Social and Behavioral Sciences Commons^™

The Influence Of Alcohol-Related Advertisements On College Students Behaviors And Attitudes, Meghan Mcdonald

Honors Projects in Communication

College students have been exposed to alcohol-related advertisements for several decades now and research has proven that this exposure has an influence on today’s population’s knowledge, attitudes, and intentions to drink (Saffer, 2002). The college student population has been shown to participate in excessive drinking leading to other potential risks and harms, such as increased rates of depression (Furr et al., 2001; Hingson, 2009). Furthermore, students who experience depressive symptoms may experience elevated risks for alcohol-related problems (Joiner et al., 1992). The goal of this paper is to examine different persuasion techniques that alcohol companies currently expose to college students …