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
They identified controls over price levels, sales practices and the density of alcohol outlets as critical and advocated increased taxation on alcohol products and a comprehensive ban on all alcohol advertising. These steps were believed to be justified given the growing social costs of alcohol misuse and abuse, which is particularly prevalent among young people. There are immediate or short-term costs of excessive consumption on anti-social behaviour and longer-term health implications of persistent over-indulgence.
In pre-industrial Britain, it became fashionable to drink outside the home among the lower social classes and this was predominantly a male behaviour. Women who drank, particularly to excess, procured a negative social reputation for themselves. With industrialisation, working classes divided into two: those with skilled trades who sought to better themselves and those who remained unskilled for whom life was a struggle. The skilled working classes acquired affluence and also aspired to emulate the higher social classes not only through their growing wealth but also in terms of their behaviour.
While none of the advertisements depicted underage people, nearly half (49%) overall depicted characters judged to be between 21 and 29 years of age. Hence, a significant proportion of these advertisements were apparently targeted at the young adult market. 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.
Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation by Barrie Gunter; Anders Hansen; Maria Touri