Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation

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B. Gunter A. Hansen

Alcohol Advertising and Young People's Drinking

Representation, Reception and Regulation

B. Gunter, A. Hansen, M. Touri

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English

Palgrave Macmillan
13 October 2010

Media studies; Illness & addiction: social aspects; Age groups: adolescents; Advertising; Advertising industry; Social law

There is widespread and growing concern about the use of alcohol in society, especially by young people. Although overall volumes of alcohol consumption may be levelling off, the occurrences of excessive or 'binge' drinking, especially among teenagers and young adults, are increasingly commonplace. Tackling irresponsible drinking, which is linked to other antisocial behaviour and health problems, has focused attention on the promotion of alcohol by its producers as an important causal factor. This has led to calls for tougher regulation of alcohol marketing, including restrictions on where it can occur and the form it is allowed to take. Empirical research evidence, often emanating from government funded enquiries and endorsed by health lobbies, has been cited in support of an allegedly primary role played by advertising in triggering interest in and the onset of alcohol consumption among young people and in encouraging regular and heavy drinking. Close examination of this evidence, however, reveals that the research is not always as cut and dried as it may first appear. Methodological weaknesses abound in studies of the purported effects of alcohol advertising and other forms of marketing and the significance specifically of advertising as an agent that shapes young people's alcohol consumption could be weaker than often thought. This book sets out a review and critique of the evidence on alcohol advertising and marketing effects on young people and considers this evidence in relation to codes of advertising and marketing practice.

By: B. Gunter, A. Hansen, M. Touri
Imprint: Palgrave Macmillan
Country of Publication: United Kingdom
Dimensions: Height: 229mm, Width: 152mm, Spine: 15mm
Weight: 511g
ISBN: 9780230237537
ISBN 10: 0230237533
Pages: 241
Publication Date: 13 October 2010
Audience: College/higher education , Professional and scholarly , Further / Higher Education , Undergraduate
Format: Hardback
Publisher's Status: Active

Author Anders Hansen: Anders Hansen is Senior Lecturer in the Department of Media and Communication at the University of Leicester, UK. He is Associate Editor of the journal Environmental Communication, Secretary to the International Environmental Communication Association, and Chair and Convenor of the IAMCR s Working Group on Environmental Issues, Science and Risk Communication. His research focuses primarily on media roles in the communication, representation and construction of environmental issues, science and health.