Ásnm rfr dct – pfkju ecgt[f? (Ïjxtve htrkfvf uhtibn jlyjnbgysvb j,hfpfvb) Ít nfr lfdyj yf jlyjq bp rjyathtywbq gj vfhrtnbyue vjcrjdcrbt 'rcgthns ctnjdfkb yf nj, xnj erhfbycrfz (dghjxtv, rfr b hjccbqcrfz) htrkfvf cgkjim cjcnjbn bp infvgjd – bcgjkmpetvst d hfpkbxys[ hjkbrf[ j,hfps yfcnjkmrj gj[j;b, xnj e;t xthtp ytcrjkmrj vbyen gjckt ghjcvjnhf htrkfvs gjnht,bntkm yt vj;tn dcgjvybnm, j rfrjq vfhrt ikf htxm. Â rfxtcndt ghbvthf jlby bp ljrkflxbrjd – rhtfnbdysq lbhtrnjh vjcrjdcrjuj htrkfvyjuj futyncndf – ghbdjlbk cdjq gj[jl gj rbyjcnelbb, ult d hfpys[ gfdbkmjyf[ jlyjdhtvtyyj ikf c]tvrf gznb htrkfvys[ hjkbrjd ghjlernjd FMCG. Êjvbxyjcnm cbnefwbb cjcnjzkf d njv, xnj lkz ltrjhfwbq dj dct[ hjkbrf[ bcgjkmpjdfkbcm re[yb Ikea (jyb jnkbxfkbcm njkmrj wdtnjv), f pf cnjkfvb cbltkb jlbyfrjdst ctvmb: gfgf, vfvf-,kjylbyrf, ldjt ltntq (j,zpfntkmyj vfkmxbr c ltdjxrjq).
Äkz gjlrhtgktybz cdjb[ ckjd ljrkflxbr gjrfpfk ahfuvtyns hjkbrjd bp jlyjuj htrkfvyjuj ,kjrf – cj dct[ rflhjd cvjnhtkb chtlytcnfnbcnbxtcrbt ve;xbys b ;tyobys. Ïjxtve-nj chfpe dcgjvybkfcm rybuf Ôhtlthbrf Átu,tlthf «99 ahfyrjd» – gjnht,bntkmybwf ghjlernf ljk;yf dsukzltnm yf 'rhfyt cktle.obv j,hfpjv: ,snm yt ntvyjq b yt cdtnkjq, yt cnfhjq, yj b yt .yjq, jltnjq yt kturj, yj b yt ntgkj b n.l. Ìs htibkb hfpj,hfnmcz, ltqcndbntkmyj kb rjvgfybb dblzn cdjb[ gjregfntktq «cthjq vfccjq», kb,j 'nj nfrjq gjl[jl – gsnfnmcz flhtcjdfnm htrkfvyjt cjj,otybt chfpe dctv. Â k.,jq rybut gj vfhrtnbyue vj;yj ghjxtcnm jlye b ne ;t vsckm: «Ïhjlern, hfccxbnfyysq yf dct[, yt hfccxbnfy yb yf rjuj». Êf;tncz, 'ne frcbjve dct lfdyj ezcybkb. Îlyfrj ytn, vjq jgsn j,otybz c hfpkbxysvb rjvgfybzvb (f jy, gjdthmnt, ljcnfnjxyj ,jkmijq) gjrfpsdftn, xnj vyjub[ cgtwbfkbcnjd cnfdbn d negbr 'ktvtynfhysq djghjc j wtktdjq felbnjhbb b[ vfhrb. Â kexitv ckexft j,]zcytybt ghtltkmyj hfpvsnj: «'nj cjwbfkmyj frnbdyst gjnht,bntkb d djphfcnt jn 18 lj 45 ktn, cj chtlybv b dsit chtlytuj ehjdytv lj[jlf b n.l.». Âjghjc j gcb[jkjubxtcrjv gjhnhtnt wtktds[ gjregfntktq ghjlernf e vyjub[ vfhrtnjkjujd dspsdftn ytljevtybt – jyb ytjlyjrhfnyj ghbpyfdfkbcm vyt, xnj ybrjulf yt pflevsdfkbcm j, 'njv. Åot jlby negbrjdsq djghjc – «Êfre. cevve ltytu ds cxbnftnt chtlybv lj[jljv?».
Ïjybvf., xnj vyjubt kbim eks,yencz, xbnfz 'nj 'vjwbjyfkmyjt bpkbzybt, b crf;en, xnj nfrjt gjkj;tybt dtotq [fhfrnthyj kbim lkz yt,jkmib[ b ytjgsnys[ abhv, xnj rhegyst rjvgfybb lfdyj «cj,fre c]tkb» yf ctuvtynfwbb gjnht,bntktq. Íj gjdthmnt, rjulf z ecksifkf jn cgtwbfkbcnf jxtym rhegyjq pfgflyjq rjvgfybb, xnj jyb yt yfwtkbdf.n cdj. vfhre yf rjyrhtnye. felbnjhb., gjnjve xnj ghjlern vj;tn regbnm, yfghbvth, ,f,eirf, rjnjhjq ,eltn jxtym j,blyj, xnj vfhrf jhbtynbhjdfyf yf ve;xby, z jcjpyfkf, xnj yt dct nfr hfle;yj, rfr [jntkjcm ,s.
«Ätqcndbntkmyj, ghjbpdjlbntkb ljdjkmyj xfcnj bp-pf jncencndbz e yb[ lfyys[ lf.n htrkfvyjve futyncnde ckbirjv hfpvsne. byajhvfwb. j [fhfrnthbcnbrf[ wtktdjq felbnjhbb: djphfcn, lj[jl, hfp,bdrf gj gjke, b yt ,jktt, – ujdjhbn Þkbz Ðjvfyjdf, lbhtrnjh gj vfhrtnbyue rjvgfybb «Ãfkfrnjy». – Ìs b cfvb hfymit nfr gjcnegfkb bp-pf jncencndbz byajhvfwbb. Ñ gjvjom. cgtwbfkmys[ bccktljdfybq, gthdjt bp rjnjhs[ ,skj ghjdtltyj d ghjikjv ujle, vs cj,hfkb gcb[juhfabxtcrbt [fhfrnthbcnbrb gjnht,bntkz, rjnjhst exbnsdftv d hfphf,jnrt htrkfvys[ rfvgfybq».
Âjpvj;yj, bvtyyj ;tkfybt rjvgfybq ltkfnm ,htyls «lkz dct[» ghbdtkj r pfcbkm. jlyjnbgyjq htrkfvs? Èkb dbyjq njve ,jzpym dsltkbnmcz, cjplfnm xnj-nj ytj,sxyjt? «À dlheu jhbubyfkmyfz htrkfvf yt gjqltn? – levftn nfrjq ghjbpdjlbntkm. – Ó; kexit ,snm rfr dct, gjkmpjdfnmcz ghjdthtyysvb vtnjlfvb, gjkexfz ytre. ufhfynb., xnj ltymub yt ,elen ds,hjitys yf dtnth». Èkb, ,snm vj;tn, cfvb gjnht,bntkb d ,jkmibycndt cdjtv yt ghbtvk.n xnj-kb,j ytcnfylfhnyjt, dsye;lfz htrkfvbcnjd cjplfdfnm if,kjyye. htrkfve?
Ìbh, d rjnjhjv dct [jhjij
«ß ljkujt dhtvz hf,jnfk rhtfnbdysv lbhtrnjhjv d hfpys[ futyncndf[, b pyftnt, gjxtve pfntv cnfk pfybvfnmcz ghtbveotcndtyyj flvbybcnhfnbdysvb djghjcfvb? – cghfibdftn Âfkthbq Ïhbvjcn, lbhtrnjh htrkfvyjuj futyncndf Horus Advertising. – Ïhjcnj zhrbt rhtfnbdyst bltb j,sxyj ybrjve yt ye;ys (rhjvt atcnbdfkz), b 'nj ghfdbkmyj. Âtlm htrkfvf ljk;yf hf,jnfnm yf wtktde. felbnjhb., f d vfcct cdjtq 'nj k.lb ghjcnst, pfyznst htitybtv ,snjds[ djghjcjd b yt ;tkf.obt levfnm j xtv-nj, ds[jlzotv pf hfvrb b[ gjybvfybz. Æbpym ghfrnbxtcrb rf;ljuj xtkjdtrf cjcnjbn bp jghtltktyyjuj yf,jhf c[j;b[ ghj,ktv: csy – ldjtxybr, ntof – cnthdf, cyjdf gjljhj;fkf rjk,fcf, f d nhjkktq,ect yfcnegbkb yf yjue... Ïhblfdktyysq uhepjv gjdctlytdys[ nhelyjcntq b ytghbznyjcntq, xtkjdtr yt ujnjd djcghbybvfnm ckj;ye., gecnm b rhtfnbdye., htrkfve, gj'njve k.,st vsckb, rjnjhst rjvgfybz [jxtn gthtlfnm d hjkbrt, ljk;ys ,snm vfrcbvfkmyj enhbhjdfys, xnj,s wtktdfz felbnjhbz cvjukf ghfdbkmyj b[ gjyznm».
Òfr;t, gj vytyb. u-yf Ïhbvjcnf, hjkbr, cjukfcyj rfyjyfv htrkfvyjuj ;fyhf, ljk;ty dctulf pfrfyxbdfnmcz [tggb-'yljv. Êjytxyj, ,skj ,s bltfkmyj bpj,hfpbnm d htrkfvt, xnj ,tp ghjlernf ;bpym xtkjdtrf ,skf nmvjq rhjvtiyjq, f gjckt tuj bcgjkmpjdfybz yfcnegbkf ,kfujlfnm, jlyfrj gjlj,yjq cbnefwbb gj djpvj;yjcnb cktletn bp,tufnm. «Ítkmpz gjrfpsdfnm ytufnbd b yfcnhfbdfnm gjnht,bntktq yf vbyjhysq kfl, – e,t;lty Âfkthbq Ïhbvjcn. – Íe;yj lfnm gjyznm, xnj dct ,skj [jhjij, yj gjckt htitybz vfktymrjq ghj,ktvs cnfkj tot kexit. Ífghbvth, d htrkfvt ghjlernf lkz ctvtqyjuj egjnht,ktybz ljk;yf abuehbhjdfnm ctvmz, d rjnjhjq dct cxfcnkbds. Ít cnjbn gjrfpsdfnm ytgjkye. ctvm. – vfnm ,tp jnwf (jnwf ,tp vfnthb vj;yj, n.r. gjlhfpevtdftncz, xnj jyf ult-nj hzljv), lf b jlby ht,tyjr, rfr b ldjt jlyjgjks[, – yt cfvsq elfxysq dfhbfyn. Ïhtlgjxnbntkmytt gjrfpfnm vfkmxbrf b ltdjxre, cjjndtncndez nfrbv j,hfpjv cnthtjnbgyjve ghtlcnfdktyb. j,otcndf j, bltfkmyjq ctvmt.
Ýnb vfktymrbt htrkfvyst [bnhjcnb gjpdjkz.n gjnht,bntk. yt xedcndjdfnm lbcrjvajhnf jn edbltyyjuj yf 'rhfyt. Îlyfrj ltvjycnhbhez gjpbnbd, yt cktletn j,vfysdfnm felbnjhb. – ;tkfntkmyj dctuj kbim ytvyjuj ghberhfcbnm ltqcndbntkmyjcnm. ß lf;t cajhvekbhjdfk lkz ct,z nfrjq gjcnekfn, xnj htrkfvf – 'nj kexifz xfcnm ghfdls, djn 'ne kexie. xfcnm b ye;yj gjrfpsdfnm. Âct ljk;yj ,snm ytvyjuj kexit, xtv tcnm yf cfvjv ltkt: b fdnjvj,bkm, b jlt;lf, b vt,tkm. Ë.lzv ljk;yj yhfdbnmcz nj, xnj jyb dblzn».
Òfrjuj ;t vytybz ghblth;bdftncz Ådutybq Åkmxby, gcb[jkju htrkfvyjuj futyncndf «×tnsht Ïk.c»: «Êjulf d htrkfvt ye;yj gjrfpfnm nbgbxyjuj ghtlcnfdbntkz wtktdjq felbnjhbb, jy ljk;ty dsukzltnm htfkmyj, yj yt j,sltyyj, nfrbv, rfrbvb k.lb [jnzn ,snm. Òjkmrj htrkfvysq gthcjyf;, rjnjhsq cjjndtncndetn dyenhtyytve «z» gjnht,bntkz, yj ytvyjuj ghtdjc[jlbn 'njn j,hfp, vj;tn pfcnfdbnm k.ltq fccjwbbhjdfnm ct,z c ybv».
Ätqcndbntkmyj, k.,jq xtkjdtr dctulf cxbnftn, xnj jy kexit, xtv tcnm yf cfvjv ltkt. «Äf;t ceotcndetn nfrjt gjyznbt d kbnthfneht, rfr kbhbxtcrbq uthjq. Ýnj pyfxbn, xnj fdnjh dblbn d jlyjv bp gthcjyf;tq ct,z, yj yt nfrbv, rfrjd jy d htfkmyjcnb, f nfrbv, rfrbv [jxtn ,snm», – ujdjhbn Âfkthbq Ïhbvjcn.
Ýnj jnyjcbncz b r gjnht,bntk.. Íe;yj, xnj,s htrkfvysq uthjq tve yhfdbkcz, ,sk kexit, xtv jy cfv. Îlyfrj gfkre gthtub,fnm yt cktletn, dtlm d nfrjv ckexft gjnht,bntkm vj;tn yt epyfnm ct,z d uthjt. «Ðtrkfvbcnfv ytj,[jlbv dpukzl yf gjnht,bntkz c tuj cj,cndtyyjq cnjhjys, dtlm xtkjdtr ljk;ty dbltnm d uthjt htrkfvyjuj hjkbrf yt ghjcnj cdjt pthrfkmyjt jnhf;tybt, f njn j,hfp, d rjnjhjv jy cfv ct,z ghtlcnfdkztn bkb ;f;ltn edbltnm», – ujdjhbn Ådutybq Åkmxby.
×nj,s gj,sdfnm d «ireht» gjnht,bntkz, Ñthutq Ãfqlfq, rhtfnbdysq lbhtrnjh htrkfvyjuj futyncndf «Á.hj vfhrtnbyujds[ nt[yjkjubq», cjdtnetn vfhrtnjkjufv, ,htyl-vtytl;thfv b htrkfvbcnfv gjcnfdbnm ct,z yf vtcnj 'njuj gjnht,bntkz. Åckb ds, yfghbvth, ghjlftnt jntxtcndtyyst vfibys, nj ljk;ys cfvb ghjqnb dct ghtktcnb ÑÒÎ, jcnfyjdjr yf ljhjut b n.l. «Ãkfdyjt pltcm – dyenhtyytt gtht;bdfybt, – cxbnftn Ñthutq Ãfqlfq. – À 'nj djpvj;yj kbim c gjvjom. bccktljdfybq, gjlukzlsdfybq, gjlckeibdfybq b n.l.»
Ñgfctn kb rhfcjnf htrkfve?
Íbrnj yt jcgfhbdftn njuj afrnf, xnj gjnht,bntk. ljk;yj yhfdbnmcz bpj,hf;ftvjt d htrkfvt. Îlyfrj dj dctv ye;yj ghblth;bdfnmcz pjkjnjq cthtlbys. Ó jntxtcndtyys[ htrkfvbcnjd, lf b cfvb[ ghjbpdjlbntktq, ghtrhfcyjt pfxfcne. fccjwbbhetncz njkmrj c kbwfvb njg-vjltktq. Òfrjq gjl[jl jghfdlfy lkz rfntujhbb beauty, ytrjnjhs[ njdfhjd, jhbtynbhjdfyys[ yf vjkjls[, cjwbfkmyj frnbdys[ ;tyoby, rjnjhst [jnzn ,snm cnhjqysvb, rhfcbdsvb b 'ythubxysvb. Â 'njv ckexft ghjbpdjlbntkb gjrfpsdf.n d htrkfvt ltdeire-cgjhncvtyre kb,j [eltymre. ltdeire, cxbnf.oe. rfkjhbb b n.g. Òfr gjcnegf.n vyjubt rjvgfybb, yfghbvth Danone (ÒÌ «Àrnbdbz»), Coca-Cola (ÒÌ BonAqua), Olvia Beta (ÒÌ Only You) b lh. «Ífi gjnht,bntkm – frnbdyfz ;tyobyf, rjnjhfz vyjuj hf,jnftn, e ytt xfcnj yt [dfnftn dhtvtyb, xnj,s cktlbnm pf cj,jq, [jnz jyf b cnfhftncz 'nj ltkfnm d cdj,jlyst vbyens. Ákfujlfhz pf,jnt j cdjtq abueht jyf dctulf d ajhvt b edthtyf d ct,t, – ujdjhbn Ëbfyf Ãjhfqcrfz, ,htyl-vtytl;th ÒÌ BonÀqua. – Êjytxyj, gjrfpsdfnm d htrkfvt «cgjhncvtyre, frnbdbcnre b rhfcfdbwe» ghjbpdjlbntktq dsye;lftn jghtltktyyfz vjlf chtlb gjnht,bntktq – dct ,jkmit ;tyoby [jnzn ,snm gj[j;bvb yf 'njn j,hfp. Ïjlj,yst ntyltywbb gjzdbkbcm ytcrjkmrj ktn yfpfl, b ghjbpdjlbntkb ljk;ys b[ exbnsdfnm, tckb, rjytxyj, 'nj cjjndtncndetn gjpbwbjybhjdfyb. njhujdjq vfhrb».
Îlyfrj rjulf d gjkjdbyt dct[ htrkfvys[ hjkbrjd, bleob[ gj jntxtcndtyyjve ÒÂ, gjrfpsdf.ncz «vjltkmyst» kbwf, vyjubt gjnht,bntkb yfxbyf.n bcgsnsdfnm r ybv ytghbzpym. «Ïhbcencndbt d htrkfvt rhfcbds[ kbw c ghfdbkmysvb xthnfvb dspdfyj ytcrjkmrbvb afrnjhfvb, – hfccrfpsdftn Îktu Ëfgiby, rhtfnbdysq lbhtrnjh htrkfvyjuj futyncndf D'Àrcy. – Âj-gthds[, vyjubt ghjbpdjlbntkb, jcj,tyyj kjrfkmyst, [jnzn pfgtxfnktnm d htrkfvys[ hjkbrf[ ecgt[ cdjtq rjvgfybb bkb vfhrb, r rjnjhjve nfr ljkuj ikb. À rhfcbdst kbwf cbvdjkbpbhe.n ecgt[. Âj-dnjhs[, xfcnj rkbtyn bkb futyncndj bc[jlzn bp cj,cndtyys[ 'cntnbxtcrb[ ghbcnhfcnbq, yt gjybvfz, xnj jlyf bp wtktq htrkfvs – dsltkbnmcz, f dsltkbnmcz vj;yj njkmrj c ytnbgbxysv kbwjv. Ýnj pfrjy».
Åot jlyf ghbxbyf, gj rjnjhjq d htrkfvt ghtj,kflf.n rhfcbdst kbwf vjltktq, – 'nj, gj vytyb. u-yf Ëfgibyf, ;tkfybt ghjbpdjlbntktq gjrfpfnm n.y. dream life (;bpym bp vtxns) b ntv cfvsv fccjwbbhjdfnm cdjq njdfh c vtxnfvb gjnht,bntkz j rhfcbdjq ;bpyb, ,kfujlfhz xtve gjlyznm tuj (njdfhf) ghtcnb;. Îlyfrj yb cfv Îktu Ëfgiby, yb lheubt jghjityyst yfvb 'rcgthns nfrjq gjl[jl yt jlj,hz.n. «Ìyt yt yhfdbncz, rjulf d htrkfvt gjrfpsdf.n bcreccndtyysq, ytceotcnde.obq vbh – cnfylfhnys[ ,kjylbyjr, ukfvehys[ ;tyoby b vf;jhys[ vjkjls[ k.ltq, – ujdjhbn Ñthutq Ãfqlfq. – Åckb ,s e htrkfvs ,skf djcgbnfntkmyfz wtkm – bpj,hfpbnm, rfr ljk;yf dsukzltnm, yfghbvth, bltfkmyfz ;tyobyf, – njulf 'nj ,sk ,s ghfdbkmysq gjl[jl. Íj htrkfvf ljk;yf ghjlfdfnm, f xnj,s ghjlfnm, ye;yj cevtnm edbltnm cfvjt df;yjt – htfkmyjuj gjnht,bntkz».
Òbgbxyjcnm j,hfpjd [fhfrnthyf yt njkmrj lkz hjkbrjd, ltvjycnhbhe.ob[ rhfcbdst kbwf, – cdjb cnthtjnbgs b htrkfvyst infvgs ceotcnde.n d rf;ljq njdfhyjq rfntujhbb. Ífghbvth, tot ujl-gjknjhf yfpfl ,jkmibycndj ghjbpdjlbntktq vjkjxys[ ghjlernjd jn,bhfkb lkz htrkfvs njkmrj ,kjylbyjr, n.r. cxbnfkjcm, xnj cdtnkst djkjcs kexit fccjwbbhe.ncz c vjkjrjv. Òfr gjcnegfkb «Ãfkfrnjy», «Âbvv-Ábkkm-Äfyy» (ÒÌ «Ñkjd'zyjxrf») b lh. «Ñtujlyz vs bltv gj lheujve genb, – ujdjhbn Þkbz Ðjvfyjdf. – Êjulf vs bcrfkb uthjtd lkz htrkfvyjq rfvgfybb ,bjghjlernjd, nj gjyzkb, xnj jlyjnbgyjcnm. j,hfpjd ybxtuj yt ljcnbuytv. Äkz njuj xnj,s ecbkbnm cntgtym ljdthbz r hfwbjyfkmyjve cjj,otyb. d hjkbrt, vs ds,hfkb uthjtd «bp njkgs», rf;lsq bp rjnjhs[ htiftn jghtltktyye. pflfxe ,kfujlfhz c,fkfycbhjdfyyjve gbnfyb.. Êfr htpekmnfn – eljdktndjhtybt cj,jq, «gjdyf v³hf rjhbcn³» b «gjdyf v³hf ;bnnz». Ê njve ;t j,sxyst k.lb kexit pfgjvbyf.ncz, dsltkz.ncz bp rjujhns «rfhnbyys[ uthjtd» vyjub[ hjkbrjd. Ífghbvth, yfif ukfdyfz uthjbyz Òfvfhf – yjhvfkmyfz ;tyobyf, yt rfhnbyyj rhfcbdfz, yj pfgjvbyf.ofzcz. Ífdthyjt, bvtyyj gj'njve jyf gjk.,bkfcm felbnjhbb, b vs gjcnjzyyj bcgjkmpetv 'njn j,hfp d yfitq htrkfvt».
Çfvtnbv, xnj yf ctujlyziybq ltym jlyjnbgyjcnm. j,hfpjd cnhflftn htrkfvf njdfhjd f,cjk.nyj dct[ ghjlernjds[ rfntujhbq. Ájktt njuj, vyjubt j,hfps, yfghbvth cjwbfkmyj frnbdyjq cgjhncvtyrb, rjxe.n bp hjkbrf d hjkbr cjdthityyj hfpys[ gj cdjtq cenb ghjlernjd. Îlyfrj Ëbfyf Ãjhfqcrfz yt dblbn d 'njv ghj,ktvs: «Ìyjubt rjvgfybb bcgjkmpe.n gj[j;bt j,hfps, yj d 'njv ytn ybxtuj cnhfiyjuj. Îcj,tyyj tckb 'nj hfpyst rfntujhbb ghjlernjd, ,elm nj gbnmtdfz djlf, qjuehns bkb rjcvtnbxtcrbt chtlcndf, ghtlyfpyfxtyyst lkz jlyjq b njq ;t wtktdjq uheggs. Íj lf;t tckb ldt njhujdst vfhrb hf,jnf.n d jlyjq ghjlernjdjq rfntujhbb, yfwtktys yf jlye felbnjhb., bcgjkmpe.n d htrkfvt jlby b njn ;t j,hfp, yj gj-hfpyjve gjpbwbjybhjdfys, ljyjczn gjchtlcndjv htrkfvs hfpyst consumer benefits (dsujls, rjnjhst gjkexftn gjregfntkm), gjnht,bntkm ,eltn hfpkbxfnm 'nb vfhrb, b jyb dgjkyt vjuen ,snm ecgtiysvb».
Õe;t j,cnjzn ltkf c ve;crbvb kbwfvb – pltcm «gtht[jlzobv pyfvtytv» xfcnj zdkztncz yt ghjcnj j,hfp, f rjyrhtnysq xtkjdtr. Òfr, bpdtcnyfz vjltkm Ñthutq Êjvfhjdcrbq njkmrj yf vjtq gfvznb cyzkcz lkz htrkfvs nhtyf;thjd, j,edb Valex, ntktdbpjhjd, xfcjd, vt,tkb, vj,bkmys[ jgthfnjhjd UMC b «Êbtdcnfh». Ê cj;fktyb., yt dct yfpdfybz vfhjr elfkjcm pfgjvybnm, gjcrjkmre, rfr ds gjybvftnt, z j,hfofkf dybvfybt yf vjltkm, f lj htrkfvbhetvjuj ,htylf ltkj yt lj[jlbkj.
Ájzpym dsltkbnmcz
Ìyjubt pflf.ncz djghjcjv, gjxtve d htrkfvt nfr vyjuj ntntq Àcm, vfv, rjnjhst dctulf ghfds, ;tyoby, rjnjhst yt dsdfhbdf.n, yt nhen gjhjirjv re[jyyst gkbns, f pe,s xbcnzn gfcnjq, htrjvtyljdfyyjq cjctlrjq? Ìyt rf;tncz, dct ltkj d njv, xnj d cjpyfybb yfib[ k.ltq erjhtybkfcm vsckm ,snm rfr dct. Èv [jxtncz ;bnm yt [e;t, xtv cjctlb b pyfrjvst (gj'njve b htrkfvf cnhjbncz gj ghbywbge «xnj,s yt [e;t, xtv e k.ltq»), [jnz ,jzpyj b dsltkbnmcz: xnj njulf crf;en nt ;t cjctlb?
«Êjulf bltim gj ekbwt b dblbim vyj;tcndj vfiby, 90% bp yb[ – jlyjj,hfpyst, «cthst», crexyst, – ghbdjlbn ghbvth u-y Ïhbvjcn. – Íf zhre. vfibye dct chfpe j,hfof.n dybvfybt, yj tplbnm yf nfrjq yt htif.ncz. Ïj'njve xtv zhxt vfibyf, ntv [e;t jyf ghjlftncz, ntv crjhtt tt cybvf.n c ghjbpdjlcndf. Âtlm zhrfz vfibyf – 'nj pfzdrf yf bylbdblefkmyjcnm, f k.lb cnhfiyj ,jzncz dsltkznmcz bp njkgs. Èvtyyj gj'njve jyb tplzn yf jlbyfrjds[ vfibyf[, yjczn jlbyfrjdst dtob, b gj 'njq ;t ghbxbyt rjvgfybb ghjbpdjlzn jlbyfrjdst vfibys b dtob – byfxt b[ ghjcnj yt ,elen gjregfnm. Òfrjdf gjnht,bntkmcrfz vfcc-rekmnehf».
Ðfcghjcnhfyztncz jyf b yf htrkfvyst cjj,otybz. Ífghbvth, vyjuj kb ds cvj;tnt yfpdfnm jntxtcndtyys[ htrkfvys[ hjkbrjd, rjnjhst ,s dsltkzkbcm bp htrkfvys[ ,kjrjd zhrjq blttq b d nj ;t dhtvz gjrfpsdfkb htfkmyjuj gjnht,bntkz? Ëbxyj z – ytn. Õjnz ytcrjkmrj ghbvthjd (ghfdlf, c vjtq njxrb phtybz, yt dctulf elfxys[) ghbdtcnb vj;yj.
Ífghbvth, gj nfrjve genb gjikj ÐÀ «Á.hj vfhrtnbyujds[ nt[yjkjubq», cjplfd htrkfve ijrjkflf «Äjvbybr». Ñenm hjkbrf d njv, xnj zdyj yt [eltymrfz ltdeirf (vj;yj crfpfnm, gsirf) rhenbn gtlfkb dtkjnhtyf;thf b c;buftn rfkjhbb, xnj,s pfntv cj cgjrjqyjq leijq c]tcnm gkbnre ijrjkflf. Â rjywt hjkbrf pdexbn ckjufy «500 rrfk cjkjlrjuj uh³[f». Êfr hfccrfpfk Ñthutq Ãfqlfq, bltz 'njuj hjkbrf ghbikf r ytve d njn vjvtyn, rjulf tuj ;tyf pfybvfkfcm ljvf yf nhtyf;tht. Îy cghjcbk e ytt: «À xnj lkz nt,z cfvjt ukfdyjt d ijrjkflt?». Îrfpfkjcm, xnj cfvjt ukfdyjt – ,jzpym ;tyobys gjghfdbnmcz, n.r. d 100 uhfvvf[ ijrjkflf cjlth;bncz 500 rrfk, yj tckb pfybvfnmcz abprekmnehjq, njulf ckflrjt vj;yj ct,t gjpdjkbnm. «Ýnjn hjkbr ghblevfy ;tyobyjq, e rjnjhjq nt ;t ghj,ktvs, xnj b e ,jkmibycndf k.,bntkmybw ijrjkflf, – ujdjhbn Ífpfh Àkb, lbhtrnjh htrkfvyjuj futyncndf «Á.hj vfhrtnbyujds[ nt[yjkjubq». – È [jnz e hjkbrf ,skj yt cfvjt elfxyjt hfpvtotybt yf ÒÂ, dcktlcndbt xtuj jy nhfyckbhjdfkcz jxtym vfkj (hfpvtotybtv pfybvfkcz rkbtyn. – Ïhbv. fdnjhf.), tuj dct gjvyzn. Âtlm vs gjrfpfkb htfkmyjuj gjnht,bntkz c htfkmysvb ghj,ktvfvb».
Åot jlye pfzdre yf jhbubyfkmyjcnm gjlfkj ÐÀ «À,hbrjc», hfphf,jnfditt rjywtgwb. htrkfvs ububtybxtcrb[ ghjrkfljr Molped. Â hjkbrt gjlhfpevtdftncz, xnj d jnkbxbt jn lheub[ ghjbpdjlbntktq, gjrfpsdf.ob[, xnj d rhbnbxtcrbt lyb ;tyobys dtlen ct,z ljdjkmyj ghjnbdjtcntcndtyyj – cnjzn yf ujkjdt, redshrf.ncz b n.l., – ghjbpdjlbntkm Molped yt ghbtvktn 'njuj gjpthcndf b j,hfoftncz r cfvsv j,sryjdtyysv («yfcnjzobv») ;tyobyfv. «Èltz hjkbrf – ibrfhyfz, – cxbnftn Ñthutq Ãfqlfq, – jlyfrj hzljdfz gjnht,bntkmybwf, gjrfpfyyfz d htrkfvt, ybxtv yt jnkbxftncz jn ltdeitr, bcgjkyz.ob[ frhj,fnbxtcrbt yjvthf. Âjn tckb ,s gjrfpfkb, rfr dsukzlzn yfcnjzobt erhfbycrbt ;tyobys, ,tp uhbvf (ljrevtynfkmyst c]tvrb), njulf r htrkfvt ,skj ,s ,jkmit ljdthbz».
Ít vjue yt cjukfcbnmcz c Ñthuttv Ãfqlftv, dtlm vfkj rnj pf[jxtn regbnm njdfh njkmrj gjnjve, xnj tuj htrkfvf jnkbxftncz jn htrkfvs rjyrehtynjd, njulf rfr gj cdjbv [fhfrnthbcnbrfv ghjlern ghfrnbxtcrb bltynbxty cdjbv fyfkjufv.
Ðfwbjyfkmyjcnm gjlrhtgbnm 'vjwbzvb
«ß jnrhj. dfv rkfccbxtcre. ajhveke htrkfvs: rjulf j njdfht crfpfnm ytxtuj, ds vj;tnt ujdjhbnm j xtv eujlyj – j ;bpyb, j,hfpf[, 'vjwbz[. Êjulf dfv tcnm xnj crfpfnm, gsnfqntcm 'nj crfpfnm, – htrjvtyletn Ñthutq Ãfqlfq. – Ífghbvth, yfv ytxtuj ,skj crfpfnm j djlrt «Êfptyrf», gj'njve vs ujdjhbkb j uthjbpvt b yjcnfkmubb gj cjdtncrbv dhtvtyfv, ghbdzpfdibcm r yfpdfyb.. Âjn tckb ,s djlrf, r ghbvthe, gjdsifkf gjntywb., yt crfpfnm j, 'njv ,skj ,s vfhrtnbyujdsv ghtcnegktybtv».
Ätqcndbntkmyj, rfr gjyznm, rjulf cktletn ujdjhbnm j cdjqcndf[ ghjlernf, f rjulf – j, 'vjwbz[? Âfkthbq Ïhbvjcn cxbnftn, xnj ceotcnde.n xtnsht rkfccbxtcrb[ ehjdyz ghjldb;tybz ghjlernf (gtht[jl jn rjvveybrfwbb hfwbjyfkmys[ ghtbveotcnd r 'vjwbjyfkmysv). Êjulf vfhrf njkmrj gjzdkztncz yf hsyrt, ye;yj ghjcnj hfccrfpfnm j ghjlernt. Ífghbvth, xfq «Õ»– 'nj dscjrjrfxtcndtyysq xthysq xfq ,kfujlfhz njve, xnj tuj kbcnmz cj,bhf.n yf Øhb-Ëfyrt, r njve ;t bcgjkmpe.ncz njkmrj dth[ybt gj,tub xfqyjuj recnf. Êjulf j, 'njv hfccrfpfkb, yfcnegftn cktle.ofz cnegtym htrkfvyjq rfvgfybb – hfpujdjh j nt[ ghtbveotcndf[, rjnjhst bvttn ghjlern ,kfujlfhz cdjtve cjcnfde b cgjcj,e ghjbpdjlcndf. Ífghbvth, xfq «Õ», ghtlkfuftvsq yfvb, ghjbpdjlbncz c nfrjuj-nj ujlf b d nfrjv-nj vtcnt, ,kfujlfhz jcj,jve ctrhtne ghbujnjdktybz e ytuj cfvsq zhrbq, yfcsotyysq, ytgjdnjhbvsq drec b fhjvfn. Êjulf gjnht,bntkb pfgjvybkb b 'nj, vs e,t;lftv b[, xnj jyb gjkexfn ytcrfpfyyjt eljdjkmcndbt b yfckf;ltybt, rjulf ,elen gbnm yfi xfq, gjnjve xnj jy bvttn nfrjq-nj drec b fhjvfn. Ýnj e;t nhtnbq ehjdtym, rjulf ds ltkftnt frwtyn yt yf cdjqcndf[ ghjlernf, f yf 'vjwbz[, gjkexftvs[ d ghjwtcct tuj egjnht,ktybz. Íj ,fpbhetncz 'vjwbjyfkmysq ehjdtym yf e;t ljytctyys[ lj gjnht,bntkz hfwbjyfkmys[ [fhfrnthbcnbrf[. Íf xtndthnjv ehjdyt yflj pfrhtgbnm kjzkmyjcnm r ghjlerne, n.r. yfi xfq pyf.n b e;t ghj,jdfkb. Òtgthm yfcnegftn xthtl ujdjhbnm yt j ghjlernt, f j, j,hfpt ;bpyb gjnht,bntkz, xfcnm. rjnjhjq 'njn ghjlern zdkztncz. «Åckb ;t chfpe crfpfnm j, 'vjwbz[, e xtkjdtrf yt ,eltn joeotybz njuj, xnj ghjlern rfxtcndtyysq», – edthty u-y Ïhbvjcn.
Âghjxtv, d bcgjkmpjdfybb jgbcfyyjuj gjl[jlf tcnm cdjb jcj,tyyjcnb. Ífghbvth, vs gjybvftv, xnj ghb gjregrt cnbhfkmyjuj gjhjirf d 90% ckexftd k.lzv df;ys tuj hfwbjyfkmyst [fhfrnthbcnbrb, f yt cdzpfyyst c egjnht,ktybtv ghjlernf 'vjwbb. Â jnyjitybb ;t vyjub[ lheub[ njdfhjd dct yfj,jhjn, n.t. cktletn hfpltkznm njdfhs «lkz leib» (gbdj, djlrf, cbufhtns, xfq, rjat) b njdfhs gthdjq ytj,[jlbvjcnb (cjkm, [kt,), f nfr;t cfvst hfcghjcnhfytyyst ,snjdst njdfhs (cnbhfkmyfz vfibyf, ntktdbpjh), bc[jlz bp xtuj b cnhjbnm cnhfntub. ghjldb;tybz vfhrb.
Âvtcnj pfrk.xtybz
Ïj dctv ghfdbkfv ge,kbwbcnbrb vyt ctqxfc ye;yj htp.vbhjdfnm dsitcrfpfyyjt b dslfnm xbnfntk. jghtltktyysq dsdjl c yfgencndbzvb. Îlyfrj z yt htif.cm cltkfnm 'nj, n.r. htrkfvf – cdjtuj hjlf bcreccndj, f bcreccndj yt ghbtvktn kjubxtcrb[ dsdjljd. Ïjghj,e. njkmrj lfnm gboe lkz hfpvsiktybq, crfpfd, xnj bcreccndj ,sdftn rjvvthxtcrjt b rhtfnbdyj-djpdsityyjt. Êjvvthxtcrbv bcreccndjv pfybvf.ncz lkz njuj, xnj,s tuj gjregfkb, jyj bynthtcyj ibhjrbv ckjzv gjnht,bntktq. Êhtfnbdyj-djpdsityyjt – bynthtcyj ntv, rnj tuj ltkftn, b jghtltktyyjq rfcnt, yfpjdtv tt ,jutvjq. Êkfccbxtcrbq ghbvth af,hbrb rjvvthxtcrjuj bcreccndf – Ãjkkbdel. Òfv cjplf.ncz rjvtlbb, nhbkkths, vtkjlhfvs, ,jtdbrb, b rf;ljve ;fyhe cjjndtncndetn xtnrbq yf,jh ghbywbgjd, d cjjndtncndbb c rjnjhsvb ljk;ty cnhjbnmcz cwtyfhbq, xnj,s abkmv gjkexbkcz rjvvthxtcrb ecgtiysv. Èvtyyj gj'njve Ãjkkbdel – ghb,skmyjt ghtlghbznbt. Ïj jnyjityb. r htrkfvt 'ne vsckm vj;yj gthtahfpbhjdfnm nfr: «Êhtfnbd j,zpfntkmyj ljk;ty ghbcencndjdfnm d htrkfvt, yj ,snm yt jnjhdfyysv jn ;bpyb, ,kbprbv rjytxyjve gjnht,bntk.».
