A study examined whether advertising appeals based on product affiliation, achievement, and attributes would account for differences in male readership of liquor advertisements. The investigation focused on the relationship between the content of alcholic beverage advertisements and attention engagement, the first state in consumer information processing. The sample consisted of 48 Starch scored ads taken from 3 weekly magazines. The ads were evaluated by three trained coders who were instructed to carefully study each ad and, based on an "overall impression" decision rule, identify them as employing a product affiliation, achievement, or attribute appeal. ANOVA was used to test for readership differences between liquor ads employing the three different appeals. Included in the analysis were the three major levels of Starch scores: (1) "noted" (percentage of readers who saw the ad); (2) "seen/associated" (percentage of readers who read any part of the ad); and (3) "read most" (percentage of readers who read more than half of the ad's copy). The liquor ads employing appeals to achievement significantly outscored the ads employing appeals to affiliation and product-attributes in readership. There were no statistically significant differences in the readership scores between the liquor ads employing appeals to affiliation and those employing appeals to attributes. (HTH)