2016
DOI: 10.1080/08897077.2015.1023485
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Do Alcohol Advertisements for Brands Popular among Underage Drinkers Have Greater Appeal among Youth and Young Adults?

Abstract: Background No previous study has determined whether there are differences in the youth appeal of alcohol advertisements for popular versus unpopular brands among underage drinkers. This paper provides a systematic investigation of the differential appeal of brand-level alcohol advertisements among underage youth and young adults in the U.S. Methods We examined three issues of eight magazines popular among underage youth. From the advertised alcohol brands, we selected the ads for the top 10 and bottom 10 bra… Show more

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Cited by 14 publications
(11 citation statements)
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“…These results support previous findings suggesting that specific alcohol marketing content features may influence youth drinking. 10 , 13 , 15 They also support findings that youth are not simply mirroring adults in their brand choices, 33 as even after taking into account brand consumption by adults, advertising content appears to explain a significant proportion of the variance in youth brand preferences.…”
Section: Discussionsupporting
confidence: 58%
See 1 more Smart Citation
“…These results support previous findings suggesting that specific alcohol marketing content features may influence youth drinking. 10 , 13 , 15 They also support findings that youth are not simply mirroring adults in their brand choices, 33 as even after taking into account brand consumption by adults, advertising content appears to explain a significant proportion of the variance in youth brand preferences.…”
Section: Discussionsupporting
confidence: 58%
“…14 This leaves marketers unsure how to comply, as evidenced by the fact that alcohol ads have been found to use content features that appeal to youth. 12 , 15 However, to our knowledge, work has not yet established whether such advertisements are primarily appealing to youth or equally appealing to adults.…”
Section: Introductionmentioning
confidence: 99%
“…Discourse about the health and community implications of alcohol consumption should be considered, particularly given that proliferating sales outlets (Foster et al, 2017), online social identity (Pegg, O'Donnell, Lala, & Barber, 2017), and alcohol advertising (Lobstein, Landon, Thornton, & Jernigan, 2017;Siegel et al, 2016) are associated with increased alcohol consumption. Survey research (Chen, Grube, Bersamin, Waiters, & Keefe, 2005) and experimental research (Stautz, Frings, Albery, Moss, & Marteau, 2017) Patients' metaphorical language use has been studied in healthcare settings to promote awareness of its empowering and disempowering functions so that health practitioners' and patients' talk about the experience of cancer is more effective (Semino, Demjén, & Demmen, 2016;Semino, Demjen, et al, 2016).…”
Section: Metaphors Of Healthy Lifestyle and Moderate Consumptionmentioning
confidence: 99%
“…The alcohol industry spends about USD 1 trillion annually worldwide to market their products (IAS 2013). These campaigns use image advertising to link alcohol with youth, fun, enhanced sexuality, and other themes that appeal to young adults (Berey 2017; Chen 2005; Morgenstern 2017; Siegel 2016; Smith 2014). The stated intent of marketing is to influence choice of brand among legal users (Martino 2017).…”
Section: Introductionmentioning
confidence: 99%