ADVERTISING AND ALCOHOL

Advertising and Alcohol

Advertising and Alcohol

The alcoholic -dependent beverage and advocating commerce contend that as alcoholic -dependent beverageic drink is a lawful merchandise it should be lawfully likely for it to be advocated, and that bans on alcoholic beverageic beverage advertising would have adverse consequences on the alcohol market and on the media. They also contend that bans are not supported as advertising is worried with promoting sales of one-by-one emblems and there is no evidence of a causal connection between advocating and the overall grade of alcoholic beverage utilisation or the amount of alcohol- associated harm. (Henry Saffer, 2007 Pp. 94)

The main counterarguments are that as well as promoting brands, advertising is also concerned with recruiting new drinkers and increasing sales among existing, and especially heavy consumers. Intensive advocating and promotion of alcoholic beverage seems to restriction and legitimate use of a merchandise which determinants high grades of impairment to persons and society. By delineation, alcoholic beverage advocating is one-sided, bypassing any quotation to the contradictory facets of alcohol consumption.

In modern circumstances, it is also necessary to enable alcohol to compete against other alternative drugs as well as soft drinks. There is in fact some evidence that bans on alcohol advertising can have beneficial effect on the level of harm, at least in the longer term. The arguments regarding alcohol advertising are in most respects parallel to those concerning tobacco advertising, An analysis of internal documents from advertising agencies working for tobacco companies3 exposed as highly disingenuous the standard tobacco (and alcohol) industry arguments that advertising is only about expanding or protecting brand share, not total consumption, and that if there are any problems industry self-regulation is the answer. (Henry Saffer, 2007 Pp. 94)

On this evidence young people often appear to accept that alcohol advertising is not aimed at them, but at people who are over 18. The age of the people depicted in advertising is often said to make it clear that an audience of people over 18 is intended. However, the level of interest and involvement shown by respondents in some of the more arresting advertisements shown tended to believe this, and: some advertising (of the examples put into this research, Budweiser Ants and Bacardi Breezer Vet) frustrates this mechanism by using animals or animation; much of the advertising which features older people also appeals to the young by virtue of the cast, the humour, or the music (for example, Bacardi Vinnie Jones, Smirnoff Ice Theatre and Answerphone); the brand values of alcopops are strikingly attuned to adolescence; they celebrate mocking the older generation and getting away with things. The associations between alcohol and good parties, and between alcohol and sexual opportunity, are, of course, two themes that recur in alcohol advertising. (Reichert, et. al. 2006, Pp. 17)

But nothing that emerged in the Planet Ideal exercise exposed a clear connection between attitudes towards alcohol and the way it is advertised. Rather, the association between alcohol and successful social events and sexual encounters was attributed to experience ...