Lahja alkoholi reklaami vastuvõtt Eesti teismeliste seas
Date
2009
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The aim of this Bachelor`s thesis „The perception of light alcoholic drinks among Estonian
teenagers“ was to find out young peoples views about the subject that has caused a wide
debate in Estonian media. As the debate has concentrated on teenagers as the most vulnerable
target of the alcohol marketers, the purpose of this paper was to find out what the teenagers
think about the advertisements themselves.
Eight young people aged 14-17 viewed 2 advertisements from the year 2008 and described
them with their own words. In addition to that they answered questions about alcohol
advertisements in general.
The findings show that the primary role that teenagers attach to advertisements is informative
role. They also see the aspect of profit to the marketers and distinguish alcohol advertisements
from other product advertisements. An interesting finding showed that the less young people
have been involved with alcoholic bevarages, the less critical they are towards the content.
Teenagers who already consume alcohol as a normal part of their life show a critical attitude
about the content as well as try to find hidden messages that may be attached to the
advertisements.
The most interesting finding of this paper was the fact that brands are not that important. This
explains why the informants say that concrete advertisements do not affect the decicion of
buying certain products, but it also indicates that the advertisements have the power to create
positive beliefs toward alcohol consumption as a part of normal lifestyle. Young people tend
to replace expensive advertised brands with alternative cheaper ones.
The methods used in this paper are adequate to answer the raised research questions, but it is
important to note that this subject causes the problem of socially advisable answers.
Regarding to this I would recommend to use other, more anonymous methods such as
questionnaires with selective answers and essays, because it showed that young people often
do not manage to say what they really think about various subjects. Using other methods
combined with interwievs gives the option to create more profound discussion and draw a
parallel between findings.
Keywords
H Social Sciences (General), bakalaureusetööd, meedia, televisioon, noored, teismelised, alkohol, turunduskommunikatsioon, reklaam