Advertising and Marketing Alcohol

Abstract

Alcohol advertising is all around us. Whilst watching television we laugh with the young men playing practical jokes on their friends in the WKD advertisements; we linger over the imagery of Piper Heidsieck champagne as we flick through glossy magazines and we might even nod in appreciation at the band line-up shown on music festival t-shirts sponsored by Carling for nine consecutive years. Producers of alcohol beverage brands invite us to listen, look and even wear their messages. Some argue the promotion of alcohol brands should be totally banned to prevent young and vulnerable people being drawn into the hedonistic carefree lifestyles often depicted in alcohol advertising and sponsored events, which in turn could lead to physiological and psychological harm. The brewing industry and spirits manufacturers point out that they advertise primarily to protect market share and not to encourage alcohol drinking per se. And, of course, it is ultimately down to the consumer to negotiate between the ‘upsides’ depicted in promotional activity and the ‘downsides’ that excessive alcohol consumption has on their own physical and mental health.