According to the Center on Alcohol Marketing and Youth at the Johns Hopkins Bloomberg School of Health, alcohol advertisers target minorities, youth, and those individuals whom watch television.
Due to the fact that African-American youth watch television much more than youth in general, they are in fact exposed to more alcohol-related advertising, like beer ads and wine ads, among others.
In fact, a 2010 research study performed by Nielsen revealed that African-Americans watch as much as fifty-three percent more television than youth in general, as such they are exposed to more alcohol-related advertisement.
Although alcohol advertisers do not condone underage drinking, and in fact spend millions of dollars each year to combat underage drinking, alcohol-related advertisements are targeted at the 12 to 20 demographic, particularly the African-American 12 to 20 cohort.
Alcohol advertisers use such mediums as periodicals, television, film and billboards, among others.
Particularly, in minority and poverty-stricken communities, there are numerous liquor stores, pretty much on every corner, not to mention billboards everywhere, with alcohol advertisements on them.
Pop culture plays a role as well. More often than not African-American youth are inundated with programs, particularly music videos in which P. Diddy, Ludacris, T.I., and Lil Wayne, among others smoke, drink and party.
What is more interesting, is that although the study found that African-American youth are in fact exposed to more alcohol advertising, they actually drink far less than other ethnic and racial cohorts. Surprising, not to mention ironic!
Researchers suspect that African-American youth drink less due to such factors as religion, social norms, and poverty. These factors actually mitigate the impact of alcohol advertising on youth.
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Original Article URL: nbcnews.com
Photo Courtesy: bossip.com
- Item Tag: alcohol