Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #113145

Gabriel James M. Garcia, MA, MPH, Community Health Sciences, University of California Los Angeles, School of Public Health, Los Angeles, CA 90405, 3103927642, gabrieljmgarcia@yahoo.com, Amy Myerson, MA, Department of Community Health Sciences, Department of Community Health Sciences, UCLA, P.O. Box 95-1772 School of Public Health, Los Angeles, CA 90095, Deborah C. Glik, ScD, School of Public Health, University of California Los Angeles, P.O. Box 951772, Los Angeles, CA 90095-1772, and Mike Prelip, DPA, MPH, Nutrition Friendly Schools and Communities, UCLA School of Public Health, Department of Community Health Sciences, P.O. Box 951772, Los Angeles, CA 90095-1772.

Current trends show that an increasing number of younger women and youth are consuming heavy amounts of alcohol. One factor that may help explain this trend is the increased alcohol marketing in television shows, radio stations, and internet sites accessed by this specific group of people. Another hypothesis is that this group may be exposed to heavy amounts of alcohol ads in the neighborhoods they live. We conducted a case study in selected zip codes in Bakersfield, CA to investigate (1) how much and what kinds of alcohol are being advertised; (2) to whom it is advertised; and (3) how it is perceived especially by women. Rather than looking at the alcohol ads in popular media, like television, we looked instead at billboards and point-of-purchase alcohol ads in convenience and liquor stores. A multi-method strategy was used that included: mapping and survey techniques, content analysis of billboard and point-of-purchase alcohol ads, and focus group interviews. We found that (1) there were approximately 15 alcohol ads per business establishment; (2) most of the alcohol ads appealed to both males and females and to all ethnic groups; and (3) women, in general, perceive alcohol ads favorably. The “cross-gender” and “cross-ethnic” appeal of many of the ads we reviewed stressed themes of sex, sports, and diet. However, many of the ads also reinforced tradition and culture that promoted “normalization” messages—i.e., that it was normal and expected to drink. These findings have implications for counter alcohol advertising for these audiences.

Learning Objectives: Participants will learn

• To be aware of current trends in drinking among young adults.
• To use multiple research methods to assess advertising media for campaign planning
• To review ideas about alcohol counter advertising campaigns.

Keywords: Alcohol, Media

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.