247058 Magazine Alcohol Advertising 2008-2010: Results from a Content Analysis

Tuesday, November 1, 2011: 12:50 PM

Katherine Clegg Smith, PhD , Department of Health, Behavior and Society, Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD
Samantha Cukier, MA, MBA , Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD
David H. Jernigan, PhD , Bloomberg School of Public Health, Johns Hopkins University, Baltimore, MD
Although adult and youth exposure to alcohol advertising in magazines is declining as a result of shifts of advertising dollars to television and to digital media, the content of alcohol advertising in magazines is still emblematic of the content of larger advertising campaigns of which these print advertisements are a part. Surveillance of youth exposure to media messages encouraging alcohol use has been mandated by the U.S. Congress. While much of this surveillance has concerned placement of alcohol advertising and the audiences gained by those placements, content restrictions are a substantial portion of alcohol industry self-regulatory codes, and an additional important area for public health surveillance. This study examines all individual creative executions for beer and distilled spirits products appearing in U.S. national magazines from 2008 to 2010. Two trained coders analyzed both manifest and latent content in the advertising, as well as all apparent violations of alcohol industry self-regulatory codes. Manifest content included settings, nutritional information, imagery and activities; latent content concerned appeal to specific genders, racial/ethnic groups, age groups, and types of drinkers (particularly heavy or dependent). Results of the content analysis and recommendations for further research and regulatory and self-regulatory action are provided.

Learning Areas:
Advocacy for health and health education
Public health or related laws, regulations, standards, or guidelines
Public health or related public policy
Public health or related research

Learning Objectives:
Analyze problematic content in beer and distilled spirits advertising in magazines and identify reforms needed to address this content.

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am a sociologist and public health professor with substantial expertise in content analysis, and I supervised this research project.
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.