Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Following the rational of the social norm approach to college students’ drinking behavior, which states that students overestimate their fellow students’ support of permissive drinking behaviors, and that this overestimation correlate with college students’ own drinking behaviors, colleges confidently applied the methods to reduce campus alcohol consumption. The integrated health model was used as a framework for this research to evaluate effectiveness of the college alcohol campaign at a southeast research university. The 132 participants were randomly sampled from an undergraduate registration list and an online survey was employed.
Intention to drink alcohol was negatively associated with attitude toward the harmful effects of alcohol, but positively associated with perceived approval from significant others. Students who perceived the ability to exercise control over motivation are less likely to drink excessively in the near future. Consistent with the pluralistic ignorance assumption, students believed that other students are more comfortable than they are with alcohol consumption on campus. However, the social norms campaign had minimal impact on students’ estimation of friends’ drinking behaviors and showed no significant relationship with self-reported intention to consume alcohol.

Publication Type: Session Paper
Abstract: Major advertisers and children's television networks have announced new marketing policies designed to combat childhood obesity. A content analysis of food advertising was conducted in the spring of 2006 on programming from broadcast and cable networks most likely to be viewed by children. The results reveal modest improvement in information concerning nutrition as compared to previous content analyses of food advertising (e.g., Kunkel & Gantz, 1992; Harrison & Markse, 2005). However, as in past research, unhealthy foods are most frequently advertised. Further, commercials targeted toward children employ production techniques and persuasive appeals that make it difficult for children to critically evaluate advertising. The potential impacts of this advertising landscape are discussed on both the individual and social level.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: We provide an original data-base that identifies all "dry" and "wet" counties in the United States in order to do a multivariate analysis for the purpose of explaining why certain counties prohibit all alcoholic beverages while most counties allow their sale. Hypotheses are drawn from the experience of Prohibition which suggest that partisan, class, geographical, gender and especially religious variables should be relevant to explaining alcoholic beverage control policy. Preliminary analysis of the 261 totally "dry" counties in the United States indicates that the size of Evangelical Protestant denominations is, by far, the strongest predictor of why those counties prohibit the retail sale of alcoholic beverages. Thus, this finding shows the historical legacy of Prohibition, which was the morality policy debate that dominated late 19th and early 20th century American politics.

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.

Publication Type: Session Paper
Abstract: Government and health officials have leveled new criticisms against the US food industry for advertising’s role in the rising rate of childhood obesity. In 2005, major advertisers (including Kraft, General Mills, and Kellogg’s) announced new advertising policies designed to combat childhood obesity. In part, the proposed changes were intended to cut children’s exposure to ads for unhealthy foods. Collectively, the policies restricted or eliminated child-targeted advertisements for products that exceeded specific levels of calories, fat, sugar, or processed grains per serving. However, limits on these policies suggested that the overall landscape of food ads viewed by children would not change significantly. A content analysis was conducted on television food advertisements aired just before and one year after these announcements. The advertisements were coded for product type, persuasive appeals, production techniques, and the presence of child models. The results indicated no significant changes in the food advertising landscape confronting child viewers. We discuss the implications of these findings for advertisers, government regulators, and health officials.