Alcohol exposure begins early and its socialization and gendered effects persist. Haighton and Scott (2018) conducted a content analysis to evaluate if popular radio is a source of exposure to alcohol references in mid to later life. They found that “pro drinking” attitudes and the initiation of drinking begins at young ages.
Alcohol beer beer bottle by David Stewart. Flickr by CC-BY
Other researchers also conducted similar studies in regards to alcohol and its advertising techniques (O’Brien et al. 2015, Ross et al. 2014). In their study of advertisements that are displayed on television during both day and night, O’Brien et al. found despite the fact that children watch television, during the day advertisements for alcohol are still very prominent during these hours. This kind of exposure to alcohol advertising is associated with early initiation of drinking. Further, current regulations are not protecting children from exposure to alcohol advertising (O’Brien et al. 2015). Similarly, Ross et al. (2014:105) found that “evidence was found on targeting underage viewers ages 18-20 via television and that even with modifications made to the advertisement ways, the message is still able to get across.” I found it to be true that the age standard seems to be nonexistent.
Though alcohol tends to play a large role later in life, during adulthood, exposure and consumption seem to have reached lower age groups and has opened up avenues for socialization and gender differences to be associated with alcohol and increased exposure to children.