Morgenstern Matthis, Isensee Barbara, Sargent James D, Hanewinkel Reiner
Institute for Therapy and Health Research, Harmsstrasse 2, 24114 Kiel, Germany.
Arch Pediatr Adolesc Med. 2011 Jul;165(7):610-6. doi: 10.1001/archpediatrics.2011.12. Epub 2011 Mar 7.
To test the hypothesis that changes in alcohol-related attitudes and expectancies mediate the effect of alcohol advertising on youth drinking.
Longitudinal survey with a 9-month interval.
Twenty-nine public schools in 3 German states.
A total of 2130 sixth- to eighth-grade students (age range, 11-17 years; mean, 12.2 years) who were nondrinkers at baseline.
Exposure to alcohol and nonalcohol advertising was measured at baseline with masked images of 17 commercial advertisements with all brand information digitally removed; students indicated contact frequency and brand names.
Positive attitudes toward alcohol, current alcohol use, lifetime binge drinking.
A total of 581 of the students (28%) started to drink alcohol during the observation period. Alcohol use initiation was positively related to baseline alcohol advertisement exposure. This effect of alcohol advertisement exposure on alcohol use was partially mediated by a change in alcohol-related attitudes, which explained about 35% of the total effect after controlling for baseline covariates and exposure to other advertising contents. The analysis revealed similar results for binge-drinking initiation.
More favorable attitudes about alcohol may be one path through which alcohol advertising exerts behavioral influence.
检验酒精相关态度和预期的变化介导酒精广告对青少年饮酒影响这一假设。
间隔9个月的纵向调查。
德国3个州的29所公立学校。
共2130名六至八年级学生（年龄范围11 - 17岁；平均12.2岁），基线时不饮酒。
在基线时，用去除所有品牌信息的17个商业广告的屏蔽图像测量对酒精和非酒精广告的暴露情况；学生指出接触频率和品牌名称。
对酒精的积极态度、当前饮酒情况、终生暴饮情况。
在观察期内，共有581名学生（28%）开始饮酒。饮酒起始与基线时酒精广告暴露呈正相关。酒精广告暴露对饮酒的这种影响部分由酒精相关态度的变化介导，在控制基线协变量和其他广告内容暴露后，这解释了总效应的约35%。对暴饮起始的分析得出了类似结果。
对酒精更有利的态度可能是酒精广告发挥行为影响的一条途径。
