ALCOHOL IN THE MASS-MEDIA AND DRINKING BY ADOLESCENTS - A LONGITUDINAL-STUDY

Data from a longitudinal study carried out in Dunedin, New Zealand, we re used to investigate associations between alcohol consumption at age 18 years and alcohol-related mass media communications recalled at ag es 13 and 15 years. The respondents' recall of alcohol-related mass me dia material were categorized as: commercial alcohol advertising, alco hol moderation messages or the portrayal of alcohol in entertainment. An additional media variable was the number of hours spent watching te levision. Non-media variables, such as peer approval of drinking, livi ng situation and occupation (all at age 18 years) were also included i n the analyses. The period between the interviews at ages 13 and 15 ye ars saw an increase in the broadcast of commercial alcohol advertiseme nts on television in New Zealand and this was reflected in an increase in the proportion of the mass media material recalled which was categ orized as commercial advertising. At age 15 years television advertisi ng, mostly for beer companies, was the predominant material recalled. No relationships were found between the commercial advertising and win e and spirits consumption, among either men or women, but young women who had watched more hours of television drank more wine/spirits. Amon g women there were two unexpected negative relationships between recal l of alcohol in the media at age 13 years and beer consumption. Howeve r, among men there was a consistent positive relationship such that th ose who had recalled more alcohol advertisements at age 15 years drank larger quantities of beer at age 18 years.