Myths, Men, & Beer

Theory and research on the processes of early social learning in children has indicated that television and television commercials play an important role in children's internalization of cultural meanings, interpretations, and values, whether or not the commercials children see are intended for or directed at them. Between the ages of 2 and 18, the period in which social learning is most intense, American children see approximately 100,000 television commercials for beer. This study examined the cultural myths and messages present in a sample of 40 commercials representing 15 brands of beer which were broadcast on network television during 22 weekend daytime and evening hours in February and March of 1987. The relationships among beer, masculinity, and driving represented in the commercials were analyzed. The results of these analyses suggest that beer commercials promote not only a particular stereotypical view of what it means to be a man, but they also promote an association between drinking and driving. This association reflects and propagates values and attitudes implicated in drunk driving. Based on the conclusions of this research, it is recommended that the policy permitting the televising of commercials for beer be revised to prohibit such commercials. (Author/NB).