Okazaki N, Higuchi S
Kurihama National Hospital, Kanagawa, Japan.
Arukoru Kenkyuto Yakubutsu Ison. 1995 Feb;30(1):23-32.
This paper presents an analysis of alcohol beverage advertisements appearing in weekly magazines and comics. Few studies have be undertaken on this sector of the mass media in Japan. The results are compared with those of a similar study in the United States. We also review alcohol advertisements on television and the drinking scenes shown in comics. On the average, Japanese magazines tend to contain fewer alcohol advertisements than American magazines. However, 18 (53%) in 34 weekly magazines contained alcohol advertisements showing that such magazines are an important medium for alcoholic beverage advertising in Japan. There were also alcohol advertisements targeting to particular populations, youths and women, which may be connected with the increase in drinking in these groups. Alcohol advertisements in the mass media should be monitored continuously as public health issue.
本文对周刊杂志和漫画中出现的酒精饮料广告进行了分析。在日本，针对这一大众媒体领域的研究较少。研究结果与美国一项类似研究的结果进行了比较。我们还审视了电视上的酒精广告以及漫画中展示的饮酒场景。平均而言，日本杂志中的酒精广告往往比美国杂志少。然而，34份周刊中有18份（53%）包含酒精广告，这表明此类杂志是日本酒精饮料广告的重要媒介。此外，还存在针对特定人群（年轻人和女性）的酒精广告，这可能与这些群体饮酒量的增加有关。大众媒体中的酒精广告作为一个公共卫生问题，应持续受到监测。
