According to Antonia Novello, Surgeon General of the United States, in SIRS Government Reporter, the principle cause of death for those between the ages of 15 and 24 are alcohol related car crashes (1). Doesn't it make sense that we should concentrate our efforts into reducing this problem of alcohol abuse? Apparently DISCUS, the Distilled Spirits Council of the United States, doesn't think so. Worsnop says that on November 7, 1996, they removed their voluntary ban of hard liquor ads on television and radio that had been in affect since 1936 (219). He then states that the removal came right after Seagram, a liquor company, advertised for some of their hard liquor on KRIS-TV in CorpusChrist, Texas (219). This movement is definitely a step in the wrong direction and action should be taken to reinstate this ban, but this time legally. First of all, the removal of the ban gave DISCUS a bad reputation. Already the four major TV networks (NBC, ABC, CBS, and FOX) have vowed not to air ads for hard liquor (Worsnop 219). DISCUS has also lost respect in the field of politics, especially with numerous congressmen and the President, himself. Worsnop said "Beer group representatives think DISCUS' announcement undercut its credibility in Washin
While alcohol may very well be alcohol, it does come in different amounts. Many believe that while ads do cause product use, they merely persuade people to change to a specific brand. It's time to turn around and get moving back in the right direction. This is not so, according to Katherine Prescott, who pointed out the use of animals and a graduation theme in Seagram's commercial. We need to be aware and concerned about what kinds of advertisements are displayed on television. And as Norman Douglas once said "You can tell the ideals of a nation by its advertisements" (724). However, Seagram's executive vice president of marketing strategy, Arthur Shapiro, said that Seagram had taken "great pains that our advertising doesn't appeal to or aim at children" (qtd in Krantz 1). " Teens who had at least five drinks in a row during the two weeks prior to the survey taken consisted of 16 of 8th graders, 25 of 10th graders and 30 of 12th graders (Horovitz and Wells 3-5). Most liquors have much more concentrated amounts of alcohol than beers and wines do. Bill Clinton referred to the decision as "simply irresponsible" (qtd in Worsnop 219). While this sounds like a good idea, why would a company counter-advertise a product they are trying to sell It would be just the same to not advertise in the first place and save a lot of money. Secondly, many of these advertisements for liquor have been said to target teens.