The Role of Alcohol Product Advertisers, their use of the Internet and Social Media and the Affects on Young People
Strasburger, Jordan and Donnerstein (2010) outline that the means of which alcohol products can be promoted has expanded, with exposure to young people on television and traditional media continuing yet exposure through social media and the internet increasing rapidly. Even though young people may be more inclined mis-use or misinterpret the advertising messages on social media and the internet, young people are likely to be affected by their advertising strategies because beliefs and behaviours about alcohol are influenced, the advertisements are made particularly engaging to young people, and susceptible to the messages alcohol …show more content…
Alcohol advertising becomes a part of the cultural framework which shapes the meanings young people form about alcohol, and strengthens social norms around drinking, highlights Chrzan (2013). For example, the context of which alcohol is consumed within New Zealand culture is widely discussed. It is consumed by many New Zealanders and is largely viewed as socially acceptable. As well as often being portrayed as fundamental to a 'leisure …show more content…
In general, the alcohol industry states that it does not target young people under the legal purchasing age with its advertising strategies. Smith and Atkin's (2006) alcohol campaign research applies the concept of placing strategic messages in alcohol company-sponsored "responsible drinking" television advertising campaigns and gaging viewer engagement. Smith and Atkin (2006) find that strategically ambiguous messages are intended to generate diverse reactions between varied audience segments- one important segment being young people. These different perceptions translate into somewhat positive corporate images of alcoholic drink
Strasburger, Jordan and Donnerstein (2010) outline that the means of which alcohol products can be promoted has expanded, with exposure to young people on television and traditional media continuing yet exposure through social media and the internet increasing rapidly. Even though young people may be more inclined mis-use or misinterpret the advertising messages on social media and the internet, young people are likely to be affected by their advertising strategies because beliefs and behaviours about alcohol are influenced, the advertisements are made particularly engaging to young people, and susceptible to the messages alcohol …show more content…
Alcohol advertising becomes a part of the cultural framework which shapes the meanings young people form about alcohol, and strengthens social norms around drinking, highlights Chrzan (2013). For example, the context of which alcohol is consumed within New Zealand culture is widely discussed. It is consumed by many New Zealanders and is largely viewed as socially acceptable. As well as often being portrayed as fundamental to a 'leisure …show more content…
In general, the alcohol industry states that it does not target young people under the legal purchasing age with its advertising strategies. Smith and Atkin's (2006) alcohol campaign research applies the concept of placing strategic messages in alcohol company-sponsored "responsible drinking" television advertising campaigns and gaging viewer engagement. Smith and Atkin (2006) find that strategically ambiguous messages are intended to generate diverse reactions between varied audience segments- one important segment being young people. These different perceptions translate into somewhat positive corporate images of alcoholic drink