{"id":4607,"date":"2023-03-29T04:49:27","date_gmt":"2023-03-29T02:49:27","guid":{"rendered":"https:\/\/www.jphres.org\/?p=4607"},"modified":"2023-04-02T14:01:21","modified_gmt":"2023-04-02T12:01:21","slug":"alcohol-brand-use-of-youth-appealing-advertising-and-consumption-by-youth-and-adults","status":"publish","type":"page","link":"https:\/\/www.jphres.us.com\/index.php\/jphres\/article\/view\/1269\/","title":{"rendered":"Alcohol brand use of youth-appealing advertising and consumption by youth and adults"},"content":{"rendered":"<div class=\"item doi\"><span class=\"value\"><a href=\"https:\/\/doi.org\/10.4081\/jphr.2018.1269\">https:\/\/doi.org\/10.4081\/jphr.2018.1269<\/a><\/span><\/div>\n<ul class=\"item authors\">\n<li><span class=\"name\"><strong>Alisa A. Padon<\/strong><br \/>\n<span class=\"affiliation\">Public Health Institute, Oakland, CA, United States.<\/span><span class=\"orcid\"><a href=\"http:\/\/orcid.org\/0000-0003-2681-2464\" target=\"_blank\" rel=\"noopener\">http:\/\/orcid.org\/0000-0003-2681-2464<\/a><\/span><\/span><\/li>\n<li><span class=\"name\"><strong>Rajiv N. Rimal<\/strong><br \/>\n<\/span><span class=\"affiliation\">Milken Institute School of Public Health, Washington, DC, United States.<\/span><\/li>\n<li><strong><span class=\"name\">Michael Siegel<\/span><\/strong><span class=\"name\"><br \/>\n<\/span><span class=\"affiliation\">Boston University School of Public Health, MA, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>William DeJong<\/strong><br \/>\n<\/span><span class=\"affiliation\">Boston University School of Public Health, MA, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Timothy S. Naimi<\/strong><br \/>\n<\/span><span class=\"affiliation\">Boston Medical Center, MA, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>David H. Jernigan<\/strong><br \/>\n<\/span><span class=\"affiliation\">Johns Hopkins Bloomberg School of Public Health, MD, United States.<\/span><\/li>\n<\/ul>\n<div class=\"item abstract\">\n<h3 class=\"label\">ABSTRACT<\/h3>\n<p><em>Background<\/em>: Youth exposure to alcohol marketing has been shown to be an important contributor to the problem of underage drinking in the U.S. More work is needed on identifying and minimizing content with particular appeal to youth.<br \/>\n<em>Design and Methods:<\/em>\u00a0We tested the association between the youth-appeal of marketing content of televised alcohol advertisements and the brand-specific alcohol consumption of both underage youth and adults. We used existing data from three sources: a brand-specific alcohol consumption survey among underage youth (<em>N<\/em>=1032), a brand-specific alcohol consumption survey among adults (<em>N<\/em>\u00a0~13,000), and an analysis of content appealing to youth (CAY) in a sample of televised alcohol advertisements (n=96) aired during the youth survey. The association between CAY scores for the 96 alcohol ads and youth (age 13-20)\u00a0<em>versus<\/em>\u00a0adult (age 21+) consumption of those ads\u2019 brands was tested through bivariate and multivariate models.<br \/>\n<em><br \/>\nResults<\/em>: Brand CAY scores were (a) positively associated with brand-specific youth consumption after controlling for adult brand consumption; (b) positively associated with a ratio of youth-toadult brand-specific consumption; and (c) not associated with adult brand consumption.<br \/>\n<em><br \/>\nConclusions<\/em>: Alcohol brands with youth-appealing advertising are consumed more often by youth than adults, indicating that these ads may be more persuasive to relatively younger audiences, and that youth are not simply mirroring adult consumption patterns in their choice of brands. Future research should consider the content of alcohol advertising when testing marketing effects on youth drinking, and surveillance efforts might focus on brands popular among youth.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>https:\/\/doi.org\/10.4081\/jphr.2018.1269 Alisa A. Padon Public Health Institute, Oakland, CA, United States.http:\/\/orcid.org\/0000-0003-2681-2464 Rajiv N. Rimal Milken Institute School of Public Health, Washington, DC, United States. Michael Siegel Boston University School of Public Health, MA, United States. William DeJong Boston University School of Public Health, MA, United States. Timothy S. Naimi Boston Medical Center, MA, United States. &#8230; <a title=\"Alcohol brand use of youth-appealing advertising and consumption by youth and adults\" class=\"read-more\" href=\"https:\/\/www.jphres.us.com\/index.php\/jphres\/article\/view\/1269\/\" aria-label=\"More on Alcohol brand use of youth-appealing advertising and consumption by youth and adults\">Read more<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-4607","page","type-page","status-publish"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Alcohol brand use of youth-appealing advertising and consumption by youth and adults - Journal of Public Health Research<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jphres.us.com\/index.php\/jphres\/article\/view\/1269\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alcohol brand use of youth-appealing advertising and consumption by youth and adults - Journal of Public Health Research\" \/>\n<meta property=\"og:description\" content=\"https:\/\/doi.org\/10.4081\/jphr.2018.1269 Alisa A. Padon Public Health Institute, Oakland, CA, United States.http:\/\/orcid.org\/0000-0003-2681-2464 Rajiv N. Rimal Milken Institute School of Public Health, Washington, DC, United States. Michael Siegel Boston University School of Public Health, MA, United States. William DeJong Boston University School of Public Health, MA, United States. Timothy S. Naimi Boston Medical Center, MA, United States. ... 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