The effect of alcohol advertising exposure on youth drinking was small and positive. The advertising effects were similar for the subset of underage respondents (Martin et al., 2002, 902 citing Snyder et (2006)."
In addition to Snyder et al. (2006) other researchers have examined the impact of alcohol advertisements on underage youth. For instance, in their study entitled "Alcohol Advertising and Youth: A Measured Approach," Jernigan et al. (2005) examined the advertisement of alcohol companies and the manner in which they expose youth to such advertisements. The study involved the impact of alcohol advertisements on youth age 15-20. The research found that most alcohol advertisement occurred in places where youth were more likely to see them than adults. In addition the research found that "much of this excess exposure of youth to alcohol advertising in the United States could be eliminated if alcohol companies would adopt a threshold of 15% (roughly the proportion of 12-20 years-old in the population 12 and above) as the maximum youth audience composition for their advertising. Although adoption of such a threshold would still leave much youth exposure to alcohol marketing in such "unmeasured" activities as sponsorships, on-premise promotions and campus marketing, it would assist alcohol companies in reaching their intended audiences more efficiently while reducing overall youth exposure to their advertising (Jernigan et al. 2005, 312)." These finding demonstrate that alcohol advertisements more likely than not have viewers who are underage. This means that if alcohol companies truly cared about youth there are ways in which they could advertise that would decrease the likelihood that youth would be exposed to such advertisements. In addition such reductions would serve the purpose of allowing alcohol companies to more effectively target the correct audiences.
Other research indicates that the impact of alcohol advertisement on youth is not just an American problem. Indeed, researchers from all over the world have investigated this topic. According to a report published by the ELSA project in the Netherlands, Alcohol advertisement to youth is a problem throughout Europe. In some respects advertisement of alcohol is different in certain European communities because the consumption of alcohol is less taboo and legal drinking ages are lower than in the United States. For instance, in some European nations such as Germany the legal drinking age is 18 as opposed to 21. Nevertheless alcoholism and underage consumption is still a problem in Europe. According to the report, alcohol advertisement to youth is likely to occur in Europe because such advertisements are poorly regulated ("The Impact of Alcohol Advertising"). The research also insists that alcohol advertisements shape the opinions of youth about alcohol and increase their desires to consume alcohol. The report asserts that
"…the content of advertisements is related to expectancies about the use of alcohol amongst young people and the role of alcohol in their lives. Young people are particularly drawn to elements of music, characters, story and humour. Young people who like advertisement believe that positive consequences of drinking are more likely, their peers drink more frequently, and their peers approve more of drinking. These beliefs interact to produce a greater likelihood of drinking, or of intention to drink in the near future ("The Impact of Alcohol Advertising," 8)."
The report also explains that the fact that alcohol advertisements increase the likelihood that a young person will consume alcohol are not surprising because the primary purpose of such advertisements is to increase the consumption of alcohol. In fact the report points out the French LoeEvin that restricts what is contained in alcohol advertisement This law places limits on the messages and images placed in alcohol advertisements so that only the quality of the product can be referred when advertising.
This article also focuses on why adolescents are more likely to be vulnerable to such advertisements. According to the report the adolescent brain is in the process of a great deal of growth as such young people are much more prone to being impulsive and have an increased sensitivity to reward and pleasure ("The Impact of Alcohol Advertising"). That is the idea of receiving a reward or pleasure from certain actions, outweighs the consequences that are likely to occur from these actions (Pechmann, 2005). In addition the report points out the when some young people already have issues with alcohol amongst their family or friends, they are more likely to be effected by alcohol advertisement. This vulnerability actually increases as the individual increases the amount of alcohol that they consume ("The Impact of Alcohol Advertising," ). With these things understood the report explains that alcohol advertisement actually takes advantage of the vulnerability of young people by "shaping their attitudes, perceptions and...
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
For more than thirty years governments have been trying to restrict tobacco promotion, however, it seems that nothing except a total ban is going to work (Shatenstein Pp). For example, in response to government crack-downs, the industry has become more heavily involved in sports sponsorship, in fact, tobacco companies are now among the largest sponsors of sport (Shatenstein Pp). Sponsorships such as this confuses health messages, "neutralizes a range of
alcohol and its consumption. On television, billboards, and in magazines, images of beautiful and exotic people enjoying alcoholic beverages mix with funny quips and skits that relate to alcohol. But are these images irresponsible? Do they promote alcohol consumption by minors and even alcohol abuse? I will prove that they do encourage minors to drink illegally by promoting alcohol in a manner than is particularly attractive to teens --
Drug Abuse Economically Alcohol consumption causes injuries, deaths and other problems in the society. In order to reduce the problem economists must understand it, and know the economic burden or effects it causes. Economists approach the problem using costs and further put it in real numbers. Economists use assumptions to simplify their work, and focus on what that really matters. They make rational decisions based on reason, and encourage them
Psychosocial factors, such as depression, anxiety and social support, also induce drinking. This study confirmed that social cognitive factors drove college students to report on their own drinking. Psychosocial motives drove them to do so only at 1%. Social support was the only significant psychosocial predictor. The awareness of both the positive and negative consequences of drinking was quite likely behind the willingness of college students to report on
They develop a tolerance to alcohol and simply need more to satisfy their craving (MayoClinic, 2009a). This is a key difference between alcoholism and other drug addictions. The causes of alcoholism and drug addictions are complex and involve the interaction of several factors. The first is genetics. Certain genetics factors can cause a person to be more vulnerable than others to develop alcoholism and the other addictions mentioned. A person's
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now