To see the other types of publications on this topic, follow the link: Alcohol advertising.
Dissertations / Theses on the topic 'Alcohol advertising'
Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles
Consult the top 50 dissertations / theses for your research on the topic 'Alcohol advertising.'
Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.
You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.
Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.
1
Zhao, Yanjun. "BOTTLED FANTASIES: COLLEGE STUDENTS' INTERPRETATIONS OF ALCOHOL ADVERTISING AND ITS EFFECTS." Available to subscribers only, 2008. http://proquest.umi.com/pqdweb?did=1674089291&sid=5&Fmt=2&clientId=1509&RQT=309&VName=PQD.
Full textAbstract:
Thesis (Ph. D.)--Southern Illinois University Carbondale, 2008."School of Journalism." Keywords: Alcohol advertising, Anti-alcohol advertising, MIP model, Message Interpretation Process, College students, Advertising. Includes bibliographical references (p. 93-104). Also available online.
2
Arsova, Pavlina. "Alcohol advertising : A Minor Field Study in Cape Town." Thesis, Högskolan Dalarna, Bildproduktion, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:du-27952.
Full textAbstract:
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.Bild
3
Fielder, Lynda Jane. "The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness." Thesis, Curtin University, 2011. http://hdl.handle.net/20.500.11937/1578.
Full textAbstract:
The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, 2005; Mosher, 2006; Room, Babor, & Rehm, 2005; World Health Organization, 2004a). Many factors influence youth alcohol consumption, including social, individual, structural and marketing factors (Donovan, 1997). Research shows that alcohol advertising reinforces positive attitudes toward youth drinking and plays a significant role in their decision to drink, as well as level of consumption (Anson, 2010; Babor et al., 2003; Hurtz, Henriksen, Wang, Feighery, & Fortmann, 2007; Jernigan et al., 2005).A number of countries follow a regulatory code of advertising in relation to alcohol. Self-regulatory codes are used to prohibit marketing that targets underage youth (Distilled Spirits Industry Council of Australia Inc., 2010). However, the effectiveness of these codes and self-regulation in general has been questioned in the literature (Jones & Donovan, 2002; Jones & Jernigan, 2010; US Department of Health and Human Services, 2007; World Health Organization, 2009a, 2009b). In Australia, the Alcohol Beverages Advertising (and Packaging) Code (ABAC) is the specific code that regulates the content of alcohol advertising (The ABAC Scheme, 2011). While a few studies have assessed alcohol advertising content against these codes (Donovan, Donovan, Howat, & Weller, 2007; Jones & Donovan, 2002), to date, no studies have attempted to relate identified breaches of codes contained in alcohol advertisements and the subsequent impact on advertising effectiveness.The aim of this study was to explore the relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness. A total set of 25 alcohol advertisements was selected from advertisements frequently aired during the period November 2005 to October 2006 (15 beer advertisements; 9 spirits advertisements; 1 sparkling wine advertisement).Content analysis of the 25 advertisements revealed that all contained at least one element with known appeal to children and underage youth, indicating that youth in Australia are being exposed to alcohol advertisements that would be in breach of the Alcohol Beverages Advertising Code (ABAC). These advertisements were exposed to a sample of 544 young people attending Years 8 to 10 in public secondary schools in the Perth metropolitan area. Each student was exposed to five of the alcohol television advertisements. Respondents’ individual reactions to each alcohol advertisement were obtained using a confidential, self-completion questionnaire. This instrument was also used to record respondents’ alcohol beverage preferences.The attractiveness of specific execution elements in the advertisements significantly predicted advertising likeability, which in turn predicted advertising effectiveness. Advertisements for the most preferred brands were characterised by: music; animal/animation; visual appeal; special effects; and humour.These findings support other studies in suggesting that the current Australian system of advertising self regulation is inadequate in protecting underage youth from exposure to alcohol advertising. Recommendations from the results of this study are that the current voluntary system should incorporate further restrictions in content and programming zones and that consideration be given to a mandatory system with substantial penalty powers.
4
Darrow, Shane G. "Racial Representation in Advertising: A Content Analysis on Alcohol Advertising During the NBA and NHL Playoffs." Ohio University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1417739900.
Full text
5
Kersbergen, Inge. "Individual differences in attentional processing of responsible drinking statements in alcohol packaging, public health campaigns and alcohol advertising among alcohol consumers." Thesis, University of Liverpool, 2017. http://livrepository.liverpool.ac.uk/3007621/.
Full textAbstract:
We live in an environment in which alcohol is easily available and widely marketed. Alcohol advertising has been shown to increase long-term and short-term alcohol consumption. On the other hand, governments and industry use warning labels and public health campaigns to inform the public of the harmful effects of alcohol in an attempt reduce alcohol-related harm. There is not much evidence that labels and campaigns affect drinking behaviour, but evidence from other domains suggests that individual differences in attentional processing might moderate effects on behaviour. In this thesis, I tested the general hypothesis that individual differences in visual attention to alcohol cues and responsible drinking statements would underlie the effect of alcohol-related mass persuasion attempts (i.e., alcohol advertisements, warning labels and public health campaigns) on drinking behaviour and its antecedents, in young adult alcohol consumers. The secondary aim of this thesis was to examine the direct effect of alcohol-related mass persuasion attempts on drinking intentions and alcohol consumption shortly after exposure. To study this, I first conducted a cross-sectional study and a between-subjects experimental study to investigate attention to warning labels on alcohol packaging and examine whether priming participants to direct their attention to warning labels would prompt them to intend to drink less alcohol. Findings suggested that existing UK warning labels did not attract substantial attention and the amount of attention that participants directed to them did not affect their drinking intentions (Chapter 2). I subsequently conducted three experimental studies to examine to what extent novel warning labels would capture attention and affect willingness to pay for alcohol. Findings showed that novel warning labels did not attract more attention than existing warning labels, nor did they significantly influence willingness to pay for alcohol (Chapter 3). With regard to televised alcohol advertisements, I conducted a between-subjects experiment in a semi-naturalistic environment to investigate whether alcohol advertising affected proximal alcohol consumption in a brand-specific or general manner. Results suggested that alcohol advertising did not affect drinking behaviour, however methodological limitations mean that these findings should be interpreted with caution (Chapter 4). Next, I conducted two experimental studies to examine how individual differences in visual attention to alcohol cues and responsible drinking statements in alcohol-related television adverts predicted drinking intentions and proximal alcohol consumption. Findings showed that attention to responsible drinking statements did not predict drinking intentions or immediate alcohol consumption, but visual attention to alcohol portrayal (an actor sipping alcohol) in alcohol advertising predicted increased alcohol consumption in the laboratory (Chapter 5). Overall, these findings demonstrate that responsible drinking statements/labels attract limited attention and that increased attention to these labels does not prompt alcohol consumers to intend to reduce their drinking. I found no evidence that alcohol-related persuasion affected immediate alcohol consumption or drinking intentions, but attentional processing of alcohol portrayal in alcohol advertising was associated with increased alcohol consumption shortly after exposure to the adverts. Finally, I conducted a focus group study to explore subjective evaluations of current warning labels and responsible drinking adverts Findings showed that participants did not consider warning labels/adverts to be personally relevant and that they mistrusted the message source. Instead, participants suggested that warning messages focussing on alcohol-related harm (to themselves or others) might be more persuasive. Combined with the findings from the laboratory studies, these findings suggest responsible drinking statements could attract more attention if their content and format were changed. The findings reported in this thesis further our understanding of the role of attention in alcohol-related persuasion. In line with recently published evaluations of public health campaigns and warning labels, these studies suggest that warnings in alcohol advertising and on packaging in their current form have little scope for changing drinking behaviour. Instead, it might be more fruitful to increase the noticeability of warning labels and impose restrictions on alcohol marketing and/or the visual content used within alcohol marketing.
6
Young, Samantha. ""An investigation of the relationships between young women's drinking patterns, alcohol expectancies, brand preferences and alcohol advertising" /." Title page, contents and abstract only, 1998. http://web4.library.adelaide.edu.au/theses/09ARPS/09arpsy76.pdf.
Full text
7
Cherrington, Jane. "Blood brothers & southern men engaging with alcohol advertising in Aotearoa /." Connect to this title online, 2005. http://hdl.handle.net/10179/257.
Full text
8
Nowosenetz, Tessa. "The construction of masculinity and femininity in alcohol advertisements in men's magazines in South Africa a discourse analysis /." Pretoria : [s.n.], 2007. http://upetd.up.ac.za/thesis/available/etd-09302008-084418.
Full text
9
Mapulane, Mawethu Glemar. "Effects of televised alcohol advertisements on the drinking behaviour of youth:a case study of Praktiseer community in Greater Tubatse Municipality." Thesis, University of Limpopo, 2014. http://hdl.handle.net/10386/1416.
Full textAbstract:
Thesis ( M.A. (Media Studies)) --University of Limpopo, 2014This study investigates the effects of televised alcohol advertisements on the drinking behaviour of youth in Praktiseer community of the Greater Tubatse Municipality. The nature and trends of alcohol consumption in South Africa are examined. The study also focuses on the impact of alcohol exposure, and the costs alcohol abuse can incur on the individual and society at large. The types of advertising models and the regulatory systems in advertising were identified. Data were collected through a self- administered questionnaire. The study hypothesised that the exposure to alcohol advertisements influences alcohol abuse among the youth. However, alcohol industry claims that the youth is not its niche market and hence should not be blamed for any abusive behaviour of alcohol by the youth. Just like the few studies interested in the effects of alcohol advertising, alcohol exposure and alcohol abuse, the present study also reveals that televised alcohol advertisements have a great influence in alcohol consumption among the youth in Praktiseer community.
10
Chen, Yi-Chun. "The role of media literacy and pro-health entertainment programs in changing adolescents' perceptions of alcohol and alcohol advertising." Online access for everyone, 2008. http://www.dissertations.wsu.edu/Dissertations/Summer2008/y_chen_072208.pdf.
Full text
11
Xue, Dong. "First- and Third-Person Effects of Alcohol Advertising on Chinese College Students." Scholar Commons, 2015. http://scholarcommons.usf.edu/etd/6054.
Full textAbstract:
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.
12
Critchlow, Nathan. "An investigation into digital alcohol marketing and user-created alcohol promotion, and the association with young adult's alcohol-related knowledge, attitudes, and behaviour." Thesis, University of Stirling, 2017. http://hdl.handle.net/1893/25798.
Full textAbstract:
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.
13
DiBlasi, Christine Anna. "The most effective PR/advertising techniques in disseminating an alcohol social norms campaign /." Full text available online, 2005. http://www.lib.rowan.edu/find/theses.
Full text
14
Goodall, Catherine E. "Automatic Attitude Activation: Studies on Processing and Effects of Alcohol Advertisements and Public Service Announcements." Columbus, Ohio : Ohio State University, 2009. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1242256246.
Full text
15
Rix, Cindy-lee. "Figuring post-apartheid SA women: Brutal fruit online advertising in a glocalized world." University of the Western Cape, 2018. http://hdl.handle.net/11394/6671.
Full textAbstract:
Magister Artium - MAIn a developing country like South Africa plagued by historical racial scars, attitudes pertaining to race, ethnicity and language, can be described as considerably problematic. Images used for advertising (ads) and the media form part of the foundation through which audience’s structure ideas about the normality and fluidity of race and ethnicity. Physical appearance is especially important in the media and influences the minds of many young people, especially young women and contributes to the way they feel about themselves. This magnitude of influence reinforces the importance of analyzing these images and assessing the implications it has on the South African society. Through a systemic functional multimodal discourse analysis (SF-MDA), this thesis explores the way in which earlier (2004) and more recent ads (2015) by Brutal Fruit have characterized and (re)characterised the ‘ideal’ South African woman. Particular attention is placed on the concept of racialized bodies- skin colour, hair, clothing and body types of the models employed during both periods when the ads were published. The language(s) used in the ads are analysed which creates a platform for engaging in issues related to transformation and inclusivity in society, as it is performed in the ads. The literature focuses on the revolution of South African society, group representation, race and the female body. The findings suggest that alcohol adverts largely use semiotics that reinforce antifeminist rhetoric. However, in more recent ads there is an attempt to compensate for the roles that have become available to women in the public sphere. Women are shown to have more agency in that they are depicted in leading roles and the narratives created about them relate that they are now in charge of their own sexuality. The positive depiction of alcohol especially in relation to masculinity affects the number of people who consume it. Alcohol consumption is linked to masculinity and power, however, in society women are still expected to remain feminine. This is especially relevant for women who aim to challenge dominant stereotypes about their position in society- and the use of alcohol is an avenue that is used to achieve this. However, women consume ‘pink drinks’ and not beer because ciders are still considered to be feminine by society, which is why many men refuse to consume it. Finally, a true representation of real women in society needs to become more popular in the media and a fresh approach to advertising alcohol especially to women needs to be re-evaluated because these ads could be positive for women instead of reiterating the usual derogatory stereotypes that society holds about women who do not conform to dominant patriarchal conventions.
16
Lunina, Yulia. "Marketing communications in conditions of strict regulation of advertising: case of the alcohol market." Thesis, Jönköping University, Internationella Handelshögskolan, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-50976.
Full textAbstract:
This master's thesis explores the impact of marketing communication tools on consumer behavior in the Russian alcohol market. Russia is a dark market. The dark market is a market where outdoor advertising is prohibited, as well as advertising on TV and radio. As such, communications with consumers in these markets are strongly regulated by the government. The study provides an overview of current trends in the alcohol market in the world and in Russia. The purpose of this study is to analyse Russian consumers' perceptions of marketing tools and the impact of these promotion tools on the purchase of strong alcohol under the AIDA model. For this purpose, the study examines the legislation governing the Russian alcohol market. The paper provides a description and classification of channels and instruments used in communications with consumers in the dark market conditions. Further, the perception of these methods by Russian consumers under the AIDA model is considered. The study identified the most effective channels of communication for marketing companies. Moreover, the ethical aspect of promoting alcohol products was discussed. The survey results showed that Russian consumers are loyal to both alcohol advertising and the market in general, as well as to their own brands. These results can be used by companies to create marketing campaigns and plan their budgets.
17
Diouf, Jacques françois. "The influence of advertising content on alcohol products' perceptions, attitudes and behavioural intentions : the case of luxury codes appropriation by alcohol brands." Thesis, Rennes 1, 2017. http://www.theses.fr/2017REN1G019.
Full textAbstract:
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 étudeThis 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
18
Begin, Georgia. "Attitudinal antecedents of the first- and third-person effects of alcohol advertising on college students." [Tampa, Fla] : University of South Florida, 2005. http://purl.fcla.edu/usf/dc/et/SFE0001586.
Full text
19
Begin, Georgia. "Attitudinal Antecedents of the First- and Third-Person Effect of Alcohol Advertising On College Students." Scholar Commons, 2005. http://scholarcommons.usf.edu/etd/3770.
Full textAbstract:
Data collected from a survey questionnaire via personal interviews among 488 college students was used to examine relationships among attitude toward alcohol advertising, attitude toward alcohol beverages, perceived influence of alcohol advertising on oneself, perceived influence of alcohol advertising on others, and attitude toward restrictions of alcohol advertising. Results supported the hypothesized direct effect of advertising attitudes and product attitudes on attitude toward restrictions. Also supported was the indirect effect of advertising and product attitudes on attitudes toward restricting alcohol advertising via such mediators as perceived influence of the ads on self and others using the theories of first- and third- person effects. Implications for future research, public policies, and marketing practices - including responsibility marketing - are discussed.
20
Borgstam, Wilhelm, and Dimitri Koido. "Digital advertising on a regulated market : A multiple-case study in the Swedish alcohol industry." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-452388.
Full textAbstract:
In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. This paper uses a qualitative multiple case-study approach to explore, from an industry perspective, how three different companies (a whisky producer, a microbrewery, and an alcohol importer) use digital advertising to raise brand awareness on the Swedish alcohol market. The firms are relatively similar in their approaches, unanimously preferring the use of social media advertising and conducting all activities through the lens of the regulations. However, the degree to which the firms are willing to take risks and find innovative solutions to the unique problems inherent to the regulated market in question differs. Although the study is context-specific, previous research has suggested that features and market practices in one regulated market can influence another. This thesis contributes to the literature on the broader topic of advertising on regulated markets, where research is primarily written from a public health perspective.
21
Viacava, Keitiline Ramos. "Attentional bias for food and alcohol cues after exposure to commercial advertising : a consumer neuroscience approach." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2015. http://hdl.handle.net/10183/141278.
Full textAbstract:
Entender como estímulos comerciais podem afetar o comportamento e a saúde de indivíduos é uma das principais questões da neurociência do consumidor. O principal objetivo desta tese foi investigar o papel da exposição à propaganda comercial no viés da atenção para pistas relacionadas a alimentos e álcool, através de um conjunto de estudos. Encontramos similaridades no uso de conteúdo visual em anúncios de tabaco, álcool e alimentos no Brasil (estudo 1); e elevada proporção (75%) de comerciais de alimentos não saudáveis na televisão brasileira (estudo 2). Observamos que comerciais podem afetar a atenção para alimentos, e assistir TV por si só pode influenciar a avaliação e a fome subjetiva em jovens adultos (estudo 3). Os resultados também revelaram associações entre exposição à publicidade de bebidas e ativações límbico-frontal em adolescentes (estudo 4). Estes estudos representam uma tentativa de identificar potenciais fatores de risco para o aumento do consumo de alimentos e abuso de álcool.Understanding how commercial stimuli may affect individuals’ behavior and health is one of the main questions in Consumer Neuroscience. Thus, the main aim of this thesis was to investigate the role of exposure to commercial advertising on attentional bias for food and alcohol cues in a set of studies. There were similarities in the use of visuoperceptual content in advertisements for tobacco, alcohol and food in Brazil (study 1); and high proportion (75%) of unhealthy food commercials in the Brazilian television (study 2). We found that commercial advertisements can affect attention to food, and watching TV per se can influence affect and subjective hunger in young adults (study 3). Results also revealed associations between exposure to alcohol marketing and limbic-frontal activations in adolescents (study 4). Altogether, these results represent an attempt toward identifying possible risk factors for increased energy intake and alcohol misuse.
22
Kenny, Patrick. "Alcohol marketing and young people's drinking : the role of perceived social norms." Thesis, University of Stirling, 2014. http://hdl.handle.net/1893/21149.
Full textAbstract:
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.
23
Gordon, Ross. "Critical social marketing : assessing the cumulative impact of alcohol marketing on youth drinking." Thesis, University of Stirling, 2011. http://hdl.handle.net/1893/3135.
Full textAbstract:
Alcohol related harm is one of the major public health and societal concerns in the UK. Per capita alcohol consumption has risen considerably over the last twenty years and binge drinking has increased. Alcohol related harms including crime and social disorder, lost productivity, family breakdown and health harms such as rising incidence of liver disease and increases in alcohol related hospital admissions, are considerable. Particular concern has focused upon alcohol and young people, with levels of youth binge drinking in the UK among the highest in Europe and alcohol related hospital admissions of young people increasing. Furthermore, youth drinking behaviours are strong predictors of alcohol dependence in later life and contribute to long term health harms. As a result there has been an increased focus on factors that may potentially influence youth drinking behaviours including alcohol marketing. The evidence base on the impact of alcohol marketing on youth drinking has developed since the topic was first examined in the early 1980s. Recent systematic reviews have suggested a causal link between alcohol marketing and youth drinking behaviour. However gaps in the evidence base remain. The research project presented in this PhD contains six publications which aim to address these gaps, being the first longitudinal consumer study on the impact of alcohol marketing on youth drinking in the UK. The study used a critical social marketing framework to assess the cumulative impact of alcohol marketing on youth drinking, with findings intended to help upstream social marketing efforts, inform policy and regulation and targeted behaviour change interventions. The project examined the impact of alcohol marketing across a comprehensive range of communications channels including less well researched areas such as new media and sponsorship. The project involved three discrete stages of research. First, a brand website and press audit of contemporary alcohol marketing communications in the UK was conducted, supplemented by interviews with key informants from the marketing profession and regulatory bodies. Second, qualitative focus group research was conducted with young people to explore the role and meaning of alcohol in their lives and their attitudes towards alcohol marketing. Third, a two wave cohort study design featuring a questionnaire survey was conducted to assess the impact of alcohol marketing on youth drinking. The survey consisted of a two part interviewer administered and self completion questionnaire in home with 920 second year school pupils at baseline, and follow up of a cohort of 552 in fourth year. The audit revealed that alcohol marketing is ubiquitous in the UK with most brands having a dedicated website featuring sophisticated content that appeals to youth including music, sport and video games. The press audit found that alcopop brands concentrated advertising in youth magazines, and that supermarket advertising of alcohol was considerable in the printed press. Focus group research revealed a sophisticated level of awareness of and involvement in alcohol marketing among respondents across several channels. Marketing activities often featuring content with youth appeal seemed to influence young people’s well developed brand attitudes. Cross sectional regression analysis found significant associations between awareness of, and involvement with alcohol marketing and drinking status and future drinking intentions. Bivariate and multi-variate longitudinal analysis indicated that alcohol marketing was associated with youth drinking behaviour, including initiation of drinking, and increased frequency of drinking between wave one and wave two. The implications of these findings for theory, practice and public policy are discussed.
24
Meier, Deanna Amy. "Alcohol consumption among college students as a function of attitudes, intentions, and preceptions of norms." Menomonie, WI : University of Wisconsin--Stout, 2006. http://www.uwstout.edu/lib/thesis/2006/2006meierd.pdf.
Full text
25
Rubio, Berdejo Solange. "This Land: A media analysis of Latinx representation in ‘woke’ advertising." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22789.
Full textAbstract:
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.
26
Kotva, Martin. "Reklama na alkoholické nápoje a tabákové výrobky a její právní regulace." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-192602.
Full textAbstract:
This thesis is devoted to the legal regulation of tobacco and alcohol advertising in the Czech Republic. This thesis aims to evaluate the current state of legal regulation, above all from the point of view of the degree of fulfillment of achieving the social targets which led to the passing of the current legal regulation and to eliminate ascertained deficiencies. This thesis sets out the social targets, provides an overview of the development of relevant acts since 1989 and assesses the current legal regulation as to the quality of the wording of relevant acts and also as to the derived marketing practice and the judgement-making practice of the courts and of the Arbitrary commission of Rada pro reklamu. The acquiring of data necessary for the assessment of the marketing practice was achieved through a qualitative field research. Many deficiencies in the current state of legal regulation have been revealed in the course of working on this thesis. These deficiencies are addressed in the form of new "de lege ferenda" proposals, which are the principal practical outcome of this thesis.
27
Crockett, William. "The effects advertising plays on college students' moral intentions beyond purchase behavior." Honors in the Major Thesis, University of Central Florida, 2012. http://digital.library.ucf.edu/cdm/ref/collection/ETH/id/535.
Full textAbstract:
Advertisements affect our daily lives and as technology and the practice of marketing has developed over the course of history, we have become exposed to greater amounts of product and service campaigns. The purpose of advertisements is to educate the consumer with the goal of ultimately selling the product, and many companies and organizations would not be able to survive without the use of advertisements. Ultimately, it is a necessity for a business to prosper in a competitive market, but there are possible side-effects for the consumer that are beyond the intentions to buy. The purpose of this thesis is to explore the effects advertisements play on the college student in particular. Different static/multi media advertisements have been shown to various college students ranging in gender and background to discover the comprehensive ramifications of specific promotions to study the moral and ethical impact that advertisements play on students' moral intent. An analysis and conclusion will be given, along with ideas for possible future studies. Recommendations will also be stated for marketers to be morally responsible for the advertisements they portray so the audience is not effected in a way that can lead to unwanted consequences. Ultimately, the results did not support the original hypotheses, leading to thought- provoking questions concerning our current marketing practices and the effectiveness of static and multimedia advertisements on college students. Future studies need to take place to reveal the accuracy of the study and to ultimately answer the question, "Are current advertisements influencing the audience at hand?"B.A.B.A.
Bachelors
Business Administration
Marketing
28
Edstam, Karin, and Maria Rogemyr. "Den övertygande reklamen? : En analys av Pripps Blå och Norrlands Gulds reklambilder." Thesis, Örebro universitet, Institutionen för humaniora, utbildnings- och samhällsvetenskap, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-27030.
Full textAbstract:
Modern societies are generally becoming increasingly capitalist in nature and economies of these societies are thus likely to become more focused on consumer consumption. Advertising plays a vital role in contemporary society where we, as consumers and citizens, are surrounded by it everywhere we look and everywhere we go. This puts pressure on advertisers to become more creative and to explore new ways of marketing their products and services in an already saturated environment. We believe that the added pressure and the already established role of marketing in society make advertisements an interesting and telling object for analysis. This is particularly the case with regards to the concept of selling and marketing products that have qualities that are known to be less than beneficial for our health. This paper analyzes four commercial advertisements marketing beer; a product that we argue has qualities that can be seen as potentially bad for the health of individuals and for societies. The brands advertising the products, which are subject to our analysis, are Pripps Blå and Norrlands Guld. The aim was to use rhetorical and semiotic analyses to find which strategies had been employed in the advertisements to sell the above-mentioned brands, thus allowing us to study rhetorical techniques drawing on cultural conventions. Our analysis showed that each of the four advertisements in our study contained rhetorical arguments; of which a recurring argument in all of the advertisements was pathos. This was strengthened by the semiotic analysis which showed that the majority of connotations found were of an emotional character. Our conclusion is therefore that Pripps Blå and Norrlands Gulds strategy for selling their beer is to appeal to our senses and emotions rather than our logic and rationality. This strategy we believe to be founded in the cultural conventions and ideological beliefs currently existing in Swedish society.
29
Fry, Marie-Louise. "Message processing of fear-based anti-drink driving advertisements." Thesis, Queensland University of Technology, 2006. https://eprints.qut.edu.au/16381/1/Mary-Louise_Fry_Thesis.pdf.
Full textAbstract:
While overall road deaths in Australia have fallen since the late 1980's and the impact of road-safety advertising appears to be positive, alcohol-related road fatalities remain the leading cause of death among young Australian adults. Fatality and injury rates continue within this cohort despite increases in alcohol-related knowledge, continuing education efforts in the Australian school system, increased funding for police enforcement and high media presence of road safety advertising (Peder et al 2004). Notwithstanding advances in communication technologies, highly graphic, emotional, shock style television advertising remains the primary medium for road safety message dissemination. Rather than targeting those highest at-risk for drink driving, road safety advertisements typically target an undifferentiated general audience. To date understanding the process by which road safety advertising influences attitudes and behaviour has been the centre of fear arousal research. Nonetheless, there has been little examination of how young adults who differ in drink-driving risk-propensity (high versus low) respond to and process anti-drink driving advertisements designed to modify an avoidable behaviour. Taking a receiver oriented approach, the focus of this study examines how young adult, novice drivers who differ in 'need-for-sensation' (NFS) risk propensity respond to, and process, anti-drink driving advertisements that differ in arousal capacity (i.e. high, low sensation-value). The investigation was conducted in two stages: Study 1 (qualitative) and Study II (quantitative). Study I, the qualitative phase, explored by focus group interviews attitudes, perceptions, beliefs and experiences of sixty young adults aged 18 to 25 years towards alcohol consumption, drink-driving, and anti-drink driving advertising. The major qualitative finding is that young adults characterise drink-driving as a rational, deliberate, planned and accepted behaviour. Young adults were aware of the choices available for not drinking and driving and were aware of the health, social and physical (self and property) risks associated with alcohol consumption and associated behaviours. Nonetheless, the short-term personal experiences of revelry and group cohesion were more pertinent to them on an everyday basis. Alcohol consumption and drink-driving behaviour did not appear to differ between university and nonuniversity students or gender, yet there were differences in attitudes and behaviour across the degree studied within the university cohort. Study II, the quantitative phase, was segmented into three sections. First, the study provides empirical support for NFS as a relevant a priori individual differences segmentation variable for differentiating between those more likely, versus less likely, to engage in responsible drink-driving behaviour. As expected low NFS individuals were more likely to not drink and drive. Second, findings support an interaction effect between an advertisement's sensation value and individual differences variable, NFS, on response outcomes. High NFS individuals engaged in higher levels of adaptive appraisal on the high sensation-value advertisement condition as compared to the low sensationvalue advertisement condition. Low NFS individuals did not discriminate across either advertisement condition. Adaptive appraisal was not counteracted by a corresponding increase in maladaptive appraisal. Both high and low NFS individuals viewed the high sensation-value advertisement condition with high levels of perceived threat and viewed the low sensation-value advertisement with higher levels of perceived efficacy. Yet, although high NFS individuals viewed the high sensation-value advertisement with high levels of threat they simultaneously viewed this advertisement with low levels of perceived efficacy. Third, NFS was not found to be a strong predictor moderating the relationship between message processing (cognitive, sensory, narrative) and response outcomes. The findings indicate strong support for a direct relationship between two modes of message processing: cognitive and narrative processing and response outcomes. Message recipients processed anti-drink driving advertisements via two routes to persuasion. There was stronger cognitive processing evident on advertisements possessing high arousal capacity, whereas stronger narrative processing was evident on low arousal capacity advertisements. This study suggests that those advertisements that possess high arousal capacity have the capability of facilitating attention to the central argument, the consequences of drinking and driving, as well as how drinking and driving may affect the message recipients' life. Alternatively, those messages that impart high levels of rational information have the capability of increasing attention to the peripheral cues in the message. It is also suggested that different styles of message processing, central versus peripheral, act in a synergistic way to influence response outcomes which indicates that there is no single route to persuasion. Individuals process messages in a complex manner attending to various signals in order to evaluate various components of the message. For road safety practitioners and social marketers the results of this study illustrates practical benefits for the design of anti-drink driving advertisements based on the segmentation variable NFS. The finding that high NFS individuals require advertisements that possess high levels of arousal capacity (i.e.: high in sensation-value) is an important development. Importantly, low NFS individuals do not discriminate in accepting the recommendations of advertisements that differ in arousal capacity clearly suggests that they accept messages regardless of their arousal capacity. This finding indicates that the goal of road traffic authorities, advertising agencies and social marketers should be directed towards targeting high NFS individuals who are more atrisk for a drink-drive fatality. That message recipients process anti-drink driving messages via two routes to persuasion indicates that message designers need to consider the mix between the sensation-value of the message and consideration of the way message recipients' process the message, i.e. via central/systematic versus peripheral/heuristic components of the advertisement. Further investigation into the dual processing of anti-drink driving advertisements once individuals are exposed to the message is warranted to further understand the psychological processes influencing message processing. The findings of this research have important implications for both practitioners and academics. This research has provided an insight into the complexity of young adult's response outcomes and message processing of fear-based anti-drink driving messages.
30
Fry, Marie-Louise. "Message processing of fear-based anti-drink driving advertisements." Queensland University of Technology, 2006. http://eprints.qut.edu.au/16381/.
Full textAbstract:
While overall road deaths in Australia have fallen since the late 1980's and the impact of road-safety advertising appears to be positive, alcohol-related road fatalities remain the leading cause of death among young Australian adults. Fatality and injury rates continue within this cohort despite increases in alcohol-related knowledge, continuing education efforts in the Australian school system, increased funding for police enforcement and high media presence of road safety advertising (Peder et al 2004). Notwithstanding advances in communication technologies, highly graphic, emotional, shock style television advertising remains the primary medium for road safety message dissemination. Rather than targeting those highest at-risk for drink driving, road safety advertisements typically target an undifferentiated general audience. To date understanding the process by which road safety advertising influences attitudes and behaviour has been the centre of fear arousal research. Nonetheless, there has been little examination of how young adults who differ in drink-driving risk-propensity (high versus low) respond to and process anti-drink driving advertisements designed to modify an avoidable behaviour. Taking a receiver oriented approach, the focus of this study examines how young adult, novice drivers who differ in 'need-for-sensation' (NFS) risk propensity respond to, and process, anti-drink driving advertisements that differ in arousal capacity (i.e. high, low sensation-value). The investigation was conducted in two stages: Study 1 (qualitative) and Study II (quantitative). Study I, the qualitative phase, explored by focus group interviews attitudes, perceptions, beliefs and experiences of sixty young adults aged 18 to 25 years towards alcohol consumption, drink-driving, and anti-drink driving advertising. The major qualitative finding is that young adults characterise drink-driving as a rational, deliberate, planned and accepted behaviour. Young adults were aware of the choices available for not drinking and driving and were aware of the health, social and physical (self and property) risks associated with alcohol consumption and associated behaviours. Nonetheless, the short-term personal experiences of revelry and group cohesion were more pertinent to them on an everyday basis. Alcohol consumption and drink-driving behaviour did not appear to differ between university and nonuniversity students or gender, yet there were differences in attitudes and behaviour across the degree studied within the university cohort. Study II, the quantitative phase, was segmented into three sections. First, the study provides empirical support for NFS as a relevant a priori individual differences segmentation variable for differentiating between those more likely, versus less likely, to engage in responsible drink-driving behaviour. As expected low NFS individuals were more likely to not drink and drive. Second, findings support an interaction effect between an advertisement's sensation value and individual differences variable, NFS, on response outcomes. High NFS individuals engaged in higher levels of adaptive appraisal on the high sensation-value advertisement condition as compared to the low sensationvalue advertisement condition. Low NFS individuals did not discriminate across either advertisement condition. Adaptive appraisal was not counteracted by a corresponding increase in maladaptive appraisal. Both high and low NFS individuals viewed the high sensation-value advertisement condition with high levels of perceived threat and viewed the low sensation-value advertisement with higher levels of perceived efficacy. Yet, although high NFS individuals viewed the high sensation-value advertisement with high levels of threat they simultaneously viewed this advertisement with low levels of perceived efficacy. Third, NFS was not found to be a strong predictor moderating the relationship between message processing (cognitive, sensory, narrative) and response outcomes. The findings indicate strong support for a direct relationship between two modes of message processing: cognitive and narrative processing and response outcomes. Message recipients processed anti-drink driving advertisements via two routes to persuasion. There was stronger cognitive processing evident on advertisements possessing high arousal capacity, whereas stronger narrative processing was evident on low arousal capacity advertisements. This study suggests that those advertisements that possess high arousal capacity have the capability of facilitating attention to the central argument, the consequences of drinking and driving, as well as how drinking and driving may affect the message recipients' life. Alternatively, those messages that impart high levels of rational information have the capability of increasing attention to the peripheral cues in the message. It is also suggested that different styles of message processing, central versus peripheral, act in a synergistic way to influence response outcomes which indicates that there is no single route to persuasion. Individuals process messages in a complex manner attending to various signals in order to evaluate various components of the message. For road safety practitioners and social marketers the results of this study illustrates practical benefits for the design of anti-drink driving advertisements based on the segmentation variable NFS. The finding that high NFS individuals require advertisements that possess high levels of arousal capacity (i.e.: high in sensation-value) is an important development. Importantly, low NFS individuals do not discriminate in accepting the recommendations of advertisements that differ in arousal capacity clearly suggests that they accept messages regardless of their arousal capacity. This finding indicates that the goal of road traffic authorities, advertising agencies and social marketers should be directed towards targeting high NFS individuals who are more atrisk for a drink-drive fatality. That message recipients process anti-drink driving messages via two routes to persuasion indicates that message designers need to consider the mix between the sensation-value of the message and consideration of the way message recipients' process the message, i.e. via central/systematic versus peripheral/heuristic components of the advertisement. Further investigation into the dual processing of anti-drink driving advertisements once individuals are exposed to the message is warranted to further understand the psychological processes influencing message processing. The findings of this research have important implications for both practitioners and academics. This research has provided an insight into the complexity of young adult's response outcomes and message processing of fear-based anti-drink driving messages.
31
John, Kevin Kimball. "Adolescent Interest in Alcohol Responsibility Messages: The Message Matters." Diss., CLICK HERE for online access, 2009. http://contentdm.lib.byu.edu/ETD/image/etd3204.pdf.
Full text
32
Robinson, Neil. "Alcohol Restraint Television Advertisements Targeted At Adolescents : A Three-way Comparison Of Reinforcement Styles On Attitude To The Advertisement, Attitude To The Cause And Attitude To The Act." Thesis, Edith Cowan University, Research Online, Perth, Western Australia, 2003. https://ro.ecu.edu.au/theses/1501.
Full textAbstract:
Adolescent binge-drinking is an area of great concern in Australia as it is with many other developed countries around the world. Every year in Australia, Commonwealth and State health authorities invest considerable resources into trying to address this issue and the results have been described as being at best, mixed. Health promotion initiatives such as school programmes, media promotion and health programmes coupled w1th restrictions on supply of alcohol are all used to try and curb the incidence of adolescent binge drinking. In recent years television advertising has specifically been used to try and curb the incidence of adolescent binge-drinking behaviour. The aim of this study was to look more closely at the likely effectiveness of those advertising executions that are now commonly used to influence adolescents' attitudes and behaviours toward alcohol. To this end, three advertising executions were presented to 720 Perth school students who were mostly aged between 14-15 years old. The three advertising executions differed in that one was of a positive appeal execution type, one was of a negative advertising execution type, and the other was of a 'combination' negative/positive advertising execution type. After a review of the literature the expectation was that the combination advertising execution would most likely be the most effective advertising executions. The findings of this study were however, different to expectation. It was found that the negative execution performed similarly or perhaps even marginally better than the combination execution. In contrast, the positive execution appeared to carry less impact with adolescent audiences suggesting that of the three execution styles it is probably the least effective method for communicating to adolescents about alcohol restraint. In addition to these investigations into advertising executions other background research was also conducted. This research explored adolescent attitudes toward the whole idea of anti-binge drinking advertising. This area of investigation was thought to be important because marketing theory suggests that advertising requires positive attitudes from it's audiences to work at an optimum level. For example, it has been suggested that a positive attitude toward an advertisement not only makes the audience more receptive but it also makes consumers more approving of the product (or in this case the cause), and mane likely to act on the information. Adolescents were generally found to be concerned about alcohol abuse and seemed to be generally supportive of health promotion initiatives. These finding have therefore been discussed in this dissertation keeping in mind those findings regarding the three advertising executions. It is believed that studies such as this are of importance to our communities. It is for example, anticipated that the results from such studies have the potential to assist health promotion planners to plan their health promotion strategies mane effectively in future. It should be added too, the implications of studies such as these are that health promotion planners will not only be assisted in the future in the area of adolescent binge-drinking but also in other areas of health such as in the areas of illicit drug use, smoking or diet and exercise strategies.
33
Tribunella, Kari. "A content analysis of alcohol incidents on ABC, CBS, FOX, and NBC during prime-time television in 2001." Virtual Press, 2001. http://liblink.bsu.edu/uhtbin/catkey/1221307.
Full textAbstract:
Within the past twenty years, an abundant amount of research has been done on how alcohol advertising and alcohol portrayals affect society. The most common studies have examined the influence alcohol advertising and alcohol portrayals have or do not have on adolescents, the relationship between alcohol content and the level of consumption, and how adults and under-age drinkers perceive drinking incidents.The present study is a content analysis examining how four networks- ABC, CBS, FOX, and NBC vary in the amount of alcohol incidents shown in prime-time programming.The two-week study began on Sunday, May 20, 2001 and ended on Saturday, June 2, 2001 from 8 to 11 p.m. each evening. Alcohol incidents were classified as either a physical or verbal reference, as well as an appearance. Physical references were further categorized as the type of theme represented, the venue of the incident, and the type of drink involved.The findings suggest that the FOX and NBC networks air programs that present more alcohol incidents and themes of socialization than ABC and CBS. Therefore the researcher concludes that because of the target audience age is younger for FOX and NBC, these networks are more inclined to show more alcohol incidents and socialization themes versus the ABC and CBS networks, which have an older target viewing audience.Department of Journalism
34
Antovska, Stojna. "Analysis of the Spirits Market and Potencial Implications for Marketing Strategy in Macedonia." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-71819.
Full textAbstract:
Although mostly associated with the harmful consequences of alcohol abuse over the public health, the industry of distilled spirits represents a very important and substantial part of the economy. Nowadays, the spirits industry does not only consist of alcoholic beverages; but it is part of many cultures, creates a certain image, and provides additional incomes for the economy in the form of taxes and excises, as well as job creation. The main aim for writing this paper on this topic was to analyze the Macedonian spirits market and to suggest a marketing strategy through making parallel comparisons between specifics in different spirits markets in the world and the spirits industry in Macedonia. Working in the spirits market industry requires careful execution of the company's strategies and policies, while respecting all the legislation procedures. That is why when entering the spirits market; a good and essential analysis is necessary.
35
Van, Der Spuy Tiaan. "Advertising effectiveness in the alcoholic beverage industry of South Africa : measuring the influence of branded liquor advertising on consumption levels." Thesis, Stellenbosch : Stellenbosch University, 2011. http://hdl.handle.net/10019.1/21375.
Full textAbstract:
Thesis (MBA)--Stellenbosch University, 2011.ENGLISH ABSTRACT: Objective: The purpose of the present study is to empirically examine the relationship between brand-level alcohol advertising and alcohol consumption in South Africa. The effect that price has on alcohol consumption is also investigated in the analysis. Method: Using secondary quantitative time series data that include observations of brand-level sales volume, segment volume, brand-level market share, brand-level retail selling price (RSP) and brand-level advertising expenditure (spanning a 32 month period), statistical techniques such as tests for stationarity and co-integration were conducted to assess the association between the various constructs. Results: It was found that between January 2007 and August 2009, a period that included an economic downturn, own-brand advertising had little or no effect on brand-level sales volume (or consumption), segment sales volume and brand level market share. Conversely, price had a significant effect on sales volume, explaining between 48% and 56% of the variation in sales volume at brand-level and between 21% and 31% of the variation in brand-level market share. Conclusion: The results suggest that brand-level advertising has no significant immediate effect on consumption levels in the South African liquor industry, while the price of alcoholic beverages does have a significant immediate effect.
36
Mattheus, Jared Cameron. "The relationship between sales promotion techniques and consumer off-take and attitude within the SA non-alcoholic ready to drink market." Thesis, Nelson Mandela Metropolitan University, 2016. http://hdl.handle.net/10948/11586.
Full textAbstract:
Over the past decade there has been a shift in marketing spend from above the line advertising, to below the line advertising commonly referred to as promotions. This has been brought about by recessionary economic conditions, increased competition, rising media costs and long term profitability prospects. Many fast moving consumer goods’ (FMCG) companies are shifting a large portion of their marketing spend from advertising to sales promotion. This has occurred because of consumers becoming more prone to deals, declining brand loyalty and the growing power of major retail chains. Sales promotion spend can comprise of as much as 50% of the marketing budget in certain industries and the majority of the marketing budget for most FMCG companies. This has been heightened further by the global financial recession which has both direct and indirect effects on South Africa. Approximately 70% of purchasing decisions are made in store by understanding how these decisions are made and how to influence them is essential in developing an effective marketing strategy. Besides product characteristics, promotional techniques are among the most popular instruments used by marketers to influence this process. Global trends show that 83% of all senior marketers increase or maintain spend on promotional merchandise year on year. However, they had limited insight into how to best spend the funds or if they even achieved their intended purpose. Despite the rise in promotional activity, especially in the FMCG sector, limited research has been conducted on the influence and effectiveness in South Africa. The purpose of this treatise, then, is to examine addresses the paucity in research with regard to consumer sales promotions in the non-alcoholic ready to drink (NARTD) market, particularly within South Africa. By developing a relationship model to measure the influence and effectiveness of selected sales promotion techniques on consumer off-take and attitude. That can be used by organisations to retain consumers, grow market share, improve brand equity and achieve higher profitability. Equipping marketers with an improved understanding of the impact of sales promotion techniques and consumer buying patterns within the South African NARTD market and delivering value to consumers through targeted promotions. In order to achieve this goal a thorough literature review was performed which drew on both academic- and industry-based research. This led to the development of a conceptual relationship model which was tested using rigorous measures incorporating questionnaire-style, quantitative data collection and statistical analysis. The research revealed that sales promotion techniques are an important element of a successful marketing strategy and when correctly executed deliver positive business results. FMCG companies operating within the NARTD market need to ensure that they incorporate sampling and premiums into their marketing mix even if this requires them to reduce their spend on above the line marketing activities. Ultimately, sampling and premiums were found to be effective sales promotion techniques within the South African NARTD market and have the ability to positively influence consumer off-take, brand love and buying behaviour.
37
Tye, Robyn. "Nelson Mandela Metropolitan University students' perceptions of television advertisements for four SAB beer brands." Thesis, Nelson Mandela Metropolitan University, 2013. http://hdl.handle.net/10948/d1021122.
Full textAbstract:
This research study aimed to provide the South African beer industry and their advertising representative with insights into 18-28-year-olds’ perceptions of the communicated messaged in beer advertisements. This included the use of social and cultural references to attract their attention and the suggestions made by the advertisements about the consumption of beer in certain contexts. This research study aimed to determine the selected sample’s (NMMU students) perceptions of four South African Breweries beer brands, namely Castle Lager, Castle Lite, Carling Black Label and Hansa Pilsener, in terms of their use of references to social and cultural identity of males and females in South Africa within their television advertisements. The survey questionnaire helped determine what the selected sample’s perceptions were of each advertisement, and whether they fully understood the desired communicated message. It also helped to understand whether each advertisement captured their attention. A semiotic analysis of each advertisement was conducted to deconstruct the advertisements and to determine if they do contain elements of social and cultural identity in an attempt to sell products to their target audiences, or to affect the perceptions of the brand and drinking beer in general. This was achieved by examining the signs and imagery in each advertisement, looking specifically at the representamen, interpretant and object using Pierce’s model of a sign.Hierdie navorsingstudie is daarop gemik om die Suid-Afrikaanse bierbedryf en sy adverteerders ‘n beter begrip te gee van verbruikers tussen die ouderdomme van 18-28, se waarnemings van die boodskappe in bieradvertensies. Dit sluit in die gebruik van sosiale en kulturele verwysings, wat veronderstel is om die verbruikers se aandag te trek, asook die suggesties wat deur die advertensies gemaak word met betrekking tot die verbruik van bier in ‘n bepaalde konteks. Die studie moes ook die gekose monster (“selected sample”), nl. die NMMU-student se persepsies bepaal van vier handelsname van die South African Breweries, naamlik Castle Lager, Castle Lite, Carling Black Label en Hansa Pilsener, en in watter mate daar in bieradvertensies oor die televisie verwys word na die sosiale en kulturele identiteit van Suid-Afrikaanse mans en vroue. Die meningspeiling het die groep se waarnemings van elke advertensie, asook of die boodskap wat gekommunikeer is ten volle verstaan word, ondersoek. Die vraelys kon ook vasstel of die advertensies hulle aandag getrek het. ‘n Semiotiese ontleding van elke advertensie is gedoen, om die advertensies te dekodeer en sodoende vas te stel of die adverteerders elemente van sosiale en kulturele identiteit gebruik het om hul produkte aan die teikenmarkte te verkoop, of om die idees rondom die handelsnaam en bier oor die algemeen te beïnvloed. Aan die hand van Peirce se semiotiese model is die tekens en beelde in elke advertensie bestudeer.
38
LeCoe-Cannucci, Kathleen Dianne. "Social construction of sexual equality in distilled beverage advertising." PDXScholar, 1989. https://pdxscholar.library.pdx.edu/open_access_etds/4058.
Full textAbstract:
One aspect of the role of advertising in the process of maintaining and reinforcing or challenging the socially constructed worlds of maleness and femaleness, and especially the portrayal of the "woman's place," was explored in this study.
39
Wilson, Ryan Leslie. "Control measures in South Africa surrounding the tobacco and alcoholic beverage industry." Thesis, Stellenbosch : Stellenbosch University, 2008. http://hdl.handle.net/10019.1/22017.
Full textAbstract:
Thesis (MComm)--Stellenbosch University, 2008.ENGLISH ABSTRACT: The tobacco industry of South Africa has fallen under strict legislation and control measures from the South African government since the passing of the initial Tobacco Products Control Act, 1993. Further amendments have been made to the initial act, namely Tobacco Products Control Amendment Act, 1999 and the proposed Tobacco Products Control Amendment Bill, 2004. This assignment emerges against the backdrop of the alcoholic beverage industry coming under similar scrutiny to that of the tobacco industry from government legislation and control measures The main objective of this assignment was to discover the similarities, if any, between the tobacco industry and the alcoholic beverage industry of South Africa, specifically with regard to their advertising practices before legislation. The purpose of this assignment is to discover whether or not the alcoholic beverage industry can learn from the example of the tobacco industry in order to maintain its self-regulation, rather than to fall under the control of State regulation and legislation. The literature and empirical study sought to achieve the following four objectives: 1.) To gain a thorough understanding of the tobacco legislation on a global scale; 2.) To analyse the control measures and legislation of tobacco in a South African context; 3.) To identify any similarities between the tobacco industry and alcoholic beverage industry of South Africa and 4.) To identify means in which the alcoholic beverage industry can work with the State in order to maintain the self-regulation of its industry. Findings indicate that similarities arise when comparing tobacco and alcohol, as both of them have addictive qualities, are often used from a very young age and both have laws prohibiting sale to minors. The success gained in South Africa with regard to anti-tobacco initiatives and government legislation since the introduction of the first Tobacco Act in 1993, has led to certain members of society feeling that similar, if not the same, strict strategies and / or legislative measures should be used to address the public health problems relating to alcohol.
AFRIKAANSE OPSOMMING: Die Suid-Afrikaanse tabaknywerheid val onder streng wetgewing en beheermaatreëls deur die Suid-Afrikaanse regering sedert die aanvanklike Wet op die Beheer van Tabakprodukte, 1993 aanvaar is. Verdere wysigings op die aanvanklike wet is aanvaar, naamlik die Wysigingswet op die Beheer van Tabakprodukte, 1999 en die voorgestelde Wysigingswetsontwerp op die Beheer van Tabakprodukte, 2004. Hierdie werk spruit voort teen die agtergrond van die alkoholdranknywerheid wat onder 'n soortgelyke soeklig geplaas is as die tabaknywerheid by wyse van regeringswetgewing en beheermaatreëls. Die hoofoogmerk van hierdie werk was om die ooreenkomste, indien enige, vas te stel tussen die tabaknywerheid en die alkoholdranknywerheid van Suid-Afrika, spesifiek met betrekking tot hul adverteringspraktyke vóór wetgewing. Die doel van hierdie werk was om vas te stel of die alkoholdranknywerheid uit die voorbeeld van die tabaknywerheid kan leer aldan nie, met die oog op die voortsetting van sy selfbeheer, eerder as om onder die beheer van Staatsregulering en wetgewing te val. Die bronmateriaal en empiriese studie was daarop toegespits om die volgende vier doelwitte te bereik: 1.) Om 'n behoorlike begrip te verkry van tabakwetgewing op 'n globale skaal; 2.) Om die beheermaatreëls en wetgewing oor tabak in 'n Suid-Afrikaanse konteks te analiseer; 3.) Om enige ooreenkomste tussen die tabak- en die alkoholdranknywerheid in Suid-Afrika te identifiseer en 4.) Om wyses te identifiseer waardeur die alkoholdranknywerheid met die Staat kan saamwerk om die selfbeheer van die nywerheid te behou. Bevindinge dui aan dat ooreenkomste wel ontstaan wanneer tabak en alkohol met mekaar vergelyk word, veral omdat albei verslawende eienskappe bevat, dikwels deur persone vanaf 'n baie jong ouderdom gebruik word en dat wetgewing albei verbied om aan minderjariges verkoop te word. Die sukses wat in Suid-Afrika rakende anti-tabakinisiatiewe en wetgewing behaal is sedert die inwerkingstelling van die eerste Wet op die Beheer van Tabak in 1993 het daartoe gelei dat sekere lede van die gemeenskap van mening is dat soortgelyke, indien nie dieselfde nie, streng strategieë en/of wetgewende maatreëls aangewend behoort te word om die openbare gesondheidsprobleme rakende alkohol aan te spreek.
40
Henningsson, Carolina, and Henrietta Thönnersten. "The Right One : En studie av användningen av könsstereotyper i tryckt alkoholreklam i svensk månadspress." Thesis, Linköpings universitet, Kultur, samhälle, mediegestaltning, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-68970.
Full textAbstract:
Syftet med uppsatsen är att titta på om de stereotypa bilderna som tycks finnas av män och kvinnor i reklam stämmer; som att rosa drar till sig en kvinnas uppmärksamhet eller att en stilren bild attraherar män mer än kvinnor. Eftersom annonserna vi har valt kommer från en typisk herrtidning och en typisk damtidning hoppas vi på att kunna komma fram till att det finns distinkta skillnader i hur män och kvinnor reagerar på de sex annonser vi har valt ut. Vi vill försöka komma fram till detta genom att använda oss av de fråg<br>eställningar som är nämnda nedan. Vår huvudfrågeställning kommer att vara som följer: Finns det i svensk alkoholreklam en stereotyp bild av en manlig respektive kvinnlig konsument av alkoholreklam och hur ser i så fall dessa ut? Vi kommer även att använda oss av underfrågor som kan kopplas till huvudfrågeställningen. Dessa kommer vara: Hur reagerar olika målgrupper på reklam som riktas mot dem samt andra målgrupper? Går det att genom enkäter hitta vad det är som män respektive kvinnor finner intressant och iögonfallande? Går det att genom att undersöka annonser se vilka element som är tänkta att attrahera ett visst kön? Går det att rikta alkoholannonser mot ett kön på ett sådant vis att det andra könet blir helt exkluderat? Genom dessa frågor hoppas vi på att kunna hitta vad en stereotypt manlig respektive kvinnlig konsument reagerar på i annonser för alkohol och vad de identifierar sig själva med i denna. Vi kommer även genom dessa frågor titta på om de som har skapat annonserna har lyckats med sin uppgift eller om de har dragit till sig en annan publik än den som var den huvudsakliga målgruppen. Ifall reklammakaren inte har lyckats med att nå sin målgrupp kommer vi att diskutera vad som kan ha varit anledningen till detta. Vi hoppas att uppsatsen ska kunna bli ett underlag till vidare diskussioner kring huruvida reklam når sin från början tänkta målgrupp. Kan de stereotyper som skapas i och med vår analys av reklamerna sägas stämma överens med den målgrupp som attraheras av reklamen eller är den stereotyp som tycks ha används vid produktionen av reklamen helt utdaterad?
41
Maknavičiūtė, Vaida. "Alkoholinių gėrimų reklamos situacija Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2008. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20080620_113922-13237.
Full textAbstract:
Darbo tikslas. Išanalizuoti alkoholinių gėrimų reklamos situaciją Lietuvoje, gyventojų požiūrį į jos draudimą.
Darbo uždaviniai.
1. Išanalizuoti esamą alkoholinių gėrimų reklamą.
2. Nustatyti moksleivių požiūrį į alkoholinių gėrimų reklamą.
3. Nustatyti gyventojų požiūrį į alkoholinių gėrimų reklamos draudimą.
4. Išanalizuoti esminius reklamos kūrimo principus, įvertinti jų naudojimą reklamuojant alkoholinius gėrimus.
5. Įvertinti esamos alkoholinių gėrimų reklamos atitikimą egzistuojančiai įstatyminei bazei, jos pobūdį.
Tyrimo metodika. 2007 m. rugsėjo mėn. alkoholinių gėrimų reklamos monitoringo duomenų analizė. Viešosios nuomonės tyrimas. Alkoholinių gėrimų reklamos analizė, atitikimas įstatyminei bazei. Kokybinis moksleivių nuomonės tyrimas.
Rezultatai. Lyginant televiziją, spaudą, radiją bei lauko reklamą, daugiausiai alkoholinių gėrimų reklamų 2007 m. rugsėjo mėnesį buvo televizijoje, čia reklama pasiekia daugiausiai gyventojų. Nors stipriųjų alkoholinių gėrimų reklamos transliacijos laikas televizijoje ribojamas, tačiau jas matė 56 proc. tyrime dalyvavusių moksleivių, o 44 proc. apklaustųjų nurodė stipriųjų alkoholinių gėrimų reklamas matę spaudoje. Beveik pusė apklaustų respondentų pritaria alkoholinių gėrimų reklamos uždraudimui. Nors alkoholis yra ypatinga ir valstybės kontroliuojama prekė, jo reklamai naudojamos beveik visos priemonės, kurios naudojamos ir kitų prekių ar produktų reklamai.
Išvados.
1. Dažniausiai alkoholiniai gėrimai reklamuojami televizijoje ir... [toliau žr. visą tekstą]Aim of the study. To analyze the situation of alcohol advertising in Lithuania and the attitude of Lithuanians towards the ban of alcohol advertising. Objectives. 1. To analyze the advertising of alcoholic beverages. 2. To identify the attitude of school students towards the advertising of alcoholic beverages. 3. To determine the attitude of Lithuanian inhabitants towards the ban of alcohol advertising. 4. To analyze the fundamental principles of how advertising is being created and to estimate its application while advertising alcoholic beverages. 5. To evaluate if the current advertisements of alcoholic beverages conform with the present legal basis and its nature. Methods. Gathered data analysis using monitoring of alcoholic beverage advertisements. Public opinion poll. Advertising analysis of alcoholic beverages and its conformance with legal basis. The quantitative school’s pupil’s survey. Results. After comparing the number of advertisements showed on television, print press, radio and outdoor ads showed in September of 2007, it was identified that most of alcoholic beverage ads were showed on TV, as this kind of advertising reaches the majority of people. Although the broadcast time for advertising strong alcoholic beverages on TV is restricted, these ads were seen by 56 percent of pupils participating in the research and 44 percent admitted seeing strong alcoholic beverage ads in the printing press. Almost half of the polled pupils approve the banning of advertising... [to full text]
42
Pekárek, Kamil. "Právní ochrana spotřebitele se zaměřením na reklamu a regulaci užívání alkoholických nápojů." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162337.
Full textAbstract:
Thesis deals with problems in legal as well as non legal regulations of alcohol usage in Czech Republic. I analyse the development of laws and current version of legal regulations on alcohol availability for young people in Czech Republic. I compare the Czech legislative to legislative in other countries. I analyse different approach to alcohol drinking in varied societies. During work on the diploma thesis, the Czech government declared a prohibition on alcohol trade. I evaluate the Czech approach and compare this prohibition with prohibitions in other countries. Finally, I evaluate Czech regulations of alcohol advertisments, and describe several court decisions (and self-regulatory board decisions) in alcohol advertising. The aim of thesis is to find the positive and negative aspects of legal and non-legal regulations in individual countries and propose new solutions to current alcohol problems.
43
Custodio, Luciana Freitas. "Novas configurações na publicidade: análise do uso de estratégias e táticas diferenciadoras na publicidade de bebidas alcoólicas destiladas." Pontifícia Universidade Católica de São Paulo, 2009. https://tede2.pucsp.br/handle/handle/5266.
Full textAbstract:
Made available in DSpace on 2016-04-26T18:18:19Z (GMT). No. of bitstreams: 1
Luciana Freitas Custodio.pdf: 5848193 bytes, checksum: f845a7dd73fdc508723e1c85cd62ae97 (MD5)
Previous issue date: 2009-10-13Conselho Nacional de Desenvolvimento Científico e Tecnológico
This paper studies the distilled spirits ad announcers that, having their ads restricted by the Regulation (BRA) No 9.294 and by CONAR, search for alternative ways of communication and persuation of their targets. It were examined the differentiative strategies and tactics of communication used by those ad announcers, once it is forbidden to advertise that kind of drink on radio and television networks between six AM and nine PM. Also the advertising shall not link alcohol consumption to sports or to driving nor create the impression that the consumption of alcohol contributes towards a better performance of any activity or social and sexual success. To avoid these restrictions the ads had the intention to produce sensation of innovation and unconventionality towards an effective idea for brand communication and product selling. The starting point was the notion of the conventional media banalization such as television, outdoor, magazine advertisement, etc. and as a consequence the indifference of the receivers to those advertising messages that use traditional media. The research adopted concepts such as guerrilla marketing, coined by J. Conrad Levinson and the studies of Bauman about the consumption in Liquid Life . The Peircean Semiotic method from the point of view of Lucia Santaella was adopted to analyze the advertising campaign in the last chapter. The corpus analysis is composed by campaigns that adopted differentiative communication strategies to communicate and promote the distilled spirits during the period 2000-2009
Este trabalho estuda os anunciantes de bebidas alcoólicas destiladas que, tendo sua propaganda regulada pela Lei n° 9.294 e pelo CONAR procuram formas alternativas para comunicar e persuadir o público-alvo. Examinaram-se as estratégias e táticas diferenciadoras de comunicação utilizadas por estes anunciantes, uma vez que a veiculação nas emissoras de rádio e televisão da propaganda dessas bebidas durante o período compreendido entre as seis e as vinte e uma horas é proibida, bem como a associação do consumo desses produtos ao esporte, à condução de veículos, ao desempenho saudável de qualquer atividade e a imagens ou idéias de maior êxito pessoal ou de melhor desempenho sexual. Para evitar essas proibições, os anúncios buscaram produzir sentidos de inovação e de inusitado, em direção a uma idéia eficaz para a comunicação de marcas e venda de produtos. Partiu-se da noção de um estado de banalização das mídias convencionais, como televisão, outdoors, anúncios impressos em revistas, etc. e a consequente indiferença dos receptores a estas mensagens publicitárias veiculadas nos meios tradicionais. A pesquisa adotou conceitos, como o de marketing de guerrilha, cunhado por J. Conrad Levinson e os estudos de Bauman sobre o consumo na Vida Líquida . Do ponto de vista metodológico, na análise da campanha publicitária no último capítulo, foi empregada a semiótica peirceana, sob o ponto de vista de Lucia Santaella. O corpus de análise é composto por campanhas que adotaram estratégias de comunicação diferenciadas para comunicar e promover as bebidas alcoólicas destiladas no período de 2000 a 2009
44
Cortopassi, Leonardo Luiz Figueira. "O beber alcoolizado: uma análise semântico-histórica de comerciais de bebidas alcoólicas." Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/8/8147/tde-30072008-114035/.
Full textAbstract:
Esta dissertação busca analisar processos de produção de sentidos sobre bebidas alcoólicas, utilizando os princípios da Semântica Histórica da Enunciação e da Análise de Discurso. Os usos da língua e os sentidos relacionados às bebidas alcoólicas são socialmente relevantes porque a produção e o consumo de bebidas alcoólicas constituem um setor significativo da economia, além de seus aspectos culturais, ou seja, o consumo tradicional de bebidas alcoólicas em certas ocasiões sociais, a polêmica sobre saúde e álcool e o simbolismo de algumas bebidas como bebidas nacionais. Para realizar nosso objetivo, selecionamos e analisamos um corpus de comerciais brasileiros e britânicos de bebidas alcoólicas para TV. Notando que os comerciais constituem sentidos evidentemente positivos para as bebidas, também incluímos um corpus de textos jurídicos brasileiros e britânicos, cujos sentidos tendem a apresentar as bebidas alcoólicas como perigosas. Para a Semântica Histórica da Enunciação, o sentido é constituído numa interação social que é historicamente determinada. Assim, os conceitos de designação (o sentido de um nome como relação histórico-lingüística) e enunciação (o acontecimento constituído pelo uso da língua), são importantes para esta análise. Apoiamo-nos, também, no diálogo estabelecido entre a Semântica Histórica com a Análise de Discurso, que busca (entre outras conexões) explicar a constituição do sujeito como um posicionamento do sujeito no interdiscurso ou memória discursiva. Este é um estudo contrastivo. Há uma comparação do funcionamento semânticodiscursivo de comerciais de TV que são produzidos e assistidos em duas sociedades diferentes. Portanto, os efeitos de sentido são muito diversos em alguns casos e semelhantes em outros. No caso dos textos jurídicos sobre álcool, também há algumas diferenças. No contraste entre os comerciais brasileiros e britânicos, observamos variações claras no modo de constituição de algumas posições de sujeito. Por exemplo, as posições de sujeito para homem e mulher. A posição de sujeito do consumidor de bebida alcoólica também está presente nos comerciais. Ambos os corpora tendem a sugerir um consumo intenso, mas o fazem de modos distintos. Os comerciais brasileiros apresentam o ato de beber principalmente como parte de celebrações coletivas. Os britânicos enfatizam mais um beber individual e utilizam efeitos especiais com mais freqüência. Analisamos outros aspectos dos comerciais com a inclusão dos códigos de auto-regulamentação publicitária na análise. O discurso jurídico funciona como uma espécie de contraponto ao discurso publicitário sobre a bebida alcoólica. O conflito das leis com os comerciais é sugerido, pois as leis brasileiras e britânicas punem certos casos de consumo e venda de bebidas alcoólicas, embora as infrações a essas leis no Reino Unido pareçam ter conseqüências ligeiramente diferentes no Brasil. A produção de sentidos nos corpora que analisamos é variável. A constituição de sentidos depende (entre outras razões) das relações interdiscursivas que se estabelecem. Destarte, os papéis e relações entre os discursos que analisamos podem ser interpretados de outras formas.This dissertation aims at analysing the production of meaning about alcoholic drinks relying on the principles of Historical Semantics of the Utterance as well as those of Discourse Analysis. Language uses and meanings related to alcoholic drinks are socially relevant, as the production and consumption of alcoholic drinks are part of a significant sector of the economy, besides other aspects, i. e., the traditionally established consumption of alcohol on certain social occasions, the controversy over health and alcohol and the symbolic positioning of some alcoholic beverages as national drinks. To fulfill our purpose we selected and analysed a corpus of Brazilian and British alcoholic drink TV ads. Upon realization that the ads attached overwhelmingly positive meanings to the drinks, we also included a corpus of Brazilian and British legal texts whose meanings about alcoholic drinks tend to present them as dangerous. For Historical Semantics of the Utterance, meaning is constituted out of social interaction which is historically determined. Thus, the concepts of designation (meaning of a name as a linguistic, historical relation) and utterance production (the \"happening\" constituted by the use of language) are important for this analysis. This historical semantics establishes a dialog with Discourse Analysis as it (among other connections) seeks to account for the constitution of the subject as the occupation of a position in the interdiscourse or discursive memory. This study is contrastive in nature. It compares the semantic and discursive functioning of TV ads that are produced and viewed in two different societies. Therefore the meaning effects are sometimes similar and sometimes greatly different. In the case of legal texts about alcohol there are also some differences. In the contrast between Brazilian and British TV ads, we could observe clear variation in the way some subject positions are constituted, for instance, the subject positions for man and woman. The subject position of alcohol consumer is also at stake in the ads. Both TV ad corpora tend to suggestively stimulate intense consumption, but they do so in different ways. The Brazilian ads present the act of drinking, mainly as part of collective celebrations, whereas the British ads place more emphasis on individual drinking and use visual effects more frequently. Some other features of the ads are heeded as the Brazilian and British advertising self-regulated codes are included in the analysis. The laws function as a kind of counter-discourse to the advertising discourse about alcohol. The conflict of the laws with the ads is suggested as Brazilian and British laws punish certain instances of alcohol consumption and sale, although the consequences of breaching these laws in the UK seem slightly different in Brazil. The meaning production about alcoholic drinks in the corpora that we analysed are variable as meaning in general depends on the interdiscursive relations which are established, so that the roles and relations between the discourses that we analysed can be interpreted in other ways.
45
Nordberg, Rickard. "Subliminal priming : Manipulation till att välja en specifik kulör på plastpåse." Thesis, Mälardalens högskola, Akademin för hälsa, vård och välfärd, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-24822.
Full textAbstract:
Primad information är lättare tillgängligt i minnet och kan således lättare bli igenkänt. Förutsättningar för priming är bland annat subliminal perception, mål, tillförlitlighet, icke vaksamt och icke vanemässigt. Studiens syfte är att få bredare förståelse gällande subliminal primings påverkan. Frågeställningen var om kunder i en affär kan manipuleras, primas, till att ta en specifik kulör på plastpåse vid kassan samt om det finns någon könsskillnad vid effekten av priming. Deltagarna var 490 kunder, varav 333 män. Två olika skyltar med olika kulörer placerades vid kassan. Det noterades om kunderna valde den primade kulören på plastpåse eller inte. Kontrollgruppen bestod av 117 personer och dessa fick inte se någon skylt. Resultatet visade en signifikant skillnad, deltagarna valde samma kulör på plastpåse som skylten. Inga könsskillnader påträffades. Forskning visar att primingeffekter kan motstridas genom att individen gör sig medveten av potentiell omedveten påverkan.Primed information is more accessible in memory and can thus easily be recognized. Prerequisites for priming include subliminal perception, goals, reliability, non alert and non habitually. The study aims to gain broader understanding regarding subliminal primings influence. The purpose of this thesis was to see whether the customers in a store could be manipulated, primed, to take a specific colour on plastic bags at checkout and if there are any gender differences in the effect of priming. Participants were 490 customers, of whom 333 men. Two different signs with different colours were placed at the checkout. It was noted if customers chose the primed colour of the plastic bag or not. The results showed a significant difference, the participants chose the same colour on the plastic bag as the sign. No gender differences were found. Research shows that priming effects can be opposed if people make themselves aware of potential unconscious influences.
46
Grahn, Graeme Aubrey. "Mobile customer relationship marketing: a tool to create competitive advantage within the licensed liquor industry." Thesis, Cape Peninsula University of Technology, 2013. http://hdl.handle.net/20.500.11838/1704.
Full textAbstract:
Master of Technology Marketing Management
in the Faculty of Business
at the Cape Peninsula University of Technology, 2013The advent of IT technology in particular, mobile technology has forced most of the private sector to re-evaluate how they interact and communicate with their intermediaries. Since the early 1990s most businesses have put the intermediary at the centre of their business by means of business strategies like Customer Relationship Management (CRM) solutions. However, the speed at which technology is evolving is forcing businesses to evaluate new and alternative means of managing intermediary relationships, as intermediaries now drive the economy, not businesses. The very essence of a good CRM programme is its reliance on an IT system which is advanced enough to analyse the captured intermediary data, transform that data into usable knowledge, which is then stored in a centralised, crossfunctional database or data warehouse. Most businesses agree that the goal of CRM solutions is to maximise business profits by maximising the value of interaction with intermediaries. Successful CRM businesses have strong, clearly defined business strategies that focus on the intermediary and generate a process-orientated view of the organisation. CRM functionality therefore creates a single view of the intermediary and the business as well as support to the Marketing, Sales, Order, Production and Service processes. This dissertation investigated the CRM functionality within the Fast Moving Consumer Goods (FMCG) wholesale and retail liquor sector of the City of Cape Town, paying particular attention to the three channels that the liquor industry operate in. These three channels are segmented as the formal Off-premise consumption, formal On-premise consumption and the Informal Main market. The formal Off-premise consumption channel consist of the mainstream convenience and self-service liquor retailers where stock is purchased and consumed at another location by the end user. The formal On-premise consumption channel consists of venues where patrons purchase and consume liquor on the spot. The informal Main market, which is dominated by shebeens and taverns, is a combination of the Off- and On-premise consumption channels where bottle purchases and consumption occur on site together. This dissertation investigates one primary and four secondary questions within these channels. The primary question will establish whether a mobile CRM programme can be used as a marketing instrument to create a competitive advantage within the B2B licensed liquor industry of South Africa. The secondary questions establish whether intermediaries are willing to adopt CRM technology, what barriers exist, what the benefits are for both intermediary and company and whether there will be a reduction in communication costs for both parties. The South African government regulates the South African liquor industry in that only licensed outlets may trade in liquor. Within the Western Cape region, there are approximately 4,000 licensed outlets of which approximately 2,000 licences (data obtained from a leading liquor wholesalers company database) fall within the boundaries of Cape Town. A leading liquor wholesaler has legal contracts with each one of these accounts, providing a defined database from which primary research was conducted. Primary researches, in the form of quantitative interviews with a random sample of 150 intermediaries, across the three identified channels were conducted for this study. Questionnaires were used to establish how a competitive B2B mobile CRM programme can be implemented, while possible barriers and facilitators to mobile CRM were also considered. The findings produced two results: one result was expected but the second result was not expected by the researcher. The first results were that 57.5% of respondents, across all business channels, indicated their willingness to receiving a mCRM programme on their mobile devices. The unexpected finding was that 57.3% of respondents across all business channels had no idea or did not know what a CRM programme was. From these findings several recommendations are discussed namely: the implementation of a six month tactical marketing campaign which would expose intermediaries to the concepts and ideas of a CRM programme; the establishment of a comprehensively updated intermediary database; welltrained field sales staff who would support the CRM programme once implemented; a simple, easy to use and navigate mCRM programme to begin with. This programme would have to have the ability and capability to progress in the future as intermediaries become more familiar with the system; and a complete company philosophy, with a clear, holistic and coherent business strategy, that would embrace the mCRM concept to drive future growth opportunities. Key Words: business-to-business; customer relationship management; electronic customer relationship management; Information Technology and mobile customer relationship management.
47
Kalideen, Savera. "Outdoor alcohol advertising in Johannesburg residential areas." Thesis, 2018. https://hdl.handle.net/10539/29102.
Full textAbstract:
A research report submitted to the School of Public Health, Faculty of Health Sciences, University of Witwatersrand in partial fulfilment of the requirements for the degree of Master of Public Health, 2018Introduction Alcohol use is associated with many health-related and social problems, such as injuries and violence, as well as increased risk of HIV infection. Alcohol consumption among South African youth aged 15 to 24 years is high. One driver of increased consumption among young people is alcohol advertising. The WHO Global Strategy on Alcohol (2010) recommends evidence-based best-practice interventions to reduce alcohol-related harm. The Global Strategy calls for a regulation in the content and volume of marketing and restricting or banning promotions in connection with activities such as festivals or competitions that target young people, and the regulation of media-based direct and indirect marketing. There is very little published information on the extent and characteristics of outdoor alcohol advertising in South Africa. This study aimed to describe the number, location, characteristics and content of outdoor alcohol advertising and branding found in central Johannesburg and to compare the characteristics and content of adverts in lower and higher socioeconomic status areas. Methodology A cross-sectional study was conducted to identify and analyse all outdoor alcohol advertisements in a five-kilometre radius in central Johannesburg in 2014. Photographs of each alcohol advertisement were taken and the Global Positioning System (GPS) location, type and other characteristics were recorded on a coding sheet. The content of the advertisements based on the photographs was captured using a content coding sheet and linked to the GPS coordinates. Using income information from the City of Johannesburg in 2013, lower and higher economic status areas were defined. Descriptive analysis of the content and characteristics of the outdoor advertisements was conducted. The characteristics and content of advertisements in the higher and lower socioeconomic status areas were compared. Results There were 346 alcohol advertisements identified in this study. The most commonly advertised alcohol was for beer (71.1%) followed by cider (12%) and whiskey (5.6%). About 4.1 % of the adverts were for liqueurs and 2% were for cognac. Vodka and champagne made up less than 2% each of the adverts. Most of the alcohol advertisements and branding (66.8%) were found in the lower socioeconomic status areas of Hillbrow and Berea with just over one-third of all alcohol advertisements (33%) found in all other areas of the study area in Johannesburg. Nearly half of the alcohol adverts were posters (41.0%) followed by adverts painted on blackboards (19.7%). Most alcohol advertisements were located outside bars, taverns and liquor vendors (75.4%). Full advertisements which showed the product and a message about the product as well as a picture of other things such as cars, people and scenery made up 65.3% of all advertisements. Advertising in lower socioeconomic status areas were characterised by displaying the price of the alcohol and were sometimes hand-painted rather than being professionally made. Conclusion The study found differences in the number, characteristics and content of outdoor alcohol advertisements in central Johannesburg, South Africa. There were more advertisements in the lower socioeconomic status areas than in the higher socioeconomic suburbs. There are no restrictions on outdoor alcohol advertising in South Africa, which has led to the proliferation of outdoor alcohol advertising There is a need for a policy on alcohol advertising, which also includes regulation and monitoring of all alcohol advertisements, including outdoor alcohol advertising . More research is also required to show the impact of alcohol advertising on consumption in South Africa as most of the available evidence on this association is from outside the country. A convention similar to the Framework Convention on Tobacco Control is required as there is currently no global mechanism to regulate and govern alcohol advertising and marketing.
MN2020
48
Ledwaba, Leshata Peter. "Evaluating the influence of alcohol advertising on alcohol consumption among the youth in the Vaal Region / Leshata Peter Ledwaba." Thesis, 2015. http://hdl.handle.net/10394/15359.
Full textAbstract:
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
49
Wyllie, Allan. "Love the ads - love the beer: young people's responses to televised alcohol advertising." 1997. http://hdl.handle.net/2292/1960.
Full textAbstract:
This research was undertaken approximately 20 months after the introduction of alcohol brand advertising on New Zealand television, which resulted in a fourfold increase in televised alcohol advertising and a 42% increase in overall alcohol advertising. The primary aim of the research was to examine the nature of the relationships between young people's responses to televised alcohol advertising and drinking-related behaviours. The research was based on two surveys, one with l0 to 17 year olds and one with 18 to 29 year olds. The l0 to 17 survey involved 500 randomly selected face-to-face interviews in New Zealand's three largest urban areas. The 18 to 29 survey involved 1012 interviews. Respondents were randomly selected from throughout New Zealand and interviewed using a computer-assisted telephone interviewing (CATI) system. Both surveys asked about responses to specific alcohol advertisements, which were ones these age groups had been more exposed to. One of the two key response measures identified how frequently they recalled having seen the advertisement; this was labelled recalled exposure. Positive response to the advertising was measured by liking of the advertisement. Structural equation modelling (SEM) was used for the analyses, but this was preceded by correlation and regression analyses. On the basis of factor analyses that preceded the structural equation modelling, most of the modelling was based on the responses to the three beer advertisements in each study. 10 to 17 year old survey: The findings from the structural equation modelling were consistent with the hypothesis that positive responses to beer advertising (as measured by liking) were contributing to an increase in expected frequency of future drinking. The data were also consistent with the beer advertising contributing to an increased frequency of current drinking, although the relationship was just under the 0.05 level of significance. There was some limited evidence that recalled exposure may be associated with the drinking status of 10 to 13 year olds but, because of the small number of drinkers in this age group, this result needs to be interpreted with caution. The regression analyses indicated that recalled exposure was a predictor of 10 to 17 year olds' perceptions of how often their age/gender group drank and how accepting their friends were of drinking and occasional drunkenness. Other survey responses were also indicative of an influence of alcohol advertising on young people. Alcohol advertising was an important source of information about drinking, particularly for the 10 to 13 year old males. Almost half of these younger males accepted the portrayals in alcohol advertising as realistic and almost two thirds of them felt that alcohol advertising does encourage teenagers to drink. 18 to 29 year old survey: This study provided support for the hypothesis that more positive responses to televised beer advertisements resulted in larger quantities of alcohol being consumed on typical drinking occasions by 18 to 29 year old New Zealanders. It did not provide support for the hypothesis that drinking larger quantities of alcohol led to more positive responses to beer advertisements. The model showed that positive responses to beer advertisements had both a direct influence on quantity and an indirect influence, via its influence on positive beliefs. This study also provided support for the hypothesis that more positive responses to beer advertising were associated with increased alcohol-related problems. As with the 10 to 17 year olds, recalled exposure was related to perceptions of peer influence and behaviour. It was a significant predictor for female perceptions of peer quantities consumed and male and female perceptions relating to peer approval of drunkenness. The regression analyses also identified that recalled exposure was a predictor of males saying they were drinking more than the year before, however a SEM that specified reciprocal paths between these two variables found neither path to be significant. Discussion and implications This research has identified the importance of examining positive responses to alcohol advertisements. This acknowledges the active recipient of advertising who responds positively to advertising that offers valued outcomes. It also emphasises the importance of considering emotional/affective responses to advertising. However, the study also indicates that the weight of advertising is important, as reflected in the cognitive measure of recalled exposure. This appears to be having most influence on perceptions of what is normative behaviour. The results of the SEMs must be viewed as tentative, given the exploratory nature of the analyses and the limitations of cross-sectional surveys. However, as for all the previous studies, relationships have been identified between measures relating to alcohol advertising and those relating to alcohol consumption. While it is not possible to make definitive statements about directions of influence between these variables, these studies have all provided data that are consistent with the theory-based hypothesis that alcohol advertising does have an influence on alcohol consumption by young people.
50
Fullwood, Marvin Dottington. "Transit Advertising with Alcohol and Violent Content on Public Platforms: A Descriptive Study of Advertisements Within the New York City Subway System." Thesis, 2018. https://doi.org/10.7916/D8058ZC9.
Full textAbstract:
Two of the most important behaviors affecting youth are alcohol use and aggression. Advertisements that promote alcohol consumption and display aggressive images and words may influence attitudes and behaviors of youth. While there is considerable research on these kinds of advertisements in various media channels, there is limited research describing such advertising within public transit systems. The purpose of this study was, therefore, to describe and prevalence and characteristics of advertisements about alcohol and with violent content on the platform walls of the New York City subway system.
Methods: A cross-sectional design with direct observations was used to document all advertisements in four boroughs: Bronx, Brooklyn, Manhattan, and Queens. Subway stations with and without advertising were identified and selected characteristics of advertisements about alcohol and with violent content were described. The presence of advertisements was examined based on racial/ethnic and income characteristics of station location using logistic regression.
Results: Of 472 subway stations observed, 143 contained 8,737 advertisements, including duplicates. Of the 143 stations with any type of advertisements, 76 (53.1%) displayed one or more alcohol advertisements while over 95% included one or more advertisements with violent content (136 of 143). Of the 8,737 advertisements observed, 129 (1.5%) were for alcohol (including three public service messages) and 1,154 (13.2%) had violent content. Almost two-thirds of the 129 advertisements about alcohol were for beer. There were 144 advertisements that pictured guns. Not one public service announcement for violence prevention was observed. Examination of the presence of advertisements based on racial/ethnic and income characteristics of station location (n = 454 with complete data) showed no differences for advertisements with violent content, but greater odds of alcohol advertisements being present in locations with a higher percentage of Black population. Considerable variability existed between neighborhoods within each borough.
Conclusions: Almost 9,000 advertisements were documented in this study. Despite the low number of advertisements about alcohol, one or more such advertisements was present in over one-half of the stations with advertising. Advertisements with violent content were pervasive. Recommendations focus on how public transit spaces can be used more productively to help cultivate caring communities.