Alcohol Advertising Exposure and Adolescent Alcohol Use: A Comparison of Exposure Measures

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Abstract
Previous studies have noted an association between exposure to alcohol advertising and adolescent alcohol use. However, exposure to alcohol advertising has been measured in various ways by many researchers. This study examined several different measures of exposure to alcohol advertising, including general television exposure, exposure to televised sports, perceived frequency of alcohol advertising exposure, advertisement recognition, receptivity to alcohol marketing, recall of brand names, and liking of alcohol advertisements. Logistic regression analyses were used to assess the association of each measure with alcohol use or intentions. In a sample of 591 adolescents in California, several advertising exposure measures were associated significantly with alcohol use: a scale of advertisement liking, a scale of media receptivity, and number of alcohol brands recalled. These associations were significant after controlling for the possible confounding effects of the other advertising exposure measures. Results suggest that both cognitive and affective responses to alcohol advertising may be risk factors for adolescent alcohol use