The effects on alcohol and tobacco adverising
Alcohol and tobacco are among the most heavily advertised products within the media industry, including magazine, newspaper, broadcast, and outdoor advertising (Pfleger Pp). According to a 2001 report, the six major tobacco companies spend approximately $6 billion annually on advertising and promotion in the United States alone (Pfleger Pp). Measured media is roughly $800 million a year for beer, $321 million for liquor, and $120 million for wine, and if sponsorships and promotions were added, these numbers would likely increase (Pfleger Pp). Despite legislation to curb tobacco and alcohol advertising, especially to youths, the companies are still getting their messages across to their targets. Following the broadcast ban on tobacco advertising in 1971, magazines have become an important medium for tobacco companies, who in 1999 is reported to have spent approximately $443 million on magazine advertising (Lancaster Pp). Research suggests that because magazines are targeted specifically to particular demographic groups, it is easier for advertisers, especially tobacco companies, to reach various segments of the population, including women and children (Lancaster Pp). As tobacco advertising campaigns became more targe
Power is defined as success, and power is also control over others, and these ads often feature a very dominant image of masculinity (Kilbourne Pp). This myth-making is always deceptive and often harmful, and although the links are generally false and arbitrary, society is so surrounded by them that they come to accept them as logical and natural and convinces the addict that products, such as alcohol and cigarettes, are benevolent and essential (Kilbourne Pp). For more than thirty years governments have been trying to restrict tobacco promotion, however, it seems that nothing except a total ban is going to work (Shatenstein Pp). Anheuser-Busch's annual budget for Budweiser alone is greater than the entire federal budget for the National Institute on Alcohol Abuse and Alcoholism, and the government spends less than one million dollars on public service announcements and pamphlets concerning the dangers of smoking (Kilbourne Pp). Although it will probably never be possible to determine exactly the effects of advertising on smoking or drinking, yet "there is no comparison group, no group that has not been affected by the bombardment. Beer was found to be the most heavily advertised product, with more than half of televised beer commercials airing on Saturday and Sunday afternoon during sporting events (Proctor Pp). Bernays hired ten women to march with the suffragists in the New York City Easter Parade and to smoke Lucky Strikes, "asserting that their cigarettes were 'torches of freedom'" (Kilbourne Pp). For example, in response to government crack-downs, the industry has become more heavily involved in sports sponsorship, in fact, tobacco companies are now among the largest sponsors of sport (Shatenstein Pp). Heavy drinking and smoking was once considered the province of men and were regarded as emblems of masculinity, however it did not take long for the alcohol and tobacco industries to recognize the potential for increased profits if they could expand the market to include women (Kilbourne Pp). More importantly, the advertising "spuriously links cigarettes and alcohol with precisely those attributes and qualities: happiness, wealth, prestige, sophistication, success, maturity, athletic ability, virility, creativity, sexual satisfaction, and others - that addiction usually diminishes and destroys" (Kilbourne Pp). Reach for a Lucky instead of a sweet" (Kilbourne Pp). Sponsorships such as this confuses health messages, "neutralizes a range of important potential allies for public health including sports organizations, athletes, and politicians, as well as perpetuates the myth that smoking is really not that dangerous to health (Shatenstein Pp). Alcohol and tobacco companies spend millions of dollars supporting organizations such as the National Black Caucus, the National Association of Hispanic Journalists, and the National Women's Political Caucus (Kilbourne Pp). In 1929 American Tobacco hired the "father of public relations," Edward Bernays, to promote cigarette smoking by women (Kilbourne Pp). The study also found that there were more radio and television ads for premixed low-alcohol beverages, some of which contain distilled spirits and many using brand names of distilled spirits, than for higher proof distilled spirits (Proctor Pp).
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Acceptance Essays
