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

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

Barrie Gunter, Anders Hansen, Maria Touri

Language: English

Pages: 251


Format: PDF / Kindle (mobi) / ePub

A thorough examination of the relationship between young people's drinking and exposure to media representations of alcohol, including alcohol marketing and advertising.

















occasions were drawn from the same 12 schools that represented different locations and ethnic mixes. Data were based on a usable sample of 1009 in 1990 and 1648 in 1997. All participating teenagers were classified as non-drinkers, occasional drinkers (once a week or less frequent consumption) and regular drinkers (drank more than once a week). Around one in four members of each sample were from ethnic minorities in 1990 and 1997 compared with around seven per cent of the national age-group

drinking because of the health implications of the large intakes of alcohol involved. Monitoring of youth drinking The monitoring of alcohol consumption among young people has received special attention in a number of countries. What has sometimes made comparisons between surveys difficult is their failure to define ‘youth’ in the same way. The Health Behaviour in School Children (HBSC) study began in 1982 and has been conducted by international teams with the World Health Organisation in

general consensus found in studies regarding the attributes of appeal, attention has also been drawn on the significant variation of liking for different alcohol advertisements and the fact that specific categories of attributes of appeal could vary greatly in terms of how much consumers enjoy them in different televised alcohol advertisements. An example of this type of variation is found in a study conducted by Chen et al. (2005), where the most-liked beer advertisement of all was for

relatively inexpensive public action in the form of tighter restrictions over the sale and promotion of alcoholic drinks products, that may not be welcomed by the alcoholic drinks industry and retailers that sell these products. In this chapter we explore the achievements of the relatively small body of research on news coverage of alcohol and we argue what is needed is more research designed to show the role of news coverage in the formation of public and political definitions or ‘climates of

of the changing nature of the news over time have catalogued agenda shifts such that certain topics have been observed to command more space and others less. Thus, in the context of the study of alcohol coverage in the news, researchers have reported on changing levels of representation of alcohol issues and sub-issues over time (Lemmens et al., 1999; Törrönen, 2003). There have also been some limited attempts at evaluating the nature of coverage in terms of whether it is positive, neutral or

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