Alcohol drinking among adolescents is a problem of public health and it is highly conditioned by media and advertising. The objective of this study is to analyze Spanish television and radio alcohol advertising and promotions and to identify their potential influence on adolescents. Methods: A qualitative and quantitative analysis was made of radio and TV alcohol advertising, emitted between 1 December 2006 and 9 January 2007. The methodological steps were: channel and radio station selection; recording of radio and TV programmes directed to adolescents; selection and analysis of TV and radio spots. The variables in the quantitative analysis were: minutes of advertising, audience analysis in the young people; number of radio spots. The qualitative study referred to: brand and slogan, public to which it is directed, advertising protagonists, values and emotional content of the message. anuncio Results: There were identified 914 TV alcohol advertising. 100% of analyzed programs and sport events included alcohol advertise, with spots being the most usual strategy. 26% of spots were specifically directed to adolescents and all showed a positive image of alcohol. 50% of radio commercials sent values like freedom, diversion, social and sexual success. Conclusions: Adolescents are exposed to recurrent positive messages about alcohol, so information and prevention turn extremely important to reduce the naturalized image of alcohol drinking.
March Cerdá, Joan Carles ; Martín Barato, A ; López Doblas, M ; Luque Martín, Nuria ; Prieto Rodríguez, Mª Angeles. La publicidad de bebidas alcohólicas en España y su repercusión en la población adolescente. En: Revista Española de Drogodependencias, 2014, Vol. 39, No. 4: 59
