Abstract

Despite U.S. alcohol industry self-regulatory guidelines prohibiting the use of models under the age 25 in alcohol advertising, brands include younger-looking models in their ads. Using social cognitive theory and the limited capacity model of mediated motivated message processing (LC4MP), we investigated the effects of alcohol ads featuring younger- and older-looking models on underage youths’ affective and cognitive processing and behavioral outcomes. Study 1 participants viewed YouTube ads where models looked either younger or older than 25. In addition to measuring advertising effectiveness self-report measure (e.g. attitudes, and behavioral intentions), participants’ psychophysiological responses were recorded. Study 2 used Instagram ads and measured outcomes with a nationally representative participant sample. Both studies show that younger-looking models in alcohol ads increase drinking intentions. Findings are discussed in relation to alcohol regulatory and policy recommendations as well as advertising’s role in hindering consumer well being.

摘要

尽管美国酒类行业自律准则禁止在酒类广告中使用 25 岁以下的模特，但品牌在其广告中包含了看起来更年轻的模特。使用社会认知理论和中介动机信息处理的能力有限模型 (LC4MP)，我们调查了以年轻和年长模型为特色的酒精广告对未成年青少年的情感和认知处理以及行为结果的影响。研究 1 的参与者观看了 YouTube 广告，其中模特看起来更年轻或超过 25 岁。除了衡量广告效果的自我报告指标（例如态度和行为意图）外，还记录了参与者的心理生理反应。研究 2 使用 Instagram 广告并通过具有全国代表性的参与者样本测量结果。两项研究都表明，酒类广告中看起来更年轻的模特会增加饮酒意愿。讨论结果涉及酒精监管和政策建议以及广告在阻碍消费者福祉方面的作用。