Media images of alcohol can instigate drinking

Canada, March 5: A latest study has revealed the effects of on-screen portrayal of alcohol and the persuasive power it has on the behavior of consumers. The study was conducted by researchers from Canada and Netherlands.

For the research purposes, 40 pairs of men between the age group of 18 to 29 were given an invitation to watch a movie in a lab, which was turned into a home theatre. It had all the facilities ranging from a fridge, which was full of alcoholic and non-alcoholic drinks. Also, there was a leather couch, large-screen television, snacks and an ashtray.

These men were then provided with an option of a free taxi if they consumed three or more bottles of beer or wine. The researchers randomly assigned them to watch two movies, namely American Pie and 40 Days and 40 Nights. Both the movies were shown accompanied with and without alcohol ads or general alcoholic content.

It was found that men who saw the sections that included alcohol consumed an average of three 200-milligram bottles of alcohol. On the other hand, those who watched the “neutral” parts drank only half the amount.

The study findings do reinforce a general assumption that watching alcoholic content can drive a person towards drinking. As Jeffrey T. Parsons, chair of psychology at Hunter College in New York City, was quoted as saying, “It’s one of those things the majority of people have assumed to be the case, but it’s nice to have the empirical evidence.”

Parsons, who was not a part of the study, also stated that the study did have some restrictions and it is not likely that it will be the final verdict on the concerned topic. He said, “It was done just with young men, and there are a lot of differences in the role of gender and alcohol.” He further added, “It’s also a Dutch study that used American movies. Part of me wonders if it’s just bad American movies that make people drink.”

A previous report appearing in the March issue of the Archives of Paediatrics and Adolescent Medicine had also revealed disturbing facts about alcohol abuse. The report said that around 11 to 20 percent of teenagers in the U.S. have T-shirts, headwear, jewellery, key chains and other belongings adorned with brands of alcoholic drinks. It is a grave possibility that these kids will eventually become binge drinkers, said Dartmouth researchers.

Commenting on the new study findings, Dr. Kathryn J. Kotrla, Chairwoman of psychiatry and behavioural science at the Texas A&M Health Science Center College of Medicine, said the new study was “reminiscent of the imaging studies, for example, looking at cocaine addiction."

She further added, "It would be fascinating to follow the study up with neuro imaging studies with alcoholics ... to see if the same reward pathways are triggered in the brain. Why that's so important is that it bypasses the debate, is alcoholism a failure of will or a disease? It puts (the debate) smack dab in the neuroscience arena, which, in fact, is where it needs to be.”