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

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

Barrie Gunter, Anders Hansen, Maria Touri

Language: English

Pages: 251


Format: PDF / Kindle (mobi) / ePub

A thorough examination of the relationship between young people's drinking and exposure to media representations of alcohol, including alcohol marketing and advertising.





















(Zwarun & Farrar, 2005). A recent study in the UK of children’s interpretation of television alcohol advertisements (Nash, Pine & Messer, 2009) adds further weight to the importance of considering the type and format of imagery and connotations used alcohol advertising. The research showed that children of all ages liked the alcohol advertisements in the study and perceived them as effective. There was also clear evidence that ‘advertising styles affected popularity with humour, cartoon format or

alcohol manufacturing industry about warning labels. Countries that require warning labels of alcoholic drinks products by law also frequently stipulate the form and contents of those labels. Countries such as Ecuador, Guatemala, Mexico, Taiwan and Thailand, for example, have stipulated the size of the label of product packages, the font style and colour of the text and the warning message’s position on the pack. Some warnings take the form of general health messages, particularly highlighting

images/no alcohol images and amount of alcohol consumption during the short period of the experiment. There is thus no detailed analysis of the type (for example, positive/negative) of alcohol images in either the film or advertising content used as stimulus, nor is there any analysis of the types of alcoholic drinks shown and/or consumed during the experiment. But mainly the problem with this kind of evidence remains that, while providing proof of causal effects in the artificially created

the way in which it demonstrates two key dimensions of news coverage: thematic focus and key sources of alcohol issues information. Drunk driving was, throughout the period examined, the most prominent thematic issue in national coverage. They further found a decrease, in the second half of the period studied, ‘of issues related to alcohol abuse and alcoholism and of the ill effects of alcohol on the individual and society’ (p. 1558). Less surprisingly, they found government information sources

for conceptualising the role of the media: Media advocacy, or the strategic use of news and entertainment media to promote social change (Wallack, Dorfman, Jernigan, & Themba, 1993), may be a better strategy to pursue in this respect. The fact that news coverage has been shown to reduce normative ambiguity in this study attests to the promise of this approach. Exposure to information in news and entertainment media is certainly more likely than exposure to any public health communication

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