Ieienoa?noai Ia?aciaaiey e Iaoee
?inneeneie Oaaea?aoeee
AIO AII
?inoianeee Ainoaea?noaaiiue Yeiiiie/aneee
Oieaa?neoao (?EIO)
EO?NIAAss ?AAIOA
ii aeenoeeieeia «Iniiau ?aeeaiu»
ia oaio:
«I?anna eae iniiaiia n?aaenoai ?aeeaiu – aeinoieinoaa e iaaeinoaoee,
?anoeaiee a oeaio?aeueiuo e ?aaeiiaeueiuo ecaeaieyo, aiaeec eiie?aoiuo
i?eia?ia ?aeeaiu»
Auiieieea:
nooaeaioea a?oiiu 227,
I?iaa?ee:
?inoia-ia-Aeiio
2006
Niaea?aeaiea:
Aaaaeaiea
1. I?anna eae iniiaiia n?aaenoai ?aeeaiu
1.1 ?aaeiiaeueiua ia/aoiua ecaeaiey e eo oa?aeoa?enoeea
1.2 Yooaeoeaiinoue ?aeeaiu a i?anna
2. Aiaeec ?aeeaiu a i?anna ia aeeiaieueioth i?iaeoeoeeth eiiiaiee
«Aeiaaaiue»
Caeeth/aiea
I?aaeeiaeaiey
Nienie eeoa?aoo?u
I?eeiaeaiea?1
I?eeiaeaiea?2
Aaaaeaiea
I?ANNA – niaieoiiinoue ia/aoiuo ecaeaiee (aacaou, aaeaiaaeaeueieee,
aeo?iaeu, aeueiaiaoe, eieae). Io o?aioeocneiai presse – ia?eiaee/aneay
ia/aoue. Yoa niaieoiiinoue iauaaeeiyao a naaa aeaa aieueoea iiaea?oiiu:
ianniaoth i?anno, eioi?ay aae?aniaaia oe?ieie aoaeeoi?ee e
niaoeeaeueioth i?anno, aae?aniaaiioth a?oiiai niaoeeaeenoia. Eioi?iaoeey
a aacaoao iieuecoaony iaeaieueoei aeiaa?eai oeaeaaie a?oiiu [7].
I?anna, i?aaeaea anaai – yoi enoi/iee eioi?iaoeee, iiainoae (naaaeaiey i
aeeiaie/iii eciaiaiee aeaenoaeoaeueiinoe), n?aaenoai iiiiue a ?ac?aoaiee
oao eee eiuo i?iaeai, iineieueeo niiniaia i?eaea/ue e iei iauanoaaiiia
aieiaiea, iiaoaeeoue e ii?aaeaeaiiui ?aoaieyi nioeeaeueiua einoeooou,
aeeth/ay i?aaiu aeanoe e oi?aaeaiey, iiaeeeciaaoue ia i?aeoe/aneea
aeaenoaey oe?ieea iannu ethaeae. Onoaiiaeaieth eiioaeoia
i?aaei?eieiaoaeae n iauanoaaiiinoueth oiaea niinianoaoao i?anna: iia
i?eaeaeaao aieiaiea e aeayoaeueiinoe oe?iu, nicaeaao i?aaeiinueee aeey
i?aaiecaoeee acaeiiaeaenoaey n aiciiaeiuie aeaeiauie ia?oia?aie [2].
Aaeeea ?ieue i?annu eae n?aaenoaa ?aeeaiu: ie? aeciana iieo/ee a iaoae
no?aia oaeie auoiae ia oe?ieoth aoaeeoi?eth n i?aaeuyaeaieai eioi?iaoeee
i naiae i?iaeoeoeee e oneoaao, eaeiai aua ia eiae ieeiaaea. Cayaeoue i
naaa eae ia iauanoaaiiii aeayoaea, aeeythuai ia nioeeaeueiua i?ioeannu.
Oae aea – yoi iauaeo enneaaeiaaiey, enoi/iee ia?ae/iie eioi?iaoeee i
i?ienoiaeyueo a aai noa?a i?ioeannao, i nioeeaeueii aaaeiuo eciaiaieyo,
i?aaenoaaeythueo iauanoaaiiue e ainoaea?noaaiiue eioa?an. Iaeiiaoe, yoi
– ?aeeaiiaeaoaeue, eiiia?/aneee ia?oia?. Eae aeaeei: iaeeoei acaeiiua
eioa?anu. Iaeiaei iaiaoiaeeii o/anoue iaeioi?ua aaaeiua iiiaiou.
Oeaeue eo?niaie ?aaiou – inaaoeoue iniaaiiinoe i?annu.
Caaea/e:
1. Ii?aaeaeeoue i?anno eae iniiaiia n?aaenoai ?aeeaiu.
2. Iieacaoue aeinoieinoaa e iaaeinoaoee i?annu.
3. Iniaaiiinoe ?aaeiiaeueiie i?annu.
4. ?anoeaiee a oeaio?aeueiuo e ?aaeiiaeueiuo ecaeaieyo
5.I?iecaaaeai aiaeec ?aeeaiu aeeiaieueiuo iaieoeia a ia/aoiuo NIE.
Aeooaeueiinoue e iiaecia:
A ianoiyuaa a?aiy nouanoaoao aieueoia eiee/anoai aacao, aeo?iaeia, NIE
?acee/iuo iai?aaeaiee. Ii iniiaioth ianno ninoaaeytho, iacuaaaiua oaea
onoie/eaui au?aaeaieai, «aeyioeaaua» aeo?iaeu e aacaou. Iaeiei ec
iiiaeanoaa aeinoieinoa yaeyaony eo iinoiyinoai a oeaiiinoiuo onoaiiaeao,
a aeo?iaeia e ai aiaoiai ioi?ieaiee. AEo?iaeu e aacaou e oiio aea
iiieiatho e au?aaeatho ?inneeneoth iaioaeueiinoue. Iaeioi?ua ia/aoiua
ecaeaiey, ia aiiynue ca i?ioiaeyuae iiaeie, inoathony ethaeiuie aacaoaie
e aeo?iaeaie ?inneeneie eioaeeeaaioeee. Iie ia eciaiytho naiae iieeoeea
niae?aoue eo/oaa e eo/oeo iiae naiae o?aaeeoeeiiiie iaeiaeeie. Eae ei
oaeaaony, ia eua ?uii/iiai oniaoa, iieueciaaoueny i?eciaieai e
iiioey?iinoueth, ianiio?y ia niaea?aeaiea aieueoiai eiee/anoaa ?aeeaiu –
aeooaeueiue aii?in ia naaiaeiyoiee aeaiue.
I?aaeiao e iauaeo:
Iauaeoii aeaiiiai eco/aiey yaeyaony aaeaaeiaaiue aeo?iae aeaeiaie i?annu
«Eiiia?naioU».
I?aaeiaoii – naiaia?acea e iniaaiiinoe i?annu eae iniiaiiai n?aaenoaa
?aeeaiu.
Eo?niaay ?aaioa ninoieo ec aaaaeaiey, 2o aeaa e 2o ia?aa?aoia,
caeeth/aiey e nienea eniieuecoaiie eeoa?aoo?u.
Ai aaaaeaiee aeaaony ii?aaeaeaiea i?annu, e ?iee a iauanoaa, a
oi?ie?iaaiee aeaeiauo acaeyaeia. Oaeaea ai aaaaeaiee aiaeece?othony
oeaeue e caaea/e eo?niaie ?aaiou, aa aeooaeueiinoue e iiaecia, i?aaeiao
e iauaeo enneaaeiaaiey, iaoiaeu enneaaeiaaiey e no?oeoo?a ?aaiou.
A 1 aeaaa enneaaeoaony ?aciiaeaeiinoe ?aeeaiu ii ooaeiaeanoaaiiiio
ioi?ieaieth a ia/aoiuo ecaeaieyo, ?acee/ea aeo?iaeia e aacao, oaeaea
?anniao?eaathony eo iniaaiiinoe. ?aciiaeaeiinoe ia/aoiuo ecaeaiee, a
eioi?uo ?aciauaia ?aeeaia. Oneiaey, aeeythuea ia noieiinoue ?aciauaiey
?aeeaiu a i?anna. ?yae oaeoi?ia, io eioi?uo caaeneo auai? ia/aoiiai
ecaeaiey. I?aeiouanoaa e iaaeinoaoee aacao e aeo?iaeia. I?eaiaeyony
?aaeiiaeueiua ia/aoiua ecaeaiey e eo oa?aeoa?enoeea, aecian-i?anna.
Aeinoieinoaa e iaaeinoaoee ?aaeiiaeueiuo ia/aoiuo ecaeaiee.
Ai 2 aeaaa y ?anniao?eaath aacaoo «Eiia?naioU» e oa?eou ia ?aciauaiea
?aeeaiu a ia/aoiuo ecaeaieyo. I?iecaaaeai aiaeec ?aeeaiu a i?anna ia
aeeiaieueioth i?iaeoeoeeth eiiiaiee «Aeiaaaiue»
1. I?anna eae iniiaiia n?aaenoai ?aeeaiu
Ii-i?aaeiaio aieueoeinoai ethaeae ia ieaiaoa o?aaeeoeeiiii /eoatho
aacaou e aeo?iaeu, aeiaa?yy ei aieueoa, /ai OA. Ii-i?aaeiaio
iaia/aoaiiay eioi?iaoeey aini?eieiaaony e caiiieiaaony eo/oa, /ai
i?iecianaiiay. Ii-i?aaeiaio /eoaoaeue ia oieueei nai auae?aao “naie”
aeo?iae e “naith” aacaoo, ii e a?aiy, e iano?iaiea aeey /oaiey. Ana
auoaia?a/eneaiiia, iiaee?aieaiiia iiiaeanoaii ?aciiai ?iaea
enneaaeiaaiee, aeaeaao ia/aoue naiui yooaeoeaiui e i?iaa?aiiui niiniaii
aeinoaaee ?aeeaiiie eioi?iaoeee.
?aeeaia a i?anna yaeyaony iaeiei ec aeaenoaaiiuo e iaeaieaa
?ani?ino?aiaiiuo n?aaenoa ?aeeaiu. *eoaoaee, ciaeiiynue n iiainoyie a
aacaoao, i?iniao?eaatho e iiiauaiiua oai iauyaeaiey e ?aeeaiiua iaci?u.
A ?aeeaiiii iauyaeaiee io?aaeatho nooue eiiia?/aneiai i?aaeeiaeaiey
?aeeaiiaeaoaey («i?aaeeaaath», «i?iaeai» e o.ae.), a oaeaea iniiaiua
naienoaa ?aeeaie?oaiiai oiaa?a, naaaeaiey i i?aaei?eyoee e oneiaeyo
i?iaeaaee.
?acee/aaony ?aeeaia e ii ooaeiaeanoaaiiiio ioi?ieaieth: /a?ii-aaeay,
iaeii oiiiaay, aeaoo oiiiaay, iiiaioeaaoiay, oaenoiaay, n
eeethno?aoeeyie, oioi, ia?aaa?iooay, ianoaiaea?oiay e o. ae. Aioo?e
iiae?acaeaeaiey anoue naiy a?aaeaoeey. Iai?eia?, aacaoiay ?aeeaia
aeaeeony ia iiaeoeueioth e ?oa?e/ioth. I?e/ai, niioiioaiea aeioiaeia
caaeneo io:
1. ioaeeeaoeee yoeo iauyaeaiee,
2. caieiaaiuo ieiuaaeae: 70% – iiaeoeueiay, 30% – ?oa?e/iay. 80% e 20%
niioaaonoaaiii.
Oaeaea a ia?a/aiue oneoa i?aaeeaaaaiuo naaiaeiy a ia/aoe aoiaeeo iiieii
ioaeeeaoeee ?aeeaiu nianoaaiii ia iieinao ecaeaiee, ioaeeeaoeey ia
niaoeeaeueiuo auioneao, i?eeiaeaieyo, ecaioiaeaiea ?aeeaiiuo iaoa?eaeia
ia aaca ecaeaiey, i?iaaaeaiea ia?eaoeiaiauo enneaaeiaaiee ia aaca
ecaeaiey, o/anoea a niaoeeaeueiuo i?iaeoao ?aeeaiiie neoaeau ecaeaiey
[3].
?aeeaia a aacaoao e aeo?iaeao iieo/eea oe?ieia ?ani?ino?aiaiea e
iaeaaeaao iaeaieueoae yooaeoeaiinoueth – ?aeeaia a i?anna caieiaao
i?eia?ii 70% ?uiea ?aeeaiiuo iauyaeaiee. Nthaea ioiineony ?aeeaia a:
aacaoao (ai?iaeneeo, iaeanoiuo, ana?inneeneeo, niaoeeaeece?iaaiiuo);
aeo?iaeao (io?aneaaiai eee iauaai iacia/aiey);
oe?iaiiuo atheeaoaiyo;
ni?aai/ieeao;
Ii iauaio cao?ao, ?aeeaia a ia/aoiuo NIE onooiaao eeoue ?aeeaia ii
oaeaaeaeaieth. ?aeeaia a aacaoao aeaoaaea oaeaaeceiiiie ?aeeaiu. Aianoa
n oai ea/anoai aini?iecaaaeaiey ?aeeaiiuo i?eaeiaeia a aacaoao iau/ii
iaaunieia. Ionthaea ?aciauaiiua a ieo ?aeeaiiua iauyaeaiey iaiaa
i?eaeaeaoaeueiu, e eaaeaeia ecaeaiea eiaao iaeiia?aiaiii iiiai oaeeo
iauyaeaiee, a nayce, n /ai aicaeaenoaea ethaiai ec ieo a ioaeaeueiinoe
nieaeaaony. I?aeiouanoai ?aeeaiu a i?anna caeeth/aii a aa aunieie
ecae?aoaeueiie niiniaiinoe. Ethaee n ?aciuie eioa?anaie aoaeoo /eoaoue
eeoa?aoo?o, iinayuaiioth oie noa?a aeecie, eioi?ay eo eioa?anoao. Oaeei
ia?acii, aeaaiaea?y aacaoai e aeo?iaeai ?aeeaiiua ia?auaiey
aicaeaenoaotho ia ii?aaeaeaiioth iio?aaeoaeueneoth a?oiio. Niaoeeoeea
?aeeaiu a i?anna aeeeooao iniaua iiaeoiaeu e aa nicaeaieth e
?aciauaieth. I?e aa nicaeaiee ioaeii o/eouaaoue, /oi ?aeeaia
aini?eieiaaony /enoi c?eoaeueii, a cia/eo iaaei ia?aoeoue iniaia
aieiaiea ia aecoaeueioth /anoue. Oi anoue ioi?ieaiea aeieaeii i?eaea/ue
aieiaiea e caeioa?aniaaoue, a niuneiaay iaa?ocea aeieaeia oaea?aeaoue e
iiaeoieeiooue iio?aaeoaey e aeaenoaeth. A aeaiiii neo/aa nicaeaoaee
aeieaeiu o/eouaaoue oeaao, ?acia? aoea, ?aaeueiinoue ecia?aaeaaiiai,
noeeue ia?auaiey, a oaeaea, iai?eia?, oi, /oi oioia?aoey eo/oa, /ai
?enoiie; /oi iaeia aieueoay eeethno?aoeey ?aaioaao eo/oa, /ai iiiai
iaeeeo e iiiaia ae?oaia. Noieiinoue ?aciauaiey ?aeeaiu a i?anna caaeneo
io:
1) i?anoeaea aacaou eee aeo?iaea;
2) oi?iaoa ?aeeaiiiai iauyaeaiey;
3) ianoa ?aniieiaeaiey (io iieinu, iaeiaeee, ?oa?eee, ?aeeaiiiai aeiea);
4) eiee/anoaa eniieueciaaiiuo oeaaoia a ?aeeaia (anee yoi aeo?iae eee
aacaou a oeaaoa);
Ia/aoiay no?aieoea, a iauai, e aacaoa, a /anoiinoe, aeatho a ?oee
?aeeaiiaeaoaey naiaia?aciia aeaeia n?aaenoai aeey au?aaeaiey oai?/aneeo
iio?aaiinoae. Aacaoa yaeyaony n?aaenoaii eioi?iaoeee, eioi?ie
iieuecoaony ii/oe eaaeaeue, iia iaeaaeaao aieueoie aeaeinoueth, a
iuneue, au?aaeaiiay a ienueiaiiii aeaea, caiiieiaaony. Iaeiaei o aacao
anoue naie iaaeinoaoee, e eioi?ui ioiinyony: ionoonoaea ecae?aoaeueiinoe
aoaeeoi?ee, n?aaieoaeueii ei?ioeay aeeciue, ieceia ea/anoai ia/aoe e
?ai?iaeoeoeee, aeanoieay ?aeeaiiay eiieo?aioeey, iaaiciiaeiinoue
aa?aioe?iaaiiiai ?aciauaiey ?aeeaiu a caaeaiiii ia/aoiii i?ino?ainoaa,
ia?ae?aueaathueeny oe?aae. Ianiio?y ia yoi, aacaoa inoa?ony iaeiei ec
aaaeoueo i?iaiaeieeii iiainoae e ?aeeaiu aeey ianaeaiey.
Auai? ecaeaiey caaeneo io ?yaea oaeoi?ia:
1. Niaoeeoeee iio?aaeoaeueneeo naienoa oiaa?a.
2. A?aiaie i?i/oaiey ia?eiaee/aneiai ecaeaiey.
3. Aeiy ioaeeeaoeee.
A naith i/a?aaeue aeo?iaeu iaeaaeatho ae?oaeie i?aeiouanoaaie. Ii naiaio
oa?aeoa?o iie iaeaieaa ecae?aoaeueiu ec anao n?aaenoa ianniaie
eioi?iaoeee. Iie iaeaaeatho aeaeinoueth, eae a ioiioaiee e?oaa
/eoaoaeae, oae e a iiaea/a ?aeeaiu. Iie iiaoo ?aaioaoue n oeaaoii,
eiatho aaeeeieaiiua iieea?aoe/aneea aiciiaeiinoe, a oaeaea i?anoeaeiu e
eiatho caian aeiaa?ey ni noi?iiu /eoaoaeae. I?e/?i an? yoi i?e
i?eaieaiie noieiinoe. Iaeiaei ca/anooth n?ie eo auionea iaiiiai
aeieueoa, n eo iiiiuueth o?oaeii iieo/eoue iaiaoiaeeiue ioaao e
/anoioiinoue, a ?aeeaiiay eiieo?aioeey a aeo?iaeao au? aieaa ino?ay. E
oiio aea noieiinoue ?aeeaiu a iaeioi?uo ecaeaieyo i/aiue auniea. I?e
auai?a aeo?iaeia aeey ?aciauaiey ?aeeaiu iaiaoiaeeii o/eouaaoue oe?aae,
aoaeeoi?eth, noieiinoue e oaoie/aneea aiciiaeiinoe. ?aeeaiiua noaaee
aeo?iaea iiaoo ii?aaeaeyoueny ianeieueeeie oaeoi?aie: ia?ae/iui e
aoi?e/iui /eoaoaeueneei e?oaii, /eneii iiaeien/eeia e i?iaeaaeae a
?icieoeo, a oaeaea ioiioaieai aa?aioe?iaaiiiai oe?aaea i?ioea
?aaeueiiai. A oiaea ii?inia ianaeaiey i i?aaeii/eoaaiuo eie aeaeaie
aacaoiie ?aeeaiu, auei auyniaii, /oi iie i?aaeii/eoatho aeaeaoue
?aeeaiiua oioia?aoee (83%), a ia ?enoiee (17%). Ii eo neiaai, oioia?aoee
aeatho ai?acaei eo/oaa i?aaenoaaeaiea i ?aeeaie?oaiii oiaa?a. Iaeiaei
iaeioi?ue i?ioeaio ?aniiiaeaioia i?aaeii/ae ?enoiee. ?enoiee
ioia?aaeatho oiaa? aieaa aeeai e iiaoo ia?aoeoue aieiaiey ia
aeinoieinoaa oiaa?a, ne?uaay aai iaaeinoaoee[9].
1.1 ?aaeiiaeueiua ia/aoiua ecaeaiey e eo oa?aeoa?enoeea
Iooai ?aciauaiey a ianoiuo aacaoao ?aeeaiiaeaoaee iau/ii ?aaeecotho
oaeoe/aneea caaea/e, iai?eia?, aiiine?iaaiea ioe?uoey iaaaceiia,
i?iaaaeaiea i?iiiaeoeee (n oeacaieai aae?ania e oaeaoiiia) e iiene
ia?oia?ia. Ca/anooth ?aeeaia a ?aaeiiaeueiuo ecaeaieyo iiaee?aieyao
no?aoaae/aneea iaoeeiiaeueiua eaiiaiee. «I?ia?aiio i?iaeaeaeaiey aeey
oi?aiaie ia?ee «A?aei» a iaoeeiiaeueiie i?anna iiaee?aieyee
?aaeiiaeueiuie iauyaeaieyie, iioiio /oi a eaaeaeii ai?iaea anoue naie
iaaacei ni naiei aae?anii e aeeea?, n eioi?ui eiiiaiey ?aaioaao», –
?anneacuaaao Anaiey Eaiaieia, non-TV iaaeea-aee?aeoi? aaaionoaa Media
Expert.
A ianoiyuaa a?aiy ia eieaeueiuo ?uieao i?aaenoaaeaiu i?aeiouanoaaiii
?acaeaeaoaeueiua e iauanoaaiii-iieeoe/aneea ecaeaiey, a eioi?uo
yooaeoeaii ?aeeaie?iaaoue oiaa?u ianniaiai ni?ina. ?aaeiiaeueiua
ecaeaiey iau/ii iaoeaeaiu ia ac?ineoth aoaeeoi?eth, oi anoue ethaeae
25-45 eao, aac ?aca?aie/aiey noa?u aeayoaeueiinoe, noaoona eee ia?aca
aeecie. A eeanne/aneii ia?eaoeiaa oaeia ?aciuoia iiceoeeiie?iaaiea
n/eoaaony iaaeinoaoeii. Ii eiaiii iii iicaieyao /a?ac yoe ecaeaiey
yooaeoeaii ?aeeaie?iaaoue oiaa?u e oneoae ianniaiai ni?ina. Anee aacaoa
aeaenoaeoaeueii iiioey?iay, iia «iiiaaeaao» a ?aciua a?oiiu ethaeae
iaeiia?aiaiii. (Oioy iiaeii neacaoue e oae, /oi iia iaeeiaeiai ieioa
aeey anao, i?inoi iao oi?ioae caiaiu.) Iai?eia?, a iieiaeaaeiie
?acaeaeaoaeueiie aacaoa iiaeii ?aciauaoue ?aeeaio, i?aaeiacia/aiioth
aeey aeiiioicyae, iioiio /oi iie oiaea /eoatho yoo aacaoo.
Aecian-ecaeaiee a ?aaeiiao ii/oe iao. Iiyoiio, «/a?ac ?aaeiiaeueioth
i?anno» neiaeii «aeinoaoue» aoaeeoi?eth n aeioiaeii auoa n?aaeiaai. Aeey
oaeie aoaeeoi?ee eo/oa caieaie?iaaoue eaiiaieth a iaoeeiiaeueiie
aecian-i?anna e iiaee?aieoue aa ?aaeiiaeueiuie iineoaeyie, iioiio /oi,
aeaaea ia?auaynue a iiioey?ioth ?aaeiiaeueioth aacaoo, iu ia iiaeai
iaaa?iyea ciaoue, eiai eiie?aoii «iieiaai».
A oi aea a?aiy a ioaeaeueiuo ?aaeiiao anoue iiioey?iua ecaeaiey
aecian-iai?aaeaiiinoe. «Oa?ueeianeee eo?uea?», e i?eia?o, iieoiatho eee
iieo/atho ii iiaeienea iiaeaaeythuaa aieueoeinoai aecianiaiia ?aaeiia, e
ii caaeo ?aeeaiie aei ioeaca, – aiai?eo Aeaia Eociaoeiaa,
iaaeea-aee?aeoi? aaaionoaa Union Media. – A oaeeo ecaeaieyo eiaao niune
?aciauaoue iauyaeaiey i nio?oaeie/anoaa, o/aaa, oiaa?ao e oneoaao aeey
aecianiaiia e anaaiciiaeiuo i?iaeaaeao».
Iaeiei ec iniiaiuo iaaeinoaoeia, i?enoueo ianoiie i?anna, n/eoaaony
ieceia ea/anoai ia/aoe. Aacaou a ?aaeiiao iau/ii /a?ii-aaeua eee
ia/aoathony ianeieueeeie iniiaiuie oeaaoaie, oi anoue ea/anoaaiiua
iaeaou a ieo ia ?acianoeoue. Ii ?aaeiiaeueioth i?anno /eoatho iiiai
ethaeae. Iiyoiio yenia?ou ?aeiiaiaeotho ?aciauaoue eieaeaeaaoth ?aeeaio
ia ae?oaeo iineoaeyo (iai?eia?, ia ia?oaeiuo eiino?oeoeeyo), a a
?aaeiiaeueiie i?anna caieiaoueny PR-i?iaeaeaeaieai. «Eo/oa anaai, anee
PR-noaouee ioaeeeothony a iauanoaaiii-iieeoe/aneeo ecaeaieyo, eioi?ua
eae aieaa na?ueaciua aiooatho aieueoa aeiaa?ey /eoaoaeyi. I?e/ai
aeaeaoaeueii, /oiau oaeno aue iaienai ianoiui aeo?iaeenoii a
?aaeaeoeeiiiii noeea e a i?eaycea e ?aaeiiaeueiie neooaoeee. Noiee/iie
eiiiaiee iiaeao iieacaoueny, /oi «yoi» ieeoi ia aoaeao /eoaoue, ii ia
i?aeoeea ieacuaaaony, /oi ianoiay aoaeeoi?ey oi?ioi aini?eieiaao
eioi?iaoeeth eiaiii a oaeii aeaea».
Aaaeouea eiiiaiee eiiaaea ?ac?aaaouaatho eiaeeaeaeoaeueiua i?iaeou aeey
?aaeiiia. «I?e ieceii ea/anoaa ia/aoe a aacaoao aeey eieaeaeaauo oeaeae
iiaeii aeaeaoue oeaaoiua aeyioeaaua aeeaaeee, – ?anneacuaaao Aeieo?ee
Eeneoeeee, iaaeea-aee?aeoi? aaaionoaa Starcom. – Ii yoi neiaeiue e
aei?iainoiyuee i?iaeo. Aeey iaeiiai ec eeeaioia iu auee auioaeaeaiu yoi
naeaeaoue, aaaeue iio?aaeoaee ?aeeaie?oaiie oiaaea iaaei?iaie ia?ee
iii?inoo ia /eoatho aei?iaea aeo?iaeu. Iu eniieueciaaee iiiai «neeueiuo»
aacao a ?aciuo ?aaeiiao, e oaeia ?aciauaiea iaioeinue aei?iaea
iaoeeiiaeueiiai ?aciauaiey».
Eae ioia/atho yenia?ou, ?aaeiiaeueiay i?anna ia/eiaao iniciaaaoue
auaiaeu, iieo/aaiua io e?oiiuo ?aeeaiiaeaoaeae. «Eeaea?u ia ianoiuo
?uieao NIE noaee ?aaiyoueny ia noiee/iua iaaeea-iineoaee. Iai?eia?,
iaeanoiua oe?aaeiua ecaeaiey oeo/oeee iieea?aoeth», – aiai?eo Eai?ue
Aea?aiue, caianoeoaeue aee?aeoi?a aaaionoaa «Aeaoa Iaaeea».
Neaaeoao o/eouaaoue, /oi oe?aaee ?aaeiiaeueiuo NIE ie/ai, e?iia /anoiiai
neiaa ecaeaoaeae, iau/ii ia iiaeoaa?aeaeathony, ia?eiaee/iinoue auoiaea
iiaeao ia?ooaoueny. Ii auai? ?aaeiiaeueiuo ecaeaiee oi?iuaaony a neo/aa
?aaiou /a?ac e?oiiua niaoeeaeece?iaaiiua aaeeiaiaua no?oeoo?u, eioi?ua
oi?ioi ciaeiiu n ?uieii, iiaoo n?aaieoue iineoaee e yaeythony yenia?oaie
a aeaiiie noa?a. Iaeiie ec aaaeiaeoeo caaea/, noiyueo ia?aae iaoae
ia/aoueth, yaeyaony inaauaiea ia oieueei iaoeo aeinoeaeaiee, ii e iaoeo
iaaeinoaoeia. Iaa yoe caaea/e aeieaeiu ?ac?aoaoueny ia?aeeaeueii[4].
E iaaeinoaoeai ?aciauaiey ?aeeaiu a aacaoa iiaeii ioianoe aa ei?ioeee
aeeciaiiue oeeee, a oae aea oi, /oi iiiaea /eoaoaee i?iniao?eaatho
aacaoo a iieneao eioa?anothueo eo iaoa?eaeia, iiyoiio iauyaeaiey iiaoo
auoue, e ia i?i/eoaiu. A nouanoaaiiui iaaeinoaoeii ?aaeiiaeueiuo
i?eeiaeaiee yaeyaony oi, /oi ca/anooth auoiaeu ?aeeaiiuo iauyaeaiee a
ieo ieeoi ia ioneaaeeaaao. E?iia oiai, iaoeeiiaeueiua iaaeea eiatho
?aaeiiaeueiua i?eeiaeaiey eeoue a aaeeie/iuo ?aaeiiao. N?aaee iniiaiuo
i?aeiouanoa ianoiuo iineoaeae iiaeii iacaaoue aeaoaaecio e aiciiaeiinoue
iia?aoeaiiai ?aciauaiey eioi?iaoeee.
AEo?iaeu, iniaaiii ooaeiaeanoaaiiua e niaoeeaeueiua, /eoatho aieaa
ianoiyoaeueii. Niaea?aeaiea ioaeeeoaiuo a ieo ?aeeaiiuo niiauaiee
ii?aaeaeyaony e?oaii eo /eoaoaey. A niaoeeaeueiuo aeo?iaeao,
i?aaeiacia/aiiuo aeey ii?aaeaeaiiiai e?oaa /eoaoaeae, iiiauatho
niiauaiey, niioaaonoaothuea i?ioeeth ecaeaieth.
?aciauaiea niaoeeaeueiuo i?iaeoia a aeyioeaauo aeo?iaeao – yoi oi?ioay
aeueoa?iaoeaa iau/iie iieiniie ?aeeaia. Iaoe?iua aiciiaeiinoe oeiia?aoee
iicaieytho naeaeaoue niaoei?iaeou i?eaeiaeueiuie e i/aiue yooaeoiuie.
Naaiaeiy oeiia?aoee i?aaeeaaatho aeey yoiai ?acee/iua eioa?aniua
oaoiieiaee.
E?iia oiai, aeo?iaeu iuoathony caeioa?aniaaoue ?aeeaiiaeaoaeae e
aoaeeoi?ee n iiiiuueth aieueoaai ?acaeaeaiey ii oi?iaoai e oaiai. Iie
ia?aiiceoeeiie?otho naay a oneiaeyo iiaie eiieo?aioeee, iaiinoiyiiie
/eoaoaeueneie aoaeeoi?ee e, i?aaeaea anaai ia?eaoeiaiauo iio?aaiinoae
iaoeeiiaeueiuo ?aeeaiiaeaoaeae [5].
1.2 Yooaeoeaiinoue ?aeeaiu a i?anna
?aeeaiiua iaci?u, ioaeeeoaiua a ia?eiaee/aneeo ecaeaieyo, iiaoo
niaea?aeaoue eioi?iaoeeth i i?aaei?eyoeyo e auioneaaiuo ei oiaa?ao,
auoue a aeaea eioa?aueth n ?oeiaiaeeoaeyie i?aaei?eyoee eee eo
ia?oia?aie.
Aeey aacao e aeo?iaeia aiciiaeiinoue aeaei eniieueciaaoue aa?eaoeee a
?acia?ao, aeecaeia, ianoa ?aciauaiey ia iieina e a?aiaie iiyaeaiey a
ia/aoe aacaou iieuecothony aaoi?eoaoii, iaeiaei aaoa iauyaeaiea iiaeao
auoue iaia/aoaii ia ieioii ianoa e inoaiaony aac aieiaiey aacaou eiatho
ei?ioeoth aeeciue e /eoathony “/a?ac no?i/eo” ethaee eiatho iaueiiaaiea
aieiaoaeueii /eoaoue ?aeeaio a aacaoa, eeoue, eiaaea iie oaea aioiau
eoieoue /oi-eeai. A aacaoa ?aeeaiiua iauyaeaiey eiieo?e?otho ca
aieiaiea; aaaeiui oaeoi?ii i?eaea/aiey aieiaiey yaeyaony ianoi ia iieina
(aieueoa aieiaiey i?eaeaeaao i?aaue aa?oiee oaie iieinu) e oa?aeoa?
a?aoe/aneiai ioi?ieaiey, ieoeoa eaaei /eoaaiua oaenou, eniieuecoy
i?inoua neiaa, ei?ioeea o?acu e ianeieueei ouaoaeueii aua?aiiuo oaeoia.
I/aiue aaaeiui iiiaioia ii-i?aaeiaio inoaaony iiene i?eaeiaeueiuo eaeae.
Oi?ioee?iaaiea iniiaiie ?aeeaiii-eiiia?/aneie oaiu – caeia aeaeueiaeoaai
aoaeouaai oniaoa. Iaiaoiaeeii n?aco aea i?eaea/ue aieiaiea /eoaoaey.
Nouanoaotho aeey yoiai naiua ?acee/iua niiniau. Ii, eiia/ii, iniiaiie
aniaeo ia/aoiie ?aeeaiu – yoi oaea/ii iaienaiiue oaeno[9].
Aini?eyoea oaenoa ?aeeaiu ai iiiaii caaeneo io aua?aiiiai o?eooa.
Caia/aii, /oi nia/aea acaeyae eiaeo neiaa, iaa?aiiua iaeaieaa e?oiiui e
aee?iui o?eooii, iiyoiio eiaiii ei iaae?atho eeth/aaua neiaa a
iauyaeaiee, eioi?ua aeieaeiu caeioa?aniaaoue /eoaoaey e canoaaeoue aai
i?i/anoue ana iauyaeaiea. Oaeaea aaaeiuie iiiaioaie yaeythony
ii?aaeaeaiea noeey, aeaaecu, eeethno?aoeee e ?aeeaia.
Aeaaiie caaea/ae iioeiecaoeee ?aeeaiiiai niiauaiey yaeyaony auai?
iaeaieaa iiaeoiaeyueo ecaeaiee. A yoii neo/aa i/aiue aaaeiui noaiiaeony:
– ii?aaeaeaiea oeaeaaie aoaeeoi?ee,
– eco/aiea eiathueony ecaeaiee,
– noieiinoue ianoa iiae ?aeeaio,
– ianoi?aniieiaeaiea ?aeeaiu,
– aa oi?ia, aeae, oeaao, ?acia? e o. ae.
Aaeaaeiaaiua aacaou iuoathony oaaee/eoue e a oi aea a?aiy
aeeooa?aioee?iaaoue naith aoaeeoi?eth. A ?aciua aeie iaaeaee iie
ioaeeeotho ?acee/iua oaiaoe/aneea naeoeee. Aine?aniua auionee
i?aa?auathony a iiaeiaea aeo?iaeia ii oaiaoe/aneie ana anaioaaoiinoe.
Ecaeaiey /aoei ii?aaeaeytho oe?aaee ia eaaeaeue aeaiue, ?ann/eouaatho
ninoaa naiae aoaeeoi?ee aeey eaaeaeiai auionea, iiyoiio aaiaeyony
niaoeeaeueiua ?aeeaiiua oa?eoiua naoee aeey eaaeaeiai aeiy[6].
Anee iu ?aeeaie?oai oiaa? a aeaeiaii ecaeaiee, oi ?aeeaia aeieaeia
auoue: Ai-ia?auo, a aeaea eioi?iaoeeiiiuo iaoa?eaeia, yenia?oiuo iiaiee.
Yoi ia i?yiay ?aeeaia, ii iia ana ?aaii ?aaioaao ia oaaee/aiea i?iaeaae.
Ai-aoi?uo, yoi /enoi ?aeeaiiua iaoa?eaeu, iaeaou, niiauaiey. Iie
yooaeoeaiu a aeaeiauo ecaeaieyo oieueei oiaaea, eiaaea caoi/aiu ia
oeaeaaie aoaeeoi?ee e ia aa iniciaiioth iio?aaiinoue.
A-o?aoueeo, ?aeeaiiua iaoa?eaeu aeieaeiu auoue niioaaonoaothuei ia?acii
na??noaiu. *oiau eo auei aeaeii eiaiii eae ?aeeaiiue iaoa?eae. Aiiaua,
?aeeaiu ia aeieaeii auoue neeoeii iiiai a aeaeiaii ecaeaiee, iii ia
aeieaeii i?aa?auaoueny a aeo?eio.
Neaaeoy yoei i?aaeeai, iu aeeth/aai a ieaiu aeaeiaoth i?anno, eiaaea
?aeeaie?oai aaieianeoth aeayoaeueiinoue, IT-oneoae, ioaeuo ca ?oaaaeii,
oiaa?u, ?ann/eoaiiua ia aunieiiiea/eaaaioth aoaeeoi?eth e ei?ii?aoeaiuo
eeeaioia. Aeinoeaeaiey eiiiaiee, oeiainiaua oneoae aeey ei?ii?aoeaiuo
eeeaioia, ?aeeaia oiaa?ia eeanna «ethen»… Ianiiiaiii, aeey oaeie ?aeeaiu
aeie aeaeiaie i?annu iiaeoiaeeo eae ieeaeie ae?oaie. Ii anee au
caieiaaoanue i?iaeaeaeaieai iaaei?iaie auno?i?anoai?eiie eaioe, aiaeee e
neaa?ao iecoae oeaiiaie eaoaai?ee, iaeaaeaeu naeiiae-oaiae, oi
eniieueciaaoue aecian-ecaeaiey auei au, ii iaiueoae ia?a, no?aiii.
I?e ieaie?iaaiee naiae eaiiaiee iu o/eouaaai, ia eaeoth aoaeeoi?eth
iaoeaeai ?aeeaie?oaiue iaie i?iaeoeo. Io yoiai iai?yioth caaeneo, a
eaeeo ecaeaieyo, a eaeii iauaia iai ?aciauaoueny. Anee iu oioei
i?eaea/ue aieiaiea ?oeiaiaeeoaeae eiiiaiee, nianoaaiieeia e
oii-iaiaaeaea?ia, oi aeaai a aieueoai iauaia ?aeeaio a aeaeiaua
ecaeaiey. E?iia yoiai, anaaaea i?enoonoaiaaoue a aecian-ecaeaieyo n
eioi?iaoeeiiiuie niiauaieyie i iiaii i?iaeoeoa. Anee i?ienoiaeyo
eaeea-oi cia/eiua niauoey a yeiiiie/aneie aeecie ai?iaea, oi iaiaoiaeeii
aeaaaoue eiiiaioa?ee ia yoe oaiu a aeaeiaie i?anna. I?aeoe/anee ana
ia/aoiua NIE eiatho nianoaaiiua naeou. Iiiaea ecaeaiey caieiathony
eioaa?aoeeae ia/aoiuo e iieaeiiauo ?aeeaiiuo i?iaeaae. Nicaeathony
iauaaeeiaiiua aacaoiua naeou eeanneoeoee?iaaiiie ?aeeaiu, ii?oaeu
?aaeiiaeueiuo ecaeaiee[9].
Nouanoaotho eieeaeoeee oniaoiuo i?eia?ia ?aeeaiiuo eaiiaiee
aeaiiino?e?othueo eiiia?/aneoth yooaeoeaiinoue eniieueciaaiey i?annu[4].
I?eaiaeyony ianeieueei iio?ynathueo neo/aaa ?acoeueoaoeaiinoe. Eiiiaiey
AIA, ?aeeaie?oynue a aeo?iaea ii a?aaea, i?iaeaea 70 yoo ia iauoth noiio
a 1 iei. aeieea?ia, cao?aoea ia ?aeeaio anaai eeoue 10 ouny/. Aua iaeei
i?eia?: i?iaeaaee aeooia Charlie io eiiiaiee Revlon (aeooe Charlie Red),
iiceoeeiie?iaaaoeany aeey aeaaooae 16-24 eao, ?aeeaie?iaaaoeany eeoue
/a?ac aeo?iaeu aeey iieiaeuo aeaiuei, oaaee/eeenue ia 300% a ia?eiae
?aeeaie?iaaiey (3 ianyoea).
I?iaiaeeiua ai iiiaeo no?aiao enneaaeiaaiey yooaeoeaiinoe ?aeeaiu
aeieacuaatho, /oi i?anna aeieaeia auoue iaycaoaeueiie /anoueth
ioeueoeiaaeeeiuo ?aeeaiiuo eaiiaiee. Ia/aoiay ?aeeaia ia oieueei
auiieiyao i?enouoth eeoue ae ?ieue, ii e i?eaeaao, iai?eia?, OA ?aeeaia
aeiiieieoaeueioth oeaiiinoue. I?eaioaoeey ia/aoiuo iaaeea ia eiie?aoiua
cai?inu eeeaioia e iicaieyao ei iieo/aoue ii/oe iieiaeio iauaie?iauo
?aeeaiiuo aeioiaeia.
Ii ii noaoenoeea ia?aia ianoi caieiaao oaeaaeaeaiea – 63.8% oeaeaaie
a?oiiu ia?auatho aieiaiea ia oaea?aeeaio. Aeaeaa neaaeoao ?aeeaia a
aacaoao – ia iaa ia?auatho aieiaiea 57.9% oeaeaaie a?oiiu. Iieacaoaee
iaeiiai ii?yaeea (24-28%) eiaao a?oiia n?aaenoa ?aeeaiu, ninoiyuay ec
?aaeei?aeeaiu, ia?oaeiie ?aeeaiu, ?aeeaiu a aeo?iaeao e ia o?ainii?oa.
2. ?anniio?aiea aacaou «Eiia?naioU» e oa?eou ia ?aciauaiea ?aeeaiu a
ia/aoiuo ecaeaieyo. Aiaeec ?aeeaiu a i?anna ia aeeiaieueioth
i?iaeoeoeeth eiiiaiee «Aeiaaaiue»
Oioaeinue au iiiiae?iaiae inoaiiaeoueny ia i?eia?a oe?aaeiie aacaou
«Eiia?naioU», oaeaea eco/eoue eo eiioeaioeeth e oa?eou ia ?aciauaiea
?aeeaiu. Aaaeiaeoae oaiaeaioeeae a ?aieao oi?ie?iaaiey nia?aiaiiie
nenoaiu aeo?iaeueii-aacaoiie ia?eiaeeee yaeyaony aeeooa?aioeeaoeey ia
ea/anoaaiioth, ea/anoaaiii-ianniaoth, ianniaoth, oieaa?naeueioth e
niaoeeoe/ioth i?anno. I?e/ai aeiaieueii /anoi a i?ioeanna aeecie
i?ienoiaeeo o?ainoi?iaoeey ecia/aeueii aua?aiiie eiioeaioeee. Oae aea
i?iecioei n iaoei «Eiiia?naioii». Ieiia? aeaeiaie i?annu – «Eiiia?naioU»
iinoaiaiii noae o?ainoi?ie?iaaoueny a ecaeaiea oieaa?naeueiiai oeia. Ii
yaeyaony ia ?yaeo oa?ieia “ea/anoaaiiay i?anna”, oi anoue ia
iicaieythuay naaa ioaeeeiaaoue iai?iaa?aiioth eioi?iaoeeth: neooe,
nieaoie e o. i.. Neaaeothuay ?aciiaeaeiinoue ia/aoiie i?annu
iieoea/anoaaiiay (ianniaay), eae au neaeeo ia aeaoo nooeueyo. Iia
oaeiaeaoai?yao ?aciiia?acioth aaiio ianniauo cai?inia /eoaoaeae ia
iieo/aiea eioi?iaoeee: io iieeoe/aneeo, yeiiiie/aneeo, eoeueoo?iuo e
iaaeaeoia?iaeiuo iaci?ia – aei nieaoai ec ie?a oio-aeciana. Ooo ana 33
oaeiaieuenoaey a iaeiii oeaeiia. Aoeueaa?iay (aeaeoay) i?anna – oeaeeeii
?acaeaeaoaeueiia /oeai, ia caieiaaony na?ueaciuie aauaie [1].
Ea/anoaaiiay i?anna
Ia?aoiae e ?uii/iui ioiioaieyi ii?iaeee iaiau/aeiue ni?in ia
yeiiiie/aneoth, eiiia?/aneoth eioi?iaoeeth. A no?aia cia/eoaeueii
?anoe?yaony ?uiie ia?eiaee/aneeo ecaeaiee yeiiiie/aneie iai?aaeaiiinoe.
Iiieii oiai, /oi iiiaea ianniaua aacaou noaee auioneaoue niaoeeaeueiua
aecian-i?eeiaeaiey, aiciee oeaeue ?yae naiinoiyoaeueiuo aeaeiauo
ecaeaiee. Oae, a oneiaeyo ia?aoiaea e ?uieo, ia/aea oi?ie?iaaoueny iiaay
no?oeoo?a ?inneeneie ia/aoe, a eioi?ie aeiaieueii i?i/iia ianoi caiyea
aeaeiaay i?anna.
«Eiiia?naioU» nouanoaoao ca n/ao naieo i?eeiaeaiee. Aeaeiaua aeo?iaeu
aiauatho a naay eieaeaeaaoth ?aeeaio ia aunieiea/anoaaiiie aoiaaa
nieeaeiuo ei?ii?aoeee, i?aaei?eyoee e i?[4].
Iiceoeaiay ?ieue aeaeiaie i?annu, aicieeathuay ec ooieoeee aeaeiaie
ia?eiaee/aneie ia/aoe:
– oi?ie?iaaiea iauanoaaiiiai iiaiey e ?uii/iiai niciaiey o aoaeeoi?ee;
– niinianoaiaaiea noaiiaeaieth ?acaeouo ?uii/iuo ioiioaiee.
ss n/eoath, /oi i/aiue aeooaeueii ?aciauaoue ?aeeaio a noieue nieeaeiie
aacaoa eae «Eiia?naioU». ?uiie “ea/anoaaiiie” i?annu a ?innee iiea
inoaaony i?aeoe/anee ionoui, ianiio?y ia iaeeea i?aoaiaeothueo, ia ianoi
a yoie ieoa ecaeaiee. Neaaeiaaoaeueii, caeanue iiaeii ?aeeaie?iaaoue
oeiainiaua oneoae aeey ei?ii?aoeaiuo eeeaioia, ?aeeaia oiaa?ia eeanna
«ethen», o.e. yoo aacaoo /eoatho a iniiaiii aeaeiaua ethaee. Ia ?uiie
aua ia auoee (eee ia iai aua ia noi?ie?iaaeenue) aeaaiou, eioi?ua aoaeoo
aanoe ?aaeueioth aieio ni neeyieyie, iiaeiuaieyie e iinoaiaiiui
“iiaeaeoaieai”. Aaaeue aeaeoay i?anna a ?innee naiaiaeiaa, /ai
“ea/anoaaiiay”. o.e. yoo aacaoo /eoatho a iniiaiii aeaeiaua ethaee.
“Ea/anoaaiiui” aacaoai iaeaaei auaeeaaoue ai anai ie?a (iiyoiio-oi
e?eoeee ioia/atho “iiaeaeoaiea” o?aaeeoeeiiii na?ueaciuo a?eoaineeo
aacao, a?iaea The Times e The Daily Telegraph). Oaiaeaioeey e aieueoae
neaiaeaeueiinoe e nieaeaieth /enea eaoeineeo oeeoao ia no?aieoeao
“na?ueaciie” i?annu iaeeaeaao e ?inneth, eiaaea caeanue aicieeiao
?aaeueiue iaaeea-?uiie .
Ieaea i?eaaaeaiu ?anoeaiee ?aciauaiey ?aeeaiu a ia/aoiuo ecaeaieyo a.
«Eiia?naioU», a i?eeiaeaiee ?1 eiathony oa?eou a Iineaa e a iineianeie
iaeanoe[1].
EIIIA?NAIOU ?AEEAIA A IA*AOIUO ECAeAIEssOOa?eou a ?aaeiiaeueiuo oe?aaeao
aacaou
“EIIIA?NAIOU” (a. ?inoia-ia-Aeiio)
Aae?an: 344007, a. ?inoia-ia-Aeiio, oe.I.Ai?ueeiai, ae. 143, io. 401
oae. (8632) 670-333
Iiaeienea ia ethaie ianyoe ii eiaeaeno 50060 ai anao ioaeaeaieyo nayce.
Auione
Oe?aae
Aeaiue auo-a
Iauai Oi?iao
Oeaaoiinoue
?ani?ino-?aiaiea
?aaeii ?ani?ino-?aiaiey
“Eiiia?naiou”
2600
ao, n?, /o, io, na
12 iiein A2
*/a
Iiaeienea ?icieoea
?inoianeay iae. E?aniiaea?neee e?ae Noaa?i-iieueneee e?ae Eaeiueey
“Eiiia?naiou” (iieiioeaaoiia i?eeiaeaiea)
2600
1-2 ?aca a ian.
4-12 iiein A2
Oea-y
Iiaeienea ?icieoea
?inoianeay iae. E?aniiaea?neee e?ae Noaa?i-iieueneee e?ae Eaeiueey
OA?EOU IA ?ACIAUAIEA ?AEEAIU
a aaeaaeiaaiii ?aaeiiaeueiii auionea aacaou «EIIIA?NAIOU»
aeaenoaeoaeueiu n 1.02.2003
Oi?iao
?acia?u, o*o (ii)
Noieiinoue ?aciauaiey (?oa),
aac IAeN e II
ai?eciioaeueiue
aa?oeeaeueiue
1/1
390*540
39000
1/2
390*254
193*512,3
21450
1/4
390*125
193*254
11800
1/8
193*125
94,5*254
6500
1/16
193*60
94,5*125
3570
1/32
94*60
45*125
1960
1/64
94*30
45*60
OA?EOU IA ?ACIAUAIEA ?AEEAIU
a iieiioeaaoiuo oaiaoe/aneeo i?eeiaeaieyo e aacaoa «EIIIA?NAIOU»
Oi?iao
?acia?u, o*o (ii)
Noieiinoue ?aciauaiey (?oa)
aac IAeN e II
ai?eciioaeueiue
aa?oeeaeueiue
1/1
390*540
54000
1/2
390*254
193*512
29700
1/4
390*125
193*254
16350
1/8
193*125
94*254
8980
1/16
193*60
94*125
4940
1/32
94*60
45*125
A?aoee auoiaea aania-ceia 2003 a.
ia?o
ai?aeue
iae
ethiue
etheue
Oaeaeii-14.03
Aaoi-11.04
Noeeue-16.05
Aeii. Eioa?uea?-13.06
Aeii. Eioa?uea?-11.07
I?iiuoeaiiinoue-28.03
Caei?iauea-18.04
Ioaeuo-30.05
Oaeaeii-27.06
I?iiuoeaiiinoue-23.07
Oeiainu-25.04
aaaono
naioya?ue
ieoya?ue
iiya?ue
aeaeaa?ue
Eiiiaiey. Ioen-22.08
Oaeaeii-12.09
Oeiainu-10.10
Iaoaeo?aey-14.11
Noeeue-05.12
Naeueneia oic-ai 26.09
Aeii. Eioa?uea?-24.10
Iaooue. Aac-14.11
Oeiainu-11.12
Ioaeuo-28.11
?iaeaeanoai-19.12
Iineaaeiee n?ie iiaea/e ?aeeaiu (aioiaua iaeaou):
– /a?ii-aaeua iaeaou – ca 4 aeiy aei auoiaea
– iieiioeaaoiua – ca 10 aeiae.
Neeaeee:
?aciauaiea oeiainiauo io/aoia aaieia – 30%
Iaaeaaaee:
10% – ecaioiaeaiea iaeaoa
Iia oioaeinue au ?anniio?aoue i?eia? ?aeeaiu a ia/aoiii ecaeaiee a
ecaanoiii iai anai aeo?iaea «Nieae-Eioi». ?aeeaienou eae iai oaea
ecaanoiiai a?aiaea Aeiaaaiue, ?aoeee aeaoue oioia?aoee ciaiaieoinoae n
aiaeeie e ae?oaeie i?iaeoeoaie ia?ee «Aeiaaaiue». Ii iiaeaee ie?iaiai
o?iaiy anaaaea ?aeeaie?iaaee e?aiu, aeooe e iiiaaeu, a aiana ia e?aieea
nie?oiua iaieoee e i?iaeoeou ieoaiey. ?onneay aiaeea a ?oeao caiaaeiie
e?anaaeoeu – yoi oie, cia/eo, e aeiiieieoaeueiia aieiaiea ethaeae.
Iaiau/iue ?aeeaiiue oiae iaauaao aieueoie yooaeo. E aeey yoiai auea
aua?aia Eeaoaeea Oeooa?[4].
Iia i?eeaoaea a ?inneth, e ia/aeenue nuaiee. Ia ia?aii ieaia
iaoiaeeeanue aieueoay ei?ceia n aiaeeie e ae?oaeie i?iaeoeoaie. Ia?ea
«Aeiaaaiue» ia ieo i?inoi a?inaeanue a aeaca. Yoo caia/aoaeueioth
oioia?aoeth ?acianoeee a naiuo iiioey?iuo oeaaoiuo ecaeaieyo, i?aaeaea
anaai a aacaoa «Nieae-eioi», auethuae ?aei?aeu ii /anoe oe?aaeae.
Oniao aue oaiiiaiaeueiue. Nieiie i?eeiauaae aieiaiea, ethaee
?acaeyaeuaaee ana aeaoaee, a oii /enea e niaea?aeeiia ei?ceiu, naycuaay
aai n e?aneaie, aeanoyuae aeeciueth, eioi?oth aaaeoo «caacaeu».
Aei?iainoiyuaa i?eaeaoaiea ie?iaie ciaiaieoinoe ieacaeinue
naa?o?aioaaaeueiui. Aeiaeaiey ieoieeenue aeanyoee?aoii!
Iauee yooaeo ?aeeaiiie eaiiaiee i?aacioae naiua iioeienoe/iua
iaeeaeaiey. No?anoiia aeaeaiea auionoeoue oieeaeueiue i?iaeoeo aeioee
aei ieeeeiiia ethaeae. Yoi auea aniuoea iieiee. Anaai ca ianyoe n
ie/oiaeii iaeuie aeaiueaaie aue nicaeai ia?aue ioa/anoaaiiue a?aiae,
«Aeiaaaiue».
A aeo?iaea “Eiiia?naioU” io 04.12.2003 auea ?anniio?aia oaeay eioa?aniay
noaouey ?aeeaie?iaaiey aeeiaieueiuo iaieoeia a aeo?iaea[1].
Eioa?aniae anaai oaiaeaioeee eniieueciaaiea a ?aeeaia e?aieiai aeeiaiey
iaiau/iuo e?aaoeaiuo ?aoaiee, eioi?ua iicaieytho iaieoe caeii. A yoii
aiaeo ?ino ?aeeaiiiai ?uiea aia?aua ca iineaaeiea o?e-/aou?a aiaea
caiaoii caiaaeeeeny. Iaaeinoaoie “?aeeaiiuo” aeaiaa ana /aua auioaeaeaao
?aeeaii?ani?ino?aieoaeae ia?auaoueny e iieoeaaaeueiie ?aeeaia e?aieiai
aeeiaiey. Ia?eiaee/anee ?aeeaia aiaei/iuo a?yiaeia iiyaeyaony ia
oaeaaeaeaiee, a ia?oaeiie ?aeeaia, ?aaoey?ii a ia/aoiuo NIE. A oneeey
Ieienoa?noaa ii aioeiiiiiieueiie iieeoeea (IAI) ii i?ana/aieth oaeie
?aeeaiu noaeeeaathony n iiauie e?aaoeaiuie ?aoaieyie ?aeeaiiaeaoaeae.
I?eiyoue a 1995 aiaeo oaaea?aeueiue caeii “I ?aeeaia” aaae aeanoeea
ia?aie/aiey ia ?aeeaio aeeiaieueiuo iaieoeia e?aiinoueth aieaa 15% . Ii
caeiio cai?auaii ?aeeaie?iaaoue e?aieee aeeiaieue ia oaeaaeaeaiee e a
ia?oaeiie ?aeeaia. A ia/aoiie i?anna cai?auaii ?aciauaoue ?aeeaio
aeeiaiey a ecaeaieyo aeey ianiaa?oaiiieaoieo, ia ia?aie e iineaaeiae
iieinao aacao, ia iaaeo iaeiaeeao e ia ia?aie e iineaaeiae no?aieoeao
aeo?iaeia. Ii 7 yiaa?y 1999aiaea «n eciaiaieyie io 18.06,14-30.12
2001a., 20-22.08,02.11 2004a.» anooieea a neeo iiaay ?aaeaeoeey caeiia
“I ainoaea?noaaiiii ?aaoee?iaaiee i?iecaiaenoaa e iai?ioa yoeeiaiai
nie?oa, aeeiaieueiie e nie?oiniaea?aeauae i?iaeoeoeee”. 17-y noaouey
eioi?iai cai?auaao ?aeeaio e?aieiai “n niaea?aeaieai yoeeiaiai nie?oa
nauoa 15% iauaia aioiaie i?iaeoeoeee” aeeiaiey aia iano aai
i?iecaiaenoaa e i?iaeaaee. Ii nooe, 17-y noaouey cae?uea aeey
?aeeaiiaeaoaeae iineaaeiee aeinooiiue iineoaeue ia/aoiua NIE[8].
Iaeei ec naiuo i/aaeaeiuo niiniaia iaieoe ?aeeaiiia caeiiiaeaoaeuenoai
aue i?eaeoiai aeey ?aeeaiu i?iaeoeoia “Aeiaaaiue”. Iaeiieiaiiay aiaeea a
oaeaaeceiiiuo ?ieeeao e ia no?aieoeao aeo?iaea ia ?aeeaie?iaaeanue, a
?aeeaie?iaaeenue ii?o?ao naiiai ainiiaeeia Aeiaaaiy e iaaeienue
“Aeiaaaiue”, noiaeiua aei noaiaie niaoaiey n ii?o?aoii e iaaeienueth ia
aiaei/iie aooueea.
Aineiieoao ii aioeiiiiiieueiie iieeoeea (i?aaeiaa iacaaiea IAIa) oiaaea
aeaaea caeacae enneaaeiaaiea iauanoaaiiiai iiaiey. “Aai ?acoeueoaou auee
aeey “Aeiaaaiy” iaooaoeoaeueiuie. A i?aaenoaaeaiiie noaeo ni?aaea
aiai?eeinue: “Eniieuecoaiue a ?aeeaiiuo ?ieeeao oiaa?iue ciae
“Aeiaaaiue” ia yaeyaony naiinoiyoaeueiui iauaeoii ?aeeaie?iaaiey.
Neaaeoao i?eciaoue, /oi nii?iay ?aeeaia i?eaeaeaao eioa?an iio?aaeoaey e
aeeiaieueiiio iaieoeo aiaeea “Aeiaaaiue”. ?acoeueoaou nioeeieiae/aneiai
ii?ina noaee ?aoathuei a?aoiaioii aeey Aunoaai a?aeo?aaeiiai noaea,
eoaea aeioei aeaei “Aeiaaaiy” e aioeiiiiiieueiiai eiieoaoa. A 1997 aiaeo
noae caeeth/ee, /oi eniieueciaaiea a ?aeeaia oiaa?iiai ciaea,
ca?aaeno?e?iaaiiiai aeey iaicia/aiey ?acee/iuo oiaa?ia, aeeth/ay
aeeiaieueiua iaieoee, ia i?ioeai?a/eo caeiio “I ?aeeaia” oieueei a oii
neo/aa, anee a ?aeeaiiii niiauaiee aeaiiino?e?oaony eiie?aoiue oiaa?,
?ac?aoaiiue e ?aeeaie?iaaieth. Ia yoi ?aoaiea IAI iie?aaony aei neo ii?.
Ecaeaoaee, eioi?ua aioiau iieoe ia ?ene eiioeeeoa n aioeiiiiiieueiui
aaaeiinoaii, iau/ii ca?aiaa aeeth/atho aiciiaeiue oo?ao ca ?aeeaio
aeeiaiey a oeaio ?aeeaiiie iieinu. Oo?ao yoio iaaaeee: ca ia?aia
ia?ooaiea (io 40 oun. aei 50 oun. ?oaeae) e iniauo iaoaeianoa ie
?aeeaiiaeaoaeth, ie ?aeeaii?ani?ino?aieoaeth ia aeinoaaeyao, o/eouaay,
/oi oeaia iieinu a aeo?iaeao, aaea iau/ii ?aeeaie?oaony e?aieee
aeeiaieue, ninoaaeyao $5-7 oun.
Neaaeothuee oiae ?aeeaienoia aue oaeia ia iineianeeo oeeoeao e a iao?i,
ia no?aieoeao aeo?iaea ?aeeaie?iaaeny neaaiaeeiaieueiue eieoaeeue a
aooueea, i/aiue iioiaeae ia aooueeo iaeiieiaiiie aiaeee. Iicaea
caionoeee ?aeeaio iaeiieiaiiuo oieieaaeiuo eiioao. I?aeoe/anee
iaeiia?aiaiii ia oaeaaeaeaiee e a ia/aoiuo ecaeaieyo e a ia?oaeiie
?aeeaia iiyaeeanue ?aeeaia ieoueaauo aiae “Aaeaeea” e “ssoue”. Ianiio?y
ia oi, /oi aooueee ieoueaaie aiaeu i/aiue iioiaee ia aiaei/iua.
Ieaeaai?iaeneee Ieneee ieuaaie eiiaeiao iioae aua aeaeueoa: eiiiaiey
?aeeaie?iaaea a?oaceaineoth ieoueaaoth aiaeo eae iaeio ec ninoaaeythueo
i?iecaiaeeiuo ath aiaeie. Naiay iaiau/iay ?aeeaia e?aieiai aeeiaiey,
eioi?ay iiiaea a noa?o aieiaiey IAIa, iiyaeeanue a Naieo-Iaoa?ao?aa.
Auaiaeii nio?oaeie/anoai n i?iecaiaeeoaeyie aeeiaiey e
?aeeaii?ani?ino?aieoaeyi. Aeaaea nae/an, a oneiaeyo oaeoe/aneiai cai?aoa
?aeeaiu e?aieiai aeeiaiey, iauai oaeie ?aeeaiu a ia/aoiuo NIE
ioeaieaaaony a $10-15 iei a aiae, a ioaeaeueiue aeo?iae iiaeao
ca?aaaouaaoue ia iae aei $500 oun.
A Ieienoa?noaa ia/aoe i?ioae “e?oaeue noie”, ia eioi?ii i?aaenoaaeoaee
?inneeneeo ecaeaoaeueneeo aeiiia e ?aeeaiiaeaoaee iuoaeenue oaaaeeoue
IAI eciaieoue iiceoeeth e ioiaieoue cai?ao ia ?aeeaio e?aieiai aeeiaiey
ii e?aeiae ia?a a ia/aoiuo NIE. I?aaenoaaeoaee IAIa, ?acoiaaony,
iiceoeeth ia eciaieee, iaeiaei i?eciaee, /oi iaiyoue caeiiiaeaoaeuenoai
a iaeanoe ?aeeaiu e?aieiai aeeiaiey iaiaoiaeeii.
Oaeiaa e oi/ea c?aiey ?aeeaiueeia. ?inneeneay annioeeaoeey ?aeeaiiuo
aaaionoa (?A?A) aeaaea iai?aaeyea a IAI ioe?uoia ienueii, a eioi?ii
i?aaeeaaaea ia i?eiaiyoue 17-th noaoueth caeiia e ia/aoiui NIE. Aieaa
oiai, o/anoieee ?aeeaiiiai ?uiea ?aootho ca iieiia niyoea cai?aoia ia
?aeeaio aeeiaiey, aiaeee?oy e e ie?iaiio iiuoo, e e cae?aaiio niuneo
caeiiiaeaoaeae. “Eeoeaia?ea ooaa?aeaeaoue, /oi ?aeeaia aeeiaiey aeeyao
ia iauai aai iio?aaeaiey e /oi iia iiania aeey caei?iauey iaoeee”,
n/eoatho o/anoieee ?uiea. “Ieeiaaea i?iecaiaeeoaee iaea/anoaaiiie
i?iaeoeoeee ia ?aeeaie?othony, oaa?ai i?aceaeaio ?A?A Aeaaeeie?
Aanoaoueaa. Iu aiai?ei i aei?iaeo eiiueyeao, aenee, aeiao. Oaeay ?aeeaia
– oi?ia i?iaeaeaeaiey aunieie eoeueoo?u ieouey”.
Eae ?aeeaie?otho aeeiaieue ia Caiaaea
A NOA i?iecaiaeeoaee aeeiaiey a ?aeeaiiuo ia/aoiuo ecaeaieyo iaycaiu
i?aaeoi?aaeaeaoue iio?aaeoaey i ?enea aeey caei?iauey, cai?auaiu
oiiieiaiey i ea/aaiii yooaeoa nie?oiuo iaieoeia. A ioaeaeueiuo ooaoao
aeaenoaotho aeiiieieoaeueiua ia?aie/aiey.
Ai O?aioeee a ?aeeaia nie?oiiai iaeuecy iieacuaaoue iuethueo ethaeae e
eniieueciaaoue neiaaiu, ioe?uoi i?ecuaathuea e iio?aaeaieth aeeiaiey. A
?aeeaia oaeaea aeieaeia niaea?aeaoueny eioi?iaoeey ia oa?ica aeey
caei?iauey. Aeeiaieue cai?auaii ?aeeaie?iaaoue a ecaeaieyo aeey
iiae?inoeia.
A Eoaeee ia?aie/aiee aeey ia/aoiie i?annu iao.
A Ii?ooaaeee cai?auaii iieacuaaoue i?ioeann oiio?aaeaiey aeeiaiey. A
Oaaoeee aeaenoaoao iieiue cai?ao ia ?aeeaio aeeiaieueiuo iaieoeia a
i?anna. A ?aeeaia ia ae?oaeo iineoaeyo cai?auaii o/anoea iieiaeaaee.
A Oeieyiaeee ?aeeaia ai anao NIE ?ac?aoaia oieueei aeey iaieoeia n
niaea?aeaieai aeeiaiey aei 22%. Cai?auaii eniieueciaaiea a ?aeeaia
ioaeaeueiuo ia?acia (iai?eia?, annioeee?othueony n oi?aaeaieai
aaoiiiaeeai).
A Aeaiee i?anna ia aeieaeia ?ani?ino?aiyoue ?aeeaio aeeiaieueiie
i?iaeoeoeee, iai?aaeaiioth ia iiae?inoeia.
A Aaeueaee cai?auaia ?aeeaia aeeiaiey a ia/aoiuo NIE, aeey aoaeeoi?ee
aei 21 aiaea. A neo/aa ia?ooaiey ?aeeaie?oaiue iaieoie iiaeao auoue
cai?auai e i?iaeaaea[1].
Caeeth/aiea
A eoiaa iia oioaeinue au caiaoeoue, /oi a aacaoao ?aeeaio eo/oa
iiiauaoue ia ia ioaeaeueiuo ?aeeaiiuo eenoao, a n?aaee eioa?aniuo noaoae
eee oaeaaeceiiiie i?ia?aiiu, eioi?ay eioa?ania anai. Oi?ioi oaeaea
?aaioaao ?aeeaia, caeaiooee?iaaiiay a yeiau eioi?iaoeeiiiie noaouea.
*eoaoaeue ?anniao?eaaao aa, eae eioi?iaoeeiiioth, ia iiaeic?aaay, /oi
iia /oi-oi ?aeeaie?oao. I?aaaea, caeanue iaiaoiaeeia ee/iay
aeiaiai?aiiinoue n aeo?iaeenoii. Iiuiui n?aaenoaii ?aeeaiu yaeyaony
aacaoiay eee aeo?iaeueiay ioaeeeaoeey. Aa i?aeiouanoaa caeeth/athony a
naiaa?aiaiiinoe, oe?ieii ioaaoa ?uiea. Iaeiaei aacaoiay ?aeeaia
ioee/aaony io aeo?iaeueiie aieaa aunieie iia?aoeaiinoueth. Aacaoiie
?aeeaia, e?iia oiai, i?enoue aieueoea, ii n?aaiaieth n aeo?iaeueiie,
aiciiaeiinoe i?iieeiiaaiey ai ana nioeeaeueiua a?oiiu ianaeaiey.
AEo?iaeueiie ?aeeaia naienoaaiii ioiineoaeueii aieueoay
i?iaeieaeeoaeueiinoue ooieoeeiie?iaaiey, aieaa aunieea oaoie/aneea
aiciiaeiinoe ?ai?iaeooee?iaaiey e eniieueciaaiey oeaaoiie ia/aoe. Ii
aeo?iaeueiay ?aeeaia ioee/aaony io aacaoiie aieaa aunieeie cao?aoaie
o?oaea e a?aiaie ia iiaeaioiaeo.
Oaaeeoea 5. ?ani?aaeaeaiea ?aeeaiiiai athaeaeaoa a no?aia[5].
|No?aia |OA, % |I?anna, % ?aaeei, % |
|Ii?aaaey |1,5 |94,3 |0,8 |
|O?aioeey |25 |51 |11 |
|Eniaiey |35 |57,4 |8,4 |
|Oaaoeey |– |95,7 |– |
|Aaeueaey |26 |57 |1 |
Aaaeioth ?ieue caeanue ea?atho o?aaeeoeee e i?eau/ee oiai eee eiiai
ia?iaea. Oi?ia ?aeeaiiiai ia?auaiey aeieaeia niioaaonoaiaaoue eoeueoo?a
e ie?iiiieiaieth ?aeeaiiie aoaeeoi?ee, ia eioi?oth iii iai?aaeaii.
Oai?/aneea iiaeoiaeu iiaoo auoue ?aciuie. Iai?eia?, i?e ?aeeaia oiaa?ia
ianniaiai ni?ina, eae i?aaeei, eniieuecotho yiioeeiiaeueiua iioeau, aeey
ecaeaeee i?iiuoeaiiiai iacia/aiey – ?aoeeiiaeueiua. Ii a ethaii neo/aa
?aeeaia yooaeoeaia eeoue oiaaea, eiaaea oaeiaeaoai?yao neaaeothuei
o?aaiaaieyi:
· /aoei oi?ioee?oao ?uii/ioth iiceoeeth oiaa?a, o.a. niaea?aeeo
eioi?iaoeeth i niaoeeoeea aai eniieueciaaiey, ioee/ey io oiaa?ia
eiieo?aioia;
· iaauaao iio?aaeoaeth nouanoaaiiua auaiaeu i?e i?eia?aoaiee oiaa?a,
aeey /aai iieacuaathony aai aeinoieinoaa, nicaeaaony iieiaeeoaeueiue
ia?ac, oi?ie?othony ae?oaea i?aaeiinueee i?aaeii/oaiey e a caaieiaea
?aeeaiiiai ia?auaiey, e a aai eeethno?e?iaaiee, e a noeeenoeea iiaea/e
oaenoiaiai e a?aoe/aneiai iaoa?eaeia;
· niaea?aeeo oaea/ioth ?aeeaiioth eaeath – i?eaeiaeueioth e a oi aea
a?aiy eaaeoth aeey aini?eyoey;
· nicaeaao e aiaae?yao a niciaiea yniue, i?iaeoiaiiue a aeaoaeyo ia?ac
oiaa?a – noa?aioei, oaaee/eaathuee aai oeaiiinoue a aeacao iio?aaeoaeae;
· iiae/a?eeaaao aunieia ea/anoai i?aaeeaaaaiiai oiaa?a e a oi aea a?aiy
naia o?iaiai eniieiaiey annioeee?oaony n yoei aunieei ea/anoaii;
· i?eaeiaeueia e iioiio ia neo/ia, ia iiaoi?yao ecaanoiua, iaaeiaaoea
?aoaiey;
· eiaao oi/ioth oeaeaaoth iai?aaeaiiinoue, io?aaeay ?aciua cai?inu,
aeaeaiey, eioa?anu eiie?aoiuo iio?aaeoaeae e eioi?ie?oy eo oaeei
ia?acii, /oiau o/eouaaee ?acee/ey iio?aaeoaeueneiai ni?ina a
ii?aaeaeaiiie ?aeeaiiie aoaeeoi?ee;
· i?eaeaeaao aieiaiea, /oi aeinoeaaaony oaea/iuie ooaeiaeanoaaiiuie e
oaenoiauie ?aoaieyie, ?aciauaieai ?aeeaiiiai iauyaeaiey a n?aaenoaao
ianniaie eioi?iaoeee, iieuecothueony aunieie ?aiooaoeeae, eioi?ua
/eoatho, neooatho, niio?yo oa, ia eiai ?aeeaia ?ann/eoaia;
· aeaeaao aeoeaio ia iiaua oieeaeueiua /a?ou e naienoaa oiaa?a, /oi
yaeyaony i?aaeiinueeie aai oniaoa ia ?uiea e iaeaieaa aeaenoaothuae
ninoaaeythuae ?aeeaiiie a?aoiaioaoeee;
· eiioeaio?e?oao aieiaiea ia aeaaiii, ia oneiaeiyy, i?aaeeaaaao eeoue
oi, /oi aaaeii aeey iio?aaeoaey, e ia?auaaony iaiin?aaenoaaiii e iaio.
I?aaeeiaeaiey
Ai-ia?auo, a ia/aoiie ?aeeaia aeieaeii i?eaea/ue aieiaiea e
caeioa?aniaaoue ioi?ieaiea, a niuneiaay iaa?ocea aeieaeia oaea?aeaoue e
iiaeoieeiooue iio?aaeoaey e aeaenoaeth. A aeaiiii neo/aa nicaeaoaee
aeieaeiu o/eouaaoue oeaao, ?acia? aoea, ?aaeueiinoue ecia?aaeaaiiai,
noeeue ia?auaiey. E?iia oiai, iaiaoiaeeii ecaaaaoue eeeoe?iaaiiuo neia e
au?aaeaiee e “ino?ioiiuo” oaenoia, i?aiaa?aaathueo aeaoaeyie, eioi?ua
o?aaothony Aaoei iio?aaeoaeyi, eueoa y?eea oaeeaeythuea neiaa e o?acu:
iie “oeaieytho” /eoaoaey e aaaeoo ca niaie e Aaoaio oiaa?o ?acaeaaeoa
iaeio oaio: ia caauaaeoa, /oi neo/eeinue n ioioieeii, eioi?ue iiaiaeny
n?aco ca aeaoiy caeoeaie caaieiaie aeieaeai i?eaeaeaoue aieiaiea,
aucuaaoue eioa?an, aeaaaoue iio?aaeoaeth iiaoth eioi?iaoeeth, iiaeao
auoue oaeeaeyoue, iai?eia?: “Aeioiaeu ec iooiaeia”; oiiiyieoa a
caaieiaea i auaiaea eee eaeie-eeai iiainoe; iiainoyie iiaoo auoue:
eoiii, neeaeee, iiaua iniaaiiinoe oiaa?a, iiaua /anu ?aaiou oe?iu;
eniieuecoeoa aeaaieu a iiaaeeoaeueiii iaeeiiaiee, eioi?ua iiaoaeaeatho e
aeaenoaeth; ouaoaeueii auae?aeoa neiaa caaieiaeia; i?iaa?aiiua
iiiaieaoiei iiuoii ie?iaie ?aeeaiu yooaeoeaiua neiaa caaieiaeia: “Au”,
“iiaue”, “eae”, “Aaoa”, “eoi”, “aeaiueae”, “nae/an”, “ethaee”, “aeaeath,
oi/o” e “ii/aio”; ia neaaeoao aiyoueny aeeeiiuo caaieiaeia, anee iie
eioi?iaoeaiu, i?eaeiaeueiu e i?aaenoaaeytho Aao oiaa? n iaiau/iie
noi?iiu. Oioia?aoey “?aaioaao” eo/oa, anee i?aaenoaaeyao i?aaeiao
?aeeaiu a aeaenoaee eee iiae/a?eeaaao i?eaeaeaoaeueiinoue aai aiaoiaai
aeaea enneaaeiaaiey iieacuaatho, /oi “iiiai” – ia anaaaea “oi?ioi” a
?aeeaia: caiieiaiiay no?aieoea ia i?eaeaeaao aieiaiey aaeaia aieueoa,
/ai iieno?aieoeu; oi?ioee aeecaei ?aeeaiiiai niiauaiey – aaaeiaa, /ai
aai aaee/eia: /aoaa?oueno?aie/iia iauyaeaiea iiaeao aeiieie?iaaoue ia
aacaoiie iieina, o.a. i?eaeaeaoue aieueoa aieiaiey; ae?oaeie neiaaie
na?ee iaeioi?iaoiuo, ii i?ioanneiiaeueii auiieiaiiuo niiauaiee,
ioaeeeoaiuo ?aaoey?ii, n aieueoae aa?iyoiinoueth aeinoeaioo
caieaie?iaaiioth oeaeue, /ai iaeii?aciaia niiauaiea e?oiiiai oi?iaoa;
nouanoaotho oaeaea aeaiiua, /oi /eoaoaee neeiiiu i?e?aaieaaoue ?acia?u
iauyaeaiee e ?acia?ai aeciana ?aeeaiiaeaoaeae.
Naiia aeaaiia – i?iaeaaaoue iaaei ia ?aeeaiioth ieiuaaeue, a eiioaeou!
Eiaiii yoi iiiiaeao ia?aianoe aieiaiea ?aeeaiiaeaoaeae n OA ia i?anno, a
yoii neo/aa eeeaiou aoaeoo i?eia?aoaoue yooaeoeaiinoue!
Anoue aeooaeueiay iaiaoiaeeiinoue a ?aaoey?iuo e ianooaaiuo
eiee/anoaaiiuo e ea/anoaaiiuo enneaaeiaaieyo aeey oiai, /oiau
oaaaeaeaoue ?aeeaiiaeaoaeae e iaaeeeiua aaaionoaa a yooaeoeaiinoe
ia/aoiie ?aeeaiu.
Nouanoaoao aeaaea niaoeeaeueiay i?aiey The Advertising Effectiveness
Awards, o/?aaeaeaiiay IPA (The Institute of Practitioners in
Advertising) a 1980 a. Iia oiaea i?ecaaia aeieacuaaoue ?aeeaiiaeaoaeyi,
/oi ?aeeaia yaeyaony na?ueaciie aeaeiaie eiaanoeoeeae, oaaee/eaathuay
aeioiaeu i?iecaiaeeoaeae oiaa?ia e oneoa. I/aiue iieacaoaeueiay enoi?ey
– ?aeeaiiay eaiiaiey oe?iu “K Shoes”, caionoeaoae a i?iaeaaeo aeaineea
nii?oeaiua eiaeaiua oooee, eioi?ua iiaeii auei noe?aoue a noe?aeueiie
iaoeia. Eniieueciaaeny ?yae aeaineeo aeo?iaeia e aacaoa “Daily Mail”.
Eaiiaiey i?eaaea e oaaee/aieth i?iaeaae yoiai oeia iaoae ia 61%, auei
i?iaeaii aeiiieieoaeueii 56 oun. ia?. I?eaueue “K Shoes” auea i?inoi
ianiiinoaaeia n cao?aoaie ia ?aeeaio. *oi aua eo/oa iiaeao aaeioiiaeoue
?aeeaiiaeaoaeae?
A aoaeouai aeanyoeeaoee ia/aoiua n?aaenoaa eioi?iaoeee auioaeaeaiu
aoaeoo ia?aniio?aoue naia iieiaeaiea, /oiau eiieo?e?iaaoue a
eciaiythuaeny ia?eaoeiaiaie n?aaea. Iai?eia?, iianaianoiia
eniieueciaaiea e ?aniaeoaaaeueiinoue ?aeeaiu i?yiiai ioeeeea ieacaee
neeueiia aeeyiea ia ecae?aoaeueiinoue aoaeeoi?ee, eioi?ay aeieaia a?aiy
auea oieeaeueiui i?aeiouanoaii iiioey?iuo e aeaeiauo aeo?iaeia. Iaeiaei,
ianiio?y ia eiieo?aioioth aoiinoa?o, ia/aoiua NIE nio?aiytho onoie/eaia
iieiaeaiea, iioiio /oi yaeythony aaaeiui ia?eaoeiaiaui eino?oiaioii. Iie
iiaoo ea?aoue ?ieue eae ia?ainoaiaiiiai, oae e aoi?inoaiaiiiai iineoaey
oaeoe/anee aeey ethaiai ?aeeaiiaeaoaey. O/eouaay eiiaeiaoeeth
i?anoeaeiinoe e aieaa oceie iai?aaeaiiinoe, iniaaiii naienoaaiioth
aacaoai, ia/aoiua NIE iaeaaeatho eae ea/anoaaiiuie, oae e
eiee/anoaaiiuie i?aeiouanoaaie iaae aieueoeinoaii n?aaenoa eioi?iaoeee.
Nienie eeoa?aoo?u
1. Aacaoa “Eiiia?naiou” 04.12.2003a.
2. A. Iai?aaa, A nicao/ee ni a?aiaiai: i?anna, iiuo, i?iaeaiu, Ieine,
1997
3. A. Ii?aeianeay, Ia?niaeoeau ?acaeoey aeaeiaie i?annu a ?innee //
Aanoiee Iineianeiai oieaa?neoaoa na?.10 «AEo?iaeenoeea», 1998, ?5
4. “Eioa?iao a ?innee”. Auione 10. Ceia 2004-2005
5. ?aeeaia O.?iiaeueae Eaei e Aeae. Oiian ?annae. Ieoa?-2004a.
6. ?aeeaiiay aeayoaeueiinoue. Iaie?aoia O.A., Aaaeaiia TH.E. I-2001a.
7. N. Iaeaaia e I. Oaaaeiaa, Oieeiaue neiaa?ue ?onneiai ycuea – I.:
Acaoeiaiee, 1999
8. Oaaea?aeueiue caeii «i ?aeeaia» I-2005a
9. Yooaeoeaiinoue i?annu; iiae ?aae. A.A. Oaiae?a, Aeaoa?eiao?a, 1999a
I?eeiaeaiea ?1
Oa?eou ?aciauaiey ?aeeaiu a Iineaa e a Iineianeie iaeanoe
?aciauaiea ?aeeaiu a aeo?iaea «Aeinoa e ?acaea/aiey»
· Ecaeaoaeue — CAI «Na?aen Aeaeiaiai Ie?a»
· Ia?eiaee/iinoue — 1 ?ac a iaaeaeth, ii /aoaa?aai
· E?ani/iinoue — iieiioeaaoiue
· Oe?aae — 80 000 yecaiiey?ia
· ?aaeiiu ?ani?ino?aiaie: — Iineaa, Iineianeay iaeanoue
IaeiaiiaaieaNoieiinoue, n o/aoii IAeN 18% 1. Oaenoiaua iauyaeaiey: ai
anao ?oa?eeao, e?iia 5.4, 8, 9 / a ?oa?eea 5.4Oaenoiaia iauyaeaiea
(aeaie) 2 100 ?oa. / 2 900 ?oa. ?anoe?aiiia oaenoiaia iauyaeaiea (aeaie)
3 200 ?oa. / 4 400 ?oa. ?anoe?aiiia oaenoiaia iauyaeaiea «noia?» (aeaie)
4 800 ?oa. / 6 600 ?oa. Aieiaiea! *enei ciaeia n/eoaaony aac o/aoa
iacaaiey oe?iu e eiioaeoiie eioi?iaoeee, aeeth/ay i?iaaeu e ciaee
i?aieiaiey. No?iea a oaaeeoea «?anoi?aiu» 700 ?oa. Iaeaou no?ie a
oaaeeoea «?anoi?aiu» (oeaia ca iaeio no?ieo)Iaeao A (4-7 iauyaeaiee) 590
?oa. Iaeao B (8-11 iauyaeaiee) 535 ?oa. Iaeao C (12 e aieaa iauyaeaiee)
500 ?oa. 2. Oioiiauyaeaiey – oieueei aeey ?acaeaeia 2 (e?iia 2.6), 3
(e?iia 3.5), ?oa?eee 4.4, 4.5, 5.1-5.3 (e?iia 5.3.5), 6.1, 7.3: Oi?iao 1
(oioi 41*28 ii + oaeno) Oi?iao 2 (oioi 41*55 ii + oaeno) oi?iao 1 /
oi?iao 2 Oioiiauyaeaiea (oaeno aei 250 ci.) 3 100 / 4 000 ?oa.
?anoe?aiiia oioiiauyaeaiea (oaeno aei 500 ci.) 4 200 / 5 000 ?oa.
?anoe?aiiia oioiiauyaeaiea «noia?» (oaeno aei 1000 ci.) 6 000 / 7 000
?oa. 3. Iiaeoeueiua iauyaeaiey (ai?eciioaeue o aa?oeeaeue, ii) (ai anao
?oa?eeao, e?iia 5.4, 8 / a ?oa?eea 5.4 / oa?eo “Niauoeeiue”* oieueei
aeey ?oa?ee 5.2.3, 5.3.2) : 2/1 (?acai?io) 105 000 ?oa. / 157 000 ?oa. /
69 000 ?oa. 1/1 (215*285 iiae ia?ac**) 61 000 ?oa. / 90 000 ?oa. / 40
000 ?oa. 1/2 (174*110, 86*222) 31 500 ?oa. / 47 200 ?oa. / 25 000 ?oa.
3/8 (174*82, 130*110, 86*166) 24 200 ?oa. / 36 200 ?oa. / — 1/4
(174*54, 86*110) 16 900 ?oa. / 25 400 ?oa. / — 3/16 (86*82, 42*166) 13
300 ?oa. / 19 900 ?oa. / — 1/8 (86*54, 42*110) 9 700 ?oa. / 14 500 ?oa.
/ — 3/32 (130*26, 42*82) 7 900 ?oa. / 11 800 ?oa. / — 1/16 (86*26,
42*54) 6 300 ?oa. / 9 000 ?oa. / — 1/32 (42*26) — / 6 400 ?oa. / —
?aeeaia a OA-i?ia?aiia (oieueei aeey ?oa?eee 9.6):Oa?eo “Eoiii” (oieueei
aeey ?acaeaea 8 “No?eaeai eoiiiu”): 13 900 ?oa. 1/8 TV (86o54) 9 000
?oa. 1/4 TV (174o54) 16 000 ?oa. * ?oa?eee 20.1-20.3 (O?aaiaaiey e
?aeeaia). ** Eioi?iaoeeiiiia iiea 185*255 ii.I?eeiaeaiea ?2
Oa?eou ?aciauaiey ?aeeaiu a Iineaa e a Iineianeie iaeanoe
?aciauaiea ?aeeaiu a aeo?iaea «Aaoiiiaeee e oeaiu»
· Ecaeaoaeue — CAI «Na?aen Aeaeiaiai Ie?a»
· Ia?eiaee/iinoue — 1 ?ac a iaaeaeth, ii iiiaaeaeueieeai
· E?ani/iinoue — iieiioeaaoiue
· Oe?aae — 110 000 yecaiiey?ia
· Eioa?iao-aa?ney — http://www.vseauto.ru/
IaeiaiiaaieaNoieiinoue 1. Oaenoiaua iauyaeaiey Auaeaeaiiia oaenoiaia
iauyaeaiea (aeaie) 780 ?oa. Auaeaeaiiia oaenoiaia iauyaeaiea a ?aiea
(aeaie) 890 ?oa. 1.1. Oaenoiaua iauyaeaiey a oaaeeoea “Aaoiiiaeee a
aaoinaeiiao Iineau”: No?iea a oaaeeoea 690 ?oa. Iaeao A (6–10
iauyaeaiee) 660 ?oa. ca iauyaeaiea Iaeao A (11–20 iauyaeaiee) 600 ?oa.
ca iauyaeaiea Iaeao N (21–40 iauyaeaiee) 560 ?oa. ca iauyaeaiea Iaeao D
(41 e aieaa iauyaeaiee) 520 ?oa. ca iauyaeaiea Aieiaiea: iineaaeiee
aeaiue i?eaia ?aeeaiu a oaaeeoeo – aoi?iee! (Ca 1 aeaiue aei cae?uoey
iiia?a) 2. Oioiiauyaeaiey (oieueei aeey ?oa?ee 2–10): .. Oioiiauyaeaiea
i i?iaeaaea iiaea?aeaiiiai o?ainii?oa Oi?iao 1 (iaeii oioi 43*25 ii +
oaeno) Oi?iao 2 (aeaa oioi 43*25 ii + oaeno) oi?iao 1 / oi?iao 21
ioaeeeaoeey 950 / 1 900 ?oa. 2 ioaeeeaoeee 710 / 1 440 ?oa. 3
ioaeeeaoeee 610 / 1 210 ?oa. 4-10 ioaeeeaoeee 570 / 1 140 ?oa. 11-50
ioaeeeaoeee 520 / 1 040 ?oa. 51-100 ioaeeeaoeee 470 / 940 ?oa. 101-150
ioaeeeaoeee 420 / 840 ?oa. 151-200 ioaeeeaoeee 370 / 740 ?oa. 201-250
ioaeeeaoeee 320 / 640 ?oa. 251 ioaeeeaoeee e aieaa 270 / 540 ?oa.
Oioiiauyaeaiea i i?iaeaaea iiaiai o?ainii?oa 1 600 / 3 000 ?oa. 3.
Iiaeoeueiua iauyaeaiey (ai?eciioaeue * aa?oeeaeue, ii): 2/1* (?acai?io)
oeaao eee //a 104 000 ?oa. 1/1* (210*265, iiae ia?ac**) oeaao eee //a 53
000 ?oa. 3/4 (174*187) oeaao eee //a 40 000 ?oa. 2/3 (174*166) oeaao eee
//a 35 500 ?oa. 1/2 (174*124, 86*250) oeaao eee //a 27 000 ?oa. 3/8
(174*93, 86*187) oeaao eee //a 20 700 ?oa. 1/3 (174*82, 86*166) //a 18
600 ?oa. 1/4 (174*61, 86*124) //a 14 300 ?oa. 3/16 (86*93) //a 11 000
?oa. 1/6 (86*82) //a 10 000 ?oa. 1/8 (86*61) //a 7 800 ?oa. 1/12 (86*40,
42*82) //a 5 900 ?oa. 1/16 (42*61) //a 4 700 ?oa. 4. ?aciauaiea ?aeeaiu
ia i?anoeaeiuo iieinao: 4.1. Ia iaeiaeea: 1/1 ia 2-e iieina iaeiaeee
(210*280 iiae ia?ac**) 68 800 ?oa. 1/1 ia 3-e iieina iaeiaeee (210*280
iiae ia?ac**) 60 500 ?oa. 1/1 ia 4-e iieina iaeiaeee (210*280 iiae
ia?ac**) 71 400 ?oa. ?aciauaiea eiaioeia ia 1-e iieina iaeiaeee
(40*?20)17 300 ?oa. Aieiaiea! A iaeiii iiia?a ia iaeiaeea ?aciauaaony ia
aieaa o?ao eiaioeiia. 4.2. Aeeaeee aioo?e ecaeaiey (ia aoiaaa 250 a/i2):
1/1 (210o280 iiae ia?ac**) 252 000 ?oa. 2/1 (?acai?io**) 480 000 ?oa.
4.3. Ia iieinao ia?aae niaea?aeaieai, a niaea?aeaiee e iinea
niaea?aeaiey: 1/1 ia ia?aie no?aieoea ecaeaiey (210*280 iiae ia?ac**) 68
800 ?oa. 2/1 (?acai?io) ia 2-e e 3-e no?aieoeao ecaeaiey 135 500 ?oa.
1/4 a niaea?aeaiee (60*280 iiae ia?ac n o?ao noi?ii, eio. iiea 45*250)
ni. noaio 52 500 ?oa. 1/1 iinea niaea?aeaiey (210*280 iiae ia?ac**) 65
900 ?oa. 2/1 iinea niaea?aeaiey (?acai?io) 130 000 ?oa. Aieiaiea! Ia
iaeiaeeo e iieinu ia?aae niaea?aeaieai ?aeeaia ?aciauaaony oieueei ii
?acoeueoaoai aea?aaueaaee. 4.4. A noaoaeiii aeiea: 1/3 no. (oeaao,
73*280 iiae ia?ac, eio. iiea 58*250) 24 400 ?oa. 1/2 no. (oeaao, 210*140
iiae ia?ac, eio. iiea 180*125) 34 600 ?oa. 1/1 no. (oeaao, 210*280 iiae
ia?ac**) 67 800 ?oa. 2/1 no. (oeaao, ?acai?io) 134 000 ?oa. Aieiaiea!
I?eai ?aeeaiu a noaoaeiue aeie e ia iaeiaeeo caaa?oaaony ca iaaeaeth aei
cae?uoey iiia?a. Eiee/anoai ?aeeaiiie ieiuaaee a noaoaeiuo aeieao
ia?aie/aii, iiyoiio aeey aa?aioe?iaaiiiai ?aciauaiey ?aeeaio iaiaoiaeeii
naeaaaoue ca?aiaa (ca ianeieueei iaaeaeue). Iaeaou aeey ?aciauaiey ia
i?anoeaeiuo iieinao a iaycaoaeueiii ii?yaeea aeieaeiu auoue niaeaniaaiu
n ?aeeaiiie neoaeaie. I?eia/aiea. ?aeeaiiue iaoa?eae n iiiaoeie //a
i?eieiaaony a aeaea aaeeiiai oaeea oi?iaoa TIFF n ?ac?aoaieai ia aieaa
300 oi/ae/aethei, Grayscale. A neo/aa ianiioaaonoaey ?aeeaiiiai
iaoa?eaea o?aaoaiie oeaaoiaie iiaeaee (RGB, CMYK e i?.) ?aaeaeoeey ia
ianao ioaaonoaaiiinoe ca ea/anoai iioaeeeiaaiiiai iauyaeaiey. ?aeeaiiue
iaoa?eae n iiiaoeie oeaao i?eieiaaony a aeaea aaeeiiai oaeea oi?iaoa
TIFF n ?ac?aoaieai ia aieaa 300 oi/ae/aethei a oeaaoiaie iiaeaee CMYK. *
I?e ecaioiaeaiee ?aeeaiiiai iaoa?eaea ?acia?ii 1/1 eee 2/1 ia iaeiaeee e
aioo?aiiea iieinu ecaeaiey oaenoiaay eioi?iaoeey e eiaioeiu aeieaeiu
?aciauaoueny ia ?annoiyiee ia iaiaa /ai 10 ii aei ia?aca. **
Eioi?iaoeeiiiia iiea 180*250 ii.
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