Journal article
Alcohol harm reduction advertisements: A content analysis of topic, objective, emotional tone, execution and target audience
K Dunstone, E Brennan, MD Slater, HG Dixon, SJ Durkin, S Pettigrew, MA Wakefield
BMC Public Health | BMC | Published : 2017
Abstract
Background: Public health mass media campaigns may contribute to reducing the health and social burden attributed to alcohol consumption, but little is known about which advertising characteristics have been used, or have been effective, in alcohol harm reduction campaigns to date. As a first step towards encouraging further research to identify the impact of various advertising characteristics, this study aimed to systematically identify and examine the content of alcohol harm reduction advertisements (ads). Method: Ads were identified through an exhaustive internet search of Google, YouTube, Vimeo, and relevant government and health agency websites. Eligible ads were: English language, pro..
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Awarded by National Health and Medical Research Council
Funding Acknowledgements
This study was funded by the Australian National Health and Medical Research Council (grant number 1070689). The funding body was not involved in the design of the study or the collection, analysis, and interpretation of data, or in writing the manuscript. Melanie Wakefield is supported by a Principal Research Fellowship from the Australian National Health and Medical Research Council.