The Impression of Alcohol Advertising on Consumption among Adolescents in Selected High Schools in the Eastern Cape, South Africa

Clifford Kendrick Hlatywayo, Lungisani Moyo, OO. Osunkunle

Abstract


There is a high rate of alcohol consumption among adolescents in South Africa, especially high school leaners. The study explored the extent to which alcohol advertising impacts on adolescents focusing on selected high Schools in the Eastern Cape Province, South Africa. Results of this study revealed that most adolescence who end up consuming alcohol have been mostly exposed to alcohol advertising, although there are other contributing factors such as, the influence of friends, peer pressure and family problems. It was also revealed in this study that alcohol advertising makes adolescence aware of different brands. This information ultimately makes students feel connected to alcohol advertising, thereby leading them to consuming alcohol.

DOI: 10.5901/ajis.2014.v3n1p347


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This work is licensed under Creative Commons Attribution 3.0 License.

Academic Journal of Interdisciplinary Studies ISSN 2281 3993(Print) ISSN 2281-4612(Online)

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