Consumer complaints against alcohol advertisements: an evaluation

dc.contributor.author	Van Zanten, R.
dc.date.issued	2005
dc.description.abstract	This paper investigates the complaints levelled at alcohol advertisements to determine the kinds of ads that attract complaints and to what extent Ready-to-Drink (RTD) advertising accounts for these. The research will have relevance to all countries where RTDs have developed market share. The results show that ads for beer, spirits and especially RTDs (when Share-of-Complaint versus Share-of-Market is considered) attract the greatest number of complaints. Wine ads played a negligible role. Over 96% of alcohol ads attracting complaints used either a humorous or a sexual advertising appeal, the results emphasising the risky nature of the humorous appeal. Rational, emotional, fear, and scarcity appeals made no impact on the findings.
dc.identifier.citation	International Journal of Wine Business Research, 2005; 17(3):25-38
dc.identifier.issn	1751-1062
dc.identifier.issn	0954-7541
dc.identifier.uri	http://hdl.handle.net/2440/48662
dc.language.iso	en
dc.publisher	Emerald Group Publishing Limited
dc.subject	Alcohol advertising regulation
dc.subject	Ready-to-Drink (RTD) beverages
dc.subject	advertising complaints
dc.subject	humour in advertising.
dc.title	Consumer complaints against alcohol advertisements: an evaluation
dc.type	Journal article
pubs.publication-status	Published

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