Turn to your favorite hip-hop TV station. Watch the advertisements. Open up the latest issue of Jet or Vibe magazine. Turn on the radio. It’s everywhere—the African American youth culture is knee deep in alcohol exposure. A recent study published by John Hopkins University Center on Alcohol Marketing and Youth (CAMY) reinforces that it’s time to begin implementing some changes.
On September 27, 2012, CAMY released a study putting some concrete data findings behind their concerns of marketing to Black youth. The focus of the CAMY study was to: (1) analyze exposure of alcohol advertising by type and brand among Black youth ages 12-20 in comparison to all youth ages 12-20; and (2) assess the exposure of Black youth ages 12-20 to alcohol advertising relative to Black adults and all adults, and accordingly the extent to which Black youth were exposed to more alcohol advertising relative to adults in magazines, on radio, and on television.
The bottom line: African Americans ages 12 to 20, generally consuming more media than other non-African American youth, are exposed to far more alcohol advertisements on TV and in magazines than youth in general. Read more