ECON 103 Lecture Notes - Lecture 12: Alcohol Advertising
Document Summary
The main aim of this text is to persuade. The author aims to convince the reader to view the topic as he sees it. The text also admits that research record to back its ideas are incomplete but however goes on to present its argument. The most important information in the passage is that alcohol has negative effects on health and behavior in adults and children. The author backs this argument by citing a study that suggests that beer commercials increase the intention of children to drink as adults. The author assumes that since advertising in the alcoholic beverage industry is such an expensive venture, as much as 2 billion annually, then advertising has an impact on consumption. Advertising of whichever product is expensive and industry players always measure up to increase awareness of their products. The alcoholic beverage industry heavily invests in advertising since it is a big industry that gets similarly big returns.
