Henriksen Lisa, Feighery Ellen C, Schleicher Nina C, Fortmann Stephen P
Stanford Prevention Research Center, Stanford University School of Medicine, Stanford, California 94305-5705, USA.
J Adolesc Health. 2008 Jan;42(1):28-35. doi: 10.1016/j.jadohealth.2007.07.005. Epub 2007 Oct 4.
This longitudinal study examined the influence of alcohol advertising and promotions on the initiation of alcohol use. A measure of receptivity to alcohol marketing was developed from research about tobacco marketing. Recall and recognition of alcohol brand names were also examined.
Data were obtained from in-class surveys of sixth, seventh, and eighth graders at baseline and 12-month follow-up. Participants who were classified as never drinkers at baseline (n = 1,080) comprised the analysis sample. Logistic regression models examined the association of advertising receptivity at baseline with any alcohol use and current drinking at follow-up, adjusting for multiple risk factors, including peer alcohol use, school performance, risk taking, and demographics.
At baseline, 29% of never drinkers either owned or wanted to use an alcohol branded promotional item (high receptivity), 12% students named the brand of their favorite alcohol ad (moderate receptivity), and 59% were not receptive to alcohol marketing. Approximately 29% of adolescents reported any alcohol use at follow-up; 13% reported drinking at least 1 or 2 days in the past month. Never drinkers who reported high receptivity to alcohol marketing at baseline were 77% more likely to initiate drinking by follow-up than those were not receptive. Smaller increases in the odds of alcohol use at follow-up were associated with better recall and recognition of alcohol brand names at baseline.
Alcohol advertising and promotions are associated with the uptake of drinking. Prevention programs may reduce adolescents' receptivity to alcohol marketing by limiting their exposure to alcohol ads and promotions and by increasing their skepticism about the sponsors' marketing tactics.
这项纵向研究考察了酒精广告和促销活动对酒精使用起始的影响。基于对烟草营销的研究，开发了一种对酒精营销接受度的测量方法。同时还考察了对酒精品牌名称的回忆和识别情况。
数据来自于对六年级、七年级和八年级学生在基线期和12个月随访时的课堂调查。在基线期被归类为从不饮酒者的参与者（n = 1,080）构成了分析样本。逻辑回归模型检验了基线期广告接受度与随访时任何酒精使用和当前饮酒之间的关联，并对多个风险因素进行了调整，包括同伴饮酒情况、学业成绩、冒险行为和人口统计学因素。
在基线期，29%的从不饮酒者拥有或想要使用酒精品牌促销物品（高接受度），12%的学生说出了他们最喜欢的酒精广告的品牌（中等接受度），59%的学生对酒精营销不接受。在随访时，约29%的青少年报告有任何酒精使用情况；13%的青少年报告在过去一个月中至少饮酒1或2天。在基线期报告对酒精营销高接受度的从不饮酒者在随访时开始饮酒的可能性比不接受者高77%。随访时酒精使用几率的较小增加与基线期对酒精品牌名称更好的回忆和识别有关。
酒精广告和促销活动与饮酒行为的开始有关。预防项目可以通过限制青少年接触酒精广告和促销活动，以及增加他们对赞助商营销策略的怀疑，来降低青少年对酒精营销的接受度。
