The market researches
Each year billions of dollars are spent on alcoholic beverages by underage consumers. According to the research published in a Journal of the American Medical Association, youth in the USA consume 20% of the US market of alcohol beverages. The authorities and health organizations find alcoholic beverages companies to be responsible for this problem. The companies, on the contrary, make efforts to prove that responsibility lies upon the families and parents of underage drinkers. According to the market researches, each year billions of dollars are spent on alcoholic beverages by underage consumers.
Although there are lots of factors responsible for the problem of consuming alcohol by youth, the health organizations and common meaning impose a responsibility partly upon the industry of alcoholic beverages. According to the research published in a Journal of the American Medical Association, youth in the USA consume 20% of the US market of alcohol beverages. In 2002 the Center on Alcohol Marketing and Youth, a non-profit interest group in Washington, D. C. has found that those TV shows that are popular among the youth are “filled with alcohol advertising. ” Since that year the number of alcohol ads on TV has grown.
(Nelson, 2005) According to the results of researches, the problem of alcohol consumption by the youth does not include late teens only. 13 is the average age when drinkers start to consume alcohol(Tomlinson, 2003). In general, about 10. 7 mln people consume alcoholic beverages between 12 and 20 (Baldor, 2003). Such high level of underage drinking leads to the following results: drunk drivers make 70% of all tens involved in traffic accidents (Baldor, 2003); the educational level falls, violence and sexual assault level grows (Lawton and Wilke, 2003). Ads published in the popular magazines
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Much attention is paid to the determination of the factors that make underage consumption grow. Among other media, magazines are being regarded as a significant sources of information and advertising, popular both among underage and legal consumers. “This is extremely sophisticated marketing that’s making an awful lot of money,” says David Boies III in his lawsuit against alcohol companies. (Tomlinson, 2003) A research was made by the Journal of Academy of Business and Economics as to study advertisements of alcoholic beverages published in the most popular magazines and to find out if they are directed at the young audience.
The magazines used for this research were as following: Maxim (May 04, April 04, March 04, February 04, January 04, December 03), Stuff (April 04, March 04, February 04), Men’s Fitness (April 04, March 04, February 04, January 04), and FHM (May 04, April 04, March 04). These magazines were chosen as belonging to the category of most popular magazines among the youth. Every ad related to beer and hard alcohol was taken for the research. (Stubblefield, B. , Singh, N. ,2004) The researches prepared a list of criteria as to investigate the ads.
Here is this list: 1. Usage of cartoons in ads 2. Situations involving teens 3. Endorses of the product, that normally appear in movies or TV shows aimed at a young audience 4. Content calling for rebellion against parents 5. Popular singers or bands 6. People under 21 7. Parties including teens without supervision of their parents 8. Alcoholic beverages represented in a manner similar to soda 9. Content including any kind of high-school activities, high-school sport, dances The results of advertisement examinations
According to the results of the research, when 103 advertisements of alcoholic beverages were observed, 36. 9% of advertisements can be regarded as the content addressed to underage consumers. Criterion 1 and Criterion 2 were the most common met criteria among the others. 11. 65% of observed advertisements contained cartoons in them. Captain Morgan’s Rum advertisements produced the majority of advertisements with cartoons, representing a cartoon pirate, which undoubtedly proves that the target audience of this advertisement is youth.
11. 65% of advertisements met Criterion 2, representing the situations with underage consumers involved. This criterion cannot be referred to any particular company, being met by advertisements of various companies. Ad by Molson can be observed as a typical example of such situation: a father having a sex talk with his young son. By representing such situation, the company involves underage audience into the situation, appealing to youth with their advertisement. (Stubblefield, B. , Singh, N. ,2004)