Abstract
This experiment examines gender and ethnic differences in adolescent responses to TV beer advertising in sports and entertainment programming, as well as the relationship between such responses and present and planned alcohol use behavior. Female adolescents responded less positively than males to beer advertisements and to sports content of advertising, and more positively to nonbeer advertisements. However, positive responses to beer ads predicted alcohol use among female and male adolescents. No differences in response patterns to ads due to Latino ethnicity were found.
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