Image advertisements for alcohol products: is their appeal associated with adolescents' intention to consume alcohol?

Criticism has been directed toward alcohol advertising, particularly regarding the use of image (lifestyle) advertising, and its potential influence on teenage alcohol consumption. This study sought to determine if adolescents who drink, or intend to drink alcohol at some future time, find image advertisements for alcohol more appealing than product advertisements. The results indicated that image advertising was preferred to product advertising, particularly by younger adolescents. Evidence of an association between preference for image advertisements and intent to drink in the future was found. Policy implications of the findings are discussed.