TY - JOUR
T1 - Risky messages in alcohol advertising, 2003-2007
T2 - Results from content analysis
AU - Rhoades, Elizabeth
AU - Jernigan, David H.
N1 - Funding Information:
This journal article was supported by the Cooperative Agreement Number 5R49CE001507 from the Centers for Disease Control and Prevention . Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the Centers for Disease Control and Prevention. The authors thank Joshua Ostroff for providing data on gross rating points (GRP) ratios and consulting on the progression of the study. This study would not have been possible without the work of staff members and interns at the Center on Alcohol Marketing and Youth, who clipped and scanned the magazine advertisements used in our sample. Preliminary results from these data were presented as “Injury Messaging in Alcohol Advertising, 2003–2007: Results from Content Analysis” at the 137th Meeting of the American Public Health Association, November 2009.
PY - 2013/1
Y1 - 2013/1
N2 - Purpose: To assess the content of alcohol advertising in youth-oriented U.S. magazines, with specific attention to subject matter pertaining to risk and sexual connotations and to youth exposure to these ads. Methods: This study consisted of a content analysis of a census of 1,261 unique alcohol advertisements ("creatives") recurring 2,638 times ("occurrences") in 11 U.S. magazines with disproportionately youthful readerships between 2003 and 2007. Advertisements were assessed for content relevant to injury, overconsumption, addiction, and violations of industry guidelines (termed "risk" codes), as well as for sexism and sexual activity. Results: During the 5-year study period, more than one-quarter of occurrences contained content pertaining to risk, sexism, or sexual activity. Problematic content was concentrated in a minority of brands, mainly beer and spirits brands. Those brands with higher youth-to-adult viewership ratios were significantly more likely to have a higher percentage of occurrences with addiction content and violations of industry guidelines. Ads with violations of industry guidelines were more likely to be found in magazines with higher youth readerships. Conclusions: The prevalence of problematic content in magazine alcohol advertisements is concentrated in advertising for beer and spirits brands, and violations of industry guidelines and addiction content appear to increase with the size of youth readerships, suggesting that individuals aged <21 years may be more likely to see such problematic content than adults.
AB - Purpose: To assess the content of alcohol advertising in youth-oriented U.S. magazines, with specific attention to subject matter pertaining to risk and sexual connotations and to youth exposure to these ads. Methods: This study consisted of a content analysis of a census of 1,261 unique alcohol advertisements ("creatives") recurring 2,638 times ("occurrences") in 11 U.S. magazines with disproportionately youthful readerships between 2003 and 2007. Advertisements were assessed for content relevant to injury, overconsumption, addiction, and violations of industry guidelines (termed "risk" codes), as well as for sexism and sexual activity. Results: During the 5-year study period, more than one-quarter of occurrences contained content pertaining to risk, sexism, or sexual activity. Problematic content was concentrated in a minority of brands, mainly beer and spirits brands. Those brands with higher youth-to-adult viewership ratios were significantly more likely to have a higher percentage of occurrences with addiction content and violations of industry guidelines. Ads with violations of industry guidelines were more likely to be found in magazines with higher youth readerships. Conclusions: The prevalence of problematic content in magazine alcohol advertisements is concentrated in advertising for beer and spirits brands, and violations of industry guidelines and addiction content appear to increase with the size of youth readerships, suggesting that individuals aged <21 years may be more likely to see such problematic content than adults.
KW - Adolescent
KW - Advertising
KW - Alcohol
KW - Magazines
KW - Marketing
KW - Qualitative research
KW - Unintentional injury
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U2 - 10.1016/j.jadohealth.2012.04.013
DO - 10.1016/j.jadohealth.2012.04.013
M3 - Article
C2 - 23260844
AN - SCOPUS:84871369292
SN - 1054-139X
VL - 52
SP - 116
EP - 121
JO - Journal of Adolescent Health
JF - Journal of Adolescent Health
IS - 1
ER -