Alcohol ads, just like vampire movies, are for self-interest rather than harm. The so called experts claim that alcohol adverts lead to increased consumption of alcohol, and while most agree with them they are not informed…
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Since the experts blame alcohol advertising for alcohol consumption among teens, then they take it as truth. Alcohol adverts are not aimed at teenagers or for alcohol consumption increase. Rather, advertising of alcohol is targeted for those who take alcohol to switch alcohol brands. Most commercials will take a minute or so and do not really reveal what they are about. Usually, only those who understand them are old and mature enough to take alcohol. This I say from experience when I first look at an advert I rarely know what the advert is talking about at first. For instance, most Smirnoff adverts require one to understand alcohol and know that they are talking about it. While alcohol ads are highly visible in sports magazines, most people who watch sport agree that liquor and sport are not compatible. Most teens who read sports magazines will know that should they have an interest in sport when they grow up, then they are aware that alcohol will destroy or stop their dreams. Alcohol ads are not meant to increase consumption but to get people to take the specific brand instead. While people think that these ads are targeted at consumption of alcohol, the truth is that they are not bad intentioned. The reason why these adverts are on the magazine is to increase market share. The adverts are not intended for young people since the advertisers are only out to increase brand awareness. While advertisement of alcohol may be high coupled to high abuse of alcohol among teens, evidence is not conclusive that young people are led to increase alcohol consumption by the adverts. Not only do alcohol adverts not target consumption of alcohol, there is no evidence that it leads to increased consumption either. ...
However, it is also true that some underage drinking is caused by alcohol adverts on magazines aimed at teenagers. This is because it can be proven that young people are more vulnerable to persuasion from magazines with higher readership since they feel part of something bigger. The possibility that delayed effect from adverts on magazines with high circulation among teenagers has an effect on alcohol consumption among them is very high (Rand Health 1). It is obvious that the younger generation does spend a lot of time reading magazines and, in the process, take in a lot of alcohol adverts. It is quite clear that these magazines have to do with sport and being chic. These sorts of magazines also have a very high proportion of their adverts dedicated to alcohol. In fact, most of the teenagers read twice as many magazines as the older generations who have extra pressing issues at hand. Since these magazines have a very high proportion of their adverts linked to alcohol, it is highly possible that their readers are the major target. While children at a younger age who do not read these magazines have a low knowledge of alcohol, the generation right ahead of them seems to know a lot more (Rand Health 1). In short, the average sixteen year old knows more about alcohol than the average nine year old. This, in my opinion, implicates the magazine adverts. The social cost of adolescent drinking is very high on most economies in the world with alcohol fuelled accidents and alcohol aided crime being the most obvious. Combating drivers who are underage and drunk involves multiple systems of approach (Rand Health 1). With emphasis on advertising of alcohol in magazines, several policies
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