The Myriad Influences of Alcohol Advertising on Adolescent Drinking

This review investigates effects of alcohol advertising on adolescent drinking. Prior reviews focused on behavioral outcomes and long-term effects. In contrast, the present review focuses on subgroups with greater exposure to alcohol advertising, research methods to study alcohol advertising, potential mechanisms underlying relationships between adolescent exposure to alcohol advertising, and increased drinking and points to prevention/intervention strategies that may reduce effects of alcohol advertising.

Recent Findings

Alcohol advertising influences current and future drinking. Further, evidence suggests that adolescents may be targeted specifically. Alcohol advertisements may influence behavior by shifting alcohol expectancies, norms regarding alcohol use, and positive attitudes. Media literacy programs may be an effective intervention strategy.

Summary

Adolescents are exposed to large quantities of alcohol advertisements, which violate guidelines set by the alcohol industry. However, media literacy programs may be a promising strategy for adolescents to increase critical thinking and create more realistic expectations regarding alcohol.

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References

Papers of particular interest, published recently, have been highlighted as: ••Of major importance

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Acknowledgements

During preparation of this manuscript Dr. Grube was supported by grant number P60-AA06282 (Environmental Approaches to Prevention) from the National Institute on Alcohol Abuse and Alcoholism (NIAAA) of the National Institutes of Health (NIH). The content is solely the responsibility of the authors and does not necessarily represent the official views of NIAAA or NIH

Author information

Authors and Affiliations

  1. Department of Health Education & Behavior, University of Florida, P.O. Box 118210, Gainesville, FL, 32611-8210, USA Benjamin L. Berey, Cassidy Loparco & Robert F. Leeman
  2. Yale School of Medicine, New Haven, CT, USA Robert F. Leeman
  3. Pacific Institute for Research and Evaluation, 180 Grand Avenue Suite 1200, Oakland, CA, USA Joel W. Grube
  1. Benjamin L. Berey