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    Reverse engineering a 'responsible drinking' campaign to assess strategic intent

    Access Status
    Fulltext not available
    Authors
    Pettigrew, Simone
    Biagioni, Nicole
    Daube, Mike
    Stafford, Julia
    Jones, S.
    Chikritzhs, Tanya
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    Pettigrew, S. and Biagioni, N. and Daube, M. and Stafford, J. and Jones, S. and Chikritzhs, T. 2016. Reverse engineering a 'responsible drinking' campaign to assess strategic intent. Addiction. 111 (6): pp. 1107-1113.
    Source Title
    Addiction
    DOI
    10.1111/add.13296
    ISSN
    0965-2140
    School
    National Drug Research Institute (NDRI)
    URI
    http://hdl.handle.net/20.500.11937/12566
    Collection
    • Curtin Research Publications
    Abstract

    Background and aims: The alcohol industry produces 'responsible drinking' advertising campaigns. There is concern that these may promote drinking while persuading governments and the general public that the industry is acting responsibly. This paper examined young people's thoughts and feelings in response to one of these campaigns in Australia. Design: A qualitative analysis of introspection data provided by young drinkers after exposure to a responsible drinking advertisement produced by DrinkWise called 'How to Drink Properly'. Setting: Perth, Western Australia. Participants: Forty-eight 18-21-year-old drinkers. Measurements: The qualitative data were imported into NVivo10 and coded according to the various stages of advertising effects frameworks. A thematic analysis approach was used to identify patterns in the data relating to (i) perceptions of the source and purpose of the advertisement and (ii) any resulting attitudinal or behavioural outcomes. Findings: Despite the sample comprising mainly high-risk drinkers, participants were generally unable to relate to the heavy drinkers depicted in the DrinkWise advertisement. This disassociation resulted in a perceived lack of need to modify their own drinking behaviours. Instead, the study participants found the advertisement to be entertaining and supportive of existing social norms relating to heavy drinking among members of this age group.Conclusions: The 'How to Drink Properly' advertisement by Drinkwise in Australia may reinforce existing drinking attitudes and behaviours among young drinkers.

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