A Comparison of Memory for and Attitudes About Alcohol, Cigarette, and Other Product Advertisements in College Students

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The purpose of this study was to compare the attitude ratings and recall scores of cigarette, alcohol, automobile, deodorant, jeans, soft drink, athletic shoe, breakfast cereal, and fast food restaurant advertisements. Male and female college students rated the advertisements of these product groups on a number of traits - adventurous, eye-catching, appealing, informative, believable, good times, recreational, effectiveness, romantic, athletic, buy product, and honesty. Drawing on their everyday experience, the students also were asked to recall as much about the advertisements from these product groups as they could. The results revealed that the rating and recall scores of the alcohol advertisements were significantly higher than those for the cigarette advertisements and among the highest of all of the advertisement groups. The female recall scores generally were significantly higher than the male recall scores. In contrast to the cigarette advertisements, the high scores of the alcohol advertisements were interpreted to be due in part to the wider distribution alcohol advertising has had. That alcohol advertising ranked among the highest of all of the advertising groups indicates that college students view alcohol advertising very favorably.