Throughout the world, advertising for alcohol can get highly contested. Some groups claim alcohol advertising results in
increased alcoholism as well as negative influence over children, while those in the drinks industry rely on these advertisements to connect with their consumers.
A new study in the journal JAMA Pediatrics aimed to address these issues by examining how TV advertisements influence underage drinking.
1596 young adults between the ages of 15 and 23 completed phone and internet-based surveys related to alcohol advertising aired between 2010 and 2011 as well as their drinking habits.
Survey questions showed pictures of beverages seen during the 2010-2011 advertising campaigns with any branding signals (i.e. brand names, logos, etc) removed. Each participant answered 20 random survey questions.
“Alcohol receptivity” scores were determined based on participants’ answers to the survey questions. To determine alcohol receptivity scores, participants received a score of 1 for each question they marked as seeing the ad and liking it; and a score of 2 for correctly identifying the brand seen in the ad.
A new study examined the concept of extreme drinking in college students, and whether certain behaviors such as “pre-partying” or drinking games influence how extreme the drinking actually gets.
Many of us know that a lot of alcohol is consumed during college, and is often the first time adult children have been away from the protective eyes of their parents.
A new study out of Penn State University, the #9 Party School in the US in 2014 and moving up to #7 in 2015 according to the Princeton Review, looked at whether extreme drinking was more likely on days
when the students reported pre-partying or playing drinking games.
A couple of definitions in case it’s been too long since your college experience:
Pre-partying: a.k.a. “pre-gaming” – Constitutes drinking prior to leaving the dorms and going out to the bars or other parties.
Extreme drinking – According to this study extreme drinking involves drinking so much that BAC levels were 0.16% or greater, enough alcohol was consumed to result in stumbling, or the individual drank enough to pass out (or in the case of the image above, blacking out in a dog crate with a 40 strapped to your hands).
400 college seniors that were at the legal drinking age (21) were observed in this study. 4 different extreme drinking outcomes were measured: 1) drinking at least 8 drinks for women and 10 drinks for men; 2) BAC of at least 0.16; 3) stumbling; and 4) passing out.