Alcohol Advertisements in Youth-Oriented Magazines: Persuasive Themes and Responsibility Messages

Abstract

Every year in the United States, health and social problems result from adolescents' use and abuse of alcohol. Alcohol use is associated with high-risk health behaviors and is a leading cause of death among adolescents. Research indicates that alcohol advertising influences drinking intentions for children and adolescents. Using content analysis of 486 advertisements, the focus of this study was to analyze persuasive themes and responsibility messages in alcohol advertising from a popular youth-oriented magazine over a three-year period. Findings indicate that product quality, humor, sex appeal, romance/relationships, and hanging out/partying were the most frequently used persuasive themes. Nearly 75% of advertisements included a responsibility message, but less than 1% included statements warning against underage drinking or encouraging the use of a designated driver. Chi-square analysis indicated a relationship between persuasive themes and the presence of responsibility messages. Given the susceptibility of youth to the emotional appeals of advertising, health education implementing media literacy and advocacy strategies can inform adolescents of the persuasive techniques and mixed messages used in advertising, and help develop skills to decrease their susceptibility to them.