ERIC Number: ED333298
Record Type: RIE
Publication Date: 1990
Reference Count: N/A
TV Beer Commercials and Children: Exposure, Attention, Beliefs, and Expectations about Drinking as an Adult.
Wallack, Lawrence; And Others
This report presents findings from a study of the effects of televised beer commercials on fifth and sixth grade children (N=468), aged 10-13 years. Each child was interviewed in-person at his or her home. The findings indicated: (1) most children are frequently exposed to beer commercials on television; (2) children's skepticism of television beer commercials was significantly lower among those with the highest level of attention to the commercials; (3) children's beliefs about social aspects of beer consumption, and ritual aspects regarding beer consumption being cool and macho, were significantly related to their attention to beer commercials; (4) most children had moderate to high expectations to drink as an adult and higher drinking expectations were significantly related to exposure to beer commercials, recognition of commercials, recall of the brands advertised, and beliefs about the positive social and ritual use of beer; (5) boys were much more likely than girls to recognize televized beer commercials and to have positive beliefs about beer consumption; (6) boys were significantly more likely to believe that beer commericals "tell the truth" while girls were more likely to believe that beer advertising "tries to get kids to drink;" and (7) boys were significantly more likely than girls to expect to drink when they become adults. (BHK)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: AAA Foundation for Traffic Safety, Washington, DC.
Authoring Institution: N/A