An analysis of the different types of alcohol advertising

An effective ad, like other forms of communication, works best when it strikes a chord in the needs and desires of the receiving consumer -- a connection that can be both intuitive and highly calculated.

An analysis of the different types of alcohol advertising

Alcohol advertising expenditures, Center for Science in the Public Interest Images in Alcohol Advertising Content analysis suggests that many alcohol advertisements link drinking with valued personal attributes such as sociability, elegance, and physical attractiveness and with desirable outcomes such as success, relaxation, romance, and adventure e.

Moreover, young people find some alcohol advertising appealing and are attracted to it. In a recent study Chen and Grube, ; Martin et al.

Overall, soft drink advertisements were rated more favorably than beer advertisements. Nonetheless, the young people identified some beer advertisements as being among their favorites in the 20 Figure More than 90 percent of the young people liked this advertisement.

DRINKING PORTRAYALS IN THE MEDIA

Other beer advertisements were also popular, including a Bud Light advertisement featuring a computer-animated mouse 76 percent and a Budweiser advertisement featuring the Clydesdale horses and Dalmatian dogs 84 percent. In general, children and adolescents find alcohol advertising with celebrity endorsers, humor, animation, and popular music to be particularly appealing Atkin and Block, ; Chen and Grube, ; Martin et al.

Adolescent boys are especially attracted to alcohol advertisements depicting sports Slater et al. In general, adolescents and adults find lifestyle or image-oriented alcohol advertising to be more appealing than alcohol advertisements that promote only product quality Covell, Dion, and Dion, ; Kelly and Edwards, ; Kelly, Slater, and Karan, Image advertising is especially preferred among younger adolescents e.

Lifestyle or image-oriented advertising also appears to result in more favorable attitudes toward alcohol brands and products among young people when compared with strictly product-oriented or informational advertising Kelly et al.

Does alcohol advertising increase alcohol consumption and problems among youth? This question is addressed here by reviewing the recent research on alcohol advertising and by critically considering the evidence about the effects that exposure to these advertisements may have on alcohol beliefs and attitudes and on the prevalence of drinking and drinking problems among young people.

Reducing Underage Drinking: A Collective Responsibility.

Earlier reviews have concluded that the evidence for the effects of alcohol advertising on drinking beliefs and behaviors is limited at best e. The available research on the effects of alcohol advertising can be grouped into three types of studies: Each of these types of studies will be considered in turn.

Experimental Studies Experimental studies investigate the effects that short-term exposure to alcohol advertising under controlled conditions has on drinking beliefs and behaviors. The drinking beliefs or behaviors of this experimental group are then compared to a control group that watches the same program, sees the same collection of advertisements, or reads the same booklet, but without the embedded alcohol advertisements.

The results of earlier experimental studies have been mixed with some studies finding no effects e.

Content Themes of Alcohol Advertising in U.S. Television-Latent Class Analysis. - PubMed - NCBI

Apparently only a single recent study has been published that experimentally manipulated exposure to alcohol advertising Lipsitz, Brake, Vincent, and Winters, This study was intended to investigate the effects of television beer advertising on alcohol expectancies among young people who were not yet regular drinkers.

Groups of fifth and eighth graders were exposed to videotapes containing five beer commercials, the same five beer commercials plus two antidrinking public service advertisements, or five soft drink commercials.Jun 29,  · In the journal Drug and Alcohol Dependence, Moss and colleagues describe the five types of alcoholics.

But before you read those descriptions, keep Moss' advice in . There's more to advertising's message than meets the casual eye.

An analysis of the different types of alcohol advertising

An effective ad, like other forms of communication, works best when it strikes a chord in the needs and desires of the receiving consumer -- a connection that can be both intuitive and highly calculated.

- Advertising Analysis Alcohol is a product that tends to be advertised by sex appeal and social class, although these specific ads factor these components in, they mainly focus on one gender and its superiority over the other. Advertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer.

Today's advertisers have a . Content Themes of Alcohol Advertising in U.S. Television-Latent Class Analysis.

Alcohol advertising - Wikipedia

airing times, and channel placements and to identify different marketing strategies of alcohol brands. METHODS: Content analysis of all ads from the top 20 U.S. beer and spirit brands aired between July and June An Analysis of the Different Types of Alcohol Advertising PAGES 3.

WORDS 1, View Full Essay. More essays like this: hard liquor ads, commercial speech, alcohol advertising.

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An analysis of the different types of alcohol advertising

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