Complete with a sexicon of slang, this book also dives into the columns and magazines themselves, sharing for the first time what modern students are saying about their sex and love lives, in their own words. Five of these brands had greater exposure in the group aged 12 to 20 than in the group aged 21 to 34; these 5 and an additional 10 brands had greater exposure in the underage audience than in the legal-age audience. Student sex columnists and sex magazine editors are both celebrities on their home campuses. Only magazines with alcohol product advertising in or were included in the analysis, because the purpose of this study was to measure youth exposure to alcoholic beverage advertising in magazines. I thought he was pretty cool, and that to be a man meant to have a cache of this kind of contraband. And then I found myself actually writing for the men's mags -- including Screw and Hustler, which were ground zero for relentless freedom of speech in the form of tasteless comedy, brutal political satire, and of course, naked ladies.
Methods Our research methods combined advertising occurrence when and where an advertisement was published and magazine readership data drawn from standard media planning statistical sources to quantify levels of exposure of different audiences to each alcoholic beverage brand's advertising. Reach describes the percentage of a given demographic group that has the opportunity to see a given advertisement or campaign through exposure to specific media. Mediamark Research Inc publishes a combined study of the population 12 years and older MRI TwelvePlus , using a narrow range of selected magazines reported in the adult and teen studies; however, with a mean of 2 years of data, TwelvePlus is not appropriate for developing estimates of audience exposure on an annual basis. The study underscores the need for stricter standards for the placement of alcohol advertising. We corroborate their finding that industry self-regulation is not adequately protecting underage persons, especially underage girls, from routine exposure to alcoholic beverage advertising in magazines. Placement and readership age and sex data generated estimates of media exposure for the age groups 12 to 20, 21 to 34, and 21 years and older. Gross rating point ratios greater than 1 indicate that the probability of seeing the advertising on a per capita basis was higher, and thus the likelihood or effectiveness of exposure greater, for the younger age group than for the older one. And then I found myself actually writing for the men's mags -- including Screw and Hustler, which were ground zero for relentless freedom of speech in the form of tasteless comedy, brutal political satire, and of course, naked ladies. The teen survey, using a household sample drawn from the adult study, uses a "frequency of reading" method in which respondents indicate, for those publication titles they have read or looked into within the past 6 months, the number range, of issues they have read. Alcohol industry self-regulation is the primary means of limiting the exposure of underage youth to alcoholic beverage advertising. Article What This Study Adds Although research has established exposure to alcohol advertising as a risk factor in youthful drinking, no studies of advertising exposure have examined the differential exposure of boys and girls to alcohol advertising in general or for different types of alcohol, to our knowledge. The raw data are weighted such that a respondent claiming to have read 1 of 4 issues is assigned a 0. As I say in Dirty! In the context of youth generally being more likely per capita than the legal-age audience to see magazine advertising for beer and ale, distilled spirits, and LARs, perhaps the most striking finding of our analysis is the level of overexposure experienced by girls. Beyond demographic breakdowns by age, we did not examine household income, ethnicity, level of education, or other demographic variables that may help explain the placement of alcohol advertisements in magazines. I thought he was pretty cool, and that to be a man meant to have a cache of this kind of contraband. Nonproduct advertising eg, corporate advertising, public service advertising, etc was omitted, as was advertising in regional editions of magazines, because it is not practical to assign a national audience estimate to advertisements appearing in a portion of a magazine's circulation. Beer and ale and LAR advertisers reached girls aged 12 to 20 slightly more effectively than the primary target audience aged 21 to Underage drinking is a serious public health problem in the United States, associated with lower educational attainment, 1 , 2 greater likelihood of attempting suicide 3 or of engaging in risky sexual behavior, 4 and increased risk of drinking-driving mortality compared with the population 21 years and older. And soon enough I had my own collection of greasy girlie mags to go along with my slingshots and firecrackers, before eventually trading up to real girls, because as you get older, the clubhouse gets better. Using sorted logo cards, respondents then identify the publications that they have read or looked into during the publishing interval of each magazine weekly, monthly, etc. We need a free society, and freedom is not won by literary tea parties and well meaning, virtuous academies, it is won by disreputable people like Al Goldstein. Media planners use GRPs to describe the amount of advertising exposure delivered in a given period to an audience. Interactive Market Systems is the leading provider of print media evaluation software for advertising. Because distilled spirits producers cannot advertise on national broadcast networks owing to a voluntary ban by those networks, they rely more heavily on magazine advertising.
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