110-111). What Lesch is identifying is that advertisers are positioning their product with affinities of achievement, social poise and masculinity (Appendix A). Therefore consumers are selecting brands based on these false affinities because they feel that the particular product best matchers their persona. This study by Lesch, particularly in the non-commercial sense proves that advertisers are using tactics such as product placement in commercial programs to affiliate their product with sitcom situational characteristics and therefore are deliberately portraying unrealistic images of alcohol consumption. .
A report by Atkin & Block (1981) studied a field of 2000 individuals from the ages of 18-77 and looked at the effect of exposure to liquor advertisements in the print media. Advertising exposure were found to be related to a host of outcome variables. So those heavily exposed to advertising were more apt to recall brands, have specific knowledge of product features, be more positive about drinking and drinkers, approve of drinking, buy and consume more beer, liquor and to a lesser degree wine, expect to consume more of all three types of beverages in the future (p.543). As always the question of causality remains: Does exposure change knowledge, attitudes and behaviour or do drinkers differentially attend to ads? In this aspect it is important to again look at the findings of Lesch et al. (1991). Drinkers were found to be more affectively involved with the brand and attempted to match brand image with their real or ideal-self image. Therefore according to both Lesch et al. (1991) and Atkin & Block (1981) both non-commercial and commercial advertisements are encouraging consumer to drink excessively by portraying unrealistic images and failing to notify consumers relevant dangers of drinking alcohol excessively. .
According to Atkin & Block (1981) alcohol advertising was perceived to have an effect on consumption and purchase by those exposed to it.