Alcohol Advertising - Document
Alcohol Advertising Television is the number one spot where advertisements are released because of the variety of age groups that it reaches throughout the United States. “Average number of hours per week that American youth ages 12-17 watch television: 20 hours, 20 minutes,” (CERC, 1998). Although Television is the most effective way to advertise products because of how much it is consumed and how large of an audience it captures, does it attract individuals who were not intended to be targeted when it comes to alcohol advertising? Advertisements centered on alcohol have proven to attract all races, both the male and female gender, and all age groups, especially those who are underage. The marketers of alcoholic products have succeeded with these advertisements, but have also created a negative impact to many individuals that have experienced this product. Although it is clear that alcohol industries aim to only increase market share and not necessarily increase the number of underage drinkers that their commercials attract, research has stated that this is, in fact, the direct outcome. Alcohol advertising has also shown to attract low income and minority groups. The television networks are fully aware that because of this specific advertising, it could be causing greater harm then what is intended. “Alcohol marketers say they have voluntary standards that prevent them from targeting consumers younger than the legal purchase age. They claim to avoid pitches that primarily appeal to teenagers and to pass up ad placements that reach an audience that is predominantly underage. Yet, we are told, when one reaches 21, former teens become potentially valuable alcohol consumers and legitimate targets for aggressive promotions to drink,” (Hacker, 2002). Television, being only one of the many ways that alcohol advertisements have been present, has demonstrated drinking as a problem-free activity, discarding the consequences that may come along with it, which creates all
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