How Recovering Alcoholics Interpret Alcoholic-Beverage Advertising

Even though research fails to demonstrate a strong positive relationship between alcoholic-beverage advertising and consumption, alcoholic-beverage advertising remains an emotionaly-charged issue because of the costs associated with alcoholism in our society. This study is based on interviews with 20 recovering alcoholics and seeks to understand the meaning of such advertising from the perspective of the recovering alcoholic. Interviews indicate that some recovering alcoholics, particularly in early stages of treatment, view alcohol advertising and the images and techniques used within such ads to be triggers to further drinking. Public policy and treatment center program implications are also discussed.