Preventing Adolescent Drinking in Ireland: The Use of Social Marketing

Cian Long and Maurice Murphy

No 194, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Countless studies have shown that young people who begin drinking before the age of 15 are four times more likely to develop an addiction to alcohol than those who did not start drinking until they were of legal age. This paper is concerned with social marketing and its application to the problem of Irish teenage drinking. Its aim is to analyse what anti-alcohol advertisements should contain in order to prevent/reduce adolescent drinking. The merits of physical or social threat appeals to younger audiences are investigated along with whether the arousal of fear is necessary to change behaviour. As most teenagers consider alcohol consumption as normative, the issue of a harm-reduction approach rather than total abstinence should be c onsidered.

Keywords: Teenage Drinking; Social marketing; Physical and Social Fear Appeals; Harm Reduction (search for similar items in EconPapers)
Date: 2010-07-05
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Persistent link: https://EconPapers.repec.org/RePEc:nsu:apasro:194

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