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Article: Studying influences of underage drinking in the United States: a content analytic study of alcohol advertisements in popular magazines.(ABSTRACT)
- Article from:
- Journal of Academy of Business and Economics
- Article date:
- March 1, 2004
- Author:
CopyrightCOPYRIGHT 2004 International Academy of Business and Economics. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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ABSTRACT
Each year underage consumers spend billions of dollars on alcoholic beverages. The results of underage drinking have both monetary and societal repercussion. While many factors contribute to underage drinking, unintentional marketing to underage consumers by companies within the alcoholic beverage industry might be at least partially responsible. Magazines are a popular and prevalent medium through which these companies advertise, to legal consumers and underage consumers alike. The study provides insights into how some print advertisements can be perceived as targeting underage consumers.
1. INTRODUCTION
There has been a tremendous ...