Effects of Alcohol Advertisements and Alcohol Consumption amongst Adolescents in Selected High Schools in the Eastern Cape, South Africa

Abstract

Alcohol consumption among adolescents in South Africa remains on the rise, especially among high school learners. The study explored the effects of alcohol advertisements and alcohol consumption amongst adolescents focusing on selected high Schools in the Eastern Cape Province, South Africa. Results of this study revealed that most adolescence who end up consuming alcohol have been mostly exposed to alcohol advertisements that appeals to them the most and lures them to drinking. However there are other contributing factors such as, the influence of friends, peer pressure and family problems that cannot be brushed aside. It was also revealed in this study that alcohol advertising makes adolescence aware of different brands. This information ultimately makes students feel connected to alcohol advertising, thereby leading them to consuming alcohol.

DOI: 10.5901/mjss.2014.v5n23p1649