Recruiting the "Heavy-Using Loyalists of Tomorrow": An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations
Recruiting the "Heavy-Using Loyalists of Tomorrow": An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations
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DOI：
10.3390/ijerph16214092
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发表时间：
2019-11-01
影响因子：
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通讯作者：
Petticrew, Mark
中科院分区：
文献类型：
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作者：
Hessari, Nason Maani;Bertscher, Adam;Petticrew, Mark
限制酒精广告和营销是减少酒精危害的一种具有成本效益的干预措施。但酒类行业则坚持认为，广告并不影响消费，声称其目的是帮助消费者选择品牌，并不针对年轻人，只是提倡“负责任消费”，与消费的任何关系都不是因果关系。我们回顾了广告行业发布的39个案例研究（1981-2016），这些研究评估了酒精广告活动的影响。我们用这些来检验这些行业声明。30/39（77%）的案例研究将增加/维持市场份额作为目标，或以此评估广告活动的有效性。大多数人（25/39，64%）发现活动增加了与消费相关的结果。一些运动针对妇女和酗酒者（例如，斯特拉阿尔图瓦贮藏啤酒，著名的松鸡威士忌）。运动经常（13/39，33%）针对年轻饮酒者。这些数据表明，广告确实会影响市场份额。在案例研究中报告的其他影响包括改变消费者的个人资料：年轻的饮酒者，妇女，新的/失效的饮酒者，酗酒者。他们还提供了广告和消费之间因果关系的证据。总之，基于行业数据的分析提供了重要的新证据：（i）酒精广告对消费相关结果的影响，以及（ii）实现这些影响的机制。
Restricting alcohol advertising and marketing is a cost-effective intervention for reducing alcohol harms. However, the alcohol industry maintains that advertising does not affect consumption, claiming that its purpose is to help consumers choose brands, it is not aimed at young people, it only promotes "responsible consumption", and any relationships with consumption are not causal. We reviewed 39 case studies (1981-2016) published by the advertising industry, which evaluate the effects of alcohol advertising campaigns. We used these to examine these industry claims. 30/39 (77%) of the case studies mentioned increasing/maintaining market share as an objective, or used this to assess the effectiveness of advertising campaigns. Most (25/39, 64%) found that campaigns increased consumption-related outcomes. Some campaigns targeted women, and heavy drinkers (e.g., Stella Artois lager, Famous Grouse whisky). Campaigns often (13/39, 33%) targeted younger drinkers. These data show that advertising does influence market share. Other effects reported in the case studies include changing the consumer profile towards: younger drinkers, women, new/lapsed drinkers, and heavy drinkers. They also present evidence of a causal relationship between advertising and consumption. In conclusion, this analysis, based on industry data, presents significant new evidence on (i) the effects of alcohol advertising on consumption-related outcomes, and (ii) the mechanisms by which it achieves those effects.