Teenage Drinking: Does Advertising Make a Difference? (From Youth and Alcohol Abuse: Readings and Resources, P (63)-73, 1986, Carla M Felsted, ed. -- See NCJ-117182)

• NCJ Number: 117187
• Author(s): C Atkin; J Hocking; M Block
• Date Published: 1986
• Length: 11 pages
• Sale Source: Oryx Press
• Publication Type: Survey
• Language: English
• Country: United States of America

Annotation

To test for the predicted positive association between amount of naturalistic exposure to alcohol advertisements and amount of reported alcohol consumption by teenagers, this study used a correlational survey design.

Abstract

A questionnaire was administered to a sample of 665 teenagers from the 7th-12th grades in Michigan, California, New York, and Georgia. The sample was demographically typical. The questionnaire asked subjects about their drinking behavior, their exposure to alcohol advertising, relevant demographic information, and other possible communication influences. Half the sample received a questionnaire focusing on liquor advertising and consumption, and the other half was asked about beer and wine. The statistical analysis computed the correlations between all predictor variables and the indices representing amount of drinking. The data indicate that exposure to alcohol advertising is significantly associated with drinking behavior and intentions. The relationship is primarily explained by advertising influence rather than reverse causation or contaminating antecedent variables. 3 tables, 18 references.