Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey

by Joseph C. Fisher

Overview

An advertising executive and sociologist who has studied alcoholism at length analyzes worldwide theoretical and empirical studies on the relationship between mass media and advertising and alcohol consumption and abuse. Dr. Fisher pulls together findings from content analyses, experiments, quasi-experiments, econometric studies, and evaluations of advertising restrictions and warning labels to determine how advertising works and affects human behavior.

Product Details

ISBN-13:	9780313289590
Publisher:	Bloomsbury Academic
Publication date:	08/30/1993
Series:	Contributions to the Study of Mass Media and Communications , #41
Pages:	216
Product dimensions:	6.14(w) x 9.21(h) x 0.50(d)
Lexile:	1430L (what's this?)

About the Author

Joseph C. Fisher, PhD, President, InterData, Inc., is an advertising professional who has been involved at length in research about alcoholism and alcohol abuse.

Table of Contents

Preface
Introduction
The Theoretical Basis for Advertising Effects
Exposure to Alcohol Images in Mass Media
The Experimental Evidence for Media Effects
The Macroeconomic Relationship Between Advertising and Consumption
Summary and Conclusions
Notes
References
Index

Editorial Reviews

[T]he book provides insightful critiques of the weaknesses in media studies of content analysis (a common media research technique), and social learning theory, which underpins many working hypotheses in health communications. Fisher's book also is one of the first in health communications literature to report econometric studies that analyze the impact of media exposure on consumption patterns for alcohol and cigarettes. . . . [T]he interdisciplinary sweep makes the book valuable for graduate collections.” —Choice

“Fisher's conclusions are clear and solid and do not go beyond the data or the methods. He succinctly puts the question of advertising into perspective: when it comes to fighting for brand shares, advertising money is well spent, but if used to try to make people drink or drink abusively, advertising money is wasted. . . . Fisher presents a fair and balanced analysis of the power and limitations of advertising. Moreover, he has ‘developed a profound respect for consumers (who)…know their own minds and act accordingly.' I hope this excellent book will open the closed minds of those who see only what they want to see. If you seek the truth, read this book.” —The New England Jourbanal of Medicine

From the Publisher