a (p. 543).
Another reason cited by many for the increase in teenage drinking in recent years relates to the influence of the media and specifically to advertising which seems to target young people with images that appeal to them. The Surgeon General has noted that the images in liquor ads--bikini-clad women, professional sports stars, and surfers and mountain climbers--are images that make drinking look like fun and a wonderful carefree lifestyle. Research has shown that young people, unlike adults, are drawn to ads that associate alcohol with sex appeal, athletic prowess, a glamorous lifestyle, and risk-taking behavior. These types of ads existed in part because government regulation of alcohol advertising is fragmented and involves three agencies--the Food and Drug Administration, the Federal Trade Commission, and the Bureau of Alcohol, Tobacco, and Firearms--none of which have clearcut authority to regulate advertising aimed specifically at young people. Television networks also give these ads the wi
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