By Barrie Gunter, Anders Hansen, Maria Touri
A radical exam of the dating among younger people's consuming and publicity to media representations of alcohol, together with alcohol advertising and advertisements.
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Extra resources for Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation
Such analyses have also been employed in the study of advertising bans and their effectiveness in reducing alcohol use and abuse. Further doubt has been cast on the influence of alcohol advertising and other marketing by a major international study that explored factors that underpin the onset of alcohol consumption and patterns of drinking among young people. Focus group interviews with teenagers and young adults aged between 16 and 25 years questioned participants about their use of alcohol. Data were collected in seven countries: Brazil, China, Italy, Nigeria, Russia, South Africa and Scotland (Martinic & Measham, 2008b).
In certain cases advertising is even found to respond to rather than trigger consumption levels, with increases in alcohol consumption triggering greater expenditure on advertising (Fisher, 1993).
In the US, surveys have confirmed the popularity of designer drinks or alcopops among young drinkers. While most surveys of drinking behaviour reveal greater consumption among males, there is mounting evidence that alcopops have established a particularly strong appeal among young female drinkers to the extent that they have also been referred to as ‘girlie drinks’. Two nationwide polls issued by the American Medical Association revealed that around one in three teenage girls reported having tried alcopops at some time and one in six had done so within the six months prior to being polled.