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. 2017 Jun;4(2):172-183.
doi: 10.1007/s40429-017-0146-y. Epub 2017 Apr 28.

The Myriad Influences of Alcohol Advertising on Adolescent Drinking

Benjamin L Berey  1 , Cassidy Loparco  1 , Robert F Leeman  1   2 , Joel W Grube  3
Affiliations

The Myriad Influences of Alcohol Advertising on Adolescent Drinking

Benjamin L Berey et al. Curr Addict Rep. 2017 Jun.

Abstract

Purpose of review: This review investigates effects of alcohol advertising on adolescent drinking. Prior reviews focused on behavioral outcomes and long-term effects. In contrast, the present review focuses on subgroups with greater exposure to alcohol advertising, research methods to study alcohol advertising, potential mechanisms underlying relationships between adolescent exposure to alcohol advertising and increased drinking and points to prevention/intervention strategies that may reduce effects of alcohol advertising.

Recent findings: Alcohol advertising influences current and future drinking. Further, evidence suggests adolescents may be targeted specifically. Alcohol advertisements may influence behavior by shifting alcohol expectancies, norms regarding alcohol use, and positive attitudes. Media literacy programs may be an effective intervention strategy.

Summary: Adolescents are exposed to large quantities of alcohol advertisements, which violates guidelines set by the alcohol industry. However, media literacy programs may be a promising strategy for adolescents to increase critical thinking and create more realistic expectations regarding alcohol.

Keywords: Young adult; alcohol marketing; digital alcohol advertising; mechanisms; media literacy.

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