Alcohol+and+the+Media

By Myrthe Meere Alcohol is one of the most advertised products in the world. Although alcohol is influenced by many things studies have shown that advertising and teenage drinking are linked. So why do they do it? Effective alcohol advertising increases customer loyalty and raises their profits.
 * __Alcohol and the Media__**
 * __Introduction__**

The audience for alcohol commercials varies: some are targeted towards men and some are targeted towards women. Some of these advertisements are even targeted towards people that don’t usually drink alcohol. “…alcohol industries have faced intense criticism and tightened legislation in their alleged targeting of young people.” That means that alcohol companies have been criticized for targeting ads towards children and young adolescents. Children are attracted to commercials with bright colors, famous people, toys, cartoons, happy people and couples that are happy and cool.
 * __Audience__**
 * (1)** This ad combines humor and cartoons. The Simpsons is very well known and kids could think it is cool to drink. **(2)** This advertisement would be more directed towards kids because of the game portrayed. **(3)** This is a happy couple, giving the impression that if you drink Bud Light you will get a boyfriend. **(4)**This advertisement says "No Martini, No Party" and also has a famous person in it (George Clooney).

media type="youtube" key="xZbfGLbTKyw" width="425" height="350" This advertisement has famous person in it (Jennifer Aniston), it has catchy music and it's funny.

The EU and WHO (World Health Organization) have said that alcohol needs to be controlled. WHO has 5 policies for alcohol advertising and this is one of them: "All children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol consumption and, to the extent possible, from the promotion of alcoholic beverages". The EU also has policies for alcohol advertising: - __“it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;__ - __it shall not link the consumption of alcohol to enhanced physical performance or to driving;__ - __it shall not create the impression that the consumption of alcohol contributes towards social or sexual success;__ - __it shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;__ - __it shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;__ - __it shall not place emphasis on high alcoholic content as being a positive quality of the beverages."__ Many people want a ban on advertising before 9 p.m. The UK banned an advertisement with 3 women and a handsome man, and forced them to change it to an ugly man. The US has a rule that alcohol commercials cannot be shown if 70% of viewers are under the legal drinking age.
 * __Alcohol Advertising Around the World__**

2,250 kids in seventh grade who watched TV with alcohol commercials are more likely to drink in eighth grade. A complete ban on alcohol in the US could save 7,609 lives Alcohol advertisers spent an average of $2 billion in 2005
 * __Some Statistics__**

Bibliography http://en.wikipedia.org/wiki/Alcohol_advertising#Target_markets http://camy.org/factsheets/index.php?FactsheetID=1 Pictures http://www.clooneyfiles.com/media/screen/martini1024.jpg http://images.art.com/images/-/The-Simpsons---Homer---To-Alcohol--C10314164.jpeg http://www.beersoaksamerica.org/Heineken_GameDay.jpg http://www.maldenywca.org/MBTAA_files/image004.jpg Video http://www.youtube.com/watch?v=xZbfGLbTKyw