'A Drink That Makes You Feel Happier, Relaxed and Loving': Young People's Perceptions of Alcohol Advertising on Facebook
To explore young people's perceptions of alcohol advertising on Facebook and investigate perceived compliance with the Alcohol Beverages Advertising Code (ABAC). An online cross-sectional survey with 172 Australians aged 16-29 years recruited from a market research website and via Facebook. We...
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| Veröffentlicht in: | Alcohol and alcoholism (Oxford) 2016-07, Vol.51 (4), p.481-486 |
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| container_title | Alcohol and alcoholism (Oxford) |
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| creator | Weaver, Emma R N Wright, Cassandra J C Dietze, Paul M Lim, Megan S C |
| description | To explore young people's perceptions of alcohol advertising on Facebook and investigate perceived compliance with the Alcohol Beverages Advertising Code (ABAC).
An online cross-sectional survey with 172 Australians aged 16-29 years recruited from a market research website and via Facebook. We compiled advertisements from six popular alcohol brands' Australian Facebook pages and asked respondents for their perceptions and interpretations in open and closed-ended questions.
Open-ended responses most commonly indicated that the main messages of the advertisements related to social success. In closed-ended questions, respondents perceived advertisements implied that alcohol facilitated relaxation (67%), improved mood (65%), social success (57%) and confidence (49%).
Young people identified the main themes of alcohol advertising on Facebook as related to social success and significant improvement in mood. Young people's interpretations of Facebook alcohol advertising suggest breaches of ABAC guidelines. Strengthening the enforcement and application of the ABAC and social media alcohol advertising policies is justified. |
| doi_str_mv | 10.1093/alcalc/agv134 |
| format | Article |
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An online cross-sectional survey with 172 Australians aged 16-29 years recruited from a market research website and via Facebook. We compiled advertisements from six popular alcohol brands' Australian Facebook pages and asked respondents for their perceptions and interpretations in open and closed-ended questions.
Open-ended responses most commonly indicated that the main messages of the advertisements related to social success. In closed-ended questions, respondents perceived advertisements implied that alcohol facilitated relaxation (67%), improved mood (65%), social success (57%) and confidence (49%).
Young people identified the main themes of alcohol advertising on Facebook as related to social success and significant improvement in mood. Young people's interpretations of Facebook alcohol advertising suggest breaches of ABAC guidelines. Strengthening the enforcement and application of the ABAC and social media alcohol advertising policies is justified.</description><identifier>ISSN: 0735-0414</identifier><identifier>EISSN: 1464-3502</identifier><identifier>DOI: 10.1093/alcalc/agv134</identifier><identifier>PMID: 26755637</identifier><language>eng</language><publisher>England</publisher><subject>Adolescent ; Adult ; Advertising as Topic ; Alcoholic Beverages ; Attitude ; Cross-Sectional Studies ; Female ; Humans ; Male ; Social Media ; Young Adult</subject><ispartof>Alcohol and alcoholism (Oxford), 2016-07, Vol.51 (4), p.481-486</ispartof><rights>The Author 2016. Medical Council on Alcohol and Oxford University Press. All rights reserved.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c365t-f54613b9f849c51b56235f965a5a2dc6f1ec2cb4a78582b8d4d0eaf6359fe1673</citedby><cites>FETCH-LOGICAL-c365t-f54613b9f849c51b56235f965a5a2dc6f1ec2cb4a78582b8d4d0eaf6359fe1673</cites></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,776,780,27903,27904</link.rule.ids><backlink>$$Uhttps://www.ncbi.nlm.nih.gov/pubmed/26755637$$D View this record in MEDLINE/PubMed$$Hfree_for_read</backlink></links><search><creatorcontrib>Weaver, Emma R N</creatorcontrib><creatorcontrib>Wright, Cassandra J C</creatorcontrib><creatorcontrib>Dietze, Paul M</creatorcontrib><creatorcontrib>Lim, Megan S C</creatorcontrib><title>'A Drink That Makes You Feel Happier, Relaxed and Loving': Young People's Perceptions of Alcohol Advertising on Facebook</title><title>Alcohol and alcoholism (Oxford)</title><addtitle>Alcohol Alcohol</addtitle><description>To explore young people's perceptions of alcohol advertising on Facebook and investigate perceived compliance with the Alcohol Beverages Advertising Code (ABAC).
An online cross-sectional survey with 172 Australians aged 16-29 years recruited from a market research website and via Facebook. We compiled advertisements from six popular alcohol brands' Australian Facebook pages and asked respondents for their perceptions and interpretations in open and closed-ended questions.
Open-ended responses most commonly indicated that the main messages of the advertisements related to social success. In closed-ended questions, respondents perceived advertisements implied that alcohol facilitated relaxation (67%), improved mood (65%), social success (57%) and confidence (49%).
Young people identified the main themes of alcohol advertising on Facebook as related to social success and significant improvement in mood. Young people's interpretations of Facebook alcohol advertising suggest breaches of ABAC guidelines. Strengthening the enforcement and application of the ABAC and social media alcohol advertising policies is justified.</description><subject>Adolescent</subject><subject>Adult</subject><subject>Advertising as Topic</subject><subject>Alcoholic Beverages</subject><subject>Attitude</subject><subject>Cross-Sectional Studies</subject><subject>Female</subject><subject>Humans</subject><subject>Male</subject><subject>Social Media</subject><subject>Young Adult</subject><issn>0735-0414</issn><issn>1464-3502</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2016</creationdate><recordtype>article</recordtype><sourceid>EIF</sourceid><recordid>eNqNkT1PwzAQQC0EglIYWZG3MhBqxx9J2KJCAakIhMrAFDnOuQ1142CnFfx7WhWYkU66G9695SF0RskVJRkbKqs3M1SzNWV8D_UolzxigsT7qEcSJiLCKT9CxyG8E0I5i-khOoplIoRkSQ99DnJ84-tmgadz1eFHtYCA39wKjwEsvldtW4O_xC9g1SdUWDUVnrh13cwG11usmeFncK2FQdgcXkPb1a4J2BmcW-3mzuK8WoPv6rD5wa7BY6WhdG5xgg6MsgFOf3YfvY5vp6P7aPJ09zDKJ5FmUnSREVxSVmYm5ZkWtBQyZsJkUiih4kpLQ0HHuuQqSUUal2nFKwLKSCYyA1QmrI8udt7Wu48VhK5Y1kGDtaoBtwoFTUkqWUqy-D8oSYjkbGuNdqj2LgQPpmh9vVT-q6Ck2HYpdl2KXZcNf_6jXpVLqP7o3xDsGxIKiYU</recordid><startdate>201607</startdate><enddate>201607</enddate><creator>Weaver, Emma R N</creator><creator>Wright, Cassandra J C</creator><creator>Dietze, Paul M</creator><creator>Lim, Megan S C</creator><scope>CGR</scope><scope>CUY</scope><scope>CVF</scope><scope>ECM</scope><scope>EIF</scope><scope>NPM</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>7X8</scope><scope>7QG</scope><scope>7U7</scope><scope>C1K</scope></search><sort><creationdate>201607</creationdate><title>'A Drink That Makes You Feel Happier, Relaxed and Loving': Young People's Perceptions of Alcohol Advertising on Facebook</title><author>Weaver, Emma R N ; Wright, Cassandra J C ; Dietze, Paul M ; Lim, Megan S C</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c365t-f54613b9f849c51b56235f965a5a2dc6f1ec2cb4a78582b8d4d0eaf6359fe1673</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2016</creationdate><topic>Adolescent</topic><topic>Adult</topic><topic>Advertising as Topic</topic><topic>Alcoholic Beverages</topic><topic>Attitude</topic><topic>Cross-Sectional Studies</topic><topic>Female</topic><topic>Humans</topic><topic>Male</topic><topic>Social Media</topic><topic>Young Adult</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Weaver, Emma R N</creatorcontrib><creatorcontrib>Wright, Cassandra J C</creatorcontrib><creatorcontrib>Dietze, Paul M</creatorcontrib><creatorcontrib>Lim, Megan S C</creatorcontrib><collection>Medline</collection><collection>MEDLINE</collection><collection>MEDLINE (Ovid)</collection><collection>MEDLINE</collection><collection>MEDLINE</collection><collection>PubMed</collection><collection>CrossRef</collection><collection>MEDLINE - Academic</collection><collection>Animal Behavior Abstracts</collection><collection>Toxicology Abstracts</collection><collection>Environmental Sciences and Pollution Management</collection><jtitle>Alcohol and alcoholism (Oxford)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Weaver, Emma R N</au><au>Wright, Cassandra J C</au><au>Dietze, Paul M</au><au>Lim, Megan S C</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>'A Drink That Makes You Feel Happier, Relaxed and Loving': Young People's Perceptions of Alcohol Advertising on Facebook</atitle><jtitle>Alcohol and alcoholism (Oxford)</jtitle><addtitle>Alcohol Alcohol</addtitle><date>2016-07</date><risdate>2016</risdate><volume>51</volume><issue>4</issue><spage>481</spage><epage>486</epage><pages>481-486</pages><issn>0735-0414</issn><eissn>1464-3502</eissn><abstract>To explore young people's perceptions of alcohol advertising on Facebook and investigate perceived compliance with the Alcohol Beverages Advertising Code (ABAC).
An online cross-sectional survey with 172 Australians aged 16-29 years recruited from a market research website and via Facebook. We compiled advertisements from six popular alcohol brands' Australian Facebook pages and asked respondents for their perceptions and interpretations in open and closed-ended questions.
Open-ended responses most commonly indicated that the main messages of the advertisements related to social success. In closed-ended questions, respondents perceived advertisements implied that alcohol facilitated relaxation (67%), improved mood (65%), social success (57%) and confidence (49%).
Young people identified the main themes of alcohol advertising on Facebook as related to social success and significant improvement in mood. Young people's interpretations of Facebook alcohol advertising suggest breaches of ABAC guidelines. Strengthening the enforcement and application of the ABAC and social media alcohol advertising policies is justified.</abstract><cop>England</cop><pmid>26755637</pmid><doi>10.1093/alcalc/agv134</doi><tpages>6</tpages><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 0735-0414 |
| ispartof | Alcohol and alcoholism (Oxford), 2016-07, Vol.51 (4), p.481-486 |
| issn | 0735-0414 1464-3502 |
| language | eng |
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| source | MEDLINE; Alma/SFX Local Collection; EZB Electronic Journals Library; Oxford Journals |
| subjects | Adolescent Adult Advertising as Topic Alcoholic Beverages Attitude Cross-Sectional Studies Female Humans Male Social Media Young Adult |
| title | 'A Drink That Makes You Feel Happier, Relaxed and Loving': Young People's Perceptions of Alcohol Advertising on Facebook |
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