Management Planning and Ethics

Alcohol Advertising

Millions of Americans suffers from the effects of alcohol and drug abuse. It can shatter lives, brake families, and to rob people of their dreams for the future. Once alcoholism or drug addiction begins, an individual's problems not only don't go away, but their mental well being as well as physical ability continues to diminish from the immediate and long-term adverse effects from the drugs and alcohol abuse.

Is it really true that advertising increases alcohol consumption, which increases alcohol abuse? No it is not. No solid evidence from either scientific research or practical experience that this theory of advertising is correct was identified. The United States Department of Health and Human Services in its report to Congress stated that there is no significant relationship between alcohol advertising and alcohol consumption. (Hanson, 1997). It did not recommend banning or imposing additional restrictions on advertising.

I believe that Instead of increasing total consumption, the main idea of advertisers is to encourage consumers to switch to their brand and create brand loyalty. Retail value of beer produced annually in the U.S. is about $50 billion. (Hanson, 1997). If an advertising campaign increases its market share by one percent, its sales would increase by $500 million. (Hanson, 1997).However, if the total market for beer increased just by one percent, a brand with a 10% share of the market would only experience a sales increase of $50 million. (Hanson, 1997).

The main idea against alcohol beverage ads on television is that they seem to "normalize" drinking in the minds of young viewers. To the extent the ads may be performing a positive role. (Hanson, 1997). The nature of alcohol ads on TV serves is not to glamorize the products, but to present them as consumer products, right alongside an alkaline batteries, aspirin and cookies. This is how young people view them. If one treats beverage alcohol as a dangerous substance to be avoided and not even advertised, he or she inadvertently can raise it up from the ordinary into the range of the powerful, the tantalizing, and the desirable Big Deal. (Hanson, 1997). In so doing, we slip into the familiar, failed pattern of demonizing the substance of alcohol rather than discouraging irresponsible behavior.

Alcohol addiction is a very serious and life threatening illness. Everything can get ruined in one's life. The life cycle of alcohol addiction begins with a problem, discomfort or some for of emotional or physical pain a person is experiencing and becomes difficult to deal with. At some point alcohol or drug enters the picture and provides a temporary, synthetic relief, and for a moment it seems to act as a solution to the problem. Alcohol addiction can be overcome and the individual can return to leading a happy, healthy, productive and responsible life once again. Often people drink during social occasions; it tends to loosen inhibitors.

Unfortunately, the recklessness often is the result of excessive drinking and is a leading cause of serious injuries and accidental deaths. In addition, alcohol is the most common cause of preventable birth defects that include fatal alcohol syndrome. The effects of alcohol abuse can be short term and long term. Short- term effects of alcohol use include: altered perception and emotions, distorted vision, hearing, coordination, impaired judgment, etc. (A.P.A., 1999). Long-term effects are: liver damage, heart and central nervous system damage, memory loss, stomach problem, etc. (A.P.A., 1999).

I believe that adults should help young people regard the substance of alcohol as neutral neither inherently good nor inherently bad. (Hanson, 1997). The most important is how alcohol is used, and people must communicate by word and example that the abuse of alcohol is never acceptable, excusable or humorous.

Alcohol sometimes causes rapid poisoning, frequently leads to long-term addiction, and always threatens self-control. Society in our country does encourage drinking. Responsible attitudes toward alcohol are based on the understanding that such beverages are yet another part of life over which individuals have control, like exercise, personal hygiene, or diet. (Hanson, 1997).

If alcohol beverages are to be used moderately by those who choose to consume them, then it's important that these beverages not be stigmatized, compared to illegal drugs, and associated with abuse. Alcoholic beverages are not dangerous poisons to be hidden from sight and become a subject of mystery. But that would be the message sent if alcohol commercials were banned from