By Barrie Gunter; Anders Hansen; Maria Touri
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Additional resources for Alcohol Advertising and Young People's Drinking: Representation, Reception and Regulation by Barrie Gunter (2010-11-15)
For example, while commercial advertising spots on television for alcoholic beverages increased in the UK between 2004 and 2006, expenditure on televised advertising declined over this period (Ofcom, 2007). Advertising and Alcohol Consumption in Society 47 Early research on the overall impact of advertising on alcohol sales indicated that the amount of expenditure on advertising offers no guarantee of enhanced product sales (Simon, 1969). In this research, data focused on sales of spirits in 17 states in the USA over the 1953–63 period; and evidence showed that advertising expenditure data were limited to advertising in magazines and newspapers.
Drinking alcohol for this social group moved indoors into the private domain, while the unskilled working class continued to meet in public places to drink. For the latter, the alehouses often provided a more comfortable and hospitable space in which to spend one’s time compared with the basic premises in which they tended to live. With class divides becoming more apparent, there was also a decrease in the extent to which the different classes shared the same recreational spaces. Historically, alcohol consumption trends have evolved in line with wider social changes.
In all, they found 156 advertisements (12% of the total sample) that promoted alcoholic drinks. More often than not (56% of the time) alcohol advertisements occurred in first position Alcohol Marketing over the Years 35 in advertising breaks and tended to be longer than other product commercials. Alcohol advertisements were equally likely to occur before and after the 9 pm watershed, but occurred with greatest intensity between 6 pm and 7 pm in the evening. This meant that they could have been seen by large numbers of children.