“E raka te maui e raka te katau" "A community can use all the skills of its people”
Outdoor (or out-of-home) advertising is another vehicle utilised by the alcohol companies to market their products. This type of advertising includes:
Looking around your community you will no doubt see a lot of alcohol advertising. Advertisers recognise the value of outdoor advertisements as they can reach a mass audience, including consumers who may not read traditional newspapers or watch mainstream television . A US study reported that alcohol companies can be some of the largest purchasers of outdoor advertising .
In Australia, the proportion of outdoor advertising that is for alcohol products has been steadily increasing, from 21% in 2005 to 36.3% in 2013 . In 2008, an Australian study undertaken in Sydney and Wollongong examined the advertising around 40 metropolitan and suburban primary schools. Alcohol advertisements made up 22% (n = 416) of all of the advertising surrounding schools. Alcohol advertising was also much closer to schools (less than 250 metres from a school) than all other products .
A paper by Alcohol Justice summarised findings from different U.S. research studies :
In another study, exposure to outdoor alcohol advertisements among sixth graders (aged 10-12 years) were found to predict subsequent intentions to drink alcohol .
A 2008 systematic review of international evidence found consistent evidence that exposure to outdoor advertising, or advertisements in magazines and newspapers may increase the likelihood of young people starting to drink, the amount they drink, and the amount they drink on any one occasion . A later systematic review of all studies which have followed young people over time found advertising was especially related to drinking larger quantities of alcohol .
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