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Submitted by phillip96 on January 18, 2006
Category: Business
Words: 1139 | Pages: 5
Views: 216
Popularity Rank: 48,095
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Alcohol Advertising
Millions of Americans suffers from the effects of alcohol and drug abuse. It can shatter lives, brake families, and to rob people of their dreams for the future. Once alcoholism or drug addiction begins, an individual’s problems not only don’t go away, but their mental well being as well as physical ability continues to diminish from the immediate and long-term adverse effects from the drugs and alcohol abuse.
Is it really true that advertising increases alcohol consumption, which increases alcohol abuse? No it is not. No solid evidence from either scientific research or practical experience that this theory of advertising is correct was identified. The United States Department of Health and Human Services in its report to Congress stated that there is no significant relationship between alcohol advertising and alcohol consumption. (Hanson, 1997). It did not recommend banning or imposing additional restrictions on advertising.
I believe that Instead of increasing total consumption, the main idea of advertisers is to encourage consumers to switch to their brand and create brand loyalty. Retail value of beer produced annually in the U.S. is about $50 billion. (Hanson, 1997). If an advertising campaign increases its market share by one percent, its sales would increase by $500 million. (Hanson, 1997).However, if the total market for beer increased just by one percent, a brand with a 10% share of the market would only experience a sales increase of $50 million. (Hanson, 1997).
The main idea against alcohol beverage ads on television is that they seem to "normalize" drinking in the minds of young viewers. To the extent the ads may be performing a positive role. (Hanson, 1997). The nature of alcohol ads on TV serves is not to glamorize the products, but to present them as consumer products, right alongside an alkaline batteries, aspirin and cookies. This is how young people view them. If one treats beverage...
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