Differences
in the Perception of Alcoholic Versus Non-Alcoholic Beverage Advertisements
R.M. Young, T.P.S. Oei & G.M. Crook |
The
present study examined the relationship between the perception of
alcohol advertising and daily drinking patterns. The drinking patterns
of thirty-five young adult drinkers were monitored for one month
using a diary. Diary measures included brand of beverage consumed,
amount consumed, drinking situation and the subjects' mood before
and after drinking. After the one month monitoring period subjects
rated currently screened television advertisements for brand-leading
alcoholic and non-alcoholic beverages for the themes these advertisements
portrayed. The relationship between drinking patterns and the perception
of advertising was then explored using multivariate analysis of variance
and discriminant analysis. The results identified alcohol advertisements
as more strongly portraying alcohol as associated with friendship,
relaxation and feelings of national identity, than the advertising
of non-alcoholic beverages. There was however no relationship between
perception of these themes and alcohol consumption.
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