Alcohol Advertising: The Cause of Underage Drinking? Essay example

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Alcohol Advertising: The Cause of Underage Drinking?

The question, “Is alcohol advertising the cause of underage drinking?” seems to flow through the minds of many American families. The answer to the question largely depends upon the families view on drinking in general. Some homes encourage drinking every once in a while, for social purposes; while others condemn it all together. The topic is very controversial with several factors weighing in such as religion, family background, and health. Despite the differing views, statistics have shown that underage drinking has reached a new height this past year. What is the cause of this rise in adolescent drinking? I will be reviewing the work of four
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Kate feels that advertisements are okay if they are portrayed to the right audience.
Kate feels that advertisements are acceptable if they are placed in areas which reach an “audience made up of at least 70% of adults over 21.” In his eyes advertisers are making significant changes in their plans in order to reduce the problem of underage drinking. Hacker and Suriano’s opinions differ from Kate’s, they believe that the advertisers know the large amounts of money brought in from the youth and place them as their target audience. Suriano states, “they know the mind of their audience and communicate effectively.” Hacker and Suriano’s ideas of the target audience differ, however. Suriano believes alcohol companies draw females to their advertisements by fashioning attitudes, behaviors, and physical attractiveness of drinkers. She says that females are “more vulnerable to imitate the attractive model shown on the television holding the drink.” Hacker feels differently and believes that through the use of athletes and celebrities industries are targeting African Americans. Berta believes they “are not deliberately targeting the youth.”
Hacker feels that the alcohol industries are in fact targeting youth and are willing to say,
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