Abstract :
Purpose - The purpose of this paper is to investigate the influence of alcohol adverts on female adolescents as well as the perception of the community on alcohol consumption among female adolescents. The authors analysed respondents’ opinions towards media portrayal of alcoholic beverages.Design/ Methodology/ Approach - The study adopted a descriptive cross-sectional survey. The methodology based upon semi-structured questionnaire among 500 female adolescents and a qualitative methodology using in-depth interviews with parents and alcoholic beverage sellers.Findings - The study reveals that television was the major source of information on alcoholic beverages among female adolescents in both rural (36.4%) and urban areas (57.2%), followed by radio which stood at 30% and 16% in both rural and urban areas respectively. The mass media was identified as having a very powerful effect on alcohol consumption among female adolescents through movies they watch and that the community and society is relaxed about alcohol consumption among female adolescents.Originality/ Value - This paper, thus, contributes to the literature of alcohol abuse among female adolescents by focusing on the effect of alcohol advertisement on a female adolescent decision to drink and the attitude of the community towards alcohol misuse among adolescent females.
Keyword :
Alcohol Consumption, Advertisement, Female Adolescents, Out-of-school, Community