Alcohol Advertisements Exploit Younger Crowds Essay -- Drinking Alcoho

inebriant Advertisements Exploit Younger CrowdsAccording to the 1998 subject field Household Survey on Drug shame (NHSDA), approximately 19 percent of teen maturaters 12 to 17 years old were reported to be engaged in intoxicant abuse last year. As teenagers rise up older, they tend to maintain a higher level of alcohol consumption. The slew reports that approximately 32 percent of young people aged 18 to 24 continue alcohol abuse. In fact, this is the most troubled age group having the highest rates of alcohol use, alcohol dependence, and need for treatment. In venom of restrictions, several millions of teenagers and adolescents argon interested in drink alcohol and are able to get alcohol. According to the Federal Trade Commissions survey, alcohol advertising and promotions do not reach, and do not come to teenagers and adolescents. But I contend that junior crowds are reached by alcohol advertisers. Unfortunately, teenagers and adolescents see only the obvious side of alcohol ads--messages on how drinking alcohol may benefit them. At the same time, alcohol advertisers pick out that all these messages is nothing but drawing a veil oer the exploitative nature of alcohol ads, and advertisers dont care how younger crowds may benefit from drinking, advertisers simply want their money. Roland Barthes, a French philosopher and literary critic, calls advertisements the signs (47). The sign is a system of signification, which consists of two elements the variant--actual graphical original that signifies a concept, and the signified--the concept, which is signified by the signifier (Barthes 115). The author says that, if the signifier is viewed apart from the concept it utters, the signifier has no meaning and is not... ... putting ideal messages about the possible negative consequences of alcohol use in their ads. whole kit and caboodle CitedBacardi by Night. Advertisement. Jane Magazine. September 1999. 60-61 Barthes, Roland. Elements of Semio logy. New York Hill and Wang. 1968. 42. Barthes, Roland. Mythologies. New York Hill & Wang, 1998. 115. Evans, Janet. Self-Regulation in the Alcohol Industry. US Federal Trade Commission. 13 Sept.1999. Online. 12 Nov.99 . Shalala, Donna. 1998 internal Household Survey on Drug Abuse. US Substance Abuse and Mental Health Services Administration. 18 Aug. 1999. Online posting. 1 Dec. 99 . Stamborski, Al. FTC Asks that Alcohol Ads be Kept From Minors A-B Begins Campaign Against Drinking Abuse. St. Louis Post excursion 10 Sept. 1999 C10.