Dunston et al.: Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience. Commented translation
2018
Abstract
The purpose of this contribution is to introduce the main findings presented in an article by Dunston et al., "Alcohol harm reduction advertising: a content analysis of topic, objective, emotional tone, execution and target audience", published last year in BMC Public Health. In summary, the authors found 110 pieces of advertising material from 72 different anti-alcohol campaigns, mainly in Australia and the UK.
The predominant topic was short-term damage, while long-term damage was the target of only one tenth of the advertisements and drinking among teenagers and advice on how to stop drinking each accounted for one fifth. Very few campaigns were dedicated to changes in public policy.