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Study Reveals That African American Youth Are Disproportionately Exposed To Alcohol Advertising

Written by DeShawn McQueen on Thursday, 27 September 2012. Posted in Breaking News, Alcohol

Youth and Alcohol Advertising

According to the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Health, alcohol advertisers target minorities, youth, and those individuals whom watch television.

Due to the fact that African-American youth watch television much more than youth in general, they are in fact exposed to more alcohol-related advertising, like beer ads and wine ads, among others.

In fact, a 2010 research study performed by Nielsen revealed that African-Americans watch as much as fifty-three percent more television than youth in general, as such they are exposed to more alcohol-related advertisement.

Although alcohol advertisers do not condone underage drinking, and in fact spend millions of dollars each year to combat underage drinking, alcohol-related advertisements are targeted at the 12 to 20 demographic, particularly the African-American 12 to 20 cohort.

Alcohol advertisers use such mediums as periodicals, television, film and billboards, among others.

Particularly, in minority and poverty-stricken communities, there are numerous liquor stores, pretty much on every corner, not to mention billboards everywhere, with alcohol advertisements on them.

Pop culture plays a role as well. More often than not African-American youth are inundated with programs, particularly music videos in which P. Diddy, Ludacris, T.I., and Lil Wayne, among others smoke, drink and party.

What is more interesting, is that although the study found that African-American youth are in fact exposed to more alcohol advertising, they actually drink far less than other ethnic and racial cohorts. Surprising, not to mention ironic!

Researchers suspect that African-American youth drink less due to such factors as religion, social norms, and poverty. These factors actually mitigate the impact of alcohol advertising on youth.

If you or someone that you know is struggling with alcoholism or drug addiction, please call us now. We can help you.

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About the Author

DeShawn McQueen

DeShawn McQueen

DeShawn McQueen is a staff writer at Recovery Now Newspaper and, an informative newspaper that serves as a resource for persons of all stages of drug and alcohol treatment, by giving them access to relevant and necessary information so that they may live balanced and substance-free lifestyles. DeShawn graduated from Wayne State University with Bachelor of Science degrees in psychology and premedical sciences. He holds a Juris Doctors degree in law from Valparaiso University School of Law. DeShawn’s writing and research has been published in such academic journals as Behavioral Pharmacology and Pharmacology, Biochemistry and Behavior among others. He lives in Los Angeles, California.

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