Liquor Ads On Tv Term paper
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According to Antonia Novello, Surgeon General
of the United States, in SIRS Government Reporter, the principle cause
of death for those between the ages of 15 and 24 are alcohol related car
crashes (1). Doesn't it make sense that we should concentrate our efforts
into reducing this problem of alcohol abuse? Apparently DISCUS, the Distilled
Spirits Council of the United States, doesn't think so. Worsnop says that
on November 7, 1996, they removed their voluntary ban of hard liquor ads
on television and radio that had been in affect 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 movement is definitely a step in the wrong direction and action 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 not to air ads for hard
liquor (Worsnop 219). DISCUS has also lost respect in the field of politics,
especially with numerous 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, Seagram's executive
vice president of marketing strategy, Arthur Shapiro, said that Seagram
had taken "great pains that our advertising doesn't appeal to or aim at
children" (qtd in Krantz 1). This is not so, according to Katherine Prescott,
who pointed out the use of animals and a graduation theme in Seagram's
commercial. This seems to associate the use of alcohol with academic success
when the two rarely coexist (Tannert 2). Clinton also expressed his concern
that the ban may cause increased drinking among minors (Facts on File 492
vol 57). Even if teens were not targeted directly 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 discourage illegal or abusive
use or products. Research projects showed that while advertising increased
consumption, counter-advertising had a successful, opposite affect (Saffer
4). While this sounds...
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