Various components of 131 different televised beverage alcohol advertisements aired during the 1979-1980 season are described, particularly as they pertain to the current concerns over commercial content. Human model related themes predominated, the most frequent appeals being camaraderie, relaxation and humor. The product-related themes of information, tradition and heritage, as well as quality appeared next most often. The most controversial themes based on lifestyle or status appeals, psychological orientations and sexual or romantic connotations appeared infrequently. Of the advertisements, 87% were for beer and 13% for wine. Of the advertisements, > 90% contained human models, with an average of > 6/ad. Black models appeared in .apprx. 25% of the advertisements and women in just < 50%. Blacks appeared as primary models proportionately more often than women, who, especially in beer ads, played roles secondary to the men''s. Men and women were equally prevalent and prominent in wine ads. Of the models, 2% were judged to be < 25-yr old. Celebrities, mostly retired athletes in beer ads, appeared in .apprx. 20% of the ads. Of the advertisements, > 80% showed a drinking scene (75% during relaxation and recreation, 50% set in taverns or restaurants and 33% outdoors) preceded in .apprx. 75% of the ads by nondrinking scenes (.apprx. 50% during recreation and 33% during work, .apprx. 75% set outdoors).