Psychophysiological responses to alcohol and nonalcohol advertising slides were compared in light and moderate social drinkers. Each slide presentation was interspersed with a rest period. Before viewing the slides, participants completed a questionnaire to estimate their quantity and frequency of alcohol consumption. Participants were divided into two groups using a median split of alcohol consumption scores. Light social drinkers showed a significant decrease in heart rate response to both alcohol-related and nonalcohol advertisements. Moderate social drinkers showed a significant increase in skin conductance to both alcohol-related and nonalcohol advertisements. The findings of this study have implications for understanding both the influence of alcohol advertisements on behavior and the psychophysiological correlates of cue reactivity.