A study reviewed more than 600 alcohol adverts that were the subject of complaints across Australia and found one thing – the ads used humor to sell their message.
The study authors found that more than half of the ads used themes such as humor, sports, money, and friendship to appeal to young people and encourage heavy alcohol drinking. Across all ads, humor was the most commonly used theme, followed by money and sports. Other themes used included sexual attraction, manliness, and partying to attract young people and get them drinking.
Are the tactics different in Africa? Think about the theme being used the next time you see or hear an alcohol advert.
Read more about the Australia study here – https://www.georgeinstitute.org/media-releases/booze-ads-designed-to-keep-you-laughing-all-the-way-to-the-bottle-shop