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
Illinois researchers researchers find tweeting in cities lower than expected
21.02.2018 | University of Illinois College of Engineering
Polluted air may pollute our morality
08.02.2018 | Association for Psychological Science
The more electronics steer, accelerate and brake cars, the more important it is to protect them against cyber-attacks. That is why 15 partners from industry and academia will work together over the next three years on new approaches to IT security in self-driving cars. The joint project goes by the name Security For Connected, Autonomous Cars (SecForCARs) and has funding of €7.2 million from the German Federal Ministry of Education and Research. Infineon is leading the project.
Vehicles already offer diverse communication interfaces and more and more automated functions, such as distance and lane-keeping assist systems. At the same...
A research team led by physicists at the Technical University of Munich (TUM) has developed molecular nanoswitches that can be toggled between two structurally different states using an applied voltage. They can serve as the basis for a pioneering class of devices that could replace silicon-based components with organic molecules.
The development of new electronic technologies drives the incessant reduction of functional component sizes. In the context of an international collaborative...
At the LASYS 2018, from June 5th to 7th, the Laser Zentrum Hannover e.V. (LZH) will be showcasing processes for the laser material processing of tomorrow in hall 4 at stand 4E75. With blown bomb shells the LZH will present first results of a research project on civil security.
At this year's LASYS, the LZH will exhibit light-based processes such as cutting, welding, ablation and structuring as well as additive manufacturing for...
There are videos on the internet that can make one marvel at technology. For example, a smartphone is casually bent around the arm or a thin-film display is rolled in all directions and with almost every diameter. From the user's point of view, this looks fantastic. From a professional point of view, however, the question arises: Is that already possible?
At Display Week 2018, scientists from the Fraunhofer Institute for Applied Polymer Research IAP will be demonstrating today’s technological possibilities and...
So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics
Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...
25.05.2018 | Event News
02.05.2018 | Event News
13.04.2018 | Event News
25.05.2018 | Event News
25.05.2018 | Machine Engineering
25.05.2018 | Life Sciences