Journal article
Targeting adolescents? The content and frequency of alcoholic and nonalcoholic beverage ads in magazine and video formats November 1999-April 2000
Journal of health communication, Vol.10(8), pp.769-785
12/2005
Handle:
https://hdl.handle.net/2376/114240
PMID: 16316938
Abstract
This study compared alcoholic and nonalcoholic beverage advertising to which adolescents are exposed. A census of beverage advertising (N = 757) in popular magazines and television during November 1999-April 2000 was analyzed. Most alcohol ads appeared in Sports Illustrated (110), Rolling Stone (98), and Playboy (75) and outnumbered nonalcoholic beverage advertising by 3 to 1. Alcohol was almost never associated with dining. Alcohol ads emphasized sexual and social stereotypes and lacked diversity. One of every 6 magazine alcohol ads, and 1 of every 14 video-based ads, appeared to target teenagers. Many similarities existed between alcohol and nonalcohol ads. We conclude that alcohol is advertised heavily to youth through placement and appeals. The fact that themes in alcohol ads frequently parallel those in nonalcoholic beverage ads may further increase youths' receptivity.
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Details
- Title
- Targeting adolescents? The content and frequency of alcoholic and nonalcoholic beverage ads in magazine and video formats November 1999-April 2000
- Creators
- Erica Weintraub Austin - Washington State University, Pullman, Washington 99163, USA. eaustin@wsu.eduStacey J T Hust
- Publication Details
- Journal of health communication, Vol.10(8), pp.769-785
- Academic Unit
- Strategic Communication, Department of; Program in Communication
- Publisher
- United States
- Grant note
- 1-R01-AA12136 / NIAAA NIH HHS
- Identifiers
- 99900548290601842
- Language
- English
- Resource Type
- Journal article