ผู้วิจัย/Authors: Tham Chuesathapanasiri

ชื่อเรื่อง/Title: Problems on alcohol advertisements: Enjoy the taste, obsessed with the meaning and inconsistency of the law.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 81.

รายละเอียด / Details:

Alcohols such as whisky or beer have “negative properties” that adversely affect the drinkers and the society as a whole. In addition, whisky is an economic commodity in which its production, distribution and consumption is controlled. At the same time, whisky and beer have been closely connected with the Thai culture for a long time, in particular during many traditional ceremonies or even during funerals, even though in practice its consumption is restricted in the Buddhist five precepts. Therefore, whisky is closely associated with what is right and what is wrong. On one hand, it is against moral and religious teaching. On the other hand, it is considered correct in legal perspectives as long as it is legally produced, taxed and consumed by people who have attained the majority age. Because of the above properties, it is forbidden by laws to advertise the properties of whisky and beer. However, the state and the society allow other forms of advertisements that convey different messages. In other words, there is a shift in advertising the product to being a corporate one. The 3 types of advertisements according to communication arts are Brand Image, Product Image and Corporate Image. Their similarities and differences are as follows: 1.Brand Image is marketing and advertisement of the “brand name ” which is similar to the image off the product brand including the corporate image. 2.Product Image is marketing and advertisement of the “product name” to the buyers and consumers. Corporate Image is marketing and advertisement of the “corporate name ” to the buyers and consumers. The advertisement of corporate image also refers advertisement to promote corporate image to be more credible by telling the vision and overall picture of the corporate without intending to sell the products. On the other hand, the definition of the state regarding the advertisement of corporate image means the products must be salable without directly showing pictures of drinking. Thus, at present many advertisement on alcohols target the persons who drink with the concept that “you become who you are when you drink the particular type of alcohol.” The Study Project and Surveillance on Media for the Societal Health summarizes that the alcohol advertisement that appear on TV at present are inappropriate as follows: 1.The definition in advertisement for authorizing organizations to allow the pictures of the products to be on air has created a conflicting gap between the law and the communication arts. 2.The advertisement of corporate image contains wrong message about success in gender and the society using sports persons, actors, actresses or students as presenters of the brands or using persuasive messages that the profits of the sales will indirectly go to charity. 3.The actual advertisement of corporate image is to advertise the products because it leads the viewers to feel positive towards the corporate resulting in consumption of the products.

Keywords: alcohol, law, advertisement, drinker, legal, brand, marketing, alcohol advertisement

ปีที่เผยแพร่/Year: 2007

Address: Researcher on the Study Project and Surveillance on Media for the Societal Health

Code: 200800125

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

Country of publication: Thailand

Language: English

Category: Abstract

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