Nature of events and alcohol-related content in marketing materials at a university freshers' fair: a summative content analysis



Fuller, A, Fleming, KM ORCID: 0000-0002-6572-5016, Szatkowski, L and Bains, M
(2018) Nature of events and alcohol-related content in marketing materials at a university freshers' fair: a summative content analysis. JOURNAL OF PUBLIC HEALTH, 40 (3). E320-E327.

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Abstract

<h4>Introduction</h4>The transition to university is a potentially influential time upon students' drinking behaviour. This study explored the nature of activities and alcohol-related content in marketing materials from student-led societies and local businesses provided to students, at a university freshers' fair in the UK.<h4>Methods</h4>All marketing materials handed out at the fair were collected across the 5-day event in September 2015. Written and visual content was analysed using a summative qualitative content analysis.<h4>Results</h4>Most student-led societies promoted social events they were hosting (n = 530), most of which took place in a drinking venue or referred to drinking (n = 335). Only four explicitly alcohol-free events were promoted. Student-led societies also promoted activities relating to their interest, e.g. sports training (n = 519), a small proportion of which had references to drinking and drinking venues (n = 54). Three societies provided promotional handouts from local bars or nightclubs. Local bars, pubs and nightclubs promoted events they hosted (n = 81) as well as alcoholic drink promotions (n = 79) and alcohol branded advertising (n = 22), albeit infrequently for the latter.<h4>Conclusions</h4>In the first week of university, students are exposed to alcohol-related events, promotions and advertising, which may act as an incentive to participate in drinking.

Item Type: Article
Uncontrolled Keywords: alcohol, educational settings, public health
Depositing User: Symplectic Admin
Date Deposited: 07 Nov 2018 09:01
Last Modified: 19 Jan 2023 06:39
DOI: 10.1093/pubmed/fdx181
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3018252