How movies may affect young viewers’ attitude towards drinking

A new study found that movies that present alcohol in a positive light can encourage drinking among young adults. As characters are often seen as role models their drinking habits can have an impact on teenagers’ views on drinking. Since young viewers tend to be more involved in movies and are mostly unaware of the hidden advertising messages, alcohol marketing in movies might actually be more effective than ads. ‘Participants were more transported into and had a more positive attitude toward movie clips with alcohol portrayals compared to the same movie clips with no alcohol portrayals’, says researcher Renske Koordeman. Research on the effects of alcohol marketing in films is of relevance as most movies include some kind of reference to alcohol brands or drinking and watching movies is among the top pastimes among adolescents.