An experiment assessed the effects of exposing college students to beer commercials with images of activities that would be dangerous to undertake while drinking. Those exposed to the ads were more likely to believe in the social benefits of drinking than those not exposed, particularly among males. Those participants who reported seeing people engaged in risky activities as well as drinking beer had an increased tolerance for drunk driving. The findings suggest that the imagery in beer commercials can contribute to beliefs about alcohol that predict drinking and to an increased acceptance of dangerous drinking behavior.
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