Effects Of New Alcohol Marketing Methods on Youth Population

Topics: Alcoholic beverage, Alcohol, Drinking culture Pages: 2 (718 words) Published: March 13, 2013
Effects Of New Alcohol Marketing Methods on Youth Population

In the article, “Alcohol Marketing in the 21st Century: New Methods, Old Problems”, found in the journal of Informa Health Care written in 2011 by Sarah M. Mart, the author aims to investigate the effects of new promotion methods in alcohol marketing on young people and states some suggestions to prevent new generations from harmful effects of alcohol advertisement. The article consists of four main parts, which tell about historical milestones of alcohol advertisements and faces used in, evaluation of the advertisement methods in the last five years, newly produced alcohol mixed beverages and their impacts, and the academic examination and offers about restriction of the alcohol advertisement, respectively. The first part of the article mentions about what took place in alcohol marketing and advertising in the last decades. According to the first part of the article, alcohol companies have spent enormous amount of money to endear alcohol consumption to young people by using famous persons on the advertisements. The author presents some data taken from official research institutions in order to support her thesis. The second part of the article touches on the social media and some communication tools as a new advertisement methods used commonly by alcohol product companies. The writer states that social media has a great impact on the young people and very convenient to make usage of alcohol pretty, since it has huge number of active users and appropriate platforms for sharing. Moreover, according to the second part of the article, because there is no age restriction to use social media such as Facebook, Twitter or Youtube, using social media as a advertising platform paves the way to attract very young people, which is impossible by using other media types. Furthermore, using some communication tools such as text messages, cell phone applications, ringtone and wallpaper backgrounds...

References: Mart, S. (2011). Alcohol marketing in the 21st century: New methods, old
problems. Journal of Informa Healtcare, 46, 889-892. doi:10.3109/10826084.2011.570622.
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