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Alcohol and Alcoholism Advance Access first published online on February 23, 2009
This version published online on March 4, 2009
Alcohol and Alcoholism, doi:10.1093/alcalc/agp003
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© The Author 2009. Published by Oxford University Press on behalf of the Medical Council on Alcohol. All rights reserved

Alcohol Portrayal on Television Affects Actual Drinking Behaviour

Rutger C. M. E. Engels1,*, Roel Hermans1, Rick B. van Baaren1, Tom Hollenstein2 and Sander M. Bot3

1 Behavioural Science Institute, Radboud University Nijmegen, The Netherlands;
2 Department of Psychology, Queen's University, Kingston, Ontario, Canada
3 Research Centre Adolescent Development, Utrecht University, The Netherlands

* Corresponding author: Behavioural Science Institute, Radboud University Nijmegen, P.O. Box 9104, 6500 HE Nijmegen, The Netherlands. Tel: +31-24-361-18-18; Fax: +31-24-361-27-76; E-mail: r.engels{at}bsi.ru.nl

Received 25 August 2008; first review notified 19 September 2008; in revised form 17 December 2008; accepted 16 January 2009


  Abstract

Aims: Alcohol portrayal in movies and commercials is generally positive and might stimulate young people to drink. We tested experimentally whether portrayal of alcohol images in movies and commercials on television promotes actual drinking. Methods: In a naturalistic setting (a bar lab), young adult male pairs watched a movie clip for 1 h with two commercial breaks and were allowed to drink non-alcohol and alcoholic beverages. These participants were randomly assigned to one of four conditions varying on the type of movie (many versus few alcohol portrayals) and commercials (alcohol commercials present or not). Results: Participants assigned to the conditions with substantial alcohol exposure in either movies or commercials consume more alcohol than other participants. Those in the condition with alcohol portrayal in movie and commercials drank on average 1.5 glasses more than those in the condition with no alcohol portrayal, within a period of 1 h. Conclusions: This study—for the first time—shows a causal link between exposure to drinking models and alcohol commercials on acute alcohol consumption.


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