Study probes cool' ads that target younger set

Related tags Young people Alcohol Alcoholic beverage Advertising

by Ewan Turney A new research group is to probe whether young drinkers consume certain brands of alcoholic drink because they believe it makes them...

by Ewan Turney

A new research group is to probe whether young drinkers consume certain brands of alcoholic drink because they believe it makes them "cool" due to the way they are advertised.

The Young People and Alcohol project is being headed up by University of Bath lecturer Dr Christine Griffin and forms part of a wider study on identities and social action.

Griffin, and a team of researchers from Birmingham, Bath and London Universities, will question a group of 70 people aged between 18 and 25 in three secret locations ­ a city in the Midlands, a seaside resort and a west country market town.

"Studies have not kept pace with the increasing complexity and sophistication of current alcohol marketing and branding campaigns aimed at young people," said Griffin.

"This project will investigate the ways that alcohol advertising might shape young people's identities ­ for example, by encouraging them to see themselves as cool or attractive, manly or female if they drink a particular product or brand.

"We will analyse a selected sample of current alcohol adverts aimed at young people on TV, radio, magazines and the internet, examining the images and meanings associated with particular drinks."

The project begins this month and is set to run until 2007. Griffin said its findings may have a "significant impact" on the Government's strategy for reducing binge-drinking.

Last month, guidelines to codify the rules on advertising set by media regulator Ofcom last year were published.

Adverts must not include celebrities with "strong youth appeal", such as pop, TV or sports stars and care must be taken with ads featuring cartoons, sports and animals.

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