Alcohol advertisements and relationship with the young audience: refinement of the methodology for evaluation of self-regulation codes

• Grant number: 13/25680-4
• Support Opportunities: Scholarships abroad - Research Internship - Post-doctor
• Start date: September 11, 2014
• End date: December 12, 2014
• Field of knowledge: Health Sciences - Collective Health - Public Health
• Principal Investigator: Ilana Pinsky Streinger
• Grantee: Alan Vendrame
• Supervisor: Thomas F. Babor
• Host Institution: Escola Paulista de Medicina (EPM). Universidade Federal de São Paulo (UNIFESP). Campus São Paulo. São Paulo , SP, Brazil
• Institution abroad: University of Connecticut (UCONN), United States
• Associated to the scholarship: 10/16200-0 - Alcohol advertisements associated with sports and the relationship with the young audience., BP.PD

Abstract

International literature indicates that alcohol advertising is associated with increased alcohol consumption by the general population, especially among children and adolescents. Research shows that alcohol advertising is also targeted at a young audience , suggesting the influence in decision to consume alcohol. Moreover children and adolescents exposed to more alcohol advertising anticipate the onset of alcohol consumption, consuming alcohol in larger quantities. Any identifying and appreciating the young in relation to the content of alcohol advertising are important factors in this direction . The advertisements that teenagers like and identify are those that address humor, eroticism and camaraderie usually related to sporting events like football games. To avoid this kind of influence, there are regulations in Brazil to which the advertising of alcoholic beverages is subject to promote the product in a socially responsible manner. Are two control systems: legal and self-regulation. Studies conducted so far, including Brazil, show that the control of alcohol advertisements does not work because rules of self-regulation are systematically violated. The main goal of this project is to further research on the advertising of alcoholic beverages among young Brazilians , continuing the line of research opened by FAPESP : 03/06250-7 and 04/13564-0 . Specifically the author intends to refine the methodology employed in the study as well as enhance the statistical analyzes. The data will be collected in Brazil before the start of training. (AU)