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Download e-book for kindle: Alcohol Advertising and Young People's Drinking: by Barrie Gunter, Anders Hansen, Maria Touri

By Barrie Gunter, Anders Hansen, Maria Touri

ISBN-10: 0230237533

ISBN-13: 9780230237537

An intensive exam of the courting among younger people's consuming and publicity to media representations of alcohol, together with alcohol advertising and marketing and advertisements.

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

Example text

Television is a platform that has been regularly used by alcohol advertisers to promote their products. It is pertinent therefore to consider the nature of televised advertising of alcoholic drinks to consider whether it is characterised by features likely to hold special appeal to young people and to establish how compliant such advertising is with established codes of practice. The importance of television as an advertising medium for the alcohol sector was underpinned by data indicating growth in alcohol advertisements on US television between 2001 and 2003, with particularly strong growth in advertising for distilled spirits on cable television channels (CAMY, 2004).

This effect does not invariably occur following mere exposure, however. It is wellestablished that children and teenagers develop a growing cynicism about advertising as they grow older and their consumer and media literacy develops (Young, 2003). Further research into the potential role played by Internet promotions for alcohol has been carried out in New Zealand. Groups of teenagers, aged between 14 and 18 years, were interviewed about their experiences with alcohol advertising in different media.

These sites did not originate only in Australia. The analysis coded Alcohol Marketing over the Years 37 a number of attributes that included references to music and sport, slogans, competitions and games, use of animation, video material and download options, and the use of language and colour. Many, though not all of these, web sites contained age disclaimers that required visitors to register that they were old enough to drink. Some sites depended upon the honesty of users to self-disclose that they were old enough to visit the site, and others required the visitor to provide their date of birth before they could proceed into the depths of the site.

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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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