More Beer, Less Talk: Modern Beer Advertisements Suggest Larger Consumption Norms

Abstract

Do modern beer advertisements increase beer consumption? If exaggerated amounts of beer are consistently portrayed in modern ads, it could establish a dangerous consumption norm. It is believed that beer advertisements have steadily increased consumption norms over the decades, promoting a corresponding increase in beer consumption. Three hundred beer advertisements were compared between old (circa 1960) and new (circa 2010) ads on four different variables: The number of words, the amount of visible containers, the number of people, and the amount of visible beer appearing in the advertisement. In a second study, we presented 50 undergraduate students (> 21 years of age) with either old, or new ads and asked them to serve themselves a glass of beer from a 64-ounce pitcher. Mean values were calculated for each ad variable and compared between old and new ads. Ounces per serving were compared between old and new ads. Compared to old ads, new ads contained 29.3% fewer words, 5.2% more beer containers, 8.3% more people, and 7.9% more visible alcohol (all ps < .05), all of which suggest a larger consumption norm. Undergraduates who saw newer ads poured 11.2% more beer than undergrads who saw older ads (p < .001). Compared to old ads, new beer ads suggest a larger consumption norm that causes an increased expectation to consume more beer. Given the specific clinical concern with alcohol abuse, particularly among college students, it is important for responsible alcohol companies to consider visual consumption norms when promoting responsible drinking behaviour.