Study: Alcohol Images Increase Consumption

"Money, not morality, is the principle of commerce and commercial nations." -Thomas Jefferson

From Marin Institute - There have been numerous studies evaluating the media’s influence and portrayal of alcoholic beverages. But until now, there has never been research conducted on whether alcohol in commercials, television or the movies have an actual effect on drinking behavior.

A new study published in Oxford Journals: Alcohol and Alcoholism shows that alcohol images directly influence drinking. Participants of the study increased alcohol consumption when watching films and commercials featuring alcohol.

The study’s findings are timely, considering Absolut Vodka’s recent ad which ran during the Grammy Awards, reaching a primetime audience of underage youth. Paris-based, global alcohol giant Pernod Ricard was the first to disregarded the long-established voluntary liquor ad ban on U.S. TV.

The Center on Alcohol Marketing and Youth (CAMY) maintains an up-to-date gallery of print and television alcohol advertising. To view the gallery click here.

To view CAMY's recent report "Youth Exposure to Alcohol Advertising on Television, 2001 to 2007" click here.