Grube J W, Wallack L
Prevention Research Center, Berkeley, Calif 94704.
Am J Public Health. 1994 Feb;84(2):254-9. doi: 10.2105/ajph.84.2.254.
The relationships between television beer advertising and drinking knowledge, beliefs, and intentions were investigated in a survey of schoolchildren. The research was guided by a theoretical model specifying that awareness of advertising, and not mere exposure, is necessary for it to have an effect on beliefs or behaviors.
Participants were a random sample of 468 fifth- and sixth-grade schoolchildren from a northern California community. Data were collected in the home with a combination of self-administered questionnaires and structured interviews.
Nonrecursive statistical modeling indicated that awareness of television beer advertising was related to more favorable beliefs about drinking, to greater knowledge of beer brands and slogans, and to increased intentions to drink as an adult. The effects of advertising awareness on knowledge, beliefs, and intentions were maintained when the reciprocal effects of beliefs, knowledge, and intentions on awareness were controlled.
The findings suggest that alcohol advertising may predispose young people to drinking. As a result, efforts to prevent drinking and drinking problems among young people should give attention to countering the potential effects of alcohol advertising.
在一项针对学童的调查中，研究电视啤酒广告与饮酒知识、观念及意愿之间的关系。该研究以一个理论模型为指导，该模型指出广告的影响作用，广告意识而非仅仅是广告接触，对观念或行为产生影响是必要的。
参与者是来自北加利福尼亚一个社区的468名五、六年级学童的随机样本。通过自我管理问卷和结构化访谈相结合的方式在家庭中收集数据。
非递归统计模型表明，电视啤酒广告意识与对饮酒更积极的观念、对啤酒品牌和广告语的更多了解以及成年后饮酒意愿的增加有关。当控制观念、知识和意愿对意识的相互影响时，广告意识对知识、观念和意愿的影响依然存在。
研究结果表明酒精广告可能使年轻人易产生饮酒倾向。因此，预防年轻人饮酒及饮酒问题的努力应关注对抗酒精广告的潜在影响。
