Alcohol Advertising and Youth: A Focus-Group Analysis of What Young People Find Appealing in Alcohol Advertising

  title={Alcohol Advertising and Youth: A Focus-Group Analysis of What Young People Find Appealing in Alcohol Advertising},
  author={Elizabeth D. Waiters and Andrew J. Treno and Joel W Grube},
  journal={Contemporary Drug Problems},
  pages={695 - 718}
In an effort to ascertain how youths interpret, understand and respond to the themes and images portrayed in television alcohol advertisements, focus-group discussions were conducted with students ages 9–15 in a Northern California community. These discussions revealed that students like lifestyle and image-oriented elements of television beer commercials that are delivered with humor and youth-oriented music and/or characters. Conversely, they dislike product-oriented elements of alcohol… Expand
Alcohol Advertising: What Makes It Attractive to Youth?
Liking of specific elements featured in beer advertisements significantly contributed to the overall likeability of these advertisements and subsequently to advertising effectiveness indicated by purchase intent of product and brand promoted by these advertisements. Expand
Alcohol Advertisements in Youth-Oriented Magazines: Persuasive Themes and Responsibility Messages
Abstract Every year in the United States, health and social problems result from adolescents' use and abuse of alcohol. Alcohol use is associated with high-risk health behaviors and is a leadingExpand
Adolescent and young adult perceptions of Australian alcohol advertisements
There is substantial evidence that children and youth are exposed to and recall alcohol advertising, and increasing evidence of associations between liking alcohol advertisements and under-ageExpand
Alcohol brand use of youth-appealing advertising and consumption by youth and adults
Alcohol brands with youth-appealing advertising are consumed more often by youth than adults, indicating that these ads may be more persuasive to relatively younger audiences, and that youth are not simply mirroring adult consumption patterns in their choice of brands. Expand
Assessing Youth-Appealing Content in Alcohol Advertisements: Application of a Content Appealing to Youth (CAY) Index
An index of content elements found in the research literature to be appealing to youth was created, and this index was used in a content analysis to identify the degree to which youth-appealing content appeared in a sample of alcohol ads that aired on television shows popular among youth. Expand
Television and drinking expectancies: the influence of television viewing on positive drinking expectanc and alcohol use among US and Norwegian adolescents: a comparative analysis
Objective Exposure to incidental portrayals of drinking on television and cleverly crafted advertisements has been linked to the development of positive alcohol expectancies in children andExpand
Alcohol Advertising on Social Media: Examining the Content of Popular Alcohol Brands on Instagram
This investigation represents an initial attempt to provide insights into the content alcohol brands are including in their promotional materials on social networking sites, and the production value of the posts examined was generally high. Expand
Awareness of Alcohol Advertising Among Children Who Watch Televised Sports
Are children being adversely affected by advertising directed at adult consumers? Is it socially responsible to advertise alcohol during programs with a young viewing audience? One potential areaExpand
Do alcohol advertisements for brands popular among underage drinkers have greater appeal among youth and young adults?
Advertising for alcohol brands that are popular among youth contain elements that are more likely to appeal to underage youth and young adults than ads for brands that is relatively unpopular among young drinkers. Expand
Alcohol, Advertising, Media, and Consumption among Children, Teenagers, and Young Adults
While much research on the roles of mediated communication in relation to alcohol consumption, drinking practices and alcohol-related issues has traditionally focused on alcohol advertising andExpand


Television advertisements for alcoholic drinks do reinforce under-age drinking.
Under-age drinkers were more adept at recognising and identifying brand imagery in alcohol commercials and tended to be more appreciative of television advertisements for alcoholic drinks, suggesting they get more pleasure out of alcohol commercials. Expand
Gender Differences in Evaluations of Tobacco and Alcohol Advertisements
The relation between gender and reactions to different styles of advertising tobacco and alcohol products was examined in a sample of adolescents (average age of fourteen years) and their parents.Expand
Image advertisements for alcohol products: is their appeal associated with adolescents' intention to consume alcohol?
Evidence of an association between preference for image advertisements and intent to drink in the future was found and policy implications of the findings are discussed. Expand
TV Beer Commercials and Children: Exposure, Attention, Beliefs, and Expectations about Drinking as an Adult.
This report presents findings from a study of the effects of televised beer commercials on 5th and 6th grade children; 85% of the children were 11 or 12 years old. The primary source of data was aExpand
The Appeal of Image Advertisements
Past research with adults has shown that image advertisements are especially appealing and persuasive to adults with high social-image concerns. In this study the appeal of such advertisements toExpand
Pro-Drinking Messages and Message Environments for Young Adults: The Case of Alcohol Industry Advertising in African American, Latino, and Native American Communities
This paper examines targeted alcohol advertising in three ethnic communities: African Americans, Latinos, and Native Americans in the U.S. We focus on the appropriation of cultural systems and theExpand
Responses to televised alcohol advertisements associated with drinking behaviour of 10-17-year-olds.
The findings are consistent with qualitative and quantitative research and different theoretical perspectives on advertising processes which suggest alcohol advertising is likely to have some influence on young people. Expand
Ten- to sixteen-year-olds' perceptions of advertisements for alcoholic drinks.
It is suggested that advertising campaigns for alcoholic drinks aimed at older teenagers and young adults present qualities which younger teenagers find attractive, and it is no longer tenable for advertisers to absolve themselves of any responsibility by saying that advertisements for alcoholic drink are targeted only at adults. Expand
Television beer advertising and drinking knowledge, beliefs, and intentions among schoolchildren.
The findings suggest that alcohol advertising may predispose young people to drinking and efforts to prevent drinking and drinking problems among young people should give attention to countering the potential effects of alcohol advertising. Expand
Responses to televised alcohol associated with drinking 10‐17‐year‐olds advertisem ents behaviour of
A im s. To examine the nature of the relationships between 10-17-year-old New Zealanders' responses to alcohol advertisements and their drinking behaviour and future drinking expectations, withExpand