Studies conducted have shown that the use of technique that target and are appealing to the young people have been applied in alcohol advertisement. Research has shown that the youth find a lot of features in alcohol advertisement very appealing to them; others have found some distinctiveness of alcohol advertisement for example, comedy, population music, celebrity endorsement, animation, etc to attract young people (Chen & Crube, 2002). Young people also find description of entertainment, friends and solidarity good looking and over and over again correlate alcohol advertisement to be persuasive to buy the drinks, portrayal of the drinks/ products supremacy over their competitor’s products, and the connection between alcohol and social success, sexual charisma.
Furthermore, young people also believe that the commercials propose that alcohol takers will find success, love, sexual partners and happiness. Methodology The methods used by the researcher are qualitative as well as quantitative so as to acquire a good understanding of the objectives of this research paper. The data (primary) that will help the researcher get a good understanding of the paper in a wide perspective will be by the use of a questionnaire given out that will help to dissect the results of the research.
The knowledge in this area of study will be used as secondary data. The data collection that will be used in this research is a questionnaire. The core plan of this research is to establish alcohol advertisement in Australia. The questionnaire will be given to individuals who will be expected to fill in the questionnaire. After all the feedback is collected from the respondents, the data will be analyzed and then interpreted which will be in turn used in supporting the secondary data. Discussion Most of the research that has been done on alcohol advertisement concerns the correlation between alcohol advertisement and its exposure to the young people and how it affects their behaviors.
Young people are swayed by celebrity endorsement used in alcohol adverts. The research showed that sexual themes, young models and celebrity endorsement used in alcohol advertisement electrify the adolescents. Young models and celebrities in alcohol advertisement impress most the adolescent. It is also reported that alcohol advertisement that has sexual themes are more appealing to the youths (Stacy et al., 2004). It has been found that most young people will recall young models, celebrities and sports personality used in alcohol advertisements.
In a sample of young people between 10-14 years, sports personalities and humor are the major reasons why they are attracted to an advertisement, in a research by Neuendorf (1985) where 100 young people were asked to name their favorite advertisement, thirty percent of these adolescent named a beer or wine advertisement as their favorite. Studies propose that alcohol advertising cause one to have the intent of taking alcohol as well as the alcohol consumption patterns. Increase in alcohol consumption among the young people is positively associated with the exposure to alcohol advertising (Snyder, 2006).
The increase in exposure to alcohol advertisement is linked to 44 % increase in young people consuming beer and 34 % wine and/of liquor consumption increase (Stacy et al., 2004). Methodological and design restrictions with customers studies in alcohol advertisement are experienced as any other scientific research. Discussions will always be present about how alcohol advertisement is measured; it has proven to be a difficult task to get a huge unsystematic sample of participants, in additional to analysis of the results can disagree.
However, even if it is not possible to conduct a perfect study, most of the research done on this issue is of high academic standards, making use of identifiable in addition to tried and tested procedures. Alcohol producers also argue that the results found by these researches are not significant and that other factors like peer influence and also parental influence are a major factor in development of such behaviors.
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