These are the findings of a team of University of Leicester experts who have been investigating the effect of alcohol advertising on young people, which also indicate that advertising seems to be most effective in the case of alcopops and cider.
The study was funded by the Alcohol Education and Research Council.
Many teenagers experiment with alcohol. By the time they reach their mid teens, around one in two consume alcohol at least occasionally while increasing numbers drink to the point of drunkenness.
Professor Barrie Gunter, Anders Hansen and Dr Maria Touri, of the University of Leicester Department of Media and Communication, have carried out a study of alcohol advertising and young people’s drinking habits.
Their findings suggest that, while there is mixed evidence as to whether there is a direct link between volume of advertising and volume of alcohol consumption, there are links that can be made between advertising and teenage drinking.
Young people who start drinking alcohol are affected by a range of influences. These include whether their parents drink and pressures from their own peer group. Where social influences conflict, young people will tend to follow the influence most important to them. So, during the teenage years, if parents disapprove of drinking and friends encourage it, the likelihood is that young people will follow the example of their peer groups, not their parents.
Alcohol advertising helps young people become familiar with brands of alcohol, but it is less clear whether it induces them to start drinking in the first place.
On television, as with print journalism, where alcohol is associated with relaxation, fun, humour, friendship and being ‘cool’, it is likely to have some influence, while the use of celebrities, colour, popular music or sexual themes appeared to have a more limited effect.
Retail outlets such as supermarkets and news agents present alcohol promotions in an environment and at a level which will be accessible to young people. However, there was no proof that exposure to such alcohol advertising was as great an influence as the influence of parents and peer groups.
Curiously, young people who go to the cinema most frequently, and are therefore most exposed to the advertising of alcohol on film, were less likely to get drunk, possibly indicating that the type of person who goes to the movies is less likely to drink to excess.
Greater exposure to television advertising, however, did seem to relate directly to the increased chance of getting drunk, particularly in the case of cider and alcopops. There was no significant link between television advertising and most advertised brands of beer, wine or spirits.
Professor Gunter and his research team found that both television and print advertisements generally appeared to be compliant with the 2005 revised advertising codes of practice. Overall, the study found 40 violations, 25 of which occurred in 2003-04 and 15 in 2005-06.
The most common violations linked the advertised alcohol brand with the success of a social event such as a wedding or – more ambiguously - with some activity that could be dangerous if carried out under the influence of alcohol, such as swimming, diving and the use of dangerous machinery.
Ather Mirza | alfa
New population data provide insight on aging, migration
31.08.2016 | International Institute for Applied Systems Analysis (IIASA)
PRB projects world population rising 33 percent by 2050 to nearly 10 billion
25.08.2016 | Population Reference Bureau
Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.
"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...
In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.
A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...
By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.
"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...
COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.
In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...
'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.
Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...
14.10.2016 | Event News
14.10.2016 | Event News
12.10.2016 | Event News
21.10.2016 | Health and Medicine
21.10.2016 | Information Technology
21.10.2016 | Materials Sciences