However, although the legal purchase age for alcohol is 21 in all 50 states, alcohol industry sources often state that their actual target market is not persons 21 years and older, but considerably narrower, eg, 21 to Placement and readership age and sex data generated estimates of media exposure for the age groups 12 to 20, 21 to 34, and 21 years and older. This is the most widely accepted means of measuring magazine audiences in the United States. The objectives of our study were to measure boys' and girls' exposure to magazine advertising for the 4 different types of alcoholic beverages and to compare this exposure to that of legal-age persons. Looking at puberty, human fertility, lunar cycles and the physiology of reproduction, we picture the story of the human race. Examination of the magazines delivering three quarters of the exposure to alcohol advertising received by girls and by boys shows that most of the exposure for both sexes came from a few magazines with high youth audience compositions. What is the intense power of sexuality?
We did not consider size or content of alcohol advertisements in magazines. Gross rating point ratios were calculated to facilitate comparison of the exposure of underage and legal-age readers, and of readers aged 12 to 20 and 21 to 34 years. The adult survey method uses a "recent reading" technique that screens respondents to determine if they have read or looked into any copy of the publication in the past 6 months. Join us for another very special evening. Frequency indicates the number of times individuals have an opportunity to see a given advertisement or campaign through exposure to specific media and is most often expressed as a mean number of exposures. Table 1 and Table 3 show that much of the time to year-olds were the primary audience for beer and ale, distilled spirits, and LAR advertising. Underage readers had the lowest exposure to wine advertising compared with the other age groups. Table 3 presents ratios of exposure for the different age and sex groups, using GRPs as the means of comparison. Because distilled spirits producers cannot advertise on national broadcast networks owing to a voluntary ban by those networks, they rely more heavily on magazine advertising. Nonproduct advertising eg, corporate advertising, public service advertising, etc was omitted, as was advertising in regional editions of magazines, because it is not practical to assign a national audience estimate to advertisements appearing in a portion of a magazine's circulation. Alcohol industry self-regulation is the primary means of limiting the exposure of underage youth to alcoholic beverage advertising. Although 11 of the 13 leading brands exposed boys more effectively than adults 21 years and older, only 1 of these 11 Heineken beer exposed boys more effectively than men aged 21 to We look at the male and female bodily forms and their relation to earth and cosmos. Accepted for publication January 14, All 8 magazines delivering the bulk of alcohol advertising exposure to underage girls more effectively exposed girls than legal-age women, while 5 of these 8 also delivered underage audiences more effectively than women aged 21 to Placement and readership age and sex data generated estimates of media exposure for the age groups 12 to 20, 21 to 34, and 21 years and older. Only magazines with alcohol product advertising in or were included in the analysis, because the purpose of this study was to measure youth exposure to alcoholic beverage advertising in magazines. Our analysis also did not demonstrate intent on the part of alcoholic beverage advertisers to target underage audiences directly with their messages. Because media plans and the advertising placements that flow from them are created by brand, it is useful to examine the brands responsible for the greatest exposure of young people to alcohol advertising in magazines. Using a different set of methods, our findings expand on those of Garfield et al 20 by including sex as a variable in the analysis and separating out the LAR category. This talk will consider gender orientation; how sexuality can be used and abused; and how each of us may have within, aspects of the opposite sex. However, although the legal purchase age for alcohol is 21 in all 50 states, alcohol industry sources often state that their actual target market is not persons 21 years and older, but considerably narrower, eg, 21 to The study underscores the need for stricter standards for the placement of alcohol advertising. He love this instrument because it can sound like a baroque trumpet, an oboe, bagpipes, Turkish and Indian shawms, and ancient and otherworldly horns. From to , as LAR advertising grew exponentially, girls' exposure to this advertising also increased dramatically. We also compared the media weight received by to year-olds with that of to year-olds and again found substantial sex differences.
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