THEMES IN MAGAZINE ALCOHOL ADVERTISEMENTS - CRITIQUE

被引：19

作者：

BREED, W ^{[1
]}

DEFOE, JR ^{[1
]}

机构：

[1] SCI ANAL CORP,BERKELEY,CA

来源：

JOURNAL OF DRUG ISSUES | 1979年 / 9卷 / 04期

关键词：

D O I：

10.1177/002204267900900404

中图分类号：

R194 [卫生标准、卫生检查、医药管理];

学科分类号：

摘要：

From a sample of 13 national magazines, each with the top circulation of its type, 454 alcohol advertisements were analyzed. Most prominent were ads with indirect appeals, associating the beverage with a desired outcome state—frequently a lifestyle. In order of frequency, these themes featured wealth-prestige-success, social approval, relaxation-leisure, hedonistic pleasure, exotic associations, individualistic behavior, and sex. The relationship between these values and the beverage was typically absent. Other appeals—direct, covert, and history-tradition-heritage—were also found. The ads are basically unrealistic and rest heavily on fantasy. A conceptual scheme for understanding the phenomena is presented, and several questions are posed for future policy considerations. © 1979, Florida State University College of Criminology and Criminal Justice. All rights reserved.

引用

页码：511 / 522

页数：12