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Essay / Research Paper Abstract
A 6 page paper that discusses the role advertising plays in the use of tobacco and alcohol among youth. Advertising is about selling images and creating discontent in the audience. At least one study found more ads for tobacco and alcohol in youth-oriented magazines. Another study found a decrease in alcohol use when all ads were banned. Statistical data included. Bibliography lists 8 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGadysm.rtf
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Unformatted sample text from the term paper:
using tobacco (CDCWeekly, 2003). Twenty percent of all alcohol consumption is by underage youngsters (Murphy and Hacker, 2003). Approximately 11 million youth under the age of 21 in America use
alcohol and almost half of these youngsters are heavy drinkers (Murphy and Hacker, 2003). The average age for boys to begin drinking is 11 years old and the age for
girls is 13 (Murphy and Hacker, 2003). Murphy and Hacker state: "Sexy, glitzy, funny, hip and memorable beer ads - many of them aired on youths favorite TV shows -
provide a primary and extremely powerful source of "education" for young people about alcohol" (Murphy and Hacker, 2003). This is in spite of educational spots about the dangers of
both alcohol and tobacco use. Legislation even prohibits cigarette advertising in magazines that cater to youth and on billboards within so many feet of schools and other restrictions. Advertising accounts
for 34 percent of underage youth smoking (Citizens for clean air in apartments, 2000). Advertisements entice the consumer of any age to buy the product because of the images
portrayed. If one uses the product, they will be more popular, in, sexy, appealing, attractive, rich or whatever the intended image is. Advertising conditions the audience into believing that they
cannot do without the product, regardless of whether the product is good for ones health or not. Brand advertising is a staple of the marketing industry and brands are
about image. Companies build up their products to the point that the consumer is missing out on something important if they do not purchase that brand. Schlosser discussed this in
his book about fast food (2001). Brands like McDonalds, Burger King, and Pizza Hut all cater to the youth market and they have been wildly successful. Consumers do not consider
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