Television alcohol advertising: Do children really mean what they say?

Few studies have investigated children's responses to television alcohol advertising. Two separate studies evaluated the appeal of alcohol advertisements on children aged 7–10. An exploratory interview study (N=17) was carried out to assess children's verbal responses to both alcohol and non‐alcohol advertisements and to elicit vocabulary to be used in the second study. Whilst the 7–8 years old children were very positive about the alcohol advertisements, older children did not like them, nor did they perceive them to be effective. The second study was designed to assess children's implicit knowledge, in view of developmental theory that knowledge is not always available for verbal report. This study (N=179) used a simple categorization programme on computer. Using this methodology, children of all ages liked the alcohol advertisements and perceived them as effective. Advertising styles affected popularity with humour, cartoon format or the inclusion of an animal, or character increasing the appeal of an advertisement. The discussion draws attention to the importance of multiple methodologies in eliciting valid and accurate information from children, and to policy matters with regard to alcohol advertising regulation.     

Comparative optimism about health and nonhealth events in 8- and 9-year-old children.

Comparative optimism has been studied extensively in adults and is a significant component of social- cognitive models about health. In contrast, little is known about comparative optimism in children or about the wider social- cognitive processes that underpin their health-related behavior. This study investigated comparative optimism for health- and nonhealth-related topics in 101 children 8 or 9 years of age, the youngest ages that have been investigated so far. Children were shown to be unrealistically optimistic for health and nonhealth events. The implications of these findings for understanding comparative optimism in children are discussed.