Alcohol brand use of youth-appealing advertising and consumption by youth and adults

Journal of Public Health Research
Alisa A PadonDavid H JernFigan

Abstract

Youth exposure to alcohol marketing has been shown to be an important contributor to the problem of underage drinking in the U.S. More work is needed on identifying and minimizing content with particular appeal to youth. We tested the association between the youth-appeal of marketing content of televised alcohol advertisements and the brand-specific alcohol consumption of both underage youth and adults. We used existing data from three sources: a brand-specific alcohol consumption survey among underage youth (N=1032), a brand-specific alcohol consumption survey among adults (N ~13,000), and an analysis of content appealing to youth (CAY) in a sample of televised alcohol advertisements (n=96) aired during the youth survey. The association between CAY scores for the 96 alcohol ads and youth (age 13-20) versus adult (age 21+) consumption of those ads' brands was tested through bivariate and multivariate models. Brand CAY scores were (a) positively associated with brand-specific youth consumption after controlling for adult brand consumption; (b) positively associated with a ratio of youth-toadult brand-specific consumption; and (c) not associated with adult brand consumption. Alcohol brands with youth-appealing advertising are con...Continue Reading

Citations

Oct 28, 2019·International Journal of Environmental Research and Public Health·Nason Maani HessariMark Petticrew
Nov 8, 2020·International Journal of Environmental Research and Public Health·Andrea PastorXisca Sureda

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