Get Alcohol Advertising and Young People's Drinking: PDF

By Barrie Gunter, Anders Hansen, Maria Touri

ISBN-10: 0230237533

ISBN-13: 9780230237537

A radical exam of the dating among younger people's ingesting and publicity to media representations of alcohol, together with alcohol advertising and advertisements.

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Extra resources for Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation

Example text

Neuendorf’s (1986, 1987) research on magazine advertising, discussed in the preceding section, found that teenage audiences frequently misinterpreted advertised alcoholic products as non-alcoholic because of their close association with food in the commercial message. , 2009), which showed that ‘[t]he “TV diet” in the UK in 1991 was high in fat, sodium, sugar and alcohol and low in fibre compared to current recommendations. By 2006, the UK “TV diet” was high in sodium, sugar and alcohol and low in fibre’ (p.

The most frequent themes in alcohol advertising were relaxation, national symbolism, conformity, camaraderie and humour. Human rather than 36 Alcohol Advertising and Young People’s Drinking animated actors were depicted in most alcohol advertisements. There were no messages present within televised alcohol advertising that advised people to drink moderately, but a small proportion of advertisements (7%) contained appeals that promoted excessive drinking (Pinsky & Silva, 1999). Research from the US found that the most common themes associated with alcohol advertising broadcast within televised sports programmes were humour, friendship, surreal fantasy and love/sex/romance.

Indeed, even some world authorities that have expressed serious concerns about the spread of alcohol misuse among young people, recognising also that alcohol marketing is highly visible in many parts of the world, still express caution about the evidence for the role played 44 Alcohol Advertising and Young People’s Drinking by advertising and marketing in shaping alcohol consumption and associated behaviours. According to the International Center for Alcohol Policy (ICAP) and as reported in 2003 to a World Health Organisation (WHO) meeting, no compelling evidence exists to support an association between advertising and drinking patterns among young people.

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Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation by Barrie Gunter, Anders Hansen, Maria Touri


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