ERIC Number: ED477962
Record Type: RIE
Publication Date: 2002-Sep-24
Overexposed: Youth a Target of Alcohol Advertising in Magazines.
This report analyzes $320 million in alcohol product advertising in magazines during calendar year 2001. The first section analyzes the amount of magazine advertising delivered to youth and adults by different alcoholic beverage brands. For many beer and distilled spirits brands, the youth population received more advertising than the adult population. The second section looks at the size and concentration of the youth audiences in the magazines in which the alcohol industry marketers placed ads in 2001. This same information, with all of its levels of detail, is available to industry marketers in making advertising decisions. The report's findings reveal that youth saw far more alcoholic beverage ads in magazines in 2001 than did people of legal drinking age. In effect, young people under the legal drinking age of 21 were a major target audience for the industry's magazine advertising in 2001, despite the industry's claims to the contrary. Three appendixes contain the study methodology, a glossary of advertising terms, and list of magazines not measured. (GCP)
Descriptors: Advertising, Alcoholic Beverages, Drinking, Marketing, Mass Media Effects, Periodicals, Youth
Center on Alcohol Marketing and Youth, Georgetown University, 2233 Wisconsin Ave., NW, Suite 525, Washington, DC 20007. Tel: 202-687-1019; Web site: www.camy.org. For full text: http://camy.org/research/mag0902/.
Publication Type: Numerical/Quantitative Data; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Note: Produced by the Center on Alcohol Marketing and Youth.