Does advertising influence binge-drinking?
Adverts promoting alcohol have no direct impact on the consumption in terms of quantity. Indeed, a study from the ”International Centre for Alcohol policies”, showed that an increase in beer advertising has no real impact on beer consumption. One of the reasons for this is that alcohol advertising is heavily regulated.
Even though alcohol advertising has very little influence on consumption in terms of quantity, it has a large influence on the purchase behaviour of the young consumer regarding the types of alcohol bought. Young consumers are aware of brands and products available; they react positively to new innovative products, and are willing to test new products. In most cases they have an emotional reaction to an ad and are therefore easily influenced by it as these advertisements “talk their language or portray images or events that are relevant to their lives and interests” (Advertising Standards Authority, Dec 2005).
Young consumers in general are known to be open to testing new products and having unconscious attitudes, such as binge-drinking. In the last 10 years, brands, in order to gain market shares, have launched new types of drinks that target the demands of young people. They have done large advertising campaigns so that young consumers are aware of these new types of drinks. This is why there has been a change in the purchase and consumption behaviour of young people regarding the types of alcohol drunk and bought. A report from the Department of Health has showed that there has been a change in the behaviour of young people that are now consuming more and more strong or sweet alcohols such as Alcopops or strong spirits.
Another impact of alcohol advertising on young people’s lifestyles is the location where they will be drinking. A change of location from pubs to night clubs and parties has occurred especially with alcopop drinks. The Smirnoff ad on the left is a perfect example of an ad promoting alcohol but also influencing where it will be consumed. The ad pushes people to party and have fun (night clubs, parties …).
All in all, advertising that promotes alcohol has a direct influence on the purchase behaviour of young people regarding the type of drink consumed and on their lifestyles with the location where alcohol is drunk.
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