This dissertation deals with the impact of alcohol advertising, which associates drinking alcohol with many desires and values psychologically appealing to young people. As traditional research on alcohol advertising's impact focused on a direct link between exposure and alcohol consumption, this study breaks the link into several mediating stages. Under the theoretical framework of the Message Interpretation Process (MIP) model, this study involves how college students interpret alcohol advertising, how their desire, wishful thinking and expectancies toward drinking may account for both the impact of exposure to alcohol advertising and reasons for drinking. Specifically, the purpose of the study is to (1) assess the MIP model and (2) explore the impact of anti-alcohol messages on college students' interpretation of alcohol advertising. An experiment was conducted with 94 college students. In the experiment, participants were grouped into three treatment groups: the first was exposed to logic-based anti-alcohol messages followed by alcohol advertisements, the second was exposed to emotion-based anti-alcohol messages followed by alcohol advertisements; and the third group was exposed to alcohol advertising only, as the control group. Results showed support for the MIP model in general. As posited by the model, realism and desirability are both related to identification with characters seen in alcohol advertising, which in turn is related to expectancies toward drinking, which is in turn related to intention to drink. The only two exceptions were the lack of significance for the social norm-identification link and relationships with negative expectancies. Compared with exposure, realism and desirability were better predictors for alcohol advertising's impact. The results also showed impact of logic-based anti-alcohol messages on identification and expectancies as well as impact of emotion-based anti-alcohol messages on desirability and identification. There was no significant difference between the two anti-alcohol groups. This study provides insights on how viewers draw from alcohol advertising to make sense of their own lives. Implications for anti-alcohol campaign are provided. Because negative expectancies toward drinking did not influence the intention to drink, the association between negative outcomes and drinking might not very well. Another association between positive outcomes and non-drinking may work better. Recommendations for future research as well as limitations of this study are discussed.

Alcohol consumption among Chinese college students has become a serious problem. The present research examines the relationships among attitudes towards alcohol advertising, attitudes towards alcohol products, the perceived influences of alcohol advertising on the self, the perceived influences of alcohol advertising on others, and attitudes toward government restrictions on alcohol advertising. Data were collected from 578 Chinese college students via an online survey. The results supported the hypothesized relationships between attitude toward alcohol products and alcohol advertising, as well as the relationship between attitude toward alcohol advertising and perceived influence of alcohol advertising on oneself. Results also supported the looking glass perception hypothesis whereby the perceived influence of alcohol advertising on oneself (first-person effect) had strong influence on the perceived influence on others (third-person effect) which in turn led to greater support for restrictions on alcohol advertising.

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The purpose of this study was to examine marketers view of alcohol advertising. Focus have been on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender and celebrities. The method used was semi-structured interviews with eight marketers at three advertise agencies/production companies in Cape Town who have working experience of alcohol advertising and this have been analysed in relation to impact and identity theories as well as ethics. The result showed that majority of the marketers did not believe alcohol advertising increase alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition between brands. Their perception was also that alcohol brands are connected to identity in South Africa and that using celebrities in alcohol advertising could be highly effecting when using the right celebrity. One conclusion is that the participants did not suffer from moral myopia since they were fully aware of what harm alcohol could have on the society. Regarding moral discussion at work was it some of the marketers that did not talk about ethical issues which could be a sign of moral muteness but it is really hard to draw any conclusion about it after a short interview. / <p>Bild</p>

The aim of this study was to evaluate the relationship between alcohol advertising and alcohol consumption among the youth in the Vaal triangle, south of Gauteng. The study was conducted in four high schools under Sedibeng West District of the Gauteng Department of Education. A quantitative approach in the form of a questionnaire was used to conduct the research. Results obtained indicated that there is no significant correlation between alcohol advertising and alcohol consumption among the respondents. Drawing on the findings and literature review, recommendations were made to government, the liquor industry and schools that participated in the study. Limitations of the study were identified and recommendations were made for the benefit of future research. The primary and secondary objectives of the study were successfully realised in this study. / MBA, North-West University, Potchefstroom Campus, 2015

The aim of this study was to evaluate the relationship between alcohol advertising and alcohol consumption among the youth in the Vaal triangle, south of Gauteng. The study was conducted in four high schools under Sedibeng West District of the Gauteng Department of Education. A quantitative approach in the form of a questionnaire was used to conduct the research. Results obtained indicated that there is no significant correlation between alcohol advertising and alcohol consumption among the respondents. Drawing on the findings and literature review, recommendations were made to government, the liquor industry and schools that participated in the study. Limitations of the study were identified and recommendations were made for the benefit of future research. The primary and secondary objectives of the study were successfully realised in this study. / MBA, North-West University, Potchefstroom Campus, 2015

It seems as of late the most acclaimed advertising campaigns have found a formula to commodify the politically correct through what has come to be described as “woke advertising”. This winning strategy has won public appeal for connecting with an ever-evolving audience that is young, diverse and liberal. Specifically, newcomer agency, Anomaly, has publicly proclaimed themselves as the “change-agent” in the space of advertising, capitalizing on the culture wars by positioning themselves as the leading advertising experts in challenging societal stereotypes and biases. This is a case study that explores one of Anomaly’s 2016 campaigns for Johnnie Walker, “Keep Walking America”, as they attempt to engage in cultural politics with the Latinx community during a period of heightened political tension for immigrant populations. Through a Social Semiotics analysis and postcolonial criticism, the focus of this thesis is to explore how Johnnie Walker leveraged woke capital and consequently attempted to represent the lived experiences of marginalized groups whose stories are generally silenced.

Face à l’abus d’alcool notamment chez les jeunes, les acteurs de santé recommandent de réguler le marketing des industriels. En France selon la loi Evin (1991), les publicités pour l’alcool doivent être objectives, informatives et, non attractives en termes de contenu. Cette recherche teste l’efficacité de cette régulation en comparant l’influence de publicités informatives versus plus attractives en termes de perception du produit, d’attitude envers la publicité et d’envie de consommer. Elle évalue aussi la visibilité des avertissements sanitaires alcool selon la saillance de leur format et du contexte publicitaire. Cette recherche a identifié et étudié l’appropriation des codes et de l’iconographie du luxe par les marques d’alcool comme une nouvelle forme de contenu publicitaire à travers une phase de monitoring. Grâce à une revue de la littérature, elle a formulé des propositions de recherche en termes d’implications marketing et de santé publique afin de cerner le mécanisme de persuasion potentiel relative à cette pratique marketing. Ces implications présentent le luxe comme une potentielle réponse marketing aux motivations de consommer de l’alcool chez les jeunes, sur la base de théories relatives à la construction identitaire. Elles soulignent aussi l’influence des publicités et du packaging, en particulier lorsque ces stimuli sont infusés de codes du luxe (sur la base de théorie de l’infusion de l’art et de cas des paquets de cigarettes infusés des codes du luxe). Pour tester ces propositions, une étude qualitative exploratoire (26 entretiens) a d’abord servi à cerner la nature et l’influence du contenu (publicités plus informatives versus luxe) en termes de réponses cognitives, affectives, d’intentions comportementales et de perceptions des avertissements sanitaires. Les résultats de ces entretiens ont servi à construire la phase expérimentale de la recherche en termes d’opérationnalisation des concepts de contenu publicitaire et d’avertissement sanitaire, de formulation des hypothèses de recherche, de sélection et design des stimuli et de méthodologie (combinaison de méthodes verbales et non-verbales). Sur la base d’un design inter-sujets, nous avons lancé deux études expérimentales (étude eye-tracking = 174 jeunes ; étude en ligne = 696 jeunes) testant 12 stimuli publicitaires [3 (marques d’alcool) x 2 (styles de contenu publicitaire: PO versus luxe) x 2 (formats d’avertissement: format actuel versus plus saillant)]. Les résultats soulignent l’intérêt de réguler le contenu des publicités d’alcool (cf. Loi Evin). Celui-ci influence l’attitude à l’égard de la publicité, la perception du produit et le désir de consommer. Les publicités plus informatives sont perçues comme moins attractives, alors que les publicités luxe génèrent et renforcent des perceptions positives à l’égard du produit, des bénéfices de consommation et les envies de consommer et de boire. Quant à l’avertissement actuel, il est jugé inefficace en termes de visibilité, de crédibilité et de risques perçus. Toutefois un format plus saillant permet d’augmenter le degré d’attention qu’on y porte ainsi que sa visibilité perçue. Cela est important car l’efficacité d’un avertissement repose en partie sur ses deux critères. Aucun effet d’interaction significatif des variables manipulées n’est à signaler dans cette étude. / This critical social marketing research tackles the effectiveness of advertising regulation that is a health measure recommended to reduce alcohol consumption. It studies how alcohol advertising content restrictions (e.g., the French Evin law mandates ads since 1991 to convey only factual information and objective qualities of alcohol products and thus be product-oriented: PO ads) versus non-regulated advertising affect youth individuals’ perceptions of alcohol products, attitude towards the ad, desire to consume and noticeability of health warning displayed in ads (depending on format prominence). This research identified and investigated the luxury codes and iconography appropriation by alcohol brands as a new type of advertising content, through a monitoring phase. To understand the potential persuasion mechanism at stake, this study relied on assumptions in terms of persuasion and public health based on a literature review. It helped to explain luxury symbolism as a potential response to youth drinking motives on the basis of self-growth theories and suggest possible effect on consumers’ responses to alcohol advertising especially when infused with luxury perceptions (e.g., art infusion theory and tobacco packs infused with luxury codes). To test those assumptions, we implemented an exploratory qualitative study and two experimental studies. Using (26) in-depth interviews, the qualitative phase helped understand the nature and influence of advertising content (luxury versus PO) on cognitive, affective responses, behavioral intentions and warnings’ noticeability. The findings helped operationalize advertising content and warnings’ noticeability concepts, develop hypotheses, fine-tune stimuli selection and modification, and finally select methods and (verbal and non-verbal) measurements for the testing phase. Based on a between-subject design, the experimentation (eye-tracking study = 174 individuals; online study = 696 individuals) tested on samples of young people a total of 12 advertising stimuli [3 (brands) x 2 (content: luxury versus PO) x 2 (warning format: LP versus MP)]. Our results showed the relevancy of alcohol advertising content restrictions such as the French Evin law (1991). They indicated that advertising content does influence attitude towards the ad, alcohol products’ perceptions and desire to consume. While PO ads reduce the alcohol advertising attractiveness, luxury ads enhanced the participants’ positive product perceptions, perceived alcohol consumption benefits and intention to purchase and drink. They also reported the ineffectiveness of health warnings in terms of noticeability, perceived credibility and risks. Findings suggest that modifying the current warning format prominence can help increase its attentional processing and perceived noticeability, which is a first step in improving generally warnings’ effectiveness. However our results revealed no significant interaction effect of both manipulated factors in this study.

There has been substantial scientific debate about the impact of alcohol marketing on consumption. Relying mainly on econometric studies, the alcohol industry has traditionally maintained that alcohol marketing does not influence consumption, but is merely limited to brand level effects. Public health advocates, on the other hand, point to consumer-level research that shows a relationship between exposure to marketing and alcohol consumption, especially amongst the young. Recent longitudinal research has firmly established a causal relationship between alcohol marketing and alcohol consumption, giving the upper hand to the public health critics of alcohol marketing. The new consensus forged by these recent cohort studies has led to two separate, but related, debates. In the first instance, having answered the question of whether marketing influences drinking behaviour, there is a need to establish how and when such effects occur. Secondly, in the face of the mounting longitudinal evidence on the effects of marketing, representatives of the alcohol industry have sought to move the debate away from marketing by explicitly highlighting peer influence as a more significant causal factor in problematic youth alcohol consumption. This thesis tackles both of these new questions simultaneously by harnessing insights developed from social norms theory. An online survey (N = 1,071) was administered to undergraduates of the Dublin Institute of Technology in Ireland, and mediation relationships were tested with logistic and multiple linear regression methods as appropriate. Amongst other findings, the main contributions of this thesis are: (1) that marketing may play a key role in establishing perceived social norms around alcohol consumption, and that these perceived norms may act as an indirect pathway for the influence of marketing on behaviour and (2) that the association between alcohol marketing and consumption may increase as levels of engagement with marketing increase; this engagement appears to be at its most potent when marketing facilitates simultaneous interaction between the consumer, the brand and the consumer’s peers in an online social media environment. This thesis helps to move the field of alcohol marketing scholarship beyond questions of whether marketing influences alcohol consumption to how and when that influence occurs. By showing how peers may act as perpetuators and magnifiers of marketing influence it also undermines the argument that peers matter more than marketing, and suggests that peer norms can act as a powerful marketing tool.

Context: There are two ways that digital media may influence alcohol use. The first is commercial alcohol marketing. The second is user-created alcohol promotion, defined as content distributed through new media that promotes consumption, but independent of commercial marketing. This thesis explores how both types of content promote alcohol, what association there is between exposure and alcohol-related attitudes and behaviour, and the differences between marketing and user-created promotion. Method: A mixed method design was employed, divided into two studies. The first was a content analysis of the design features, topical references, and messages suggested about alcohol in digital marketing and user-created promotion on Facebook, Twitter, and YouTube. The second was a cross-sectional survey with young adults (n = 405). This measured awareness of, and participation with, digital marketing and user-created promotion, and the association with consumption, higher-risk drinking, brand recall, expectancies, and drinking motives. Results: The content analysis found that digital marketing had personalised designs which contained subtle and positive messages about consumption, whereas user-created promotion had simpler designs, displayed little ethical practice, and contained overt messages about higher-risk drinking. The cross-sectional survey found that young adults were aware of, and participating with, both digital marketing and user-created promotion, with exposure greater for the latter. Exposure to both types of content was positively associated with alcohol use, higher-risk consumption, and drinking intentions. User-created promotion had a stronger association with all outcomes than marketing. The association between exposure and consumption, for both types of content, was mediated through drinking motives and expectancies. Conclusion: Young adults are aware of, and participating with, a range of digital marketing and user-created promotion. That such exposure is associated with alcohol-related attitudes and behaviour highlights the potential of new media to influence alcohol consumption. Further research is required to better understand young people’s experience with digital media and the challenges of addressing online health risk messages.