Underage drinking remains an intractable public health problem within the United Sates. Overlooked by much of the public, lies countless reasons that provide logical justification for such behaviors. The U.S. Surgeon General’s office estimates there are millions of underage drinkers yearly, and continues to grow. Why run on with empty reasoning while there is proof that specific contributors exist for such a resultant? Alcohol companies around the country make it their goal to please the common man to positively promote their product. Now more than ever, these companies are flooding the daily lives of the population with slogans, images, and references that are appealing to the underage eye. The extent of youth exposure to alcohol advertising on TV, radio, the Internet, and in magazines has been well-documented, and proven to have many clear correlations.

Today’s generation of adolescents and young adults are growing up immersed in social media. In fact, most youth exposure to social media alcohol advertising exceeded adult exposure, per capita. The advertisement of alcoholic products is now seen across all forms of social media, whether it be Facebook, twitter, Instagram, YouTube etc. The alcohol industry has taken advantage of these sources of social media, for the majority of the public is involved in one if not many of areas of the internet. Unfortunately, within the past decade, more and more of this countries youth is becoming involved in this type of activity. Considering the fact that it is the goal of social media to promote, and create connections, alcohol companies have used it as a tool to spread their name. For these businesses social media provides one more area in which younger generations can be exposed to advertising as well as peer alcohol use, that they may not see while offline. Not only do these various brands offer intriguing images or slogans that result in a pro-alcohol mentality, they each have their own way of keeping the user involved in what they are promoting. Facebook users are often baited into liking or sharing the advertised brand. This offers the possibility for others to see the advertisement, as well as the user becoming more involved in the product. Amongst the world of twitter, ads are encouraging users to follow their brand while also promoting the use of catchy hashtags. Thereby, promoting the brands identity across twitter. Given the modern popularity of twitter, specifically among young teens, it raises large concern for the developing views of the youth in our nation. It is clear to many that these ads attract the young indefinitely. This being so, majority of these companies protect their image with an age clarifying statement. While the advertisements often conclude with this message, it is not the aspect that generates attention. Given these points, it is evident that the adolescent population across the country can and will be effected by these excessive advertisements. 

While drawing less significance than other sources of advertising, public ads seen throughout urban areas flood the streets of operating communities. More often than not, one may be exposed to a banner or ad near schools, churches, play grounds, etc. Considering the high levels of youth that populate these areas, it is evident that they are becoming more familiar with the products. A study of alcohol ads in Chicago found that exposure to outdoor alcohol advertising around schools is associated with subsequent youth intentions to use alcohol. Not only is exposure occurring in these destinations, but certain areas are full of banners, and signs that can’t be missed during the duties that daily life requires.  Moreover, because majority of the youth is not of proper age to be behind the wheel, public transit is often another example of outdoor advertisements. According to the Department of Education in New York, over 1,400,000 k-12 students are issued public transportation passes each year, making it very common for youth exposure. (Simon, 1) Similar to New York, Boston contains many popular sources of public transit. In a particular case study preformed in Massachusetts, the frequency of alcohol ads was measured on the Massachusetts bay Transport Authority (MBTA).  The nature and extent of alcohol advertisements were being measured on 4 Boston transit lines on 2 separate weekdays 1 month apart in June and July of 2008. It displays that these ads were viewed a very large amount in just one average weekday. Because of the high exposure of underage youths to the alcohol advertisements, it is recommended that the MBTA prohibit alcohol advertising on the Boston transit system. (Nyborn, 2) Further evidence in support of my theories generate from research that presents the positive impact of advertising restrictions. When considering public transit lines that have already had such policies enacted, it is clear that even partial bans on alcohol advertising reduced consumption. In accordance, research has been conducted to clarify that “estimated a 28 percent reduction in alcohol advertising would reduce adolescent binge drinking from 12 percent to between 11 and eight percent.” (Simon, 2) All things considered the level of outdoor advertising in some areas is unavoidable. In turn, the youth has displayed valid results that display its negative effects. 

While underage generations are being exposed to an abundance of alcohol brands in public, advertisements cross the paths of the youth in their own homes every day. In accordance to the broad access to the web at home, television is becoming a more common activity for adolescents every day.  “According to Nielsen's National Television Household Universe Estimates, there are 116.4 million TV homes in the U.S.” (Nielsen, 1) Considering the large sum of homes with this technology, one can imagine the amount of viewers that are absorbing the various content. As I mentioned before, children are relying on technology, such as television, to keep their attention more so now than ever. Unfortunately, television also incorporates thousands of commercials into their content daily. Majority of the popular networks that air presently often include some form of alcohol promotion. Specifically speaking, sporting events are some of the highest viewed forms of entertainment on television. This just so happens attract families, and young adults. It is not common to see homes that don’t drink alcohol at all. Even with this being true, guardians still find that their children are quite knowable when it comes to alcohol beverages and brands. For example, according to CNNs digital correspondent and mother of two, her children are already familiar with several brands. This remained true even though the correspondent made it clear that there is not even any alcohol in the house. Therefore, it is safe to say that exposure to the ads amongst television programs had a clear result for her children. In fact, there is prevalent data that has been recorded as a part of the Journal of Studies on Alcohol and Drugs. Findings include that adolescents who didn’t see any ads drank about 14 drinks per month. On the contrary, this number rose to 33 drinks per month for the young who had been exposed to an “average” number of advertising. Not only this, but an alternate study has revealed that “kids ages 11 to 14 typically see two to four alcohol ads per day.” (Wallace, 1) Many advocates of the topic makes claims such that guardians must regulate their child’s TV time, etc. This being said, it can be excessive to block each and every advertisement from a child’s viewing time. Even while in the comfort of their homes adolescents across the Unites States witness advertisements in bulk while watching their favorite shows. This form of promotion reaches the minds of the viewer often times without even trying. 

Alcohol companies spend over one billion dollars yearly on advertising in the United States. In particular, todays developing generations are experiencing high levels of influential propaganda. Unlike the 70s and 80s, the alcohol industry has had a change of pace. Companies operating presently aim to please the customer’s desires. Not that this is out of the ordinary, but companies no longer apply much focus on the orientation of the product itself. This tactic often results in companies relating their product to an intriguing figure that appeals to the eye of the public. In doing so, today’s youth is being swayed of their opinions regarding alcoholic beverages. The underage is affiliating the exaggerated image produced by advertisements with alcohol. Unfortunately, this has been noted to encourage early connections with alcohol amongst the underage generations of the U.S. It is common now a day to see alcohol advertisements incorporating exciting activities, cute animals, celebrities, music etc. Ads that present this type of promotion entice the youth in particular, and generate the same amount of product recognition to adolescents as they do adults. Even back to a survey in 1996, results show that the famous Budweiser frog was recognized by almost as many kids as bugs bunny. The commonality of these advertisements in daily life, as well as the intriguing content, offer a high level of exposure to alcohol. Recognized by guardians, researches, etc, children as young as 8-12 have the capability to name a surprising number of beer and liquor brands. This directly correlates to an earlier start to underage drinking for developing generations, thus further proving the negative effects of said advertising. 

Adolescents are especially vulnerable to advertising because they lack the experience and knowledge to understand and evaluate the purpose of the persuasive advertising appeals. The results of the extensive advertising are not limited in effects. Children as young as 8 years old are being swayed by the alcoholic propaganda, and it doesn’t stop there. These ads are the beginning of wrong decisions that are being made by adolescents, and should not be overlooked.   During adolescence, the Surgeon General’s report noted:

“Alcohol can present a special allure to some adolescents for social, genetic, psychological, and cultural reasons. This attraction occurs at the very time adolescents may not be fully prepared to anticipate all the effects of drinking alcohol and when they are more vulnerable to certain of its adverse consequences. Further, alcohol has been shown to impair one’s ability to evaluate risk and reward when making decisions.” (Simon, 1)

A large reason for many of these effects is the insufficient completion of the maturation process. This allows for a child or young adult to drink beyond their knowledge. Adolescents typically do not drink as much as adults, yet when they do, they drink more heavily and with less experience. What younger generations don’t know when they begin drinking at such a young age are the consequences that appear if things get out of hand. “Each year about 5,000 people under age 21 die from alcohol-related injuries involving underage drinking.” Alcohol is one of the largest contributors to the occurrence of unwanted events/actions. Despite the dangers that come directly from alcohol, this drug will often lead to other mischievous activities. Underage drinking is found to be associated with academic hiccups, tobacco use, illicit drug use, and a large list of physical impairments it can have on your body. For the developing mind drinking alcohol is simply killing brain cells, as well as obstructing the path for proper maturity.  In accordance with the immediate effects on the body, it is a major risk factor for heavy drinking later in life as an adult. Alcoholism is one of the largest resultants of one who begins drinking between the ages of 12 and 18. The effects of putting alcohol in the body as a healthy developing child will do nothing but damage. None the less, the immature mind is undoubtedly gaining negative influence from alcohol advertisements seen every day.  

Alcohol companies spend billions of dollars per year in order to promote their product. What they don’t understand is the effect of the content they provide for the public on developing adolescents of the United States. The extent to which alcohol advertisements appear on the web, on television, in public, etc, have a clear and serious correlation to underage youths experimenting with alcohol.  Companies have made it their goal since the 90s to generate ads that give the consumer what they want to see. They are simply incorporating their particular product along with a song, image, character, etc, that they know will please the public. While doing this, children across America are being intrigued and swayed by the overpopulation of advertisements everywhere they go. Fortunately for a possible brighter future, there has been clear evidence that clarify these effects. Therefore, providing room for improvement on these poor influences. These mentioned sources of propaganda alter the views that the young have about alcohol. Thus, it makes it easier for them to get into trouble or harm their body when becoming involved. As a result of this immature exposure, there are both, long, and short term effects, both of which being negative. 

 

 