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ALCOHOL ADVERTISING, MOVIES AND ADOLESCENTS
Author(s) -
BHANA ARVIN
Publication year - 2008
Publication title -
addiction
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.424
H-Index - 193
eISSN - 1360-0443
pISSN - 0965-2140
DOI - 10.1111/j.1360-0443.2008.02396.x
Subject(s) - alcohol advertising , normative , context (archaeology) , alcohol , psychology , advertising , consumption (sociology) , human factors and ergonomics , alcohol consumption , social psychology , injury prevention , suicide prevention , association (psychology) , poison control , medicine , environmental health , political science , sociology , business , geography , social science , biochemistry , chemistry , archaeology , law , psychotherapist
the nature of these portrayals, the specific messages that are conveyed and received and the differential effects of these messages on young people’s alcohol-related attitudes and behaviours. The other important question is the extent to which alcohol appearances are actually paid for by the industry, with product placement being shown to be increasingly common and to have a positive effect on brand image and purchase intentions. It has been predicted that 75% of US prime-time TV programmes will include brand placements by the end of the decade [19], and a recent Dutch study showed that brand image improved following repeated exposure to an integrated placement in a television series, regardless of memory [20]. It is likely that as product placement increases alcohol portrayals will become both more frequent and more integrated into the plot of the movie. Thus, there is a need for research into young people’s perceptions of the reasons for alcohol portrayals in movies, and other entertainment media, and the influence of differing levels of integration of alcohol (and specific alcohol brands) into the plot. This study provides an important starting-point for our consideration of alcohol portrayals in popular movies, and should act as a call to action for researchers to undertake more detailed studies of the nature of these portrayals and their effects on young people. If, as is likely, these portrayals are as potent in influencing perceived norms and expectancies, as tobacco portrayals have been shown to be, this evidence base will be crucial to efforts to ameliorate the effects of such portrayals.