Assessing Youth-Appealing Content in Alcohol Advertisements: Application of a Content Appealing to Youth (CAY) Index
Assessing Youth-Appealing Content in Alcohol Advertisements: Application of a Content Appealing to Youth (CAY) Index
复制标题
DOI：
10.1080/10410236.2016.1250331
复制
发表时间：
2018-01-01
影响因子：
3.9
通讯作者：
Jernigan, David
中科院分区：
文献类型：
--
作者：
Padon, Alisa A.;Rimal, Rajiv N.;Jernigan, David
未成年人饮酒在美国是一个严重的公共健康问题，青少年接触酒精广告已被指出是一个可能的促成因素。尽管许多研究已经确定了吸引年轻人的广告内容特征，但这项研究的一个关键限制是缺乏一个更广泛的工具来检查这些特征，特别是那些受未成年饮酒者欢迎的酒精品牌。我们创建了一个在研究文献中发现的吸引年轻人的内容元素指数，然后在内容分析中使用这个指数来确定在年轻人中流行的电视节目中播放的酒精广告样本中出现吸引年轻人的内容的程度。最后，使用双变量分析，我们测试了酒精品牌对该内容的使用与这些品牌在年轻人中的受欢迎程度之间的关系。我们发现，许多广告都有吸引年轻人的内容，最受年轻人欢迎的酒类品牌的广告比不那么受欢迎的品牌有更多吸引年轻人的内容。
Underage drinking is a serious public health problem in the United States, and youth exposure to alcohol advertising has been indicated as a possible contributing factor. Although a number of studies have identified advertising content features that youth find appealing, a key limitation of this research is the absence of a broader tool to examine those features, especially those used by alcohol brands that are popular with underage drinkers. We created an index of content elements found in the research literature to be appealing to youth, and then used this index in a content analysis to identify the degree to which youth-appealing content appeared in a sample of alcohol ads that aired on television shows popular among youth. Finally, using bivariate analysis, we tested the relationship between alcohol brands' use of this content and the popularity of those brands among youth. We found that many of the ads featured youth-appealing content, and that the ads for the alcohol brands most popular among youth had more youth-appealing content than the less popular brands.