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

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.