Alcohol And Tobacco Advertising Essay

How Do Alcohol and Tobacco Ads Affect Youth

Many people say alcohol and tobacco ads on television, in magazines, even at convenient stores encourage youth to start these bad habits. Do these ads really target children? Can these ads really influence kids to start drinking or smoking? Advertisements can have some influences on teens, but the alcohol and tobacco companies say it really cannot. Although these ads can seem appealing to kids by making the people look cool doing it, these ads are not aimed toward these teens.

Many people who watch TV or read magazines have seen numerous alcohol and tobacco ads. In 2001 NBC was the first national network to to air liquor commercials. This ignited a fire for people who think that these ads lead to alcohol abuse. Adam Thierer, the director of telecommunications studies at the Cato Institute, provided evidence that the exposure to alcohol advertising does not lead to increased alcohol consumption by adults or youth. Therefore, parents, not the government should be responsible for discouraging alcohol use among their children.

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At times people try to protest to ban these ads, but banning these ads would violate the First Amendment.

For the previous 50 years alcohol companies have been living under a voluntary ban on placement of alcohol ads on TV.

Revenue for the companies have gradually decreased in the past two decades. The companies have also slowly tested the system my sneaking in ads to see how the consumers would react. They also started placing the ads on local TV or cable stations. Finally in 2001 NBC allowed the ads to run on late-evening programs.

Now, twelve billion every year is spent in alcohol advertising. Two million in television ads and $20,000 in magazine ads. The more exposure the more people it reaches, young and old. The thought process is that this advertisement on television exposes everyone. But more importantly, 95% are exposed to our youth and it can influence underage drinking. It can also lead to alcoholism later in life. Alcohol is the leading problem among youth. in 2006, 7.2 million youth, under the age of 21, reported binge drinking (consuming 5 or more drinks in a two hour period).

The Surgeon General reports evidence between marketing and and initiation of tobacco among youths. Ads have become the onset of

smoking

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among youth. Point of sale marketing is important to companies. They have very few restrictions in the stores. Thirteen percent of children are more likely to smoke in areas with higher density of tobacco outlets than those with none. Kids are more responsive to to tobacco ads than adults. Studies have also shown that kids who smoke, smoke double by going to the store more than once a week and seeing the advertisements. They are exposed to pro-smoking ads when they go to the stores who sell cigarettes.

The kids who are more responsive to the ads are more likely the ones who are going to start. Youth respond to cheap tobacco and their usage level changes as the tobacco prices change.

There is strong and consistent evidence that marketing influences adolescent smoking behavior, including, selection of brand, initiation of smoking , and overall consumption. Bottom line is they make these ads appealing and serve to increase adolescents desire to smoke.

Alcohol and tobacco ads affect everyone, and there is really no way to avoid them. Teens and young adults are the most vulnerable to the ads because young people are more tempted to do things that make them look “cool.” But are these advertisements really aimed to these audiences?