Ten- to sixteen-year-olds' perceptions of advertisements for alcoholic drinks.

Groups of children discussed a number of issues concerning advertising, including advertisements they liked and disliked. The findings suggest that advertisements for alcoholic drinks become increasingly salient and attractive over the years 10 to 14. For example, although 10-year-olds rarely mentioned advertisements for alcoholic drinks when talking about favourite television commercials, the older children tended to do so almost immediately. There were also consistent developmental trends in their descriptions of liked and disliked qualities of advertisements and of the symbolism in commercials for alcoholic drinks. Whereas the 10-year-olds' comments tended to be tied to what is specifically shown in commercials, the older children tended to go beyond this and alluded to much more complex imagery, much in the same way that adults do. For example, the 14- and 16-year-olds tended to see larger and beer commercials as promoting masculinity, sociability and working-class values. These findings indicate that advertising campaigns for alcoholic drinks aimed at older teenagers and young adults present qualities which younger teenagers find attractive. We suggest it is no longer tenable for advertisers to absolve themselves of any responsibility by saying that advertisements for alcoholic drinks are targeted only at adults.