Alcohol harm reduction advertisements: a content analysis of topic, objective, emotional tone, execution and target audience

• Main Authors: Kimberley Dunstone (Author), Emily Brennan (Author), Michael D. Slater (Author), Helen G. Dixon (Author), Sarah J. Durkin (Author), Simone Pettigrew (Author), Melanie A. Wakefield (Author)
• Format: Book
• Published: BMC, 2017-04-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

Abstract Background Public health mass media campaigns may contribute to reducing the health and social burden attributed to alcohol consumption, but little is known about which advertising characteristics have been used, or have been effective, in alcohol harm reduction campaigns to date. As a firs...