Alcohol Advertising
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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 prevent the encouragement of underage drinking or other alcohol related tragedies?
Alcohol is the most commonly used drug in the United States. It is also one of the most heavily advertised products in the United Sates. Alcohol companies generate more then 65 Billion Dollars a year in revenue, and spend way over 1 Billion Dollars a year on advertising. Unfortunately young people and heavy drinkers are the primary targets of the advertisers. Research indicates that advertising contributes to increased consumption of alcohol by young people and serves as a source of negative socialization for young people. Many that argue that peer pressure to drink is the major influence of young people strongly overlook the role of advertising.
About one third of Americans chose not to drink at all, another third drink moderately, and the final third drink regularly. Ten percent of the drinking-age population consumes 60 percent of the alcohol which means that 40 percent of the alcohol being consumed today is consumed by minors. If alcoholics were to recover, in other words stop drinking entirely, the alcohol companies gross revenues would be cut in half. 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 industrys 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 childrens movies; one example of this was the very popular “Teenage Mutant Ninja Turtles” movie. The average age which people begin drinking today is 12. Surveys have found that nearly one third or all fourth graders have experienced peer pressure to drink alcohol.
The college market is particularly important to the alcohol companies not only because of the money students will spend today, but because the students will most likely develop drinking habits and brand allegiances for a lifetime. As marketing executive for Budweiser Richard Wilson said, “lets not forget that getting a freshman to choose a certain brand of beer may mean that he will maintain his of her brand loyalty for the next 20 to 35 years. If he or she turns out to be a big drinker, the beer company has bought itself an annuity.” This statement undercuts the industrys claim that it does not target advertising campaigns at underage drinkers since today almost every state prohibits the sale of alcohol to people under the age of 21 and the vast majority of college freshman are below that age.
The effects that alcohol advertising induces on its targets are outrageously tragic. More than 40 percent of teenage deaths are caused by motor vehicles. More than half of those are alcohol related. Alcohol is implicated in at least half of the other major causes of death for young people, such as suicides, homicides, and accidents. Alcohol use is often a factor in many of the other problems afflicting this age group, such as teenage pregnancy, date rape, suicide, assault, and vandalism. At least three of ten adolescents today have serious alcohol problems.
A 1996 study showed that children ages nine to 11 were more familiar with Budweisers television frogs than Kelloggs Tony the Tiger, the Mighty Morphing Power Rangers and Smokey the Bear. The Center on Alcohol Marketing and Youth found that, in 2001, youth in the United States were 93 times more likely to see an ad promoting alcohol than an industry ad discouraging underage drinking. In fact, compared to youth, adults age 21 and over were more then twice as likely to see advertising discouraging underage drinking. A USA Today survey found that teens say that ads have a greater influence on their desire to drink in general than on their desire to buy a particular brand of alcohol.
Eighty percent of the general public respondents in a poll by the Bureau of Alcohol Tobacco and Firearms believed that alcohol advertising influences youth to drink. A recent economic analysis assessed the effects of alcohol advertising on youth drinking behaviors and concluded that a complete ban of alcohol advertising would reduce monthly levels of youth drinking by 24 percent and youth binge drinking by about 42 percent. These figures are outstanding and clearly prove that the effect that alcohol advertising has on the targeted youth is a great one.
Alcohol companies claim that their advertisements are purely to try and persuade the legal drinker to explore the different variations of their product. However their actions completely contradict their claims. A study on alcohol advertising in magazines found that the number of beer and distilled spirits ad increased with the number of youth readership. Many of the articles found in the magazines not only displaying new products but all products and all different ages and classes of people who enjoy them. Making it impossible to have any