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Additional resources for Alcohol Advertising and Young People’s Drinking: Representation, Reception and Regulation
This trend is not accounted for simply by cost inflation. It has been observed that there has been an increase over time in the proportion of household expenditure (by 81% between 1992 and 2006) on alcohol products (Hastings & Angus, 2009). This financial trend masks other behaviour shifts. The volume of alcohol bought and consumed outside the home has decreased over time while the volume consumed inside the home has increased. Similar proportions of people (25%) had purchased alcohol from supermarkets and from bars in 2007 (Lader, 2009).
The research showed that children of all ages liked the alcohol advertisements in the study and perceived them as effective. There was also clear evidence that ‘advertising styles affected popularity with humour, cartoon format or the inclusion of an animal, or character increasing the appeal of an advertisement’ (p. 85). New forms of alcohol promotion Regulations for alcohol advertising can be found in many countries and cover all the longer-established advertising media – television, radio, cinema and print media.
Last, in a study that departed from the usual econometric approach and analysed advertising expenditure in connection to motor vehicle fatalities in the USA, Saffer (1997b) found that advertising could potentially influence consumption. After building in various control variables, this analysis showed that advertising volume was related to motor deaths on the road, but once again pricing effects proved a more significant variable, which could also reduce fatalities. 48 Alcohol Advertising and Young People’s Drinking Role of alcohol type and brand in advertising effects: macro-level analyses In assessing potential effects of advertising on alcohol consumption, the alcohol type in question may matter too.