Television alcohol commercials and under-age drinking
Philip Aitken
University of Strathclyde, Glasgow, UK
Research in Scotland has shown that televisionalcohol commercials become increasingly salient and attractive over the years 10 to14. By the ageof 14 children perceive lager and beer commercials as promoting macho-masculinity,sociability and working-class values.The research also showed consistent differences between under-age drinkers and non-drinkers of the same age.Drinkers tend to be more adept at recognising and identifying brand imagery.This suggests they pay more attention to alcohol commercials. Drinkers also tend to be more appreciative of alcohol commercials. This suggests they...