Advertising of Alcoholic Beverages in African-American and Women's Magazines: Implications for Health Communication

Although much criticism of alcohol advertising has focused on the youth and underage drinking, targeted marketing of alcohol beverages towards minorities and women has created much controversy in recent years yet is much less understood. Content analyses of four consumer magazines from 1979-1992 reveal significant variations in the amount of alcohol advertising, product types, advertisement features, and advertising appeals. The findings suggest that alcohol advertising is more concentrated in minority magazines, and different products are targeted toward minorities and women with distinct advertising techniques. Consumer education and health communication programs need to increase their effort to reach minorities and women and adopt customized social marketing strategies.