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The nature of alcohol advertising in the 'old' and 'new' media and the impact on young people's alcohol-related attitudes, intentions and behaviour

Grant


Scheme


  • Discovery Projects

Abstract


  • While there is increasing evidence of an association between alcohol advertising and youth drinking, there have been no published studies that have comprehensively examined the role of different forms of alcohol advertising on young people¿s drinking perceptions and intentions. The rise of `new media¿ and the increasing move to `below-the-line¿ marketing means that young people are exposed to an unprecedented level of alcohol marketing messages. The proposed program of research is a longitudinal cohort study, combined with a series of targeted qualitative and quantitative studies, to examine the relative effects of exposure to differing advertising messages via different media on young people¿s alcohol-related attitudes and behaviours

Date/time Interval


  • 2012 - 2015

Sponsor Award Id


  • DP120102741

Local Award Id


  • 101452

Scheme


  • Discovery Projects

Abstract


  • While there is increasing evidence of an association between alcohol advertising and youth drinking, there have been no published studies that have comprehensively examined the role of different forms of alcohol advertising on young people¿s drinking perceptions and intentions. The rise of `new media¿ and the increasing move to `below-the-line¿ marketing means that young people are exposed to an unprecedented level of alcohol marketing messages. The proposed program of research is a longitudinal cohort study, combined with a series of targeted qualitative and quantitative studies, to examine the relative effects of exposure to differing advertising messages via different media on young people¿s alcohol-related attitudes and behaviours

Date/time Interval


  • 2012 - 2015

Sponsor Award Id


  • DP120102741

Local Award Id


  • 101452