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The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in
Magazine and Video Formats November 1999-April 2000:
Featuring the Top 19 Magazines Read Most by Adolescents
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Abstract
Objective: The purpose of this analysis was to compare the content of alcoholic and
nonalcoholic beverage advertising content to which adolescents are exposed in the United States.
Methods: A census of beverage advertising in popular magazines and on network television
(n=757 ads) during the months of November, 1999-April, 2000 was analyzed for content and
frequency.
Results: By far, the most alcoholic beverage ads appeared in Sports Illustrated (110) followed
by Rolling Stone (98) and Playboy (75). Alcohol advertising outnumbers nonalcohol advertising
by a ratio of 3 to 1. All types of beverage ads emphasized relaxation and portrayals of young
adults. Alcohol was almost never associated with dining. Ads rarely portrayed risky situations
but frequently were placed in magazines featuring sports and sexually oriented content. Alcohol
ads demonstrated an emphasis on sexual and social stereotyping of women, and a lack of ethnic
and age-related diversity. Themes and settings of alcohol ads were similar to those present in
nonalcohol ads. One of every six magazine alcohol ads, and one of every 14 video-based ads,
appeared to target underage drinkers.
Conclusions: Alcohol is advertised heavily in media outlets favored by youth. Alcohol
advertisements also include many stereotypes and many elements known to appeal to youth,
particularly youth already at risk to drink alcohol. That themes in alcohol ads parallel those in
nonalcohol ads may further increase youth’s receptivity.
Key Words: alcohol behaviors, advertisements (magazine, television), adolescents,
stereotyping, gender issues, risk behavior, sports.
Convention