By Barrie Gunter; Anders Hansen; Maria Touri
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Additional info for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation
For many young people, alcohol consumption is regarded as a leisure activity that is classified as a regular pastime associated with socialising with friends in bars, clubs and when out on dates or at parties. Drinking alcohol is also linked to identification and conformity with a reference group. Getting drunk is regarded as an important feature of making new friends and for strengthening bonds with existing friends. Drinking alcohol in adolescence is also associated with young people having more freedom to choose what to do with their lives as they gain more autonomy from their parents.
If alcohol advertisements could potentially appeal to 21-year olds (legal drinkers), the question arises as to whether they might also have appeal to 20-year olds (underage drinkers) (Zwarun & Farrar, 2005). Summary and conclusions In summary, studies from the last 30 years have provided significant evidence regarding the extent and nature of alcohol advertising across a broad range of media, including print media, broadcast media and – more recently – the Internet. , sports) prowess. By contrast, alcohol advertisements have been found to contain little or insufficiently clear information about alcohol strength or related nutritional information.
Children (0–12 years) were exposed to approximately one in every three alcohol advertisements seen on average by mature adults (25 years and older). These findings lead the authors to conclude ‘that Australian children and teenagers below the legal drinking age currently are exposed to unacceptably high levels of alcohol advertising on television’ (p. 676). Another popular location for alcohol advertising is their placement within televised sports events. One analysis of these broadcasts in the US between 1990 and 1992, for instance, has shown that more advertisements appear for alcoholic beverages than for any other product category in televised sports events.