The project is part of wider research into Britons' identities

Researchers from Birmingham, London and Bath will interview 70 people aged 18 to 25 to see if alcohol advertising influences young people's identities.

The project begins this month, in three secret locations, and will end in 2007.

"Our findings may have a significant impact on the government's strategy for reducing binge-drinking," researcher Dr Christine Griffin said.

Identities and Social Action

Dr Christine Griffin, leading the research, said: "This project will investigate the ways that alcohol advertising might shape young people's identities - for example, by encouraging them to see themselves as cool or attractive, manly or feminine if they drink a particular product or brand.

"We will analyse a selected sample of current alcohol adverts aimed at young people on TV, radio, magazines and the internet, examining the images and meanings associated with particular drinks.

The team also includes Dr Isabelle Szmigin of the University of Birmingham; Dr Chris Hackley, University of London; and Dr Willm Mistral, from the University of Bath.

The Young People and Alcohol project is part of the nationwide Identities and Social Action research programme, which is examining issues of identity in Britain and abroad.

The �4m programme, launched on Thursday, is funded by the Economic and Social Research Council and the projects range from the regeneration of coalfields in Durham to a study of street children in Mexico.