By Barrie Gunter, Anders Hansen, Maria Touri
A radical exam of the courting among younger people's ingesting and publicity to media representations of alcohol, together with alcohol advertising and marketing and ads.
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Extra resources for Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation
In addition, one in ten (11%) alcohol advertisements broadcast between 1999 and 2002 and nearly one in five (19%) of those broadcast between 1994 and 1997 hinted at excessive alcohol consumption. While none of the advertisements depicted underage people, nearly half (49%) overall depicted characters judged to be between 21 and 29 years of age. Hence, a significant proportion of these advertisements were apparently targeted at the young adult market. If alcohol advertisements could potentially appeal to 21-year olds (legal drinkers), the question arises as to whether they might also have appeal to 20-year olds (underage drinkers) (Zwarun & Farrar, 2005).
Other writers have noted that drinks promotions can influence excessive drinking habits by providing incentives, usually associated with price offers, for volume purchases or intensive drinking bouts. These promotions have been aimed at young adult markets where the alcohol consumption scene shifted in the 1990s from pubs to dance clubs. Alcohol consumption became socially branded as one among a range of substances used to achieve altered mental states that were deemed to be a critical aspect of having a good time in such settings (Measham, Aldridge & Parker, 2001).
At the time designer drinks appeared, the extent to which adolescents drank alcohol had not exhibited significant shifts, but there was emergent evidence that the prevalence of excessive drinking among teenagers was on the rise (Lister Sharp, 1994; Newcombe, Measham & Parker, 1995). In the US, surveys have confirmed the popularity of designer drinks or alcopops among young drinkers. While most surveys of drinking behaviour reveal greater consumption among males, there is mounting evidence that alcopops have established a particularly strong appeal among young female drinkers to the extent that they have also been referred to as ‘girlie drinks’.
Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation by Barrie Gunter, Anders Hansen, Maria Touri