How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism

Austin, Erica Weintraub; Chen, Meng-Jinn; Grube, Joel W.

doi:10.1016/j.jadohealth.2005.08.017

Cited by 186 publications

(160 citation statements)

References 20 publications

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“…Youth who are exposed to alcohol ads report liking them as much or more than ads for other products 10,6 , are conversant in the ads' messages 11,12 , and in some studies see drinking in a more positive light 15;17;18;19 . Cross-sectional surveys find relationships between advertising exposure, drinking intentions and drinking behavior among youth 20,21,11,22,15,18 .…”

Section: Introductionmentioning

confidence: 99%

Early Adolescent Exposure to Alcohol Advertising and Its Relationship to Underage Drinking

Collins¹,

Ellickson²,

McCaffrey³

et al. 2007

Journal of Adolescent Health

173

140

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Purpose-To determine whether early adolescents who are exposed to alcohol marketing are subsequently more likely to drink. Recent studies suggest that exposure to alcohol ads has a limited influence on drinking in mid-adolescence. Early adolescents may be more vulnerable to alcohol advertising effects.Methods-Two in-school surveys of 1,786 South Dakota youth measured exposure to television beer advertisements, alcohol ads in magazines, in-store beer displays and beer concessions, radiolistening time, and ownership of beer promotional items during sixth grade, and drinking intentions and behavior at seventh grade. Multivariate regression equations predicted the two drinking outcomes using the advertising exposure variables and controlling for psychosocial factors and prior drinking.Results-After adjusting for covariates, the joint effect of exposure to advertising from all six sources at Grade 6 was strongly predictive of Grade 7 drinking and Grade 7 intentions to drink. Youth in the 75 th percentile of alcohol marketing exposure had a predicted probability of drinking that was 50% greater than that of youth in the 25 th percentile.Conclusions-Although causal effects are uncertain, policy makers should consider limiting a variety of marketing practices that could contribute to drinking in early adolescence.

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Section: Introductionmentioning

confidence: 99%

Early Adolescent Exposure to Alcohol Advertising and Its Relationship to Underage Drinking

Collins¹,

Ellickson²,

McCaffrey³

et al. 2007

Journal of Adolescent Health

173

140

View full text Add to dashboard Cite

show abstract

“…[25][26][27] In addition, exposure to alcohol use in movies might increase social acceptability of alcohol use and change cognitions, resulting in initiation and escalation of alcohol use in adolescents. 12,14,28 Thus, further study of this association seems warranted.…”

mentioning

confidence: 99%

“…Alcohol advertising such as direct advertising on television, at movie theaters, and product placement in movies has been linked to adolescent drinking. [12][13][14][15] Favorable images of alcohol use are common in movies, and many such images are delivered to children and adolescents through entertainment media (box office, DVD, television, and Internet). 16 Exposure to such imagery has been associated with youth drinking patterns, [17][18][19] but the evidence in this area is sparse, with only a few studies providing evidence for the association between exposure to movie alcohol use and binge drinking of adolescents.…”

mentioning

confidence: 99%

Alcohol Consumption in Movies and Adolescent Binge Drinking in 6 European Countries

et al. 2012

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OBJECTIVE: The goal of this study was to investigate whether the association between exposure to images of alcohol use in movies and binge drinking among adolescents is independent of cultural context. METHODS: A cross-sectional survey study in 6 European countries (Germany, Iceland, Italy, Netherlands, Poland, and Scotland) was conducted. A total of 16 551 pupils from 114 public schools with a mean (± SD) age of 13.4 (± 1.18) years participated. By using previously validated methods, exposure to alcohol use in movies was estimated from the 250 top-grossing movies of each country (years 2004−2009). Lifetime binge drinking was the main outcome measure. RESULTS: Overall, 27% of the sample had consumed >5 drinks on at least 1 occasion in their life. After controlling for age, gender, family affluence, school performance, television screen time, sensation seeking and rebelliousness, and frequency of drinking of peers, parents, and siblings, the adjusted β-coefficient for lifetime binge drinking in the entire sample was 0.12 (95% confidence interval: 0.10−0.14; P < .001). The crude relationship between movie alcohol use exposure and lifetime binge drinking was significant in all countries; after covariate adjustment, the relationship was still significant in 5 of 6 countries. A sensitivity analysis revealed that the association is content specific, as there was no significant association between lifetime binge drinking and exposure to smoking in movies. CONCLUSIONS: The link between alcohol use in movies and adolescent binge drinking was robust and seems relatively unaffected by cultural contexts.

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“…Researchers have found that advertisements that tell a story, use humor, or include animals are particularly attractive to youth (Chen et al, 2005). Consistent with social cognitive theory (Bandura, 1986(Bandura, , 1994, many studies have found that alcohol advertising changes attitudes toward alcohol, promotes positive expectancies of alcohol use, and increases both intentions to drink and subsequent drinking behavior (Austin et al, 2006;Bekman et al, 2011;Dal Cin et al, 2009;Fleming et al, 2004;Morgenstern et al, 2011;Nicolai et al, 2012;Stacy et al, 1990). …”

Section: Alcohol Advertising and Underage Drinkingmentioning

confidence: 95%

The Potential Impact of a “No-Buy” List on Youth Exposure to Alcohol Advertising on Cable Television

Ross¹,

Brewer

Jernigan

2016

J. Stud. Alcohol Drugs

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ABSTRACT. Objective: The purpose of this study was to outline a method to improve alcohol industry compliance with its self-regulatory advertising placement guidelines on television with the goal of reducing youth exposure to noncompliant advertisements. Method: Data were sourced from Nielsen (The Nielsen Company, New York, NY) for all alcohol advertisements on television in the United States for [2005][2006][2007][2008][2009][2010][2011][2012]. A "no-buy" list, that is a list of cable television programs and networks to be avoided when purchasing alcohol advertising, was devised using three criteria: avoid placements on programs that were noncompliant in the past (serially noncompliant), avoid placements on networks at times of day when youth make up a high proportion of the audience (high-risk network dayparts), and use a "guardbanded" (or more restrictive) composition guideline when placing ads on low-rated programs (low rated).Results: Youth were exposed to 15.1 billion noncompliant advertising impressions from 2005 to 2012, mostly on cable television. Together, the three no-buy list criteria accounted for 99% of 12.9 billion noncompliant advertising exposures on cable television for youth ages 2-20 years. When we evaluated the no-buy list criteria sequentially and mutually exclusively, serially noncompliant ads accounted for 67% of noncompliant exposure, high-risk network-daypart ads accounted for 26%, and lowrated ads accounted for 7%. Conclusions: These fi ndings suggest that the prospective use of the no-buy list criteria when purchasing alcohol advertising could eliminate most noncompliant advertising exposures and could be incorporated into standard post-audit procedures that are widely used by the alcohol industry in assessing exposure to television advertising. (J. Stud. Alcohol Drugs, 77, 7-16, 2016)

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How does alcohol advertising influence underage drinking? The role of desirability, identification and skepticism

Cited by 186 publications

References 20 publications

Early Adolescent Exposure to Alcohol Advertising and Its Relationship to Underage Drinking

Early Adolescent Exposure to Alcohol Advertising and Its Relationship to Underage Drinking

Alcohol Consumption in Movies and Adolescent Binge Drinking in 6 European Countries

The Potential Impact of a “No-Buy” List on Youth Exposure to Alcohol Advertising on Cable Television

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