...AMERICAN ADVERTISING & AMERICAN YOUTH Paige Williams Bachelor of Science in Psychology: Addiction and Recovery: APA Liberty University Abstract American advertising and the influence it has on today’s American youth is oppressing. In this essay I will be pointing out my views and opinion on this matter. In particular I will focus on alcohol ads and the pull it has on our youth. I will also point out how the alcohol ads portray itself to the young community and other audiences as well. The attitudes and behavior of today’s youth seem to be affected by what the world of advertisement is telling them is ok. The American youth is not yet very experienced; I feel the advertising world recognizes this and has a lot to gain from it. I will then go into the attitudes and behaviors of American youth and how advertisement affects them. I will discuss some research and facts from, “Centers for Disease Control and Prevention,” on the long term effects of alcohol use, as well as other research facts. (CDC, 2015) Buzzle.com. (2015). [Advertisement].Retrieved from http://www.Buzzle.com AMERICAN ADVERTISING & AMERICAN YOUTH American advertising has a tremendous pull on our youth today. It seems as though every time we turn around we are being exposed to some kind of advertisement. In this essay I will be focusing on alcohol ads and how they are portrayed to our youth today. It is in my opinion that alcohol ads make drinking look fun and harmless. In all reality, the alcohol...
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...Do Alcohol Ads Deliberately Target Our Youth? To question if alcohol ads deliberately target our youth is almost irrelevant. Everyone has their own opinion and views on alcohol and its advertising. There has been countless amounts of research done on every aspect of alcohol. Anything can be advertised, but it does not do any good to advertise something without first finding an audience. It does not matter what the brand, product, or item is that the advertiser is trying to sell. All good advertisers know who their audience is and what they want to hear. Although underage drinking is against the law alcohol advertisements are shown to many people under the legal age. All advertisers know that although teenagers cannot legally consume alcohol they want to include teenagers in their audience because while it is still illegal now they will be twenty one and legal one day. The question is not so much do they target youth as much as it is do they target youth to young? Though alcohol consumption has decreased slightly in the last 15 years, alcohol use continues to be a major public health issue among youth according to the CDC (11). Actually, alcohol is the number one health and safety risk for young people. Over 74% of high school students have had at least one alcoholic drink; over 25% have tried alcohol before age 13 (17). In 2004, a study by Chisholm and Rehm estimated drinking by youth accounted for at least 16% of all alcohol sales in 2001(787). It has begun to...
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...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...
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...Should marketers be responsible for the way their products are used by consumers? This is the main question of this essay, essentially focused on alcohol advertising targeting the young. It is very important to analyze such a subject to identify the responsibilities of each party and identify some possible solutions to preserve the health of consumers and keep good image of the corporate. The following development analyzes the responsibility of the marketers, consumers and government. That is to say that the responsibilities should be shared between these three parties. It’s clear that marketers (firms) have a greater part of responsibility than others, since they have to care about the welfare of all the stakeholders, including consumers. Marketers should work ethically and follow the corporate social responsibility. But foremost, it is important to define Corporate Social Responsibility, which is a most important concept actually in the business world. After the definition, the essay will show how marketing can drive consumers’ buying decision, demonstrate consumers’ irresponsible behavior and the government’s carelessness. Thus, what is CSR? Corporate Social Responsibility (CSR) is “a concept whereby companies integrate social and environmental concerns in their business operations and in their interaction with their stakeholders on a voluntary basis” (European Commission, 2006). For some researchers, this view of the corporation stands in stark contrast with the neo-classical...
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...Alcohol Consumption in College Incomplete Paper Alcoholic beverages such as beer can cause problems for many people throughout life, but for college aged people alcohol can cause the worst. In college most people are being out on their own for the first time ever and having that freedom they have never had. Some problems caused by alcohol in college are, missing an assignment or class, or even death. Drinking a beer a day has been found healthy, but in college that is never the case. Not that everyone drinks or everyone drinks a lot but there is always that select group that will drink more nights out of a week than not. And when that group drinks they drink heavily in order to be drunk. Problems occur with many people who do drink very heavily because it impairs their ability to get things done for many hours including the ones when drinking and after. A student may not attend class the day after drinking because he or she may be to sick or just exhausted from the drinking the night before. After the student skips the first one it becomes easier and easier to skip classes, therefore it is more likely to happen over and over again. Also when skipping classes a student can miss anything from an important lecture to a test which can really hurt their grades. The final big issue is the number of students who die every year from alcohol poisoning. Alcohol poisoning is caused by excessive amounts of alcohol in the body...
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...DESK RESEARCH TO EXAMINE THE INFLUENCE OF MARKETING AND ADVERTISING BY THE ALCOHOL INDUSTRY ON YOUNG PEOPLE’S ALCOHOL CONSUMPTION Research prepared for the World Health Organization by the Centre for Social Marketing at the University of Strathclyde Emma Cooke, Gerard Hastings and Susan Anderson March 2002 Acknowledgements For acquisition and translation of international data: Jill Bain, Marina Biniari, Liliana Carcamo and Ingrid Kajzer. For comments on the final draft: Anne Marie MacKintosh For administrative support: Kathryn Angus and Aileen Paton. CONTENTS Page No 1.0 INTRODUCTION 1 2.0 MANAGEMENT SUMMARY 2 3.0 METHODOLOGY 4 4.0 RESULTS 7 4.1 Advertising 7 4.1.1 Econometric Studies 7 4.1.2 Consumer Studies 11 4.2 Other Forms of Marketing 15 4.3 Developing and Transitional Countries 21 REFERENCES 25 1.0 INTRODUCTION At the World Health Organization Ministerial Conference on Young People and Alcohol in Stockholm (February 2001) considerable concern was expressed about the nature and pervasiveness of advertising and marketing by the alcohol industry. Explicit examples were shown of alcohol promotion exploiting the themes of sexual, sporting and lifestyle success, often in direct violation of advertising codes. Furthermore, many of the advertising examples displayed images of excessive consumption. In addition, the Conference noted...
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...According to Alcohol Concern (2013), rapidly developing of media with the increasing of technology have significantly influenced on an approach of marketing. Alcohol marketing have different strategies to promote their products. One of these strategies is harnessing the contemporary media such as internet and television as well as social network like Twitter, Facebook and YouTube to promote by advertising. In United Kingdom, approximately £800 million annually have spent on promotion of alcohol by factories (Alcohol Concern 2013). There is growing concern that this strategy might raise the impact of alcohol marketing on young people and a recent research have provided evidence that social networks as YouTube, Twitter and Facebook are widely utilized by young people and children and that such sites are utilized for promotion by alcohol firm (Winpenny et al, 2013). Studies have indicated that underage drinking is more exposed to advertising of alcohol than grown-up (Patil et al, 2014). It seems that there are many complex factors that affect alcohol consumption by youth. Nevertheless, the most important factor is advertising . This essay will examine the problems of alcohol advertising on adolescents and analyses some possible solutions. It will then evaluate the solution given in order to tackle this issue. Advertising creates favorable climate towards drinking alcohol(Gunter et al, 2010). As Saffer point out (2002) that the role played by alcohol advertising can lead to positive...
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...Captain Morgan’s is an infamous brand known around the world due to their impressionable and savvy marketing schemes. Captain Morgan’s advertising campaign called “Got a Little Captain in You” uses a variety of promotional tools to create brand exposure allowing for all messages to be linked together (O’ Allen, Allen, and Semenik, 2011). Captain Morgan utilizes promotional tools such as: advertising, sales promotions, point of purchase advertising, social media, billboards and branded entertainment. The implementation of these tools by Captain Morgan in their campaign helps to create an integrated communication strategy; speaking consistently with one voice all the time delivering a consistent message. In this particular campaign the primary message conveyed is that “Captain Morgan drinkers, who evoke the adventurous, fun-loving and irreverent spirit of the Captain, can create the unexpected spark to transform everyday moments into extraordinary experiences” (PR newswire, 2011). Suggesting that to have a little captain in you, a characteristic many would desire, you must do something unique to bring out a spark of mischievousness fun (PR newswire, 2011). Every Captain Morgan commercial ends off with the men in the commercial striking the Captain Morgan pose; standing proud, chest out, left leg up and a smile on their face and their famous got a little captain in you tag line (PR newswire, 2011) Further enforcing the pride that comes along with consuming their product and partaking...
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...-Justice Studies MSIT-Mt Gravatt Dear Ms Turner Please find enclosed/attached the report which you requested on the 4 June 2012 for assessment in the units QLD594JUS01A- Analyse Social Justice Issues and BSBRES401- Analyse and Present Research Information. The aim of the research was to investigate /analyse/identify the Consumption of alcohol at harmful levels among young people which increasing in Australia. This report presents the findings of this investigation and is based on an analysis of both primary and secondary source data including the results of a survey prepared and conducted by Mr. Tricker the writer of the report. This report includes a number of recommendations to assist in addressing the issues raised in the research. I express my gratitude to the participants who completed the survey and who provided valuable input into this research. I look forward to discussing these recommendations with you and will be available to do so at a time convenient to you. Yours faithfully, Kieran Tricker Student, the Diploma of Justice Administration Program MSIT-2012 A report which outlines that Consumption of alcohol at harmful levels among young people is increasing in Australia. By Kieran Tricker Student of MSIT QLD594JUS01A- Analyse Social Justice Issues and BSBRES401- Analyse and Present Research Information. 4 June 2012 Table of contents Introduction ...
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...through in their biology and physiology can influence the age at which they start drinking alcohol. The behavior of a child influences his environment as the child gets to make friends and these influence the age at which the child can start to experiment with alcohol. Raising or lowering the legal drinking age is bound to raise major concerns. This will be a major concern for parents whose children are directly affected by the issue. Likewise, adolescents and youth are bound to get affected thus they are likely to engage in this debate too (Vingilis and Smart 415). Raising the legal drinking age lowers death rate. According to Mothers against Drunk Driving (MADD) and Congress members who met to mark the 20th anniversary of passing of a federal law that rose the minimum legal drinking age to 21, about 20,000 lives were saved through the passing of the law (MADD). The law signed in July 17, 1984 by the then President Reagan set the minimum drinking age as 21. An estimate by MADD approximates that underage drinking kills 6,000 people every year through traffic crashes and other alcohol related deaths such as homicides (MADD). Through this, is open that MADD is for the raising of the legal drinking age. According to the U.S. Department of Health and Human Services (DHHS), raising the age at which people are allowed to legally buy and have alcohol is the most appropriate way of curbing alcohol related accidents in people below the age of 21...
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... McDowell ENGL 101 February 16, 2015 Bachelor of Science in Interdisciplinary Studies Do Super Bowl beer commercials influence youth drinking? APA ABSTRACT There are studies that show that our youth are influenced by what they watch on television. Companies spend millions of dollars creating ads that will entice a person to buy their product. Unfortunately, this form of adverstising does not stop with reaching adults. These ads are seen by millions of teenagers, and the influence is based on how attractive or fun the ads seem to be. Advertising beer commercials, especially during the Super Bowl, reach youth all over world, and it sends the wrong message to our youth. Do Super Bowl beer commercials influence youth drinking? Richard R. McDowell Liberty University The influence of television and beer advertising is a huge problem, and unfortunately there is a solution, but not a solution that all will agree to. The beer commercials are seen during every break in professional sports with the most watched being the Super Bowl. Parents cannot protect their children from seeing the ads unless they stop them from watching television period. Companies expend millions of dollars on their commercials, and there is always a winner for the best commercial after the Super Bowl is done. Commercials today are geared to entice the youth, who are vulnerable and easy prey. Supporting points Is it more likely for an underaged drinker or a drinker of age to be influenced...
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...I. Introduction Commercial advertising is defined as, “communication between a seller and potential buyers that is publicly addressed to a mass audience and is intended to induce members of this audience to buy the seller’s product.” (Velasquez, 2012, p. 322) However, it is clear that advertising often delivers little information and is often accused of violating several ethical standards. The question begs to be asked, in the quest to sell a product, are advertisers in fact selling their souls? Advertising is essential to a company’s success and utilized to generate revenue and profits. While it can be argued that all advertisements are manipulative, the public deserves to know what options they have when making purchases. If advertising were consistent in its standards of use, (delivering only useful information with only words and no other image appeal) then there would be no predicament to its ethical framework. The fact remains that advertising can often be manipulative create false desires and the power advertising agencies exert over the general public is not being used responsibly. Essentially, advertising is trying to accomplish four objectives: first, advertisements are meant to create awareness, second they strive to establish a brand’s name and identity, third advertisements seek to provide information to the public in a way that is memorable and lastly, and controversially, advertisements are used to convince the consumer that he or she will be better off...
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...Nick Montesano Buss 200 Administrative Law Essay The College Of New Jersey Dr. Laura Sanders 9/29/30 A National Dispute In the past decade there has been an increased controversial view of tobacco, alcohol, and marijuana. People have been divided on how to regulate these products in the market, causing much governmental controversy. There have been many groundbreaking and unprecedented court cases that have been shaping the public policy on which these substances stand on. These substances have an immediate and perilous effect on the health of all human beings. Tobacco is the leading cause of preventable death in the United States, alcohol causes impaired judgment and in turn causes people to do things that affect their health physically and emotionally, and marijuana has almost the same effect as alcohol. (New England Law) Health is the ultimate concern when studying these three substances, which would lead to the Family Smoking Prevention Act to survive the Hudson Test. The Granholm case would lead one to believe that states cannot discriminate against outsiders from sales, and the medical exceptions for marijuana are valid on the fact that it has a medical advantage to some citizens. I strongly believe that the federal government has a right to regulate certain aspects of these substances based upon the danger posed to the health of citizens. This paper will discuss certain court cases that shape my opinion for every substance...
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...Youth Violence in Australia Introduction In recent years youth violence has become a growing concern. Not only has incidence increased but also more worryingly the severity of attacks by young Australians has worsened, leading to major economical and personal losses to society. In 2009 on the streets of Coolangatta Damien Ford (aged 18) viciously assaulted 18-year-old Sam Ford (no relation) in an unprovoked attack. Sam spent 18th months in hospital and suffered severe brain injuries leaving him disabled and requiring full time care for the rest of his life. In Adelaide in 2008 Sam Davis (aged 17) was attempting to break up a fight at a party when he was king hit in the back of the head by a gate crasher (aged 18). Sam fell to the floor unconscious and died in hospital a few hours later. In Sydney 2012, Thomas Kelly (aged 18) was walking through Kings Cross on a night out when he was king hit for no reason by Kieran Loveridge (aged 18). The punch to the face knocked Kelly to the ground unconscious and he died 2 days later in hospital. This report seeks to understand why youth violence is so prevalent in Australia and review how it can be prevented. Youth Violence In Australia Youth violence is classified as the intentional use of physical force or power by a young person between the ages of 10 and 24, against another person, group, or community, with the behaviour likely to cause physical or psychological harm (Centers for Disease Control and Prevention, 2015). According...
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...The Ethics of Marketing The Use of Alcohol, Sex, and Children Business Ethics 11/23/2013 Introduction The American Marketing Association defines marketing as, the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (www.marketingpower.com) This practice dates back to the 1450’s when the Gutenberg invented the first movable type, which allowed mass printing to be possible for the first time. Marketing and advertising has since evolved from magazines, to billboards, radio, television, telemarketing, print ads, and now with the digital age booming, has become a hyper competitive industry where companies will do just about anything to attract a customer. Doing “just about anything” is where marketers and advertisers operate on a very thin line as to what is considered ethical. This strategy now includes tactics such as the use of alcohol, sex, and the targeting of children to attract consumers. Companies use the power of beer advertisements at college sporting events, sexually explicit advertisements in venues viewed by children and teenagers, and use the developing minds of small children as targets in the advertising of certain products. While these strategies may be legal, they are not always ethical. In this paper, I will challenge the use of content, tactics, perception, and target audience, while applying ethical tests and theories...
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