Alcohol Advertisements in Youth-Oriented Magazines: Persuasive Themes and Responsibility Messages

Autor/inn/en	Hill, Susan C.; Thomsen, Steve R.; Page, Randy M.; Parrott, Nikki
Titel	Alcohol Advertisements in Youth-Oriented Magazines: Persuasive Themes and Responsibility Messages
Quelle	In: American Journal of Health Education, 36 (2005) 5, S.258-265 (8 Seiten) PDF als Volltext (1); PDF als Volltext kostenfreie Datei (2) Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	1055-6699
Schlagwörter	Social Problems; Advertising; Health Education; Drinking; Death; Adolescents; Advocacy; Content Analysis; Media Literacy; Alcohol Abuse; Periodicals; Humor; Sexuality; Intimacy; Statistical Analysis; Responsibility + Suchen Sie Ihr Suchwort? Social problem; Soziales Problem; Werbung; Gesundheitsaufklärung; Gesundheitsbildung; Gesundheitserziehung; Trinken; Sterbefall; Tod; Todesfall; Adolescent; Adolescence; Adoleszenz; Jugend; Jugendalter; Jugendlicher; Sozialanwaltschaft; Inhaltsanalyse; Media skills; Medie competence; Medienkompetenz; Periodical; Journal; Zeitschrift; Fachzeitschrift; Periodikum; Humoristische Darstellung; Sexualität; Intimität; Statistische Analyse; Verantwortungsübernahme; Zuständigkeit
Abstract	Every year in the United States, health and social problems result from adolescents' use and abuse of alcohol. Alcohol use is associated with high-risk behaviors and is a leading cause of death among adolescents. Research indicates that alcohol advertising influences drinking intentions for children and adolescents. Using content analysis of 486 advertisements, the focus of this study was to analyze persuasive themes and responsibility messages in alcohol advertising from a popular youth-oriented magazine over a three-year period. Findings indicate that product quality, humor, sex appeal, romance/relationships, and hanging out/partying were the most frequently used persuasive themes. Nearly 75% of advertisements included a responsibility message, but less than 1% included statements warning against underage drinking or encouraging the use of a designated driver. Chi-square analysis indicated a relationship between persuasive themes and the presence of responsibility messages. Given the susceptibility of youth to the emotional appeals of advertising, health education implementing media literacy and advocacy strategies can inform adolescents of the persuasive techniques and mixed messages used in advertising, and help develop skills to decrease their susceptibility to them. (Contains 5 tables.) (Author).
Anmerkungen	American Alliance for Health, Physical Education, Recreation and Dance. 1900 Association Drive, Reston, VA 20191. Tel: 800-213-7193; Fax: 703-476-9527; e-mail: info@aahperd.org; Web site: http://www.aahperd.org
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10