Health Promotion Evaluation Unit, University of Western Australia, Perth, Australia.
Drug Alcohol Rev. 2012 Sep;31(6):797-802. doi: 10.1111/j.1465-3362.2012.00439.x. Epub 2012 Mar 27.
Current alcohol guidelines in Australia recommend minimising alcohol consumption, especially among minors. This study investigated (i) the extent to which children and the general population are exposed to television advertisements that endorse alcohol consumption and (ii) the themes used in these advertisements.
A content analysis was conducted on alcohol advertisements aired over two months in major Australian cities. The advertisements were coded according to the products that were promoted, the themes that were employed, and the time of exposure. Advertising placement expenditure was also captured.
In total, 2810 alcohol advertisements were aired, representing one in 10 beverage advertisements. Advertisement placement expenditure for alcohol products in the five cities over the two months was $15.8 million. Around half of all alcohol advertisements appeared during children's popular viewing times. The most common themes used were humour, friendship/mateship and value for money.
Children and adults are regularly exposed to advertisements that depict alcohol consumption as fun, social and inexpensive. Such messages may reinforce existing alcohol-related cultural norms that prevent many Australians from meeting current intake guidelines.
澳大利亚现行的酒精指南建议减少酒精摄入量，尤其是未成年人。本研究调查了（i）儿童和普通人群接触到支持饮酒的电视广告的程度，以及（ii）这些广告中使用的主题。
对澳大利亚主要城市两个月内播出的酒精广告进行了内容分析。根据所宣传的产品、使用的主题和曝光时间对广告进行了编码。还记录了广告投放支出。
共播出了 2810 个酒精广告，占饮料广告的十分之一。这五个城市两个月内的酒精产品广告投放支出为 1580 万美元。近一半的酒精广告出现在儿童的热门收视时段。最常用的主题是幽默、友谊/伙伴关系和物有所值。
儿童和成人经常接触到描绘饮酒有趣、社交和廉价的广告。这些信息可能会强化现有的与酒精相关的文化规范，这些规范阻止了许多澳大利亚人遵守当前的摄入量指南。
