OR3-4ALCOΗOL DRINK ADVETISEMENT ANALYSIS AND HELLENIC AND EUROPEAN LEGISLATION REGULATIONS COMPLIANCE INVESTIGATION

Abstract

The present research deals with the social problem of advertising alcoholic beverages through media. The purpose of this research is to investigate the degree of compliance with the legislation regulations in Greece and Europe on the conditions concerning the promotion and advertising of alcohol. The control has been made by comparing and contrasting as well as revisiting specific Hellenic and European regulations and the impact that has been made in the alcohol advertisements through decades of false compliance. The methodology is based on visual discourse analysis and metaanalysis and on the interpretive study of alcohol related legislation and public health issues. The analysis steps consist of analysis of every single part of a particular advertisement at first and then we proceed to explain what one might understand from what was meant to be passed objectively. Johnnie Walker scotch whiskey product advertisements, which is a global brand that has used innovative marketing strategies constitutes our main example. We conducted a survey through the last 15 years to find out the strategy and marketing procedures that have taken place for the promotion of alcohol. Comparing European and Greek regulations, we discuss over the legal aspects of alcohol advertisements and how laws are broken on purpose. Result(s): The European legislators neither impose a model of banning the uncontrolled promotion of alcohol nor enforce strict laws for banning the advertisement of alcohol drinks through media and internet. On the contrary, the E.U. encourages the activation of selfregulatory mechanisms shaped by the countries themselves, while there is no enforced penalty or punishment for those who promote alcohol through media. There has been a significant progress through the ages though since the E.U. was one of the first international organizations that stood against alcohol abuse on a parliamentary law level but tightening the rope has took quite a long time and it is yet to succeed in. The "elastic" legal boundaries leave a great man d' oeuvre concerning the legal or "social" drinking age. Moreover, parental interpretation differs according to the socioeconomic and educational status of the family and its geographical positioning. The lack of proper health education in the community is first and foremost a fundamental issue of Public Health. The visual analysis of Johnnie Walker advertising pointed out the hazardous messages attacking the subconscious mind and motivating the viewer to consider alcohol as a key of success in numerous fields of his/her life. Advertising points out feelings of national aspiration with the motto "Keep Walking" and focuses on history, heritage and personal values by exposing brand's origin. Finally, the proliferation of labels' colors communicates a strong message of diversity. Conclusion(s): Regarding the process, this survey blends the legal aspects of illegal alcohol advertising with the need to protect the society from the lethal train of consequences. Through the analysis and the aforementioned discussion we conclude that laws are being constantly broken and there must be a fruitful interference.