Self-Reported Youth and Adult Exposure to Alcohol Marketing in Traditional and Digital Media: Results of a Pilot Survey
Self-Reported Youth and Adult Exposure to Alcohol Marketing in Traditional and Digital Media: Results of a Pilot Survey
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DOI：
10.1111/acer.13331
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发表时间：
2017-03-01
影响因子：
3.2
通讯作者：
Borzekowski, Dina
中科院分区：
文献类型：
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作者：
Jernigan, David H.;Padon, Alisa;Borzekowski, Dina
背景：众所周知，酒类营销是未成年人饮酒的一个重要风险因素。然而，人们对青少年和成年人在数字和社交媒体上接触酒精广告的情况知之甚少。本研究对青少年和成年人对酒精在线营销的回忆进行了比较评估。方法：2013年9月至10月，对1,192名青年进行了一项试点调查，调查对象是过去30天内接触传统和数字媒体上的酒类广告和促销内容的情况。（13至20岁）和1，124名成年人（21岁）使用GfK Custom Research维护的预先招募的互联网面板。通过媒体类型以及广告和促销内容比较了报告这种接触的青年和成年人的加权比例。年轻人比成年人更容易回忆起电视上的酒精广告（69.2%对61.9%），广播（24.8%对16.7%），广告牌（54.8%对35.4%）和互联网（29.7%对16.8%），但不太可能记得在杂志上看到广告（35.7%对36.4%）。年轻人也更有可能回忆起在互联网上看到名人使用酒精的广告和图片（36.1%对20.8%）或穿着促进酒精的服装（27.7%对15.9%），并积极回应（即，结论：在大多数媒体（包括互联网）中，青少年比成年人更容易接触到酒精广告和促销内容。这些调查结果强调，必须确保遵守关于酒类广告的自愿行业标准，必须开发更好的工具，监测青年接触酒类营销的情况，特别是在互联网上。
Background: Alcohol marketing is known to be a significant risk factor for underage drinking. However, little is known about youth and adult exposure to alcohol advertising in digital and social media. This study piloted a comparative assessment of youth and adult recall of exposure to online marketing of alcohol.Methods: From September to October 2013, a pilot survey of past 30-day exposure to alcohol advertising and promotional content in traditional and digital media was administered to a national sample of 1,192 youth (ages 13 to 20) and 1,124 adults (ages 21) using a prerecruited Internet panel maintained by GfK Custom Research. The weighted proportions of youth and adults who reported this exposure were compared by media type and by advertising and promotional content.Results: Youth were more likely than adults to recall exposure to alcohol advertising on television (69.2% vs. 61.9%), radio (24.8% vs. 16.7%), billboards (54.8% vs. 35.4%), and the Internet (29.7% vs. 16.8%), but less likely to recall seeing advertising in magazines (35.7% vs. 36.4%). Youth were also more likely to recall seeing advertisements and pictures on the Internet of celebrities using alcohol (36.1% vs. 20.8%) or wearing clothing promoting alcohol (27.7% vs. 15.9%), and actively respond (i.e., like, share, or post) to alcohol-related content online.Conclusions: Youth report greater exposure to alcohol advertising and promotional content than adults in most media, including on the Internet. These findings emphasize the need to assure compliance with voluntary industry standards on the placement of alcohol advertising and the importance of developing better tools for monitoring youth exposure to alcohol marketing, particularly on the Internet.