Although Latino youth have slightly lower rates of alcohol use than Anglo youth, evidence suggests that as Latinos acculturate their rates of use increase to match those of the Anglo adolescent population. In light of these cultural patterns, a study examined the reactions of young adult males of Latino origin to television beer and non-beer commercials in Spanish and English. Television is an important medium for the transmission of cultural values, while advertisements encourage specific behaviors stemming from the accepted cultural norms. In this study, there was an interaction between advertisement type (beer vs. non-beer) and language presentation (Spanish vs. English). A total of 24 ads were used with 38 subjects, all Latino males between 12 and 18 (most were first or second generation Mexican Americans). Results indicated that Latino males liked the Spanish language non-beer commercials best and Spanish beer commercials the least of all commercials seen. English beer commercials were preferred over English non-beer commercials. Qualitative evidence suggested that these Latino youth responded negatively to advertisers' portrayals of Latina females and Latino alcohol use. The reasons for their negative reactions are probably quite complex, having to do with portrayals inconsistent with traditional gender roles and, more generally, with inaccurate portrayals of the Latino culture. Education efforts that stress Latino cultural identity may, then, strengthen the disinclination of Latino youth to use alcohol. (Contains 1 figure, 1 table, and 21 references.) (Author/TB)