Effects of beer advertisings on youth's intention towards alcohol consumption.

• Main Author: Yu, Angela Yah Kie.
• Other Authors: Detenber, Benjamin Hill
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Social sciences::Communication::Promotional communication; DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/2107
• Institution: Nanyang Technological University

The purpose of this paper is to study the effects of televised beer advertisements on youth's intention to drink as an adult. In previous media effect studies, media were found to shape the audience's worldview. The literature review examines several theories with regards to alcohol consum...