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Alcohol advertising: A Minor Field Study in Cape Town.
Dalarna University, School of Humanities and Media Studies, Moving Image Production.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this study was to examine marketers view of alcohol advertising. Focus have been

on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender

and celebrities. The method used was semi-structured interviews with eight marketers at three

advertise agencies/production companies in Cape Town who have working experience of alcohol

advertising and this have been analysed in relation to impact and identity theories as well as ethics.

The result showed that majority of the marketers did not believe alcohol advertising increase

alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition

between brands. Their perception was also that alcohol brands are connected to identity in South

Africa and that using celebrities in alcohol advertising could be highly effecting when using the

right celebrity. One conclusion is that the participants did not suffer from moral myopia since they

were fully aware of what harm alcohol could have on the society. Regarding moral discussion at

work was it some of the marketers that did not talk about ethical issues which could be a sign of

moral muteness but it is really hard to draw any conclusion about it after a short interview.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Advertise agency, alcohol advertising, sustainable marketing, ethics, moral myopia, moral
National Category
Visual Arts
Identifiers
URN: urn:nbn:se:du-27952OAI: oai:DiVA.org:du-27952DiVA, id: diva2:1221009
Note

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Available from: 2018-06-19 Created: 2018-06-19

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf