"What are you meant to do when you see it everywhere?": Young people, alcohol packaging and digital media

Citation

Purves R, Stead M & Eadie D (2014) "What are you meant to do when you see it everywhere?": Young people, alcohol packaging and digital media. Alcohol Research UK. Alcohol Research UK. http://alcoholresearchuk.org/downloads/finalReports/FinalReport_0120.pdf

Abstract
The consumption of alcohol plays an important part in the way in which people create identities and live their social lives. Alcohol brands become embedded in everyday life through marketing practices, and this is amplified by an increase in new technologies that facilitate the transference of marketing messages. This research explores how alcohol brands use social networking sites (SNS) and packaging as part of their repertoire of marketing activities, and how users respond to these activities.

Keywords
alcohol; packaging; digital media; marketing; young people; identity; brands; social network sites

People

Dr Richard Purves

Senior Research Fellow, Institute for Social Marketing