Student drinking: an analysis of parties advertisements on an university campus

This study interpreted the images of parties advertisements distributed on a university campus in relation to student drinking. A semiotic image analysis was conducted of the plastic, iconic, and linguistic elements of the advertisements. Eighty-five themes were organized into six categories: alcoholic drinks, sexuality, gender, party production, musical styles, and lifestyle-groups-behavior. The advertisement encompassed various festive motives, attractions, gender issues, values, traditions, and economic purposes. The mention of alcoholic drinks was practically ubiquitous. Various persuasive elements were used to promote alcohol consumption involving the association between alcohol and sexuality and the presentation of new drink-linked behaviors and lifestyles. The alcohol industry was shown to have a strong informal presence on-campus, almost always failing to comply with legislation governing alcohol advertizing.

Alcoholic drinks; Student health; Advertizing; Student parties; Advertisements