Images of alcohol: perceptions and the influence of advertising

Abstract

This paper examines perceptions of different types of alcoholic beverage. It reports the findings of a preliminary survey of the images people associate with beer, wine and spirits, and also with the consumption of these beverages. The data are analysed in terms of age, gender, occupation and frequency of beverage consumption. Despite the very wide ranging vocabulary associated with each beverage, marked differences can be noted between the images people associate with different beverage types: beer is widely associated with pubs, obesity and men; wine with meals, sophistication and women; and spirits with alcoholism and hardened drinkers. The paper also tentatively examines the influence of advertising on the images people hold of alcoholic beverages. This suggests that, while some beer advertisements on television are quite well known, there is an extremely low awareness of all wine and spirits advertising. It appears that overt advertising has little influence on the images people associate with wine.

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