Abstract and Keywords
This chapter reviews the research relating to substance use portrayals and marketing in media. Research suggests that alcohol and tobacco marketing through traditional advertising, but also through product placements in film and television and other new forms of promotion, are prevalent. Youth may be especially exposed to these marketing efforts. New interactive electronic media, including social media, mobile phones, and games are increasingly important marketing tools. Overall, there is good evidence that exposure to tobacco marketing and portrayals are related to smoking behaviors, especially among youth. Evidence regarding exposure to alcohol marketing and portrayals also indicates that it is correlated with drinking behaviors among youth. Less is known about the effects of exposure to other substance use portrayals or about new media. There is some evidence that social marketing through media campaigns or entertainment media may have socially desirable effects. Future research should focus on emerging media and marketing techniques.
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