Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #117242

Rhonda J. Jones-Webb, DrPH, Alcohol Epidemiology Program, University of Minnesota, Division of Epidemiology, 1300 South Second Street, Suite 300, Minneapolis, MN 55454, 612-624-1818, jones@epi.umn.edu

Objectives. Our study examined the promotion of malt liquor and other alcoholic beverages in inner-city neighborhoods in 10 U.S. cities from 2003-2004. The specific objectives of our study were to (1) determine whether malt liquor was heavily promoted in inner-city neighborhoods, and (2) describe some of the characteristics of alcohol ads on billboards and transit shelters in inner-cities. Methods. Data on the promotion of malt liquor and other alcoholic beverages were limited to ads on storefronts (n= 389) and on billboards and transit shelters (n=169). Results. We found malt liquor ads were more prevalent on storefronts than on billboards and transit shelters. About one-third (30%) of stores had one or more malt liquor ads on their storefronts. In contrast, there were very few ads regarding malt liquor on billboards or on transit shelters. Most alcohol ads on billboards and transit shelters (78%) featured a specific alcohol product and did not include human models. The major theme of these ads focused on product quality, price, packaging or comparisons with other brands. When human models were featured, the models were often female, young, African American or white. Conclusion. Malt liquor continues to be heavily promoted in inner cities, especially by merchants.

Learning Objectives: At the conclusion of this presentation, the learner will be able to

• articulate how malt liquor is marketed by merchants and the alcohol industry; (
• compare differences in how merchants and the alcohol industry market malt liquor in inner cities; and 3)identify themes in alcohol ads that may appeal to inner-city youth and others.

Keywords: Alcohol, Marketing

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.