TABLE 3—
Variable | No. (%) |
Total ad creatives | 1795 (100.0) |
Alcopops | 13 (0.7) |
Beer | 411 (23.0) |
Spirits | 1371 (76.0) |
Portrayal of product and people | |
Product only | 1217 (68.0) |
Product and people | 528 (29.0) |
People only | 17 (< 1.0) |
No product or people | 34 (2.0) |
Tagline and responsibility messages | |
Includes a tagline | 177 (66.0) |
Includes a tagline only | 110 (6.0) |
Includes a responsibility message | 1555 (87.0) |
Includes a responsibility message only | 492 (27.0) |
Includes both tagline and responsibility message | 1064 (59.0) |
Responsibility message is less visible than tagline | 1015 (95.0) |
Responsibility message promotes the product | 1157 (75.0) |
Age, y | |
Clearly < 25 | 33 (6.0) |
Appeared < 21 | 8 (< 1.0) |
Where the ads include people, what are they doing? | 545 (100.0) |
Inactive (looking at the camera, simply seated or standing with or without the product in hand) | 156 (29.0) |
Sex or sexual connotations | 94 (17.0) |
Sporting activities (playing or watching) | 81 (15.0) |
Party culture (e.g., depictions of dance clubs) | 66 (14.0) |
Socializing (hanging out, relaxing, celebrating, dining and romance) | 50 (9.0) |
Adventure | 9 (2.0) |
Other (e.g., singing, playing musical instruments, at the beach, carnival, camping, tattooing, walking, fantasy scene, bar tending) | 104 (19.0) |
Ads in violation of federal codes (TTB) or industry codes (DISCUS or BI) | |
Violation of federal codes | 23 (2.0) |
Violation of industry codes | 38 (2.0) |
Unique ads in violation of either code | 52a (3.0) |
Note. BI = Beer Institute; DISCUS = Distilled Spirits Council of the United States; TTB = Alcohol and Tobacco Tax and Trade Bureau. Malt beverages examined were beer and alcopops. Percentages may total more than 100% because people in the ads were coded as doing more than 1 activity in a few instances.
There is an overlap between ads that violate federal codes and industry codes; therefore, the total does not reflect the sum of the number of violations from each category.