Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience

Public health mass media campaigns may help alleviate the health and social burden of alcohol consumption, but so far it has been reported that campaigns used to reduce the risk of alcohol, or effective advertisements I do not know much about the characteristics. As the first step to encourage further investigation to determine the impact of the characteristics of various advertisements, this survey aims to identify and examine the contents of advertisements (advertisements) that systematically reduce alcohol .

Advertisements were determined by detailed Internet search on Google, YouTube, Vimeo, and relevant government agency and medical institution websites. The target ads are as follows. English was produced between 2006 and 2014. We are not focusing mainly on drunk driving or drinking during pregnancy. It is not funds from the alcohol industry. Systematic content analysis of all advertisements, each ad is double encoded

A total of 110 individual advertisements were identified from 72 different alcohol reduction campaigns, with Australia (40%) and the UK (26%) the main countries of origin. 52% of the main topics of advertisement convey short-term hazards, 10% is long-term hazard, 18% teenager drinking, 17% convey information on change, 3% promote policy change It is. The goal of most advertising actions is to motivate viewers to reduce their alcohol consumption (38%), act responsibly, and / or drink when not drinking (33%). Only 10% of ads refer to low-risk drinking guidelines. 87% of advertisements use a dramatic execution style and 74% use negative emotional tones. 90% of ads contain adult messages or content, and 36% contain content for young people.

Some message attributes are used more frequently than other message attributes. This provides some promising ways for future viewers or population-based studies to compare the relative effectiveness of different characteristics of advertisements by comparing alcohol risks. Given that most alcohol injuries are due to chronic diseases, these findings may fill potentially important gaps if future activities are focused on long-term harm It suggests. This long-term injury campaign has the potential to more focus on spreading less dangerous drinking guidelines more frequently and encouraging less alcohol intake.

The online version of this article (doi: 10.1186 / s 12889-017-4218-7) contains supplemental material that can be used by authorized users.

Several alcohol hazard reduction programs are targeted at young people and children. A successful project, Alcohol Abuse and Prevention Study (AMPS), targets 5th and 6th graders, educates them about how to deal with the danger of alcohol use and companion pressure. Follow-up studies showed participants had fewer alcohol problems than students who did not participate in the program. Similar results have been obtained in Australian equivalent programs

A total of 110 individual advertisements were identified from 72 different alcohol reduction campaigns, with Australia (40%) and the UK (26%) the main countries of origin. 52% of the main topics of advertisement convey short-term hazards, 10% is long-term hazard, 18% teenager drinking, 17% convey information on change, 3% promote policy change It is. The goal of most advertising actions is to motivate viewers to reduce their alcohol consumption (38%), act responsibly, and / or drink when not drinking (33%). Only 10% of ads refer to low-risk drinking guidelines. 87% of advertisements use a dramatic execution style and 74% use negative emotional tones. 90% of ads contain adult messages or content, and 36% contain content for young people.

Reduce alcohol risk: Advertisement: theme, goal, emotional tone, target audience execution and content analysis

Public health mass media campaigns may help alleviate the health and social burden of alcohol consumption, but so far it has been reported that campaigns used to reduce the risk of alcohol, or effective advertisements I do not know much about the characteristics. As the first step to encourage further investigation to determine the impact of the characteristics of various advertisements, this survey aims to identify and examine the contents of advertisements (advertisements) that systematically reduce alcohol .

Reduce alcohol risk: Advertisement: theme, goal, emotional tone, target audience execution and content analysis