Drunk on Confidence, Glamour and Fun: Alcohol advertising to women in Australia
Young Australian women are drinking more and drinking in more harmful ways. At the same time, advertisers are using new mediums — such as social network sites — and messages — such as empowerment — to advertise alcohol to women. This project will explore how alcohol is advertised to Australian women in both traditional and new media to examine the impact on women’s alcohol-related attitudes and behaviour.
The project seeks to develop recommendations for the regulation of alcohol-advertising messages, the creation of counter-advertising/social media marketing messages and the production of alcohol-advertising literacy programs for secondary and tertiary students.