Location of Repository

Alcohol advertising and young people's drinking

By Barrie Gunter, Anders Hansen and Maria Touri

Abstract

Purpose – This paper aims to investigate relationships between reported alcohol consumption and exposure to alcohol advertising. \ud Design/methodology/approach – A survey of young people (17-21 years) was carried out in which they were questioned about their alcohol consumption habits, types of alcohol they consume, exposure to alcohol advertising, and a range of other factors linked to drinking (e.g. parental and peer groups alcohol-related behavior and attitudes). General alcohol consumption was measured within three time-frames: own lifetime, past year and past month. \ud Findings – The results showed no significant relationships between exposure to any type of alcohol advertising (cinema, magazine, TV) and general alcohol consumption. Exposure to televised advertising for alcopops and for cider in each case emerged as a significant predictor of consumption of each of those types of alcohol. While there was no evidence that alcohol advertising plays a significant role in shaping general alcohol consumption among young people, it does seem to play a part in driving consumption of certain types of alcoholic beverage. \ud Research limitations/implications – Self-completion questionnaires were used and the sample was based in central east England. \ud Practical implications – The results can inform current debates about the role of advertising in young people's drinking. \ud Originality/value – A wider range of alcohol-related consumption and alcohol advertising exposure behaviors was examined in this study than in most other published surveys that have investigated relationships between these classes of variables

Topics: Advertising, Alcoholic drinks, Young adults
Publisher: Emerald Group Publishing Limited
Year: 1999
DOI identifier: 10.1108/17473610910940756
OAI identifier: oai:lra.le.ac.uk:2381/8087
Journal:

Suggested articles

Preview

Citations

  1. (1991). A meta-analysis of life course variables in drinking: The Collaborative AlcoholRelated Longitudinal Project. doi
  2. (2003). A review of the literature on the role of advertising in the consumption of alcohol products by younger people. Report to the Office of Communications.
  3. (1983). Advertising exposure, alcohol consumption and misuse of alcohol. doi
  4. (2008). Alarm over the child drinkers with live disease. Times Online, 23 rd May. Available at: www.timesonline.co.uk/tol/news/uk/article3985004
  5. (2007). Alcohol abuse claims twice as many female lives as 15 years ago.
  6. (1987). Alcohol advertising and adolescent drinking.
  7. (2003). Alcohol advertising exposure and adolescent alcohol use: A comparison of exposure measures, doi
  8. (1989). Alcohol advertising, consumption and abuse: A covariance structural modelling look at Strickland’s data. doi
  9. (2004). Alcohol brands in young people’s everyday lives: new developments in marketing, doi
  10. (1983). Alcohol consumption while viewing alcoholic beverage advertising. doi
  11. (1994). Alcohol in the mass media and drinking by adolescents: A longitudinal study. doi
  12. (2005). Alcohol marketing and young people’s drinking: A review of the research. doi
  13. (1988). Alcohol use across the life course: A critical review of seventy years of international longitudinal research. Toronto, Canada: Addiction Research Foundation.
  14. (2003). Alcohol, Crime and Disorder: A study of young adults. doi
  15. (1993). Another round for the brewers: Television ads and children’s alcohol expectancies. doi
  16. (2002). August) Children’s responses to alcohol advertising on television: A summary of recent research. Report to the Office of Communications,
  17. (1984). Comparing positive and negative alcohol expectancies in male and female social drinkers. doi
  18. (1988). Does alcohol advertising affect overall consumption? A review of empirical studies. doi
  19. (2005). Does alcohol Advertising promote adolescents drinking? Results from a longitudinal assessment. doi
  20. (1996). Drinking in New Zealand: A National Survey
  21. (2006). Effects of alcohol advertising exposure on drinking among youth. doi
  22. (1986). Effects of television programming and advertising on alcohol consumption in normal drinkers. doi
  23. (2004). Exposure to televised alcohol ads and subsequent adolescent alcohol use. doi
  24. (1998). Impact of liking for advertising and brand allegiances on drinking and alcohol-related aggression: A longitudinal study. doi
  25. (2001). Learning About Drinking. doi
  26. (1982). Paper presented at the conference on Control Issues in Alcohol Abuse Prevention,
  27. (1998). Responses to televised alcohol advertisements associated with drinking behaviour of 10-17 year olds. doi
  28. (1993). Severely dependent alcohol abusers may be vulnerable to alcohol cues in television programs. doi
  29. (2003). Teenage Drinkers – A follow-up study of alcohol use among 15-17 year olds in
  30. (1988). Television advertisements for alcoholic drinks do reinforce under-age drinking. doi
  31. (1989). Television alcohol commercials and under-age drinking.
  32. (1998). Television and music video exposure and risk of adolescent alcohol use.
  33. (1981). The advertising regulation issue: Some empirical evidence concerning advertising exposure and teenage consumption patterns.
  34. (1984). The effects of alcohol advertising. In doi
  35. (1984). The impact of television advertising on alcohol@ An experiment. doi
  36. (1989). The response of New Zealand boys to corporate and sponsorship alcohol advertising on television. doi
  37. (1983). The role of alcohol advertising in excessive and hazardous drinking. doi
  38. (2006). Violence related injury and the price of beer in England and Wales. doi
  39. (1987). Wine, women, suspiciousness and advertising. doi

To submit an update or takedown request for this paper, please submit an Update/Correction/Removal Request.