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Reducing Underage Drinking: A Collective Responsibility (2004)
Division of Behavioral and Social Sciences and Education (DBASSE)

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. "8. Entertainment Industries." Reducing Underage Drinking: A Collective Responsibility. Washington, DC: The National Academies Press, 2004.

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Reducing Underage Drinking: A Collective Responsibility

BOX 8-1
ESRB Rating System

Rating Symbols

EARLY CHILDHOOD: Content may be suitable for ages 3 and older; contains no material that parents would find inappropriate.

EVERYONE: Content may be suitable for persons aged 6 and older; may contain minimal violence and some comic mischief or crude language.

TEEN: Content may be suitable for persons aged 13 and older; may contain violent content, mild or strong language, or suggestive themes.

MATURE: Content may be suitable for persons aged 17 and older; may contain mature sexual themes or more intense violence or language.

ADULTS ONLY: Content is suitable only for adults; may include graphic depictions of sex or violence. Not intended for persons under the age of 18.

RATING PENDING: The product has been submitted to the ESRB and is awaiting final rating.

Examples of ESRB Content Descriptors

Alcohol reference: reference to images of alcoholic beverages.

Animated blood: cartoon or pixilated depictions of blood.

Blood and gore: depictions of blood or the mutilation of body parts.

Comic mischief: scenes depicting slapstick or gross vulgar humor.

Drug reference: reference to images of illegal drugs.

Gambling: betting like behavior.

Mature humor: vulgar or crude jokes and antics, including “bathroom” humor.

Mature sexual themes: provocative material, possibly including partial nudity.

Nudity: graphic or prolonged depictions of nudity.

Strong language: profanity and explicit references to sexuality, violence, alcohol, or drug use.

Strong sexual content: graphic depiction of sexual behavior, possibly including nudity.

Suggestive themes: mild provocative references or materials.

Tobacco reference: reference to images of tobacco products.

Use of drugs: the consumption or use of illegal drugs.

Use of alcohol: the consumption of alcoholic beverages.

Use of tobacco: the consumption of tobacco products.

Violence: scenes involving aggressive conflict.

SOURCE: Adapted from ESRB (2003).

rating board should classify any recording with unsuitable alcohol content, including name-brand reference of alcohol products, as appropriate only for “mature’ audiences. Using this approach for name-brand references would be analogous to the FTC’s recommendation that all films with paid alcohol placement receive an R or NC-17 rating (FTC, 1999). In conjunc-

Page
151
Front Matter (R1-R18)
Executive Summary (1-12)
1. Introduction: The Challenge (13-32)
I. Underage Drinking in the United States - 2. Characteristics of Underage Drinking (33-57)
3. Consquences of Underage Drinking (58-69)
4. Understanding Youth Drinking (70-86)
II. The Strategy - 5. Designing the Strategy (87-107)
6. National Media Campaign (108-124)
7. Alcohol Industry (125-144)
8. Entertainment Industries (145-157)
9. Access (158-184)
10. Youth-Oriented Interventions (185-215)
11. Communities (216-231)
12. Federal and State Governments (232-249)
References (250-282)
Appendix A: Statement of Task (283-283)
Appendix B: Agenda and Participants, October 10-11, 2002, Public Workshop (284-288)
Appendix C: Agenda and Participants, November 18, 2002, Open Committee Meeting and Public Forum (289-291)
Appendix D: Other Public Contributors (292-295)
Appendix E: Biographical Sketches of Committee Members and Staff (296-302)
Index (303-318)
1 The Epidemiology of Underage Drinking in the United States: An Overview--Robert L. Flewelling, Mallie J. Paschall, and Christopher Ringwalt (319-350)
2 Social, Health, and Economic Consequences of Underage Drinking--Ralph Hingson and Donald Kenkel (351-382)
3 Health Consequences of Adolescent Alcohol Involvement--Sandra A. Brown and Susan F. Tapert (383-401)
4 Developmental and Environmental Influences on Underage Drinking: A General Overview--Bonnie L. Halpern-Felsher and Michael Biehl (402-416)
5 Perceptions of Risk and Social Judgments: Biases and Motivational Factors--Janis E. Jacobs (417-436)
6 Alcohol Use and Misuse: Prevention Strategies with Minors--William Hansen and Linda Dusenbury (437-457)
7 Supply Side Approaches to Reducing Underage Drinking: An Assessment of the Scientific Evidence--Harold D. Holder (458-489)
8 Effectiveness of Sanctions and Law Enforcement Practices Targeted at Underage Drinking Not Involving Operation of a Motor Vehicle--Thomas L. Hafemeister and Shelly L. Jackson (490-540)
9 The Effects of Price on Alcohol Use, Abuse, and Their Consequences--Frank J. Chaloupka (541-564)
10 Media Intervention Impact: Evidence and Promising Strategies--Charles Atkin (565-596)
11 Alcohol in the Media: Drinking Portrayals, Alcohol Advertising, and Alcohol Consumption Among Youth--Joel W. Grube (597-624)
12 Alcohol Advertising and Promotion--David Jernigan and James O’Hara (625-653)
13 Drinking and Coming of Age in a Cross-Cultural Perspective--Robin Room (654-677)
14 Preventing Underage Drinking in American Indian and Alaska Native Communities: Contexts, Epidemiology, and Culture--Douglas K. Novins, Paul Spicer, Janette Beals, and Spero M. Manson (678-696)
15 Teen Treatment: Addressing Alcohol Problems Among Adolescents--Rosalind Brannigan, Mathea Falco, Linda Dusenbury, and William B. Hansen (697-715)
16 Youth Smoking Prevention Policy: Lessons Learned and Continuing Challenges--Paula M. Lantz (716-742)