ERIC Number: ED477966
Record Type: RIE
Publication Date: 2003-Jun-19
Exposure of African-American Youth to Alcohol Advertising.
The marketing of alcohol products in African-American communities has, on occasion, stirred national controversy and met with fierce resistance from African Americans and others. Despite occasional media and community spotlights on the marketing of alcohol products in the African-American community, there has been no systematic review of the industry's advertising directed to the nation's second-largest minority. The Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources (VMR) to audit the exposure of African-American youth to alcohol advertising in magazines and on radio and television in 2002. In previous reports, the Center has found widespread and pervasive overexposure of all youth to alcohol advertising in magazines and on television and radio. In this context of youth being more likely than adults to see much of alcohol advertising, this analysis compares the exposure of African-American youth to that of non-African-American youth, and the Center finds that African-American youth were even more overexposed to alcohol advertising than non-African-American youth. Specifically, the Center found that in 2002: alcohol advertising was placed on all of the television programs most popular with African-American youth; alcohol advertising in magazines overexposed African-American youth compared to non-African-American youth, reached underage African Americans more effectively than young adult African Americans, and exhibited significant concentration of brands and magazines; and alcohol advertising on radio overexposed African-American youth compared to non-African-American youth and was concentrated in two formats and five markets. Appendixes include sources and methodology and a glossary of advertising terms. (GCP)
Descriptors: Advertising, Alcoholic Beverages, Black Youth, Drinking, Marketing, Mass Media Effects, Periodicals, Radio, Television
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/afam0603/.
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.