Adolescent Counterarguing of TV Beer Advertisements: Evidence for Effectiveness of Alcohol Education and Critical Viewing Discussions

The pervasiveness of American youth's exposure to alcohol advertising is well-documented, as is the correlational evidence linking such exposure to alcohol-related attitudes, use, and expectancies. While efforts to train young people to resist persuasive appeals are often made in alcohol educat...

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Bibliographic Details
Published in:Journal of drug education 1996-01, Vol.26 (2), p.143-158
Main Authors: Slater, Michael D., Rouner, Donna, Murphy, Kevin, Beauvais, Frederick, Van Leuven, James, Domenech-Rodriguez, Melanie M.
Format: Article
Language:English
Subjects:
Adolescent
Adolescent Behavior - psychology
Adolescents
Advertisements
Advertising
Advertising as Topic - methods
Alcohol
Alcohol Abuse
Alcohol Drinking - economics
Alcohol Drinking - prevention & control
Alcohol Drinking - psychology
Alcohol Education
Alcohol use
Alcoholic Beverages
Analysis of Variance
Attitude
Beer
Beer - economics
Behavior Modification
Biological and medical sciences
Classes
Cognitive Restructuring
Colorado
Correlation
Critical Viewing
Drinking
Drug prevention
Educational Programs
Ethnicity
Factors
Female
Health Education
Health Education - statistics & numerical data
High School Students
Humans
Intervention
Judgment
Junior High School Students
Male
Mass Media Effects
Mass Media Images
Medical sciences
Mental health
Negativism
Persuasive Communication
Persuasive Discourse
Prevention. Health policy. Planification
Program Evaluation
Psychology. Psychoanalysis. Psychiatry
Psychopathology. Psychiatry
Regression Analysis
Resistance
Resistance (Psychology)
Responses
Retrospective Studies
Sampling Studies
Secondary Education
Secondary School Students
Sex Factors
Social Perception
Social psychiatry. Ethnopsychiatry
Student Attitudes
Teenagers
Television
Television programmes
Time Factors
USA
Young people
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Summary:The pervasiveness of American youth's exposure to alcohol advertising is well-documented, as is the correlational evidence linking such exposure to alcohol-related attitudes, use, and expectancies. While efforts to train young people to resist persuasive appeals are often made in alcohol education programs, little evidence exists concerning the effectiveness of such efforts. The present study (N = 83) found that recency of exposure to alcohol education classes and discussion of alcohol advertising in such classes predicts cognitive resistance (counterarguing) of such advertisements months or even years after class exposure. Age, gender, and ethnicity were statistically controlled. While females tended to counterargue the alcohol advertisements more than did males, there was no statistically significant difference in the impact of education on males and females.
ISSN:0047-2379
1541-4159
DOI:10.2190/8382-ELN0-1FDW-V2CA