title: Booze and butts: A content analysis of the presence of alcohol in tobacco industry's lifestyle magazines.
abstract: BACKGROUND
  Advertising influences people's health behaviors. Tobacco companies have linked tobacco and alcohol in their marketing activities. We examined how depictions of alcohol were placed in lifestyle magazines produced by tobacco companies, and if these references differed depending on if the magazine was oriented towards men, women, or if it was unisex.
  
  
  METHODS
  Content analysis of 6 different tobacco industry lifestyle magazines (73 issues), including 73 magazine covers, 1558 articles, 444 tobacco ads, and 695 non-tobacco ads.
  
  
  RESULTS
  14 of 73 (19%) magazine covers featured alcohol; 581 of 1558 (37%) magazine articles mentioned alcohol; 119 of 444 (27%) tobacco ads showed alcohol images; and 57 of 695 (8%) non-tobacco ads portrayed alcohol. Male-oriented magazines (Unlimited,CML, andReal Edge) contained the most alcohol references, and the references were mainly beer, mixed drinks, and liquor or spirits. Female-oriented magazines (All WomanandFlair) contained the fewest alcohol references, and wine and mixed drinks were the major types of alcoholic beverage portrayed. For unisex magazine (P.S.), the frequency of alcohol references fell between the male- and female-oriented magazines, and most frequently mentioned mixed drinks.
  
  
  CONCLUSIONS
  Frequent depictions of smoking and drinking in tobacco industry lifestyle magazines might have reinforced norms about paired use of tobacco and alcohol among young adults. The pairing of tobacco and alcohol may particularly target young men. Anti-tobacco interventions need to address the co-use of tobacco and alcohol, change the social acceptability of smoking in any social settings, and tailor alcohol related anti-tobacco messaging by gender.
authors.affiliation: University of California, San Francisco, Center for Tobacco Control Research and Education, The University of Hong Kong, School of Public Health, 5/ F William MW Mong Block, 21 Sassoon Road, Hong Kong.
authors.forename: Nan
authors.initials: N
authors.lastname: Jiang
authors.affiliation: Governors State University, College of Arts and Sciences, 1 University Pkwy, University Park, IL 60484, USA.
authors.forename: Daniel K
authors.initials: DK
authors.lastname: Cortese
authors.affiliation: Rutgers School of Public Health, 335 George St, Room 2100, New Brunswick, NJ 08903, USA.
authors.forename: M Jane
authors.initials: MJ
authors.lastname: Lewis
authors.affiliation: University of California, San Francisco, Center for Tobacco Control Research and Education, 530 Parnassus Avenue, Suite 366, San Francisco, CA 94143, USA.
authors.forename: Pamela M
authors.initials: PM
authors.lastname: Ling
keywords: Tobacco; alcohol; content analysis; lifestyle magazine; young adult