Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey

The author writes from the standpoint of an advertising executive and sociologist who has studied alcoholism at length. He analyses worldwide theoretical and empirical studies concerning the relationship of mass media and advertising with alcohol consumption and abuse. Dr Fisher draws together findings from content analyses, experiments, quasi-experiments, econometric studies, and evaluations of advertising restrictions and warning labels, in order to determine how advertising works and what effects it has on human behaviour.