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

By Barrie Gunter, Anders Hansen, Maria Touri

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

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

An intensive exam of the dating among younger people's consuming and publicity to media representations of alcohol, together with alcohol advertising and advertisements.

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

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Does it contribute towards alcohol abuse? Does it create a positive mindset towards alcohol? Wherever such questions are empirically investigated, it is important to know not just whether advertising per se has an effect on alcohol consumption, but whether certain forms of advertising are particularly likely to have such an effect. So far, much of the consumer research evidence on the latter question has derived from studies of audience evaluations of advertising rather than investigations of advertising effects upon consumers.

Despite the decrease in expenditure on alcohol advertising on television between 2005 and 2006, the numbers of televised advertising spots actually increased across these two years from 412, 000 to 442, 000 (Hastings & Angus, 2009). These authors then cited econometric evidence based on studies of societallevel links between volumes of alcohol advertising or expenditure on such advertising and levels of alcohol consumption in specific markets as further support for the role played by advertising and marketing in shaping drinking behaviour.

26 Alcohol Marketing over the Years 27 Leigh and Lee (2008) also reviewed evidence that indicated that some cultures accept drunkenness more readily than do others. This acceptance of individuals who frequently get intoxicated can create a sense of normality about heavy drinking (Coleman & Cater, 2005). Even when society is perceived to be critical of drunkenness, however, young people tend to reject any suggestion that their consumption of alcohol should be externally controlled. , 2001). Social opinions about getting drunk have changed over time.

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