TY - JOUR
T1 - Adolescent responses to TV beer ads and sports content/context
T2 - Gender and ethnic differences
AU - Slater, Michael D.
AU - Rouner, Donna
AU - Domenech-Rodriguez, Melanie
AU - Beauvais, Frederick
AU - Murphy, Kevin
AU - Van Leuven, James K.
PY - 1997
Y1 - 1997
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=0037625871&partnerID=8YFLogxK
U2 - 10.1177/107769909707400109
DO - 10.1177/107769909707400109
M3 - Article
AN - SCOPUS:0037625871
SN - 1077-6990
VL - 74
SP - 108
EP - 122
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 1
ER -