Essay writing techniques and best practices

Alcohol Advertisements

The consumption of alcohol has been associated with many human endeavors over the years. Champagne has been associated with weddings and other types of celebrations, for example. Brandy and Whiskey have been associated with business meetings, while beer and wine are generally associated with having a good time with some friends. In early times, alcohol was used for tribal rituals and also for feasting. In general, one might then assume that alcohol is associated with having a good time. However, the prevalence, wide availability, and social acceptability of alcohol also makes it very easy to abuse. Beyond the element of fun, some fall into the trap of using alcohol as a means of medication against conditions such as depression, stress, or simply a hard day at work. The addictive nature of the substance also has caused many to fall into a cycle of abuse, rehabilitation, and relapse. In addition, the misuse of alcohol has also been involved in many road accidents and resulting deaths. For these reasons, many, including Australian citizens, have called for a ban on alcohol advertising. Among the reasons for this is that alcohol advertisements encourage and increase the use and abuse of this substance. Others, however, contend that this is not the case, as there is no research to suggest that advertising encourages non-users to start drinking, alcohol advertisers tend to focus on the existing market, and the overall usage of alcohol has been shown to decline significantly from 1970 to 2009, despite the prevalence of advertising in the same period.

In Australia, a significant number of citizens believe that a ban on alcohol advertising in the country would also discourage its use and abuse, especially among the underage and those who would not have begun using it otherwise. In fact, as many as 68% of Australians believe that alcohol advertising influences the behavior of those under the age of 18, while 64% support a ban on such advertising before 8:30pm (FARE, 2012). One of the reasons cited for this is the pervasive nature of alcohol advertising. It occurs so frequently as part of sports logos or on promotional vehicles that many believe it has become ingrained in the collective subconscious of the nation and its young. As such, it is assumed that this kind of advertising, along with the advertising on television and in film theaters, encourage the increased use and abuse of alcohol. Indeed, the association of the substance with fun and being "cool" with very little focus on the consequences of abuse is further associated with encouraging young Australians to use the substance. But can this be verified with the research?

According to Hanson (2012), the answer is no. In fact, the author states that no research in the United States or internationally has suggested that alcohol advertising significantly influences the use or abuse of the substance. One might therefore safely assume that this is also the case in Australia.

One argument in support of this is that advertising exists to convince consumers that one specific product is better than others in its category. Alcohol advertising works in the same way. Different types of beer, wine, spirits, and so on are advertised to suggest why they are a superior choice to other beers, wines, and spirits. As such, this kind of advertising does not promote drinking alcohol in favor of other beverages. Instead, it is aimed at those already consuming certain kinds of alcohol. It is there, perhaps, logical to follow that banning the entire category of alcohol advertising in general is unlikely to discourage those who want to drink from drinking. Furthermore, suggesting that people slavishly follow advertisements by doing whatever they suggest is to suggest that human beings have no freedom or will to make their own choices. While this could well be true of some individuals, I do not believe that alcohol advertising influences people's choice to buy alcohol. The only thing it might influence is what specific purchase choices are being made within this category. Indeed, not a single alcohol advertisement has ever suggested that using an alcoholic beverage is a preferred choice over a soft drink like

Coca-Cola, for example.

This is supported by critical researchers such Hanson (2012), who affirms that alcohol advertisers do not make it their objective to increase the total consumption of alcohol. Instead, their main aim is to encourage increased usage of a particular brand by those who already consume alcohol, and to encourage brand loyalty. In other words, the main objective is market share. Advertisers who reach their goals gain market share at the expense of others in the same market, who lose share. The total market for the product is not increased.

Hanson uses a practical example from the United States to illustrate the reasons why advertisers do not focus on increasing the total alcohol market. He notes that the total market value of beer per year in the United States is about $50 billion. If a beer company increases its market share within this market by 1%, this would amount to a $500 million increase in sales. An increase of the total beer market by 1%, on the other hand, would mean an increase of only $50 million in sales for a brand with 10% share of the total market. Hence, in terms of the bottom line, it makes far more sense for alcohol producers to focus on increasing their particular market share than the total market for alcohol, which would result in even less sales revenue than an increase of only one type of alcohol market. Hence, it is far more profitable for a producers to focus their efforts on existing alcohol consumers, with the aim of strengthening brand loyalty within existing customers and seeking to encourage other alcohol consumers to switch to their brand. One might assume that this is as true for Australia as it is for the United States.

In the more specific case of Australia, one should also pay attention to the current regulations on advertising when responding to those who believe that alcohol advertising influences the young. To regulate the use and advertising of alcohol in Australia, the ABAC scheme (2009) has implemented a number of restrictions. Part 1, Section a specifically prohibits such advertising from targeting those under 18. It also specifically forbids advertising that encourages the "excessive use, misuse, or abuse" of the substance. The only advertising that is allowed, in fact, is that which encourages the responsible and mature use of alcoholic substances. Furthermore, those appearing in such advertisements are required to be at least 25 years or older and clearly depicted as responsible adults (ABAC, 2009). With such clear restriction, surely it cannot be claimed by any stretch of the imagination that these advertisements encourage abuse of the substance or underage drinking. Any advertising that does so is against the law.