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To test a hypothesized model of the effect of televised alcohol advertising and allegiance to specific brands of beer on subsequent beer consumption and self‐reports of aggressive behaviour linked with drinking. Structural equation modelling was used to assess the fit between data collected as part of a longitudinal study of young people's health and development and a hypothesized model based on theoretical perspectives and previous research. A birth cohort has been assessed every few years, most of them in their home city of Dunedin, New Zealand. The questions about alcohol are asked as part of the day‐long assessment. Members of a longitudinal survey cohort at ages 18 and 21 years. Data from 630 beer drinking participants were analysed in this study. Responses to questions about beer consumption, liking for advertising, favourite brand of beer and self …