TV Beer Commercials and Children: Exposure, Attention, Beliefs, and ExpectationsAbout Drinking as an Adult

摘要

The report presents findings from a study of the effects of televised beercommercials on 5th and 6th grade children; 85 percent of the children were 11 or 12 years old. The primary source of data was a scientific survey of 468 randomly selected children. Each child was interviewed in-person at his or her home. The most important finding of the study is that there is a relationship between exposure and attention to beer advertising on the one hand, and beliefs about the social and ritual aspects of beer consumption, and expectations to drink as an adult, on the other. There were consistent and significant differences between