|Titre :||Assessment of young people's exposure to alcohol marketing in audiovisual and online media|
|Auteurs :||E. WINPENNY ; S. PATIL ; M. ELLIOTT ; L. VILLALBA VAN DIJK ; S. HINRICHS ; T. MARTEAU ; E. NOLTE|
|Type de document :||Rapport|
|Editeur :||Cambridge : RAND Europe, 2012|
|Format :||178 p. / ann., tabl.|
|Note générale :||Editorial: Alcohol marketing: grooming the next generation. Hastings, G.; Sheron, N. British Medical Journal, 2013;346(7898):f1227.|
|Discipline :||MAR (Marché de la drogue / Drug market)|
Thésaurus TOXIBASEALCOOL ; ADOLESCENT ; PUBLICITE ; TELEVISION ; INTERNET ; INFLUENCE ; MARKETING ; RESEAU SOCIAL ; BOISSON ALCOOLISEE ; INDUSTRIE DE L'ALCOOL ; EVALUATION
Thésaurus GéographiqueROYAUME-UNI ; PAYS-BAS ; ALLEMAGNE
Sponsored by the European Commission, the Rand Europe Report's focused on three countries; the UK, the Netherlands and Germany. Its main findings are as follows:
• Adolescents in the UK and the Netherlands are more likely than adults to be exposed to alcohol advertising on television.
• In the UK, young people (10-15 years) are 51% more exposed to ready-mixed drinks which are directly targeted at them.
• In the Netherlands, people aged 13-19 years old are 63% more exposed to wine advertising and 45% more to spirits.
• In Germany adolescents had a lower exposure to alcohol adverts than adults.
• Many TV alcohol adverts contained elements considered to be appealing to young people, such as trendy music, celebrities, and special effects.
• Alcohol brands have considerable online media presence through marketer generated as well as user generated content.
• Online content often uses social media where social websites such as You Tube and Twitter have no age restrictions.
• Online content marketing is designed to encourage users to make links between alcohol brand related content on different websites, using incentives like competitions, giveaways, and comedy videos- the user is then encouraged to interact with the brand for longer.
• It is possible that social media marketing may have a stronger effect than traditional advertising due to features such as its highly interactive nature and the use of peer influence (users spend far more time browsing and interacting with the brand/ product),
• Age verification of pages is highly questionable, as they can easily be overridden.
The role of brand recognition in relation to future behaviour is an area which the report suggested needed further research.
|Domaine :||Alcool / Alcohol|
|Refs biblio. :||127|