By Barrie Gunter; Anders Hansen; Maria Touri
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Extra resources for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation
The promotion of alcohol on this platform occurs not only in the form of advertising, but also web sites that draw visitors in with more generalised entertainment and information content. Many of these sites are operated by major alcohol companies. Evidence has already emerged that commercial alcohol-related web sites are accessible to and accessed by children and teenagers (see Grube & Walters, 2005). These web sites are often produced or sponsored by alcohol manufacturers and link alcohol brands with interactive games, music and online social networks designed to have special appeal to the youth market (see Anderson, 2007).
2006), in their analysis of popular magazines in the UK, also found that drinking ‘was aligned with traditional masculine images, although new kinds of drinks were aligned with traditional feminine images – and derided in men’s magazines’ (p. 223). Many alcohol advertisements project a particular view of masculinity through associations of consumption with manly pursuits linked to sport or adventure (Hill, 1999). If these treatments associate alcohol with attributes that have special appeal to young people, it is not difficult to conceive the potential roots of impact of advertising on early alcohol consumption.
The heaviest drinkers bought more alcohol than did light drinkers from both locations. In the context of the present book, the key question being investigated centres on the role played by advertising in priming young people to drink. Much of this book will focus on that question. Before doing this, however, it is important to consider what is known about the nature of young people’s alcohol consumption habits. A number of large-scale national and international surveys have been carried out in the past 25 years that have attempted to map the prevalence of alcohol consumption and the frequency and nature of that consumption among young drinkers.
Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation by Barrie Gunter; Anders Hansen; Maria Touri