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This study examined the perceived influence of alcohol advertising in a daily campus newspaper on the drinking behaviors of students at a large midwestern university. Data came from two sources: a descriptive analysis of alcohol ads that appeared during a four-week period in the student newspaper and a survey questionnaire. Findings indicated that college students do perceive that their drinking patterns are influenced by alcohol promotions in the campus newspaper and, furthermore, that self-identified binge drinkers were influenced significantly more than were nonbinge drinkers.

The Influence Of Alcohol Advertising on Students' Drinking Behaviors