The media has a huge impact on youth in many aspects, but especially on their view and perception of alcohol. Commercials and television promote alcohol consumption. It paints a picture of a fun time. Normally, in these advertisements, everyone is young and beautiful, they are having fun, they are popular, they are hanging out with friends. The people in these ads are smiling and laughing, surrounded by bright colors and happy music. Youth viewing these ads want to feel the way that these people in the ads are feeling. They want to have fun too. These ads make it seem like this is how you have fun; you have to drink. A study done in January of 2006 shows that a greater exposure to alcohol ads increases the likelihood of underage drinking in viewers. These ads also do not list consequences of drinking. Advertisements for any over the counter drug requires side effects to be listed, however, this is not required for ads about alcohol. They do not advertise that alcohol can cause liver failure, death, or related to drunk driving incidents. Youth have not yet developed media literacy. They cannot yet determine reality from fiction within the media. These teens are taught that alcohol is good, and fun. This is dangerous, and deadly.
http://www.camy.org/factsheets/sheets/alcohol_advertising_and_youth.html
http://www.camy.org/
Sarah L.H
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