OBJECTIVE Efforts to develop and implement effective advertising regulations require a comprehensive understanding of alcohol promotion techniques used across a rapidly growing range of media platforms. The aim of this study was to analyze themes commonly used in alcohol ads in order to identify commonalities and differences by media type and the implications for existing regulatory frameworks. METHOD In total, 628 Australian alcohol advertisements were coded according to media used for dissemination and themes known to be attractive to children and young people or problematic in other ways (humor, sport, mateship/friendship, manliness, value for money, buying in bulk, partying, sexual attraction, and adrenaline activities). RESULTS The largest proportion of analyzed ads belonged to the out-of-home category (41%), followed by the online category (27%), indicating the importance of ensuring that these media are appropriately covered by regulations. Overall, humor was the most common theme (present in 18% of ads), followed by value for money (14%), sports (14%), and bulk purchases (10%). Humor often co-occurred with other themes: 59% of ads with a sexual attraction theme, 40% of ads depicting mateship/friendship, 31% of ads depicting manliness, and 27% of ads with a partying theme also featured humor. Trends were evident in the types of themes most commonly used in ads disseminated via specific media, indicating that alcohol marketers are strategically selecting media platforms for particular themes. CONCLUSIONS The results of this study demonstrate that alcohol advertising controls need to cover all media, be clear in delineating inappropriate themes, and be adequately authorized to ensure compliance.

中文翻译：

---

让他们笑着让他们喝酒：澳大利亚多种媒体上的酒精广告主题分析

目标制定和实施有效的广告法规的工作要求对在迅速增长的各种媒体平台上使用的酒精推广技术有全面的了解。这项研究的目的是分析酒精广告中常用的主题，以便根据媒体类型和对现有监管框架的影响来识别共性和差异。方法根据用于传播的媒体和已知对儿童和年轻人有吸引力或主题有其他问题（幽默，运动，交往/友谊，男子气概，物有所值，批量购买）的主题，总共编码了628个澳大利亚酒精广告，聚会，性吸引和肾上腺素活动）。结果分析的广告中，比例最高的是户外广告（41％），其次是在线类别（占27％），表明确保这些媒体在法规中得到适当覆盖的重要性。总体而言，幽默是最常见的主题（占广告的18％），其次是物有所值（14％），体育（14％）和批量购买（10％）。幽默通常与其他主题同时出现：59％的具有性吸引力主题的广告，40％的描述伴侣/友谊的广告，31％的男子气概的广告和27％的派对主题的广告也以幽默为特征。通过特定媒体传播的广告中最常用的主题类型趋势明显，表明酒精营销商正在战略性地选择特定主题的媒体平台。结论：这项研究的结果表明，酒精饮料广告控制措施必须涵盖所有媒体，明确界定不适当的主题，