'corna pecnoHJZeHToM 6bulo no 13 neT,CpeRH TeX coo6LLjeHHFI o6 anxorone, KOTOpble OHM BCIIOMHHJIH,peKJIaMa anxoronSL CoCTaBMna 38% , TorJja KaK yMepexxbieCOO6neHHSi - 40% , a H3o6paxceHMSI anxoronSi B pa3snexaTenbxbIXnporpaMMax - 22% . CpeAH coo61ueHHrl, KoTOpbie Te xce pecnoHneH-TbI BCnoMHHnH B 1987/1988 roJjax, peiulaMa anKOronsi cocTaBMna58%, yMepeHHbie C0o6ureHHSI - 19%, a H306pa)KeHHSi B pa3BneKa-TenbHbIX nporpaMMax - 23%. Co BpeMeHH nepsoro HHTepBbK) noTeneBHJZeHHiO HOBo4i 3enaHnHM 6bino nepenaHo MHO)KeCTBO co061ue-HHri C IIpH3bIBOM K yMepeHHOCTH. E,aMHCTBeHHbIMH pa3peLLIeHHbIMH

BHaaMH peKnaMbI 6binH CIIOHCOpCKâsi H KOpIIOpaTHBHâH peKnaMa.He3a,aOnrO Z(O npOBeJ1;eHHSi BTOP000 onpoca B peKnaMHOri npaKTHKe11pO143OIIInH H3MeHeHHSI, nO3BOnHBLLIHe IIHBHbIM KOMnaHMSIM

14C11Onb3OBaTb Hâ3BaHHSI COpTOB B HX peKnaMHbIX C0061ueHHSIX, TITO

IIPHBenO K yCHneHHiO nponaraHJjbi anKOrOnSI Ha TeneBHJjeHHH.

6

B pe3ynbTaTe nposeJleHHOro B KOHLIe 1980-x roJloB B

CDHHJISiH.iZIiH OnpoCa BbISIBneHO, LITO 50% nOJIpOCTKOB B Bo3paCTe 12-

18 neT BCIIOMHHnH, LiTO BHJIenH pexnaMy ânKOrOJ1A B Te'-iexxenocneJIHHX 4 HeJlenb (48). 'gaule BcerO OHIi BHJIenH TaKyiO pexnaMyHa TeneBHJIeHHH. Bo BpeMeHa onpoca eJIHHCTBeHHbIM pa3peLLieHHbIMBHJIOM peKnaMbl 6bina peKnaMa Cna60anKOrOnbHOrO miBa, KOTOpaAHCIIOnb30Banacb nHBHbIMH KOMnaHHAMH JInA KOCBeHHOFI peKnaMbi

06bpiFiOrO misa. B KOHLIe 1980-x rojZOB pacXOnbI Ha pexnaMycna60anKOrOnbHOCO nHBa COCTaBHJIH 20% OT CTOHMOCTH npOJlaxcHTaKOCO misa H 6binH B TpH pana BbIIIIe paCXOJjOB Ha 06uIeCTBeHHOeaHTHanKOronbHOe npOCBeilleHHe (49).

HeyJIHBHTenbHO, LiTO npOCBeTHTenbHbMe MepOnpHSiTHSi peJIKOJI06HBaiOTC51 ycneXa B H3MeHeHHH nOBeJIeHHA. OHH npOCTO TOHyT BLnHpOKOM IIOTOKe C0o6uIeHHii, nOKa3bIBaiOLI]:HX COLIHâJIbHyiO npHeM-

neMOCTb H BbICOKHri ypOBeHb pacnpOCTpaHeHHOCTH nOTpe6neHHSianKOronSi. bOnbuiâA YaCTb 3THX c0061LIeHHH - 3T0 KOMMepLieCKâSIpeKnaMa, H306pa)icaK>LLIâH noTpe6neHHe anK000n31 KaK CyLLIeCTBeHHbIH

KOMIIOHeHT )KenaeMOCO CTHnA )KH3H1-1.

CTpaTerHH HCIIOnb30BaHHA HaJLJIe)KaIIIHX KaHanOB H

nOJlKpenneHHA C006LqeHHri TaKNCe 60nee XapaKTepHbI JIJIA peKnaMbianKOronA, =ieM ,tins aHTHanKOrOnbHOro npOCBeILjeHHA. PeKnaMHbleKOMMepi-feCKHe KaMnaHHH, OCHOBaHHble Ha aHanH3âX pa3JleneHHApbIHKa H OnpOCâX MHeHHri noTpe6HTeneli, nOCTpOBHbI BOKpyrCynjeCTByiOLIIHX y6e)KjjeHHrl, OTHOUIeHHrI H LIeHHOCTeii (50). PeKnaMaânKOronA He CTOnbKO nblTaeTCA H3MeHHTb KynbTypaJIbHble MOJIenH,CKOnbKO pacLÜHpAeT H ycHnHBaeT CyILIeCTBOBaBIIIHe paHeeTeHJIeHLIHH, nOnlJlepxcHBaioulHe n03HLIHH anKOI'onA B COBpeMeHHOM06LLIecTBe. rnaBHâA CTpaTerHA nponaraHllbi BnKOronA COCTOHT B TOM,LiTO6bI He OnHpaTbCA Ha eJIHHHtIHOe COO61LIeHHe HnH eJ.IHHHtiHyiOKaMnaHHiO, a Ha COBMeCTHOe JIerICTBHe pa3HOO6pa3HbIX CO06uIeHHi%I H

KaHânOB HHdoOpMaLjHH. IIpAMaA peKJlaMa no KaHBnaM CpezICTBMaCCOBON - 3T0 TOnbKO OJIHH H3 npHMepOS 113 Ha60paBHJIOB npOnaraHJIHCTCKOrI JIeATenbHOCTH. gpyrHMH TaKTHKaMH,HCIIOnb3yeMbIMH nojljlep>KaHHA BHJIHMOCTH aTIKOCOnbHbIX

npOnyKTOB, SIBnAiOTCH CIIOHCOpHpoBaHHe CIIOpTHBHbIX H KynbTypHbIX

MepOnpliATHri, pexnaMa B McCTaX npoJlaxcH BnKOronA, nHTeMHbMenpHHa,gJIe)KHOCTH H JlpyrHe npoJlyKTbl C H3o6pa)KeHHeM Ha3BaHHHCOpTOB HJIH CHMBOJIOB, a TaiUKe pa3MemeHHe npoJlyKTOB B

coJlepxcaxxH pa3BnexaTenbHblx nporpaMM.

7

B npOIIInOM (TaK )Ke KâK H B aHTHanK01-0nbHOM npOCBeLgeHHH)

rnaBHoe BHHMaHHe ynenAllOCb HanpaBneHHOCTH HHckOpMaIjHH HaOnpeneneHHyIO ayJ);HTOpHIO H pa3pa6oTKe C006LIteHHrl, KOTOpble

CooTBeTCTByIOT Z[axxOli rpynne H npHeMneM6I JuIA Hee (51-53). Y)Ke

He O)KiinaeTCA, 4T0 e,LuHHH4Hble KaMnaHHH H npOrpaMMbI MOryTJZo61-1TbC5I 3Ha4HTenbHbIX H nJIHTenbHblX H3MeHeHHii B nOTpe6neHHH

anKOronA. AHTHanKOrOnbHOe npocaeliteHHe ace 6onee BOCnpHHH-MaeTCA KaK npOn0JUKHTenbHbie yCHnHA, KOTOpble MOryT CnOCO6CTBO-

BaTb nOCTeneHHOii nepeMeHe COLjHâJIbHOrO KnHMaTa, OKpy)KaiOLlterO

noTpe6neHHe anKOrOnA. ,genaeTCA 60nbLIIHIi ynop Ha HCIIOnb3oBaHHe

MHOrHX KaHânOB HHItiopMaljHH H Ha nonnep)Kxy H ycxneHHenpOCBeTHTenbHbIX KaMnaHl7ii C nOMOÜjbK) Me)iUIH4HOCTHOT0 KIM

o6HteCTBeHHOr0 B03neiiCTBH51 (6, 13, 53-57). B 06naCTH IIIKOnbHOrO

aHTHanKOTOnbHOro npocaell(eHHA KnaCCHb1e npOTpaMMbi nOJtKpeIUTA-

IOTCA 06LI.ienIKOnbH0Ft n011HTHKOri, BOBne4eHHeM pOnHTeneri H

COTpyJZHHiieCTBOM C MeCTHbIM C006LIjeCTBOM (3, 5, 8, 9, 12, 13, 58,59). F1pOCBeTHTenbHble HHHLjHaTHBbI ace mante BKnIOmalOTC5I B

npOrpaMMbi np0(i3HnaKTHKH, paCC4H'faHHble Ha BCe MeCTHOe

HaCeneHHe, OCHOBaHHbIe Ha Me)KCeKTOpanbHOM COTPyJZHHiieCTBe HnbiTalOLL[HeCA H3MeHHTb KaK COLtHânbHblri KJIHMaT, TaK H npaKTHKy

ynoTPe6neHHA aJ7KOronA. 3TH npOrpaMMb1 HanpaBneHbi Ha

H3MeHeHH51, KOTOpbIX Henb351 J);oCTHrI-IyTb C nOMOLi.(bIO KaK0r[-nH60

0nHOri CTpaTerHH, HO C nOMOLLtbIO COBMeCTHOTO npHMeHeHHA

HeCKOnbKHX B3aHMHO yCHJIHBafOnZHX CTpaTerHN.

fIPOCBELI.tEHV1E, PEKJ1AMA 1,1 I1O1114TV1KAO6LIAECTBEHHOfO 3,qPABOOXPAHEH1451

PeKnaMa ânKOrOJIA nOn)KHa H3y'-IaTbC51 He B H3OnALIHH H HeTOnbKO B nnaHe ee npAMOro BO3JZerICTBHA Ha nH4HOCTb H HaO6o6njeHHOe nOTpe6neHHe anKOTOnA, a TaKxce KaK BnHAHHe HayCJIOBHA, B KOTOpbIX OCyHteCTBnAeTCA aHTHaJIKOTOnbHOe

npOCBeLIteHHe H B KOTOpbIX rOTOBATCA CB513aHHble C anKOrOneMnOnHTH4eCKHe Mepbl.

PAn HenaBHHX HCCnenOBaHHIi MaKpo-344eKTOB peKnaMblanKOTOJIA Ha noTpe6neHHe nOKa3bIBaeT, 4TO B HaCbILLteHHbIX H 3penblX

pbIHKaX, peKnaMa anKOTOnA, CKopee BCerO, ycHnHBaeT HnH OCna6nAeTCyLqeCTByLOLLjHe TeHneHLtHH (60, 61). B 3KOHOMe'rpH'ieCKHX HCCneno-

BaHHAX MaKpOypoBHA He yLiTeH TaKOI4 acnexr, KaK ponb peKnaMbl BnoAAepxcaHHH 3penblX pbIHKOB B CTa6HnbHOM H HâCbILL[eHHOM

COCTOAHHH (34). C TaKOFi TOLIKH 3peHI-[A, rnasxoFi (11)yHKuHdi

anKOTOnbHOii peKJIaMbI ABnAeTCA 06eCnetieHHe Toro, Lrr06bl capenoTpe6HTenH 3aMeIAanHCb HOBbIMH, a npOCBeTHTenbHble MepbI HecHHxcanH noTpe6neHHe anxoronA. C noMOlnbiO 344eKTOB "MeTa-nocnaHHA" (42) H "ycTaxosnexxA HopM" (13) pexnaMa anxoronACOXpaHAeT COLfHanbHyK) )KenaTenbHOCTb BbIIIHBOK, 3aTeMHAeT pHCK

noTpe6neHHA anxoronA AnA nHLIHOrO H o6üÿeCTBexxoro 3AOpoBbA, aTaiUKe npoTHBOpeLiHT uenAM npo(fHnaKTHKH.

3TH HenpSlMble 344eKTbI CaMH no ce6e rice jtOCTaTOLIHbI ArmonpaBAaHiiA He06X0A14MOCTH KOHTpOnA ofteMa H cO,gep)KaHHA

peKnaMbI anKOronA. C TOLiKH 3peHHA BHeLLIHerO KOHTpOnA peKnaMaanKOronA BeCbMa OTnHLiaeTCA OT HHOro H3o6pa)KeHHA aJIKOTOnA BcpeAcTBax MaCCOBOFI xxcl)opMaLzHH. Tora KaK pexnaMa anxoronAnpeAcTasnAeT c06oli nOCTOAHHblli H OAHOpOAHbIIi nOTOK npo-nHTeHHbIX C0061I1eHHH, H3o6pa)KeHHe anKOTOnA B HOBOCTAX H

pa3B11eKaTenbHbIX nporpaMMaX 6onee pa3Hoo6pa3H0. TorAa KaKH306pa)KeHHe anKOTOnA B CpeACTBâX MaCCOBOIï HH(l3OpManHH MO)KeT

6bITb OXapaKTepH3oBaH0 KaK "HOpMaTHBHbI13 IIIyM" (13), anKO-

rOnbHble peKnaMHble co061LjeHHA - 3TO ABHOe n06yNCAeHHe noKynaTbH ynOTpe6nATb ânKOTOnbHble npOAyKTbI.

IZOABepraTb HOBOCTH HnH pa3BneKaTenbHble nporpaMMbl npAMOiiL(eH3ype, Aaxce B HHTepeCâX 3AOpOBb51 061LjeCTBa, 6bIJI0 6bIHeCOBMecTHMO C npHHuHnaMH AeMOKpaTHLIecKOrO 06LL(ecTBa. BnpOTHBOIIOJIO)KHOCTb 3TOMy, peKnaMa B 60nbLnHHCTBe HHAyCTpHanb-

HbIX CTpaH ABnAeTCA npeAMeTOM OrpaHHLIeHHIi, HanpaBneHHbIX Ha3a1i(HTy noTpe6HTeneH. TaKHe MepbI, BepoATHo, game BcerOHanpaBneHbl Ha npe,goTapalAexxe n0)ICHbIX HRH )Ke BBOAALLfHX B3a6JIy)iCAeHHe c006Li(eHHIi o npOAyKTaX, OrpaHHLIHBâA HX HanpaBneH-HOCTb Ha AeTeH HnH )Ke pelulaMy npOAyKTOB, KOTOpble HMeIOTOTHOLneHHe K 3Aop0BbK), TaKHe KaK neKapcTSa H Ta6aK. Aaxce B TaKOH

CTpaHe KaK CI1.IA, rAe BO3MO)KHOCTb orpaxHLIeHHA pexnaMblanKOronA C nOMOLLjbK) clieAepanbHOrO 3aKOHOAaTenbCTBa LIIHpOKo06CyACAanacb B TetIemte nOcneAHerO AeCATHneTHA, pexnaMa B I.(enOMABnAnaCb npeAMeTOM perynHpOBaHIiA B TeLIeHHe nOLITH BCen HCTOpHH

CTpaHbI, a peKnaMa ânKOTOnA B HaCTOALLjee BpeMA OrpaHHLIeHa B IISITH

LLITâTâX (62). B03M0)KI-IOCTb pacnpOCTpaHeHHA KOHCTIiTyLjHOHHOH

9

3aLLIHTbI CB060nbI Cnosa Ha KoMMepLIeCKHe COO61LjeHHA He 66inanpenMeTOM o6cy)ICneHHA B CHIA no cepenHHbi 1970-x (63).

XOTA pexnaMa aJIKOronA OKâ3bIBaeT 3aMeTHOe BnHAHHe Ha0fteCTBo, HjOKiIo H36eraTb OLHH60L{HOrO npennon0>KeHHA O TOM, LrrOyCTaHOBneHHe OrpaHHL{eHHIi Ha TaKyiO peKnaMy 6yneT nOCTaTOLIHbIM

nnA TOrO, LITO6bI CHH3HTb ypOBeHb nOTpe6neHHA anKOrOJIA H

CB5I3aHHbIX C HHM npO6neM. TaK)Ke He06XOnHMO H36eraTb olnli6oLI-HOrO npennOnoxceHHA O TOM, LITO HHTeHCHBHOe o6lnecTBexxoeaHTHanKOronbHOe npocseineHHe CMO>iceT n06HTbC3I CylljeCTBeHHbIXCOLjHanbHbIX H3MeHeHHÎd B OTCyTCTBHe nonnepxcHBalouierirOCynapCTBeHHOii nOnHTHKH. 11OTpe6neHHe anKOrOnA - 3TO MHOI'O-CTOpOHHee ABneHHe, npHL{HHbI H nOCnenCTBHA KOTOpOrO

paCnoJIO>KeHbI Ha pa3nHLIHbIX ypOBHAX 6onee LLIHpOKOri COIZi-ianbHOl-i H

(1)H3HLIeCKOii 06CTaHOBKH. CTpaTerHH, 3anyMaHHble H BbIIIOnHAeMble B

H3O115ILZHH, He COOTBeTCTBy{OT KOMILIeKCHOg npxpone CBSI3aHHbiX C

ânKOrOneM npO6neM. T1p0(IJIinaKTliKa 3THX np06neM Tpe6yeTHHTerpHpOBâHHOro nonxona, BKniOL{alOnjero B ce65( HeCKOnbKO

CTpaTerHli, B KOTOpbIX 3TH npO6neMbl BOCnpHHHMaiOTCA CKOpee KaKnapaMeTpbI COI.jHanbHOFI H (11/14314LIeCKOIï O6CTaHOBKH, LIeM OnyCKa-

IOTCSI n0 ypOBHA HHz(HBH,gyanbHOrO nOBeneHHA (64).

1'1MeIOLqHeCA B HaCTOALLjee BpeMA HayL{Hble naHHble n0Ka3bIBaIOT,

LITO HaH6onee 3I1)(1DeKTHBHbIMI{ nonHTHLIeCKHMH CpenCTBaMH

CHH)KeHHA n0Tpe6neHHA ânKOTOnA H CBA3aHHbIX C HHM npo6neMSIBJIAIOTCSI Mepbl KOHTpOnA, B03ncIiCTByIOLIIHe Ha IiH3HLIeCKyfO H3KOHOMHLIeCKyK) nOCTynHOCTb anKOrOnA. O6nleCTBeHHOe npocseLne-HHe H OrpaHHLIeHHA peKnaMbi nOJIyLIHJIH McHbLIIe nonnepxcKH. 3THnBe cTpaTerHH nyLlnIe BCero paCCMaTpHBaTb KâK nonOJIHHTenbHbleKOMHOHeHTbI, KOTOpble MOryr 6bITb HCHOnb3OBaHbI nJIA nonnep)iCKH6onee CHnbHbIX Mep B KOHTOKCTe CKOOpnHHHpOBaHHOii H

BCecTOpoxxeN nOJIHTHKH KOHTponA Han anxoroneM (40-42).

CPE,gCTBA MACCOBON 14HOOPMALI1414,O6LLAECTBEHHOCTb H AJ1KOf Ol1bHAA f1OJ1NTVIKA

OnHOFi H3 (13yHKLIHFi ânKOrOnbHbIX npOCBeTHTenbHbIX nporpaMM

H KaMnaHH3I ABJIAeTCA Ta, LITO OHH BbICTynafOT B KaLieCTBe

ny6nHLIHbIx 3âABneHHii O ponH âJIKOrOnA B o61uecTSe. 3aMerHoe

10

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O6Hapy>KeHHble B paHHHX HCCnegOBâHHAX, HCLIe3nH. PaCnpOCTpa-HCHHOCTb BbInHBOK cpeAH nOApOCTKOB npOjjOJVicana na,HaTb B

Anb6epTe, HO OHa TaK>Ke CHH>KanaCb B MaHHT06e H gaxce 6bICTpee,LIeM B AJIb6epTe. SbinO 06Hapy>KeHO, LITO nOApOCTKH H3 Anb6epTbIHaLIHHânH nHTb B 60nee paHHeM B03pacTe, LIeM MX CBepCTHHKH H3MaHHT06bI. 11oJIH0e H3MeHCHHe TCHAeHL[HIi 6bIJI0 OTHeCeHO Ha CLIeTOTMeHbI Tene- H pauHO co061ïjeHHi4 B 11O1Ib3y >KypHanOB (41).

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18

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19

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pa3BHTH51 xopouleii KaMnaHHH (51, 53).

OCHOSxoe co,qepxcaHHe Tpe6osaxHA K BCeCTOpOHHOCTH, TaK xceKaK H nIHpOKOro npHHATHA npHHuHnos COIjHânbHOro pblHKa, ACHOnOKa3aHO B HeAaBHai KHHre, OCHOBaHHOH Ha HHTepBbK) C 29HayTIHbIMH pa6oTHHKaMH H npOCkeCCHOHanaMH Cpe1jCTB MaCCOBOIiHHCkOpMauHH, HMeIOLuHMH OnbIT B npoeKTHposaHHH HAM oueHKeKaMnaHHIi CaHHTapHOrO npOCBeIleHHA (57). B Xo1je HHTepBblo3KCnepTOB npOCHJIH yKa3aTb, KaKHe HaH60nee ycneiilHble KaMnaHHHCpeJjCTB MaCCOBO1i HHCl)OpMaIjHH B 06naCTH 3,a0pOBbA HM H3BeCTHbI, a

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nlHecA B CLIIA. B TeTiexHe 1960-1970-x rolos, KoTOpble cxopeeOTHOCATCA K JjJIHTenbHblM npOClFUIaKTHLIeCKHM MepOnpHATHAM, T-IeM K

OTJZenbHbIM KaMnaHHAM. CTIHTaeTCA, TITO ycnex np0(1)HnaKTHKHKypeHHA 6b[n o6ycnoBneH KOM6HHa14Heii pa311H4HbIX CpaKTOpOB,HMeBIHHX McCTO B 01jH0 BpeMA: J1,1IHTenbHblMH KaMnaHHAMH,

B03JjeiicTBylonjHMH Ha r1y6JIHKy B3aHMOyCHnHBaIOLuHMHCA coo6[ue-HHAMH, HCXOJjAnjHMH 143 uenoro pAJja KaHanoB, npellCTaBneHHeMMeJZHuHHCKHX 11aHHbIX H3 3aCny)iCHBaIOIIHX ,3OBepH51 HCTOHHHKOB,

20

TaKHX KaK rnaBHbIH Spat! CILIA, H3MeHeHHe OTHOCSiIIIHXCH K KypexHlo

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bbIn ynOMSIHyT TOnbKO OAHH npHMep ycneIIIHOIi aHTHanKOrOnb-HOrt KaMnaHHH, a HMeHHO "MaTepH npOTHB nbHHOrO BONCAeHHH"(MADD), rpaxcAaxcxoe ABHxceHHe, HHHtixxposaxxoe B 1980 roAy BCLIIA MaTepHMH NcepTB nbsinoro BoxcAeHHSI (86). I'nasxble,gOCTH)KeHHH MADD COCTOHT He TOnbKO B (baKTHLieCKOM CHHNCeHHH

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MHeHHSI 3KCnepTOB 06 ycneLIIHOH KaMnaHHH caHHTapHOronpOCBeLL[eHHH OTpaNCaiOT TpyAHOCTH nOnytleHHSi nOJIO>ICHTenbHbIX

pe3ynbTaTOB B C(i)epe nOTpe6neHHH aJIKOrOJISI: npHMepoB ycneulHbIXaHTHâJIKOrOnbHbIX np0(lHnaKTmeCKIiX KaMnaHHrl ManO. B IIIKOnb-HOM 06pa30BaHHH, TaK)Ke, Ka.)KeTCH, nertie nOJIrIHTb nOJIO)KHTeJIbHbie

Pe3y11bTaTbl B TaKHX 06naCTSIX KaK rHrHeHa 3y6OB, AHeTa,

(lH33apHAKa, H Aaxce KypeHHe, geM B C(laepe BbInHBOK (3).

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21

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TeopeTHLIecKHe MOgenH 06bILIHO 6onee LIIHpOKO HC1101Ib3yIOTCA BOLjexOHHbIX Hccne,goBaHHAx, LIeM B pa3BHT14H nporpaMM. OHH,oAHâKO, MOryT 6bITb nOne3Hbl npH OnpegeneHHH uenH MepOnpHATHLi,BbIACHeHHH ABnAeTCA nH npocsemeHHe OCyLueCTBHMOFI cTpaTerHeMB03.1161CTBHA, onpegeneHHH MaCLIITa60B H coAepxcaHHA

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22

maw' MBnBeTCM 3(14eKTHBHOH Ilpo(l]IinaKTwiecxoH cTpaTerxel,Ilpoj[on)KaeT OCTaBaTbCB B OCHOBe npeAnpHHHMaeMbIX B I.IIKOnaxMcHee CTpyKTyplipOBâHHbIX npOCBeTHTenbHbIX MepOnpHMTHH (88).

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38

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39

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58

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60

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61

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62

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naHlür 6brna OpraHH3oBaHa BOKpyr HaLItiOHanbHbIX "rIen pa3yMHo"AHeN, KOTOpbie C 1992 rOga JjOfIOnHSrnHCb pa3H0o6pa3HbIMH HHbIMHMeponpHSITHxMH, nposoltHMbIMH B Te4eHHe Bcero rolta (134, 135).

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68

HenocpeaCTBeHHo Ci6513aHHbIX c xaMnaHF1eN, TaK H ApyrHXKacaloLuxxcsl anxoronx cTaTeii, npoHCxojlHno HenocpejlcTSexxonepe,g H Bo spew( KaMnaxxH. IIepsaA xaMnaHHx noJly4Hna oco6eHHoLnHpOKOe OCBeIileHHe B npecce, LIaCT144HO H3-3a ee oTxpoBexxorocoo6üleHHSI H npoBowipyiOwero CTHnSI H 4acTH4HO H3-3a ee nonxOFiHOBH3HbI: aHTHäJIKOronbHOe npOCBeLLIeHHe B gaHHH 6bIn0TpaAHLIHOHHO HanpaBneHO Ha jjeTer H MOJIOjie)fb H HHKaKHX SICHO3aMeTHbIX KaMnaHHI4 B HaI.IHOHanbHOM MaCLLITa6e He npOBOAHJIOCb

(65).

AHanH3 950 KaCSK)LLIHXCSI ânKOroJISi CTaTeFi, 0ny6nHKOBaHHbIX B

Te4eHHe 9-HeaenbHorO nepHo,aa B 1991 rojry, npoJlHn CBeT Ha parrsCpejICTB MâCCOBOii HHI130pMaLI4N, KaK npoBOjIHHKa C006LLIeHHHKaMnaHHH. AJIKOrOnb OnHCbIBâJICSI KaK MejIHLIHHCKHï-I BOnpOC BKa)Kj101i TpeTbeii cTaTbe, Kai( CBSI3aHHb1{i C npeCTynHOCTbio - B

Ka)1CjIOli 4eTBepTOH H CB513aHHb1131 C COLIHanbHbIMH npO6neMaMH - B

Ka.)ICjIOH LneCT01i. B HOpManbHbIX CTaTbSIX C MejIHLIHHCKHM yKJIOHOM

rnaBHOe BHHMaHHe yjIeJISUIOCb BbInHBKaM MOJIOIexCH, anKOtOnH3My

HJIH )iCe COBMeCTHOMy ynOTpe6neHHIo aJIK000n51 H HapKOTHKOB. BnpOTHBOnOJIO)iCHOCTb 3TOMY, npH OCBeLLIeHHIi npOCBeTHTenbHOli

KaMnaHHH rnaBHOe BHHMaHHe yjlen5lnoCb npO6neMaM, OTHOCSILI.IHMCSI

K e)KeAHeBHOMy HyMepeHHOMy" nOTpe6neHlilo. Flo HeKOTOpbIM

CB113aHHbIM C KaMnaHHelri BOnpOCaM (TaKHM KaK o6wee nOTpe6neHHeaJIKOrOnH B AaHHH) CTaTbH jlaBanH nyTaHyiO H npoTHBOpei-IHByIoHHCpOpMaLIHiO, LITO, n0-BHjIHMOMy, CO3AaBâno He6narOnpHSITHbleyCJIOBHSi jI)151 COO6üIeHHN KaMnaHHH.

AHan143 KacaK)LLIHxCSi KaMnaHFI1i CTaTeÎ9 (16% BCeX cTaTei)nOKa3an, 4TO rnaBHble C0o6üIeHLISI - TBKHe KaK peKOMeHjIaLIHH n0BbInHBKaM H MbICnb O TOM. LITO nOTpe6neHNe cpej(Hero jlaTilaxxxaCnHLLIKOM BbICOKO - 6b1nH 4eTKO H3110)KeHbl B CpeACTBaX MâCCOBOI%I

HH(l)opMaLIHH. DiaBHOFi Llenb10 KaMnaHHH 6bIJ7O Bb13BaTb jle6aTbl opo11H âJIKOrOnSi B e)KejIHeBHON )KH3H14 1710AeH. 17OjIXOjI 66111 HaLleJïeH

He Ha TO, LITO6bI H36e)ICaTb KpiiTHKH, a Ha nOHCK nyTeFi, C nOMOLLIbIO

KOTOpbIX MOxCHO KOHCTpyKTHBHO HC11O11b30BaTb KPHTHKY B Llenslx

anxoro11bxoro npocseiueHHx. CpejlH cTaTeH, ocseLl.IaBLUHX nepsyioKaMnaHH10 1990 roAa, 21% 3aHSinH KpNTHLlecxylo no3HLI1o.O4eBHAHo, noneMHKa noj[roToBHna nO4By jl1151 6onee MSirxarooTHOmeHHSi npeccbi K nOCnejIylOLileN KaMnaHHH: B 1991 rojlyKpHTHLieCKHe CTaTbH COCTaBHJIH TOnbKO 12% . KpHTHKa 6b1nacOcpejIOTOL1eHa Ha o6LgeH He3(ICI3eKTHBHOCTH npOCBeTHTenbHbIX

69

KaMnaHHIï, HRH NCe Ha 6onee CneuHCiH4eCKHX Bonpocax, TaKiiX KaKHaJ;exCHOCTb peKOMeHjjauHN O BbInHBKax. XOTSI KSMnaHHSi 1991 roAa

nonyiiHna MeHbluee OCBeII(eHHe, 4eM nepsasl, MeCTHble HHHuHaTHBbInonyLiHnH 60nbiue BHHMaHHSi, LieM B npenblJZyu(Hii rojZ. H3 3THXpe3ynbTaTOB 6bin CJjenaH CJIeJZyK)LL(HIi BbIBOJZ: XOTSI JIJISI TOrO, 4T06bI

o6ecne4HTb HarnSiAHOCTb B Te4eHHe JnHTenbHOCO BpeMeHH Hy)iCeHnposouxpylouxHli nOJ);XOJZ, Heo6XOJ.jHMO y.L(enSlTb 6011bLIIe BHHMaHHSi

MeCTHbIM HHHuHaTHBaM, 4To6bI 06LL(eCTBeHHble ,ge6aTbI HenpeIISITCTBOBânH HX OCBeigeHHH).

CCOOK)/CHpOBaHHOe paCllpOCTpaHeHHe HHCpOpMal{IAm 4epe3MâCCOBble KâHailbl

BpsiJZ nH MOSKHO OXCHj[aTb, 4T0 HeOnpez(eneHHble npH3bIBbI KyMepeHHOCTH CMOryT npOH3BeCTH H3MeHeHH5I B KaCaiOLueMCSi

anKOrOnSi nOBe,L(eHHH. B BbILIIe0nHCaHHbIX KaMnaHHSIX 6bIRH

npeAnpHHHTbI HeKOTOpble yCHRHSI JznN TOrO, 4T06bI nepesecTHnpH3bIB K "pa3yMHOMy noTpe6neHHIo" B 4:lopMy npalrrH4ecxorocoaeTa. B nposeJZeHHOM B 1987 roJry B ABCTpanHH 3KcnepHMeHTe6bina HCIIOnb3OBaHa KOM6HHaL(HSi TeneBH3HOHHbIX pORHKOB H

npSIMOrO n04TOBOrO nOCnaHHSi JIJISI TODD, 4TO6bi ,LIaTb peKOMeHJ[auHH

n0 KOHTpOnIO Ha,JI BbInHBKaMH OnpelZeneHHOii nOJZrpynnbIcJryinaTeneii (147).

bbIJI BbinyLueH 3O-CeKyHJjHblii ponHK 03arnaBneHHblIi, "CnenailcneJZylouryio nocne,gxelï", KOTOpbIIi 3aHMCTBOBan npHHC(Hnbl

o6y4eHHSi CaMOKOHTpOnIO nOBeJZeHHSI, HCIIOnb3yeMble npH KpaTKOMne4eHHH npo6neMHoro nbsIHCTBa H B MaTepHanax no caMOnoMOLuH.HCCne):40B3HH3l n0 nOne3HOCTH HHCbOpMaL(HOHHbIX MaTepHanOB JZJISI

TeX nblOU(HX, KOTOpble XOTSIT COKpaTHTb CBOe nOTpe6neHHe anKOrOnSI

nOKa3anH, 4T0 6onee none3HbI Te MaTepHanbl, KOTOpble COJ>;epSICaT0006ble yKa3aHHSI, 4eM Te, KOTOpble JI;a10T 06u(y10 HHCpOpMauHlo oZ(eHCTBHH anKOronfi (148). B 6onee uIHpOICOH o6JIacTM caHHTapHorOnpocBeu;eHHSi TaIUKe 6bin0 ycTaHOBneHO, (iTO JInA TOrO, 4TO6bIOKä3bIBBTb B03JI;eiïCTBHe Ha noBeJjeHHe HHcl)OpMauHSI JZOJUKHa 6bITb

KOHKpeTHOii (13).

TeneponxK aBan HHcl)OpMauNK) o6 OnaCHbIX ypOBHSIX

noTpe6neHHSl aJlxoronx, nooiupsin 3pHTeneN nocTenel-IHo ycTaxas-nxBaTb ce6e BCe 6onee HH3KHe ypoBHH noTpe6neHHsl H

JZeMOHCTpHpoBan KOHKpeTHble CnOCO6bi oCyu(eCTBneHHSI KOHTponSl

70

HOpMbI nOTpe6neHHA. PonHK rlepeAaBancA n0 perfloxanbHoMyKOMMepLieCKOMy TeneKaHany, B OCHOBHOM B nyHiuee BpeMA, B L[eJIOM

25 pa3 3a TpeXHeAenbHblH nepHOU.

gnA OueHKH BJIHAHHA TenepOnHKa H npAMOro nor-ITOBOro

nOCnaHHA Ha nOTpe6neHHe anKOronA 3pHTenMMH 6bIJI i3CnOnb3oBaHKOHTpOnbHblii 3KCnepHMeHTanbHblli npoexT. POJIHK 11OKâ3bIBanC51 BperHOHe, rile 3a 12 MeCMueB AO T000 6bI1I0 npOBegeHo 06cne,ijOBaHi3enHTer3HbIX npHBbltreK. PeCIIOHJjeHTbl, OnpegeneHHble KaK nbiOluHe,6binH CJIyLiaiïHblM o6pa3OM pa3Z[eneHbi Ha TeX, KTO nOJIyiraeT nHCbMOH TeX, KTO ero He nonyHaeT. ITepeA nOKa3OM ponxxa nrOgAM ii3nepBOri rpynnbl 6bina nOCnaHa 3anFiCKa, 061,5IBn51I0LuaA, LITO B

Te4eH4e nOcnejZyiOÜjHX HeCKOnbKHX Hep,enb 6yAeT nOKa3aH pAATenepOnHKOB B paMKaX aBCTpaJIHiiCKOri HauHOHanbHOrd KâMnaHHHnpOTHB ynoTpe6neHx51 HapKOTHKOB. B TO BpeMA HauxOHanbHaMKâMnaHHA, HauenCHHâA Ha nOBblliieHNe OCBegoMneHHOCTi3 nlOAeri o6

ynoTpe6neHHH HapKOTHKOB, npOBOgHnâCb yxce ABa roAa.PeCIIOiiAeHTbI B 30He npHeMa, rj(e TenepOni-IKH He 6binH BIijHbl,CJIrKi3JIH B Ka4eCTBe KOHTpOnbHbIX rpynn C nHCbMOM NJIH 6e3nHCbMa. 17OCne3KCnepHMeHTanbHbie JZaHHble 6binH Co6paHbI B XOgeonpoca B BHJje HHTepBbK), npoaeReHHOrO 4epe3 TpH He,genH nocnenOKa3a. O61uee 4HCn0 peCnOHgeHTOB B 4eTbipeX rpynnaX 6bIJIoOKOJIO 100.

Pe3ynbTaTbi nOKâ3anH 6onee HH3KOe noTpe6neHHe anxoronA Brpynne pOnHK-H-nHCbMO, TOrga KaK BCe .gpyrHe rpynnbI o6Hapy-Axi3JIHTeHJjeHuiifO K pOCTy nOTpe6neHl-SA anKOrOnA. Pe3ynbTaTbI MynbTHBa-pHâHTHOro aHanH3a BbIABHnH CyIueCTBeHHOe B3aHMOJ.1,eiiCTBHe MexcJjy

TenepOnHKaMH H nHCbMOM, iiTO no3BOnHJIO npeJ(non0>iCHTb, LITO 06aOHH 6bInH Heo6XOJ.IHMbI ZUTA KpaTKOBpeMeHHOCO CHH)iCeHHA

noTpe6neHiiSI anKOrOnA.

3KCnepHMeHT npiiMe4aTeneH He TOnbKO TeM, LITO KaMnaHHA BCpeACTBaX MaCCOBOg HH(bOpMauHH, o4eBHZ(HO, BHeCna CBOi4 BKna,L[ B

H3MeHeHHe nOBegeHHA, HO TaK) Ke H TeM, 4TO 3T0, no-BHjjHMOMy,npoH3onIJIO 6e3 COOTBeTCTByIOLuerO H3MeHeHH51 OTHOLIIeHHA K

anKOCOniO. ):1O- H nocne- 3KCnCpHMeHTanbHblC Z(aHHbie 11OKa3anHnHIIIb Manbie Kone6aHH51 B OTBeTaX Ha npeZjCTSBneHHbre B

BOnpoCHHKaX 3aABneHHA, KaCafOLuHeCM OTHOLlleHHA K anKOrOniO.

71

B CHIA npOBOnHJiCA jjonroBpeMeHHbnI 3KCnepHMeHT, rRe j[JIAnepena4H xacaloLlteFiCA anKOronN HHCI)opMaLjHH RUN XCeHLL[HH,

3aHATblx B CCtlepe 6H3Heca HnH HHO3i npo(keccHOxanbxo[i pa6oTe,HCnOnb3OBBUHCb ne4aTHb1e MaTepHanbl (149). Hoene 3anOUHeHHARo3KCnepHMeHTanbHOrO 1104TOBOTO BOnpOCHHKa 450 )i(exLLIHH,

Ha6paHHbIX 4epe3 np0(kccHOHanbHbie opraHH3aL1,HH, 6bLTIH

Cnyt-ialïHblM o6pa3oM pa3ReneHbl Ha 3KCnepHMeHTanbHyiO H

KOHTpoJlbHylO rpynrry. O6eHM rpynnaM B Te4eHHe nByXUeTHeronepHOna 6bIn0 BbICJIaHO 12 HHCI)OpMaL(HOHHbIX 6lonneTeHei-i. 3rH

61onne-reHH conepxcanH CTaTbH, HHTepecxbie ARA )KeHIL[HH B

npo(tleCCHOHBJIbHOM CMbICne, npH 3TOM B 6K)nUeTeHe RnA

3KCnepHMeHTânbHOti Tpynllbl Talc)Ke nOMenZanHCb KaCalolijHecNanKOTOUA CTaTbH, HaneneHHb[e Ha TO, 4TO6bI nOMOLIb ManO- HyMepeHHO- nblOÜjHM H36eraTb pHCKOBaHHb1X CHTyaI.jHH.

TlOCne3KCnepHMeHTanbHbie BOnpOCHHKH 6b111H nOCnaHbl BCeMyLIaCTHHL(aM 4epe3 TpH H nATb neT nocne 6a3OBOrO onpoca. BTe4eHHe IIATH neT B o6eHx rpynnax nOTpe6neHHe anKOTOnA HeMHOTOyBenH4HUOCb, a 3HaHHA 06 anKOrone 3Ha414TenbHO BbIpOCnH.

Coo6[I.IeHH51 O HeraTHBHbIX MeR[iLjHHCKHX H COLIHânbHblX nocnen-CTBHAx CHH3HIIHCb B o6eHx rpynnax, HO B 3KCnepHMeHTanbHOr[rpynne H3MexeHHe npOH3O11InO paHbLLIe. HexoTOpb[e H3 CTaTeHOHHCbIBânH "He3nopoBbie " npH4HHb1 nIIA BbInHBKH, TaKHe KaKHCIIOnb3OBaHHe anKOTOUA ASIA TOTO, T-ITO6bI 06ner414Tb 6onb HRH3aCHyTb, 4T06bI CTaTb MeHee paCCTpoeHHON HnH 3a6bITb npo6neMbI.B 3KCnepHMeHTanbHOl1 rpynne BbIABneHO 3Ha4HTenbHOe CHH)KCHHe3THX npH4HH RJiA BbInHBKH, XOTA B KOHTpOnbHOFi rpynne H3MeHeHH4I

He npOH3oLIIn0.

Talcum O6pa3OM, pe3ynbTaTb1 nOKa3anH, 4TO KaCatOLuaNCA anKO-ronA HHCpopMaLjHA, nepenaHHaN 4epe3 HH(1)OpManHOHHble

6loJ[neTeHH, BO3ReFICTByeT Ha npenCTaBneHHA n[oneH o6OnpeneneHHbIX BHnaX nOTpe6neHHA anKOTOnN H n0 OnpeneneHHOiiCTeneHH yCKOpAeT H3MeHeHHA B nHTeNHOM nOBeneHHH, KOTOpblenpOHCXOnHnH He3aBHCHMO OT npOBeneHHbIX neHCTBHH.

AOI1017HeHHe geNCTBI+Ibi COO6LL(eCTBa N WKO1lblrlpOrpaMMaMN CpetqCTB MâCCOBON b1HCfoOpMa1.4NN

OcymeCTBneHHbl4i B CILIA MeîK3ananHbl[i npoeKTaHTHHapKOTH4eCKOi%i npo(kHnaKTHKH (MI-IIï) naeT npHMep IIIKOJIbHbIX

72

H MeCTHbIX nporpaMM C CyLueCTBeHHbIM y4aCTHeM Cpe,aCTB MaCCOBOH

HH(ipOpMauHH (105, 119, 150). Mrlrl - 3T0 pacC.IHTaHHâH HaHeCKOnbKO 06HjHH nporpaMMa npoaHnaKTHKH 3noynoTpe6neHHxHapKOTHKaMH, HanpaBneHHâH B OCHOBHOM Ha nO,IZpOCTKOB, HO TaK)iCe

Ha HX pOAHTeneri H ApyrHX McCTHbIX xCHTeneH. Ee uenbl0 B 06naCTHnOBeAeHHSi 6b1n0 CHmKeHHe Hatiana npHO61ueHHH H pacnpocTpa-HeHHOCTH KypeHHSI, BbIIIHBOK H nOTpe6neHHSi HHbIX HapKOTHKOB

cpeAH Mono,aexcH.

MIIII nposo,gHTCSI B TaKHX McTpononxcax KaK KaH3aC-CHTH H14iij(HaHanOJIHC H HMeeT IISITb KOMn0HeHT0B: nporpaMMb1 CpeJjCTBMaCCOBOri HH(l)OpMaL(HH; LIIKOnbHblri y4e6Hblli rUIaH; OpraHH3auHSL H

npOCBeIUeHHe pOZ[HTeneN, OpraHH3auHH 061uHHbI H H3MeHeHHenonHTHKH 3,L(paBOOXpaHeHHSl. B KaH3aC-CHTH npoeKT 6bul Ha4aT B1984 rouy KaK CIIOHTaHHaSI peaxuHH C006LueCTBa Ha C06bITHeMcCTHOrO 3Ha4eHI51, KOTOpOe nOBbiCHJIO 03a604eHHOCTb np06neMâMH

HapKOMaHHH. B 1'IHAHaHOnOnHce, BbI6paHHbIM B Ka4eCTBe noJ>;XOASI-

Luero jjJIH CpaBHeHHSL ropOAa, npOeKT 6bin Ha4aT HCCnejjOBaTenSIMH B

1987 roAy. B KaH3aC-CHTH KOMIIOHeHTbI nporpaMMbl BBOAHJIHCbnocnejjosaTenbHO c npoMe)iCyTKaMH OT LLIecTH MecSiues JJ;o roaa, 3aHCKnI04eHHeM HH(121OpMauHOHHOCO H LJ1KOnbHOrO KOMnOHeHTOB,

KOTOpble 6bUIH Ha4aTbl OZ[HOBpeMeHHO. B 14HAHaHanonHCe TeMnblBBeJJ;eHHSI 6bInH yCKOpeHbl. OpraHH3auHOHHOrI uenbl0 npoeKTa 6bIJIopâ3BHTHe nOCTOHHHbIX McCTHbIX CTpyKTyp JinH TOrO, 4TO6bI nnaHHpO-

BaTb, npOBO,LZHTb H KOHTpOJIHpOBaTb KaMIIaHHH npOCPHJIaKTHKH

3nOynOTpe6neHHH HapKOTHKaMH B KaxCAOM ropoAe.gOJICOBpeMeHHylo OueHKy npoeKTa nnaHHpyIOTCH npOjjOJUKHTb Hnocne 1995 roua.

Bo3uerlcTBHe MeponpHHTHri oLteHHBanocb exceroAHo. CpeuHMeTOaOS c6opa j(aHHbIX 6bIJIH aHKeTHbie H Tene(kOHHble OnpOCbl,Ha6nI0JjeHHSI H apXHBHble 3arIHCH. TOR H3y4eHH5I 34(peKTOB cpeRHnO,apOCTKOS H HX poAHTeneri, B LIIKOnaX KaxC,iZOro ropo,ga 6binonpejjnHCaHO npOBOjjHTb nH60 HIKOnbH6Ie nporpaMMbI rlpoeKTa, nH6oTpâAHuHOHHyiO nporpaMMy CaHHTapHOCO npOCBeLueHHSI B BHJJ<e

KOHTpOnSL. B KdH3aC-CHTH nndH HCCnejjOBflHHH 6bin KBâ3H-

3KCnepHMeHTanbHblM: 6OnbLJIHHCTBO LIJKOn 6b[n0 BIUIlO4eHO B

AeHCTBHSI no npoeKTy, nH6o B KOHTpOnbHy10 rpynrly B 3aBHCHMOCTHOT rH6KOCTH LHKOnbHOH a,gMHHHCTpauHH. B 14H,LWaHOnOnHCe nnaH

6bin 3KCnepHMeHTânbHblM: LIIKOnbI 6bInH nO,IZeneHbI Ha rpynnbICJTy4aiiHblM 06pa30M. 11lKOnbHâH npOrpaMMa 6bina OCHOBâHa Ha

73

nOAXOAe COuHâJIbHbIX BJIH51HH4i H npenOAaBanacb OT HaLianbHOÎd AO

BbICIneH LIIKOJIbI. OpraHH3aIjH51 H o6yreHHe poAHTeneû CTaBHJ7HCBOeH uenbiO pa3BHTHe HaBbIKOB 06L1LeHHSI H npO(iHnaKTHLIecxoÎinoAAepKKH, a TaK>ICe HHHuHHposaHHe Ae(%ICTBHH AAA TOrO, LIT06bI

nIKOna H OKprICaioLuee npOCTpaHCTBO 6bInH CB060AHbI OT

HapKOTHKOB.

Pe3ynbTaTbl exKerOAHbiX OueHOK nepBblX LieTbipeX neTBbIIIOJIHeHHSi npoeKTa B KaH3aC-CHTH nOKa3anH, LITO pacnpocTpa-HeHHOCTb KypeHHSi, noTpe6neHHSI anKOronsl H ApyrHx HapKOTHKOBBO3pOCna y IIIKOnbHHKOB C TeLIeHHeM BpeMeHH KaK B npoeKTHbIX, TaK

H B KOHTpOnbHbIX LüKOnaX. TeM He McHee, noApOCTKH B npOeKTHbIXLLIKOnaX nOKa3anH MeHbIHyK) CTeneHb pOCTa H pacnpOCTpaHeHHOCTbnOTpe6neHHSI TaKHX BeLueCTB 6bina cpeAH MIX McHbnle, LIeM BKOHTpOnbHbIX ILIKOnaX.

B KaH3ac-CHTH npo(fHnaKTH4eCKHN npOeKT 6bIJI

nepBOHaLIanbHO CTHMynHpOBâH CnOHTaHHbIM OCBeLueHHeM B

cpeACTBaX MaCCOBOFi HHC13,OpMauHH npo6neM HapKOMBHHH B

ycneIHHOii npOCpeCCHOHanbHOil 6aCKeT60nbHOH KOMBHAe "KaH3aCCHTH POSIJIC". 3TH np06neMbl 3aCTaBHnH Bnauenbua KOMaHAbI,BnHSiTenbHOrO 6H3HeCMeHa H CpHnaHTpOna KaH3aC-CHTH

HHHuHHp0BaTb McCTHyiO nporpaMMy np0C1)H1IaKTHKH HapKOMaHHH,LITO HeMeAneHHO HaLIanO BbI3bIBaTb OrpOMHbI1ti HHTepec CpeACTBMaCCOBOFI HHCItopMauHH. K TOMy BpeMeHH, KorAa K npoeicTynOAKnK)LiHJIHCb HCcneAOBaTenH, LIIHpOKOe OCBeLueHHe BOnpOCOB

HapKOMaHHH o6nerLiHno npOUeCC BbISIBneHHSI KnloLieBbIX McCTHbIXnHAepOB H KOHTaKTOB C HHMH. B KHAHaHOnOnHCe BO BpeMSI BBeAeHHSI

npoexTa He 6bInO paBHOrO no 3HaLieHHIO MeCTHOrO C06bITHSI. OAHaKOMcCTHble AeHCTBHSI COBnanH C OCBeLueHHeM BOnpOCOB HapKOMaHHH B

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6bina H3HCH PeiïraH.

TaICrIM o6pa3oM, o6a cnyLiax nOCnrKHnH npHMepaMH Toro, KaKCOBpeMeHHble 061ireCTBeHHble TeHueHuHH H CO6bITHSI MOryT AaTbHMnynbC npOCpHnaKTHLIeCKHM HHHIjHaTHBBM H nOBbICHTb BOCnpHHM-

LIHBOCTb 06LueCTBeHHOCTH K npoCpHnaKTHLieCKHM c0061ueHHnM.HpaBHnbHbIN Bbi60p MOMeHTa BpeMeHH, npH yLieTe 1103HuHH TeMbIcpe.qH 06LueCTBeHHbIX, nOnHTHYeCKHX H HHCpOpMauHOHHbIX

74

npFiopHTeTOB, c4xTaeTcA oRHHM H3 KniOLIeBbIX yCJIOBHii ycnexanpo(fHnaKTHLIecKHx HHHuLiaTHB (57).

CTpaTerHA npoeKTa B OTHOüIeHHH Cpe,LICTB MaCCOBOrI

HH619opMauxH 6bina ocxosaxa Ha npeRnonoxceHHH, trro Hx paxxeeHcnonb3oBaHHe HeO6XOj[HMO j1,JiA pa3BHTH51 B C006LUeCTSe O]KitlaHHii

nOCneAyiOLUHX geHCTBHI%I. geATenbxoCTb B KaH3aC-CHTH HaYanacb c

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OTCne)KHBa1OL1.114MIi 06pa3bl Ii nOCnaHHA aJ1KOrO11bHOii peKnaMbl.Pe3ynbTaTbI nOKa3bIBa1OT, LITO 3pHTenH CKJIOHHbI BHJ10Tb pexnaMyanKOrOnA npHBneKaTenbHOit, npOnaraHJlHpyLOLqeii BbInHBKH H CKOpeenOKa3bIBaiOÜ.lei1 CB513aHHble C npoJlyKTOM yZ1OBOnbCTB1451 H CTHnb

)1033HI4, LIeM KaLneCTSa 3TOr0 npOJlyKTa. 3TIi pC3ynbTaTbl yKa3bIBaIOTHa y3OCTb B3rnAJ_1a, CLiliTaioü.lero, LITO (PyHK1(Fleii peKnaMbl ânKOTOnA

ABnAeTCA npeAOCTaBneHHe n0Tpe6HTenAM HH(i)OpMaLliiH o npozryKTe(159). XOTA peKnaMHble COO6L11eHHR MOryT BbILIOJIHATb B HeKOTOpOii

CTeneHH HH(l)OpMaLIiiOHHyIO (byHKL1HIO, OH14 B 3HaLIHTenbHO 6onbLneli

CTeneHH ABnAK7TCA (kOpMOki COL1HânbHOrO 06LL1eHHA (50).COJlepxcaHHe peKnaMbl B TeLleHiie 3T0f O CTOneTHA 143MeHH11OCb. Palice

OHa (pOKyCHpOBanaCb Ha npOJlyKTaX, HX XapaKTepHCTHKaX H

HCII0nb30BaHHH, a 3aTeM CTana HCXOAHTb 143 TOrO, LITO noTpe6HTenHABnAIOTCA COCTaBHOin LiaCTbio COL1NanbHOTO 3HaLneHH51 npOJIyKTOS.

HaLIHHaA c 1970-x rOJ10B JIOMFIHHpyeT pexnaMa CTHJIA )KH3HH.CoBpeMeHHbie peKnaMHbie C0o61IjeHHA 6onbwe rOBOpAT O 3HaLIeHHHH )KenaeMOCTH npOJIyKTOB, a TaK)Ke B KaKHX COL1HanbHblX yCJIOBHAX

n-nCllonb3yIOTCA npojlyKTb1, LIeM o6 3THX np0ljyKTaX KaK TaKOBbIX.

BOnbLIIHHCTBO HCCnejl0BaHHi3 BOCnpHATHA 3pHTenAMH peKnaMbl

aJIKOrOJnA 6bIJn0 nposeJleHO Ha J1eTAX H nOJ1pOCTKaX. OJ1H0i1 143

npHLnHH 3TOr0, no-BHJIHMOMy, ABJIAeTCA TO, LITO peKJIaMHbMe yCHnHA

anK0rO11bHO1i HHJ1yCTpIiH, 0006eHHO nHBHOIi, HanpaBneHbl HaMOnOJ1CACb (31, 34, 160, 161). TaK KaK pa3BHTble B paHHeM

81

OTpoT3ecTBe BKycbl 06bIT3HO coxpaHAloTCx B nOCnej1}I0II.1He rojlbl,yCTaHOBHBLIIHeCSI y MO110j1bIX nlojleii nHTeNHble npHBbITIKH H

BepHOCTb MapKaM BeCbMa HHTepecytOT peKnaMOjlaTeneii. r1pHTIHHON03a60TIeHHOCTH 5iB1151eTCSI TO, TITO ,11eTH H 1-1Oj1pOCTKH, cornaCHo

HMeiOIi(HMCSi j1aHHbIM, BOCnpHHHMa1OT anKOrOnbHble peKnaMHbleC0o6LL1eHHSi KaK nOOLnIpAiOL11He BbInHBKH (157, 162) .

06HapyxceHO, TITO CnOCO6HOCTb eTe aHanH3HpOBaTb COjlepxCa-HHe peKnaMbl anKOrOnSI BO3paCTaeT C BO3paCTOM (163, 164). ReTH H

1-1OJ1pOCTKH MOryT Bblpax<aTb CKenTHL1H3M n0 nOBOAy

3aBneKaTenbHblX nOCnaHHiï B peKnaMHbIX COO6H1eHHAX, HO TaKxcenpH3HaIOT 3a5iBneHH5I O npOjlyKTe (165) HIM nOnyTialOT y,i1OBOnbCTBHe

OT peKnaMHbIX c006HleHHIi (166). IIojlpoCTKH MOryT CTIHTaTb

peKnaMHble pOnHKH TIaCTbK) npOrpaMMbl H nOnyTlaTb OT HIIX, KaKTaKOBbIX, yj10BOnbCTBHe. BbI3bIBaeT CnOpbl yTBepSKjleHHe O TOM, TITO

HMeHHO H3-3a TOrO, TITO OHH CaMH no ce6e O6naj1al0T KaTIeCTBOMHHCkOpMaL1HH, peKJIaMHbie pOnHKH MOryT j1O6HTbC51 ycnexa B TOM,TIT06bI CjlenaTb Ha3BaHHe copra 6onee 3HaKOMbIM (167). K ToMy xce,HeT 1-1pH3HaKOB TOFO, TITO oCO3HaHHe KOMMepTieCKOii cl)yHKL1HH

peKnaMbI 3aLL1HTHT jleTeli OT BnHSIHHSI nponaraHjlHpyiolileii BbIHHBKHHHCkOpMaL[HH (158). 11oCnejlHHe HCCnejlOBaHHSI rOBOpAT CKOpee He 03aLL1HTHOM 3CpCl)eKTe, a O TOM, 'ITO nOKa3 pCKnaMbl anKOrOJIA j1eTSIM H

nOj1pOCTKBM MOxCeT OKa3aTb BnHAHHe Ha HX nOCnejlyiOLLlyio xCI13Hb,KOrj1a aJIKOrOnb CTaHOBHTCSI jlocryneH H BbInHBKa nOOL11p5ieTCSIHHbIMH CO11HâJIbHbIMH B03j1eiiCTBH5IMH.

TaK KBK j1eTH CKJIOHHbI j1nHTenbHOe BpeMSI CMOTpeTb TeneBH30p,

CTIHTaeTCSI, 'iTO TeneBH3HOHHble COO6LL(eHH5I 06 anKOTOne HrpaIOTp0nb B pa3BHTHH IIX B31-1151jloB Ha ânKOronb (158, 168). geTHHaTIHHaIOT nonyTiaTb 3HaHHA o6 anxorone 3ajlonro j1O Toro, KaKnOnyTlalOT KaKOIi-nH60 OnbIT BbIHHBKH. B paHHeM j1eTCTBe K

anKOrOnIO OTHOCSITCA CKopee 1-1O3HaBaTenbH0, 'ieM 3MOL1HOHanbH0(169). HO Mepe TOI'O, KBK j1eTH pacTyT, BâxcHOCTb 3MOL1HOHanbHOiiCT0p0HbI B03pacTaeT, a OTHOn1eHHe K anKOrOnIO CTaHOBHTCA BCe60nee HeraTHBHbIM. IIpH6nH3HTenbHO B Bo3paCTe 10 neT OpHeHTaL1HAMeHAeT HanpaBneHHe H BO BpeMA OTp0'ieCTBa OTHOLLIeHHe K

aJIKOronlo CTaHOBHTCA 6onee 11O3HTHBHbIM. IIepexojl OT no3jlHeroj1eTCTBa K paHHeMy OTpO''eCTBy Talcxce ABnAeTCA nepHOjloM, KorjlaHa'IHHaeTCA HenOcpejlcTBeHHoe 3HaKOMCTBO C anKOrOneM.l'lccnejlosaHHe, nposejleHHOe B 1990 ro,Ery cpejlH jleTeii 11-15 neT Bj1BeHajlLlaTH CTpaHax EC nOKa3an0, 'ITO 6 1% peCHOHj1eHT0B npo6o-

82

BânH aJIKOrOnb, a 14% nbIOT perynApHo (170). Ka>KAbIH 4eTBepTblri

BnepBble nOnpO6oBan aJIKOCOnb B BO3paCTe AO 11 neT.

K Ba>KHbIM claKTOpoM COL[HanH3aL1,HH AeTerl K anKOrOnLo

OTHOCSITCSI BnHAHHe pOAHTeneli H CBepCTHHKOB, a Tax3Ke C0o6LIteHH3i

CpeRCTB MaCCOBOH HH(tiopManHH o6 anKorone (158). Tora KaxaHTHanKOrOnbHOe npOCBeLIjeHHe B LUKOnaX BKJIiOVaercA B 3TOTnpoqecc n03>Ke H npOBOAHTCSi cnopa,L[HitecKH, npOCMOTp peKnaMbIânKOCOJIA Ha4HHaeTCA B paHHeM B03paCTe H HMeeT nOCTOAHHbIHxapaxrep.

Bo speMA nepexoAa 143 AeTexoro Bo3pacTa B nOApOCTKOBbIiiBâ>KHOCTb BnHAHHA poj(HTeneli najl,aeT, a CBepCTHHKOB - B03paCTaeT(17, 165, 169). B TeX HeMHOrHX HCCneAOBaHHAX ,LjOnrOBpeMeHHbIX

34-.4eKTOS npOCMOTpa peKnaMbI anKoronSi, rAe KOHTpOnHpOBanOCbBnHAHHe CBepCTHHKOB, McXaHH3MbI 3TOr0 BnHAHHA, a TaK>Ke

HCTO4HHKH OTHOLIIeHHIï H noBeAeHHA CBepCTHHKOB nOnyLIHJIH MaJiO

BHHMaHHA. bbUIO BbICKa3aHO npeArionoxceHHe, 4TO peKnaMa aJIKOrOnA

MO>KeT OKä3bIBaTb KOCBeHHOe BnHAHHe, HanpHMep, 4epe3 JIHAepoBMHeHHA CBepcTHHKOB (33, 34). TeopHA pacnpocTpaxeHHA HOBOBBe-AeHHrt, KOTOpaA HCnOnb3oBanaCb B ApyrHX 06naCTAX H3yLIeHH51norpe6HTenert (171), nO-BHAHMOMy, He npHMeHAnaCb npH H3y4eHHHpeKnaMbl anxoronA.

MaKpOHCCneAOBaHHA 344eKTOB peKnaMbl ânKOCOnA OCHOBaHbIHa 3KOHOMH4eCKHX TeOpHAx O B3aHMOCB513H peKJIaMbI H cnpoca Hapa3nH4Hble npOAyKTbI. AJIKOCOnbHaA H peKJIaMHâH HHAyCTpHH

npHljep>KxsaIOTCA TOH TO4KH 3peHHA, iITO peKnaMa BO3AeNCTByeTTOnbKO pa3AeneHHe pblHKa, HO He npHBOAHT K yBenHYeHHIOnoTpe6neHIIA aJIKOCOnbHbIX HanHTKOB (159). XoTA 3KOHOMeTpH-4eCKHe HCCne,aOBaHHA peKJIaMbI aJIKOronSi H ero noTpe6neHHA HenoAljep>KanH Teoprno Galbraith o peulaK)LLteM B03AerICTBHH pexnaMblHa cnpoc tiepe3 pacnpeAeneHHe pacxouos MexcAy pa3nH4HbiMHKaTerOpHSiMH npoAyKTOB (172), COBOKynHble AaHHble nOKa3bIBalOT,'-ITO peKnaMa BHOCHT CBOIi He60nbLLIOIi BKnaA B npOAaxcy alIKOrOnA.Pe3ynbTâTbi nOCneAHHX HCCne1[oBaHHN, H3y4aBUIHX BnHAHHrI

pa3nH4Hli HnH H3MeHeHHrI OrpaHHtieHHN peKnaMbI anKOronSi,n03BOnHJIH npHFiTH K BbIBOAy, tITO pexnaMa MO>KeT yCHJIHTb HJIi3OCna614Tb o6unHe TeHAeHi(HH B nOTpe6neHHH anK000115I (60, 61).CneAyeT 3aMeTHTb, 'ITO pe3ynbTaTbl 3KOHOMeTpH4eCKHX HCCneAOSa-HHIi npHMeHHMbI K((3penblM» pbIHKaM TeX HHAyCTpHanbHbl CTpaH, B

83

KOTOpbIX 11pOBOA141IHCb HCCneAOBaHIiR H He MOryT 6bITb3KCTpanOnHpOBaHbI Ha AHHaMHPIHble H HeHaCbILL(eHHb1e pbiHKH. B3KOHOMeTpHLIeCHX HCCneAOBaHHAX 6bIJ10 ynyLaeHa ponb peKnaMbl BnOAuZep)KaHHH 3penblX pbIHKOB B CTa6H11bHOM H HâCbILLZeHHOM

COCTOAHHH (34). C TaK0i3 TOLIKH 3peHHR rnasxoli 4)y1-ixLZHerI

nOnynApH3aLÜiH anKOrOnR 6y2leT 06eCne4eHHe 3aMeLgeHH2 CTapbIXnOTpe6HTeneI HOBbIMH H HejZOnyLLjeHHA TOrO, LITo6bI npocse-THTenbHble MepOnpHRTHA CHH3H11H nOTpe6neHHeanKOCOnA.

nOALIepKHBaeTCR, (ITO KOCBeHHOe AnHTenbHOe B03AeriCTBHepeKnaMbI ânKOrOnA Ha KynbTypHbIH H COL[ManbHblrl KnHMaT, BHAHMO,ABnAeTCA 6onee 3HaLIHTenbHbIM, LieM npAMble 3434/eKTbI, KOTOpbleMO)KiiO npOCneAHTb B 3M1-1HpHLIeCKHX HCCneJ.ZOBaHHSIX (42).Pa3pa60TaHHâA Gerbner Teopl-IA KynbTHBaLjHH JZaeT OAHy H3 OCHOB,IZnA HCCneAOBaHHA AOnrOBpeMeHHbIX 34)(l)eKTOB (34, 173). 3MnxpH-LieCKHe HCCneJZoBaHHA AeNCTBHA KynbTMBaUMH yAenAK)T rnaBHOeBHHMaxxe TeneBHj(exxio. 3TOT noAXOA He AenaeT pa3nHLIM14 Me)K,ZZyHHfpopMaIZHeIi, pa3BneLIexxeM H peKnaMoH. IIpeAnOnaraeTCR, LrroHaH6onee 3HaLiHTenbx0e B03AerICTBHe Cpe,gCTS MaCCOBOH HH(4)opMa-nHM Bbi3BaHO yCTO1i1-IHBbIM nOTOKOM CB513aHHbIX H nOBTOpAK)LLZHXCR

CHMBOnHHeCKHX 06pa3os. nOABep)KeHHOCTb AerICTBMIO CpeACTsMaCCOBOLI HH(i)OpMaLZHH KynbTHBHpyeT npeACTâBneHI3R, KOTOpble6o11ee COOTBeTCTByiOT CHMBOnHLIeCKOr[ peânbHOCTH 3THX CpeACTB,LIeM COLjHanbHOII peanbHOCTH. KynbTHBa11HR C4HTaeTC51 CKOpeeKOnneKTHBHbIM, LIeM HHAHBMAyânbHblM ABneHHeM, npOABJIRK)LLZMMCR

B OTHOCHTenbHO13 rOMOreHH3aL(HH npeJZnono)KeHH17 H npeA-CTâBneHHIi.

npOCTOe CyLLjeCTBOBaHHe peKJIaMbI ânKOrOnR B OCHOBHbIX

CpeACTSaX MaCCOBOIï HH4-1OpMa1414H H B pa3H006pa3HbIX e)KeAHeBHbIXCHTyaL(HAX npeAcTasnReT C060ri y3aKOHeHHOe «MeTa-nOCnaHHe»,BHOCRLIZee CBON BKnaA B COLZHanbHylo AOCTynHOCTb anKOrOnbHbIXHanHTKOB (33, 42). KOr,aa peKJIaMHble C0061.1.1eHHA CB513bIBa1OT BMeCTe

06pa3bi n10Aer1, npO,ayKTOB H 6naronony4H51, OHM 6epyT 3T0 143OKpyxcaloiaert KynbTypbi, npeo6pa3osblBa31 KynbTypanbHble MOAenHJZJIR CJIy)KeHMA L(enAM npOJta)KH CIIHpTHbIX HanHTKOB (50).H36HpaTenbHbIri npOlZecC yCBOeHHA H npe06pa30BaHH51 paCAIHpReT HyCHnHBaeT OJjHH KynbTypHble TeHJZeHL(HH H OCna6n51eT Apyrxe.PeIUIaMa anKOrOJIR npeJZCTaBnReT n0Tpe6neHHe aJIKOrOnA KaK

6e3011aCHOe H 6ecnp06neMH0e JZenO M yMânLlHBaeT O nOTeHL(HanbHOMpHCKe JZJIR 3JZOpOBb51 H ApyrHX HeraTMBHbIX nocneACTBHAx. 3114

84

nOBTOpAiOnZHeCA 06pa3bl (bOpMHpyIOT npeJZCTaBneHHA O COIZHanbHbrX

HOpMâX H 06bI4aAX, H BHOCAT CBOM BKnaJi B coxpaHeHHe HyKperUleHHe nO3HLiHH anKOrOJIS B COBpeMeHHON KynbType.

PacnpocrpaHeHHocrb H coAepNCaHHe peKrlannbi anKoronsi

AHanH3 coAepxcaHHx OLieHxsaeT noTeHLZHanbHyio noJ.jsep-NKeHHOCTb 3pHTeneH peKnaMe anKOCOnA H nOKa3bIBaeT TeHJZeHIZHH B

O67;eMe, pa3Meri[exHH H COJiep3KaHHH TaKOIï peKnaMbI. Ha4HHâA CcepeAHxbi 1980-x rOJZOB H3ytialoTCx (B 0006eHHOCTH B CHIA)naCTOTa H conep)KaHHe peIUIaMbI ânKOrOnA B ne4aTHbIX H

3neKTpOHHbIX CpeJiCTBâX MaCCOBOii HHtOpMariHH. TOTJja KaK

60nbIIIHHCTBO paHee rlpOBeJZeHHbIX aMepHKaHCKxX HCCneJiOBaHHHnpeJICTaBnSÜIH C060Ii KpynHOMaCIIITa6Hbie aHa11HI3bI, HanpaBneHHbIMH

Ha cpopMHposaxxe o6uiero B3rnAJia Ha peicnaMy anKOrOnSI B

cpeJZCTBax MaCCOBOF4 HH(bopMauliHr, TO 6onee He,uasHHeHCCneJiosaHHA 6onee KOHKpeTHbi no xapaKTepy. B 4HcneHCCneJiyeMblX 06naCTeti 6binH: peKJlaMa ânKOrOnbHbIX HanHTKOB BCIIOpTHBHbIX TenenpOrpaMMax (45), B ra3eTaX KonneJpKeii (161) H BxceHCKHX )KypHanaX (174). AHanH3 coJiepxcaHHSi 6bin HeJjaBHO

npoBeJieH H B ,gpyrHrx cTpaHax: ABCTpanHH (175), KaxaJie (176),BenHKo6pHrraHHH (46) H I'IcnaHHH (Torres Hernandez M., et al.,neOny6nuKO8annble àanxble, 1994). Ka4eCTBeHHble HccneAOBaHHSIHCIIOnb3yeMbIX B TeneBH3HOHHOIi peKnaMe nHBa TeM H O6pa30B 6binH

BbInOJIHeHbI B OHHJIAHJiHH (177) H CHIA (178).

B TeneBH3HOHHOIi CeTH CLLIA peKnaMa anxoronSr cOCpeJiO-T04eHa, rnaBHbIM O6pa3OM, B CIIOpTHBHbIX nporpaMMâX. ,11aHHbreHatiana 1990-x rojioB nOKa3bIBaIOT, 4T0 TorJZa KaK B ny4rneenporpaMMHOe BpeMH 1,5% KOMMep4eCKHX Coo6uieHHr-i 6b1nH o6anKOrOne, B CIIOpTHBHbIX nporpaMMaX peKnaMa anKOronA COCTaBnSieT

7% Bceii peKnaMbl (36). B JisyxrOJiHIYHOM H3y4eHHH ce-rH

CrIOpTHBHbIX npOrpaMM nOKa3aH0, HTO TpH 4eTBepTH peKnaMHbIXpOnHKOB HanHTKOB 6binH 06 anKOrone, game BCerO O ruffle (45).bbinO 3aMe4eHo, iiTO, TaK KaK HaH60nee MHOI'O nbIOIIiHe CJIOHHaCeneHHSI COCTaBnAiOT HenpOnOpIiHOHanbHO 601IbIIIy10 4aCTb cpeJiH

TeX, KTO CMOTpHT CnopTHBHbie nepeJia4H, HeyAHiBHTenbHO, 4T0 o6seManKOrOnbHOFi peKnaMbi B CIIOpTHBHbIX nporpaMMaX HenponOpl,iHOHa-neH (35). C JipyrOH CTOpOHbI, TaKwe 6bin0 06Hapy)KeHO, 4TO JieTHnOJjBepraioTCA JieiiCTBHIO peKJIflMbI nHBa TeneBHJZeHHA CILIA BOCHOBHOM B xOJie CII0pTHBHbIX nporpaMM H JipyrHix nepeJia4

85

BbIXOAHOro nHA (157). ECM,' >Ke rlpiiHATb BO BHHMaHHe KOCBeHHyiO

pexnaMy, TO OKa3bIBaTeC2, ilTO pacnpOCTpaHeHHOCTb peKJlaMbt

anxoronA B CIIOpTNBHbIX nporpaMMax CILIA naMCe ewe 6onee3HaiiHTenbHa (45). Torna KaK iiacTOTa nOKa3a KOMMepiieCKHXpOnHKOB 06 aJIKOrOnbHbIX HanHTKaX COCTBBJISIeT 1,5 B ilaC, TOKOCBeHHaA peKnaMa, Hanpi-iMep, BHAHMble HannHCH B McCTaX

npOBeneHHA COpeBHOBaHHN HnH 06bABJIeHHA O CnOHCOpCTBe

BCTpeiialOTCA 3,3 pa3a B ilac.

B cepenxxe 1980-x ronos B KaHa.ge, ABCTpanxH H

BenHKo6pwraHHH HccneAOBanacb pacnpocTpaxeHHOCTb pexnaMblânKOrOnA B TeneBH3HOHHbIX npOrpaMMaX. O6Hapy>KeHo, iITO B CeTHKaHaJJ(CKOCo TeneBHAeHHA B TeYeHHe B351TOrO ,gByXHe,genbHOrO

nepxona pexnaMa anxoronA 6bina He3HaiiHTenbHOFi (176). BBenHKO6pHTaHHH peKnaMa BIiHa H nHSa cocTaswla 12% BcexKOMMepileCKHX ponHKOB B Bb160pKe nporpaMM 3a AeCATHHeAenbHblÎ-inepHOn. AJIKOronbHble ponHKH iiauje 6bIJIH nJIHHHee, ileM ApyrHeponHKH, H nOKâ3bIBânHCb nepBblMH B peKnaMHbIX nay3ax. PeKnaMaa riKOronA TiaLlIe Bcero nOKa3blBânaCb yTpOM H B CIIOpTIiBHbIX

npOrpaMMaX. OHa ycHnnnacb nepeA PO>iCneCTBOM, oco6eHHo BnByXHenenbHblN nepHon nepen po>KAeCTBeHCKHMH npa3AHHKaMH,Koma 23% KOMMepileCKHX pOJIIiKOB 6bInH 06 anKOrone. bbin03aMeileHO, iiTO B PO>KAeCTBeHCKHii nepHon nponaranna anKOronATaKXCe 3aMeTHO yCHnHnacb B >KypH81IaX H ra3eTaX BenHKO6pHTaHHH(160).

17posenexxoe B ABCTpaIIHH B cepenHHe 1980-x rOZOB

HCCneAOBaHHe BbIABHJIO, 4TO B perHOHanbHblX TenenporpaMMaxHan6onee peKJIaMHpyeMblMH anKOrOnbHbIMH HanHTKaMH 6bInH nHBOH BHCKH (175). PeKnaMa anKOrOnA ilaule BCerO BCTpei-Ianacb BCneLjHanbHblX, CIIOpTHBHbIX H ApaMaTHilecKHx npOrpaMMaX. 1-1HBonpeo6nanano B CHOpTHBHbIX nporpaMMax. ToAHiIHoe H3yHeHHeaBcTpanHMCKHx ra3eT H >KypHanoB, nposeneHHoe B CepenHHe 1980-x,nOKa3anO, iiTO H3AaHHA nJIA pa3nH4HbIX iIHTaTeneH 06b1iIHO conep>KaTpeKnaMy pâ3HbIX THnOB HaHHTKOB (175). HaH6onee ilaCTO pexnaMaanxoronA BcTpeYanaCb B AOpOrHX >KypHanaX nnA My>K9HH.

E>KenHeBHble ra3eTbl H My>KCKHe >ICypHanbl 06bliiHo conepxcanHpeKnaMy nHBa. PeKnaMa BHHa i-ialIje Bcero BCTpeilanaCb B >KypHanaX,paCCiiHTaHHbIx KaK Ha My>KiIHH, TaK H Ha >KeHUAHH, H npaKTHiieCKHOTCyTCTBOSana B 6ynbsapHoli npecce. PeKnaMa 6enoro BHHa HKpenKHx HanHTKOS KoHi[eHTpI-iposanacb B >KypHanaX nJIA >KeHU.jHH.

86

AHani33 peKnaMbl âJIKOronA B OAHOM H3 ]KypHaJiOB,

paCC4HTaHHOM Ha MOJIOAbIX KeHILIHH CHIA, nOKa3an, LITO anKOrOnb

66In BTOpOIi no BenHLnHHe peKJIaMHOFI KâTeropHeFl, CneAOM 3a nHueliH OAexfAOH (174). CpaBHeHHe CneuHanbHbIX BbInyCKOB O 3ROpOBbe HCnyLIaHHOIi nOA60pKH o6blLiHbIX BbuTyCKOB nOKa3ano, LITO peKnaMaanKOroJISI 3aHHMaeT Ha 21% 60nbu1e McCTa B BbInyCKaX O 3AOpOBbe,4eM B 06bILIH6IX.

Eue OAHO BbInOJIHeHHOe B CU.IA HCCneAOBaHHe CpaBHi3n0peKnaMy ânKOrOnA B AByx penpe3eHTaTi3BHbIX B HaI.(HOHanbHOMMacAITa6e nOA6opKax ra3eT KOnneAxCeli, oAHa H3 KOTOpbIx

oxsaTblBana Koxeu 1970-x H 6onee paxxxe roAbl, a ApyraA -cepeAxHy 1980-x H 6onee no3AHHe roi (161). 1104Tx BCA pexnaMaHanxTKOB 6bina nocsAluexa nHBy. Bo BTOpON noA6opxe, peKnaMaanxoronA Hanle BcTpeLlanacb B ra3eTaX, ny6nHKyeMblx B KaMnycax c6onee BbICOKOIi Aoneli CTyAeHTOK. C Koxua 1970-x roAoB AonA06ueHauHOHanbHOii peKnaMbl anKOrOnbHbIX HanHTKOB CHH3H11aCb, aAOnsi MeCTHOIi peKnaMbI 6apos H TaBepH, IIaCTO coAepxcauaAcneuHanbHble npepüloxceHHA H nponaraHAy "CLIaCTnHBbIX LIaCOB",B03pOCna. Bo3pOCna TaKxce H KOCBeHHaA peKnaMa anKOronA, TaKâAKaK CIIOHCOpHpOB1HHe nHBHOH HHAyCTpHeii CI1opTHBHbIX CTpaHHIIeK

HüIH OI1HCaHHe CnOHCOpHpyeMblX MepOnpHATHM B KaMIIyCe.

AHanH3bI cozepxcaHHA peKnaMbI anKOronA, BbIIIOJIHeHHble BKOHue 1970-x - Hallane 1980-x roAoB noxa3anH, LITO 11pH3bIBbI 6bI11HrnaBHbIM o6pa3oM OCHOBaHbI Ha xcenaeMblX ucHHOCTAX, TaKHX KaK60raTCTBO, npeCTH)K H ycnex. HeAaBHHe HCCneAOBaHHA OTMeTI-U114 TO

xce caMOe (Torres Hernandez M, et al., xeony6nuxoeaxxble daxnste,1994), HO nOKa3anH, LITO pacnpOCTpaHeHHOCTb CB513aHHO11 CO CTHJIeM

)K143HH peKnaMbl, a TaKxce HCnonb3yeMblx B peKnaMe TeM, oTnHLIaeTCAB pa3HbIX KaHanaX HHcl)opMauHH H AnA pâ3nHLIHbIX THI10B HanHTKOB.

B BbllIIeynOMAHÿTOM xcypHane AnA xceHI1ZHH HaH6onee LIaCTbIIiBHA peKnaM6I 6buI OpHeHTHpOBaH Ha npOAyKT, a 3a HHM CneAOBanIipeKnaMHble COO6ueHHA nOALIepKHBaIOuHe CeKC H pOMaHTHKy (174).PeK.naMa, nOCTpOCHHaA Ha TeMe 3AOpOB6A, LIaCTO BcTpeLlanacb BCneuHanbHbIX BbIITyCKâX O 3AOpOBbe. XypHan TaKxce LlacTO COAepxcan

peKnaMy, 6pocalou.tylo BbI3OB TpaAHuxOHHbIM pOnAM My3K11HH Id

xceHuHH, HanpHMep, H3O6paxcaA >KeHuHH B 6eNC6on6HbIX KOCTIOMaXHnH B OAexcAe xcOKees. 143 peKnaMHbIX pOnHKOB O nHBe,

nOKa3blsaeMbIX B CnOpTHBHbiX nporpaMMaX TeneBHAeHHA CHIA,

87

TOJIbKO 10% OpHeHTHpOBaHbI Ha npogyKrr. I-IaCTb 133 3THX pOJIHKOBCB513bIBâJIO âJIKOI"OJIb C cHTyauHAMx H neATeJIbHOCTbIO, B KOTOpbIX

BbInHBKa OnaCHa: 16% conepxcaJlx x3o6paxceHHe aBTOM06Mneli YUIHHHbIX CpenCTB nepenBHxceHHA, a 26% nOKâ3b1BâJlH BOnHble BHgbICnOpTa HJIH CueHbl C JliOnbMH B JIOJmaX HRH OKOJI0 BOgbI (45). g.TIA

peKJIaMbI IIHBa XapaKTepHbI TeMbI My]KeCTBeHHOCTH H BbI30Ba (178).CeMHOTHLieCKxii aHâJIH3 nByX (fHHCKHX TeJIepOJIHKOB O nHBe, 51K0611I

pexnaMHpyIOIIwX HH3KOrpanyCHOe LIMBO, B6IABHJI, TITO XOTA

Hpe3MepHble BbI1IHBKH He 6bIJIH nOKa3aHbl, onbAHeHHe MCpaJIOI>;eHTpaJIbHyIO pOJIb B CIO>KeTâX (177). rlbAHeA, nbIOmHe nHBOCTaHOBHJIMCb HaCTOAIIjHMH MrKT-mHaMH, C110006HbIM11 g06HTbC51

CaMOyBaxKeHHA, CB060,11bI H He3aBHCHMOCTH.

IZpHMeHHMOCTb aHâJIH30B CO,i[epKaHHA K HCCJIegOBäHHSIM

30(1)eKTOB peKJIaMbI HHOCna CTaBHJIOCb non BonpOC. BbICKa3bIBâ1I0Cb

MHeHMe, LITO OnpeneJIeHHb1e xCCJIenOBaTeJIAMH TeMbI H 3Ha4eHH51,MolyT He COBna,ZjaTb C HX HHTepnpeTauHeli ny61IHK04i, He 1'OBOpA yxceO TOTIKe 3peHHA np0(beCCHOHa.JIOB peKJIaMbI 110 110B0gy CBOeHnponyKljxH (35). OnHaKO, HenaBHHe HCCJIenOBaHHA, H3yTiaBUIHe

06itjeCTBeHHoe BOCIIPHATHe peKJIaMbI aJIKOf OJiA, nO3BOJiAiOT

npe,IjnOJIO>KHTb, TITO B31-II2nbI ny6JIHKH HeHaMHOCO OTJIMTIaIOTCA OT

B31'JI51JjOB HCCJIenOBaTeJIeH.

OF)Lu{@CTB@HHO@ BOCI7pNATN@

C KOHua 1980-x COnOB npOBOgMJIHCb HCCJIenOBaHHA BOCnpHATxA

3pHTeJIAMH peKJIaMbI aJIKOCOJIA. MHeHHe neTeH H nonpoCTKOB OTeJIeBH3HOHHbIX peKJIaMHbIX pOJIHKaX H3yTIâJioC6 B CILIA (29, 144,166, 181), Kaxage (165, 179), HoBOH 3enaxnHH (162), LLIoTnaHnxH(163, 164) H 143paxne (180). BocnpHATHe B3pOCJ16IMH nOJiyTiHJ10MeHbnIe BHHMaHHA (165, 182), XOTA prig HenaBHHx HCCJIenOBaHHHCbOKyCHpOBâJICA Ha nbAHxuaX (183, 184). B 605I611IHHCTBe pa6oTHCIIOJIb30BâJIHCb KaTIeCTBeHHble MeTOnbl c6opa gaHHbIX, TaKHe KaKBOnpOCbl C OTKpbITbiM oKOHTIaHHeM, CPynnOBOe 06Cy3ICneHHe HRHHHnHBHgyaJIbHbie HHTepBbIO, B KOTOpbIX yTIaCTHHKaM naBâJIacbBO3MONCHOCTb HC1I01Ib3OBaTb HX CO6CTBeHHble CJiOBa H 1336HpaTbC06cTBeHHble npMOpMTeTbI.

PeKJIaMa aJ1KOCOJI2 macro CTIHTaeTCA peKJIaMON B JIyTIIIIeM spute, B

OCO6eHHOCTH TeJIeBH3HOHHble pOJIHKH o6 âJIKOCOJibHbIX HanHTKaX06bITIHO ABJIAIOTCA CTHJIbHbIMH H pa3BJIeKaTeJIbH61MH. 1103TOMy

88

Heyt(HBHTenbHO, LiTO JZeTH o6pauxaloT Ha HHX BHHMaHHe, MOryTHa3BaTb aJIKOrOnbHble pOnHKH B Llxcne CBOHX nI06HMbIX H 6bITb6o1Iee 3HaKOMbI C HHMH, LIeM C pOnHKaMH o6 6e3a1IKOr0111,HbIXHarIHTKaX (163, 164). bblJlo o6HapyAexo, tiro J1eTSiM L1IOTnaI-I,TZHH(164), KaJIHti)opxHH (166) H KaxaJjbl (179) HpasxTCSI ponHKH o6anxorone 113-3a Taxxx xapaKTepHCTHx, KaK XOpOmaS( My3bIKa, SIpKHeqBeTa, AeHCTBHe, CT1I1Ib H iOMOp. B HCCnejjOBaHHH rlpOBeAeHHOM c

rpynnoH CTygeHTOB BbICLIIeFI IIIKOnbi B CHIA, cpe,gH HaH6oneenoxpaBHBIIIHxcSI XapaxTepxcTHx 6bInH rlplisnexaTenbxble nIOAH H TO,Lrro ponHKH 11306pa)ICanH BbiIIHBKy Kax pa3Bne4eHHe (144).

B npOBegeHHOM B I-IbIO-l'IOPKe KpynHOMaCIIITa6HOM HCCJIe,1jOBa-

HHH C nOLITH 2800 JjeTbMH Bo3paCTa 11-12 neT, 6bIJI0 06Hapy)KeHO,LITO 85% H3 HHX CMOrnH BCIIOMHHTb peKnaMHble coo6weHHS o6anKOrone (181). 143 TeX, KTO BCIIOMHHn peKnaMy, 6onee 90% CMOrnHee OnHCaTb. bOnee 60% TaKXCe BCIIOMHHJIH COPT, o6bI4HO COPT raffia.

K HaH6onee LIaCTO 3aMeLlaeMblM JxeTbMH LlepTaM coAepxcaHHSI

OTHOCHnHCb aKTbI BbInHBKH KâK TaKOBble: 38% OIIHCbIBânH nio4el3 BpeKnaMHbrX pOnHKâX nbiOLl(HMH, HarIHTKH H npOCSiLIZHMH

BbInHBKy. HaH6onee LIaCTO Hâ3bIBaeMbIMH THnaMH niOgeH 6buIHcnOpTCMeHbI, 3HaMeHHTOCTH, MOJjenH, aKTepbl H 6oraTble niOIZH. Te,

KTO HCnOnb3oBan nJISI OnHCaHHSi nioJ[eH O,gHO npHnaraTenbxoe,06bI4Ho XapaxTepH30BanH HX xax "60raTbien. XOTA B 3THX niOIZAX BOCHOBHOM BHAenH MOJIOabIX B3pOCnbIX, He6onbuloe MCHbLIIHHCTBO

OnHCbIBaJIO HX KaK nOjZpOCTKOB HAI{ JjeTeû.

1-1pOBeneHHOe C neTbMH 10-17 neT H3 Fna3ro HCcne,nOBaHHenOKa3an0, LrrO nbIOLIZHe 06bILIHO CHnbHee OCO3HaiOT H O,a06p5IIOTpeKnaMy anKOCOJIA, LIeM HenbIOLL[He, H nyiluie OnpeAennK)T copra HaKapTHHKaX, rJje HMeHa COpTOB H3bSITbI (164). Bbi110 06Hapy)KeHO, tiro60nblliee 00O3HaHHe H OA06peHHe peKnaMbl anKOrOnSI nbIOLL;HMH He3aBHCeno OT Bo3paCTa, nOTpe6neHHSI ânKOrOnSr B rpynne CBepCTHHKOs

H OLL[yLi[aeMOrO OTHOLIIeHHSI pO.gHTeneli K BbIHHBKaM B fOHOM

BO3paCTe.

r1p0Be,LjeHHOe C LLIOTnaHJICKMMH J.jeTbMH HCCneJ;OsaHHe noKa3a-

n0, LrrO, n0 Mepe TOrO, KaK geTH paCTyT, OHM Bce 6onee OCO3HaIOTCMbICn peKnaMbi anKOrOnSI M CTaHOBSITCH Bce 6onee CBejjyu.[HMM BaHanH3e COJjep)KaHHSi peKnaMHbLX pOnHKOB (163, 164). Tora KaK6onee IOHbie zeTH o6bI4HO COCpeAOTa4MBafoTC51 Ha TOM, LITO

noxa3blsaeTCSi B peKJIaMe, jjeTH 14 neT H cTapLlie gaioT 6onee

89

KoMIUlexcxoe OnHCâHHe: peKJIaMHble pORHKH o raise paccMaTpH-BaIOTCA KaK nponaraH,l]:HpyloLuHe My)KeCTBeHHOCTb, KOMMyHHKa-6enbHOCTb H LjeHHOCTH pa6oTlero K.rlacca, a ponHKH o BepMyre H110J1O6HbIX HanHTKaX, KaK H306pa)KaIOLi(He O6LI.1HTenbHOCTb, CTlinb H

npHBneKaTenbHOCTb.

BocnpHATHe H OneHKa peKJIaMbI anKOronA, KaK 6bIR0 06Ha-py)icexo, OTnHzIaeTCA y jjeTeI%I H nOj(pocTKOB pa3Hbtx nOROB (165,

180), a TaK)Ke pa3nHITHOro KynbTypxoro npoHCxoxcAeHHA. IIposeueH-Hoe B H3paHne HceneAosaHHe C no,apoCTKaMH Bo3pacTa 15-18 neT,nOKa3ano, TITO 1103HTHBHâ51 OLZeHKa peKnaMbl anKOronâ B ra3eTaX HxrypHanaX 6onee npesanHposana cpeAH espees H XpHCTHaH, TIeMcpeAH Rpy3OB H MyCynbMaH (180). B 3TOIi pa6oTe TaK)Ice H3yTIânocbBOCnpHSITHe 11OJE1pOCTKaMH 1-13paainbCKOH peKnaMbl H peKnaMbl H3

JjeBATH ,ixpyrHX cTpaH. XOTA H3paHJIbCKâ2 peKJlatila BOCnpHHHManacb

6onee 11O3HTHBHO, TIeM HHOCTpaHHaA, nOCnegHAA HanlepaccMaTpHSanacb, KaK H3o6pa)ICalouzaA 6oraTCTSO H ycnex.

B HOBOI%I 3enaHJ>(HH H3yTiaROCb BOCnpHATHe ueTbMH KOCBeHHOFi

peKnaMbI nHBa (162). Bo BpeMexa HCCneJ.1OSaHHA Ha TeneBH,geHHHHOBOM 3enaIIAHH pa3peLUanocb TOnbKO CnOHCOpCTBO H peKnaMaKOpnOpaTHBHOrO o6pa3a aJiKOTOnbHbIX KaMnaHH4I. KOpnOpaTHBHâApeKJlaMa, nOKa3bIBaIOIuaA 6oTIKH C nHBOM B 43yproxe, BOCIIpHHH-Manacb ,Et eTbMH 9-14 neT KaK nporaraxuHpyloluaA nHSO H

noolupAlOLuax BbinxBxy. PexnaMa Tlepe3 cnoxcopHposaHHe cnopTa,H3o6pa)ICaloLuaA KoMalluy ro per6H, pexce BocnpHHHManacb KaKnponarallgHpyloLuaA nHBO H 6ORbuie accoLjHHposanacb C Mapxoli,'rem C nHBOM, KaK THnoM HanHrrxa. Tora KaK pexnaMa rum, KaKBHAHO, nerKO y3Hasanacb KaK TaxosaA, peKnaMa jjpyrHx HanHTKOBMOrna Co3j1asaTb HeBepxoe BOCnpHATHe. Bbinonxexxoe B C1.1.1AHceneuoBaHHe c noupoCTKaMH 11-19 ne-r o6HapyxcHno, TITo peKRaMaRHKepOS B )KÿpxanaX TlaIue cTIHTanacb peKJlaMol-i nHLuH HRH6e3anK000nbHbIX HanHTKOB (31).

BbInOnHeHHOe B KaHa,lZe HCCneAOBaHHe CpaBHHno OueHKHJjeTbMH (12-16 neT) H HX poJjaiTenAMH peKJlaMbl aJIKOronA B

xcypHanaX, KOTOpaSi 6bIna OpHeHTHpOSaHa Ha o6pa3 HnH )Ke HanpouyKT (165). O6eHM rpynnaM 6onbuie HpaBHnacb peKnaMa,opHeHTHposaxxaA Ha o6pa3, oxa cTIHTanacb 6onee y6e.gHTenbHoH. BaBCTpaRH1iCKOM HCCnegOBaHHH CpaBHHBanOCb BOCnpHATHe MOROAbI-

MH nlOj;bMH TeneBH3HOHHOii peKnaMbl aRKOrOnbHbIX H 6e3anKOrOnb-

90

HbIX HanHTKOB (182). PexnaMHbte C006nleHHA o nHBe, BHHe HKpenKxX HanHTKâX BOCnpHHHMâJIHCb, KaK HCIIOnb3y101uHe TaKHeTeMbI KaK ZIpy-A6a H OTAbIX, TOrjja KaK cO06iIIeHxA 0npOXna,LIHTeJIbHbIX HanHTKâX H MHHepaJIbHOii BOAe BOCnpHHHManHCb,

Kai( rOBOpALijHe o BKyCe HanHTKa.

gaHHb1e O BOCnpHATHH 3pHTenAMH peKnaMbl ânKOrOJIA

nOATBep)IC,IAaIOT 061IIH1 B3rJUI,q Ha 3Ty peKJlnaMy, BbIpa60TaBIIIHHCA

npx aHanx3e cozjep]KaHHA: peKJIaMHb1e C006LueHHA o6 anKOrOneO6bI*-IHO CTixTaIOTCA npxBJleKaTeJIbHbIMH H nponaraHJlHpyK)üjxMHBbinxBKH H CKOpee rOBOpAT O CB5I3aHHbIX c npoAyKTaMx yzjOBOJIb-CTBHAX H CTHJIe )KH3HH, 4eM O KaLIeCTBaX npOAyKTa. CTeIIeHbOCO3HaHH5I H nOJIO)KHTenbHOro nOHHMaHHA anKOrOJIbHOIi peKnaMblMO)KeT BapbHpOBaTb B 3aBHCHMOCTx OT Bo3pacTa, nana, KyJIbTypHOrOnpOHCXO)iCAeHHSi HRH 3HaKOMCTBa C äJIKOCOJIeM. Pâ3JIxTIHble THnbi

peKnaMbi MOryT BbI3bIB1Tb pa3JIxT3HOe HCTOJIKOBaHHe. Tora KaKHeKOTOpble peKnaMHbie 0006LL[eHHA nerKo y3HaIOTCA, KaK

np0naraHAHpyIoLUHe anKOCOJIb, pyre MOI'yT 6bITb BOCnpHHATbIHeBepHO. C TOTiKH 3peHxA nOTeHUHaJIbHbIX 343,143,eKTOB aJIKOCOJIbHOFi

peKnaMbl, 00O3HaHHe, oj.Ao6peHHe H xCTOnKOBaHHe, OTieBx,II,HO,

ABJIAIOTCA Bâ)KIibIMH nOCpeAHHKâMH Me)iC,L(y 11OCJ1aHHAMx H xXHHAHBHAyaJIbHbIM BOCnpHSiTHeM.

3KCnePI+1MeHTaJlbHble 11CCrlegOBaHb1S1

B 3KCnepHMeHTâJIbHbIX HCCneAOBaHHAX, COCpeAOTO4eHHbIX Ha

KpaTKOBpeMeHHbIX HHAHBH,IÿyaJlbHbIX 34)4)eKTaX npoCMOTpa peKnaMbI

aJIKOCOnA ynenAJIOCb MaJIO BHHMaHHA OnOCpeAyi011lxM npoueccaMOCO3HâHH31, oAo6peHHA H HCTOnKOBâHHA. T1pyrHMH Bâ)iCHbIMx

OlpaHxTieHHAMH 3KCnepHMeHTâJIbHbIX HCCJIeAOBaHxH ABJIAeTCA

KpaTKOCTb npOCMOTpa JIIOAbMx peKnaMHbIX CO06LL[eHHI%I H

HCKyCCTBeHHOCTb 06CTaHOBKH.

HOBTOpeHHe ABJIAeTCA KniOTieBbIM npHHUHHOM KaK 3C134/eKTHB-

HOIi peKJIaMbI, TaK H AeIiCTBeHHOCO aHTHâJIKOCOJIbHOCO o6pa3OBaHHA:

eAHHHTiHbIid npOCMOTp BpAA JIH OKaxceT 3aMeTHbIFi 3ItiIkeKT HaCy)ICJAeHHA H nOBeAeHHe. HeyAHBHTeJIbHO, 4TO OAHOMOMeHTHble3KCnepHMeHTbI, B KOTOpbIX Cy6beKTaM nOKâ3blBanx Ha6oppeKnaMHbIX C0O6LueHHIï o6 aJIKOrOJIe, AanH CKyAHble pe3yJIbTaTbl. BHCCneAOBaHHH, BbIIIOJIHeHHOM CpeAH yLIeHHKOB 5-7 KnaCCOB CLIIA,KOTOpbie 51KO6bI npHHHMaJIH yTiaCTHe B TeCTaX Ha naMATb, OHH

91

npocMaTpHBanx Ha6op H3 40 3anHCaHHbIX Ha BHAeOMarHHTO(l)OHTeneBH3HOHHbIX poJIHKOB, n1160 nATb pOnHKOB O

6e3anKOronbHblX HaIIHTKaX H nSITb pOJIHKOB O nHBe, nH6o IISITbpOnHKOB O nHBe H Ba aHTHaJIKOrOnbHbIX Ci0)KeTa (185). i7pOCMOTp

pâ3HbIX pOnHKOB He BbI3BâJI HHKaKOI'o pa3nMgxSI B MHeHHSIX AeTeli 06

anKOrone.

bOnbIIIHHCTBO 3KCnepHMeHTOB 6bIJI0 cOCpeAOTOgeHO HaB03Z[eiiCTBHH peKnaMbl Ha nHTeFiHOe noBe,geHHe B3pOCnbIX. McHbxleBHHMaHHe yAenSLIIOCb OnpeAeneHHiO MeXaH43MOB, KOTOpble MOTne)KaTb B OCHOBe B3aHMOOTHOLIleHHIi CTHMyn - peaKwHSI. BO3M0)iC-

HOCTb MHMOneTHbIX CTHMynHpyK)II.mX 3(1(teKTOB O6Cy)KAanOCb Atkin

(33). Tene131,13HOHHble pOJIHKH o6 anlCorone MOryT nOATOJIKHyTbnpeApacnon0)KeHHbIX niOAeF1 BbInHTb HJIH, ecnH OHH y)Ke nbK)T,BbrnHTb 6onbrIIe, gem OHM HaMepeBanHcb. PeKnaMa anKOronSl MO)KeTAeiiCTBOBaTb KaK CIIyCKOBOri KpIOHOK, KOTOpbIIi yKpenJISIeT B

CO3HaHHH Bb16Op B nOnb3y BbInHBKH, HanOMHHaSr 06 OLL(yTHMbIXBblrOnaX BbIHMBKH Will )Ke KaK ycHJIHBaIOLLjHIi HnH pacTopMa)KI-rsa-IOLqHIi (lIaKTop. B nro6oM cJly=rae 3(p(peKT OCHOB3H Ha npenbinyII),HXOTHOxIeHHSIX H nOBeneHMH.

B HenaBHHX 3KCnepHMeHTaX, H3ygaBLIIHX nOBeneHMe nbIOLLEHX,

nonbITanHCb cHMynxposaTb yCJIOBHSI, B KOTOpbIX nIOAH HMenHBO3M0)KiiOCTb BbInHTb H MOrnH yBHAeTb peKnaMy anKOronSl.ABCTpanxriCKHX CTyneHTOB BO3paCTa 18-20 neT 3aCTaBHJIH nOBepHTb,tITO OHH yilaCTByrOT B HCCneAOBaHHH TeneBH3HOHHbIX nporpaMM(186). CTyAeHTaM nOKâ3aJIH 90 MHHyT 3anHCaHHbIX Ha BHneonporpaMM, H,i1ZyLL(HX B JlyHUree BpeMSI, KOTOpble conepxcanH LLIeCTb,ABeHaALjaTb HnH HOnb peKJlaMHbIX Coo6lueHHFt o6 anKOrone (nase,BHHe HnH KpenKHX HanHTKaX). bbInH npennOXCeHbI nHBO,

npoXnanHTeJIbHb1e HanHTKH H nerKaSl 3aKycKa, SIK06br WM Toro,LiT06bI cAenaTb TeneBH3MOHIIyIO CHTyauHlo eCTeCTBeHHOri.

ripOCMOTpbI npOBOA1311xCb BO BpeMSI, KOrna CTyneHTbl KonneAxCeri,KaK nonaraioT, iIaLIZe Bcero ynoTpe6nslloT anxoronb. O6Hapyxcexo,LITO CTyAeIiTbl, BHAeBLHHe LHeCTb pOJIMKOB 06 anKorone, BbIHHnH6OnbLHe nHBa, geM Te, KTO He BHnen pelCnaMbl anKOrOnSI. t10Ka3ABexaALjaTH ponHKOB, He yBenHLrHn, oAHaxO, noTpe6neHHe anKOTOnSI.iZpeAnonaranOCb, qTO 3T0 n1360 CBSI3axO C 3C1)(1)eKTOM nnaTO, HnH )Ke

cTyAeHTbI orpaHHLrHBana csoe noTpe6neHHe anKOrOnSI ARA TOED,1-ITO6bI cOXpaHHTb CIIOCO6HOCTb OL[eHHTb TenenpOrpaMMbl.

92

Hccnej-1osaTenH Tax]Ke H3yLIanH - CB5I3axO JIM KOnHYeCTBO B6I11H-

Toro cTygeHTaMH nHBa c Hx HaMepeHHeM BecTH MaLIIHHy. HHKaxoiiB3aHMOCBA3H He HaHneHO. OLIeBHAHO, BO3MO3KHOCTb OnpereneHHACyLLleCTBeHHbIX 3I14eKTOB 6bina OrpaHHLieHa npHroTOBneHHAMH:3KCnepHMeHT npOXoAHn B KOJLIlen>Ke, rAe CTyneHTbl >KHByT, TaM,OTKyra OHH MornH A06paTbCA Aomori neinKOM. HCCnejjOBaTenH TaK>KeOTMeTHJIH, WO y CTyreHTOB 6bIJI OrpaHHLIeHHblli AOCTyn K MaLIIHHaM

H OHH 06bHLIH0 6bIJIH npOTHBHHKaMH BO>KAeHHA B HeTpe3BOM

COCTOAHHH.

B pure HeAaBHHX HCCnejjOBaHHIi H3yLIanaCb peaKLjliA nbAHHLj HapexnaMy BJIKOrOnA. B npOBeneHHOM B KaHare 3KCnepHMeHTanbHOMHCCneroBaHHH H3yLIâ110Cb B03reI3CTBHe peKnaMHbIX C0o6LneHHii o6aJlKorone H H306pa>KeHHA âJIKOrOnSi B Conep>KaHHH TenenpOrpaMM Ha3noynOTpe6nui0IIjHX anKOrOneM my>KT-IHH, Ha6paHHbIX H3 OTAeneHHHAeTOKCHKa1.1HH H aM6ynaTOpHOH KnHHHKH (187). HHTepeC K 3TOiirpynne OCHOBbIBanCA Ha pe3ynbTaTaX npenblAyLI.iHX HCCneAOBaHHid,nOKa3aBIUHx, LITO Te, KTO 3noynoTpe6nAeT aJlKOroneM, B

npOTHB01IOJI0>icILOCTb TeM, KTO nbeT yMepeHHO, 60nee LIyBCTBHTenbHbI

K BHeIIIHHM, LIeM K BHyTpeHHHM anKOrOnbHbIM CTHMynaM. MHHMOH

L(enbi0 HCCnenoBâHHA 6bIJI0 oljeHKa HrpOBbIX TenenporpaMM,nOKa3aHHOii yLiaCTHHxaM 3KCnepHMeHTa nH60 C "HOpMaJIbHbIMH",nH60 C BbIpe3aHHbIMH nHTeFiHbIMH CIreHaMH H BKJIIOLIaBIIIHM pexJlaMy

nHBa, npOXJIarHTenbHbIX HanHTKOB HnH nHLIreBbIX npOryKTOB. TaxKaK He CLIHTanOCb 3THLIeCKIi onpaBnaHHbIM OL(eHHBaTb 34(l-reKTb1 no

peaJlbHbIM BbInHBKaM, B pa6oTe H3yLIanaCb rOTOBHOCTb yLiaCTHHKOBnpOTHBOCTOATb >KenaHHIO BbinHTb B THnHLIHbIX CHTyaIrHAX peLjHAHBa,

KOTOpaA H3MepunaCb C noMOLLjbiO BOnpOCHHKa 3anOJIHAeMOCO no HnOcne npOCMOTpa BHreoKacCeTbl.

bbin0 o6Hapyxcexo, LITO 111OrH C 6onee TA>Kenoli nHTeHHoilHCTOpHeH 661nH 3HaLIHTenbH0 MeHbLne yBepeHbl B CBOe1i CIIOCO6HOCTH

COnpOTHBnATbCA >KenaHHIO BbInHTb nocne npocMOTpa nporpaMMbi CnHTeIïHbIMH CneHaMH. YLIdCTHHKH, CMOTpeBLiIHe npOrpaMMbi C

nHTeiiHblMH CL[eHaMH H pexnaMoi3 nHBa, HMenH 60nbIIIyiOyBepeHHOCTb, =rem Te, KTO CMOTpen npOrpaMMbI TOnbKO C nHTeKHbIMH

CueHaMH. He 6b1n0 06Hapy>KeHO 3c1(1)eKTa OT npOrpaMM, me 6bUIaTOnbKO pexnaMa nHBa. Pe3ynbTaTbI HCTOJIKOBbIBanHCb B

COOTBeTCTBHH C TeOpHelï n03HaBaTenbHOFI peafowl. 3Ta TeopHAnpennonaraeT, LITO, CTanKHBâSICb C y6e>K,IraIOLi(HMH nOCnaHHAMH, C

KOTOpbIMH OHH He COrnaCHbl, nIOnH MOryT B CBOeM CO3HaHHH

93

BbIABHraTb AOBOAbI npOTHB nocnaHHSI, Aenasl TaKNM o6pa3OM ero34)43,eKT HeraTHBHbIM. DI'O 06bSICH2eT n0'IeMy peKnaMHble ponHKx OnHBe, SiBHO npeAHa3Ha'ieHHble ,iIJISi nOOLL(peHHSI BbIIIHBKH, He

nOKâ3ânH BO3AeiiCTBHSi Ha CHJIy COnpOTNBneHHSI yLiaCTHHKOB.

KOHTpAOBOAbI, BbI3BaHHble peKJIaMOH nHBa, BO3MOM(HO, CBenH Ha HeT

343CpeKTbl H306pa)ICeHHSI BbIIIHBOK B XOAe nporpaMM. HCCneAOBaTenH

peKOMeHAOBanN pa6oTHHKaM KJIHHHK rOTOBHTb CBOHX naLjHeHTOB00O3HaBaTb aJIKOrOnbHble HaMeKH B COAep)KaHHH TenenpOrpaMM.

BOcnpHSITHe aJIKOrOnbHOH peKnaMbI 'Ipe3MepH0 nbiOILjHMH,

HâXOASiIIIHMHCSI Ha cTaAHH JIe'IeHHSI iinH pea6NJINTaLjHH H3y'IanOCb B

AByX OCHOBaHHbIX Ha HHTepBbiO pa6OTaX. B BbIIIOJIHeHHOM BO

cDpaHl.ixH NccneAoBaHHH yCTHble OTBeTbI y'-IaCTHHKOB BapbiipoBanHOT COnpOTHBneHHSI AO yCTynOK (183). B npOBeAeHHOM B HOBOIi3enaHAHH NCCneAOBaHHN HCIIOnb30BânNCb peKJIaMHble pOJINKH,

3anHCaHHble Ha BHAeOKacCeTy (184). C+TBeTbI yYaCTHHKOB 3TOr0

HCCneAOBaHHSi HHOrAa 6bInH HeoAHO3HaHHbIMH: HeKOTOpbie pOnHKH

C'IHTanHCb npHBneKâTenbHblMH HnH XOpOLIIO CAenaHHbIMH H B TO wespew' OCKOp6HTenbHbIMH HJIH HaBSI34HBbIMH. HO'iTH Bce

HOBO3enaHACKHe y'IaCTHHKN C0061IjHnH, 'ITO Ha HeKOTOpOM 3Tane MXHbIHeLIIHeH Tpe3BOCTH, npOCMOTp peKnaMbI aJIKOrOnSI 3aTpyAHSin HM

BO3Aep)KaHHe OT BbInHBKH. Pe3ynbTaTbl 3THX HCCneAOBaHHIi, a TaK)ICeKâHâ,CACKOrO 3KCnepHMeHTa, nOKa3bIBâIOT, 'ITO npOXO)KAeHHe ne'IeHHSI

MO)KeT nOBbICHTb CIIOCO6HOCTb nbK)LLjHX COBnaAaTb C npOnHTeÎ-iHbIMH

nOCnaHHSiMH aJIKOrOnbHOki peKnaMbl.

Pe3ynbTâTbI TaK)Ke yKa3blBaiOT Ha Ba)ICHOCTb H3y'ieHHSI peaKLliIHnbSIHHIZ, KOTOpble He npOXOASiT ne'IeHHSI. bbtna BbICKâ3aHa rHIIOTe3a,'LTO B03AeiÎCTBHe anKOrOnbHOii peKJIaMbI KpHBOJIHHeHHO B

3aBHCHMOCTH OT yBne'IeHHOCTH BbIHHBKaMH (35). PeKJIaMa anKOrOnslHe 3aHHTepecyeT H He 3aTpOHeT HerIbiOILIHX. C ApyroH CTOpOHbI,nbSIHHL[bI, CTpeMSILLmeCSI K Tpe3BOCTH HRH yMepeHHOCTH MOryTCOnpOTHBnSITbCS cTHMynHpyfOIIjHM BbInHBKy npH3bIBaM B peKnaMe,no KpaHHeH Mepe, ecnH 3T0 noAAep)Kaxo ne'IeHHeM. Bo3AeHcTBHepeKnaMbl anKOrOnSI 6yAeT Ha136o11bLIIHM Ans[ nbIOLLHHX H, TaKHMo6pa3oM, BO3MO)KHO, SIBJISIeTCSI IbaKTOpOM COXpaHeHHSI HJIiI

yrJIy6neHNSi nbSiHCTBa.

94

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npOCne)KeHHb1e B 3KCnepHMeHTâx. BOnbLIiNHCTBO HCCneAyiOLLjMX

AOnrOBpeMeHHble 3cI(keKTbi pa6oT OCHOBaHO Ha AaHHbIX OnpoCOB. BuccneAOBaHI3Hx npOCMOTpOB eCTb KaK KOHilenTyanbHble, TaK HMeTOAOJIOruLieCKHe npo6neMbl. OAHOrI H3 Ba)KHbIX np06neM slBnSieTCSI

yCTaHOBneHlie npHLIHHHOH B3aHMOCB5I3H MexcAy npOCMOTpOM

peKnaMbI H Ha6nlOAaeMbIM B03AeriCTBMeM Ha Cy)KAeHFiSI H nOBeAeHHe,

a TaK)Ke OnpeAeneHMe HanpaBneHMSl npHLIMHHOCTM. TpyAHO OnpeAe-nHTb, HMe1OT JIM Cy6'beKTbi 110314THBH0e MHeHHe o6 anKOrOne nOTOMy

1-1TO OHM HeHaMepeHHO noAsepranxcb B03AeriCTBHio peKJlaMbtanKOrOnSi, HRH )Ke n0314THBHâS1 npeApacnonOXCeHHOCTb BbI3Bana60nbLIiy10 BHHMâTenbHOCTb K TâKOIi peKnaMe.

BTOpOri np06neMOFi SIBnSIeTCSI aAeKBaTHOe H3MepeHMe Aonro-speMeHHOiï nOAsep)xeHHOCTM peKJlaMe. OaKTMLIeCKM HeB03MO)KHOBbIAenMTb KOHTpOnbHble rpynnbl He nOABep)xeHHble peKnaMeanKOrOnx, CpaBHeHHSi MOI'yT 6bITb CAenaHbi MexcAy rpynnaMH HHHAHBHAyyMaMH C BbICOKOri H HH3KO1-1 CTeneHbio nOABep)KeHHOCTU.

HaAeXCHOCTb HCI1onb3yeMbIX B pslAe paHHHx Hccne,i(osaxui%I MepH3MepeHHSI nOABep)iCeHHOCTH 6bina nOCTaBneHa no COMHeHUe (21,33, 36, 188, 189). bbIJIO CKa3aHO, LITO paCCMOTpeHHble THnbI CpeACTBMaCCOBOI3 HH(134OpMaui3li He 6bInH CaMbIMU nOAXOASILI(HMH, npOCMOTp

coAep)caxHSl MCTOLIHHKOB HH(tiOpMaljiiH He 06513aTenbH0 noApa3y-MeBaeT npOCMOTp BXOASIIÜnx B Hux peKnaMHbix coo6LLjexul-i, apa311HLIHSl BO BHHMâHUU H nOHHMaHUH 6binu ynyLlZeHbl H3 BMAy.

3TH np06neMbl 6bIJ1H peLLIeHbI B HeAaBHeM uCCneAOBaHMHOCHOBaHHOM Ha AaHHbIX OnpOCa nOLITH 500 AeTeri Bo3paCTa 10-14 neTH3 KanH(l)OpHHH (157). 34)(1)elCrbl peKnaMbl 6bInH KOHuenTyanH3H-pOBaHbI Ha OCHOBe MOAenH HH(kOpMauHOHHOro npOLjecca KOTOpaSI - B

COOTBeTCTBHH C uepapxHeii MOAeneri B03AeiiCTB145I - yTSep)KAaeT, LITO

peKJIaMHble c006LueHHSI MOrÿT OKa3aTb BnuSIHUe Ha 3HâHHB,

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3anOMMHa1oTCSi. YpOBeHb OCO3HaHMSI peKnaMbI anKOronSl, TaKHMO6pa3oM paCCMaTpMBaeTCSi KaK 6onee BeCOMblri (balrrop, LIeM npOCTOnpOCMOTp peKnaMbi. Oco3HaHHe M3MepSIJIOCb C nOMOLLnAO noKa3apecnOHAeHTaM cepMi3 cIDOTOCHHMKOB B331TbIX u3 COBpeMeHHbIX

TenepOnHKOB O nMSe, Ha KOTOpbIX Hâ3BaHMe pexnaMNpyeM6ix COpTOB

95

6bino 3agepxexo. PecnolineHToB CrlpaluHBanH, BHnenH nH 01-IH

ponHKH H MOryT nH OHH OrlpeAenHTb copTa.

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MepOIIpHATHLi H 18 HrpOBbIX IIpOrpaMM, rIOKa3bIBaIOLgHXCA B nyLiLIIee

BpeMSi, HCIIOnb3OBanHCb AnA OLjeHKH rIOABep)KeHHOCTH cy&beKToBpexnaMe anKOrOnA H HHbIM CB5I3aHHbIM C anKorOneM CIo)KeTaM.Bb16op HMeHHO 3THX THIIOB rlporpaMM OCHOBbIBanCA Ha HH(llOpMa-LIHH, C06paxxOli B XOAe ljonroBpeMeHHoro MoxHTOpHHra anxoronA BconepxcaxxH TenenepeAag. PexnaMa rIHBa accouHHposanacb B co3Ha-HHH CO CIIOpTHBHbIMH TenerlpOrpaMMâMH, a TaK)Ke C lIpOCMOTpOMTeneBHAeHHA B AHeBHOe H BezlepHee BpeMA B BbIXOAHble ,IÿHH. IZOKa3

=corons' aCCOuHHpOBanCA C HrpOBbIMH TenellpOrpaMMaMH.

JIA OLleHKH 3CkCi)eKTOB 003HaH1i5I peKnaMbl Ha 3HaHH31 H CyxcAe-

HHA 06 aJIKOrOne, Ha HaMepeHHe BbIrIHTb KaK B3p0Cnb1H, a TaK)ICeOAHOBpeMeHHOrO B03AeFICTBHSI 3THX rlepeMeHHbIX Ha OCO3HaHHe,HCIIOnb30BânHCb MeT0AHKH HepeKypCHBHOrO MOAenHpOBâHHA.

Pe3ynbTaTbl IIOKâ3ânH, LrTO TOrAa KaK CB513aHHble C anKOCOneM 3HaHHSi

H Cy)ICAeHHA yCHnHBafOT 00O3HaHHe peKnaMbI =corons!, 3TOT 3C1-4eKTcna6ee, YeM- BnHAHHe OCO3HaHHA Ha 3HaHHA H Cy)xneHHA.

O6HapyxceHO, zITO yclulexxe rIO3HTHBHbIX Cy)iCAeHHIi rIpHBOAHT KycHneHH10 HaMepeHHH rIHTb KaK B3pOCnblli. 3TH 3C14e1CrbI

COXpaHAJIHCb Aa)Ke TOrna, KorAa KOHTpOnHpOBâJIHCb pa3nHtiHA BOLIIywaeMOM OTHOLIIexxH H IIHTeiixoM noBeAeHHH poAHTeneFr HcBepcTHHKOB, a TaK)Ke Bo3AeIiCTBHe 3HaHHN H Cy)ICAeHHri Ha

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rIOBeAeHHe. 3Ta pa6oTa 6bina 6a3HCOM AonrospeMexxoro06CneAOBaHHA, rAe IIOBeneHYeCKHe 344eKTbI 6yAyT H3riaTbC2 Hapâ3HbIX 3TarlaX )KH3HH.

O HacTOALnerO BpeMeHH COO6LIPnOCb TOnbKO 06 OAHOMAOnrOBpeMeHHOM HCCneAOBâHHH, KOTOpOe 6bIJIO Bb1II0JIHeHO B HOBOH

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96

anxorone B cpej[CTSax MaccOBOFi HH4lopMauHH. Cpe,gH peKnaMHblxc00611WHHH IOHOIIIH gaule, Lieh geaylllKH, BCIIOMHHânH pexnaMyIIHSa, H, TaK KaK cTpyxrypa noTpe6neHHSi anK000nsz iOHOüIeIï 11

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XOTSi He 6bIJI0 06Hapy3KeH0 B3aHMOCB313H Me)Kay

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BO BHHMaHHe )KHJIHLuHble yCJIOBHSi, 3aHSITHe H OLuyIuaeMOe

O,go6peHHe B6IIIHBKH CBepcTHHKäMH.

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j[aHHble BpeMeHHbIX CepHii. 3rH HCCne,gOBaHHSi 06bIt1HO BKniO4aIOT B

ce6x noclpoeHHe H HCnbITaHHe 3KOHOMH4eCKHX MO,geneH. genbx)SIBnSIeTCSI BblgeneHHe 3CpCpeKTos pexnaMbl, KoHTponHpySi ,tjpyrxe(1)axTopbi, xoTOpbie BnHSIiOT Ha noTpe6neHHe aJIK000ns, Taxxe xaKueHbl H jlOXOj(bI. 06-beM peKnaMbl o6bI4HO H3MepSiJICSi BenH4HHOiipacXOgOS, a 06beM noTpe6neHHSI - BenH4HHOM npoga)KH. BpeMeHHblecepHH o6bI4HO OXBaTbIBanH nepxojL B 20 neT. Tor,ga KaK paHHHe3KOHOMeTpH4eCKHe aHanH3bI OCHOB6IBanHCb Ha nojjXOAe npoCTOrO

ypaBHeHHS, npH KOTOpOM pexnaMa H npo,i[axca H3yLIanHCb ggSi

Ka)iCj(Or0 THna HaIIHTKOB OTj(enbHO, HeCKOnbKO HCCnejIOBâHHii,

npOBejjeHHbIX nOCne Cepe,iZHHbI 1980-x, HCIIOnb3oBanH MOjjenH

CHCTeM CnpOCa, 1103BOJISIBLIIHe H3y4HTb BO3geNCTBHe O,gHOrO 'rima

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npOjiaxcH Ha pexnaMy. B pige pa6oT npocTO H3y4anHCb TeHj(eHuHHpexnaMbl H nOTpe6neHHSi anxoronSi, HnH we OHM cocpejjoTa4HBanHCbHa 3(l(tleKTax orpaxH4eHHH pexnaMbl anKOrOnSt.

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97

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CIIOpTHBHbIX H KynbTypHbIX MepOnpHSiTHrI AJI51 TOCo, MT06bI 06oHTH

3anpeT. BbIXOAHnH peKJIaMHble TenepOnHKH Ans 6e3anKOTOnbIiblXHanHTKOB, Tpy60MeK AnSI KOKTeruleH H 3aKyC04HbIX OpeXOB, HeCyLuHe

Te xce HMeHa H 3M6neMbI, 4TO H COT KpenKHX CnHpTHbIX HanHTKOB.

BenuKo6pumaHug

B BenHKo6pHTaxxH CHCTM caMOperynHposaHHSI ocxosaxa HaHeCKOnbKHX KOAeKCâX AeSiTenbHOCTH, OTHOCSIISIHXCSI K pa3nH4HbIM

cpeACTBaM Maccosorl HHCPopMauHH (19, 20, 160, 207).Ao6posonbxble cornaIlleHHSi no OrpaHHMeHHiO onpejjenexxblx THITOBpeKnaMbl anKOrOnSi 4aCT0 BBOAHnHCb KaK Mepa 3aI1jHTbI Ansl

6noxHposaHHx nOnbITOK 3aKOHOA8TenbHblX orpaHH4exHH.rlepecMoTp rOnnaHACKOrO KoAexca peKJIaMbI anxoronSl H pa3BHTHepexnaMHbrx KoAexcos pa3nH4Hbrx OTpaCneH anxoronbxol3 HHAyCTpHHCL1lA npoHCxoAHno nOA yrp03011 npaBHTenbCTBeHHOrO

perynHpoBaHHSt. B BenHKo6pHTaHHH KoAexc PexnaMHot3gesITenbHOCTH, npHHSITbIIi AjI51 He TpaHCnHpyloumX CpeACTB

MaCCOBOH HH(bOpMauHH, TalUKe 6bin pa3pa6oTaH B cepeAHHe 1970-xrOAOB YnpaBneHHeM CTaHAapTOB PeKnaMbl (ASA), opraHH3auxeFI,(1)HHaHCHpyeMOli peKnaMHbIMH areHTCTBaMH, HH(pOpMauHOHHbIMHOpraHH3anH5IMH H rnaBHbIMH peKnaMOAâTenSiMH, AnSI TOrO, 4TO6bIAOKa3aTb, MTO HHKaKOe BHeIIIHee perynHposaHHe He Tpe6yeTcx.IZpaBHna TpaHCJISILjHH pexnaMbl anKOrOnbHbIX HanHTKOB,

pa3pa6oTaxxble He3aBHCHMbIM YnpasnexiieM TenepaAHoseulaHHSI(IBA), Cyu(eCTByIOwerO Co BpeMexH Hagana He3aBHCHMOTO

TenesHAeHHSt B 1950-e roAbt. B bpHTaHHH peKJlaMa KpenKHxCnHpTHbIX HanHTKOB He AOfIyCKanaCb Ha TCneBHAeHHe noCOrnaLUeHHlo Me)KAy 11pOH3BOAHTenSIMH anKOronSl H

TeneKOMnaHHSIMH. rIpHMHHbI 6onbflie CBSI3aHbI c 6naronony4HeManKOTOnbHOH HHAyCTpHH, 4eM nOTpe6HTeneli: COrnaüleHHe oHeHCIIOnb3OBaHHH HOBbIX KaHanOB COXpaHStno AeHbrH, orpaHH4HBano

KOHKypeHLiHIO CpeAH 6pHTaHCKHX npOH3BOAHTenerl H 3aTpyAHSfnOHHOCTpaHHbIM npOH3BOAHTenSiM npOHHKHOBeHHe CO CBOHMH COpTâMH

Ha 6pHTaHCKHrf pbIHOK (208).

C KOHua 1980-x rOAOB CHOBa CTanH nepHOAH4eCKH pa3AaBaTbCSInpH3bIBbI B IIOnb3y 6onee 34)(1)eKTHBHOrO perynHpoBaHHSf, npOTHB

105

KOTOpbIX B CKOOpAHHHpOBaHHOti KaMnaHHH BbICTynHnH anKOrOnbHäH,

peiuiaMHasi H HH(l)OpMaLIHOHHasI HHJrycTpHH. B 1988 ro,gy KOJ(eKCblASA H IBA 6bInH nepecMOTpexbt B OTBeT Ha npocb6ynpaBHTenbCTBa. ,E(06p0BOnbHble KOJjeKCbI 06bILIHO cpopMynxpytoTcslHetieTKO H OCTaBnSIK)T MeCTO JjnA pâ3nH1IHbIX TOnKOBâHHti. MHorHe

CgenaHHble B 6pHTaxCKHX KOJZeKCaX H3MeHeHH51 nbtTânHCbnpoSICHHTb, KaKxe XapaKTepHCTHKH COJ[epxKaHHSI CLiHTatOTCSI

HeJ(OnyCTHMbIMH. O,2ÿHaK0, HeKOTOpbie H3 HOBbIX noJIO)KeHHH CKOpee

nOBbICHJIH, LieM nOHH3HnH BO3MO)KHOCTb pa3nH1iHbIX HCTOnKOBaHHÎi,

TaKxe KaK 3anpeT KOJ;eKca IBA HC11O1Ib30BaTb tOMOp, He rOBOpSI yxceo ,gpyrxx Tpe6oaaHHstx K coAepxcaxHlo. HanHTKH c cOCepxcaxxeMMeHee 1,2% anKOrOnsi He BOLLIJIH B nepeCMOTpexxbte npaaxna IBA,'Tome cnytiaes, KOrJSa HH3KOe CoJ>;epx<axxe anKOronSl He otieBHJ;Hoxnx xce Kor,aa Co3,13aeTCSt BnetiaTneHHe, LiTO cylL(eCTBexxOH IjenblOpeKJIaMbI SiBnSIeTCSi nponaraHwa copra anxoronbxoro HanHTKa.

B TeLleHxe 1980-x rOzoB OTZenbHble KOJleKCbI 6bInH pa3pa60Ta-Hbt ;VIA Ka6enbHOrO TeneBliJjeHHSI H BHJteOTeK. KO,geKCbI pâ3nHLIHbIXCpeJI;CTB HHpOpMatjHH 60nbtne OTnHLIanHCb no McTO.gaM HCnOJIHeHHSI,LieM n0 COJZepxKâHHIo. HeKOTOpble KOjeKCbl HMenH no1Iy3aKOHHbItiCTaTyc, TaK KaK COOTBeTCTByiOIJ.IHe BnaCTH, TaKHe KaK IBA HnH weKa6enbHOe ynpasnexxe, HMenH 3aKOHHOe npaso paccMaTpHBaTb)iCan06bI. KpaFIHHM HaKâ3aHHeM 3a HapyLLleHHe Ka6enbHOro KOJjeKCa6bIJIa oTMeHa nHIZeH3HH., C JcpyroH CTOpOHbI, CLIHTanOCb, LITO

Co6niOJjeHHe yCTaHOBneHHbIX HOpM KOHTponA B CJIyxK6aX BHJjeOTeK3aTpy,aHHTenbHO, TaK KaK MOxKeT H He 6bITb nOCTOSIHHOti 3anHCHnepe,IjatotlJ,i3XcSi no CHCTeMe nOCnaHHM. Ka6enbHbiii KOJZeKC TaKxcenpHMexHM K nepeJ[atiaM clfyTHHKOBOro TenesHeHHSi npHHHMaeMbIXKa6enbHblMH OnepaTOpaMH. C nOMOmbiO Ka6enbHOrO KOJleKCa

J.I06pOBOnbHbIiï 3anpeT Ha petcnaMy KpenKHX HanHTKOB OKa3anHeKOTOpOe Bo3J(eIiCTBHe Ha MexKJjyHapOJ[HyK) npaKTHKy peKnaMblanxoronsl: Cynep Kaxan, nepeJjatouiHHca B BenHKO6pHTaxxH noCHCTeMe Ka6enbxoro TeneBliJ;exHSi, H3-3a 6pHTaHCKHx npaBHJI HMeeTorpaxHtlexxyio pelKnaMy cnxpTHOro (209).

CnOHCOpCTBO ânKOIOnbHbIX KOMnaHHI4 He oXBaTbIBaeTCSI 6pH-TaHCKOH CHCTeMOii CaMOperynHpOBaHHSI. Tax KaK aJIKOrOnbHaSi

HHJtyCTpHSi HrpaeT BaxKHyK) pOnb B CnOHCOpHpOBaHHH CnOpTa,nOnbITKH OrpaHHLiHTb CnOHCOpCTBO BbI3BanH npOTHBOJjeHCTBHe

6p1-1TaHCKHX CIIOpTHBHbIX OpraHH3aL(HH. gO6pOBOnbHbie KOJ(eKCbI He

OrpaHHLIHBaIOT aCCOuHHpOBaHHSi anKOronSt CO CnopTOM; TOnbKo

106

KOJ(eKC ASA peKOMeHJ(yeT H36eraTb HaMeKOB Ha TO, i-iTO ycneXHCnOpTCMeHOB CBA3aHbI C ynOTpe6neHHeM HMH aRK0C0115l.

OyHKuuoHuposaHue caMopeaynupoeaHuA

B bpHTaHHH npOIIU1a o6IIlHpxaA noneMHKa o6 344eKTHBHOCTHCHCTeMbI CaMOperynHpOBaHHSI (19). 3TH J(e6arbl 6blJlo TpyAHOpa3peIIIHTb, TaK KaK cneuHliHtlecxxx CB5I3aHHbIX C anKOrOneM

aHHbIX, rOBopSinZHX 0 4)yHKi(HOHHpOBaHHH CHCTeMbI, ManO. KOJ(eKc

IBA conposoxcAaezcrl JjByXCTaJ(HIiHOFi CHCTeMOÎi npeJ(BapHTenbxoilnposepKH. B 1986 6b1no npeJ(BapHTenbHO H3ytlexo 6onee 20 000 cue-HapHes peKnaMHbIX C006UieHHr1 J(nSi pa,[ZHO H TeneBH,I(eHHSI; 6binOyKa3aHo, tiTO 22% H3 HHX Z(OnUKHbI 6bITb nepeJ(enaHbl. 143 npeJ(CTaB-neHHbIX J(nSl npOBepKH 3aBepUIeHHbIX ayJ(HO/BHJ(eOKaCceT TOnbKO 4%

Tpe60BanIi H3MeHeHH1i. B 3TOT xce rOJ( IBA nonyLIHna 3500 ]iCano6 H3KOTOpbIX TOnbKO 15 6bInH yJ(OBneTBOpeHbl (160).

IIOJZ06Hb1e Ha6nK)J(eHHA 6bInH cJjenaHbl B KaHaJ(e, rJ(e TpaHcnx-uHS[ anK0ronbH0li peKnaMbI perynHpyeTcsl KO,L(eKCOM KaHaz(CKOHpa,3HO-TeneB143HOHHOIi H TeneKOMMyHHKauHOHHOI%I KOMHCCHeFI

(CRTC). IIpeJ(BapHTenbHO H3yLIanHCb cuexapHH peKnaMHbIX

coo6luexHil, xoTopble J(asanH cMyrHOe npeJ(cTasneHHe o6OKOHziaTenbHOM ayJ(HO-BH3yanbHOM npol(yKTe. B nHKOSb1e nepHOAbInpOBepOIIHb[ïi KOMHTeT MOr nonyYaTb COTHH cueHapHeB B J(eHb. Bpe3ynbTaTe 6bUI0 yCTaHOBneHO, HTO 3Ha*-IHTenbHa51 LiaCTb peKnaMHbIX

C006U(eHHii o6 anKOrone Hapyluana KOJ(eKc HnH 6bina Ha npeJ(ene3TOro (Anderson, J., neony6nuxoeannb[e dannb[e, 1989).

IipHTâHCKHIi KOgeKC peKnaMHOFi J(e5lTenbHOCTH ASA perynHpyeTHapyxcHylo pexnaMy anKOPOnSI, TaIUKe KaK peKnaMy B nezIaTHbIXH3,£(aHHSIX, B KxxOTeaTpax H Ha BHJ(eoxacceTax, ASA KOHTpOnHpyeTneLiaTHyIO peKnaMy nyTeM axanH3a O6pa3uOS ny6nHKauHIi HRH cnOMOH(bK) npoBeJ(eHHA Bb160pOYHOIi nposepKH onpe,geneHHbIXnpOJ(yKTOB, TaKHX KaK anKOrOnbHble HanHTKH. B 1986 rOJ(y

Ha3HaLieHHblii J(JISi paCCMOTpeHHS[ >[can06 KOMHTeT nOnrIHn 6o1lee7800 3aSiBneHHH, 143 KOTOpbIX 32% 6bIRH H3ymeHb[; HaH60nee LIaCTOkinpHHHHO[ï OTKa.3a 6bIR0 TO, trrO He 6bIR0 SIBHbIX HapyLUeHHii KOJ(eKCa.

Kor,qa perxCTpxpoBanocb HecornacHe (19 cnyiaeB B 1986 roJry),KOMHTeT BbIITyCKan 3anHCKy J.(JIS[ CpeJ(CTB MaCCOBON HH(l)OpMauHH, B

KOTOpOïI npOCiIJI H3J(aTeneFi He ny6nHKOBaTb peKJlaMHbIX

C00611(eHHii, 110 KOTOpbIM He J(OCTHTHyTO COrnaCHi1 (160). B

107

KHHOTeaTpaX, rAe anKOronb npHHOCHT no4TH TpeTb BceX npH6bIneFi

OT peKnaMbl, ACCOuHauHSi peKnaMbl B KHHOTeaTpaX y4pe,gHnaCH:cTeMy npeABapHTenbxoro npocMoTpa pexnaMbl 11UISi nposepKHCOOTBecTBHx xoAexcy ASA (209).

B CMOJIenHpOBaHHOH n0 6pHTaHCKOH C14CTM aBCTpanHricKOH

CHCTM CaMOperynHpOBaHHSi rnaBHbIM OpraHOM, OTBeTCTBeHHbIM 3aBbInyCK yKâ3aHHii no peKnaMe, HX HCTOJIKOBaHHe H npOBepxy xcano6

SiBnSieTCSI (bHHaHCHpyeMblii peKnaMHOM HHz(yCTpHeN H peKna-MOJZaTenSIMH COBeT peKnaMHbIX CTaHJZapTOB (ASC). B npOIIUIOM,CO6nIoueHHe KOjleKca 6buI0 nOCTaBneHO noj( BOnpOC H yCHJIHJiOCb,gasneHHe B 110nb3y BBe,geHHSi 6onee cTpororo KoHTponR (210). Bpa6oTe, H3yLiaBLileli (l)yHKUU3OHHpOBaHHe ap6HTpaX(HOru npoueJZypbl,npellCTaBHTenH npOCTOrO HaceneHHSI, HCIIOnb3yS1 BOnpOCHHK, npxMo

OCHOBaHHbIH Ha KOJ(eKCe ASC, OueHHBânH 16 ne4aTHbIX H

TeneBH3HOHHbiX peKnaMHbIX COO6LueHHri (211). YCTaHOBneHO, 4To

ace c0061ueHHSI B Tai HJIH HHOH Mepe npOTHBOpe4aT KOJjeKCy, H HaHHX 6bInH nO.I(aHbI )KanO61DI B COBeT. CpeAHee BpeMSi OTBeTa 6bIJI0JZJIHTenbHblM, 4TO 11O3BOnSIJIO npeAnOJIONCHTb, 4TO He OTBe4aioLuHeKOJteKCy TeneBH3HOHHble pOJIHKH MOrnH n0Ka3bIBaTbC51 2-3 MecSlua HOXBaTHTb IIIHpOKyiO ayrprTOpHio ,i;0 TOro, KaK HX y.qanslT. B KOHe4HOM

CLIeTe, TOnbKO OJ.[Ha xcan06a 6bina yJ.jOBneTBOpeHa COBeTOM, H eueo,3Ha yTepSUHa anMHHHCTpauHeru.

3aKOHO,garenbcTBo

Toraa KaK CaMOnpoBo3rna[üeHHble KOJZeKCbI peKnaMHOri

JZeSiTenbHOCTH (kOKyCHpyIOTCSI Ha CoZjep)KaHHH anKOtOnbHOH

peKnaMbl, 3aKOHOJjaTenbHble orpaHH4eHHSI 06b14HO orpaHH4HBaiOTHCnOnb3OBaHHe OnpeJjeneHHbIX KaHânOB HHCpOpMauHH, 4auue BCerOTeneBHJZeHHSI. 3aKOHO,naTenbHble OrpaHH4eHHSU CyLueCTByuOT H HaMeCTHOM ypOBHe, HanpHMep, B CHIA, rAe Hapy)KHaSI peKnaMa 4aCTonO,gna.gaeT nOJj ynpaBneHHe MCCTHbIX BnaCTeH, H Ha perHOHanbHOMypoBHe, HanpHMep, B ICnaHHH, r,ge psrA aBTOHOMHbIX perxoxOBHMeuOT CO6CTBeHHb[e 3aKOHbI O peKnaMe anKOrOnSU, HO gaule BCerO Ha

HauHOHânbHOM ypoBHe. B TaKHX CTpaHaX, KaK CHIA H KaHaJ.(a,peKnaMa anKOCOnSI perynHpyeTcsi KaK (l3e,gepanbHblMH

nOCTaHOBneHHSiMH, TaK H 3aKOHOJZaTenbCTBOM OT,genbHblX LIITaTOB H

npOBHHUHN.

108

COedUHeHHble Wmambi AMepuKu

B Mepbl KOHTpOnA 3a peKnaMOFi anKOFOnA OCHOBaHbI Ha

KOM6HHaijHH CaMoperynHpOBaHHA, 3aKOHOnaTenbCTBa ckeAepalzHH HIIITaTOB H iopH.EHLiecKHX noCTaHOBneHHAX. CrTBeTCTBeHHOCTb 3aperynHposanHe peicnaMbI armerons! Ha cbeAepanbHOM yposxenoRenexa Me)Kjly cDeAepanbxoli Toprosoii xOMHCCHeii (FTC) H Biopono anxOronio, Ta6axy H orxecTpenbxoMy oppicHlo (BATF)MHHHCTepCTBa (f)HHaxcOB. IIpaBI-IJIa BATF 3anpeivaioT, HanpHMep,no>KHble H BBO,gAÜIHe B 3a6nyxuxeHHe 3a51BneHHA, a TaKxceH306pa)KeHHe nbioüjHX anKOronb cnopTCMeHOS. HeCMOTpA Ha COTHH06uuecTBeHHbIX ne-rHuHli FTC H BATF npoxBnAioT HexcenaxxeyCTaHOBHTb cTporxe MepbI KOHTpOnA 3a pexJlaMoû aJIKOTOJIA (34).PeKnaMa anKOFOnA TaK)Ke perynHpyeTcA 3aKOHaMH OTzjenbHbIX

IIITa.TOB; CyüjeCTBeHHble 3aKOHOgaTenbHbie OrpaHHLIeHHA

Cyü.[eCTByIOT B nATH IIITaTaX. MaCcaiiyCeTC OrpaHHLIHn pexnaMyKpenKHX HanHTKOB CO Cpe,IjHHbI 1970-x rojl0s. B LIeTbipeX npyrHXIIITaTâX BBeReHHe OrpaH Hile HHi-i RaTHpyeTCA I98O-MH rORaMH.

HanpHMep, B IOTe 3anpelaeHa nio6aA peKnaMa KpenxHX HanHTKOB, 3aHCKJIIOzieHHeM 0,11HOFO 06bABneHHA Ha BHTpHHy. MHOrHe IIITaTbI HropoAa HMeioT a4MHHHCTpaTHBHbie MepbI, perynHpyioumepa3MelSjeHHe H co,gep)KaHFie 06151BneHHIi C pexnaMoii anxoronbxbIXHanHTKOB (63).

B 1980-e rOnbI yClinNnHCb npH3bIBbI B nOnb3y 6onee CTpOrHXorpaHeiexHli. (I)eRepanbHbiii 3anpeT Ha pexnaMy armerons!nepHOnHLIeCKH BblnsHrancA Ha CnyIIIaHHAx B KoHrpecce H no,azkep)KH-BanCA Mej[HLIHHCKHMH H 03,aOpOBHTenbHbIMH opraHH3auHAMH. B 1989

rojjy rnaBHbiii spatI CHIA npeZ[CTaBHn CeHaTy KOMnneKC Mep nocnep)KHSaHHiO noTpe6neHHA anxoronA H BO)KAeHHA B HeTpe3BOMCOCTOAHHH, OCHOBaHHbIX Ha BbIBOnâX ceMHHapa 3KCnepTOB (212). BLIHCJIO 3THX Mep BXOAHJIO CHH)KeHHe 06'beMa peKnaMbl anKOrOnA g0

yposHA, paBHOTO ypOBHio C0061neHHH O 3JjOpOBbe H 6e3OnaCHOCTH, HorpaHHLIeHHe Onpe,geneHHbIX BHJjOB pexnaMbl, HanpaBnexxblx HaMono,ae)Kb,

AJIKOFOnbHaA HH,IjycTpHA une-ri-ma BBe,geHHeM CaMoperynxpo-BaHIiA, nposejjeHHeM IIy6nHLlHbix npoCBeTHTenbxbtx KaMnaHHH HyTBepAKgeHHAMH, LITO 3aKOHOAaTenbHbie OrpaHHLIeHHA HapynlaTcB06ouy cnosa, rapaHTHpoBaxxyio IlepsoFi Ilonpasxoli K

KOHCTHTyI.CHH CHIA. O,iIHaKO, B TeLIeHHe nOLITH Bceii HCTOpHH

109

CTpaHbI KOMMep4ecKHe 061,5IBneHHA paCCMaTpHBanHCb KaK HenoAnaAalouiee nog IIepsylo Ilonpasxy. Tax 6bIJI0 go cepeAHHbi1970-x, Koma Bepxosxblil CyA npl-iHAn peuieHHe, oTHOCAnxeecA KpacxpblTxio IjeH Ha pexnaMe nexapcTS, paculNpHsuiero 3au(FiTyIIepsoH IIonpasKH Ha KoMMep4ecxxe o6bABnexH51, Axis o6ner4eHHAnpHHATHA peuleHHA noTpe6HTenAMH. B ApyroM cny4ae,AaTHpOBaHHOM 1980-M rOAOM BepXOBHbIIï CyA np113Han, 4T0KOMMep4eCKHe 06151BneHHA MOryT 6bITb OrpaHHtieHbl H pa3pa6oTanxpHTepHH OIjeHKH H3 4eTbipeX LIacTeIï. KOMMepiieCKHe 06'bABneHHACLiHTaiOTCA 3aLLjHLI(eHHbIMH, TOnbKO eCJ1H OHH xacaH)TcA 3aKOHHOH

AeATenbHOCTH H He ABnAiOTCA nO)KiibIMH HJ1H BBOAAILjHMH B

3a6nymxAeHHe. Ha 3aIIjHIIZeHHble KOMMep4eCKHe o6bABneHHA MOryTBBOAHTb orpaHHLieHHA, eCJIH 3T0 KacaeTCA CyLLIeCTBeHHbIX HHTepeCOs

npaBHTenbcTBa, eCJIH OrpaHH4eHHA npAMO CnOCO6CTByiOT HHTepeCaMnpaBHTenbcTBa H eCJIH OHH He 60nee 061nHpHbl, 4eM Heo6XOAHMO AnACJIyxfeHHA 3THM HHTepeCaM. 3TH KpHTepHH HCIIO11b30BanHCb CyAaMH

BCeX ypOBHeH B CnyT-IâAX, OTHOCALIjHXCA K perynHpOBaHHK) peKnaMbl.

B CepeAHHe 1980-x rOAOB 3TH KpHTepHH 6bInH npHMeHeHbI K 3aKOHynITaTa MHCCHCHnnH, 3anpeH.ZaBlnero TpaHcnALIHOHHyK), ne4aTH.yiO HHapyAKHyIO pexnaMy KpenKHX HanHTKOS, 3a HCKniO'-IeHHeM nepeAag HH3AaHHH H3-3a npeAenos LüTaTa. (1)eAepanbHblH Cyn peuiHn, 4TorOcyAapCTBeHHbIH HHTepeC B 3aI1(HTe 061LfecTBeHHOro 3AOpOBb2nyTeM KOHTpOnA peKnaMbI anKOrOnA 3Ha4HTeneH, 4TO CynjeCTByiOTBeCKHe npH4HHbI nonaraTb, 4TO pexnaMa H noTpe6neHHe anKOrOJIACB5I3aHbI, H 4TO OrpaHH4eHHA He ulHpe, 4eM He06X0AHM0. CyAOCHOBbIBâJI CBOe nOCTaHOBneHHe TafoICe Ha ITonpaBKe 21 K

KOHCTHTyLIHH CHIA, AaTHpyeMOH BpeMeHeM OTMeHbI «cyxoro3aKOHa» H AaiolueH OTAenbHbIM LUTTM noJIHOe ripas() perynHpOBaTbânKOrOnbHble BOnpOCbI. MOTHBHpOBKa, nOATBepiCAeHHaA B CepeAHHe1980-x B ApyroM CyAe6HOM cny4ae, COCTOAna TOM, 4TO HMeiouleecA yIIITaTOB npaso BbICUlerO ypOBHA perynHposaTb npO.LyKTM H

AeATenbHOCTb, C4HTai0umeCA BpeAHbIMH, TaKHMH KaK anKOrOnb,TaK)Ke BKnl04aeT B ce6A npaBO HH3LLIerO ypoBHA no 3anpeTy peKJlaMbi(62, 63).

C 1980-x roAOB pa3nH4Hble rpynnbI H OpraHH3aL1HH BbICTynanH3a 6onee CTpOrHe MepbI KOHTpOnA 3a pexnaMOFi aJIKOrOnA. BCepeAHHe 1980-x rOAOS KOaJIHuHA H3 25 06ucecTBeHHbIX rpynn,pa60TaI0IIwX no npoexTy Ha3BaHHOMy SMART (OCTaHOBHTbMapKeTHHr AJIKOrOnA Ha PaAHO H TeneBHneHHH) nposena

110

HauHOHanbHyiO KaMnaHHIO no 3anpeTy peKnaMLi anKOrOnA Ha pa,Ijiio

H TeneBHAeHHH (34). XOTA uenb He 6b1na AOCTHrxyra -MeponpHATHAM 6bina npoTHBOnocTaBnexa xaMnaxHA anxoronbxoii HHHI-tiOpMauHOHHOiï HHAyCTpHii - BO3MO)KHOCTb ctleAepanbHblXOrpaHH4eHHH TpaHCnAuHH peKnaMbi BJIKOrOnA OCTaeTCA Ha nOBeCTKe

AHA. Ilpoeicr SMART no3AHee nOMeHAn CBOIO TaKTHKy B CTOpOHbIKOHTp-peKJIaMbI. uenbi0 KOHTp-peKnaMbl 6bIn0 BHeCeHHe TaKHXnpo6neM, KaK âJIKOrOnb B COUHânbHylO H nOnHTHLIeCKyio cpeAynyTeM npxsneiieHHA BHHMaHHSi K pOJIH HHAyCTpHH H o6LuecTSa BCO3AaxxH o6CTaHOBKH, rAe BcTpe'-IaiOTcA CBA3axxbie C anxoroneMnpo6neMbi H 6onee IIIHpoxoro ocBeLueHHA cTpyKTypxblX nOAXOAOB KnpockHnaxTHKe (67). I'pynnbl rpaxcAaH TaKxce ycneuixo pa6oTanH3aCTaBnAA BATF BMeLIIHBaTbCA H npHHriCAaTb BbinOnHATb

CyülecTByIOLuHe cPeAepanbHble Mepbl perynNpOBaHHA, HanpHMep,KOrAa peKnaMHâA KaMnaHHA AnA nHBa 6bina nOCTpoeHa Ha BbICOKOM

COAep)iCaHHH anKOrOnA B HanHTKe (73).

ApyraA cctlepa AeATenbHOCTH rpaxcAaH 6bina HaueneHa HaH3MeHeHHA peKnaMHbIX KOAeKCOB HHAyCTpHH. HeAaBHHH npoeKT,Ha3BâHHbliï OnaCHble O6eivaHHA, HaueneH Ha OTKa3 OT peKnaMblanKOTOnA, KOTOpaA nOKâ3bIBaeT iCeHIIjHH, KaK Helltb H OIIOULJLAeTHaCHnHe npOTHB )KeHLLIHH (213). Bonpoc CeKCH3Ma B anKOrOnbHOi3pexnaMe nOAbIMBnCA TaioKe H B KaxaAe. B Ha'iane 1990-x rOAOB,npOH3BOAHTenH KpenKHX HanHTKOB Tpe6oBanH Aocryna Ha

TeneBHAeHHe, 3a5BnAA, TITO 3anpelualOLuHii peKnaMy KpenxxxHanHTKOB KOAeKC CRTC HapyuiaeT HX CBO6oAy CaMOBblpaxceHHA.3T0 Tpe6osaHHe BbI3BBJIO nOnHTH4eCKHM npouecc, KOTOpbIii MOrnpHBCCTH K 3anpeTy TeneBH3HOHHOii peKnaMbl anKOI'OnA, HO BKOHe4HOM HTOre BbIpa3HJICA He 60nee 4eM OCyKAeHHeM CeKCHCTCKOIi

peKnaMbi anKOronA. IIp06neMa CeKCH3Ma, nOAHATaA mat-fanerpynnorl AaBneHHA, nony4xna 6onbuie BHHMaHHA B npecce, 4eMnpo6neMa 3anpeTa peKnaMbi anKOronA (Geisbrecht, N. & Goodstadt,M, neony6nuxoeannbie dannbie).

EeponeücKUÛ Co1o3

EBponel-lcKHM C0103 CTpeMHTCA paCCMâ'TpHBaTb anKOCOnbHbleHanHTKH KaK TaxOii )Ke npoAyKT, KaK H ApyrHe, XOTA npo(iHnaKTHKaanKOrOnbHbIX npo6neM 6bina oAo6peHa B Ka4eCTBe nOnHTH4eCKOHuenH Ha ypOBHe peKOMeHAauHi-i. COUHanbHâA H McAHuHHCKâA nOnH-THKa B 6o11bLLleH CBOeiï 4aCTH OCTanaCb B KOMneTeHuHH rOCyAapCTB-

111

4nexoB EC. He,gaBHO B craTbe 129 MaacrpHxTcxoro Rorosopa3aIuHTa 061ueCTBeHHOrO 34OpOBb5I 6bina npH3HâHa COCTaBHOIi 4aCT1,10

nOnHTHKH COiO3a. CTaTbH npeAOCTâBnAeT 3aKOHHytO OCHOBy AJISi Mepn0 yKpenneHHto 3,71Op0BbSI Ha ypOBHe COto3a H Tpe6yeT pacCMOTpe-HHA BOnpOCOB 061.IjeCTBeHHOrO 31(OpOBbSt B ApyrHx noJIHTH4ecKHxo6naCTSIX. B CTaTbe TaK)Ke yTSep)iCAaeTCSi He06XOAHMOCTb AetiCTBHti

no npOciHnaKTHKe 6one3Heti, BKJIIO'iaSl HapKOTH4eCKyto 3aBHCHMOCTbCTaTbSi BBeAeHa B AerrCTBHe MeHee AsyX neT Ha3aZj H eute HeBOIUIOTHJtacb B nporpaMMy AetiCTBHti (214).

IIocTaxosneHlix o peKJlaMe aJiKOrOnA HeMHoro. ,L1HpeKTHBa EC89/552, perynxpyioutaA TeneBH3HOxxbte nepeAa4H 4epe3 rpaxxny,AaeT TeM, KTO nepeAaeT, HeorpaxH4eHHOe npaso Bewarb Ha ApyrxecTpaxbl, HO ycTaxasnHBaeT OrpaHHLIeHHSi Ha TenepeKJIaMy.,,E1HpelCrxsa 3anpetuaeT peKJlaMy Ta6aKa, a ARA pelUlaMbt anKoronSiAaeT TOnbKO paA yKa3aHHt3. PefUlaMHble c0061ueHHSI He AonmKHbI 6bITb

npSIMO HanpaBneHbI Ha MânOneTHHX HJIH H306pa)KaTb M3JIOneTHHX,n0TPe6JISiIOILtHX anKOTOnbHbre HanHTKH. OHH He AOn)KHbI CBS13bIBaTb

nOTpe6neHHe aJIKOrOJISI C yCHneHHeM CI)H3HLIeCKHX cn0006HOCTeH HJIH

Bo)KAeHHeM. OHM He AOn]KIibI yTSep)KAaTb, 'iTO anKOrOnb HMeeTTepaneBTHLIecéCHe CBOFICTBa H 4TO OH SIBnS1eTCSi cTHMynHpylOIuHM HnH

yCI1oKaHBaIOLLjHM CpeACTBOM, nH6o CpeACTBOM pa3pelueHHAnepCOHanbHbIX KOH(ICInHKTOB. KOMMep4eCKHe C0o61ueHHA He AOJIACHbt

nOOLLtpSITb HeyMepeHHOe noTpe6nexxe anKoronx HnH npeAcTasnslTbTpe3BOCTb nH60 yMepeHHOCTb B HeraTHBHOM CBeTe, HnH )Ke CO3AaBaTb

sne4aTneHHe, 4TO noTpe6neHHe anKoronSI CII0006CTByeT

COL[HanbHOMy [üIH CeKCyanbHOMy ycnexy. BbrCOKOe COAep)KaHHeanxoronsl He AOn)KHa noA4epKHBaTbcSI, KaK n03HTHBHOe CBOiiCTBOHanHTKa. 3TH yxa3axHSi, ropa3Ao McHee o61IIHpHbre, 4eM KoAeKCbtCaMOperynHpOBaHHA B TaKTiX cTpaxax KaK BenMKO6pHTaHlisi HHMAepnaHAbt, ycTaxasnHBatoT TOnbKO MHHHManbHble CTaHAapTbi3aLuHTbI nOTpe6MTeneti OT HeyMeCTHOti peKnaMbl. rOCyAapcTBa -4neHbI EC BOnbHbr BBOAHTb 60nee cTpOrHe Mepbi perynxposaHHApeKnaMbl aJIKOronsi Ha HaLtHOHânbHblX TenenpOrpaMMaX. ,T1HpeKTHSaHe AOnyCKaeT TOnbKO 6nOKHpOBaHMSr TenenpOrpaMM, nepeAaioLrtMxcsiH3 ApyrHx rocyAapcTS - 4neHOS EC.

I'ocy,rxapcTBa TatoKe MoryT BBOAHTb 3anpeTb1 Ha peKnnaMyanxoronSi B CTpaxe, ripa ycnoBHH, 4TO OHH He MerlIaioT ToprosneBHyTpH Coo6luecTSa. CornacxO nOJIO)KeHHSIM PHMCKOro ,11orosopaMepbt, Meuiaiouixe cBO6oAHOMy nepeMeuteHHio ToBapoB, Talcxe KaK

112

orpaHHLieHIiA peKnaMbl anKOronA, MoryT 6brTb OnpaBJÿaHbl, eau! OHHMrpaIOT CymeCTBeHHyiO ponb B 3auiHTe noTpe6ldTeneli HJIH

O6LgeCTBeHHOrO 3%[opOBbA. onpeueneHMA Macmra6a,COAep)KaHHA H 344eKTOB orPaHHLIHTenbHblX Mep EBponeFICKHI%I CyA

pa3pa6oTan KpxrepHH H3 LieTbrpeX 4acTerl, HanOMMHarOLrjMri goHeKOTOpOH CTeneHH KpHTepHH, MCI10nb3yeMbiii B CHIA.OrpaHHlieHHA MOTIF 6bITb OnpaBAaHbI, ecnH paceMaTpHBaeMbIFinpoAylcr HeCeT C C060ii BO3MONKHy1O He3KOHOMHLIeCKyiO OnaCHOCTb.

MepbI AO/UKHbI nOAXOAHTb j(JISI npegoTBpaujeHHe onaCHOCTH, nplfileM

HaHMeHee OrpaHHLIHTenbHbIM CnOCO6oM. gaJlbHeiiLIIHe Tpe60BaHHA,HCXOASIIIjHe 143 nOCTâHOBneHHii CyAa, 3aKJIIO1IaIOTC51 B TOM, LITOOrpaHHIIHTenbHble MepbI AOn)ICHbi 6bITb IIaCTbio nOCneJ.jOBaTenbHOIiCOLlHanbHOii nOJIHTHKH, OHH JjOnDKHbI B paBHOil MepeCOOTBeTCTBOBaTb BHyTpeHHHM H HMIIOpTHpyeMblM npOAylCraM H He

6110KHp0BaTb Bee MeTOAbI MapKeTHHra. B 1980 rouy Cyr( ocy,gxncl)paHLy3cKHki 3aKOH, 3anpelgasmHil pexnaMy KpenKHx HanHTKOB,KpOMe HeKOTOpbIX, BKJIIOLIâA KOHbAK, nOTOMy LITO 3T0 OKa3bIBanOAMCKpHMHHaIIHOHHbIri 3c1)cipeKT npOTHB HMI10pTHpyeMblX npoAyxTOS.

B 1990 rOuy aBTOHOMHbiii perHOH KaTanOHHA B MCnaHHH 3anpeTHnpexnaMy HanHTKOB, couepxcaLui-rx 6onee 23% anKOrOnA B MeCTHbIXM3AäHMSIX, B KHHOTeaTpaX, CI1OpTHBHbIX cOOpy)KeHriSIX,

O6LIZeCTBeHHOM TpaHCIIOpTe H pule Apyrl-Ix MeeT. B nOCTaHOBncHHH 0

KaTâJIOHCKOM 3anpeTe CyA nOATBepgHn orpaHHliexHA PCKJTMManKOrOnA, CI10e06CTByIOLIwe 3aLLuHTe O6LuecTBeHHOrO 3AopOBb5I.

OrpaHHLIeHHSI 6binH npH3HaHbI 060CHOBaHHbIMH H COpa3MepHbIMH,TaK KaK OHM 6binH HanpaBneHbl Ha 3aIL./HTy OCO6bIX rpynn, TaKHX KaKMOJIOj.le>Kb, npHMeHAnHCb K 0006011 rpynne HanHTKOB, H He

3anpeLijanH Bee BHAbI peKnaMbl 3THX HanHTKOB (215).

Q>paHuuA

CpeAH cTpaH EC dlpaxL(HA npe,acTasnxeT cTpaHy, KoTOpaA BTeLieHHe ,iZJIHTenbxorO BpeMexH Hcnonb3yeT 3axoxO,I(aTenbcTBO ARAperynmposaHHA peKnaMbi anKOrOnA (216). PeiulaMa anKOTOnbHbIXHanHTKOB c 1949 roua 3anpeigexa B ny6nHKaLiHAx AnA AeTeit B 1955roAy pexnaMa onpeueJleiiHbrx THIIOB KperlKHx HanMTKOS orpaxHLlexaBO BCeX CpeACTBâX MaCCOBOri HHCi)OpMaIAHH. OCHOBbIBâACb HanOJIO)KeHHH O TOM, LITO HanHTKH O6bILIHO ynOTpe6n2eMbre go eAbI6onee BpeAHbl, gem ynOTpe6nAeMbie BO BpeMA eAbl, 3aKOH AenaeTHcKnloLlexxe, HanpHMep, 1xJrA KoHbAKa. B 1980 rouy EBponertcxxiiCyA noCTaHOBIüI, LITO 3TOT 3aKOH ABnAeTCA AHCKpHMHHarAHOHHbIM,

113

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131

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132

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146

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npo6neMe, OHH MOCJIH BHCCTH CBON BKJ1aA B TO, KaK nOHHMaeTCAanKOCOnb, npeACTaBJIAA ero KaK nHlnb OAHH 173 TOBapOB cpeuHApyrxx.

147

HaH6onee O6LHHpHOe cl)IiHCKOe MCCneßOBaHHe, NCnonb3osaBluee

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np06neMbl H CBA3aHHble C HHMH nonHTH4eCKHe nOßXOßbI

onpeAenSinHCb Ha 06LueCTBeHHOri apeHe c 1950-x ßo Hagana 1990-xroJ1,OB (271). B Te4eHHe 3TOr0 nepHoßa, B 06LueCTBeHHbIX

ßHCKyCCHAX ORHOBpeMeHHO CyLueCTBOBanO HeCKOnbKO OnpeßeneHHli

anKOrOnbHOH np06neMbl, npH TOM 4TO OßHO HJIH ßpyroe nonyganO60nb1i1yio noßßepicxy OT npeCCb1 H ßpyrMX ßeATeneii B anKoronbHOiicckepe. B 1950-x roßax npecca Hrpana ßBOËlHyio ponb, noßßepxcHBaAKaK B3rnAßbl TpaßHuHOHHOrO Tpe3BeHHH4ecKOrO ßBMiICeHHSI, TaK HnH6epanbHble nonHTH4eCKHe Mepbl, HaueneHHbie Ha TO, 4TO6bI

npHBeCTH clHHCKHX nOTpe6HTene11 ânKOrOnA K yMepeHHOCTH. KCepeßHHe 196--X 3TO pa3ßeneHHe B3rnAßOB HC4e3n0: npecca no4THeßHHOßyILIHO noßßepxcHBana npeßnOiKeHHA nH6epanH3oBaTbnpOßa)Ky anKOronA, C OTCTaBaHHeM O6iijeCTBeHHOrO MHeHHA Ha napy

neT Ha3aß. B Te4eHHe 1970-x B3r1151ß6l OCHOBHbIX ßeATenelianKOronbHOii nOnHTHKH nOBepHynHCb K onpeßeneHMiO aJIKOronbHOlinp06neMbl, Kat( np06neMbI o6iuero noTpe6neHHA, Tpe6y5{

perynxpoBaHHA ueH H ßOCTynHOCTH. r1peCCa BOCnpHHSina ueHOBOiiapryMeHT, HO-B 6OnbLneii cTeneHH noßßep>KHBana aHTHanKOCOnbHOenpocsell.(eHHe, 4eM Mepbl KOHTponA 3a ßocTynxocTblo. B Te4eHMe1980-x npeO6naßaloiuHri o6uiecTBexxbIli KnHMaT npoßonxcanCTaxoBHTbCA BCe 6onee nM6epânbHb1M, npM4eM npecca Hrpana B TOMBeßyLLrylo ponb. B KoHue 1980-x - Ha4ane 1990-x roßoBo61uecTBeHHoe o6cy>KßeHHe B noßßepxcKy nM6epanH3auMH MepanKOrOnbHOH nOnHTHKH CTaHOBMJ10Cb BCe 6onee arpeccHBHbIMeAJIKOrOnbHaA np06neMa OnpeßenAnaCb KaK npo6neManaTepHanHCTCKOCO KOHTponA: HMeHHO orpaHH4HTenbHâAanKOronbHâA nonHTHKa He ßasana ciHHHaM Hay4HTbCA TOMy, KaKnHTb uHBHnH30BaHHO. CBA3aHHOe C 3THM OnpeßeneHHe npHI1HCbIB3nOanKOCOnbHbMe np06neMbl mammy McHbLLIHHCTBy nl0ßeii, Ha KOTOpbIX

MCpbI KOHTpOnA He ßeriCTByIOT. EßHHCTBeHHbIMH CpeßCTBaMH

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MaTepHana CTaTbH Ha TeMbI ânKOCOJIA B ra3eTaX H >KypHanaX,HCCneßOBaTenbCKHe BOnpOCbl H nOßXOßb1 BapbHpOBanH OT H3y4eHHA

148

o6n(ecTSexxoro o6pa3a Tpe3BeHHH4ecxoro ABH)KeHIdA (269, 270) HnHCHCTeMbI ne4eHHA (273) AO npeACTaBneHHA Hay4HbIX pe3ynbTaTOB o63L1)Li)eKTâX nOTpe6neHH2 anKOrOnA Ha 3AOpOBbe (274). B O,gHOH H3pa6oT H3y4anoCb npeRcTasneHHe anxoronA, My]K4HH H MceHLLIHH B

CTaTbAX, KapTIiHâX, LLIyTKâX H pacCKa3aX Ony6nHKOBaHHbiX B

McypHanax B 1955 H 1985 rr. B Mcypxanax, AaTHpyeMbix 1955 roAoM,anKOronb 6b111 1104TH nOJIHOCTbIO My)KCKHM genoM. r11,51HCTBO

C4HTanOCb My)KCKHM 3aHATHeM, 4aCTO KOHTponHpyeMOM

)KeHIIjHHaMH. O6bI4Hble BbInHBKH npOHCXOAWIH B nOJIHOCTbIO

My)KCKHX HJIH CMeulaHHbIX rpynnax, HO HHKOrAa B nOnHOCTbiO)KeHCKHX rpynnax. Ta )Ke KapTHHa o6Hapy)Kexa B McypHanax,,gaTHpyeMbIX 1985 roAoM, HO B HHX yMCe 6b41114 CCbIJIKH Ha 06bI4HbleB6InHBKH H nbAHCTBO cpeAH nOJIHOCTbK) MCeHCKHX rpynn, LaonpeAnonaraeT H3MeHeHHe KynbTypanbHbIX o6pa3os BbInHBOK (272).Z[pyroe HCCneAOBaHHe cocpejZoTO4Hnocb Ha TOM, KaK nonosaSicTpyKTypa o6wecTSa oTpaMCaeTcA B CTaTbAx no noTpe6neHHIoanKOrOJISI MCeHIIIHHaMH, O1I3/611HKOBaHHbIX B ra3eTaX H McypHanaX B

1987-1988 rOAâX. bbIJIO o6HapyMCeHO, 4TO CTâTbH cO,gepMCaT KaKnpAMbie, TaK H KOCBeHHble nOnbITKH KOHTpOnHpOBaTb BbInHBKHMCeHILIHH. Tora KaK npAMOii KOHTpOnb B OCHOBHOM MOTHBHpOBanCA

OTBeTCTBeHHOCTbIO MCeHnIHH 3a BbIHanIHBaHHe AeTe4I, KOCBeHHbIH

KOHTpOnb OCHOBbIBanCA Ha KynbTypaJIbHOM OnpeAeneHHHMCeHCTBeHHOCTH ii 6b1n Hal.ZeneH Ha yCTaHOBKy rpaHHL[ y3aKOHeHHOto

noTpe6neHHA anxoronA (275).

B aMepHKaHCKHX MCypHanaX aJIKOrOnb nOny4Hn CKyAHOe

OCBeLLIeHHe. B AByx pa6oTax BbIABneHO o6paTHoe B3aHMOOTHOLLIeHHe

MeMUIy OCBeLIIeHHeM anKOrOnbHbIX npo6neM H O6beMOM

ânKOtonbHOiï peKnaMbl B MCypHane, 4TO 1103BO115IeT npeAnOJIOMCHTb,

4TO H3AaTe11H H36erafOT npo6neM, KOTOpble MOryT pa3ApaMCaTbpeKnaMOAaTeneM. B OTHOLileHHH Ta6aKa 3T0 ABneHHe 6b11I0 Hâ3BaHO

3arosopoM MOn4aHH51 0 pHCxe AJIA 3AOp0Bb31 (22, 45, 174). BcepeAxxe 1970-x roAos, B pa6oTe, H3y4asuLeN 30 =pox()pacnpocTpaHABI7IHxCA MrypHaJIOB, BbIABnexo, 4TO MCypHanbl C

HaHMeHbIneii AOneH anKOrOnbHON peKnaMbl 06b14HO BblpaMCaK)T BLIenOM HeraTHBHbIH B3rnAA Ha anKOCOnb (277). B 6onee HeAasxeFipa6oTe H3y4anOCb peKnaMa anxoronA H CB513aHHble C anKOrOneMpeAaKLIHOHHbie CTaTbH B eMCeMeCA4HHKe, HaLleneHHOM Ha MOJIOA6IX,

XOpOLL10 06pa3oBaHHbIX MCeHLIIHH (174). B nepHOA 1972-1986 rr. HHoAHa H3 188 CTaTeii ABHO nOCBAILICHHbIX BOnpOCaM 3AOpOBb51 He

149

ynoMSIHyJIH ânKOrOnb HJIH BbIHHBKy B 3aronosKe. BOnee TwaTeJlbxoeHccneJjoBaxxe BOCbMH BblrlycKOB, Ony6nHKOSaHHbIX B 1983-1986 rr.06Hapy>Ki1JI0 B COjjep)KaHHH pejjaKLjHOHHbIX CTaTeIi B LjenOM 70CCbIJIOK Ha aJIKOrOnb. r1On0BHHa H3 HHX 6bina nOCBSiLIjeHa pHCKy Z[nSi

3Jj0pOBb5I H npO6neMHbiM BbInHBKaM, TOrna KaK B JjpyrOli nOJIOBHHe

anKOronb 3aHHMaJI HeliTpanbHyK) HnH n03HTHBH3/IO no3HL[H1O.

CCbInKH Ha ânKOrOnb B TeKCTe 4HCneHHO npesocxojjHna peKnaMaânKOIOJLSI. AJIKOrOnb 6bIJI BTOpOFi HaH60nbLLleli peKnaMHOii

KaTerOpHeH, cneJjoM 3a CMeLLIaHHOii KaTerOpHeli nHLLjH H One)iCjjbl.COBMeCTHO CO 3Ha'1HTeJIbHOii peKnaMOii anKOrOnbHbIX npOJjyKTOB,

nO3HTHBHble HnH HeiiTpanbHbie C006LLjeHHSi o6 anKOCone B

COjjep)KaHHH pejjaKljHOHHbIX CTaTeii, BHj7HMO, HeliTpanH3oBânH

ynOMHHaHH51 O pHCKe jjJISI 3J(OpOBbSI.

PABOTA CO CPEACTBAMP1 MACCOBOVI NHOOPMAL(V11/1

B cneAyiOlijeM pa3zjene OnHCbISaIOTC51 cTpaTerHH pa3nHLIHbIxrpynn HHTepeca jjnsl BnHSiHHSi Ha TO, KaK anKOrOnb H3o6pa>iCaeTcSl Hapa3BJIeKaTenbliOM TeneBHJ(eHHH, HJIH jjn5l OTKpbITHSI ci)opyMa cpejjcTsMaCCOBOii HHCI)OpMaLjHH ;VIA 061LjeCTBeHHOrO 06Cy)KJjeHHSI

anKOrOnbHbIX BOnpOCOS. Bce npHMepbl B35ITbI H3 CHIA. B jjByXCnyLIaSiX - AJIKOrOnbHOrO npoeKTa rapBapJjcxoro yHHBepcHTeTa HMADD OCHOBHOe BHHMaHHe yjjenSieTCSi BO)KJjeHHIO B HeTpe3BOM

COCTOSIHHH. B 1980-x H Hagane 1990-x rOJjOB B CHIA np01130HIn0cxxxceHHe 'iHCna CBSI3aHHbIX C anKOrOneM aBapHÎ1 (278). KaK MADD,TaK H rapBapACKHii AJIKOrOnbHbl}1 11pOeKT, BO3MO)KHO, BHeCJIH CBOIi

BKnajj B 3Ty TeH,geHLjHiO, HO cKOpee COBMeCTHO Jjpyr c JjpyroM HHHbIMH claKTOpaMH, LIeM n0 oTjjenbxoCTH. B LjenOM ,ijsH)KeHHenpOTHB BO)KjjeHliSl B HeTpe3BOM COCTOSIHHH, B KOTOpOM MADDSIBnSIeTCSI HaH60nee 3aMeTHbIM npHMepOM, MOrnO CblrpaTb ponb BB03AeiiCTBHH Ha rOCyjjapCTBeHHyIO nOJIHTHKy H o6LLjecTBeHHblenpeZjcTasneHl-ISI B OTHOLLIeHHH BO)iCjjeHHSi B HeTpe3BOM COCTOSIHHH.

17Ojjo6HbIM 06pa30M, rapBapjjcKHli anKOrOnbHblii npoeKT 5IBn5IeTCSITOnbKO OJjHHM npHMepOM jjeNCTBHii rpynnbl HHTepeca C TeM, '-ITO6bInOBbICHTb HHTepeC pa6OTHHKOB pa3BneKaTenbHOTO TeneBHJjeHHSI K

anKOI'OnbHbIM BOnpOCaM.

B 1980-e rojjbl, KorJja npo6neMa BO)KjjeHH51 B HeTpe3BOMCOCTOSIHHH nOJjblManaCb BBepX B nOBeCTKe jjH51 aMepHKaHCKHX

150

CpeACTB MaccoBOi HH(kopMauxH, alIKOronbHasl HHAyCTpHSi yciinI-UIaCBOIO KaMnaHHio npOCBeLueHHSi 06L1(eCTBeHHOCTH. KaK MOTHBbI, TaK H

COAepxcaHHe npocloHnaKTHmecKHx geHCTBHii HHAyCTpHH 6binHnoj(BeprHyT'bI COMHBHHIO (205, 279), HO anKOrOnbHble KOMnaHHH HeKOne6anHCb B TOM, tiTO6bI HCIIOnb30BaTb 1103HTHBHb1e H3MeHeHHS1. B

1991 rojly OAHa H3 HaH6011bIIIHX nHBHbIX KaMnaHHil CTpaHbl,noMeCTHna B Haui3oxanbxblx ra3eTax pexnaMHoe coo61L(eHHe Ha BCiOcTpaxx[Jy, rAe 3aSIBnSInOCb, 4TO CHH)KeHHe ypOBHH BO)KAeHHSi BHeTpe3BOM COCTOSIHHH npoH3OIIIno 6narOAapsi npoijyKTy KaMnaxHH H

pexnaMe yMepeHHOCTH (67). 3T0 HnniocTpHpyeT jipyroFI McTOAnpOHHKHOBeHHA B Kpyr 06Cy.ifAeHHSI cpeACTB MaccoBoN HHCpopMaui-IH

- AOCTynHbIii AnSi TeX, y KOrO AOCTaTO4H0 CpeACTB, 1-IT06bI KynHTbHmtOpMauFiOHHOe BpeMSI H MeCTo.

KOHC)/J7bTa1.4NSi COTp)/,GHIA4eCTBa

HaH6onee AnHTenbxax H BCecTOpoxHSISI pa6oTa noMOAHCiHKauiiH H306pa)KeHHSi anKOrOnSI B TeneBH3HOHHbIX

pa3BneKaTenbHblX nporpaMMaX 6bina Ha4aTa B cepeAHHe 1970-xrOAOB Warren Breed H James DeFoe. Ha3BaHHax KOHCynbTauHSICOTpyAHpieCTBa, npoeiCr 6bin HaueneH Ha TO, 1-iTO6bI 11OMO4b

TBOp4eCKOMy nepCOHany rlry6xce nOHSiTb TO, 2iT0 OHH npeACTaBnMioT

H AenaTb 6onee HHC})OpMHpOBaHHble penieHHSi o 6oneepeanHCTHLIeCKON TpaKTOBKe anKOrOnbHbIX BOnpOCOB, 6e3 yLLj6p6apa3BneKâTenbHOH ueHHOCTH. B McHbliieM MacLIITa6e KOHCynbTauH51COTpyAHH4eCTBa npHMeHSInaCb K TpaKTOBKe anKOrOnSI B KOMHKCaX,

ra3eTâX KOnneA)KeH, B AenoBOË1 KOJIOHKe e)KeAHeBHbIX ra3eT H KTpaKTOBKe HapKOTHKOB Ha pa3BneKaTelI6HOM Tel1eBHAeHHH (280-282).

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151

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159

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160

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161

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Llepe3 rOA nocne Hagana AeSITenbHOCTH MADD nOnytiHna AOXOAOKOno 500 000 Aonnapos. 85% peCnOHAeHTOB y3HaBânH HM51 Opra-HH3auHH. K 1985 rally MADD HMena 360 MecTHbix oTnenexHH noBceil cTpaxe, a 4HCno grleHOB H AOHOpoB npeBblLUano 600 000. Opra-HH3auHSi HMena 10 MHJUIHOHOB AOnnapos 61-onNCeTa Ha COAepNcaHHe

npocDecexoxanbxoro annapaTa. CTaTbH, Coo6ulaloLuHe o nesiTenbHOC-TH MADD, nogTH exceHeAenbHO ny6nHKOBanHCb B rnaBHblx ra3eTaxH NCypHanaX, a npencTaBHTenH MADD 1105IBn51nHCb B McCTHbIX HHauHOHanbHbIX TenenepeAa4aX.

O4eBHAHO, 4TO HeCKOnbKO cPaKTOpoB BHeCnH CBOH BKnaA Bycnex MADD B TOM, gTO6b1 nOMeCTHTb BonpOC BONCneHHSI B HeTpe3-BOM COCTOSIHHH B ueHTp BHHMaHH5I CpeACTS MaCCOBON HH(tlOpMauHH

162

(86, 278). OAHotiI 113 npH4HH 6bino 6eccnopHoe AosepHe K

opraxx3al;Flx. MADD 6bina y4pe)ICneHa niOnbMH, noTepxsulxMxLUfexa CeMbH Rn( nOCTpanaBnIHMH B gopo)KHOM npOHCIIIeCTBHH noBHHe nb5[HOro BOAHTenSI, H OHa npej(cTaBnAna ce65I xaK opraxH3aIwS[

3aluHTbl ripas xcepTB. Tora xaK MecTHbie opraHH3auHHCOCpenOT04HnH BHHMâHHe Ha TOM, 4T06bI AaTb COBeTbi )KepTBSM H

3aIIjHÜjaTb HX, HauHOHanbHaA OpraHH3auHSi BCe 6oneenOBOpa4HBanacb K AeSITenbHOCTH, HaueneHHON Ha CpeACTBa

MaCCOBOi4 HHcl)OpMauIiH. Ka3anocb, 4T0 MADD OTBe4ana no4THHneanbHO nOTpe6HOCTH CpeACTB MaCCOBON HHcipOpMaIiHH B

ApaMaTH4eCKOM H 3MOLjHOHanbHOM MaTepHane. MADD npeAnarananepCOHanbHbliï OnbIT TOTO, KaK 6bITb )KepTBOii H BO3MyweHHbIXOpaTOpOS, npenCTaBnSIiOIIjHX HeOTpä3HMbie CTaTHCTH4eCKHe AaHHble

O TpaBMâx, CMepTSlx, 3aTpaTaX, a TaK)ice o non4HLuax nbSiHbIXBOAHTeneii Ha noporax, H3 KOTOpbIX nHnlb HeKOTOpbie noAsepraiOTCSIapecTy. gpyroii npH4HHoii, KoTopaR, KaK BHAHO, o6ner4HnaCpenCTBaM MaCCOBOii HHLkOpMauHH H 061AeCTBeHHOCTH

npHCOeAHHeHHe K KaMnaHHH MADD, 6bilI0 TO, 4T0 np06neMa 6binaonpeneneHa TaKHM 06pa30M, 4TO ee nerKO MO)KHO 66In0 yCBOHTb, anpeAnaraeMoe pelueHHe Ka3anOCb npOCTbIM. MADD(liOKyCHpOSanâcb He Ha BO)KACHHH B HeTpe3BOM COCTOSIHHH KaK HaSIBneHHH, a Ha CaMHX BOnHTenSIX, Ha HerOAASIx H y6HlïuaX,3aCny)KHBaK)LLIHX CypOBbIX HaKa3aHHN.

COuHanbHble, nOnHTH4eCKHe H 3KOHOMH4eCKHe yCnOBHSI TaK)iCe,

nOXO)Ke, cblrpanH CBOIO ponb. L(enH H cTpaTerHSi MADD, Ka3anOCb,xopoino cooTBeTcTBOaanH HneonorHSIM H cTpaTerHSIM 3pb1 Peiiraxa.Bo BpeMexa, Korna rnasxoH npo6neMoH 6bin AecliHuHT 61opUlce-ra,xaMnaHHH npOTHS BO)KJneHHSI B HeTpe3BOM COCTOSIHHH npeAnaranaCHCTeMy c06nloneHHSI 3aKOHa C AOBOAOM npOTHB CHH)KeHHSI pecypCOs

IilIH C 3aSiBKOi%I Ha nononHHTenbHbIli nepCOHan H 060pyAOBaHHe.

AnKOronbHâSl HHp+yCTpHS1 CTOnKHynaCb C HHCXOASILi.(eÏ-I TeHAeH-

uHeH B noTpe6neHHH anxoronll, c yrpo3oFl ysenii4eHFiSI Hanoros ATMo6ecne4eHHSi npaBHTenbcTBexxblx Aoxonos H c AasxeH yrpo3oilOrpaHH4eHHSI peKnaMbl. MHeHFie MADD, 4To 3T0 He ânKOronb BbI3bI-BaeT TpaBMbI H CMepTH, a 6e3oTBeTCTBeHHbie ero nOTpe6HTenH,OKa3anOCb CO3By4HbIM TOMy, KaK anKOrOnbHaSi HHAyCTpHSI npenn04H-TaeT OnpeAenSiTb anKOTOnbHble np06neMbl. AnKoronbHbie KOMnaHHHH HX OpraHH3auHH npeAnO)KHnH ciHHaHCOByIO nOMOLub AeSlTenbHOCTH

MADD, H, B OTnH4He OT MHOrHX ApyrHx opraxH3auHii,

163

BbICTynasLllHx rIpOTHB Bo)KZIeHHA B HeTpe3BOM COCTOAHHH, MADDrlpHHxna ee. MADD Taloice nonyLiana noMOlüb OT H4opMaljHoxxol%IHHjIyCTPHH, a npeAcTaBHTenH KaK aJIKOrOnbHOI-i, TaK H TenepaAHO-HHAyCTpHH 6bInH Ha3HazieHbl B npaBneHl-ie OpraHH3au4H (205, 278).

COTpyAHHiieCTBO MADD C aJIKOCOnbHOli HHAyCTpHeIi MO)KHopaCCMaTPHBaTb KaK CII0C06 npeBpaTHTb MOryLIIecTBeHHyiO Kopnopa-THBHyIO Onn03HUHIO B (iHHâHCOByIO H HAeOnOrH9ecKylo 11O11b3y (86).C Apyroii CTOpOHbI, 3T0 MONKHO paCCMaTpHBaTb, KaK CpeACTBoaJIKOrOnbHOH HHAyCTPHH paCKOnOTb ABH)KeHHe, KOTOpOe HMenOnOTeHlIHan AJIA Toro, LiTO6bI nPeBpaTHTbCA B MOIIIHyiO KOanHLII-LIO

o6LIIeCTBeHHOrO 3AOpOBbA. rIOAAep)KHBaA CaMOperynHpOBaHHenpOMbIIIUICHHOCTH MADD B CepeAHHe 1980-x rOAOB oTKa3anaCbnpxcoeAHHHTb K neTHuxH npoeirra SMART o 3anpeTe TenepaAHopelUlaMbt ânKOronA. gpyraA opraHH3aIIHA npOTHB BO)KjICHHA B

HeTpe3BOM COCTOAHHH YAanHM IlbAHbIX BOAHTeneFi (RID), KOTOpaATaK)iCe nOAAep)KiiBana peci)OpMbI Hanor006n0)KeHHA H peKnaMbl cKoHLIa 1970-x roAos, peulxna npHCOeAHHHTbcA K SMART. RID nony-qHna iuHpoxoe ocseulexxe B Hatiane 1980-x roAoB, Ho nocnepeLIIeHHA npHCOeAHHHTbCA K SMART KaK HauHOHanbHble, TaK HMeCTHbie cpeACTSa MaCCOBOFi HH(i)OPMauHH yTpanInH CBOFi HHTepeC K

3TOii opraHH3auHH (205).

rIOMHMO CnyLIaes, KOrAa OTAeneHHA MADD 6bUIH CpeACT,BOMAOCTH)KeHim H3MeHeHHIï MeCTHOiï nOnHTHKH B OTHOLLIeHHH BO)iCAeHHA

B HeTPe3BOM COCTOAHHH (73), MADD B LICnoM 6b1na npH3HaHHOHABHKyuleli cHJIOH npHHATHA 60nee HeM 200 nOCTaHOBneHHI%I LIITaTOsH McCTHbIX BnaCTeii npOTHB BO)KAeHHA B HCTpe3BOM COCTOAHHH BTeYeHIie 1980-x roAos. B pswe LuTaTOS 6b1nH npHHATbI HeKOTOpbie 113npeAnaraBLUxxcA MADD Mep, Taxie Kai( o6A3aTenbHoe TIOpeMHOe3aKJIIOLIeHHe, 6onee BbICOKHe MHHHManbHble Ii1Tpa(l)bl, OueHHBaHHeanxoronbxbIx npo6neM, CHH)KeHHe pa3pellJeHHoro cOAep)KaHHA

anKOrOnA B KpOBH, npHAOpo)KHbie npoBepKH, MHHHManbHbIii BO3paCTNIA 3aKOHHO1-O npHO6peTeHliA anKOrOnA B 21 roil B HauHOHanbHOMMaCIÜTa6e. OAHâKO pAA nOCneACTBHIï iOpHAHHeCKH H3MeHeHHbIX Mep

BbI3Ban KPHTHKy: 3aABnAJIOCb, LITO 3aLuHTa nbAHbIX BOAHTeneH cariaMOAHOii H npH6bInbH0H iOpHAHiiecKOii CneuFiaJIbHOCTbiO, H 'ITO BHeKOTOpbIX MeCTâX IUIaTSIUme Hanor o6BHHAeMble 3aMeHHnH ApyrHXnpo6neMHo nbiOUIHX xax B rOCyAapCTBeHHbIX, TâK H B 9aCTHbiXneLte6Hblx nporpaMMax (86).

164

BOnpOC O MHHHManbHOM Bo3paCTe JtnA 3aKOHHOT0 npHo6pe-TeHH5I anKO1-0115I 6bin B TeT-IeHHe JtnHTenbHOTO BpeMeHH eJtHHCT-BeHHbIM OTCTynJIeHHOM MADD OT ee y3K011 HanpaBJleHHOCTH HaBO)iCJteHHSI B HeTpe3BOM COCTOSIHHH. rloCne npexpalueHHSiCOTpyJ(HHLieCTBa C ânKOTOnbHOH HHuyCTpHeH B KOHue 1980-x rOJtOB

MADD HaLiana nOJtJtep)KHBâTb HHble Mepbl nOnHTHKH

3JjpaBOOXpaHeHHSI, TaKHe Kat( npeJtynpexcJtatouzHe 3THKeTKH Hacocy,uax c anxoroneM (205). Coo6Luanocb, zITO B Haziane 1990-xOCHOBaTenbHHLta MADD 6b1na npHHSITa Ha pa6oTy KaK

OnnaLlHBaeMblii n066HCT AMepHKaHCKOrO HHCTHTyTa HanHTKOB,

HHJtyCTpHanbHOH npOteCCHOHanbHOH rpynnbl BbICTynafOLueiï npOTHBCHH)KeHHS1 pa3peLIIeHHOr0 00Jtep)KaHHSI anKOTOJISI B KpOBH (286).

XOTSI MADD npeycnena B TOM, LiTO6bI c,genaTb BoxcJZexxe BHeTpe3BOM COCTOSIHHH "ropSlmeH npo6neMoH", KOTOpaSi jtoCTHrnanHKa csoer0 OCBeLueHHSi B CpeJ(CTBâX MaCCOBOH HH(tlOpMauHH B 1984

may, HHTepeC CpeucTS MaCCOBO}i HHCkOpMaLtHH HaLian najtaTb nocnenpHHSiTHH HOBbIX 3aKOHOB O BO)K,aeHHH B HeTpe3BOM COCTOSIHHH.

OJtHaKO OCSeIueHHe ZtaxxoFi npo6neMbl OCTaBanOCb Ha 6onee BbICO-KOM ypOBHe, item OHO 6bInO Jt0 o6peTeHHSI MADD nonynSlpHOCTH. B1985-1991 roJtax BO)KJteHHSI B HeTpe3BOM COCTOSIHHH, Hapxuy CnemeHHeM, 6bIn0 HaH6onee trac-ro ocseluaeMoFi anKOrOnbHOH

npo6neMoH B IISiTH rnasxbIx HalIFioxanbHbIX ra3eTax (Lemmens, P. &Vaeth, P., Heony6nHKoBaHHb1e JtaHHbte, 1993).

lïoJtxOJt MADD K Bo)KJteHHIO B HeTpe3BOM COCTOSIHHH B

OCHOBHOM no11Bepranc51 KpHTHKe 3a ero y3Ky1O HanpasnexxOCTb HaHHJZHBHZtyanbHyiO OTBeTCTBeHHOCTb H Bo3Me3JtHe, KOTOpaSI OrpaHHLiH-

Bana 06Cy)KJteHHe ânbTepHaTHBHbIX nOnHTHLIeCKHX Mep (86, 278).3Ka5I HanpaBneHHOCTb OTBneKana BHHMaHHe OT COI.tHanbHbIX

CTpyKTyp H npaICTHKH, Co3JtaBaBLIIHX Bo)KJteHHe B HeTpe3BOM

COCTOSIHHH, no6yxcJtas< niOjteH BbInHBaTb H He OCTasn5I51 HM HHOrOCpeJtCTSa TpaHCnOpTHpOBKH nOMHMO CO6CTBeHHbIX MaLnHH. BoneeHIHpOKHI3 B3rnSiJt Ha npo6neMy BOH<JteHHSi B HeTpe3BOM COCTOSIHHH

oTPa)KeH B KOMnneKCe nOnHTHI{eCKHX Mep npeJtnO)KeHHbIX CeHaTyCHIA B 1989 roJty rnaBHbIM BpaYOM CHIA. rlOMHMO Mep, KOTOpblenp51MO HanpasneHbl Ha BO)KJteHHe B HeTpe3BOM COCTOSiHHH, TaIUKepeKOMeHJtyiOTCSI CTpyKTypHble nOnHTHYeCKHe Mepb(, TaKHe KaK pOCTHânOT0o6no)KeHHSI H coKpaLueHHe JtOCTynHOCTH H peKnaMbianKOronSi.

165

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