The main purpose of the passage is to inform the reader about the effects of alcohol advertising on our behaviors and our life in general.
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The most important information is that alcohol advertising has a great impact on our health and behavior. Advertisers spend a lot of money on advertising, claiming that it has no influence on consumption, whilst in real sense adverts have a major influence on alcohol consumption in young developing adults.
The author assumes that since adverts are open to everybody including children, they start developing favorable beliefs about drinking. They develop interest in alcohol and as they grow into teenagers, they will start taking it and become either social drinkers or addicts. Advertising opens up young minds and informs them of the beauty of consuming alcohol. As well as teenagers who were exposed to beer commercials, youths would engage in alcohol consumption even while driving. They may avoid the idea of drinking and driving at an early age, but when they become adults, they will at one time or another take alcohol and get on behind the wheels. The author compares motor vehicle-related deaths with quarterly measures of advertising alcohol in 75 media markets. He says that advertising is not only limited to alcohol brand selection by adults, but also it results in alcohol-related accidents and death. The youth are always surrounded by advertisements that desperately compete for their attention (Economist Intelligence Unit, 30). Everywhere they look, they are inevitably drawn to images of scantily clad attractive men and women.
Adverts always apply all advertising tactics to attract young people, who with time replace thousands, who quit smoking, or who die of alcohol-related accidents or diseases. The young population also represents an important demography to marketers. These groups have their own purchasing power, and, in most cases, they tend to influence their parents’ buying decisions. They are also attracted because they are the adult consumers of the future. Marketers do not only direct the advertisement to get the customers' short-term attention, but also to help build the brand reputation that will yield long-term results (Cheng, 90). This mode of advertising, in most cases, confuses young people's lives, because many companies are using a buzz marketing strategy, which is a new twist to the word-of-mouth method. This gives an idea in the young people’s mind to be the coolest kid in a community by drinking and being smart. They will use and drink the beer in order to create a buzz around it and be identified with a drink that is different from all. This technique helps companies to connect with the perceptive and elusive teen market by using trendsetters to give their products a cool status.
If this line of thought were taken seriously, many institutions and lobby groups would push most states to ban alcohol advertising. Advertising would be taken as an initiator to alcohol consumption, thus banning advertising would be better. The idea can also make countries increase the legal drinking age to 21 or even more.
The author’s position is convincing in the sense that in most of the accidents involving youths, police would report on over speeding while under the influence of alcohol. Youth’s involvement in alcohol comes as a result of exposure through the adverts on alcohol that surrounds children as they develop into teenagers. It is also a common knowledge that companies need new market for their goods, and as a result, they make alcohol adverts appeal to the youths, who in turn drink and drive. Alcohol is the major cause of accidents all over the world (Economist Intelligence Unit, 57).
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