Adolescent responses to TV beer ads and sports content/context: Gender and ethnic differences

Michael D. Slater, Donna Rouner, Melanie Domenech-Rodriguez, Frederick Beauvais, Kevin Murphy, James K. Van Leuven

Research output: Contribution to journalArticlepeer-review

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.

Original languageEnglish
Pages (from-to)108-122
Number of pages15
JournalJournalism and Mass Communication Quarterly
Volume74
Issue number1
DOIs
Publication statusPublished - 1997
Externally publishedYes

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