The author conducted a content analysis to determine the frequency and context of alcohol and tobacco cues in daytime television soap opera programs broadcast in Fall 1986 and Fall 1991. Given societal concerns about alcohol and tobacco, one might expect the frequency and use of these products to be similar. This research found, however, that alcohol cues occurred significantly more frequently than tobacco cues and with significantly increasing frequency in 1991 versus 1986. The alcohol cues were found to be generic, in “appropriate” settings, and neither actively consumed nor directly related to storylines. Nevertheless, their increasing use could still be of concern.
Get full access to this article
View all access options for this article.
References
1.
American Medical Association (1993), “Factors Contributing to the Health Care Cost Problem,”Chicago: American Medical Association, 1–22.
2.
BabrowAustin S. (1987), “Student Motives for Watching Soap Operas,”Journal of Broadcasting and Electronic Media, 31(3), 309–21.
3.
BanduraAlbert (1971), Social Learning Theory.New York: General Learning Press.
BrownElizabeth A. (1991), “Critics Remain Skeptical of Beer and Liquor Producers Efforts To Respond,”Christian Science Monitor (July 19)12.
6.
ClancyKevin J., and KweskinDavid M. (1971), “TV Commercial Recall Correlates,”Journal of Advertising Research, 11(2), 18–20.
7.
ColfordSteven (1993), “Call for Alcohol Ad Warnings Has Friend in White House,”Advertising Age (April 5)3.
8.
ComstockGeorge (1977), “Types of Portrayal and Aggressive Behavior,”Journal of Communications, 27(3), 189–98.
9.
DiamondBill (1988), “Is TV All Bad?”Seventeen (November), 87.
10.
GerbnerGeorge (1973), “Teacher Image in Mass Culture; Symbolic Functions in the Hidden Curriculum,” in Communications Technology and Social Policy, GerbnerGeorge, eds. New York: John Wiley & Sons, Inc.
11.
GerbnerGeorge, and GrossLarry, MorganMichael, and SignorelliNancy (1982), “Charting the Mainstream—Television's Contributions to Political Orientations,”Journal of Communications, 32(2), 100–127.
12.
GreenbergA., and SuttoniC. (1973), “Television Commercial Wearout,”Journal of Advertising Research, 13(6), 47–54.
HovlandCarl I., and JanisIrving L., eds. (1959), Personality and Persuasibility.New Haven, CT: Yale University Press.
15.
HughesMarie Adele, and GarrettDennis E. (1990), “Intercoder Reliability Estimation Approaches in Marketing: A Generalizable Theory Framework for Quantitative Data,”Journal of Marketing Research, 27(May), 185–95.
16.
HwangSuein L. (1992), “Some Stadiums Snuff Out Cigarette Ads,”Wall Street Journal (July 17)B6.
17.
KassarjianHarold H. (1977), “Content Analysis in Consumer Research,”Journal of Consumer Research, 4(2), 8–18.
18.
KielwasserAlfred, and WolfMichelle (1989), “The Appeal of Soap Opera,”Journal of Popular Culture, 23(Fall), 111–21.
19.
KolbeRichard H., and BurnettMelissa S. (1991), “Content Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity,”Journal of Consumer Research, 18(September), 243–50.
20.
KongDolores (1992), “Do Ads Lure Kids to Drink and Smoke?”Boston Globe (April 27)41.
21.
KrugmanHerbert E. (1965), “The Impact of Television Advertising: Learning Without Involvement,”Public Opinion Quarterly, 29(Autumn), 349–56.
22.
KrugmanHerbert E. (1988), “Point of View: Limits of Attention to Advertising,”Journal of Advertising Research, 28(October-November), 47–50.
23.
MooreTimothy (1982), “Subliminal Advertising: What You See Is What You Get,”Journal of Marketing, 46(Spring), 38–47.
24.
A.C. Nielsen Co., (1987, 1992), “Nielsen System Ratings,” Northbrook, EL.
25.
PaskowskiMarianne (1986), “As the Daytime Turns,”Marketing and Media Decisions, 21(7), 30–36.
26.
PerreaultWilliam D.Jr., and LeighLaurence E. (1989), “Reliability of Nominal Data Based on Quantitative Judgments,”Journal of Marketing Research, 26(May), 135–48.
27.
RoseBrian (1979), “Thickening the Plot,”Journal of Communications, 29(4), 81–84.
28.
CongressU.S. (1988), Senate Committee on Governmental Affairs. Hearings on the Causes and Consequences of Alcohol Abuse. 100th Congress, Second Session. Washington, DC: U.S. Government Printing Office.
29.
WallackLawrence, BreedWallace, and CruzJohn (1987), “Alcohol on Prime Time Television,”Journal of Studies on Alcohol, 48(1), 33–38.
30.
WaldropJudith, and CrispellDiane (1988), “Daytime Dramas and Demographic Dreams,”American Demographics (October), 29–32.
