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The article explores the concept of non-collaborative sex, particularly in cases involving alcohol and young adults, and argues that current tort law fails to adequately address these situations. It proposes the use of the concept of collaborative sex to distinguish between consensual and non-consensual encounters and suggests that tort law should consider negligence or strict liability for cases of impaired, non-collaborative sex. The article also discusses the need for a new vocabulary to discuss sexual wrongdoing and challenges the transactional model of sex based on consent. It highlights the role of cognition and communication in sexual encounters and the influence of tort decision-makers on community norms. The article suggests that rules prioritizing individual freedom may perpetuate gender norms and argues for a model of mutual care and communication in sexual encounters. It also discusses the historical context of sexual injuries and the failure of tort law to address non-collaborative sex. The article emphasizes the importance of understanding cognitive failures and communication mismatches to address potentially harmful sexual encounters. It acknowledges that consensual and non-consensual encounters can occur when both partners are intoxicated and highlights the tendency to blame women for non-collaborative sex encounters while excusing men's responsibility. The article suggests that the legal and cultural understanding of non-collaborative sex needs to be reevaluated and proposes different categorizations for these encounters. It discusses the Restatement of Tort and its treatment of non-consensual sexual behavior, highlighting its limitations and suggesting negligence and strict liability as more appropriate frameworks. The [Extracted from the article]

Background: The rapid growth of social networking sites and video sharing platforms has created an opportunity for the alcohol industry to employ advanced advertising and marketing approaches to target their audiences, increasingly blurring the lines between commercial marketing and user-generated content, which poses a challenge for effective regulation. Methods: We conducted a systematic search through three peer-reviewed journal databases (WoS, PubMed, Scopus). Studies were included if published in English, after 2004, and assessed statutory regulation or voluntary industry codes, enacted by an EU or nation's governmental agency or private entity, and with the intent to restrict digital alcohol advertising. In addition, we conducted a manual search of gray literature. Results: A total of 4690 records were identified. After duplicate removal and full-text assessment, 14 articles were examined. Our findings indicate that children and adolescents may often be exposed to alcohol advertisements on social media and websites due to industry's self-regulatory age-affirmation systems being largely ineffective at preventing under-aged access. Cases of self-regulatory violations by the alcohol industry, and increasingly innovative 'gray-area' advertising approaches have also been noted. Additionally, research illustrates a lack of developed statutory restrictions of digital alcohol advertising and instead continued reliance on voluntary industry self-regulation. Conclusions: There is a substantial need for further research to examine the effectiveness of digital alcohol advertising restrictions in social media, websites and image/video sharing platforms. Moreover, there is a necessity for countries to develop comprehensive statutory frameworks, which would effectively restrict and monitor rapidly advancing digital alcohol advertising practices on new digital media. [ABSTRACT FROM AUTHOR]

Background: Alcohol use is a serious public health challenge worldwide. Japan has no government regulations or legal penalties against advertising alcoholic beverages on television (TV). Instead, advertisements depend on the Japanese alcohol industry's self-regulation on airtime (no advertisements from 5 am to 6 pm) and the content of alcoholic beverages, which must not tempt minors. However, many adolescents (10 to 19 years old) watch TV from 6 pm to 11 pm. The aim of this study was to describe the pattern in the advertising of alcoholic beverages and alcohol-flavoured non-alcoholic beverages (AFNAB) in Japan during the popular TV viewing time for adolescents.Methods: A secondary analysis of advertising airtime data from five free-to-air Japanese TV networks in the Greater Tokyo area that aired between 12 August and 3 November 2019, was performed.Results: During the study period, 5215 advertisements for alcoholic beverages and AFNABs aired (1451.75 min). In total, 2303 advertisements (44.2%) were beer, low-malt beer, or beer-taste beverages, 277 (5.3%) were whisky, 2334 (44.8%) were local alcoholic beverages (shochu and seishu), and 301 (5.8%) were AFNAB. On average, more advertisements aired on weekends (67.6 advertisements) than on weekdays (59.3 advertisements) per day. Approximately 30% of advertisements for AFNABs were aired during the time restricted for alcohol advertising, although AFNABs are considered alcohol according to industry guidelines. During the popular television viewing time for young adolescents, about two to three times more advertisements were aired per hour than during the rest of the day, on both weekdays and weekends (p < 0.001).Conclusion: The number of alcohol advertisements aired at times when adolescents often watch TV is 2 to 3.2 times higher than that at other times of the day. Furthermore, despite the industry's self-imposed regulations, some alcoholic beverages are still advertised. Therefore, other methods to protect children and adolescents from exposure to advertisements for alcoholic beverages should be investigated and implemented. [ABSTRACT FROM AUTHOR]

INTRODUCTION: The study protocol is focused on qualitative and quantitative analysis and reflection of the media image and presentation of direct and hidden alcohol advertising in the Czech mass media, with an emphasis on social network platforms with a high degree of influence on young people. It responds to the need for verified resource points for discussion of the effectiveness and extent of the existing statutory regulation of alcoholic beverage advertising and methods for its possible tightening. METHODS: For the analysis of traditional (printed) media, the method of content analysis (human coding) will be used, and quantification will be achieved through the scaling technique. For digital media, individual submissions will be assessed by using the Content Appealing to Youth Index (CAY), which has been designed and validated to quantify specific features of audio-visual alcohol advertising content. DISCUSSION: The goal of the study is to review up-to-date evidencebased materials for health policy decision making related to preventive interventions to reduce alcohol usage. The study will reveal the degree of influence and the identification of the risk factors not only of direct but especially hidden advertising also presented on social media, which in particular affect young people at a risk age for starting alcohol consumption. The attitudes, approaches, persuasive strategies, and ethical opinions on alcohol consumption are presented and preferred by the community of social network users (especially influencers and celebrities). CONCLUSIONS: The innovativeness of the project is determined by the methodology used, which will produce comprehensive up-to-date evidence-based data for decision making in health policy. [ABSTRACT FROM AUTHOR]

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Background: Excessive alcohol consumption is an important risk factor for increased morbidity, mortality and other social harms globally. Televised sport allows the promotion of alcoholic drinks to a large and often young audience, and thus can be used to develop new markets for alcohol in low- and middle-income countries. This study aimed to analyse the alcohol advertising displayed during televised English Premier League (EPL) games, which is widely viewed in Ethiopia, and are particularly popular among young people. Methods: Nineteen live televised EPL football matches broadcast in Ethiopia on the SuperSport channels over 4 weeks of the 2018/19 season were digitally recorded from the digital satellite television. Exposure to alcohol advertising was measured by calculating the total elapsed time duration with the alcohol content from the pre-match to the end of the post-game period of the broadcast. Results: Data were available for a total of 2451 min broadcast time. Alcohol advertising accounted for 205.2 min (8.4%) with a mean duration of 10.8 min per match (range 5.5 to 22.6). The dominant format of alcohol advertisement was the display of logos associated with an alcoholic drink on the television (TV) screen, which accounted for approximately 43% of the total alcohol advertising time. This was followed by pitch side virtual display (17.7%) and a glass of alcohol drink on the TV screen (17.6%). Over three quarters of alcoholic drink advertising (77.7%) was during active football playing time. None of the advertisements on the televised football games showed cigarettes. Conclusion: There is a high frequency of exposure to alcohol advertising during televised EPL matches in Ethiopia. It is important to ensure that the newly introduced domestic ban on alcohol advertising is also applied to foreign satellite broadcasters. This is likely to have relevance to other sub-Saharan African countries in promoting public health strategies to reduce harm from alcohol consumption. [ABSTRACT FROM AUTHOR]

Adolescence and the transition to adulthood is an important developmental stage in the emergence of health risk behaviors, specifically underage alcohol use. Adolescents consume a tremendous amount of screened media (primarily streamed television), and media depictions of behaviors is prospectively linked to youth initiation of behaviors. With the arrival of streamed media technology, alcohol advertising can be nested within television content. This study describes alcohol brand depictions in television and evaluates impact of exposure to such depictions on adolescent drinking outcomes. A national sample of 2012 adolescents (Mage = 17.07; SD = 1.60 years, range 15–20; 50.70% female) reported on television viewership, alcohol brand affiliation, and drinking behavior, with follow-up one year later. Ten series (that remain relevant to youth today) across television ratings from a single television season were content coded for presence/salience of alcohol brand appearances. Adjusting for covariates (e.g., peer/parent drinking, youth sensation seeking, movie alcohol brand exposure), higher exposure to brand appearances in the television shows was associated with youth drinking. Aspirational and usual brand to drink corresponded to television alcohol brand prominence, and television brand exposure was independently associated with drinking initiation and hazardous drinking. [ABSTRACT FROM AUTHOR]

Background: Marketing of unhealthy foods and beverages is recognized as a contributing factor to the global increase in overweight and obesity, particularly among children. Such marketing negatively affects children's dietary preferences, food choices, purchasing requests, and consumption patterns. Given that little is known about food marketing in Africa, including in Uganda, monitoring children's exposure to food marketing is essential to generate evidence on the problem and develop meaningful policy responses. The aim of this study was to describe the food and beverage marketing environment surrounding schools in urban and peri-urban areas of Kampala city.Methods: Outdoor advertising around 25 randomly sampled primary and secondary schools within a radius of 250 m of each school was mapped. Information on size, setting, type, and position of the advertisements and the healthiness of the foods and beverages promoted was collected using the INFORMAS Outdoor Advertising Protocol. The occurrence of advertising was described using frequencies, median, and density per 100m2.Results: A total of 1034 branded advertisements were identified around the schools. Of these, 86% featured unhealthy products, 7% healthy products, and 7% miscellaneous products. The most advertised products were sugar-sweetened beverages and alcoholic beverages (51 and 23%, respectively). Schools in the urban area were surrounded by more unhealthy ads than those in the peri-urban areas (median of 45 vs 24 advertisements).Conclusion: The widespread extent of unhealthy food and beverage advertisements around primary and secondary schools highlights the need for food marketing regulation in Uganda, in line with the World Health Organization's recommendations, to ensure that young people are protected from unhealthy food marketing. [ABSTRACT FROM AUTHOR]

Exposure to alcohol ads increases alcohol consumption. A potential partial explanation is that certain (e.g., humorous) alcohol ads trigger conversations which can, in turn, increase drinking behaviors. Therefore, we investigated the influence of humor in alcohol ads on conversational occurrence, length, and valence about alcohol and alcohol ads. One hundred and fourteen participants were shown one of three beer ads (humor; positive; no ad), after which participants could voluntarily discuss the ad and alcohol. Next, all participants were requested to discuss the topic and answered a questionnaire assessing conversational valence and ad, brand, and alcohol evaluations. Results showed that humor leads to more conversations about the ad and alcohol, longer conversations about alcohol, and more positive conversations about the ad. This interpersonal communication, and especially conversational valence, was subsequently related to ad, brand, and alcohol evaluations. These findings may explain the effect of alcohol ads on alcohol consumption, and provide important starting points for using humor as a potentially effective behavior change tool. [ABSTRACT FROM AUTHOR]

This study examined how the interplay between message framing and social norms affected college students' responses to advertisements and their intentions to drink responsibly, using the lens of deviance regulation theory. The results showed more favorable responses to gain-framed messaging than loss-framed messaging, especially among college students who believed that most of their peers use alcohol irresponsibly (i.e., they observed an unhealthy social norm). This study also investigated how the moderating effects of social norms on message framing differ depending on the level of individual alcohol consumption, and found that the deviance regulation effects on intention to drink responsibly were mitigated among heavy drinkers. The findings suggest strategic potential for using messaging, social context, and individual factors to develop effective campaigns that promote responsible drinking. [ABSTRACT FROM AUTHOR]

The objective of the work is to analyze the masculinity models that are represented in the advertising of the Quilmes and Imperial breweries between 2017 and 2019. We seek to analyze whether media discourses continue to be associated with hegemonic masculinity knowing that there are new male and female identities. Also, we will try to detect the gender roles and stereotypes that are reinforced from advertising considering that the media are socializing agents. It is expected to detect if androcentric, heteronormative and classist looks are reproduced. Finally, continuities and changes in the stories around the concept of symbolic violence will be analyzed. And the association of alcohol consumption with the idea of happiness, conquest, brotherhood, the relation with sport, and its consequences will be problematized. [ABSTRACT FROM AUTHOR]

Introduction: The aim of this study was to document the scope of violations of the Canadian Radio-television and Telecommunications Commission (CRTC) "Code for Broadcast Advertising of Alcoholic Beverages" (CRTC Code) by drinking venues posting alcohol-related content on social media platforms, and to assess whether CRTC Code violations by drinking venues relate to their popularity among university students and to students' drinking behaviours. Methods: In phase 1 of the study, a probability sample of 477 students from four Canadian universities responded to a questionnaire about their drinking and preferred drinking venues. In phase 2, a probability sample of 78 students assessed the compliance of drinking venues' social media posts with the 17 CRTC Code guidelines. We pooled both datasets and linked them by drinking venues. Results: Popular drinking venues were overwhelmingly posting alcohol-related content that contravenes the CRTC Code. Adjusted effect estimates show that a decrease in the mean level of compliance with the CRTC Code was significantly associated with a 1% increase in popularity score of drinking venues (t-test, p < .001). With regard to drinking behaviours, a 1% increase in the overall mean level of compliance with the CRTC Code was associated with 0.458 fewer drinking days per week during a semester (t-test, p = .01), 0.294 fewer drinks per occasion (t-test, p = .048) and a lesser likelihood of consuming alcohol when attending a drinking venue (t-test, p = .001). Conclusion: The results of this study serve as a reminder to territorial and provincial regulatory agencies to review their practices to ensure that alcohol advertising guidelines are applied and enforced consistently. More importantly, these results call for the adoption of federal legislation with a public health mandate that would apply to all media, including print, television and radio, digital and social. [ABSTRACT FROM AUTHOR]

Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye‐tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption. [ABSTRACT FROM AUTHOR]

The authors examine whether the growth of the Internet has reduced the effectiveness of government regulation of advertising. They combine nonexperimental variation in local regulation of offline alcohol advertising with data from field tests that randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 people. The results show that people are 8% less likely to say that they will purchase an alcoholic beverage in states that have alcohol advertising bans compared with states that do not. For consumers exposed to online advertising, this gap narrows to 3%. There are similar effects for four changes in local offline alcohol advertising restrictions when advertising effectiveness is observed both before and after the change. The effect of online advertising is disproportionately high for new products and for products with low awareness in places that have bans. This suggests that online advertising could reduce the effectiveness of attempts to regulate offline advertising channels because online advertising substitutes for (rather than complements) offline advertising. [ABSTRACT FROM AUTHOR]

Using text analysis, this study compares the alcohol advertising strategy in Ukraine and the United States within the context of regulatory, historical, cultural, and economic factors. Results showed that Ukrainian magazine ads contained a larger number of violations than the American ads, which complied with the letter of the law, if not the spirit. The message strategies also told different cultural stories that reflect the different ideologies for the two countries, which means that specialized advertising approaches are needed for each country. American ads situate alcohol as part of normal life, whereas Ukrainian ads demonstrate conspicuous consumption and celebrate the change to a market economy. They must not only sell the product but also teach Ukrainians how to be part of the consumer culture. [ABSTRACT FROM AUTHOR]

This exploratory study examines consumers' perception towards sexual imagery in alcohol advertising across national cultures and among men and women with different demographic and psychographic make-up in those cultures. This study addresses a very important gap found in the literature, namely the influence of consumers' psychographic characteristics as values and lifestyles on their overall perception towards sexual imagery in advertising. The study was conducted among consumers aged between 18 and 35 in the United Kingdom, Germany and Italy. Results indicate that Italians overall have higher acceptance levels towards sexual imagery portrayed in advertisements as compared to German and British consumers. Furthermore, varying levels of sexual imagery are much more appealing to men than women in all three countries. Consumers' values and lifestyles also played an important role in their overall perception. Moral values in particular are an indicator of acceptance levels of sexual content. [ABSTRACT FROM AUTHOR]

In the United States, approximately one in five sexually active teens report alcohol or drug use before their last sexual encounter. The co-occurrence of alcohol with sex increases risky behaviors, such as having unprotected sex. Magazines that target adolescents often feature alcohol advertisements with sexual innuendo and female objectification. Such advertisements may inform adolescents' expectancies that alcohol can facilitate sex. With an experimental design and path analysis, we examined 874 adolescents' (ages 15-17, M = 16.05) exposure to objectifying alcohol ads, their perceptions of the ads, and their attitudes about women's sexualization in relation to sex-related alcohol expectancies. For female adolescents we assessed their enjoyment of sexualization, and for male adolescents, we assessed their perceived enjoyment of sexualization among women. Teens' perceptions that alcohol ads promote the co-occurrence of alcohol with sex mediated the effect of ad exposure and perceived realism of the ads on sex-related alcohol expectancies. The enjoyment of sexualization construct mediated the effect of wishful identification and perceived realism on sex-related alcohol expectancies. Wishful identification also directly related to sex-related alcohol expectancies. Results challenge the alcohol industry's compliance with advertisement regulations and suggest media literacy as a strategy to promote healthy sex-related alcohol expectancies among adolescents. [ABSTRACT FROM AUTHOR]

Alcohol-facilitated sexual assault is a serious problem on college campuses, and bystander intervention has been shown to be a successful method in reducing sexual assaults. Although there are a number of factors associated with individuals' intentions to intervene in sexual assault situations, the media's cultural scripts that link alcohol consumption to sexual success may play a role. Alcohol advertisements, in particular, routinely portray women as sexual objects and often link alcohol consumption to sexual success; therefore, exposure to such content may be negatively associated with people's intentions to intervene in alcohol-facilitated sexual assault situations. Thus, the current study investigated if exposure to and perceptions of objectified images of women in alcoholic beverage advertisements were associated with college students' intentions to intervene in alcohol-facilitated sexual assault situations. Undergraduate college students (N = 1208) were randomly assigned to view three alcohol advertisements that either included highly-objectified or low-objectified women, and then they reported their perceptions of the women in each of the alcohol advertisements and their intentions to intervene in sexual assault situations. Hierarchical regression analyses indicated that individuals' perceptions of alcohol advertisements moderate the relationship between exposure to objectifying alcohol advertisements and intentions to intervene in sexual assault situations. [ABSTRACT FROM AUTHOR]

Introduction and Aims: The recognition of the association between the use of alcohol and negative health outcomes have led to the endorsement of the World Health Organization's global strategy to reduce the harmful use of alcohol. Given the capacities, capabilities and sociocultural contexts of Thailand, this study aims to examine the Thai alcohol policy against the global strategy's recommended policy measures for marketing control and identify areas for further policy development.Design and Methods: Semi-structured interviews were conducted with the stakeholders from three sectors: the government, academia and civil society. Their perceptions of the Thai alcohol policy in regulating alcohol industry's commercial strategies and activities were discussed. Audio data were transcribed verbatim, systematically coded and thematically analysed.Results: Although the Thai Alcohol Control Act meticulously regulates the content of direct alcohol marketing, the volume of marketing and indirect alcohol marketing have become problematic and difficult for the government to address. The industry has worked to normalise the consumption of alcohol through repetitive brand exposure and their suggestion that drinking was integral for socialisation. The control of alcohol sponsorship was politically sensitive and legally ambiguous because alcohol sponsorship seemed to provide economic and social benefits and further reinforced the industry's positive image.Discussion and Conclusions: Despite the strict alcohol policy, gaps in the marketing regulations exist. Future policy development should place greater emphasis on alcohol sponsorship and branding through evidenced-based interventions. The interactions between the government and the industry should be monitored and restricted. Rigorous regulations, as seen for tobacco, are encouraged for alcohol marketing. [ABSTRACT FROM AUTHOR]

Introduction and Aims: Rules concerning the placement of alcohol advertisements (Placement Rules) were added to the industry-managed Alcohol Beverages Advertising Code Scheme in November 2017. This study aimed to critically review the Placement Rules and evaluate their ability to effectively regulate the placement of alcohol marketing and provide safeguards for young people in Australia.Design and Methods: An established framework for evaluating the design of an effective self-regulatory system was applied to the substantive content of the Placement Rules and associated regulatory processes. Publicly available documents, including recent Alcohol Beverages Advertising Code Scheme determinations, informed the review.Results: The objectives and key terms of the Placement Rules are inadequately defined and narrow in scope, resulting in the dismissal of almost all relevant complaints. Weaknesses identified in the regulatory processes include limited representation from external stakeholders in the development of the Placement Rules, a lack of transparency and independence in the Scheme's administration, and limited monitoring and enforcement options.Discussion and Conclusions: The Placement Rules are unlikely to reduce young people's exposure to alcohol marketing and hence fail to meet public health objectives. This review adds to the body of literature that demonstrates that industry-managed systems fail to effectively regulate alcohol marketing. Government intervention is needed if young people's wellbeing is to be prioritised. [ABSTRACT FROM AUTHOR]

Until the arrival of Europeans to the coast of Africa, indigenous alcohol brands were heavily consumed. The arrival of Europeans with foreign alcohol brands came with heavy advertisement focusing on the idea of modernity. Although the people did not abandon indigenous consumption of alcohol, imported alcohol brands became a yardstick for measuring class and thus created a new form of identity not previously in existence. [ABSTRACT FROM AUTHOR]

Advertisements not only mirror ideals of masculinity and femininity that prevail in a specific place and time, but also contribute to influencing them. This article analyses alcohol-related advertisements published in women’s magazines from 1967 to 2008 in Italy. The main aim is to understand cultural processes that underlie gender differences in drinking and more generally in Italian society. The sample consists of 376 direct and indirect advertisements collected from well-established women’s magazines. The study identifies continuities and changes in women’s subject positions in alcohol-related advertisements. Italian advertisements of the 1960s and 1970s still reflect a female condition that entails no recognition of women’s own desires and tastes. Advertisements from the 1980s and 1990s reflect a more complex representation of female consumers, associating them with their own desires and pleasures. In the 2000s, the focus on women’s physical appearance and social image has become the prevailing feature. In conclusion, the study shows that changes in female representations in advertisements in the last 50 years do not represent a shift toward a more balanced gender representation. The insistence on women’s appearance, with a correlated predominance of bodily pleasures and attractiveness, reproduces old stereotypes about drinking women. [ABSTRACT FROM AUTHOR]

A meaning-based, reader-response model of advertising is applied to a study of college students exposed to alcohol advertisements to describe (1) how life experiences influence consumers' experiences of advertisements and (2) how the powerful alcohol-related 'myths' identified in previous content analyses are also identified by the targets of the ads. Interpretive analysis of in-depth interviews reveals that informants' life themes are evident in their experiences of alcohol advertisements, suggesting that ad interpretations are a function of highly individual cognitions developed by young people about themselves, alcohol, and advertising during their lives. The findings support the notion that advertising should be analyzed holistically and in context to understand the powerful meanings consumers experience in advertising messages in general and in alcohol advertising in particular. [ABSTRACT FROM AUTHOR]

This paper examines the relationship between industry-wide advertising expenditures and per capita consumption of beer, wine, and distilled spirits in the United States. Advertising expenditures are studied in six media: network and spot television, network radio, magazines, newspaper supplements, and outdoor. The findings reveal no evidence of a significant relationship between total advertising and consumption of beer, but find positive significant relationships between consumption and advertising of wine and distilled spirits. [ABSTRACT FROM AUTHOR]

The movement to curb the advertising of alcoholic beverages is growing and continuing to propose various methods of regulating or eliminating alcoholic beverage advertising. This outcry is similar to the movement to curb cigarette advertising which culminated in banning cigarette advertising from the broadcast media. This paper examines (1) the issues surrounding the ban on cigarette advertising and the implications of that decision, (2) the issues surrounding alcoholic beverage advertising, and (3) the implications of the cigarette advertising ban for alcoholic beverage advertising. Based upon the analysis, the final section describes consumer, industry, and government strategies for responding to the controversy. [ABSTRACT FROM AUTHOR]

Additional advertising regulation is being proposed for both tobacco and alcoholic beverage products. The possible outcome of these proposed regulations is examined based on the effect that advertising regulation has had on tobacco consumption in the past. [ABSTRACT FROM AUTHOR]

This paper reports an experiment on the effects of two kinds of alcohol advertising on subsequent consumption. Male passersby in a shopping mall, ascertained to be drinkers aged 19 to 45, each underwent one of three procedures: evaluation of five "lifestyle" advertisements for an imported beer; evaluation of five "tombstone" advertisements for that beer; and an interview about their evaluation of the shopping mall. As payment, they received a $5.00 voucher for immediate use at dinner in a licensed restaurant whose management provided data on subjects' alcohol consumption (n = 163). Six to twelve weeks later, 84 subjects were reached-by telephone for an ostensibly independent survey about beverage consumption, non-alcoholic and alcoholic. No evidence was found that either lifestyle or tombstone advertising had any impact, immediate or delayed, on any category of alcohol consumption. Nor did subjects' evaluations of the types of advertisements differ significantly. [ABSTRACT FROM AUTHOR]

It was the objective of this investigation to determine whether humor in advertising heightens attention levels and whether the potential heightening of attention is moderated by audience confounds. The study utilized Starch readership scores obtained for humorous liquor ads which appeared in magazine issues surveyed by Starch from 1976-1979. The results indicate that humorous ads tended to out perform magazine ad norms and that these effects are moderated by gender and racial audience composition differences. [ABSTRACT FROM AUTHOR]

Two experiments investigated the impact of warnings in mass-media advertising in print (magazine) or broadcast (television) alcoholic beverage ads. Experiment 1 showed that participants exposed to highly conspicuous warnings in print ads per- formed better on subsequent memory and knowledge tests than those exposed to less conspicuous warnings. Less conspicuous warnings were generally no better than no warnings. In experiment 2, participants viewing broadcast commercials with both-modality warnings generally performed better than those exposed to voice- only or no warnings. Print-only warnings produced performance equivalent to, or in one case lower than, both-modality warnings. Both experiments show that warnings in ads can communicate information if presented in a salient form. [ABSTRACT FROM AUTHOR]

PowerMaster was a malt liquor which Heileman Brewing Company sought to market to inner-city blacks in the early 1990s. Due to widespread opposition, Heileman ceased its marketing of PowerMaster. This paper begins by exploring the moral objections of moral illusion, moral insensitivity and unfair advantage brought against Heileman's marketing campaign. Within the current market system, it is argued that none of these criticism was clearly justified. Heileman might plausibly claim it was fulfilling its individual moral responsibilities. Instead, Heileman's marketing program must be viewed as part of a group of marketing programs which all targeted inner-city blacks. It is argued that those marketers who target this particular market segment constitute a group which is collectively responsible for the harms imposed by their products on inner-city blacks. This responsibility is reducible neither to individual responsibility nor to a shared responsibility. It constitutes a dimension of moral responsibility to which marketers must pay attention. [ABSTRACT FROM AUTHOR]

For tobacco marketing, prohibitions on social media have usually been preceded by restrictions against such marketing in traditional media, such as television, radio and newspapers. As social media companies such as Facebook and Google (which owns YouTube) were establishing a global presence, multinational alcohol companies such as Diageo and Heineken formed early alliances with them. The "Big Tech" companies are highly secretive about their mining and processing of social media data and about the source codes, algorithms and protocols involved. [Extracted from the article]

The article reports on marketing research being conducted by private organizations. A research study completed by Twentieth Century Fund, Incorporated, which focused on distribution costs, is discussed. A research study conducted by Media Records, Incorporated investigated statistics related to the advertising of alcoholic beverages. A study completed by "The Household Magazine," which focused on the influence women have over the purchase of automobiles, is mentioned. A study being conducted by Hearst Magazines, Incorporated is also discussed.

This study estimates the revenue and profit generated by increments of advertising expenditures for liquor brands. Various distributed-lag regressions were fitted to ten-year periods for 15 brands ranging from small to largest. Found were annual retention rates around .75, and a logarithmic response function. Perhaps most important, this technique, pioneered by Telser and Palda, is again found useful. [ABSTRACT FROM AUTHOR]

In this article we focus on alcohol commercials in the media because they have a large influence on behaviors and the portrayal of gender. This paper seeks to reevaluate and extend ideal types used to define gendered behaviors in alcohol commercials. Through an analysis of 77 alcohol commercials out of an available 12,195 time slots we find that alcohol advertisements portray deeply gender-specific messages about social life through the following ideal types: hotties, bitches, losers, and buddies. Beyond these established ideal types, we put forth new types that include the 007, the prop, the party girl, and the worker. While more nuanced, these ideal types still define and reinforce stereotypical and traditional notions of gender and gender roles. In expanding previous typologies we contribute to a greater understanding of advertising and how displays of gender are currently becoming more spectacular. [ABSTRACT FROM AUTHOR]

This study examines gender constructs in advertising in European beer commercials (N = 59). It employs a lens of "citizenship" for discerning techniques by which male and female realms are portrayed as nonrelated, competing, and of unequal worth. This lens provides an explanation for why the connotations are problematic from a public health perspective. The citizenship-related tensions that the commercials entailed concerned taking the lead versus being governed, being free versus being controlled, being seen as a threat versus being welcomed as a friend, and being worthy of solidarity versus being excluded from group bonding. The article argues that these tensions not only involve the ethical issue of encouraging the consumption of potentially harmful substances (alcohol) and reproducing repellent gender stereotypes. The controlling, moralizing, and dull female characters are construed as infringing on the knowledgeable, skillful, and free alcohol-consuming male citizens. Gender thus unfolds as a crucial dimension in the mediation of commercial views on the relationship between the consumer and the state in alcohol policy. [ABSTRACT FROM AUTHOR]

Abstract: Aims: To determine (i) whether the strength of Australian alcohol control policy in three domains (youth access, trading hours and drink driving) changed during the 2000s; and (ii) estimate associations between these policies and adolescent drinking after adjusting for television alcohol advertising exposures, alcohol outlet density, alcohol price changes, exposure to negative articles about alcohol in daily newspapers and adult drinking prevalence. Design: Repeated cross‐sectional surveys conducted triennially from 2002 to 2011. Multi‐level modelling examined the association between alcohol control policies and drinking prevalence after adjusting for covariates. Setting: Four Australian capital cities between 2002 and 2011. Participants: Students aged 12–17 years participating in a triennial national representative school‐based survey (sample size range/survey: 9805–13 119). Measurements: Outcome measures were: past month drinking and risky drinking (5+ drinks on a day) in the past 7 days. Policy strength in each of three domains (youth access, trading hours, drink‐driving) were the key predictor variables. Covariates included: past 3‐month television alcohol and alcohol‐control advertising, alcohol outlet density, alcohol price change, negatively framed newspaper alcohol articles, adult drinking prevalence and student demographic characteristics. Findings: During the study period, the strength of youth access policies increased by 10%, trading hours policies by 14% and drink‐driving policies by 58%. Past‐month and risky drinking prevalence decreased (e.g. past‐month: 2002: 47.4% to 2011: 26.3%). Multivariable analyses that included all policy variables and adjusted for year, student and other covariates showed past‐month drinking to be associated inversely with stronger trading hours policies [odds ratio (OR) = 0.80, 95% confidence interval (CI) = 0.69, 0.94], but not youth access (OR = 0.92 95% CI = 0.81, 1.04) or drink‐driving (OR = 1.00, 95% CI = 0.93, 1.09). Risky drinking was associated inversely with stronger youth access policies (OR = 0.82, 95% CI = 0.69, 0.98), but not trading hours (OR = 0.85, 95% CI = 0.66, 1.09) or drink‐driving (OR = 1.02, 95% CI = 0.90, 1.14) policies. Conclusions: Population‐directed policies designed to reduce alcohol availability and promotion may reduce adolescents’ alcohol use. [ABSTRACT FROM AUTHOR]

Abstract: Aims: To compare the immediate effects on drinkers of television advertisements focusing upon short‐ versus long‐term harms with and without low‐risk drinking guidelines. Design: Between‐participants on‐line experiment, with random assignment to view: (a) alcohol product advertisements (ALC control); (b) advertisements unrelated to alcohol (NON‐ALC control); (c) advertisements featuring short‐term harms (STH) of alcohol; (d) advertisements featuring STH plus a STH guideline (STH+G); (e) advertisements featuring long‐term harms (LTH); or (f) advertisements featuring LTH plus a LTH guideline (LTH+G). Setting: Australia, 2016. Participants: A total of 3718 drinkers aged 18–64 years (48.5% male). Measurements: Post‐exposure likelihood that participants provided a correct estimate of drinking levels associated with short‐ and long‐term harms; post‐exposure intentions to avoid alcohol or reduce consumption. Findings: After exposure to STH+G or LTH+G advertisements, participants were more likely to estimate correctly rather than overestimate drinking levels associated with harm, compared with those exposed to STH (P < 0.001) and LTH advertisements without guidelines, respectively (P = 0.019) and ALC control (STH+G, P < 0.001; LTH+G, P < 0.001) and NON‐ALC control conditions (STH+G, P < 0.001; LTH+G, P = 0.011). Drinkers exposed to STH conditions were more likely to intend to reduce next‐week alcohol consumption than those exposed to ALC control (both P < 0.001) and NON‐ALC control conditions (STH, P = 0.001; STH+G, P < 0.001); a similar pattern was observed for intentions to avoid alcohol. Drinkers exposed to LTH conditions were also more likely than drinkers exposed to ALC or NON‐ALC controls to intend to avoid and reduce alcohol in the next week. Additionally, drinkers exposed to LTH+G were more likely to intend to reduce drinking than those exposed to LTH advertisements without guidelines (P = 0.022). Response patterns for low‐ and high‐risk drinkers by condition were similar. Conclusions: Alcohol harm television advertisements increase intentions to reduce alcohol consumption among both low‐ and high‐risk drinkers. The addition of low‐risk drinking guidelines can enhance these effects for advertisements featuring long‐term harms and improve estimates of both short‐ and long‐term harmful drinking levels. [ABSTRACT FROM AUTHOR]

Underage drinking is a serious public health problem in the United States, and youth exposure to alcohol advertising has been indicated as a possible contributing factor. Although a number of studies have identified advertising content features that youth find appealing, a key limitation of this research is the absence of a broader tool to examine those features, especially those used by alcohol brands that are popular with underage drinkers. We created an index of content elements found in the research literature to be appealing to youth, and then used this index in a content analysis to identify the degree to which youth-appealing content appeared in a sample of alcohol ads that aired on television shows popular among youth. Finally, using bivariate analysis, we tested the relationship between alcohol brands' use of this content and the popularity of those brands among youth. We found that many of the ads featured youth-appealing content, and that the ads for the alcohol brands most popular among youth had more youth-appealing content than the less popular brands. [ABSTRACT FROM AUTHOR]

We provide an overview of the development of product placements within traditional and newer electronic media, followed by a critique of current regulations where they exist and highlight the challenges this form of brand promotion presents to regulators. We note the weaknesses in current theoretical perspectives on the way product placements impact more than awareness and argue that a failure to recognise the increasingly diverse nature of product placement within entertainment media content means that awareness campaigns and warnings regarding the presence of product placements are unlikely to be effective in countering any negative effects of the practice on vulnerable groups such as children and young adults. While we focus on the impact of product placement activity on children and young adults, using primarily the examples of alcohol and tobacco products, we also raise concerns regarding a failure to act on the presence of a number of harmful products that fall beyond the current list of restricted products even in countries where some form of specific regulation exists. In order to aid those considering the necessity for, or scope of, any future restrictions on this form of marketing communication, it is important to determine not only what is known, but what also needs to be determined about the impact of product placements across the range of existing and evolving communication channels. [ABSTRACT FROM AUTHOR]

Introduction and Aims: 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 …).Design and Methods: 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.Results: 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.Discussion and Conclusions: 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]. [ABSTRACT FROM AUTHOR]

Introduction and Aims: To examine how alcohol brands use sport in their communication activities on social media. Despite extensive research exploring alcohol advertising and sponsorship through sport, minimal attention has been given to digital platforms.Design and Methods: This study undertakes a qualitative content analysis to examine the social media activity of alcohol brands sponsoring the three largest spectator sports in Australia: Australian rules football, rugby league and cricket.Results: Four sport-related social media strategies are identified through which alcohol brands solicit interaction with consumers, often involving co-creation of content and social activation. These strategies act as 'calls to action' and through the association of sport and alcohol encourage consumers to engage in competition, collaboration, celebration and consumption. These strategies are further strengthened by communications which draw upon themes of identity and camaraderie to resonate with the consumer.Discussion and Conclusions: Sport-linked social media strategies utilised by alcohol brands extend beyond just promoting their product. They seek higher levels of engagement with the consumer to amplify and augment the connection between alcohol and the sport spectator experience. The discussion highlights the powerful combination of sport and social media as a mechanism by which these brands seek to interact with consumers and encourage them to both create and promote content to their social networks. These strategies allow alcohol brands to extend their marketing efforts in a manner which can elude alcohol codes and prove difficult for regulators to identify and control. [Westberg K, Stavros C, Smith ACT, Munro G, Argus K. An examination of how alcohol brands use sport to engage consumers on social media. Drug Alcohol Rev 2018;37:28-35]. [ABSTRACT FROM AUTHOR]

Aims To determine (i) whether Australian adolescents' exposure to television alcohol advertisements changed between 1999 and 2011 and (ii) examine the association between television alcohol advertising and adolescent drinking behaviours. Design Cross-sectional surveys conducted every 3 years between 1999 and 2011. Analyses examined associations between advertising exposures and reported drinking. Setting Five Australian major cities. Participants Students aged 12-17 years participating in a triennial nationally representative school-based survey residing in the television advertising markets associated with the major cities (sample size range per survey: 12 644-16 004). Measurements Outcome measures were: drinking in the past month, past week and past-week risky drinking (5+ drinks on a day). The key predictor variable was past-month adolescent-directed alcohol advertising Targeted Rating Points (TRPs, a measure of television advertising exposure). Control measures included student-level characteristics, government alcohol-control advertising TRPs, road safety (drink-driving) TRPs and time of survey. Findings Average monthly adolescent alcohol TRPs increased between 1999 (mean = 2371) to 2005 (mean = 2679) ( P < 0.01) then decreased between 2005 and 2011: (mean = 880) ( P < 0.01). Multi-level logistic regression analyses that adjusted for survey timing, student level factors and alcohol-control advertising variables showed a significant association between past-month alcohol TRPs and past-month drinking [odds ratio (OR) = 1.11, 95% confidence interval (CI) = 1.07-1.15), past-week drinking (OR = 1.10, 95% CI = 1.06-1.14) and past-week risky drinking (OR = 1.15, 95% CI = 1.09-1.22). Past-week risky drinking was associated inversely with road safety TRPs (OR = 0.69, 95% CI = 0.49-0.98). Conclusions While Australian adolescents' exposure to alcohol advertising on television reduced between 1999 and 2011, higher levels of past-month television alcohol advertising were associated with an increased likelihood of adolescents' drinking. The reduction in television alcohol advertising in Australia in the late 2000s may have played a part in reducing adolescents' drinking prevalence. [ABSTRACT FROM AUTHOR]