"Tell me who consumes who" Study on the Creation of Provisions for the Consumption of Alcoholic Beverages Generated by Youth Advertising

Abstract

The research "The alcohol of the encounter" quantitative study of alcoholic beverages and dispositions to the consumption in young people of 13 to 25 years of the Argentine Republic during May-November 2014. Beca Carrillo Oñativia "1 aimed to investigate the influence of advertising for alcoholic beverages using a method of discursive analysis in its first stage, for which we worked with the AFSCA, who provided the advertising guidelines of greater repetition in air channels. On the other hand, during the second stage, focus groups were held to find out how the contents resulting from the first analysis affect young people in the provinces of Tucumán, Córdoba, Chaco, Neuquén, Santa Fe and Mendoza in our country. Although there had been a tour made in analysis of various advertisements in other parts of the world, the impact they have on young people was unknown. The concretion of it was through a semiotic study in its first stage, and focal groups in the second so that we could understand the way in which the advertisements construct dispositions to the consumption in the young people. During the research, an attempt was made to cross the discursive analysis of the advertisements for the most widely distributed alcoholic beverages with the focus groups in order to approximate the way in which these present dispositions for the consumption of alcoholic beverages. We present the first conclusions of this study.