Alcohol Advertising and Young People’s Drinking: by Barrie Gunter; Anders Hansen; Maria Touri

By Barrie Gunter; Anders Hansen; Maria Touri

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Additional info for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation

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Similar proportions of people (25%) had purchased alcohol from supermarkets and from bars in 2007 (Lader, 2009). The heaviest drinkers bought more alcohol than did light drinkers from both locations. In the context of the present book, the key question being investigated centres on the role played by advertising in priming young people to drink. Much of this book will focus on that question. Before doing this, however, it is important to consider what is known about the nature of young people’s alcohol consumption habits.

Some evidence did emerge, however, that print advertising was predictive of increased beer consumption and decreased spirits consumption.

This trend is not accounted for simply by cost inflation. It has been observed that there has been an increase over time in the proportion of household expenditure (by 81% between 1992 and 2006) on alcohol products (Hastings & Angus, 2009). This financial trend masks other behaviour shifts. The volume of alcohol bought and consumed outside the home has decreased over time while the volume consumed inside the home has increased. Similar proportions of people (25%) had purchased alcohol from supermarkets and from bars in 2007 (Lader, 2009).

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