Alcohol depictions are increasingly present in television content in the form of product placements, that is, when specific products are included in the action of the program. This research seeks to provide evidence of how alcohol messages conveyed in product placements in television programming contribute to the development of teenagers' attitudes and beliefs about drinking, and ultimately shape their alcohol consumption behaviors. We are developing original video depictions that are similar to actual television programs and that integrate different types of embedded alcohol messages. Our goal is to enhance our understanding of how and through what processes media images of alcohol affect teenagers' perceptions of alcohol and their intentions to drink. This understanding will guide the development of prevention strategies to counter the effects of television-based alcohol messages on young audiences.

 

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