Jones S C, Donovan R J
Centre for Behavioral Research in Cancer Control, Curtin University, Perth, Western Australia.
Aust N Z J Public Health. 2001 Apr;25(2):126-31. doi: 10.1111/j.1753-6405.2001.tb01833.x.
To assess young people's perceived messages in three ads for a vodka-based, pre-mixed alcohol beverage, and to assess the extent to which the ads appeared to be consistent with the industry's voluntary code.
Members of two convenience samples of young people (15-16 and 19-21 years) were each exposed to one of three advertisements. Respondents completed a post exposure questionnaire based on standard advertising copy testing procedures.
The most frequently nominated open-ended responses to 'the main message(s) of the ad' related to the product delivering mood effects: both removal of negative emotions (e.g. 'stress reduction'), as well as inducing positive states such as feeling 'carefree' and gaining 'increased enjoyment'. Consumption of the product was perceived to offer 'self-confidence', 'sexual/relationship success' and 'social success'. Fewer respondents nominated tangible product characteristics, the main one being 'easy to drink'. One in four of the 15-16 year olds saw the ads as aimed at 'people my age', while almost half of the 19-21 year olds saw the ads as aimed at 'people younger or much younger than me'.
These results appear to contravene the Alcoholic Beverages Advertising Code (ABAC) by suggesting that the consumption of alcohol beverages: (i) contributes to social and sexual success; and (ii) contributes to a significant change in mood (stress reduction/relaxation).
Incidental observation of alcohol ads suggests that contravention of the code is more widespread than the number of alcohol advertising complaints would indicate. All 11 such complaints lodged with the Advertising Standards Board between May 1998 and April 1999 were dismissed. Evidence such as that gathered in this study might improve the chances of complaints being upheld.
评估年轻人对三种以伏特加为基酒的预调酒精饮料广告中所传达信息的认知，并评估这些广告与行业自愿准则的相符程度。
两组便利抽样的年轻人（15 - 16岁和19 - 21岁）分别观看了三则广告中的一则。受访者根据标准广告文案测试程序完成了广告观看后的问卷调查。
对于“广告的主要信息”，最常被提及的开放式回答与产品带来的情绪影响有关：既能消除负面情绪（如“减轻压力”），又能引发积极状态，如感觉“无忧无虑”和获得“更多乐趣”。饮用该产品被认为能带来“自信”“性/人际关系成功”和“社交成功”。较少受访者提及产品的具体特征，主要是“易于饮用”。15 - 16岁的受访者中有四分之一认为广告针对“和我年龄相仿的人”，而19 - 岁的受访者中近一半认为广告针对“比我年轻或比我小很多的人”。
这些结果似乎违反了酒精饮料广告准则（ABAC），因为它们暗示饮用酒精饮料：（i）有助于社交和性方面的成功；（ii）会导致情绪的显著变化（减轻压力/放松）。
对酒精广告的偶然观察表明，违反该准则的情况比酒精广告投诉数量所显示的更为普遍。1998年5月至1999年4月期间向广告标准委员会提出的所有11起此类投诉均被驳回。本研究收集的此类证据可能会增加投诉被受理的机会。
