Dissertation The Effects of Advertising and Its Impact on the Consumption of Alcohol by Young People
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Dissertation Introduction
This research illustrates the effects of advertising on alcohol consumption in young people. The Department of Health indicated that alcohol consumption in the UK increased dramatically for the last decade. Alcohol Concern (2008) stated that in the UK there is a crisis regarding alcohol consumption among younger individuals. The majority of them are more likely to consume alcohol exceeding the limits of sensible drinking. On the other hand the manufacturers of alcoholic drinks operate in a highly competitive market whose primary objectives are to increase their profit margins and establish a foothold in the market. In order to achieve that and be successful, the use of mass media and other promotional tools are considered as vital elements. Alcohol advertising is the major issue of investigation in this dissertation in order to find out its impact on alcohol consumption in young people.
Dissertation Contents
CHAPTER ONE INTRODUCTIONChoice of topic area
Aims and objectives
Chapter Summary
CHAPTER TWO LITERATURE REVIEW
Introduction
Advertising
Classification of advertising
The roles of advertising
Sales Promotion
The interrelationship of advertising and alcohol consumption
Chapter summary
CHAPTER THREE METHODOLOGY
Introduction
The research philosophy
Research methods
Quantitative and Qualitative research
Primary research
Pilot study
Data analysis
Sampling
Limitations
Ethical issues
Chapter summary
CHAPTER FOUR FINDINGS-ANALYSIS-DISCUSSION
Introduction
Discussion
Gender- drinking behaviour-in home drinking
Gender- advertising influence
Advertising influence-social influences
Gender-brand differentiation
Brand preference - On-trade promotion - Price reduction
Alcohol advertising awareness-appealing
Alcohol advertising effectiveness - Sexual appeals
Sports programs-alcohol consumption
Chapter Summary
CHAPTER FIVE CONCLUSION
Conclusions Reached
Limitations
Further research
REFERENCES
Appendix A-Reflective statement
Appendix B-Questionnaire
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