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    Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air television

    Access Status
    Open access via publisher
    Authors
    Fielder, Lynda
    Donovan, Robert
    Ouschan, Robyn
    Date
    2009
    Type
    Journal Article
    
    Metadata
    Show full item record
    Citation
    Fielder, Lynda and Donovan, Robert and Ouschan, Robyn. 2009. Exposure of children and adolescents to alcohol advertising on Australian metropolitan free-to-air television. Addiction 104 (7): pp. 1157-1165.
    Source Title
    Addiction
    DOI
    10.1111/j.1360-0443.2009.02592.x
    ISSN
    09652140
    Faculty
    Curtin Business School
    School of Marketing
    Remarks

    Copyright © 2009 John Wiley & Sons, Ltd.

    URI
    http://hdl.handle.net/20.500.11937/6744
    Collection
    • Curtin Research Publications
    Abstract

    This study investigated the exposure of underage youth to alcohol television advertising on metropolitan free-to-air television in the five mainland capital city markets of Australia. Exposure levels (target audience rating points; TARPs) were obtained for all alcohol advertisements screened from November 2005 to October 2006 in each capital city market for: children 0-12 years; underage teens 13-17 years; young adults 18-24 years; and mature adults 25+ years. The thirty most exposed advertisements across age groups were then content analysed for elements appealing to children and underage youth. In each of the five metropolitan markets, mature adults were most exposed to alcohol advertising. Children were exposed to one third the level of mature adults and underage teens to approximately the same level as young adults. However there was considerable variation in media weight between markets such that underage teens in two markets had higher advertising TARPs than young adults in other markets. All thirty highest exposed advertisements contained at least one element known to appeal to children and underage youth, with 23 containing two or more such elements. Fifteen of the 30 advertisements featured an animal. The self-regulation system in Australia does not protect children and youth from exposure to alcohol advertising, much of which contains elements appealing to these groups.

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