Negative ads 'turning people on' to drink

Advertising aimed at switching off young people from drinking to excess could be having the opposite effect, according to an academic study.

Researchers at the University of Bath said scenes depicted in adverts such as being thrown out of a nightclub, being carried home or passing out in a doorway, are often seen by young people as being a typical story of a 'fun' night out, rather than a cautionary tale.

Diageo's thechoiceisyours campaign was held up the university as an example of advertising which implied that being very drunk with friends carries a penalty of social disapproval - but which could have a very different effect on youngsters.

The researchers spent three years carrying out the project, which was funded by the Economic & Social Research Council and involved in-depth interviews with 94 young people.

Professor Christine Griffin from the University of Bath, who led the research with colleagues from Royal Holloway, University of London and the University of Birmingham, said: "Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people.

"Our detailed research interviews revealed that tales of alcohol-related mishaps and escapades were key markers of young peoples' social identity.

"These 'drinking stories' also deepen bonds of friendship and cement group membership. Not only does being in a friendship group legitimise being very drunk - being the subject of an extreme drinking story can raise esteem within the group."

Professor Chris Hackley in the School of Management at Royal Holloway added: "Inebriation within the friendship group is often part of a social bonding ritual that is viewed positively and linked with fun, friendship and good times, although some young people can be the target of humiliating or risky activities.

"This suggests that anti-drinking advertising campaigns that target this kind of behaviour may be catastrophically misconceived."

Professor Isabelle Szmigin from Birmingham Business School, University of Birmingham, said: "Whilst many young people recognise the damage that 'drinking too much' can do to their health, and the associated risks of physical and sexual assault, few view these as more than short term problems."

The research team also comprised Dr Willm Mistral and Dr Andrew Bengry-Howell of the University of Bath. Dr Mistral is Research Manager of the Mental Health R&D Unit at the University, and Dr Bengry-Howell is Research Assistant on the project.