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酒精产品的形象广告:其吸引力与青少年饮酒意愿有关吗?

Image advertisements for alcohol products: is their appeal associated with adolescents' intention to consume alcohol?

作者信息

Kelly K J, Edwards R W

机构信息

Department of Marketing, College of Business, Colorado State University, Fort Collins 80523, USA.

出版信息

Adolescence. 1998 Spring;33(129):47-59.

PMID:9583659
Abstract

Criticism has been directed toward alcohol advertising, particularly regarding the use of image (lifestyle) advertising, and its potential influence on teenage alcohol consumption. This study sought to determine if adolescents who drink, or intend to drink alcohol at some future time, find image advertisements for alcohol more appealing than product advertisements. The results indicated that image advertising was preferred to product advertising, particularly by younger adolescents. Evidence of an association between preference for image advertisements and intent to drink in the future was found. Policy implications of the findings are discussed.

摘要

批评主要针对酒精广告,尤其是关于形象(生活方式)广告的使用及其对青少年酒精消费的潜在影响。本研究旨在确定饮酒的青少年或未来打算饮酒的青少年是否觉得酒精形象广告比产品广告更具吸引力。结果表明,形象广告比产品广告更受青睐,尤其是年龄较小的青少年。研究发现了对形象广告的偏好与未来饮酒意图之间存在关联的证据。文中讨论了这些研究结果的政策含义。

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