Drops in the Glass: The Influence of Alcohol Advertising on Young Adults

Socializing on college campuses is one of the most favorite pastimes of many young adults. Along with all this socializing come parties and social events that include the consumption of alcoholic beverages. Underage drinking has also become a major problem among many of America’s universities and colleges. Advertising methods such as happy hours and free giveaways, along with identifiable social symbols and icons not only persuade today’s youth to drink by making it a cool thing to do, but can also have an affect how much they consume. The chapter explores the following questions: Does the amount of television viewing affect young adults’ drinking habits and amount? How do attitudes toward and perceived of advertising influence the amount of alcohol consumed? What socially responsible roles can alcohol advertising play to sensitize today’s youth against the harmful effects of drinking?