Interpretations of Individualistic and Collectivistic Drinking Messages in Beer Commercials by Teenagers from Five European Countries

M. Hellman, J. F. Gosselt, M. Pietruszka., S. Rolando, S. Rossetti, J. Wothge


The study is a qualitative investigation into European teenagers’ meaning-making of beer commercials with individualistic and collectivistic drinking messages. The subjects were teenagers (aged 13–16) from Finland, Germany, Italy, the Netherlands and Poland. Eight (8) focus group interviews were conducted in each country, with a total of 267 participants. Beer commercials acted as stimuli for the group discussions. The adolescents’ speech in these discussions was analysed for the perceived positive outcomes of drinking alcohol and for perceptions of competence attached to drinking. The speech of the participants is juxtaposed to a semiotic reading of the commercials and differences between the groups are explained by cultural differences. Key words: Drinking cultures; Teenagers; Beer commercials; RAGI; Collectivistic and individualistic culturesResumé: L'étude est une enquête qualitative sur la signification perçue par les adolescents européens vis-à-vis des publicités de bière avec des messages individualistes et collectivistes. Les sujets d’étude étaient des adolescents (âgés de 13-16) de la Finlande, de l'Allemagne, de l'Italie, des Pays-Bas et de la Pologne. Huit (8) groupes d’entretien ont été menés dans chaque pays, avec un total de 267 participants. Les publicités de bière ont été utilisées comme des stimuli pour activer les discussions de groupe. Les discours des adolescents dans ces discussions ont été analysés pour les résultats positifs perçus de la consommation d'alcool et la perception des compétences associées à l'alcoolisme. Les discours des participants sont juxtaposés à une lecture sémiotique des publicités et les différences entre les groupes sont expliquées par les différences culturelles.Mots-clés: cultures de vin; adolescents; publicités de bière; RAGI; culture collectiviste et individualiste

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