wk 1 assign 3 south university SOC1001/SO5 46/50
Alcohol Advertising and Youth
SOC1001 SO5
Dr. Logan
September 24, 2013
Alcohol Advertising and Youth
Drinking among the youth has become quite a problem internationally. A lot of the blame for this international problem has been shifted toward the advertising ways and means that these companies use. The exposure to advertisement of alcohol provides awareness of alcohol, which then leads to increased intentions of drinking, positive beliefs about alcohol, and also a higher likelihood of consumption. Although the exposure to advertising is such a huge risk to the youth population there have been very few approaches looked at in reducing or limiting exposure. “Worldwide, the most common means of limiting youth exposure to alcohol advertising is through alcohol industry self-regulation” . If alcohol companies were to make sure of better placement of such advertisements and prevent underage exposure it would assist in efficiently reaching the targeted audience thus reducing the public health risks associated with the exposure of the underage youth.
Up until 2002 there was not really any monitoring of the alcohol industry self-regulation. “In that year the Center on Alcohol Marketing and Youth at Georgetown University (CAMY) was created to monitor alcohol company marketing practices in the United States in order to provide an independent review of the industry’s practices and to offer a factual basis to debates over youth exposure to alcohol advertising occurring in that country”. Billions and billions of dollars are spent yearly on advertising in the form of “measured” media. “CAMY has concentrated on these so called forms of “measured” media, although the Federal Trade Commission (FTC) has projected that two to three times the yearly amount is spent on unmeasured advertisings such as sponsorships, giveaways, point-of-purchase promotions, and clothing with alcohol brand logos and special events” .
Since it’s formation CAMY has issued several
SOC1001 SO5
Dr. Logan
September 24, 2013
Alcohol Advertising and Youth
Drinking among the youth has become quite a problem internationally. A lot of the blame for this international problem has been shifted toward the advertising ways and means that these companies use. The exposure to advertisement of alcohol provides awareness of alcohol, which then leads to increased intentions of drinking, positive beliefs about alcohol, and also a higher likelihood of consumption. Although the exposure to advertising is such a huge risk to the youth population there have been very few approaches looked at in reducing or limiting exposure. “Worldwide, the most common means of limiting youth exposure to alcohol advertising is through alcohol industry self-regulation” . If alcohol companies were to make sure of better placement of such advertisements and prevent underage exposure it would assist in efficiently reaching the targeted audience thus reducing the public health risks associated with the exposure of the underage youth.
Up until 2002 there was not really any monitoring of the alcohol industry self-regulation. “In that year the Center on Alcohol Marketing and Youth at Georgetown University (CAMY) was created to monitor alcohol company marketing practices in the United States in order to provide an independent review of the industry’s practices and to offer a factual basis to debates over youth exposure to alcohol advertising occurring in that country”. Billions and billions of dollars are spent yearly on advertising in the form of “measured” media. “CAMY has concentrated on these so called forms of “measured” media, although the Federal Trade Commission (FTC) has projected that two to three times the yearly amount is spent on unmeasured advertisings such as sponsorships, giveaways, point-of-purchase promotions, and clothing with alcohol brand logos and special events” .
Since it’s formation CAMY has issued several
References: Jernigan, D. H., Ostroff, J., & Ross, C. (2005). Alcohol advertising and youth: A measured approach. Journal of Public Health Policy, 26(3), 312-25. Retrieved from http://search.proquest.com/docview/233374598?accountid=87314