Effects of televised alcohol messages on teenage drinking patterns.

This paper presents an overview of theoretical perspectives applicable to the effects of television drinking portrayals on adolescent audiences, focusing on the influence of beer and wine advertising and entertainment depictions of drinking behavior. A critical review of survey research evidence indicates that alcohol commercials contribute to a modest increase in overall consumption by teenagers and may have a slight impact on alcohol misuse and drunk driving. There are no studies measuring the effects of entertainment programming on adolescents, but content analyses suggest the potential for increased prodrinking attitudes and behaviors. Policy implications for addressing the deleterious effects of televised drinking are discussed, and priorities for future research are identified.