Madden P A, Grube J W
Prevention Research Center, Pacific Institute for Research and Evaluation, Berkeley, Calif. 94704.
Am J Public Health. 1994 Feb;84(2):297-9. doi: 10.2105/ajph.84.2.297.
This study examines the frequency and nature of alcohol and tobacco advertising in a random sample of 166 televised sports events representing 443.7 hours of network programming broadcast from fall 1990 through summer 1992. More commercials appear for alcohol products than for any other beverage. Beer commercials predominate and include images at odds with recommendations from former Surgeon General Koop. The audience is also exposed to alcohol and tobacco advertising through the appearances of stadium signs, other on-site promotions, and verbal or visual brief product sponsorships. Moderation messages and public service announcements are rare.
本研究调查了1990年秋季至1992年夏季期间播出的、时长为443.7小时的443个网络节目中随机抽取的166场电视体育赛事里酒精和烟草广告的频次及性质。酒精产品的广告比其他任何饮料的广告都多。啤酒广告占主导地位，且包含与前卫生局局长库普的建议相悖的画面。观众还会通过体育场标志的出现、其他现场促销活动以及口头或视觉形式的简短产品赞助接触到酒精和烟草广告。适度饮酒的信息和公益广告很少见。
