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

By Barrie Gunter, Anders Hansen, Maria Touri

ISBN-10: 0230237533

ISBN-13: 9780230237537

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

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

Example text

Following social learning theory (Bandura, 1977), advertisements may be especially likely to have a profound impact when consumers identify with actors and models in the commercial messages. The use of characters who matched the target consumer groups in terms of demographic 34 Alcohol Advertising and Young People’s Drinking profile was particularly notable of magazine alcohol advertisements (Strickland & Finn, 1984). , 2007) in magazines popular with adolescents and young people found alcohol advertisements and promotions to be prominent, with two thirds of magazines containing at least one alcohol advertisement or promotion.

Coding focused on the physical size and setting of advertisements in the magazines, whether the advertisements featured people and who these people were and a range of themes indicating that alcohol consumption might be associated with wealth, prestige, economic, social or sexual success and so on. A later American study of alcohol advertising in magazines covering major publications between 1997 and 2001 found a tendency for beer and spirits advertising to be more frequently occurring in magazines that attracted larger adolescent readerships.

Alcohol Consumption and Youth 21 During the 1990s, a range of new alcoholic drinks products were released in the market that combined sweet, fruity flavours with fortified wines or that were based on strong white ciders. These products were branded with names such as ‘MD20/20’, ‘Mad Dog’, ‘Ice Dragon’ and ‘White Lightning’. Collectively they became known as ‘designer drinks’ and they were targeted in terms of their packaging and flavouring at young consumers. The fortified wine-based drinks tended to have a 13- to 21-per cent concentration of alcohol by volume but their potency was frequently disguised by their sweet, fruity taste.

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


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