title: Targeting adolescents? The content and frequency of alcoholic and nonalcoholic beverage ads in magazine and video formats November 1999-April 2000.
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.
authors.affiliation: Washington State University, Pullman, Washington 99163, USA. eaustin@wsu.edu
authors.forename: Erica Weintraub
authors.initials: EW
authors.lastname: Austin
authors.forename: Stacey J T
authors.initials: SJ
authors.lastname: Hust
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods / Q000706:statistics & numerical data*; D000434:Alcoholic Beverages; D005260:Female; D006301:Health Services Needs and Demand; D006801:Humans; D008297:Male; D010506:Periodicals as Topic; D010565:Persuasive Communication; D014481:United States; D014741:Video Recording