Alcohol advertising to women in Australia

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Young Australian women are drinking more and drinking in more harmful ways. At the same time, advertisers are using new media (such as social network sites) and messages (such as empowerment) to advertise alcohol to women. Using a combination of quantitative, qualitative and experimental methods, this project will explore how alcohol is advertised to Australian women (in both traditional and new media), and how this influences their alcohol-related attitudes and behaviours. Answering these questions is expected to enable development of recommendations for regulation of alcohol advertising messages, creation of counter-advertising/social marketing messages, and production of alcohol advertising literacy programs for secondary and tertiary students.