National Drug & Alcohol Research Centre, UNSW Sydney, New South Wales.
National Drug Research Institute, Curtin University, Western Australia.
Aust N Z J Public Health. 2018 Jun;42(3):234-239. doi: 10.1111/1753-6405.12792. Epub 2018 Apr 26.
We investigated young people's exposure to alcohol advertising, their intentions to consume and purchase alcohol products following the viewing of advertisements, and whether they perceived the actors in the advertisements as being under the age of 25 years.
Face-to-face interviews were completed with 351 risky drinking 16-19-year-old Australians, with a sub-sample (n=68) responding to a range of alcohol advertisements in an in-depth interview.
Participants were exposed to alcohol advertisements from an average of seven specific contexts in the past 12 months, with younger adolescents more likely to recall TV and outdoor billboards (n=351). Positive perception of advertisements was associated with increased intention to use and to purchase advertised products (n=68). A liqueur advertisement actor was perceived by 94% as being under 25 years-old, and almost 30% thought the advertisement was marketed at people younger than 18 years of age.
Young people's perceptions of alcohol advertising are not necessarily in line with expert/industry assessment; products are sometimes marketed in a way that is highly appealing to young people. Greater appeal was associated with increased intention to consume and to purchase products. Implications for public health: These results indicate deficiencies in the effectiveness of current advertising codes in regard to protecting the health and wellbeing of adolescents.
我们调查了年轻人接触酒精广告的情况，以及他们在观看广告后消费和购买酒精产品的意图，以及他们是否认为广告中的演员年龄在 25 岁以下。
对 351 名有风险饮酒行为的 16-19 岁澳大利亚人进行了面对面访谈，其中一个亚组（n=68）在深入访谈中对一系列酒精广告做出了回应。
参与者在过去 12 个月中平均从七种特定的情境中接触到酒精广告，而年龄较小的青少年更有可能回忆起电视和户外广告牌（n=351）。对广告的积极看法与增加使用和购买广告产品的意图有关（n=68）。94%的受访者认为利口酒广告中的演员年龄在 25 岁以下，近 30%的人认为该广告是针对 18 岁以下的人群。
年轻人对酒精广告的看法不一定与专家/行业评估相符；产品有时以对年轻人极具吸引力的方式进行营销。更大的吸引力与增加消费和购买产品的意图有关。对公共卫生的影响：这些结果表明，目前的广告法规在保护青少年健康和福祉方面存在缺陷。
