Alcohol ads in sport can have long-term effects on drinking attitudesApril 30, 2019 - 18:36 AMT PanARMENIAN.Net - Repeated exposure to alcohol advertising in sport—either at venues or during media coverage of matches—can have long-term effects on drinking attitudes, according to a new international studyMedical Xpress reports. Researchers from the Parisien Laboratory of Social Psychology, the University Grenoble of Alpes (France) and Monash University found a positive and casual link between alcohol sponsorship and alcohol-related attitudes, as well as the specific brand being advertised. The study, titled "How alcohol advertising and sponsorship works—effects through indirect measures", was published Tuesday, April 30 in Drug and Alcohol Review. The alcohol industry accounts for roughly 20% of all sport sponsorships internationally. This is despite evidence showing that direct alcohol sponsorship of sport is associated with more hazardous drinking, and that large numbers of children are exposed to alcohol messages while watching sport. "What we showed is that alcohol advertising and sponsorship not only send a message directly encouraging people to drink, but tends to implicitly and/or unconsciously associate a product, like beer, within a specific context of going to the football or watching a sports match on television," said the study's co-author, Professor Kerry O'Brien, from Monash University's School of Social Sciences. Study lead Dr. Oulmann Zerhouni reported that: "We also found that exposing people to an alcohol brand, and more strongly to a mainstream alcohol brand, leads to more positive attitudes towards alcohol more generally. "Our results suggest that alcohol advertising and sponsorship exposure may change attitudes in an automatic fashion, because it doesn't require an individual to cognitively process the advertising stimuli." As part of the study, 109 students from France were exposed to 10 minutes of a rugby match featuring one of three sponsorship conditions: a globally renowned beer; a domestic beer; or motor oil. Researchers tested whether incidental exposure to alcohol marketing messages influenced their evaluation of brands and alcohol in general, and whether these decision-making processes occurred naturally. Alcohol consumption immediately following the experiment wasn't analysed. "We found evidence to suggest that the more popular the brand of alcohol, the greater the influence in changes to participants' drinking attitudes. This wasn't the case when the alcohol brand was relatively unknown, or if the sponsorship was unrelated to alcohol, in this case motor oil," Dr. Zerhouni said. Because sports fans are repeatedly exposed to alcohol advertising and sponsorship when watching sport, Professor O'Brien said this was likely to have a long-term effect on their drinking that needed to be understood and addressed. "This is especially important for countries that allow alcohol marketing in sport programming during the day, when we know hundreds of thousands of children are watching," he said. Top stories Authorities said a total of 192 Azerbaijani troops were killed and 511 were wounded during Azerbaijan’s offensive. In 2023, the Azerbaijani government will increase the country’s defense budget by more than 1.1 billion manats ($650 million). The bill, published on Monday, is designed to "eliminate the shortcomings of an unreasonably broad interpretation of the key concept of "compatriot". The earthquake caused a temporary blackout, damaged many buildings and closed a number of rural roads. Partner news | Russia warns Armenia against “falling into West’s trap” Zakharova maintained, however, that anything that will benefit the people of Armenia can only be welcomed. CSTO: Armenia has not participated in secretariat’s work recently Recently Armenia has not participated in the work of the secretariat of the CSTO, Imangali Tasmagambetov said. Meeting with U.S., EU not against third parties, says Armenia The meeting scheduled for April 5 is dedicated to strengthening of the Armenia-EU-US cooperation, Yerevan added. Ucom launches network modernization efforts in few regions of Armenia In particular, on March 28, the legacy Mobile Switching Subsystem will be replaced with a new one. |