ABSTRACT
Increasing attention to widespread social and health problems commonly associated with the consumption of alcohol has led to growing interest and concern regarding the role of alcoholic beverage advertising. In the United States over 1 billion dollars worth of alcoholic beverage advertising time and space was purchased in 1981. In 1979, beer producers alone purchased $369 million worth of print and broadcasting space. Alcoholic beverage advertisers rely heavily on persuasive messages that have little to do with the product. In a study of US national magazines, wealth, prestige and success were found to be an ‘indirect promise’ made in 28 percent of alcoholic beverage ads. The fundamental issue to be addressed here is whether such messages are consistent with the goals of a society concerned with minimising the social, economic and personal hardship associated with current levels of alcohol-related problems. Various perspectives are not necessarily right or wrong but only different.
