Linked-In Media literacy techniques can help teens view alcohol marketing with a critical eye. These days, advertising is almost everywhere we go — on television, in the bus, on the street, and on the Internet. Alcohol advertising is no exception.
Alcohol advertising expenditures, Center for Science in the Public Interest Images in Alcohol Advertising Content analysis suggests that many alcohol advertisements link drinking with valued personal attributes such as sociability, elegance, and physical Alcohol advertising and with desirable outcomes such as success, relaxation, romance, and adventure e.
Moreover, young people find some alcohol advertising appealing and are attracted to it. In a recent study Chen and Grube, ; Martin et al. Overall, soft drink advertisements were rated more favorably than beer advertisements. Nonetheless, the young people identified some beer advertisements as being among their favorites in the 20 Figure More than 90 percent of the young people liked this advertisement.
Other beer advertisements were also popular, including a Bud Light advertisement featuring a computer-animated mouse 76 percent and a Budweiser advertisement featuring the Clydesdale horses and Dalmatian dogs 84 percent.
In general, children and adolescents find alcohol advertising with celebrity endorsers, humor, animation, and popular music to be particularly appealing Atkin and Block, ; Chen and Grube, ; Martin et al. Adolescent boys are especially attracted to alcohol advertisements depicting sports Slater et al.
In general, adolescents and adults find lifestyle or image-oriented alcohol advertising to be more appealing than alcohol advertisements that promote only product quality Covell, Dion, and Dion, ; Kelly and Edwards, ; Kelly, Slater, and Karan, Image advertising is especially preferred among younger adolescents e.
Lifestyle or image-oriented advertising also appears to result in more favorable attitudes toward alcohol brands and products among young people when compared with strictly product-oriented or informational advertising Kelly et al.
Does alcohol advertising increase alcohol consumption and problems among youth? This question is addressed here by reviewing the recent research on alcohol advertising and by critically considering the evidence about the effects that exposure to these advertisements may have on alcohol beliefs and attitudes and on the prevalence of drinking and drinking problems among young people.
Earlier reviews have concluded that the evidence for the effects of alcohol advertising on drinking beliefs and behaviors is limited at best e. The available research on the effects of alcohol advertising can be grouped into three types of studies: Each of these types of studies will be considered in turn.
Experimental Studies Experimental studies investigate the effects that short-term exposure to alcohol advertising under controlled conditions has on drinking beliefs and behaviors.
The drinking beliefs or behaviors of this experimental group are then compared to a control group that watches the same program, sees the same collection of advertisements, or reads the same booklet, but without the embedded alcohol advertisements. The results of earlier experimental studies have been mixed with some studies finding no effects e.
Apparently only a single recent study has been published that experimentally manipulated exposure to alcohol advertising Lipsitz, Brake, Vincent, and Winters, This study was intended to investigate the effects of television beer advertising on alcohol expectancies among young people who were not yet regular drinkers.
Groups of fifth and eighth graders were exposed to videotapes containing five beer commercials, the same five beer commercials plus two antidrinking public service advertisements, or five soft drink commercials.
Alcohol Beverage Labeling and Advertising The Federal Alcohol Administration (FAA) Act sets forth standards for regulating the labeling and advertising of wine (containing at least 7 percent alcohol by volume), distilled spirits, and malt beverages. Jan 19, · Alcohol advertising that reaches children and young adults helps lead them to drink for the first time—or, if they’re experienced underage drinkers, to drink more, according to a study in the. Alcohol marketers have two reasons to feel good about the findings of a new academic study on advertising impact. For one, their money seems to be well spent on generating new or loyal customers.
Results of a memory task indicated that the children paid attention to the advertisements and remembered seeing the beer and soft drink commercials. Despite the attention given to the advertisements, however, neither exposure to the beer advertisements alone nor to the beer advertisements in combination with the antidrinking PSAs affected scores on the alcohol expectancy scales.Alcohol marketers have two reasons to feel good about the findings of a new academic study on advertising impact.
For one, their money seems to be well spent on generating new or loyal customers. Alcohol advertising has long been controversial. First Amendment rights conflict with societal concerns about promoting alcohol use to adolescents. Over the years the controversy has resulted in temporary bans on television advertising and changes in how companies present their alcohol.
Alcohol advertising is no exception. And, as is the case with most advertising, alcohol advertising makes the product look great!
Alcohol ads typically associate a brand with cool, sexy people and a fun activity. Does Alcohol Advertising Affect Drinking or Drinking Problems?
Earlier reviews have concluded that the effects of alcohol advertising on people’s drinking beliefs. Alcohol Beverage Advertising What is an advertisement? The TTB regulations define the term "advertisement" as any written or verbal statement, illustration, or depiction, which is in, or calculated to induce sales in, interstate or foreign commerce, or is disseminated by mail.
Jan 19, · Alcohol advertising that reaches children and young adults leads to drinking for the first time or to drink more.