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The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Video and Magazines Popular Among Adolescents |
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Abstract:
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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. |
Most Common Document Word Stems:
ad (172), alcohol (155), advertis (101), nonalcohol (61), beverag (51), magazin (50), content (49), appeal (44), portray (40), video (38), messag (35), base (33), appear (31), women (30), use (28), sex (28), 2 (28), also (28), time (26), present (25), show (24), |
Author's Keywords:
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alcohol behaviors, advertisements (magazine, television), adolescents, stereotyping, gender issues, risk behavior, sports |
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Association:
Name: International Communication Association
URL: http://www.icahdq.org
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Citation:
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MLA Citation:
| Austin, Erica. and Hust, Stacey. "The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Video and Magazines Popular Among Adolescents" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA, May 27, 2003 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p111591_index.html> |
APA Citation:
| Austin, E. and Hust, S. , 2003-05-27 "The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Video and Magazines Popular Among Adolescents" Paper presented at the annual meeting of the International Communication Association, Marriott Hotel, San Diego, CA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p111591_index.html |
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
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. |
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| Document Type: |
.PDF |
| Page count: |
22 |
| Word count: |
5889 |
| Text sample: |
| The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Magazine and Video Formats November 1999-April 2000: 1 Featuring the Top 19 Magazines Read Most by Adolescents To be submitted to annual conference of the International Communication Association October 31 2002 1 This study was funded in part by National Institute on Alcohol Abuse and Alcoholism Grant 1-R01-AA12136-01 Running head: Alcohol Advertising Content Analysis 1 The Content and Frequency of Alcoholic and Nonalcoholic Beverage Ads in Magazine and |
| T. A. & Lambert M. Dow. (1982) A content analysis of beverage alcohol advertising: I magazine advertising. Journal of Studies on Alcohol 43(7) 655- 82. 21 Wallack L. Cassady D. & Grube J. (1990) Television entertainment programming and socio-political attitudes. Journalism Quarterly 57 150-5. Weiss A.J. & Wilson B.J. (1996) Emotional portrayals in family television series that are popular among children. Journal of Broadcasting and Electronic Media 40. Wootton Barbara H. (1997) Gender differences in occupational employment. Monthly LaborReview |
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