Research final, Alcohol advertisements and teenage alcoholism - An investigation of the Association between Alcoholism among Teenagers in Australia and

Research final, Alcohol advertisements and teenage alcoholism

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An investigation of the Association between Alcoholism among Teenagers in Australia and Alcohol Advertisements
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Abstract Teenage alcoholism is a critical issue in many countries and particularly in Australia. This is mainly due to the effects that result such as health, social and mental growth problems. Alcohol advertisements have been found to be the main contributors of teenage alcoholism. Therefore, this research aimed at finding the relationship between alcohol advertisements and alcoholism among the teenagers. The specific objectives were to examine the teenagers’ exposure levels to alcohol ads, the likeability of the adverts and whether the adverts influence teenagers to start or increase their alcohol drinking habits. A qualitative research approach was utilized where several past studies were reviewed to gain ideas, opinions and understanding of the relationship between alcohol consumption among the adolescents and alcohol adverts. Data analysis was done by comparing the findings from these studies so as to identify any similarities or differences. The findings were that there is a close association between alcohol advertisements and teenage alcoholism which is influenced by the likeability of the adverts and high exposure level to these adverts. Likeability was found to be influenced by the ads features such as music and models. It was therefore recommended that designing of less appealing and product quality oriented adverts would lower the influence they have on teenage alcoholism. Training of adolescents to have good values and conduct was also recommended as it would also lower their alcoholism rates. 1
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Table of Contents 1.0 Introduction .............................................................................................................................. 3 1.1 Research Questions .................................................................................................................. 4 1.3 Significance of the Study ......................................................................................................... 5 2.0 Literature Review .................................................................................................................... 6 2.1 Short Term Implications of Exposure to Alcohol Ads ....................................................... 6 2.2 Likeability Aspect of Alcohol Advertisements ................................................................... 7 2.3 The Relationship between Exposure to Alcohol Advertisements and Onset of Alcohol Use among Teens ........................................................................................................................ 8 2.4 The Relationship between Alcohol Advertising and Teenage Alcohol Use Patterns ...... 8 2.4 Hypotheses ............................................................................................................................ 9 3.0 Research Methodology .......................................................................................................... 10 3.1 Data Analysis ...................................................................................................................... 10 4.0 Results and Discussion .......................................................................................................... 10 4.1 Results ................................................................................................................................. 10 4.2 Discussion ............................................................................................................................ 13 5.0 Conclusion .............................................................................................................................. 14 5.1 Implications ........................................................................................................................ 15 5.2 Recommendations .............................................................................................................. 16 6.0 Limitations and Future Research ......................................................................................... 17 References ...................................................................................................................................... 17 2
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1.0 Introduction In Australia, use of alcohol is related to causing harm and thus alcoholism is a significant risk factor as many concerns are linked to it as has been put forward by MCAAY (2014). A key concern is on the health problems that result from excessive alcohol use such as chronic kidney disease, cancer, type two diabetes, cardiovascular disease, high blood pressure, obesity and adding on excess weight (Anderson, et al., 2009). Alcohol misuse is also related to poor social impacts including violence, poor performance academically, motor vehicle accidents, depression, suicide attempts, great risk sexual behaviors and memory loss (Mapulane, 2014). Hanes (2012) also highlights that use of alcohol at a very early age results to impairing brain development and is thus critical for teenagers. Brain development is a process that progresses until one is 25 years.
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  • Spring '08
  • Mundia
  • The Land, ........., Alcoholic beverage, Drinking culture

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