Dangers of Advertising Alcohol

Dangers of Alcohol Advertising

A growing body of literature shows that alcohol advertising is an important factor related to alcohol consumption among youth. Research has now established that alcohol advertisements target youth, result in increased alcohol consumption and add to morbidity and mortality. America's youth are overwhelmed with mass media messages. Today's youth is bombarded by not only apparent advertising but also hidden messages. The fact that the entertainment industry presents alcohol as a glamorization also does not help reduce underage usage. Let's face it, the message is everywhere. The fact that the alcohol industry specifically targets this demographic with enticing fruity and soda-based concoction is appalling. Today the average teen spends too much time exposing themselves to such media instead of other activities such as sports and music. Before graduating high school, students will spend about 18,000 hours in front of the television -- more time than they will spend in school (Kaiser Family Foundation 2). Alcohol advertisements reach youth not only through television, but also through other varied media, such as billboards, magazines, and sports stadium signs.

Alcohol Advertising

Although the alcohol industry maintains that its advertising aims only to increase market share and not to encourage underage persons to drink, research suggests otherwise. Alcohol advertisements overwhelmingly connect consumption of alcohol with attributes particularly important to youth, such as friendship, prestige, sex appeal and fun. The introduction of cartoon or animal characters further attempts to attract young viewers to alcohol. In recent commercials, alcohol advertisers have used frogs, lizards and dogs, which were overwhelmingly admired by youth. In 1996, for example, the Budweiser Frogs were more recognizable to children aged 9-11 than the Power Rangers, Tony the Tiger, or Smokey the Bear (Kaiser Family Foundation 1). Many alcohol advertisements use other techniques oriented toward youth, such as themes of rebellion and use of adolescent humor. It is telling that youth report alcohol ads as their favorites, especially when so many different products vie for their attention. These compelling advertisements become the new teachers of youth. One study found, in fact, "that 8- to 12-year-olds could name more brands of beer than they could U.S. presidents" (Columbia University Center on Addiction and Substance Abuse, 2). It is not surprising that underage drinkers consume about 25% of all alcohol in the United States (CDC par. 2).

Dangers

Underage drinking in the United States is marked by abuse. For 15- to 17-year-olds,

25% report being current drinkers, and 65% of those current drinkers report having had five or more drinks on at least one occasion (CDC par. 3). By the time they are 18 to 20 years old, 48% report being current drinkers, and 71% of those drinkers report having had five or more drinks on at least one occasion (CDC par. 3). The vast majority of the alcohol consumed by young people is for the purposes of intoxication: 92% of the alcohol drunk by 12- to 14-year-olds and 96% of the consumption by 15- to 17-year-olds and 18- to 20-year-olds is done when drinkers are having five or more drinks at one time (U.S. Department of Transportation par .3). According to the U.S. Department of Transportation, more than a thousand young drivers died in crashes after drinking in 2001 (par 3). While the total number of young drivers dying in motor vehicle crashes fell from 1999 to 2001, alcohol-related fatalities in this group are rising at an alarming rate.