| Summary: | Thesis (M.A. (Media Studies)) --University of Limpopo, 2014. === This study investigates the effects of televised alcohol advertisements on the
drinking behaviour of youth in Praktiseer community of the Greater Tubatse
Municipality. The nature and trends of alcohol consumption in South Africa are
examined. The study also focuses on the impact of alcohol exposure, and the costs
alcohol abuse can incur on the individual and society at large. The types of
advertising models and the regulatory systems in advertising were identified. Data
were collected through a self- administered questionnaire. The study hypothesised
that the exposure to alcohol advertisements influences alcohol abuse among the
youth. However, alcohol industry claims that the youth is not its niche market and
hence should not be blamed for any abusive behaviour of alcohol by the youth. Just
like the few studies interested in the effects of alcohol advertising, alcohol exposure
and alcohol abuse, the present study also reveals that televised alcohol
advertisements have a great influence in alcohol consumption among the youth in
Praktiseer community.
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