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Example research essay topic: Alcohol Abuse Alcohol Advertising - 1,242 words

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... ion of football in the Bud Bowl. Some might say that these games wouldnt be if it werent for these companies, but Dr. Gary Hopkins suggests that in all realization, alcoholic commercials only constitute for seven percent of advertisements in sports programming (n. p. ). Another statistic from the NIAAA proves that these imbedded messages appear at a rate of over three per hour in major sports such as baseball, football, hockey, and basketball (2).

Thousands of teenagers watch sports on television every week with one targeted advertisement after another. Eventually, all of these advertisements are going to peak the teenagers interest. In todays modern world, we cant forget the Internet when we discuss the broad term media. The following was found on on a media awareness website called Alcoholic Companies Find Underage Market that is sponsored by the Media Awareness Network: A 1998 study by a Washington advocacy group says that alcohol marketers are increasingly trying to attract underage drinkers through trendy online advertising. Conducted by the Center for Media Education (CME), the three month project found 46 Web sites - almost twice the number cited in 1997 - that used similar marketing tactics to appeal to Alcohol web sites were reported to feature animation, motion video, contests, and slang geared towards young people. Two talking frogs have also become popular characters on Budweiser's site.

The study also showed Beer and liquor companies were found more likely to target young people than wine makers. The study also showed that only 44 percent of the 77 Web sites it surveyed posted age disclaimers warnings tolstoy underage consumers from entering (n. p. ). By telling someone under the age of twenty-one that they cannot enter a website, the company is enticing them to rebel and go where they shouldnt.

The NIAAA says that by age sixteen, teenagers list alcohol as their most favorite advertisements (3). Quite honestly, who doesnt like frogs that make funny jokes and can joke? The answer to this question is for the same reason that people are interested in children wrestling in soda commercials, and hip dance steps in GAP khakis. To help demonstrate, I have included four advertisements from magazines, directed mostly towards teenagers, with my essay The first advertisement, for Captain Morgans Original Spiced Rum, shows a group of attractive young adults on a beach having a good time. These are things that might appeal to am underage audience. The people in the advertisement are on the beach having a good time, but this could be a potentially dangerous situation telling young people that it is fine to be by the water, swimming, or boating when drinking.

Another major issue with this advertisement is the character that portrays Captain Morgan, hes a cartoon. Cartoons have a natural way of attracting young audiences for three reasons: they can relate to them, they are non-threatening, and they are easily The second advertisement, for Hennessy Cognac, shows an attractive young couple. It sends the message, in order to have a special romantic time, alcohol might need to be involved. The words very special are clearly printed in the advertisement suggesting special times can be obtained with the right people and this alcoholic beverage. The male in the picture is looking at the female in a seductive manner. An underage drinker might think that alcohol will increase their chances of getting a significant other from seeing advertisements like this.

The third example that I have included shows a nearly exposed young woman that has just landed from parachuting. Once again recreational activity and alcohol is a dangerous mixture and teenagers may not realize this. Another major pitfall to youth on this advertisement for Kahlua, is that not only does it show these aspects, but it also gives a recipe for how to make a specific mixed drink from the drink. After the recipe the words, then join the party, appear suggesting entertainment with alcohol.

The last advertisement that I have included is for Miller Genuine Draft. This advertisement shows this company sponsoring prominent bands from all over the world and that youth should come out and join the fun. Underaged people might be influenced to think that in order to be cool and to be like the people that they idolize, they have to drink. What a poor message to send to teenagers. Some might say that there is not a problem with advertisements. Parents are constantly witnessing thier teenager ripping out advertisements that are colorful, beautiful, and / or fun.

There is not a problem with the advertisements being fun, but sometimes parents do not pay attention to what advertisement is going to be displayed. All to often they are alcohol advertisements, just like those above, giving bad impressions. The most highly collected advertisement among teenagers is Absolut vodka. Through these advertisements, Absolut gives us the impression that life is colorful and funny.

When driving down the highway, isnt it kind of ironic to see billboards sporting signs for all sorts of alcoholic products? The more appropriate kind of billboard is one near my hometown that reads, If you decided to have one for the road, expect a State Trooper for a chaser. Any time the medias responsibility is discussed in what it promotes, there are arguments that are loudly presented. The first usually comes from the media, which directly will be their First Amendment rights. This is a completely honest argument. However, it is not the freedom of the press people are disagreeing with, it is lack of ethics, and what we want for Americas children, By the examples cited above, there is a clear link between underage drinking and the alcohol industry's use of the media, directly and indirectly, to advertise their products to children and teenagers.

The NIAAA, has research and stated that Alcohol advertising may influence adolescents to be more favorably predisposed to drinking (3). Gary Hopkins gives a great comparison on the International level in his studies stating, in the 1970 s Sweden banned alcohol advertising and it worked to decrease alcohol consumption by at least twenty percent (n. p. ). If the United Stated was able to restrict Camel cigarette advertisements, by taking Joe Camels cartoon face off of tobacco, we could reduce the amount of teenage drinkers in our society. By doing this, it could lead in a reduction of legal aged alcoholics, raised birth rates, increased school and work productivity, and raise the general health in our nation. Despite the evidence the presented, should we ignore the fact that it affects our children?

Or are cartoons, bright pictures, fun activities, and beautiful people coincidence to these advertisements? Bibliography: Works Cited Alcoholic Companies Find Underage Market. National Post. 11 Mar. 1999. Media Awareness Network. 25 Feb. 2000. Captain Morgan Original Spiced Rum. Captain Morgan Rum Company. 1999.

Century Council, The. Fighting Alcohol Abuse. 24 Feb. 2000. Hennessy Cognac. Schieffelin and Somerset Company. 1999. Hopkins, Gary L. , MD, Drip, Director, Center for Adolescent Behavior Research, Andrews University. Media Influence on the Health of Adolescents. 19 Feb. 2000.

Kahlua Liqueur. Allied Domeco Spirits USA. 1999. Madden, P. A. and J. W.

Grade. Frequency and Nature of Alcohol and Tobacco Advertisements in Television Sports, 1990 through 1992. American Journal of Public Health. Feb 1994. 297 - 299.

Millar Genuine Draft. Miller Brewing Company. Nov. 1999. NIAAA (National Institute on Alcohol Abuse and Alcoholism) Alcohol Alert. Wall Street Journal, November 27, 1996: 1 - 3.


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Research essay sample on Alcohol Abuse Alcohol Advertising

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