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STOP LIQUOR ADS ON TV:
(1) Strasburger, V. C., & Donnerstein, E. (1999). Children, adolescents, and the media: Issues and solutions. Pediatrics, 103(1):129-139. Young people view approximately 20,000 commercials each year, or
which nearly 2,000 are for beer and wine. For every "just say no" or "know when to say when" public service announcement, teens will view 25 to 50 beer and wine advertisements. (2) Gentile, D. A., Walsh, D. A., Bloomgren, B. W., Atti, J. A, & Norman, J. A. (2001). Frogs sell beer: The effects of beer advertisements on adolescent drinking knowledge, attitudes, and behavior. Paper presented at the Biennial Conference of the Society for Research in Child Development, Minneapolis, Minnesota. This study suggests that media and advertisements are a significant
predictor, and perhaps the most significant predictor, of adolescents’
(1) knowledge about beer brands, (2) preference for beer brands, (3)
current drinking behaviors, (4) beer brand loyalty, and (5) intentions
to drink. The most heavily advertised brands of beer (in 1998 and 1999) had the highest brand awareness, brand preference, brand usage and brand loyalty among junior and senior high school students. This finding suggests a correlation between beer advertising budgets and adolescent drinking. (3) Grube, J. W. & Wallack, L. (1994). Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren. American Journal of Public Health, 84(2):254-259. The findings of this study suggest that alcohol advertising may
predispose young people to drinking. Children who were more aware of beer advertisements held more
favorable beliefs about drinking, intended to drink more frequently as
adults, and had more knowledge of beer brands and slogans. Taken as a whole, the findings of this study suggest that attempts to prevent or delay drinking among young people should give attention to alcohol advertising. In particular, efforts should be made to reduce the extent to which it appeals to children and to reduce their exposure to it. (4) Recent research funded by the Robert Wood Johnson Foundation and conducted by Charles Atkin (Department of Communication, Michigan State University) and Esther Thorson (School of Journalism, University of Missouri), based on a national sample of 612 young adults ages 21 to 29 found that: 21% of those paying higher attention vs. 10% paying low attention to
TV ads report heavier weekly alcohol consumption. Averaging across eight specific liquor brands, 37% of those who pay
higher attention to TV ads vs. 21% who pay low attention report annual
consumption of those brands. In the past year, 44% of young adults paying higher attention to TV ads have tried a new brand of liquor (compared to 30% of respondents paying low attention). A national sample of 608 youth aged 15-20 found that: 38% of teenagers who pay higher attention to TV ads vs. 21% of those
paying lower attention report an intention to consume two or more liquor
drinks per week in the future. By a six-to-one margin,15-20 year olds believe that it’s riskier for
teenagers to drink liquor than beer, and that teens are likelier to get
drunk from liquor than beer. Most teenagers and young adults feel that liquor advertisers want
teens to view their TV ads, and a majority say TV advertisers are trying
to influence teens to drink liquor. In a national poll, only one-fourth
of all adults believe that liquor advertisers can be trusted to show
appropriate content in TV ads. When asked about the potential impact if
liquor becomes widely-advertised on TV, the typical adult estimates that
more than half of all teenage viewers would be influenced to start
drinking liquor. Focus group discussions with middle school and high school students showed that these ad features are appealing to youthful audiences: sexy, young-looking and "cool" characters, cute animals, humor, sports, upbeat music, fast-paced action, and the portrayal of fun party scenes. Click
here to view
action alert on broadcast liquor ads, or
click here for
additional information February 2002 |
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