ผู้วิจัย/Authors: Bandit Sormpaisarn

ชื่อเรื่อง/Title: The Impacts of Alcohol Advertisements on Youth.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 33.

รายละเอียด / Details:

Advertisements targeting the youth The advertisement on alcohol beverages after exploits the youth’s values such as enjoyment, friendship, success sexual attraction. Some advertisements implicitly place product logos and the companies’ brands with the youth’s idol. However, surveys indicate that readers can connect logos or products’ brands. Having looked at the above advertisement (with the product logo), 99.8 percent of Matayoms 2 and 6 students can tell that this advertisement is selling alcohol beverages (beer and whisky). It means that an advertisement showing a gesture of lifting a glass together with the logo can remind the reader of alcohol beverages. Eighty-three percent of 700 people who have seen the above advertisement at the Victory Monument responded that this was an advertisement related to Singha beer; 5.3 percent said it was about Singha fresh water; 1.1 percent said it was corporate advertising. This indicates that a well known alcohol company can implicitly tell people about its product by using its corporate identity. A great number of children know alcohol beverages from alcohol advertisements Ninety-three percent of 9-25-year-old youth remember at least one alcohol advertisement, and 80 percent of them know the brands of the alcohol beverages from various advertisement media. At the same time, 70-80 percent of the youth know alcohol beverages from retail displays. 40-50 percent of them know the product through friends and 30-40% know the product through families (Research Centre for Alcohol Problems jointly conducted the survey with ABAC Poll Research office, December 2006). Alcohol advertisement successfully win children and youth’s heart Dr. Srirath Larpyai studied how alcohol advertisements are recalled by and how they affected 200 children and youth by showing many TVC spots and conducted focus group interviews. The result shows that all of the children can recall Beer Chang’s advertisement better than Singha Beer’s advertisement. All of them can tell the name of the product immediately when they see Beer Chang’s advertisement. The advertisement they remember the most is called “Just a little bit more for Thai people,” which features Thailand’s national football players. The children are able to hum the advertisement’s score immediately because they hear it everyday. They admire the advertisement for its beauty and enjoyment. They feel that this business really contributes to the society, and they do not realize that the advertisement does not always tell the whole truth. For instance, they say that if they want to have friends, they must drink certain brand of alcohol beverages, and if they want to help the society, they must drink another brand. Ultimately, this advertisement makes children believed that even though drinking alcohol beverages is not good; it is condoned if the company contributes to the society. In conclusion, advertisement can drastically change the children’s attitude towards drinking alcohol beverages. It successfully wins the children’s hearts before they even attempt to drink alcohol beverages. It successfully wins the children’s hearts before they even attempt to drink alcohol beverages. Accordingly, Beer Chang has already gained a share in the mind of these 200 children. Advertisement induces youth’s drinking The Research Centre for Alcohol Problems in collaboration with ABAC Poll Research Office found out that advertisement encourages the youth to try drinking alcohol beverages. In the studies, 7 percent of the children and youth aged 9-25 years who do not drink and cannot remember any alcohol advertisement want to try drinking the alcohol. However, 20 percent of those who do not drink but remember at least one advertisement want to try it. This means that the desire of the youth who can remember alcohol advertisement is 4 times higher than those who cannot remember the advertisement. Fifty-seven percent of those who drink alcohol beverages and can remember at least one advertisement want to try drinking the beverages advertised. This means the impact is 8 times higher than those who do not drink and cannot remember the advertisement. Advertisements can buy the loyalty and positive feedback from children and youth The Research Centre for Alcohol Problems and ABAC Poll studied Beer Chang’s sponsorship of the televised World Cup match with no interrupting advertisement on July 6-7, 2006 before the third semi-final. The study showed that 80 percent of the youth feel that they ought to buy Beer Chang products as a gesture of appreciation. Eighty-five percent of 13-17-year-old children think they should buy the product. 79.3 percent of 18-24-year-old youth think they should buy it. Interestingly, 71.4, 72.3, 64.3 and 56.7 percent for adults of 25-39,40-49,50-59 and 60 years and above think they should buy the product as a sign of appreciation. In conclusion, the study showed that corporate advertisements (or sponsorship) effectively make people feel good about the company’s alcohol beverages and induce the youth’s buying.

Keywords: alcohol, youth, alcohol beverage, student, media, drinker

ปีที่เผยแพร่/Year: 2007

Address: Center for Alcohol Studies

Code: 200800129

ISSN/ISBN: 978-974-09-4574-1

Country of publication: Thailand

Language: English

Category: Abstract

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