Do alcohol advertising and promotions target the youth?
To see if this is the case, we have to analyse the direct and indirect advertisements and promotions. In doing so we find that today’s youth are targeted by the alcohol industry both through their direct and indirect advertising as well as through their sponsorship and promotions. Through the media they advertise their products as part of a lifestyle. Alcohol is associated with pleasure, relaxation, sexuality, masculinity, and friendship. Cultural events, festivals, and even women are used as a means of advertising their product. Product placement is done in films and in television dramas in sometimes very subtle ways and in other times very boldly. We know that international movie stars are paid substantial sums to use alcohol in a scene which will be observed by millions of young people around the word. Alcohol and Beer companies sponsoring sports events shows how far they would go to promote to youth. It is well known that youth love sports and that they are more likely to emulate t
