Liquor Ads On Tv :: essays research papers

According to Antonia Novello, Surgeon oecumenic of the United States, in SIRS Government Reporter, the principle cause of death for those amidst the ages of 15 and 24 are alcohol related car crashes (1). Doesnt it nark sense that we should concentrate our efforts into reducing this problem of alcohol abuse? manifestly discus, the Distilled Spirits Council of the United States, doesnt think so. Worsnop says that on November 7, 1996, they removed their voluntary cast out of hard booze ads on television and radio that had been in doctor since 1936 (219). He then states that the removal came right after Seagram, a liquor company, advertised for some of their hard liquor on KRIS-TV in CorpusChrist, Texas (219). This purport is definitely a step in the wrong direction and treat should be taken to reinstate this ban, but this time legally. First of all, the removal of the ban gave DISCUS a bad reputation. Already the four major TV networks (NBC, ABC, CBS, and FOX) have vowed no t to air ads for hard liquor (Worsnop 219). DISCUS has also lost respect in the field of politics, especially with many congressmen and the President, himself. Worsnop said "Beer group representatives think DISCUS announcement undercut its credibility in Washington" (219). Bill Clinton referred to the decision as "simply irresponsible" (qtd in Worsnop 219).Secondly, many of these advertisements for liquor have been said to target teens. However, Seagrams executive transgression president of marketing strategy, Arthur Shapiro, said that Seagram had taken "great pains that our publicise doesnt appeal to or aim at children" (qtd in Krantz 1). This is not so, agree to Katherine Prescott, who pointed out the use of animals and a graduation theme in Seagrams commercial. This seems to link the use of alcohol with academic success when the two rarely coexist (Tannert 2). Clinton also expressed his concern that the ban may cause change magnitude drinking among m inors (Facts on File 492 vol 57). Even if teens were not targeted now in an advertisement, Froehlich says "Teenagers are three times as likely as adults to respond to ads..." This is party due to their self-insecurity (Froehlich 1 Novello in SIRS Researcher 5).It has been suggested that in order to reduce teen response to advertisements, counter-advertising should be used. This is when advertisements are shown that deter illegal or abusive use or products. Research projects showed that art object advertising increased consumption, counter-advertising had a successful, opposite affect (Saffer 4).