Abstract
ABSTRACTControversy has existed for many years over the effects of alcohol beverage advertising on alcohol consumption. Little research has been carried out on the effects of subliminal advertising and consumer behaviour. It may be possible that some of the messages presented in televised alcohol advertisements could act as subliminal stimuli. The positioning of alcohol beverage advertisements during or after alcohol incidences in televised programmes may have an interactive effect. The young because of the time spent watching television are a particularly vulnerable group.
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