Read this passage and answer the questions that follow: Underage Drinkers and TV Ads A recent study from Johns Hopkins indicates a strong correlation between television advertising for alcohol and the drinking behavior of underage youth. It appears that young people are three times more likely to drink brands they see advertised on television compared to other brands, regardless of price or other factors. The study has many calling for a reduction of exposure of young people to alcohol advertising, just as people insisted on removal of cigarette advertising from television back in... Show more Read this passage and answer the questions that follow: Underage Drinkers and TV Ads A recent study from Johns Hopkins indicates a strong correlation between television advertising for alcohol and the drinking behavior of underage youth. It appears that young people are three times more likely to drink brands they see advertised on television compared to other brands, regardless of price or other factors. The study has many calling for a reduction of exposure of young people to alcohol advertising, just as people insisted on removal of cigarette advertising from television back in 1970. In that year, the Public Health Cigarette Smoking Act banned any such ads on radio or television and required stronger health warnings on packaging. Will the current study lead to a similar ban for alcohol? It would be a hard sell for the television industry. Right now, it is estimated that close to half of all ads teenagers see on television are for alcohol. In the first four months of 2014 alone, Bud Light spent $84.3 million on television ads, and the beer industry as a whole spent close to half a billion. At present, the only regulation on alcohol advertising is self-regulation. Many beer companies and vodka manufacturers include ads urging moderation. However, the message that young people receive, despite the industry's seemingly good intentions, is that buying that brand is a good idea. Earlier studies have shown that exposure to alcohol advertising increases the likelihood that young people will drink. This study expands on that by showing that what they will drink is motivated by the ads themselves. Young people are brand-conscious, and given the choice, they will go with the brand that they have seen associated with people or images that appeal to them. Show less
Read this passage and answer the questions that follow:
Underage Drinkers and TV Ads A recent study from Johns Hopkins indicates a strong correlation between television advertising for alcohol and the drinking behavior of underage youth. It appears that young people are three times more likely to drink brands they see advertised on television compared to other brands, regardless of price or other factors. The study has many calling for a reduction of exposure of young people to alcohol advertising, just as people insisted on removal of cigarette advertising from television back in 1970. In that year, the Public Health Cigarette Smoking Act banned any such ads on radio or television and required stronger health warnings on packaging. Will the current study lead to a similar ban for alcohol? It would be a hard sell for the television industry. Right now, it is estimated that close to half of all ads teenagers see on television are for alcohol. In the first four months of 2014 alone, Bud Light spent $84.3 million on television ads, and the beer industry as a whole spent close to half a billion. At present, the only regulation on alcohol advertising is self-regulation. Many beer companies and vodka manufacturers include ads urging moderation. However, the message that young people receive, despite the industry's seemingly good intentions, is that buying that brand is a good idea. Earlier studies have shown that exposure to alcohol advertising increases the likelihood that young people will drink. This study expands on that by showing that what they will drink is motivated by the ads themselves. Young people are brand-conscious, and given the choice, they will go with the brand that they have seen associated with people or images that appeal to them.
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