How responsible are “responsible” drinking campaigns for preventing alcohol abuse?

Journal of Consumer Marketing

Volumn 22, Issue 4, 2005, Pages 176-177

  Wolburg, Joyce M ^a  

^a MARQUETTE UNIVERSITY   (United States)

Author keywords

Advertising; Alcoholic drinks; Beer; Drink driving

Indexed keywords

EID: 22544441900     PISSN: 07363761     EISSN: None     Source Type: Journal    
DOI: 10.1108/07363760510605281     Document Type: Article

References (9)

1. Anheuser-Busch (2005), “Responsibility matters campaign”, available at: www.beeresponsible.com (accessed 10 February).
2. Coors Beer (2005), “21 means 21 campaign”, available at: www.coors.com/community/alcohol (accessed 10 February).
3. Daugherty, R. and O'Bryan, T. (1987), Blueprints For Change: Exploring the Models for Prevention of Alcohol and Drug Problems, Prevention Research Institute, Lexington, KY.
4. DeJong, W. and Wallack, L. (1992), “The role of designated driver programs in the prevention of alcohol-impaired driving: a critical reassessment”, Health Education Quarterly, Vol. 19 No. 4, pp. 429-442.
5. Mickey, T.J. (2003), “A community relations campaign”, Deconstructing Public Relations, Chapter 7, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 99-108.
6. Miller Brewing (2005), “Live responsibly campaign”, available at: www.millerbrewing.com/liveresponsibly (accessed 10 February).
7. Wagenaar, A.C. (1992), “Designated driver programs: a commentary on the DeJong and Wallack article”, Health Education Quarterly, Vol. 19 No. 4, pp. 443-445.
8. Wolburg, J.M. (2001), “The ‘risky business’ of binge drinking among college students: using risk models for PSAs and anti-drinking campaigns”, Journal of Advertising, Vol. 30 No. 4, pp. 23-39.
9. Wolburg, J.M. and Treise, D. (2004), “Drinking rituals among the heaviest drinkers: college student binge drinkers and alcoholics”, in Ed. Otnes, C. and Ed. Lowrey, T. (Eds), Contemporary Consumption Rituals: A Research Anthology, Lawrence Erlbaum Associates, Mahwah, NJ, pp. 3-20.