New Study: African-American Youth Exposed to More Alcohol Advertising in General

A new study by the Center on Alcohol Marketing and Youth (CAMY) at the Johns Hopkins Bloomberg School of Public Health reported that African-American youth between the ages of 12 and 20 see more alcohol advertisements in magazines and television than all other youth in the same age range.

There are at least 14 studies that have found “that the more young people are exposed to alcohol advertising and marketing, the more likely they are to drink, or if they are already drinking, to drink more” (CADCA). Alcohol is the most widely used substance among African-American youth. Alcohol is associated with violence, car accidents, and sexually transmitted diseases.

According to study author David Jernigan, PhD, and director of CAMY, African-American youth are over-exposed to alcohol advertisements because of two reasons:

“First, brands are specifically targeting African-American audiences and, secondly, African-American media habits make them more vulnerable to alcohol advertising in general because of higher levels of media consumption. As a result, there should be a commitment from alcohol marketers to cut exposure to this high-risk population.”

The three media outlets African-American youth are over-exposed to alcohol advertisements with are radio, television, and magazines.

  • Magazines: Jet, Essence, Ebony, Black Enterprise, and Vibe.
  • Television: TV One, BET, SoapNet, CNN, and TNT.
  • Radio formats: Contemporary Hit/Rhythmic, Contemporary Hit/Pop, Urban, and Hot Adult Contemporary

The brands of alcohol that African-American youth are over-exposed to compared to all youth and African-American adults are: Seagram’s Twisted Gin, Seagram’s Extra Dry Gin, Jacques Cardin Cognac, 1800 Silver Tequila, and Hennessey Cognacs.

To view the full article and statistics on the media outlets used, click here.


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