title: Television viewing and alcohol advertising with alcohol expectancies among school-aged children in Taiwan.
abstract: OBJECTIVE
  This study is aimed to examine the strength of association between television watching and potential exposure to alcohol advertising with multidimensional alcohol expectancies in school-aged children.
  
  
  METHODS
  A total of 779 4th (age 10) and 768 6th (age 12) grade students were recruited from 17 public elementary schools in northern Taiwan in 2006, with two waves of follow-up at 6 months apart. Self-administered questionnaires were used to collect information concerning individual characteristics, parental attributes, past-week screen time, drinking behaviors, and alcohol expectancies. Data of aired alcohol advertisements at baseline were obtained from the Nielsen Media Research Advertising Information Services; parenting styles were ascertained from the 1st follow-up. Alcohol Expectancies Questionnaire-Children version was used to measure alcohol expectancies (AEs) at baseline and the 2nd follow-up.
  
  
  RESULTS
  Nearly 27% of students reported watching television for more than two hours per day and 58% watching television after 9 p.m. Dimension-related heterogeneity exists in the relationship between TV viewing and alcohol advertising with AEs. With statistical adjustment for covariates, spending more than two hours watching TV per day was associated with increased levels of positive AEs "Promoting Relaxation or Tension Reduction [PRTR]" (β=1.52, 95% CI=0.92, 2.12; p<0.001); the exposure to alcohol advertising was associated with decline in negative AEs "Deteriorated Cognitive and Behavioral Function" (e.g., >8.0 ads: β=-1.06, 95% CI=-1.66, -0.47, p<0.01).
  
  
  CONCLUSIONS
  Greater screen time is associated with elevated positive expectancies of PRTR and alcohol advertising exposure is linked with lowered negative expectancies in late childhood. School-based anti-underage drinking programs may consider integrating the media literacy curriculum.
authors.affiliation: Institute of Public Health, National Yang-Ming University, Taipei, Taiwan.
authors.forename: Ying-Ying
authors.initials: YY
authors.lastname: Chen
authors.affiliation: Department of Bio-Industry Communication and Development, National Taiwan University, Taipei, Taiwan.
authors.forename: Yu-Chan
authors.initials: YC
authors.lastname: Chiu
authors.affiliation: Institute of Sociology, Academia Sinica, Taipei, Taiwan.
authors.forename: Te-Tien
authors.initials: TT
authors.lastname: Ting
authors.affiliation: Institute of Public Health, National Yang-Ming University, Taipei, Taiwan.
authors.forename: Hsin-Yao
authors.initials: HY
authors.lastname: Liao
authors.affiliation: Institute of Epidemiology and Preventive Medicine, College of Public Health, National Taiwan University, Taipei, Taiwan.
authors.forename: Wei J
authors.initials: WJ
authors.lastname: Chen
authors.affiliation: Institute of Public Health, National Yang-Ming University, Taipei, Taiwan; Center of Neuropsychiatric Research, National Health Research Institutes, Miaoli, Taiwan; Children and Family Research Center, National Taiwan University, Taipei, Taiwan. Electronic address: chuanychen@ym.edu.tw.
authors.forename: Chuan-Yu
authors.initials: CY
authors.lastname: Chen
mesh_terms: D000329:Advertising / Q000379:methods / Q000706:statistics & numerical data*; D000428:Alcohol Drinking / Q000523:psychology*; D002648:Child; D005260:Female; D006801:Humans; D008297:Male; D016487:Parenting / Q000523:psychology; D011795:Surveys and Questionnaires; D013624:Taiwan; D013690:Television; D000066608:Underage Drinking / Q000523:psychology*
keywords: Alcohol advertising; Alcohol expectancies; Children; Television