Alcohol Advertisements the Consumption Essay

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Alcohol Advertisements

The consumption of alcohol has been associated with many human endeavors over the years. Champagne has been associated with weddings and other types of celebrations, for example. Brandy and Whiskey have been associated with business meetings, while beer and wine are generally associated with having a good time with some friends. In early times, alcohol was used for tribal rituals and also for feasting. In general, one might then assume that alcohol is associated with having a good time. However, the prevalence, wide availability, and social acceptability of alcohol also makes it very easy to abuse. Beyond the element of fun, some fall into the trap of using alcohol as a means of medication against conditions such as depression, stress, or simply a hard day at work. The addictive nature of the substance also has caused many to fall into a cycle of abuse, rehabilitation, and relapse. In addition, the misuse of alcohol has also been involved in many road accidents and resulting deaths. For these reasons, many, including Australian citizens, have called for a ban on alcohol advertising. Among the reasons for this is that alcohol advertisements encourage and increase the use and abuse of this substance. Others, however, contend that this is not the case, as there is no research to suggest that advertising encourages non-users to start drinking, alcohol advertisers tend to focus on the existing market, and the overall usage of alcohol has been shown to decline significantly from 1970 to 2009, despite the prevalence of advertising in the same period.Download full Download Microsoft Word File
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TOPIC: Essay on Alcohol Advertisements the Consumption of Alcohol Has Assignment

In Australia, a significant number of citizens believe that a ban on alcohol advertising in the country would also discourage its use and abuse, especially among the underage and those who would not have begun using it otherwise. In fact, as many as 68% of Australians believe that alcohol advertising influences the behavior of those under the age of 18, while 64% support a ban on such advertising before 8:30pm (FARE, 2012). One of the reasons cited for this is the pervasive nature of alcohol advertising. It occurs so frequently as part of sports logos or on promotional vehicles that many believe it has become ingrained in the collective subconscious of the nation and its young. As such, it is assumed that this kind of advertising, along with the advertising on television and in film theaters, encourage the increased use and abuse of alcohol. Indeed, the association of the substance with fun and being "cool" with very little focus on the consequences of abuse is further associated with encouraging young Australians to use the substance. But can this be verified with the research?

According to Hanson (2012), the answer is no. In fact, the author states that no research in the United States or internationally has suggested that alcohol advertising significantly influences the use or abuse of the substance. One might therefore safely assume that this is also the case in Australia.

One argument in support of this is that advertising exists to convince consumers that one specific product is better than others in its category. Alcohol advertising works in the same way. Different types of beer, wine, spirits, and so on are advertised to suggest why they are a superior choice to other beers, wines, and spirits. As such, this kind of advertising does not promote drinking alcohol in favor of other beverages. Instead, it is aimed at those already consuming certain kinds of alcohol. It is there, perhaps, logical to follow that banning the entire category of alcohol advertising in general is unlikely to discourage those who want to drink from drinking. Furthermore, suggesting that people slavishly follow advertisements by doing whatever they suggest is to suggest that human beings have no freedom or will to make their own choices. While this could well be true of some individuals, I do not believe that alcohol advertising influences people's choice to buy alcohol. The only thing it might influence is what specific purchase choices are being made within this category. Indeed, not a single alcohol advertisement has ever suggested that using an alcoholic beverage is a preferred choice over a soft drink like

Coca-Cola, for example.

This is supported by critical researchers such Hanson (2012), who affirms that alcohol advertisers do not make it… [END OF PREVIEW] . . . READ MORE

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"Alcohol Advertisements the Consumption."  Essaytown.com.  December 14, 2012.  Accessed October 17, 2021.
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