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

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By Barrie Gunter, Anders Hansen, Maria Touri

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

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Price promotions, event sponsorship, branded merchandising) in relation to commodities such as alcohol has been empirically investigated over several decades and is still a matter of much debate, especially with regard to its potential to increase consumption among young people. The review of research evidence presented in the remainder of this book will underline this point. The presumption on the part of professional bodies such as the British Medical Association that the debate about advertising and marketing influences is over because it has been empirically settled may be a premature assertion that still bears closer analysis.

Point 30: 9) This observation, however, contradicts the work of health care researchers and workers who have suggested that there are associations between exposure to alcohol advertising and drinking behaviour (see BMA, 2008). A number of cross-sectional surveys have managed to demonstrate that an increased awareness of alcohol messages among young people might lead to earlier onset of and higher consumption. Alongside these studies, evidence from which will be discussed in the next chapter, a number of macro-level analyses have compared advertising coverage with drinking consumption, in an effort to offer insight in the potential role of alcohol advertising and levels of consumption.

All advertising was recorded from ITV and Channel 4. In all, they found 156 advertisements (12% of the total sample) that promoted alcoholic drinks. More often than not (56% of the time) alcohol advertisements occurred in first position Alcohol Marketing over the Years 35 in advertising breaks and tended to be longer than other product commercials. Alcohol advertisements were equally likely to occur before and after the 9 pm watershed, but occurred with greatest intensity between 6 pm and 7 pm in the evening.

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