An Analysis Of The Themes Of Alcoholic Beverage Advertisements In Thailand After The Enactment Of The Alcoholic Beverage Control Act Of 2008

Arishai Akraudom
2012 Zenodo  
The objective of this research was to study the themes of alcoholic beverage advertisements in Thailand after the enactment of the 2008 Alcoholic Beverage Control Act. Data was collected through textual analysis of 35 television and cinema advertisements for alcoholic beverage products broadcast in Thailand. Nine themes were identified, seven of which were themes that had previously been used before the new law (i.e. power, competition, friendship, Thainess, success, romance and safety) and two
more » ... and safety) and two of which were new themes (volunteerism and conservation) that were introduced as a form of adaptation and negotiation in response to the new law.
doi:10.5281/zenodo.1062655 fatcat:oh5iycda6bhbjfjrt6lpui2mya