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NCJ Number: 202438 Find in a Library
Title: Predictors of Beer Advertising Awareness Among Eighth Graders
Journal: Addiction  Volume:98  Issue:9  Dated:September 2003  Pages:1297-1306
Author(s): Rebecca L. Collins; Terry Schell; Phyllis L. Ellickson; Daniel McCaffrey
Date Published: September 2003
Page Count: 10
Type: Report (Study/Research)
Format: Article
Language: English
Country: United States of America
Annotation: This study examined correlates of beer advertising awareness among eighth grade adolescents in South Dakota.
Abstract: By the end of eighth grade, approximately 83 percent of adolescents have initiated alcohol use. As such, it is important to identify the predictors of alcohol advertising awareness in order to understand who is most vulnerable to marketing campaigns. The authors test the conceptual model that three broad categories are correlated with beer advertising awareness among eighth graders: beer marketing, families and peers, and personal characteristics. A cross-sectional, in-school survey was administered to 1,530 eighth graders in South Dakota. Respondents were questioned about their recognition of six masked beer advertisements, their knowledge of beer brands, and slogans. Questions were also posed about their exposure to alcohol advertising in different venues, their social norms regarding alcohol use, their prior drinking history and beliefs, and their gender. Results of statistical analyses revealed that, not surprisingly, those adolescents with greater exposure to alcohol advertising in various venues were more aware of beer advertising. Other correlates of beer advertising awareness were television watching, knowing an adult who drank, and being male. The authors conclude that a variety of advertising venues influence the extent to which adolescents are aware of alcohol advertising, and that boys are more aware than girls of beer advertising. Future research should focus on whether alcohol advertising awareness is predictive of alcohol consumption among adolescents. Tables, references
Main Term(s): Underage Drinking
Index Term(s): South Dakota; Studies of alcohol in the media; Television communications
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