Following on its recent reports on alcohol advertising in national magazines and on television, the Center on Alcohol Marketing and Youth (CAMY) commissioned Virtual Media Resources (VMR), a media planning and research firm in Natick, Massachusetts, to analyze the alcohol industry's televised "responsibility" ads in 2001, using the same…

This study explored how motor sports sponsorships complement and amplify the brewers' media campaigns by joining masculinity, risk, excitement, and beer in the actual "lived" experiences of potential consumers. To document industry expenditures and justifications for motor sports sponsorship, trade journals and newsletters (N=25) and…

This manual was developed to assist citizens seeking alcohol warning posters wherever alcoholic beverages are sold. Warning posters can include health information about drinking during pregnancy, the danger of using alcohol while driving or using machinery, or alcohol dependency and addiction. Warning posters are now required in cities such as New…

This paper describes the successful use of student focus groups by the University of Wisconsin--Whitewater Student Health Center to assess marketing strategies for alcohol abuse prevention. The focus group is a group of 13 students who met several times with a facilitator to share perceptions, feelings, and attitudes about alcohol abuse…

Traces the history of alcohol use in the United States from the colonial period to the present. Discusses changes in public attitudes toward drinking. Explores attempts at prohibition, alcohol preferences, the relationship between alcohol consumption and economic prosperity, and the dichotomy of alcohol as a part of a European heritage that is…