In The effects of the mass media on the use and abuse of alcohol. NIAAA Research Monograph #28. Bethesda, MD: National Institute on Alcohol Abuse and Alcoholism
Editor(s): Martin, Susan E.Does exposure to televised alcohol portrayals and advertisements influence children's and adolescents' alcohol expectancies and consequently their intentions to drink and their drinking behaviors? This question arises from a concern about the frequency and content of these portrayals and advertisements and the extent to which young people are exposed to them. The research evidence relevant to this question is considered here and critically evaluated. A model of the relationships among exposure to alcohol in the media, alcohol beliefs, and drinking behaviors is developed, and data are presented that test this model as it relates to exposure to television and to television beer advertisements.