Projects

Alcohol Marketing

Credos seeks to understand the influence of marketing on alcohol drinking behaviour in the UK.  Although we agree that much needs to be done to combat alcohol abuse in the UK, we hope to provide some balance to current debate over the role that advertising has is deciding when we drink, how much we drink, and how often.

Key Contact: Emma Taylor

Credos Forum: Public Views of Advertising

The Credos Forum hosts regular discussions to gather public opinion on all forms of advertising.  Through better understanding, and by unearthing any concerns, the aim is to improve the advertising industry’s ability to self-regulate responsibly.  Early discussions have been about trust in advertising, the nature of advertising today, and privacy.

Key Contact: Karen Fraser

Children and Advertising

One of the key areas of concern highlighted in “Advertising: What the UK really thinks” was the effect of advertising on children. In response, Credos conducted a thorough review of existing academic literature on child development. In addition, Credos commissioned empirical research to assess the extent and nature of parental concerns around advertising.  

Credos intends to build on our existing research in this area, with a particular focus on digital communications.

 Key Contact: Karen Fraser

The Economic Value of Advertising

In our debut report “Advertising: What the UK really thinks” we discovered that, amongst both the public and key opinion formers, the economic contribution of advertising to the UK economy was not properly understood.  This was not overly surprising, as the work in this field is far from conclusive.  Consequently, Credos has set out to fully understand the economic value of advertising in the UK. 

Key Contact: Karen Fraser

Advertising and Body Confidence

This project explores the effect of idealised imagery in advertising on young women, and their ability to interpret the communications, particularly in digital and social media.

 Key Contact: Emma Taylor