Television Advertisements for Alcoholic Drinks Do Reinforce Under-age Drinking

Individual interviews were conducted with 433 Glasgow children aged between 10 and 17. The findings were consistent with previous research in indicating that children are much more aware and appreciative of alcohol advertising than adults realize. They were particularly appreciative of television commercials for mass-produced lagers. This is consistent with previous research in indicating that commercials for alcoholic drinks aimed at older teenagers and young adults present qualities that younger teenagers find attractive. There were consistent and important differences between under-age drinkers and non-drinkers. Under-age drinkers were more adept at recognising and identifying brand imagery in alcohol commercials. This suggests they tend to pay more attention to alcohol commercials. Under-age drinkers also tended to be more appreciative of television advertisements for alcoholic drinks. This suggests they get more pleasure out of alcohol commercials. In other words, television alcohol commercials are reinforcing under-age drinking.     

Predisposing effects of cigarette advertising on children's intentions to smoke when older

Six hundred and forty Glasgow children, initially aged between 11 and 14 years, were interviewed twice, with approximately one year between interviews. Children whose intentions to smoke when older became more positive between the two interviews tended to be more aware of cigarette advertising at the time of the first interview (compared with children whose intentions to smoke were negative at both interviews). Children whose intentions to smoke became more negative between the interviews tended to be less appreciative of cigarette advertisements at the time of the first interview (compared with children whose intentions to smoke were positive at both interviews). Since both groups differed from their respective contrast groups before their declared intentions changed, these findings support the view that cigarette advertising has predisposing as well as reinforcing effects on children's attitudes and behaviour with respect to smoking.     

AN OBSERVATIONAL STUDY OF YOUNG ADULTS' DRINKING GROUPS--II. DRINK PURCHASING PROCEDURES, GROUP PRESSURES AND ALCOHOL CONSUMPTION BY COMPANIONS AS PREDICTORS OF ALCOHOL CONSUMPTION

Quantitative observations were made of 200 groups in bars cateringfor young adults. Most drinkers were members of groups in whichround-buying procedures were used. Purchasing procedures weregood predictors of alcohol consumption among males, accountingfor 15% of the variance in consumption. Males who purchasedrounds tended to consume more alcohol than did males who didnot purchase drinks for others. Drinkers with companions whoconsumed large amounts of alcohol tended to consume more alcoholand tended to have higher drinking rates. Considered alone,the average amount consumed by companions accounted for 62%and 48% the variance in alcohol consumption by males and femalesrespectively. Qualitative observations and interviews with 200 patrons arealso described Findings from the interviews indicate that therewere considerable pressures on males and females to conformto the ‘institution’ and to the ‘rules’of round-buying. However, the quantitative observations showedthat the majority of females did not openly purchase drinks.This suggests that observational procedures can provide usefulchecks on findings obtained from questioning procedures.     

Adults' Attitudes Towards Drinking Among Young People in Scotland: Implications for Health Education Strategies

This paper provides and overview of a recent study of adults'attitudes towards drinking by young people. The major findingsand implications for further health education strategies arediscussed in the light of previous developmental studies ofyoung people's attitudes/behaviour related to drinking.