effects of televised alcohol advertisements on the drinking behaviour of youth

192 Pages·2015·1.91 MB·English

by  Mapulane, Mawethu

EFFECTS OF TELEVISED ALCOHOL ADVERTISEMENTS ON THE DRINKING
BEHAVIOUR OF YOUTH: A CASE STUDY OF PRAKTISEER COMMUNITY IN
GREATER TUBATSE MUNICIPALITY

by

MAWETHU GLEMAR MAPULANE

Submitted in fulfillment of the requirements for the degree of
MASTER OF ARTS IN MEDIA STUDIES

in the

SCHOOL OF LANGUAGES AND COMMUNICATION STUDIES

FACULTY OF HUMANITIES

UNIVERSITY OF LIMPOPO

SUPERVISOR: DR M.A KUPA

APRIL 2014
ACKNOWLEDGEMENTS

The assistance of the following people is gratefully acknowledged:
 My supervisor, Dr M.A. Kupa, for his guidance, time and support through this
journey. His patience and encouragement are also highly appreciated.
 My mother, Mrs P.E. Mapulane, for her continuous support, words of
encouragement and everlasting love.
 My daughter, Kgonthe Mapulane, for her understanding.
 Valry Mapulane and Innocentia Mapulane (sisters) and Darlington Mapulane
(brother), for their moral support.
 Rev. V.D. Mabuza (Media Studies), for his untiring support as my academic
mentor.
 Prof J. Singh (ULWASA), for her time, patience and support as my ULWASA
mentor.
 Mr K.J. Mamabolo, Mr M.M Hlungwani, Mr R.S. Malatji, Ms M.C. Mashile, Mr
M.P. Moroane, Ms M.M. Ngobeni, Mr T.C. Selala and Ms K. Phala, friends,
whose encouragement is appreciated.
 Mr L. Seabi, the Subject Librarian (University of Limpopo), for his help in
providing and locating study materials from the library.
 Mr P.A. Shilabje, (Manosi Secondary School), for his time and willingness to
proof read my work.
 Mr M.V. Netshidzivhani, Statistician (University of Limpopo) for his assistance
and guidance in data analysis.
 Mr M. Mohlake, for his time to edit my work.

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DEDICATION

This dissertation is dedicated to:
 God Almighty
 My late grandmother, Linah Mapulane and my late father, Lesiba Godfrey
‘Tau’ Mapulane.
 My mother, Pusheletso Emily ‘Milly’ Mapulane.

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DECLARATION

I declare that “Effects of Televised Alcohol Advertisements on the Drinking
Behaviour of the Youth at Praktiseer Community in Greater Tubatse Municipality”
hereby submitted to the University of Limpopo, for the degree of Master of Arts in
Media Studies has not previously been submitted by me for a degree at this or any
other university; that it is my work in design and in execution, and that all material
contained herein has been duly acknowledged.

______________________ ______________
Ms MG Mapulane Date

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ABSTRACT

This study investigates the effects of televised alcohol advertisements on the
drinking behaviour of youth in Praktiseer community of the Greater Tubatse
Municipality. The nature and trends of alcohol consumption in South Africa are
examined. The study also focuses on the impact of alcohol exposure, and the costs
alcohol abuse can incur on the individual and society at large. The types of
advertising models and the regulatory systems in advertising were identified. Data
were collected through a self- administered questionnaire. The study hypothesised
that the exposure to alcohol advertisements influences alcohol abuse among the
youth. However, alcohol industry claims that the youth is not its niche market and
hence should not be blamed for any abusive behaviour of alcohol by the youth. Just
like the few studies interested in the effects of alcohol advertising, alcohol exposure
and alcohol abuse, the present study also reveals that televised alcohol
advertisements have a great influence in alcohol consumption among the youth in
Praktiseer community.

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ABBREVIATIONS/ACRONYMS

AIDA: Attention- Interest- Desire- Action.
ARA: Industry Association for Responsible Alcohol Use
ASA: Advertising Standards Authority
AUDs: Alcohol Use Disorders
AUDIT: Alcohol Use Identification Test
BACs: Blood Alcohol Concentrations
CAGE questionnaire: Cut-Annoyed- Guilty- Eye Opener.
CAMY: Center on Alcohol Marketing and Youth
CSIR: Council for Scientific and Industrial Research
DAGMAR: Defining- Advertising- Goals- for Measured- Results
DALYs: Disability Adjusted Life Years
FAO: Food and Agriculture Organisation
MRC: Medical Research Council
NCADA: National Council on Alcoholism and Drug Abuse
NIAAA: National Institute on Alcohol Abuse and Alcoholism
NIMSS: National Injury Mortality Surveillance System
OIG: Office of Inspector General
RBT: Random Breath Testing
SABC: South African Broadcasting Cooperation
SABSSM: South African National HIV, Incidence, Behaviour and Communications
SACENDU: South African Community Epidemiology Network on Drug Use
SADHS: South African Demographic and Health Survey
SPSS: Statistical Package for Social Science
WHO: World Health Organisation

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LIST OF CHARTS, GRAPHS AND TABLES

Table 1 102
Table 2 102
Table 3 105
Table 4 111
Age 111
Ethnicity 112
Education 112
Table 5 113
B6 114
B7 115
Table 6 116
B82 117
B83 118
Table 7 118
B85 119
Table 8 120
C15 121
C16 122
C171 123
C172 124
C173 125
Table 9 126
B111 127
B112 127
B113 128
B114 128
Table 10 129
B116 130
B117 131
B118 132
B119 133
B1110 133
Table 11 134
B12 135
C18 136
C19 137
B9 138
B10 139
B13 140
B14 141

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TABLE OF CONTENTS

Contents Pages

ACKNOWLEDGEMENTS i
DEDICATION ii
DECLARATION iii
ABSTRACT iv
ABREVIATIONS v
LIST OF CHARTS, GRAPHS AND TABLES vi

CHAPTER ONE: PROBLEM IN PERSPECTIVE
1.1 Introduction 1
1.2 Background of the Study 4
1.3 Research Problem 10
1.4 Hypothesis 13
1.5 Aim and Objectives 13
1.5.1 Aim 14
1.5.2 Objectives 14
1.6 Definition of Terms 14
1.7 Scope of the Study 16
1.8 Significance of the Study 16
1.9 Demarcation of Chapters 18

CHAPTER TWO: LITERATURE REVIEW IN CONNECTION WITH TELEVISION
ALCOHOL ADVERTISEMENTS
2.1 Introduction 20
2.2 A Brief History of Alcohol Consumption in South Africa 24
2.3 The Alcohol Consumption in Different Countries 26
2.4 Alcohol Drinking Patterns in South Africa 29
2.4.1 Drinking pattern among high school learners 31
2.4.2 Drinking patter among University students 33
2.4.3 Alcohol consumption and women 34
2.4.4 Alcohol consumption and risks of HIV infection in South Africa 35
2.5 The History of Advertising 37
2.5.1 The genesis of advertising 37
2.5.2 Periods of depression 38
2.5.3 The emergence of modern advertising 38
2.5.4 Consumer culture 39
2.6 The History of Advertising in South Africa 40
2.7 Difference between Advertising, Publicity and Marketing 41
2.8 Alcohol Exposure 43
2.8.1 The Causal link between alcohol exposure and alcohol use 42
2.8.2 Positive views of alcohol exposure and intentions to drink 44
2.8.3 Alcohol promotion influences pro-drinking attitudes 45
2.8.4 Alcohol exposure and multiple drinking outcomes 48
2.8.5 Alcohol expectancies 49
2.8.6 Elements of alcohol advertisements and alcohol use 50
2.9 Alcohol-Related Expenditures 54
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2.9.1 Alcohol advertising expenditures 55
2.9.2 Alcohol-related costs 56
2.9.3 Social and medical impacts of alcohol 57
2.10 Alcohol advertising regulation in South Africa 61
2.10.1 State regulation versus self-regulation 62
2.10.2 Alcohol policy measures 63
2.11 Models of Advertising 72
2.11.1 Categories of advertising purpose 73
2.11.2 Development of hierarchy effects models 75
2.12 Types of Hierarchy of Effects Models 75
2.12.1 AIDA model 75
2.12.2 DAGMAR model 77
2.13 Theoretical framework 78
2.13.1 Social Learning theory 79
2.13.2 Modelling theory 80
2.17 Conclusion 93

CHAPTER THREE: RESEARCH METHODOLOGY
3.1 Introduction 94
3.2 Research Design 96
3.2.1 Participants 96
3.2.1.1 Questionnaires 96
3.2.1.2 Pilot study 99
3.2.1.3 Procedure 99
3.3 Data Collection 99
3.3.1 Questionnaire 100
3.4 Sampling 101
3.4.1 Description of population 101
3.5 Sampling method 103
3.5.1 Sample size 104
3.6 Validity and Reliability of the Study 106
3.6.1 Validity 107
3.6.2 Reliability 108
3.7 Confidentiality 108
3.8 Conclusion 109

CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION
4.1 Introduction 110
4.2 Section A: Background Information 110
4.2.1 Respondent’s gender 111
4.2.2 Respondent’s age 112
4.2.3 Respondent’s ethnicity 112
4.2.4 Respondent’s highest educational level 113
4.2.5 Respondent’s area of residing 113
4.3 Section B: Alcohol Advertisements Effects on the Behaviour of Youth 113
4.3.1 Television programmes respondent liked the most 113
4.3.2 Respondent saw alcohol advertisements while watching television 114
4.3.3 Features that respondent remembered in alcohol advertisements 115
4.3.3.1 People in the advertisements were attractive 115
4.3.3.2 Male and female actors were attracted to each other 116
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4.3.3.3 People in the advertisements were masculine and strong 117
4.3.3.4 Advertisements were funny 118
4.3.3.5 Advertisements portrayed drinking good for socialising 119
4.3.4 Respondent’s favourite alcohol advertisements 120
4.3.5 Alcohol beverages respondent once drank 121
4.3.6 The frequency of alcohol advertised per week 122
4.3.6.1 Beer advertisements per week 122
4.3.6.2 Cider advertisements per week 123
4.3.6.3 Spirits advertisements per week 124
4.3.6.4 Wine advertisements per week 125
4.3.7 Respondent’s behaviour when drunk 126
4.3.7.1 Respect 126
4.3.7.2 Fight 127
4.3.7.3 Speed 128
4.3.7.4 Health Harm 128
4.3.7.5 Happy 129
4.3.7.6 Lazy 129
4.3.7.7 Lead to commit crime 130
4.3.7.8 Smoke 131
4.3.7.9 Feel relaxed 132
4.3.7.10 Adventurous 133

4.3.7.11 Stress free 133
4.3.8 Circumstances respondent is likely to drink alcohol 134
4.3.9 Respondent’s drinking habit 135
4.3.10 Respondent’s preferred place of drinking 136

4.4 Section C: Preferences of Alcohol Advertisements on Television 137
4.4.1 Respondent’s likelihood of purchasing advertised alcohol 137
4.4.2 Respondent relating to characters in advertisements 138
4.4.3 Portrayal of alcohol use in advertisements 139
4.4.4 What appeals to respondent in advertisements? 140
4.4.5 Respondent’s description of television alcohol advertisements 141

4.5 Conclusion 142

CHAPTER FIVE: FINDINGS, RECOMMENDATIONS AND CONCLUSION
5.1 Introduction 143
5.1.1 Limitations of the Study 145
5.2 Findings 146
5.3 Recommendations 149
5.4 Conclusion 150

REFERENCES 151

ADDENDUM A: TURFLOOP RESEARCH ETHICS COMMITTEE CLEARANCE
CERTIFICATE
ADDENDUM B: QUESTIONNAIRE

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