Department of Health and Human Servces 
OFFICE OF 
INSPECTOR GENERAL 
YOUTH AND ALCOHOL: 
SUMMARY OF RESEARCH 
ALCOHOL ADVERTISING'S EFFECT ON YOUTH 
"pVIO 
Richard P. Ku"erow 
INSPECTOR GENERA 
JV 
JANARY 199 
dIa  GENRA 
OFFCE OF INSPECfOR 
The miion of the Offce of Inpector General (OIG), as mandated by Public Law 95-452, as 
amended is to protect the integrty of the Department of Health and Human Servce' (OOS)
programs as well as the health and welfare of beneficiaries served by those programs. This 
statutory mision is carred out through a nationwide network of audits, investigations, and 
inpections conducted by three OIG operating components: the Offce of Audit Servce
, the 
Offce of Investigations, and the Offce of Evaluation and Inspections. The OIG also inorms 
the Secretary of OOS of program and management problems and recmmends courses to 
correct them. 
OFFCE OF AUDIT SERVICE 
The OIG's Offce of Audit Servce (OAS) provides all auditing servce for OOS, either by 
conducting audits with its own audit resource or by overseeing audit work done by others. 
Audits examie the performance of OOS programs and/or its grantee and contractors in 
carrg out 
their respective responsibilties and are intended to provide independent 
assesments of OOS programs and operations in order to reduce waste, abuse, and 
mimanagement and to promote ecnomy and effciency throughout the Department. 
OFFCE OF INTIGATIONS 
The OIG's Offce of Investigations (01) conducts criminal, civil, and admitrative 
investigations of allegations of wrongdoing in OOS programs or to OOS beneficiaries and of 
unjust enrchment by providers. The investigative effort of 01 lead to crial convictions 
admiistrative sanctions, or civil money penalties. The 01 also oversee State Medicaid fraud 
control units which investigate and prosecute fraud and patient abuse in the Medicaid program. 
AN 
OFFCE OF EVALUATION  INSPECTONS 
The OIG's Offce of Evaluation and Inspections (OEI) conducts short-term management and 
program evaluations (called inpections) that focus on issues of concern to the Department 
the Congres, and the public. The fidings and recmmendations contained in these inpection 
report generate rapid, accurate, and up-to-date information on the effciency, vulnerabilty, 
and effectiveness of departmental programs. 
Th 
report was prepared under the direction of Kaye D. Kidwell, Regional Inspector General 
and Paul A Gottlober, Deputy Regional Inspector General, Offce of Evaluation and 
Inpections, Region IX. Participating in this project were: 
Elizabeth Bell  Jennifer Mallen  Maruta Zitans 
Th 
report is one in a series of reports on youth and alcohol. Related 
report include: 
"Youth and Alcohol: A National Survey--Driking Habits, Acc, Attitudes, and Knowledge 
OEI-09-91-0052; "Youth and Alcohol: A National Survey--Do They Know What They 
Drig?" OEI-09-91-0053; "Youth and Alcohol: Laws and Enforcement--Is the 21-Year-
Old Dring Age a Myth?" OEI-09-91-050; "Youth and Alcohol: Laws and Enforcement-
Compendium of State Laws " OEI-09-91-0055; and ''Youth and Alcohol: Controllng Alcohol 
Advertising that Appeals to Youth " OEI-09-91-0054.  Department of Health and Human Servces 
OFFICE OF 
INSPECTOR GENERAL 
YOUTH AND ALCOHOL: 
SUMMARY OF RESEARCH 
ALCOHOL ADVERTISING' S EFFECT ON YOUTH 
.,VI. 
Richard P. Ku"erow 
INSPECTOR GENERA 
JV 
'~dIa  OEI-09-91-051  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 
TABLE OF CONTENTS

INODUcrON . 
SUMY 
OF REEACH FIINGS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

EFFECT OF ALCOHOL ADVERTISING AN MEDIA PORTRYAL

OF ALCOHOL ONYOUI  ............................ 3

A7TES 
EFFECT OF ALCOHOL ADVERTISING ON  . . . . 4

YOUI CONSUMPTON. 
ATTCT 
ADVERTISING IMGES AN mEMES  TO  . . . . . . . . 5

YOUI 
STUIES ON mE EFFECT OF ALCOHOL ADVERTISING ON 
ADULTS.  . 6

APPENIX 
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. A-
ANOTATED BIBLIOGRAHY. 
................................................... A
INEX  INTRODUCTION

PUROSE 
Ths inspection reviewed the research on the effects of alcohol advertsing on youth. 
BACKGROUN 
In response to public health concerns and the adverse health consequences of alcohol 
abuse, Surgeon General Antonia Novello requested that the Offce of Inspector 
General (OIG) review and describe the research that has been conducted on the 
effects of alcohol advertsing on youth. These concerns mior one of Departent of 
Health and Human Servces Secretary Louis Sulvan s goals which is to reduce the 
prevalence of alcohol problems among chidren and youth. Ths report is one in a 
series prepared by the OIG related to youth and alcohol. 
mion 
In a related study on youth and alcohol, the OIG found that more than 10 
7th though 12th grade students drank alcohol in the past year and 6.9 mion are able 
to walk into a store and buy alcohol.  Thus, students not only have access to alcohol 
but also represent a group of consumers who are potentially open to suggestions from 
alcohol advertisements. 
Controversy surrounds alcoholic beverage advertsing, its effects on youth, and the 
extent to which it should be reguated. Citizen groups, industry spokesmen, and 
researchers disagree about the effects of advertsing on consumption and attitudes. 
. Debate also centers around the First Amendment rights of advertisers versus public 
health concerns. 
CUen Poli Regardg Akohol Adverg 
Alcoholic beverage reguation varies accordig to tye of beverage. The three main 
tyes of alcoholic beverages are distiled spirts (also known as liquor), malt beverages 
and wie. Regulation of these alcoholic beverages lies priariy with the Federal 
Bureau of Alcohol, Tobacco, and Firearms (BATF). Labeling of wie beverages with 
less than 7 percent alcohol by volume is under the jurisdiction of the Food and Drug 
Admnistration. 
Cuent reguations governg alcoholic beverage advertising in the United States 
consist of Federal Trade Commssion and BATF regulations as well as voluntary 
standards developed by broadcasters and the alcoholic beverage industry. Distiled 
spirts companies observe a voluntary ban of television and radio advertising. The 
beer industry s voluntary gudelines disallow the portrayal or encouragement of 
u.S. Department of Health and Human Servce, 0IG- Youth and Alcohol: A National 
081, 
SUIVev--Drinkine Habits. Accs. Attitudes. and Knowledee. 081-0-91-0052, June 1991.  underage drkig and discourage ads that link drinking with education? By adopting 
these and other self-regulating standards, alcoholic beverage advertisers have avoided 
active government-imposed restrictions. 
Adverg  Consptin 
Researrh on Akohol  and 
Research on the effects of alcohol advertising has produced confctig fidigs on 
advertising s effect on consumption. Whe studies have not consistently shown that 
advertising increases adult alcohol consumption, some researchers believe that 
exposure to alcohol advertising affects youth's attitudes about alcohol's role in society. 
Researchers have not reached consensus on the interpretations of these fidings. 
Cuent 
research on alcohol advertising and youth includes sureys that rely on self-
reported consumption and some experiental 
research. Content analyses provide 
inormation about the images and themes used in alcohol ads, many of which youth
fid 
experients with adult 
attractive. Other studies on alcohol advertising use 
consumption, case studies on alcohol advertising bans and restrictions, and 
econometric analyses that compare advertising expenditures with aggegate alcohol 
sales. 
This report describes research on the effects of alcohol advertsing on youth. 
Appendi A provides an aunotated bibliography of recent literature regardig alcohol 
advertising and its effects. 
METHODOLOGY 
We collected and reviewed post-1975 research on the effects of alcohol advertising on 
youth. We identifed these studies through (1) b'brary literature research and 
(2) intervews with public interest groups, industry organiations, governent agencies 
and research groups. Discussions focused on the groups ' perspectives on alcohol 
advertising and the available research that supports their viewpoints about the effects 
of advertising on youth. In this inspection, we did not validate the methodologies of 
the research. 
Brewing Industrv Advertising Guidelines. Decmber 1984. 
Beer Institute,  SUMMARY OF RESEARCH FINDINGS 
EF 
ADVETI AN MEIA PORTR YAI 
OF  ING 
ALHOL 
ALHOL ON YOUI  IlIHJD 
Among elementary school chidren, exposure to beer commercials is related to beliefs 
about beer drinkng and expectations to drink as an adult. Wallack et al. (1990) 
intervewed a probabilty sample of 468 5th and 6th grade students from a suburban 
school district to obtain self-reports on television viewig, attention to beer 
commercials, and beliefs about beer. Chidren were shown stil photographs of 
currently televised alcohol advertsements and asked whether they recogne the 
advertsements. Children recogning three or more commercials are three times more 
liely than those who recogne one or no commercials to believe that beer use is 
cool" or "macho." The most frequent viewers of televised sporting events, which 
broadcast several beer commercials during an event, are 56 percent more liely than 
non-viewers to have a stronger expectation to drink as an adult. 
Teenagers with high exposure to alcohol advertisements are more liely to thin it is 
okay for teens to drink. Atki and Block (1981) found this relationship as a result of 
a seven phase research project. In this project, Atki and Block surveyed a 
non-probabilty sample of 1 227 people 12 to 22 years old about their exposure to 
alcohol ads, attitudes, and behaviors concerning alcohol. Thirt-two percent of youth 
druk 
with high exposure to alcohol advertising believe it is okay for teenagers to get 
while only 20 percent of the low exposure group hold this belief. 
Adolescents heavily exposed to alcohol commercials show a positive attitude toward
drig. 
Neuendorf (1985) surveyed 100 adolescents (aged 10 to 14) and found that 
youth who are heavy television viewers are more likely to think that "all people who
dri 
are happy" and ''you have to drink to have fun at a sporting event. 
Fifh and six grade boys who viewed a television show where the main characters 
drank were more likely to agree that the good thngs about alcohol are more 
important than the bad things. In an experiment with 43 5th and 6th grade children 
Kotch et al. (1986) surveyed chidren s attitudes about alcohol after exposing them to 
drikig 
1 of 2 conditions. They either saw (1) a video with the main characters 
alcohol or (2) the same video with the alcohol scenes cut. Chidren were specifcally 
asked to "thin of all the good and bad things that might happen to you if you drank 
alcoholic beverages " then to identi ''which are more important to you " the good, the 
thgs 
bad, or are the good and bad  equal. The only effects on attitude were among 
boys who saw the video with the main characters drinking.  Chidren shown a television program with alcohol scenes are more liely to choose an 
dri 
alcoholic beverage as an appropriate  for adults. Rychtari et al. (1983) studied 
, selected from an outpatient waiting room. They exposed 
75 chidren 8 to 11 years old
the chidren to one of thee conditions: (1) 5 minutes of a television program with 
alcohol scenes, (2) the same 5 miutes with the alcohol scenes cut, or (3) no television 
at all. The chidren were then asked to select a glass with whiskey or water to serve 
pictured adults and children. Children who saw the alcohol scenes were more liely to 
offer the alcoholic drink to a pictured adult than the children who were not exposed to 
alcohol on television. 
EFCI 
OF ALHOL ADVETIING ON YOUT CONSUMON 
Alcohol advertising is associated with drinking behavior durig adolescence.

Atki and Block (1981) analyzed a non-probability sample of 1 227 12- to 22-year-olds

about their exposure to alcohol advertsing and drinking behavior.d Twreil ve- to

18-yedarr-oglds  highly exposed to advertising report consuming more  per evening
and  heaviy more days per week. Adolescents highly exposed to alcohol

advertsements were also more liely to think they will drink alcohol in the future.

Atk 
and Block's study correlated self-reports of exposure and consumption. The

drig. 
fidigs cannot show a causal relationship between ads and  Strickland

(1984) has criticized this body of work for its non-random sampling procedures and

lack of codig strigency. 
drig, 
advertising is related to heavy drinkig, problem  and 
Exosure to alcohol 
hazrdous driking. Atki et al. (1983) used data from the same sample of 
227 12- to 22-year-olds to focus on the inuence of alcohol advertising on heavy
drig, 
defied as drig 5 or more driks at a time. Youth with high exposure to 
alcohol advertising are twce as likely as those less exposed to say they have at least 
five or six drinks at a tie at least once per week. Respondents highly exposed to 
advertsing are signficantly more liely to admit to problem drinkg. 
drig 
Atki et al. (1983) also found hazrdous  is more common among youth who 
are exposed to more alcohol advertising. Among those with high exposure to alcohol 
advertising, 39 percent have driven after drinkig in the past month, compared to 
25 percent of those with low exposure. 
In a surey of 1 650 7th, 9th, and 11th grade students in a metropolitan area 
, 1983) found that exposure to advertisements has a slight 
Strickland (1981, 1982
correlation with youth consumption. Age, orientation toward advertising, and peers 
are some of the factors that influence consumption the most. 
Strickland' s findigs (1983) are consistent with prior research on adolescent 
development that younger teens watch more television, and therefore more 
advertsements, than older teens. However, older teens consume more alcohol than 
younger teens. These dierences confound measurement of the relationship between 
advertsing exposure and consumption.  Orientations or predispositions to advertsing may contribute to advertsing s influence. 
Strickland (1982) found that youth who watch advertsements to fid out what kid of 
. those people are more liely to have 
people use the products and want to be lie
alcohol advertising affect their alcohol consumption. 
However, Strickland (1983) found peers are a more important influence than alcohol 
advertsing on youth alcohol consumption. Peers introduce each other to and 
reinorce certain behaviors, such as alcohol use. There is a substantial relationship 
between the proportion of the respondent' s close friends who drink and indications of 
alcohol use and abuse.  TI 
ATTCT 
ADVETIING IMGES AN  TO YOUT 
Youth may be inuenced by celebrity endorsements and young models. Data from
Atk 
and Block's non-probabilty sample of 1 227 12- through 22-year-olds show that 
celebrity endorsements, sexual themes, and young models in alcohol advertsements 
impress adolescents. Adolescents were most impressed with celebrities and young 
models in alcohol advertisements. Moreover, the adolescents were more likely than 
adults to perceive the models as under 21 years old. Atkin and Block report that 
advertisements with sexual themes appeal to adolescents. 
Lieberman and Orlandi (1987) report that sixh grade students recall sports figures 
celebrities, and young models in alcohol advertisements. A study of 2 766 6th grade 
students in New York City asked students to recall and identify the people in an 
alcohol advertsement. Sports figures and celebrities were the two most frequently 
mentioned tyes of people. The students also recalled young models. Whe the 
majority responded that the models were ''young adults " 6.9 percent of the students 
thought that the models were "teens" or "kids. 
Among a sample of 10- to 14-year-olds, humor and famous personalities lead the list 
of reasons why an advertisement is their favorite. Neuendorf (1985) asked a sample 
of 100 adolescents to name their favorite television commercial and give the reason 
for this choice. Twenty percent of the adolescents selected a wie or beer commercial 
as their favorite.

Adolescents are aware and appreciative of alcohol advertising. Aitken et al. (1988) 
studied a quota sample of 433 adolescents between the ages of 10 and 17 in Glasgow 
Scotland. Three demographic controls--age, social class, and sex--deterrned the 
sample quotas. Six-five percent of the young people surveyed could name a specifc 
alcohol advertisement that they like. Mtohst  adolescents respond positively to television 
advertsements for alcohol and do not  Accordig 
the advertisements are borig. 
to the respondents, a good advertisement would be humorous, bright, and colorfl 
with lively action, music, and style.  Aitken also found adolescents who have druk alcohol are more aware and 
appreciativde orf  alcohol advertisements than are adolescents who do not drik. Those 
who have  alcohol were more adept at recognizing and identifg brand imagery 
in commercials. They also appreciated the music, action, and style in advertsements 
more than adolescents who have never drunk alcohol. 
In the OIG survey of junor and senior high school students, we found students like 
ads that feature attractive people and make drikig look lie fu.
Th-
nie percent of students mentioned something they like about alcohol ads. 
Students lie ads that: 
spotlght attractive models; 
make drikig look lie fu; 
are in attractive, exotic settigs; 
make the product look good; and 
are humorous. 
Several students also described specifc ads they like. For example, one student said 
I lie the one where they clib the rocks. When they re on top, they break the rocks 
and it turns into a bottle of Miler Genuie Draft. 
STIE ON TH EFCT OF ALHOL ADVERTIING ON ADULTS 
Much of the research on alcohol advertsing concerns the relationship between 
exposure to alcohol advertisements and adult driking behavior. Often, the results of 
these studies, which find no effects of advertising on adult drig behavior, are used 
to counter allegations that alcohol advertsing affects youth attitudes and behavior. 
The methodologies associated with several tyes of studies preclude examiation of 
the effect of alcohol advertsements on youth. Types of studies that do not focus on 
youth drikig are (1) experiental studies regarding alcohol consumption, (2) case 
studies on alcohol advertising bans and restrictions, and (3) econometric analyses that 
compare advertsing expenditures with aggregate sales. 
Exeriental studies that measure actual alcohol consumption under controlled 
circumstances do not focus on under-age youth for legal and ethical reasons. These 
experiental studies observe the drinking behavior of people in a controlled setting in 
response to alcohol advertisement exposure. The studies vary in their methodologies 
and conclusions, but most do not show that alcohol advertising exposure leads to 
increased alcohol consumption among adults. As an example, one experiental study 
Citations for the research referred to in this section are in the Appendix  , "

monitored the alcohol consumption of male college students of legal age whie 
watchig sport programs with either many, few, or no advertsements for alcohol. 
The researchers found advertisements afected the timing but not the overall quantity 
of respondents' driking. 
Case studies of alcohol advertsing bans and restrictions provide no information about 
youth. These studies compare sales volume figures and measures of aggegate alcohol 
use, such as alcohol-related morbidity rates, between States or between periods 
diectly before and after implementation of a ban or other restriction on alcohol 
advertising. The use of aggegate data of the population prevents the examination of 
a ban s effect on youth consumption of alcohol. Case studies also evaluate the 
short-term rather than the cumulative effects of advertising on consumption. 
Generally, these case studies have found no effects of bans or restrictions of alcohol 
advertsing on per capita consumption. For example, researchers who studied a 
14-month partial ban of alcohol advertising in British Columbia found no effect on 
beer, wie, or spirts consumption. 
Econometric analyses compare advertsing expenditures with alcohol sales volume. 
They are simar to case studies because inormation about youth drinking cannot be 
separated from the aggegate data. These econometric analyses have failed to show 
that alcohol consumption increases with increased spending on advertising. 
Advertsing expenditures for beer, for example, rose relative to ination since 1980. 
Since the early 1980s, however, beer consumption has leveled off and even declined 
somewhat.6 Also, it is diffcult to determine whether advertising 
levels affect sales 
levels or vice versa. Sales may affect advertsing, since advertsing budgets are often a 
fied percentage of the sales volume. Furthermore, alcohol advertisements may only 
afect the consumption of specific brands without increasing the overall consumption. 
Kohn, P.M. and Sman, R.G., "Te Impact of Televiion Advenising on Alcohol Consumption: 
Journal of Studies on Alcohol. v. 45, 1984, pp. 295-301. 
An Exerient," 
Sman, R.G. and Cutler, R.E.	 The Alcohol Advertising Ban in British Columbia: Problems 
British Journal of Addiction. v. 71, 1976, pp. 13-21.
and Effec on Beverage Consumption," 

Beer Sales and Population, 1970-1989: State Reports Compiled by Beer Intitute and U. 
Department of Commerce, Bureau of Census. Beer Inflation Adjusted Advertising Exenditures 1970-
1989: Leding National Advenisers and Broadcat Advertisers Report, Radio Exenditure Report 
and R.S. Weinberg & Associates, Advenising Cost Index.  , ", "
APPENDIX 
ANOTATE BffUOGRAHY 
A7TES 
EFFECT OF ALCOHOL ADVERTISING ON YOUI 
Atk
, c., and M. Block, "Content and Effects of Alcohol Advertsing, 
prepared for BATF, Pub. No. PB82-123142, Springfeld, Va.: National 
Technical Inormation Servce
, 1981. 
Researchers use a non-random sample composed of a diverse array of 
individuals. The questionnaire asks for self reports of exposure to 
, attitudes, and behaviors concerning alcohol. Advertsing 
alcohol ads drig 
appears to be associated with  behavior durig the adolescent 
years. 
Atki, C., and M. Block, "A Reply to Strickland  Journal of Studies on 
Alcohol. v. 45, 1984, pp. 93-100. 
Researchers defend their previous study against criticisms by Strickland
(1984). They claim few people seem to be astounded or even surprised 
by the results, which reinorce conventional wisdom and popular 
assumptions. 
Neuendorf, K  Alcohol Advertsing and Media Portrayals  Journal of the Institute 
for Socioeconomic Studies. v. 10, 1985, pp. 67-78. 
Neuendorf surveys a sample of 100 10 to 14 year old respondents. The study 
drig 
lied 
more likely to believe  is 
fids that heavy television viewers are 
, 20 percent of respondents choose a wie or beer 
to happiness and fu. Also
co=ercial as 
their favorite. 
Singer, D.  Alcohol, Television, and Teenagers  Pediatrics. v. 76, 1985 
pp. 668-674. 
Singer reviews studies on alcohol use among children and adolescents 
and on the effects of media and advertising. A co=unty-based 
capaign, supported by schools and parents, may be able to counteract 
the impact of the media on children and adolescents.  pp.
, "  , "  , "

Strckland, D.  Content and Effects of Alcohol Advertising: Comment on 
NTIS Pub. No. PB82-123142  Journal of Studies on Alcohol. v. 45, 1984 
pp. 87-93. 
Atk 
Strickland criticizes  and Block's study on effects of alcohol 
advertising. Strickland fids weaknesses in their samplig and coding 
procedures, their measures of advertsing exposure, and their defitions 
for categories of advertsing content. 
Wallack, L.M., D. Cassady and J. Grube  V. Beer Commercials and Chidren: 
Drig 
Exosure, Attention, Beliefs, and Exectations About  as an Adult 
AA 
Foundation for Traffc Safety, Fall 1990. 
Researchers study the effects of televised beer co=ercials on 5th and 
6th graders. They  between their attention to beer 
fid a correlation 
co=ercials and their beliefs about the social and ritual aspects of beer 
drinkig and the expectation to drink as an adult. 
A7TES 
EFFECT OF MEDIA PORTRYAL OF ALCOHOL ON YOUI 
Drig 
Kotch, J.  , M.L. Coulter, and A Lipsitz, "Does Televised  Inuence 
Chdren  Addictive Behaviors, v. 11, 1986 
s Attitudes Toward Alcohol?" 
67-70. 
television programs with
Fdifrhi agnd  sixh grade chidren watch videotaped 
off ailc oholic beverages by the principal characters. Boys who 
watch the  with drinkg are significantly more likely to respond that 
thgs. 
the good thngs about alcohol are more important than the bad 
Rychtari R.G. A Fairbank, C.M. Alen, D.W. Foy, and R.S. Drabman  Alcohol 
, J.
Use in Television Progra=ing: Effects on Children s Behavior  Addictive 
Behaviors. v. 8, 1983, pp. 19-22. 
Researchers ask chidren who have watched a television program with 
alcohol scenes to serve either ''whiskey'' or ' 'water'' to pictured adults and 
chidren. Results indicate that subjects who view televised driking are 
signifcantly more likely to choose alcoholic beverages for pictured adults
but not for children.
 ,,  ""   , '

EFFECT OF ALCOHOL ADVERTISING ONYOUI CONSUMPTON

Atk
, C. and M. Block, "Content and Effects of Alcohol Advertsing, 
prepared for BATF, Pub. No. PB82-123142, Springfeld, Va. : National 
Techncal Information Servce
, 1981. 
Researchers use a non-random sample composed of a diverse array of
individuals. The questionnaire asks for self reports of exposure to
, attitudes, and behaviors concerning alcohol. Advertsing
alcohol ads
appears to be associated with drinkig behavior during the adolescent
years.
Atk
, C., K. Neuendorf, and S. McDermott  'Te Role of Alcohol Advertsing 
in Excessive and Hazrdous Drinkg, Journal of Drug Education. v. 13 
no. 4, 1983, pp. 313-325. 
Researchers conduct a nationwide survey of youth ages 12 to 22 about 
exposure to alcohol advertising and its effects on consumption and
drig 
in hazardous contexts. Alcohol advertising appears to 
contribute to certain forms of problem drinking. 
Strickland, D.  Advertsing Exosure, Alcohol Consumption and Misuse of 
Alcohol " In Grant, Plant, and Wiliams (Eds.  Economics and Alcohol: 
ConsumPtion and Controls. 1983, p. 201-221. 
Strickland reviews the research on the proposed lin between advertsing 
and consumption. There have been few systematic studies of the effects
of alcohol advertsing on the consumption and abuse of alcohol.
Strickland analyzes the effects of televised alcoholic beverage advertising
on alcohol consumption among students in 7th, 9th, and 11th grade. 
The inuence of dierential peer association is almost twce that of the
mass media effect. 
Strickland, D.  The Advertising Regulation Issue: Some Empirical Evidence 
Concerng Advertsing Exosure and Teenage Consumption Patterns " Paper 
presented at the conference on Control Issues in Alcohol Abuse Prevention 
Charleston, South Carolia, September 1981. 
Strickland analyzes the effects of televised alcohol beverage advertising 
on alcohol consumption among students in 7th, 9th, and 11th grade. 
Both advertising exposure and diferential peer association have effects 
alost 
on consumption. The interpersonal infuence measured here is 
twce that of the mass media effect.  , "  , "  , " , "  , "

Strckland, D.  Alcohol Advertising: Orientation and Infuence  Journal of 
Advertising, v. 1, 1982, pp. 307-319. 
Strickland analyzes the effects of televised alcohol beverage advertising 
on alcohol consumption among students in 7th, 9th, and 11th grades. 
Exosure to advertsing affects the consumption level of only those teens 
holdig high social utity and high vicarious utilty orientations to 
advertsing. 
ATTCT 
ANALYSES OF ADVERTISING IMGES AN mEMES  TO YOUI 
Aitken, P.  , D.R Eadie, D.S. Leathar, RE.J. McNeil, and A.C. Scott  Television 
Advertisements for Alcoholic  Reinforce Under-age Dring, 
Dri 
British Journal of Addiction, v. 83, 1988, pp. 1399-1419. 
Researchers intervew children 10 to 17 years old in Scotland about their 
recall and recognition of alcohol advertising and what they 
fid attractive 
about it. Chidren are much more aware and appreciative of alcohol 
advertsing than adults realize. 
Dring 
Breed, W. and J.R De Foe  and Smoking on Television, 1950-1982 
Journal of Public Health PolicY. v. 5, 1984, pp. 257-270. 
Researchers study effects of representations of drikig and smokig on 
television in four periods between 1950-1982. Dramas and situation 
comedies show a steady drop in the use of cigarettes, while the use of 
alcohol shows an increase. 
Breed, W. R De Foe, and L.M. Wallack  Drinking in the Mass Media: A 
, J.
Nine-Year Project  Journal of Drug Issues. v. 14, 1984, pp. 655-664. 
Researchers use stratifed random samples from television, magazes 
daily newspapers, college newspapers, and comic books to analyze the 
content of alcohol ads. Many appearances of alcohol were mior, yet 
their frequency was considerable. 
Breed, W., L.M. Wallack, and J. Grube  Alcohol Advertising in College 
Newspapers: A 7-Year Follow-up,  Journal of American College Health, v. 38 
May 1990, pp. 255-262. 
Researchers compare the frequency and nature of alcohol ads in a 
1984-85 sample of college newspapers with the results of a 1977-
study. On average, the 1984-85 sample shows less national alcohol 
advertsing. Fewer ads ridicule education, feature athletes, or show 
drig. 
group  More ads feature fantasy themes. Alcohol industry 
sponsorship of campus activities increased.  , "  ,,  '"  , "  , "

199. 
De Foe , and W. Breed  'Te Problem of Alcohol Advertisements in College 
, J. 
Newspapers  Journal of the American College Health Association. v. 27, 1979 
pp. 195-
Researchers review 32 college newspapers selected at random from a list 
of the 400 largest campuses. Alcohol advertisements make up 
approxiately one-half of all national advertising. 
De Foe , and W. Breed  Youth and Alcohol in Television Stories, With 
, J. 
Suggestions to the Industry for Alternative Portrayals,  Adolescence. v. XXII 
no. 91, Fall 1988, pp. 533-550. 
Researchers describe scenes frdomr pirgie.- time television programs from 
1976-77 that involve youth and  They find several television 
portayals of alcohol issues 
to have educational value and suggest' such 
portrayals for television producers, wrters, and directors to consider. 
Fir
, T.  , and D.E. Strickland  A Content Analysis of Beverage Alcohol 
Advertsing,  Journal of Studies on Alcohol. v. 43, 1982, pp. 964-988. 
Researchers monitor periods of televised alcohol beverage 
advertisements durng the 1979-80 television season. They base the 
Broadcast 
expected concentrations of alcohol commercials on 
Advertisers Reports. Ads with sociabilty and conviviality themes 
(camaraderie, relaxation, and humor) occur the most often. 
Lieberman, L.  , and M.A. Orlandi  Alcohol Advertising and Adolescent Drig, 
Alcohol Health and Research World. v. 12, no. 1, 1987, pp. 30-43. 
Researchers survey 6th graders in New York City to gain insight into the 
specifc aspects of advertisements that children observe and recall. 
Alcohol advertising is one of several influences that can predispose 
adolescents to feel positively toward drinking. 
Smal, M.  Alcohol Portrayal in the Mass Media  Alcohol Health and Research 
World. Fall 1980, pp. 30-34. 
Small reviews research on the portrayal of alcohol use on television. 
Findigs do not reveal any consistencies among methodologies, and 
approaches have produced different conclusions.  , "  , "

Strickland, D.  , T.A. Fin, and M.D. Lambert  A Content Analysis of Beverage 
Alcohol Advertising,  Journal of Studies on Alcohol. v. 42, 1982 
pp. 655-682. 
Researchers analyze themes and appeals, techniques of presentation 
and use of human models. They use a structural analysis of beverage 
alcohol advertising, broken down by  , liquor marketers 
tye of beverage
and magazines, in 42 national magazies of 1978. Appeals to quality of 
product, process, or ingredients are the most common themes in alcohol 
ads. 
Strickland, D.E. and D.J. Pittman, "Advertising and Alcohol Abuse: A Crtique 
of Breed and DeFoe s 'Risk and Alcohol Lifestyle Advertsing. 
Strickland' s and Pittman s major criticisms of Breed and DeFoe are (1) Breed 
and DeFoe do not dierentiate legitimate moderate consumption from abusive 
consumption, (2) both heavy drinkers and abstinent youth have images of 
drnkers as more sociable than non-drinkers, and (3) many other factors 
drig. 
inuence 
S. Departent of Health and Human Servces, DIG-DEI  Youth and Alcohol: A 
National Survey--Drinking Habits. Access. Attitudes. and Knowledge 
OEI-09-91-00652, June 1991. 
The Offce of Inspector General (OIG) uses a multi-stage, random sample of 
956 7th through 12th grade students. The survey asks about students' alcohol 
consumption, abilty to obtain alcohol, and knowledge and perceptions about 
alcohol-related areas. The OIG finds that students like various aspects of 
alcohol ads. 
EXERIENT 
STUIES ON ADULT CONSUMPTON 
Dorn, N., and N. South  Alcohol and the Media: A Review and Critique of the 
Effects' Model " International uarterl of Communi Health Education 
v. 3, 1982-1983, pp. 183-193. 
Researchers review empirical material bearing upon whether alcohol 
advertising has effects on the general level of consumption. The current 
model lookig at the effects on general consumption is too lited a 
framework for the development of research.  , " ,,  ""   , " 
Kohn, P.M. and R.G. Smart  The Impact of Television Advertising on Alcohol 
Consumption: An Exeriment  Journal of Studies on Alcohol, v. 45, no. 4 
1984, pp. 295-301. 
Researchers measure the effects of alcohol advertising on the beer 
consumption of college men. Exosure to the first few commercials 
increases consumption; however, continued exposure does not. 
Kohn, P.M. and R.G. Smart  Wine, Women, Suspiciousness and Advertising, 
Journal of Studies on Alcohol, v. 48, no. 2, 1987, pp. 161-166. 
Researchers expose college women to wine commercials durig a soap 
opera episode ostensibly to evaluate the appeal of the program to 
college women. Women exposed to nine wine commercials consume 
more wine than those exposed to three. Several women are suspicious 
of the research design. 
Kohn, P.  , R.G. Smart, and A.C. Ogborne  Effects of Two Kids of Alcohol 
Advertsing on Subsequent Consumption  Journal of Advertising. v. 13, no. 1 
1984, pp. 34-39. 
Researchers experient with drinkers ages 19 to 45 to measure the 
effects of lifestyle and tombstone advertising on alcohol consumption. 
They fid no evidence that either lifestyle or tombstone advertsing has 
any impact, immediate, or delayed, on any category of alcohol 
consumption. 
McCart, D., and J. Ewig, "Alcohol Consumption While Viewig Alcoholic 
Beverage Advertising,  The International Journal of the Addictions, v. 18 
no. 7, 1983, pp. 1011-1018. 
Researchers measure the effects of alcohol advertising on adult 
consumption when subjects have had a drink before viewig 
commercials. The results suggest that advertising may influence 
individuals who have been drinking. 
Sobell, L.c., M.B. Sobell, D.M. Riey, R. Klajner, G.L. Leo, D. Pavan, and 
A. Cancila  Effect of Television Programming and Advertising on Alcohol 
Consumption in Normal Drinkers  Journal of Studies on Alcohol. v. 47, 1986 
pp. 333-340. 
Researchers examine the effects of exposure to television programs with 
alcohol scenes and beer commercials on the behavior of normal 
drkers. They fid no effects of this exposure on consumption.  pp. 
, ,"  "  , "  , " , "
Sterlig, C.  A Review of Literature on the Scope, Content, and Impact of 
Television and Radio Advertsing of Wine and Beer Products 
1975-1984 " prepared for National Association of Broadcasters, 1984. 
s effects. Sterlig 
Sterlig reviews research on alcohol advertising 
concludes that rhetoric abounds while specific and supportable research 
fidigs of any tye are not available. 
Toneatto, T., L.C. Sobell, G.L. Leo, and M.B. Sobell  Effects of Alcohol Cues in 
Television Programs and Commercials on the Urge to Consume Alcohol 
Paper presented at the Annual Meeting of the Association for Advancement of 
Behavior Therapy, Washington, D.  , November 1989. 
dri 
Researchers study alcohol abusers' abilty to resist the urge to 
heaviy after exposure to alcohol cues in television programs and 
co=ercials. They find no effects of this exposure on consumption. 
CAE STUIES ON ADVERTISING BAS AN RESTRCTONS 
Hoadley, J.  , B.C. Fuchs, and H.D. Holder  The Effect of Alcohol Beverage 
Restrictions on Consumption: A 25- Year Longitudinal Analysis  American 
Journal on Drug and Alcohol Abuse. v. 10, no. 3, 1984, pp. 375-401. 
Researchers analyze the impact of State regulation and control measures 
on per capita distiled spirts consumption using the 25-year period 
1955-1980. The effectiveness of State alcoholic beverage controls in holdig 
down consumption is largely unproven. 
Ogborne, AC., and R.G. Smart  Wil Restrictions on Alcohol Advertsing Reduce 
British Journal of Addiction. v. 75, 1980, pp. 293-296. 
Alcohol Consumption?" 
Researchers analyze the relationships between advertising restrictions 
and consumption and alcoholism rates in different States in the U.S. and 
between two Canadian provinces. Relationships are very weak and not 
statistically siguificant. 
Smart, R.G.  Does Alcohol Advertsing Afect Overall Consumption? A Review of 
Empirical Studies  Journal of Studies on Alcohol. v. 49, no. 4, 1988 
314-323. 
Smar s review of the research indicates that: (1) advertising bans do 
not reduce alcohol sales, (2) total advertising expenditures have no 
reliable correlation with sales of alcoholic beverages, and 
(3) experiental studies tyically show no effect of advertising on actual 
consumption.  , " , "  ,,,   """  

Smart, R.G. and R.E. Cutler  The Alcohol Advertising Ban in British Columbia: 
Problems and Effects on Beverage Consumption,  British Journal of Addiction. 
v. 71, 1976, pp. 13-21. 
Researchers study a ban on advertising of alcoholic beverages for 
14 months in British Columbia. They fid no decrease in per capita alcohol 
consumption. The researchers acknowledge the diffculties assessing effects of 
a short-term ban. 
Van Iwaarden, T.  Advertising, Alcohol Consumption and Policy Alternatives 
In Grant, Plant, & Wilams (Eds.  Economics and Alcohol: Consumption and 
Controls. 1983, pp. 223-237. 
Van Iwaarden discusses the market share theory of advertising and 
examines the merits and disadvantages of a ban on alcohol advertising. 
AN 
ECONOMETRC STUIES OF ADVERTISING  CONSUMPTON 
The Advertsing Association  The Relationship Between Advertsing and 
Alcohol Misuse " Submission to the Ministerial Group, December 16
, 1987. 
Ths review of studies on the effects of alcohol advertising on per capita 
consumption concludes advertising does not have an effect. 
Duf, M.  Measurig the Contribution of Advertising to Growt in Demand: 
An Economic-Accounting Framework 
International Journal of Advertising. 
v. 8, 1989, pp. 95-110. 
Duff explains the marked diferences over the years of growth rates of 
consumption of beer, spirts, and wie in the United Kigdom, using an 
dri 
econometric model of alcoholic  demand. Advertsing s role is 
barely measurable in an absolute sense and unimportant in comparison 
with the effect of income. 
Franke, G., and G.B. Wilcox  Alcoholic Beverage Advertsing and Consumption in 
the United States, 1964-1984  Journal of Advertising. v. 16, no. 3, 1987 
pp. 22-30. 
Researchers examie alcohol industry advertising expenditures in 
network and spot television, network radio, magazines, newspaper 
supplements, and outdoor media. They find no evidence of a signficant 
relationship between total advertsing and per capita consumption of 
beer. They fid positive siguificant relationships with per capita 
consumption of wie and distiled spirits.  , "
,,  ""   , " 
Lee, B. and V. Tremblay, "Advertising and the U.S. Market Demand for 
Beer " Department of Economics, Oregon State University, May 24, 1990 
Applied Economics 
forthcomig in 
Researchers examine U.S. annual beer consumption from 1953 through 1983.

The most important determinants of beer market demand are the price of beer 
and substitutes, demographics, and the advent of light beer. Although 
advertsing is liely to affect market shares, results do not show a significant 
effect on market demand for beer. 
Shoup, H.  Comments of Harold A Shoup,  , America 
Executive Vice President
Association of Advertising Agencies  The ACA Research Ouarterly. 
v. 1 
no. 4, 1990, pp. 13-14. 
Shoup explains advertising has two objectives: (1) to introduce products 
and servces and (2) to protect or increase a marketer s brand share in 
an increasingly competitive marketplace. Alcohol advertsing does not 
lead to increased consumption. 
Smar, R.G.  Socio-economic, Lifestyle, and Availabilty Factors in the
Stabiltion of Alcohol Consumption in Canada  Canadian Journal of Public 
Health. v. 78, 1987, pp. 176-180. 
Smart fids that between 1975- , Canadian per capita alcohol 
consumption declied slightly after a long period of increased 
consumption in spite of increases in alcohol availabilty and advertising 
budgets. 
Treml, V.  Production and Consumption of Alcoholic Beverages in the USSR: 
A Statistical Study,  Journal of Studies on Alcohol. v. 36, no. 3, 1975 
pp. 285-320. 
Treml fids an increase of production and per capita consumption of 
alcohol in the USSR over the 15 years prior to 1972, in spite of frequent 
anti-alcohol campaigns and an absence of alcohol advertising. 
S. Federal Trade Commssion  Recommendations of the Staff of the Federal Trade 
Commssion: Omnbus Petition for Regulation of Unfair and Deceptive 
Alcoholic Beverage Advertising and Marketing Practices, Docket No. 209-
March 1985. 
The FTC responds to the challenge that alcohol advertising encourages 
alcohol abuse. They conclude that the existing body of economic and 
marketing research sheds viually no light on relationship between 
alcohol advertising and abuse. They feel BATF has jurisdiction in ths 
area.  ,,  ""   , " , "  , "

Waterson, M.  Advertising Facts and Advertising TIusions  International 
Journal of Advertising, v. 3, 1984, pp. 207-222. 
Waterson argues the absence of advertising leads to less choice, lower 
levels of inovation, higher prices, and the vices of cartels and protected 
or reguated markets. There is no evidence to suggest advertising can 
manipulate the overall size of such large mature markets even if that is 
the deliberate intention. 
Waterson, M.  Advertising and Alcohol: An Analysis of the Evidence Relating to 
Two Major Aspects of the Debate 
International Journal of Advertising. v. 8 
1989, pp. 111-131. 
Waterson analyzes the argument surrounding the effects of alcohol 
advertising on alcohol consumption. Advertising plays an insignificant 
role in molding the broad patterns of demand. 
R.S. Weinberg & Associates  Advertising and Malt Beverage Demand: A Macro 
Analysis of Brewing Industry Advertising Exenditures 1947-1983 " Briefig for 
Ad Ban Task Force, Aneuser-Busch, Inc., 1984. 
Researchers measure advertising effectiveness by correlating advertising 
expenditures with per capita consumption. Malt beverage advertising 
does not have any signcant impact on the total level of malt beverage 
consumption. 
Wilcox, G.  , D. Shea, and R. Hovland  Alcoholic Beverage Advertsing and the 
Electronic Media  Communications and the Law, v. 8, 1986, pp. 31-41. 
The authors review the Federal Trade Commission decision on 
advertising. There is insuffcient reason to warrant regulation of alcohol 
advertsing on the basis of deception or unfairness because, even if 
advertsing stimulates consumption, alcohol abuse does not necessariy 
result from increased consumption. 
MISCELLEOUS STUIES 
AM 
Board of Trustees Report  Alcohol: Advertising, Counteradvertising, and 
Depiction in the Public Media  Journal of the American Medical Association, 
v. 256, no. 11, 1986, pp. 1485-1488. 
Ths report summaries existing laws and regulations on alcohol 
advertsing, including BATF and FTC roles. Research on the link 
between advertising and consumption has methodological flaws, yet 
alcohol advertising influences excessive or hazardous drinking to a 
limited degree.  , " , "  , "

Buchanan, D.  , and J. Lev  Beer and Fast Cars: How Brewers Target Blue-collar 
AA 
Youth through Motor Sport Sponsorships. Foundation for Traffc Safety, 
1989. 
The study documents industry expenditures and justifications for motor
sports sponsorships. The researchers attend motor. sports events and 
intervew students about their attitudes about drinking and drivig.
Motor sports receive the most sponsorship money of all tyes of sports. 
Cowan, R. and J.F. Mosher  Public Health Implications of Beverage Marketing, 
Contemporaty Drug Problems. v. 12, 1985, pp. 621-657. 
Cowan and Mosher describe the alcohol beverage market and practices. 
When the alcohol industr devises marketing strategies that directly 
compete with nonalcoholic beverages, there are serious public health 
implications. 
Hacker, G.  , R. Collins, and M. Jacobson  Marketing Booze to Blacks. Center 
for Science in the Public Interest, 1989. 
The authors examine the marketing of alcohol to Blacks and make 
several recommendations to alcohol companies, black media, black civic 
and communty leaders, other businesses and governent. 
Katzper, M., R. Ryback, and M. Hertzman  Alcoholic Beverage Advertsement 
and Consumption  Journal of Dru!! Issues. v. 8, no. 4, 1978, pp. 339-353. 
The authors review the alcohol beverage industry s role and views 
regardig advertising. The alcohol industry has its own set of advertising 
gudelines, which are preferable to Federal regulation. They conclude 
that the alcoholic beverage industry assumes advertising increases 
consumption. 
Kiboure, J.  Deadly Persuasion: The Case Against Advertising of 'Legal' Drugs 
Adolescent Counselor. Oct/Nov, 1990. 
Kiboure argues that alcohol advertising affects attitude formation and
the internalization of social norms. Kilbourne suggests ways to reduce
the effects of alcohol advertising on children and to educate them about 
alcohol. , " , "  , " 
Maxell, B. and M. Jacobson  Marketing Disease to Hispanics. Center for 
Science in the Public Interest
, 1989. 
The authors review the literature about the marketing of alcohol to 
Hispanics and the associated health risks of alcohol, tobacco, and 'Jun 
foods." Peer pressure and parental drinkng behaviors are the two 
biggest factors affecting drinking by youth. 
Mosher F. and L.M. Wallack  Government Regulation of Alcohol Advertising: 
, J. 
Protecting Industry Profits versus Promoting the Public Health, 
Journal of 
Public Health Policy. December 1981, pp. 333-353. 
Mosher and Wallack challenge the approach taken by the Bureau of 
Alcohol, Tobacco, and Firearms (BATF). They urge BATF to take 
seriously its responsibilty under the Federal Alcohol Adminstration Act 
to protect the public from misleading and potentially misleading alcohol 
advertising. 
Neuendorf, K.  Summary of Nov. 16 Presentation Addressing the Question 
Should Advertsing Be Restricted on Alcoholic  The ACA 
Beverages?'" 
Researcp. Quarterly v. 1, no. 4, 1990, pp. 15-16. 
Neuendorf agrees that it is impossible to pinpoint a causal relationship 
between alcohol advertising and consumption given the evidence to date. 
The most effective tye of regulation would involve "counteradvertising 
includig health messages, rather than a prohibition against alcohol 
advertising. 
Orlandi, M.  , L.R. Lieberman, and S.P. Schinke  The Effects of Alcohol and 
Tobacco Advertising on Adolescents  Drugs and Society. v. 3, no. 1/2, 1988 
pp. 77-97. 
The authors explain arguents about the effects of advertsing on 
chidren and adolescents that have been made by alcohol and tobacco 
industries, researchers, and public health advocates. They suggest an 
alternative framework for future discussions on the effect of alcohol and 
tobacco advertsing on adolescent substance use.  ,,,   """  

Postman, N., C. Nystrom, L. Strate, and C. Weingartner  Myths. Men. & Beer: 
An Analysis of Beer Commercials on Broadcast Television. 1987.
AA 
Foundation for Traffc Safety, 1987. 
The authors examine the cultural myths and messages in a sample of 
40 commercials broadcast on network television during in February and March 
of 1987. Television commercials play an important role in children 
internalization of cultural meanings, interpretations, and values, whether or not 
the commercials are directed at children. 
S. Department of Health and Human Servces, Alcohol, Drug Abuse, and Mental 
Health Admistration, National Institute on Alcohol Abuse and Alcoholism, 
Seventh Special Report to the U.S. Congress on Alcohol and Health, 
January 1990.

The authors report the current information on alcohol abuse, the health 
consequences of alcohol use, and social factors involved in alcohol use. 
Research on the effects of advertising has not documented a strong relationship 
between alcohol advertising and consumption. The authors call for further 
research on the role of advertising. 
Wallack, L.M.  Assessing Effects of Mass Media Campaigns: An Alternative 
Perspective  Alcohol Health and Research World, Fall 1980, pp. 17-29. 
Wallack studies the assumptions that underlie mass media campaigns 
and offers an alternative framework for assessing possible campaign 
effects. 
Wallack, L.M.  Mass Media Campaigns: The Odds Against Finding Behavior 
Change  Health Education Ouarter1y v. 8, no. 3, 1981, pp. 209-251. 
Wallack reviews the history, commonalities, and effects of large-scale 
moderation and abstinence campaigus. It is not surprising that mass 
media based campaigns have shown few direct effects. 
Wallack, L.M.  Alcohol Advertising Reassessed: The Public Health Perspective 
In Grant, Plant & Willams (Eds.  Economics and Alcohol: Consumption and 
Controls, 1983, pp. 243-248. 
Wallack reviews studies that (1) use econometric models, (2) assess the 
effects of advertising on individuals, and (3) analyze the content of 
advertising. None of the approaches addresses the cultural meaning and 
values established and transmitted by advertising.  """""
. . . . . . . . . "
INDEX

The Advertising Association. . . . .. A- McCarty, D. .................. A-

Aitken, P.P. . . . . . . . . . . . 0 .. 5  , A-4  McDermott, S. . . . . . . . . . . . . . . . .. A-
Allen, C.M. .................. A McNeil, RE.J. ................ A-
1\tkin, C. 0.......... 3, 4, 5, 1\- , 1\ Mosher, J.P. ............. A- , A-
AM Board of Trutee. . . . . .. A- Neuendorf, K. ..... 3  , A- , A- , A-
, C. . .. ... .. ... .. .. ... A-
Beer Intitute ................  Nystrom
Block, M. "  '.0.. ..  , A- , A- Ogborne, AC. . .. ... ... .. .. A- , A-
A. . 
Bree, W. ............ 0 .. A- , A- Orlandi, M. , A- , A-
, D. 
Buchanan, D.R.. 0............ A- Pavan .................... A-
Cancila, A . 0"  " A- Pittman, D.J. .. . . . . . . . . . . . . . . .. 1\
Cassady, D. .................. A- Postman, N. . . . . . . . . . . . . . . . . .. A-
Coll
, R. .................. A- Riley, D.M. ................... A-
Coulter, M.L. . . . . . . . . . . . . . . . .. A- Ryback, R .................. A-
Cowan, R. .................. A- Rychtarik, R.G. ... . . . . . . . . . .. 4, A-
Cutler, RE. . . . . . . . . . . . . . . .. 7, A- Schinke, S.P. ................. A-
De Foe, J.R ............. A-4, A- Scott, AC. . . . . . . . . . . . . . . . . . . .. A-
Dorn, N. .................... A- Shea, D. .................... A-
Drabman, RS. . . . . . . . . . . . . . . .. A- Shoup, H. ................... A-
Duff, M.H. . . . . . . . . . . . . . . . . .. A- Singer, D.G. ' .................. A-
Eadie, D.R. .................. A- Small, M. A. . . . . . . . . . . . . . . . . .. 1\
Ewig, J. .................... A- Smart, RG. .. . .. 7, A- , A- , 1\- , 1\-
JA ......... 
Fairbank,  0 . . . . .. A- Sobell, L.C. .... 0"  " ... ... A- , A-
, TA .. 
Finn 0 . . . . 0 . . . . . . . .. .. A- Sobell, M.B. E........... .... A- , A-
Foy, D.W. "  ....0.. A- South, N. . . . . . . . . . . . . . . . . . . . .. A-
Franke, G. . . . . . . . . . . . . . . . . . .. A- Sterling, C.H. . . . . . . . . . . . . . . . . .. A-
Fuchs, B.C. .................. A- Strate, L. . . . . . . . . . . . . . . . . . . .. A-
Grbe, J. .. . . . . . . . . . . . . .. A- , A- Strickland, D.
Hacker, G.A................ A- . . . . . . . .. 4, 5, 1\- , 1\- , 1\- , 1\- , A-
Hertzman, M. ............... A- Toneatto, T. .................. A-
Hoadley, J.P. ................ 0 A- Tremblay, V. ................. A-
Holder, H.D. ................. A- Treml, V. G. . . . . . . 0 . . . . . . . . . .. A
Hovland, R. . . . . . . . . . . . . . . . .. A- S. Department of Health 
Jacobson, M. ............ A- , A- and Human Servce. . . . . 1, A- , A
Katzper, M. . . 0 . . . . . . . . . . . . .. A- S. Federal Trade Commission. .. A-
Kibourne, J. ................ A- Van Iwaarden, T. . . . . . . . . . . . . . .. A-
Klajner, R. . .... ..... .... ..... A- Wallack, L.M. .. 3, A- , A-4, A- , A-
Kohn, P.M. ................ 7, A- Waterson, M.J. ............... A
Kotch, J.B. . . . . . . . . . . . . . . . .. 3, A- RS. Weinberg & Associates. . . .. A-
Lambert, M.D. . . . . . . . . . . . . . . .. A- Weingartner, C. . . . . . . . . . . . . . .. A-
Leathar, DoS. . . . . . . . . . . . . . . . .. A Wilcox, G.B. ............. A- , A-
, B. 
.................... A
L... .. .. ... 
, G. ....... A- , A-
Lev, J. ... . . . . . . . . . . . . . . . . .. A-
Lieberman, L.R. ........  1\- 1\-
, A 
Lipsitz ................... A-
Maxell, B. ................. A-