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THE POWER OF PERSUASION How We're Bought and Sold ROBERT LEVINE, PH. D. ® MEXAHHS Mot MARMNYASAQHK SAMmUmhA Othe 4YH0L0 EAURHUA POBEPT NEBHH 146 FTEE 13K BBK (10)8853, 1136 YAK 316.47 Koumorepuoe usaarenterno “anes an. pexanaute HLM. Maxapoca Tlepenox eanranitcxoro LA. eomspesoi i IO.A, Mooncxoi Tox pesaxiuielt EA. Yepmenno Tro 6a nonpocan o6pauafirec sseavemerwo "eaten" no alpecat: infofiilektika.com, hup;//wwwialetika com 115419, Mocxna, 8/5783; 08150, Knew, a/ 152 eau, Poser B. 3136 Mexaincow sammy namnr:sanyera or cyoco aut: Hep. M:000*HL1 Busse", 2007, — 432 ¢: 101. ~ Tlapan BN 978-5-8459-1173-5 (pye) Kira Mexomsioy noms amgona om yor eas 2 nanareelea}jeeeionos opurnierctneanet noes Soreane yee ener seam pec aD ‘soc an eee aro tp. 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Vekycerso conporuanenua, vit Henpowensie coserst ‘ana sauyTo! ot yGexaeHnn 3a npeesanat npexocrepenenit Koasocr® Meros npronsxt Cuerapine Opaberimae xpurecxoe nnntzennte Tlyaaite xan yen Haysrrecs bopsanponars co0% npobsexgy pss To¥ek apes uagere nporsopesi Tpynonoe marnzenne A po accrues xorire never? 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Mut aurem nanx KosenrapHen M HaneeMes xa nits, Bat MoxeTe npHicaaTs Wam Gysaoxwoe HLT aAeKTPOHHOE MHICHMO auGo npocro wocenis aut Web-cepaep x ocranitts cBor 3a- ‘estar Tan, OM C1000, LOGS YADGNBIM LA RAC CTOCO- Gos saitre naM sia, HpaRncves HUH HET want ITA KHMATA, | TARKE BHICKAPRHTe CBOE AHEM O TOM, Kak CAesaTH NMI KiRHTH Gone eTepectiM JL Rae Tloceian nico tu cooGuenue, we aa6yabre yxaaarh 1a sane RHI M ee asropos, a TaKcKe nau o6parnisit ape. Mut siiiMtaTerbHo OsHaKOMINCH C HANI MHeHIEN H O6R:TEAHO -ytreM ero mpi orGope u no,roToRKe k waaaHHIO HecHeRyIONUX snr, Haunt koopa E-mail info@dialcktika.com www: http://wwwedialektika.com Mupopscanis as mscons: wa Pocemm: 115419, Mocks, a/n 783 a Yepanms: 03150, Kuen, a/a 152 TABA NEPBAA VUnnio3na HeyA3BUMOCTH, vin Kak He 6biTb nerkonepHbim? On ne nomaeu 60 u @cx01a ¢ maxozo pacem. Fevepan Jbxou B. Connie (nocaesnme cova oduepa Osee meno apannt pene Tparctaicxol volt, "povzanecenuze wae wo spens Tewci.nssanexol it, 1864 8.) 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HI TYT ke ‘uintican emy ex. Yerpanterite Henoa0x 8 MOeM KANE 28 ‘ua0 ne Goze 20 smyr. (Cryers ua ate cosa yeepsto rpyawuies sas epoMM cm ‘cxos anamenmriix Crapinox Bparses. 1 pasaysaunan, ocrasto bufTbca aM B enoeM KYPCe Ha HCTOpuAAX UpecryMMUKOD-MeHxO- rnarou. Mu Mor Gut paceMorpent upectynesis Bocrorckoro AAyuuereas, sarem Xuenrcaitekoro Ayres i Bneaaniio se scnowmiie Mapuo, u, Kak exasan Ont Typy ICT Bepuep Dpxapx’, eme oxi aacrep wawniny anti, do-wens Jowso, 4 noanonna & KoMMAHHO, npexocraRAAOMy%o yeayrt “wreTitmbuuikos zexMoxonos. Tas Mixkoraa Me CBM HILO Ka- owt Mapio. 5 1aGpaz womep yuosmooyenworo mpencranitest eporpanoaupocuerzena” Bepnepa Spxapaa SCT (Spuapsacesmap-pe aaa nas cone eer") heaer ayaine np pas Doan ret newsorepanemrecan sto Ilse spores ut “hoop yi, aars ycTunan nneANIOE NepeEMNE,KOTOROE ‘pahopupser nx ns pune pe. Hanovin neyrsbumocm. a yrGorsnoit muri. Tor 2€¢ orner. Toros noapoun » soit Gawx. Kar x cneaonaro oxizars, Mol Nex y2ke OGHAITILUE 250 aoaapos sa GpuxoHo? (Onarte oxasavicst 8 aypaxax! Ho # we xaz1e 0 cso 250 soasapax, omM Gx oTpaS ‘yeti € noahgolt. Xorb avo 1 He cas euIeRas MpHBLIRKA OT ‘Gyaita, Ho K10 aHaeT, Ho CKO.NEKO Aue OGoueest Gar ee OHHH ‘rakoll Mapio, Kpome Toro, apa 2i a70lt xostt oxasas10ce 0- craTONHO Ha Be} MOH 2kNGHTE ~ NOpolt st Ga1saI0 Henpocritrent- no terkoneprtant, Ho ocae noxymen Epuxouo aot sity tpedenit cura Tpenors B conmurreabini cirryaNWax cra KmOVTECA ayoro Guterpee, vem pane ‘Boutee toro, Mapito pacimupri moe mivenite KoHTpoms Co: anannia, Craxo scuo, vo "Comanosas nenxonorist ~ 1984” Rowokiia Guta craTh YeM-To GosrbuIID, eM MpocTO paccia 0 ‘eonapunix Crapunx Bparbax. B conpesenion mupe on nowrit epecram mpeneranaiaT® su Hae OlacKOCTE, TOTOMY TO Mbt aysiu x pacnosutasars, Mus cnocoGast packycitT» caMo~ ro HekyeHoro Mantnyastopa ¢ noaycaoza. H camyio Gosemy® \Yrpoay mpencranasior sosM, K Berpeve ¢ KOTOpHIN MBI He roropil. 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Bo-neppnix, Mens nopaaio ero oGamune — crioxolinoe Honexenie ceMBAIIIHa, aaecyn- aoIteTO OBEpHET H He BLEAKIaANOIUETO HIKAKIN HOAOApedt Bo-nropsix, om Tepneauno 1 ocropoxkwo exhopatuiponsut Kort ‘TeKCT, B KOTOPOM HepeaoUoe Crato BBIKAAAETh Peaorto, KoH TeKcr, Te. To, M70 HaxoaitTea “MeKAY", UpeacraBaReT coboIt ‘cao saewenr nenxororit yeasens, Ocobenmocta ero osatelicTuust na swxeit cocrannsior aasurrensayio Yate che: PB counasni0H nenxo.torui, 8 Koxopoll a paGorato, a TaKoKe stot xnuri, Eeant Got Maputo ae mpuses npeayesorpitresiiio OBO B MOAKSY CBOCTO KOMMEPYECKOTD NPEATOREILIN Kon aimantiest 6puxono, a nave 6x1 Mize npocrot “xo.oxwbl wt au, KaK 3To pacpocrpaueno » Toproaae; ees Gia a wexperita ‘Mapsto npa apyrux o6crosrentermax (Toph oveb ake 0- ouura On), He sanyabinance orKasiut Gis eMy. Ho, kak rOBO- tia nos GaSymnxa, ecm Gis y mens Gatto veriape Komneca, noi 611 abro6ycou. Haxoueu, a-rperbix, Mapno noeaerm.tocb Nompirrsca w Tor MoMe%tT, Kora, sausrTath \bseaNO o rpO3HthIx Crap Bparesx, soit yar nesenio o6eaopy:xia Mew nepex TARO APY RECKHB aateNneM, Treuxonornueckoe oGeaopynsauite roroenr no¥sy 2a yOexaens. 2KecroKas Npows CYAKGM SaktOMAETER 6 TOM, ‘To HanGoree YasuIMM Mix TMeHHO Tora, Kora MONTH He omymaes Kaxoli Git 70 Ki Gitx0 onacHoctn, K coxatenu0, uxv03uH neyareunocmu CXYUT ROCTATONMO TO*LAs OM1PEAE- aerireat enoxofluoro cocrosiai, Hecaexowann riokasa.t, To fs uemox anoqu ckouH Repu, “tro uenpHTTHOCTH c GombaNet ‘epoaTiocrsio ponsoflayT ¢ apyrunat, Wen ¢ HHI CaN, ‘Onmpases ua nopaatireson saoxausl cuuTaer, 470 y Hero MeHBIMe icon crak xepTHO!, ‘tem y 0Goro apyroro Hanpustep, uccnexonauus chuaereaserayit: Kora ews saxoaur 0 Gosesniax, emepri, paaBoue, HekeraTembHoit Manown neyrasumocmu. Fy Gepememioern, novepe paGorss H MpupostHMK KarAKAMSMAX, ulorute mo cuIrraior, To OH MeNee ToaHepxeNt oTACHOC- "H, sea apyrue, Sa6oxeaanus, Boswunnicrno sone vepsr Mensunyio oA epikelliiocTs ACeROANO:KIINM FanesHsIN — OF BOCIANENHS H aka serkux x0 exaGoynns 1 Goneanei ayGo8 [2]. floss rex, x10 ‘curaer, 10 OHH Menge oswepaeN pricky, Yea spyrOll Yeo: ek, Ho OTHontenito K TeM, kro cumTaeT ce6x Bose noaepAxC:H- init oromy pute, coe 4 y caysae paxa nerinx, Sf 8 cayuae rpunna, 5:1 p cay'ae nen Monat, 7:1 w cxyuae numten0- +o orpantenust w 911 p enysae Opowxsaxbuoit actu. Mora noaoGuue cyanenna ne amumeNbL onperereuKOr embcsta. Yrmepacras, 70 y x Menbue HIaHcoB 3aGoneT® paxom -1er- kes, HORM, oaMOARHO, NPHHIBIAIT Mel HO peAOTUpAuteNHO Toro saGaenaia, OxHako no MHOrHX CAY'ARX Epytna caMo- +o Gomtsitioro picka cocrort i: moze, eKpenwe yOexenNx » cooeit neymamuvocts. Hanpusep, ® oasiom Hecaenonasiun, nponetennom » ANCTpAAMH, OrpoNtoe ico KypHAMUIKO savin, 470 mx coGcrBeMIUAT puck aapaGoraT Pak sETKIX 1 apyrie Goslesni, RsERNNBLE € KYpeMHEM, HaNIHOrO MeHBitIe HO {pani ApyriMit KypHETUUKAAA. OGPeKTOM eILE Oxo ro necateronania, nponerenore w Coeamnennix Urarax Awepitki, cra KypILDaluNKi, mpoutesmite 8 KaMHHKAX seMe- nue of nary6xtoro npttcrpacrua, Te, kro Hla nosmyH oreasanes or aamusciimero yaacrus 0 uporpane, oueHiiaH pH BOAKHK: osetia sa6orepannti, enganbrs € Kypenten, HIP! avaze nporpamntt. 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Hx nompocut owen [epostiocr npHsMiceni u Gyyutes wpeata Hat CaM PY aM mo,p1Ne TARHM CTpaIAADAN IpMpoaMIANN KaTAK-TOMAMI, ak senierpacenine, Hepes tpi Hs locate nlepexToro wecuac: "tHe na mIyTKY Hovpacenme, wo yueTemme CACTI eceumicTiMeckH yeep AIM, TO Y RIX GOsBIE LIAHCOE 110- cerpaare or nonoGitax Tpareauis Gyayutem, Yes y XPYFH.10- Zeit. Ho Kora nw aaa ayer we Rompoe cnyeTa TPH Mecsma tnocre rewaansiix coGwril, okAxANOCS, 70 HULROSIN MeysSB- ocrit pospoauatc. Bce pecnoraeHra Gu1aM Yuepens 5 TOM, ‘rro seposrmoet HensiraT’ newTo MogoONoe B Gyaymest LAA 2 MEXAKHOMDI MAHHTYLUAK "nx CaNux sHasHETesHo MeMDMe, YEA UI OCTANE MAKTe:eFE Toro paitona [9] ‘Stor nepesens woano mposomxitt». Kak noKanBIBaHTT HCCAEIO- ‘arn, M1 esoOHeHHBaeM cHoH CoGCTHENTBIe MANE OMAK ‘oxasaica axeprnoll xaxofi-an6o Tpareauit — or eyxeGHor0 upe- ‘cacxonaimia 1 orpaGsten 0 naenNs ¢ BICOL, NepEsOMOR ocreit a Gectiiomuta, “Zhosu AYMAN, 70 nce CweprHs, KpOMe ncaa not Sasapa Aur | 10} ST ne yrepxaa, ¥ro Nauta HuLNOAKA NeyABBNMOCTH HEH ena, Hanpnnep, necaenosauus coMneTescTRYIOT 0 TOM, WTO xorta xeprsoit oGcrostesscrs craNoBHTCH KTO-T0 12 6AN2KHEX aM suOxeil, Ha ey&aeIULA KOpeNNEst OGpasoM MeHmOTEA, nat c Hempexoasuny neccHMIaMOM KaMHaeN paaMuILAAT ‘© mpesparuocrax cyab6ni, Dro ocoGenHo Xapaxtepuo jLiA Tex cayaes, KOTZa keprpa B YeN-TO Tloxoxka Ha Hae, Tak, CC: Ba Povecuk suesanHo yMupaeT OF HAKhapKFa, NpHEM Bade 3 ‘BecTHO, 470 OW Bes! NpHMEpKO TaKOML Ke OGpa ANNE, KaHe Ht 1, # avo roslowy Ha OTCeNeHHE, TO NAC HaUILY? OxOAERATH Ma [BaSHMDLIE MICA, #T0 ToRO6IIOe B TOGO! MOMENT NoxkeT MPO- Cyutecrayior rake orpomunie uiaunnayannie pasa ‘sus. Hexoropae moait emorpar m Gyayutee neceusirerirao, a Apyrue nposi.imor nemoxatin onruaMam. ("Kak nit yea a, 870 meGo ynaxo?” — cnpociia Tenun Tenn. “A singer 370 enous raasant, — orseriaa Maaenbicnit Lfumiewox. — A ea ia 970 CHONDH Yana. A ero KYCOYEK ake yas Ha MOK Gest \yio ro.108y™.) TIpimewaressHo, w10 opoi CROW YaaRIMOCTS -ayuuie ApyINX ollenuEaIOT casaue HeucTpaABHMbie HeCCHMHCTE, B xoxe oaworo neceaonanus anyx rpynn .voxeit — crpanavo ux aenpeceyefi m ncirieckat syoponbIx — yuacrHKoR H0- "Npociitu niekasar® cEOu npeaHonoxena oTHOciHTeAbHO TOTO, ® Maren nen Fe ea — sepa nonyaspuoro mya ea — Mpa ps, jo Hano2us weyssBumocmin. 3 ax Hx pocHPHUTIMANOT oKpyAaIOMUE. Kak OxasAAOC, HORI, erpaaawomue aenpeceuell, ouennan nnevareuue, KoTopoe nH MpouasoxaT na oxpyreaiouux, mownee suopoRsix sox Ipeactantenns xe 0 ceGe slocaequix oxasautHch 4epecsyp pa~ AYAKHLIMH, "70 He CoorercrBOsaO aeitersiTexuocttt [11]. TIpeanonaraeres, wro aenpeccns muuaer cBoHX akeptD ¥06- Noro, Ho OGMaKsiHMOro mpesocKOACTDA Ha OKPYAANOMUAMI 1 o6nparensuocr socupysri. Vamos snemioll neysannvocri xe mpueyua weaoneky oT poxctena, Maio oro, onpeerennyi pout ierpalor Kyastyp- he pasta, Heoouenka itn npeyMensulenie ysssunocrt he pacrpocrpantew, K MpHMepy, B KOAAEKTHBHCTERIX KYABr pax, 8 KOTOPHIX rpyrtnowie Yet Mpenapy OT Has MIEN” anbisinat, fe mtuHoe Gnarococrostne ropasao Me%tee a1aNIM0, ‘yest ripouneraue Gosrsmtoitrpynnis, axe scero Haposa. TAK, ecaexonanits, uponerennine 8 SIuoHH (BOSMOxHO, Crpatte ¢ anGoxtee ApKO BMIPAXCHHDIM KO:LIEKTHBHSMOM KY-IBTYPIA), HHoKasa.aM 10, OleHIBAIOT CHOK BEpOATHOCTE CroAKKYTHCA ' Gyaymes ¢ cepueatiiimi npotinewanss (Gosestts, pas801 aati p yseGe H 7.1.) MpHMepHo TaK %e, Kax H AL1H CBOHX CO- orevectnenttnkon (12). To cyri, mone erapanores usGexars "pesMepnioro omninuayta orstocirresuo cocrsexnoTo 6yay" aero, To pesy.tiraran wausionasHoro onpoca, nposezenoro 2 1990 roay oprauusatutelt “Manin oGmecrnenof nidhopsausn Snow", 1 Inoue npusiaan, 40 B GyAYMIEM OAT HepeMeH K JY tex, 90 6xin0 40 HocAerOBARIIETO HeKOpe Clas AKTHBHOCTIA sanouekoii akonovses [13] Ounako wa Sanaute, w rniamBnayamicruseckiex Kymbrypax, 1 KOTOPUIX HAMAMAYABBE LEH 8 WAteHOB He MeHEee, ec vue Goxee narkui, eM pynITOBRIC, ‘aaaaeroa umpoKo pactpocrpastenHolt KopMo Tlo pes ‘ram nposeeroro w 1998 roay onpoca Poatana (Gallup Poll), agexn aMepinkauiies 1a BbICORHII yposea eBoero Garoco- croatia » GyayileM “oxaxasnich Ovens pacmpocrparteninst, rumoatia Heysamnwocri u MEXARHSMbI MARTY ALM pestimaouvns anatoreanse noKasaren, 9aebuxemponatt ranie w xoe onpocon Toaaana 3a aoezenwite 35 ner’. Ho pe yaeraran onpoca, 72% amepiikasien npenoaara.m, 470 vepea nnaTb zer vec usu Gyner “camo yuuteli v9 noaMOXKHAX” Ht eo ovens 6anakoe x 9voMy. Xova TombKO 26% pecrowaesroR Uupustans, 470 3a nocedhue Wars NET WX UAH HOST He Ho ewutace [14] Haxnosier neyssnaocri va yaunaeune xunyva, Yepea ane Mees noc.te arax Teppopuictos 11 cexra6pa 2001 roxa wa Boenprsit toprosiit uewrp u TTexraron 53% onpowennsrx amepixanues npsstaxai, ¥ro GecnoKonTes 9a ce6A H CRO: nx GausKinx, w ocosiawann, sro -xeprRoit 6yAyUUEK Tepalcron Moxer okasaraca kaxawit Yeonex. K sitmapio Hx HCO co- xpanittoce s10 38% [15]. Onpoc oGmiecrsenoro wienits, npo- erent nonroaa enycrs, oxasaaca eute Gosee noxaaeres- uit 52% anepnaniten BuICKASAMH MHLeHNe, 47 BeposTHOCTD ovurx Teppopreruseckix akrow » Coexuwenttax [rarax 8 TeYeHHe HlocaeAYIOUUK HECKOABKIEX HEE BCOKA, HO TOAKO 12% onpourenmnrx onyexanu, 470 Oust MOrYT KOCHYTBCA HX ca~ ex Huu tenon Hx cemelt [16], caus w coctostin yOesuer» ce6a n ros, uso Hae ke KocnyTeR ‘TaKHe wecwacTés, Kax Gonesmi WM cruxliuoe GenereHNe, He- YAMBHTeNBHO, TO wix MpeyBETIUNBAEN CRON BoBMoRHOCTH Ynpamsienva TaKHME MeHXONOTIECKHMIE CHINN, Kak, x TPH Mepy, croiixocrs » oTHoMenHH cousiantuoro wosaeitcreita 1 yGeaewiia, Boee Toro, y ac wosmukaer aononmirenbHan aunoais » ornomenni cast ce6a: Mkt epi, tro Garonapa coScruennim smseocriM xapaxrepHeTHkaM coco mpo- ‘TubocTOsTs NeHXOAOMINeCKOMY sawLteMInO aye, vest ApyTHE snow, Pesy.msrars ¥ecaesosanull Ho noATREPRAAOT: OAM (ccoGenwo npeacrasitresit Zanata) Teepao yOoRneH 8 TOM, "sro ouitcnocoBiee oxpyxaioutitx. Mul ouedmaeM eno! yponent “nue cpeamwero” no ReeM moaHIHAAt 1 paxrepwcruk: oT MitTennexTyambuTBIX cilocobNocref H aHTMHOrO Hamosun neyrseumocmi.. B nporbecenowanaya a0 anAepcKH HassiKos H ctiocobuocrelt k couransnomy ssanmoneiicrsino (17) ‘Bwecrec monsateryaenrawn Haranaotew actom n Jexose- chow TepSepow # nay'san namosito “yponus pense cpeanero” B cesar. dpetiomenton yGexctens [18]. TTpeate ncero mis onpo- Cunt yaacriKoD ollenutT», HackosIbKO pasHooSpasHse A HoctHbie ocoGenHocTH aMHOT Ha noaBepxeNHOCTS YenOReKA nnewxeiontueckosy aaseioo, Kavectea, KoTOpée Homy'Ht nice Gaia, se mpencrani.an 268 crysenraa yitunepesre- ‘on m Komenxell x nompocusNC x cpasturT ceGs c ApyTINH Cry- tran ex 1osa M Roapacra no KaxAotl us xapaxtepnicTH« [19]. qvbext “ypowtia niuute cpeanero” naGmoaa.tes O¥TH B KK row catyae: % cryMeNTOR saNMILM, TO ORM MeWee MaMBHOA, Hest fepemut erymert Hx noapacta 1 rosa; ToxsKo 22% or seria, sro ont Waiee apy: 1 43% ysacrunkow nocuram cea Menee serKOREpHIAN, vem ocranbituie moaiy Tombxo 25% npuswaan, 470 OM onepsiner, em GoabuniTBO; 46% onpomenmix Haawanu ce6a mexee Koubopausnan, ‘west oxpy:xavoutite shou; TomKo 16% nicKasaa MOTH nonoxooKiiyio Toy spew; 74% peconaenton uprraan ceGa Gonee Hesasitemas MH To cpastrenino € OcTaNDHBIMK OAH ams MeHee ecaroii crit onpomenbrx (7%) nassan ceGt mene © Konner (rsa, confirms ~ ropa coon ~ nos tours sone pean tn masipenaenny Snr FYE OR ‘Shao ne prasetmuccn noone anuarern C p30 eepons rormonopsraorocrpexanse 0140 6u 79 tr HOTTA Touma enercayetco enanmcra,noh ero W bo Bex esa ‘reepaat npormemanexy nny spent — Tweed. % MEXAHHSMbI MAKHTY ASLAN + 63% yuacruonasunx # cestexovani oneMILAN chow yne- peiiocts » ccGe neue cpeawero; roabso 13% rpusatan, ‘110 om MeHee ynepents w ceGe, Hem GomMHHCT; 55% nassau eeGa Gonee ueneyenpenstenrtana, veM x cneperuukt; ronbKo 15% staawan ceba mene were- -yerpesctennnist, Yaacritiki uceaeaosanns rake sags, 110 oF HeRea- ‘Teauutoro yGexsens co cropou apyrinauonel x sanonmaIOT cowie sHauis, yen 1 RaBAKtE % pecrioueHTos Geum Yuepetsl, “TO ORY OTH costar Mexanuanen Marcunyasyun ToMbKO 3% onpo- ImeHMBIX oeHHAH cBOH HoaMOsxHOCTE pacnoRMaRATe 1 uoxe cpeamiero; 61% onpomennurx orweraan, ¥70 on aHaKoT 0 Memodax ‘06 mana Gomsuie, 4est APYTHe sO. HX HOspacTa Hoa, Ho cpasnenmo ¢ 11%, Koropiae oueHLU CHOW auaNtR pxe epeawero; + 66% nepasm, w10 ux yponen KprTwNeckoro MtmnenA huae cpeawero, 8 70 npesst Kax 5% pecitozenTon o1te- nm 8010 cuocoGHoeTs MICAS KprTHTeCKH HIEKE epeanero. irax, na paGore, » mone nau axe m aaGore 0 coe co6- CcrnertioM saoponte, nce mbt Kax 6y,t70 xH1BEM B BBIMEIULIN OM “Osepe BoGerou” Fappncoua Kellaopa, » koropoM “ace oGua ‘Team — neue epenscra”, ZL wunoaii “ypootx sume epentero” xapaxcrepit swa- ‘orrexbHiie muutBrayaioMBe pasa (Y HeKoTOpLAX -10- elt nosMuKuer iporuponoTOkHaA npoGtesta — oMK ekAOHS. cocperorauiatics Ha HeyaaNax H oTpHUAT® coGcrBemte aocrixxcnna). Kpome Toro, mposalenit WauoaHH “ypontia huume cpenulero” Bapsipyioves w aabncMMocriC OF cHtryantn. Ho nopasirreaauo, tackaaxo pacnpoctparteno ato HeKaxeate: amo2un neyrabumocmt a ss naitelt xy.tirype “nopmanbio” nepeouersiaTe cobcraeNyIo croiixocri nepestauloM nexenarerEuoro yOexteH, Ho kak 2ke YMIRIe JTO.0, RONPERIC CEN HecooTHETCTHN- am, yGeamor ce6st B TOM, HTO OHM cMocoGHee, veMt apyTie? Conaaeiise neuxoaoru naasigaior sor mpouece dynam ‘erbuoit omuGxol axpn6yuun". O6sscHss mpwsinses upOGaeNt Apyaue mone, ms, Kak panIi7o, eTpeMIMc HOSOAITS BIE aa eAxyunnMTeces Ha NpHeyMMe HAE KaseCTHa ~ Meprid Kapaxce- pa, aMolUionanbiioe cocrose 1 T31. TaK, ysmas, TO bac 6B okpyr siabuta mpoiizoxa-ropronewt, # ¢ Gossarot xo.elt nepo~ AIHOCTHL MpHAY K BLIBORY, 470 9TO MpOUSOULAG M5-5a TOTO, 4TO ‘au caMNMIRDM sTerkoBsepHBs TIpirunmofi ake cobernemax ney ss cuttraem ocoGeHHoe: rt euryautn, Best 06 Many TN OKAY 5 CaN, peuy, TO 3TO Inpowsom0 W3-8a Toro, ¥fo HponaBet HAM TOPOL MeN, I.E sarowapimna.t wie 3yGM, HEE AME "OCMACTAMBILIOCD" OKSATEC te wo npews Hew Tom mecte Tlanaiire noroBopnyt 0 tos, Kak BoattKacr ¢hyHmawenTanb- vas o1u6Ka arpn6ynit. Feat wet state, 470 o6braio ne mo sRouere pyri ManMMysUpORATs COBO, NOKUO EATyLHTTRCH eto Heopzutuapnoe, 47061 sTor ropsmioK wettelt apy Eres. Ho sosnknonenme omGku oGyeaoasteno se ToAbKO pattito- namofi o6paGoroitnpopsauuat, Buc saGuinaere o coGersen- oft ynamnsocrn 67aroaaps saulMTHOMY mIcHXO.IOTITVECKONY oxpany Komopta 1 cagooGwanta. Mao Toro, nit yeustusaere ror camoo6Mail, MpHMHCHA RINIY aa NeyaaHt OKPY>AANOMUNS nx mntambuayantbuim ocoGeuocrss.. TeM caMtiM wht BsTa- erect yOeultrh ce6A, "tro pac CaM TaKHE Ge Tmt nessorne 9 aac corsacaea npusiars, 470 HenpuaTisie ‘cof pontexonsr 1 0 sHeTOI exyvaiinocTi "rps (or an sebution — apace exer) — MEME ‘ne cowanea nea (seaonee Tyne, cous ofwOCTH 33 [mvepcin He npencanaensicx# ae woenpst— MPuNev Pe a = MEXAHHMBI MAKMAYARLUMA K caacrino, oanascats o6keruiuch 1a MoroKe, Reaenyou pas swore 6yayr ayrs Ha sony. pyrite, Hanpovie, cHoRa i ‘ona HacTynaior na oa H Te 2ke rpaGimt. [oueny xe on yaTes na coGernenmtx omGxax? B mzmosun “yponus seuute cpearero” npueyrerayer cavo- Hogtepcubanouusit aewesrr. Peaystrava oauoro HecaeAowaNHia THokaaaum, 470 HauMenee ywemie NOAM savacTy'o Goble Apy- "Tux yRepenst 8 e8omx crlocoGHOCTAX. B cepun akcmepieMeHToR xormmrnenise nenxonoru ou Lamune 4 Zbxaerin Kprorep nnpeaoxunm cryaewtam Kopueasckoro yatnepewtera Tet, B oropow ortenusamitce pasnoo6pasiine YMeHI H HaRBIKH: aa ne anrsuiicxoit rpamMarikit, aorHvecKoe MMMULTeNE H HY- so 1omopa. Kax austcritioce, Te peciosaeHTsy, o6ulan cya Gasuton KoTOpux He NpenimiaTa HiExHH KRaprHNL”, Gost cero nepeouentiiaan cron cuocobHocts, Wro Kacaerea, Ha: npuwep, antsislicxoit rpawMarikiy, 70 yuacriu, pesynstar KoTopLix CooTseTCTBOHAA AecsTOMY HpoutewTiLO®, Mpeariona- ann, 470 HaGpamt Gana, AOcTHraIOUNe mecTEAeCRT MepBOFO LpoueHTias, a cBoW AKOGKE HCTIMINe chocobHOCTH OLR anit He 1HUKe mlecTasecsT censMoro npoueitri.ts. B ecre Ha lon MecKOe MoAMLTeNHE YHACTHMKH, HaGpaBuIne Gaze, CoOT- etcrayiouure anenaauaromy npoutenTitno, Gorm yRepeHts, "10 B cpemiten on ZOCTUTHYT iNecTBaecsT BTOpOFO pOWeHTHUA, "2 Kapri —rpamua na uate nepaenoro (recrapyeoro) caro seamomas 25% nemsryenuas oF auopex crash Paseo Tt xaaprine Ql — nepaie 25% Q2 ~ 50% (wean), Q3-- 75%, Bem sae te axes ove, ae pacnosoaeno wees 25% naman ase ‘epaveuof, 7 onepa, ero ono parmareoceno scone Katyn Econ me ‘no pacaxoxeo ra, rae wate pepstine 25% aero oBopa ro fo pacnaeeetou epics enprane pune po 8 npauewsuy — aro mena pacar sain Gop Hs pace ts Tonos, 0 ns npouesii 340 rake ete, mon: KOTOPOM Pe oxen npoderte vafinnaewnt anon nepenemon Caeaonate mo {0s nponenrin — oo sae, ae xoroporo cron 10% py ‘roe tansent 50 poems satacren weno 25 7-8 apo eri ~ men ep Kapri cooraereraexno ~ pase Pe, Manesunneysssumocm.. xs acral ypoweus cBo1r enocoGnocreli onpeses1 Kax cO- ommercrayioinit wecrtees soceMomy npotteri.m 20} Tloesty xe snout ne yuares sa comx onniGxax? [To sen “annmtra w Kprotepa, oxtia a pH sti saxcnowaerca B TOM, 70 ‘uaa yentemoro moatosensl kaxitx-anGo sata it pacrioaHtana tint oMUGOK B XOe HX BEIIONHENH savACTY!O NeOGXOMBE fomuiuaxonnie ystetia i aniakn, Eco nia He cHLASIEN B TOFIAKe, ‘aM, oenNAMO, He YAACTCA ajleKRATHO OUeHIETS JOTHKY CBOHX suickastunamll, Yer, tpeGyeMe {U8 NOCTPOCHH paMa "THNeCK npaBnLALHlOTO MpesLIOKeHA, Te Ke, YTO HEOGXOAHMDL [La TOTO, #TOGK HOHSITS, RBAKeTC JM Jaro” MpesLrOxerMe paxovaritdeckit npasiuteais. Kporep Jlannimr mpHunnt x caeayioneny supoxy: “3Hanits, noswoxmoute cbopntponar® nnpasiutsioe cyAxaeHie, eKaT # OcHose cHiocobHocTH paco~ auanars 370 mpaniisioe cyxaeune. IIpi wexoctarke nepBbIx tu 6yaere NewTrriImar H MesoCTATOK BTOPH” TloxoGwoe nporimopese mposbasercs no sori hepa >yatsitn, B rewrce, Kak HoKasiInaeT MpaKTHKa, WOBIEYKI OMpe- easor, NACKONSKO YaavNbIM 6K BLuBOmMeHHHIT HN YXAD, ‘entee Towno, Hex mactepa, Havinmaiouie uraxmanvicTst OUCH havor, cKomDKO pas HM HeOGXOAUIMO BAFASHYTH Ha OCKY, TOON aanonmT® rlositno, xy:Ke npo*beccnonar0s, CPHSTKH-06H ‘eau, ® oransne OF cheMtuAAHCTOR, HecnocoGwD4 onpexeIT caoasoct» duowseexnx npo6es [21]. Zhom, npoxoasuute nporpecenonarniioe o6y¥eNe, uweNoT TereMIIO OueHTBAT camiKow BHICOKO CBOE MacTepeTBO # HOBO! pepe aHAAHIT aBi:Ko8, B70 upenst Kak mperlogasaTe TOUNEC, eM YUEN, Moryr mpenckaaat Ka¥eCTBO BBIOMHHIIA HMI TECTOD, B eibepe Guatieca TaRKE ANBYYa USAMUNRLIA CaMoyBEpEH: nocrs. Caypxauie Heootennat0T, Kak 0T0 OM GyAyT Hbt nomiate noctanaenmnae satan, Ton-MewesrxepMt 1 npexmpH= uwarenss speasuiafino (iaforsa rHGenswo) camowatentns upausrin aenonerx pewenult, ocoGexHo pH BropaKeHI Ha eanaKoMyi0 HM TeppirTopiio, pM OTParTHH WoBoTO GutsHeCA « MEXAHHMEIMAKATY RYH }UMK copepurenuH KPyIHHX NOKyHOK — 9Ty MpoGsIeMy aBropsl iaansanoT “upoGeMoié Ronora”. B cyutioctu, Mente koxmeretrriiie 2ioai we TombKO xyKe BnoaHIOT CHOW paGOTY H NpHNHMA‘OT Hey;aMNe Perens, [Mx HeRosmeveNTHOCTS Taloke Mle oanOAAeT HM OCOSHATS CHO mpostaxst. Ho aro kacaerest ne ncex yMewbii apniKos Ges ie- orloventia, Mewtee ucxyusenie OAM cHlocobrta OueMITD pe- bHoe MooxeHe ea, KOTA HOy‘NOT MpANyO 1 oxosHa- yto o6pamiyn cuaab. Kora urpox o rose) Hampananer ss 8 tee, On Brie omaaeT ceGe OTHET N TOM, WTO HORAN OKASATACS Onnaxo w MexursioctHoM ssanwoaelicrai cosaanotes hee yex1onia uN nosLtepAaHUA HeKoMmeTeHTHocTH. C Otol roports, o6pariat cass, KoTOpYO Aske Noy'iaeM OT coGe- CexuIMKOB, KaK MpaBito, NeoaHoaHaia H HoaToMy AOcTYIa BceBoaMoxcHbin 1IcToKOHAHLAM B cHoH HarTepecax, Korn xe noctopotnit Yezosex nerraeTes HANH MaKty.THpOKATE, pO sleata YeroaknseTes ene Gomme, Hexyeutl wanntyaxTop nom epAIBAeT B CBOHKX HOTEMUNAMLABIX KePTRAX HEEALGHO TOFD, ‘sTo 1H HesoswoxIO ynpansaT, B nastepeHHH Mporare wax Tonap, nhitauuiies wa ek:ae ¢ MpoMLAOTO rosa, JJoBKHtt TOP= roneut Gyaer uso wcex citt craparbca YGeaHT® Rac 8 TOM, KAKO "pexpacusii sui6op nia soxere caesars. Bee ous xeaor eras ky ta pam serkonepute Cymecrayer oxo HeoGsraHoe Henpoxoriieckoe saGo-Tena me Hot nassanuest anosorHoaus., B pesy.nbrare ompeste.tent To nopaxcis upanoro NOAyEapHA FaTOBHOTO Masa y weNO- eka noaiKaer mapa aesolt croponit Tena. Ho ntoncrime Topasirrensnunt swiaercs oTKa3 GoxBHOrO pHaHATE CHOI Gono! “Boospaattte veronexa, Hesanio nepeuiceutero Tame: aut npneryn, — oGnacaster uporpeccop nenpoaoriat AnTortto Aasaano, — Tlosmoctov napamioosana aceas act’ Tea, of He Moxer rlomenemtTh Wit KUCTAN, Hit PyKO, HI Crono, Hit OH Toit, wa wenofi cropowe ama MHMHIIM HeTIORBIDKHA, HesOREK He DB coctosHHHt Mi CTosTD, Ht XOwWITb, A Tenepk tipexcrause, 970 Hanosus neyrsbumocm. “1 turoxoro me ponexontr, coxa pana nompoc "Karen ce vexpenne oraenaer. “BastevarerH” [22} THapsiy c orpimaiiien eooero corrosiins, we Menee apa~ anise saseren mlomtoe oTcyreraie y 60xsH070 axO30- Thode aNoIut nam Gecroxoiicraa ro NoBoy cepyeatoeTt {noero nowoxeuns. Honocra 0 Tos, 70 ow nepenec o6mp- hia mcyur Ho cymecrayer macoRMlt pHex sameefera yayimeni coctonin rooBior® woaTa H cepa, a HexO- ‘opux eayasx ~ ATO €70 wodT TlopaxeH paxopolt onyx0A, noeipHMunaeres rasa nats panne, eBOsMY ‘ntocTio W cHOROCTaeN, Ho NiKODHa — cO CREDA, OTHER tte wa azocta [23] Kora Gonsioro mpoes paraaiy Ha now tapamnonanyin KoneaocT, OM MpIaNaer, $70 € sro stacrap ero teaa wro-T0 ne Tax. Ho saGosenane ne HossomAet ny yeranonitrs sHyTpeHIHON caasb wexkay cocroRHeN smo py Hor u zo eoerwenann BIVEEKI COCTOARIE. Tin peaynitave exons Gu ero at enpaaiai: “Kama cen syperoyere?” on ncenna ornenaer: “Caio, xoponio” Terkonepie Moo paccnarpitas KAK COIAHHO-HEIKO- sornucert auaor anogoruosn, Hanpicp, te0%eK, 1OCTO- ‘to upe6isanuott » pozu xoana omyteis, orxassinaeren hpumuars cao» cxaGocrs. Taxoe orpitante noaepAawnaer buen ero eanoouenny, “Hewexeerno saute, eet sai, fo poxaaer ysepenocts",— yraepasan Hapzes Japan (24) Ho ono, xpone toro, nosnosser nacryarb na ona H Te Ke rpaGii so mnory ps. now neynninocrs tone ex Raa eH row nessononisecxorompteocaénennakexeyantnt Ho wpe sepni onto MOMeT CONT» caMnKOM AOPOTO HOEKOADSY ‘oSeoopyanmaer nae nepea oxpy:xaroauts, Hacro rovOpar, FO vex — ayes aekapeTa0, EesHt Tak, To ¢ Homo 03H Pe ‘aaa pu nocere BooGte acpxAasben noses oT GonaHR Haupuoep, neaeaosan noxasinair, 0 a MEXANHGMDI MAKHTY ALM ‘+ som, xoropwe curraor, #ro Haxogsres mn rpynme puea ommoctrTenbio BosHiKHONeH KaKOTO-HG0 saGoxeRa- vs, oxoTHee coGupaioT H wocmpHMLAaIOT HaKpopMaIIO o-cnloco6ax ero mpexorapamens: ‘* xypicioMUnKs, cKTONABE MpeyMeNBiNaTs ape KypeHs, exe msraiores 1sGasitics OF aro apes pit ‘+ cexcyamnoakrunnnie exits, oTprniaonte cnoH Wat cu gaGepesteners, pexe mpuNensior adypeKrumutiie WeTO" owrpatemnt ‘+ were celiewoonaciisx paiioon, nexoouenmmaromne omacuoct», xoropoit oi nocrosutno MoxBepraroTca, ac To mpoxkusator w werxitx anamtsx (25) Hapaay © wamuunest yssniMocTu, uaxnoe aHaNeHHe Hxe- cr ee nocnpusrTve, Yerarionxeno, 470 y caeTsOKOAHX m0Rel B SpesOM HOSpacTe HOBLIMICH HCK BOSHAKHOBEHIS Paka KORH. Ho ecam, noayans HeoSxomuy0 nnbopMauito, on HaNKyT "Hpuamare mepss npenocropoxHocT, To cHexyT PHCK aaGoe- Barun K aamuaMyay. Hanpusep, OMI MOryT MpIMeHsTs com "ueaanllcruue KpeMl 1 HaGerat’s ipaMoro noaaelicTHHA 1a KORY conmeausne ayuel. Haparoxearbio, Ho HMeNHO Te MON, KOTO ue renterHueckit mpeapactioz0KeKstK PasBITINO aka KORN, MOryT, eKopee cero, HM He aa60s1¢rs, Io OBRsICHIRETEs TEM, "ro 0101 oxaa1anaior axruHoe comporimanenne chocil YaaRIIMO- (CTH peace, Next cranOBitTes yoke CaNAINKOM HO3RHO HO 60 npeaupuwuncars, Kate onweri renerit Jamia Cupp, *aepostr- OCT HACTynLIEMH coBuTHsL HaMeNDIeTCR O6PATHO IpOMOPUHO- ¥avueo pu yestopin sL1aNoMepHofi noaroTORKK K HeMy". Tipwirno ocosnasars mpeickasyemoers coGersesHoro none- ReMIOR, KOTA, TOMEEH 0 COGRITHSXX HpOULIOTO, MBI B COCTOSIHIEE ‘tent cHoHt ciutbaBte H extaGute cropou, 2 raKoKe “rpanitts ‘soe! Gesonacnioit Teppurropu. Moria wh oxasuanaeses: pa uu. Ho acto Guusaer n naoGopor. Her raxix snozell, KoTopunat Hanosus neyro8mocmt. “ via aoc cox nonpetsin obusnouy nonenenn. XPS “fara cyan Tora, oma Hayate CTE one eee Meso MPH OF IPPON MAH CKO" sate conporunasoncn moony ane c CopOHD HT Flemonon taousn i manDuAyaninse peor Sera vacraparpa i covorymioet opanyer coc x09 Hlonocn toro tak ta upovnccnnn pepo crane 26) mae ncroaice ape po pacar 6onee 2500 408 Tuna pacman nepoocrnro saparepe. Bux cn pacreparce, eu cami pao © nM 200, mune zaparepa ssoro wana [27] soi any eas poceceapexsiro YSexsexnt Toke nt paceworpr, kant ofpaon conabH0-EHs° Tponeoas ame, no Hepesno Gar Mao — HE fas aywanen Heewonoeo ae aaa sep Oo py “ MEXAMHMBI MAKHTYARLIAA usminnicton cnpoctam, ecrs ai wale y anomiutera-nevepa a roxopus Dnepecr. “/la, Gesyeaoeno, — oreriin suitep. Ho n urore nteno ropa Gyaer pemiars, x70 eMORer €€ HOKO- irre". Anatoniamo: Gyaere au Bis noanepxenM yGea:tento, omer nonpocty sabiiceTs OF Toro, KeM TAL € Mest Bhd cTOAK Tipouece yGexxtewna savactyio eyaouns, Fest genes curryauin opramionanm Taki o6pavom, ro sarparunaior Balm BHYTpeHHHE noTpeGHocTH, — BoaMorKHO, BL KaDKAeTE pnuatna 1H npswanns, cTpemurees nenorrarb yBerBo GesonachoctH, ~ MoKeT CAOMITHER BHEYATTEHHE, 470 Bac Ha- cexmoab mpousna aasep. B nojoGuse MoMestri i nepecraere GuTb camun coGoit, ax ecam Out Bot GTN aaKouaN B Mem Dror dbenomen samevarrem.no onnesteaet Moa noapyra le66u. (O6150, npresHaeres JleGGu, ona euurracr ce6a ueoBeKKoN, C0 cobtitiM ipawo suickasiinart cBou cyAkAeuHA, Ho Korma npuxo- urea paspomars sorosopenocrH ¢ apyabva, eit TpyAHo To- oGpare myrxuuse calova, n Kakeres, GYAN KtO-TO cbHSHTYECKIE yaepxusaer ee or noxo6uioro utara, "Kota a mtraxoce rowo- Dero, — paccxastinaer JLeG6n, — Menst Gyxsarsito napatiayer. 51 He 8 cOCTOaHIH muiNoBHrTh HH c.10M, Kak Gy.ATO MOH 10:10 Cope cBAaKH noABEpIAM HapKoy. 1 He ory npeoxOneth CHO KoMILAeXC, xoTa costo, 170 9TO cxeAOHALTO Gu CxeaATH". Boamoxsio, uns cunraere ce6s went ysaBHNt, YeM GonnsunteT no okpyacalonuux. Bur HcKperie romaraeve, 170 mas waBecTHRE aerHAe p Wnt Bex aTux MacTepon BoauelicrHui, 470 Bt 10- Ccraro¥no npommmaresbaus 1 WiKorsta He KyUETecb Ha Hx B9x0p. Cyaaen#, nozoGne wauni, conepmeuto ecrecraentts K wecuacrsio, Gomuias wacte sroxell, cuTaOUGHX HMettO Tax, rayGoKo saGayaaoTes, Beuommure pexsiamy — neposrxo, caxtuli npamonnetinasit Meroa yOextenis. Hpasicta grojt urpet nawecriie noeMt wast "pesvnaraor cero smu noeMorpere TexeNporpanMy Ht POS ‘arb aypwan, Kowtraxi-npovpomurrenst aanoeninaor spema anos weysstumocmu. “6 impoctpanerso ata oGnawesntit, 17068 yGeamrs Bac KYM ‘fo, #70 on npoaavor, Jelicrnesta 2a perrawa? Eaa sm, He- raMenko yrnepaaaer Gombulas TACT pecrtoneHTOD B xOXe nposexeniin sioroxenentex onpocos. Pekan, npxsHaoT horentianpmiie worpebitresmt, sperctan.ier co6oft Crom O%e- sian dbopmy saniyanin, ¥TO eweuItio Guix0 6x rlomaraTb, ‘tro oma oxasBmaeT To RoaseicTane, ua KOTOpOe paccuHTTAIRAIOT pesstanonareat, Tak al 270? “Toss ace saGayactanores, ep, vrro Ha mux perstana Ke oxaatinaer Baws, He CpopMMye HX ocnpuisris, He noMOrae? YeTKo OnpEETIT HX CTPENLAEHIEA, ormevaa peksrasanat xpinix Jos KasGype, — Buicrynas ¢ eKigisnn no Bceit erpae, X vame Bcero CaBtmy saMevaH ‘rina “$1 nicorta He oGpankaio uxacanns na pexciamy...A poe ‘o onkcnowawoc, Koraa ee canIMY...Ona Ha MeN HHIKAK He Ra- ser”, Kontewit, saute ncero emily 310 ov MonOAwX Hapied B oan kenikax Budweiser" (28). Fea aii roxxe yOextentt ® eBoeti HenocupINesitBOCTIE pesctane, loswobre aT naw 1eeKo7sKo HonpACoR, HO aM INpHxoai a ym, KODA BI CxBuuMHTTe CORA “ANA w ONHOM"? Kora coumrre psi”. ec ner PASH, sven aT Goneme?", “Hpocto exesait avo!”, "Hee topscoam, crmtKepewt ro Taxoit ancrep Myexy? Kakwe napnit xypar eiraperst MauisGopo? iro Takoe palickoe wacaanctentte? Saxaiire avi 1 |Msiorte noxo6xBre Bonpockl ROMY yFoaMO, # B oTBeT YesAIMTe ‘ogo n 10 xe. Bnposen, atoro cxexonano oxwtars. Pekravene WOAH cocrannsor 40% nowris epeanecrarucr#sieckoro astepitKantta, a pexnaynnie oGonntenta sannscior 70% raneTHojt nnowIaAN, Awepuxanexnte Kowmainnt rparsr Gosave 200 s.rHapao0 “rOATapOB ExeromtHO Ha PesTAMY CHOU TOHAPOR H yeayr [29], ‘Coanaine kavecrpeniioro pektanworo TeneuiIsHonHOrO Pos ap cpemitest oGxomitrea 250 Tics xosnapon, 1 eute CTOAD- ko xe Hy>KIO aan ToIO, wTOGs saneTHTS evo w sxbup. Batparat "Budweiser ~ampoxo peesamnpyensl Spe nua. ~ panes. pd, 6 MEXAKHGMbI MAHMNY ALI a pexnasunie naysb 8 nepepsinax mpenmhep xyoxecTHeN: eix dplabMoB nonyaspunx rpaKcamuuT ewe Bore, aden 2xe Kopilopaltal TPATAT jo MILATHOHA AOILAApOB Ha cosAaHNe PekxaMuoro cioxera, Kotoptit sulliaer w nepepsine Ky6Ka 10 ‘byron, eme 20 noxyropa miLtanoHoR Haro, 1roGM spirTenit -yavuteat ero na sxpane? [30] Tloromy ro atm saoxers, cKO ee weer, oKyAtTCstK piecy® oxposttie npHOBn. Hexoropsia yaaeres “copuars moxex-ner”, Bo spema nepe- pia rpaneaun xy6xa no dpysoay Cynep Boy.» 1999 roay apirenscroft ayaitropun noxaxanst 30-cexyiuaNtii pexnamunsi poatk xostanine Victoria’s Secret — mpotauoanrens mirxstero Gena. Coxer npexcrasasa coboit napan moxeel, napaxeit- HBX B mioKKee Gente. Oxasax0cb, wr0 chute sitactnowa dy Gominux danaros oropxaniich OF akpaxon TeneBHtSOpo8, To- 6ur aaltrn na Web-caitr Victoria's Secret (31). Taxxe npwsarre K cnexeno, To Kpyiiuste Kopopanit TparaT sO aLANONa os.xapon wa coaaanne 30-ceKyHAMOTO postKa, NoaRAROIKeTO- a Ha oxpante 8 xone mpaMaix uxmosenti ¢ Bpyvenn mpemttt Asepuixarickofi xitoakaaeuu [32], BeposzHo, persawoza- es paccuNTMRAIOT Ha TO, YTO HO BPeNA TpaulerRtN 3TOTO ley, koropoe Ha Maavcox-aeio'® naastealor “cyntepKy6KOM A >KeHUOEN", ¥ TeneBUIOPOB OKAKYTER Goce 60% aMept xaHlox. Chicago Tribune onyGauxovana Kapriniky, KoTopaa © YanBuITeABHOl ToxHOcTH© OMNeHIBAeT KONEMAHO PeKTANDE ® Advertsing Age: usoGpaxenue HeCKOmRKIX 4e0BeK, NOME- ICH B pastibte KOPOGKH B 2aRNICHMOCTHE OF AOXOROB, a pe- xraantt coran tac: “Ceiuranbio us nae Mia yraKoatt ‘Tex motel, KoTopunx Bit xoTHTe aaromynETe” [33] @apmanestirvecke Konan, auNyeKaNoUIe pexentyp: Hnble wexaperea, TomBKO HesABHO HaviaMH NpoHABO.tITE PeKTAMy, "= Maaucov-anenn ~ palo pacnonoxen pana sym pexsasnixarenreTe § Huio-flopre, cus sponot pexaasol uaayerpum ~ Hew pe "Skype Age (CUA) ~ evapltate naan ofact4 pes, xa © 1890 ¢~ pane pd Mamoru noyntumoem. a pecctanyo ma nacconorononpeest, Heexetonate po Page 2000 roxy National Insite for HealthCare Mona- erent nexowoep'eexon Serperpacraot opramoanie, emitelexnotpcan spanoOxpaNes, NOKA870, saan norpererelt a exaperna, orca 10 pee vty mrostce np unsure can Gnerpopacrgmi Tuco» anonaaton Ooereapanooxpanns. Tat pou, ance patents IPORBAEHHE e800 7 saps onteoenno oxynnTce ak NOkAaxO YHONAJTOE HE Jesoname, noice pacxonon wa pecs O6YC20010 soopoctne enn pox “pan pan 25 cai poxsaMp yes 8 POU son tony neon eraperwei ipenaperoy BODO sone we 40% ana Sapa peta nena Just Tmumop (xomsannsenporoonre Wamer-Lanber) 1 uamonon xennapon» 1998 ony 20554 wiHOHOD 20 rapons 1990 roxy. To spews Kx fhe posex Yenc ra 88 (402. uatannpaoe natn) Korsa 199 roy rN ta AareaZeneaunecrsponaa 784 xAH0H08 FOATOR tpn porosanennoro experaesoroMpenapaa 104 aan Fpunoame, ove ero pot nape Ha 2% cocranna 36 manapzaxonnapon. BOM me ToxY ODODE ti Brita Myers Sub sxonna 48 maaHoR 022200 # pevtauy Gcophage nporunomiabersecoro repopaTsr0 Monekaperenoronpenapra OGRE eo PORE Napoca 50% cocabn 12 saaanapaa xomtapon, lame com cron Crpeuvensaltpocr pon sn acme o6yea0870 eerecnaocto peas, MER, 0 RAIITAIOBTONG tno upwaoroo ovasanaceuexecoogpans, Peoyamramt porn ncseyopau pcx ee O84 ae? PT, prcutransot ha norpesrena meseaenos. Oxs53700% So ama eran ute oGpatarn x pasa ca0604 ra. anGotee“paspesaasaporanane” Goueorm. Hanpne, ® epuon wey 1900 1 198 rota Komermo naxse"0% “ MEXAHHMO MAHHTY ALUM O6paTHBMIXcR B Meayuperctenii © cHadrToMaNH aa.tepr ‘x aa6onenani Goia0 era ubnisM a CocraRaR-TO Mpc PAO 13-14 suzmoHon wexonex # rox. OasaKo n 1999 roay samerio _YearrwL10c} KoanYecTHo pekraMISX pomtsoB NPoTHBOa.LX¢p- Fivecknx zekapersenisx nperaparos, Kosai Schering: Plough w pekaiay oworo ToaKK Krapumuna waoxia 137 suuimowos zoanapon (970 castan Kpytitas eynata, 1HIKe Crunponautiaa » npoxsioxemite Ha phinke .ekaperneHtoTO npe- hapara) — 1m peay.nsrave Koausecrno naulueHToB, o6parie- lutxen ¢ axanoGanin wa asaepritieckite cHMITOMts, ZOCTHEAO 18 xutxawonon wenonex n ron [34], feranion.teHo, so enue Hlononiuts pexanmex Kastan SHaHTTeALMO NoBAMIaIOT KpaTKOCpOUNIKe (B TexeNHE mICCTH Mecatten) oGvets uposass, — 970 oveNty suyuueTenbHaD Hu _Pa, ocoGeno een yuTaars passesHoe KaveCTBO peKraMTOl npoayxuun, Have na yenex wanGonee nemmKK [218 ToBapoD- HODIMOK, epabte NocTyHaOUUEX Ka puIHOK, Kora peRTaMA MpHBOUET K yBeeHHO NpHGwLAN Ha 21%; Gonee Toro, ALIN {YenIeMNBIX KaMTANH yReaHENHE OGvEMOB Nona coc’ ser Koutoccaaeuie 60%, Onsako, noBTOpaLe, 370 BCErO JIN Kparkospemenmt adpexr. Hocaeayiouute neeneaonait 110- ‘kasa.0, "70 noTenuautie norpeGrrTeaxt pekaMpyentx To >apow t yenyr,nosiysapile Gastltce KOAHYECTBO perIANN, HCE abo noxynamt w epeawens ua 17% Goabime toBapon » TeseHHLe FORA Mlocze oxouYartNst Tpantexsii peKaMts 1 Ha 6% Go.ts- lue # exeayiouuie awa rosa. To peayasraraNt oxnoro xpynnoro Neeneonania, sa asyrcteruit Hepiog ObueM POs mNpOKO aspextammponannenx Touapos yremmatnca wa 40%, Xopomran Pekstama, Geeeniopno, npexpacwio oxynaercs [35]. Jlern npexcranasior cooii ocobo nocnpamesttnylo K pe- ka1ame xateropio norpeGurencii. Tlowrn no scex Gonbuinx Peksrammux arenrersax eerb neTeke Hloxpaazenenia. Y Hix ‘aaiacryio kopore u 6pockne Hasnana: Kids2Kids, Just Kids, ‘Inc., Small Talk, Kid Connection. Cymecraywt taxne xpymnste Hesarrmute uszannia percasaiolt wnayerpant xa Youth Market Hano2us weyssbumocma. o Alert, Selling to Kids 1 Marketing to Kids Report, oxpaxawuute opefime nee-tenonastta kowsionKTypEpoutka [36]. 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Peayasrarss apyroro nccaenonanust oxasamce He ence mevaranIouina roxaRamomeMy GombuuKucTBy mecTu- retaux gevel AMepukn nep6iioa Kosa ¢ persia curaper ‘akon TaK Ke Kopomo, KaK mt Mukxt-Maye [40], Coanaresit persawns, paccuirrannoit ta evel, crpewsres sacrantr®s 1x HaB0UIT® CHoM posttrestell. MapKeronoru-pex- aasucras Henomiayir TaKHe Tepwnt, KaK “(arop aoe ua 1 “cnsta no6yssacus” [41]. Zexeive Makau, oswox40, canta anecrina enensaancr no nposake Tosapon Aa sere! mmponen macurraGuoe mccxezonarme crielk nerexux “rpeGo- anu, B enoelt xumre Children as Customers: A Handbook of Marketing to Children (“eru ax norpeG6utemie pyxovoxcTs0 no AeteKOMY Mapkeriury") MakHiln npuses cet ocwontux cruaelt osaelicras aereti na poauresel "Bomex yoni nanan ofurpunaercn exon kid? ~ ptieon. — pus pod 50 MEXAHWCMOI MARTY LAH | yroxsoupe (“Mana ata, ny Mascon: 1a, noxaayiiera, noxanylicra"); “Hy noxaaylic~ + nacmoicwuowi (nenpexpautanouseen npocs6s); + cuoooi (“Pas Tax, toraa 8 nolay H:noupouy many"); + dewoncmpamusnos (npucryms rena x HcTepHKit 8 O6- smecrnenix Mecrax); + nodsuomoaouien ("Ti canst nysauuit 8 sanpe nana”); © veporcaouuit (Geum YOexAT. 9 ROMY HOH BOO “XIE HeMABIMAeTH PORHTENe!, eC OHH He RITOANAT poce6y Bassi” na weaxoeme (“Boe apyswa Gyayt Bago MHOt ‘eaesrbes, ean y Meu aToro ne Gyxer") [42] Coanavenm pexaai, paccuranuoll ua aereli, akrasno Menonxsyior MooGHy uubopMaluno u saNacTyIO o6TEa- votes smevarasouux pesyabraron, B xoxe onworo Hecaen0- anti apy epyniiam neTelt noKastaRanH TeNeMepeRaNI: OMY es pextavcs, apyFYIO € ABYMA PosTIKAM, PekAAMHPYIOUUENIL urpyuney, Hocae store AeTaM-yvacTHiKaM MOKAaKIRANH Kap- ‘TMT ¢ HSOGpaxeHIKANH Hatt H CIA H TOROPHLA, TO TAKA ‘TomeKo #0 orkasaes Kym ManbutKy Hrpyurky, 60% serell, He BHLREBINHX pex-TAMY, CKANAIH, TO MILTDIHK HCE paBlio 2ax0- ‘er noutpars co cBonst orto. Ho ¢ sTH04 corstacianey ai 40% aereii, yantenunnx peenannraai pox, ro eute xe, Ae ‘ell, nocaorpeoutitx pexaMmbte PomKH H TloxeAABUN Hepat Ccurpyunxort,a He ¢ apyrim peGeriKom, Giin0 n tea pasa Gosbe, vuea aeteli, ne eMorpenumts pexamy. M1 wakoweu, n ormet na Sompoe, 470 Git on npeaMows Hrpae ¢ “NOPOUIUM Masbs xox Ges MrpyUNKH Ho € “He O¥eHE XOPOUIIM MaLIBNIEKON”, HO Y Koroporo ecrs Hrpymika, 70% sere, He BuxeRUIX peKTaMy, ‘bu6paz xopowiero wazeska; OaaKO ero npeanIo¥aH To=BKO 35% ereii, noxpeprinixes noaxelicreu pex-tas [43]. ¥ nae ee ocramicn coments » aelicrneniocrH pexrannt? anos neyrsbumocmi.. st Crew, 170 pexiama soanelicrayer Ha coanannte mvneli, co raeures nonaszaoniee Gom eM — HUKKTO Ke MpHSHaer, "TO 9To RaMEANIMe PacmpoCTpaHA- cetea na nero canoro, Hexanio mit co cryaetrrann Zoxoaeibom TepGepom, Kapsoit Byproc, AnsGeprom Poaparecow 1 Mauieas Maccu npovem ccreaonauue, & xoe Koroporo loKastiBAT _yoacriikant pasnoobpasmse perciamate sa0Gpaxewist, o1y6- “akonarmine pxypHALIAX. Sas OG HALOS HeyaaBHAMOCTH, 4 iteKostoKO He YaNBNAMCH TOMY, #TO NpakrHeckH Hee HeNBITY exnie orpimain noaaelicrane Ha 1x pexamnl, HesaBncnno or coxepakasns pexanaioro o6tsn.AeHHs, OPMYAHPOBKH Pek: gagworo caorana (oGockosana a pekctanta, suyitiaer 2 onepie, HoxTRepRAeHA JM MOAKA PeKTaNMpyeMOrO TORApA MaysHMiC ueeeouanutstt, yuacTHNAKH COOMA HAM, 470 Hit O10 19 BAB MpegocranstenttAx He pean OCB stent He Mpoxawe a mex uuKaKoro Entevaraent. Ho Ha BO- poe, kak APyrHe sons Mor Gos oTpearuponam Ha TY 2e Pex "amy, Mi Hoaysauh4 ConepueNKo HABE OrBeTs. BombunecT#O emurTyeMtsx aN, HTO Aaa pyri moAel pera 6yseT yGenurreabiolt yBeuNuET HepostTHOCTS LoKyHOK cooTBETCTEY- ‘outs Tonapos. B savepmienwe wn sana yuacruiiay ete 8a onpoca, nprasannux pasoGaasuTs cTomb BonwOIKyI mpea- sosrocrs. TTepotat uy. taxc "Kak Ha nae annser perctana?”, a propoii: "Kak 06pa90M, Ho auleMy swewino, pekTaMc Rat ster na sntorix apyrix soxel?” Kax w oxwaanoce, rowTH sce Yysacrnkn mpeOhinat u ynepeuxocri, 47o a apyrix axozelt exam oxaabipaer ropaato Caute CHLILKOe RAMAMHE, HeM a vrs camirx [44]. Lo6po noxaiowa» 8 Anup wsLnosHtil Mapxerosoram ecru 0 wanes ekentiasme. Ecan wit pumensiere ceGs K KaTeropist MeHOCTPHIMNHBLX, TOF Bast ceayer anarb, #70 cyuecraysor eneuuannicrst, ws paGora mo eyTH cocromr » Tow, $TOGD1 OHeCTH pexstaneea MpoAyKT 20 coavani na noxoGuerx. Oui MMKyT 1 waxoasT nyTH, O3BO- tmronbre nexaneTHo Manowar samt “pazaps 2 MEXAHVMoI MAKHTY RAL Onun ua noxxogon cocrour n TOM, #706 reaarb pexata- My Mesaweruoll, noxare ee sanyaauponaino. Hanpustep, 19° ecto, #0 Hoe, sHorO BpeN xn Hurreputere, inponectu nenpocro. Kak noxaaipaor ucceaoBart, noceTH- ream “seemupioll ceri” ace wae HrHopupyIr TpAAAAHOH peratan 1 npoDons Koropast paswemaerea wa Web-caitrax 8 sute TaK Masbisaemsnx “GarHepos". Ogi c10c06, ¢ woMouts%o KOTOpOrO ektaNteTes MOMTaMce sasoenAT® BHUINAHHE sancertaraeD Murepreta, ceomrea x cnoncaposasio pexaamoxarensnt ‘Tax Hastisaemsix advergames — “perstamourp” Wan “Hrpopes: rant, 8 oTOpHIx perctaxniolL awpopMalunt savacry¥o OxaatsR crea Go.tame, seu urpovoro xelicrsa. Tax, Komnantitn Procter Gamble wsscryniina crioncopox urpul & peruse on-line"* Hox asnanuient Mission Refresh (*Muccwa perentepaniit”), 8 KOTO pol urpoKH c nomoutbio nysispHKos H GyToLTBKOR ¢ wawyHe Head & Shoulders nonorator repow YHINTOXIT AIOGHBIX CY leer, noaimnxunx 13 nepxorst. Kopnopantis Dodge Speedusay "npegocranaser naMt NosMOXKHIOCTH ToTORITS 1a aBTOMOBILA, Ha Koropstit nattecex ee ororHn; 80 BpeMA rOKOK Ho BHpTYasINOTL rpacee nepex nasi noaHKAIOT peknaMble UUITI ¢ HoOBpaske vot aun wapxt Dodge. Taxwe xpynnte xopnopant, xax Toyota, Ford, General Motors, Radio Shack w Sony Entertainment, Taxoke coneltcTsos&.1 paspaGoTKe KONTDIOTEpHIX HIP, CKPHITO ek:raxarpyiouuns Hx moa. Haysene nony.aspuocti: roxo6menx up, wicbopwauist 0 CCriMUS H MpeamovrennLX HFPOKOR HoswOARHOT peKasHcraM NoMytTe Honble ANIM, KOTOPHIE R CRO ONePEN enosusyiores # stapKeruure. Hepesko *perctanourpes” pe ‘cransimor cof oneMerrri Gosee KpyH Bix TeteRHAHOHNDX es ramets KaNaHni, 8 XOse KOTOpAIX TeaespHTEett NOG RIOT saxoairte nia Web-caifras, a © xpyroii croponts, nocerireaeli Wob-caitron noSyxaaior ewoxperb rexearauionuie sporpast ot, DfubexisHocT» TaKorO KOMHUTeKCHOFO HloaXoa K pekcraMe ™ Pema on-hne — peso pranitoro mpenenit ~ pars pod Hanosun neyroOumocmt.. 53 notnepauactes nce Gonbaie # Gomme, Hanpisep, 10 Toro, ax 8 2000 roay wa Web-catire Microsoft's MSN Gaming Zone Gia npeacranxena Toyota's Adrenaline racing Game (astor0- owas urpa), onpoc romsonareeit Gaming Zone noKaseiba, ‘iro Gpena Toyota, no ix wiexo,sansiMaer mectoe MecTO ¢pe aM KPYHINBIX aBroMoOGiitbuX Kopnopamt, Yepes pH MecaIa riocae Buunycka urpst on-line 6peiia Toyota, no peay.nerarant ‘onpocon urpoxos, lepemeeriiic8 na wropy'e natin [45] Ye suioro er 8 kuutouaayeTpi pacrpocrpavieno Tax Ha suinaesioe paawewerue moeapoa (product replacement). Viaa- ‘anbilo 9TOr Testi wospasyMenat Hox coGoit pasmemenne ‘ronapa Croprovoit sapxit) 8 COxeTHOHL KauBe KuNorpu-TEMA 13a sioG0ro npoayrTa HVAYETPIK pasnaevenull ¢ perctanent- Mul LTE mponaranaicreKHINt Hess. SaksnO¥NH AOFOHOP coagarenasn kionpoayKun, pekstamonares oy MoxHOCT eMOHETPHPORITH CHOH TORAPH B XY utwax Paasriaior Tpit Gaoonstx pia paswemtenita ToRApOH: + pioyamauui, ne. neonerpanus » Kaape mpoaykera rat nororutta ¢pupstu-pexsiawosarens «= ayananeinil, eoropiit wompagqeaseres wa ja nomi _nepSanbinlt 970 pasa (alr), pextamupyromtas mpo- AYET, YOAyTY sO KONMAMIND, H HenepGaBill — s8yK, ‘amnaouutiien NeoTBesiestiat cBolleTuOM TOrO HLA HHO ro ToRapa; ‘ xanecreruecxuit (,umantrveckuti), sum werocpeacrBe%t ag. ewonerpanis cuoficrsa npoaykra rat yor ‘vopas o6sno coveraer 8 ceGe ava npeaBiayiturx Tita, B nexoropux caysaax ata mpoaykra vam yeayrn odber- ‘amen TosIbKO OAH THU HosMelicTENL Ha LeTeByO ay.ITOpHO. Hanpuep, sata paaoctanll ropasaio saxtee sanycKath C8010 Myauikanbaryio aacraaKy a nayaax Mexay anfanoraNan BDIUIMe, 34 MEXAHWIaMbI MAKI ASLYAH Virak, coai 06s» rannioro repos okasersanor KPyTHBIM ltranoM, Tak, 0 MoXKNO Paazisits OpeHA, NH Ae areP lor sumaer onpeneemyn wapxy xaproxpexbHBtx uAUCOD, T0, x0 pee ncero, aro couereaserayer 06 ormavenow *paneuteniit onapos”. Hovecruo sit naw, 70 AByswecrnbi aBroMoGHb aps BMW Jtxeiavea Bowta, cosnienauniriite OvKi Map 151 Ray-Ban, axpuGyr repoee guia “Toate » tepwot, wk aurrox Dr. Pepper, exouts suoGunstt Doppecrom Tans (ort sasnaaer: “Berpeva ¢ mpeaitenroM sai10MEHLAACe Me Te, ‘0 moxo Gut20 mins Dr, Pepper exomsxo saxo¥eus”), Gant auto cnoncopam ar#x Kanorpuixewon? [46] OcoGy0 axrin- nocts avo o6acm nposnrira Tabaunas spostsulen Hoa resesuzenn sanpeiena pexrana curaper, wo ra6axnse OMANI MOrYT dLtaniTs xuINONpO;OCEpaM, STOGH KITE ott n xanpe Kypie eurapers Mpuasutexautax Ht 6penzo8 sun kaxis-r0 apy enocoGox sewoserpPOBANKL HX NOTOTH sus, Hanpunep, »qpvaane*Cynepses-2" — npoxonxent mpi xeoeunli Cynepucua — kona Philip Morris sanaarixa 42 nun xos1napow 2810, 106K emanKbit repo yaueeTORA rpyaoaite c nai “MansGopo" va Gopry [47] Too nopoay vakoi pekrantiol rari, Ka NOKA3 ToRapa 8 kamorpiiabne, seance xapkae enopw.FIporisamKi soit expar Terim mpupaserian ee & o6wany spree x OOH ¢ ne mune 8 eaeparsxy Kowmtcemo no Toprosae CUA. Ons norpeGona.m, s1O6s 9 Trrpax « bast ynowHaAICe wee cnoncopot (a nexoropite 13 ix naxke nacranBaa, 064 vos st pas, ROTA B KARE MORBAETEH TOT HUI HHO Gpena, a axpante crassa crowo pexxana), Deneparsias KonsIcIs no Topronne onitoniexa aru rpeGovan, nocTanont, To pa Memene ronapa n xyAOxecTHeNLIAX IETBNAX HH 8 KOeM Ex” ‘ae ne nsaseTox hopwott 6a, Teron 2001 roma ra ra nepensa Ha KaNecTHENO HO uit yposen. Honysapra micatensimua-posanstera Dai Beanon nioxywnxa “neyromenny cysemy” oF uraxbaticKolt 2ovexmpnolt hupwer Bulgari 2a 70, ero » eBoett Honolt xintre Hamozs neyss0umocmt.. 55 ytowsny:1a wx Gpera no sensmielt wepe 12 pas. Hopman (0 Tom, STO MavectHas nucaTembiMA MpHHEsaeT yuaCTHE 8 pekmanmofl axiu (Keram#, cnow xuury ona Naspaxa Bulgari Connection (*Caex By.trapi")), se woraia we wokuposars 06- iectnernocrs, Oven npuwevareasna ray6usa paamementn pecans ronapa, ani repolt npocro oxepakyi istiexaunoc ‘roto Bulgari, npmaonstes apkne oncanus aparouenwocrei Bulgari w onmeauaponaxa kaprintn wa06paxKeniies oxepe- at Bulgari [49]. Cnoco6t1 o6xomer» Heaosepue norenumanbastx rorpeGi- ‘exeii peksiannoit npoxyxium paspa6arumnanoTe He TOKO Ha Moancon-anemo; eymecrayer leas unkoua perctasts, KoTOpar impeycnesaer uatenno Gxaroxapa stom. Hogo6Ho wactepam LARUY-ORUTCY, peRTAMMCTI CHaNaNa HOY'IOT Bau CINTTINNSM, ‘agarem o6pamtavor ero nporite nae, TOO, HeeMoTpa mia WTO, hbinytrb Kymtt® pexranpyestil Tosap. Out aucrsr pau _YMy H cooGpaanTesbnocTH, npratiaKas”, 70 Bu CmmMIKOM MIpO- limaTenbity, "robe nomaTHCs HoaxelicTmO persian Ose sia npulegoa caonurTes x ToMy, 4rOGH Mpexeramtre pewrany nize cooGurennsi-anrrHo6pasa, nanpinep: ‘ petatawa miotaanackoro suck sayuit Tax: “Dto prowKa Cutty Sark. Eeaut ts Toro, wroGe yGesurrsca, 470 ona aM KYA, ub! XOTITE yaIETS MBOGpamenME NapHs B xkoctiome of Armani, Korot CHANT 8 KOMITAWH. BY kpacanuu-Mogesell 1 mer 37 BHCKHE, ayuue He YTPYA- salie cea — aw ao He oMoxker”; * vanectias Konmaniia ~ npowspoautem o6yBut pexrannc- pyer cnoit 6pevia cxeayioutin o6pano: "Eean wit xea- fete HOyMIteTH Ht Kay'HTBes Aue BLIpaxaTe cHOH MC an, nponire nosioe copanie coment Lexcnmpa, Ect ast npamirrecs cee Taki, KaKOB BA eCT, BOT BAL ryan; ‘© ppextane Seaakorompiioro Kamina Sprite noxasianaor HoxpocTKop, KOTOPHe, OTAXAA 1a ILIKE, MBIOT HAIKTOX. 56 MEXAHHMEL MAHHTYARLMA og sity Mansi naseaninen Jooky. Kora kawepa orb ‘eoxaet nasa, ss TOHHMAeM, YTO Ha CaMOM ATE 9T0 Te aeptsttonmnit pexsavenait ponmx, koropult emoxpsT Ra napus, Ont orkpstraor Gawosx amitrka Jooky 1 xe- MoHCTpHPYIOT B1.oe pasovaponane, ZareM MOstRIETCR storotust Sprite, Koropauit conponoaaaeres: Pekan caoranone: “Msaex — nnyro. Karka — nce"; + perciaa cnoprstioit o6ysu yGeastaer nae: “Ipasito no: xymkit o6ynut Not: wnayex erupaetes slocae nepBAtx Hee ‘it suas", B apyroit soxwo yensaurars: *Mapgerine — ‘70 mpocto o6ali woxynreneli"; exute French Connection (npousnonureat myxxcKoit WReHeKO!I onerkaKs, B OCORNOM chopritBHoT H KIC ‘catveckoro cruteit) » Coexmieniom Koposencrae mis YCTILIO pax peknamuisx OGuamnewN, sainMaMN ABE ‘crpanuai rasetHoro paswopora, 10x Gulls eRIE30x1 fuck advertising [50] 8 1987 roay TereKanast ABC Television pexasmposan Nout cesoH croix nporpamas ¢ caNoyHiHKHTeAB IE ‘onopom. Anon nartoxnaur ocrpoyssine BcKaHsBa Ha, KoTOpsie Bi Mors Gut yesBAMIAT® OF cwoerO ApYTa B oawow ia posmtkon Gorx nokasast apuerens, pactuiacrab ificn nepea TexesmsopoM, nog sarostouKoM “He Geenio- oiica, ¥ Te6n ects sata aapais KeTOK wosra’. B Apyrom croxere oGsurpuisarocs Hezoymenne: “Ecaut TexeDK90p Tak speseHt, ovey me Toraa B Karol GomBIESHOF a sare cromr no oanomy?” Xopountt wonpoc Pesaasunai xpurux Jlecan Canam naounaer noneli, ou cxexsaouitx nozoGHyt pertamy, sauopentinit. On ta Menno saxcariaBaNT rasa, COSHANaS BEC NAHOTHEM MApKETHE ra, yOeaenmute 8 Tom, To GecupucrpactHocT: OSBORNE IM Sec nenosyeTen MEHOPMETINIA NCH MpAMEHTEIIMO PEKIN eson pune ped Manos neysstumocii.. 3 pHTHPteckit ortiecTuice Ko BceMy yentxexowy. MponanonuTet pekxastit NpHTROPATEs, YTO NpHAHAeT NpORIAT ux aparezelt, CooGutere croautror K caeayrouteny: ecal mbt xoire Outs TaKuMs YezoseKom, KoTOpHti CAMMIKOM yMeH, 70" 6a KYTTNCH 1 eMHEXOMHTEAIDNYIO peRTAMY, SHAT, Hh OAH 113 nae. Ho, kar orwewaer Cavait n enoelt xnaccireckoi Kure The Sponsored Life kaveeTne 2QNDTM MpoTKR CLI pERTaMI MpomE TAK 2€ none, Kak span nperepoarie. MuaxecrBo pox ron Ye LA & REIBOAY, TO, eI ON XOTRT POGHELCH onaNTeABITN AWSHOCTIN 1 Ha KpyIe PMH, OM OK ul wayanTicn Gus Taxa ae HeKyaieIMN, conpester- om pomtesnncn,eaxvNN Gar cauTaT, COOH Te ANI na woropine ot paccurrana pew 9a mya, DrO Tpebyer, no enue Mepe, pueruopHOrO HeNpuATH KONMEpHECKI Tes nocrefl, Cause aelicraeanhe pextannie PosK (ote mp xo sta yar pena npoaykiumt Nike, Hexoropwe pom Reebok, Goswumcrso pexsayansx mposyiros KOM 501 n, rowenta xe, nce pesaranaae agua MTV) mera na ‘uy yseyapenocri wt erofkocT, nognossoMUDe He NORTE cn kovoweprecxnn uenitocras. Byaysn Cros weeyuenassn norpeSiTesson, Mid HenpeMeNHo AOKI ONeNIED x por ayxaio [51] nino caopaxnr, a Moaitcost-aneio noxaurr 1 0 cas vaawemix H croix. Pexranacran stapeeruo: #70601 xocTy- ‘arvea 0 sHoaefi, noxospitrebHo oTHOcAMUIXeA K MpoNATANAe, eofxonNMo aaaacxuponare ce TAKIN OOpasoM, 4TOGL Ova Guu RoxOKA Ha Ree "FO YrOAHO, TOKO He Ha caMy ceGa. Xopomno oGupnyTs nce B myTky, n.nerkoe paswteeue, Tox ms HoHHNa- volte yaseninaeteck 1 aaxaTapaere rasa, pexctana JelierByeT, Ho, noawoxxwo, ons x0 cut Wop Tax He pasysepHiance 8 cHOCi Yasuovocrs, Bu yrnepacaere, uTo Hsatenstere coorHomeNHe ‘uu. Tpoxheccnoviavns pertanworo Guanecanepeonen eG, 1 ux packycuIN conpeMentie, xopolto ocwexonutemte Eo MEXAHHMOL MAKTY LIAN orpeGurean, Bu, urs Moxe, roroBK LOKAZaTS, ‘TO B Haw xytatype packpstra acs noswororwas CMH, a oxi cro x0- Pomo mtbopaeponans H HRHHN, ro 1locpeaHEKIL TOprOB: tus, saroomaue CONN, He NPOHSBOET Ha GomBIMINCTHO 1 Hac POBIIIME C¥eTOM HIKAKOTO RNeNATEHHS, Cc, KOKEY: Ho, pet He suLeT 0 RaKOM-TO axCrpaopALAKApHOM Hoa.eiteTHALL Oavako nestssecrHo, smamotes 2 eeromsmne sorpe6urremt eve xonepsnsbinn, fIcHo oxHo: 8 apeenate npeacrassrrenei _ApyToro aarepa — MapxeToxoroa X peksamticroR — nosu.ANch Geutee ayperraxtie nputewss, ex pau. BoosMem, x mpunepy, panimaontyoes edbepy norpedu Teancxoit arpontoaoran ~ nposeccnonasnyn sutcwHTLAMNy, Garacrs wirrepeca nenxos0r08, 2ansETIX n pasHiooGpasHtk 06 {TACTAX — OF TOprOWNE H apKErvETA 20 NOSUETHKH w peziTiH He Tax aanio novosmetnias aitrponotorast mpixons.tocb Bs Gupars Mexay waysennest npusurrusuolt KyaBtypH TOaKHOro ‘Twxooxeantckoro pervontan commaxsnoro nopanka y mimaHse nna Cywarpe. Ceroanst onn noxyvaior Kpymiste posnarpake- nus, opranuya aGmogenmte 9a MOKYnaTenANH, nepesteMLao- suesates us Safeway » Bloomingdale's, Mpu xerantn naywarh ogexenne npexcranmreneit pasmux STuHseekHx pyr OM Bory noaysis paGory w oawoii a Kpynuisx KoMmasiit— npo- spoiTezeit oGyan x Gpoasrr» no yanian pass paifonos ro- Poza, aya, KaKofi zaneRT 1 O6paoM Aye HenomonaTh Ha -ymaKoBKe Howoit yen (Rasnare, nner, AOrOTHM, peTaMIBE ‘Moneai), ‘106 ona craza nomyaxpuoil y npeacraburexeti pas ‘mux Hrattnowanpnocreit, Konan Toyota wanumata crea AIcTOB-COMNOOTOB, KOTOpHIE B Tee TpeX eT HaGmONAA sa ppynmann aonomanx moseli, 705m noaysierb MpexcraBseNe (© TOM, KAKME MOE aBTOMOSILTeH MOEMH 6k1 NomBAOBATHCH Romyaxpwocrow y nononexkH [52], Vhuwe Kosstannit xoxo. 0 Toro, #70 oprantayior npeGhpatite awrpoHtoxoroR B OMAR, foe xpyame cera cynepmanteron ~ pune pel Hanon woyastumocma. cy snoremmaanitixx norpeGuTerei c nexb¥0 ockoNamHOTO Hay¥e- unt x aKCOS 1 peatoNTentt [53] Antponoaoru, usyYaouMe saKoKEL HorpeGwrTesscKOro pala, paapaGoran entiih apceria CaoxHIIX pHeMOB, Ha Iupaneeinix Ha yaemuewne oGveMa npoaax ToRapoR i yey Onu nposoasr “neilvauronve uccaeroBants", “npoekres Te- nenoro o6yvent”, “aayanbuikle HeTopHH”, “cecest MosTOBO- ro iWTypMa" M— cBstTaa cHstTIax HuLtyerpHM — “ompesestente naesesott ayzueropin” [54], Tlockouky, kax ronopitadce nisine, sirayinunun O6ueXTOM pekctant ABAAHOTEs seTH, MCCmeROVATE rewxoxorHn nlorpeGacnis yerpanteaior paspaeKaremBnse Me- OHHH, B NONE KOTOPHIX HeNARHTONHBO BMMICHAOT NateMt retell no nirrepecyioun nx Bonpocam, IOxnx norpeGureneli Ae Harpy ye AByXx- MAH TpeXTETHEM BOSPACTE; aya vor tlopesene serell » xarasunax mrpyex, pecropaviax Goict oro mrranit 4 1.1, Koxnanny Tpats verse cocromii Ha aysente yay CHOW HoTpeGuerese. MexkayHapomsas KONA rua Look-Look cnewaneaupyeres ta Moxoxexioit KY.srype "Npononitr HceTenOHalUNA, k KOTOpHIM TpHBLTeKAIOT Gazee ecm “Tacs aereli, cooGutaouuix MapxeTOOraM, Yea AKHBYT 16 Dy~ ats ont cami [55]. Hecreaonatenscxutt oraen Nintendo US. lexeweesio nposonut onpocu Goaee mwecta aca aereit [56] Eni 6it 8 Crpemistca HoMous enoeMy soueNTY peINTD, "Ipumepy, @ KakoM MecTe aysmie Hocrpowrs HOB dbacr-xio, 6 aanLzarA MecTuIN aETeaM 38-TO, TOBE OH eekosoxo ancl HOCILIK ¢ coGOl HopTaTHBHAi KOMENOTED, &t Bonpexesenibie npoMeseyrkx noganat Gu use sHyKOBEHE CHT stu. Tp Kaxctom TaKoM curate npoxoauil neunnat Gx OW: usiotep 1 orpeva ia panuutuuBie Bompoest, uasinKast OF Toro, "re OM HaxoaWTes B laHinAll MoMeHT 1 roaOReH AH OM, 10 TOFO, kakoe y nero HacrpoeHwe H camosyscrane, Yepes mecKombKo tell ony OM MeTKYWO KAPTHNY, Pe MOAHO SACTATE Ha Gomuice kosmmiecro KoTeNIUNaABMBIX KaMeHTOS™. 2 nen onucana meron “nelcronoro ne nesowni”.— Tune. pe. T o MEXAHIAMGI MAKATYRRLIAN A coam x agen Gotr Gus sare coner euoenry kawetTy, ma- AeVOMeMY cyttepsapKETOM, MO HOBOAY TOO, KAKI O6pAIOm caeayer paccrasi Tonapsl Ha moka, 6 yeranonier KaNe- Di, 870601 naGmonarh 3a CaMBINN LeanawtrenDitAMtt ABIEKE- HANH MoKynareueil, B'TO BpeMs Kax ONN sAAGHPAIOT TORApEL i nepemeuaores: no waraauny. (Keravit, keKoropute opraitt salt YeTaNanaunaor xpoulesmie BHACOKAMEpHAarKe BHD oposiirnutix kawep!) A nonisrates Osx onpexenith TaK HaatA- ‘aeMyio “ekopocts 3axBaTa" — To, kakoe KOAIMECTHO TOBAPOD, BHICTAN-ICHHIX Ha HOAKAN, a cawoM este ynxnenm HoTpeGueTe- Am ipoxoa no warasny. B eyiepwpxerax sra tunppa cocraa- age mpuwepno 20% Sarexe st nonsrraiea Gu wait “HateHyIO sony” — pasmemenste rlazoK, Koropive sanevaer GoxbuTicTR0 noxynareaefi, Tours wo acex waraannax 9a aoua HaxoauTes ‘1e-To MeALIy ypouHeM Ko.teH eOBEKA 1 IYTb BUI YPORHA as. areas sansiica Gut oulennartem “exopocTi mpeob pao: Banta” — coorHoMeNHeM Mexxay "MHeROM mOZeil, uPOCTO pac: ‘eaarpHsayoxuex Tor Hau MNO Fonap, TEM, KTO E*0 HOKY Hac: 51 Gut Taxxe oGeysits © mTaxenbiteM cnocobu npexCTaBAeNIA amMenonanieh npoaYKlUn, yRaRaHIIX Ha WeHUNKAX. Hecaenosanns oxasnator, 70 MpHMepHo Ave TperH no: yl B pony kronmsx cynepuapgerax copepmaiorea cnoHTan- vo. Iloatowy # npeanorki 6x senezrKopan Marasnlia paawee ‘Tiv» TonApt, KOTOPHIX, O¥eBILANO, MOET It He Our w emIteKe okynox sancersaraes Maraatiua (HanpHMep, cyxNe 2aBtpaKit owolt mapki), w “xateknoli sone”. (Kak oTMevauor necten0- Teall NCHXO.TOrH HOTpeGAEHIIA, CO CHHCKOM HEOGXORHMIAX ‘Towapou upsIxonsr B cynepsapker noranamoutee GosbunCTEO eeu YeTRepraK YacTe MyxtIHH). LIpoayKA nepROt HEOG- xoumocts, KoTopHte OyAyT PACKYALTENB! B.OGOM calytae (Ita puep, x166), MoryT LopomBCTRONATACA IT MeHlee 2aMeTHN ecto. Xopomo 61 TACKE HEMHOTO NAKLTOMUETE CANE Hit ne Honk 1, PaCCMHTBEKAA Ha TO, WTO TlOKYTes MOZKET NO: AaToes DNeSAITIOMY MMAR MpMOGPECTH KaKyIO-TO MeO‘, pacttoaoacir» nese mpeaMerat (cKaxKeM, KYNOHINE epuMiKit) Manosun neysabumocin 6 ss “naxexvoil 2one", a 8 Coee xpyrnatx rosapos (TaKHX KaK ynakonki CTipansibtx nopouikon) HaliTH Mecro fe-ro 8 ray e noaox [57]. Chienuannictit nonoit noaorpaca, auectHolt Kak posta aq aitrpOmonoria, MHOTOe PACCKAKYT HAM O HIpHBBISKAX I~ ‘oGperart Toxaps. Tax, aarop kunt Why We buy: The Science of Shopping (*Tlowewy su woxynaest: wexyecrwo mponax”) llaKo ‘Arclepxia AMET KOHCYABTARTOM. HECKONDKH KpyTNell mux poswientax staraayon, Paceranaennie Ho Rew aMepot ¢ TOIHOCTBIO VaanaMaIoT Uee OcoOGeNHOeTH nepe -xeuH HoKymTeselt ro TOPFOBEM saLTaN. Amnepxitia ero nceaeoBaTesscKast KOMarIaa yeTaHoB! ‘ro noxynarenxs, nepeuil pas nepecrynaxouym tlopor HOHOTO araaunta, rpebyeres reKoTOpOC apeMs, NpuNepHO 13 maroB, ‘trout ocnouTuca 1 nputirit 8 eeGs, On xoxaues nepecrpo reese yanaioro Texta xoab6u Ha Tor, KOTOpus xapaicrepen [Xan sraraauia, Te. HecKonBKO “eGanitTs O60pOTH”, ocoGeMHO ‘eit on NOpRAAHch B MEATASINT € ABTOCTORIKH WM O>KILB.IEH noi yanun, B peayaurate ToRaps, KOTOpMe WaxoN Tes MpsMO ¥y wxoa, ocraiorest Gea nrisantix — ory sony ANjepxnan Ha auwaer“rlepexoanolt” i “xeKommpeccnowuol”. Ow coneryer harageapilaM Maraouwon He pasMemtars & “ilepexo{uol sone asknryi NpORYKIUNO H pHHLATE Bee MepH! LI TOFO, TOG ITOT yutacTox oxaga.iea Kak MoxxHo Kopove, “TapareTupyio, — miter ‘oH, — een a Hooxctre Cronky pexaannilix OGrABACMUT HEME HocTanirre KOMILIEK KOpAH JUs1 HOKYIOK Cpaay 2a ApepEAA ‘vo Hioxymaveni ux nowt He 6yay'r samevarp. Ho ecan wir mepe- Abinere pce 970 na wapy MeTpos srepea, yansurTe: # oGpaDte- ts, 1 Kopaniat Gyay't upocro Henapssca, I10 saKOM MPHTpO- Abt — noxynareaaa iyektia maerKo-nocaosnta n.t0ca” [58} B tone PanurrexbHas Texjtenst MocTeneHHO nepewemaTbea wnpaBo. (B Annu Anctpanat, rae amioxemme Ha yanuax stenocTo- elit HoKyaarexell TakcKe npocaeKuMaeTes 10 pontuee, nocerureau maraanston nepeemavores wueuo.) Ms-sa 2roro caMoll ueHHoil “HeaBIRUMOCTHIO” Marasite aBaseTes a MEXAHHMBI MABRY ARLI ero nepesiias mpanast vacrh cpaay aa "aeKosmpeccHonHoit 30- noi". Vinewo anect weoGxoamNo pacoarate Tonaps, aR YYeneniNoti peamsaum KOTOPSIX RAIA CAMAR SPKAR NEMO! crpaiws, ¥ noxynarezelt racxe pocexnmaetes CkIONNOCTS ‘aILyTHOH K TOBApAM, PACTIOAORENMBIN OKO.IO MPAROrO Kp NO tok (sxmowas asurenell Awramic Ancrpanit). Orca ox: wr0Get ZocTanHT® TORAp MpAMO & PYKIC Horpeburrexe, ero y;kHo pasMecTHTD tyro mpance Toro MecTa, Fe Ol, OGIItEM- ‘To, mourxen 6111 Ox pacnoaararses. “Eean y wae, x npuMepY, lupegeransew impoxitit accopriment nesestua, » cagowe reHTpe omxeH pactionararses camel onyaapiih 6pewa, a woRaA Mapa, 0 KoTopoit Moxa HitKoMy He KamecTHIO — Hesoro npanee or nero”, — yraepxsaer Ausepxau [59] Moccaeaosates Take pasksciser, KAK 28CTABHTS HOKY! ‘eel roceri» caste jabnite OTReA CyMepMapKera Ht He 10" nycturs, ToG ont “TopMoaiLun” Ha rosiayTeH BoaRpaMtaancs ob parwo x unnxony. Emy ManecTHo, Kakwe ToRapEL 1 RNayaminte cermeyset no6yaxtalor sno aelh anpanssrTaca K AANbIINM HO:TKAN Kak mpasiao, 3T0 ocHopite npoayiris TuFTaNHA, KoTOpHE B Gombe KOAMECTRAX THOKYTIOT 1 © MIMPOKOM accopriMertTe Koropaix » amos warasiie axaior nee, Hanpunep, sarasmest Gap passemaor spxwoieo a naxbHUK cTenIaas, Haro ams nonepxnocrate acnekrat neuxo.iornm norpe6. stent. Crewutauiiernt Moryt paccxasars nam ropaiao Gonk- 'We: oF TOrO, CkO.tSKO BpeMEKIE Bix MpOBOAHTE w cyltepMapKere (Ganpnsep, # onion is warasiiwos Kpyouol cerH, npoaawotell mMpeamerh towanero o6uxo7a, se akeMUENDA HAXORRTES PH epno 8 wunyr 15 cexysia; 7 munyr 19 ceKyna ocraetes Tas -RenuunNa ¢ AeTBAMN; 5 MYT 2 ceKyILUA — pest NpCORINAIIT ‘TaM oso emus; H HaKoHeN, 4 yamnyrHt 41 cexynay npo- BORIIT B TakOM warastIKe XeMUINNa, MpuNexas TyAA RMeCTE ‘e MyxxHiMOH), 0 Toro, KAK JOAFO BIA May'yaeTe EHH Ht 9TH KETKY; Mpexkae eM PEUMETHCs ka NOKYiNKy (okesMAER O68 5 cexyuin uuraior avuKerny sa reaax Jum Ayia, 16 cexyiix — amosun woyss6umoemt. 6 a yoonmonurx cpecrnax) [60]. Musi exoam, teca ‘qosaTem rorpebirrenbckoit KysbTypit Combine aHaIOT O wan. "NpHBWHKax, YEN nL CaN. OXI MOTYT MpoKaTieT® wac No wara- sn Kaxe Ouwasspassit map. Axtpontoaiorus notpeGrenus ne aBaxercs Hit sstoneutel, Hi arpassenolt aporun noxynateaa, Mo sien TI. ANnepxHa: ra, eF0 MceetONANe B HTOFe enocoBcTHYeT TOMY, STO MO [xABUM YAOBACTROPHOT Nee xexaINLA loTpeGuTesell, a HE Ha ‘oGoper. “Coaaaitre Taxyio posnusny!o To¥Ky, KoTOpas Gyser coornercruonat cams crienipMYECKHM ToTpeGHOCTSN o- KyMGTeseM, 4 pao aH nosAH0 Bit OGbeTech yertexa, ~ oTMe- sacr Awiepxiti. — Towno Tax xe, Kak yeu artrponosiora ‘Xos.an Yala cnocoberayior yeouepmtencrnonanino OpONCKHX apkow H 01 oTALENa, Hayia 0 TOCeNteMM MarasHHO8 NOSHO nner coaaate Goniee GaaronpHsrae YEnORNS L1H PaaBIeTHs "npouneraitia poaruriHol roprons, To cyrH, wet o6ecresia- eM norpeSirreato oupexesteutyio sauutTy, KoTopast mpxNoceTT nomsy saunas knweurran” [61 B aononax Anaepxit.a eer cnos pana, Teste Mente ne Ccneayer aa61iBaT», ¥T0 ce noopacTaiomtas CAORHOCTE HHSOUL- Pemiocts aTo# npHiciaaHoil saysae HoBOrO HoKOAeHHR YenLm- eT amy BocupiunaMsocr» K cooGujenuas perctanronateacit Boaxonaio, norpebitres crauloustes yMyapentee, 0 3T0 TaK 2xe OTHOCHTER IC K akyIaM Gisueca. Bsanborefiersne Mexaty ‘Hut Nanoanaer pollny Mexay NooGysurTesaNH saGonesaLIit 3 armiGuoriKasnr: RaBcrpey Gostee cxumabin antHGworiCKast ‘uxoant Gomtee croiikite Gakrepau, 470 B cHo10 o¥epeaD tpit- Homi K coamantno Gonee sypexrenuerx anrruGHOTHKOR, 1 Tt Tipo6ewa n Tox, 70, nockosRKy Heeesiouarem rcHXOOTH oxpedewia saiwiTit a nocromMHLolt paGore, out, 1o106H0 Gaxtepuan, aceraa WaxoasTes ua war BmeperM Bac Sry xunry TaWKe MoxkHO cuHLTaTD paGorO!t Ho axTTpOOO- uu norpeGiaesna, Ho aBtop pacemarpupaer ee ¢ mpoTHBOTO- toxoil TouKit apenea. Tocstesve Heckouteko ter x paGoran “ MEXAHHSMDI MAHHTYRALIAN ‘caxenepranit, npoGosas ceGa n ropronse, naceuta cewmmapss Kontep¥eckie 1loxasut tT, MocrOsHHo HaGuno.taR 3a BoM MxsHtHOCToI0 aoe — Kak, KONA Fe MUA MO:tBEPRCI BtN- amino ugune, B cxexytonix ruanax a npereraso pesyavTartn snloxeersa HecacxoBatit, BCTPAHBAN CADE HATH KeHT A a npeamtonoxsenii, 4ro ew ayaue sn Gyaem paabuparicn nentxororim y6oxstennst (8 TOM, € Yes aN pUxoRTER cra katbaTbea B HloBGesHeBHOM AKOHH H KAKI O6pavOM ta 30 earupyer Gombinuncrso suozeli), Tes adipexritsiee eyseeM eMeUIATE salty wecoB pH BsANMOReLicTARN ¢ OKpYAAIOUUME TAABA BTOPAR Uemy MbI foBepsem? KomnetenHtHoctTH, 4ecTHOCTH 4 MpuwenekatenbHocTh, wan Mouemy cynepnponasup! coscem He MOXODKH Ha OBbINHBIX ToproByes He obpauaiime exuwanus wa wenosexa 20 sanagecon. Boat crpai On" "upeaesraituit ToRapoR KOM 65 66 MEXAHNSML MARTY ASLIAA HepesKko nomsyiores nposasunt zemesurx MeONell, Ho B ZaN- Now cayae pesb ula o paaaarabtx Tonapax H npacnocobrctit- ax Ua upuroTostenns m noxawH Gmog. ¥ xosaits nevepwaKs agowest ee Berra, 6st penyrauus wecruoit Kopanenst mpe- sexraittt “HsGaaosannoro Illedpa". Dro meponpisrTue 61.10 asperctammposano Kak cemitcoroe oy, YerportTeneM KoTOPO- 0 Gsiaa Berra. Xossiixa oxasaacs mivzoi 1 ovaponatenbiioli xentuuwiol, a Kors pean saxouutna 0 ce ToRapax, ANNs 1 He-prita Gut Ha ee kauovom. KpoMe Toro, Berri mpiazazaza Gosiuoe aaverne cemeiiinam weHHocTaM, 1 9TOT OAXON, pasysleeTes, He OCTaB- Ia pannonyuinod mi omy npeacTaniEresisMHIy ce ayzurropmt (a nx Guit0 mpustepxo 75, sce om, aywan, Gouin MaTepayEt cemelicr; wexarovenne cocTanais 1 H OAM SION, KOTOPO- Fo, aon Geers, sarauuuta ry;a -keHa. Myorcuta noctostio Koss cBoun GOTINKOM rpA9b NOA CTYOM, HanepHoe, Ta sic mpopsrr® yrs x enaceHnto nom saat AROpHKOM Berri), Bee 6x10 upoaysauo 0 mesovell, TIp6mnaroux roctelt upusercrsowast y awepu ners xoastixn. Kax oxaxazoce, out ‘ceaaam sui Hac HotenuBLe KeTOHT, NO KOTOPHM Yr HoaKe poses Gecnpourpmuiuyio worepero, Oni nomora warepit Taxol oxoToll, kak cama Berri — aewonierpuponaa rowap, B covet npeseuraiuit ona ynomata myx, neTelt, coGaKy, Ho OM # epKOBE 1 LOKYNKH wargame pentTHORHON swrrEpa ‘Typ. Hecko.nsko AoGpopombtter Heceno 1 san0pHo BAnO.MA 4M ee lopy eH, uksi0sas MoaToTOBKY Gro H AeceprOR AA ‘ypmera (Kowewno 2, ¢ nenozssonaniiem Tonapow H npitrto coSitewsit “HisGanonannoro Heda"). Berti ne 2a6wuta yon YT, 4ro € omOMHIIKH TpysNLUC Kent Ae, robe waa pewepaika, Berm cysiena crepers past Mexcty asym, 1a neppisit SSI, pOTHBOPeIHBLIN eAsIMH — LeHEAxKOH upHOBLTIO W apyaxeckoit sa6oroi, Efi yzanoce naitru enocos raKM o6- P&SOM coBMecTI eBOH HawepeHtIA, "TOOK OH! “paGoraH” AByT aa apyra. Oua, x mpunepy, nmoxsepxmiazia enoH casait & Yemy me BoSeps0M?.. o GaarotnopiTeabitans opranicannitMi 4 BkxpaxKazta ropocT ‘yes, Mo MpoweisT HpHGLLIN © opranHgosauNEAX er pox epexoat 8 ap MecTHioMy Gauiky mpoaykTOB muta. Dro stuna.to YARHBHTeBHOe NyBCTHO OGUIMOCTH, HLIMOSO MIE namrextoeri x Rotary Club! — re. upraanao nexomstep- seckiti oTTeHOK B OBIIEM-TO CllekysTHBHOHL AeRTEMSHOCTH. lo oemy mien, ys TRopeniieM Berri crax ans6om ¢ urpeakan no: naawanutest "HaGaxonananiit Led. Mos vero pia Moxer cTars wauel”, KoTopAlt oxa Noxaseisasia BCeM axomy. Cpoeli knsrot Berti crpesutach Boxtonitt» Ho: hu ancrpiuioTopon, Koropie Gyayr paGorant wMecto wee Ha Gee witaienx yponinx Koma" mnpantia”. B rox ansG0- Me ona cobpaula pekmanante OGnanzeHt, suMOANeHHBI tp ccrapitrenawit Kossrasun, a Take onlicanna ToRapoR, Ho KpoMe pacouiio npeacrantenxoit “paGovell” unpopwanant, ansGost conepaaa conuteteaberna mrsnofk npxsacrHocrit caso Berri Ona wxzenina w nero otorpapint exouX ere, MrpAONUNX B Gelic6o7, cite weet ceatbi BO REM TYPHCTHYeCKOTO MOXO- sta, a ormuxe » Jneweliente, Ova Tawke pwaoxuiza Kon ‘cBonx sitymrresbinsx KoMCHOMHX Sek. Ho cantastit BOC armirTeabiastt Bo Rees aTOM GUI KoMMeNTapHN, HaNTICAH une Beret a ncex crpautiax, u nowrit oeraa B un ee erpeMt- stele K noxysero npHGBL NpupanmiBatoct K cestetini «+ son wasn mxpaiorn GeiteGon, Yeaerie vermpex nap elt» aatoit ante oGxoutTes nezenteH0. Mou Kowaeci- + 1 pata, 40 y Mew ecT® BosMoxHOcTE BHOUpaTE, Kora paGorarb. B ori miixoaMe & peuiaa OTAOXHYT WoT nmpapiutact nvecre ¢ xevb\tn wa cemckyi0 #pMapky. SaMe- so user rH6xii rpadpuk paGorss, * Rotary Club —nexsynaponnoecoobuecrn, Gesamte cocrorest sol a commecroro nponenent aocya oxo Garoraopaemio ont pace. pune ped. 6 MEXAHHOMD! MAHHTYARUIAA # snare myaxen — oxnia Kostaaa. Ilo nevepam on sanMaer- cat aernatt, 8 paGora, Xonirenpescrasins coe o6pas *eyuepuponanna”? Baya ‘Te pees arpecciBnx Toprosues nonepANITAN ABTONOGIA- at. Bac nepakar enoelt naactitso.u, oxoxte na Berri. Ona o6pa, sect, yueer sa60nH T4630 MO. AYMAN ToAhKO o zenbrax. Orvero xe eit ue aovepirben? KC womy evepmtat rocra suicrpolLines w o%epers. Bee on Giz nosy cepsea- rx uanepen eneare 2008 “Kaxow xoatiph Berra?" cupocure nis. Io pesyasrara -MMisx cemeOBanHH, yGesUTeABHOETS oMpe;te- ‘or tpi baxropa: kommerentHocTs, YecTHOCTD I ipitBstekarest oct, Mus we Toxo ¢ Gombuiell rovosHocrio coriachMes Ha npesoxeme veovexa, o6a.tawltero STHNM KAMECTEAMH, HO meaeaaen aro Gea Tutarensoro axacnrsa pcex tpaxros, Byayt ysepeuntunnr 8 cxoell GesonacHocri, Mi aitut nopaayeMcs BOSMOAMOCTH COKpATHTS YToMITesDHBI NpONCCC NpHNATI oGocuonamntx pemenuii. B peayasrare seo yenanMaeNt CHOK BOCTIpIIINTHBOCTS K COOGIICHIIM H pocbb aN HeaaBH x Koukperuoro coxepaxaniea. Berrit aupryoano peaanaonana a mpaxtuxe ary Tpwaty naaexHOCTH, KomnetentHoctp C panmero aetersa mat yanes mosararhest » mpansir¥ pente- uit a asropwtermx avoaelt, o6rasaroMax B HANI r=a3ax Ne TosbKO CTaTYCOM i WIMALIeN, HO H KoMMIETERTHOCTH, ITH ActexTH! 34¥acTYIO CBaSaIIBL B NeTOReYeCKOM TpeACTABAEHIIH oes. C paniero sevCrHa Takite snasnMe ¢PIFYPH, KaK PO Tea i Y"HITEAS, CHNBONLIESMPYRTT AA Hac epHOMCTONEHTRH yapocri. Oni onpeneaaion 28 wac “rparitu zonyeTHMOrO", KORTpoaMpylor Hac M peryAINpylor AOCTYIE K TOMY, K NEM Mt cerpenmes. Yeaxxeuste x antopirrery poauonittes (a action Nos test ae posurreaaa 1 yultreasnat) B pair aobpoaerest omy mes Bosepsen?. ‘drat aerko OGpstcnutt» cKcIOMHOCT MOTI BspocmAx sHOAei lupekiouaTacm nepea -unepasut, upusianeeisiH OGIECTHOM (upedctanitenaMit nxaCTH HL IpANOYANA, HepKOBHIAMI 1 O6- necTpeNHINAL AeRTes/AMIT), — OF BIUFTANI ITO € MOZIOKOM MA- ‘rept, Jos noaaraior, wro craye “saGpannbix” oGecnewunaer nat ocobist xocryn Ko neenoaorxnoit inxbopsaiwic a, e1en0Na- ‘reamo, soryitecrao, Bo Miorix ca1y4asx 970 NHeNe OKBD1AB- ‘eres cmpanernitinass, @ roronHocTe C™UFTaTKCH € ABTOpHTeTaMIE rnoanoaaer npiuinaTs oGocHosasbie pements Tpo6exa ® rom, 410 nopolt a Aovepite K MAN BOT 10: orophie aemouierpipytor cuwoors antopurrernocnt Kax 10Ka- utnator Hccaeowant,aMepHKaHil4 OcoGeMO BOCTpHNIN ISB! [eTpeM BIKLAM CHMBOTOR: ANANTH, OPAC H MUKAPHEIN 2BTO- oGvutas [1]. Fak, steam, Nocmunie aHaH4eOKTOP Hay", cx ‘TaoTea aysuMIAMH elenacTaN B eBoei ObsaCTH; Macy oxeTor0 w Aoporol eaonoll KOCHION, exuETaNT OusHecsteHOM € Gobi woaMorkocrsnty; napris, cHARUCrO 3a Pye ao syoGi.n map “Jlexeye", npa.ai WasoByT Heys Tloronopust onan “aoxrop", Kowmarii-npossposurrest nnpesepsamiwos, HeeMonps ta nce npenmymtecrsa sumtycxaenoil "upoayxnni (upeaynpextenite Hexenarensuoit Gepemeunocrn, posbunakrika weuepuuceKwx aaGo.renan M OTsUIHOE Ka- ‘YeerHo), 8 TeveHe NAIOFHX ser ToproRANIE TOABKO B PosMMLY woinikag: He worm yRezuturTe oGuemtt nposta. B 1987 roay K. Dpeperr Kyat — #70 pews raaniit spa roey.tapersenuoit ceayacénr sapanooxpaxensia CLILA — » npawow >bupe nopext -MevtzORaA CRON COrpaALANAM, BKK TORPOCTKOD, 10.:0- BaThea npesepRariwaM, HOCH Hero OGKeM pOXADK MeOrKt- zanio sospocan. TIpocroe oaoSperie, nnickasamnoe Kyox, ‘oxanatoce no witoro pas aelicrnence zw0Goil wapkerinroxott B onncantoss eayuae peaxuns o6mecrneuwoerHs Guia co- Deputenxo aoruaHofi; B KoHUe KONIOR, K HB ee cOneTaM "npucayunearies, KaK He K BKICKEHIHAINLANE YesOBeKa, HOCH ‘To nucutee anane w nepapxini cucTesc sipanooxpanents [2]? 7m MEXAHHIMBL MAHATMA Ho nuioraa npocroit o6pas mtacri Hepeako crrocobeH oxasat® He Menbuee Bosaeicrsne, west peauibyastasropuTerHocTs (naKe case norpeGirreaias HesBECTHO, #0 3TO He TO UHOe, KaK Bue as. o60x01Ka). Bo mpesena Honyaspiiocti TesleRNaHoH Horo toy M*A*S*H axrepa Azana A.tmay, curpasutero 9 eM pom ‘pava-repanenra, YacTo Ipitaluanlt RBICTYTIAY Nepex Meat unex aysutTopuan. Oxuaxcttt O1 mpoitiice peste repea suinycKinnanat MequiuaneKoit mkonit Koxyn6niiekoro vit nepeutera. OGpariauince K cayuarensn, Amba saan0%, 170 Teneps, Koraa out noaysucaN aumroMet npaveli, of HOMOACT ac iaysTies necri ceGx coobpaako cpoewy crarycy. HuuKoro a BRIMCKINTKOB, KASaLTOCB, He CMYTICT TOT aK, 470 Meck Bpa- ‘eGusi omar oparopa sakowautes n onHoM — urpars past 10K: ‘Topa. Nyr» rosa commit cooGpaxkentaM nO TlovOAY ZAKHOIK mpogpecci seatca axtep ex Kayruau (Gosee uavecriti nog wovenent Kysncx, “numaouleroca MeAMHHCKOTO aKCtIeD ‘Ta");9T0 MpoutcxonILT0 Ha KepeMoHiC upy'teHIL ;UIT-IOMOR yckiinans Meauiuatexoit axon “Mayier Cunait Ecam dhasiunie apasu enocoGins oxazare poanelicrate a wacTOsuIEX, TO Ney/UHATENANO, 70 HM YaeTCR MpOHIBEC- Tit prevartene na oGilectBeuNocrE, He TaK st? Bertoysin i npanepy, pesctanuate ponikis xodbe Sanka, » KoTOpHNX aKrep PoGepr ur npeaynpesstaer spurenelt 6 onactoeria KoMbena ¥ pacxnasuisaer no:eay pexxasupyeMoro Hanirrka Gea Korbett ‘ua, Brarosaps Slury mona kode Sanka noapocan acron- xo, #To oH ocrana.tes GeceMelitan repoem pexnaNterx aK recente eckospxux ner. Ho Ha ¥en On O¢wOMEIBACS, ADA spureasse wequminicKae cover’? Vexsnouirrenbio Ha poal Ccraporo myaporo sokropa Mesut Mapxyea Yan6u, Koro- oro o1 curpast 8 nouyatspHom rexecepuare. IIpumepy Aura, cyannmeny vestryio npiGiuAh, noereosaan Apyrne “Tenest- suomse pas”. Concent nenanno But Koc6u yenteuno mpo- srapaa Jell-O Pudding?,norowy ro “ou xopou ua 663”. Thos, opr nya. = pave pe, omy mes d08eps0M?. n" onessi0 , oTAaI0F cobe oTver B TOM, #0 y Koc6u, w ovAMSHE or K. dneperra Kyna, ner u ite Noxker 6orrs coorwercrayromelt rroaroroakii ona cneunanncra & edpepe axparooxpanensta Ho na Moancou-aneno eymecrayer npmauor: “Ec cxasarb ‘51 nocxuuiaioes DppasoM Moppuco — cossaeseMt 20Ky- Mestranilax dpisibwop, ocobeuHo ero euocoGuocTis sacTaBHT® nnojell FoBopitth O TOM, O eM ON, COFTaMAICe Ha MITEPHH, pacexaanpars He cobupamics. B choes neoGuMHoM, Cranes onacciueckui, ita “Touxas cui ams” ~ ocnouainnott ra peaxbunix coburusx eropint 06 yOniine HomwelieKux 2 Tlanaace, Moppuc numyzaaer veronea npusiarscs nepen Ka- ‘Mepoil » upecrymtewnt, xe10 0 Koropox o*piauasiae BaAaCTIt Ye 2AKDHLAM, HOCAIHB 1a CkAMBIO HOCYAMMEX HeBIANOBHOTO Ic aprtropopin ero x emepruioit xasut. Io xrexaco Moppuca, Toro roi AOGHTECH OT HOROApeBaeMoro CaxopasOGae- at, leoBxoxmMo noKaaarb eM, TO MIETEpDLICeP Kpaiie yazte- ‘ext ero ncropnelt, Tpien seiiersurersio yrayGasersca w ero pacekas HORCe He O6A2aTEAKHO ~ BAAHO TOKO MpOMsBeCTH ‘rakoe anewamaewue, Maxo Toro, Moppue eustraer, «ro weuoa- “LenbHas, spko BIspHACHHRN saMIETepEcoBANMOCTE MOKET JAKE ‘Naupesirs cxeRoBTeMD, HOCKOABKY HOMELIAET BEAAETS 0- acroamtesy yaaevenmbis, To 2ke Kacaeres asropuTerwocTH Hoxo6ne KowitetenTHocTH MoxeT oxasarbes! Go.ice nelicrHeH ning, wesc trina ocweOMTeHHOCTS, Bonpuma aonepitem noakayiorcs Te 1i0aH, KOTOpHIE Yer Manzimawr ¢ coGecesumikos apirresbunill KOWTaKT H rovopsT yynepeniio Hesapucnno oF conepxaNs puickasuiuant. [Las syuentia ehaxopa sHyurgeMocric ceaenonatens Bows DpHK- con'cocpouuarxostneraMitopranionara miiMoe cyse6KOesaCe- zante: HI eM He MoaDapenarouIne Yuacrauxat 9KCHepHMeHTA ‘arpa pos mpitemaisx sacexaTenelt 4 eueayunUHaT “CDM dereasckve noxaaasisa” lowouwrtkon Bom 0 nooGparaenom "upouetecrann. B orser Ha wonpoc "Ckostsxo npuGansieveas~ Ho npementt npourxo 0 npwesa kaperat “exopoli wowoute?” n MEXAHMaMDI MAHHTY ALAA NoaousHa NpHesPKHINX NoayYam HeaaNeaurTesttll ovBeY “20 sumyr. Jocrarouto, ro6t Homo mucene Joma nox: uarhea ¢ sean”. C apyrisir npwtesaaraa saceareasni CBI evens npHMBEA pacrepaauiait HILL H, saNHHAACD, MANA: “Tw, Kaxkeres, mpouizo rae-ro 20 muy. Towio Ke ynepen. Ho # yoner nowou, x oeii nonpyre sateen Ass nogastrecs ¢ sew.” To, «mo ronopain caniteres, ‘OkASQIOCH Meee 3HASHMM, YeM TO, KAK OHI 9TO AesHARH: BE ein w ceGe cwuceters oxeps.tn ropasxo Goatane (3). Jpyrwe ncenenosanmia noxaatiaaion, wr0 peurtesibmeie opa- opis c Guicrpoli pextio 8 elicrairrennsocrH ne Gonee yaepents oGaymisars 1 sloaro KoseSareca, npeAIe eM OTRETIT Ha BO- poe. Ho daxt octaerea dbaktox: s1oaH, enocoBuwe coats brevataeune auropuretHinx, BocnpiMAMaires Gone’ po: (Peccitomaasitisis, yi 1 OCRERON-IENHBINNH, YeM eer Ha cantom eae [4]. Caeayer onmerits, «ro exymarern nocpi Munaior peuntresombit crite nbtexaatamanil Kak rpsteyMl ® Gomnauelt crenenn wryacunnam, a Gosee war a neynepesial Kak cpnacrenscrayior necaexonaini, runas we anaseren Gonee apiberruanuis MeToxOs noccTaKoRNelNtA aGwTBIx BOC Howitnatni, wea Bce ocrampunse. Ho 10 upusiHe o6manatROIt yaepennocti 8 aelicrsenocrt sroro meroxa n GosimunicTHe CyA08 He upumnNaroTes B pacer coILleTesKCKHe OKASAHIES, oceTaNORTeHHB B aNstTH OGBITENAX,IpeOHIBAOUIX BO rosin rumyoririeckoro cia. Take saHlHbte MOryT nOKAaT caLnepecyp yOeaIFTeAbHAIMH, "TO MosKeT HcKAsitTh XO Cye6: oro pasGuparestscrua, HexoTopiie upanonewa aatamanor 9TOT henomen “nevecrnint wosaelicrawen” [3], ca oparop pexocranser cayuaresas cramieriieckite Jannble B NO;MIEPAKY EROHX MALcKAAHIRAIUNT, TONEpHE K HeMY ontamaetes. locronepiocts i noanaa ri “o6wexTHBinx cBe- nent” ne urpator ponnbis eserox kakolt pom. Mute w Mort Ccrytenrran ymanoct packpirTh 910" hettoMest xo;e NpoweeKHA omy met Bosepsen?. n nceaetonainta ogpbertinocrH pextames [6]. Oanott rpynme |ysacTukos wis tIporeMoHTpHpOwALI CepHO HACTORIINIX Y= THaMaHNe PexTaNtBHX HaObpaKenil, B KOTOpHX Guta MpeA- Ccranaiua crariicritka norpeGienita pektanmpyeMoro rpoayk- ra. Hanpmwep, 6 oavox 2 oGnsimenil pews mia 0 10M, ¥TO ‘8 oxtolt noprunt Kau 1211 saurpaxa comepacuca “60% mat Maanoi cyrouoit wopwis uorpeGrents Kastunta, 90% — xe: resa 100% — dbonnenoit kicsiom”.JIpyrnm yuacrnutxast He ‘cocnonaitita Mit Hoxanazi Te xe pexctanmbte oGesABAEHTA, Ho He conepakaunne cratucrincn. Kota siti nonpocrian Hematyesx BNCKaaTE CRON HHIENATZeNIIL TO NOBOAY PeKIANMIPYeMIAX LPO- AYKTOR, OcoGHrx pacxoneMI He ROQHBUCIO: xaKABA saAnIL ‘sro HiL of Ha Gpaation pexcraNtHofl mpoaykiuus He mpowanes sa nezownxaKoro nneqar.teuna, Mus, ros 06 teumostn Heya BHnMOCTH, conepIIENO He YANIAINCS CTOs saBMAMIONY ayimino, Kaxci cslenona.to oxisiar, sbckeasta anita yuacTHIKO® okemepHMeitta oTHociTesKHO WorerMasHoro BoaZeltcTBHt Ppekrawntx oGnanteinti Ha apyrux some oKasaanes Gozee hhoxasavemanidt. HenbsryeNbie OTMeNan, 703103, KOTOpNE ysnuurr oGnnnslenita € HenomtouaKieM CTaTHETHEIECKHNX Za‘ etx, ¢ Gospel aowielt Beposmuocta Kyns«T pelciampyennie ‘Tosapis, Dror peayabrar noaTBepAaAeT OAM AKCHOMY, NOPOLTIO anecruyio persianateras: “Hes Goanine dacros wiutaere, Tes Gomauue rowapop npoaaere” [7] He menee yGesrensiin MoxeT oxasatbeH nporpeccio- abit apron. C ool cropows, MuKoMy We panaren ‘aysntie Tepainis, SaeMaueKropy, cooSuontemy m0 panto nnpomios noroxis, oGbsnasrs 0 TOM, sro “cymecTayer Goma eposTHocrs martaaeita cyutceT@eIIBX OCaaKo8”, KMECTO TOFO ‘eroGwr mpocTo ekaaatb “Boamorxen Jloxste"? Oawako Tes, KTO over nponsneerit nievarsensie Kpynworo eneMaaHera, npo- ‘econonarini apron 6yner KaK nembsa Kerarul. B xore uMcneeposanioro Cxytanis Aesa CyZOM MpHOmKMEIX, OP- ‘ransonannoro Zbxoaes Kynepos, QansaGer Bennerr 1 Xox cau Cakest, YuacTNIKOR HecaeAOBAHNG, BHICTYARUIN B POM ™ MEXAHMSMOLMAHHTY TAL pnts, nonpocuaM oulenitT» HeKoROe saaunene NoTep- nenmiero, oGsnwsBuero pykoBOCTHO KONAHIEY, Ha KOTOD}IO on paGoraat, 8 Tom, 410 ero toanepram Boaxelicrsno onacio- £0 XIMHMKaTa, YO B KOU KOHHOS MpHbeO K ORKOsIOTHUECKO- My aaGonesamuo, Be “upicsokine” sacayniasit noxaaantan umacoro cautereas-oxenepra a-pa Tomaca Daa.towa, akoGe pospeccopa Guoxinwunt. Floonne ywacriikon OH Obuscnnn Npocrss AstikoM: YRAsaHOe XHMILeCKoe RemLecTHO jeficrBtt Temulo enocoGersyeT BoauieKHOREHINO HMeWHO TaKolt Gopya Paka neveHH, KOTOPy.O aMarHocrHpoRAA y ueRta. Daron TORTHEpANA, HTO UpoweReHTBE HecTeAOBAKIA YGexitTeASHO LoKasbinai0T: Aue CoeINIENHE "NPHBOIUT He TOMBKO K HO3- ngHosenno saGoewannit neem, Ho ake K paKy H.. 2a60.1e- aja HMaryioH cHteTeNE 8 nezOM”. JLat Rropolt NOAM -yeacrinixon Hiceaeosantts paspsencns a-pa Daa.iona Gam {TOATHMH W nyTaHeaN. B MANONOWTHEX HM BRIpAXeMWAX MPO ‘heccop coobutaa 060 acex onacioctax, KoTopWe TaMtT # ce6e stanoe xwseneckoe nenecrB0. Ox no neex noxpoGuocrax pac ueumnas “Mexaisy woanelicrons: aanioro upenapara wa 4eno- neweckatit opramtsa” cooGuta, ro “asso coe utente Mit oT K BosHankHovenno aoKavecTReHtAx HonoaGpaaonart, reriaTomeraam, reuarowerarowwrreay H sunahonasof anpospuat ak b cenesenne, Tak Hw siLTouKonoll xexeae", Peayinsran c- cactovani HoKasaaie s-py Danaony ekopee yrananocs y6e- ANT YHACTAMKON-nPHCHRHX, KOFA OH BUICTYIIAN KAR BAKA corpus yweni. Topasirensit, Ho Zonows, waTOReMHNe Ha RettonsrrHoat axaprowe, upuiisiannics ropaaxo aysmie. Mpocras H nonstrHas pee Kasanach ReyGeanrensnoft, Mecseosarem pita « BtuwoAy, #70 KOTAA CBULRETeAK rovopALA NpOCTO, Cay: harem Moray ollen4T» ero oR No cyakecTHy, Wo Kora ero ews craHoniutact, HenOHSTHOl, HM HPHXOAMLAOCS mpHGerar® YMosaKmOYeNNWA, HOTATARCb Ha ero ABAHTHE Ht pentyTaMLNO, BAe: Cro Toro wroGss axannmponare mpenocrananeniae axa. H eure ‘oamt naparoxe: sorta axenepra Goubile noero xoBepaOn B Tex ‘cays, Korma a6comonio HenoHsTH0, 0 Yew OHH roBOpAT. omy mos BoBepren?.. 8 COnncannt heher nocnpusrrus naaroaaerea smut 8 OT- [NOWIeHHN {WELTONMPoBANHUAX aBTopHTeTHEIX cmeMMaAACTOR. ‘Tax, sapyrom axcneprenre, xorsa a-pa DazoMa npexcraBtt- su Kak paaonoro 6uoaora, mpoipeccuowanutsit xapron YOex- [yur npHtemanix MeMbILe, Tes TONsTINUe pasbacHenta. Mins {cAONAMH, ecmit BM He YBEpeH, TO Bax AONePAIOT, Me MepeTH- alive nay ¢ sayin conexant [8] i cutona cxeayer sameriits, u70 Heyuepenocrs ~ Hows re otuocuteabnoe. Hecnexosaus, 8 KoTOpHX pinta yea crite Kowatiia npaei m Mencecrep HS HecKO.IbKHX Gambit Cpemtent Sanaze, upoxemonerpuposan, uTo moxer nportzoit 1 €cait aroputer nombayeTes Gesoronopounnist lo citenapmo axenepniena omit us uccaenoBe nh excectpHnckie GOKH B ABRALATH Aux pastiax OTAETEN- six Goss, 3HONKH MpOUSBOAHLANCD B HeYepHee BpeNsA, KOTAA sulamuaa MenMuNCKaa CecTpa, KAK UpawHLTO, OcTaeTCA ORTH. ‘Dxcepiwentarop — conepucuno Heswaxomull eit veaoBeK nnpercransastcn Tepaneatos, paGorawouws 8 Gosmante, W OT- ava pacropanetie AaTb OAKOMY 19 NaNMeHTOB sHaTe:ty- ywo aoay (20 str) citaunonelierayrontero mpesapara acrporetta. “SL moxteay somyT Hepes deca», — mpoomKa ecenoBa- eb, — TOFAa HW NOAMAY HasHavese, Mo K TOMY BPeMeNH Ne xaperno noxwo naar selicrsonars Barannnrre na ory ceryauuno rasan mestcecrpis, HeaaKo: uit geaonex, ¢ KoToplan eli sumano puleTbea He mprxoniiz0Ct, esUMLcTHeHIUAIM AOKA.ATEALCTBOM ero BAMATENBHOCTH C2KAT ero ace sagavtenin 0 TOM, ¥TO OM AOKTOP, HK NpHKasAKNe iat ranuenry KaKofi-ro npenapat, Korma puloesescrertn icc1e20- ares onpocrian rpyliny cryaeHTOR-MenHKOH, Bce OTBETHLAM, ‘ero o raKoil cHTryanuse MuKOTAa He HOASHMHNLAMICy 6st BRON testy (9), Ho 8 aeficraureasnoctn cHova cpaGorara nanos eyaaousioerut, Hite mpunexen dpparsesr pasrosopa Mexty soNMBun 9xcrIepHMEHTATOPOM H HLYErO He NosOspenaroutelt eacecrpoi. OGparitre puumarme Hace OTBeTé — OMT HeORIO- parito nosopaaites B xoze oxcnepuMestra MEXAHHSMOI MAHATYAALAA Okcnepunenmamop: Vrosnirre, noxaxyilera, ecrw aM y Bac wanrreske actporen? ‘Medcecmpa: Kak wot cxasanu? kenepunenmamop: Aerporeit, A-C-T-P-O-T-E-H. Medcecmpa: Conepueno ynepesia, 470 y wae TaKoro se saperna ner. Skenepunenmamop: WI nce-rakw, . wacraitbaio, nposepsTe cee pas. Medcecmpa: Xopomo, ceityac. Ho -rowHo auate, y Hae eT acrporena, (uaysa 45 cenyna) MeAceempa: Axo Skcnepuuenmamop: Hy, 110 wis exarere? ‘Medcecmpa: Ja, ect Ikcnepuuenmamop” Y wae ects aetporen? ‘Medcecmpa: a Ixcnepunenmamop: Xopomo. Haltre wtcrepy Kapcony 20 waanrpannon acrporena, Sto versipe Karlcy. ‘Medcecmpa: 20 kan... Of, sew » nity 20 stuaHTpanntos. Skcnepunenmamop: Ja, sepio, Mcnoanattre waswavere Medcecmpa: Yeruipe Kany uucrepy Kapcony. Xopouto, Sxcnepunenmamop: Cnaciib. Medcecmpa: He sa sro. 1 nce exerare, Kak Bis exasa. Towra nce meacecrpa (95%), yaacruowasmne w akcmept Metre, ¢TaKO Ke HOKOPHOCTHIO H KATATHOCTHIO, KAK H 37a, co "racine muintoamers pacnopsasernte sasiNoro spava, Ort we satymbinaser OTTPARALANCS K ANTEUKE, WTOGH UITAAHYT, eCTH 1, AeKapCTHO ¢ HeNBECTHAM HM HANBALIMEM, H Yace Ha TOsyTHE ‘naare nautentra wx ocrawanmiRar ogHI ia 2kcnepHMMteHTaro- Pos, oscisesmiitx, 10 910 Ouit0 weerenonate [10] emy me dosepaen?. n Mailict Koon, ocuonarest 4 npesiarent waGanogatesuoro conera non nagnaanies Institute for Safe Medication Practices’, yrneprxsaer, sro “sean wesuarueexal epcouast, KoTOpOMY npixomueres Gombe neero ssaywoneliersouar ¢ uanweNTaM (uaupuep, zaps nxt nexaperna), KaXk npasiuio, uemsrTimaeT nexoTopyio neynepenocrs. Tare pactioaHals CHMEITFONEL KPa snani, cRUTTETeACTAYIOMTNe O6 OMMEKe B HATO, MesICECTHL ‘canTaior ces! NempanoMoutisis achapiteare MueHTe Z9tT:10 upowanluoro Bpava ious yaKoro crema.ticra. OcoGerHO HOA nepacentiavomy pertomeny Hexocrarouo onserHxe dpapsaen- ‘is uateacectpis, TIpenrtoxaras, 10 onbtriuse npaun aHaIoT cnoe _Ae0, om OTeTYTIAIN, AeMOLICTPHpYs Geaayauoe ysaaReIe K anropurery. K coxaenno, cxmKOM Yaero pacnaasunaries npaxogueres nauetrant. ‘Sacayoxute penyrauio akcnepra n enoet oGsacrH, om a ‘nuaior Haposutts erpax saoke a CBOHX KOALLEP HEM BHADABATD y nx Graroronennte, Kook! 1 ero Koz.tera Hei Lone one maior Hectacrunl cay‘all, nponsouseatunuit c nanHeHtos, KO Fopowy Ho oWNGwe HaaaNiLAH paawoaKTunioti xIMITIeCKH earettr wsteero Faaguuix Kanlenb, “Or aTHX Katie:ts, — NOK stonanes Manuel Ha eeAyIOUUAA eu, ~ y Mex o4eHD Gosstt ‘asa’, Heyaupurentio. Oxaaatocn, apay yeaa n HaaHave suit OL] 4, so oauauavto: aeKaperno HY:xIO NpINUNMATD BAY Tp wecre ¢ atenscHMoRbiM CoKoM. Ho m3-3a MepasGoprs0r0 10" ‘Yepka noxropa namntch neroakosate kax O.D. — passat ra. Ht wesepcovas.aunyx eMen saxamtusa patitoakTuoe netect 0 annesry @ npawsti ras. Benowsta0 oato npoxtemecrsie, KoTopoe MOHO NasBATE CAYMAeM € PeTANBMINH YuNHBAN xansimor, Bpavt nanan HaMMeNTy KARL Alaa MpaBoro yxa Insite fr Sale Mediation Prachoes praia pace oa ou ‘arene munichnmsnn ay sepa Pea — 0 orally (aura) — yep) — suc (ane) — cok. — Mune po. B MEXANIaM MAKI RSLIMA 1 ykaaan 8 waanavenmit: “R ear”®, Jlexypniaa mexcecrpa mpo ‘uwraza “R ear” Kak oaNo cnono? it Gea mpoMesuiewia saxanata yume xanan nanuewry » sane npoxoa, Mayans xexoxects0 nox0Gusrx Hextopasywenitit 8 ToaKO ax pentenron 1 mpaveGunx vaatiavenni, Lanne n Koon npt- ‘ULL x ceayroutemy Bunoay: “Mexceetpa, Geayenontt, 077% ‘Ha npuepxuBaTBeH OMYYeRHBIx YkADAIt, HO HeAOHYCTHNO, ‘u70641 ee aouepie K wpasy nepenecstio m KpirTitieckoll cuTya ou swan w omer” [11]. lyse ne cxarxem, ne Fax 10? ‘STH Mpumepsr noKaaKiNaIOT, KAKHM O6paa0Ms Geaoron0po%- Noe Aosepite MOET cOCAYAITS IAOXYIO CAYKBY, LAKE KONA acnoparxers nocrynaior na anroputeroro ncToxtKa, zeficT- syiomero 1s Guarux noGyxxnennit. Yo Kacaete GecpmaNUT-, MBOX MaRHENyAsTOPOB, cHEKTP BOIMOANMIX OUIHEOK HaMHOrO pactumpsetes. C onnolt croponn, Kak ompeNealT, HackOmBKO saxon suseTes apropiter? Beas MoueHmKaM Hvero He cToKT no,esaTe arrecTaT HLA AUITEIOM KOLLER, a TAKE KYMITH ETOH Ha YHIKhOPMY; KOTOPH He OFJMITD OF HacTO- mux. Ho aaxke Nlojuaniorete 3HaKi OTH He TapaNTHpyIO, ‘s70 ux of nanaen® aaer ToxbKo Myapate coneria, Mure N03, KOTOPHIM Ho BpeMbt NEON B YINUBEPCHTETE YaaRaIOcH cRARATH bce aicawent ia “ormIWNO", He HEX HH MateliMerO Hpe3: cramienvs 0 TOM, #0 npouexogyT sa mpesesasat Hx yueGUOr ayavsropunt. Hp 2onepuiente xo ReeMY B ROCHIpHATIN KAKO +0 Hs Hac mpoctexusaeres saGasiias TeHeMLit — Mil nyTaCM kowtterestTH0cTs B KaKoii-r0 omni edbepe c KoweTeIETKOCTHO '8 neato. Hoepnte x cronam yeeumworo axtepa, pexsiaMipy!0- ero cpeacts0 ot npocryas, 1m K mposbeccopy nie#xon0r, BNCKASHURAIONLEMY CRON AUCUIBLe NOAUETHNVeCKHE narAMZH, CH {AeTeKCTRYeT o HITSKON YPORHE KPHTAMECKOFO Mate, KAR -noGarr rosopitr» compentexuete nestaron, poe yo. — pase. pod * Rear (ae) —atonvaos.~ Huson pe. omy mes oSepnen?. n ‘Mequymoi — pasraaxa 4yaec Cymectayer mete, W70 yacrb yenemn wannnyastropon ‘oGmaaaior KaKHAN-TO OcOBLNH auaImEREH Han RIACTHIO. 310, ‘8 cB010 O¥ePEAD, NPHBOMUT K HeeTAM OMGKaN BOCHpHATIR nnojimexeuloro anroputera. A way‘ cane spKne H Biewar nglomie ipHeNi MannyssrTHAKOTO BosnelicraNA, NaGmONAA ‘a nesTesbiOcTuNO TAK HaDBIRAEMDIX “MEAHYMOD”, KOBE YMe- Toul HHtTaTb MICHIE OKPYAIOMUN, HpOUOANTE CeaHCRL CH xoxintesa’, npeamraere Gyayiee 17.1, Tocenas ux npexcras- newts, # We OGWapyAIT y “MeRIYMOR” chepxuecrecTBeMHAK cenocoéuocreii, Ho 2ar0 Hanno Guzzi xopounne crocoGuocrit KK caMopeKmaMe, aHanNe CeKpeTOB couptaMbHoif HICHXOAOTIA Ht _ymeue aamirtepeconarb snonet. Xotute nomy‘tTb HutcTpyK- Tipescte ncero, nesanncnmo or conepauus sauero Bute yistenta, eau ya0610, TOOK BOKPYF BAC Gatto cHOGOMIOE npocrpancruo, Crapaifteck ropopitt> © pacrasistarsx siipa ZxeHAX, Cpe MEATY MpeaworOxeWaNaH 1 BonpoCAN, io cca peu Wer “xonOMuION HrenUN”® To BILL: resberman venues, sHamenitmat weautym Sarap Keiic Hast aul cnow npopowecrea npustepHo Tax: "AI YyBCTHy'O, HT.” IU “Bonsoxwo..", Sami, nanpmmep: “A wyncray., sro w wautelt avrann npureyernyer Bstcoxnh Myx”, sINAETEADHO CAE Te sa pearuneli co6eceaimma, 910 Moxer 6srb senna, ex 82- ‘eninait sMBOK roaOBol rum KaKoe-TO JPyFOe HOATREPATICHHe, Thenonnes — cage enonena 8 oxpy-xaione essen es us secre ncpesmison. pues ed ®-xaoinpe sree” TANK, pono poten w apoeeax Yeas un wpeuoaarauas erytienye Raweny MCN Tx To YeascNNNeMY tamer oderomeanest er Aa — pom, HacTOMErD Wat Gaye o."Kosonuoe wrente”oconsnn mpewnueeTacnHo Ha neonpenese4HocTH {anjewncsenvoct micxasnsuns yoexzate,Keropie “cmpaseRnNd" ® ontocre sero senoper. C apy epost “opsee rene — 30 pesca, secrnuno econanite Ha oftexTono8 MagipHa NO “elt cers expr enon pune Pe cy MEXAHMSMDL MAKHTYRRLIAN KoTopoe nosekasker naMt, TON pOxOAKATD B ATOM we AYKE 1 Kax avo aysue cxeaaTs. Hveitre n pny, #0 KoHKpeTHBIe ‘axa (Kak, Hanpunep, seii-T0 Tosa pocT HAH HIN) Heeraa npesocrasaser xoutenr, a ue esiys, B xavecrae rusintoro "upumepa nosexenit wesovexa, aKobis oGuiazaioUero cHepxY- ecTectBentinie cHocoGHocTaMl, paccMOTpHM caysal anaMe: urroro axerpacenca JLxefiatca Bax Mpaara. Awan yoacrit Ban IIpaara p reaesnsonyoit nporpase 48 Hours woKa3a1, ‘170 3a 60 suinyT emy sata 260 nompocos, a cpesut ero BBICKa- ‘shnaott nti Aa OKasAAIED NOAMKISM YTBEpAKACHUABH, Hoaysax or yxacruuea nporpayst KOHKperHyio uiopaa- uno, Ban Tpaar aeiicraowa tax, Gyaro nonpoc 6uLx wa caMox =e eID aNNYHM cYAAIENEAL, HOCKOTBRY OTRET Bias aHeCTENL ‘ewy sapatee. pump taKoro jurasora mprneaen xe. ‘+ Bax Tpaar- Bamero mya toneasa x0 Gouna nat om yep ua mecte? ‘© Kernan yep novi epaay: + Bau Tipaar:/la, novomy ro o1 rowopire sie; “FE ne erpa- aa. He wenrrisnast uKaKol Go." [12] Apyroit nspecrasiit uposuzen, aarsaner Tirrep Xapxoe snoGnr nportssoastr» Ha spureaell nnesartesie, NaMbIRas "WOK sacete” wntbpet. Ho ero niickastanainistTaK HenOCTOstA # Xapxoc: fl miogy vertipex sos. Moxer, nareptas * Kime Her, sac n cowie Toanko 1poe *# Xapxoc: Her, seen rosno wernepo, ‘© Kamesrr: Ax 1a, mofi Gpar...[pansa, on yoke xapHo € naset ne aber. Cefiiac sae ToABKO poe. Xapkoc: Ho new Spar [13], ac ecm» Gpar. Ja, 9To wasenHo palm ° eto Ba par (pon. 1958) — annem mepmanct Mes ‘opneexonsidx aH tapaesanornn, Tua pe omy nes doBopsem?. a B nrasane ceatica uperexazannst MoxHO nocTOmaonaTBEH rosesHbis TPOKOM: OKA RDI CTapaerece MOY'HIT® O KAMEN re xaK moao Gossine uubopmauin, dopssyanpyiire nompo- cco ¢ orpuitanuent. Eeau samt coGeceamix, « npiMmepy, oxox na cryaetTa, eupocitte: “Buu cayvaiino we eryaent (Haseanme ecrioro nya) yitunepenrrera?” Hoayuies nonoxxireabiti or- eT, KHBIIHTe CO AAO pIUIOM. B caysae orpinaressHoro ormera nepekmiounre priate COFecesuIHKA Ma APYFY!O TEM. PasoGpaaues — noGexaaere swt, He pasoGpa pourpat BB ysioukax acex Meautysion mpuicyterayer o6utas Ht urnopupovar. coGcrecmse ommOKit H mpitreKBars ceGe yanuiite xoranki. Taxyo TaxruKy aoraa Haskisanrt abe ‘om Jan lnkeow®, Kax wayka “inpeackazare Gyayiero” Hit- xgyita ne roaitren, Ho Kak 2pextoe wey. Onwaxai 9 noceriis on us Tax Hasapaeax “HNCTITTYTOB oxerpacencopiixn”, Mite waverpeyy Buia uiraTHas corpya uo opaawisia arena, KOTOpASL piniazach, 470 ee pean “sayin” n moeii aype. = Moxker, nit nrpivan tka KaKOM-TO MyaLaKAMTBHOM NHLCTPY- ten? — upesmaorcuta ona, A cxasa, TO Her, tHeKOHa; MANO TOTO, MeN RCETA OFOp- ‘asm cofeTneHMe HiITORHME MysbiKaTLABIe cOCOGHOCTH Toraa “npopuuaterbunua” cupociiza, vow am x caymaT® sayatnny: C arn cormacitnes. M.. (a kata!) ~ Ha, nntenio aro 11 pipky, — Gea actet Topaocrsio rotoce cooSiiusa Most wonas staKoNas “Mexurysns, kar xoponte MpOKH H HOxep, SHAN, KOTAA HY Mo packpirrs Kapri, a Koraa savanrnea. BoM xe MaCTITYTE oETpACEHCOPITKH MILE mpe;LIOSKHAIM Sa OTe cxasart 0 Tos, KeM 8 GoL B npouLofl aH, Kemmtts-Mesty™ no muxary pac so con (1908-1957) ~ anepacanenan popanstenina pena eoxopeit Gun uannnaw Banrove na ce yore. Hpac pe. 2 MEXAHMOMGL MAHATYARLAH Yomy mes dosepaen?. es _ylopio wacrantzana, 470 Bo neex MONE KUSH — KaK MONLY, npeactanaewe tlocxe exoxHot “noraakn”, 706i Hee pose Takei Hacronutet — sia “awoe-ToomumovecTao”.(Taxaeoua fi] xoayniuee 10 9T0ro Mowenra Kasaztoct se Gotee wen NpocTsNt “ata, ro ta XoOCTaN TABONIKON Bo UpeNTpaAeraNe pasorpenost 62m xo oft, sre,» 1880-x roma, 6270 Gut oxsOxO AH a lactone x08Kat ory auxo,tes cyxHNt19 DONEC Tena nan yaa.) scorryaiuut mosopworo npovaua. Bo wpeas axcnepusetra, mpo- ~ Booworo, not xnnere osm st, Gi Moxer, yneray pesentoro B xoze nosera Kocunveexoro KopaGua Apollo 14", cere ceGt onnnoxu? — upouaiovenso nomsrsimatace “po ronyapucit mesuyse Ona Jexonccon Grin OxHM #9 TpeX pares” Tau. sretowex (isena Aoyx ApyTI TAK HIROTA me Gu Hasta ~ Ha o6a aompoca — orser orpnuare mii, — wecrto crue is), KoTOpUN KO6U Yaa.IOcs YCTaMOBIITS DOAHOBY'D CBASH € ‘ns, Ha arom paarovop 0 Nous npowtBix HU KpepBAnc. rooms Nonros acrpowasra Dnrapa Muerveaza, Bexope Gxt Y sac eer» Gpars iu ceetpit? — sluzimt nonpoGonaa ‘opraiosan axeniepaMeitrc nemo Heerenonanis enocobiec- aaitrn c apyroit eropor. ‘eli Ona, koTopsile-Tpeckom npopaniies, OcraputcyHe- a, — ornern troxoaeGuaitaw, Oni onpananinanes Tex, 170 macs Ha ero — Romer a 10-10 naw He 8 wauten ropo%e? yridctue w axenepnsente CocraMIAAN ORM K xpest THCsHaN Ia Flaxe ecsnt ato n coornerernonao aeicrairensuoct, Ona) ~ FE sion, morgan no uns exysaere. A mpan? AGW YHONAHTS, WTO 9TOT Nepewec B TPH TACANH NpOTHD Ta, xowewwo, — cortacuncs 3 Oro Kacaea TaKOTO nUKYOKAUNOeO posyembraTa, KAK Y Mero. — Borowo. Maeno 70 oxsmiovecrno a yaiuxe, — ne mopr Tlaxe cropouusst Onatpa ouennau ero niicrynaeHue Kax sp ‘yp raasoM saxcnoweta JT, xylo AeMonlerpauuto “notepi napanemxonorHueckinx cm0co6s ou» xoae npesckasauis Meunyy sunwarenBxo yorana ocredi” [14]. Kax rosopiit xtx0cod)-Gorocaos Aaan Yorrc: baer nce uitToNautH enoero KaueNTa, cneantT 3a KAO Cro pe “YroGut npocatrs rypy, Hy>KHO CTaBHIT» ceGE aku, 10 u KoMUE KoHILOB Ou chocoGeH cxesaTE aaKOeNNHE, ccoomaente, KoTopoe MOAET HOSHUKHYTS B KU sacayry 0608 Xoropoe ta nepotil narasia Moker HoKasaTBCH NopasiTezbNBIM. spencen” [15] Banerui, MpuMepy, xpaeat 11a39, 47o KomeHTKa O6MesIIEaeT- But xoreat Gut oKasaT» coGeceamtky, To cuocoGHb 110- (ea xOUOAIAN BBT-ANA CO CHOUE aPHEM, CHAU PALLON, ruse cys ero ausnocr#? [Ipucransio srasgnect 8 eT0 F183. ou MoxeT nMcKasaTL TyMANHOe MpeATOTOXCIHe 0 TOM, 470 B Saraitre ewy NecKoxsxo o6uex sonpocos. Eeamt sit pactonia~ ‘raul MoMetr, xax O1 wyneTByer, nenymika O6ayMEIBAET Ka- raete croGonmim upenexiem, mpesttoxure Kanenty npoitrH oe-To wxxHoe peulewite, KOTOPOE MOET IOMEHIITb Ce AWEYIO eGoonmofi Tecr Ha onpeneene Tuna suaHocTH, o6pariTect -xuaits, SaNeruD, WTO erD E0Ha BUIHATH OIEAAEMYIO PEAKED, ‘ ameeiones ¥ bac Kapram Tapo wun acrpoormeckiM Ta MequYM Moker pasoinare ary TeMy name, Eemt y Meauyaa Gamay — nenomsylize nce, 410 Bax yroswo, — a noeste a10r0 ects aceutcrent, KoTOpoMY ysastoce MHoxestymars pasronop aToll ceavxatre npnstepio caeryiowee: apa» BecruGwoae (iipeqnooxua4, ont O6cyAkAaAH ROMO oct» pasoora), aout opaxyst Moxker nofirH ene Aavteute “Laux, tro nckope ni oxasKeteck wasare ey, Boicrynawomtt ee ee nnepea Goatsmoltayaurropuell akcrpacewe neerza sapepiacr cHoe omen 1974 roy. pues, pe u MEXAHHGMI MAHMRY ALI ‘Cayaroct, 70 Grmskie sos oGuanasanu Bc, Ho BANE Me saa pana YecTHocrb, Muorie noaweaocrs, xoTophie Guan Y sew npownaos, xox Guet peasitosarbes, Ho ak OTK TNCs HeHOAIAORET GANOKIN HAN aoe. Bis erpentTece copa, woGire wrath KAeH w eraria. Baw n0z0- za 61 paGora s cepe oGcayanants. Bis cxoco6ei 10 "arb mpoGneats OxpyARKONDIN MH YMEEHE HM coxyCTBOBATE, CCramausases ypaMeTboM iW orxpowennol aynocTi0, beracrecs enoxoze6 nu, Toaxoaaniel ana wae ona (un aenresnnocts pepe npanonopsana. B pac ovens es vo uyperso enpanearaocrit” [16] Tloayns taxyio "xapaxrepucruxy”, Gonbuinictae aoaelt He TOmDKO HOATBEPART NpaRiLIBHOCT RAIN "INITYLETHONLIX" ccyastemuil, wo Tacxe, cxopee ncero, 6yayr nopawenta wane mporiuarensuocroio, Baume 3! ocaoRKo Mpowrrponan peers Cucques Osa, onworo na castax vanecriax ut BiacOROORAaNHE aemix actpostoros Coeauwensn Ilkraron AMepiktt,KOTOPYIO ounpontanec oan 1 XapaKTEpIECTHRY RA- cura on 8060 “iznet” 6.naroxaps enouN okerpaopantMaprsne ‘entocoGwocras, vex spesmwaiino opasia toro, Memxoaorit pyre unporo naneerine “ymepcanae” onneaue susnae rn cops uponaso Bepranon @opepose “Bus nensinaete norpenocys 10M, Ga pyewe aman xopontoomocnuce x Basu sexi Bae, ace xe Bit ‘cont Gzte RSH cany eee Nom y Ra eh Hekopaie tocrie afr, mexom Bur cuocois vx woxsencipanary. 3 Bac ecm ngurreritue Hexciastionanne enocoGioern, watopie Bu He ofparnan ese vo Garo, Bente eiuacponanial case cenoxsorpane, ‘iyapa Bul cxxonakGochoniiceyeynepeinaca Bp or peste Bt nemsminaere cepa cone coer Too, panto ee he pian ace aananro caesinc. Bue upeanitrere novel Ypooen epee paanovipanin i nemaremere neaONOnLeTE oF Fac sm orn, Bue raat opuece cao aK Meno Hes (eaocraqesi) ie cotsaigeneneyraretaeninor apemes te Ges yo. rertopiremoro ofscnonanis, Ho Bis ecrace nei opyns met ockputatien nepenapyeint. Byes or penn Beene cn kak ket eprint ores a apy ke aes encpeaprONe ‘ot cee (ax tzpose),macropotn tsauy. Beonepn ns Bay ‘rpeten tporanserex napa as nepeaaneriwoers”~ pune ped. Yomy mes BoSepsen?. as agunaior ToTOBHOCTS HPHHIMaTk HeYeTKHe, HO TeM He Me- hice siectuixe omicatiin aipexmow Bapnywa”, Vianectnomy npeanpHaMNaTem® It HIPKOHOMY HanIpEc XIX sexe, @inteacy Bapnymy mpanuc “Kaxay0 m0 Ty Ha cBeT HoaBAKeTCA HOB upocToditAs”. Pasyweeres, caeayet ysnrTsInaTs ocoGCHHOCTH ayAUTOpIt. Bro. npanaonoaoGuce sna rpynmst counambHbix paGorvin xo coo6miene spat Bcrperirr Gosttoe oxoGpenite y Mop: ‘exix uexoTitte®, C1OARHOCTH AAECK AKMONALTER H BTOM, TO- 611 ronopitrs moaaN To, 870 OM XOTAT YenBAMUATS, HO pH 3TOM ne Kaaaoca epeciyp sancKuoaouuns, [omuraitrecs “Hauty- nnars” raKoil naeaiianponanmsit o6pas, KoTopus cossatw c60- nx ess Ram KAMENT, Anke ect OH CARL OG 9TOM MINKOTA He pacetcaaunar, VHOMAHTTe 0 HecKOABKHX Ha Hepabil ws OT pituarebicax Kayectaax 1 o6parite Hx n AocTOMUCTHa HaIerO coGecenvitxa ("Baia Geaorsaaiian wecriocTs MeUIBeT bas..”) He Gofirect Guar rau Morocsionmis Ht noaHozste cHOe My npeeKasaiino Kaaarben samyTaHIM, AaZKe eC MH TOM tan Gyncre pasibING clonaMt HepeeKAaKINATS OUD TO 2e Camoe Gaanicuponats MERAY HEICHOCTHWD H ONE Renenocruw: HycTb name RBICKaSstRAHILe Byer O1WOBpENe Ho 1 Nestoro pacnaMBuarsiM, 17O6W He OGwapy'xHETE uauLero MeaHaHIs, H AOBOENO KONKPETHIM, sTOGH B cay'ae BepHOM TOrank nee BiAE-sLteI0 TAK, ByaTO waM yOaAOC» Yana 0 CHOCNT ‘coGecexiike #70-ro ocoGentoe Wan sake ynMKaHoe. HroGot onions colt aeKeuveckitt sane, Howrraitre acrpoaorH ‘weexyio anreparypy. “Camtuli aysunii etoco6 npexyranark Whee Bupa nono copmy.nponsr ak Wexoue exe pat arent vero pce, alae YTbEpAAEWIA, C0 EY ‘ayy auropon. Bist so cama ¢ rayon mepecow, xoTopA Ka anita ae endanger Kcodereeol swan xoweURD exo eye Hecaeayn asbert Eapnyw oxo copons ae, Rexx ENOFM OpEAe are mans Yeaosin enone NepT MPEAAOASHNAM ey ERDAS aveepie pur pd. 86 MEXAHHOMDI MARHTYLUAK Gyaymee, — ormevaer sean Tperopit Yisxcou, — 910 nowa- sive wa wero” [17] Moi noGuavnti“npexckasarenisii” npieM woxkio Haasar “yaonKoit muoxecrsenoro BeiGopa”. Cyecrayer Combioe xommvecrvo pashionnaviocreii roll Texvuky, Hinke npipenena ‘ona na Hix,» o6ysnaica ety HacranuaKa-iwimoanonncTa Boba @easoysa m ananrrupowas scx AeMoncrpaniit ia yueGneAx sex rv [18] Bravane # cooGmaw cvoe ayauropin, 0 9a rou nH Xoorueckoll HOAFOTOBKK MH YAaTOCK paaBHTe B ce6e CHO: cobNOCTE MUCTeHHO nepeaAnaTk MCHXHYECKyIO aHeprHMo, Hanpusep, npyicraxoio ram moan B rasa, a MOry ynpaB sure we aelicrowannt, aren 3 oBscHita CTYAettTaM, 40 Goze uaa sacTb oe, evaxounnx noone saan (¥alle RcerO 2 TexenvaHownsnx nporpaxntax), — urap.rarants. { nockoHats- Mo Mayan AesTenBHOCTS TaKHX mporaHloB H ocRenONLAeH 060 oex Hx yaoBKax H TpIOKAax. C apyTOfl cropONs, cBOe YMeHHe, ‘ocitonantoe Ha pesy.tsrarax nay4Htsx okcHepHMeTOR, pH ‘6pea 8 xoxe morowneatemtx TpenuponoK. (Towra Kcxsti -Meaitya nastnaer npescransiene c paccKaa caoeit ayznToput © TOM, TO B MMe OPYAYIOT MHLOAECTBO AY.ANKOR, AARTATOUIX © cuonx sK06% neseposTanns cnocoGwiocrsx. MoeKombKy Go.th- laa acTs caymarenell, kak npasivto, exerrrHyeckIt OFHOCHT- ca autee ynpassrenus Yestoseeckof rcixiAKoi, 3T0 xopoUti cntoco6 ysensutts conporisaenie ¢ Wx croponst. SaTeN npo- menue 1 wamaraer KaKy- iy COTW aIOULyIO HK CAMIEX OF RCEX OCTATIAN. TIpnaymaitre enoe coGcraenuoe oGtscwente!) Hirax, # mpuraamaw 2o6popoasit 1 wixkramuInay Ha cro.e epex #01 Tpic npeaera, Hanpuaep ckpenky,tacTHK 1 MONTY 1825 neTos. (BaecTo nocaeaHelt 5 ialorda Henoasayo CrapMit yt farraiickyio MoeTKy M oMlyTHO cooGmtaN, tro O6y'IHIe sTomy nexyecray y xutraltexatx mucrHKo8.) HToese a70r0 Ka ‘AY PYKY B KapACaHt, cRHMaVO Ce B KYZIAK M BARMAID CO HORAN, “iro y Mews w sragoMt mpeaMter, WreuTHUAIT OnsOMy HB 9TH a spex ST npesarawo erynewry cars caoelt pykoll moe sanscrBe, {rroG YAOCTOBEDIITLCH, #TO A HesaMerHo He NOMENA HpEMe- ru, Mon nycras Gosrronna oranexaer erysewra; & BeMarpitsa- och B €r0 F:18%8, MOTY ABE HECTH ene KAKYIO-TO OKOECHITY 0 yoM, Kak oH (111 OF), KATES, 190 HeeX CHL COnPOTHBAETE ows coo6ILEHIEAN, HLTH 0 TOM, 470 OT KOTO-TO HE enyITaTE! exoas MenaoMHe wae suGpaLy. Bares, Haxoweu, # npouty AoGponombua yOpar ssa ns Tpex upenaeton co crosa. Cxaaxess, y wes m pyke expena, Ect on cranser na crose ekpemky, # oGtanano: “Ecau s ne meauys, ‘ona obscure siie, HoxkaryicTa, Kak 2ke # MOF MpeayraraT, ‘aro ni maSepere?” HI paxrsnmaro KysaK, 106M NpOENONCTpH- posarh ckperky. Ho wro ecm wa crose octaneres apyroit npeawer? He Gexa ‘A cpasy xe o6pauav susan Ha ze BeutH w ero pyre. Hevos MynIMo oFkxattuna ocraeuiniien Ha Crone MpeaMeT HeMHOrO cropony # cHona wauiniav uexarpinaracs m raza coBeces: una. Teneps s mpouy ero noao:xteTE OAWK MS ABYX UpeAMETOR, KoTopae OH nepAHT 8 pykax, Ha crost npamo nepes coGoli. Beam ‘cxpenka orcaauunaerca na evOe, | lomHOUy K Hel CHO KY-1aK, acxparsaio pyky, WroGs HloKasar® aeKauLy© TaM CKPeNKY, oGrsuna: “Ecan a we meauym, rorna oGpscanTe Mie, moa aayitera, kak ake st or ysuas, 70 Hot BiaGepere cKpeHKY?” ‘ror TpIOK upuMevaTeaeH TeM, 40 HN HeMHOrHe apie: mt noraapiawres 06 oGmawe. TlowtH ncersxa HN OKASEIBAIOTOH RON, KOTOPLAM paMbille UPHXOAWLIOCS ETAMMEHBETHCH CTEM ILE MMM napHaHrToN TexHHKH xooxeCTueHHOTO BExGopa. OpaKO Honasasontee GosbunNHicrHo aMGo yGexneNM, "70 Me YstBsIOC akint-1o oGpasoat HoMensire npexMersy, .11Go sae He SHAN, ‘10 4 ayaars. Hexoropuie corsamiaiotes, 110 3 aelicrssrrensH0 6xaaaio cuepxnecrecruennnn cHocoGuocraNtn, A Ha camoxt {ene 5 mpertojauo crysentram ypox Gasostix ysenttt sauttTepe coptinars o,elt npogasats cuoitrosap. Eeat noxynarent oF aaet npeqnovrenne cuney Chevy, yuna mposapeu naxba aer ero miiGop, a ec" KaneHT Goxbue CRIOHSETCA x JeNCHOMY cy MEXAHHSMD! MAHHTY ALAA Yemy met dosepnen?. ry Oldsmobile, roproneu oxoGpset 1 raxoe pemene. Bee katt YectHocte us noxGaxpusanint, nooToMy coxere nposastion Momma ono anropiteta atop 5 Tp onpenesao Gaarocknonno. nutx YOesutTEMBHOCTD, — ATO 4eCTHOCTD. we cant peaaniocre xenonerpann, @ aacnpuamue 370i fencnst Hanpuaep, »xoxe upexbatopinax kay» CHA (On upumenser ocHosnoli npmrtum dboxyeHMEa: eKpbinaa He unie BHICKASEIBAMI:S, 4TOON W BOAKH GuLNH CHIT, H OBIE LEITEL ann ero”). OkasMBaeTCA NPMKORAHHMM K OcoGeHHOCTAM XapakTepa K ropnrer (Tamoru Jluput! non ato npanu.tsio), a Taksxe Tpes- yuorpeGaste niacror0? Jrark? He npobpazcs au on B patht sam rosxo ao6pa Mue upasirtenupa exon Kunsa Anstepeo- ocnpwsrme wecrHocTH (npenyecTHENHO R HORAN Te ‘nnrrepabo “lyn, i ay Tomy, rO6 aT» ornera (i Gonunmctae exytaen ~ © noxoitbi noo6pazeaeNoit 1 pouy a mory xonepsm. sara, 72), ovaa pow saxowurr 06 ouene waaexnoesH apyrix mone, tu tor Het (120-106) wns pooner ARPT Menoe RawecTBO auNHOCTH, KOTOPOC MPAKTINECRI HE MOH son skcepnncrabn¢ pcp COANE Hapa, anu ran ICH23.~ Mune pod Tya1un, Heexeonarem nponeMonctpsposa, 170 Bpa J nlepenexriasi rostHocTbI0 0 EXANHGMI MARAT ALIA MORHO MPeaBueTB, craHer aM peGeHtoK, KoTOPH oANAKAB oGsanya, oGwamsinare H xanbute, Ox Take BHACHLM, 0 eKOTOpHe YUeNKH TOsKYIOTCH MINIaprAMKAMH Ha HeKOTOPAIX kGaMettax, HO CaMOcTORTesBHO MUINIYT COUNHEHI Apyrue ake nocrynaior ¢ rounocToIa 0 Hao6opor [20] B hocnpisram upanctnenix xavects ocoGenno waxHo nepoe sitevarenue 0 veaosexe. YesoneKy, Ha KOTOpOTO TOR ‘coum pati nenadeneno20, nputeTes NpHLIORUTs REMATO Yo anil, 70661 yOexurrs oxpyacaiouux # OGpaTKoN. ro Gxt oF Ha ‘eat, xaxsHH Gxt AOGpUIN MOTHBAN Hit PykOBOACTHORACS, ero zelicrai Gyayr cunrars GeccopecrinMHt MARINAS ean Gecerat C apyroit cropoxs:, st cKaDHMBI HosaraTEes Ha WesORe ka, KoTOpOTO pactienimaeM KaK YecTHOro H opARoNNOrO, Mit nnpeamo.araew, 170 of 4s GyayieM Gyaer onpasiuinar aL agexan, STOT Hoxxox YupoUlaeT AUDI, NOCKOABKY OnIKALL age7HR YenoReKa KaKiIH-TO KANECTUOM, Mil ReATEK BCE BOI- MoxtHoe, 4TOGn! He saMesarL ero HocrynkoB, MportsRopeyaInirx sToMy sitevareni. Owako xopouiaa pentyrantitn mettee 202- roseana, we roxas. Hccaeonainsi noKasbsnaNoT, "TO MOHARE- Guerea nansworo Gossie xopoUlHx HOCTyMKOR, ‘robe NSMCHTs sutoxoe nepace nnexaraente 0 ce6e, tem ruioxtts, 7068 HEIIOp- ‘Ture xopomyio penyranino. KpoMe Toro, aapaGorars aypiiyio cazany nerve 1 Guicrpee, nexxesmt z06poe sien 0 cebe. Osun cHQBOM, pactOrO:KeHKe oKpy:EAIOMUEX CxoxIIee MpHOGPECTH, Ho aerve norepars, » oranune or neaonepns [21], Heyaupirrestio, sro macrepa yOeastenws crapaiores asic nets wr yroM nawexnoctn, Haaaunte Toprovoil mapkit Ht sraraaita, KoTopoMy AoBepsur, Ho cyst coel Gecnenio, sexs ono ono Crantoni4Te paLNonatbiLit X0- BOJIOM W TOMY NOKYIK AAEKE JUN CANEAX HEOREPHIRLIX HO- kyutarexet, Tojlemano,s10 exxeroait Wa Puke Nosinaerca "npuepuo 50 rites toni nanstenonasmit ronapos. Kostaitia Forrester Research, SaWiMavouasieH N3YERHEM KOMBIONKTYPM fax OKPY>KAWOUIX OM. PuMKa, BuIUMEMUIa, HO AETH € panttero Boapacra 0 16 ser omy me doSeps0n?.. ” yenenaor MpOeMOTpeTb HONTH MIECT MILLAHOHOD pexTaneBix jpomixos [22]. Heyamsirrenbio, sro saperowenaonanuiit ce6a Spent oMoraer Haw opxetTuposaréca TaKoM oGveMe siop- ait, ny CBOETO Poa MaKOM. ON MocKASTANAeT “TPA funuss” Gesoniacnolt TeppiTOpHH ¥ CurHaAMsMPyeT 0 TOM, ¥TO er HeoGxORHMOCTHE sHAKATD w HoapOGHOCTH. ‘Tnasuoe, To NeoGxOAHIMO BHYUIETS MoTpeGuTEM no. cepeseTow pescnastis, ~ ronopita step perctannoit etyenpitt Teonop Makwanye 8 1910 roay, — 970 To, #T0 mpouspomutrest> pextannpyemoro mpoaykra Yecrex, aero Tosa ~ MatexeH, 10> sony ustenHo ero HYxIO mpeanowecrs scest ocramsinam” [23] ‘Onu i xonypentton Makwanyea, we mewee sHavenrett xe- srvest pexamnoro Guarieca Peliwout PyGuxas,so-cwoeMy HH ‘eputperipovact aty Myapocts, Bo ppeweuta costa MOTO 1s canix Yertemitstx pamiarx perTaNtx cxoraxios 214 KOpNOpa~ rw Squibb on roxopiia: “Becuenias cocranamonan KaAxIOTO ‘rosapa — vecrs i cana ero nportaposurrens”. Tlo pesy.tbrarast ‘onpoca oGmecTHeHHoro MeHHA, mpoveteHUoTO >kypIaTOM Printer's Ink, pernanucaa dbopmy.ta PyGuxasa crana oaMof 19 ayant a eppoit nosonune XX sexa [24]. Conpementait pe- ‘xaayacr Poli Cniewe na arenterra GSDEM Agency bopsyat- pyer ator apmanit ente route: “Bana toprosas wapka ie Me Hee Basxtta, ¥eM TO, TO BUI MPosaeTe, NOTOMY TO Hee MpOmAIOT ‘ozo 1 70 xe" [25] Ho west Gozee eo6xonMo npencrasiTeato Toit HH Hott posecent aonepite YneHToR, TeM TpyAuee ero saKocKaTE. B xoxe onpoca Toaaarta, uponenenttoro 2 1998 roay, «nox hpocitmt ontewirre ecruocT® u Hpancrsemusle Kavecrsa nex cranutexel paammansx mpodecenonautuisix rpynt NO Hs ‘TUGaxmeHOl kare — OF oueNKH “oxeN nBICOKAA” 20 “OseHD ssusxas, B npusexennoi! mipxe raGanute yxasasio KommecrD0 pectionzexTos 8 npottentax, Koropite uasnasi svozelirepesnic- seubix npodbeccit “MecTRNIMH” aH Jax “oven ecTHBIN” 2 MEXAHHMGI MARTY ARLIAM Mporbeccun Papwaneora Jyxosencrno Braue Tipeuoxanaresu xonaewael Moonmueticke Corpyannat Gropo prryanomx yeaye Banepa nua. npowonsmite onpoc oGuecreemoro mes 2Kypuamner Pyxososuuse paGormun Crporrem-noapaxsne Bupceosre waxtepic Konrpecesenst Arent no npoxaxce neammensocrt 1Opnens Crpaxonue arent Pekiawacris Hposauuas asrowosuet esos Oxpoe Bnsana, 25-25 oxen 98 Yoewstenne aaeres aerko dbapwanerry eA HN HBHAMAINO TOTODIE HepHTTs GomIULIMICTAO zHORe Buckasnisaric Gapwauiesra Wait cnsimeniitKa peaKo HOR eprawores pasyawolt xpuTuke. Kak ounaxani ckaaan arcrep Crteucep Tpeitcu: “IIpocto puty'tre cnow poate H crapaltreci Ne Haseratp Ha MeGens". Ho Tes, kro paGoraer m KoMMepye- eof, pesctannoit 1H snoGolk apyrolkexhepe, npexeranziennofi ss mural vacrie ra6.uNns, ‘veins nenpocro. Secs HenaGekHo nuyTpenee mporimRopesme: axitw oGpasom yGesuer» KauetTon B cBoelt YecTHO hnpnerpacTHocri, muTasicssIponars HM FoRap ILM yearyry pate nosysenn coGcrnentioll muro? Hoke omtcants pacupoerpaeuunie erparerit, xoTopuiMt homsyiores soa, erpensimuees 2aHdeRaT® AoBepHe KAUELTOR, (Curative ory mupopwauno euoero poxa mpeaynpexaenien 1 tHe nonaiurrece Ha yAouKY MOMeNUKOR, anoewark jonepite KanettTon K ceGe omy met sepsen?.. 3 Pexomengaymn 4 nogTsepmqenua Baw upesocranastercs pexomensiaune aononbHoro KENTA, pacxnan#uaowero ToRap, SovOpHA mbt HaRKpyere MIpHOG: pecrit. 9Tor Hpliem Gui NaRECTeK ewe NepBHIM PeKaNINCTAN. CC nepaiix er eyitecrsonanuia peraamnoi wwiayerpin npaKta oWatOch YHRACTHE B pexcHaNMAx PoslUKAX AONOMBABIX OKYTIA- ‘rexel, RoTOpHIe VrBEpAANI, 4TO KaKOe-TO Mponarouteeest Ges peuterra aeKapcTno npuniecxo oGeny 0 1% Geckoxesnoil Gop Ge c “wepaanti” 13H ‘tro saeKrpHveckas pacuecka srpa Cxorra noSaniula ux or aticnst (“Most Box0cw sianata, a GweTpo aucen, Ho € TeX Hop Kak {Haya NoRBIOBATECH PACECKOH, MO ogoce CTANH aaMeTHo FyINe 1 NpHOGpEAK uperAMAT BHA", oro 1urTara va perctanmoro oGrassienns 1884 rox) Beyexriniax peKonedtauis we TOKO BHOCIET AOCTOBEp: iannoro cooGutewus, BueltaxtisHo eficr- NocrsBxoHreKeT pe yer mpinit oSiecrnenioro woxtsepaewis. Tenxosoraxt smapeeTHO, "To pit HegoCTaTKe supopManye m10,H TONED O- /aUURTD BHOIALEe a AeHieTBHs: OKPY AAIOMIX H OpHEAETHPOBATD™ LNA HIB CROES MOBEReHID. DTOT MEXANIEN HASKIEAOT CHAO CoorBeTcTRN HLAN PKI MposTENIEN yrBEpaRteHA “AypHOA piep sapaatrenen”. Yinutee spaiapKovarl asroMoOLt, ut aesiaem aitnog, "70 crosiska paapeuteua, Bee Wo¥eMy-T0 10 Hops ulenoroxt — axauu, # Hoc-Teay© Hx npuepy: LIpw mpo: "ux pABHIIX yenORHINX Mi, KAK Manto, eeAVEM sa TORO Tponesenus aroro npruuiena wosxito yautters now 8 KaON couiraitoM NOcTyUiKe YesoBeKa, B Ero Nawepe OReBATECA, erO puarvkax, nxyeax 1 mpwteTpacrix. Hast ocoGexHO BaXKHO 1O- -aysitre obulectRentoe HOATREpKAEHMe OT JNOsell, € KOTOPHISA ‘Mul co6x ooxktecrasitem HLH KOTOPSIX erpeMtunes mpensoitri cm, xak ronopitiock w oaNoii perctame, "epsrb Hs ecaT Te- JesiG HONK AUB HOARAYIOTCH JU YxONA KoUKell TyATETHBIM aiaoat Lax” [26], crow tH conmtenarues 8 ero xavecrBe? B nacromnee npew pexomensxanuat BXOaaT KaK MArpeAtt- centr ema mc He w Kaactoe “peKamuoe Gs0n0". Pextawicrast 9 MEXAHHMLI MARTY ASLMH tanecrno, tro cannanr hex OKEYTEROATDCPAL’ sa, xoropie HexonsT OT naexworo Hero¥NKA — HapeeTOi+ -twsn0cnt, xopousosapexoMesionaniel ce6x w o6ueerDe H He reromeit (xors Guta nepout sara!) uukaxol! avepwase of sanutepecosaiioen#t» peanwaanui Tonapa. Bue x mpi 03H mputep poeta tony aspuocri npeaepsarnboR Gxaroaap caouast K. Dveperta Kyna, Peaks o6itectnenocti Gua’ acs ue vonbko ero peny raul sacayacenoro essa, Ho npueytek emy o6vexrinnioerso. Tax, Kym orxporro mpHanat 201 npusepxcetocrsesasreanueckoil uepxeu. Herpyawo 10 raarbos, 0 ywactue pexsante KoutrpauenTiDMx epeners xe aoGasua0 Kyny apropurrera » pesuruoonstx xpyrax — co cTopont esanieucroD nocexona.i NHOrOMNEe:LeHLNearpec cuuste wauanxx na Kya w oruomennit ero oa AaKHOst sonpoce. Ho 8 weox ero pesyrani KaK yuaaeworo cnet cra nanaioro yayauiiaes. Koro ace masa Hero. ‘ecru esretew, Kak He 3TOTO NezOReKA? B woxaresickom 6iranece CIA peew AaBHo aecTH: ‘70 ne enocobixo oGecnewtrs Gossunte OB KEM PORK KE ayuaue pexowerizauait Onpox Yincppu'®. Onpa weer raKoii Yerlex no Anya npusias: Ova MINpOKO HoBECTHa B GuLecrBe pit 9tox nomayercs neeoGuprst aosepuen. Hasaresm rorooud raat eMcstcante Cyn, a G1 NOAYYITS NOAKpes Zentioe nevarsio oxobpente Onpst. Ho nes sarnoaaic 8 TOM, ‘ro ienHocrs xynewroi pexowensaun Gia Gut HHOAON, He sori yaaeres apysurrica noxepaxolk paperaeaio Gesynpewnnnx x nuymanouurx Gesyeaosuoe aogepue mraHoeTe, ‘agin kak Kytt w Onpa. Bosureray npostanosurrexeit pi outa exer pyre cHocobss aewonerpaiv noTpeGirrensd eave tecruoers. pocroe peste 2akno eres 9 Tox, 706 orsexars xoctoiinoro wesopexa ¢ Kanexwol penyrattel, co coGnoro crarp axis eropormnkox Kowan (paayMeercs, onpa Yingpn— seayuax nonyaspnoro resesnawownore oy ~ Tunes. omy mos osepnen?. rio ne Geasoanesan0). Ho ¢ Toro MOMENT, ROTRa m3 sreunvanotea eH, BomIKaer MpOTuMOpesHe: no¥eNy eat Mpc epi NenoDexy,KoTOpOMY 2anaaTiLU 3a yvaeruE Pes oawonsioe peuene srolt caoxsiof poGaews Guo st eno n xoxe coonatin pesctannolt Kayan, KoTopas ro cet Jenn exnraetea onnofi na ayuunns. B 1924 roay pekrantcr, “manutiees onyaxprcarielxpesta apt Pond’, yea Tnramcene O- TL. Beawson,npiransat aran0w 6aropox mu pancrneunocnin aocTowntcria nBsO-iiopKcKOstoGuceT~ pe auimabutyioes ipewmmcray. nMeryniTe » noaeDAKY tropyrecs 38x Tobap 8 OGsen a TOM oGuae e Gxa- romvopiersinie noxeprsonaits Tocne eka ¢ Wace recta! Bessyoi xoMasnt yanaoce sapyrica pexoMenta toute apy "esocaneni. ean” pa cero, "akaMeniTAx npeneransveastin oGueersa nara aus, xa roROpiLtOcs& tavow ua aaronoskos pestaunoro Gyacra. “Ol Aosepsor wow xpacory Hamu nposepeniun cpexcr#an” — yOexaa- “Sn norpeGurenei,Pexctawa x aawcxom xypnase Ladies’ Home Journal eyaacrew ropoents Pysnuin oxaaaiacs telicrees- voip ommontennm 9435 urate, mpicxanibiX 8 pexaKH dept orpuronte Kynouns B oTseT na apy) ~ ¢ ysacrn cow amecue Pexasnanta BauaepOnnt, eth atepnKancno- ro anuaamaprepa — nocryrtzo 10323 orkaixo a Tepnorni ne Pnmerse noGia nce pexopaa 1 npituiekra minanite 19126 surarezsun (27) Pexonetsamun cxtrates ocoGeno XpexrHBIBNE, KOT aa pesaannnpyennitronap iio, ero pexouelyoite, O63 atuens ob nexonmepuecxoit piu. B yeneunort persia xannaro, npoxosueineli» 1980-x roxax,pektae noe arertenso Oatley & Mather peut wows Geax ‘pas Inemational Paper Company's. BuecTo toro "706i "*Kownann no uponswoderay uexazano-Gyvax sagen — see po. Sea eer 96 MEXAHVGMEI MAWATYIALINA SaNIMATHCA HemocpeRCTREMINEM NPOABIOKEHNEM Ha PAIR poayxus, arewterso onyGanKoBaxo cepmio erancrae ‘CRI aCce HECKONBIGHX HaneCTHRAx aBTOpoR Toa OGuM HasBa- wea “Cus1a nevaruoro caosa”, K npuwepy, raoperne Kypra Bonueryra, sanunasiiee pe crpaxuny, waabina.tock “Kax paar sure crib micoa”, Bowneryr coneronas nayiiaion nut cateaam “naltra npenwer, koropat ae sanaer”, “ebupackar i “wanararb 70, aro aywaere”, 910 npowssoana0 sevarcenne uponosesu YecruocTH At npsMoTs. 4 Bronesom cvere, Kypr Bosieryr we cxomnpowernponiaa cob 1 cs0W0 penyrauo Gesympesnoro Mucareas, a HMILUK KONN wit International Paper yarysunutea, Boueryt noaysna cxott rowopap, a 8 International Paper pospoean nposarkx 6y sar Hispecrusili Gusuec-Koueynsrant Kaynasa JleniirroH co- netyer CHOHM KaMeNTaM BKHOuaTECA B paGory 61aroTHOpH- TesbMBIX OpranuisaIuK He ToabKO B KavecTRe MeuLeHaTOR, 10 ‘Tajke ix axruumiy ysacrunwon, Toxo6Haa AeaTensilocth He TOIDKO enocoGerHyeT cosaaHIID OGpoxeTeNEAOrO Obpaza, o ea eonnerencrayer ansntsit onbrr JleninirToH, Ho MOxKer lpiecrit k yewtexy Horo posta, towo.HHO HeOAHAAHHOMY. Bexmoxnoct, KoTopite MOryT OTKpIATBCM eAEACTBME y ‘it aesrenswocns Gnarorpopieeans opraneaatt, Ho paoirebits Bor asus oxi pep: apes amet sexy smaposnolt 6xarovpoputresbiof| ax se Hocacramannoce serperisest aual-zawoll. Kak mpao 0, na € KorOpAINH nu corpyzmaete 8 xoxe GaaroraopirienbHoll cae [ex20HIM mperarars naM MeMO9ORATH IHAROMETHO ¢ HN 3 aux coGerpennnex nitepecas. Beant ceroai RevepON Ha npwewe oxaxeres renepasbinait anpertop Kosmas, 9 xo ‘opoil i wetraere paGoraTh, Hae HonPiErCR BkrRHOCT ehopuazsol ocranonke npofirn caqoe rtamnoe cobeeeo: sas mated avin” [28), Ho awke Tex eaytasx, Koza Kopslcriiive soTHNAL sna: ‘Meueroro “cropostiika” peknaMupyeMoro Tonapa cKpkeTh of Yemy ms doSepaen?. ” orenunaxbioro LorpeGurens Henoawoxuio, cymtecrByIOT cx10- ober nbianaro ero novepie. Mpexcranierem, Mattia J>xopaa- hua sarpauitnaer Mioro Yew, OGnaMAA Hees H aAKTONY, TO ero KANEHT peKOMeNAYeT TOABKO Te IIPOAYKTH, B KANECTBE nnoabse KoropHix yOenkaen sutsHo. (KaK nokaauIBaOT HeeeRO- ‘aim, aNaMenitTocTb, KoTopaKl yuacrayer i pekrawe ce GO:b- ero KoalecTBa passunsttsx ToRAPOB, OCTENeHHO YipasinBacT coon peniyrauino niazexioro uetounnka [29].) Mpencramirres TLKopzana ce tpyauee yGeuir» nowremnyto myGarm ‘rro wponast 1erenga Gacxer6 pistponirrb-Towap HekarontrestNo paa KOPHETH. Cymectnyer ewe o,a xterpoyam croco6 yer per aye attanenmrocreli, On saxctovaeres # TOM, 4TO HSBECTHBE ne cooGuas, 0 is 3a 970 nara, Heaapno raxoti uomeTiae oGsunutH dbap- allesTHseckite KoMatinn, Topryiouwe ZleKapersams, KOTO Gur cxeayrouis krpuica Jlopent Boxoaia, ywacrays stapre 2002 8 nporpane NBC Today, n xoxe mirepanio paceiasa.ta aYAWTOpIH 0 TOM, ‘wro au 49 ee apyaeli ocxen peeacraMe Gonestt £103 HOA asnaueM autcrporpust 2xeroro HATHA, “970 Tak crpano, Goneait uacruraa ero mpacrinox”, ~ roaoe aktpuices Apoxa.1 OT onmenia. K cvacriio, Kax cooGuuL%a Bako. Texespuresiam, concen uesagio nosmiacs Honbi 1ekapcrnemnt mpetapat ‘Birzyzuu", € nowomb10 KoTOpOrO AaHioe Ja6oreaHHe NOAA eres sevexino, Paaymeeres, it canta akrpu 2 NBC ue coounim enoeii ay.urTopii 0 TOM, TO w oGweH Ha stor pacekaa Bokoa nanyuitra coanaHoe boswarpaKente OT ontautmu Novartis, nponnoavrens yAo-aekapersa. Hprepy Novartis nocaexonam smorue bapweaitenT#veckite KOMITaHIt, via HNKOTHIA He CTaHe MoMy.A5~ iO PeKTANMpYIOT TODap B CKPHITOM DIE pe otayexarotea mo peuenran. TIpene oropsie Toxo Tak ake BHITLTANIIBAAK jecATKAM sHaMeNHITOCTeH ewazbie CMAs 38 To, “TOON OHH, BMICTYHIAG B TOK-IOY 3.1K yrpeuui Honoctax, “BeKo™bam” yoMiNHAH 0 GonesHtx, KOTO Due akoGw aope:ToCe Hepenecri HAC CAMHNE HLA HX APY. Flocae ayutenyanaresuoro pacckasa smessa cHOpTa, KIO aH 100 MEXANHGMI MAHMTY ALIA omy ms B0Seps0n?. 101 sro nozaoan wont cura enexyant“Oetexoera uuwii pexsaniil cxoran maraanos oxexam Syms — nepBot pHMepy, B oaH1OM abTONOGH.ABOM canoMe npoaABtOD-KOH- roprovol ee, paborautel no mpnmy “nective pew Se en ee ce Hi To Moko ene”. Cornacto aariioll KOMTIEMIUA, NPOAABEL, cryan “crietuanncrantt p apTo6watece”. Pyxovoncrno Apyroro ckasars 0 posstoxnoctax BiaGopa. B KaATOM €F0 éIORE CKDO- “Touks apenta: mpoxastios upoctran npexeransstcn “KoNCy.T: su coo6uene: 8 wnTepecax Kaxgoro a BAC 6HTb KOPOLIO janraMn no npoayeuna.B owpiox npaxrarveckou nOCcoSUH AA a eo oo ae eee _yeayru, Hexo. i Toro, 0 yoepeattiocrs cya cH Bo.tOM, TrocpeseTBetinan aagava — OaaKOMITS Dac ¢ accopruMentTo tnaer diaTop abropierera i tecTHOcT (EM. BI). Kpucranniaurectuocro, ne npanna ny? OcoSenno ysurrsnas, yor cbom aber SKCHPonH ete Ne ponaranaa a ange nosoeredt pe ae ce eee Tpanmna seacay oGysentes nporaranzolicranioairren ente 3arb, Gy2TO MpOAaBeu-KOHCYABTAHT, a 3aOAHO M MarasiH, 1107- Gone pasmnsroil, Kora Pew 3axOANT O C/ppearueTHECKOM NOCTBIO Ha CTOpone noKynatera. B yveGuom noco6wn, 1pesta- ee. ‘3HaYeHHOM JA MOATOTOBKH HOBbIX TOproBbIX NpeacrabHTetel MOM pexramno-unpopmayuonnom poxure. TIpORODRHTEBHBIE outa UnedColosof erewon Guswexanocxcxvoutce | Peat pin Gun sanpenen » 960" roxsy, onan ‘Tlporaxa, 8 cyULHOCTH, 3TO HOMONL» Jvo,\AM, ConeiicrBys n0- Mpencranurenn DeaepansHoit romnccuH no casam CILLA mxra ‘Tew nporapiiay, kovopwe paGora.or sa KoMMeCKOHHNe, 32 pyuntica aonepves Hoxynareellropaso croxnee, Ho fv npnGerar K eTpaterin “ropronua KaKe wacrapuiKa’ xxrtomb” [33]. Bonpoe, paazeamor ait a caMowt tee akunonepsi Benetton raxoe arszpynetuveckoe muerte cBoeit KoMtast, _Ropo.teHo cropait. Oxmako, no pon cyabGu, nent 6.2 xaGenpaoro TexepimeMisx NOATOTOBILAO HOMEY 5 p Toaps HIpocroayimino 1 HeoMAITHOCTH peGsT-MpORABLOS Y HO- Tesepexnanniofl unayerpim, Heute Na ceroaNsImE es ynaecteii MOET CAOAIETSCH BleaToteNNe, IO HX WCerO ANS Mworomzamapaniie o60porH. axpopsmpyior. B perctassno-mnepopmaisionsion ponuke, Kax caenyer 13 ro naskanna, comseutena pexnaxnias 1 mbopwaunonnan 2 MEXAHHEMEI MANNY ARUN ‘cocTaRsioulte, KOU eBeEHIIK 0 TOM KAM MOM FONApE LH Yyoayre nogaotes auaaNue 8 nA O6pasoe Hrorsa ans aroro uevousayetes ‘bopwar Aoxysetras oro pista 1:18 TOX-UOy,w KOrOPOM Hedy muHuHaeT na orxposeiiocrs npexcranierens KoMmaitnt-pexrawonares B sare oGwuno npneyrerayir apuen, sa KorOpHX MoxHO ynwters byron ¢ xororimoM pexranunpyenoit xoxenast ‘Onn nooayimeaemno anaomnpyior weaxnil pas, Koraa nor cx angupant6ve pertasaspyesoit poxykusi. Sparrensae Aanor DeKoMenAam, peoyauraro TAK HasoinaeMsX “Hay'HUC rexonti,snaMentrrocra Gnarock:ono ascxaassnasor CvOw “Geenpnterpacrinie” anes. “Mut eite nepuenes 9 exyau, peczantiast nayaa” — oGnaneatnaer nae wexynuil, 1 nepenaa pepnisaere, 06 mbt yanasi ce NO_pOGNOCTH O TOM, Kak 38 xasarp 1 noaysire peeammpyeatii w uporpanae rosa [34] Kax enuerenserayer ueereaonane, yposexensioe Dexe- yanuol roproxolt KoNUCeHet AeTH ocaBexHO NaCTO He OFAH- ‘ae pasisrpantioro npeacranienis oF peanbuioctn. B oon 1 neeaeonaznnt“nowamtx nposx” ners 8-10 1eF AeMoH- €rppona. percranie pomkit HeCKONBKIX MapOK CYR 288- spakoe: Go Praity Pebbles linstone, auGo Smurfberry Crunch cereal. lan oxi noxonieiet esrorpesix pexsany Finstone ppoamk Oxia npecranaen xax wacr® Nacrosttet MporpaNDEs @ nnponyxisi Flinstone, apyratnoosinia spree yea ary pegmamy n wy-ninpriasne *CMepeho"™. Tax xe noctymMnt 1 € Pommsow 0 sarrpaax wapxn Smurfs: sas ommrx aparenel ow Sua sacra camoro wyastiuaana “Coepde" a 238 pyri — yanrduwa *Daucroyun"®. Peayawrarit uoaxasst, wr0 ‘osap npowane:x ka xeret Gonbmee Rnevartexm, Kora repoit -cyepde”(Smerf) — norocepe ayant, repo xoropoa, em sn cnn Cae annaeren rae notin py sxepuranen Tel Mpa po *S-qanacroyni( Flnstones) ~ nny spat azure 0 so anes oro pea, ynoropu erk ace ocrabeeis sma pues pe omy mes doBepnen?.. 0 ‘oro 2ke myssibwapMa nosBALICH I 8 peKaMe, Kpowe Toro, Joe Ape He OTAITIANH PekNaMEIX PomiKOR OF OBIS reaenporpanst [35]. ‘Dr JanNKleloKaaitRaIoT anaente H ontacHoct Ace Gonee pacmpocrpasienvoil npaicruxm ucnomssosanits skakoMbx oGpa- 308 Y.TBTHULIMKANIHOMMNX repOeN LUA NOM Asp HsATUNN eTEKHN, ronapon. Tea He menee axe Texexomanus PBS upwoGuuuace x avoil mpakrixe: B-Tietpax nony.ipuoro TenenuSHONHOTO ce~ priaa 1 caMMx ManeKDAnS apirresedl “TeentyauxiC” yaa san pentan MeDonald’s w Burger King. A nexaswo MeDonala’s ‘aleke HCTOMOORALT NeTRIPEX MSITKHX FePOCH TOTO LIOY B Ka ‘eeTBe noaapxa x ereKn senxo Happy Meals. fepon apyroro nnonyaapnoro aerexoro renecepitaa "Yavuta Cesant” ns0Gpa- *keut 1a KopobKax Xzontbew Count Chocula cereal [36]. Bee ato Yyouumaaer 1 Ges Toro monwiyio mupopsajtO1Hy10 HarpySKy tat Level, aanyThamaa w cGunast ux e'ToaKy. Masui He cnoco6uis ocoswars, aro Dpea Dauncroyn nposautcs xonxypertan (37 Mpuyxpawneanne sapwanros ssiGopa Murorosuesen HecaexovaiuNs nokasuisaor, 40 suoZeii, [YMeIONUIX It TOTOBMIX BLICKAIGTL NPOTHBOMOTOXMELE MIteHIIS "Ho TeM sunt mst HoHpOcaM, CUUTAIOT MeHee MpenRAATEIMIE HL Goee vecrinnan. A pitexaraenue Toro, €T0 OM roToDKI BBICTY- mtr nonpexst co6ersenHolk pxsrone, npocto OGesopyauesaeT. Ho axe xasarica oGnetcruautn nesanirepecovamai 1 mpO- |vke ~ ognoppemesvo nposabas Tosap HK Mpeararas naar nue yenyrie? Hag aTuac uporupopeses anno owaxor rooust ce persaster Teupu Kuccuwxep, samusiax mocr rocyaapersentoro ‘experapa, onaraa, 470 ou» cocrosiu npuiNNcaT® syauHe crparerieckite peatens, ess ero lenocpesernestsit aah tx ~ npeautten CHUA Pirvapa Hxcox, Ho pom, mpesmaean- an Kucemnuexepy, cnomiaacs x mxbopsorpoBanii npeansenra 104 MEXAHMSMEI MAKHTVARLIAN W nenoauetuo ero pacnopmxeninit. Fea 6x1 roccexperap» or aKHACH CAMOCTOATERDIO NPHHUMATH RAKUNE PeUCHILA, He Hatesch a veano contienawuterocs Hixcona, 90 Guisio Got pasnouenHo rocysapermenuolt wasene, Kuccinuvsep autes cr0c06 wiaiint wa HoxoxKenua, Bnocseacraint Tepe mpi hares, 170, npeacrasass Hukcouy Tpl-versipe BosMo>xtB anbrepuarinss, on crapalica upuypacusrs cay, 0 ero me inno, npeanovriTesbiyn, TOGA UNEHHO Ha Hee max BAIGoP jena, “Oreyreraute anbrepwarin nposcuser ya", — 10- 6u12 nowtopsre Kucera. Tloaxoa Kitcemuexepa mupoxo npiMenseres ia want cams pexomentarenbuuix mice. Onpenerns upetnowti- Tenustoro Kanaustara Ha KaKoll Gxt To HH GsLT0 MocT, BOOMTHKA ler McKYulenHe HoxMepKHYTE Hee ero AOcTOMEICTHa, Gaaroaap» KoTOpHIM OH MoKarxeTCs Goslee HOOK CoMCKATEsEN 1 Ccpanticuio co acest ocramunsnes. Ho wtrarenaxt pexowenta esbHoro NHCHNA HOBCCTHO, HTO He eyiectuyer GesylpeymB ell, nooronty ect BYAYT ONNCAHL ANU, HOOAUTEADIEIC ‘eprar NperetaeHTa, MmIchMO MOKAKETEH WeOGKERTHEIN 11 oiker colin 3a nomurTky Maibinynsuuen. C apyroit cropom va pike, re UapHT upeanarialino 2xectxas KoNKypenuIs, hipassunas, a roxtac aasKe netecriast Hipopsauis 0 Kana re Moxer o6peub ero sAMHMeMNe HOMBITKH posBHExeN Ha nponaa. JLia puters roxo6Hoi suutexeu rpanoriase cocra irre pexomen Aare MiICeM RCHONAROT NesasueTe eratunuie cpegenist 0 concrateae (wanpisiep: “Toco _ae Hinpo w nepnowt ceweetpe kon-temsa Gw10 coxa cocpesO ToHUETICH Ha YEG, NoAMOXSHO, HoTOMY, TO OH TOBKO BEpHY.I- cen oe nitnomtentist Goeworo saan w Tlepcwckom aazpe, Ho nrtocsexerau ero omuoutenne x yueGe naeinut0cs”) 1.1 ‘anyasinponaiyio HOXnaty, npesCTAR-IeHHYO KaK WeOCTATOK (CEnuiicmetnioe, # em 5 Mory ynpexnyte roctrosua Aarepa, Tak o10 w upeaeption yeepanit” sian "Mae xovercs, roG roe ‘nojuat Tepar ne ystaruina, Kak ey choilerBeN0, 0 CHOI 0C- ‘newensx"), omy me doSepnen?. Texnuka Hopmana Meiinepa rroxoxyo exparern yeooepanervonaa Hopsan Metiaep * Paanosmawocrs rextixn Melizepa sanoepnaer ce Gob Meenriwcte ocr fiperensena ace oxomteepackpniant Gmceroenoereexpeti cnoeto HpOMADE: HexT pao ora x ane enps tse rf paexpovor Hexodpoaeaven, Canopasorasene oumw6kn MoxoxOCTH, He sOxHIAARC hienosnenise mprtawanii enocoSerayOT cosAHINO HAGLER hipoctoro, xecroro H OTKpHForO NeTOReKA, PUES yABBIINO- Casmiit ayumi ertoco6 Gopp6sr ¢ sospaxkenniaMit ~ x nupegotapantentte, Kora coGeceamnc saat Ban “Bui ie n0~ ‘epi n 970", on crapaetea paces eaiuit content, Tote, xovopsti npusnaetex: "BoaMoxno,sT0 noKaxeres rynoctb0 over nae samttTepecowars, B 3Toxe-To H cocToHT evita yee sn (381, Hopman Meisep (pon 1928) ~ wera amepunanexat wreak — pune ped 106 MEXAHVGMD| MAHAMTYNAYI Crune npegocrasnenna uHopmaunn (Craitp npesoeranzeni roxbopaarom Moxer nett penaouee savenne nupoueece yexxaera. Mil y2ke ronopman 0 TOM, 70 bs rasax cayuarenelt ysepenuil Tou enuttevemcTByeT 0 Ha- extiocru. Basi pos mrpair & nexepGa-rie cocranLsIO- te o6wenn Kax noxastisaior Heeneosanas cyAeH Tpo- Lueceos, caeaoxates Gost BepsT TeM cRHACTENN, KOTOPLIE ‘npn aonpoce emorpar wx npawo w rasa [39], Posna TIpeactasste, ero pu surraere pesctannioe oGxamaenne, npHsts Batonieeocetitr» Hose pectopal, 8 KOTOpoM mOaeTes “CANA kyettaa ex s ropoxe". A Teneps Boobpasitre, w10 06 940M Ke am cooGuunt apyr. B kaKcon caysiae pis nonepirre Gticrpee? Jhoam ovens wacro suunysnaor pyr apyra nepecMarpn- hare yake mpuusTate peuteniia. Onpoc o6mecTBeH oro wien, nnpoveaermais 1995 roay, noxasa, ro 70% awepinkanttes npit ‘biGope HoBoro npava novarajoTes Ha coBersi Apyaell MW s¥aKo- swetx. Coratacio pesy.tiraran Toro ake onpoca, 53% nloceritreeti sauoTearpos mpuxonsr Ho pexonesaaruh eROHX aaKoms [40]. B xone apyroro uecaexosanws 91% pecnowxenton ormeriat, ‘170 nepea coveputeniesc kpynHo# NOKYREH OM Henpementno ccoveryiorea c apyatani [41] exctasaicra mapxerotorn, paaymeerea, oc -nomsten 06 Tow etroMente ve-1oBe¥ecKoro soempuarus, Mano Toro, TaKHE HeCaeTOBABNA, Kak MpaRILTO, ONraUMnAWOTeH HEH MapKe- ‘TuRronunsn koMmanisawit, Pexnawusie cooGutenn savactyto Hoaaiores JapyannpoRaNtioM. NIAe, RIOAKeHHBIe B era s10- aell, Gauakunx veriitHiim axpecaram, H oG.teventtie B opsty onoGpenua. Hanpiwep, neayiag MapKerunrona Kosmanit Comerstone Promotion, npnanexaia Aerel, KoTopste aomAntt omy mes BoSepsen?. 107 Guan nocemars aria 1 mutaanare co6s 2a NOKIONAUKOR O24OrO vo ux 1NeHTOD 74GO YCTpauIBAT RENepHUKIC UemBHO TonY.AN pau Tex 10H HB TOBApOS cpeats CHOW eneprKoR [42] ‘Pejcranttersa mpHmensisr 1 Goze TonKuit 1o7x0m. Tanai peetanitnis cxoranoM Hesanielt pexrasnoft Kastan Kono panunn Apple Gsia raxost: “Cawan aya pekstana— 7a, 70 hepeaaetca wa yer R yera’), Hlocse store mpusoziica cricox, xaeGHUx OTAMBOR 2xYPHAAHCTOD H APYTHEX sHCOGI eaaNTe pecosailirx aManenrTocTeiio HovOM HOPTATIIHOM KOMENOe- pe (toyT6yKe), B Koue cTosuta noamic: "[paxkrane sa Kom sorepit Apple" 1992 rory antomoGuuusiian Konan Satur sercry Cchoncopom anyxanesHoro MeponpiieTHa, HacsimesHOrO “no ‘rpeGiTeakcKna si:TysHaaMow", nox HassaHien “CaTypH BO3- spanaerea Aomoit", KoTop0e mpoxoaz0 wa sasone w Cpr Xuan, wirat Tewneen, B axiyat upmasan ysacrne Gonee 30 Tacs swoaeit co ncex yroakox crpan. 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Ho oprarisarops mpex- craniinn onoOpHTenDHNe BHICKABHIBANINA He aBTOFOMUNIKOD sna apyrix sitagemerocrei, a pexomerszaint prxoBtsx norpe- Giese, “TIpoctax moseli, — ormewart Zoxon Hoc, ont 13 Pykonoamteselt Kopaopauinn i paspaGoT'nk pexasHBIx a ‘unit, ~ rono6smix Kasay 13 Bac” [43] Web-clr, anonopma poncxane oaerte oceTiese 8 PEAHME pe ‘usoro apo (amownnsereuwol”svanor) ~ pune ped © Saturn ~ anepamanenoe aoapaaaerene xounepra General Motors pe ped ° MEXAHHOMDI MARTY ARLIAA oft cepitn perctanatex ponson Saturn x teneap TeamM oGpamtanics HenoepeacrReHtuO CoTpYAHNKH KOMITAEI pacckanunas o samesarensHoit "cene” Saturn. Boauiow Timi How cioxere yanuaiouueiien pa6ounti no ustent S.anow Cacrr OGuscuster: “Y Hac wer Hi pykononcTaa, Hit tawe:TX HOBM- noctell. Ho aavo € KonaHanL. Heme 10, 40 wie Hasumnaere corraenes. Bee pemienmst aot upsiisaen coobnta”, Koaera Sagona “npusiaerea” » tow, sro paGoraet Satu ne To. ko pam sapaGorka. “Hora 1 paGoraw wo npesarepepiinon M nponycxao pests oGexa, — roaopur ott — Tlopoft ax yne- xatock, #10 ocratoce ua paGore no ReYepast, a MHOra NpHXOAY ke no cy6Goras. Ho 4 He npotus ncero storo. [loromy 70 Meus NKTO ne npintyxeaaer. ITpocro ect # MOLY y'acTBOBATE B conan assroMoGu.tei TaKUNN, Kak 9TO MpeNOAATaTOES H- avaanbno” [44]. Ivo nce Tak Tporarerbio, tak HanoMaeT ce- Melina Gnsiee, sro Bx Hae ZorazermaeTeek 0 TOM, TO y4acTHe 9.utoHta n perctaMe uteapo onutasiteacres Kopnopatitelt General Motors. Sra axwin Saturn, paspaGorauan arewrernom Hal Riney & Partners, no pesyastaravt akypuaaa Adweek sionana 8 aBaanaTKy ay‘unex perctaMis KANNAN, MOBEReHHIX ¢ 1980 10 2000 ros [45]. Mo6ena snaroxos Ene Goze yemurresbinan sinierca Metox, npit KOTOPOM i= ‘bopsiaimia nepeaaeres lo uenouKe or oan noKymareneii apyrust. 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Hb ystactea pac: npocrpamnh m Hetiape pasa Gosimute npoGxerx o6pastion, YEN craton, Taxi sno, mpHOGuIBIOT HOKyaeZtei K PLANIKY sTHO MpoBeCTIy HEX BeIXO-HBKE, paces wapxeranira Jia paetionaraior neem celteauBioniinat HoROCTAM, HOyENIEE uw itony tpt, Onn siaor, fe uaxomiITest TyameT w MaraaHIAN Poanienoft Topronan, OuM anor Tak Moro, ro 370 BusiABaeT ocxinmenne” [46] Bolin a Kowrrakr co “sHaToxoM Moura mGore mpoxan- 1a. “Haiianre w extonitte Ha chow cropony HYAHYIO HTHUKY, Torta nes eras moe.teayer TYsa, Kya BUA XOTHTE”, er xouatiis Barron's epowx pesctamozateneit, Takiit mrisia Sit hicrynaior “awaroxn". 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