Tuesday December 10, 2019

Teenagers Who View Beer Ads Likely To Start Drinking: Study

Study says that beer advertisements influences underage drinking

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Beer advertisements
Beer advertisements are made in such a way that they influence underage drinking. Pixabay

Advertising budgets and strategies used by beer companies appear to influence underage drinking, suggests a new study.

The findings, published in the journal Addictive Behaviours Reports, showed that the amount of money spent on advertising strongly predicted the percentage of teenagers who had heard of, preferred and tried different beer brands.

For the study, the researchers involved over 1500 middle and high school students.

The study revealed that 99% participants had heard of Budweiser and Bud Light — the top spender on advertising, while 44 per cent said they had used the brand.

“We can’t say from this one study that advertisers are specifically targeting youth, but they are hitting them, if you look at beer ads, advertisers are using all the tricks we know work at grabbing children’s attention,” said study researcher Douglas Gentile from Iowa State University in the US.

Around 55% participants had at least one alcoholic drink in the past year, 31 per cent had one or more drinks at least once a month and 43 per cent engaged in heavy drinking.

When asked to name their two favourite TV commercials, alcohol-related ads had the highest recall (32 per cent) followed by soft drinks (31 per cent), fashion (19 per cent), automotive (14 per cent) and sports nine per cent.

Drinking beer
Most of the teenagers said in the survey that beer advertisements tempt them to try alcohol. Pixabay

A quarter of those surveyed said they owned alcohol-related products.

The study also found that teenagers are heavy consumers of media and therefore exposed to more advertising.

“Viewers or readers aren’t thinking about the message through a critical lens,” instead, audiences become immersed in a compelling story and identify with the characters, a process which leads them to unintentionally be persuaded by the messages of the story,” said study researcher Kristi Costabile.

During the study, researchers also asked teenagers about their intentions to drink as an adult.

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Advertising and parent and peer approval of drinking were all significant predictors of intention to drink.

“By understanding what influences behaviour we can design more effective prevention and intervention programmes to reduce underage drinking, which in turn could lessen the likelihood that alcohol use becomes a problem,” Brooke Arterberry said. (IANS)

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Light Alcohol Consumption Might Also Increase Cancer Risk: Study

The researchers found an almost linear association between cancer risk and alcohol consumption

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Alcohol
A light level of Alcohol Consumption at 10-drink-year point, for example, one drink per day for 10 years or two drinks per day for five years would increase cancer risk by five per cent, the findings showed. Pixabay

If you thought one-two drinks a day would not do any harm, think again. Researchers in Japan have found that even light Alcohol consumption might increase the cancer risk.

In the study published in the journal Cancer, the overall cancer risk appeared to be the lowest at zero alcohol consumption. The elevated risk appeared to be explained by alcohol-related cancer risk across relatively common sites, including the colorectum, stomach, breast, prostate and esophagus.

“In Japan, the primary cause of death is cancer,” said one of the researchers Masayoshi Zaitsu from The University of Tokyo. “Given the current burden of overall cancer incidence, we should further encourage promoting public education about alcohol-related cancer risk,” Zaitsu said.

The team examined clinical data on 63,232 patients with cancer and 63,232 controls matched for sex, age, hospital admission date, and admitting hospital. The data was gathered from 33 general hospitals in Japan.

All participants reported their average daily amount of standardised alcohol units and the duration of drinking.

One standardised drink containing 23 grams of ethanol was equivalent to one 180-ml cup of Japanese sake, one 500-ml bottle of beer, one 180-ml glass of wine, or one 60-ml cup of whiskey.

Alcohol
If you thought one-two drinks a day would not do any harm, think again. Researchers in Japan have found that even light Alcohol consumption might increase the cancer risk. Pixabay

The researchers found an almost linear association between cancer risk and alcohol consumption.

A light level of drinking at 10-drink-year point, for example, one drink per day for 10 years or two drinks per day for five years would increase cancer risk by five per cent, the findings showed.

ALSO READ: Women Paid Lesser Than Men in the Film Industry: Richa Chadha

Those who drank two or fewer drinks a day had an elevated cancer risk regardless of how long they had consumed alcohol. Also, analyses classified by sex, drinking/smoking behaviours and occupational class mostly showed the same patterns. (IANS)