Jean Kilbourne states that the number one drink in America is beer because beer is the drug of choice for young people. She feels children are at a greatest risk from alcohol than these other drugs. She adds that alcohol is the leader killer of young people in America (age 15 – 25) car crash, homicide and suicide. Alcohol is linked with half of the violent crimes, domestic violence rape & child abuse and addiction.
Advertisers aim alcohol ads at kids because they want to have positive associations with specific brands long before they start to drink. So ad man broadcast ads on TV during youth viewing hours. The alcohol ads are also released for young people via magazines with almost half the readers under twenty-one.
The alcohol industry has also developed several new products designed by young people – mixed alcohol with ice-cream, milk, jell, popsicles. Adolescent females are significantly more at risk for becoming dependent on alcohol than women in older age group. This makes them target for alcohol advertisers. Advertisers want to appeal to idealized images especially when the people are young, as courageous rebels and free spirits. The promise that alcohol will liberate our wild selves is especially seductive for women.
Through advertising and popular culture we get the message that rebellious men are sexy & desirable but rebellious women are not. Alcohol advertisers want to attract men to the promise of seduction and sexual adventure and attract women to the promise of release from inhibitions and societal restraints without frightening women or portraying them as shits. They often show women as sexual and untamed but not too wild. They imply that drinking will give a woman some of man’s power and privilege without detracting from her feminity. So they often use male symbols such as cigars, etc.
Advertisers aim alcohol ads at kids because they want to have positive associations with specific brands long before they start to drink. So ad man broadcast ads on TV during youth viewing hours. The alcohol ads are also released for young people via magazines with almost half the readers under twenty-one.
The alcohol industry has also developed several new products designed by young people – mixed alcohol with ice-cream, milk, jell, popsicles. Adolescent females are significantly more at risk for becoming dependent on alcohol than women in older age group. This makes them target for alcohol advertisers. Advertisers want to appeal to idealized images especially when the people are young, as courageous rebels and free spirits. The promise that alcohol will liberate our wild selves is especially seductive for women.
Through advertising and popular culture we get the message that rebellious men are sexy & desirable but rebellious women are not. Alcohol advertisers want to attract men to the promise of seduction and sexual adventure and attract women to the promise of release from inhibitions and societal restraints without frightening women or portraying them as shits. They often show women as sexual and untamed but not too wild. They imply that drinking will give a woman some of man’s power and privilege without detracting from her feminity. So they often use male symbols such as cigars, etc.