ผู้วิจัย/Authors: Sirach Lapyai

ชื่อเรื่อง/Title: Alcoholic beverages advertising and youth: The association between advertising content perception, brand recognition and underage drinking initiation: 2550.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 88.

รายละเอียด / Details:

This research report alcoholic beverages advertising and youth: The association between advertising content perception, brand recognition and underage drinking initiation is a research project sponsored by Thai Health Promotion Foundation, Department of Mental Health, Health Systems Research Institute and center for alcohol studies, during the year 2007. This study has three objectives. One is to study the contributable association between alcoholic beverages advertising and content perception and interpretation among four youth groups; 1) elementary school students in grade 5-6 2) junior high school students in grade 7-9 3) high alcohol students in grade 10-12 and 4) university students year 1-4. the second objective is to study the correlative association between advertising content and brand recognition among the four youth groups and, finally, to study cognitive effects, media experiences and youthful exposure which may be contributive to early drinking initiation among youth and underage drinkers. The study reveals that level of alcoholic beverages advertising admiration is significantly high in every population group but with low level of media literacy which resulting in evidences that show that, in every group, they possess low media awareness. Younger student groups (grade 5-6) prefer advertisement which is easy to comprehend but high school and university students prefer more creative advertising theme. It was found that celebrity endorsement strategy is highly effective in every group which resulting in youthful audience paying the highest level of admiration to a local beer brand which employs this strategy in one advertising campaign in the year 2006. The final scene in television commercials is the key scene that can convey brand/product remembrance among revert group. Although every student group deny of having direct influence from advertisement but result shows that every group has high level of brand loyalty, especially to the above mentioned beer, this also reveals that advertisement affects consumer's memory, brand recall and brand admiration.

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

ปีที่เผยแพร่/Year: 2007

Address: Faculty of Communication Arts, Rangsit University

Code: 200800122

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

Country of publication: Thailand

Language: English

Category: Abstract

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