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| Tekijä: | Szmigin, I. (et al.) |
| Otsikko: | Social marketing, individual responsibility and the "culture of intoxication" |
| Lehti: | European Journal of Marketing
2011 : VOL. 45:5, p. 759-779 |
| Asiasana: | social marketing health individual behaviour United Kingdom young people consumption |
| Vapaa asiasana: | alcohol |
| Kieli: | eng |
| Tiivistelmä: | This article explores the gap between young people's viewpoints of alcohol consumption and those of government agencies who seek to influence their behavior. The study is based on a meaning-based and visual rhetoric analysis of ads shown on TV, in magazines, on billboards and on the internet. This was followed by informal group discussions with young adults. The results shows that campaigns on individual responsibility may be unlike to affect to young drinkers. The importance of the social context of young people's drinking need to be seen and built into more "sensible" social marketing campaigns. |
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