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Alcohol advertising: A Minor Field Study in Cape Town.
Högskolan Dalarna, Akademin Humaniora och medier, Bildproduktion.
2018 (engelsk)Independent thesis Basic level (degree of Bachelor), 10 poäng / 15 hpOppgave
Abstract [en]

The purpose of this study was to examine marketers view of alcohol advertising. Focus have been

on its potential effect on the society, moral aspects and its relation to sustainability, identity, gender

and celebrities. The method used was semi-structured interviews with eight marketers at three

advertise agencies/production companies in Cape Town who have working experience of alcohol

advertising and this have been analysed in relation to impact and identity theories as well as ethics.

The result showed that majority of the marketers did not believe alcohol advertising increase

alcohol consumption nor lead to alcohol abuse but rather create brand awareness and competition

between brands. Their perception was also that alcohol brands are connected to identity in South

Africa and that using celebrities in alcohol advertising could be highly effecting when using the

right celebrity. One conclusion is that the participants did not suffer from moral myopia since they

were fully aware of what harm alcohol could have on the society. Regarding moral discussion at

work was it some of the marketers that did not talk about ethical issues which could be a sign of

moral muteness but it is really hard to draw any conclusion about it after a short interview.

sted, utgiver, år, opplag, sider
2018.
Emneord [en]
Advertise agency, alcohol advertising, sustainable marketing, ethics, moral myopia, moral
HSV kategori
Identifikatorer
URN: urn:nbn:se:du-27952OAI: oai:DiVA.org:du-27952DiVA, id: diva2:1221009
Merknad

Bild

Tilgjengelig fra: 2018-06-19 Laget: 2018-06-19

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