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

Fuller, Amy; Fleming, Kate M.; Szatkowski, Lisa; Bains, Manpreet

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.

Citation

Fuller, A., Fleming, K. M., Szatkowski, L., & Bains, M. (2018). Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis. Journal of Public Health, 40(3), e320-e327. https://doi.org/10.1093/pubmed/fdx181

• Journal Article Type: Article
• Acceptance Date: Nov 26, 2017
• Online Publication Date: Dec 15, 2017
• Publication Date: Sep 1, 2018
• Deposit Date: Jan 17, 2018
• Publicly Available Date: Dec 16, 2018
• Journal: Journal of Public Health
• Print ISSN: 1741-3842
• Electronic ISSN: 1741-3850
• Publisher: Oxford University Press
• Peer Reviewed: Peer Reviewed
• Volume: 40
• Issue: 3
• Pages: e320-e327
• DOI: https://doi.org/10.1093/pubmed/fdx181
• Public URL: https://nottingham-repository.worktribe.com/output/900147
• Publisher URL: https://academic.oup.com/jpubhealth/article/40/3/e320/4745831
• 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
• Contract Date: Jan 17, 2018