Trends in Use of Alcohol and Other Substances on Television*

The effects of alcohol advertising on youth attitudes toward drinking and driving: a preliminary study

“…Clearly, the use of alcohol by drivers in the 15-to-24-yearold age group presents a risk not only to others on the road but to themselves as well (Accident Facts, 1983). 8 ~ role of alcohol advertising Specific concerns about television's depiction of alcohol and other drugs focuses on the potential social learning which might occur among young viewers (Greenberg et al, 1979).…”

“…Children derive information from many sources, but television in particular provides graphic and dramatic exposure to wordly behaviors which go substanially beyond the child's immediate experiences. And television presents attitudes and values which may differ from those of family and peers (Greenberg et al, 1979;p. 112).…”

“…Current national audience data from Neilson ratings indicates that all age groups have expanded their viewing time since the early 1970s (Greenberg et al, 1979). Thus, the potential for learning from television exists in terms of time spent with the medium, young viewers use of TV for social information (Greenberg et al, 1979).…”

“…Current national audience data from Neilson ratings indicates that all age groups have expanded their viewing time since the early 1970s (Greenberg et al, 1979). Thus, the potential for learning from television exists in terms of time spent with the medium, young viewers use of TV for social information (Greenberg et al, 1979). This is based on the premise that alcohol at least is available on a widespread basis during television's prime hours, inside the programs, exclusive of commercials (Greenberg et al, 1979).…”

“…The U.S. mass media carry a massive amount of advertising for alcoholic beverages. In the late 1970s network television aired more than 5,000 beer commercials per year (Greenberg et al, 1979). Such popular magazines as Newsweek, People, Cosmopolitan, and Playboy each presented more than 100 advertisements per year.…”