Department of Advertising and Public Relations, Hanyang University, Ansan, Republic of Korea.
J Health Commun. 2012;17(6):659-76. doi: 10.1080/10810730.2011.635765. Epub 2012 Jan 24.
Guided by the assumptions of the social ecological model and the social marketing approach, this study provides a simultaneous and comprehensive assessment of 4 major alcohol reduction strategies for college campuses: school education programs, social norms campaigns, alcohol counter-marketing, and alcohol control policies. Analysis of nationally representative secondary survey data among 5,472 underage students reveals that alcohol marketing seems to be the most formidable risk factor for underage drinking, followed by perceived drinking norms (injunctive norm) and lax policy enforcement. This analysis suggests that, to make social norms campaigns and alcohol control policies more effective, alcohol reduction strategies should be developed to counter the powerful influence of alcohol marketing and promotions.
本研究以社会生态学模型和社会营销方法为指导，同时综合评估了针对大学校园的 4 项主要的减少酒精策略：学校教育计划、社会规范运动、反酒营销和酒精控制政策。对全国范围内 5472 名未成年学生进行的二次调查数据分析显示，酒精营销似乎是未成年饮酒的最强大风险因素，其次是感知饮酒规范（规范性规范）和宽松的政策执行。本分析表明，为了使社会规范运动和酒精控制政策更加有效，应制定减少酒精策略以对抗酒精营销和促销的强大影响。
