Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis
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 fresher...
| Main Authors: | , , , |
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| Format: | Article |
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Oxford University Press
2017
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| Online Access: | https://eprints.nottingham.ac.uk/49133/ |
| _version_ | 1848797929857351680 |
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| author | Fuller, Amy Fleming, Kate M. Szatkowski, Lisa Bains, Manpreet |
| author_facet | Fuller, Amy Fleming, Kate M. Szatkowski, Lisa Bains, Manpreet |
| author_sort | Fuller, Amy |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T20:11:41Z |
| format | Article |
| id | nottingham-49133 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| last_indexed | 2025-11-14T20:11:41Z |
| publishDate | 2017 |
| publisher | Oxford University Press |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-491332020-05-04T19:22:41Z https://eprints.nottingham.ac.uk/49133/ 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 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. Oxford University Press 2017-12-15 Article PeerReviewed Fuller, Amy, Fleming, Kate M., 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 https://doi.org/10.1093/pubmed/fdx181 doi:10.1093/pubmed/fdx181 doi:10.1093/pubmed/fdx181 |
| spellingShingle | Fuller, Amy Fleming, Kate M. Szatkowski, Lisa Bains, Manpreet Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| title | Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| title_full | Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| title_fullStr | Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| title_full_unstemmed | Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| title_short | Nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| title_sort | nature of events and alcohol-related content in marketing materials at a university freshers’ fair: a summative content analysis |
| url | https://eprints.nottingham.ac.uk/49133/ https://eprints.nottingham.ac.uk/49133/ https://eprints.nottingham.ac.uk/49133/ |