Advertising and social responsibility in Swedish alcohol advertising

Abstract: As Sweden quite recently allowed alcohol advertising we thought that it
could be an interesting area to study. Therefore, the purpose of this study
is to provide a better understanding on the social responsibility of
Swedish alcohol advertising. This purpose is reached through two research
questions, focusing on how the elements of advertising messages can be
described, and how the tools used can be described. The study has a
qualitative approach and data was collection through one focus group
interview with students from Luleå University of Technology. The findings
of this study indicate that colors can give all sorts of different
associations, depending on the perception and preferences of the person.
Warnings labels are good to have, even though people do not care about
them, and a slogan as well as a warning label should be included when
advertising controversial products like alcohol. Furthermore, our
conclusions suggest that warnings labels should exist, but a change of the
text is necessary. Advertisers need to take their social responsibility and
not advertise in magazines which target underage readers. Television
commercials should include a warning at the end. Finally, the Internet is a
great way of getting information, but not the best way to advertise and
certainly not the best way to be socially responsible, as many Internet
users are underage.