The Influence of Alcohol Marketing on Underage Drinking: A Media Analysis
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Course
Psychological effects of the media
Institution
Hogeschool Utrecht (HU)
essay about the influence of alcohol marketing on minors. Intended for the course Psychological effects of the media. analysis of around 1400 words and a correct apa list
Psychological effects of the media
Amber van wijk
JM-PSYCHEFF-22_2023
2023-2024
Teacher: Marleen Klaassen
The Influence of Alcohol Marketing on Underage Drinking: A Media Analysis
1
, Contents:
Introduction…………………………………………………………………………………………………………………………………..2
Media content……………………………………………………………………………………………………………………………….2
Theory……………………………………………………………………………………………………………………………………………3
The effects……………………………………………………………………………………………………………………………………..3
Conclusion……………………………………………………………………………………………………………………………………..4
Reference list…………………………………………………………………………………………………………………………………4
Introduction
Alcohol marketing, particularly through television and social media, significantly shapes underage
drinking behaviors. This essay delves into the media content surrounding alcohol marketing, applies
relevant media effects theories, examines documented research findings, and concludes with
implications and suggestions for future research.
Media Content
Alcohol marketing strategies, particularly the ones on television and social media platforms, play an
essential role in shaping beliefs of drinking among underage individuals. Research by Jernigan,
Ostroff, and Ross (2005) sheds light on the popularity and impact of alcohol advertising on television.
The study highlights the extensive exposure of young people to alcohol advertisements and suggests
that such exposure contributes to increased alcohol consumption among adolescents.
Television advertisements often portray drinking as glamorous and essential for socializing,
presenting scenes of parties and celebrations where alcohol is prominently featured. For example,
commercials may portray young adults enjoying themselves at a lively gathering, with alcohol serving
as the centerpiece of the party. This portrayal creates an aspirational image of alcohol consumption,
suggesting that drinking is essential to having a fulfilling social life.
Similarly, social media platforms serve as a productive ground for
alcohol marketing, with influencers promoting alcohol brands in
their posts. Research by Morgenstern et al. (2016) highlights the
unescapable presence of alcohol-related content on platforms like
Instagram and its potential influence on underage drinking
attitudes. Influencers often show alcohol brands in their posts,
associating them with a desirable lifestyle.
In recent years, celebrity endorsement has become a prominent
feature of alcohol marketing, with figures like Ryan Reynolds using their fame to promote alcohol
brands. Reynolds, known for his charismatic persona, has been featured in advertisements for
various alcohol products, using his charm and humor to appeal to audiences. Moreover, some
celebrities have taken their involvement in alcohol marketing a step further by launching their own
alcohol brands. For instance, actor George Clooney co-founded Casamigos Tequila, while singer
Drake launched Virginia Black Whiskey. These instances underscore the influential role that
celebrities play in shaping beliefs and behaviors surrounding alcohol consumption, as their
endorsements and brand connections can significantly affect consumer attitudes and preferences.
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