주류광고가 비음주경험 청소년의 음주의도에 미치는 영향

초록

The purpose of the study was to examine the influence of alcohol advertising on adolescents’ drinking intentions. Using the Message Interpretation Process model, a structural model was tested using alcohol advertising exposure, liking of the advertising, attitude toward alcohol use, and drinking intentions as main variables. The sample consisted of 850 adolescents from five junior high and high schools in Seoul. Self-report questionnaire was used to collect data, and a total of 474 non drinking adolescents were included for the analysis. Results showed that most adolescents in the sample were aware of alcohol advertising, and more male students responded watching alcohol advertising compared to female students. Results from the structural equaling modeling indicated that exposure to alcohol advertising had a direct effect on liking of the advertisements, and indirect effect on attitude toward alcohol use and drinking intentions. That is, the messages conveyed in the advertising influenced young people’s drinking intentions via influencing one’s affection and attitude toward alcohol advertising. That this path was found significant even for those with no drinking experience provides important prevention implications for addressing young peoples’ drinking. Environmental and policy implications are discussed.

키워드