I've seen numerous Captain Morgan commercials during programming while thinking, "Wow. Some teenager is seeing this and thinking its cool to drink." Most teenagers are slightly naive and eager to please/try anything once. With the increase of alcohol related advertising on television, this is definitely something that is contributing to it.
A study found that, among a group of 2,250 middle-school students in Los Angeles, those who viewed more television programs containing alcohol commercials while in the seventh grade were more likely in the eighth grade to drink beer, wine/liquor, or to drink three or more drinks on at least one occasion during the month prior to the follow-up survey.
I think one local liquor/beer/cigarette store has crossed the line. While spending a weekend afternoon relaxing, I overheard a young child(5-7 years old) repeating a catch phrase from a Dirt Cheap Liquor store commercial. The phrase is "Cheap, cheap, fun, fun." That bothered me deeply but not the fact that the child remembered the phrase, but because I think I know why. Anyone that is familiar with this franchise knows that they have a chick for a mascot. Kids see this mascot and get interested in the commercial because it is now appealing to them. I call foul play but I wonder am I over-analyzing this situation. I have a clip of the advertisement and I'll let you be the judge:
Why is this mascot used when the point is to sell liquor to adults? I understand that alcohol prevention starts within the home. Parents should educate their chidren on the dangers of alcohol but in my opinion, this is crossing the line. Ultimately, I don't make the decisions, but if I did, this company would have some explaining to do.
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