Alcohol Advertising: Promotes Underage Drinking

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Alcohol Advertising and Youth
Alcohol advertising promotes underage drinking

Abstract
This paper addresses whether aggregate alcohol advertising increases alcohol consumption among students. Both the level of alcohol related problems on campuses and the level of alcohol advertising are high. Some researchers have concluded that the cultural myths and symbols used in alcohol advertisements have powerful meanings for students and affect intentions to drink. However there is very little factual evidence that alcohol advertising has any effect on actual alcohol consumption. Method: The methods used in this review include an analytical framework for evaluating the effects of advertising. This theory suggests that the minor effect of advertising decline at high levels of advertising. Many prior experimental studies that measure advertising at lower, more combine levels have found and effect on consumption. Results: The results of this analysis suggest that advertising does increase consumption. However, advertising cannot be decreased with limited bans, which are likely to result in exchange to other available media. Absolute bans on all forms of advertising and promotion can eliminate options for substitution and be potentially more effective in reducing consumption. In addition, there is and expanding body of information that suggest that alcohol advertising is adequate in reducing the alcohol consumption of teenagers and young adults. Conclusion: These findings indicate increased counter-advertising, rather than new advertising bans, appears to be the better choice for public policy. New limited bans on alcohol advertising might also result in less alcohol counter-advertising. An important topic for future research is to identify the counter-advertising themes that are most effective with youth. (J. Stud. Alcohol, Supplement No. 14:173-181, 2002)

Alcohol advertising promotes underage drinking
Imagine driving down a dark road at night with nothing ahead but swift curves and the only light is coming from the headlights. Out of nowhere, a vehicle speeds past you and runs straight off the cliff. Later on, the news reports that the driver was a teenager who was just coming from a party highly intoxicated and has now died. If only that teenager had not been persuaded to drink, they might still be alive. Many teens are persuaded to drink by many sources, such as alcohol advertisements. Alcohol advertisements encourage underage drinking by targeting youth with things like entertaining commercials, curious slogans or modelling that the behaviour of drinking is “cool” and should be stopped or advertised very differently. In today’s population, alcohol is becoming the most frequently used drug in America. Not only have alcohol advertisements been attracting people who are of age to drink, but advertisements have been targeting the youth. In an article by The Gale Group Inc. entitled “Alcohol Advertising Targets Teens and Glorifies Drinking’ they argue that alcohol companies makes it there goal to target teens. They state that “commercials for beer are the most obvious, using sports and music stars, and cute dogs like Spuds MacKenzie to show young consumers how much fun alcohol is.” (Cicchetti, Dante, and Donald J. Cohen, 2006). Print. Children today watch a lot of television. If a small child were to watch a commercial with a cute and cuddly puppy, they would automatically affiliate that puppy with cuddly warm feelings and a positive attitude. In 1996 the Budweiser Frogs seemed more familiar to children more than Tony the Tiger or Smokey the Bear. Children at a young age should not recognize a cartoon character representing alcohol more than they should cartoons made specifically for children. Not only do items on the TV ads seem appealing, but items like t-shirts and hats attract attention as well. “Researchers studied a group of more than 1,700 sixth and seventh grade students, measuring their alcohol use and intention to...
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