Exposure to Alcohol Billboards and Beliefs and Attitudes toward Drinking among Mexican American High School Students

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Abstract
Current controversy regarding the target marketing of alcohol billboards in Latino communities, alongside recent trends in alcohol consumption patterns among Mexican Americans, has led to concern about the impact of exposure to such advertising on the drinking behaviors of Mexican American youth. This study addresses this issue by evaluating the images depicted on alcohol billboards and examining the resultant relationship between exposure and beliefs. This relationship is examined within the framework of Bandura's social cognitive theory. To determine the prevalent themes on alcohol billboards surrounding a public high school in Chicago, Illinois, a content analysis was performed. Subsequently, the findings were incorporated into a survey examining beliefs and social perceptions regarding drinking among Mexican American high school students. Results suggest that one retention measure - brand exposure - and acceptance of positive themes related to drinking are associated with more positive attitudes toward drinking.