WSU Study Raises Concern about Children and Alcohol Advertising

By Communications staff, Washington State University


Alcohol ads similar to soda pop ads. Findings of a new study led by Erica Austin, professor, Edward R. Murrow School of Communication, Washington State University, raise new concerns about young people and alcohol advertising. The research, published this week in the Journal of Health Communication, shows that three of every four beverage ads in media, popular among adolescents, are for an alcoholic beverage and that many of the strategies used in alcohol ads are similar to those for nonalcoholic drinks such as soda pop.  “They clearly include elements that appeal to children and teenagers.  In addition, we discovered that one of every six magazine ads for alcohol and one of every 14 TV ads appeared to target teenagers,” Austin said. “It’s a concern because we know from research that kids are making decisions about the benefits of alcohol and even develop brand preferences long before they get their hands on the products.


 


“There is no doubt anymore that kids learn from birth to respond to advertising,” she said. ”It’s also pretty clear that non-alcohol ads do target children. The strategies used for non-alcohol beverage ads and alcoholic beverages are nearly identical with the exception that ads for alcohol add a layer of sexual stereotypes and innuendo.”

Research Overview:

This study compared alcoholic and nonalcoholic beverage advertising to which adolescents are exposed. A census of beverage advertising (N = 757) in popular magazines and television during November 1999–April 2000 was analyzed. Most alcohol ads appeared in Sports Illustrated (110), Rolling Stone (98) and Playboy (75) and outnumbered nonalcoholic beverage advertising 3 to 1. Alcohol was almost never associated with dining. Alcohol ads emphasized sexual and social stereotypes and lacked diversity. One of every 6 magazine alcohol ads, and 1 of every 14 video-based ads, appeared to target teenagers. Many similarities existed between alcohol and nonalcohol ads. The researchers concluded that alcohol is advertised heavily to youth through placement and appeals. The fact that themes in alcohol ads frequently parallel those in nonalcoholic beverage ads may further increase youths’ receptivity.

Austin is available at 509.334.6704 or eaustin@wsu.edu. Stacey Hust, WSU faculty member and co-researcher is available at 509.335.3696. 

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