Informing the community

It is argued that advertising campaigns aimed at reducing the extent of drink driving have been ineffective, due to mistaken assumptions behind them. Examination of the successful campaigns promoting the use of alcohol reveals a number of common elements. The general appeal is to the rather inhibited person, probably male, seeking release, acceptance, camaderie and recognition. His experience of alcohol is that it is consciousness altering, and the folklore that he has been brought up in, which has been reflected and specified by advertising, has determined the direction of that consciousness alternation. Buying beer is really buying the means to the behaviour that beer in our culture will legitimise. The liquor industry knows this, and exploits it in their advertising. Road safety campaigns, have either attempted to appeal to drinkers rational cognitive self through information, or attempted to characterise heavy drinkers as undesirable. It is argued that the first approach fails because it ignores the reasons why people drink, and underestimates the strength of the values that lead to drinking. The second approach fails because drinkers see themselves as those criticised (in a way taking pride in their philistinism) and reject the message put forward.

Language

  • English

Media Info

  • Pagination: 659-63

Subject/Index Terms

Filing Info

  • Accession Number: 01440534
  • Record Type: Publication
  • Source Agency: ARRB
  • ISBN: 0642013977
  • Files: ATRI
  • Created Date: Aug 24 2012 11:01PM