Alcohol Advertising
The major reasons alcohol advertising should be outlawed are that they are targeted towards minors, especially in low class neighborhoods. Most of the companies are placing commercials on shows targeted towards people under 20. They are placing ads in magazines such as GQ, Jane, Maxim, and InStyle. This is why America has such a high rate of Alcoholism. The public is led to believe that alcohol will give you the things in life that you most want, such as money, beauty, and fun.
To prohibit alcohol advertising the industries guidelines need strengthening, and must be strictly enforced. The industries codes required that more than 50% of the target audience must be over 21. According to the Federal Trade Commission only “half of the companies were able to show that nearly all their ads were shown to a majority legal age audience.” This shows that the companies were able to get away with targeting to youth; the advertisement regulations are not being enforced properly. “Companies conducted research on 21 to 22 year olds who indicated that they now drink less of the companies brand than they did before they were of legal age to determine what campaign themes are likely to regain customer loyalty.” The companies know that the ads that attracted them before they were 21 were most appealing. Therefore will continue to use this type of advertisement.
African American and Latino neighborhoods have more alcohol billboards than White neighborhoods. In Chicago, communities of African Americans have five times as many billboards as White neighborhoods (Hackbarth, 1994.) In San Francisco, African American neighborhoods had more than 3 times as many, and Latino neighborhoods more than twice as many alcohol billboards per resident, as White neighborhoods (Altman, 1991.) Alcohol advertising targeting Latinos and African Americans often uses harmful or distorted images of these communities’ cultures (Alaniz & Wilkes, 1995, Herd, 1993.) The main reason that these ads are placed in these neighborhoods is because they have a lower social economic status, and a lower education level.
In 1998 Oakland, California adopted a strict prohibiting on alcohol ads on billboards in residential areas and near schools. This also banned alcohol advertising near recreation centers, churches, and daycares. A Federal District Court passed this Ordinance as Constitutional. This helped stop the youth from being targeted by alcohol ads. People under the age of 18 are most impressionable; they are typically the ones seeing these ads in their communities.
Restrictions on advertising are policies that limit advertising of alcoholic beverages. Restrictions can be from the Local, State, or Federal Government. I feel the most beneficial restriction would be banning advertising and sponsorship at local concerts and sports events. Alcohol promotions at concerts and sporting events send a message that alcohol equals fun, which can lead to serious problems when [next page]