Counter-advertising commonly is used to balance the general intents that alcohol advertising may have onward alcohol consumption and alcohol-related point in disputes Such measures can take the form of print or broadcast advertisements (eg public service announcements [PSAs]) as well as performance warning labels.

Counter-advertising commonly is used to balance the general intents that alcohol advertising may have onward alcohol consumption and alcohol-related point in disputes Such measures can take the form of print or broadcast advertisements (eg public service announcements [PSAs]) as well as performance warning labels. The effectiveness of the one and the other types of counter-advertising is reviewed using the Elaboration Likelihood pattern as a theoretical framework. For print and broadcast counter-advertisements, of that kind factors as their emotional appeal and the credibility of the source, as well as audience factors, can influence their effectiveness. Further, brewer-sponsored counter-advertisements are evaluated and received differently than are the more conventional PSA counter-advertisements. For warning labels, the two the content and design of the label influence their effectiveness, as do audience factors. The effectiveness of those labels is evaluated in boundarys of the extent to which they impact cognitive and affective processe as well as drinking b ehavior. [i]clavis[/i] WORDS: counter-advertising; alcohol or other remedy (AOD) product advertising; AOD advertising impact; warning label; public service announcement; mass media prevention approach; behavioral change; overlook of research

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Widespread affair exists among policymakers and the public about the potential results of alcohol advertising on alcohol consumption and question at issues especially among children and adolescents. It is especially important to contrary the potential effects of advertising upon young people because these age clusters may be more susceptible to those general intents Children are less able to discriminate between advertising and other media satisfy and are less critical of commercial messages than are adults (Atkin 1995) Moreover, late studies of children and adolescents (eg Casswell and Zhang 1998; Grube and Wallack 1994; Wyllie et al. 1998) have shown that attention to and liking of alcohol advertising are related to (1) greater knowledge about alcohol slogans and beer brands, (2) more favorable beliefs about drinking, (3) increased intentions to drink as an adult, and (4) increased drinking. Similarly, it may be important to calculator the potential effects of alcohol advertising upon young adults, and especially association stu dents, who frequently are at risk for heavy and problematic drinking (Wechsler et al. 2000)

A modern national survey indicates that 67 percent of adults in the United States support banning liquor advertisements onward television and 61 percent favor banning beer and wine advertisements in this medium (Wagenaar et al. 2000) Similarly, public health advocates routinely call for the strict regulation or on a level elimination of alcohol advertising, and initiatives at the community plain frequently focus on reducing local alcohol advertising. In part, make uneasys about alcohol advertising result from its pervasiveness. In 1999 the alcoholic beverage industry worn out $1.24 billion on alcohol advertising (Center for Science in the Public Interest 2001) mostly of these expenditures ($796.3 million) were concentrated forward television and radio commercials; among beverage models beer advertising accounted for the majority of the spending ($7997 million). Consistent with these data, studies document that alcohol advertising, and particularly beer advertising, is a relatively oft-repeated occurrence on television, especially in sports programming. For example, approximately couple alcohol advertisements appear in each hour of major professional sports programming, compared with approximately undivided alcohol advertisement in every 4 hours of entertainment programming (Grube 1993 1995; Madden and Grube 1994)

To address and counteract the pervasiveness of alcohol advertising, policymakers can take several approaches. In addition to the restrictions forward alcohol advertising discussed above, counter-advertising--the presentation of factual information and persuasive messages in consequence of the media--is such an approach. It primarily takes sum of two units forms: (1) broadcast (e.g., television and radio), outdoor (eg billboard), and print counter-advertisements, and (2) issue warning labels. This article reviews the effectiveness of these couple general types of counter-advertising in changing drinking-related beliefs, intentions, and behaviors. First, however, it instants a useful model for understanding and assessing media persuasion issues and the relative endurance and direction of of that kind effects--the Elaboration Likelihood Model (ELM) (Petty and Cacioppo 1986a,b; slight and Priester 1994).

THE ELABORATION LIKELIHOOD MODEL

The ELM distinguishes sum of two units routes through which counter-advertising may persuade target audiences to change their attitudes and behaviors--a central road and a peripheral route. The central course involves a high level of issue-relevant thinking. This means that message recipients are likely to carefully attend to the ease of the message; scrutinize and elaborate relating to this content in light of their confess knowledge; decide on the merits of its arguments; and consequently derive an overall evaluation, or attitude, toward that message. end this effortful reasoning process, the recipients integrate the provided information into their concede belief structures, which then may proceed in attitude change. In contrast, the peripheral road involves a less effortful reasoning proces that does not rely in succession scrutinizing the content and merits of the message. Here, attitudes are formed based onward relatively simple cues without issue-relevant thinking. For example, the exceedingly nature of a communicator being highly credible and/ or attractive may be enough to automatically lead the message recipient to accept the recommendation without giving the provided arguments any serious thought