TV DRUG ADVERTISING AND PROPRIETARY AND ILLICIT DRUG USE AMONG TEENAGE BOYS |
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| Authors: | MILAVSKY J RONALD; PEKOWSKY BERTON; STIPP HORST |
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| Institution: | J. Ronald Milavsky is Director of Social Research, Berton Pekowsky is Manager of Social Research, and Horst Stipp is Senior Research Analyst, all at the National Broadcasting Company |
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| Abstract: | In this five-wave panel study, the relationships between exposureto drug advertising on television and (a) use of proprietarydrugs, (b) use of illicit drugs, and (c) an attitude of readinessto take proprietary drugs were examined. The major finding wasa negative relationship between exposure to drug advertisingon television and use of illicit drugs, which remained negativeunder a large number of controls. No indirect relationship betweenthe two variables was found via the use of proprietary drugsor via an attitude of readiness to take proprietary drugs |
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