Adolescent Counterarguing of TV Beer Advertisements: Evidence for the Effectiveness of Alcohol Education and Critical Viewing Discussions

Document Type

Article

Journal/Book Title/Conference

Journal of Drug Education

Volume

26

Publication Date

1996

First Page

143

Last Page

158

Abstract

The pervasiveness of American youth's exposure to alcohol advertising is well-documented, as is the correlational evidence linking such exposure to alcohol-related attitudes, use, and expectancies. While efforts to train young people to resist persuasive appeals are often made in alcohol education programs, little evidence exists concerning the effectiveness of such efforts. The present study (N = 83) found that recency of exposure to alcohol education classes and discussion of alcohol advertising in such classes predicts cognitive resistance (counterarguing) of such advertisements months or even years after class exposure. Age, gender, and ethnicity were statistically controlled. While females tended to counterargue the alcohol advertisements more than did males, there was no statistically significant difference in the impact of education on males and females.

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