Paper 3: Literature Review
Alcohol Advertising: The Cause of Underage Drinking?
The question, "Is alcohol advertising the cause of underage drinking?" seems to flow through the minds of many American families. The answer to the question largely depends upon the families view on drinking in general. Some homes encourage drinking every once in a while, for social purposes; while others condemn it all together. The topic is very controversial with several factors weighing in such as religion, family background, and health. Despite the differing views, statistics have shown that underage drinking has reached a new height this past year. What is the cause of this rise in adolescent
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Berta believes they "are not deliberately targeting the youth." Hacker feels that the alcohol industries are in fact targeting youth and are willing to say, "what they need to say", in order to keep themselves out of trouble. He believes that the advertisements are the number one cause of underage drinking and feels alcohol advertisements should be completely eliminated. He states, "complete elimination of advertisements could change adolescent monthly participation from 25 to 21% and binge participation from 12 to 7%.." Suriano agrees that the advertisements add to the problem of underage drinking but feels that they don't need to be the only area of focus. She thinks higher taxes and changes within the home should be made. According to Suriano the nation should impose higher taxes on alcohol along with restrictions to advertise. She states, "It's pretty obvious, particularly with young people, the more alcohol cost, the less likely they'll buy." The federal government currently levies $2.14 in taxes on 750 milliliter bottles of 80 proof spirits and 33 cents on a six-pack of beer but she feels that to get intended results taxes must be higher. Suriano feels that a reduction in advertising and in taxes will decrease the amount of underage drinking but that the problem must be tackled at home as well.. Kate deems that underage drinking is not the fault of