Media Literacy: Alcohol

This media literacy page describes how alcohol advertising works. Since alcohol consumption is significantly larger than with any other demerit good, it is important to see and know how advertisers attempt to influence their target audience. This media literacy page describes 7 alcohol myths that advertisers want the consumer to believe.

The main premise is that "[alcohol] can make you successful, sophisticated, sexy. Without it, your life would be dull, mediocre and ordinary."

The 7 myths are:
1. Drinking is a risk-free activity
2. You cant survive without drinking
3. Problem drinking behaviors are normal
4. Alcohol is a magic potion that can transform you
5. Sports and alcohol go together (remember when we talked about this in class?)
6. If these products were truly dangerous, the media would tell us
7. Alcoholic beverage companies promote moderation in drinking

It is important to understand how and when these myths are used throughout the media campaigns and to be able to not fall for them. Again, advertisers try to sell by telling you that what they are selling will make you in some way "better" and "the primary purpose of the mass media is to deliver audiences to advertisers."
All in all, one cannot blame the media for creating all the evil in the world because advertisers and the media essentially target our own flawed personalities. This is why it is imperative to go beyond the plain visual and understand that the primary purpose of advertising is to sell.

The article also draws on several statistics explaining why alcohol is a large part of our society (in terms of economics) and how much its consumption (as well as it's lack of consumption) costs us.

You can find the entire article here.