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Unformatted text preview: http://heb.sagepub.com/ Behavior Health Education & http://heb.sagepub.com/content/37/2/288 The online version of this article can be found at: DOI: 10.1177/1090198109342393 2010 37: 288 originally published online 10 August 2009 Health Educ Behav Adam E. Barry and Patricia Goodson Alcohol Advertising: A Review Use (and Misuse) of the Responsible Drinking Message in Public Health and Published by: http://www.sagepublications.com On behalf of: Society for Public Health Education can be found at: Health Education & Behavior Additional services and information for http://heb.sagepub.com/cgi/alerts Email Alerts: http://heb.sagepub.com/subscriptions Subscriptions: http://www.sagepub.com/journalsReprints.nav Reprints: http://www.sagepub.com/journalsPermissions.nav Permissions: http://heb.sagepub.com/content/37/2/288.refs.html Citations: at BRIGHAM YOUNG UNIV on September 13, 2010 heb.sagepub.com Downloaded from 288 Adam E. Barry, Purdue University, West Lafayette, Indiana. Patricia Goodson, Texas A&M University, College Station. Address correspondence to Adam E. Barry, Purdue University, 800 W. Stadium Avenue, 111D, Mail Stop 4243, West Lafayette, IN 47907; phone: (765) 496-6723; e-mail: email@example.com. Health Education & Behavior , Vol. 37(2): 288-303 (April 2010) DOI: 10.1177/1090198109342393 2010 by SOPHE Use (and Misuse) of the Responsible Drinking Message in Public Health and Alcohol Advertising: A Review Adam E. Barry, PhD Patricia Goodson, PhD The objective is to present a comparative analysis examining the alcohol industrys and scholarly researchers use of the concept responsible drinking. Electronic databases associated with health, educa- tion, sociology, psychology, and medicine were the date sources. Results were limited to English, peer- reviewed articles and commentaries specifically addressing responsible drinking. Search descriptors included responsible , responsibility , drinking , alcohol , brewer , and campaign . Eighteen articles consti- tuted the final sample. The matrix method was utilized to organize and abstract pertinent information. Misunderstanding stemming from the inconsistency and counterintuitive nature of brewer-sponsored responsible drinking campaigns is further compounded by researchers use of the term and concept of responsible drinking in their scholarly reports. In articulating the definition of responsible drinking, researchers employ subjective notions and personal ideas, thus not differentiating the constructs meaning from the one acquired in brewer-sponsored campaigns. Researchers are consistently inconsistent when iden- tifying specific health measures that promote and/or contradict responsible alcohol consumption. To evade the subjective notions of researchers and restrictive impressions attached by the alcohol industry, the manner in which individuals interpret, perceive, and practice responsible drinking must be systematically explored and examined using theoretically based constructs.and examined using theoretically based constructs....
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