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The Potential Impact of a Ban on Alcohol Advertisement on the Consumption of Alcoholic Beverages

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dc.contributor.author Parkhouse, Richard Fabian
dc.date.accessioned 2017-05-12T14:55:30Z
dc.date.available 2017-05-12T14:55:30Z
dc.date.issued 2016
dc.identifier.uri http://hdl.handle.net/11622/162
dc.description.abstract A ban on alcohol advertisement has been under discussion since 2013 in South Africa. Since then there has been bountiful debate surrounding the advantages and disadvantages of the ban in South Africa. This paper outlines a number of arguments in favour of the ban as well as arguments against the ban. This research study aims to understand how branding within bars influences the choice of drink. Also, the study serves to understand the consumer’s perception towards alcohol advertisement and the proposed ban. Furthermore, the study attempts to understand how the choice of alcoholic drinks in bars would be impacted if a ban on alcohol advertising would be implemented in South Africa. The study analysed a number of literature published in South Africa which highlighted the arguments for and against the ban on alcohol advertisement. The main argument in favour of the ban being the social issues in South Africa that are related to alcohol consumption. These issues include crime, underage drinking, drunken driving and alcoholism in South Africa. The arguments brought forward against the ban focus on the economic impact that the ban will have on South Africa as a whole. These arguments highlight the loss of jobs, the decrease of the country’s GDP and the loss of tax revenues. This study conducted a survey based on a positivist paradigm which is of a quantitative nature. The findings of this study have shown that the general public has a negative perception towards the ban on alcohol advertisement in South Africa. However, depending on the extent of the ban, alcohol consumption in bars would not be affected in terms of a ban of on-site branding in bars around the CBD of Cape Town. Through this study it has become evident that branding in bars, may influence the consumers’ choice of drink but not their choice to drink. This study lends itself useful as further information in the debate about the proposed ban on alcohol advertisement in South Africa in terms of consumption in bars and how this may be influenced through on-site branding. The study has highlighted some strong perspectives of the South African consumers and could therefore aid in the discussion against the ban on alcohol advertisement in South Africa. en_US
dc.language.iso en en_US
dc.publisher The IIE en_US
dc.subject Branding en_US
dc.subject Alcohol advertising en_US
dc.title The Potential Impact of a Ban on Alcohol Advertisement on the Consumption of Alcoholic Beverages en_US
dc.type Other en_US

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