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

• المؤلف الرئيسي: Yu, Angela Yah Kie.
• مؤلفون آخرون: Detenber, Benjamin Hill
• التنسيق: Theses and Dissertations
• منشور في: 2008
• الموضوعات: DRNTU::Social sciences::Communication::Promotional communication; DRNTU::Business::Marketing
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/2107
• المؤسسة: 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...