Alcohol and Cigarette Advertising Alcohol Term Paper

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For more than thirty years governments have been trying to restrict tobacco promotion, however, it seems that nothing except a total ban is going to work (Shatenstein Pp). For example, in response to government crack-downs, the industry has become more heavily involved in sports sponsorship, in fact, tobacco companies are now among the largest sponsors of sport (Shatenstein Pp). Sponsorships such as this confuses health messages, "neutralizes a range of important potential allies for public health including sports organizations, athletes, and politicians, as well as perpetuates the myth that smoking is really not that dangerous to health (Shatenstein Pp). Another promotional ploy is brand stretching, whereby tobacco companies use the name, colors and logo of a cigarette brand on other products that do not have advertising restrictions, such as Marlboro Classics clothing and Camel boots and accessories (Shatenstein Pp).

According to one recent study, alcohol advertising expenditures are greatest in the late spring and early summer and during the holiday season and television received the preponderance of alcohol advertising dollars for beer, wine, wine coolers and premixed drinks, while distilled spirits relied mostly on magazine advertising (Proctor Pp). Beer was found to be the most heavily advertised product, with more than half of televised beer commercials airing on Saturday and Sunday afternoon during sporting events (Proctor Pp). The study also found that there were more radio and television ads for premixed low-alcohol beverages, some of which contain distilled spirits and many using brand names of distilled spirits, than for higher proof distilled spirits (Proctor Pp).

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Research has consistently found that alcohol advertising exposure is positively correlated with higher rates of drinking among youth and with intentions to drink in the future, both in the United States and abroad (Proctor Pp). And Although the correlational studies cannot prove that advertising leads to greater consumption, the moderate positive association is consistent across survey studies (Proctor Pp).

No matter what medium the alcohol and tobacco industries use, they are definitely doing an excellent job of instilling their myths into the culture of society and recruiting generation after generation of new consumers.

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