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Essay / Research Paper Abstract
A 3 page paper assessing a rum advertisement for brand promotion and consumer education in the dangers of over-consumption. The paper also discusses changing social views and recent research, which combine to force us to assess what level of alcohol consumption can be accepted as being moderate. Even though the makers of Captain Morgan’s seek to represent the progress of greatly excessive consumption, their costly advertising is more successful in only promoting the brand. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: CC6_KSalcoChAtt.rtf
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Unformatted sample text from the term paper:
alcohol consumption has fallen out of favor in recent years. Those who do drink alcohol are more likely to drink in moderation, but this shift has not positively affected
the number of alcoholics among us (Fact Sheets). States routinely lower the legal limits of blood alcohol content at which drivers are permitted to operate their cars; organizations such
as M.A.D.D., S.A.D.D and others promote temperance messages. However, "Despite half-hearted efforts by alcohol distributors to educate the consumer, there is still a great need for accountability in alcohol
advertising." Evidence of the Shift Two current advertisements for Captain Morgans rum feature the same components that print advertising has relied on for
decades. The advertisements are visually attractive; they feature scenes of exuberance; and they imply that perhaps life can be happier when consuming Captain Morgans rum. One print advertisement
features a group in an evident party scene, but the other features an individual enjoying herself alone with no other companions. Captain Morgans
does promote responsibility, however. A third print advertisement for Captain Morgans brand features a scarlet macaw in varying stages of clear perception on the part of the viewer.
Quite clear in the first of three representations, the macaw is blurred in the second appearance and completely distorted in the third. Text accompanying the images links change in
perception with increased alcohol consumption. The temperance advertisement is far less enticing than those promoting consumption of the product. Reasons for the Shift
No doubt the progress of lawsuits against cigarette manufacturers has provided a lesson for producers of alcohol products. If an alcoholic seeks to sue the maker of Captain
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