Lahja alkoholi reklaami vastuvõtt Eesti teismeliste seas
| dc.contributor.advisor | Keller, Margit, juhendaja | |
| dc.contributor.author | Objartel, Helen | |
| dc.contributor.other | Tartu Ülikool. Sotsiaalteaduskond | et |
| dc.contributor.other | Tartu Ülikool. Ajakirjanduse ja kommunikatsiooni instituut | et |
| dc.date | 2009 | |
| dc.date.accessioned | 2010-10-21T08:04:19Z | |
| dc.date.available | 2010-10-21T08:04:19Z | |
| dc.date.issued | 2009 | |
| dc.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. | en |
| dc.description.uri | http://tartu.ester.ee/record=b2450128~S1*est | |
| dc.format | application/pdf | |
| dc.identifier | Objartel, Helen (2009) Lahja alkoholi reklaami vastuvõtt Eesti teismeliste seas. Other thesis, Tartu Ülikool. | |
| dc.identifier.uri | http://hdl.handle.net/10062/15783 | |
| dc.publisher | Tartu Ülikool | et |
| dc.relation | http://mail.jrnl.ut.ee:8080/390/ | |
| dc.subject | H Social Sciences (General) | |
| dc.subject | bakalaureusetööd | et |
| dc.subject | meedia | et |
| dc.subject | televisioon | et |
| dc.subject | noored | et |
| dc.subject | teismelised | et |
| dc.subject | alkohol | et |
| dc.subject | turunduskommunikatsioon | et |
| dc.subject | reklaam | et |
| dc.title | Lahja alkoholi reklaami vastuvõtt Eesti teismeliste seas | et |
| dc.type | Thesis | en |
| dc.type | NonPeerReviewed |
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