Skip to Main content Skip to Navigation
Journal articles

La loi Evin de régulation du marketing de l’alcool. Quelle efficacité dans le cas de publicités/packagings orientés luxe vs. produit ?

Abstract : Context: The French Evin law (1991) mandates alcohol ads to present strictly the products’ objective qualities. With regard to public health and social marketing, this study calls into question the necessity of such content restriction measures that aim to protect young people from the appeal and desire to drink elicited by alcohol advertising. It also investigates the impact of such health measures on various persuasion variables (beliefs, intentions, etc.). Method: 26 in-depth interviews have been conducted among young people aged 15 to 29, exposed to packagings and ads which content is either product-oriented (neutral and informative, based on the Evin law: PO stimuli) or luxury-oriented (luxury stimuli). Respondents were questioned on various topics such as the attractiveness of the tested stimuli, the desire to purchase the advertised product, etc. The interviews were analysed mainly using manual thematic content analysis and the NVIVO software. Results: The tested persuasion variables are impacted negatively with regard to public health when exposed to luxury stimuli: attention, evocations, perceived quality, attractiveness, perceived image of the consumer, desire to consume the advertised product. Conclusion: These results indicate that alcohol advertising content influences a consumer’s motivation to process an ad message and the (cognitive and affective) routes to persuasion. Therefore, content restriction measures (Evin law) appear like an appropriate tool to limit the influence of advertising messages conveyed by the alcohol industry towards young people.
Complete list of metadata

https://hal.ehesp.fr/hal-03028452
Contributor : Scd Ehesp <>
Submitted on : Friday, November 27, 2020 - 3:48:02 PM
Last modification on : Thursday, January 14, 2021 - 1:22:37 PM

Identifiers

Citation

Jacques-François Diouf, Karine Gallopel-Morvan. La loi Evin de régulation du marketing de l’alcool. Quelle efficacité dans le cas de publicités/packagings orientés luxe vs. produit ?. Journal de gestion et d'Economie de la santé, ESKA, 2020, pp.123-153. ⟨10.3917/jges.203.0123⟩. ⟨hal-03028452⟩

Share

Metrics

Record views

80