An Analysis of the Themes of Alcoholic Beverage Advertisements in Thailand after the Enactment of the Alcoholic Beverage Control Act of 2008
The objective of this research was to study the themes
of alcoholic beverage advertisements in Thailand after the enactment
of the 2008 Alcoholic Beverage Control Act. Data was collected
through textual analysis of 35 television and cinema advertisements
for alcoholic beverage products broadcast in Thailand. Nine themes
were identified, seven of which were themes that had previously been
used before the new law (i.e. power, competition, friendship,
Thainess, success, romance and safety) and two of which were new
themes (volunteerism and conservation) that were introduced as a
form of adaptation and negotiation in response to the new law.
[1] B. Sornpaisarn, Vivattanakarn nayobai kwuab-kum panha sura kong
prated Thai. Bangkok: Thai Health Promotion Foundation, 2005.
[2] B. Sornpaisarn. Tammai tong kwuab-kum kan kodsana lae kan songserm
kan kai krueng duem alcohol doey sincherng. Bangkok: Thai Health
Promotion Foundation, 2007.
[3] J. C. Bourgeois and J. G. Barnes, "Does Advertising Increase Alcohol
Consumption?" Journal of Advertising Research, vol.19, no.4, pp.19-29,
1797.
[4] J. B.Unger, D. Schuster, J. Zogg, C. W. Dent, and A. W. Stacy,
"Alcohol Advertising Exposure and Adolescent Alcohol Use: A
Comparison of Exposure Measures". Addiction Research & Theory,
vol.11, no.3, pp.177-193, 2003.
[5] K. Fleming, E. Thorson, and C. K. Atkin, "Alcohol Advertising
Exposure and Perceptions: Links with Alcohol Expectancies and
Intentions to Drink or Drinking in Underaged Youth and Young Adults,"
Journal of Health Communication, vol.9, no.1, pp.3-29, 2004.
[6] S. C. Jones, L. Phillipson, and L. Barrie, "Most men drink... especially
like when they play sports - alcohol advertising during sporting
broadcasts and the potential impact on child audiences". Journal of
Public Affairs, vol.10, no.1/2, pp.59-73, 2010.
[7] Y. Kajorntham, P. Kajorntham, and B. Sornpaisarn, Prasitthipon khong
nayobai kan kwuab-kum kan boripok krueng duem alcohol, Bangkok:
Health Systems Research Institute, 2004.
[8] L. B. Snyder, F. F. Milici, M. Slater, H. Sun, and Y. Strizhakova, "Effect
of alcohol advertising exposure on drinking among youth," Arch Pediatr
Adolesc Med, vol.160, pp.18-24, 2006.
[9] S. T. Hust, "Alcohol advertising and youth: themes, appeals and future
directions," International Journal of Advertising, vol.25, no.4, pp.545-
547, 2006.
[10] B. J. Parker, "Exploring Life Themes and Myths in Alcohol
Advertisements through a Meaning-Based Model of Advertising
Experiences," Journal of Advertising, vol.27, no.1, 97-112, 1998.
[11] N. Asawasakulkrai, The content analysis liquor TV. Commercial, Thesis,
Chulalongkorn University, 1998.
[12] A. Saiyot, Semiotic analysis of television commercials for beer, Thesis,
Sukhothai Thammathirat Open University, Bangkok, Thailand, 2005.
[13] N. Sinsuwarn, Textual analysis and decoding of symbolic meaning of
alcoholic beverage advertisements in Thai society, Dissertation,
Chulalongkorn University, 2010.
[14] O. P. Holsti, Content analysis for the social sciences and humanitie,
Reading, MA: Addison-Wesley, 1969.
[15] S. C. Jones, and A. Reid, "The use of female sexuality in Australian
alcohol advertising: public policy implications of young adults' reactions
to stereotypes," Journal of Public Affairs, vol.10, no.1/2, pp.19-35,
2010.
[16] K. Louiyapong, A content analysis of the presentation of masculinity in
Singha beer commercials, Thesis, Chulalongkorn University, 1996.
[17] S. Siribai, The perception in marketing communication for brand image
of Singha light beer VS. Chang light beer, Thesis, Thammasat
University, 2007.
[18] B. Wisassinthu. (2011). "The perception and meaning of semiotics in
alcohol advertising on television focusing on adolescents in khon Kaen."
KKU Research Journal, vol.1, no.1, pp.111-130, 2011.
[1] B. Sornpaisarn, Vivattanakarn nayobai kwuab-kum panha sura kong
prated Thai. Bangkok: Thai Health Promotion Foundation, 2005.
[2] B. Sornpaisarn. Tammai tong kwuab-kum kan kodsana lae kan songserm
kan kai krueng duem alcohol doey sincherng. Bangkok: Thai Health
Promotion Foundation, 2007.
[3] J. C. Bourgeois and J. G. Barnes, "Does Advertising Increase Alcohol
Consumption?" Journal of Advertising Research, vol.19, no.4, pp.19-29,
1797.
[4] J. B.Unger, D. Schuster, J. Zogg, C. W. Dent, and A. W. Stacy,
"Alcohol Advertising Exposure and Adolescent Alcohol Use: A
Comparison of Exposure Measures". Addiction Research & Theory,
vol.11, no.3, pp.177-193, 2003.
[5] K. Fleming, E. Thorson, and C. K. Atkin, "Alcohol Advertising
Exposure and Perceptions: Links with Alcohol Expectancies and
Intentions to Drink or Drinking in Underaged Youth and Young Adults,"
Journal of Health Communication, vol.9, no.1, pp.3-29, 2004.
[6] S. C. Jones, L. Phillipson, and L. Barrie, "Most men drink... especially
like when they play sports - alcohol advertising during sporting
broadcasts and the potential impact on child audiences". Journal of
Public Affairs, vol.10, no.1/2, pp.59-73, 2010.
[7] Y. Kajorntham, P. Kajorntham, and B. Sornpaisarn, Prasitthipon khong
nayobai kan kwuab-kum kan boripok krueng duem alcohol, Bangkok:
Health Systems Research Institute, 2004.
[8] L. B. Snyder, F. F. Milici, M. Slater, H. Sun, and Y. Strizhakova, "Effect
of alcohol advertising exposure on drinking among youth," Arch Pediatr
Adolesc Med, vol.160, pp.18-24, 2006.
[9] S. T. Hust, "Alcohol advertising and youth: themes, appeals and future
directions," International Journal of Advertising, vol.25, no.4, pp.545-
547, 2006.
[10] B. J. Parker, "Exploring Life Themes and Myths in Alcohol
Advertisements through a Meaning-Based Model of Advertising
Experiences," Journal of Advertising, vol.27, no.1, 97-112, 1998.
[11] N. Asawasakulkrai, The content analysis liquor TV. Commercial, Thesis,
Chulalongkorn University, 1998.
[12] A. Saiyot, Semiotic analysis of television commercials for beer, Thesis,
Sukhothai Thammathirat Open University, Bangkok, Thailand, 2005.
[13] N. Sinsuwarn, Textual analysis and decoding of symbolic meaning of
alcoholic beverage advertisements in Thai society, Dissertation,
Chulalongkorn University, 2010.
[14] O. P. Holsti, Content analysis for the social sciences and humanitie,
Reading, MA: Addison-Wesley, 1969.
[15] S. C. Jones, and A. Reid, "The use of female sexuality in Australian
alcohol advertising: public policy implications of young adults' reactions
to stereotypes," Journal of Public Affairs, vol.10, no.1/2, pp.19-35,
2010.
[16] K. Louiyapong, A content analysis of the presentation of masculinity in
Singha beer commercials, Thesis, Chulalongkorn University, 1996.
[17] S. Siribai, The perception in marketing communication for brand image
of Singha light beer VS. Chang light beer, Thesis, Thammasat
University, 2007.
[18] B. Wisassinthu. (2011). "The perception and meaning of semiotics in
alcohol advertising on television focusing on adolescents in khon Kaen."
KKU Research Journal, vol.1, no.1, pp.111-130, 2011.
@article{"International Journal of Business, Human and Social Sciences:55387", author = "Arishai Akraudom", title = "An Analysis of the Themes of Alcoholic Beverage Advertisements in Thailand after the Enactment of the Alcoholic Beverage Control Act of 2008", abstract = "The objective of this research was to study the themes
of alcoholic beverage advertisements in Thailand after the enactment
of the 2008 Alcoholic Beverage Control Act. Data was collected
through textual analysis of 35 television and cinema advertisements
for alcoholic beverage products broadcast in Thailand. Nine themes
were identified, seven of which were themes that had previously been
used before the new law (i.e. power, competition, friendship,
Thainess, success, romance and safety) and two of which were new
themes (volunteerism and conservation) that were introduced as a
form of adaptation and negotiation in response to the new law.", keywords = "Alcoholic Beverage Control Act 2008, Alcohol Advertising, Analysis of Themes, Narrative Structure, Health Communication.", volume = "6", number = "11", pages = "3018-6", }
