Alcohol Advertising

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The major reasons alcohol advertising should be outlawed are that they are targeted towards minors, especially in low class neighborhoods. Most of the companies are placing commercials on shows targeted towards people under 0. They are placing ads in magazines such as GQ, Jane, Maxim, and InStyle. This is why America has such a high rate of Alcoholism. The public is led to believe that alcohol will give you the things in life that you most want, such as money, beauty, and fun.

To prohibit alcohol advertising the industries guidelines need strengthening, and must be strictly enforced. The industries codes required that more than 50% of the target audience must be over 1. According to the Federal Trade Commission only "half of the companies were able to show that nearly all their ads were shown to a majority legal age audience." This shows that the companies were able to get away with targeting to youth; the advertisement regulations are not being enforced properly. "Companies conducted research on 1 to year olds who indicated that they now drink less of the companies brand than they did before they were of legal age to determine what campaign themes are likely to regain customer loyalty." The companies know that the ads that attracted them before they were 1 were most appealing. Therefore will continue to use this type of advertisement.

African American and Latino neighborhoods have more alcohol billboards than White neighborhoods. In Chicago, communities of African Americans have five times as many billboards as White neighborhoods (Hackbarth, 14.) In San Francisco, African American neighborhoods had more than times as many, and Latino neighborhoods more than twice as many alcohol billboards per resident, as White neighborhoods (Altman, 11.) Alcohol advertising targeting Latinos and African Americans often uses harmful or distorted images of these communities' cultures (Alaniz & Wilkes, 15, Herd, 1.) The main reason that these ads are placed in these neighborhoods is because they have a lower social economic status, and a lower education level.

In 18 Oakland, California adopted a strict prohibiting on alcohol ads on billboards in residential areas and near schools. This also banned alcohol advertising near recreation centers, churches, and daycares. A Federal District Court passed this Ordinance as Constitutional. This helped stop the youth from being targeted by alcohol ads. People under the age of 18 are most impressionable; they are typically the ones seeing these ads in their communities.

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Restrictions on advertising are policies that limit advertising of alcoholic beverages. Restrictions can be from the Local, State, or Federal Government. I feel the most beneficial restriction would be banning advertising and sponsorship at local concerts and sports events. Alcohol promotions at concerts and sporting events send a message that alcohol equals fun, which can lead to serious problems when a crowd gets rowdy and out of control. Alcohol advertisements show alcohol as economic success, fun, sexual attractiveness, athletic skill, and popularity; this is misleading. Most ads show young people typically in a nightclub or on a beach, either relaxing or partying. This gives people the idea that alcohol will take away their worries. Many alcohol ads are shown on television during sports events. And also billboards at sports arenas. Most grocery, and convenience stores have noticeable alcohol promotions. In just about every place you go you are surrounded by alcohol ads. Alcohol advertising creates an environment that suggests that alcohol consumption and over consumption are normal activities. Many PG and PG-1 movies have alcohol scenes and product placement. This is targeted toward youth. The ads don't show you the potential risks and dangers that can be contributed to alcohol. I feel advertisements should contain a noticeable warning of the health risks of alcohol consumption.

The ads that show people partying, having fun, beautiful, wealthy, and relaxed are misleading. The alcohol consumption that these ads are showing is misleading because they are dishonest. This is because too much alcohol can lead to alcohol poisoning, death, and eventually alcohol abuse. Alcoholics are no longer having fun or relaxed like the ads show. Many people lose their families, jobs, homes, and everything else that meant anything to them. This shows that alcohol ads are untruthful. People don't usually think of the risk factors involved in drinking. Along with the other risks, they can also get into an accident, put in jail, have their car taken away, or even harm another person. They don't warn you of the potential risks and consequences involved with drinking. If the Government regulated the ads more less youth would be targeted. All of these things can occur and the main reason for them occurring is pointed in the direction of advertising. This is the start of influence on young. This is where underage drinking will occur. It is the beginning of many problems but not the end. This is why I believe that advertising ads should be regulated.

Works Cited

Federal Trade Commission, (September 1). Self-Regulation in the Alcohol Industry A Review of Industry Efforts to Avoid Promoting Alcohol to Underage Consumers.

Altman D.G., Schooler C. and Basil M.D. Alcohol and Cigarette Advertising on Billboards. Health Education Research Theory and Practice. P. 487-40. 11

Atkin, C.K., Neuendorf, K., and McDermott, S. The role of Alcohol Advertising in Excessive and Hazardous Drinking. Journal of Drug Education. P. 1-5. 18

Hackbarth, D., Silvestri B., and Cosper, W. Tobacco and Alcohol Billboards in 50 Chicago Neighborhoods Market Segmentation to sell dangerous products to the Poor. Journal of Public Health Policy P. 1-0. 14.

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