Anti-drinking ads which show stupid drunk behaviour inadvertently glamorise (U.K.)

News-Medical.Net (UK) ^ | December 10, 2007

[Stoat]

Anti-drinking ads which show stupid drunk behaviour inadvertently glamorise

Medical Studies/Trials

Published: Monday, 10-Dec-2007

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Advertising campaigns in Britain meant to discourage young people from drinking to excess have come in for some harsh criticism from researchers and comes at a time when experts are saying alcohol abuse is a widespread problem among the young.

The researchers say adverts which focus on the idiotic behaviour carried out when people are drunk may be "catastrophically misconceived" and may backfire by inadvertently glamorising the habit.

In a study, led by a research team at the University of Bath, researchers from Royal Holloway, University of London and the University of Birmingham looked at anti-drinking campaigns in three UK regions over a period of three years.

The research involved in-depth interviews with 94 young people and led the team to warn that young people might see the some of the inappropriate behaviour which happens when people are drunk as a way to assert their social identity.

They say drinking stories, alcohol-related mishaps and escapades are key markers of young peoples' social identity; they also deepen bonds of friendship and cement the membership of a peer group.

The researchers say adverts which show drunken incidents such as being thrown out of a nightclub, or passing out in a doorway, are often seen by young people as being typical of a "fun" night out, rather than a warning.

According to the researchers whilst such adverts imply that being very drunk with friends carries a penalty of social disapproval, for many young people the opposite is in fact often the case.

Lead researcher Professor Christine Griffin says extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people and being the subject of an extreme drinking story could raise esteem among a peer group.

Professor Chris Hackley from the University of London, also says inebriation within the friendship group is often part of a social bonding ritual that is viewed positively and linked with fun, friendship and good times, even though some young people can be the target of humiliating or risky activities.

The researchers say this suggests that anti-drinking advertising campaigns that target this kind of behaviour may be catastrophically misconceived.

Professor Hackley says a radical rethinking of the national alcohol policy is required which takes into account the social character of alcohol consumption and the identity implications for young people.

Professor Isabelle Szmigin, from the University of Birmingham says many young people were aware that drinking too much could damage their health but few regard this as no more than a short-term problem.

The charity Alcohol Concern, says binge drinking is often treated as nothing more than a source of amusing anecdotes and for a message to be work it must be hard-hitting with more reference to physical safety than lost of social prestige.

The research was funded by the by the government-backed Economic & Social Research Council.

[Stoat]

Also:

anti-drink-campaigns-backfire

Anti Drink Campaigns Backfire

 

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Anti binge-drinking campaigns may be back-firing through failing to remove the glamour from the habit, researchers have warned.

Recent adverts, aimed at young drinkers, have aimed to highlight the degradation and foolish behaviour that follows excessive drinking.

The most prominent advert shows a drinker turning into a superhero - only to plummet to his death when he tries to scale scaffolding.

Other adverts show people being thrown out of night-clubs or passing out in doorways.

But a study conducted by researchers at the universities of Bath and Birmingham and at Royal Holloway College, London, suggest the adverts merely reinforce the bragging that goes with heavy drinking.

The researchers interviewed 94 young people about their view of binge-drinking.

Professor Chris Hackley, of the Royal Holloway College, said: "Inebriation within the friendship group is often part of a social bonding ritual that is viewed positively and linked with fun, friendship and good times, although some young people can be the target of humiliating or risky activities.

"This suggests that anti-drinking advertising campaigns that target this kind of behaviour may be catastrophically misconceived."

Professor Isabelle Szmigin, of the University of Birmingham, said: "Whilst many young people recognise the damage that ’drinking too much’ can do to their health, and the associated risks of physical and sexual assault, few view these as more than short term problems."
 

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Anti-drink adverts ‘failing as young enjoy escapades’

Anti-drink adverts ‘failing as young enjoy escapades’

 

Rosemary Bennett

 

Anti-drinking campaigns that show young people falling over drunk at parties are “catastrophically misconceived”, according to a government-funded study on the subject.

In fact, it found that the young pride themselves on their “drinking stories”. Adverts that show drunk young people being thrown out of nightclubs or being carried home are more often seen as typical stories of a fun night out than something to be avoided.

Researchers said that while adverts such as The Choice is Yours campaign, launched by the drinks group Diageo, imply that such behaviour is frowned upon by peers, the opposite is often the case. “Extreme inebriation is often seen as a source of personal esteem,” said Professor Christine Griffin, from the University of Bath, who led the three-year study with the Royal Holloway, University of London, and the University of Birmingham. It was funded by the government-backed Economic & Social Research Council “Tales of alcohol-related escapades were key markers of young peoples’ social identity.

Drinking stories deepen bonds of friendship and cement group membership.” Being in such a group could legitimise being very drunk, she said, adding: “Being the subject of an extreme drinking story can raise esteem within the group.” Professor Chris Hackley, of the Royal Holloway, said: “A radical rethinking of national alcohol policy is required.”

[Stoat]

I suppose that surprise or outrage over Government waste has has long ago left most of us who endeavor to keep up on news and current events, but when a massive and expensive ad campaign that spans three years or more incorporates such obvious and basic flaws as this one, and then on top of that another Government study is required in order to point out these flaws which would be obvious to any drunk, it serves as a reminder that the very last choice for getting most things done should be Government.

How amusing it is that it required a series of interviews with drunks to highlight obvious flaws with an ad campaign designed by people who are trying to curb binge-drinking....and how telling it is that they apparently didn't think of doing this until the ad campaign had been in force for years and they weren't seeing results.

Perhaps the antigun and "gun free zone" zealots here in the USA might want to consider interviewing unhinged murderous psychopaths before instituting public policy?  They might discover that unhinged murderous psychopaths typically prefer unarmed victims.

[neodad]

Just show them waking up with ugly chicks, or guys. That’ll help.

[ari-freedom]

well if the govt wants an effective ad campaign, it has to pay campaigners only if it is effective. The people in charge of this one should be fired...but they probably won’t.

[Clintons Are White Trash]

That’s like Ohio where they have special colored plates on cars who have had DUI’s - the kids call them “Party Plates”. Ooops, that worked well....

[Stoat]

The people in charge of this one should be fired...but they probably won’t.

I seem to recall that the typical response of Government agencies to policy failure has been in promoting, not firing, employees.

The people in charge of this one should be fired...but they probably won’t.

I seem to recall that the typical response of Government agencies to policy failure has been in promoting, not firing, employees.

[Michael.SF.]

Just show them waking up with ugly chicks, or guys

Why did you kiss my ear?
Why are you holding my hand?
Where's your other hand?
Between two pillows.
Those aren't pillows!
Aah!
Oh, no!
Ooh!
Oh!
Oh! Oh!

[Seruzawa]

The one thing that zealots never understand is that if a person is caught in even one lie he is thereafter treated with suspicion. This is how the anti-alcohol nuts and anti-tobacco nuts torpedo themselves. They are so convinced of their beliefs that they feel the ends justify any means. It is always a mistake to lie and exaggerate when promoting an idea.

[driftdiver]

How bout those Bears.

[weegee]

If they are already dating ugly people, it’ll just encourage them to partake to get that beer goggle effect.

Why not show the other side? Getting raped, getting mugged, getting arrested for being P.I.. If you are drunk in public, you can be victimized by all sorts of opportunists.

[Stoat]

.That’s like Ohio where they have special colored plates on cars who have had DUI’s - the kids call them “Party Plates”. Ooops, that worked well....

Oh lawd.... and I see that they made them a nice festive yellow with red lettering as well, to contribute to the party environment..

 

A plain black and white plate with a prominent message such as DUI OFFENDER might have been more effective, but that's just my view......

[bravo whiskey]

of i was british and watching my money, my health care and my cultyure turned over to a corrupt incompetent spineless government whicj kowtows to every muslim demand, i woulf binge drink too.

how did these people ever have an empire?

[weegee]

Special scarlet letter plates?

How about another color plate for convicted rapists and another color for muggers/gangbangers?

[Michael.SF.]

The one thing that zealots never understand is that if a person is caught in even one lie he is thereafter treated with suspicion

Good point. I can think of a few:

[weegee]

Is driving a car with one of those plates after closing time suspicious enough of behavior to warrant a traffic stop at night?

[Stoat]

.Is driving a car with one of those plates after closing time suspicious enough of behavior to warrant a traffic stop at night?

I suppose the point of the colored plates is to attract additional attention from police, so I would imagine so.

Bad luck for drunks whose shift at work just happens to change at 2:00 AM.

[rdl6989]

That photo should come with barf bags :)

[traviskicks]

well, this isn't much different than this:

Teens More Likely To Try Marijuana After Viewing Feds' Anti-Pot Ads, Study Says

That government's efforts to control us have led to the exact opposite of their intentions is not surprising, but expected.

[ari-freedom]

Kids, that’s what happens when you drink. you can end up with a Hillary...oh you think she’s so much fun on your lap now... but then she turns into the devil and owns your soul and tries to rule the world with an iron fist.

[Michael.SF.]

Ohio where they have special colored plates on cars who have had DUI’s

I have had a lot of cars over the years, but I have yet to have one that ever got a DUI.

;)