By Barrie Gunter, Anders Hansen, Maria Touri
A radical exam of the courting among younger people's ingesting and publicity to media representations of alcohol, together with alcohol advertising and marketing and advertisements.
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Additional resources for Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation
One example here was 40 Alcohol Advertising and Young People’s Drinking an advertisement for Foster’s Lager that depicted a man conveying his friends who had passed out, presumably from drinking too much, in a wheelbarrow. In addition, one in ten (11%) alcohol advertisements broadcast between 1999 and 2002 and nearly one in five (19%) of those broadcast between 1994 and 1997 hinted at excessive alcohol consumption. While none of the advertisements depicted underage people, nearly half (49%) overall depicted characters judged to be between 21 and 29 years of age.
These reports can be challenged in terms of whether they provide accurate representations of over behaviour. Even leaving aside that evidence, however, financial data have indicated that more money is being spent on the purchase of alcohol. This trend is not accounted for simply by cost inflation. It has been observed that there has been an increase over time in the proportion of household expenditure (by 81% between 1992 and 2006) on alcohol products (Hastings & Angus, 2009). This financial trend masks other behaviour shifts.
Generally, drinkers tend to report more positive than negative consequences of alcohol consumption. While younger drinkers tend to have a rosier picture of alcohol consumption than do older drinkers, older drinkers seem to be more willing to recognise the negative consequences that can accompany excessive drinking. 26 Alcohol Marketing over the Years 27 Leigh and Lee (2008) also reviewed evidence that indicated that some cultures accept drunkenness more readily than do others. This acceptance of individuals who frequently get intoxicated can create a sense of normality about heavy drinking (Coleman & Cater, 2005).
Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation by Barrie Gunter, Anders Hansen, Maria Touri