Abstract
This study provides an integrated, interdisciplinary review of alcoholic beverage advertising issues and studies. In addition to explaining alcoholism from an addiction perspective and describing the industry and its effects, the study examines numerous studies including those relating to the neurological effects of alcohol cues in advertisements. Alcohol ads and the elements in them that can cue the desire for alcohol are widely acknowledged as problematic for vulnerable audiences. Integrative use of models and physiological methods recommended. Cooperation among researchers from varied disciplines is encouraged.
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