Drinking culture Essay

inebriant foodstuffing is a global phenomenon, in which an change magnitudely sm only number of companies spend considerable sums to establish and graft their dishonors in the lives and lifestyles of populations. Market interrogation data offers insight into the size and termination of the global intoxicant trade, and the magnitude of inebriantic suck announce expenditures. Recent examples of inebriantic drink trade in a variety of national contexts illustrate the techniques expend by the global companies.The set up of this selling on late hoi polloi atomic number 18 set forth in analyzes of new investigate studies on juvenility characterisation to intoxicantic beverageic drink merchandising and the set up of that exposure, interpretive nonpluss to explain the do of inebriant trade on one-year-old masses, whether inebriantic beverageic beverageic drinkic drink publicise targets progeny race, and assessments of the strength of regulatory stay onrictions on marketing and other(a) countermeasures. Despite the blow of public fountainheadness interrogation to keep pace with new putly maturation marketing technologies, there is a growing be of prove that inebriant marketing influences raw peoples drink carriage.Measures to reduce that tint should be considered by national g overnments seeking to limit the public intimatelyness burden caused by harmful use of alcoholic beverage. KEY WORDS alcohol, publicize, spring chicken, globalization, marketing. germ S NOTE Support for development of an earlier version of this composing was provided by the World Health Organization. 2010 by Federal Legal Publications, Inc. 58 world(prenominal) ALCOHOL MARKETING From a public wellness perspective, alcohol marketing matters. sequence there is tremendous diversity in the kinds of alcohol available throughout the world, from communally- bring ond traditional drinks to globalized plug consumer increases, the global ized beverages play a cross role. They are, of their essence, marketed merchandises, and as much(prenominal) are often the around visible reflection of sousing beverages in a society. In this sense they lead the market for alcoholic beverages, providing an affordable badge of participation in western culture.As socioeconomic status rises in a evolution nation, the likelihood of apply these harvest-feasts tends to extend, along with western cultural orientation (Eide, Acuda, & Roysamb, 1998). Globalized alcoholic beverages are brand products, and benefit from the latest developments in marketing technology designed to institute the brand in the lives and minds of the target consumers (Aaker, 1996). Branding and marketing knowledge are critical to their globalization because, according to one researcher courseing from the stand of the survival of global firms, in non-science-based industries such as alcoholic beverages .. . brands and marketing knowledge rather than tec hnological innovation are central in explaining the growth and survival of multinational firms (Lopes, 2003).Using this marketing knowledge, the global brands strive ubiquity through traditional media, sponsorships, and on-premise promotions, as well as new media such as mobile phones, podcasting, and the Internet. Both research on the health effects of this marketing activity and public health responses to mitigate those effects are hard pressed to keep up with the painss pace of innovation.Given this situation, this term reviews the shape and size of the global tote up of marketed alcoholic beverages, describes slenderly of the forms this marketing is taking in developed and developing societies, summarizes research on the effects of that marketing, and then outlines possible public health policy responses. 59 The global alcohol market An overview accord to tinge Databank, a leading market research firm serving the alcoholic beverage industry, premium globalized ( mark) booze account for somewhat 44% of the thoroughgoing spirits products available around the world (Banaag, 2009).The alcohol industry funded international subject matter for intoxicant Policies delineates that branded beer accounts for at least(prenominal) 38% of globally-available beer, and branded vino makes up at least 27% of the global wine supply (International Center for Alcohol Policies, 2006). Global value of the branded area is unknown however, sales volume of a single marketthe coupled Stateswas estimated at $154. 9 billion in 2004 (Adams Beverage Group, 2005).Advertising expenditures (on broadcast, in print, and out-of-home) in that market in 2005 were $2 billion (Center on Alcohol Marketing and callowness, 2007b). match to the U. S. Federal Trade boot, total alcohol marketing expenditures in the United States are approximately double this figure, with the remainder pass on unmeasured marketing activities such as sponsorships, product placements, campus promot ions, and point-ofpurchase advertizing (Federal Trade Commission, 2008).According to Adams Beverage Group, a nonher industry market research firm, spirits and beer marketing account for much than 93% of measured alcohol publicise expenses in the United States. These two sectors possible dominate in the rest of the world as well, and this section depart focus on the activities of global marketers in these two categories. in spite of appearance the global beer and spirits industries, a small number of companies dominate. As of 2007, 44. 9% of global branded spirits were marketed by the ten erectst companies, as shown in Table 1.High levels of soaking up have been the rule in this segment of the industry since at least 1991 (Jernigan, 2009), through multiple waves of mergers that have change magnitude the size of the pass quintuple companies (now with a market share of approximately 36%) relative to the rest of the market. * 60 ball-shaped ALCOHOL MARKETING TABLE 1 ecstasy largest global distilled spirits companies, 2006 and 2007 * non in the top 10 in 2006. SOURCES Impact Databank 2008a, Impact Databank, 2008c. TABLE 2 Ten largest brewers, 1979/80 and 2007 *Not in the top 10 in 1979/80.SOURCE Cavanagh and Clairmonte, 1985 Impact Databank 2008b) 61 The majority of the market share for globally-branded beer, in contrast, has exclusively recently punishing in the hands of the ten largest brewers. The louver leading brewers directly run into much than than half of the global market as estimated by Impact. As of 2008, concentrating and combining continue InBev recently acquired Anheuser-Busch, which in turn has the majority ownership stake in Grupo Modelo only does non have management control, and which to a fault owns 27% of Qingdao while SABMiller merged with Molson Coors to form MillerCoors.(Market share information later these mergers is not available at this writingTable 2 reflects the almost recent data available. ) According to Advertis ing date, six of these alcoholic beverage heightenrs are among the worlds 100 largest advertisers (Wentz, 2007). As Table 3 shows, the spending of these companies is heavily concentrated in the United States and Europe. Global ad expenditures of these six companies alone totaled more than than $2 billion in 2006.Advertising Ages figures are probably not complete, and they do not add spending of wholly- or majority-owned subsidiaries into the spending of the parent caller-out. The publication provides data on advertise spending in 86 countries, but only provides the top 100 globally, and the top 10 spenders by country. As shown in Table 4, the leading companies or their subsidiaries are among the top 10 in 15 of the 86 countries12 developing countries, one appear market, and two developed nations.The shape of contemporary alcohol marketing As branded products, alcoholic beverages build their identities with a complex swagger of marketing technologies. As a leading marketing theorist has written, The presence of a brand (or even the attitudes held toward it) can serve to define a soul with respect to others so that the brand becomes an exten- 62 TABLE 3 GLOBAL ALCOHOL MARKETING Worlds largest alcoholic beverage advertisers and their denote expenditures by region, 2006 SOURCE Wentz, 2007. Other includes Canada, Africa and the Middle East.TABLE 3 Alcohol marketers among the ten largest advertisers in a country, by region, 2006 63 SOURCE Wentz. 2007. The puzzle out of Contemporary Alcohol Marketing. 64 GLOBAL ALCOHOL MARKETING sion or an integral part of the self (Aaker, 1996). Marketers accomplish this extension of the self by embedding brands in the lives and lifestyles of the target consumers, positioning them as an integral part of cultural and uninfected events, as well as cultures, lifestyles, and even value systems (Fleming & Zwiebach, 1999 Klein, 1999).The mix of technologies employed to accomplish this include traditional advertisement as we ll as sponsorships, sweepstakes, couponing, product placement, new product development, point-of-purchase materials and promotions, person-to-person and viral marketing, statistical scattering and sale of branded merchandise, and the use of new and emerging technologies such as mobile phones and the Internet. The publicize spending figures above are for traditional or measured advertizing activity alone.In this arena, alcohol marketing gains considerable exposure to the population, both that of legal alcohol addiction ages and below that age. interrogationers in china have estimated that a city-dwelling young person who watches an average of 2 hours of change surface boob tube will see more than 900 alcohol ads a division (Zhang, 2004). In Australia, a Curtin University research group used advertise industry data to compare the exposure of pocket-size and young adult drinkers to alcohol advertising on boob tube receiver.The researchers tack together that 13- to 17-year- olds were subject to the very(prenominal) level of alcohol advertising as 18- to 24-year-olds (the legal inebriety age in Australia is 18), and that 90% of alcohol ads, close toly for beer and premixed alcopop drinks, were screened when more than 25% of the viewing audience was underage (MacNamara, 2006). In Spain, researchers analyzed alcohol advertising in offspring centre written mass media from 2002 to 2006. The contain found that alcohol advertising comprised 3. 8% of all cartridge clip advertising and 8. 6% of the advertising in magazines which permitted alcohol advertising in their pages.Three out of six young-oriented magazines place permitted alcohol advertising (Montes-Santiago, Muniz, & Bazlomba, 2007). 65 In the United States, the Center on Alcohol Marketing and Youth at Georgetown University has also used market research databases to find, for example, that U. S. tv set advertising for alcohol in 2007 reached 96% of the adult population ( delimit in the U. S. as those 21 and over) an average of 446 multiplication. At the same sentence, the advertising reached 89% of youth under the legal crapulence age (i. e. , ages 12 to 20) an average of 436 times (Center on Alcohol Marketing and Youth, 2008).Magazine advertising for alcohol in 2006 reached 94% of the adult population an average of 77 times, and 90% of youth (ages 12 to 20) 89 times (Center on Alcohol Marketing and Youth, 2007a). On radio, analysis of a test of 67,404 breathings of advertisements for the 25 leading brands of alcohol found that nearly half (49%) of the advertisements were placed in programming with disproportionate metrical composition of listeners below the legal drinking age, while 14% of the placements violated the 30% voluntary maximum for youth audience composition set by alcohol industry trade associations (Jernigan, Ostroff, Ross, Naimi, & Brewer, 2006).Because of disparities in access to health care, youth of Hispanic and African heritage in the U. S. are at higher(prenominal) risk of alcohol problems if they drink (Galvan & Caetano, 2003). They are also often exposed to substantially more alcohol advertising than youth in oecumenical In English-language national magazines in 2004, Hispanic youth saw 20% more advertising per capita and African-American youth were exposed to 34% more alcohol advertising per capita than was the average for youth in general (Center on Alcohol Marketing and Youth, 2005b Center on Alcohol Marketing and Youth, 2006). abstract of Nielson television ratings data from September 1998 to February 2002 confirmed that young African-American males (ages 6 to 17) were exposed to 31% more alcohol advertising on television than white youth, and that young AfricanAmerican females were exposed to 77% more television advertising for alcohol than their white peers. Furthermore, the racial differences in levels of exposure appeared to be increasing over time (Ringel, Collins, & Ellickson, 2006). 66 GLOBAL ALCOHOL MARKETI NG.As verbalise above, this measured marketing activity is only a fraction of what the global alcohol marketers spend each year. According to Klein (1999), in the early nineties the amount of money spent by marketers on unmeasured activities increase dramatically. In 2008, the U. S. Federal Trade Commission (FTC) reported for the first time on the measured and unmeasured marketing expenditures of 12 of the largest companies, accounting for approximately 73% of sales of alcohol in the U. S (Federal Trade Commission, 2008).According to the FTC, these manufacturers spent 44% of their marketing dollars on the traditional measured media of print, radio, television and outdoor. Other significant categories included point-of-sale advertising and promotions (18. 8%), sponsorship of clear events, sports teams or individual athletes (10. 9%), and promotional allowances to wholesalers and retailers (7. 5%). The balance amongst measured and unmeasured activities whitethorn vary by partners hip as well In its 2005 Annual Report, Diageo reported spending ?1,023 million ($1,760 million) on marketing, far more than the $409 million reported by Advertising Age as its expenditure on advertising for 2004. Alcohol companies typically employ a mix of unmeasured activities, tailored to the brand as well as to the cultural, religious and regulatory context. For example, sponsorship is a huge area of activity. Within this category, sponsorship of sporting events is widespread. Anheuser-Busch, for instance, sponsors the FIFA World Cup, while nearly every team in World Cup competition has an alcohol sponsor.In fact, Anheuser-Busch is the second highest spender on sponsorships in the U. S. , behind PepsiCo, Inc. , spending $260-265 million in 2004 (Sparks, Dewhirst, Jette, & Schweinbenz, 2005). Beer company sponsorship of sports in China is increasing, with Anheuser-Busch sponsoring the Budweiser University League Soccer Games, amateur soccer tournaments, the 2004 Chinese Olympic Te am, and the 2008 Beijing Olympic Games, while Heineken sponsors the Heineken Open Shanghai lawn tennis tournament (Sparks et al. , 2005). 67 Such sponsorships increase the televised visibility for alcohol brands. miscellaneous researchers in the U.S. have monitored alcohol advertising during televised sporting events every quintuple years since 1990-1992. The most recent champaign, covering the years 2000-2002, found an increase from 10 years earlier in the number of alcohol commercials airing during professional sports telecasts, the appearance of ads for alcopops only during college sporting events, as well as substantial numbers of alcohol-themed on-screen graphics such as Bud fulfil of the Day or Busch Racing Leaders appearing at the same time that the amount of alcohol signage within stadiums themselves has declined (Zwarun, 2006).Sports are not the only events receiving sponsorship dollars from alcohol producers. For example, the two leading breweries in Nigeriaone contro lled by Guinness/Diageo, the other by Heinekensponsor the National Annual Essay Competition, fashion shows and strike contests on university campuses, university sporting events, melodious segments of radio programs, radio call-in shows or so particular alcohol brands in which correct answers win prizes, tours of foreign medicineal stars, and end-of-year carnivals at beaches or in parks (Jernigan & Obot, 2006).Faced with marketing restrictions, alcohol producers have also carried their alcohol brand names into other areas, such as the Carlsberg Hot Trax stores selling comic books, sports trading cards, and compact disks in Malaysia in the mid-1990s (Jernigan, 1997). Point-of-purchase is another important form of marketing. Researchers in the United States canvass 3,961 retail outlets selling alcohol in 329 communities across the country.The majority of the stores (94%) had some form of point-ofpurchase alcohol marketing, while close to half (44%) had interior alcohol marketing m aterials placed at low heights, that is, within 3. 5 feet of the floor, where it would be more likely to be seen by children and adolescents than by adults (TerryMcElrath et al. , 2003). 68 GLOBAL ALCOHOL MARKETING Product placement in film and television is another means to increase the visibility of alcohol brands.According to Anheuser-Buschs website, in the past 20 years it has placed its products in wedding ceremony Crashers, Batman Begins, Seabiscuit, Spider Man, Oceans Eleven, Terminator 3, Dodgeball, Collateral, Good Will Hunting, As Good As It Gets, Jerry Maguire, Children of a Lesser God, Mission Impossible, Ace Ventura Pet Detective, Forrest Gump, The Silence of the Lambs, Platoon, sloughy Dancing, Working Girl, Top Gun, Rain Man, Erin Brockovich, and Close Encounters of the Third Kind.These placements ripple into theaters all over the world, and then onto television, where they promote alcohol brands even in markets with restrictions on broadcast advertising of alcohol. Product placement has also become car park in popular music, particularly rap and hip-hop. A recent postulate of alcohol mentions in rap music found that from 1979 to 1997 such references increased five-fold, with a particular increase in appearances of liquor and champagne brands by and by 1994. From 1994 to 1997, 71% of the rap songs that mentioned alcohol in this studys sample named a specific alcohol brand (Herd, 2005).Content analysis of 1,000 of the most popular songs from 1996 and 1997 revealed that this phenomenon is far more pronounced in rap music (47% of rap songs in the sample studied had alcohol references) than in country-western (13%), top 40 (12%), alternative rock (10%) or heavy metal (4%) (Roberts, 1999). These mentions were not always gainful placements, but some certainly were according to news show reports (Campbell, 2006). In Africa, Diageo went one step further than product placement in films. In 1999, the company introduced a fictional spokesman, Michae l Power, for its Guinness Stout brand.Power appeared in billboards and in a series of mini-adventures on radio and television, culminating in a starring role in a full-length feature film, censorious Assignment, which Diageo offered for free throughout the continent, spending $42. 4 million on the brand in 2003 alone. The companys commercial director for Africa credited this running game with increasing sales of Guinness in Africa by 10% in 2003, five times the 69 increase the brand enjoyed worldwide that year (Jernigan & Obot, 2006). ready phones are a new frontier for alcohol marketing. Market research firms estimate that by 2010, spending on mobile phone advertising and marketing will total 700 million in Europe and $1. 3 billion in the United States (Pfanner, 2006). According to Advertising Age, 81% of 18 to 21 year-olds, 68% of 16 to 17 year-olds, and 49% of 13 to 15 year-olds in the United States have cell phones, with the latter group the most likely to use their phones to participate in TV or radio polls, purchase ringtones, play games, and send text messages.Despite these statistics, Anheuser-Busch recently denote its intention to broadcast 18 ads per hour in programming from ESPN, Fox, ABC, and MSNBC distributed over MobiTVs 30 channels of programming for cell phone users (Mullman, 2006). For years, in the United States Anheuser-Busch has run its own sports programming production unit, filming sporting events that feature the companys logo prominently for broadcast on commercial outlets such as ESPN (Buchanan & Lev, 1989).In August 2006, the company announce the establishment of its own entertainment programming production unit to produce dry shorts and sitcom-type programs. The company announced a new distribution channel for this programming in September 2006, BudTV, a new on-line entertainment network that would carry at least six types of programming, including comedy, reality, sports, and talk. According to company vice president Anthony T. Ponturo, going forward the Internet will be equal to or better than television, particularly in stretch the companys target audience of males 21 to 34 (Elliott, 2006).The company announced it would double its annual spending on Internet advertising, to an estimated $90 million. Alcohol marketing on the web easily transcends national boundaries (and regulations). Research in the U. S. has found 70 GLOBAL ALCOHOL MARKETING large numbers of underage persons making in-depth visits (i. e. , visits beyond the age verification screens at the front end of many alcohol Web sites) to branded alcohol Web sites (Center on Alcohol Marketing and Youth, 2004).According to a sight of alcohol Web sites in 2003, the sites were filled with sticky contented that whitethorn be attractive in particular to youth video games, downloadable strait and video files and screensavers, make-your-own-music-video features, opportunities to create an online avatar and interact with others, practical joke postca rds, and humorous customizable e-mail features that have the advantage of turning users into marketers, engaging in viral marketing that makes them inadvertent promoters of the brand to their friends by sending branded ecards and the like. take the stand of the effects of this marketing on youth When the U. S. Federal Trade Commission looked at the issue of alcohol advertising and youth in 1999, it conclude that while many factors whitethorn influence an underage persons drinking decisions, including among other things parents, peers and media, there is reason to believe that advertising also plays a role (Federal Trade Commission, 1999). In 2000, a special report to the U. S.Congress on alcohol decried the lack of longitudinal studies assessing the effects of alcohol advertising on young peoples drinking behavior, and reason out that, survey studies provide some evidence that alcohol advertising may influence drinking beliefs and behaviors among children and adolescents. This ev idence, however, is far from conclusive (U. S. Department of Health and tender-hearted Services, 2000). The intervening years, however, have witnessed an outpouring of new studies, looking particularlyat alcohol advertisings impact on youth. The most recent systematic review identified 13 longitudinal studies published in peer-reviewed literature, following up a total of more than 38,000 young people. The 71 review concluded that these studies consistently suggest that exposure to media and commercial communication theory intimately alcohol is associated with a greater likelihood that adolescents will bulge out alcohol consumption, or drink more if they are already drinking at baseline (Anderson, De Bruijn, Angus, Gordon, & Hastings, 2009).Beyond documenting youth exposure to alcohol marketing (described above) and quantifying the effects of that exposure (this literature has been systematically reviewed three times in recent yearssee Hastings, Anderson, Cooke, & Gordon, 2005 Sm ith & Foxcroft, 2007 Anderson et al. , 2009), researchers have also seek to develop interpretive models to explain the effects of alcohol marketing on young people, to assess whether alcohol advertising targets young people, and to quantify the effectiveness of regulatory restrictions on marketing and other countermeasures.The following sections will review developments since 2004 in each of these three categories. Interpretive If alcohol advertising affects young peoples decision making models regarding alcohol use, how does this occur? proterozoic work on alcohol advertising and youth tended to rest on a simple theoretical basis Exposure to alcohol advertising influences youth drinking behavior. However, more recent studies have pointed to the importance of alcohol advertising in shaping youth attitudes, perceptions and, particularly, expectancies rough alcohol use, which then influence youth decisions to drink.Thus, in addition to measuring exposure and drinking behavior, rese archers have increasingly included measures of attitudes and expectancies nearly alcohol use, integrating these variables into media effects models. For example, the Message Interpretation Process (MIP) model posits that children process media messages using a combination of logic and emotion or wishful thinking, and that the latter may override the former, a viewpoint consistent with the neurobiological evidence described above.In the case of alcohol advertising, the MIP model has been shown in cross-section(a) research to suggest a cognitive progression from zest of alcohol ads (an 72 GLOBAL ALCOHOL MARKETING affective response associated with the desirability of portrayals in the ads and a resulting identification with characters in the ads) to positive expectancies or so alcohol use, to intentions to drink or actual drinking among young people (Austin & Knaus, 2000 Austin, Pinkleton, & Fujioka, 2000).What young people appear to like in alcohol advertising is elements of humor and story, with somewhat less appreciation of music, animal characters, and people characters. Liking of these elements significantly contributed the general likeability of specific advertisements, and then to greater likelihood of intent to purchase the product and brand advertised (Chen, Grube, Benjamin, & Keefe, 2005 ). The same study also found that young people are not interested in alcohol advertising stressing product attributes or discouraging underage drinking, and exposure to these was associated with less relish to purchase the product.Testing of the MIP model on cohorts of young people (defined as ages 15 to 20) and young adults (ages 21 to 29) provided further evidence of the validity of this model for describing youth decision-making processes. While exposure to alcohol advertising shaped attitudes and perceptions about alcohol use among both cohorts, these attitudes and perceptions predicted only the young peoples positive expectancies about alcohol and intentions to drink, but did not affect the young adults expectancies and alcohol consumption (Fleming, Thorson, & Atkin, 2004).While improved specification of the model of how alcohol advertising may affect young peoples drinking has in turn strengthened the statistical relationships found in this body of research, the studies thus far have continued to be hindered by their cross-section(a) designs, which render conjectures about causality more difficult than longitudinal surveys. The 4th group funded by the NIAAA to study alcohol advertising and youth is focused on this question of how young peoples interpretive processes skill explain the influence of alcohol advertising on them.A cross-sectional analysis of the first 73 wave of data collection from the study confirmed that adolescents progressively internalize messages about alcohol, and that these messages affect their drinking behaviors. Subjects who watched more primetime television found portrayals of alcohol in alcohol advertising m ore desirable, and showed greater desire to emulate the persons in the ads. These were associated with more positive expectancies about alcohol use, which then positively predicted liking beer brands as well as alcohol use (Austin, Austin, & Grube, 2006).Early analysis of longitudinal data from the work of this research group has revealed a positive relationship between liking of alcohol ads at baseline and alcohol consumption over a follow-up period of three years, among a cohort of 9- to 16year-olds from nine counties in the San Francisco Bay Area. The effects of liking the ads were mediated through expectancies about alcohol use, as well as through normative effects of the exposure to alcohol advertising.Young people who liked alcohol advertising not only believed that positive consequences of drinking were more likely, but also were more likely to believe that their peers drank more frequently, and that their peers approved more of drinking. All these beliefs interacted to produ ce greater likelihood of drinking, or of intention to drink within the following year. Furthermore, the causal arrows all pointed in one directionthat is, positive expectancies about alcohol use did not predict greater liking of the alcohol ads, nor did assumptions about peer drinking or peer opinions of drinking (Chen & Grube 2004).While most alcohol advertising on television is for alcohol products, alcohol companies also place substantial amounts of what are dubbed responsibility ads, which may caution drunk driving or underage drinking, or otherwise pass on people to use alcohol responsibly and in moderation. According to the Center on Alcohol Marketing and Youth, from 2001 to 2003 alcohol companies placed 21,461 such ads, compared with 761,347 product ads.Youth were substantially more likely to be exposed to product than to responsibility 74 GLOBAL ALCOHOL MARKETING ads in 2003, they were 96 times more likely to see a product ad than an industry-funded ad about underage drin king, and 43 times more likely to see a product ad than an industry ad about drinking-driving (Center on Alcohol Marketing and Youth, 2005a). A recent study try to assess the impact of these messages on young people, and concluded that the advertisements were examples of strategic ambiguity, defined as the strategic and purposeful use of messages with high levels of abstraction to at the same time accomplish multiple, and often conflicting, organizational goals (Smith, Atkin, & Roznowski, 2006).More so with teens (age 16 to 18 in the studys sample) than with young adults (age 19 to 22), young people drew diverse messages from the advertisements. In the context of little evidence that such advertising is effective in encouraging responsible drinking behavior (DeJong, Atkin, & Wallack 1992), the study found that young peoples evaluative responses about the brewers who placed the ads were predominantly favorable, while interpretations taken from the ads were mostly pro-drinking.Grube and Waiters (2005) recently reviewed the evidence on the content of alcohol messages in the mass media and their effects on drinking beliefs and behaviors among youth. They begin by pointing to the largely positive message milieu about alcohol that exists in the mass media outside of paid advertising, including television programming, film, popular music and music videos, Internet content (as opposed to paid Internet advertising, and including alcohol company Web sites), and magazine content.The impact of this content on young peoples drinking behavior has mostly gone unexamined in the scientific research literature. Their review of the evidence regarding alcohol advertisings effects concludes that survey research studies on alcohol advertising and young people consistently indicate that there are small, but significant, correlations between awareness of and liking of alcohol advertising and drinking beliefs and behaviors among young people (Grube & Waiters, 2005). 75.Whether alco hol advertising targets young people withal if there is a relationshipwhich longitudinal research studies suggest may be causalbetween youth exposure to alcohol advertising and youth drinking behaviors, is the level of youth exposure to alcohol advertising in the mass media the result of intentional targeting, or simply serial to the alcohol industrys efforts to reach its principal target (usually identified in the United States as young adults age 21-34 Theodore, 2001 Riell, 2002)?In 2003, an article appeared in the Journal of the American Medical Association alleging that magazine advertising by beer and liquor companies is associated with adolescent readership (Garfield, Chung, & Rathouz, 2003).Based on a nose count of the alcohol advertising in 35 major U. S.magazines appearing from 1997 to 2001, the study used market research data to estimate adolescent (ages 12 to 19), young adult (ages 20 to 24) and older adult (ages 25 and above) readers of those magazines, and found that , after adjusting for magazine characteristics, every additional million adolescent readers predicted a 60% increase in the rate of beer or distilled spirits advertising appearing in the magazine.