TABLE 3.
Overview of the Nature of National Magazine Creatives for Malt-Based Beverages and Distilled Spirits: United States, 2008-2010
| 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.
a
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.