How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism

Perceptions of the alcohol environment may influence alcohol consumption patterns. The purpose of this study was to describe changes in perceptions of the urban alcohol environment as experienced by residents of two districts with different socio-economic status after taking part in a Photovoice study. The study was conducted in Madrid, Spain, in a district with a high socio-economic status (HSES) and another district with a low socio-economic status (LSES). A Photovoice project was conducted with 26 participants divided into four groups based on sex and district. Groups met over five sessions in which they discussed photographs taken by the participants themselves on the subject of alcohol in their neighbourhood. A qualitative, descriptive and thematic analysis of participants’ discourses was performed to explore changes in their perceptions of the alcohol environment over the project sessions. Changes in perceptions of the alcohol environment were observed in all groups over the project. The process of change varied by districts’ socio-economic characteristics and gender. Greater changes in perceptions of the alcohol environment were observed in HSES, especially among women, as the participants had a much more positive initial view of their alcohol environment. In LSES, participants showed a more critical perception of the alcohol environment from the beginning of the study, and this broadened and intensified over the course of the sessions. Changes in perceptions also varied by thematic categories, including some categories that were discussed from the start (e.g. socialising and alcohol consumption) and categories that only emerged in later sessions (e.g. alcohol advertising). Involvement in a Photovoice project has favoured a shift in the participant’s perceptions of their alcohol environment towards more critical positions, widening their scope of perceived elements and raising their awareness of specific problems, such as alcohol advertising and social role of alcohol consumption in relation to alcohol exposure.

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Cued Recall of Alcohol Advertising on Television and Underage Drinking Behavior

JAMA Pediatrics ◽

10.1001/jamapediatrics.2014.3345 ◽

2015 ◽

Vol 169 (3) ◽

pp. 264 ◽

Cited By ~ 26

Author(s):

Susanne E. Tanski ◽

Auden C. McClure ◽

Zhigang Li ◽

Kristina Jackson ◽

Matthis Morgenstern ◽

...

Keyword(s):

Drinking Behavior ◽

Underage Drinking ◽

Cued Recall ◽

Alcohol Advertising

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Smokescreens and Beer Goggles

Social Marketing Quarterly ◽

10.1177/1524500415621558 ◽

2016 ◽

Vol 22 (4) ◽

pp. 264-279 ◽

Cited By ~ 7

Author(s):

Sandra C. Jones ◽

Austin Wyatt ◽

Mike Daube

Keyword(s):

Negative Impact ◽

Public Perceptions ◽

Underage Drinking ◽

Alcohol Industry ◽

Corporate Social Marketing ◽

Considerable Controversy ◽

Education Campaigns ◽

Corporate Social ◽

Social Causes

Corporate social marketing (CSM) is one of several initiatives companies can undertake to demonstrate their corporate social responsibility (CSR). While there are many motivations for CSR and CSM, all are linked to profit in some way, including promoting the reputation of the organization. While CSM is often seen as evidence of organizations making a contribution to their community, there are some industries whose CSM campaigns have drawn considerable controversy and criticism. This article discusses the role of the alcohol industry in developing and disseminating “responsible drinking” CSM activities. It discusses some of the problems identified with alcohol industry CSM campaigns—including evidence that industry education campaigns communicate ambiguous messages; improve public perceptions of the industry but do not discourage harmful or underage drinking; and divert attention from more effective approaches, such as controls on price and availability. The paper also addresses the issue of other CSM/CRM activities undertaken by the alcohol industry, such as encouraging consumers to purchase a brand by donating a proportion of the profits to health and social causes (including those that are exacerbated by alcohol consumption). It discusses the value of these activities for the industry and their potential negative impact on the health of the community. In summary, the evidence suggests that industry CSM and CRM activities protect the industry (from restrictive policies and declining sales) but may in fact be detrimental to the community.

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