Centre for Health and Social Research, Australian Catholic University, Melbourne, Australia.
Drug Alcohol Rev. 2018 Jan;37(1):36-41. doi: 10.1111/dar.12543. Epub 2017 Apr 12.
The aim of the present study was to explore young women's understandings of, and interactions with, an advertising campaign for a pre-mixed alcohol product that appeared to be promoting pre-drinking. This campaign was the subject of complaints to the Alcohol Advertising Review Board, revealing an inconsistency between the way the company responded to such complaints (arguing that the campaign does not encourage pre-drinking) and the way it described the campaign in trade press (the pre-drink enjoyed by the 'girls' while getting ready …).
Twelve focus groups were conducted with 72 young women, aged 15-25 years in Melbourne, Australia. These young women's interpretations of the messages communicated in this advertising campaign were analysed thematically.
The young women identified, without prompting, the main message of the campaign as being a reference to pre-drinking. Most notably, the women saw the target audience as young (including underage) women.
Given that young women who drink are increasingly doing so at harmful levels, a marketing campaign, which is interpreted by the target audience to encourage pre-drinking among young (including underage) women, appears to be inconsistent with the industry's own code for alcohol advertising. We renew the call for effective regulation of alcohol advertising to better protect young Australians. [Jones SC, Francis KL, Gordon CS. 'It's like a drink you'd have before you go to a party': Analysis of a Vodka Cruiser advertising campaign. Drug Alcohol Rev 2018;37:36-41].
本研究旨在探讨年轻女性对一个预混合酒精产品广告的理解和互动，该广告似乎在宣传预饮。该广告活动是向酒精广告审查委员会投诉的主题，这揭示了公司对这些投诉的反应方式（声称该活动不鼓励预饮）与公司在行业媒体上描述该活动的方式之间存在不一致之处（广告中描述女孩们在准备……时享受预饮）。
在澳大利亚墨尔本，对 72 名年龄在 15 至 25 岁之间的年轻女性进行了 12 次焦点小组讨论。对这些年轻女性对该广告活动中传达的信息的解释进行了主题分析。
这些年轻女性无需提示就能识别出该广告活动的主要信息是指预饮。最值得注意的是，女性将目标受众视为年轻（包括未成年）女性。
鉴于饮酒的年轻女性饮酒量越来越大，这种营销活动被目标受众解读为鼓励年轻（包括未成年）女性预饮，这似乎与行业自身的酒精广告准则不一致。我们再次呼吁对酒精广告进行有效监管，以更好地保护澳大利亚的年轻群体。[Jones SC、Francis KL、Gordon CS。“这就像是你在去派对前喝的饮料”：对伏特加巡洋舰广告活动的分析。《药物与酒精评论》2018 年；37:36-41]。
