Alcohol advertising: what makes it attractive to youth?

  title={Alcohol advertising: what makes it attractive to youth?},
  author={M J Chen and Joel W Grube and Melina M. Bersamin and Elizabeth D Waiters and Deborah B Keefe},
  journal={Journal of health communication},
  volume={10 6},
This paper investigates the affective responses of youth toward specific elements featured in television alcohol advertisements (i.e., people character, animal character, music, story, and humor). It also examines the associations between advertising likeability and its potential influence. Respondents were 253 children and adolescents in California (47% male; aged 10-17). Data were collected using self-administered questionnaires in group settings. Respondents were shown a stimulus tape… CONTINUE READING
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