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This report presents findings from a study of the effects of televised beer commercials on 5th and 6th grade children; 85% of the children were 11 or 12 years old. The primary source of data was a scientific survey of 468 randomly selected children. Each child was interviewed in-person at his or her home. The most important finding of this study is that there is a relationship between exposure and attention to beer advertising on the one hand, and beliefs about the social and ritual aspects of beer consumption, and expectations to drink as an adult, on the other. This finding is statistically significant and remarkably consistent as evidenced in a range of relationships studied. Even when the influence of important social-demographic variables such as parents' drinking, gender, and age are considered the relationship is maintained. The implication of this research is that alcohol policy-makers should assume that youth see and are influenced by beer commercials. This research should have considerable value for policy makers, educators, community activists, and the wide range of people concerned with preventing alcohol-related problems in our society.
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