By Barrie Gunter; Anders Hansen; Maria Touri
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Additional info for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation
However, going out with the deliberate intention of getting drunk was reported by interviewees from Nigeria, Russia, Scotland and South Africa. In China, there were often strict social, generally family-based, controls over alcohol consumption. Advertising and marketing were rarely mentioned at all and when they did emerge in group discussions, they were seen as peripheral factors linked to alcohol consumption habits of the young people being interviewed (Martinic & Measham, 2008b). As the present chapter will demonstrate, the findings from macrolevel analyses should be treated with caution.
Controls and codes of practice linked to advertising of alcohol often make references to placement issues in the context of restricting exposure to such advertising of young people. Alcohol marketers have been accused of singling out specific target groups for advertising purposes. This happens regardless of the platform being used for advertising. , males) will be watching. Similarly, wine manufacturers may advertise in glossy supplements of broadsheet Sunday newspapers knowing that the readership has a healthy representation of wine drinkers.
In a report published by the British Medical Association, Hastings and Angus (2009) remind their readers that alcohol consumption in the UK has increased over time, especially among young people, giving the UK one of the worst records in Europe for alcohol abuse, and also that marketing communications have powerful effects upon triggering the onset of drinking, affecting how much is consumed. While it is conceded that other factors including price, availability, personal and social influences that embrace individuals’ personality characteristics as well as parental, sibling and peer-group attitudes have proved pivotal in driving consumption, the case for the role played by marketing activities is regarded as proven.
Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation by Barrie Gunter; Anders Hansen; Maria Touri
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