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 

JV 

INSPECTOR GENERA 

dIa JANARY 199 
OFFCE OF INSPECfOR GENRA 

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. 

OFFCE OF EVALUATION AN 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-YearOld 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 

JV 

INSPECTOR GENERA 

'~dIa OEI-09-91-051 
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. 

TABLE OF CONTENTS


INODUcrON . 

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


EFFECT OF ALCOHOL ADVERTISING AN MEDIA PORTRYAL


OF ALCOHOL ONYOUI A7TES ............................ 3


EFFECT OF ALCOHOL ADVERTISING ON YOUI CONSUMPTON. . . . . 4


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


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


APPENIX 

INEX ................................................... AANOTATED BIBLIOGRAHY. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .. A-
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. 

In a related study on youth and alcohol, the OIG found that more than 10 mion 

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- 081, Youth and Alcohol: A National 

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. 

Researrh on Akohol Adverg and Consptin 

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 selfreported consumption and some experiental research. Content analyses provide 

inormation about the images and themes used in alcohol ads, many of which youth

fid attractive. Other studies on alcohol advertising use experients with adult 

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. 

Beer Institute, Brewing Industrv Advertising Guidelines. Decmber 1984. 
SUMMARY OF RESEARCH FINDINGS 

EF OF ALHOL ADVETIING AN MEIA PORTR YAI 

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 

with high exposure to alcohol advertising believe it is okay for teenagers to get druk 

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 

1 of 2 conditions. They either saw (1) a video with the main characters drikig 

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 

bad, or are the good and bad thgs 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 

alcoholic beverage as an appropriate dri for adults. Rychtari et al. (1983) studied 

75 chidren 8 to 11 years old, selected from an outpatient waiting room. They exposed 

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. Twelve- to


18-year-olds highly exposed to advertising report consuming more dri per evening€

and drg 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


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


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


lack of codig strigency. 

Exosure to alcohol advertising is related to heavy drinkig, problem drig, and 

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. 

Atki et al. (1983) also found hazrdous drig 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 

Strickland (1981, 1982, 1983) found that exposure to advertisements has a slight 

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 

people use the products and want to be lie. those people are more liely to have 

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. 

ADVETIING IMGES AN TI ATTCT 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. Most adolescents respond positively to television 

advertsements for alcohol and do not th the advertisements are borig. Accordig 

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 

appreciative of alcohol advertisements than are adolescents who do not drik. Those 

who have dr 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: 

An Exerient," Journal of Studies on Alcohol. v. 45, 1984, pp. 295-301. 

Sman, R.G. and Cutler, R.E.	 The Alcohol Advertising Ban in British Columbia: Problems 

and Effec on Beverage Consumption," 
 British Journal of Addiction. v. 71, 1976, pp. 13-21.

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 

EFFECT OF ALCOHOL ADVERTISING ON YOUI A7TES 

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 

alcohol ads, attitudes, and behaviors concerning alcohol. Advertsing 

appears to be associated with drig 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 

fids that heavy television viewers are more likely to believe drig is lied 

to happiness and fu. Also, 20 percent of respondents choose a wie or beer 

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. 

Strickland criticizes Atk 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: 

Exosure, Attention, Beliefs, and Exectations About Drig 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 fid a correlation between their attention to beer 

co=ercials and their beliefs about the social and ritual aspects of beer 

drinkig and the expectation to drink as an adult. 

EFFECT OF MEDIA PORTRYAL OF ALCOHOL ON YOUI A7TES 

Kotch, J. , M.L. Coulter, and A Lipsitz, "Does Televised Drig Inuence 

Chdren s Attitudes Toward Alcohol?" Addictive Behaviors, v. 11, 1986 

67-70. 

Fifh and sixh grade chidren watch videotaped television programs with drig of alcoholic beverages by the principal characters. Boys who 

watch the fi with drinkg are significantly more likely to respond that 

the good thngs about alcohol are more important than the bad thgs. 

Rychtari R.G., J.A Fairbank, C.M. Alen, D.W. Foy, and R.S. Drabman Alcohol 

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€

alcohol ads, attitudes, and behaviors concerning alcohol. Advertsing€

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 

on consumption. The interpersonal infuence measured here is alost 

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. 

ANALYSES OF ADVERTISING IMGES AN mEMES ATTCT TO YOUI 

Aitken, P. , D.R Eadie, D.S. Leathar, RE.J. McNeil, and A.C. Scott Television 

Advertisements for Alcoholic Dri Reinforce Under-age Dring, 

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. 

Breed, W. and J.R De Foe Dring 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., J.R De Foe, and L.M. Wallack Drinking in the Mass Media: A 

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 

group drig. More ads feature fantasy themes. Alcohol industry 

sponsorship of campus activities increased. 
, 

, , 

, 

De Foe, J. , and W. Breed 'Te Problem of Alcohol Advertisements in College 

Newspapers Journal of the American College Health Association. v. 27, 1979 

pp. 195-199. 

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, J. , and W. Breed Youth and Alcohol in Television Stories, With 

Suggestions to the Industry for Alternative Portrayals, Adolescence. v. XXII 

no. 91, Fall 1988, pp. 533-550. 

Researchers describe scenes from prie-time television programs from 

1976-77 that involve youth and drig. 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 

expected concentrations of alcohol commercials on Broadcast 

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 tye of beverage, liquor marketers 

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 

inuence drig. 

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. 

Sterlig reviews research on alcohol advertising s effects. Sterlig 

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. 

Researchers study alcohol abusers' abilty to resist the urge to dri 

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 

Alcohol Consumption?" British Journal of Addiction. v. 75, 1980, pp. 293-296. 

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. 

ECONOMETRC STUIES OF ADVERTISING AN 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 

econometric model of alcoholic dri 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 

forthcomig in Applied Economics 

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, Executive Vice President, America 

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 

Youth through Motor Sport Sponsorships. AA 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, J. F. and L.M. Wallack Government Regulation of Alcohol Advertising: 

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 Beverages?'" The ACA 

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. . . . .. AAitken, P.P. . . . . . . . . . . . 0 .. 5 , A-4 

Allen, C.M. .................. A1\tkin, C. 0.......... 3, 4, 5, 1\- , 1\­

AM Board of Trutee. . . . . .. ABeer Intitute ................ 

Block, M. " '.0.. .. , A- , ABree, W. ............ 0 .. A- , ABuchanan, D.R.. 0............ ACancila, A . 0" " ACassady, D. .................. AColl, R. .................. ACoulter, M.L. . . . . . . . . . . . . . . . .. ACowan, R. .................. ACutler, RE. . . . . . . . . . . . . . . .. 7, ADe Foe, J.R ............. A-4, ADorn, N. .................... ADrabman, RS. . . . . . . . . . . . . . . .. ADuff, M.H. . . . . . . . . . . . . . . . . .. AEadie, D.R. .................. AEwig, J. .................... AFairbank, JA ......... 0 . . . . .. AFinn, TA .. 0 . . . . 0 . . . . . . . .. .. AFoy, D.W. " ....0.. AFranke, G. . . . . . . . . . . . . . . . . . .. AFuchs, B.C. .................. AGrbe, J. .. . . . . . . . . . . . . .. A- , AHacker, G.A................ AHertzman, M. ............... AHoadley, J.P. ................ 0 AHolder, H.D. ................. AHovland, R. . . . . . . . . . . . . . . . .. AJacobson, M. ............ A- , AKatzper, M. . . 0 . . . . . . . . . . . . .. AKibourne, J. ................ AKlajner, R. . .... ..... .... ..... AKohn, P.M. ................ 7, AKotch, J.B. . . . . . . . . . . . . . . . .. 3, ALambert, M.D. . . . . . . . . . . . . . . .. ALeathar, DoS. . . . . . . . . . . . . . . . .. A­

, B. .................... A­

, G.L... .. .. ... ....... A- , ALev, J. ... . . . . . . . . . . . . . . . . .. ALieberman, L.R. ........ 1\- 1\-

Lipsitz, A ................... AMaxell, B. ................. AMcCarty, D. .................. A-


McDermott, S. . . . . . . . . . . . . . . . .. AMcNeil, RE.J. ................ AMosher, J.P. ............. A- , ANeuendorf, K. ..... 3 , A- , A- , ANystrom, C. . .. ... .. ... .. .. ... AOgborne, AC. . .. ... ... .. .. A- , AOrlandi, M.A. . , A- , APavan, D. .................... APittman, D.J. .. . . . . . . . . . . . . . . .. 1\­

Postman, N. . . . . . . . . . . . . . . . . .. ARiley, D.M. ................... ARyback, R .................. ARychtarik, R.G. ... . . . . . . . . . .. 4, ASchinke, S.P. ................. AScott, AC. . . . . . . . . . . . . . . . . . . .. AShea, D. .................... AShoup, H. ................... ASinger, D.G. ' .................. ASmall, M. A. . . . . . . . . . . . . . . . . .. 1\­

Smart, RG. .. . .. 7, A- , A- , 1\- , 1\-

Sobell, L.C. .... 0" " ... ... A- , ASobell, M.B. .............. A- , ASouth, N. . . . . . . . . . . . . . . . . . . . .. ASterling, C.H. . . . . . . . . . . . . . . . . .. AStrate, L. . . . . . . . . . . . . . . . . . . .. AStrickland, D.E. 

. . . . . . . .. 4, 5, 1\- , 1\- , 1\- , 1\- , AToneatto, T. .................. ATremblay, V. ................. ATreml, V. G. . . . . . . 0 . . . . . . . . . .. AS. Department of Health 

and Human Servce. . . . . 1 , A- , AS. Federal Trade Commission. .. AVan Iwaarden, T. . . . . . . . . . . . . . .. AWallack, L.M. .. 3, A- , A-4, A- , AWaterson, M.J. ............... ARS. Weinberg & Associates. . . .. AWeingartner, C. . . . . . . . . . . . . . .. AWilcox, G.B. ............. A- , A-