A recent study conducted by the Kaiser Family Foundation found that approximately 8,500 commercials promoting alcoholic beverages are seen each year. This is a significant number considering that in 2008 there were only 9,000 ads for alcohol on television. The increase of advertisements has been attributed to the increased marketing efforts from beer companies and the fact that many college students consume more than one drink per day.
The popularity of social media sites such as Facebook also plays a role in how many teens see these ads because they can be easily shared with friends who have not yet reached the legal drinking age.
The Increase Of Advertising Is Attributed To:
-The increased marketing efforts from beer companies.
-The fact that many college students consume more than one drink per day.
-Social Media Sites Play A Role In How Many Teens See These Ads Because They Can Be Easily Shared With Friends Who Have Not Yet Reached Legal Drinking Age.
-The popularity of social media sites such as Facebook also plays a role in how many teens see these ads because they can be easily shared with friends who have not yet reached the legal drinking age.
-In order to decrease advertising, it is necessary for those under 21 years old to understand the dangers of alcohol consumption and realize that even though most advertisements are targeted toward them, they are not the best demographic to market alcohol.
-There needs to be a balance between marketing campaigns in places where underage teens might see an advertisement as well as implementing future policies regarding these ads.
-The first step would be adhering to AAU guidelines which state there should never be any reference or imagery suggesting drinking anywhere near campuses or colleges if we want this rule enforced on social media websites such as Facebook. The second step would require stricter enforcement by adapting current codes so all social media sites follow suit.
-Ultimately, the best way to prevent teens from seeing alcohol ads is through subliminal advertising which provides a pro-social message and doesn’t include any reference to alcohol.
How Many Commercials Promoting Alcoholic Beverages Do Teens See Each Year?
The amount of commercials promoting alcoholic beverages that adolescents see each year varies by country. In Japan, for example, approximately 30% of all television advertisements are related to drinking or include an implicit association with consumption (Morimoto). This number seems high when compared to China where only about 11% are related in some fashion or another. The United States falls somewhere in between these two countries at around 24%. It would also be interesting if we could find out how many of these commercials are subliminal.
But the advertising isn’t just limited to television, it’s also on billboards and magazines (the numbers vary by country). When one takes into account all forms of media—television, radio, print ads in newspapers or magazines-approximately 50% contain some form of alcohol advertisement. This number is even higher when we include promotions for beer or wine brands as opposed to distilled spirits such as whiskey which only represent about 25%.
The reasons why adolescents see so many alcohol advertisements may be due in part because they have a harder time discriminating between brand information than adults do. They don’t fully understand how marketers make use of attractive people and feelings-based messages that associate drinking with feeling good at the time.
– Approximately 50% of all media (television, radio, print ads in newspapers or magazines) contains some form of alcohol advertisement.
– Adolescents have a harder time discriminating between brand information than adults do and don’t fully understand how marketers make use of attractive people and feelings-based messages that associate drinking with feeling good at the time.
What can parents to protect their children from this pervasive exposure?
A recent study conducted by Zainab Ali at University College London found that teens who watched an average amount of TV were exposed to about 12 times as much alcohol advertising through product placements, sponsorships, or other types of appearances on screen versus those who did not watch TV. The study also found that teenagers who watched a lot of TV were exposed to almost 36 times as much alcohol advertising through on-screen appearances than those who did not watch TV at all.