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Examining responses to print alcohol advertisements, a study questioned whether alcohol advertisers distinguish between "hard" and "soft" liquors (e.g. wine coolers and liqueurs). Subjects, 102 junior and senior high school students in a major metropolitan area, were asked to examine one set of three ads--either hard liquor ads or soft liquor ads (identified as representing the "good food" approach to marketing, presenting the product not as an intoxicant but as something healthy). To isolate responses to the appeal used, as independent of the carry-over effect of product and brand information, each set of ads was also "masked," (brand names, logos, etc. were covered over) creating four exposure conditions: unmasked/soft liquor; masked/soft liquor; unmasked/hard liquor; and masked/hard liquor. After examining the ads, subjects completed a posttest questionnaire measuring attitudes toward the advertised product and perceptions of typical product users. Results revealed that hard liquor ads generated significantly more correct product identifications than did soft liquor ads, and that soft liquor ads were more likely to be mistaken for ads of non-alcoholic food or drink. Hard liquor ads were also assessed as promoting products that should be used by older individuals than the products promoted in the soft liquor ads. No significant differences emerged between soft and hard liquor ads with regard to the images of the typical user. (One figure and two tables of data are included, and photocopies of hard liquor stimulus advertisements, liqueur stimulus advertisements, and 20 references are appended.) (MM)