Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis

Fuller, Amy and Fleming, Kate M. and Szatkowski, Lisa and Bains, Manpreet (2017) Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis. Journal of Public Health . ISSN 1741-3850

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Abstract

Introduction:The transition to university is a potentially influential time upon students’ drinking behaviour. This study explored the nature of activities and alcohol-related content in marketing materials from student-led societies and local businesses provided to students, at a university freshers’ fair in the UK.

Methods: All marketing materials handed out at the fair were collected across the 5-day event in September 2015. Written and visual content was analysed using a summative qualitative content analysis.

Results: Most student-led societies promoted social events they were hosting (n=530), most of which took place in a drinking venue or referred to drinking (n=335). Only four explicitly alcohol-free events were promoted. Student-led societies also promoted activities relating to their interest e.g. sports training (n=519), a small proportion of which had references to drinking and drinking venues (n=54). Three societies provided promotional handouts from local bars or nightclubs. Local bars, pubs and nightclubs promoted events they hosted (n=81) as well as alcoholic drink promotions (n=79) and alcohol branded advertising (n=22), albeit infrequently for the latter.

Conclusions: In the first week of university, students are exposed to alcohol-related events, promotions, and advertising, which may act as an incentive to participate in drinking.

Item Type: Article
Additional Information: This is a pre-copyedited, author-produced version of an article accepted for publication in Journal of Public Health following peer review. The version of record A Fuller, K M Fleming, L Szatkowski, M Bains; Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis, Journal of Public Health, https://doi.org/10.1093/pubmed/fdx181 is available online at: https://doi.org/10.1093/pubmed/fdx181
Schools/Departments: University of Nottingham, UK > Faculty of Medicine and Health Sciences > School of Medicine > Division of Epidemiology and Public Health
Identification Number: https://doi.org/10.1093/pubmed/fdx181
Depositing User: Claringburn, Tara
Date Deposited: 17 Jan 2018 11:28
Last Modified: 18 Jan 2018 03:45
URI: http://eprints.nottingham.ac.uk/id/eprint/49133

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