The response of young men to increased television advertising of alcohol in New Zealand

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Abstract
A random sample of 301 males aged 15–30 years was undertaken in New Zealand's three major urban centres, to investigate their perception of two alcohol industry advertisements on television. Advertising of alcohol was not allowed on New Zealand television and these two advertisements, the first of a new wave, were ostensibly advertising alcohol companies and their sports sponsorship. However, the research identified that both were perceived as advertising alcohol by the majorily of the young men. Both advertisements were popular and communicated imagery that was likely to reinforce the link between alcohol and the tough macho image that is a dominant part of the traditional New Zealand male identity. It was concluded that this advertising was contributing to a climate of opinion that was hostile to health promotion activities. These empirical data were relevant to the policy debate that followed this new phase of alcohol television advertising.

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