

     ,  ,  Β
     :   



     


                  :    (Next: Trends for The Near Future).     -      JWT Worldwide.         Euro RSCG Worldwide    BKG Youth.
       25           .       Taxi Advertising, -,           Euro RSCG Worldwide, -.      Advertising Age  Adweek          .
     Β     S.T.A.R.  Euro RSCG Worldwide.           .          :        (Buzz: Harness the Power of Influence and Create Demand).


    


     ,   2003 ,        (Schuyler Brown)    (Ryan Berger),  Euro RSCG Buzz (    ).    ,   -,             .    -   .         ,                     ,          .
            . ,      ,        ,         -.     2004        New York Observer  Observer ()     .      (Hilary Heard),     Hermes  -.       Scientology Published Service Completion  -,       ,            .


    ,    


               ,                 (New Rules for the Mating Game)   (Stuart Harris)  --, ,      ,   :   (Me Tarzan, You Jane: The Biology of Gender)   (James Harkin), .       ,     TBWA International  ,        Young & Rubicams Intelligence Factory.
      ,                  :       (   )  1996       1990-  (    ,    )   ,  :     ?
     2003               (Social Issues Research Centre) ().                1996  1999 .    ,    Intelligence Factory.      New Statesman  Independent on Sunday.
      craigslist.org        .   ,    (Ian Sage Sherman)  ,     -, ,   ,   ,            ,     ,          -    .      (Natalie Reitano)  -,   ,    .   ,       ,     .     .
      (Jenny Burke),     Euro RSCG Worldwide                     ,       .       2002  2004       ,         ,     .        (Jenny and Karina Meckel).       -  ,        - (Warren St. John)  New York Times ,     .            .


     


     -,    Telegraph ()   ,    ,      ,   ,      ,    ,       .   (Jessica Kirsh)    CK Publicity, ,     (Alie Jowett)    (Bella Jowett)    ,       2003 ,         ,   .      ,           -, , , , , ,     -,   . ,  ,        (Mark Simpson),   ,       .           (Matt Donovan),     Euro RSCG  ,         -,     (Dan Pankraz),    Euro RSCG  ,       Saatchi & Saatchi  .          ,     ,       ,  ,     ,            .


     Euro RSCG


      (Bob Schmetterer),        Euro RSCG Worldwide;  ,     Euro RSCG Worldwide  -;   (Lisa Fabiano),  -       Euro RSCG Worldwide;   (Robert Fahmy),       Euro RSCG Worldwide;   (Peggy Nahmany),     Havas, - Euro RSCG,       (Lillian Alzheimer)      ,      .                  (       !).        ,          .      (Mercedes Erra),   (Marianne Hustel)    (Nicolas Chemla)  ,    (Patrick de Regt)  ;   (Vincent Digottnent),   Euro RSCG Worldwide  - ;    (Francoise de Riviere)      (David Jones),     Euro RSCG Worldwide  -,       .
      (Rmain Hatchuel),    Euro RSCG Worldwide,       (Philippe Starck)   The Key,       ,       ,     ,        ,   .  ,        ,      ,      ,   ,   .
            (Mark Wnek),            Lowe  -,     .     ,        .


    ,    


      (Alan Appelbaum)   MarketProbe International        ,   .         (Stuart Harris)   ,      .
       ,      ,        (Debra Goldman)   Adweek         (The Male Ego Takes a Beating).       ,     (Alison Fahey)   Adweek   ,         .     ,           -,    ,        .   (Roxane Marini)     ,      .   (Lindsay Neiman),   -,    Euro RSCG Worldwide  2004 ,    ,    (Rebecca Stokes)      .      (Helen Lepore),       .    (Owen Dougherty),    Euro RSCG Worldwide,   (Nancy Wynne),   Euro RSCG Worldwide,     (Jim Heekin),       Euro RSCG Worldwide,     ,    ,        .


         


          (Lara Anderson),   (Priyanka Bajaj),   (Karishma Birdy),   (James Cullinane),   (Elisabeth Cuming),   (Cynthia Cyfert),   (Shama Dalai),    (Niels den Otter),   (Tim Dirgins),  ()  (Katherine (Katie) Fey),   (Meg Folcarelli),     (Belle and Jim Frank)    ,   (Will Frank)    (Rebecca Frank) (          ),   (Paul Fraser),   (Stuart Haselwood),   (Jim Holland),   (Brent Kaiser) (        ,        ),   (Dik Klicks),   (Quinten Lange),   (Cathy Lasowski),   (Tamilla Mamedova),   (Elinor Mileti),   (Richard Notarianni),   (Madeline Park), -  (Brenda-Lee Paul),   (Christopher Ross),   (Kshama Singhania),   (Jimmy Szczepanek),   (Rachel Taranta),    (Julius van Heek),   (Alex Wagner)    (Friso Westenberg)  ,             , ,   ,     .       (Fleur Dusee),   (Bernice Kanner),   (Karina Meckel),   (Jeanne Ponko),   (Shveta Raina),     (Sabine van der Velden)    (Margaret Wagner)  ,               .
             TWBA International, Young & Rubicam  Euro RSCG Worldwide.              ,       ,               .   .
             JWT,    .       (Bob Jeffrey),        (Marc Capra)      (Lew Trencher).       (Paul Lavoie)    (Jane Hope),  ,         TAXI.            ,      Euro:    2004 ,    2005 .
       Euro RSCG Worldwide        (Airie Stuart)   Palgrave.      :        (Buzz: Harness the Power of Influence and Create Demand),   Wiley & Sons  2003 .        ,             .       ,   (Melissa Nosal).
         (Jane Boardman)    (Sara Jensen)    Talk PR.    ,             Boss  Procter & Gamble,    .  ,  ,      2004 ,    ,      GQ (),  Times  Financial Times,     ,         ,        , ,   ,    -,       .
          2004 ,      Euro RSCG.     2004 .       Euro RSCG Worldwide,         ,    TAXI  Mcgarrybowen        -.         ,     .  , 2  2005 ,    ,      ,    ,    ,        , -.                 ,      .
    ,   


    


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 (384322  . .)
        XX         .     .    ,  ,  ,     .          ,     ,       ,      .
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      ,     ,    70    ,     ,      ,     .      ,      ,     40.     13 ,    59.        , -,    ( ),  (  )      .       ,        , .
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     2.   ,   :  


     ,  ;
     ;
      ;
      ;
        .
  ,   (Gilbert and Sullivan, Princess Ida)
         2004       1970-    (The Stepford Wives).   ,       ,         .       .   ,             ,   .    ,  ,         -.  -     .              .  ,      , -      .
            XXI ?      .    ,         ,  1950- ,             .     ,       ,   .  ,     ,       , ,       .        ,  , ,         ,    ,               .


      ?


          ,      ,    ,        .    , .            ,   . ,  XX ,   .               .   ,           ?          ,      ,         ,   ,       ?  ?    ,          ,       ,       ?
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       ,      .
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      ,   ,      ,    ,   ,   ,  , ,  ,  ,    .
        ,   ,      .         .  ,    , -, ,        . ,       (Helen Fisher),   ,        .      ,    :   .   ,           .         :  (     )           . (  .)         . , ,  ,    [4].
    ,      ,     ,   ,       ,  ,    .        .                ,          ,    ,  ,                .


         


      ,        . , ,     ,         ,      .     ,           .        ,     ,       ,     ,      [5].
        (Desmond Morris)                .    ,         .      .     30 % ,  10 %    7 %  .                  . ,   , :    ,        .     (   )     ,      ,    [6].
     ,     ,       . ,    :      ,    ,          .      ,            .     ,               ,    .   ,      ,           ,    .
    ,   , ,            ,      .       ,      ,    ,        .  ,          ,  .        ,        ,    .    ,       ,  .  ,    ,      .                 ,   ,             ,    ,  [7].
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    ,     ,    .    ,     ,  ,    . ( ?)          .  , ,      .     ,    ,             [11].  ,           ,      . ,      ,      ,        .  ,            .       .        20 ,      6 [12].
    ,     ,                , , ,      .            .        ,    .           .     ,         ,   .  ,        ,      ;            [13].
     2004        Nature,               .    3000     ,   XVIII  XIX ,   ,   ,    ,   ,      . ,    ,   [14].         ,     .   ?  ,      .            .


       


         ,        .       ,  .      ! :   ,     .   !     .   ,             .
    ?      ;              [15].
    ?   ,      Endocrinology,  8 %    .     ,          ,   ,        ,       [16].
    ?           ,    ,      . ,    , , ,          ,        500 [17].
    ?          ,       .
    ?           ,    ,      [18].
    ?    ,            ,   [19].


     


         ,      .        ,      .    .    ,              .      : ,      (The Essential Difference: Men, Women and the Extreme Male Brain)   - (Simon Baron-Cohen)        :   [20].  ,  -,      -  ;   ,               .      . - ,   ,  ,         , ,   . - ,         .       ,      ,        ,  [21].
         :    ,             1980-  (     ).     ?          1935 .       .   ,  ,            ,    [22].        [23].                   [24].
      ,    ,   ,  .  ,          ,       7 %   .      ,  [25].  ,             . ,   ,    ,  ,    , -     ,        ,  [26].
          (Valerie Grant) ,     -   ,       ,   Y,    .   ,       ,  ,        ,      .          (John Manning)   , .  2002     ,   ,  ,      ,      .        ?  ,           [27].
       ,            ,   ,   ,      .   ,   -   ,  , ,          (The Descent of Man).       ,   ,  ,  ,      ,  ,   ,    [28].
        ? ,            .   ,       . ,       ,       .         ,   .      ,            [29].       ,  , ,       ,   . ,      ,            [30].


       


    ,   XXI       .   ,  ,      ,   ,         ,    .      ,     ,          .    .
    ?      810   ,     [31]).
    ?      1970  1993       50 %.     ,   ,   .   [32].
    ?   30     15     ,   [33].
    ?   34     ,   ,     . , ,         [34].
    ?   10     [35].
           ,       . ,    American Journal of Public Health  2003 ,        ,     .   ,    ,    ,   ,   . ,                    [36].
         , , , ,  ,   .               [37].   1990-       15 000    ,   1938  1990      42 %[38].        ,   1995 .  1997         ,   ,   ,   56,4 %  1981   26,9 %  1991 [39].
       ?     ,  ,     ,        [40].         ,   .          ,  ,    ,   .            .    ,   : ,         [41].        :  ,         . ,            The Lancet,    ,  ,  ,   ,   50 %  ,  ,       [42].     ,         ,         .


         ,  ?


        ,  ?   ;   ;  ;  .
  ,   
              ,     -  : -  ,    .     ,     Y    . -       ,      . ,       ,       .     ,   Y,      .    ,   ,  XY   .  ,   ,   , 23      .        Y, 23-      XY,   Y         [43].   ,     ,      ,   Y    , -        [44].
        .     ,     ,   Y      .       - ,          ,       1500 .   ,   ,   300     Y    ,          .  ,  Y ,      ,    ,     [45].
       :    (Adams Curse: A Future Without Man)    (Brian Sykes)  ,   Y                    .   Y,  ,      .  ,  - ,   Y ,     ,    ,   .   ,  ,   [46]. (,     .)
        (Steve Jones)    Y:   (Y: Descent of Men)      : ,  ,    ,    Perrier.    ,       ,   ,     XVIII ,   .    ,       ,     .     ,             ,   ,  ,   . ,    ,    ,      ,   [47].
    ,    ,  .  Y   ,       , -  ,               Y-.   ,   British Medical Journal   ,    Y   ,   [48].
                ,      ,       .            ,          .   2004       ,        .          Nature                   .  ,     .      ,     :      600  ,      .   ,                . ,      ,    ,          .      ,     Y-   .      .       [49].
             .                 ,    .  ,     ?  2003       .  30-             .     ,  ,  ,     [50]?
           ,       ,  .   ,          ,          ,  .  ,          (),       ,      ,         .        ,    ,   ,  ,    .          ,   ,  ,    ,   ,             .


     -


    ,        .     ,      -    ,  .   ,                  ,        ,   ,      .   ,      ,         .       .        ,       .
          .             ,   60   ,          15  [51].  ,  , -, ,            .     ,  , , .
         (Narendra Sinhg)     ,      :        35  .   ,    ,          50,    ,       [52].   , ,     ?
           -. ,    ,             .       ,  . ,     ,    .      ,    ,    [53].
     ,        19 ,     30,           .     ,    ,       ,         ,  -,            40[54].        .
     ,                 .       , ,    , ,   ,      ,   ,   ,    ,     . ,                  ,   .
      2002     -       .
       .   34 ,     20 ,     . ,       ,   ,        .  ,      ,     ,       ,    ,     .      ,   ,         ,   [55].

   

    1.     ,   ,     Y-     .         ,    ,       .
    2.    -     .      ,      .                   ,           . ,                      .


     3.   ?


        ,           ,         .          .         ,      ,   ,    .  ,     ,  .     ,     . ,  30  ,               . ,     .
     :    [56]
           ,           ,       .       --2,   (Tobey Maguire)     ,    ,          .  , -     ,     -  ,        . ,   !
      XXI        ,  , ,   .           .     ,          ,      ,         .   ,      :  ,  -   .
             .         ,         ,    .               (     XIV ),  ,             XIX [57].


      


        ,     ,            .           ,         .  XIX ,     (Antony Rotundo),    .         ,    XIX      :      ,     [58].
            (From Chivalry to Terrorism)   (Leo Braudy),       ,       ,         .                ,  ,              ,           ,    [59].    ,    .
      1971              . ,   ,          1971 ,       ,    .     (Yahya Han) ,         ,          .    :    ,     ,    [60].
          ,          ?    ,          ,       -         -  2004 ?        ,        - ,         ,   .    ,     . ,    ,  . ,      ,     .        ,        ,  ,  . ,  ,        ,      , ,    , ,  ,  , ,        .
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    -  ,       .   ,  ,     ,       ,       .     ,        :      -    ,     ,   ,      ,     .         -, ,  ,        ,      ,   .
     (  ...


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