Key Debates - Alcoholic Drinks

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What’s changed? Does beer advertising affect consumption in the United States?
Dr Gary B Wilcox and Harshavardhan Gangadharbatla, International Journal of Advertising, Vol. 25, No. 1, 2006, pp. 35-50
Beer consumption is predominantly male in the US and has increased only slightly since the 1970’s. Most studies have found only weak advertising effects on aggregate alcohol expenditures but recognise positive associations with selective demand across brands and product categories. A comprehensive...

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Advertising and alchohol consumption in the UK
Sally Dickerson and Jane Dorsett, International Journal of Advertising, Vol. 23, No. 2, 2004, pp. 149-171
The human and economic cost of alcohol misuse in the UK is high. Alcohol advertising has been criticised because of its presumed impact on alcohol consumption. This two-part investigation considers possible reasons for alcohol consumption in the UK. In the first section, the authors examine the hypotheses...

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Do Advertising Bans Work? An International Comparison
D J Young and J P Nelson, International Journal of Advertising, Vol. 20, No. 3, 2001
Advertising bans can increase or decrease alcohol consumption due to effects on beverage choice, price competition, and substitution by producers towards non-banned media. We study bans on broadcast advertising in 17 OECD countries for the years 1977 to 1995, in relation to per capita alcohol consumption,...

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Advertising Effect on Primary Demand: a Cointegration Approach
G Tassinari and G Cavaliere, International Journal of Advertising, Vol. 20, No. 3, 2001
This paper addresses the question of the effects of advertising on the primary demand for whisky in Italy. In contrast to previous works, this issue is investigated in a multivariate framework by referring to Johansen’s cointegration technique; this choice allows the non-stationary dynamics of aggregate...

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Beer Brand Advertising and Market Share in the United States: 1977 to 1998
Dr Gary B Wilcox, International Journal of Advertising, Vol. 20, No. 2, 2001
An analysis of the relationship between annual advertising expenditure and market share for several brands of beer sold in the USA between 1977 and 1998, using a generalised least-squares regression procedure....

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Integrated Marketing Communications in the Australian and New Zealand Wine Industry
James Wilson, Kari Skrip, Mike Ratcliffe, T Johnson and Mike Reid, International Journal of Advertising, Vol. 20, No. 2, 2001
Integrated marketing communications and the management of brands is a vital area for research in many industries. The global wine industry is facing significant changes including: retail concentration; proliferation of brands and labels; fragmenting consumer markets; and over-production. Improving the...

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Can alcohol misuse be reduced by banning advertising
Tim Ambler, International Journal of Advertising, Vol. 15, No. 2, 1996
This article discusses the potential effects of an advertising ban on alcohol use and misuse. It examines the premises that advertising causes alcohol misuse and that an advertising ban would reduce alcohol misuse. Two theories of how advertising affects alcohol consumption are introduced and discussed....

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The influence of advertising on alcohol consumption: a literature review and an econometric analysis of four European nations
C Scheraga and J E Calfee, International Journal of Advertising, Vol. 13, No. 4, 1994
Econometric and laboratory research in the US, Canada and the UK have not revealed advertising to have a significant effect on alcohol consumption. The same is true of survey research, which confirms the powerful role of social factors such as the attitudes and behaviour of parents and peers. We present...

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Alcohol advertising controls in the 1990s
Christine Godfrey and Larry Harrison, International Journal of Advertising, Vol. 8, No. 2, 1989
Public health campaigners have criticized the British system for the regulation of alcohol advertising, which relies on several distinct codes of practice governing different media. This paper looks at the options for change, in the light of the economic, political and technological factors that will...

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Television alcohol commercials and under-age drinking
Dr P P Aitken, International Journal of Advertising, Vol. 8, No. 2, 1989
Research in Scotland has shown that television alcohol commercials become increasingly salient and attractive over the years 10 to 14. By the age of 14 children perceive lager and beer commercials as promoting and macho-masculinity, sociability and working-class values. The research also showed consistent...

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