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 advertisements.
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Additional info for Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation
Similar proportions of people (25%) had purchased alcohol from supermarkets and from bars in 2007 (Lader, 2009). The heaviest drinkers bought more alcohol than did light drinkers from both locations. In the context of the present book, the key question being investigated centres on the role played by advertising in priming young people to drink. Much of this book will focus on that question. Before doing this, however, it is important to consider what is known about the nature of young people’s alcohol consumption habits.
Even leaving aside that evidence, however, financial data have indicated that more money is being spent on the purchase of alcohol. This trend is not accounted for simply by cost inflation. It has been observed that there has been an increase over time in the proportion of household expenditure (by 81% between 1992 and 2006) on alcohol products (Hastings & Angus, 2009). This financial trend masks other behaviour shifts. The volume of alcohol bought and consumed outside the home has decreased over time while the volume consumed inside the home has increased.
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. Having clear and empirically verified insights into how attributes of advertising can mediate the overall impact of advertising on consumers – young or old – will not only enhance our general understanding of the role advertising can and does play in relation to the shaping of alcohol consumption and orientations towards alcohol, it will also provide more valuable intelligence with which to inform codes of advertising practice.
Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation by Barrie Gunter, Anders Hansen, Maria Touri