Featured Research

from universities, journals, and other organizations

Anti-drinking Campaign Ads May Be 'Catastrophically Misconceived'

Date:
December 14, 2007
Source:
University Of Bath
Summary:
Some anti-drinking advertising campaigns may be "catastrophically misconceived" because they play on the entertaining 'drinking stories' that young people use to mark their social identity, say researchers who have just completed a three year study of the subject. Advertisements that show drunken incidents, 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 as a cautionary tale.

Some anti-drinking advertising campaigns may be “catastrophically misconceived” because they play on the entertaining ‘drinking stories’ that young people use to mark their social identity, say researchers who have just completed a three year study of the subject.

Advertisements that show drunken incidents, 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 as a cautionary tale.

Whilst these adverts, such as Diageo’s thechoiceisyours campaign, imply that being very drunk with friends carries a penalty of social disapproval, for many young people the opposite is often the case.

“Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people,” said 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.

“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.”

The research, which was funded by the Economic & Social Research Council, involved in-depth interviews with 94 young people in three UK regions over a period of three years.

“The study suggests a radical re-thinking of national alcohol policy is required which takes into account the social character of alcohol consumption and the identity implications for young people,” said Professor Hackley.

Professor Isabelle Szmigin from Birmingham Business School, University of Birmingham, added: “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.


Story Source:

The above story is based on materials provided by University Of Bath. Note: Materials may be edited for content and length.


Cite This Page:

University Of Bath. "Anti-drinking Campaign Ads May Be 'Catastrophically Misconceived'." ScienceDaily. ScienceDaily, 14 December 2007. <www.sciencedaily.com/releases/2007/12/071213194417.htm>.
University Of Bath. (2007, December 14). Anti-drinking Campaign Ads May Be 'Catastrophically Misconceived'. ScienceDaily. Retrieved August 30, 2014 from www.sciencedaily.com/releases/2007/12/071213194417.htm
University Of Bath. "Anti-drinking Campaign Ads May Be 'Catastrophically Misconceived'." ScienceDaily. www.sciencedaily.com/releases/2007/12/071213194417.htm (accessed August 30, 2014).

Share This




More Mind & Brain News

Saturday, August 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Treadmill 'trips' May Reduce Falls for Elderly

Treadmill 'trips' May Reduce Falls for Elderly

AP (Aug. 28, 2014) Scientists are tripping the elderly on purpose in a Chicago lab in an effort to better prevent seniors from falling and injuring themselves in real life. (Aug.28) Video provided by AP
Powered by NewsLook.com
Alice in Wonderland Syndrome

Alice in Wonderland Syndrome

Ivanhoe (Aug. 27, 2014) It’s an unusual condition with a colorful name. Kids with “Alice in Wonderland” syndrome see sudden distortions in objects they’re looking at or their own bodies appear to change size, a lot like the main character in the Lewis Carroll story. Video provided by Ivanhoe
Powered by NewsLook.com
Stopping Schizophrenia Before Birth

Stopping Schizophrenia Before Birth

Ivanhoe (Aug. 27, 2014) Scientists have long called choline a “brain booster” essential for human development. Not only does it aid in memory and learning, researchers now believe choline could help prevent mental illness. Video provided by Ivanhoe
Powered by NewsLook.com
Personalized Brain Vaccine for Glioblastoma

Personalized Brain Vaccine for Glioblastoma

Ivanhoe (Aug. 27, 2014) Glioblastoma is the most common and aggressive brain cancer in humans. Now a new treatment using the patient’s own tumor could help slow down its progression and help patients live longer. Video provided by Ivanhoe
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins