The Alcohol Advertising And Adolescent Drinking Media Essay

The Alcohol Advertising And Adolescent Drinking Media Essay Alcohol is the most popular recreational drug in America, so beer and liquor companies advertise on various television channels. Recent research has discovered cable television shows with a significant proportion of teenage viewers are also those that have the most commercials for alcohol. There are many explanations why adolescents are influenced in to drink alcohol and there is reason to believe television advertisements have a large role. As alcohol advertisers turn towards cable television the exposure to younger viewers will escalate. The amount of money spent on alcohol advertising on cable television increased by 137% from 2001 to 2006. The extra money spent attributed to an increase of the number of alcohol commercials by 176% (Chung, Garfield, Elliott 2010). With over double the amount of new advertisements many alcohol companies started to compete against each other for the best commercials. For instance, Miller lite aired a commercial about a group of friends at a bar who all agree their one friend is unmanly for ordering a Bud lite. Competitive advertising of alcohol has resulted in new branding techniques that are effective across all viewers including the adolescent audience (Jones Jernigan, 2010). Assessing the influence of alcohol advertising on peoples drinking habits is a challenging task. Alcohol is an adult product, yet most underage consumers are already aware of its existence. This unavoidably limits the potential effects that alcohol advertising could have on increasing overall consumption. Due to the existing popularity of this product, advertisers focus on creating an appealing brand rather than increasing the total market. While new consumers are not advertisers target, the power of alcohol advertising campaigns to shape consumption habits cannot be neglected. Criticism has been directed toward alcohol advertising, particularly regarding the use of image (lifestyle) advertising, and its potential influence on adolescent alcohol consumption. This research study sought to determine if adolescents who drink, or intend to drink alcohol at some future time, find image advertisements for alcohol more appealing than product advertisements. 40 college students, ages 18 to 20, volunteered to fill out the survey. This study is focused on attitudes and beliefs towards alcohol brands and advertising rather than on consumption behavior. Attitudes and beliefs about alcohol advertisements are not irrelevant to understanding how advertising might influence consumption. Evidence of an association between preference for image advertisements and intent to drink in the future has been found in previous studies and experiments. When considering whether advertising has an impact upon young peoples alcohol intake, it is important to recognize that drinking alcohol can be influenced by a range of psychological, social and environmental factors. Parents, siblings, and groups of friends can have a significant influence. They can provide behavioral role models and establish a positive attitude towards drinking. Although this research survey is concerned with the effects of advertising of alcoholic beverages on adolescents alcohol consumption, it is beneficial to understand the other factors associated with the onset of alcohol related behavior. Surveys of teenagers and young adults have determined that alcohol consumption is often significantly related to peer-group influences. A particularly powerful predictor of their drinking behavior is whether their friends drink alcohol. Research has indicated that adolescents may be especially inclined to consume alcohol if their best friend also does. It was also found that if a teenagers best friend drank they were more likely to label themselves as a drinker (Wilks, Callan Austin, 1989). In a televised commercial for 1800 tequila an actor posed the question, What ever happened to best buddies? He goes on to demean people who have hundreds of virtual friends online then finished the commercial with the statement, A buddy is somebody who you share your 1800 tequila with. Parental influences can have important effects on teenager alcohol consumption as well. Most of the time parental rules about drinking come into conflict with peer-group norms. These rules may exert a powerful influence over teenagers expressed intentions to drink alcohol in the future, possibly weakening those intentions. However, such effects may be limited to young people who have so far not felt any social pressures to drink from their peer group. Teenagers with friends who drink may be more likely to reject family restrictions on alcohol consumption especially if they had their own involvements that lead to positive experiences about alcohol. An important note to keep in mind is further evidence has indicated that drinking onset is not a simple matter of copycat behavior. Dissimilar young people make different assessments of relevant group activities and beliefs linked to drinking (Thomsen Rekve, 2006). According to the World Health Organization, alcohol advertising can produce positive perceptions of drinking in all people and as an outcome young people may be more susceptible to possessing pro-drinking attitudes. The World Health Organization has two reasons to believe why advertising can cause this. The first of these is that exposure to alcohol advertising over time can lead young people to perceive drinking as a normal behavior and, as a result, an activity in which they wish to participate. The second reason is that alcohol advertising may reach children and encourage alcohol consumption well before they are legally old enough to purchase the product. In a survey with children, the majority answered that they believed alcohol advertising can cause alcohol consumption. This discovery along with evidence that mere awareness of alcohol advertisements could be linked to positive beliefs about alcohol, which is in turn related with future intent to drink. In this context, there is no surprise that liking of alcohol advertisements has also emerged as a significant factor in understanding potential effects (Babor, 2003). In 1984 an experiment was led by Kohn and Smart who showed a recording of Super Bowl 1982 to 125 male college students. Three versions of the program were produced that included zero, four or nine beer advertisements. Refreshments were available and among the drinks, participants could choose from soft drinks or beer. One half of the students were given immediate access to beer while the second half had to wait 30 minutes before given beverages. When beer was available it was consumed and the delay in beer resulted in compensatory behavior in the second group who had the largest amount of consumption. This experiment found that when alcohol advertising occurred there was a temporary upward in beer consumption. Even in conditions where consumption was decreasing, a first time appearance of beer advertisement could temporarily boost consumption again (Kohn Smart, 1984). Kohn and Smart conducted a similar experiment with college women except the independent variable was switched with w ine. This experiment proved women consumed more wine when they saw four or more wine advertisements compared to none. These results indicate that television alcohol advertising is capable of triggering a short term effect on alcohol consumption. Such studies may demonstrate the ability of advertisements to shape a preference for one type of drink over another, but they do not indicate anything about the role advertising might play in the genesis of alcohol consumption in individuals (Kohn Smart, 1984). Alcohol advertising is often associated with sports and athletic activities. For example Coors beer had a campaign that honored multiple athletes including the Pro Football Hall of Fame quarterback John Elway. Advertisements that feature athlete images tend to perpetuate both the brands and consumers denial of potential consequences of drinking. Along with athletic imagery, critics view other lifestyle imagery as inappropriate. Some alcohol advertisements give the consumer an unrealistic view of what the products do, how they make the consumer feel, and how they fit in with an individuals lifestyle. For instance alcohol may be portrayed in a commercial as a reward at the end of a work day. In advertisements drinking is often viewed as a complement to a celebration of life. Certain television advertisements present alcohol as having the ability to make an individual attractive to the opposite sex or a romance booster. For example, Bud Lite Lime had a commercial on Ultimate Flight Club 132 featuring a young attractive women lying across hundreds of limes. She was not dressed and the limes were used to censor her private parts. She also had a tattoo on her rear end of a Bud Lite Lime logo. Even though she was not holding a beer, this television commercial led the viewers to associate sex and attractive women with Bud Lite Lime. Some critics agree alcohol commercials are associated with sexual imagery more than any other products (Fox, Krugman, Fletcher, Fisher 1998). I conducted an original research survey involving students, ages 18 through 20, from Temple University located in Philadelphia. The questions pertained to the students memory of alcohol advertisements they were exposed to while watching their normal television shows. The goal was to determine how many underage students were exposed to alcohol advertising through the television medium. The survey also sought to determine what kind of advertising appeal techniques they noticed and how they felt about the advertisements. These seven multiple choice questions were asked to 40 college students: How many hours a day, on average, do you watch TV? a. Never; b. less than one hour; c. 1-2 hours; d. 2-3 hours; e. More than 3 hours What are your favorite types of television programs? (Circle all that apply) a. Reality TV; b. Music related/music video; c. Game shows; d. Talk shows; e. Sitcoms/comedies; g. Drama; h. Nature; i. Sports; j. News. Do you ever see alcohol advertisements while watching TV? a. Yes; b. No. What do you remember about any of these TV ads you saw? (Circle all that apply) a. An animal or cartoon like character; b. The people drinking look attractive or sexy; c. A great party was happening; d. The actors who were drinking were physically attracted to each other; e. The people drinking looked like they had strength and athletic ability; f. The people in the advertisements looked popular or part of the in-crowd; g. The ads were funny or amusing; h. The ads portrayed drinking as a great way to meet people; i. the ads discussed contests and prizes; j. I remember the alcohol brand. Did anyone in any of the TV ads look like they could be under 21 years old? a. Yes; b. No. As a whole, did the TV ads you see make you think any of the following? (Circle all that apply) a. Drinking was a boring thing to do; b. Drinking was a good way to get guys or girls; c. Drinking was important for a real good party; d. Drinking will make you popular; e. drinking was fun or funny; f. drinking could be harmful to your health; g. It is better for people to drink responsibly; h. It is better for people to wait until they are 21 to drink; i. The advertisements had no effect at all on what I thought or felt. The role of alcohol advertising appeal was investigated in further longitudinal research that followed though 18-year olds until the age of 21 years old. The study had 630 participants and examined the effect of televised alcohol advertising and allegiance to specific brands of beer. The results found that earlier liking of televised alcohol advertisements and accompanying brand allegiance were associated with greater volume of beer consumption later on. Many self-reports of aggressive behavior from the participants were associated with drinking. Almost all of these individuals expressing aggressive behavior were documented with liking alcohol advertisements when the experiment began (Casswell Zhang, 1998). Although many critics recognize that college students decisions to drink often come from peer pressure, the images presented in advertising positively reinforce such decisions. Alcohol is the most popular recreational drug in America, so beer and liquor companies advertise on various television channels. Recent research has discovered cable television shows with a significant proportion of teenage viewers are also those that have the most commercials for alcohol. These advertisers are reaching the wrong demographic and are certainly affecting the younger audiences. (The Center on Alcohol Marketing and Youth) Should alcohol advertising be modified to limit exposure to underage viewers? There are many explanations why adolescents are influenced in to drink alcohol and there is reason to believe television advertisements have a large role. As alcohol advertisers turn towards cable television the exposure to younger viewers will escalate. The amount of money spent on alcohol advertising on cable television increased by 137% from 2001 to 2006. The extra money spent attributed to an increase of the number of alcohol commercials by 176%. (Schuster) With over double the amount of new advertisements many alcohol companies started to compete against each other for the best commercials. For instance, Miller lite aired a commercial about a group of friends at a bar who all agree their one friend is unmanly for ordering a Bud lite. Competitive advertising of alcohol has resulted in new branding techniques that are effective across all audiences including the adolescent audience. (Jones) The use of iconic characters, humor, and sexual innuendo are some methods used in alcoholic commercials that evidently attract younger viewers. For example, Keith Stone is portrayed as an influential character who acts smooth because he always has a 30 pack of Keystone. The Most Interesting Man in the World is another iconic character that many underage viewers can relate to the product Dos Equis. Young people can also be drawn to the music used in these commercials and associate the songs with the alcoholic product. It is true that no matter what anybody does, teenagers will never stop viewing TV. It is also true that alcohol companies have to support their business somehow. Just like any other company, advertisements are important to get a product out there and known. However, it is possible to do it in a way where they do not have to make drinking look so appealing to younger kids. Companies could easily not use sex appeal or partying in their ads and still get their product out and known to everyone.

The Role of Technology in Education

Our school has an extremely low budget of approximately eighteen million dollars. Where should the money go? Should it go to the English department, or the math and science buildings? Should the money be invested in expanding our school and giving raises to hard-working teachers? Or should the money be invested in the ever so popular increasing demand of computers†¦ Should we get linked to the increasing Information Superhighway? In education, the issue of technology is constantly rising in debate. Should schools spend money on computers and networking which is an extremely hard field to keep updated both in software and hardware? Schools have found both the benefits and the drawbacks in investing in computers and technology. The use of Information Technology benefits students greatly in many areas. Information technology has encouraged the development of productivity, increased student involvement and enabled students to complete joint projects with students in other cities, states and even countries (Carey 26). Studies on students who have twenty four hour access to laptops have shown that students shown an increase in problem-solving and critical thing sills, enhanced learning in core academic subjects, produce higher quality work and have even provided more one-on one time between teachers and students (THE Journal 16). Technology is an integral component of learning. Being that students learn at different rates, technology can individualize instruction. They can move at an appropriate pace providing a solid foundation of basic skills. Computer based technologies can administer individualized lesson sequences that branch and remediate according to student's unique needs, quickly and automatically track progress and generate reports (Peck and Dorricot 11). The Internet provides a communications tool, which can assist students in networking within and between schools. Internet technology permits swift student-to-student communication through relatively inexpensive e-mail. Through the Internet students are also able to find Internet pen pals and experience the world through the vision of other students (Carey 24). The Internet can also be used in cooperation with the library. It can provide students with an enormous and readily accessible database with research materials and therefore may be used to research different topics (Carey 25). Not only can students learn on the Internet, but they can also teach about areas in which they have knowledge and sills. Students have been able to create web pages to display to people all over the world. School newspapers and college web pages can also do the same. These pages can be read anywhere by anyone and has thus provided for greater publication (Carey 25). Although computers and technology provide for much advancement in education, there are some basic problems. These difficulties range from psychological addiction to unethical behavior and inappropriate actions of technology producers and users. As for addiction, some persons are so addicted to its use to the extent that they have actually flunked out of college, lost their marriage partners, become mentally sick, given up their jobs, and decreased their human contracts. Some persons avoid personal contacts by overusing the Internet so to decrease their personal communication with persons. Some have also gone into Internet seclusion, while still taking care of daily routines so failing to work and deal with people. With such addiction there provides no room for advancement in education (Eddy and Spaulding 392). Technology can alter the content of what schoolchildren think about. Many computer experiences for students are through virtual reality and are visually appealing. Students can look at three dimensional animals, such as sharks, seals and whales on their computer screens. But what teachers don't realize is that students get easily engaged in these instances, and only get to see what is on the computer screen and not outside. Instead of being subjected to such images, students must be able to realize that they should take the chance and look at the things outside and not just the through the technological world (Schwarz 79). Computers are also high-maintenance supplies for schools. Unlike books, which represent generally fixed costs, technology requires a significant, continuous monetary input. The useful lifetimes of computers and their software are sometimes measurable in months, not years. Costs for potentially short-lived computer hardware and software quickly become enormous. Also, these costs may be difficult to predict with accuracy as new products are developed (Garrett 114). Many schools have attempted to spend the money, take risks and jump onto the attractive road of technology. Among these schools are the schools in Tasmanian, the Milwaukee Public Schools and Seton Hall. The Tasmanian government has announced that they are buying fourteen thousand computers to ensure that each government school would have at least one modern computer for every five students. The plan is due to take effect during the next three years with a total of forty-nine million dollars being spent. Under the program, every State school will have Internet access and full-time teachers will receive laptop computers. Schools will be cabled to provide high-speed local networks connecting school computers while the use of video conferencing and related technology will be extended to help remote school and professional development (Colman 11). The Milwaukee Public School district just passed a proposal to give laptop computers to twenty-four thousand high school students in their school system. As for funding for this proposal, most money would be raised through public donations. An article in the Business Journal Serving Greater Milwaukee criticized this decision making some very important key points. They stated that the Milwaukee Public School system should worry about their problems basic to education before they should worry about computers. The article stated that too many students cannot read at a sufficient level, lack sufficient math skills, do not show up for class regularly and are dropping out of school. In all the article states, â€Å"Milwaukee Public Schools must first resolve its basic problems before it can even think about throwing cash around for computers that students will take with them when they graduate (Laptop Lunacy 62).† On a similar tract, Seton Hall University has enabled a new program that provides each incoming freshman with a new laptop. This laptop then becomes their responsibility, which they should do most homework on and bring to class daily. Each dormitory and classroom is equipped with hookups for the Internet (Eddy and Spaulding 391). In North Carolina, IBM has even had the privilege of working with educators in Charlotte and Durham on the introduction of an Internet technology that helps parents, students and teachers collaborate together. In the two years it has been in place in Charlotte, parents have found ways to volunteer such as editing the electronic newspaper, teachers have developed web sites for homework assignments and students have begun online discussions of schoolwork (Coggins 54). Working as a computer consultant, I see the impact computers and technology have on each and every student daily. When I work, I see students e-mailing their teachers homework, preparing presentations for class and even finding research without opening a book. And most of this work not only has to be done in the library, but can be carried into the student's dormitories if they would like to work after hours. In all, I believe that technology in education is a good thing. It provides for a greater and more extensive way to research, prepare and work altogether.

Exploring Deborah Tannen’s “Sex, Lies, and Conversation

Miscommunications Deborah Tannen’s â€Å"Sex, Lies, and Conversation† is a brief look at how men and women communicate with one another and the cross-culture differences between their individual styles and needs for conversation. Women often say that men do not listen or do not want to talk. Tannen gives reasons why women tend to believe that men are not listening, and shows that just because men have a different approach to communicating does not mean they are not listening to what women are saying.She uses several different examples to back up her statements including early childhood differences in communication between girls and boys, the body language men use and how women tend to interpret it, and how women tend to receive information while communicating. Men and women have very different expectations when it comes to communicating with one another. The way women converse varies greatly from the way men tend to converse. Even young girls and boys have very differen t ways of communicating with one another.Young children tend to play with other children of the same gender, and the boys and girls tend to have completely different social interactions with one another. Tannen states that â€Å"these systematic differences in childhood socialization make talk between women and men like cross-cultural communication, heir to all the attraction and pitfalls of that enticing but difficult enterprise (51). † We see in women and in young girls, talk creates intimacy and intimacy creates friendships, but men and boys tend to bond more on doing things with one another rather than talking to each other.Even the stance men take when talking varies from a woman’s. Women tend to think men are not listening to them based on the position men take when carrying on a conversation. Most women, when talking, tend to look one another in the eye. Men on the other hand tend to look around the room, occasionally catching a glance at the person they are con versing with. Women also tend to stay on one topic for longer periods of time than men. Women are also active listeners and tend to â€Å"make more listener-noise, such as ‘mhm,’ uhuh,’ and ‘yeah,’ to show ‘I’m with you’ (53). Men tend to be more silent listeners. All these misinterpretations of communication tend to drive a wedge between men and women. A big reason communication fails between men and women is a lack of understanding the different ways in which men and women communicate. When women expect the person they are communicating with to face them directly, make listener-noises, and stay on topic, it is easy to see how they view men’s unfocused attention, silent listening, and scattered topics as men not listening to what they are saying. These differences begin to clarify why women and men have such different expectations about communication in marriage (54). † Women use talk as a form a gossip, where men a re usually more antagonistic in conversation. Women tend to be offended by the oppositional form of communication, and men find the random babblings of a woman to be useless and unimportant. Understanding these differences as cross-cultural rather than individual can help forge solutions to these problems without placing blame on the individual. Communication between men and women is certainly cross-cultural.Some examples of this theory are early childhood differences in communication between girls and boys, the body language men use and how women tend to interpret it, and how women tend to receive information while communicating. The differences between men and women should not be judged but rather accepted and respected. If they can do that, improvement in our communication will surely follow. Men and women will always communicate differently, but at least if they understand the differences they can move forward. ? Work Cited Tannen, Deborah. â€Å"Sex, Lies, and Conversation. â €  The Norton Mix. Ed. Sieg, Judy. New York: W. W. Norton, 2012. Print.

Essay on Prison and Treatment Alternatives - 1737 Words

Prison is a punishment given to someone who has broken the law. Prison term is given to an individual who has broken the law from doing so again and to discourage other people by his example. It has been used as a punishment in many countries for many years. The amount of criminals has never decreased; it has only increased through the years. In United States between 1992 and 1995, a 43 percent rise in marijuana arrests and other crime were accompanied by a considerably high increase in crime (Schlosser 90-102). Prisons does not solve the problem of crime (only in rare cases), instead it has just done the following three things according to criminologist Norval Morris and David Rothman: They provide a dumping ground for unwanted people,†¦show more content†¦The cost of incarceration in Canada is a large portion of 2 billion dollars per year (Griffiths 77). In Mother Jones magazine (July 2001) it says that since 1980, the money spending on prisons has grown six times faster than what has been spent on higher education. That is just two of the many facts about the cost of incarceration, but incarceration is not only about the offenders, it is also about the hiring of the 1000 new correctional officers announced in April 1998. The ratio of officers to prisoners in Canadian prisons has increased by 43 per every 100, making the cost go higher. The annual cost of supervising a convict on parole is 19 755 dollars per year (CSC, 2005). Putting America together, the country spent over 100 million dollars a day to jail individuals with serious drug and alcohol problems, plus 30 billion taxpayer dollars spent on incarcerate. These numbers never decrease, they only increase. In the year of 2000, United States alone used a drug-control budget that reached 18.4 billion dollars (Newsweek 2001 37-43). 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