Attitudes toward drinking conveyed in studio greeting cards.
- 1 August 1980
- journal article
- Published by American Public Health Association in American Journal of Public Health
- Vol. 70 (8) , 826-829
- https://doi.org/10.2105/ajph.70.8.826
Abstract
Analysis of 129 studio cards containing alcohol-related subject matter revealed themes which suggest that getting drunk is a natural and desirable concomitant of celebrations and that drunkenness is humorous, enjoyable, and harmless. It is proposed that the depiction of intoxication in these cards as pleasurable and risk-free may legitimate and reinforce tolerant attitudes toward alcohol abuse and thereby contribute to their entrenchment and pervasiveness in the face of recent public education prevention campaigns.Keywords
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