You know, just the first few seconds of Paris Hilton's My New BFF drove us to drink. But that's not what this new study is talking about.
According to a study by Radboud University in the Netherlands, people are more likely to drink while watching TV if they see drinking in films or advertisements. The study actually used American Pie in its research, which we love. Here's how it went, as reported by the BBC:
The team split the 80 18 to 29-year-olds into four groups, the Alcohol and Alcoholism journal reported.
The first group watched the film American Pie, a film laden with alcohol references, and saw commercials advertising alcohol.
A second group watched American Pie, but no alcohol adverts.
The third saw the film 40 Days and 40 Nights, during which alcohol
is portrayed much less than in American Pie, but did see adverts for
alcohol.
The final group watched 40 Days and 40 Nights and no adverts for alcohol. During the viewing, which was done in pairs, the participants
had access to a fridge containing both beer, small bottles of wine and
soft drinks.
Those who watched American Pie and the alcohol adverts drank
nearly three bottles of alcohol, compared to 1.5 for those who watched
40 Days and 40 nights and no adverts for alcohol.
So here's what all that means, according to lead researcher Rutger Engels:
Our study clearly shows that alcohol portrayals in films and
advertisements not only affects people's attitudes and norms on
drinking in society, but it might work as a cue that affects craving
and subsequent drinking.
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