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There is little alcohol research that reports on the thematic contents of contemporary alcohol advertisements in US television. Aim of the present study was to describe and classify alcohol advertisements aired in national television in terms of contents, airing times, and channel placements and to identify different marketing strategies of alcohol brands. Content analysis of all ads from the top 20 US beer and spirit brands aired between July and June Ads were coded according to predefined definitions of 13 content areas. A latent class analysis LCA was conducted to define content cluster themes and determine alcoholic brands that were more likely to exploit these themes. This is the first analysis to identify a partying theme to contemporary alcohol advertising. Future analyses can now determine whether exposure to that or other themes predicts alcohol misuse among youth audiences.

Sex Roles. The current study investigated the differences in the representation of gender on male- and female-targeted channels with regard to recognition i. Over the past decades, research has made it abundantly clear that women are underrepresented in the media and that, when they are present, they are more often than not represented in stereotypical roles Collins ; Emons et al. Because the roles of women in society have expanded tremendously as a result of the ongoing process of emancipation, these consistent findings are often seen as remarkable Collins ; Emons et al. However, recent developments in the television landscape may provide new insights on the issue.

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