Home About us Contact
|
Home About us Contact | ||
|
|
||
Alcohol Advertising (alcohol + advertising)
Selected AbstractsAlcohol policy in South Africa: a review of policy development processes between 1994 and 2009ADDICTION, Issue 8 2010Charles D. H. Parry ABSTRACT Background Implementation of effective policies to reduce harmful alcohol consumption requires both a good understanding of the policy development process and which strategies are likely to work. Aims To contribute to this understanding by reviewing four specific policy development initiatives that have taken place in South Africa between 1994 and 2009: restrictions on alcohol advertising and counter-advertising, regulation of retail sales of alcohol, alcohol taxation and controls on alcohol packaging. Methods Material was drawn from a record of meetings and conferences held between 1994 and 2009 and a database of reports, newspaper clippings and policy documentation. Findings When the policy process resulted in a concrete outcome there was always a clear recognition of the problem and policy alternatives, but success was more likely if there was an alignment of ,political' forces and/or when there was a determined bureaucracy. The impact of the other factors such as the media, community mobilization, non-governmental organizations (NGOs), the liquor industry and research are also discussed. Future avenues for policy research are identified, including the need for more systematic studies that give greater consideration to economic factors. Conclusions Alcohol policy development in South Africa takes place in a piecemeal fashion and is the product of various competing influences. Having a comprehensive national alcohol strategy cutting across different sectors may be a better way for other developing countries to proceed. [source] What are the policy lessons of National Alcohol Prohibition in the United States, 1920,1933?ADDICTION, Issue 7 2010Wayne Hall ABSTRACT National alcohol prohibition in the United States between 1920 and 1933 is believed widely to have been a misguided and failed social experiment that made alcohol problems worse by encouraging drinkers to switch to spirits and created a large black market for alcohol supplied by organized crime. The standard view of alcohol prohibition provides policy lessons that are invoked routinely in policy debates about alcohol and other drugs. The alcohol industry invokes it routinely when resisting proposals to reduce the availability of alcohol, increase its price or regulate alcohol advertising and promotion. Advocates of cannabis law reform invoke it frequently in support of their cause. This paper aims: (i) to provide an account of alcohol prohibition that is more accurate than the standard account because it is informed by historical and econometric analyses; (ii) to describe the policy debates in the 1920s and 1930s about the effectiveness of national prohibition; and (iii) to reflect on any relevance that the US experience with alcohol prohibition has for contemporary policies towards alcohol. It is incorrect to claim that the US experience of National Prohibition indicates that prohibition as a means of regulating alcohol is always doomed to failure. Subsequent experience shows that partial prohibitions can produce substantial public health benefits at an acceptable social cost, in the absence of substantial enforcement. [source] Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air televisionADDICTION, Issue 7 2009Lynda Fielder ABSTRACT Aim This study investigated the exposure of underage youth to alcohol television advertising on metropolitan free-to-air television in the five mainland capital city markets of Australia. Design Exposure levels (target audience rating points; TARPs) were obtained for all alcohol advertisements screened from November 2005 to October 2006 in each capital city market for: children 0,12 years; underage teens 13,17 years; young adults 18,24 years; and mature adults 25+ years. The 30 most exposed advertisements across age groups were then content-analysed for elements appealing to children and underage youth. Results In each of the five metropolitan markets, mature adults were most exposed to alcohol advertising. Children were exposed to one-third the level of mature adults and underage teens to approximately the same level as young adults. However, there was considerable variation in media weight between markets, such that underage teens in two markets had higher advertising TARPs than young adults in other markets. All 30 highest exposed advertisements contained at least one element known to appeal to children and underage youth, with 23 containing two or more such elements. Fifteen of the 30 advertisements featured an animal. Conclusions The self-regulation system in Australia does not protect children and youth from exposure to alcohol advertising, much of which contains elements appealing to these groups. [source] Changes in the self-regulation guidelines of the US Beer Code reduce the number of content violations reported in TV advertisementsJOURNAL OF PUBLIC AFFAIRS, Issue 1-2 2010Thomas F. Babor From a public health perspective, alcohol advertising should not be directed at vulnerable groups, nor should it portray excessive drinking or other objectionable content such as illegal activity. To promote the responsible advertising of alcoholic beverages, alcohol industry groups have developed self-regulation guidelines that describe which types of content (and exposure markets) are unacceptable. In 2006 the US Beer Institute revised the content guidelines of the 1997 Beer Code. This study was designed to determine whether these changes made the revised Code more or less likely for expert judges to report guideline violations, and for alcohol advertisements to include otherwise inappropriate content from a public health perspective. Six alcohol advertisements known or suspected to have multiple content violations were rated by 139 experts selected on the basis of their expertise in public health, mental health, alcohol research and marketing. The ads were rated on two occasions with feedback about other viewers' ratings provided at the second rating. The data were collected by means of a computer-based rating program that used multiple items to evaluate the eight major content guidelines of the US Beer Code. The ratings were scored according to both the 1997 and the 2006 versions of the Beer Code. According to the 1997 criteria, raters identified an average of 26 guideline violations across the six ads; the number of violations was reduced to 18 when the 2006 criteria were applied. The difference was statistically significant and was primarily attributable to changes in guidelines dealing with the portrayal of illegal activity, humorous situations and the act of drinking. By removing or revising commonly violated guidelines, the 2006 Beer Code revision permits portrayal of previously objectionable ad content and increases the likelihood that risky drinking behaviours will be portrayed in US beer advertisements. Copyright © 2009 John Wiley & Sons, Ltd. [source] The use of female sexuality in Australian alcohol advertising: public policy implications of young adults' reactions to stereotypesJOURNAL OF PUBLIC AFFAIRS, Issue 1-2 2010Sandra C. Jones Coinciding with the rise of ,raunch culture', a new female stereotype has emerged in advertising , the ,lusty, busty exhibitionist' who exudes sexual power and confidence. Previous research has generally found that women react less positively to female sexual images in alcohol advertising than males, but different sexual stereotypes have not been explicitly examined. The present study utilizes different types of sexual appeals in three televised advertisements for alcohol brands and investigates the relationship between types of sexual imagery and attitude to the advertisement, stated reasons for (dis)liking the advertisement and purchase intention (PI) among 268 Australian university students. Surprisingly, an advertisement using the new stereotype was actually liked less overall by females than an advertisement using the traditional passive demeaning/sex object stereotype. Females liked all of the advertisements significantly less than males, although there was considerable variation in male attitudes towards an advertisement that was generally perceived to contain sexist or demeaning humour. The findings of our study raise two important cautions for the alcohol (advertising) industry and for public policy. First, advertisers and policy makers need to be aware that a substantial proportion of consumers are offended by such portrayals. Second, in a climate in which consumers and advocates are increasingly voicing concerns over the ineffectiveness of the self-regulatory system, policy makers need to consider the introduction of a regulatory framework. Copyright © 2009 John Wiley & Sons, Ltd. [source] Cultural Perspectives Concerning Adolescent Use of Tobacco and Alcohol in the Appalachian Mountain RegionTHE JOURNAL OF RURAL HEALTH, Issue 1 2008Michael G. Meyer MA ABSTRACT:,Context:Appalachia has high rates of tobacco use and related health problems, and despite significant impediments to alcohol use, alcohol abuse is common. Adolescents are exposed to sophisticated tobacco and alcohol advertising. Prevention messages, therefore, should reflect research concerning culturally influenced attitudes toward tobacco and alcohol use. Methods: With 4 grants from the National Institutes of Health, 34 focus groups occurred between 1999 and 2003 in 17 rural Appalachian jurisdictions in 7 states. These jurisdictions ranged between 4 and 8 on the Rural-Urban Continuum Codes of the Economic Research Service of the US Department of Agriculture. Of the focus groups, 25 sought the perspectives of women in Appalachia, and 9, opinions of adolescents. Findings: The family represented the key context where residents of Appalachia learn about tobacco and alcohol use. Experimentation with tobacco and alcohol frequently commenced by early adolescence and initially occurred in the context of the family home. Reasons to abstain from tobacco and alcohol included a variety of reasons related to family circumstances. Adults generally displayed a greater degree of tolerance for adolescent alcohol use than tobacco use. Tobacco growing represents an economic mainstay in many communities, a fact that contributes to the acceptance of its use, and many coal miners use smokeless tobacco since they cannot light up in the mines. The production and distribution of homemade alcohol was not a significant issue in alcohol use in the mountains even though it appeared not to have entirely disappeared. Conclusions: Though cultural factors support tobacco and alcohol use in Appalachia, risk awareness is common. Messages tailored to cultural themes may decrease prevalence. [source] | ||||||||||