The author addresses the end of the hard liquor industry's voluntary ban on televised advertising and argues that such advertising will have adverse effects on viewers, especially youths. The author also suggests that the controversy might lead to the end of all televised alcohol advertising.
Get full access to this article
View all access options for this article.
References
1.
Adams Media Inc. (1997), Adams Liquor Handbook.New York: Adams Media Inc.
2.
ArndorferJames B. (1997), “Crown Royal Rides Concert Tie-ins Onto Radio Airwaves,”Advertising Age, (September 15), 12.
3.
AtkinCharles (1998), “Nationwide Poll Reveals Viewers Want TV Airwaves Dry,” press release (January 22). East Lansing, MI: Michigan State University.
4.
BeattySally Goll (1997), “Seagram Baits the Ad Hook for Television,”The Wall Street Journal, (September 15), B6.
5.
Center for Science in the Public Interest (1988), “Kids Are as Aware of Booze as Presidents,” press release. Washington, DC: Center for Science in the Public Interest.
6.
FisherJoseph C., and CookPeter A. (1995), Advertising, Alcohol Consumption, and Mortality.Westport, CT: Greenwood Press.
7.
GrubeJoel, and WallackLarry (1994), “Television Beer Advertising and Drinking Knowledge, Beliefs, and Intentions Among Schoolchildren,”American Journal of Public Health, 84(2), 254–59.
8.
Impact (1997), “U.S. Alcoholic Beverage Advertisers Sharpen Their Focus On Core Brands,” (September 1), 1–5.
9.
LeiberLaurie (1996), Commercial and Character Slogan Recall by Children Aged 9 to 11 Years: Budweiser Frogs Versus Bugs Bunny.Berkeley, CA: Center on Alcohol Advertising.
10.
MartinSusan E., ed. (1995), Research Monograph 28: The Effects of the Mass Media on the Use and Abuse of Alcohol.Bethesda, MD: National Institute on Alcohol Abuse and Alcoholism.
11.
Nielsen Media Research (1993), 1992–1993 Report on Television.New York: Nielsen Media Research, 5, 11.
12.
SafferHenry (1997), “Alcohol Advertising and Motor Vehicle Fatalities,”The Review of Economics and Statistics, 79(August), 431–42.
13.
U.S. Department of Health and Human Services (1995), Substance Abuse and Mental Health Statistics Sourcebook.Washington, DC: U.S. Department of Health and Human Services, Pub. No. 97–4017, 315.
14.
U.S. Department of Health and Human Services (1997), Ninth Special Report to the U.S. Congress on Alcohol and Health.Washington, DC: U.S. Department of Health and Human Services, Pub. No. (SMA) 95–3064, 9.
15.
WilliamsGerald D., StinsonFrederick S., LaneJulie D., TunsonSophia L., and DufourMary C. (1996), Surveillance Report #39: Apparent Per Capita Alcohol Consumption: National, State, and Regional Trends, 1977–1994.Washington, DC: National Institute on Alcohol Abuse and Alcoholism.
