Nivel micro: opiniones por tipo de estrategia

This research study has observed a section of alcohol advertising, more specifically beer brands, which has so far received limited research conducted in the South African context. These results will be able to encourage further research into this field for companies who aim to incorporate references to social and cultural identity in the advertising of their products, and for researchers and/or students who aim to take this study a step further.

The results of this study revealed that the communicated messages in the four SAB beer brands advertisements were mostly understood by the target markets.

The majority of respondents felt that concepts of social and cultural identity and belonging were used to communicate messages about the brand identity and products being advertised. The majority of respondents felt that the four advertisements were aimed at a male audience, with some expressing concern about the objectifying of the female characters in the advertisements. Others just felt that the advertisements failed to speak to them as a female audience member.

The respondents also indicated that this advertising technique created a suggestion that drinking alcohol is a fun and necessary part of socialising with friends. Primary research into the target markets perception about drinking alcohol and/or beer prior to viewing the advertisements is important to ensure that target audiences understand the advertiser’s message and use of social and cultural indicators in the context of the advertisement.

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The brands need to consider the relationship between their brand’s product and the social environments in which their products are consumed, and the connections that the audiences make when consuming alcohol in different contexts.

The brand should also consider how much of their target audiences’ identity is based on the choices they make when consuming the product and must not misuse this dynamic simply to sell products.

Alcohol advertising is controversial in nature, since its persuasive techniques are hard to completely determine. This is why it is important for South African beer brands to carefully decide what message they want to communicate to their audiences about their product and brand, and even about the act of drinking in general. Not all target audiences understand techniques which make use of their personal social and cultural identities to persuade them to buy the advertised product. However, primary research into target audiences and effective advertising techniques can help produce advertisements which allow audiences to fully understand what advertisers are trying to communicate.

90 REFERENCES

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95 Addendum A:

96 Addendum A1:

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99 Addendum B:

STUDENTS REQUIRED TO PARTICIPATE IN MASTERS SURVEY An investigation into Nelson Mandela Metropolitan University Students’

Perceptions of Television Advertisements for four SAB Beer Brands.

Dear Student

You are being asked to participate in a research study. We will provide you with the necessary information to assist you to understand the study and explain what would be expected of you (participant). These guidelines would include the risks, benefits, and your rights as a study subject. Please feel free to ask the researcher to clarify anything that is not clear to you.

To participate, it will be required of you to follow the link below and provide consent where specified. By agreeing to give consent you verify that you understand and agree to the conditions.

You have the right to query concerns regarding the study at any time. Immediately report any new problems during the study, to the researcher. Telephone numbers of the researcher are provided. Please feel Nelson Mandela Metropolitan University, Port Elizabeth, 6031. If no one could assist you, you may write to: The Chairperson of the Research, Technology and Innovation Committee, PO Box 77000, Nelson Mandela Metropolitan University, Port Elizabeth, 6031.

Participation in research is completely voluntary. You are not obliged to take part in any research. If you do partake, you have the right to withdraw at any given time, during the study without penalty or loss of benefits.

Furthermore, it is important that you are aware of the fact that the ethical integrity of the study has been approved by the Research Ethics Committee (Human) of the university. The REC-H consists of a group of independent experts that has the

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responsibility to ensure that the rights and welfare of participants in research are protected and that studies are conducted in an ethical manner. Studies cannot be conducted without REC-H’s approval. Queries with regard to your rights as a research subject can be directed to the Research Ethics Committee (Human), Department of Research Capacity Development, PO Box 77000, Nelson Mandela Metropolitan University, Port Elizabeth, 6031. The study may be terminated at any time by the researcher, the sponsor or the Research Ethics Committee (Human).

Although your identity will at all times remain confidential, the results of the research study may be presented at scientific conferences or in specialist publications.

The following advertisements will form the basis of the study, and if you agree to take part in this study, and voluntarily give your consent, you will be required to watch the following advertisement and thereafter, answer questions relating to each advertisement.

 Castle Lager’s The Journey

 Castle Lite’s The Official Castle Lite

 Carling Black Label’s Champion Men

 Hansa Pilsener’s Sold Out

Data Use:

Forms part of Robyn Tye’s MA in Applied Media treatise (LMC 511) 2012.

Terms of Participation:

Only participants who are aged between 18- and 28-years-old, and may be male and female NMMU students, may participate in this study

*Link to online survey: http://www.eSurveysPro.com/Survey.aspx?id=3f977981-e717-42e3-bc9b-5aa0035fa362

101 Kind Regards

Principal investigator: Robyn Tye

Contact: 0834400414 Email: [email protected]

Ethics clearance number: H12-ART-JMS-002

102 Addendum C:

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