Underlying Dimensions and Communications Strategies of the Advertising Agency-Client Relationship

The alcohol industry is increasingly dependent upon slick advertising and innovative promotional methods both to maintain existing profit levels and to penetrate new markets. In spite of the ‘tightening’ of codes of practice, vulnerable groups are still targeted with impunity and the influence which the portrayal of such images has upon children, for example, is excused as inadvertent or accidental. The social cost of excessive and inappropriate drinking can be seen in both general and personal terms. It is because of the latter that public opinion is beginning to move against present levels of promotion and calls for a ban on certain forms of advertising are likely to receive support. More stringent controls are almost inevitable in spite of the challenge which will be presented by satellite broadcasting and other forms of electronic media. The drinks and advertising industries should begin now to explore the potential of constructive compromise.