Open

Coming up

Don't miss

Replay


LATEST SHOWS

FOCUS

What solutions for California's overcrowded prisons?

Read more

MIDDLE EAST MATTERS

Gaza conflict: Palestinians mark sombre Eid

Read more

WEB NEWS

Celebrities in the Israel-Gaza crossfire

Read more

IN THE PAPERS

Israeli strike takes out Gaza power station

Read more

IN THE PAPERS

French newspaper apologises for Sarkozy story

Read more

BUSINESS DAILY

Last-ditch talks aim to avert Argentina default

Read more

DEBATE

Europe's Plan for Putin: Will Russian Leader Bend After New Sanctions? (part 2)

Read more

DEBATE

Europe's Plan for Putin: Will Russian Leader Bend After New Sanctions?

Read more

FOCUS

Pakistan's Ahmadis living in fear of extremist attacks

Read more

  • Israel announces four-hour truce after deadly strike on UN school

    Read more

  • Video: Coping with rocket attacks in Israel’s Sderot

    Read more

  • Rats on the rampage at Louvre museum gardens

    Read more

  • France evacuates nationals, closes embassy in Libya

    Read more

  • Scores trapped as landslide hits Indian village

    Read more

  • Dozens killed in stampede at Guinea rap concert

    Read more

  • US and EU slap Russia with fresh sanctions over Ukraine

    Read more

  • 'Compelling' signs Kosovo leaders trafficked organs, prosecutor says

    Read more

  • Europe launches last resupply ship to space station

    Read more

  • Graphic: Ebola spreads across West Africa

    Read more

  • Video: How tourism is helping Rwanda’s gorillas, ex-poachers

    Read more

  • Islamists seize key Benghazi army base as fire rages on

    Read more

  • In pictures: ن - a sign of support for Iraq’s persecuted Christians

    Read more

  • Calls mount to ban France’s ‘violent’ Jewish Defence League

    Read more

Alcohol on screen encourages drinking

Latest update : 2009-03-04

According to a study, Dutch scientists have discovered that TV ads and movies that portray alcoholic drinks provoke an immediate desire to drink alcohol in viewers.

REUTERS - Watching films and ads in which alcohol features prominently drives people to immediately reach for the bottle themselves, Dutch researchers said on Wednesday.

An experiment with students showed that volunteers exposed to a film and commercials where alcohol featured predominately drank an average one-and-a-half bottles of beer more during the hour they were watching.

The findings highlight a potential need to explicitly warn people -- and parents -- if movies contain alcohol use because such portrayals have a direct effect on drinking, researchers at Radboud University Nijmegen said.

"Implications of these findings may be that, if moderation of alcohol consumption in certain groups is strived for, it may be sensible to cut down on the portrayal of alcohol in programmes aimed at these groups and the commercials shown in between," Rutger Engels and colleagues wrote.

The study included 80 male university students who were shown two different films, one of which featured alcohol far less prominently. They were also shown either "neutral" commercials or ones with alcohol ads.

During the one-hour film in the laboratory fitted with leather couches and comfortable chairs, the students were also told they could drink as much beer and wine or soft drinks as they liked.

The most alcohol anyone drank was four bottles and the least amount was none, the researchers said, adding it was not possible to tell whether watching alcohol on screen has any effect on long-term behaviour.

"This is the first experimental study to show a direct effect of exposure to alcohol portrayals on TV on viewers' immediate drinking behaviour," Engels said in a statement.

"The results were straightforward and substantial; those who watched both the alcoholic film and commercials drank, on average 1.5 bottles more than those who watched the non-alcoholic film and commercials.
 

Date created : 2009-03-04

COMMENT(S)