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

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  • 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.

Suggested Citation

  • Clifford Kendrick Hlatywayo & Lungisani Moyo & OO. Osunkunle, 2014. "The Impression of Alcohol Advertising on Consumption among Adolescents in Selected High Schools in the Eastern Cape, South Africa," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 3, March.
  • Handle: RePEc:bjz:ajisjr:657
    DOI: 10.5901/ajis.2014.v3n1p347
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    1. Chung, P.J. & Garfield, C.F. & Elliott, M.N. & Ostroff, J. & Ross, C. & Jernigan, D.H. & Vestal, K.D. & Schuster, M.A., 2010. "Association between adolescent viewership and alcohol advertising on cable television," American Journal of Public Health, American Public Health Association, vol. 100(3), pages 555-562.
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