HIGH SCHOOL STUDENTS EXPOSURE TO ALCOHOL TV ADS AND THEIR ATTITUDES TOWARDS DRINKING1 JOSIE ANN A.

BANDALAN CONCEPTUAL FRAMEWORK This study focuses on the relationship between respondents exposure to alcohol TV ads which will act as the independent variable and their attitude towards drinking alcohol, which will be the dependent variable. Exposure to alcohol TV ads could include TV ads that are preferred and liked and TV ads seen and attitude towards drinking alcohol. Likewise, the relationship between respondents socio-demographic characteristics and their beliefs and attitudes towards drinking alcohol was assessed. Socio-demographic characteristics include the respondents year level, allowance, sex and religion. Sociodemographic characteristics are the independent variable and the beliefs and attitudes towards drinking alcohol is the dependent variable.

Independent Variables Exposure to Alcohol TV advertisements Alcohol ads seen Alcohol ads preferred and liked Socio-demographic Characteristics Age Sex Year level Allowance Religion

Dependent Variables

Beliefs and Attitudes towards alcoholism

Figure 2. Conceptualized relationships among variables

Undergraduate BS Development Communication thesis, Visayas State University, 2008.