Continuing Education

Alcohol Advertisements in Youth-oriented Magazines: Persuasive Themes and Responsibility Messages

Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

ABSTRACT

Every year in the United States, health and social problems result from adolescents’ use and abuse of . Alco- hol use is associated with high-risk health behaviors and is a leading cause of death among adolescents. Research indicates that influences drinking intentions for children and adolescents. Using content analy- sis of 486 advertisements, the focus of this study was to analyze persuasive themes and responsibility messages in alcohol advertising from a popular youth-oriented magazine over a three-year period. Findings indicate that prod- uct quality, humor, sex appeal, romance/relationships, and hanging out/partying were the most frequently used persuasive themes. Nearly 75% of advertisements included a responsibility message, but less than 1% included statements warning against underage drinking or encouraging the use of a designated driver. Chi-square analysis indicated a relationship between persuasive themes and the presence of responsibility messages. Given the suscepti- bility of youth to the emotional appeals of advertising, health education implementing media literacy and advocacy strategies can inform adolescents of the persuasive techniques and mixed messages used in advertising, and help develop skills to decrease their susceptibility to them.

INTRODUCTION adolescents, which are unintentional inju- actors or models, all of which increase their The use and abuse of alcohol by teenag- ries (including motor vehicle crashes and appeal to under-age audiences.6, 10-14 ers creates serious health and social prob- drowning), suicides, and homicides. Ado- While the alcohol industry may argue lems in the United States each year. In 2003, lescent drinking also is associated with that its advertisements are intended only to 44.9% of 9th through 12th grade students violent gang activities, poor school perfor- strengthen brand loyalty or encourage reported consuming an alcoholic beverage mance, intimate partner violence, risky brand switching among adult drinkers, the in the past 30 days, and it is estimated that sexual behaviors, sexually transmitted dis- one in five 8th graders have done the same.1,2 eases, sexual assault, and acquaintance or Susan C. Hill, PhD, is assistant professor, De- In fact, adolescent drinkers are believed to date rape.4,5 partment of Health Science, Brigham Young account for nearly 20% of total alcohol con- A growing body of research suggests that University, 221A RB, Provo, UT 84602; E-mail: sumption in the United States.3 When they alcohol advertising plays a major role in the [email protected]. Steve R. Thomsen, PhD, is drink, teenagers also are highly likely to development of normative beliefs, positive with the Department of Communications, engage in episodic heavy and binge drink- outcome expectancies, and drinking inten- Brigham Young University, F-337 HFAC, ing.2 Results from the 2003 Youth Risk Be- tions for both children and adolescents.6-9 Provo, UT 84602. Randy M. Page, PhD, is with havior Survey (YRBS) indicate 28.3% of stu- This is particularly true for those with lim- the Department of Health Science, Brigham dents in grades 9–12 reported ited personal experience with alcohol. One Young University, 110 FOB, Provo, UT at least once during the past 30 days.1 concern is the fact that alcohol advertise- 84602. Nikki Parrott is a community health Alcohol use is a principal risk factor in ments often use tactics that include humor, graduate, Department of Health Science, the three leading causes of death among youth-oriented themes, and young adult Brigham Young University.

258 American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

messages also may be affecting children between the ages of 12 and 20.16 Garfield and ments are likely to be representative of and teenagers. Several studies have found colleagues corroborate these findings, not- advertisements appearing in other general that children and adolescents who are ex- ing the 9,148 alcohol advertisements that entertainment and music magazines. posed to greater amounts of alcohol adver- appeared in 35 major publications between tising are more likely to use, or intend to 1997 and 2001 may have reached a poten- METHODS use, such products.7, 9, 15 tial audience of 7.1 million adolescents.15 Sample The alcohol industry routinely connects In response to growing pressure from Our sample consisted of all alcohol ad- with large numbers of underage readers health advocates, some brewers now volun- vertisements appearing in all 48 issues of through magazine advertising.16,17 Snyder tarily include caution, responsibility, or mod- Rolling Stone magazine published from and colleagues, for example, analyzed ad- eration statements in their advertisements. January 2000 through December 2002. The vertising expenditures for 1997 and found Currently, brewers are required under the selection of Rolling Stone magazine was that 22% of all alcohol advertising dollars 1988 Federal Beverage Label Act to include based on its inclusion as a “youth-oriented” were spent on magazine advertisements, health warning statements only on alcohol publication in the 2002 CAMY report, and primarily promoting distilled spirits. They beverage containers and packaging. Attempts the availability of complete volumes of the reported that distilled beverage producers to mandate warning messages in alcohol targeted years chosen for analysis. As pre- allocated nearly 89% of their advertising advertising, similar to what is required for viously noted, of the 24 magazines classi- budgets to national magazines and that the tobacco advertisements have not been suc- fied as “youth-oriented,” CAMY identified heaviest advertising occurred during the cessful.18 Slater and colleagues pointed out Rolling Stone as having one of the highest December holiday season.17 that warning or responsibility messages in percentages of readers between the ages of According to the Center on Alcohol print advertisements are often separated 12 and 20. Therefore, it was determined that Marketing and Youth (CAMY), nearly one- from other content in such a way that they the advertisements appearing in Rolling half of all alcohol-related magazine adver- can be easily overlooked or even ignored.18 tising in 2001, based on total expenditures, While numerous studies have examined Stone would most likely be representative was in 24 publications classified as “youth- television advertisements for alcohol, very of the types of alcohol advertisements ap- oriented.” A youth-oriented classification few have analyzed magazine advertisements. pearing in entertainment and music maga- describes magazines whose editorial profile A search of the literature revealed just three zines widely read by adolescents. indicates their primary intended audience major studies, where the content of maga- Coding is adult readers over the age of 21, and ex- zine alcohol advertisements were ana- Coding was conducted by members of cludes publications edited specifically for lyzed.15,19,20 Given the concerns expressed in the research team. Each advertisement for the youth or teen market. CAMY classified the recent reports published by the CAMY, an alcohol product, including responsibil- a magazine as youth-oriented if its compo- we thought it would be beneficial to re-ex- ity and corporate identity advertisements, sition of readers between the ages of 12 and amine the content of alcohol advertise- were treated as the unit of analysis. Specific 20 was greater than 15.8%, the actual pro- ments in magazines. coding units included type of alcohol prod- portion of this age group in the U.S. popu- The purpose of this study was 1) to ana- uct, alcohol brand, implied consumption, lation.16 These included widely read titles lyze persuasive themes that might make al- persuasive theme, inclusion of a responsi- in music and entertainment (e.g., Vibe, Spin, cohol advertisements attractive to underage bility message, location of the responsibil- Rolling Stone, Entertainment Weekly), sports adolescent readers, and 2) examine the fre- ity message within the advertisement, size (e.g., Sports Illustrated, ESPN The Magazine, quency, content, and location of responsi- of type used for the responsibility message, Car and Driver), men’s lifestyle (e.g., bility messages within the advertisements. and the inclusion of a qualifier/disclaimer Maxim), and women’s fashion (Allure, The content of alcoholic beverage advertise- within the responsibility message. Glamour, In Style, Essence). According to ments appearing in 48 issues of Rolling Alcohol product type. Coding identified CAMY, in 2001, 72 brands of alcohol placed Stone magazine from January 2000 through the alcohol type based on four categories: more than 50% of their advertising dollars December 2002 were examined. Rolling 1) beer or malt liquor, 2) wine, champagne, in youth-oriented magazines. Twenty-five Stone, a popular entertainment and music or wine coolers, 3) distilled spirits, liquor, of these brands placed 100% of the adver- industry magazine, has been classified by or pre-mixed cocktails, and 4) alco-pops, tising in youth-oriented magazines. The the CAMY as a “youth-oriented” publication also known as flavored alcoholic beverages largest expenditures were in Sports Illus- and has been identified as having a substan- (FABs). These are sweet, fruit-flavored, trated, Rolling Stone, and Entertainment tial number of teenage readers.16 In addition, malt-based drinks, such as Mike’s Hard Weekly. Nearly 35% of Rolling Stone’s read- Rolling Stone is the most widely recognized Lemonade, Rick’s Spiked Lemonade, or Doc ers, and about 25% of those who read Sports title for this genre and tends to have a gen- Otis’ Hard Lemonade, and have approxi- Illustrated and Entertainment Weekly, are eral or broad market appeal so the advertise- mately 5% alcohol per volume.

American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 259 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

Implied consumption. An advertisement used for the responsibility message. These advertisements were for distilled spirits, li- was coded as implying consumption (yes/ included: 1) same size as the largest type on quor, or pre-mixed cocktails and 66 (13.6%) no) if it depicted characters who were about the advertisement, 2) smaller than the head- of the advertisements were for beer or malt to drink, were in the process of drinking, line type, but larger than the other (text) liquor products. These two categories ac- or who had just finished a drink. Examples type, 3) same size as the other (text) type, counted for slightly more than 97% of the that indicated implied consumption in- 4) smaller than the other (text) type, but total advertisements (Table 2). cluded depictions of open containers, the readable, and 5) agate type, small enough Responsibility Messages pouring of beverages into a glass, or the to be difficult to read. Table 3 indicates nearly three quarters presence of models holding or setting down Inclusion of qualifier/disclaimer. To de- of the advertisements included responsibil- partially filled, or full, glasses. termine if the responsibility messages used ity messages, the most frequent being “drink Persuasive themes. Each advertisement clever phrases or word plays that might responsibly” (n = 310, 63.8%) followed by was coded for the presence (yes/no) of 15 mask or minimize the content of the re- “drink in moderation/know when to say different themes: humor, patriotism, ro- sponsibility message, we coded for the pres- when” (n = 42, 8.6%). Less than 1% of the mance, female bonding, male bonding, par- ence (yes/no) of a “qualifier/disclaimer.” An advertisements included statements warn- tying (both genders), achievement, rebel- example of a “qualifier/disclaimer” might ing against underage drinking or encour- lion, hedonism, participation in/watching include the message, “Remember, look out aging the selection of a designated driver, sports, escape/adventure, product quality, for your mates. Captain’s orders.” The and none of the messages warned against improving the quality of life, ceremony, and meaning of this statement, which may be drinking while pregnant or advised parents sex appeal. These themes were adapted from intended to promote responsible drinking to talk to their children about drinking. the categories developed by Breed and or the selection of a designated driver, may Slightly more than one quarter of the ad- DeFoe,19 Strickland, Finn, and Lambert,20 not be readily apparent to younger readers, vertisements (n = 127, 26.1%) included no Pinsky and Silva.21 Definitions of each particularly if the advertisement’s visuals responsibility message. theme are included in Table 1. depict young adults consuming alcohol in Almost all of the responsibility messages Responsibility messages. Advertisements a party setting. appeared in the bottom half of the adver- were coded to determine the frequency of Reliability tisements (n = 255, 71%) or vertically near responsibility messages as well as the Each member of the research team par- or in the interior margins (n = 78, 21.7%) general content of the statement, the loca- ticipated in the development of the coding (See Table 4). In nearly 89% of the adver- tion of the message within the advertise- book and coder training sessions. Defini- tisements, the responsibility message was ment, and its relative readability based on tions were developed for each of the cod- the smallest type on the page. Specifically, font size. ing units. To establish inter-coder reliabil- 53.5% of the advertisements (n = 192) used Each advertisement was coded for the ity, a random sample of 10 advertisements type that was smaller than the other type in presence (yes/no) of a responsibility mes- from the overall sample frame were col- the advertisement and 35.1% (n = 126) used sage. If a message was present, its content lected and coded independently by each agate type (See Table 4). These findings sug- was categorized into one of eight catego- team member prior to the start of the final gest that while most advertisements in- ries: 1) don’t drink if you are underage, coding process. Holsti’s formula was used cluded a responsibility message, their loca- 2) don’t drink and drive/appoint a desig- to calculate inter-coder reliability.22 The re- tion and type size would have made them nated driver, 3) don’t drink if you are preg- sult was an average overall inter-coder reli- difficult to find and read. In addition, 262 nant or on medications, 4) talk to your chil- ability coefficient of .97. (73%) of the responsibility messages incor- dren about alcohol, 5) get help if you have porated a “qualifier” or “disclaimer,” further a drinking problem, 6) drink in modera- RESULTS diminishing the potential impact of the tion/know when to say when, 7) drink re- In all, 486 advertisements were coded. statements. These qualifiers ranged from sponsibly, and 8) don’t drink. The overall frequency of the advertisements Beefeaters’ “Please enjoy our quality respon- Four categories were created to code for varied seasonally, with the largest number sibility,” to Jim Beam’s “Drink Smart.” Of- location of the message within the adver- of advertisements appearing October ten the “qualifier” or “disclaimer” interacted tisement. These included: 1) the top half of through December, and March during the with the images in the advertisement. One the advertisement (above the main text or Halloween, Christmas, and St. Patrick’s Day advertisement for Bacardi rum, for example, image), 2) within the main text or image, holiday seasons. A relatively equal number portrayed a twenty-something male with a 3) bottom half of the advertisement (below of advertisements appeared in each of the drink in his hand and a young woman sit- the main text or image), and 4) vertically, three years: 169 (34.8% of the total) ap- ting on his lap. A second young woman ap- near the interior margins. Five categories peared in 2000, 174 (35.8%) in 2001, and peared to be performing a lap dance. The were utilized to code the size of the type 143 (29.4%) in 2002. 408 (84%) of the accompanying advertisement copy, in a

260 American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

Table 1. Description of Criteria for Coding Persuasive Themes

Theme Description

Humor Use of humorous mannerisms, satire, sarcasm, physical humor (e.g., slapstick), jokes, irony, spoofs, parody, illogical or improbable situations.

Patriotism Appealing to one’s love or duty to country. Evoking memories of war, Sept. 11 attacks, jingoism, showing support for current war/military.

Romance/Relationships Product use is associated with building social/emotional relationships among lovers, significant others, marriage partners.

Female Bonding Examples include bonding, partying, socializing, hanging out, celebrating special occasions/ events, and camaraderie among female friends only.

Male Bonding Examples include bonding, partying, socializing, hanging out, celebrating special occasions/ events, and camaraderie among male friends only.

Hanging Out/Partying Social interaction of a non-sexual, non-romantic nature among both sexes.

Achievement Product use will result in increased socioeconomic status, income, success, respect in the business world, or improved professional relationships. Product use is associated with an increase in self-esteem, confidence, or personal image.

Rebellion/Autonomy Creating an identity that separates one from authority figures or general cultural norms. Being different; going against the norms.

Hedonism Encourages letting oneself go, excessive self-indulgence, or abdication of normal responsibilities.

Sports Associates product use with watching or participating in traditional sports (e.g., football, basket ball, baseball, hockey, auto racing).

Escape/Adventure Associates product use with outdoor activities (e.g., rafting, mountain climbing, skiing, or extreme sports) or activities that lead to psychological escape, relaxation or release from the tensions of everyday life.

Product Quality Advertisement focuses on characteristics and qualities of the product (e.g., size, cost, ingredients, availability, calories, taste).

Quality of Life Generally an institutional advertisement that depicts how the company has been charitable, concerned about the environment, socially responsible, etc.

Ceremony Product use is associated with rewarding one’s self, weddings, anniversaries, graduations, holidays, etc.

Sex Appeal Primary purpose of the advertisement focuses on the sexual appeal of the models appearing in the advertisement.

clear play on words, explained, “Laptops by responsibility messages across different existed between these two types of alcohol. day. Bacardi by night.” The responsibility alcohol types. Because of the infrequency Beer advertisements were significantly less message continued the play on words, “By of wine, champagne, and alco-pops adver- likely to include responsibility messages day or by night drink responsibly.” tisements, we limited our comparison to than advertisements for distilled spirits/ We also were interested in the potential beer and distilled spirits/liquor. The data liquor (χ2 = 43.75, d.f. = 1, p < .01) and the differences in the inclusion and type of indicate (Table 5) an interesting difference strength of the relationship between alcohol

American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 261 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

marily on themes related to sex and ro- Table 2. Type of Alcoholic Beverages in Full-page Advertisements mance. Beer advertisements frequently rely in Rolling Stone Magazine, 2000–2002 (N = 486) on humorous messages. Nearly 86% of the Alcohol Type N % beer advertisements employing humor as a persuasive theme did not include a respon- Beer/Malt Liquor 66 13.6 sibility message. On the other hand, nearly Wine/Wine Coolers/Champagne 2 .4 80% of the distilled spirits/liquor advertise- Distilled Spirits/Liquor/Pre-mixed Cocktails 408 84.0 Alco-pops/Flavored Malt Beverages 10 2.1 ments using sex appeal as a persuasive theme included a responsibility message. Implied Consumption Table 3. Inclusion of Responsibility Messages in Full-page Overall, 113 (23.3%) of the advertise- Advertisements for Alcoholic Beverages in Rolling Stone ments depicted or implied the consumption Magazine, 2000–2002 (N = 486) of alcohol. Nearly 17% of the beer adver- tisements and 24.5% of the distilled spir- Message N % its/liquor advertisements showed or implied No message included 127 26.1 consumption. No statistically significant Don’t drink if you are under age 3 .6 association between alcohol type and im- Don’t drink and drive/appoint a designated driver 3 .6 plied consumption was found. If you have a drinking problem get help 1 .2 Of those advertisements that depicted or Drink in moderation (“know when to say when”) 42 8.6 implied consumption, 26.3% did not in- Drink responsibly 310 63.8 clude a responsibility message. A compari- son of the association between implied types and the inclusion of a responsibility in the distilled spirits/liquor advertisements consumption and the presence of a respon- message was moderate (Cramer’s V = .30). was product quality (32.8%), followed by sibility message for the two primary alco- As can be seen in Table 5, nearly three quar- sex appeal (25.5%), humor (23%), and ro- hol types (beer and distilled spirits/liquor) ters of the beer advertisements did not in- mance/relationships (18.6%). In general, yielded a similar pattern to what had previ- clude a responsibility message while nearly spirits/liquor advertisements were signifi- ously emerged. Distilled spirits/liquor ad- three quarters of the distilled spirits/liquor cantly more likely to use sex appeal as a vertisements depicting or implying con- 2 advertisements included a message, al- theme than beer advertisements (χ = 12.12, sumption were nearly twice as likely as beer though 74.9% of them included a qualifier d.f. = 1, p <.01; Cramer’s V = .16). advertisements with implied consumption or disclaimer statement. The relationship between persuasive to include a responsibility message (χ2 = Persuasive Themes themes and the presence of responsibility 8.15, d.f. = 1, p < .05). Only 36.4% of the Product quality was the most frequently messages in beer and distilled spirits/liquor beer advertisements depicting or implying used persuasive theme for all advertise- advertisements also was examined. We consumption included a responsibility mes- ments (35.6%), followed by humor found that beer advertisements without a sage compared to 79% of the spirits/liquor (24.3%), sex appeal (22.8%), romance/re- responsibility message were nearly four advertisements. lationships (16.9%), and hanging out/par- times more likely to use humor than dis- tying (10.7%). When beer advertisements tilled spirits/liquor advertisements without DISCUSSION were compared with distilled spirits/liquor responsibility messages (χ2 = 13.54, d.f. = Magazines such as Rolling Stone that advertisements, there were some interest- 1, p <.01; Cramer’s V = .34). Not surpris- have a high concentration of youth readers ing differences. While both utilized prod- ingly, distilled spirits/liquor advertisements are considered by media planners as excel- uct quality and humor, the most dramatic without responsibility messages were about lent channels for reaching the youth popu- difference was in the use of sex appeal and four times more likely than beer advertise- lation. We found that alcohol advertising romance themes for the distilled spirits/li- ments without responsibility messages to was pervasive in Rolling Stone, with an av- quor advertisements and the use of more use sex appeal as a persuasive tactic (χ2 = erage of about 10 full-page alcohol adver- male-oriented themes for the beer adver- 9.73, d.f. = 1, p <.01; Cramer’s V = .29). tisements per issue. The fact that advertise- tisements. The most frequently used theme With the exception of product quality, both ments for distilled spirits, liquor, or in beer advertisements was product quality beer and spirits/liquor advertisements are pre-mixed cocktails made up 84% of all the (51.5%), followed by humor (31.8%), hang- likely to use persuasive themes that are of alcohol advertisements is not surprising ing out/partying (9.1%), and male bond- interest and liked by underage readers. Dis- given the fact that 77% of overall distilled ing (7.6%). The most frequently used theme tilled spirits/liquor advertisements rely pri- liquor advertising expenditures go to maga-

262 American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

zines.23 It also was not unexpected that the Table 4. Location and Size of Responsibility proportion of advertisements for beer or Message in Alcohol Beverage Advertisements malt liquor products (13.6%) accounted for a much lower proportion of the advertise- N % ments in Rolling Stone. This is consistent with the fact that magazines are second to Location television as an advertising outlet for beer Top half of the advertisement 21 5.8 and/or malt liquor products.24 Within the main text or image 5 1.4 Not only can alcohol advertisers be ac- Bottom half of the advertisement (below main text or image) 255 71.0 cused of advertising in media whose audi- Vertically, near the interior margins 78 21.7 ences consist largely of underage consum- ers (e.g., magazines with high youth Size readership such as Rolling Stone) but they also can be legitimately criticized for pro- Same size as largest type on advertisement 4 1.1 Smaller than headline type, but larger than other type (text) 9 2.5 ducing print advertisements that appeal to Same size as other type (text) 28 7.8 underage consumers. The findings from this Smaller than other type (text), but readable 192 53.5 study also support this criticism and con- Agate, small enough to be difficult to read 126 35.1 cern because persuasive themes that appeal to teens such as humor, sex appeal, and hanging out/partying were frequently used Table 5. Inclusion of Responsibility Messages in Full-page Beer and Distilled in the content of the advertisements that Spirits/Liquor Advertisements in Rolling Stone Magazine, 2000–2002 were analyzed. The content analysis also revealed interesting differences between dis- Beer Sprits/Liquor tilled spirits/liquor advertisements and (N = 66) (N = 408) beer/malt liquor advertisements. While Message N % N % both product categories commonly used No message included 48 72.7 127 26.1 product quality and humor as persuasive Don’t drink if you are under age 1 1.5 3 .6 appeals, sex appeal and romance themes Don’t drink and drive/appoint a designated driver 2 3.0 3 .6 were used more frequently in distilled spir- If you have a drinking problem get help 0 0.0 1 .2 its advertisements, whereas advertisements Drink in moderation (“know when to say when”) 1 1.5 42 8.6 for beer, which is often a gateway beverage Drink responsibly 14 21.2 310 63.8 for young drinkers, contained more male- oriented themes such as hanging out/par- young audiences.28,29 fact, the intended audience.10 tying and male bonding. In addition, Sometimes, the very elements that make Austin and her colleagues have used the younger male models were used more of- the advertisements appealing to adults also Message Interpretation Process (MIP) to ten in beer advertisements, which is inter- make them entertaining for children and explain how children and adolescents inter- esting not only because youth consume teenagers. Aitken found that among 10- to pret alcohol advertising, and how this in- more beer than distilled spirits,2,25 but the 12-year-olds in Scotland, beer and lager terpretation process influences the poten- prevalence of binge drinking is also higher advertisements were most frequently men- tial effects created by exposure. The MIP among adolescent males than females.1 tioned as their favorites. The primary rea- model assumes that children and adoles- These emotional appeals (sex, hanging out/ sons given for this included the use of hu- cents are curious about alcohol and, as a partying, male bonding, romance) portray mor, popular music, and characters with result, engage in an active, logical decision- an image that young people may identify as appealing personal and physical qualities.6 making process as they attend to and inter- being associated with the alcoholic prod- Several other studies also have found that pret advertising messages. This process in- uct being advertised.26 Young people are use of humor increases the overall appeal volves assessing the realism of the particularly susceptible to this type of im- of advertisements by underage audi- advertisement, the advertisement’s per- age-based advertising and more sensitive to ences.11,12 Furthermore, Jones and Donovan ceived similarity to the child’s own life, and it than adults.27 Additionally, liking an ad, found that radio alcohol advertisements the degree to which it reflects personal ex- finding it appealing, and believing that one using persuasive themes relying on humor periences. The higher the level of perceived is the intended audience for an ad may in- and popular culture may foster the belief similarity, the more likely the child is to crease the attention given to that ad by among underage audiences that they are, in identify with, want to be like, or engage in

American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 263 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

the same behaviors as the characters in the even after contacting publishers in hopes of Findings from this study support the advertisement. The more a child identifies purchasing back issues for the years 2000 benefit of health education strategies that with the advertisement, the more desirable through 2002. incorporate media literacy efforts to help the portrayed characters and activities be- Because advertisers and advertising poli- young people understand the persuasive come. The greater the identification and cies vary from magazine to magazine, our intent and strategies used by alcohol com- desirability toward the characters and ac- conclusions are not intended to be general- panies in product advertising. Youth need tivities, the stronger the expectancies for ized to other entertainment and music to understand that advertisements attempt drinking become.28,29 Several recent studies magazines. However, many of the advertise- to sell more than a product; they also sell support this link between expectancies and ments coded for this study were included images (e.g., drinking is humorous, sexy, anticipated drinking behavior in children, in national print campaigns and, as such, fun) that can shape attitudes, expectancies, adolescents, and young adults.7,8,28-30 appeared in numerous titles across many and choices. They need to learn to be skep- Our findings suggest that alcohol com- different magazine categories. tical and think critically about advertise- panies are not effective stewards when it Second, we realize media exposure is ments in order to reduce personal vulner- comes to warning about the potential health only one of many predictive risk factors as- ability to alcohol messages. Developing and safety consequences of alcohol use, and sociated with teenage drinking. Most mul- critical thinking skills to actively negotiate warning the public about the minimum tivariate models developed to predict ado- the meaning of messages by questioning drinking age of 21. Three-quarters of the lescent alcohol use suggest that media and challenging assumptions and assertions advertisements analyzed included “respon- exposure tends to be less influential than portrayed in advertisements can be fostered sibility messages,” although the character- other risk factors such as peer drinking, per- through effective health education. istics of the messages probably reduce their ceived norms, proneness to deviance, paren- For example, the issue of mixed messages impact. One characteristic used in the mes- tal drinking, and family pathology.31,32 An often addressed when teaching decision- sages is that of small type, thus reducing the important consideration, however, relates to making and effective communication skills probability that a magazine reader will no- the teenager’s relative experience with al- can be incorporated with media literacy. tice, find, or read the message. Also, “quali- cohol in both family and social settings. One Many alcohol advertisements contain fiers” or “disclaimers” and vague or mean- recent study, for example, reported that mixed messages directed toward youth. One ingless warnings such as “drink responsibly” media exposure was far more likely to in- example would be an advertisement that or “drink in moderation/know when to say fluence the normative beliefs and drinking contains a responsibility message, but uses when” further diminish the potential im- expectancies of non-drinking teenagers, images depicting or implying consent to pact of these messages. It is telling that less particularly those who also reported hav- drink by showing fun, exciting, appealing, than 1% of the advertisements analyzed ing no friends who drank, than teenagers enticing, scenes/scenarios making it attrac- included statements against underage who had previously tried alcohol or who tive for underage youth to drink illegally. drinking or encouraging assigning a desig- had friends who drank.33 Teaching young people how to effectively nated driver when drinking, and none of Implications for Health Education deconstruct alcohol advertisements has the the advertisements advised parents to talk Since youth consume more beer than potential to reduce young people’s image- to their children about drinking or warn- distilled spirits/liquor,2,25 it is of concern based expectancies about drinking (i.e., in- ing pregnant women against drinking. that beer advertisements are much less likely creases sex appeal, social approval, good Clearly these messages do not encourage to include a responsibility message than times, fun). specific responsible behaviors when it advertisements for distilled spirits/liquors. Recommendations for future research comes to drinking the advertised products. Although producers voluntarily place re- include exploring how young audiences With this in mind, two limitations sponsibility messages on advertisements, read and interpret the responsibility mes- should be noted. First, the analysis was health educators can advocate for stronger sages and persuasive themes in alcohol ad- based on just one popular magazine title, messages that encourage more responsibility vertising, and whether or not they assimi- Rolling Stone. Rolling Stone was selected be- as well as messages that have textual charac- late the intended message. In addition, it cause it has one of the highest circulation teristics large enough to be noticed and read. would be useful to discover what alcohol figures for youth-oriented publications and Health educators should realize that respon- responsibility messages would actually be because we had access to complete volumes sibility messages as currently used hold little most effective with underage youth. for all three years of interest to us for this promise as a deterrent to adolescents when it In conclusion, it is understood that Roll- study. Attempts to obtain complete volumes comes to making decisions about drinking. ing Stone magazine targets an adult audi- of other large-circulation, youth-oriented In fact, such messages and warnings may have ence, but the fact remains that a good por- titles in the entertainment and music cat- a reverse effect and make a product more at- tion of the readership are adolescents. With egory (e.g., Vibe, Spin) were unsuccessful, tractive to young people.34,35 this in mind, balancing the rights of adver-

264 American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 Susan C. Hill, Steve R. Thomsen, Randy M. Page, and Nikki Parrott

tisers with the need to protect vulnerable cohol advertising targeted to youth. Aust N Z J 23. Shanken M. U.S. Spirits Market: Impact audiences places a responsibility on health Public Health. 200; 25 (2): 126–131. Databank Review and Forecast. New York, NY: educators to advocate for policy change re- 11. Martin SE, Snyder LB, Hamilton M, et M. Shanken Communications; 2001. garding responsibility messages and teaches al. Alcohol advertising and youth. Alcohol Clin 24. Shanken M. U.S. Beer Market: Impact strategies that can assist students in reduc- Exp Res. 2002; 26 (6): 900–906. Databank Review and Forecast. New York, NY: ing their susceptibility to persuasive mes- 12. Waiters ED, Treno AJ, Grube, JW. Alco- M. Shanken Communications; 2002. sages in alcohol advertising. hol advertising and youth: a focus-group analy- 25. Pride Surveys. Pride Questionnaire Re- sis of what young people find appealing in al- port: 2001–2001 National Summary Grades REFERENCES cohol advertising. Contemp Drug Probl. 2001; 28 6 through 12. Available at: http://www. 1. Grunbaum JA, Kann L, Kinchen S, et al. Youth (4): 695–719. pridesurveys.com/main/supportfiles/ risk behavior surveillance: United States, 2003 13. Casswell S, Zhang J-F. Impact of liking natsum01.pdf. Accessed January 27, 2005. (Abridged). J Sch Health. 2004; 74 (8): 307–324. for advertising and brand allegiance on drink- 26. Pollay RW, Siddarth M, Siegel, M, et al. 2. Johnston L, O’Malley PM, Bachman JG. ing and alcohol-related aggression: a longitudi- The last straw? Cigarette advertising and real- Monitoring the Future National Results on Ado- nal study. Addiction. 1998; 93 (8): 1209–1217. ized market shares among youths and adults, lescent Drug Use: Overview of Key Findings, 14. Connolly GM, Casswell S, Zhang J, et al. 1979–1993. J Marketing. 1996; 60 (2): 1–16. 2002. Bethesda, MD: National Institute on Drug Alcohol in the mass media and drinking by ado- 27. Strasburger VC. Adolescents and the Abuse; 2003. lescents: a longitudinal study. Addiction. 1994; Media: Medical and Psychological Impact. 3. Foster SE, Vaughan RD, Califano JA. Al- 89: 1255–1263. Thurmond Oaks, CA: Sage Publications; 1995. cohol consumption and expenditures for un- 15. Garfield CF, Chung PJ, Rathouz PJ. Al- 28. Austin EW, Johnson KK. Immediate and derage drinking and adult excessive drinking. cohol advertising in magazines and adolescent delayed effects of media literacy training on JAMA. 2003; 289 (8): 989–995. readership. JAMA. 2003; 289 (18): 2424–2429. third graders’ decision making for alcohol. 4. Centers for Disease Control & Prevention. 16. Center on Alcohol Marketing and Youth Health Commun. 1997; 9 (4): 329–349. Measures of Alcohol Consumption and Alco- [CAMY]. Overexposed: Youth a Target of Alco- 29. Austin EW, Johnson KK. Effects of gen- hol-Related Health Effects from Excessive Con- hol Advertising in Magazines. Washington, D.C.: eral and alcohol-specific media literacy train- sumption. Available at: http://www.cdc.gov/al- Center on Alcohol Marketing and Youth; 2002. ing on children’s decision making about alco- cohol/factsheets/general_information.htm. Ac- 17. Snyder LB, Milici FF, Mitchell EW, et al. hol. J Health Commun. 1997; 2 (1): 17–42. cessed January 21, 2005. Media, product differences and seasonality in 30. Aas H, Klepp KI, Laberg JC, et al. Pre- 5. National Institute on and alcohol advertising in 1997. J Stud Alcohol. 2000; dicting adolescents’ intentions to drink alcohol: . Alcohol Alert Youth Drinking: Risk 61: 896–906. outcome expectancies and self-efficacy. J Stud Factors and Consequences. Available at: http:// 18. Slater MD, Beauvais F, Rouner D, et al. Alcohol. 1995; 56: 293–299. www.niaaa.nih.gov/publications/aa37.htm. Ac- Adolescent counterarguing of TV beer adver- 31. Thomsen SR, Rekve D. The differential cessed January 27, 2005. tisements: evidence for effectiveness of alcohol effects of exposure to “youth-oriented” maga- 6. Aitken PP. Television alcohol commercials education and critical viewing discussions. J zines on adolescent alcohol use. Contemp Drug and under-age drinking. Int J Advertising. 1989; Drug Educ. 1996; 26 (2): 143–158. Probl. 2004; 31 (1): 31–58. 8 (2): 133–150. 19. DeFoe JR, Breed W. Youth and alcohol 32. Thomsen SR, Rekve D. The influence of 7. Austin EW, Knaus C. Predicting the po- in television stories, with suggestions to the in- religiosity on reaction to alcohol advertisements tential for risky behavior among those “too dustry for alternative portrayals. Adolescence. and current drinking among seventh and eighth young” to drink as the result of appealing ad- 1988; 23 (91): 533–550. graders. J Media Relig. 2003; 2 (2): 93–107. vertising. J Health Commun. 2000; 5 (1): 13–27. 20. Strickland DE, Finn TA, Lambert MD. A 33. Thomsen SR, Rekve D. Television and 8. Grube JW, Wallack L. Television beer ad- content analysis of beverage alcohol advertis- drinking expectancies. Nord Stud Alcohol Drugs. vertising and drinking knowledge, beliefs, and ing: magazine advertising. J Stud Alcohol. 1982; 2004; 21(English Supplement): 29–52. intentions among school children. Am J Public 43: 655–682. 34. Parker-Pope T. Danger: warning labels may Health. 1994; 84: 254–259. 21. Pinsky I, Silva MTA. A frequency and con- backfire. Wall Street Journal. April 28, 1997: B1, B8. 9. Kelly JK, Edwards RW. Image advertise- tent analysis of alcohol advertising on Brazilian 35. Snyder LB, Blood DJ. Caution: alcohol ments for alcohol products: Is their appeal as- television. J Stud Alcohol. 1999; 60: 394–399. and the Surgeon General’s alcohol warnings may sociated with adolescents’ intention to consume 22. Holsti O. Content Analysis for the Social have adverse effects on young adults. J Appl alcohol? Adolescence. 1998; 33 (129): 47–59. Sciences and Humanities. Reading, MA: Commun Res. 1992; 20 (1): 37–53. 10. Jones SC, Donovan RJ. Messages in al- Addison-Wesley; 1969.

American Journal of Health Education — Sept/Oct 2005, Volume 36, No. 5 265