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Risky Messages in Alcohol Advertising, 2003–2007: Results From Content Analysis

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. This study consisted of a content analysis of a census of 1,261 unique alcohol advertisements (“crea... Full description

Journal Title: Journal of Adolescent Health January 2013, Vol.52(1), pp.116-121
Main Author: Rhoades, Elizabeth
Other Authors: Jernigan, David H
Format: Electronic Article Electronic Article
Language: English
Subjects:
ID: ISSN: 1054-139X ; E-ISSN: 1879-1972 ; DOI: 10.1016/j.jadohealth.2012.04.013
Link: http://dx.doi.org/10.1016/j.jadohealth.2012.04.013
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recordid: elsevier_sdoi_10_1016_j_jadohealth_2012_04_013
title: Risky Messages in Alcohol Advertising, 2003–2007: Results From Content Analysis
format: Article
creator:
  • Rhoades, Elizabeth
  • Jernigan, David H
subjects:
  • Advertising
  • Alcohol
  • Marketing
  • Magazines
  • Adolescent
  • Unintentional Injury
  • Qualitative Research
  • Advertising
  • Alcohol
  • Marketing
  • Magazines
  • Adolescent
  • Unintentional Injury
  • Qualitative Research
  • Medicine
  • Social Welfare & Social Work
ispartof: Journal of Adolescent Health, January 2013, Vol.52(1), pp.116-121
description: 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. 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. 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...
language: eng
source:
identifier: ISSN: 1054-139X ; E-ISSN: 1879-1972 ; DOI: 10.1016/j.jadohealth.2012.04.013
fulltext: fulltext
issn:
  • 1054-139X
  • 1054139X
  • 1879-1972
  • 18791972
url: Link


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subjectAdvertising ; Alcohol ; Marketing ; Magazines ; Adolescent ; Unintentional Injury ; Qualitative Research ; Advertising ; Alcohol ; Marketing ; Magazines ; Adolescent ; Unintentional Injury ; Qualitative Research ; Medicine ; Social Welfare & Social Work
descriptionTo 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. 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. 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...
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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.

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...

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abstract

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.

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.

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...

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