Television advertising and profile of alcohol consumption

Objective: to describe the sociodemographic profile and consumption of alcoholic beverages by university students. Method: this is a quantitative, descriptive, cross-sectional study, at a government university. Data were collected from a structured form and analyzed by SPSS 21.0. Absolute and relative frequencies were calculated for categorical variables presented in the tables. Results: of 243 students, 77% were women, 68.8% were between 18 and 24 years and 69.1% were unmarried; 90% of participants are unaware of restriction policies relating to alcoholic beverages and 45% of those who know mentioned the Lei Seca. Regarding consumption, 43% claimed alcoholism, 41% reported parties as the main incentive for consumption, 61% consume beer, 68% drink socially and 23.6% reported entertainment as a product of satisfaction. Conclusion: the students’ profile consists of women, young people, mothers, alcoholics socially, who are unaware of restriction policies for the consumption of alcoholic beverages and reported entertainment as a product of this consumption. Descriptors: Advertising as subject; Alcoholic Beverage Consumption; University; Risk behavior; Propaganda; Products Publicity Control. RESUMO Objetivo: descrever o perfil sociodemográfico e de consumo de bebidas alcoólicas por universitários. Método: trata-se de estudo quantitativo, descritivo, de corte transversal, em uma universidade pública. Coletaram-se os dados a partir de um formulário semiestruturado e os analisaram pelo SPSS 21.0. Calcularam-se frequências absoluta e relativa para as variáveis categóricas apresentadas em tabelas. Resultados: identificou-se que de 243 universitários, 77% eram mulheres, 68,8% tinham entre 18 e 24 anos e 69,1% eram solteiras. 90% das participantes desconhecem políticas de restrição relacionadas á bebidas alcoólicas e 45% dos que conhecem apontaram a lei seca. Quanto ao consumo, 43% alegaram etilismo, 41% relatam as festas como principal incentivo ao consumo, 61% consomem cerveja, 68% bebem socialmente e 23,6% referem diversão como produto de satisfação. Conclusão: compõe-se o perfil dos universitários por mulheres, jovens, solteiras, etilistas socialmente, que desconhecem políticas de restrição para o consumo de bebidas alcoólicas e relatam diversão como produto deste consumo. Descritores: Publicidade como assunto; Consumo de Bebidas Alcoólicas; Universidade; Comportamento de risco; Propaganda; Controle da Publicidade de Produtos. RESUMEN Objetivo: describir el perfil sociodemográfico y consumo de bebidas alcohólicas por parte de los estudiantes universitarios. Método: se trata de un estudio cuantitativo, descriptivo de corte transversal, en una universidad pública. Los datos fueron recogidos de forma estructurada y analizados mediante el programa SPSS 21.0. Se calcularon frecuencias absolutas y relativas para las variables categóricas se presentan en las tablas. Resultados: se encontró que de, 243 estudiantes, el 77% eran mujeres, el 68,8% tenían entre 18 y 24 años y el 69,1% eran solteros. El 90% de los participantes no son conscientes de las restricciones políticas relativas a las bebidas alcohólicas y el 45% de aquellos que saben señaló la Ley Seca. En lo que respecta al consumo, el 43% afirmaba el alcoholismo, el 41% informó de las festividades como el principal incentivo para el consumo, el 61% de consumo de la cerveza, el 68% bebe socialmente y el 23,6% informó de entretenimiento como un producto de satisfacción. Conclusión: es el perfil de los estudiantes por las mujeres, los jóvenes, las madres, los alcohólicos socialmente, que no son conscientes de las políticas de restricción para el consumo de bebidas alcohólicas y informó de entretenimiento como un producto de este consumo. Descriptores: Publicidad como assunto; Consumo de Bebidas Alcohólicas; Universidad; Comportamiento de riesgo; Propaganda; Control de la Publicidad de Productos. Nurses (graduates), State University of Bahia/UNEB. Guanambi (BA), Brazil. E-mail: alana.udi20@hotmail.com ORCID iD: https://orcid.org/0000-0001-8922-864X; E-mail: carlabiancagbi@homail.com ORCID iD: https://orcid.org/0000-0002-5090-4863; E-mail: kamilaoliiveiira@gmail.com ORCID iD: https://orcid.org/0000-0001-7051-5163; E-mail: Sabrina.buh@hotmail.com ORCID iD: https://orcid.org/00000001-7638-0300; MSc (Doctorate Students), Southwestern State University of Bahia/UNEB. Guanambi (BA), Brazil. E-mail: dieslley@gmail.com ORCID iD: https://orcid.org/0000-0002-9991-4659 E-mail: marcelariosenf@gmail.com ORCID iD: https://orcid.org/0000-00017180-2009 ORIGINAL ARTICLE Porto AO, Leal CBM, Oliveira KN et al. Television advertising and profile of... English/Portuguese J Nurs UFPE online., Recife, 12(10):2651-9, Oct., 2018 2652 ISSN: 1981-8963 https://doi.org/10.5205/1981-8963-v12i10a236597p2651-2659-2018 The ingestion of alcoholic beverages throughout the world is significantly high, with consumption of 6.13 liters of pure alcohol per person. The Brazilian estimates, considering the general population, are the consumption of 8.7 liters, however, when considering only the alcohol drinkers, this average reaches 15.1 liters of pure alcohol consumed per person. In 2012, the abusive consumption of alcoholic beverages in the Brazilian capitals was prevalent in males (27.3%), aged 25-34 years (24.7%), followed by the age range 1824 years (21.8%), which allows understanding that, in proportion, the young population has assumed pattern of consumption greater than all other age groups. The age range prevalent in the consumption of this product shows the need to look toward the consumption of alcoholic beverages in the university environment, once some findings reveal that more than 90% of the interviewees were alcoholics. The consumption of alcoholic drinks by academics correlates the reflection of certain values that govern the socialization and consequently the action of drinking. Furthermore, they experience a moment of freedom and autonomy to make decisions, without supervision or guidance of guardians, making them more susceptible to the consumption of these products. Among the beverages marketed, the beer has the greatest prevalence of consumption and mainly relates to male socialization by making reference to the possibility of fun, disinhibition, relaxation and enjoyment. These idealizations are strongly evoked by media as propaganda strategies, thus, the advertisements for alcoholic drinks bring elements capable of producing in young people the need to obtain what is shown, so that, when they focus on the advertisements, they consume the product believing that the commercials reproduce a reality, from the similarity between the parties they go to and the ones shown in commercials, which justifies the annual growth of the advertising of beer conveyed in the media of mass communication. The available restrictions for the advertising of alcoholic drinks are the National Council of Advertising Self-Regulation (CONAR Conselho de Autorregulação Publicitária), which regulates the supervision of the content posted and exposure of people vulnerable to products and Law 9,294, of 15 July 1996 restricting the advertising of alcoholic drinks to the association with determinants of health and well-being, however, this restriction is valid only for beverages containing more than 13° Gay Lussac (GL), not contemplating the beer. In 2008, through the National Health Surveillance Agency (ANVISA Agência Nacional de Vigilância Sanitária), the Brazilian government attempted to restrict beer advertisements on television, however, brewing companies, together with the means of communication, reverted this proposal, thus, there is currently no time restriction to advertisements of that drink on TV, i.e., the alcohol industry holds a vehicle of mass influence in its favor. ● To describe the sociodemographic profile of the population and consumption of alcoholic beverages by university students; ● To describe the perception of students regarding the advertising of alcoholic beverages. This is a quantitative, descriptive and cross-sectional study, developed at a government university between July and September 2017 with students over 18 years of four graduate courses. The sample was obtained from the sample calculation for finite population with a sampling error of 5%, confidence level of 95%, as well as adding 10% to the value obtained for a possible sample loss, considering a prevalence of 50%, thus, in a population of 741 students, a sample of 280 individuals were considered, who were stratified according to the courses: Administration, Physical Education, Nursing, and Pedagogy. Then, the nominal survey of students for subsequent drawing, assuming a simple random sample, therefore, of the 280 selected participants, 37 refused to participate in the study, amounting 243