Advertising and Drinking
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This paper is an argument against the use of advertising to encourage underage drinking. Current efforts to cut back or entirely eliminate advertising for cigarettes have focused public attention on the role that such advertising plays in creating new smokers and convincing minors to break the laws that ban them from buying, possessing, and using cigarettes. Alcohol abuse presents a problem just as serious and more immediately deadly. While the long-term detriments of smoking have been well documented, alcohol abuse kills significantly more young people. Advertising plays an important role in increasing the appeal of drinking, and recent moves to put hard liquor ads on television are especially disturbing. When 20-year-old Louisiana State University student Benjamin Wynne died of alcohol poisoning after an all-night drinking binge with members of his fraternity, the tragedy focused attention on the problem of alcohol abuse on college campuses in the United States. An autopsy determined that Wynne's blood-alcohol level was six times that of the state's legal intoxication limit. LSU had already been rated among the "top ten party schools" by the Princeton Review, a list that covers the country, including schools from Colorado to Florida to New England. While the legal drinking age has risen to 21 everywhere in the country, alcohol abuse by minors continues to be a major problem in America. College campuses "are among the nation's most alcohol-drenched institution
. . .
s, but advertisers are exploring new media outlets, such as cable TV and the internet.
A study in 1990 concluded that 56 percent of students enrolled in junior and senior high school "say alcohol advertising encourages them to drink." Charles Krauthammer, in an editorial arguing that alcohol advertising should receive the same intensive scrutiny currently aimed at the tobacco industry, observes, "Joe Camel has been banished forever, but those beloved Budweiser frogs - succeeded by even cuter Budweiser lizards - keep marching along, right into the consciousness of every TV-watching kid in the country." One of the primary arguments employed to end the use of the "Joe Camel" cartoon character to sell cigarettes was that the character appealed to young people who were not yet old enough to purchase or smoke cigarettes legally.
The effects of the historic settlements secured from the tobacco industry in June 1997 that included the permanent ban on the Joe Camel advertising campaign are still being studied. Part of the problem concerns disagreements about which federal agencies have jurisdiction over deceptive advertising or ads aimed at minors. Federal Communications Commissioner Rachelle Chong argues that deceptive adverti
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Some common words found in the essay are:
William DeJong, America Alcohol, Joe Camel, , Adam Cohen, Spirits Council, Marlboro Critics, David Hanson, Benjamin Wynne, Whatever FCC, alcohol abuse, joe camel, tobacco industry, advertising plays, hard liquor, alcohol advertising, underage drinking, liquor ads, college campuses, june 1997,
Approximate Word count = 1344
Approximate Pages = 5 (250 words per page)
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