Point-of-Purchase Alcohol Ads in One Low-Income Community in Central California

Occurrence and Women’s Perceptions

Abstract

This study explores the occurrence of point-of-purchase (POP) alcohol ads in one low-income community Central California, identifies their target audience and themes, and obtains their perspective on how the ads influence women’s alcohol consumption. Methods included observation of POP alcohol ads in local supermarket and convenience stores that sell alcohol products, content analysis of a selection of these POP alcohol ads, and focus group discussions with young women who are mostly in their twenties from both Latina and non-Latina backgrounds. A total of 2,021 POP alcohol ads were observed in 164 retail establishments that sell alcohol. Of these ads, we took photos of 64 different ads for content analysis. Our content analysis indicated that most POP alcohol poster ads appealed both to men and women, with themes mainly related to sex and sports. Focus group interviews indicated that sex and sports-themed alcohol ads, coupled with the presence of peers and family members that drink alcohol, are influential in women’s decisions to drink. The influence of alcohol ads on norms regarding alcohol consumption warrant stronger anti-alcohol policies, such as the banning alcohol ads in places frequented by minors, and the implementation of anti-alcohol marketing campaigns with a health consequences focus.