Institute for Therapy and Health Research (IFT-Nord), Kiel, Germany.
Prev Med. 2011 Feb;52(2):146-51. doi: 10.1016/j.ypmed.2010.11.020. Epub 2010 Dec 2.
Assessing the association between alcohol ad exposure and alcohol use in German adolescents, controlling for general ad exposure.
Cross-sectional survey of 3415 sixth to eighth graders (mean 12.5 years) from 29 schools in three German states (June 2008). Exposure to 9 alcohol and 8 non-alcohol advertisements was measured with masked ad images; students indicated contact frequency and brand recall. Main outcomes were ever drinking, current drinking, binge drinking, alcohol use intentions and outcome expectancies.
There was a bivariate association between both exposures (alcohol and non-alcohol ads) and all alcohol use measures. After adjustment for confounding, only alcohol ad exposure retained a significant association with outcomes. Multi-level logistic regressions revealed that compared with quartile one alcohol ad exposure, the adjusted odds ratios for quartile four were 2.4 (95% confidence interval 1.7-3.4) for trying drinking, 2.7 (1.8-3.9) for current drinking and 2.3 (1.6-3.5) for ever binge drinking. There was also an independent association between alcohol ad exposure and alcohol-related attitudes among never drinkers.
This study demonstrates a positive association between exposure to alcohol advertising and multiple youth drinking outcomes, showing that the association is content-specific, not just a function of general ad exposure.
评估德国青少年接触酒精广告与饮酒行为之间的关系，控制一般广告暴露的影响。
采用横断面调查方法，对来自德国三个州的 29 所学校的 3415 名六至八年级学生（平均年龄 12.5 岁）进行调查。使用隐蔽广告图像测量 9 种酒精广告和 8 种非酒精广告的暴露情况；学生报告接触频率和品牌回忆。主要结局指标为曾经饮酒、当前饮酒、狂饮、饮酒意图和预期结果。
两种暴露（酒精和非酒精广告）与所有饮酒行为指标均存在双变量关联。在调整混杂因素后，只有酒精广告暴露与结局仍存在显著关联。多水平逻辑回归显示，与第 1 四分位的酒精广告暴露相比，第 4 四分位的调整比值比分别为尝试饮酒 2.4（95%置信区间 1.7-3.4）、当前饮酒 2.7（1.8-3.9）和曾经狂饮 2.3（1.6-3.5）。酒精广告暴露与从不饮酒者的酒精相关态度之间也存在独立关联。
本研究表明，接触酒精广告与多种青少年饮酒结局之间存在正相关，表明这种关联是特定于内容的，而不仅仅是一般广告暴露的功能。
