Effects of Media Alcohol Messages on Adolescent Audiences.
Research into the effects of the media on teenage alcohol consumption has concentrated on positive portrayals of beer drinking in advertising, depiction of alcohol in movies and television programs, and public service announcements that warn against abuse and drunk driving. After examining each of these areas, the author focuses on the future role of messages related to alcohol consumption.
Atkin
CK
Professor, Department of Communication, Michigan State University, East Lansing, MI 48824, USA.