Playing the Game (or Not): How Ukraine and the United States Navigate the Hostile Regulatory Environment for Alcohol Advertising

IF 4.2 Q2 BUSINESS
O. Venger, Joyce M. Wolburg
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引用次数: 0

Abstract

Abstract This study tells the story of how two contrasting countries regulate the advertising of alcohol, given its status as a legal but potentially harmful product. Ukraine is a recent market economy still trying to reconcile its desire to build a consumer culture with its uncertainty of the power of advertising, whereas the United States has had more than a century to address fear over advertising effects. The study is an updated comparison to a study by Wolburg and Venger and answers a series of research questions regarding how the magazine advertising of alcohol in both countries meets regulatory standards, how the creative strategy is used to navigate regulations, and how the current advertising differs from that of 10 years prior.
玩游戏(或不玩):乌克兰和美国如何应对酒精广告的敌对监管环境
摘要本研究告诉了两个截然不同的国家如何监管酒精广告的故事,因为酒精是一种合法但可能有害的产品。乌克兰是最近的市场经济体,仍在努力调和其建立消费者文化的愿望与对广告力量的不确定性,而美国有一个多世纪的时间来解决对广告效果的担忧。这项研究与Wolburg和Venger的一项研究进行了最新比较,回答了一系列研究问题,包括两国的酒类杂志广告如何符合监管标准,如何使用创意策略来驾驭监管,以及当前的广告与10个国家的广告有何不同 多年前。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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