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The Effect of Alcohol Advertising - by Harsh
The Effect of Alcohol Advertising - by Harsh
The Effect of Alcohol Advertising - by Harsh
UNIVERSITY OF JAMMU
Submitted to Submitted by
Dr. Prikshit Singh Manhas Harsh Vardhan Gupta
MBA 3rd Sem
Rollno 10
The effect of alcohol advertising, marketing and
portrayal on drinking behaviour in young people.
Background
The effect of alcohol portrayals and advertising on the drinking behaviour of
young people is a matter of much debate, mostly focused on the question of
whether advertising increases consumption and risky drinking by young
people. Smith and Foxcoft evaluated the relationship between exposure to
alcohol advertising, marketing and portrayal on subsequent drinking
behaviour in young people by systematic review of cohort (longitudinal)
studies.
Methods
Studies were identified by searches of electronic databases, with no date
restriction, supplemented with hand searches of reference lists of retrieved
articles. Cohort studies that evaluated exposure to advertising or marketing or
alcohol portrayals and drinking at baseline and assessed drinking behaviour
at follow-up in young people were selected and reviewed.
Results
Seven cohort studies that followed up more than 13,000 young people aged
10 to 26 years old were reviewed. The studies evaluated a range of different
alcohol advertisement and marketing exposures including print and broadcast
media. Two studies measured the hours of TV and music video viewing. All
measured drinking behaviour using a variety of outcome measures. Two
studies evaluated drinkers and non-drinkers separately. Baseline non-
drinkers were significantly more likely to have become a drinker at follow-up
with greater exposure to alcohol advertisements. There was little difference in
drinking frequency at follow-up in baseline drinkers. In studies that included
drinkers and non-drinkers, increased exposure at baseline led to significant
increased risk of drinking at follow-up. The strength of the relationship varied
between studies but effect sizes were generally modest. All studies controlled
for age and gender, however potential confounding factors adjusted for in
analyses varied from study to study. Important risk factors such as peer
drinking and parental attitudes and behaviour were not adequately accounted
for in some studies.
Conclusion
Data from prospective cohort studies suggest that there is an association
between exposure to alcohol advertising or promotional activity and
subsequent alcohol consumption in young people.
Critical evaluation
Although the above study suggests that there is an association between exposure to
alcohol advertising or promotional activity and subsequent alcohol consumption in
young people but there have been a number of empirical studies on the effects
of alcohol advertising, the bulk of which indicate that advertising does not
increase alcohol consumption. However, many public health advocacy
organizations do not accept these results. An examination of the methods and
data commonly used in empirical studies provides an explanation for these
divergent opinions.
By Martyn Duffy
Journal: First published in: International Journal of Advertising, 1989, 8
(2), 95-110.
Description:
Researchers study the effects of tobacco and alcohol advertising because the
consumption of these substances is known to have potentially adverse health
consequences. It has been found out that about nine out of 10 adults use
alcohol in limited amounts with no adverse outcomes. The other one in ten
abuses alcohol, which results in a range of negative health and social
outcomes including an estimated 100,000 premature deaths per year.
Design: econometric study
Conclusion Authors’:
The results show that the great expansion of alcohol consumption between
1963 and 1984, particularly of spirits and wine, owes little (if anything) to
advertising of these products.
Remarks:
The study shows that the effect of advertising on the alcohol consumption of a
population is small compared to the effect of income and price. It shows the
importance of availability of alcohol on a general population. However, does
not tell us anything on the effect of advertising on young people.
Remarks :
-One of the main conclusions of the authors is that contrary to the use of
humour and using an attractive story, the use of mainly product information
in advertisement is perceived by young people as less attractive and
subsequently evokes less willingness to buy the brand or the beverage.
Unfortunately, the authors do not include the effect of product information in
the structural equation model, therefore we can not measure the size of this
effect. It would be interesting to include (the lack of) product information as
an indicator of the latent variable Ad Attractiveness. Similar comment can be
made on the effects of including a message of legal drinking age.