未成年饮酒者在品牌偏好上或存在种族偏见

时间:2016-03-31 10:43:57  / 编辑:Abby
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  The assumption is that when teenagers want todrink, they buy the cheapest beer or booze or justsuck down whatever they can steal from theirparent's liquor cabinets.

  But a new study finds that when it comes to liquors,there's a racial divide—brands like Hennessy Cognacand Ciroc Vodka are preferred by black youth.

  In fact, twelve alcohol brands among the top 25 preferred brands for black drinkers don'tappear at all on the top 25 for young white drinkers.

  “The one thing that we were able to find that tied all those brands together is that they were allheavily promoted in urban music culture.”

  The study's lead researcher, Michael Siegel of Boston University's Graduate School of PublicHealth.

  “There are specific songs about those brands, there are artists, in some cases, actually arespokespeople for the brand, there are artists that are paid by alcohol companies with verylarge marketing deals.”

  The findings are in the Journal of Substance Abuse.

  “The message of much of these lyrics is through alcohol and specifically through theseparticular brands you can actually obtain a slice of prestige and a slice of upper social class,maybe not in real life but it makes you feel like you're obtaining that through the use of theseparticular brands of alcohol.”

  Siegel's research also compiled examples of alcohol brand promotion:Nas is featured inHennessy campaigns, Rick Ross is a spokesman for 1800 Tequila and Diddy has a hundred-million-dollar marketing deal with Ciroc.

  And even when artists are not directly endorsing liquors, branded lyrics are working their waysinto their songs, and into teenager's ears.

  So parents, keep the lock on the liquor cabinets—and keep an ear on what your teenagers arelistening to.

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