Browsing by Author "Mramba, Elizabeth"

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    The effects TV alcohol advertisements on young people in Tanzania: A case of Kibasila and Perfect Vision High Schools.
    (University of Dar es Salaam, 2014) Mramba, Elizabeth
    The TV audience-based research investigated the effects of TV alcohol advertisement on young people in Tanzania, focusing on Kibasila and Perfect Vision High Schools. It examined how the young people, as member of the TV audience are affected by alcohol adverts aired on TV using a variety of research methods such as questionnaire, Focus Group Discussions and interviews, the study established that TV alcohol advertisements play a significant role in influencing young people towards testing or drinking alcohol advertisements which use animation, celebrities, party settings, humour, music, good looking people, trendy, confident and successful model interest youths most and leave a long-lasting impression on them. Moreover, TV alcohol advertisements make youths believe that alcohol consumption has social benefits such as happiness, enjoyment, success and courage. The findings also revealed that TV alcohol advertisements in the media do not necessarily influence youths to drink or try drinking immediately but help to cultivate a desire to drink alcohol later in their lives or when an opportunity arises. The study found that not all alcohol advertising gimmicks that are particularly loved by young people. The study findings indicate that there is a need to restrict TV can influence youths to drink; the culprits are those which use advertising gimmicks that are particularly loved by youth people. The study findings indicate that there is a need to restrict TV alcohol advertisements which use devices that attract the attention of youths and make them consider taking alcohol. Also, there is a need for the Tanzania Communication Regulatory Authority (TCRA) to monitor more closely alcohol advertisements which are aired on TV and remove those directly or indirectly targeting to influence young people and those which do not adhere to the codes of TCRA TV advertising conduct. Parents and guardians should also make sure that their children are not exposed alcohol advertisements or places where alcohol is consumed.