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

@article{Waiters2001AlcoholAA,
  title={Alcohol Advertising and Youth: A Focus-Group Analysis of What Young People Find Appealing in Alcohol Advertising},
  author={E. Waiters and A. Treno and J. Grube},
  journal={Contemporary Drug Problems},
  year={2001},
  volume={28},
  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
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