204543 Injury messaging in alcohol advertising in youth-oriented magazines, 2003-2007: Results from content analysis

Tuesday, November 10, 2009: 4:50 PM

David H. Jernigan, PhD , Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
Elizabeth Rhoades, BS , Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
The Center on Alcohol Marketing and Youth (CAMY) produced more than 20 reports on youth exposure to alcohol advertising during its existence from 2002 to 2008. Numerous longitudinal studies have concluded that exposure to alcohol advertising and marketing is a risk factor in youthful drinking, which in turn is related to greater likelihood of unintentional and intentional injury. The Center's reports documented widespread youth overexposure to alcohol advertising in magazines. However, CAMY's work never focused on the content of the alcohol advertising. Prior content analysis found very low numbers of messages regarding injury in alcohol advertising (2%) but did not focus on solely on youth-oriented magazines. We performed an ethnographic content analysis to assess injury-related messages in a census of 1,930 unique alcohol advertisements (“creatives”) that appeared in eleven U.S. magazines with disproportionately youthful readerships between 2003 and 2007. Advertisements were assessed for injury-relevant content (including sexual violence); presence of warning and/or responsibility messages; populations targeted; and symbolism and/or language suggesting or encouraging overconsumption. Brand data was identified, and where brands were particularly likely to include unhealthy messages in their advertising, findings of the content analysis were compared with historical advertising placement data for those brands. Results of the content analysis are provided, and strategies for reducing the impact of alcohol advertising on young people are identified.

Learning Objectives:
By the end of this presentation, participants will be able to: 1) Identify major themes in alcohol advertising in youth-oriented magazines. 2) Evaluate the balance of messages in alcohol advertising from a public health perspective. 3) Name strategies to reduce the impact of magazine alcohol advertising on young people.

Keywords: Alcohol, Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I was the Research Director and then the Executive Director of the Center on Alcohol Marketing and Youth, which produced more than 20 reports on alcohol advertising placement, and which collected the advertisements used in the content analysis. I am a published author of content analysis work, and am the principal investigator for the content analysis that will be reported on in this presentation.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.