The Myriad Influences of Alcohol Advertising on Adolescent Drinking

Abstract

Purpose of Review This review investigates effects of alcohol advertising on adolescent drinking. Prior reviews focused on behavioral outcomes and long-term effects. In contrast, the present review focuses on subgroups with greater exposure to alcohol advertising, research methods to study alcohol advertising, potential mechanisms underlying relationships between adolescent exposure to alcohol advertising and increased drinking and points to prevention/intervention strategies that may reduce effects of alcohol advertising. Recent Findings Alcohol advertising influences current and future drinking. Further, evidence suggests adolescents may be targeted specifically. Alcohol advertisements may influence behavior by shifting alcohol expectancies, norms regarding alcohol use, and positive attitudes. Media literacy programs may be an effective intervention strategy. Summary Adolescents are exposed to large quantities of alcohol advertisements, which violates guidelines set by the alcohol industry. However, media literacy programs may be a promising strategy for adolescents to increase critical thinking and create more realistic expectations regarding alcohol.

Shaping Alcohol Health Literacy: A Systematic Concept Analysis and Review

“…Many of those who have studied alcohol health literacy have done so in the context of media literacy, and specifically in the broader framework of media education, where it is understood as applying critical thinking skills to alcohol marketing and media messages and developing the ability to identify alcohol messages, become aware of how those mes-sages may influence behavior, and deconstruct those messages with attention to the techniques used to attract attention (Austin et al, 2016;Banerjee et al, 2013;Berey, Loparco, Leeman, & Grube, 2017;Bohman et al, 2004;Chang et al, 2016;Chen, 2013;Dumbili & Henderson, 2017;Fried & Dunn, 2012;Gordon et al, 2016;Hall, Lindsay, & West, 2011;Kheokao, Kirkgulthorn, Yingrengreung, & Singhprapai, 2013;Radanielina Hita et al, 2018). Common to the Australian media literacy program (Gordon et al, 2016) and the U.S.-based program ALC (DeBenedittis, 2011) is the aim of demonstrating to young people how marketing is designed to produce positive beliefs about the benefits of drinking associated with sociability, independence, masculinity, and attractiveness.…”

“…Reflecting the emphasis on media literacy, the antecedents of alcohol health literacy are identified as teaching media lit- eracy (e.g., Austin & Johnson, 1997;Bannerjee et al, 2013;Berey et al, 2017;Chang et al, 2016;DeBenedittis, 2011;Hall et al, 2011). Reflecting also the situating of alcohol health literacy as a property of the individual and especially important for young people, several studies identify the importance of parents and schools in providing advice (Kheokao et al, (Austin & Johnson, 1997;Banerjee et al, 2015;Berey et al, 2017).…”

“…Reflecting the emphasis on media literacy, the antecedents of alcohol health literacy are identified as teaching media lit- eracy (e.g., Austin & Johnson, 1997;Bannerjee et al, 2013;Berey et al, 2017;Chang et al, 2016;DeBenedittis, 2011;Hall et al, 2011). Reflecting also the situating of alcohol health literacy as a property of the individual and especially important for young people, several studies identify the importance of parents and schools in providing advice (Kheokao et al, (Austin & Johnson, 1997;Banerjee et al, 2015;Berey et al, 2017). Drinking is a social behavior and studies identify the importance of changing social norms (Pati et al, 2018;Radanielina Hita et al, 2018;Ratzan, 2016;Rundle-Thiele et al, 2013), community social control (Gordon et al, 2016;Pati et al, 2018), and developing skills required to manage social situations where there is alcohol involved (Austin et al, 2016;Bohman et al, 2004;Ratzan, 2016).…”

“…Drinking is a social behavior and studies identify the importance of changing social norms (Pati et al, 2018;Radanielina Hita et al, 2018;Ratzan, 2016;Rundle-Thiele et al, 2013), community social control (Gordon et al, 2016;Pati et al, 2018), and developing skills required to manage social situations where there is alcohol involved (Austin et al, 2016;Bohman et al, 2004;Ratzan, 2016). Also identified is how marketing and label-ling of alcohol content and guidelines can contribute to alcohol health literacy (Anderson & Rehm, 2016;Corrigan et al, 2018;Kheokao et al, 2013) as well as control of distribution (Berey et al, 2017;Pati et al, 2018;Radanielina Hita et al, 2018;Ratzan, 2016). The consequences of alcohol health literacy are conceptualized as reducing alcohol-related harms (e.g., Anderson & Rehm, 2016;Corrigan et al, 2018;DeBenedittis, 2011) and reducing levels of consumption (Gordon et al, 2016;Kheokao et al, 2013;Pati et al, 2018), particularly risky and underage consumption (Austin et al, 2016; The literature shows that the concept of alcohol health literacy is currently being discussed predominantly with reference to children and young people and primarily within educational settings (e.g., Austin et al, 2016; Bohman et al, 2004;Chang et al, 2016;DeBenedittis, 2011;Gordon et al, 2016).…”

Impact of exposure to alcohol marketing and subsequent drinking patterns among youth and young adults

“…The alcohol industry spends about USD 1 trillion annually worldwide to market their products (IAS 2013). These campaigns use image advertising to link alcohol with youth, fun, enhanced sexuality, and other themes that appeal to young adults (Berey 2017; Chen 2005; Morgenstern 2017; Siegel 2016; Smith 2014). The stated intent of marketing is to influence choice of brand among legal users (Martino 2017).…”