Psychology and Alcohol Advertisements

Paper Summary:

This paper discusses a study conducted by Thomas F. Babor, Dwayne C. Proctor and Ziming Xuan to determine the affects of alcohol advertising on the college student. The paper explains that the background information for the research provided a framework for the study and focused on a history of youth that are vulnerable to advertising related to alcohol. The paper also points out that in the past several years the social consciousness has led many advertisers to include warning messages in their advertising because of the theory that such messages would have an affect on how individuals used the product. The belief was that the messages would lead the individual to stop from drinking excessively or while driving. The paper explains that it was important to the research to determine if factors within the advertising would alter cognitive processing of the material, or whether individual characteristics and past psychosocial attributes would have a greater affect on the message received.

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