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Do Alcohol Ads Deliberately Target Youth?

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Do Alcohol Ads Deliberately Target Our Youth?
To question if alcohol ads deliberately target our youth is almost irrelevant. Everyone has their own opinion and views on alcohol and its advertising. There has been countless amounts of research done on every aspect of alcohol. Anything can be advertised, but it does not do any good to advertise something without first finding an audience. It does not matter what the brand, product, or item is that the advertiser is trying to sell. All good advertisers know who their audience is and what they want to hear. Although underage drinking is against the law alcohol advertisements are shown to many people under the legal age. All advertisers know that although teenagers cannot legally consume alcohol they want to include teenagers in their audience because while it is still illegal now they will be twenty one and legal one day. The question is not so much do they target youth as much as it is do they target youth to young? Though alcohol consumption has decreased slightly in the last 15 years, alcohol use continues to be a major public health issue among youth according to the CDC (11). Actually, alcohol is the number one health and safety risk for young people. Over 74% of high school students have had at least one alcoholic drink; over 25% have tried alcohol before age 13 (17). In 2004, a study by Chisholm and Rehm estimated drinking by youth accounted for at least 16% of all alcohol sales in 2001(787). It has begun to be shown that alcohol advertising could be a factor related to alcohol consumption among youth. If advertising increases alcohol consumption, perhaps it could also increase alcohol abuse. These statistics are alarming. As young adults and future parents, it is important to know, in today’s world, do alcohol ads deliberately target our youth?
The function of advertising is to increase market

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