Alcohol advertising and teenage drinking behavior

ALCOHOL ADVERTISING AND TEENAGE DRINKING BEHAVIOR 2

Alcoholadvertising and teenage drinking behavior

Nameof student

Nameof professor

Teenagedrinking in theUnited States of America is on theincreasewith therecentsurgebeingassociatedwith theroleof themediain advertisingalcoholicdrinks.Researchprovesthatthere is a relationshipbetween increasedexposureto drugadvertisingandusein teenagers.Adolescentsaccessinginformationof alcoholfrom themediatendto tryout thebrandsandin theprocess,theyabuseit.Thispaperwill lookat outlinethepurpose a research conducted by the Grenard et al. (2013) and how theCNN reported it. The study forms astrongbase to challenge the role of the media in promoting drug use amongthe youth in their efforts to gain awidemarket share in the industry.

Discussion

CNNmedicalcorrespondentandreporter,Ben Ticker, shedslighto theresearch.Heaimsat linkingteenagedrinking behaviorwith theinformationtheyobtainfrom themedia.In his article,heaffirmsthefindingsof theresearchby givingita conclusivetitle,“TV advertisingmay be drivingchildrento drink.”Theinclinationof thisarticleborrowsthefindingsof theresearchconductedby Grenard et al. (2013) since theauthorcould not havemadea conclusiveassertionwithout consultinga validated study.Thearticlesquarelyhitsin themediadomainbecauseadvertisingis fullytheresponsibilityof themedia.Thedecisionon whatto makeappealingto thepublicis a contentiousissuein thecurrentworldwherebyinformationis accessibleto mostpeople.In theprocessof reachingtheir targetaudience,theadvertisinginformationfindsits wayittheeyesandearsof an unintended group.

Thereportingcan alsobe usedby thepublicto decideo thelevel of controltheycan initiateover their children’saccessto information.Italsoindirectlydetailssomeof thecausesof alcoholabuseamong theteenagers.Anti-drug campaigners can, therefore,usethisapproachin their relentlesseffortsof curtailingdruguse.Forthecredibilityof thereporter’sinformationandfindings,thestudybecomestheprimarysourceof informationandthearticleonlyactsas a linkbetween theresearchers andthepublic(Ticker, 2013).

Theresearchers conductedtheactualstudywithin a periodof four yearswherebythebehaviorexhibitedby thestudentscould be observedandrelatedto theobjectiveothertheresearch.Atotalof 3890 studentsparticipatedin thestudyafter beingrecruitedin their 7th grade.Theinclusioncriteriarequiredstudentsto be in their 7th gradeandwilling to participatein thestudy.Theoutlinedperiodenabledthederivationof consistentbehaviorthat could be applicableto a predicamentof thelearners’futuredrinking habits.Fivevariables definedthedirectionof thestudy.Theyconcentratedon theexposureto alcoholadvertisingon famed televisionshowsandvulnerability to alcoholadvertisingespeciallyduring sportsprograms.Theingrainedmemoryon promotionsof alcoholicbeveragesandtheself-perception of theadvertisementsrunningon theTV relatingto alcoholgavethechildren`sstandon thetopic.To obtainthevariables, theinvestigatorsassessedthelevel of exposureto advertisingwith a biason alcoholadvertising.Thebehaviorof thestudentwith referenceto alcoholusealsoactedas amajorvariable as itlinkedtheproblemsemanatingfrom abuseto studentspast drinking behavior(Grenard et al., 2013)

Theresultsof thestudyrelatealcoholabusewith accessto advertisementsthat appealthepublicto consumecertainbrandsof alcohol.With all thefactorsremainingconstantlike studentsoutlyingbehaviordue to peerinfluenceanddomesticalcoholexposure,theinformationgivenby themediareceivesa significantshareof theblametowards teenagealcoholabuse.Thefindingsassociatedincreasedadvertisingwith increasedalcoholuseamong theteenagers.During their 7th grade,thefuturedrinking habitsof a learnerare dependenton theinformationtheygetexposedto through thevariouschannelsof communicationandthevariables assessedduring thefour yearsaffirmedthispremise(Grenard et al., 2013).

Fromtheauthors’viewpoint,thecorrespondenttouchedon themajorideaspresentedin thepaperanddrewhis conclusionsfrom thefindingsof theresearch.Hehas outlinedthemethodof thestudyincludingthesampling methodandthedata collection.Theresultsindicatedin thearticlecoincidewith thestudy’soutcomes,andhis articlemeetstheobjectivesof thestudy.However,hedoesnot includethenumberof participantswhoparticipatedin thestudyapartfrom mentioningtheir placesof recruitment. From a researcher’s perception,itis importantto showtheactualnumberof thesamplebecauseitgivesresearchcredibility.Thefiguredetermineswhetherthestudyuseda significantfigureof a vastpopulationto arriveat its conclusion.Los angles ha thousands of 7th and10th gradelearners,the3890 subjectsunder studyrepresenteda crediblesamplebearingin mindthattheycamefrom 28 schools.Itwas,therefore,a fairrepresentationof thewholepopulationof learnersin thisgradein thestate(Grenard et al., 2013).

Thecorrespondentalsomissesa veryimportantaspectof theresearchconcerningthetestedhypothesis.Accordingto thearticle,there is onlyone testable premisethatadolescentswhoexhibitalcohol-takingbehaviorhavea likelihoodof beingfondof TV adverts promotingalcoholuse.Conversely, theactualresearchrunson two hypotheseswith thesecondoneattemptingto provethattheformativestagesin alcoholuseamong adolescentstriggered by advertisingcan predicttheir behaviorin the10th grade(Grenard et al., 2013). Healsoerrson theresultsby mentioningthattherelationshipbetween alcoholuseandadvertisingis commonin girlsthan in boys.Theactualresearchshowsthatboysshowresponsethat is more positivetheadvertisementsin questionthan girls.Theinformationcan instigatea readerto makean uninformedconclusionby drawingthe ideafrom thearticleinsteadof theactualreportof thestudy.

Inconclusion,there is a positiverelationshipbetween advertisingbetween andbehaviorin adolescentsespeciallyin drugadvertising.Theresearchupholdsthetwo hypothesessetby theauthorsthatthere is apositivelinkbetween children’sdrinking behaviorandtheexposuretheygetfrom themedia.Increasedaccessto informationon thetelevisionincreasesthesusceptibilityof learnersputtingthemselves in theshoesof themediaiconswhopromotethedifferentbrandsof alcohol.Ticker providesa comprehensivereporton thestudyandsimplifiestheinformationto captureall theimportantfindingsandrecommendations.However,thevariouspointsthat hemisseson can be detrimentalto thefindingsbearingin mindthatthisis a sensitiveissuein thesociety.Thefindingsandrecommendationof thestudyare at thedisposalof theparentswhocan usethem to shapetheir children’sfuturebehavior.

References

Grenard,J. L., Dent, C. W., &amp Stacy, A. W. (2013). Exposure to alcoholadvertisements and teenage alcohol-related problems. Pediatrics,131(2),369-379.

Ticker,B. (2013, 29thJanuary). TV ads may be driving children to drink. CNN:The Chart.Retrieved fromhttp://i.cdn.turner.com/cnn/.element/img/2.0/mosaic/base_skins/adv_links/corner_ltg_TL.gif