Should I drink responsibly, safely or properly? Confusing messages about reducing alcohol-related harm
Should I drink responsibly, safely or properly? Confusing messages about reducing alcohol-related harm
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DOI：
10.1371/journal.pone.0184705
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发表时间：
2017-09-21
期刊：
影响因子：
3.7
通讯作者：
Kypri, Kypros
中科院分区：
文献类型：
--
作者：
Jones, Sandra C.;Hall, Sabine;Kypri, Kypros
“负责任饮酒”运动出现在20世纪70年代初，作为解决危险饮酒及其相关后果的一种手段。虽然这些最初是公共卫生机构和与卫生有关的非政府组织的产品，但它们越来越多地由酒精行业开发和传播。关于行业发起的运动是为了减少危险饮酒和相关问题（如其开发商所称），还是为了避免政府监管，甚至是为了增加销售，存在相当大的争论。本研究的目的是探讨最近的行业发展的负责任饮酒运动的方式被认为是由公众和解释。也就是说，他们是提倡低风险饮酒，还是提倡危险饮酒，或者只是把沃茨搅浑。进行了两项子研究。第一个是在澳大利亚两个购物区对180名成年人进行的商场拦截研究，探讨了参与者对口号/标语的理解。第二项是对480名澳大利亚成年人进行的在线调查，探讨了对电视/在线广告的理解和解释。两项研究的结果显示，参与者对“负责任饮酒”广告的解释存在差异。在行业开发的广告中使用的术语被发现是模棱两可的;例如，在标语“孩子和酒精不混合”中提到的是什么年龄组，以及“正确饮酒”是否意味着不要过量饮酒或饮酒的方式让你看起来更复杂。在第二项研究中，政府制定的运动（“知道什么时候说什么时候”）被清楚地解释为警告饮酒的风险;而行业制定的运动（“如何正确饮酒”，“孩子们吸收你的饮料”，“朋友们在等待”）被解释为具有一系列不同的含义，包括一些看似与酒精无关的含义。这些研究结果是一致的文献评估烟草业开发的反吸烟运动，和以前的研究表明，行业通信服务软化公众舆论，创造一个“对社会负责”的行业的印象，但可能是有效性低于倡议专注于酒精的供应和推广。
'Responsible drinking' campaigns emerged in the early 1970s as a means of addressing hazardous drinking and its related consequences. While these were initially the product of public health agencies and health-related NGOs, they are increasingly being developed and disseminated by the alcohol industry. There is considerable debate as to whether industry-generated campaigns are designed to reduce hazardous drinking and related problems (as argued by their developers) or are designed to avoid government regulation or even to increase sales. The aim of the present study was to explore the way that recent industry-developed responsible drinking campaigns are perceived and interpreted by the general public. That is, do they promote low-risk drinking, promote risky drinking, or just muddy the waters. Two sub-studies were conducted. The first, a mall intercept study with 180 adults in two Australian shopping districts, explored participants' understanding of slogans/taglines. The second, an online survey with 480 Australian adults, explored understandings and interpretations of television/online commercials. The results of the two studies revealed diversity in participants' interpretation of the 'responsible drinking' advertisements. Terminology utilised in industry-developed advertisements was found to be ambiguous; for example, what age group was being referred to in the tagline 'Kids and alcohol don't mix', and whether 'Drink Properly' meant not drinking to excess or drinking in a way that made you look more sophisticated. In Study Two, the government-developed campaign ('Know when to say when') was clearly interpreted as warning against risky consumption of alcohol; whereas the industry-developed campaigns ('How to drink properly', 'Kids absorb your drinking', 'Friends are waiting') were interpreted to have a range of different meanings, including some seemingly unrelated to alcohol. These findings are consistent with the literature evaluating anti-smoking campaigns developed by the tobacco industry, and previous research showing that industry communications serve to soften public opinion and create the impression of a 'socially responsible' industry but are likely to be less effective than initiatives focused on the availability and promotion of alcohol.