Alcohol Advertising: the Cause of Underage Drinking? Essay

1089 Words May 15th, 2005 5 Pages
Linzay Workman
Advanced Composition
Rose Bunch
Paper 3: Literature Review

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
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Hacker states, "despite the intent of the industry, research shows that alcohol advertising does influence young people." He strongly disagrees with Berta, stating that the advertisements have a negative effect. "It preprograms them to drink and drink excessively for a "good time." Suriano also feels the advertisements have a negative effect. "It preprograms them to drink, attracts new drinkers, attracts drinkers to drink more, and makes it hard for those who have problems to stop." Jon Kate, disagrees with Hacker and Suriano, and like Berta sides with the advertisers. 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
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