Should marketers be responsible for the way their products are used by consumers? This is the main question of this essay, essentially focused on alcohol advertising targeting the young. It is very important to analyze such a subject to identify the responsibilities of each party and identify some possible solutions to preserve the health of consumers and keep good image of the corporate. The following development analyzes the responsibility of the marketers, consumers and government. That is to say that the responsibilities should be shared between these three parties. It’s clear that marketers (firms) have a greater part of responsibility than others, since they have to care about the welfare of all the stakeholders, including …show more content…
And there are more than 2 million television ads and 20,000 magazine ads for alcoholic products. This heavy advertising effort leads to significant youth exposure (AAFP, 2012).
According to the same Center, although the alcohol industry maintains that its advertising aims only to increase market share and not to encourage underage persons to drink, alcohol advertisements connect consumption of alcohol with attributes particularly important to youth, such as friendship, prestige, sex appeal and fun, and also by using cartoon and animal characters with frogs, lizards and dogs, which are overwhelmingly admired by youth. Many statistical and economic analyses show the relationship between alcohol advertising and consumption (Pan American Health Organization, 2007).
Given all those analysis, marketers should be responsible of the way youth are using their products - even though some authors don’t think so. Because marketers are intentionally targeting their message to youth. Marketers are quite well informed that their action drives consumers’ decision. It is even scientifically justified. Marketers can be compared to a soldier who gives a gun instead of a toy to his child, regardless of the advices he will make to the child, the danger is always present. Marketing is a power tool to change people’s behavior and trends. It has a considerable effect on the psychology of individuals. That’s why marketers should be careful when they are promoting
Thesis statement: With marketers aiming their advertisements more towards teens every day, researchers are looking into how effective and ethical these advertisements really are.
Advertisements are literally everywhere, from ad pop-ups on your computer to the billboards you can see driving down the road. The purpose of these advertisements are to sell a specific item to an audience. The audience being the consumers and the ads being products such consumers purchase, the advertisements try to persuade the viewers that they need that item and that they should buy their companies product. While Schneider alcoholic beverages attempt to sell their product to adults through their advertisements by using very suggestive advertisement method which sexualized alcohol. In addition to using ethos, pathos, and logos to draw in their audience. Lastly, how this sexualized imagery is effecting the world
An alcohol ad is very capable doing many things to people starting from the ages whenthey start to feel rebellious. The ad can hide many lies that help convince people to startdrinking. Things on the ad say that drinking can be fun, that it is good(healthy) for you, andcould help quench the thirst, as well as many other benefits. My opinion on this is that alcoholads should not be allowed to be shown around areas where there are people under the minimumrequirement of the drinking age.Right out, you can see that the people in this certain ad are “having fun”. At the sametime, the words on the ad helps reinforce the thought that it is fun to drink Bud Light, which is atype of beer. The picture on the ad hints at the idea that males would get more girls or have morefun while drinking Bud Light, encouraging them
Two groups, one group for academic setting and one for the relaxed setting of 10 university students will be used in this 2 by 2 design. The students will be offered a credit within one of their third year marketing courses, while ensuring they are legal drinking age to participate within this study. There will be two sets of this type of study, one for a negative drinking and driving advertisement and another for a positive drinking and driving advertisement (see appendices 1 and 2). The four different groups will be taken to the setting, where a negative or positive advertisement will be shown. Then, the students will be asked to causally consume 1 to 2 alcoholic beverages with the advertisements still in sight within the setting. The students will then be asked a few questions regarding if they decide to drink and proceed to drive home or find a safer alternative to make it home.
Advertisements are everywhere. They are a major part of modern day society. Whether it be a television commercial, an internet banner, or a billboard, advertisements influence people of all ages, but they affect a certain age group much more than others. Children ranging from toddlers to teenagers are exposed to thousands upon thousands of advertisements each year. Some of these advertisements are damaging to children, while others are a positive influence. Advertisements can either be used as a tool or a weapon. Food advertisements and manipulation strategies are both positive and negative, and how companies use them decides whether or not marketing to children is ethical.
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
Youth exposure to alcohol advertising on U.S. television increased 71 percent between 2001 and 2009 (The Center).
Children tend to absorb the contents with a sense of judgment. This is because their curiosity sometimes leads to terrible consequences, in this case, the addiction to alcohol. “A national study … concluded that greater exposure to alcohol advertising contributes to an increase in drinking among underage youth. Specifically, for each additional ad a young person saw … he or she drank 1% more. For each additional dollar per capita spent on alcohol advertising in a local market … young people drank 3% more” (Alcohol Advertising and Youth). Therefore, the commercials do have a great impact to the number of drinking adolescents, since the number of underage alcohol consumption rises as advertisement rates rise. If such commercials continue to display on the media without any types of appropriate-content filters, the number of teenage alcoholics will continue to rise as years pass by. As a result, we must greatly reduce the number of commercials referring to alcohol products, to minimize the possibility to create future drinkers under the legal age.
Companies are continuously in search of innovative marketing techniques by encouragingly establishing individuals to purchase their advertised products. As intelligent as marketing companies are, they are indeed aware of the fact that adults are more likely to watch an advertisement and detect why they should or should not purchase such product. In such instances where the company cannot reach the focus of an adult, parent, or parental figure, marketers will target young children and teens in their advertising campaigns. Advertising campaigns targeting the youth have significantly impacted the ethical consideration in the children’s market through media, ethics, as well as food advertising to children.
In today 's society, the most popular for adolescents’ drinks are alcohol or beers. The article states: “Further, few studies have focused on adolescents and alcohol advertisements where there is a great deal of sexuality and nudity. Alcohol is the most frequently advertise beverage in televised sports”
The study of adolescent alcohol dependency is a growing field and offers both captivating and alarming discoveries because more and more younger children are depending on alcohol to function on a daily basis. You would be surprised to know how many young individuals are now dependent on alcohol because of the false advertisement that happens through television commercials and through social influences that surround these
Trying to fit in is not the only problem that causes underage alcohol consumption; advertising aimed at underage drinkers also contributes to the predicament.
Many advertisements for alcohol make people think it is a good idea to consume it, that is it beneficial for them. The purpose of this is for industries to make money, not necessarily tell the truth. They connect products with positive desirable images.
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
Teenagers and young adults are constantly bombarded with alcohol. From the funny beer commercials with the beautiful women who drink and from