Ross Craig S, Ostroff Joshua, Siegel Michael B, DeJong William, Naimi Timothy S, Jernigan David H
Virtual Media Resources, Inc., Natick, Massachusetts.
Community Health Sciences Department, Boston University School of Public Health, Boston, Massachusetts.
J Stud Alcohol Drugs. 2014 Jul;75(4):615-22. doi: 10.15288/jsad.2014.75.615.
Recently published research has identified the alcohol brands most frequently consumed by underage youth. The present study examines alcohol magazine advertising in 2011 to report age- and sex-specific exposure to advertisements for these brands in contrast with other magazine advertising brands less popular with youth.
We licensed magazine advertising occurrence data from Nielsen and magazine audience data from the research company GfK MRI (Growth from Knowledge, Mediamark Research & Intelligence) for national full-run editions for 2011. We contrasted per capita advertising exposure, considering different age- and sex-specific groups, for popular youth brands versus all other magazine brands. For each brand, we reported the age group receiving the highest level of per capita advertising exposure, as well as other age groups within 10% of that peak level.
Underage males ages 18-20 were the most heavily exposed age group for 11 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 6 brands. Underage females ages 18-20 were most heavily exposed for 16 of the top 25 brands they consumed and were within 10% of the most heavily exposed group for another 2 brands. In contrast, those ages 18-20 were the most heavily exposed group for fewer than 10% of the remaining 308 magazine advertising brands for either sex.
These findings suggest a relationship between advertising exposure and youth alcohol brand consumption. Current alcohol industry self-regulatory codes may not be sufficiently protective of youth.
最近发表的研究已确定了未成年青少年最常消费的酒精品牌。本研究调查了2011年酒精杂志广告，以报告这些品牌广告按年龄和性别划分的曝光情况，并与青少年不太喜欢的其他杂志广告品牌进行对比。
我们从尼尔森公司获得了杂志广告发布数据许可，并从研究公司GfK MRI（知识增长、媒体市场研究与情报公司）获取了2011年全国全版杂志的受众数据。我们对比了流行的青少年品牌与所有其他杂志品牌在不同年龄和性别群体中的人均广告曝光情况。对于每个品牌，我们报告了人均广告曝光水平最高的年龄组，以及在该峰值水平10%以内的其他年龄组。
18至20岁的未成年男性是他们消费的25个顶级品牌中11个品牌曝光度最高的年龄组，另外6个品牌的曝光度也在最高曝光组的10%以内。18至20岁的未成年女性是她们消费的25个顶级品牌中16个品牌曝光度最高的年龄组，另外2个品牌的曝光度也在最高曝光组的10%以内。相比之下，对于其余308个杂志广告品牌中的任何一个性别，18至20岁的人群是曝光度最高的组的比例不到10%。
这些发现表明广告曝光与青少年酒精品牌消费之间存在关联。当前酒精行业的自我监管准则可能不足以保护青少年。
