Many discussions have come about advertising and youth drinking from time to time. Whenever you see an ad on the media you see ads that relate to teens. This is not an accident! Though you cannot legally drink until the age of twenty one, these alcohol selling agencies are marketing to minors. I believe that these companies should not have ads directed to teens, if these teens are not legally permitted to drink the beverages they are marketed. Today our youth is not only exposed to alcohol advertising, but they are also the targets,
An article from the American Academy of Family Physicians (AAFP) discusses how even though alcohol consumption has decreased in the last decade in teens, that in 2007 “26% of high school students have reported episodic heavy or binge drinking. Over 74% of high school students have had at least one alcoholic drink and over 25% have tried drinking before the age of 13.” This article points out how alcohol is a factor in 41% of deaths in car crashes. High school students on average spend 18,000 hours in front of the TV. While watching TV they see over two thousand alcohol related commercials each year, and that is only television related advertising. This doesn’t include the advertising they see on “billboards, magazines, sports stadium signs, and on mass transit.” A very shocking fact mentioned in this AAFP article is that on average the youth will see 45% more beer ads and 27% more liquor ads in their magazines than those people whom are of the legal drinking age. Between 2000 and 2007 of the 2 million alcohol advertisement placements on television that around 20% were on television programs that “youth ages 12 to 20 were more likely to view than adults of legal drinking age. Also, between 2001 and 2007 alcohol advertising increased by 38%.
Within an article from camy.org on advertising alcohol to youth points out how the alcohol advertisements attract and influence the teens. Within the article it informs the reader that teens are “drawn to music, animal and people characters, story and humor in alcohol advertising.” These ads not only attracted the youth, but it made them want purchase the brand and products that they saw advertised. In all three of the most popular ads animals were used as the leading actor. The article also points out a study done in the neuroscience, psychology and marketing literatures determined that during the development of the adolescent brain, these young people are attracted to the “risky behavior,” which they see as gratification, thrills and social status, which they see in the branded products ads.
Ads on television are not the only way that teens are being exposed to the advertising of alcohol companies. CIROC Vodka has made contracts with groups such as rappers and the NBA to get their company name put in the commercials, songs, etc. of these groups. The recent agreement between Sean “Ditty” Combs and his CIROC with the NBA is now bringing alcohol to a game played by many minors and...