Collins Rebecca L, Schell Terry, Ellickson Phyllis L, McCaffrey Daniel
RAND, Santa Monica, CA 90407-2138, USA.
Addiction. 2003 Sep;98(9):1297-306. doi: 10.1046/j.1360-0443.2003.00448.x.
To identify correlates of beer advertising awareness among adolescents at an age when most initiate use of alcohol.
We conducted a cross-sectional analysis of an in-school survey about alcohol advertising. Structural equation modeling was used to test for independent predictors of a latent beer advertising awareness construct, separately among boys and girls.
Twenty middle schools in South Dakota, USA participated during their spring semester.
A total of 1530 eighth graders.
A latent advertisement awareness variable was derived based on recognition of six masked beer advertisements, knowledge of beer brands and knowledge of beer slogans. Tested predictors included measures of exposure to alcohol advertising in various venues, social norms regarding drinking, drinking beliefs and behavior and gender.
Adolescents with greater exposure to advertisements in magazines, at sporting and music events and on television were more advertisement aware than those with less exposure, as were teens who watch more TV, pay attention to beer advertisements and know adults who drink. Beer advertisement awareness was dramatically higher among boys, and was associated with drinking only among boys.
Each of a variety of advertising venues appears to influence independently the extent to which beer advertising is incorporated into an adolescent's cognitive world. Boys are more likely to be aware of and remember beer marketing, and may be more likely to drink as a result of this awareness than girls.
确定在大多数青少年开始饮酒的年龄阶段，青少年中啤酒广告认知的相关因素。
我们对一项关于酒精广告的校内调查进行了横断面分析。采用结构方程模型分别在男孩和女孩中测试潜在啤酒广告认知结构的独立预测因素。
美国南达科他州的20所中学在春季学期参与了调查。
总共1530名八年级学生。
基于对六个蒙面啤酒广告的识别、啤酒品牌知识和啤酒标语知识得出一个潜在广告认知变量。测试的预测因素包括在各种场所接触酒精广告的测量、关于饮酒的社会规范、饮酒观念和行为以及性别。
在杂志、体育和音乐活动以及电视上接触广告更多的青少年比接触较少的青少年广告认知度更高，看电视更多、关注啤酒广告以及认识饮酒成年人（的青少年）也是如此。男孩的啤酒广告认知度显著更高，且仅在男孩中与饮酒有关。
各种广告场所似乎各自独立地影响啤酒广告融入青少年认知世界的程度。男孩比女孩更有可能意识到并记住啤酒营销，并且由于这种意识可能更有可能饮酒。
