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ABSTRACT
This study compared alcoholic and nonalcoholic beverage advertising to which adolescents are exposed. A census of beverage advertising (N = 757) in popular magazines and television during November 1999–April 2000 was analyzed. Most alcohol ads appeared in Sports Illustrated (110), Rolling Stone (98), and Playboy (75) and outnumbered nonalcoholic beverage advertising by 3 to 1. Alcohol was almost never associated with dining. Alcohol ads emphasized sexual and social stereotypes and lacked diversity. One of every 6 magazine alcohol ads, and 1 of every 14 video-based ads, appeared to target teenagers. Many similarities existed between alcohol and nonalcohol ads. We conclude that alcohol is advertised heavily to youth through placement and appeals. The fact that themes in alcohol ads frequently parallel those in nonalcoholic beverage ads may further increase youths' receptivity.
This study was funded in part by National Institute on Alcohol Abuse and Alcoholism Grant 1-R01-AA12136.
Notes
a Significant difference exists between at least two (alcoholic and nonalcoholic magazine ads and alcoholic and nonalcoholic television ads) of the four groups, p < .05.
Overall N is shown; N ranged by 1 or 2 points depending on the variable.
Cell entries are percentages.
a Chi-square between groups not computed, because nonalcoholic magazine advertisements contain no portrayals of risky activity.
b Television alcoholic and nonalcoholic beverage ads are significantly different, p < .05.
Overall N is shown; N ranged by 1 or 2 points depending on the variable.
Cell entries are percentages.
a Significant difference exists between at least two of the four groups, p < .05.
b Magazine alcoholic and nonalcoholic beverage advertisements are significantly different, p < .05.
c Television alcoholic and nonalcoholic beverage ads are significantly different, p < .05.
Overall N is shown; N ranged by 1 or 2 points depending on the variable.
a Significant difference exists between at least two of the four groups, p < .05.
b Magazine alcoholic and nonalcoholic beverage advertisements are significantly different, p < .05.
c Television alcoholic and nonalcoholic beverage advertisements are significantly different, p < .05.
Overall N is shown; N ranged by 1 or 2 points depending on the variable.
Cell entries are percentages.