Content and Effects of Alcohol Advertising. Report of Michigan State University Study

摘要

The report is complete in eight parts. The first part is an executive summary of the Alcohol Advertising Project. The Alcohol Advertising Project involves seven separate phases of research examining the content and effects of beer, wine and liquor advertisements. Two studies focus on the quantitative and qualitative attributes of the advertising messages appearing in magazines, newspapers and television. Five studies measure self reported audience exposure and response to alcohol ads, particularly among teenagers and young adults.