Reducing Underage Drinking A Collective Responsibility (2004) / Chapter Skim
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11 Alcohol in the Media: Drinking Portrayals, Alcohol Advertising, and Alcohol Consumption Among Youth--Joel W. Grube
11 Alcohol in the Media: Drinking Portrayals, Alcohol Advertising, and Alcohol Consumption Among Youth--Joel W. Grube
Pages 597-624
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From page 597... ...
W idespread concern exists about the potential effects that media por trayals of drinking, alcohol product placements, and alcohol adver tising may have on alcohol consumption and problems among young people. Television, radio, film, and popular music are often identified as potential sources through which young people learn about alcohol and as potential influences on young people's drinking and drinking problems (e.g., American Academy of Pediatrics, 1996; Gerbner, 1995; Stockdale, 2001; Strasburger, 1993a, b; Villani, 2001)
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From page 598... ...
A recent content analysis of primetime television from the 1998-1999 season, for example, indicates that 71 percent of all programming depicted alcohol use and 77 percent contained some reference to alcohol (Christensen, Henriksen, and Roberts, 2000)
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From page 599... ...
Little research has addressed the potential effects of exposure to drinking on television on young people's drinking beliefs and behaviors. Generally speaking, correlational studies have found small, but statistically significant, relations between television viewing and alcohol-related beliefs and behaviors.
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From page 600... ...
It is likely that the cumulative effects of such long-term exposure are far more important than any effects of short-term exposure. In sum, the available evidence regarding the influence of televised alcohol portrayals on young people is inconclusive, at best.
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From page 601... ...
In the negative portrayal condition, five of the clips contained drinking scenes portraying undesirable outcomes. In the positive portrayal condition, six of the clips contained drinking scenes with desirable outcomes.
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From page 602... ...
In sum, alcohol portrayals are common in films, even in those with ratings indicating they are intended for children and adolescents. These portrayals are typically positive or neutral and drinking is associated with desirable outcomes and characteristics.
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From page 603... ...
. Overall, 95 percent of all televised beer advertising expenditures are in sports programming, more than half of televised beer advertisements appear on Saturday or Sunday afternoons, and more than a third appear during primetime, when large segments of the audience are underage (Snyder et al., 2000)
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From page 604... ...
. Images in Alcohol Advertising Content analysis suggests that many alcohol advertisements link drinking with valued personal attributes such as sociability, elegance, and physical attractiveness and with desirable outcomes such as success, relaxation, romance, and adventure (e.g., Atkin and Block, 1981; Postman, Nystrom,
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From page 605... ...
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 11-3)
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From page 606... ...
606 40 (Pitcher) 92 Lite (Ferret)
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From page 607... ...
Experimental Studies Experimental studies investigate the effects that short-term exposure to alcohol advertising under controlled conditions has on drinking beliefs and behaviors. Typically, a group of experimental participants will be exposed to one or more alcohol advertisements embedded within a television program, within a series of "neutral" advertisements, or, in the case of print advertising, within a booklet or magazine.
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From page 608... ...
The results of these experimental studies offer only very limited evidence that alcohol advertising promotes more favorable drinking beliefs or increases consumption. Laboratory studies of alcohol advertising effects, however, can be criticized on at least four grounds (cf.
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From page 609... ...
Even though important background and demographic variables were controlled, the possibility that the relationship between alcohol advertising and motor vehicle fatalities is spurious and results from some third variable such as differences in regional drinking norms cannot be entirely discounted. The remaining recent ecological studies of alcohol advertising expenditures have generally produced null findings regarding the effects of advertising on overall consumption and problems.
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From page 610... ...
Alcohol advertising expenditures were unrelated to total alcohol consumption once income, price, age structure, and advertising for all other goods were controlled. Overall, these results were interpreted as indicating that alcohol advertising does not increase total consumption, but rather reallocates market shares among brands and beverages.
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From page 611... ...
Spirits advertising, however, was found to decrease wine market share. The findings of this study provide little or no evidence that changes in alcohol advertising increase overall alcohol consumption, although it may realign market shares.
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From page 612... ...
Specifically, countries with partial restrictions had alcohol consumption rates that were about 16 percent lower than countries with no restrictions, and countries with complete restrictions had consumption rates that were 11 percent lower than countries with partial restrictions. The corresponding reduced rates for motor vehicle fatalities were 10 percent and 23 percent, respectively.
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From page 613... ...
In general, the findings from the ecological studies provide little consistent support for a relationship between aggregate alcohol advertising expenditures or advertising restrictions and aggregate alcohol sales, consumption, or problems. They do provide stronger evidence that alcohol advertising may lead to changes in brand or beverage preferences without increasing total consumption.
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From page 614... ...
Studies investigating lagged effects of advertising over relatively lengthy time series, however, have found no advertising effects (e.g., Fisher and Cook, 1995; Coulson et al., 2001) , although time series analysis, even with lags, may not be an appropriate method for detecting cumulative effects.
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From page 615... ...
Rather than asking if alcohol advertising affects overall consumption among young people, these studies ask who might be affected and by what processes. These are questions that cannot be addressed with aggregated data and the types of analyses typically used in ecological studies.
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From page 616... ...
. In a similar study, with third, sixth, and ninth graders, both rated desirability of characters in alcohol advertisements and identification with those characters predicted positive alcohol expectancies and, indirectly, a risky behavior index that included drinking (Austin and Knaus, 2001)
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From page 617... ...
In this case, liking of alcohol advertisements was positively related to endorsement of positive statements about drinking and to current alcohol consumption. Most importantly, liking of the advertisements was related to increased numbers of self-reported drinking problems.
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From page 618... ...
In sum, survey studies generally find significant associations between reported exposure to, attention to, and recall of alcohol advertising, on the one hand, and drinking beliefs and behaviors, on the other. These relationships, however, tend to be modest for the most part.
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From page 619... ...
In contrast to experimental and ecological studies, however, survey research studies on alcohol advertising and young people consistently indicate that there are small, but significant, correlations between awareness of and affect toward alcohol advertising and drinking beliefs and behaviors among young people. Children and adolescents who are more aware of and favorably disposed to alcohol advertisements hold more favorable beliefs about drinking, intend to drink more frequently as adults, and drink more frequently and in larger quantities than do other young people.
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From page 620... ...
. Effects of interpretations of televised alcohol portrayals on children's alcohol beliefs.
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From page 621... ...
. Advertising, alcohol consumption, and abuse: A worldwide survey.
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From page 622... ...
. A methodological interpretation of experimental and survey research evidence concerning alcohol advertising effects.
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From page 623... ...
. Alcohol consumption and alcohol advertising bans.
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From page 624... ...
. Advertising restrictions, competition, and alcohol consumption.
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