EM2014130 ART. IMPACT OF ALCOHOL PRESENCE IN MOVIES ON ATTITUDE AND DESIRE TO DRINK IN FRENCH YOUTH...

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Article: Impact of alcohol presence in movies on attitude and desire to drink in French youth: Effect of valence and sex

Rémi BREHONNET*, Karine GALLOPEL-MORVAN**, Patrick GABRIEL***

* CRME, la Rochelle – EA 2652 ICI, Brest
** Écoles des Hautes Etudes en Santé Publique – EA MOS (Management des Organisations de Santé)

*** Université de Bretagne Occidentale – EA 2652 ICI, Brest

Abstract

Whether product placement or alcohol presence for realism, the impact of alcohol consumption in movies questions. To extend the work that has studied the effect of alcohol placement characteristics, this research examines in young males and females, the effect of an alcohol portrayal movie scene valence (positive: fest, friendship, etc. / negative: alcoholism, addiction, etc.) on attitude and on desire to drink this latter brings. Results show that valence has a positive or negative effect on attitude, this latter impacting in turn desire to drink. The analysis shows also that sex influences desire to drink: females seem more influenced by alcohol consumption portrayals in movies. However, results are more mitigated regarding attitude. After having discussed the results and indicated the limits of this research, recommendations for health actors are presented.




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This article intends to celebrate thirty years of Myriam, this amazing ad campaign that moved the France of 1981 alone, revealing the underside of the eponymous model, according to promise more and more daring: "On September 2, take off the top" "on September 4, I remove the bottom" ... in replaying with care and passion striptease Myriam, the article will show that, thirty years later, this gesture is eternal because with Myriam, there are always below to below. This amazing yarrow advertising allows us to approach (but not to know) the hidden springs of teasing seductions of advertising and commercial curiosity.

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