Social media alcohol advertising among underage minors: effects of models' age

Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we invest...

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Veröffentlicht in:International journal of advertising 2021-05, Vol.40 (4), p.552-581
Hauptverfasser: Alhabash, Saleem, Mundel, Juan, Deng, Tao, McAlister, Anna, Quilliam, Elizabeth Taylor, Richards, Jef I., Lynch, Kristen
Format: Artikel
Sprache:eng
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Zusammenfassung:Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger- and older-looking models on underage youths' affective and cognitive processing and behavioral outcomes. Study 1 participants viewed YouTube ads where models looked either younger or older than 25. In addition to measuring advertising effectiveness self-report measure (e.g. attitudes, and behavioral intentions), participants' psychophysiological responses were recorded. Study 2 used Instagram ads and measured outcomes with a nationally representative participant sample. Both studies show that younger-looking models in alcohol ads increase drinking intentions. Findings are discussed in relation to alcohol regulatory and policy recommendations as well as advertising's role in hindering consumer well being.
ISSN:0265-0487
1759-3948
DOI:10.1080/02650487.2020.1852807