Messages Youth Receive from Marketing and Cultural Norms
The attitude that underage drinking is inevitable, harmless, and/or a natural part of adolescent development helps create an atmosphere in which drinking at a young age is perceived to be acceptable. These messages reach youth in a variety of ways:
- TV, Videos, Movies
- Magazine Ads, Marketing from the Alcohol Industry in such places as the Super Bowl
- Community Events – festivals, fairs, fireworks displays
- Adult Behavior – parents, older siblings, sports figures, etc.
- Social media sites – friends connecting with friends, displaying pictures and messages about exessive use
To find out more about the impact of marketing on youth, visit the website of the Center for Alcohol Marketing and Youth at: http://www.camy.org/.
To find out more about youth perceptions about ads during the super bowl, visit Drug Free Action Alliance at: https://www.drugfreeactionalliance.org/bigbowlvote.
To find out more about what the country is doing about big alcohol marketing, visit Alcohol Justice at: http://alcoholjustice.org/campaigns/out-of-home-ads.html.