Evaluating industry codes governing malt liquor ads

描述（由申请人提供）： 本研究的长期目标是开发两种方法工具 和实证研究结果， 麦芽酒广告的影响。 该项目尤其受到关注 与方法来评估行业自律守则，用于指导 电视和平面广告的营销和内容， 产品. 在这个项目的形成阶段，电视和 印刷广告将被汇编，焦点小组将进行开发 行业准则的操作措施，以及这些措施的可靠性 将在一项重测研究中对75名参与者进行评估， 根据年龄（18-24岁），性别和种族多样性。 一旦这些措施 它们将被用于一项基于实验室的研究， 有代表性的电视和平面广告与样本的480名参与者招募 来自市中心和大学校园。 这项研究是 旨在回答以下问题：模特是用麦芽塑造的吗？ 酒类广告被认为符合行业准则， 年龄，负责任的饮酒行为，吸引力和其他建议 标准？ 对电视广告和印刷品中的模特进行评估 广告作为观看者的结构的函数而变化（例如，年龄、性别、种族 组成员资格）和个体差异（例如，饮酒史，酒精 期望、个性特征、酗酒家族史）脆弱性 因素？ 电视广告是否更符合行业规范 比平面广告，观众对电视平面广告的看法不同， 假定的结构和个体差异脆弱性因素？ 的 本申请中描述的研究的意义在于其 有可能推进必要的方法，以评估遵守 麦芽酒广告行业自律准则，并提供 关于合规性和这些指南的初步经验数据， 脆弱性因素，与可持续发展观念有关， 脆弱的观众

DESCRIPTION (provided by applicant): The long-term goals of this research are to develop both methodological tools and empirical findings that will advance knowledge about the public health impact of malt liquor advertisements. The project is particularly concerned with methods to evaluate industry self-regulation codes that are used to guide the marketing and content of both TV and print advertisements for these products. During the formative stage of this project, and archive of TV and print ads will be compiled, focus groups will be conducted to develop operational measures of industry guidelines, and reliability of these measures will be evaluated in a test-retest study with 75 participants selected in the basis if age (18-24), gender, and ethnic diversity. Once the measures have been developed, they will be used in a laboratory-based study of representative TV and print ads with a sample of 480 participants recruited from both inner city neighborhoods and college campuses. The research is designed to answer the following questions: Are models portrayed in malt liquor ads perceived to be in conformance with industry guidelines pertaining to age, responsible drinking behavior, attractiveness and other recommended standards? Do the evaluations of models portrayed in TV commercials and print ads vary as a function of the viewer's structural (e.g., age, gender, ethnic group membership) and individual difference (e.g., drinking history, alcohol expectancies, personality traits, family history of alcoholism) vulnerability factors? Are TV commercials more of less in compliance with industry codes than print ads, and do viewer perceptions of TV print ads differ according to the putative structural and individual difference vulnerability factors? The significance of the research described in this application lies with its potential to advance the methodology necessary to evaluate the adherence of malt liquor ads to industry self-regulation guidelines, and to provide preliminary empirical data about both conformance and these guidelines and vulnerability factors that are associated with nonconforming perceptions by vulnerable viewers.