Alcohol consumption while viewing alcoholic beverage advertising.

Three hypotheses related to viewing alcoholic beverage advertising were examined: (1) alcohol advertising cues drinkings, (2) alcohol advertising prompts faster drinking, and (3) drinkers are more influenced by alcohol advertising when they are drinking. Alcoholic beverage advertisements did not increase either the quantity of liquor poured in mixed drinks or the rate of drinking. However, subjects with an alcoholic predrink who viewed alcohol advertisements second, drank more and reached higher blood alcohol concentrations than alcohol predrinkers who viewed the alcohol advertisements first. In some situations, distilled spirits advertisements may encourage continued drinking.