By Barrie Gunter; Anders Hansen; Maria Touri
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Additional resources for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation
As some audience studies have demonstrated, alcohol advertising not only contains attributes that might hold some appeal for young people, they are also placed in media locations that attract large numbers of children and teenagers below the legal alcohol drinking age. A key finding of a number of relatively recent studies (in the US, Australia and elsewhere) is the finding that much alcohol advertising, ostensibly aimed at adult audiences, reaches significant and sizeable underage audiences, to the extent that the effectiveness of voluntary or self-regulatory codes aimed at protecting younger audiences from this kind of promotion must be questioned.
A notable aspect of the relationship between advertising and alcohol consumption is that increased consumption does not always translate in a gradual increase in sales. An interesting finding was revealed by a US study that covered all forms of advertising for beer by the four largest breweries. While advertising appeared to stimulate immediate sales of alcohol, it also resulted in consumers building up their own stocks which then had a negative effect on future sales volumes (Peles, 1971a, 1971b).
This happens regardless of the platform being used for advertising. , males) will be watching. Similarly, wine manufacturers may advertise in glossy supplements of broadsheet Sunday newspapers knowing that the readership has a healthy representation of wine drinkers. There is research from the US that has indicated that alcohol advertisers target specific demographic communities through billboard advertising. Alcohol billboards were found to be located disproportionately in black and poorer parts of urban areas.
Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation by Barrie Gunter; Anders Hansen; Maria Touri