Recorded presentation

Alfred Xuan¹, Thomas F. Babor, PhD, MPH¹, and Dwayne Proctor, PhD². (1) Department of Community Medicine and Health Care, University of Connecticut School of Medicine, 263 Farmington Avenue, Farmington, CT 06030-6325, 860-679-5482, xuan@uchc.edu, (2) Robert Wood Johnson Foundation, Route 1 & College Road East, Princeton, NJ 08543-2316

This presentation describes an experimental study of how vulnerable individuals perceive malt liquor and other alcohol advertisements. Vulnerability was defined by age (under 21), gender (women of childbearing age), ethnicity, alcohol problems (e.g., severity of alcohol dependence) and personality characteristics (e.g., sensation seeking). These factors are considered to be important reasons why the content of alcohol advertising should be regulated by industry self-regulation codes. Over 280 participants were recruited from urban communities and college campuses, with an over-sampling of ethnic minorities. Participants rated five TV and print ads in terms of the perceived age, attractiveness and drinking behavior of the characters portrayed in the ads. Preliminary results indicate that while the commercials tested did not depict the act of drinking, moderate or otherwise, the raters nevertheless perceived the characters to be binge drinkers. These perceptions were influenced in part by the gender and alcohol dependence severity of the raters. The results suggest that certain vulnerability factors are associated with different perceptions of alcohol advertising.

Learning Objectives:

• At the conclusion of the presentation participants should be more aware of the way in which personal and demographic vulnerability factors influence the perceptions of malt liquor advertising.

Keywords: Alcohol Problems, Public Health Policy

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.

Recorded presentation