Exposing the Reality of Exposure to Alcohol

Research was done to determine if alcohol advertisement would lead to the increase of teen's consumption of alcohol. 3,890 students were given a survey to fill out each year from 7th grade till the 10th grade. There were many different types of questions given to the students like the following; seeing alcohol advertisements, consumption of alcohol, age, consumption of alcohol by their friends, adults,  the amount of TV being watched, the careers of their parents, the involvement of sports, and the amount of exposure they generally had to alcohol. Popular TV shows have such a great influence on generations. In addition, the advertisements that play during the commercial break of  these TV shows has a great impact on adolescents.

Adolescents want to be part of the "in" crowd and the want for popularity can drive many into lifestyles that will spiral out of control. Furthermore, the impact of advertisements on this particular group of adolescents found to be huge. The research was done by following up with the students each year and also by grading their liking of recent alcohol advertisements being shown on TV. The males in the group resulted in having consumed more alcohol than the females. The males also reported having more negative consequences due to their consumption of alcohol. Therefore, the results of this research conclude that there is a significant influence on adolescents to consume alcohol from advertisements. Nonetheless, there were a few limitations with this particular research. For instance, the group of adolescents were only followed up until the 10th grade. The adolescents could have been followed up through their senior year of high school. Only a public school was given the survey. A private school could have a different outcome. Markedly, the research was only done in one particular area.

A nationwide survey could warrant a whole new outcome. It is highly important to realize what adolescents are being taught by TV shows. Adolescents are greatly influenced by the things they see and hear. In essence, if a favorite TV show of theirs is plastered with alcohol advertisements, the chance of them consuming alcohol rises.

Abstract

Dent Clyde W., Grenard Jerry L., Stacy Alan W. (January 28,2013) Exposure to Alcohol Advertisements and Teenage Alcohol-Related Problems. Pediatrics 2013;131:2 e369-e379;doi:10.1542/peds.2012-1480