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                <term xml:lang="fr">Système de la récompense</term>
                <term xml:lang="fr">IRM fonctionnelle</term>
                <term xml:lang="fr">Buveur</term>
                <term xml:lang="fr">Alcool</term>
                <term xml:lang="fr">Jeunes</term>
                <term xml:lang="fr">Publicité</term>
                <term xml:lang="fr">Impact</term>
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              <p>Objectif : L’alcool représente la 2è cause de mortalité évitable. Sa consommation est déconseillée aux adolescents. La présentation de stimuli alcool active le système de la récompense chez les buveurs. Les publicités pour l’alcool ciblent fortement les jeunes en contournant la loi Evin et des arguments supplémentaires sont nécessairespour défendre cette loi. Dans cet objectif, une étude IRM fonctionnelle a été réalisée pour analyser la réponse cérébrale en complément de réponses déclaratives.  Matériels et Méthodes : 74 hommes adultes jeunes (18-25 ans) ont été inclus dans cette étude après accord du CPP (NCT03818750). Les acquisitions ont été réalisées sur une IRM 3T Magnetom Prisma avec une séquence EPI (TR 1.2s, 54 coupes, 2.5x2.5x2.5mm3, MB3) au cours de laquelle étaient présentées 288 publicités pour l’alcool avec différents types de contextes et d’avertissements (Fig. 1) selon un paradigme mixte bloc-évènementiel. L’analyse des données a été réalisée sous Matlab avec SPM12 et Python (nilearn).  Résultats : La présentation de publicités pour l’alcool active les régions du système de la récompense. L’utilisation de messages d’avertissements saillants est associée à une moindre activation au niveau striatum ventral et de l’aire tegmentale ventrale.   Conclusion : Cette étude confirme que le système de la récompense est activé par la présentation de publicités pour l’alcool réalistes qui contournent la loi Evin et démontre par la neuroimagerie l’intérêt des messages d’avertissement.</p>
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