   . 
. . 


       .              ,  , .           .   ,    , ,   .





   





.. 



:   ,   ,      



. . ,2018



ISBN978-5-4490-5388-6

     Ridero







                    頖 , ,         , ,      .          ,    ,    頖 ,  ,     .

         ,  .   ,            -. Ѡ ,      :        , ,  , .

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

        ,   ,    ,         :        ,       .   ,       ,       .

          :

1. .. :   ? .: -, 2018.

2. .. :  . .: -, 2016.

3. ..  :  . 5- . .: , 2016.

4. ..:  . .: , 2015.

5. ..  . .:  , 2015.




 1.

  



Ӡ  

  ,      ,

  

  .

 . 

   ,       ,  ,       ,    ,           .

   ,              ,       ,  蠖    , , 蠖   .

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

   ,      - ( , ,  ,    )  ,     .

   ,     ,    .




1.1.  


 ,  .

 

     ,    ,     . Ƞ   ,   ,              .

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

       ,        .    ,    ,  ,       .

           .             [1 - Brown J. Children and Television: Interpersonal and Intrapersonal Features ofthe Effects Process. Leeds, 1973.]. Ӡ  ,    (      )       ,     ,    -      .

    ,     .      1922.,        , , ,           [2 - Lippmann W. Public Opinion. N.Y., 1922.].

          .   ,    ,          1)    2)    ,      .

 . ,  13-    蠖 2006:             ,          .

-,           : ,  ,     ,  ,  ()   .



       -,   , .      ,    :    .        ,   , 堖  ,   .

     ,    ; ,     ,       ;       ,      ;    ,   :     ,  ,   , .

   .  .       :     ,      [3 -  .  . .: , 1938. .40.],       ,        .  1909..   , ,    ,   , ,  [4 - Summer G. On the Mores // Theories ofSociety, ed. byE. Shills. N.Y., 1962. V1. 11. . 1037.].     堖   ,      ,     ()  ;   ࠖ    ,    (       ).

      .   ,        ,   .  ,       ,     ,       .      (   ),     ;     ,       .  ,       ,       .               ,  ⠫   .  ,          [5 - .  . . .: Lippmann W. Public Opinion. Toronto, 1965. .80.].

        ,     .      :   .  ,    .  ,    .        ,     ,        [6 - .  . . .: Lippmann W. Public Opinion. Toronto, 1965. .80.].       ,    .       ,   , ,  ,    .

    ,   ,    . ,     .  ,   ,  .    ,   ()     .    ,    ,  ,     ,       .     ,  .     ,   .      .      .    ,      ?[7 - AllportG.W.The Nature ofPrejudice. N.Y., 1958. .187.].

  ,   ,  ,  -   蠖         .                ,    .

       . ,           [8 - Klapper J. The Effects ofMass Communication // Schramm W. (ed). The Science ofHuman Communication. N.Y., 1963.],        .

   ...  ,     ,    ,      . ..  ,        ,          .    , ,  , , :    ,   ..    .       .        ,    ,   .

  (. , . , . , . , .  .)       蠗        - ,     .    ,    : 1)  , 2)    ߻, 3)   , 4)  [9 - Katz D. The Functional Approach tothe Study ofAttitudes // Public Opinion Quarterly. 1960. Vol. 24. 4.         . .].

   ,    ,  . Ӡ..        : ,   ,  -  ,   . Ƞ     , ,    ,  . Ӡ  ,  ,     ,   . Ƞ  ,  ,   ;    :  ,  ![10 - ... . . 12- . . 2. .: , 19731978. .226.].    ,     , ,  ,       .

,       ,       .    ,    ,      (, )    .

   ,   ,    ,    .      ,          .   ,    .     ,      ,    . ,   ,    . Ƞ    :    ,  .

  -        ,           :               ,     ,             [11 - Shills E., Janowitz M. Cohesion and Disintegration inthe Wehrmacht // Public Opinion Quarterly. 1948. Vol. 12. P.300315.].   1940- .      . .     ,  ,     ( -)         [12 - Riley M., J. Riley. Sociological View on Mass Communication Research // Public Opinion Quarterly. 1951. Vol. 15.4.] ,     ,  ,    .      ,  ,   ,     ,    ,     [13 - Riley M. and J. Riley. Sociological View on Mass Communication Research // Public Opinion Quarterly. 1951. Vol.15.4.].

 1955.   ,        ,     ,     ,       ,    .       ,     [14 - Zimmerman C., BayerR. The Effects ofan Audience upon What is Remembered // Public Opinion Quarterly. 1956. Vol. 20.4.].  , , ,   ,     ,                ,    .

       . [15 - Merton R. Patterns ofInfluence // Lazarsfeld P. and F. Stanton (ed) Communication Research. N.Y., 194849.].     ,         , 堖 .  ,   ,     ,     ,          , 堖 ,     . Ѡ         ⠖  ,         .     蠖      ,     .

 ,        ,     .     ,         .       ,     .     ,      , ,   .   ,          ,            ,  ,   ,  , . [16 -  .   . . 2000.],   :

1.  ,   ,          .

     .      ,  ,   .     .

2.    ,    ,      ,     .

  ,     :

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

      ,  ,       ,   ,     ,   :         ,  ,    ,   ,      .      ,        .

           ?     ,  ,  ,  .

      ,   ,           ,        .     ,    .

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

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

 ,          ,       .  ,     ,    ,    ,  ,    ,          .

,     ,          , ,  , . ,        ,      ,           . .    4050.  .    ,      ,   .

  ,     ,     :   , , ,   .




1.2.       


    

,    ?

  
.  , 14

      蠖   ,   .     ?

     ,      ,   ,   ,     ,  ,   ,     ..   :     ,     .      . ,    ,      ,  [17 - Klapper J. Mass edia and Persuasion // Schramm W. (ed) The Process and Effects ofMass Communication. Urbana: Univ. ofIllinois Press, 1955. P.306.]. ,      ,      ,    .   .

   ,             ,       .

       , ,  ,     ,  .  ,      (ethos),   (pathos)   (logos)[18 -          . .: .., ..   . .: , 1976. .76.].

,         ,    ,   .  ,            ,    ,     .         ,         .            :    ,  ,  ,    ,      ,       :      ,          .

         - :  ,  ,       , ,    .

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

       (19671971.) .. ,       80%           蠫, 70%  堖   蠫, 50%  堖  ,  ,  , , , . ,    ?   砫 ..: ࠖ   , ,    -  (     ). ,       ?

     [19 - Intermedia. 1981. Sept. P. 64;  .    //   . .: . ,1990. 11..91.]    .  ,       ,    .     ,      ,   .         1925.   .   , ,    ,    . ,      -   , ,       ,    蠖  ,         .

        ,      :      , ..      ;            ;        ,   .          tabula rasa (.  ; ,    ,   -   ),       - .

 ,  ,     -,        .      . .       ,      ( 蠖 , ,  ..)  ,     ,       ,    .    ,      ,   ,     .  . ,   ,    [20 -  .  . .: , 1973. .152.].      ,  蠖  .

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

  ,       ,    ,   , , ,  ,  [21 - Bettinghans E., Basehear J. Some Specific Factors Affecting Attitude Change // Journal ofCommunication. 1969. Vol. 19. 3; Jacobson N. Mass Media Believability: aStudy ofReceiver Judgments // Journalism Quarterly. 1969. Vol. 46.1.],    ,   ..  ,   :     .

,  , ,    , ad populum (. ,     ,      ( ,  ,  堖    )         .     :       .

       ,    ,    [22 - .   ࠫ   ,          ,    ,     .],  ,      -     ,    .

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

      ,  . Ѡ                   .  .           .

          (  ,   ,   .). ,  ,     ,   .           :            .       ,     .         .        . Ѡ          . ,       頖      .              . ,              ,           ,     ,   ,     ,   ,    . ,      .

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

       : ,   ,      !.      .      ⠖  .  ,     -    ,    ,      .     : ,     蠖   ,    .   ,        .

ʠ    ,              ,  ,       . ,          .      ,         .

      , ..  ,   ,     :     ,   ࠖ .        ,  .

            . ,              .  ,  ,     ,  ,   :   ,    ,      .    .           蠖 , , , ,          .     ,   ()    :      ;     ;  ࠖ      .     , , , ,     (, , ),  ,  ,    .     ,    ,  ,    . , ,     :     ,    (       ). ,   頖    :             .

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

  ,       ,        ; ,    ; -;   .  ,     [23 - ..     , ,  //  . 1969. 4. .59.]   ,      .         ,     ,       .

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

,         :  ;  ;   ,   ,   ,         ,  ,  ..     ,    .      [24 -  ,   ,     (1957) 蠫  (1970)     ,    ,     ( ,  ,  ,   ..).  ,  1950-        :  ,    .       .. .   .    //  . 1998. 30. .16.].   :     ,         ,  , , ,  ,   ࠖ    (    ),         ,   .         ,     ,   .

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

 ᠖  (. testimonial )     - (. celebrity ),    . ,    ࠫ    20%   .      ,       ,    ,  .  -      :       . ໠   ,     ,       .        .                 -   ,    / [25 -  2016.     ⠖   !  ,       !     ,        .].

      ,   :    people marketing         .         蠖  Nike. ,   Nike     , ,      . Ƞ      ,    蠖        .    ,    1972.,    21-      (NBA)  .        .  1996.  Advertising Age  Nike  , ,        ,        .

   . [26 -  2017..      .]Nike     . ,          ࠖ 100 . Nike    ⠖  ,       .

ʠ        :    Gallup (  20000   ),         ,  79%  ,       ,  13% ,      .  60%  , 52%  58%    ,          .           , ,     ,   12%   ,        ,             (46%)  (30%)[27 - URL: www.sportima.com].    ,   ,  ,       ,  , , ,   ,       ,                 .

 ,   ,  ,     :     ,  ,  ,      .

   ,    ,    ,   ,     .    ,     ,   : ,  -,  ..   ,    ,     , ࠫ .  1920- .       .        .        ,     .  1914.           񻠖 ,  8-     .   ,   .       ,   .   , .   ,    ,     ,   .     -  (2 1915.    ),     .    1945.       ,     .

 ,    蠫,      .  .    1920- .       .    ,  ,      ,      . ,    ,  ,   ,   ,     (   )   : 10⠖   .   .    :     蠖 ,         ,      .   ,      1000%.

     ࠖ    .        :

 -     ?     :

  53 ?

  4  ?

    4,5?

  14 ?

   ? ..[28 - Travel Weekly, October 5, 1978.]

  ,  ,   ,  , .      . ,     ,    , ; ,     ;    ,   ,    ,   .

        , ,     :  ,     ,     堖   .   , 堖   ,     .

    ,   ,  ,       ,   .     ,         ,   :       . ?    ? ,    .     ?      .        ,    .       蠖 .

   ,     .       .              .              .            ,   .

       .    .          .  ,  ,     ,    ,     :    ,  .       ,  ,   ,   ,   .

     ,        :      ,    (,  ,    )  ,    ,    .     ,    [29 -  .     -,    ,   ,    - ,   ,  ,   -  ,          ,    .  .:  . . . . 12. . 7. ., 1973. .20.],   .     /  ,      .

         :  (, ); 




  .


   .

   ,     (https://www.litres.ru/l-fedotova-13777753/effektivnost-kommunikacii-v-svyazyah-s-obschestvennost/)  .

      Visa, MasterCard, Maestro,    ,   ,     ,  PayPal, WebMoney, ., QIWI ,       .



notes








1


Brown J. Children and Television: Interpersonal and Intrapersonal Features ofthe Effects Process. Leeds, 1973.




2


Lippmann W. Public Opinion. N.Y., 1922.




3


 .  . .: , 1938. .40.




4


Summer G. On the Mores // Theories ofSociety, ed. byE. Shills. N.Y., 1962. V1. 11. . 1037.




5


.  . . .: Lippmann W. Public Opinion. Toronto, 1965. .80.




6


.  . . .: Lippmann W. Public Opinion. Toronto, 1965. .80.




7


AllportG.W.The Nature ofPrejudice. N.Y., 1958. .187.




8


Klapper J. The Effects ofMass Communication // Schramm W. (ed). The Science ofHuman Communication. N.Y., 1963.




9


Katz D. The Functional Approach tothe Study ofAttitudes // Public Opinion Quarterly. 1960. Vol. 24. 4.         . .




10


... . . 12- . . 2. .: , 19731978. .226.




11


Shills E., Janowitz M. Cohesion and Disintegration inthe Wehrmacht // Public Opinion Quarterly. 1948. Vol. 12. P.300315.




12


Riley M., J. Riley. Sociological View on Mass Communication Research // Public Opinion Quarterly. 1951. Vol. 15.4.




13


Riley M. and J. Riley. Sociological View on Mass Communication Research // Public Opinion Quarterly. 1951. Vol.15.4.




14


Zimmerman C., BayerR. The Effects ofan Audience upon What is Remembered // Public Opinion Quarterly. 1956. Vol. 20.4.




15


Merton R. Patterns ofInfluence // Lazarsfeld P. and F. Stanton (ed) Communication Research. N.Y., 194849.




16


 .   . . 2000.




17


Klapper J. Mass edia and Persuasion // Schramm W. (ed) The Process and Effects ofMass Communication. Urbana: Univ. ofIllinois Press, 1955. P.306.




18


         . .: .., ..   . .: , 1976. .76.




19


Intermedia. 1981. Sept. P. 64;  .    //   . .: . ,1990. 11..91.




20


 .  . .: , 1973. .152.




21


Bettinghans E., Basehear J. Some Specific Factors Affecting Attitude Change // Journal ofCommunication. 1969. Vol. 19. 3; Jacobson N. Mass Media Believability: aStudy ofReceiver Judgments // Journalism Quarterly. 1969. Vol. 46.1.




22


.   ࠫ   ,          ,    ,     .




23


..     , ,  //  . 1969. 4. .59.




24


 ,   ,     (1957) 蠫  (1970)     ,    ,     ( ,  ,  ,   ..).  ,  1950-        :  ,    .       .. .   .    //  . 1998. 30. .16.




25


 2016.     ⠖   !  ,       !     ,        .




26


 2017..      .




27


URL: www.sportima.com




28


Travel Weekly, October 5, 1978.




29


 .     -,    ,   ,    - ,   ,  ,   -  ,          ,    .  .:  . . . . 12. . 7. ., 1973. .20.


