Mixed Alcohol Messages in Television Series: Product Placement Meets Edutainment

Cristel Russell, Auckland University of Technology, New Zealand
Dale Russell, Auckland University of Technology, New Zealand
Television programs often include mixed messages about alcohol: whereas product placements create positive associations with alcohol, entertainment-education efforts communicate the negative consequences of drinking. This research addresses the impact of these mixed alcohol messages on consumers’ drinking attitudes, beliefs and behaviors. We report research findings based on The O.C., a teen television series where mixed alcohol messages abound. A content analysis of the series and a survey of viewers provide initial evidence that EE efforts are often drowned by the abundance of pro-alcohol messages that operate under the radar.
[ to cite ]:
Cristel Russell and Dale Russell (2008) ,"Mixed Alcohol Messages in Television Series: Product Placement Meets Edutainment", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 146-148.