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Media Manipulation

Did you know that the alcohol industry spends $1.6 billion each year on advertising campaigns? Why, they want to make sure that they're getting their brand of alcohol into as many heads across the country as possible. In other words, they want as many people as possible — including you — to remember their brand so you recognize it and buy their beer.

Take a quick survey of your day today. Did you pass any liquor stores that had flashy posters or neon lights with brands of beer on them? Did you see any billboards with attractive people having a good time with bottles of beer or alcohol in their hands? Did you see a TV commercial for a certain type of liquor? Chances are that you did, if you were aware of it or not.

We are constantly inundated with thousands of product advertisements every day, and it is abused to the point where we can recognize these products subconsciously without having to think about it.

According to a recent study by the Center on Alcohol Marketing to Youth1,

Evidence is growing that youth exposure to alcohol advertising plays a role in underage drinking. One recent study followed young people over time in 24 media markets and found that for every additional alcohol ad they viewed over an average of 23 per month, they drank 1% more. For every additional dollar per capita spent on alcohol advertising in their respective media markets (over an average of $6.80), the same group drank 3% more.12 Another recent study used econometric analysis to estimate that a 28% decrease in youth exposure to alcohol advertising would result in a 4% to 16% drop in youth drinking and an 8% to 33% drop in youth binge drinking.13

Pretty scary, huh? Well, it doesn't end there.

The alcohol industry shows a world where life is good if their alcohol is involved. They are quick to demonstrate how much "fun" people can have if they would only consume their brand of alcohol. Many advertisements for alcohol include young, attractive, and scantily clad women who appear magically after an "average Joe" male opens up a bottle of beer.

Some alcohol ads use funny animals that talk to promote their products. Other ads involve ridiculous situations occurring to regular people, just because they are drinking a certain brand of alcohol. For example, the alcohol industry markets in a way that makes drinking alcohol fun, exciting, with no negative consequences. Do you think that a beer company would get many people to buy their product if they advertised the reality of what alcohol really does to an individual after a night of hard drinking? The alcohol industry paints a very glamorized picture of consuming alcohol, and conveniently leaves out the harsh reality of alcohol-related crashes, hangovers, STDs, sexual assaults, and unplanned pregnancies. It's no surprise why young people are seduced by the alcohol advertisements.

Part of that $1.6 billion in advertising goes towards novelty products that have nothing to do with drinking alcohol, other than having a logo plastered on it. Alcohol companies hand out t-shirts, hats, plush footballs, stuffed animals, Frisbees, and even baby-bibs as promotional gifts at events and festivals. Look around, do you have anything with a beer logo on it?

The messaging of the alcohol industry is forced into the lives of young people with innocent-looking merchandise. Many people are giving these alcohol companies free advertising without even realizing it! Now that's manipulation!

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Alcohol Advertising Standards Contradictions

In recent years, the alcohol industry's advertising and marketing has come under fire for its practices of promoting products to the general population through mass media. In response, The Distilled Spirits Council of the United States has developed a Code of Good Practice for Beverage Alcohol Advertising and Marketing. Although they have put advertising standards on paper, it is interesting to see how much the alcohol industry is still getting away with. Take a look for yourself:

  • Beer brand identification — such as logos or trademarks — should not be used or licensed for use on clothing, toys, games, game equipment or other materials intended for use primarily by people below the legal purchase age. (see example below)
    National Beer Wholesalers Association Marketing and Communications Code
     
  • Beer wholesaler marketing should not employ any entertainment figure or group whose primary appeal is to people below the legal purchase age.
    National Beer Wholesalers Association Marketing and Communications Code
     
  • Beverage alcohol advertising and marketing materials should not depict a child or portray objects, images or cartoon figures that primarily appeal to persons below the legal purchase age. Advertising or marketing material is considered to "primarily appeal" to persons below the legal purchase age if it has special attractiveness to such persons beyond the general attractiveness it has for persons above the legal purchase age. (see example below)
    National Beer Wholesalers Association Marketing and Communications Code
     
  • Beverage alcohol advertising and marketing materials should not depict situations where beverage alcohol is being consumed excessively or in an irresponsible manner. These materials should not portray persons in a state of intoxication or in any way suggest that intoxication is socially acceptable conduct, and they should not promote the intoxicating effects of beverage alcohol consumption. (see example below)
    Distilled Spirits Good Code of Conduct for Marketing
     
  • Beverage alcohol advertising and marketing materials should contain no claims or representations that individuals can attain social, professional, educational, or athletic success or status as a result of beverage alcohol consumption. (see example below)
    National Beer Wholesalers Association Marketing and Communications Code
     
  • Beer consumption can be an appropriate element of leisure and social activity. Promoting responsible beer consumption includes taking special care with regard to activities commonly associated with consumption. In particular, beer wholesaler promotional activities and marketing should not portray sexual passion, promiscuity or other amorous activity as resulting from beer consumption. (see example below)
    National Beer Wholesalers Association Marketing and Communications Code

1. Center on Alcohol Marketing to Youth, Youth Exposure to Alcohol Advertising in Magazines, 2001-2004

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Information courtesy of youthinaction.org