Essay on Alcohol Advertising

1655 Words 7 Pages
Alcohol Advertising

Exposure to alcohol advertising is an everyday occurrence. Alcohol advertising is persuasive not only to adults but to those who are too young to buy alcohol legally. Although parents and peers have a large impact on youth decisions to drink, marketing also has a significant impact by influencing the attitudes of parents and peers and helping to create an environment that promotes underage drinking. Alcohol companies focus billions of dollars on advertising their products and still claim that the effect is minimal. I pose a few questions that are; who are the targets of alcohol advertising? How does alcohol advertising affect the people targeted by alcohol companies? Finally what actions are being taken to
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Recognizing this important marketing fact, alcohol companies deliberately devise ads designed to appeal to heavy drinkers. The heavy user of alcohol is usually an addict. Another interesting perspective on the industry's claim that it only advertises to encourage moderate drinking to those of age, is that if this were true, and only the 105 million drinkers of legal age in the US consumed the official maximum "moderate" amount of alcohol, .99 ounces or roughly two drinks, a day the industry would suffer a 40 percent decrease in the sale of beer, wine, and distilled spirits. Meaning that if alcohol companies truly only targeted who they claim they do, they would only be nearly cutting their profits in half. Besides the heavy drinkers, the young audience plays a great deal to the alcohol industry. It is no wonder alcohol is appealing to the youth when ads only display very healthy, attractive, and youthful-looking people. Advertising is a powerful educating force in American Culture, one that promotes attitudes and values as well as products. Ads are now even featuring characters with special appeal to children. The makers of some 200 consumer products including stuffed animals, dolls, T-shirts, posters, and mugs are dedicated to alcohol. Advertisements have even gone as far as popular children's movies; one example of this was the very popular "Teenage Mutant Ninja Turtles" movie. The average age which people begin
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