Annotation

. , , ,
, .
,
, ,
.
, ,
,
.
, , ,
, ,

1.
2.
3.
4. ( 1)
5. ( 2)
6. : ,
7. : ,
8.

0
notes
1
2
3
4
5
6
7
8
9
10
11
12
13

14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60

61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98


,
.
,
. ,
.

, 1,7 ,
12 . .
. ,
, ,
, , (, )
, .
,
, ,
, .
, ,
, .
KP Media
. ,
,
, .


Washington
Post, New Yorker. ,
, . 12
.


, ,
New Yorker . , , (
) . , .
,
. ,
, -
. -
. , The Nurture
Assumption ( ), .
, ,
. , , ,
, .
( ) ,
. - .
Little, BrownandCompany
, , , , ,
,
, , , .
, , . .
. -,
, , ,
. -, NewYorker,
, , .
.
,


Hush Puppies (
) - 1994 1995 .
.
30
. Wolverine, - Hush Puppies
, , .
. ,
, -, ,
Hush Puppies
. , ,
, .
. .
, , ,
. , [1] ,
. , , , ,
.
1995 .
. Hush Puppies .
, . .
- -
( Hush Puppies) .
-, Hush Puppies.
, .
, .
1995 430 Hush Puppies,
. ,
. 1996 Hush Puppies
.
. [2]
, ( ) .
Hush Puppies ,
.
? , ,
Hush Puppies. , .
, ,
.
. Hush Puppies . - -
. ,
. 30

?

1.
, , --
( -) . .
. .
, ,
. ,
1980- 1990-, , , ,

. 1992 --
2154 626182 ,
, -, .

. 64,3 % 770,
355893. , ,
.
, ,
- ,
pay.
.
- ,
. [3]
. ,
1990- ,
. ,
, ,
Hush Puppies. ,
, ,
, .
, , , .

, -. ,
- , .
. -
, ?

2.
, . ,
, ;
; , ,

; ;
,
, , . , ,
, .
Hush Puppies -
. ,
, . ,
. , Hush Puppies
, . - ,
-. ,
.
Hush Puppies.
-, ,
. ,
1993 . , ,
, ,
- . ,
, ,

, .
-
.
,
.
- ,
. , ,
. .
Hush Puppies. ,
, ? ? ? , ?
. ,
. .
-, , 1960-
1990- . . 1965 200
, , .
, 650 1970-
.
, 30 . .
. .
( , ,
, , ,
) , ,
.
( ,
) , ,
,
.

3.
, , , ,
, . .
, , , -
, , , . [4]
,
,
, . , ?
. ,
( ), , ,
. , , .
, ,
, , , , ,
, , , , .
.
. ,
. , , , ,
. . ,
, , :
, . , ,
, ( ), ,
, ? , , ,
. ,
. ? ,
, ,
.
( )
. , ,
. , -
, , , , ,
. - ,
. , ,
, , ,
. , , .
,
, , 50 .
, ?
, ,
. ,
. :
. ,
. ,
. ,
, ()
50 . -

; .
,
, .
, ,
, , .
1970- , ,
-. ,
, (,
20 %), .
.
, , . ,
- 1990-; ,
Hush Puppies.
. Sharp 1984
80 .
,
1987 ,
. 1987-
.
, 1989- .
. 1990-
, . 1998
: . (
.)
. ,
, ,
,
(, , ),
.
, , , 40 5 %
. ,
5 %, . , ,

2,2 ( 5,6 3,4 %), .
- (
) . ,
.
:
, .
, , , .
, , .
, .
, . 1, -0,5.
, . !
- . ! ,
.
, , ,

. ( ) .
, ,
. ,
,
(), ,
. Sesame Street Blue Keys,
, Columbia Record Club, ,
, .
, ,
, - , ,
.
, , ,
, , , . ,
, ? ,
?


, , .
, ,
. ,
.
.
Web- .
, ,
, ,
. , ,
.
.
:
E-mail: info@Williamspublishing.com
WWW: http://www.wilIiamspublishing.com
: : 115419, , / 783
: 03150, , / 152

 1.
1990- . 1995- 1996-
, , 500 %.
, ,
, 1995
.
?
(CDCCenters for Disease Control),
. ,
,
, .
, , ,
.
. , CDC, ,
, .
(),
, , . ,
.
19901991 36
, .
- . ,
, 17 10,
. 21 .
. .
.
.
36
, , . - ,
36 21 , ,
. ,
. ,
, , ,
, .
, .
, ,
. ,
,
, . , 1990-

1960- .
,
. ,
.

 ,
.
,
.
, . .
.
, .
,
.
, ,
. CDC , . ,
1995 . . ,
1990- ,
. ,
. , ,
, 17 10. ,
. , -
, - .
, .
, , , , ,
. CDC
(
, ). .
. , .
. .
. . , , ,
. , ,
, ,
, .
( , ),
.
, .
, ,
, . ,
, - ( ,
) . : ,
.

1.
,
Hush Puppies ,
, ,
, .

, . 80/20.
, 80 % 20 %
. 20 % 80 % ,
20 % 80 % ; 20 % 80 %
. . ,
:
.
. , , ,
, ,
. , ,
6 % .
6 %, , . . 768
, 600
, .
. , , . .
, , , 168 . ,
( 100 )
- 168 , ,
, .
168 ? , . ,
. , .
, . .
1990-x
-, , .
( 1 90 ) .
.
13- 14- , , ,
. 1995 1997 ,
,
( ) .
, ,
-, ( , )
. ,
, . ,
, ,
. ( , , -
: , ,
, .) . , , ,
. ,
, ,
.
,
, . .
, . ,
.

 . ,
. And the Band Played,
,
, . ,
, .
-.
, .
.
.
. , ,
, . Hush Puppies
,
.
? : -
, ,
Hush Puppies , ,
, .

2.
, ,
, , .
, ,
.
, ,
, . -
.
, .
. ,
, ,
. ( 1918 )
.
-
40 . ,
, .
,
. ,
Pneumocystis carinii, ( ).
, , ,
. .
. - ,
. PCP
,
. .
. , ,
. ,

 ( , ), PCP,
.
. ,
. .
, .
Kweekschool voor Vroedvrouwen. ( )
1950-
. 1955 1958 81
, 24 . , -


. :
, - (, ,
) .
,
. ( ) ,
.
.
, , .
, : ,
. , ,
1950- , ,
. , ,
( ) .
1980- , , -
,
, , .
, . .
, ,
, .
, ,
.
, , .
, . .
. 1954 Winston , :
"Winston , .[5]

.
, R. J. Reynolds, Winston

, .

 , , ,
.

Winston , Parliament, Kent L&M
'Viceroy.
. "Winston ,
: , . , ,
. ,
, , ,
?
,
. ,
, ,
.

3.
, -
, ,
.
,
. .

.
, . ,
, ,
, . .
. ,
.
.
, ,
(
) .
, . ,
, , .
. ,
. , ,
. ,
. , -
1964 .
.
. ,
.
. .
.

 New York Times, __ :

,
, ,
. ,
.
, ,
,
.
- .
.
.
, . -
-
, ,
.
, , . ,
, ,
, .
, ,
, .
, , , 85 %
. , , ,
, 31 % .
, - , 75 % ,
., 38 % , .
, , .
, - , , , ,
( , , -
) .[6]
, , , ,
, , ___
. ,
, .
, , . .
,
. ,
, .

4.
( ,
) .
.
,

 ac. , ,
, ?
.

 2.
, 3
18 1775 , ,
, :
.
, ,
. . : ,
.
, .

.
. , - .

, ,
. , - ,
,
, ,
.
To, , , ,
.
. , ,
, ,
. . , .
.
. ,
(, , , Me), ,
. ,
. , , ,
, , ,
. , .
. , . , . ,
. 19 ,
, ,
.
, ,
.
, , .
,
. , .
, (

 )
. , , ,
, , , ,
.
, ?
,
, .
.
. .
,
. .
, , , , ,
, ,
. , , ?
. .
: .
, . ,
, , (
) , ,
. ,
, , .
. .
, (),
, ,
. .
, .
, , .
. , ?
,

. , , ,
, . ,
.
( , ),
, . ,
, ,
.
. ,
. , .

1.
1960- ,
, .[7] :
? , , ,
, - ?

 ? -
, . , ,
( !) ?
, ,
( ), 160 ,
, , .
, , , .

, , , .
, , ,
, ( ),
, . , ,
, ,
, .
, -, , -
. ,
.
.
, ,
.
. ,
( ),
, . , 88 % ,
.
. ,
. . ,
, ,
-, -, :
.
, ,
. , - , ,
. , . ,
, .
, , , , ,
.
, ,
, , ,
,
. ,
, ( ) .
.
?
, .
, , , ,
.

 ,
, .
, , ,
, .
, , , .
. , ,
. .
. .
. ,
, , .
, - - . ,
,
.
. ,
, (
), , ,
, -.
, , ,
. . ,
, , (
-). .
, , .
, ,
, . ,
, ,
., , , .,
- .
. .
, ,
,
, , ,
, ,
.,
. . ,
, . ,
, . . ,
, , . ,
, . .
, . ,
, ,
(, , ),
, .

2.
- ? :

 . .
. , , ,
, . .
. 250 ,
.
, , -, . (
. ,
, , . ,
.) , . . ,
, . ,
, . ,
.
, , , , , , , , ,
, , , , , , , , , , ,
, , , , , , , , , , ,
, , , , , , , , , , , ,
, , , , , , , , ,
, , , , , , , , ,
, , , , , , , , , ,
, , , , , , , , , , ,
, , , , , , , , , , , ,
, , , , , Ko, , , , , , , ,
, , , , , , , , , , , ,
, , , , , , , , , , ,
, , , , , , , , , , , ,
, , , , , , , , , ,
, , , , , , , , , , , ,
, , Poee, , , , , , , , ,
, , , , , , , , ,
, , , , , , , , , ,
, , , , , , , , , ,
, , , , , , , , ,
, , , X, , , , , , , ,
, , , , , , , , , , ,
, , , , , .
.
.
, ,
. 20,96 , ,
.
-
, -. 4050 . ,
, , ( )
. 39.
,

 . 41.
.
, 40- . , , 20 40 ,
,
, .
, .
, . ,
. , , .
2, 95,
9, 118. ,
,
(
), . 16, 108.
400 .
20 , 90, 100.
, ,
. , , ,
. ,
. ,
.
.

, . . Horchow Collection,
, .
, , ,
[10]Crazy for You ( ).
( ).
. .
. , .
, .
, , ,
. ,
, , ,
. ,
, , .
98 . , 10 ,
.
? , ,
, -
, , ,
. ,
, , ,
, , . , . ,
. ,
. .
. .
, ,

 . ,
, . -
. ,
. , ,
Girl Crazy ( )
Crazy for You ( ). . .
, , , . .
. , -
. , ( ,
), .
, -.
- : , .
. . ,
. .
, . , ,
,
.
- , ,
, .
. . .
:
? ? .
. . ,
? .
, . ,
, .
-.
, . .
. .
. ,
. , , , . .
, , .
. ,
, . ,
. 98. , ,
, . : ? ,
? .
,
.
, 60 .
, . :
, 4501, -, ?

 , , .
, - . ,
60 , , ,
, .
. 1600 ,
,
. , .

, ,
. : ,
. ,
.
, , .
, . .
, , ,
, , ,
. , ,
, ; ,
, . . .
, , (,
, ),
, . ,
, . ,
. .
, , . ,
. , ,
.
? . , -
, , .
. ,
: ,
.

3.
, .
, . ,
.
, - ,
, , . ,
, .. .
.
2 , .
. ,

 .
. .

, . [11]
2,8312 . , , - ,
, . .
,
, - . ,
, - ,
, ?
, , 669 .
, , 2,63861 ,
650 . -
2,63601 . , , ,
. ? .
? ,
.
. , ,
, . , ,
60- 179 , 116 , 2,7173
. , ,
, . , ,
, .
- : ,
On the Waterfront ( ) , Car Pool
(). In the Heat of the Night (
), , ,
. , , .
, , ,
, , ,
, , -
, . ,
, , ,
, , .
, . . ,
,
, .
, , ,
, .
-
, , , .
.
.
. .
1950- , , . 1956
,
, , ,

 the Paper.
. ,
The French Connection ( ) The Exorcist ( ).
(
). Playboy,
. , , ,
. ( - .
- . ,
, , .
, .
. ,
. , . .
, . .
The Paper ,
.
. BPI.
, BPI, ,
. , ,
. .
- , ,
, ( ), -
.
, ,
. .
, .
.
.
,
( )
.
,
, : , , , , ,
, .
, 10,
, . , , ,
, ,
. .
, , ,
.
( - 1950- ) , -. .
. . . ,
, .
-, . ,

 - , . ,
.
, .
, . , ,
, .
. , The Paper.
. , - ,
. : . .
, .
. . :
, - , , ,
.
. -,
: , . ,
, . -,
, , , .
, - , -
. . ,
, . , -
.
, 1950- ,
, , ,
. ,
. , .
, , 1950- ,
; , ,
. , ,
( ) .
, , .
. , .
, .
. . ,
, 45 ?
. ,
. .
? ? ,
, , , .
, - , : ,
.
. ,
, . .

 , , , ,
. : -
, , ,
, .
, ,
, . ,
, , , - ,
, , 65 , .

4.
,
. 1974 Getting a job (
)[12]
. ,
. , 56 % , ,
. 18,8 % ( ,
) , , 20 % .
: -
. , , ,
. ,
, 16,7 % (
), 55,6 % .
28 % .
.
? . .
(, , , ), .
, , , .
, , ,
. , ? ,
, . , , -
, . .
, , ,
, . ,
( ), .
, , .
, , .
, , , . ,
- , ,
. , Hush Puppies
? -
, ,
, ,
,
. . Hush

Puppies . , , ,
, .
.
, , ,
, - . . . ,
, , , ,
,
. , , . ,
, , .
, - -
, .

5.
,
, .
. . ,
. , ,
, . ,
, .
. , (
Paul Revers Ride (
)) . :
1774 ,
, .
, .
, ,
.
,
(Massachusets Mutual Fire Insurance Company),
.
, ,
( Massachusets Charitable Mechanic
Association), .

, .
250 ,
1775 , , , 100 .
1773 ,
,
.
.
. , ,
, -, -,

 . .
, 255 .
( 80 %) .
. . .
, ,
1774 ,
,
. . ,
18 1775 ,
, . , ,
, ,
. , ,
, . , ,
, ,
. ,
.
? .. ,
. , ,
, , , -
.

, .
. .
. ,
, .
? , , . ,
, ( ).
, , .
, , . .
, .
. .

6.
, , , ,
. ,
. . -
. - Hush Puppies
, .
Hush Puppies? ,
,
, , . ,
, , ,
, , ,

, .
.
, , . ,
, ,
.
. 1774
,
. ,

, .
13 , , ,
, . .
. ( ,
) .
, .
:
, , ,
. , -
, :
! , .
, ,
, , .[13]
, .
, , ,
:
. , ,
?
,
? , , ,
, , .
- (,
), . -
, ,
.
. , , ,
.
- . , ,
.
,
, ,
. [14]
, . .
,
. .
, ,
, ,

 .
.
35 40 .
, 2,79 2,89 .
. .
, ? , , ,
.
,
. , , .
, , , - ,
.
, ,
, .
, .
. , ,
. , .
.
.
, , , , ,
. ,
, .
. .
. , -,
. ,
, . ,
.
,
. ,
. . , , .
, , , -
. . :
. .

7.
, . ,
, , . , .
, , . ,

 30,5C. ,
, . , , ,
, ,
- .
. . ,
.

. .
, ,
.
.
. , ,
. . , ,
. , , ,

Park Central Hotel ,
. (, 99 .
198 !) , .
(, .)
: , . . ,
Audi. ( , . -
- , . ,
. ,
.) , Mercury Mystique,
, .
, ,
. . 25 .
, ,
, , .
( ,
, ), ,
. . , , . ,
, , Consumer Reports (
). Consumer Reports .
, Audi 4000 Volkswagen Dasher.
1970- . Audi 4000 .
. Audi 5000. Consumer Reports
, , - .
, ,
. .
. , ,
.
, .
, . ,
. . -

 . ,
, . ,
. (
) . .
, . .
, , .
, , . .
. .
, ,
Blockbuster. , , ,
. , ! , ,
, . . .
. , ,
, . , , ,
. ( ),
. . ,
, , - ,
, .
, , . ,
, .
,
. ,
. .
Volvo, . ,
Volvo .
.
.
. . . .
, .

8.
, , ?
, , . , ,
, .
.
,
. ,
. , , , , ,
, . , ,
, ,
- .
, , ,
.

 . .
, , ,
, . Hush Puppies, ,
, ,
- . ,
- ,
Hush Puppies ,
, , ,
, , .
Zagat ? ,
.
, ,
. -
, ,
.
, , -.
, . , , . Century
Wilshire. . , ,
. , ( ),
70 ,
. , .
. - ,
Century Wilshire, -, ,
, . (
) Century Wilshire ,
. , , ,
. , , .
, . . ,
, , ,
, . ,
-,
, . . ,
, .
, . ,
. ,
-, .
, -,
, , .
, .
.

9.
, .
. , .
, , , , ,

, .
. , , .
, , , . ,
, ,
. , ,
Hush Puppies, ,
. , , ,
, ,
. .
, , , ,
, .
( ) .
, .
.
, -
. .
. :
. .
, , .
, . ?
?
, , -.
Kavesh & Gau
.
. , -,
, , , ,
. . .
, , .
, .
. . , .
, . , .
. , .
. . , , ,
, , , .
, .
, ? ,
. . , .
, .
. , . , . ,
, ,
. .
. . ,
. .
. . .

, . . .
. ?
. . .
. , ,
- . , ,
, Kavesh & Gau, ,
,
.
.
. . .
,
. . ,
,
. ,
. . . ,
. : .
. :
, - , , ? :
, . ,
. ? - ,
?
, -
. , ,
, , ,
.
, ,
. ,
( ),
, , . ?
, , ,
. , ,
. , .
, , . .
. . . -. -
, , .
, . , , ,
.
, , .
. . - ,
. , , ? ,
, . , .
.
, . ,
. , , . ? ,
, , . .

 , . .
? .
, ,
- .
, . ,
.

10.
, - ( -) , ,
. .
. , .
, 1984 ,
.

.[15] ,
, ABC, NBC CBS. .
,
, 2,5 .
,
.
,
.
21- ,
, .
. 10,46 (
),
, 10,37 . ,
, . , 11,21
, , 11,50 . ABC
. 13,38 .
, , 17,44 . .
.
, ? , , .
,
, ( ,
).
, . , ,
, . ,
, . ,
, 14,13 , . . ,
. , , ,
, .
. .

 ,
, , .
, ABC, , , CBS NBC.
, 75 % ABC ,
61,9 % CBS NBC. , , 71,4 % ABC
50 % . , ,
73,7 % 50 % .
, , , ABC.
, , ABC News
.
( , ,
, ,
.)
. , , , ,
, , ABC
- , .
, . , (,
) ABC , ,
, ABC News
. ,
,
.
, ,
, .
, , ABC, .
. ,
, ,
. ,
, , :
. Eagles,
,
(587 ) 750
. ,
.
. .
. ,
. ,
:
?
,
. , ,
. 587
, . ,

 , (
, ),
. ,
467 . , ,
. ,
646 . , , -
, , ,
. -
, 1984 .
, ,
, , ( ,
), . , ,
, , .
,
. .
, . ,
, - ,
, . , ,
, .
, -
,
. , - :
, . ,
.
,
.
, ,
, . , , , .
, , , ,
. , , ABC,
, , . ,
(
), [16] ,
,
(, ).
,
.
(, , )
. ,
[17] . . ,
. ,
(
), , ,
. ,
.

 . [18] ABC ,
, , , ,
, . ,

. , , ,
, , .
, , , ,
, .
, , .

11.
, ? ,
, .
, . , ,
. . ,
, . . ,
. .
, .
- .
, . ,
, . ,
.
,
, . ,
, , .
(, )
. 1960-

, :
.
. ,
1,45 . . :[19]
,
[20] .
, , ,
.
.
, ,
. .
, - . ,
. - .
. , ,

, , , , :
, .
, , ,
, , ,
, .
, .
1,45, 2,45 3,45 , , ,
, , . ,
,
(, ),
.
, , ,
. , .
, . ,
( )
.
,
, .
, . ,
( , ), .
, ,
, , ,
. ,
. , .
- , , ,
.
. .
,
. . ,
,
. , ,
, ? ,
.
,
, . .
,
, . ,
, , . ,
, ,
.
, ,
, . ,
, , , . ,
, . .
,

. , ,
. , .
, , - .
. , -
. .
,
.
, . ,
. ,
.
, ,
,
. ,
: . ,
, . ,
, .
Emotional Contagion ( ),[21]
1994 , ,
. , , ,
, , .
, , (
), .
, . .
. , ,
, - .
, , . ,
.
. . .
, , , .
, . ,
. .
( ,
), , .
, ,
, , .
. .
. , ,
(
) .
, . ,
, .
, .
, , ,
, .
. , ,
? ?

 ? ?
? 117 . ,
, 71 .[22]
? ,
. ,
( 90),
( 60) , .

, .
. ,
. , , ,
.
, ,

. .
, , .
?
. . (
: ?). ,
. .
, ( )
. .
. , , ,
.
. , - ,
, . , ?
, ?
. , ,
. 11 ( , ,
), . !
! 117 116.

12.
10 1775 , ,
. 16 60 . ,
, , , . ,
. .
. ,
,
, .
. ,
: , , .
,
.
,

 . ( )
, .
, :
.
,
. .
, ,
, .
, ,
.
,
. .
,
, :
.

 3.
,
1960- .
-, - . , ,
, . ,
. ,
,
. ,
.
, , , ;
; ,
, . . , ,
. , , , ,
, .
Sesame Street ( ).
.
. .
- . ,
, , , ,
, 1960-, .
, , ,
. , .
, .
,
.[23]
, .
, .
. ,
, ,
, .
.
, , ,
.
, ,
, -, .
. ,
, ,
. , ,
,
.
, , , ,
.[24] (
,

 ) ,
. ,
,
. , ,
,
. , ,


. , ,
.

1.
, , ,
. ,
,
, .
, , .
. ,
, ,
, .
, ,
, .
, , ,
. , .
, ,
-. .
, , .
, , ? ,
- ?
, .
, , .
, , .
. ,
, . Coca-Cola Nike,

. , ,
, ,
. ,
- ?
. [25]
, ,
.
. ,
, . ,
, ,

, .
,
. ,
: , , .
, , ,
, 800 (. . . . .)
, ,
.
,
, .
, 1970-
[26] McCann Erickson [27]
Columbia Record Club. ( ) Columbia
, ,
1950- . Columbia
McCann,
, . ,
800.
,
. , . Columbia
, .
, McCann - Columbia.
, . Columbia
TV Guide Parade
- . , McCann
.
.
TV Guide Parade,
. Columbia .
, , 80 %,
19,5 % McCann. .
, .
, -, TV Guide
Parade,
. ,
. ,
TV Guide Parade,
Columbia . ,
, .
TV Guide Parade.
Columbia, , ,
.
, , ()
. ,
.
. 1977

. 1978
, ,
.
,
McCann.
. Columbia ,
, .
McCann , ,
. , McCann
.
-. .
, ,
, McCann .
McCann , .
, ,
.
, ,
, , ,
, , , .
, , , 1960-
. ,
. [28] .
,
, ,
.
. ,
,
, .
,
. . ,
, .
.
, , ,
. , ,
, ,
. , ,
.
( 3 %) . -
, ,
. . ?
, , , ,
- , .
, , -
, ,
, , , - .
3 %

, .
. , , ,
,
. , ,
, 28 %.

, .
. , 28 %
,
.
, . , ,
. , , ,
, , , ,
, , . , -
. ,
, .
, .
,
. , ,
(,
,
) , .
, .
Columbia
Records ,
. , .
, ,
.
- Media Dynamics ,
254 , 25 % , 1970-
. , ,
, 50 ,
, , .
.
,
. Coca-Cola 33 . .
1992 , , , 12 %
, ,
5 % , Pepsi. ,
, ,
15- ,
. , , ,
. .
,
. ,
, , . ,

, ,
.

2.

, , , ,
. , ,
. - . , ,
.
:
. :
.
. .
,
, . ,
(, ,
, , ,
, ). ,
, , , , .
, , , . ,
. ,
.
1960- 1970- ( ,
) ,
.[29]
, ,
, , .
, ,
. .
,
, .
, ,
, .
,
,
. ,
. - , , ,
, . .
, , .

.
. ,
87 % ,

 47 %. ,
, .
. , , ,
, , .
, ,
,
,
.
, ,
.
(
),
. , ,
, . , ,
. ,
. , ,
( ) , , .
, , ,
. ,
.
, ,
,
. 1960-
, , , .
, , , , .
,
, .
. , , ,
.[30]
, .
, , .
, . ,
, ; ;
, ; ; ; .
.
, ,
. ,
, ,
-. , , ,
,
, .

 , ,
, . ,
, ,
. ,
.
, : ?
, :
.
.
100 %.
8590 %. ,
. 50 %, .
. ,
.
. , ,
, .
, .
, , ,
, . ,
. ,
.

, . ,
. . ,
, ,
, . .
, .
, , ,
, .
, .
, .
, .
. ,
, ,
. .
,
, 85 %.
50 60 %, , .
, ?
, , .
, -
, , ,

 . 1969 ,
, . -:
( ) , .
,
. .
, , ,
. -11 ,
( ),
.
.
, , .
, , ,
.
, ,
. , , ,
, .
, , ,
.
, .
. .
, - , .
.
. ,
. .
(
.)
, , .
, .
, .
. :

, , .
-. ,
.
, .
,
.
, ,
. (
),

 .
, ,
. , ,
, . , ,
, , .
,
. ,
. ( HUG) -
HUG,[31] . H, ,
U, , G.
, , ,
. .
-.
, ,
,
. , C,
. , .
AT. .
: , ,
, CAT.[32]
CAT , . ,
BAT[33].
.
, .
? . ,
1970-
. [34] ,
. ,

. . ,
, .
, ( )
, . ,
, ,
(, , )
, .
:
, , ,
. , , ,
. .
, , -
, ,
. ,
, .
. -,

 , 22-
, -
. 1975
. HUG,
?

. .

17- .
Gulf & Western . ,
. , HUG
. 76 % .
(83 %),
, . ,
. 35 %
. .
? , , ,
, , ,
, .
, ,
. , , .
, .
. . ,
, - . .
, .
, .

3.
:
,
. , , ?
1990-
Nickelodeon Network . .
1960- ,
. Nickelodeon, , , , .
.
, . ,
, . ,
- .
.
, , ,
. ,
, . , .

.
,
. .
. ,
.
, Blues Clues ( ).
, . .
,
. .

, .
,
, . ,
. , , ,
. , ,
. , ,
. , , , , . [35]
, , ,
. .
1996
.

, . ,
, ,

.
,
.
.
, ,
, . ,
, - .
, ?
, , , ,
. , , , -
.
. ,
( ) ,
.
, .
: ,
-, Monsterpiece
. ( ,
, 1979 .
. ,
. .

 : ,
? : ? ,
? , : , .
, ,
(, , ) .
, .
1997 . ,
, .
, : ,
, , ?
: , , ! [
.]
: ? [ . ] , .
, . , .
.
. , .
, . .
, .
: ! . [ .
] , , ,
, - , .
.
. , , , , , ,
, , , , . . ,
, , -
. - , . ,
. . ,
, , , . ,
, . ,
. , ,
, . , , .
, , ?
. ,
. .
, . .
80, 78,
40 %. 50 20 % .
, .
,

 , .
, , 60 % .
, 50 %.
, ,
, 90 %
. . .
?
, , .
- .
. ,
, . ,
, ,
.[36] , ,
,
. ,
, .
, , , .
.
, , ,
,
. , ,
.
, , ,
, , - .
, ()
()
, .
, ,
, , .
, : ,
, .
, , , , ,
, , ,
. -, , ?
, , ,
, . ,
. , , , ,
-
. ?
. .
,
,
. 1990- ,
, .

 .

.
.
, ,
.
,
, ,
.
. ,
, .
,
. 1960- ,
, 60-
, .
, 1960 .
.
,
La Choy. - Frito-Lay.
IBM. ( 1950- 1960-
, , , ,
.)
,
, , .
.
, ,
, , , ,
.
? ,
,
, , ,
.
:
.
,
, . ,
, [37]
,
.
1960- . ,
.
, ,

 .
, ,
,[38] - .
, ,
, ,
, , .
- , , ,
, .
1980-
,
. -.
( ) , , ,
. ,
,
, . ( 122)

. [39] ,
, . .
, ,
, :
, , [
], ,
, , ,
,
. ,
,
[ ].
.. , , (
) . , ,
, . ,
. ,
, . ,
. ,
, 32 . ,
, , .
, , , , , ,
, , , , ,
, .
- , [],
, , ,
, ,
, . , ?

 , .
. . , , , , ,
. . ,
,
. . , , ,
,
. . ,
, , ,
, . ,
:
,
, ,
( , ).
, , ,
, .
(, ?).
, .
, ,
.
, . .
, , ,
, ,
. , ,
. ,
, .
, , . ,
.

4.
.
.
, .
, , ,
. ,
. -, . ,
- :
, .
,
, .


,
, . .
, .
. , ,
.
, .
,
, , , .
, .
. -, ,
( ),
.
,
, ,
, Nickelodeon
. , ,
; ,
. , -
, .
-
. , ,
. Nickelodeon
.
, ( !) .


.
.
, .
, .
, , . .
, ,
.
, , , .
. - ,
, . :
,
. ,
.
Yankees .
,
, . , CTW.
, 1969
, ,

 . . .
, ,
. , ,
. ,
.
! , .
.
( ) ,
. ,
. , ,
, . ,
, ,
. A, B,
- , ,
, .
,
, .
, .
.
:
,
, .
,
. ,
, -, .
CTW .
, , ,
.
, ( ), Nickelodeon
(
), . ,
Nickelodeon.
. ( , Nickelodeon ,
.)
, ,
, . . 14
.
, .
,
( , ,
). , ,
- .
.

 , ,
, , , .
,
, , .
. .
, ,
, , , , ,
.
, ,
. , .
, . ,
, ( )
. ,
. ,
,
, .
( , ),
. ,
.

. ,
, , ,
. ,
. ,
,
.
. , ,
, , , ,
.
, ,
, , , , . ,
, ,
, - .
. .
, ? .
, . .
? .
: .
. .
.
?
: .
: , ?
. , .
,
- .

 , .
. :
? . .
: .
. . ,
(, ), .
, .
. . .
,
.
? .
: - .
: .
. ,
. . ,
.
? .
, .
, ? .
, .
. .
" ! , . -.
!"
" " ,
. (
), ,
, .
, ,
, .
.
,
.
" "
, .
, ,
.
" ", .
.
. ,
( ?), ( )
( ?).
" ", .
, . .
? . :
" . .
".
.

 .
? . . ,
: , , -. ,
, , , .
, .
, :
-, , .
" ",
. . "
" ".
" " "? , ,
. ".
", . ,
, . ".
. . ,
, ,
. ,
(, ),
. , ,
, . ,
. .
.
-, ,
. . -
. ,
, " ". ,
( , )
; ,
, . "
" , " "
. , ,
.
, -
, .
, . ,
, H-U-G,
, ,
, ,
.
,
, . " "
.
, .
, , ,
.
, ,
. , , .

 . ,
. , , .

 4. ( 1)
-
22 1984 , ,
, , --
.
. . ,
2, ,
. ,
, , ,
, . . , , . "
?" , , .
. , ,
. , ,
, .
" ?" .
" ", .
. , , , " ,
". -
. .
" " 38 .
, , , :
" , , . ".
, .
- -.
, , . " ?"
. , . .
, , . " ?" .
. ,
.
", . , ". : "
".
. .
, , , .[40]
--
. . .
, . . .
, ,
, , .
" " " ".
, , ,
, -, -
, . ,
, -.

 - New York Post :

, ,
, , ,
. : " , ".
, ,
.
.

1.
-,
, . 1980-
-
. ,
. 2 , , ,
, , , .
, , 1984 -
, . ,
, , , , ,
, . ,
1984 ,
, ,
. , .
, . 2
65 / , -. ,
. 1984
" " ,
25 /. ,
150 . .
,
,
,
. [41] , , 1980-,
- ,
. , , :
", , , ,
, -
. , ,
,
; , ,
.
, , .
, :
", , !"
. ".

 - 1980- ,
. , ,
. 1990 ,
. ,
.
. .
75 % , . 1996 ,
,
, , , ,
. , - ,
, - . ,
- - .

2.
, .
" " , ,
, "Hush Puppies"
.
. , ,
, , .
. ,
. , - , ,
, , , , , . .
, ,
. , , ,
. - -
. 1990- -
.
.
,
. -
. 1984
. . ?
.
,
. " " " "
. ,
. ,
, .[42]
, .
, .
, . "Hush Puppies" ,
,
.

, ,
. ,
- . - , -,
, .
, " ".
, , . ,
.
. , ,
, .

3.
1990-
. ,
.
, , ,
. ,
18 24 ,
. , -,
. , -
, . .
1990- .
- ,
, .
, - 1980-1990-
, . ,
, .
- . -
.
"- " "
". " " .
, ,
. , , , ,
. ,
,
. , ,
, , , ,
.[43]
" , , ,
,
,
. -
, ,
, ".

 . , (
),
. -
(, , , ).
, . -
- , .
1980- -
, " ".

.
, ,
,
. ,
, , ,
. :
" .
, .
, -
.
10 . . , - ,
, . , ".
. , ,
, , .
7, ,
.
. ,
. .
, , .
" ", .
, ,
, . ,
,
. , ,
. ,
.
" , ,
, .
, , ,
, , . .
. , ,
, . .
, .
. , ,
. ".

. 1984 1990 .
,
. . , . ,
" ".
,
, .
. ?
, , , ,
, .
, 170 , .
.
, (
) , , -
, , . ,
. 1,25 ,
,
, .
. , ,
. ,
,
. ,
, .
,
, , " ".
, ,
.
, ,
, ,
, , .
.
-, ,
. .
. , .
, ,
- . ,
.
" , .
"Cracker Jack",
. ? ? ?
? ?.. - ,
".
(
)
. , ,
, 1990 1994 . .

 , ,
.
- 1994
.
.
: , , ;
.
" ,
. .
, , ,

- , ".
( ,
), .
", , ,
, ,
".
" " .
, ,
, . ,
, . , ,
, , .
.
,
.
. .
. . .
,
. , , 25
, , , , ,
, .
, .
. ,
. , ,
. ,
, .
,
. ,
. ,
. Westinghouse,
. .
,

, , ,
, .
,
, .
, , .
. ,
.
, .
, :
" ,
".
1981 , . , .
, , ,
.
. .
, ,
, .
, . 1984 .

.
, .
, , .
, , ,
.
" , , .
,
. ,
. ,
, , , , .
. ,
, ".
, 2 ,
. ,
. , ,
. .
" ". ,
, .
, ,
, , .
, ( )
.
- ,

 , , ,
. , , ,
,
. ,
.
, . ,
, , ,
. , ,
,
, .
.
" " ?
. , ( ,
, ,
) , ,
. (
) . .
- , ,
. .
1960- ,
, .
, , ,
, , ,
, , ,
. ,
. ,


, .
. ,
, .
, :
, ,
"Hush Puppies". ,
, . . . (
, , , )
, ,
, . ,
?
, ?

4.
2, ,
, , ,
. , , ,

 ABC , , ,
, -
.
, (
) .
,
: , ( ),
, , ,
. ,
, -, .
,
,
,
. ,
. .
1970-
[44]
. [45] 10,5
, . (1,82,75 )
,
. .
, -
. ,
,
. [46]
, , ,
. , .
. -,
"" , , ,
, ,
.
, .
- , , ,
? ,
, ?
, , . ,
, .
,
.
. .
,
; .
" , - ,
. ".
,

 .
" , ",
.
"" ,
.
" , ,
. , ".
,
.
" , ,
".
. ,
.
" , ,
6,
, ".
:
" , , ,
[], , ,
( ,
), ,
. 416.
, 416- ,
".
. , , ,
. .
. , .
, ,
, , ,
, . , , .
, , .
, () ,
. , ,
.
,
,
.
, , 1920-
, .. ,

 .
,
. , ,
, .[47]
, ,
, (
SAT[48]). . :
" _________ ___________; ".
: " 10 ,
?" .
, ,
, ,
.
, . ,
. ,
.
.
,
, .
, ,
. 56 .

A.
, .
, ,
, .
.
,
, , , ,
. ,
, ,
, ,
.
,
.
( ), .
, , 50 % ,
. ,
.
, . ,
. ,
, .
, .
, .

. , ;
, . , , ,

 ,
. ,
, , , ,
. ( ),
.
X. .. ,
. , , ,
. ,
" ,
. , ,
, ,
. ,
,
, . . ,
, , . .,
".
, , .
,
: " , , -,
", " ,
,
". , , .
, ,
: . . . , ,
.
, .
? , ,
. , , -,[49] ,
, ,
( , - ),
.[50] , , ,
, . , :
, .
, .
, ,
, . ,
,
.
.
. , ,
, 3 6.
, 3
6. , .
, ? :

 3. ,
, . , ,
6.
. . , .
. 16 . . 25 . ,
, 21- , ,
, , ?
. , : ,
, 16-. ( )
, ( , "", 3 "6").
, , .
, .[51]
, , -
, , ,
.
. , ,
, ,
.
, .
,
,
, (, ).
. ,
, .
, .
. , , .
, , .
", "
, , , , ,
. ,
, .
, , .[52]
,
. ,
,
: ,
.
. ,
: ,
.
, , ,
, .
. , ,
, , :
,
. , ,
, . , ,

 The Nurture Assumption ("

"), . (
), ,
, .
.[53] ,
: .
,
?
, , ,
, ? [54] ,
" ", "
, ".[55]
:
" ,
- , ,
, " "
. ,
, .
, ,
- . , ,
, . ,
, , , , ,
, . ,
, ,
, , , , .

".
, , , , , , .
, ,
- . ,
,
. , ,
, , ,
. .
, ,
. ?
,
(, ,
, ), , , ,
.

5.
,

, , .
, ; ,
, , .
( )
, . ,
, ( ), "
" (. 10:11) . . .
. [56]
,
,
, .
. . ,
,
, .
, ,
, , . .
, . . .
, .
, , ,
, .
?
? ,
.
.
. ,
, . ,
, : ", .
. ". :
" , ".
- ,
( ),
. , , , ,
, , ,
, .
, , .
.
" , , ,
, , .
, .
, ,
,
".
, , .
, , 10 % , . , ,
, 63 %.

 , ,

, , . ",
" , , , ,
, . ,
, .
, , ,
. , ,
, .
, . .
, , ,
. .
, . ,
, ,
, ,
.
,
. , ,
.

. .
, , ,
. , ,
,
.
. , (
" ", " ",
, ),
. ,
, ( , ,
), , , ,
.
.
, , , .
,
. ,
.
, .
,
. , :
, , ,
. .
. .
, ,
, . ,
, ,
, , ,

 , , ,
.
, .
. -
, ,
(, ; , )
, .
, .
,
- ,
,
, .
" ,

. .
. .
. . . ,
". , , "
, ?
, ".[57]
. .

 5. ( 2)

1996 Divine
Secrets of the Ya-Ya Sisterhood (" -").
. . , Little
Altars Everywhere (" "), " "
.
.
, , .
, ,
15 .
" -" . , 18
, , .
30 ,
, . "
,
", . ,
, ,
. New
Yorker, , 60 .
, .
" , . 3040
. ,
.
20-. , (
), ".
" -"
. 1998 , " "
, 48 ( 2,5 ).
- (
, ) .
.
" , , ,
, .
, 700
800 ".
" -" ?
, .
.
. , . ,

 , . ,
, , ,
. . .
, ,
. . ,
,
, .

1.
. , ,
, :
, ,
. :
,
, . ,
,
, .
, ? ,
, ,
, , .
.
, XVIII XIX
, 1780- 20 90
- . , ,
.
, , , ,
,
. , , , ,
. -. .
, .
. ,
,
.
. -
, . ,
. ,

. , , . ,
, , .
. , .
. , ,
, , ,
,
.
, , , "

 -". , ,
. ,
, , 700800 . -. ? , ,
- ,
- " ".
,
. , ,

, . , , .
, -,
. , .
- .
. , , ,
:
" , , ,
: ,
".
, , .
" -"
, . ,
. . ,
,
,
. -
, - ,
,
.
- , ,
.
. ,
, : ,
.
( ),
? ,
? ,
. " 150",
, .

2.
, (
, ). , ,

. ,

 , , .
, .
, , .
, .
.
, .
. , ,
, . ,
. ,
, .
. , .
.
,
, ,
, . ,

, , ,
. ", ,
, , ,
",
[58] The Magical Number Seven
(" "). [59] . " [60]
, , ,
", ,
.
:
.
, .
, .
.
, " " .
, , , - .
, . ,
. ,
. [61] ?
. , , ,
( , , , ).
, , ,
.
? , . - ,
.
. - . ,
, , , ,
. , , .
- .. :
" ,

 , .
,
.
;
".
, ,
.
. [62]
.
. ,
(, ,
), ,
. , . ,
, -
: , ,
.
, , .
, , , . .
,
, . , ,
, .
, , ,
, .
. ? , ,
. (
), , ,
.
, , ,
.
, ,
:
.
. ,
, ,
. . 20
, 190 : 19 , 171
.
, ,
. ,

.
,
, ,
. . ,
, ,
( ),


. Homo Sapiens,
147,8, , , 150 .
" 150, ,
, ,
, , . , ,
,
".
, . , 150
. , -,
( , ,
), ,
148,4. .
" "
", ,
200 , , , ,
,
, , ,
.
,
, ,
".
, .
, ,
. , 150 ,
, :
"

. ".
, , , ,
XX
. ( )
: , 150,
.
" 150 , ,
, ,
.
, ".
.

 " 150".
. 150 , ,
(, ), -
.
" .
, ,
, . ,
, , ,
". .
. ,
, , .
" , :
, ,
, .
. , ,
, ".

3.
,
, .
, ,
, . , ,
, . " 150" ,
,
. ,
, 150 , (
) .
, , .

, " -"

150.
, . , ,
,
, ,
, . " 150" ,
, ,
,
, .
150 , .
, , ,
Gore Associates ,
, , . Gore
Gore-Tex, Glide,


, ,
, . Gore .
,
Associate,[63] , ,
, .
, (), .
, .
. - ,
. ,
. Gore, ,
- , ,
- . Gore, ,
,
. , ,
. , - .
. , , ,
. , .
, , : " ".
, Gore
. , ,
.
. -
-
, Gore
.
. .
, . Gore
, ,

. ? , " 150".
() , , ,
, . , , ,
.
" ,
150 ,
, 150
".
, , , ,
, 4,5 . . ,
150 .
" ,
, , , .
150 ,

 , , ".
- . Gore,
, , ,
.
. ,
.
" , " ,
, , .
, . ,
".
Gore
.
, ,
. Gore . , ,
Gore, Gore-Tex
, 150.
, ,
, ,
Gore-Tex .
,
Gore. ,
, :
, . , ,
, 150

.
. ,
, , .
Gore (
),
.
", , ,
, ,
, , , ,
, . ,
, - . ,
.
. .
Gore , ,
.
Lucent Technologies -, , ,
. .
650 .
. . , ,
- . ,
. , ,

 , , , ,
, -
, . .
, .
. . Lucent .
. 150 ,
.
. , . ,
. ".
, , ,
. , ,
, , , . , ,
, " ". [64]
, , ,
. , , .
. ,
. 09,
. ,
- . ?
. , .
. ,
59 , .
, ,
. 64 ,
, : " ".
, ,
, . , ,
, , , . .
, ,
( ), ,
.
" ,
, ,
, -
".
, .
,
.
" ,
,
, . - ,
-
,
".

 .

. , ,
, , , 13- , ,
, , . ,
, , .
.
,
, , ,
,
. . , ,
, ?
, ,
. , , ,
, ,
, ,
. ( )
.
"
, ,
. , ,
,
".
, Gore " ",
, Gore .
, Gore ,
:
" -. , ,
. , ,
. ".
: , , , ,
.
, .
, , ,
, .
. , Gore,

, .
. , . ,
, -
. ,
. Lucent 150
.
, , Gore,
, - ,
, ?

" , ,
, : ", . -,
?" . ,
. . :
? ,
".
, Gore ,
,

. " 150".
. Gore
, , ,
,
- , . Gore
, . (
), Gore
. :
, .
, -,
: -
. , , "-".
" , ,
-, , ".

 6. : ,

" " , ,
, -
, . ,
. , 1980-
,
Airwalk.[65]Airwalk - .
, .

, ( , ) ,
. ,
, , .
Airwalk .
, ,
13 . . .
, ,
, . Airwalk .
1990- .
. ,
, , , ,
, Airwalk
, .
, , .
Foot Locker .
, - , , ,
, Lambesis,
. Airwalk . 1993
16 . . . 1994 44 . . 1995
150 . ., 175 .
Airwalk

Nike Adidas. - Airwalk
. 1990- Airwalk
.

. , " " -,
Gore Associates, -, .
, ,
.
, , , ,
( , )
.

, , Airwalk? , Lambesis
. ,
, Lambesis
, "Airwalk"
. ,
, , .
Airwalk, ,
, . " ",
. Airwalk Lambesis
. Airwalk ,
. ,
. , ,
, Airwalk ,
.
.
. , .
, . . ,
Airwalk,
, . ,
Lambesis, . Airwalk
,
.

1.
, , Lambesis,
, . ,
, .
[66]
, ,
, 1928 . [67] , ,
. .
259 , ,
19321933 . 1934 16 . 1935
21 , 36, 61 , 46, 36,
14 3. , 1941 , 259 , .
,
1930- , , .
, ,
. , ,
, ,
, .
19361938 , ,
, ,
. ,
, ,

 .
, , ,
, ,
, , .
( )
. ,
, . ,
.
.
, - [68]
, ,
, , .
.
.
. , - ,
. ,
, , ,
. .
. , , .
,
. " ,
, . . , ,
, . , ,
.
,
.
,
."[69]
. ,
.
. .
,
, , .
. ,
, . "Hush Puppies"
, , ,
1950- .
, .
. , -
. , ,
. "Hush
Puppies" ? Lambesis
, .
,
, ,
, ,

 , ,
" ". - . ? ,
, , ,
?
, , ,
. ,
. ,
. , .
:
, . ,
, , ,
,
. , ,
,
. , ,
: , , , , , .
, ,
. Lambesis ,
, ,
,
. . -
, .
" . ,
- , . ,
. . , ,
,
. , .
, - Velcro ( ).
. .
Toys R Us . ,
.
. , ,
- , . ".
,
, ( )
. Psychology of Rumor (" ") [70] [71]
-, 1945
, .
, ,
. , .
: ,
.
", , " " ,
, , ()

 ".
-, . ,
, . , ,
" ,
; , ,
, , ".
. .
. , , .
. . ,
: , ,
.
"- ,
, ,
, ,
, , .

".
? 1945 , ,
,
.
, ,
.
,
. ,
,
. .
. .
,
.
, ,
, 38 .
" ,
, , ,
, ,
.
, , [72] :
".
. ,
, , , ,
, , .
- ( , ),

 - , ,
. ,
, .

2.
, , ,
. ,
,
, ,
. ,
, , .
,
, ,
.
. -, . ,
, ? , ,
( ), .
, . ,
, , ?
, ?
, ,
1990-
, , . , ,
. ,
, : , ,
. , , ,
300 400 , , , ,
.
. .
, ,
. . ,

? ,
. " , , , [73]
.
, ,
, .
( , ).
" " ,
. ,
".
,
. . ,
.

" , ,
. , , .
. , .
,
. ".
? " "
. ,
.
,
, ?
, ,
,
, . ,
, .

3.
Lambesis Airwalk.
, , ,
Airwalk. ,
. , ,
, ,
. ,
, , ,
.
, .
, Lambesis,
, , Airwalk.
, ,
, . Lambesis
, Converse,
. . , ,
, ,
,
.[74] . ,
, -.
. . , ,
, . Converse,
- -, ,
, , , " ",
, , , .
" , , ,
. ".
Converse,

 . ,
, , , , , .
-
, . , ,
, .
Lambesis , -, , , , , .
, "Hush Puppies" 1990-.
: .
" , , ,
. . , , .
, , ,
. ,
,
, .
. .
, , ,
".
. .
" ,
, ,
, , ,
, ? ,
, ? ?
? . ,
, ,
, , ?"
-, ,
, , , ,
, . .
. ,
. , ,
, -, - - ,
, ,
. ,
, ,
, ,
.
" , ,
, "Magic Marker"?
-, -, - ,
.

 . ,
".
Airwalk.
, , , , ,
Airwalk. , ,
, -. Beastie
Boys, , ,
" " ;
.
"Beastie Boys ", .
Lambesis Airwalk,
. ,
. (
-, ,
, , .)
, Lambesis
, , ,
Airwalk, , .

, Airwalk ,
Lambesis ,
.
" , ,
, , ,
, . ,
, , . Airwalk
, .
, Gore-Tex,
".
Airwalk
, : 30 -, ,
" ", , , [75] -,
Airwalk.
, . .
Lambesis , ,
.
, ( ) .
, Lambesis , Airwalk
, .
" , , .
, . , .
, ,

 . ,
( ,
, , , ,
Palm Pilot, -,
), ,
, -, ".
Lambesis .
, . , ,
, - , , ,
, :
" . , ,
. , - , ,
, , , , ,
, , . .
, ".
Lambesis , .
,
. Lambesis
,
. . .
Lambesis . ,
. -. Lambesis
-, Airwalk ,
, . Lambesis
. , ,
;
, ("") .
,
" , ,
,
, ,
".
Lambesis: (,
, ), ,
.

4.
Airwalk . 1997 .
.
Airwalk

 ,
. ,
.
" Airwalk ,
. ,
. .
.
, , .
. , ,
, . :
?"
Lambesis
. Airwalk .
" , ,
Airwalk. ,
, , (
, , , )
. ,
. .
, .
".
: , ,
, , , .
" " " ,
. 80 ".
Airwalk, Kinneys, Champs Foot Locker,
60 .
, . ,
, .
Airwalk .
.
" , .
, , ,
JC Penny".
, , Lambesis
. .
" - , ,
, : " "? .
.

, . ,
, . .
. ,
. , ,
, , ,
: " ". , -
, . ?
. ?"

 7. : ,

, .
.
.
, .
, ,
. .
" , , .
".
. 14-
. , , ,
.
. . :
. ,
. . . ,
. .
. ,
- . , .
1960- .
, , , ,
, 1980-
, . 15 24
, , 22 10 ,
160 10 , . . .
. [76] ( ,
.)
. - ,
- ,
. 19- ,
. 17- ,
, . ,
, ,
.
. , , , 15 ,
, . , , ,
: .
( ) .
, ,
. , , ,
. ,
, .

 , , ,
. , ,
,
, .
.
, ,
. ,
, ,
. .
. :[77]
" , ,
,
, ,
, . ,
, , , -
.
. , 11- ,
, .
, , ,
. -
.
, ,
. ,
,
, .
, , ,
".
- .
. , .
, ,
, ; , -
, ,

.

1.

. , , .
,
, ,
, . , ,
,
. ,

 ,
, ,
, .
, . , , ,

? .
, ,
21 . [78] , .
- . ,
. , . ,
, ,
. ,
:
,
. ,
, , .
.
. 1993 1997
22,3 28,5 %. 1991 1997
32 %. 1988
73 %!
, , .[79]
, .
,
.
.
. ,
, ,
, ?
, , ,
?

2.
, , ,
, , .
, (). , ,
.
, 20-
1940- 1960- .
. ,
. , .
, ,
. , .
( 12-

 .)[80] ,
. Los Angeles Times
San Francisco Chronicle .
.
, ,
5,9 % .
4,1 %. 3,1 %, 8,1 %.
( 10 .)
. , , ,
.
, ,
.
, ,
. .
. " , ,
, , . -
, . .
-, .
? . , , .
, .
". , ,
, , :
, ,
, . "
, .
, ,
. . ,
. ,
, . -,
, . ".
,
2. , ,
, ,
( ),
, .
, , .
.
- ,
. ,
, ,
.
, .

. .
1970- 82
. [81] ,

 , .
,
, . . .
1960- 135 ,
.
, , . .
. ,
. ,
. ,
:[82]
" , ,
, [83]
.
,
, , ( ,
)
, "
"
. , ,
. , , ,
".
, .
,
, ,
. .
, 6000 .
1955 1965 . 1966
18- ,
, - . 1966
., . .
. ,
. ,
, .
. . 22-
, - .
, .
:
" . ".
25 , ,
.
" ,
, ,

 ,
", 1975 .
, . .,
, , ;
, ,
. "
. . [ ]. ". ,
, . .
. , , ,
. ,
.

3.
?
, ,
. ,
.
, . ,
, - . , ,
, , . ,
,
" Winston, ,
".
,
" ,
, ".

: . ,
, . , ,
, , . :
" , , (
); , , , ,
, , ,
, - . ,
, . " , ". ,
".
" ,
. , , ,
. .

 . ,
- .
. , ,
".
, ,
. , .
,
.
" ,
, , .
, , . ,
. ,
. , ,
. ,
. , ".
" , , .
,
- , , .
. ,
, . ,
. (
), . ,
- Grateful Dead
, , ,
".
" , , , , .
, 10 .
, , , , ,
(
). 15 .
. ,
, ,
. . ".
,
. ,[84] , ,
.
, , , ,
, , ,
, , , ,
, ;
, .[85]

 . , ,
.
; ,
. 19 , , 15 % , ,
. 55 %.
, . [86]
, :
, . .
. 73 %
, . ,
, , . Smoking:
The Artificial Passion, (
, : " " "
"), , ,
. .
" , , ,

, ".
, , .
, - , ,
.
" , ,
,
. , -,
. , .
, ".
.
?
" , ,
. .
.
, , , ,
,
, ".
, , .
, ,
, , , ,
,
. , , . .
Grateful Dead . ,

. , . , ,
, , ,
, ,
.
. ,
.
, .
, ,
. . . .
, ,
, , - ., .,
, ., . ,
, ( )
.

4.
, ,
. .
, ,
, . (,
) ,
,
. ,
. .

,
. .
,
. ,
" " : ,
.
. , , .
. , ,
,
. ,
, . ,
,
, .
" ,
, , .
, , ,
-
".[87]
. ,
, .

 (, , )
.
. , , 78 %
. , ,
,
.
,
. , ,
, . , .
( , ,
) . ,
, .
, .
, , ,
. , 90
95 % . ,
,
, , ,
. , ,
, . , ,
. , ,
.
. . ,
.
. .[88]
" ,
.
, , ,
,
,
, , ,
. ,
,

".
. ,
. . .
" .
. ,
.
, , .
, ,
".

 ? , .
, ,
.
( ), ,
. ,
. . ,
. , . ,
, , ,
. " ,
", .
: ,
. ,

. .
. ,
, . . ,
, (
, , ).
,
,
.
, , ,
, Marlboro. ,
, , ,
. ,
, , , ,
,
. , , ,
, .
, , .
, , .
, , ,
, , .
, , ,
, .
, ,
.
, ?
?

5.
.
. , ,
( .). , , :
, ,

 .
, , ., , ,
, , .
. ,
, ,
.
, , .
, . ,
The Nurture Assumption,
.[89] , , ,
, ,
. , ,
, . . ,
, .
, ,
, . .
,
, , ?
, ?
, , ? ,
, , ,
?
( , ) ,
(, , . .)
.
, , , .
, , , , ,
.
, , ,
" ". 1970-
,
,
245 , .
,
.
. 245
.
. ,
,
. , .
, .
,
, , , , ,
16 , , , .
, , . ,
, , ,
. ,

 ,
? , ,
. , ,
( ) , ,
. , ,
, .
. , .
, ,
? ,
, , ?
, , .
: , ,
, , . . ,
, , ,
( ), .
, , .
, ( ) .
, .
, ,
. . ,
, , .
, ,
. , , ,
, , ,
.
" , (, ,
) ,
, 1994 The Limits of Family Influence,
. [90] .
, ,
".
,
, . ,
, .
,
, , ,
, .
, - ?
" !
! ! , .
. , (
- ), ".

6.

 (
) ,
?
. , , ,
,
, ,
.
, , ,
. .
, , . ,
,
. , .
, .

.
: , .
. , ,
. , , ,
.
,
. ?
, . ,
, . 1996
, ,
. ,
, , 60 % ,
, . [91]

3200 , Journal of the American Medical
Association 1990 .[92] , -
, 74 % - , 14 % . ,
, 53 % - , 31 %
.
. 80 % . 90 % .

12- 15-
.
21 ,
10 . ,

.
, ,
. , , -
(,
), , .
,
. , ,

 , ,
, ,
, , .
, ,
. , Zoloft Prozac,
: ,
, . , ,
.
, , ,
,
. ,
,
. :
, , ,
.
. ,
: ,
. . 1980-
, Glaxo Wellcome ,
,
.
" , : " ",
" ", " ",
, .
, ,
. , ".
1986 , ,
. ,
.
", ,
, , . , , ,
, , .
, .
, , ,
, .
. ,
, ,
".
Glaxo Wellcome ( Zyban)
( 15 )
. 23 % ,
,
. Zyban 49 %,
, Zyban
, 58 % . , Zoloft Prozac (
), , .
, ;

, , Zyban . ,
. , ,
.
,
: ,
.[93]
,
, ,
, . ,
, . .
.
,
. .
,
( , 15 18 ).
.
" - ,
, ,
, -, , 20 ".[94]
, .
, , 15 , ,
. ,
. , ,
. ,
, ; , ;
10 ,
, . ,
, . .
, , ,
.
, -
. , ,
, - .
, ? , , .
(,
) . ,
, , ,
. ,
( ), ,
. , ,
,
( , , 30 ) ,
24 . ,
New England Journal of Medicine,
" ,
.

 ".
, ,
( ,
, ).
.
:
, .
.
, ,
,
, .
, ,
, . ,
,
. .
, .
, - , ,
. , .
,
.
, , ,
.
,
. ,
, ,
, .
? 1996
1,1 % ,
. 18 % 1,1 %
9 % . .
. , - , 1 % (0,9 %)
. [95] ,
, . .
. , , ,
, , ,
, . . , (99,1 %
) .
. .
, , , .
., , ,
, ,
.
, .
, - ,
, , .

" , , ,
, - .
. , 11-
, , .
,
".[96]
, . -
. , ,
. , ,
. .
,
.

 8.
,
-
.
,
- . , ,
:
" , ,
, .
. ".
. , -,
.
, .
" , ,
, . ".
. ,
, , .
, -, ,
. ,
. ,
, .
? .
" , ,
, ".
. " , ,
. .
, , .
. ".
, , ,
, , ,
. " , ,
. , , , ,
".

. , ,
.
" , .
. ,
.

 - ?"
. , ,
, . , ,
, - ,
.
, .
, , , ,
,
. , . ,
.

- ,
Columbia Records Club. . .

,
. -,
,
. ,
, , .
, .
.
.
. , ,
. ,
,
. . ,
, . , ,
. " "
, .
, ,
, . ,
, . .
-. , ,
.
, , ,
.
,
. , ,
, , . .,
.
,
, . , ,
, ,
,
, .
, , , .

 , , ,
, .
, , .

. , .
, , 50 , .
, , .
, - , ,
- . ,
, ,
. ,
, ,
. . . " "
" " , .
, ?
, 100 150
, 200 ?
, , 100
, 10. , , .
( ) .
. , ,
, . . ,

( , ,
), " "
. ,
, , . ,
, ,

. ,
,
.
. ,
,
.
.
, . .
,
. ,
, " ", 150, -
, ,
. ,
. .
.
, .
Columbia Records Club

 .
, , ,
, , ,
.
,
.
,
.
.
, .
, ,
.
.
. .
.


" "

, .
, ,
. , .
, : ", ,
?" , ,

. : .
- , ,
,
.
, ,
, , . ,
: , !
, ,
, . -
, . , ,
, .
.
. Web-
(www.gladwell.com). ,
, -, ,
, .
- , , ,
.
-
,
, . "
- , , ,
".
100 . . 21 .
,
, , .
, ,
, , ,
.
, .
, .
- .
, ,
, ,

 .
" , . ,
, .
, ,
. ,
, ".
, ,
, , 40 % ,
.
" : "
, -
? ?" : " ". "
?" : ", ". , ,
, , ,
".
, ,
, . " , ,
?" ,
, , .
, ,
, ,
. ,
, , ,
. , .
. , ,
, ,
. ,
.
, ,
, , , , ,
, .
, .
( ),
, , ,

. ,
.
,
: , ;
; .

5 2001 15-

 22 , .
30 , , ,
13 . , ,
, . ,
, , ,
.

,
.
.
( ,
),
, .
,
. .
,
. ,
. ,
, .
. , , . ,
, . .
. ,
. . .
, , 20
1999 . 19
( 10 , ,
, - ),
. , -, ,
1999 9- 15
, ,
.
, , ,
. 15 .
, , 2001 .
, " ".
;
, , ,
. -, ,
. ,
-, " ".

. . 19921993 55
. 2000 16.
, ,
. ,
. ,

, . Time
, " ,
, " "
". , , - .
, ,
, . .
, ,
.

.
: , ,
, .
,
1999 .
, 42 ,
-, .
, 13 ,
42 . ,
100 ,
. Coca-Cola
113- .
. Coca-Cola
.
: ,
17 .
,
. 17
( ) ,
. ,
, - ,
.
, , , . ?
, , .
, ,
, ,
1787 , , ,
. . ,
. - , , ,
- ( ;
), .
. , .
. , , ,
. .
, .
, , . ,
, .

" , ,
. , ".
, ,
, ,
, .
- .
"
, , - , ,
".
, , .
" , .
,
1980 .
, . 300
115 ".
, , , ? .
. , , ,
: . ,
: ,
.
. , , , ,
, ( , ,
, "-")
.
,
. ,
. ,
, .
, , , ,
, ,
. , ,
, .
. , .

, ,
, ( , )
. , , ,
, , .

 .
,
( ).
, , , , ,
" ", . -
2000
. , -,
. - ,
, . . " -
, , ", . , -,
, ,
.
. " ", ,
. , ,
. ,
. ( 1980-1990-
), . .
.
, .
, , :
.
? :
, , ,
.
. ,
,
, . , ,
, .
, 1970- , ,
.
, , ,
, ,
. ,
, . ,
25
50 %. (, 25 30 , ,
) .
, ,
() . , ,
.

, .
,
. .
- ? ,

 1990-. , ,
. ?
, . , ,
64 , , - , .
, ,
, , ,
, . ? -
( ) ;
. ,
:
, , .
.
,
:
. ,
, , ,
, ,
. , , ,
" ", .
"

, ".
, , ,
.
. ,
, , ,
.
( , ).
, " "
.
, , :
, .
? ,
, ,
. ,
, .
. ,
.
,
.
, .

 Ivory,
. , : "?
? 1-800-395-9960". Ivory?
, Ivory, ,
? , , ,
,
.
. ,
, ,
.
800 , Ivory,
, ,
.
, .
.
, , ,
, .
, :
,
,
. , .
,
. , ,
,
. .
?
, ,
. , , , .
. , , ,
.
Lexus. 1990 , ,
, , LS 400,
. , , . Lexus
. ,
,
. Lexus .
,
. Lexus ,
.
, , .
,
. ,
, - ( !).
? , Lexus .
. ,
( Lexus ), . Lexus, ,
. , ,

 , , . , , ,
? .
. .
, ,
, . Lexus ,
,
, . ,
, ,
. " ".
, ,
. ,
.
. ITT Financial Services 1970- , ,
IRA [97]
, ITT . ?
. . :
" , ,
, .
IRA. 1970-
. .
.
? . ,
, IRA .
.
( , )
, . ,
. IRA

. , .
: "
".
? .
,
IRA. .
- ,
.
,
, ".
? , ,
, , . ,
,
, -.

0
[98]

. 18.
- . Michael Massing, "The Blue
revolution", in the New York Review of Books , November 19, 1998, p. 3234.
-: William Bretton and William Andrews,
"What Weve Learned About Policing", City Journal, Spring 1999, p. 25.
. 24.
,
. : "Yawning as a Stereotyped
Action and Releasing Stimulus", Ethology (1983), vol. 72, p. 109122; "Contagious Yawning and Infant
Imitation", Bulletin of the Psychonomic Society (1989), vol. 27, no. 2, p. 125126.
. 25.
,
. , ,
, 24 . 2 %, ,
50 , , .
, 50 ,
(
). .
.
,
, , .
,
, , , .
.
, , ,
, ,
. . 55
, 2 % 1100
. 1100, , 55 ,
1210 .
1331, 2000 ,
.
, 50, 55 ,
. , (
) .
, ,
, .
. ,
, . ,
, , -,
, 50 55 . ,

, 50 45 ,
478. ( )
. 70 65,
65 60, 60 55 , .
50 45 .

. : Mark Granovetter, "Threshold Models of Collective Behavior",
American Journal of Sociology (1978), vol. 83, p. 14201443; Mark Granovetter and R. Soong,
"Threshold Models of Diffusion and Collective Behavior", Journal of Mathematical Sociology (1983).
vol. 9, p. 165179; Thomas Schelling, "Dynamic Models of Segregation", Journal of Mathematical
Sociology (1971), vol. I, p. 143186; Thomas Schelling, Micromotives and Macrobehavior (New York:
W.W. Norton, 1978); Jonathan Crane, "The Epidemic Theory of Ghettos and Neighborhood Effects on
Dropping Out and Teenage Childbearing", American Journal of Sociology (1989), vol. 95, no. 5,
p. 12261259.
1.
. 33.
Gabriel
Rotello, Sexual Ecology: AIDS and the Density of Gay Men (New York: Penguin Books, 1997).
-
Mortality and Morbidity Weekly Report , "Outbreak of Primary and Secondary
Syphilis Baltimore City", Maryland, 1995", March 1, 1996.
. 38.
Richard Koch, The 80/20 Principle: The Art of Achieving More with Less (New York: Bantam,
1998).
John Potteratt, "Gonorrhea as a social disease", Sexually Transmitted Diseases (1985), vol. 12,
no. 25.
. 41.
Randy Shilts, And the Band Played On (New York: St Martins Press, 1987).
. 43.
Jaap Goudsmit, Viral Sex: The Nature of AIDS (New York: Oxford Press, 1997), p. 2537.
. 46.
Richard Kluger, Ashes to Ashes (New York: Alfred A. Knopf, 1996), p. 158159.
. 48.
A. M. Rosenthal, Thirty-Eight Witnesses (New York: McGraw-Hill, 1964).
. 49.
John Darley and Bibb Latane, "Bystander Intervention in Emergencies: Diffusion of Responsibility",
Journal of Personality and Social Psychology (1968), vol. 8, p. 377383.
2.
. 53.
David Hackett Fischer,
Paul Reveres Ride (New York: Oxford University Press, 1994).
. 58.
Stanley Milgram, "The Small World Problem", Psychology Today (1967), vol. I, p. 6060.
Manfred Kochen (ed.), The Small
World (Norwood, New-Jersey: Ablex Publishing Corp., 1989).
. 60.

Carol Werner and Pat Parmelee, "Similarity of Activity Preferences Among Friends: Those Who
Play Together Stay Together", Social Psychology Quarterly (1979), vol. 42, no. I, p. 6266.
. 74.

. Oracle of Bacon at Virginia.
www.cs.virginia.edu/oracle.
. 82.
Mark Granovetter, Getting a Job (Chicago: University of Chicago Press, 1995).
. 91.
: J. Jeffrey
Inman, Leigh McAlicter, and Wayne D. Hoyer, "Promotion Signal: Proxy for a Price Cut?", Journal of
Consumer Research (1990), vol. 17, p. 7481.
. 92.
.
:
Lawrence F. Feick and Linda L. Price, "The Market Maven: A Diffuser of Marketplace Information",
Journal of Marketing (January 1987), vol. 51, p. 8397;
Robin A. Higie, Lawrence F. Feick, and Linda L. Price, "Types and Amount of Word-of-Mouth
Community About Retailers", Journal of Retailing (Fall 1987), vol. 63, no. 3, p. 260278;
Linda L. Price, Lawrence F. Feick, and Audrey Guskey, "Everyday Market Helping Behavior",
Journal of Public Policy and Marketing, vol. 14, no. 2, p. 255266.
. 108.
Brian Mullen et al., "Newscasters facial expressions and voting behavior of viewers: Can a smile
elect a President?", Journal of Personality and Social Psychology (1986), vol. 51, p. 291295.
. 114.
Gary L. Wells and Richard E. Petty, "The Effects of Overt Head Movements on Persuasion", Basic
and Applied Social Psychology (1980), vol. I, no. 3, p. 219230.
. 117.
William S. Condon, "Cultural Microrythms", in M. Davis (ed.), Interaction Rhythms: Periodicity in
Communicative Behavior (New York: Human Sciences Press, 1982), p. 5376.
. 122.
Elaine Hatfield, John T. Cacciopo, and Richard L. Rapson, Emotional Contagion (Cambridge:
Cambridge University Press, 1994).
. 124.
Howard Friedman et al., "Understanding and Assessing Nonverbal Expressiveness; The Affective
Communication Test", Journal of Personality and Social Psychology (1980), vol. 39, no. 2, p. 333351.
Howard Friedman and Ronald Riggio, "Effect of Individual Differences in Nonverbal
Expressiveness on Transmission of Emotion", Journal of Nonverbal Behavior (Winter 1981), vol. 6,
p. 96104.
3.
. 130.
" ", , Gerald Lesser,
Children and Television: Lessons from Sesame Street (New York: Vintage Books, 1975).
. Jim Henson, The Works: The Art, the Magic, the Imagination (New York; Random
House, 1993).
. 131.

 , " "
(
), ,
.
600 , 1980-.
, ( ),
, " " ,
, , .
, , ,
" " ,
, , , ,
.
" " 0,052. ,
, " " ,
, , .
- ,
, .
"Effects of Early Childhood Media Use on
Adolescent Achievement", by the Recontact Project of the University of Massachusets at Amherst and
the University of Kansas, Lawrence (1995).
. John C. Wright and Aletha C. Huston, "Effects of educational TV viewing of lower
income preschoolers on academic skills, school readiness, and school adjustment one to three years
later", A Report to Childrens Television Workshop, University of Kansas (1995).
. 135.
,
Columbia Records House (Lester Wunderman,
Being Direct: Making Advertising Pay (New York: Random House, 1996), chapters 10 and 11).
. 138.
Howard Levanthal, Robert Singer, and Susan Jones, "Effects on Fear and Specifity of
Recommendation Upon Attitudes and Behavior", Journal of Personality and Social Psychology (1965),
vol. 2, no. I, p. 2029.
. 144.
: Daniel Anderson and Elizabeth
Lorch, "Looking at Television: Action or Reaction?" in Childrens Understanding of Television:
Research on Attention and Comprehension (New York: Academic Press, 1983).
. 147.
. , , Edward Palmer, "Formative Research in
Educational Television Production: The Experience of CTW, in W. Schramm (ed.,), Quality in
Instructional Television (Honolulu: University Press of Hawaii, 1972), p. 165187.
. 154.

: Barbara N. Flagg, "Formative Evaluation of Sesame Street Using Eye Movement Photography",
in J. Baggaley (ed.), Experimental Research in Television Instruction , vol. 5 (Montreal, Canada:
Concordia Research, 1982).
. 163.
Ellen Markman, Categorization and Naming, in Children (Cambridge, MIT Press, 1989).

. 168.
Nelson, Katherine (ed.), Narratives from the Crib (Cambridge: Harvard University Press, 1989),
. Bruner and Lucariello, Feldman.
4. ( 1)
.188.
, , :
Fletcher, A Crime of Self Defense (New York: Free Press, 1988).
Lillian Rubin, Quiet Rage: Bernie Goetz in a lime of Madness (New York: Farrar, Straus and
Giroux, 1986).
.190.
-:
Michael Messing, "The Blue Revolution", New York Review of Books , November 19, 1998, p. 32
34;
William Bratton, Turnaround: How Americas Top Cop Reversed the Crime Epidemic (New York:
Random House, 1998), p. 141.
. 194.
Malcolm Gladwell, "The Tipping Point", The New Yorker , June 3, 1996, p. 3239.
www.gladwell.com.
-: William Bratton and William Andrews, "What Weve
Learned about Policing", City Journal, Spring 1999, p. 25.
. 197.
George L. Kelling and Catherine M. Coles, Fixing Broken Windows (New York: Touchstone,
1996), p. 20.
. 211.
. : Craig Haney, Curtis Banks, and Philip Zimbardo,
"Interpersonal Dynamics in a Simulated Prison", International Journal of Criminology end Penology
(1973), no. 1, p. 73. : CBS 60 Minutes, August 30,
1998, "The Stanford Prison Experiment".
. 215.

Hugh Hartshorne and Mark May, "Studies in the Organization of Character", in H. Munsinger (ed.),
Readings in Child Development (New York: Holt Rinehart and Winston, 1971), p. 190197.
Hugh Hartshorne and Mark May, Studies in the Nature of
Character, vol. 1, Studies in Deceit (New York: Macmillan, 1928).
. 220.
- Robin Dunbar, The
Trouble with Science (Cambridge: Harvard University Press, 1995), 6 7.
. 222.
: Richard E. Nisbett and Lee Ross, The
Person and the Situation (Philadelphia: Temple University Press, 1991).
. 223.
Lee D. Ross, Teresa M. Amabile, and Julia L.
Steinmets "Social Roles, Social Control, and Biases in Social Perception Process", Journal of
Personality and Social Psychology (1977), vol. 35, no. 7, p. 485494.
. 224.
Judith Rich Harris, The Nurture

Assumption (New York: Free Press, 1998), p. 365.

. 225.
Walter Mischel "Continuity and Change in Personality", American Psychologist (1969), vol. 24,
p. 10121017.
. 226.
John Darley and Daniel Batson, "From Jerusalem to Jericho: A study of situational and positional
variables in helping behavior", Journal of Personality and Social Psychology (1973), vol. 27, p. 100
119.
. 233.
Myra Friedman, "My Neighbor Bernie Goetz", New York, February 18, 1985, p. 3541.
5. ( 2)
. 244.
George A. Mi1ler, "The Magical Number Seven", Psychological Review (March 1956), vol. 63,
no. 2.
. 245.
Buys and K. L. Larsen "Human Sympathy Groups", Psychology Reports (1979), vol. 45, p 547553.
. 246.
S. L. Washburn and R. Moore, Ape into Man (Boston: Little, Brown, 1973).
. . ,
R. L. Dunbar, "Neocortex size as a constraint on group size in primates", Journal of
Human Evolution (1992), vol. 20, p. 469493,
- : Robin Dunbar, Grooming,
Gossip, and the Evolution of Language (Cambridge: Harvard University Press, 1996).
. 259.
Daniel Wegner, "Transactive Memory in Close Relationships", Journal of Personality and Social
Psychology (1991), vol. 61, no. 6, p. 923929. . :
Daniel Wegner, "Transactive Memory: A Contemporary Analysis of the Group Mind", in Brian Mullen
and George Goethals (ed.), Theories of Group Behavior (New York: Springer-Verlag, 1987), p. 200
201.
6. : ,
. 271.
Bruce Ryan and Neal Gross, "The Diffusion of Hybrid Seed Corn in Two Iowa Communities", Rural
Sociology (1943), vol. 1, p. 1524.
(
) Everett Rogers, Diffusion of Innovation (New York: Free Press, 1995).
. 273.
Geoffrey Moore, Crossing the Chasm (New York: HarperCollins, 1991), p. 914.
2006 .
. 277.
Gordon Allport and Leo Postman, The Psychology of Rumor (New York, Henry Holt, 1947),
p. 135158.
. 282.
Thomas Valente, Robert K. Foreman, and Benjamin Junge, "Satellite Exchange in the Baltimore
Needle Exchange Program", Public Health Reports, in press.
7. : ,

. 298.

, Donald H. Rubinstein, "Love and Suffering: Adolescent Socialization
and Suicide in Micronesia", Contemporary Pacific (Spring 1995), vol. 7, no. l, p. 2153.
. 300.
Donald H. Rubinstein, "Epidemic Suicide Among Micronesian Adolescents", Social Science and
Medicine (1993), vol. 17, p. 664.
. 302.
W. Kip Viscusi, Smoking: Making the Risky Decision (New York: Oxford University Press, 1992),
p. 6178.
. 303.

, " ". ,
, , 1998 ,
( 18 ),
, 708 1988 1,2 1996 ,
73 %. . 1996 77
. 1988
51 1000. , -
, 67 1000, 1977 , , 44
1000, 1983. ("New teen smokers up 73 percent": Associated Press, October 9, 1998). ,
( ).
(Harvard School of Public Health, Journal of the American Medical Association, November 18, 1998)

, 30 . 1993
22,3 %. 1997 28,5 %.
. 304.

: D. P. Phillips "The Influence of Suggestion on Suicide: Substantive and Theoretical
Implications of the Werther Effect", American Sociological Review (1974), vol. 39, p. 340354.
( , )
: David P. Phillips, "Suicide, Motor Vehicle
Fatalities, and the Mass Media: Evidence toward a Theory of Suggestion", American Journal of
Sociology (1979), vol. 84, no. 5, p. 11501174.
. 307.
V. R. Ashton and S. Donnan, "Suicide by burning as an epidemic phenomenon: An analysis of 82
deaths and inquests in England and Wales in 19781979", Psychological Medicine (1981), vol. 11,
p. 735739.
. 308.
Norman Kreitman, Peter Smith, and Eng-Seong Tan. "Attempted Suicide as Language: An Empirical
Study", British Journal of Psychiatry (1970), vol. 11, p. 463473.
. 314.
H. J. Eysenck, Smoking, Health and Personality, (New York, Basic Books, 1965), p. 80.
: David Krogh, "Smoking: The Artificial Passion", p. 107.
. 315.

 : . J. Eysenck, Smoking, Personality and

Stress (New York: W. H. Freeman, 1991).
. 319.
Ovide Pomerleau, Cynthia Pomerleau, Rebecca Namenek, "Early Experiences with Tobacco among
Women Smokers, Ex-smokers, and Never-smokers", Addiction (1998), vol. 93, no. 4, p. 595601.
. 321.
Saul Shiffman, Jean A. Paty, Jon D. Kassel, Maryann Gnys, and Monica Zettler-Segal, "Smoking
Behavior and Smoking History of Tobacco Chippers", Experimental and Clinical Psychopharmacology
(1994), vol. 2, no. 2, p. 139.
. 325.
Judith Rich Harris. The Nurture Assumption.
. 329.
David C. Rowe, The Limits of Family Influence (New York: Guilford Press, 1994). .
.
. 332.
Alexander H. Glassman, F. Sterner. B. T Walsh et al., "Heavy smokers, smoking cessation, and
clonidine: results of a double-blind, randomized trial", Journal of the American Medical Association
(1988), vol. 259, p. 28632866.
. 335.
Alexander H. Glassman, John E. Helzer, Lirio Covey et al., "Smoking, Smoking Cessation, and
Major Depression", Journal of the American Medical Association (1990), vol. 264, p 15461549.
. 336.
Wendy Fidler, Lynn Michell, Gillian Raab, Ann Chariton, "Smoking: A Special Need?", British
Journal of Addiction (1992), vol. 87, p. 15831591.
. 337.
: Neal
L. Benowitz and Jack Henningfield, "Establishing a nicotine threshold for addiction", New England
Journal of Medicine (1994), vol. 331, p. 123125. . Jack Henningfield, Neal Benowitz, and
John Slade "Report to the American Medical Association: Reducing Illness and Death Caused by
Cigarettes by Reducing Their Nicotine Content" (1997).
. 341.
.
Dirk Chase Eldredge, Ending the War on Drugs, (Bridgehampton, New York: Bridge Works Publishing,
1998), p. 117.
. 342.
Rubinstein, "Epidemic Suicide Among Micronesian Adolescents", p. 664.

notes

1
, - ,
( 1987 ) 1990
(Council of Fashion Designers of America CFDA).
Unzipped("", 1995) . 1998
. "
" ( Dream Works ),

. , .
. .

2
, (. 1948) - . 1971
. 1985 .
D, DKNY Classic, DKNY Active. . .

3
, -,
, . ,
. ,
. (
). . .

4
,
. , .
,
. . .

5
( "Winston tastes good like a cigarette should".
. .)

6
. . .

7
. . / . . .: , 2001,
- 336 . . .

8
. 58.
Stanley Milgram, "The Small World Problem", Psychology Today (1967), vol. I, p. 6060.
Manfred Kochen (ed.), The Small
World (Norwood, New-Jersey: Ablex Publishing Corp., 1989).

9
. 60.
Carol Werner and Pat Parmelee, "Similarity of Activity Preferences Among Friends: Those Who
Play Together Stay Together", Social Psychology Quarterly (1979), vol. 42, no. I, p. 6266.

10
( ; 18981937) .
,
(18961937).
, , . . .

11
. 74.

. Oracle of Bacon at Virginia.
www.cs.virginia.edu/oracle.

12
. 82.
Mark Granovetter, Getting a Job (Chicago: University of Chicago Press, 1995).

13
. 91.
: J. Jeffrey
Inman, Leigh McAlicter, and Wayne D. Hoyer, "Promotion Signal: Proxy for a Price Cut?", Journal of
Consumer Research (1990), vol. 17, p. 7481.

14
. 92.
.
:
Lawrence F. Feick and Linda L. Price, "The Market Maven: A Diffuser of Marketplace Information",
Journal of Marketing (January 1987), vol. 51, p. 8397;
Robin A. Higie, Lawrence F. Feick, and Linda L. Price, "Types and Amount of Word-of-Mouth
Community About Retailers", Journal of Retailing (Fall 1987), vol. 63, no. 3, p. 260278;
Linda L. Price, Lawrence F. Feick, and Audrey Guskey, "Everyday Market Helping Behavior",
Journal of Public Policy and Marketing, vol. 14, no. 2, p. 255266.

15
. 108.
Brian Mullen et al., "Newscasters facial expressions and voting behavior of viewers: Can a smile
elect a President?", Journal of Personality and Social Psychology (1986), vol. 51, p. 291295.

16
. 114.
Gary L. Wells and Richard E. Petty, "The Effects of Overt Head Movements on Persuasion", Basic
and Applied Social Psychology (1980), vol. I, no. 3, p. 219230.

17
,
, " " . . .

18
,
,
, , , .,
. . .

19
. 117.
William S. Condon, "Cultural Microrythms", in M. Davis (ed.), Interaction Rhythms: Periodicity in
Communicative Behavior (New York: Human Sciences Press, 1982), p. 5376.

20

. ( )
, . . .

21
. 122.
Elaine Hatfield, John T. Cacciopo, and Richard L. Rapson, Emotional Contagion (Cambridge:
Cambridge University Press, 1994).

22
. 124.
Howard Friedman et al., "Understanding and Assessing Nonverbal Expressiveness; The Affective
Communication Test", Journal of Personality and Social Psychology (1980), vol. 39, no. 2, p. 333351.
Howard Friedman and Ronald Riggio, "Effect of Individual Differences in Nonverbal
Expressiveness on Transmission of Emotion", Journal of Nonverbal Behavior (Winter 1981), vol. 6,
p. 96104.

23
. 130.
" ", , Gerald Lesser,
Children and Television: Lessons from Sesame Street (New York: Vintage Books, 1975).
. Jim Henson, The Works: The Art, the Magic, the Imagination (New York; Random
House, 1993).

24
. 131.
, " "
(
), ,
.
600 , 1980-.
, ( ),
, " " ,
, , .
, , ,
" " ,
, , , ,
.
" " 0,052. ,
, " " ,
, , .
- ,
, .
"Effects of Early Childhood Media Use on
Adolescent Achievement", by the Recontact Project of the University of Massachusets at Amherst and
the University of Kansas, Lawrence (1995).
. John C. Wright and Aletha C. Huston, "Effects of educational TV viewing of lower
income preschoolers on academic skills, school readiness, and school adjustment one to three years
later", A Report to Childrens Television Workshop, University of Kansas (1995).

25
,
. . .

26
. 133.
,
Columbia Records House (Lester Wunderman,
Being Direct: Making Advertising Pay (New York: Random House, 1996), chapters 10 and 11).

27
-, . . .

28
. 138.
Howard Levanthal, Robert Singer, and Susan Jones, "Effects on Fear and Specifity of
Recommendation Upon Attitudes and Behavior", Journal of Personality and Social Psychology (1965),
vol. 2, no. I, p. 2029.

29
. 144.
: Daniel Anderson and Elizabeth
Lorch, "Looking at Television: Action or Reaction?" in Childrens Understanding of Television:
Research on Attention and Comprehension (New York: Academic Press, 1983).

30
. 147.
. , , Edward Palmer, "Formative Research in
Educational Television Production: The Experience of CTW, in W. Schramm (ed.,), Quality in
Instructional Television (Honolulu: University Press of Hawaii, 1972), p. 165187.

31
(, . . .)

32
(, . . .)

33
( , . . .)

34
. 154.

: Barbara N. Flagg, "Formative Evaluation of Sesame Street Using Eye Movement Photography",
in J. Baggaley (ed.), Experimental Research in Television Instruction , vol. 5 (Montreal, Canada:
Concordia Research, 1982).

35
(blue , . . .)

36
. 163.
Ellen Markman, Categorization and Naming, in Children (Cambridge, MIT Press, 1989).

37
, (18961980) ,
(, ).
. :
, , ( .
. / . . . .: ,
1994), ( . . , .: -, 1994),
(.:-, 2002), ( .
. , .: , 2003) . . .

38
, (. 1915) ,
. ,
, ,
. : A Study of Thinking (1956), The Process of Education (1960), On Knowing
Essays for the Left Hand (1962), Studies in Cognitive Growth (1966), Toward a Theory of Instruction
(1966), Processes of Cognitive Growth (1966), Poverty and Childhood (1970), Beyond the Information
Given: Studies in the Psychology of Knowing (1973), In Search of Mind: Essays in Autobiography
(1983), Actual Minds (1986), Acts of Meaning (1990). . .

39
. 168.
Nelson, Katherine (ed.), Narratives from the Crib (Cambridge: Harvard University Press, 1989),
. Bruner and Lucariello, Feldman.

40
. 188.
, , :
Fletcher, A Crime of Self Defense (New York: Free Press, 1988).
Lillian Rubin, Quiet Rage: Bernie Goetz in a lime of Madness (New York: Farrar, Straus and
Giroux, 1986).

41
. 190.
-:
Michael Messing, "The Blue Revolution", New York Review of Books , November 19, 1998, p. 32
34;
William Bratton, Turnaround: How Americas Top Cop Reversed the Crime Epidemic (New York:
Random House, 1998), p. 141.

42
. 194.
Malcolm Gladwell, "The Tipping Point", The New Yorker , June 3, 1996, p. 3239.
www.gladwell.com.
-: William Bratton and William Andrews, "What Weve
Learned about Policing", City Journal, Spring 1999, p. 25.

43
. 197.
George L. Kelling and Catherine M. Coles, Fixing Broken Windows (New York: Touchstone,
1996), p. 20.

44
, (. 1933) .
: .
(.: , 1991). . .

45
. 211.
. : Craig Haney, Curtis Banks, and Philip Zimbardo,
"Interpersonal Dynamics in a Simulated Prison", International Journal of Criminology end Penology
(1973), no. 1, p. 73. : CBS 60 Minutes, August 30,
1998, "The Stanford Prison Experiment".

46
. . .

47
. 215.

Hugh Hartshorne and Mark May, "Studies in the Organization of Character", in H. Munsinger (ed.),
Readings in Child Development (New York: Holt Rinehart and Winston, 1971), p. 190197.
Hugh Hartshorne and Mark May, Studies in the Nature of
Character, vol. 1, Studies in Deceit (New York: Macmillan, 1928).

48
SAT , . .

49
() . 1337 ,
1512 . 33 ,
. , .
(, ) ; . .

50
. 220.
- Robin Dunbar, The
Trouble with Science (Cambridge: Harvard University Press, 1995), 6 7.

51
. 222.
: Richard E. Nisbett and Lee Ross, The
Person and the Situation (Philadelphia: Temple University Press, 1991).

52
. 223.
Lee D. Ross, Teresa M. Amabile, and Julia L.
Steinmets "Social Roles, Social Control, and Biases in Social Perception Process", Journal of
Personality and Social Psychology (1977), vol. 35, no. 7, p. 485494.

53
. 224.
Judith Rich Harris, The Nurture
Assumption (New York: Free Press, 1998), p. 365.

54
, (. 1930) ,
. Personality and Assessment (1968)
,
. . .

55
. 225.
Walter Mischel "Continuity and Change in Personality", American Psychologist (1969), vol. 24,
p. 10121017.

56
. 226.
John Darley and Daniel Batson, "From Jerusalem to Jericho: A study of situational and positional
variables in helping behavior", Journal of Personality and Social Psychology (1973), vol. 27, p. 100
119.

57
. 233.
Myra Friedman, "My Neighbor Bernie Goetz", New York, February 18, 1985, p. 3541.

58
, (. 1920) ,
. ,
. , ,
,
. ,
7 1 4 1 2 1 9 9 7 ,
, : (7 ),
(14 ), (12), (1997). , ,
, , . . .

59
. 244.
George A. Mi1ler, "The Magical Number Seven", Psychological Review (March 1956), vol. 63,
no. 2.

60
, (18471922) .
, 1871 . 1876
. . .

61
. 245.
Buys and K. L. Larsen "Human Sympathy Groups", Psychology Reports (1979), vol. 45, p 547553.

62
. 246.
S. L. Washburn and R. Moore, Ape into Man (Boston: Little, Brown, 1973).
. . ,
R. L. Dunbar, "Neocortex size as a constraint on group size in primates", Journal of
Human Evolution (1992), vol. 20, p. 469493,
- : Robin Dunbar, Grooming,
Gossip, and the Evolution of Language (Cambridge: Harvard University Press, 1996).

63
( . . . .)

64
. 259.
Daniel Wegner, "Transactive Memory in Close Relationships", Journal of Personality and Social
Psychology (1991), vol. 61, no. 6, p. 923929. . :
Daniel Wegner, "Transactive Memory: A Contemporary Analysis of the Group Mind", in Brian Mullen
and George Goethals (ed.), Theories of Group Behavior (New York: Springer-Verlag, 1987), p. 200
201.

65
( , . . .)

66
. ., . /
. . .: , 2004. 432 .

67
. 271.
Bruce Ryan and Neal Gross, "The Diffusion of Hybrid Seed Corn in Two Iowa Communities", Rural
Sociology (1943), vol. 1, p. 1524.
(
) Everett Rogers, Diffusion of Innovation (New York: Free Press, 1995).

68
. 273.
Geoffrey Moore, Crossing the Chasm (New York: HarperCollins, 1991), p. 914.
2006 .

69
. : -
. , 2006.

70
. 277.
Gordon Allport and Leo Postman, The Psychology of Rumor (New York, Henry Holt, 1947),
p. 135158.

71
, (18971967) ,
, . . .

72
( . Gestalt , ) (. .
) . . .

73
. 282.
Thomas Valente, Robert K. Foreman, and Benjamin Junge, "Satellite Exchange in the Baltimore
Needle Exchange Program", Public Health Reports, in press.

74
, (18941963) . "
" (1921), " " (1923) (1928). ",
" (1932). " " (1955), (1962). . .

75

, 4 1947
. . .

76
. 298.

, Donald H. Rubinstein, "Love and Suffering: Adolescent Socialization
and Suicide in Micronesia", Contemporary Pacific (Spring 1995), vol. 7, no. l, p. 2153.

77
. 300.
Donald H. Rubinstein, "Epidemic Suicide Among Micronesian Adolescents", Social Science and
Medicine (1993), vol. 17, p. 664.

78
. 302.
W. Kip Viscusi, Smoking: Making the Risky Decision (New York: Oxford University Press, 1992),
p. 6178.

79
. 303.

, " ". ,
, , 1998 ,
( 18 ),
, 708 1988 1,2 1996 ,
73 %. . 1996 77
. 1988
51 1000. , -
, 67 1000, 1977 , , 44
1000, 1983. ("New teen smokers up 73 percent": Associated Press, October 9, 1998). ,
( ).
(Harvard School of Public Health, Journal of the American Medical Association, November 18, 1998)

, 30 . 1993
22,3 %. 1997 28,5 %.

80
. 304.

: D. P. Phillips "The Influence of Suggestion on Suicide: Substantive and Theoretical
Implications of the Werther Effect", American Sociological Review (1974), vol. 39, p. 340354.
( , )
: David P. Phillips, "Suicide, Motor Vehicle
Fatalities, and the Mass Media: Evidence toward a Theory of Suggestion", American Journal of
Sociology (1979), vol. 84, no. 5, p. 11501174.

81
. 307.
V. R. Ashton and S. Donnan, "Suicide by burning as an epidemic phenomenon: An analysis of 82
deaths and inquests in England and Wales in 19781979", Psychological Medicine (1981), vol. 11,
p. 735739.

82
. 308.
Norman Kreitman, Peter Smith, and Eng-Seong Tan. "Attempted Suicide as Language: An Empirical
Study", British Journal of Psychiatry (1970), vol. 11, p. 463473.

83
, .
, .
. .

84
, (19161997) ,
. ,
:
( , ,
, ). . .

85
. 314.
H. J. Eysenck, Smoking, Health and Personality, (New York, Basic Books, 1965), p. 80.
: David Krogh, "Smoking: The Artificial Passion", p. 107.

86
. 315.
: . J. Eysenck, Smoking, Personality and
Stress (New York: W. H. Freeman, 1991).

87
. 319.
Ovide Pomerleau, Cynthia Pomerleau, Rebecca Namenek, "Early Experiences with Tobacco among
Women Smokers, Ex-smokers, and Never-smokers", Addiction (1998), vol. 93, no. 4, p. 595601.

88
. 321.
Saul Shiffman, Jean A. Paty, Jon D. Kassel, Maryann Gnys, and Monica Zettler-Segal, "Smoking
Behavior and Smoking History of Tobacco Chippers", Experimental and Clinical Psychopharmacology
(1994), vol. 2, no. 2, p. 139.

89
. 325.
Judith Rich Harris. The Nurture Assumption.

90
. 329.
David C. Rowe, The Limits of Family Influence (New York: Guilford Press, 1994). .
.

91
. 332.
Alexander H. Glassman, F. Sterner. B. T Walsh et al., "Heavy smokers, smoking cessation, and
clonidine: results of a double-blind, randomized trial", Journal of the American Medical Association
(1988), vol. 259, p. 28632866.

92
. 335.
Alexander H. Glassman, John E. Helzer, Lirio Covey et al., "Smoking, Smoking Cessation, and
Major Depression", Journal of the American Medical Association (1990), vol. 264, p 15461549.

93
. 336.
Wendy Fidler, Lynn Michell, Gillian Raab, Ann Chariton, "Smoking: A Special Need?", British
Journal of Addiction (1992), vol. 87, p. 15831591.

94
. 337.
: Neal
L. Benowitz and Jack Henningfield, "Establishing a nicotine threshold for addiction", New England
Journal of Medicine (1994), vol. 331, p. 123125. . Jack Henningfield, Neal Benowitz, and
John Slade "Report to the American Medical Association: Reducing Illness and Death Caused by
Cigarettes by Reducing Their Nicotine Content" (1997).

95
. 341.
.
Dirk Chase Eldredge, Ending the War on Drugs, (Bridgehampton, New York: Bridge Works Publishing,
1998), p. 117.

96
. 342.
Rubinstein, "Epidemic Suicide Among Micronesian Adolescents", p. 664.

97
( , . .).

98
. . .
. . . .:
, 2007.