The effects of advertising on alcohol consumption: a case of perceptions of women in Spruitview, South Africa

Abstract

The primary research objective of this study was to investigate the perceptions of women in Spruitview, South Africa towards alcohol advertising. Literature review revealed that alcohol beverage companies use different strategies to target women in an attempt of enticing them to consume more and more alcohol.

The research approach of this study was qualitative, and the target population comprised of twelve women residing in Spruitview, South Africa. Because of the Covid-19 pandemic, online interviews were utilised by the researcher, and the semistructured interview framework to solicit data from the participants was employed. Data collected was analysed manually and was interpreted and categorised into themes.

The findings of this study indicated that there are positive and significant relationships between alcohol advertising and alcohol consumption practises by women in Spruitview. In light of those findings, this study presented appropriate recommendations to the law makers, the alcohol beverage industry, as well as to women in Spruitview. A number of gaps in this study were outlined that require further investigation to allow for a better understanding of the impact of alcohol advertising on women and the society in general.