Alcohol and Tobacco Advertising: Puffing Away at an Underage Audience

Take a moment and place yourself in this situation. You're the parent of a young child. You are at a restaurant, or even sitting down for a family dinner at home. Your innocent and vulnerable child picks up a straw and mimics the "101 Dalmatians" villain Cruella Devil. Cruella is seen through the movie puffing away on a cigarette in a long, slender, and fashionable holder. Even though your child is not damaging his or her own or anyone else's health in any way, what impact does this behavior have on the future habits of your innocent little child? We mimic those who we admire but in this case emulation due to appreciation has nothing to do with it. The child mimicked a part of a villainous character that she/he thought looked cool. While the aim of the Disney film may have been to portray smoking as evil by making it the habit of a villain, they accomplished the exact opposite. The suave, wealthy, fashionable, and grownup look of the cigarette only enticed the curiosity of the youthful audience.

Similarly, an intelligent, but young, teenage girl is looking through a copy of her mother's Cosmopolitan magazine. She is bombarded with all kinds of advertising, for make-up, clothing, beauty aids, food, perfume, insurance, engagement rings, cigarettes, and alcoholic beverages just to name a few. Insurance, engagement rings, cigarettes and alcoholic beverages do not sound age appropriate? You may think to yourself, it's not her magazine, but what you don't know is that the majority of the audience is more like her than you think. The average age of the subscribing audience viewing magazines like Cosmopolitan range from eighteen to twenty-two says Corporate Mirrors (Cota). However, I suspect that this range is on the high end. I feel that the magazine might even have a younger following, which either reads mom's copy or purchases their own in a grocery store without subscribing. Now, while knowing about their younger following, these "women's" magazines continue to litter their pages with tobacco and alcohol advertisements. These advertisements are almost always appealing to the younger audience.

Both of these sceneries have a similar message and strong consequences. Adult product advertising is all too often aimed at an underage audience. Utilizing numerous methods such as cartoon and animal spokes people, sports sponsorship, childish packaging, catchy jingles, and movie product placement, industries such as tobacco and alcohol have targeted our children and teenagers with their advertising. Exposing youth to these products at this very impressionable age can have many different effects on their future habits and mind set. It can forever change the path of their lives by altering the way they view these addictive products.

I feel that it is most logical to start with explaining why children and teenagers are so susceptible to advertising. Adverting is a large part of our daily routines; it's found in so many different places that most of us do not give it a second thought. Whether it is on the wall of a grocery store or pop up ads on the internet, children are bombarded with products. According to "Adverting to Children on TV," children are exposed to over forty-thousand advertisements on television alone and more than ten minutes per hour is scheduled for commercials (Gunter et al. 2). Walking down an average street will introduce you to more advertising than you can possibly comprehend. With all of this time dedicated to advertising, it is no wonder that it can influence us so easily.

This advertising window is fair game to toy companies like Mattel and Fisher Price; just look at the implications of this. It is commonplace for a youngster to want everything they see on television, proving that advertising is an effective way of reaching children. Armed with this information don't be so naïve to think that adult products are not hitting youth in the very same way. Alcohol and tobacco companies have been self regulated as well as federally regulated in the past, but still seem to make their way to children and teenagers. Let us examine the facts, and hopefully you will join me in closing the window on child focused advertising.

The problem lies not in the existence of advertising, but how and what is presented to children. Children and teenagers are at critical time in their lives when they are searching for where they belong in society and who they are as people. It is clear that television and other forms of produced reality, such as motion pictures and the internet, can have a drastic effect on the formation of one's personality. The façade of reality that some alcohol and tobacco advertisements produce can prove too enticing for impressionable youngsters to resist. The lore can pull them into thinking that those products are the driving force that brings good, productive, and happy lives. No matter how far from reality these assumptions are, they can forever change the perception of tobacco and alcohol. For an example just look at any child who pretends to smoke a straw at the dinner table. They imitate a smoker because they have been exposed to the false allure of it they witnessed in advertisements. If children see their favorite celebrity smoking or drinking in a movie or on television, then they are rather likely to emulate that person. It's sad but true; celebrities have more effect on our society than even parents and public leaders.

Some children are simply too young to witness advertisements because they cannot understand what the aim is. They take the messages and run with it, not knowing that someone is trying to sell them something. Children, who are too young for advertising, think that television and other media outlets are totally trustworthy and truthful. According to a quote from an article on the American Psychological Association website entitled "Protecting Children from Advertisements," "for children to critically process ads, they must be able to discriminate between commercial and noncommercial content and identify advertising's persuasive intent." Children perceive advertisements on television as an extension of their educational child's programming (Gunter et al.).

Why would these companies target youth at all you ask? Take a look at this scenario. A child at the age of twelve sees some type of cigarette advertisement which lures him into trying the product. We will call our new friend Harry. Some of Harry's friends also try smoking because they think that it will make them look cool. Peer pressure keeps Harry and his friends smoking, and soon they are all addicted. Say that Harry grows up smoking a pack of cigarettes per day. The average person is living a lot longer these days. But because Harry has smoked for a large part of his life, we'll say that he lives to be seventy. In the fifty eight years that Harry smoked, he will have smoked a whopping 423,400 cigarettes, which figures out to be 21,170 packs. For number's sake, we will say that each pack costs $2.50. This estimate is a low and base price, and in most cases state and federal taxes have been added, raising the cost significantly. Over his lifetime Harry will have dished out an overwhelming $52,925.00 for his habit, and do not forget about all of his friends (Smoking Causes Web-Links). The cost of supplying this habit was literally pennies on the dollar. Cigarettes cost relatively pennies to make, and in most cases are made overseas where labor is very cheap. Armed with that knowledge, you can conclude that tobacco companies make a large amount of profit on a life long smoker. The lure of that life long user is why tobacco and alcohol companies would be tempted to advertise at children.

Knowing why these products target youth, let's have a look at how they do it. Who doesn't remember their favorite Sunday morning cartoon show? Cartoons, although secretly loved by many adults as well, are a large part of growing up. Childhood wouldn't have been the same without that Wile E. Coyote endlessly chasing the Road Runner. Along with Bugs, there are always those classic series that star live animals! It is a given that you still think of Lassie whenever you stumble across a collie! He's a talking horse of course, its Mr. Ed! Nick at Night, the night time programming aired on the children's station Nickelodeon, always showed Mr. Ed, making it a childhood favorite of mine. But if cartoon characters and animal stars are such a large part of a child's world, then why would alcohol and tobacco companies use them in their advertising? Cartoons and animal shows are for children and these adult products claim not to market their merchandise to children. I found a mission statement on the Coors website. "Coors does not want the business of America's youth. We have a vested interest in preventing the misuse of our products, including underage drinking. Coors developed the national "21 Means 21" and "Flash It!" I feel that this is a false claim and is something that we need to have a closer look at! But who exactly is targeting children and where are they doing this?

January 1st, 1971, a day that will live in infamy! Well, not exactly. President Richard Nixon, the 37th president of the United States of America, passed legislation that banned all cigarette advertising on radio and television. The legislation, passed on March 31st 1970, took effect on New Year's Day, 1971 (Borio). So the tobacco industry needed to find a new way to get their message out, and many did just that. A company that found a great, new and an innovative outlet for advertising is the Camel Brand cigarettes of the R.J. Reynolds Company. In 1988, Camel cigarettes were financially struggling (Walsh). Since 1913, the company's target was the older end of the smoker spectrum. In a last ditch effort to keep its head above water, the RJ Reynolds Company introduced Joe Camel as a way to target younger smokers (Facts on File). Joe was an innocent looking cartoon character who successfully tapped into the younger market. What better way to get kids than to go right down to their level? The advertising department hit a home run with the new cartoon camel spokes person Joe Camel. The brand worked its way through the hard times, and is once again on the high side of the cigarette market ladder.

Joe Camel caused an advertising explosion. There was not just one side of Joe either. He was a multidimensional character who had a look and style for everyday of the week. As seen in Appendix A, Joe did the tough guy act very well. In this picture he has large muscles and is leaning on a hot red sports car. The jazzier side of Joe is apparent in Appendix B; he is seen holding a saxophone while wearing a trendy blazer. "The Ambassador of Smooth" also known as Joe Camel is styling in Appendix C. The whole point here is that this explosive smoking campaign appealed to everyone with any personality or taste. Whether you craved the sexy bad boy type or the suave sophisticated type with beautiful blue eyes, Joe was sure to deliver. There are more than twenty different poses of the camel on cigarette packages alone. Joe Camel was an advertising campaign and a comic strip all rolled into one.

Several studies were conducted gauging the actual audience Joe was aimed at. The first study was conducted in 1990; it asked 24,000 adults and 5,000 teenagers what they thought the most advertised brand of cigarettes was. Less than ten percent of adults 45 and older cited Camel as the most advertised brand. 19.8 percent of 18-24 year olds and 22.7 percent 16-17 year olds thought Camel was the leading advertiser. The most shocking finding was the more than 38 percent of 12-13 year olds thought Camel was the most advertised brand (Dewees). This study shows that Camel cigarette's advertising exposure increased as the age of the audience decreased. I am quite sure that the trend would have continued if the question was presented to a younger audience. A second study looked at brand recognition in children three to six years of age. The study asked the children to match logos with their correct brand name product. The results concluded that about 30 percent of three year old children and 91.3 percent of six year old children could match Joe Camel with a cigarette. These rates were highest in their category, comparable with matching Mickey Mouse to Walt Disney (Dewees). Thankfully Joe's success was only temporary! On July 10th, 1997, after a hard fought battle with the Federal Trade Commission (FTC), the R.J. Reynolds Company was forced to remove Old Joe from its product. The FTC upheld that the ads were aimed at children (Facts on File). But unfortunately something more needs to be done, Studies show that 80 to 90 percent of U.S. smokers took up the habit before age 20 (Worsno).

Only one good thing came out of the whole Joe Camel advertising era. The debates over removing Old Joe from the Camel label sparked a very interesting anti-smoking campaign. "Joe Chemo was introduced in 1996 by Scott Plous, a psychology professor at Wesleyan University, in an issue of Adbusters. Joe Chemo bears a striking resemblance to the ever popular Joe Camel, but is aged and tarnished by his many years of smoking. This campaign was a personal plight for Plous after his father almost died from smoking" (Plous). The Joe Chemo website can be found at http://www.joechemo.org/, and is often used in educational campaigns against youth smoking.

While a lot of the focus seems to be on regulation of tobacco advertising, alcohol companies have snuck in the back door. These companies have a more open window, so to say; they are allowed to broadcast advertisements on television. But if you have the power you are likely to abuse it. Alcohol companies are also guilty of advertising products in a manner appealing to children. "It has been found that underage high school students actually find beer commercials more visually appealing than public service announcements" (Alcohol Advertising, Televised Sports, and Underage Youth). The Anheuser-Busch Company, makers of Budweiser beer, has two major strikes against their advertising techniques in my opinion. The Budweiser Clydesdales and the frogs are not only appealing to the over twenty-one crowd.

The Budweiser Clydesdales are a staple feature at Sea World in Orlando Florida. Groups of Clydesdales travel around the United States; they are simply a world renowned marketing phenomena that all too often set out to trap youth. I personally was lured into the Budweiser trap at the age of eleven. My family decided to visit the Sea World Park on our vacation. While making our rounds in the park we came upon the Budweiser Clydesdale exhibit. Like most children, I had always wanted a pony. I was totally captivated by the enormous horses in the stable. I distinctly remember knowing that the horses were in fact the Budweiser Clydesdales and thinking "this beer must be really good, because it has its own horses." Horses are a mystical thing to young children. Present in a large number of children's programming, horses are something that every child wants to have at some point in their life. It is a clichéd idea to want a Pony for your birthday, Christmas, or any other time of receiving. Though everyone wants a pony, only the very lucky actually get to have one. This idea assembles a correlation in a child's mind between horses and Budweiser; this correlation can really change a child's opinion of alcohol.

Budweiser beer also launched one of the biggest advertising campaigns of the century. Everyone could be heard buzzing about the newest commercial, "Did you see the one where they..." You ask yourself what I am talking about. I'll give you one hint, Bud-weis-er. Those three words were heard being croaked by three adorable little frogs. The frogs set off a merchandise frenzy; they even sold Budweiser Frog stuffed animals and television dinner trays. The advertising campaign did not stop with just the frogs. It continued on with the addition of the Budweiser lizards, Frank and Louie. The lizards had more dialog than the frogs, but only a shadow of their following. How much more obvious can it get that this beer is targeting children? Talking frogs and lizards on television and replica stuffed animals in their bedroom, this campaign screams "love me" to all of our children! But unlike the Joe Camel fiasco, nothing was said or done about the frogs. There were a million little children where walking around reciting a beer commercial slogan, and no one even batted an eyelash at what was happening. Slots of their commercials were seen during sporting and many other prime-time family programming, when children were sitting right there on the couch with their parents.

Laurie Leiber conducted a study to measure the extent to which the Budweiser Frogs influenced children. In her study, she asked 221 children between nine and eleven years of age to state the slogan of several popular characters. The study found that 73 percent of these children could correctly name the slogan associated with the Budweiser Frogs. The frogs ranked second only to the slogan character association of Bugs Bunny, which was 80 percent. The characters that the Frogs beat out include Tony the Tiger with 57 percent, Smokey the Bear with only 43 percent, and the Mighty Morphin' Power Rangers with 39 percent. The most disturbing thing about this study is that a beer slogan beat out Smokey the Bear. "Only you can prevent forest fires" is not as common as a cheesy commercial using three ridiculous frogs. What is wrong with this picture? A slogan meant especially for children, something that they hear and see over and over again does not rival a beer commercial that is supposedly not targeted at them?

As if cartoon characters and animals weren't enough, let's take children at another major media outlet. Children and teenagers fuel a large portion of the music industry. Music is an essential piece of everyone's childhood. It is as important as toys and Christmas. Why are there dozens of radio stations playing the golden oldies of yesteryear if music doesn't affect children? What are the words to the song you danced your first slow dance to? What is the chorus of the song that was playing in the background when you went on your first date? Music is something that sticks with you. Adult product companies deem anything fair game. It is an ingenious advertising ploy to attach a catchy little jingle to make their product stick in your head. Hey, when you're singing their song because you cannot get it out of your head, you're thinking about their product and giving it free advertising.

Fortunately, Cigarette companies are not permitted to advertise on television or radio since the landmark decision by President Richard Nixon on March 31st, 1970 (Borio). This offense can no longer be blamed on those companies. However, alcohol companies pick up the slack! Bud Light, manufactured by Anheuser-Busch, decided to jump on the jingle train with the launch of their Bud light presents jingles. The jingle is led by a smooth talking man with a booming voice informing us about the "Real Men of Genius" or our "Real American Heroes". The man explains, echoed by a catchy power ballad singer, why several different people are heroes. Those hailed as heroes include but are not limited to Mr. Nudist Colony Activity Coordinator, Mr. Garden Gnome Maker, and also Mr. Jelly Donut Filler (Bud Light). As cheesy as these jingles sound they are really catchy, and have an extraordinarily high chance of getting stuck in your head. While conducting my research, I downloaded a few samples of these songs and I could not get them out of my head. Children, who are also present when these advertisements are aired on television commercials or over the radio, will likely remember them also. How many of you remember songs learned in your childhood today? Who does not remember all of those crazy Barney songs? These commercials are the popular culture that masses of children are exposed to. These commercials are being played during what used to be quality family time.

Bud Light is not alone in their shady advertising; Coors Light has also chimed in with a few chords. The blatancy that Coors Light uses when targeting an underage audience is astounding. The brand launched a sex driven series of commercials featuring sexy twin supermodels in addition to a very memorable, fast, and upbeat song. The song goes, "I. Love. Football on TV. Shots of Gina Lee. Hanging with my friends. And . . . twins! I. Love. Burritos at four a.m. Parties that never end. Dogs that love cats. And . . . and twins! And I. Love. You. Too!"
The Coors Light "I Love Twins" campaign commercials are directly linked with a teen movie Scary Movie 3. The twins make an appearance in the PG-13 rated movie. A PG-13 rating allows anyone to view the movie, although softly warning it may not be suitable for children under 13. But to top off everything, in one of its commercials the beer label is used in collaboration with snippets of the movie and shots of the ever famous Twins ("Critics Do Double Take at Coors Twins' Film Role" ).

In a PG-13 movie children are permitted into a theater, without parental consent, to watch a movie that contains a pair of walking beer billboards with large breasts and skimpy clothing. Then the beer company takes clips of that same "child friendly" movie and uses them directly in their commercial. As I have mentioned before, the Coors website makes the following promise to ensure that "advertising and marketing materials are directed to audiences with a majority or people of legal drinking age." It does not make sense to me that a majority of viewers of a PG-13 movie would be over 21. When the PG-13 rating was mentioned to a Coors spokes person, Hilary Martin, she was surprised to hear that children were being exposed to this material ("Critics do Double Take at Coors Twins' Film Role"). But apparently it is not that uncommon! "In 2001, underage youth were exposed to more television, magazine, and radio ads of beer and distilled spirits than adults" ("Alcohol Advertising, Televised Sports, and Underage Youth"). What are we doing to our children?

In addition to featuring beer spokespeople in movies, adult products have made movies a strong hold for product advertisements and product usage. As discussed before, children view the media as a portrayal of how the world is supposed to be. They take what they see and apply it to their lives. Armed with this knowledge it should be easy to see the need to get adult products out of popular films. The extent to which this pollutes our youth is alarming. A study was conducted on brand appearance in contemporary cinema films. The study viewed the top twenty five films of the US box office from 1988 to 1997, 250 films total. The films were viewed for brand placement and tobacco use in each. It was found that 87 percent of the films contained at least one occurrence of tobacco use, 28 percent contained at least one brand appearance. Tobacco brands were identifiable while being used eight percent of the time and tobacco products appeared in the back ground in 24 percent of the movies. Four major brands accounted for 80 percent of the movie appearances, Marlboro, Camel, Winston, and Lucky Strike (Beach et al. 29). I could not find any similar studies done on alcohol, but I assume that the results would be similar it not greater. But even without proper information on alcohol, I find these results to be very upsetting. As I will discuss later, repeated exposure can have disastrous effects.

Yet another way of targeting products at children is to advertise them or package them in way that the product it self appears to be specifically for children. On my quest to prove some advertisements are targeted to children. I came across a few ads that are evidence in themselves. A number of these ads display qualities or characteristics associated with children, children's toys, or children's habits. Many of these advertisements will show total disregard for the 21 and older drinking age and the 18 and older purchase age for tobacco products.

The advertisement labeled appendix one should, in my opinion, be deemed illegal. The Nintendo Gamecube controller is a child's toy. Video gaming systems, while the occasional adult may enjoy them, are toys. This is modern equivalent of duct taping a Barbie or a GI Joe to two bottles of beer. What is the goal of this ad, what is Heineken trying to achieve by making this statement? I might be more compassionate if they used a cell phone, but in reality that is even appealing to children. This is not comical or witty; it's just disgusting. The Heineken brand should have been penalized for this blatant attempt to lure in youth.

From toys to sports, is nothing safe? In Mexico, soccer, also known as futbol, is the equivalent of American football in America and hockey in Canada. The advertisement marked appendix two, shows a Budweiser advertisement that includes a Federal Mexican Soccer Association emblem. As with American football, soccer has a large youth following. Many children would be able to identify the soccer ball and possibly even the entire emblem. Placing the two entities together is a call for trouble. The ball will attract the attention and the beer company name will keep it. As I will discuss later in this paper, sporting teams and large organized events are all too often used as an outlet for adult product advertisements. This advertisement will form a loose correlation in the minds of the youth viewers, and that is innately wrong.

Sports appeal to children, but there is the ever pressing question of what you want to be when you grow up. After September 11, 2001, the perception of our protective services has changed greatly. The many men and women involved in the firefighting profession are now hailed as heroes. The thought that a smokeless tobacco company would exploit our reverence of this profession is sickening. The advertisement, appendix 3, is a horrific way of pushing an adult product. Children have always been leaders of the pack so to say in the admiration of firefighters. The advertisement shows a firefighter extinguishing a fire with the text "A Bit Braver." When you ask little boys what they want to be when they grow up, a large portion will say they want to fight fires. The children admire the bravery of the job, and the ad text reads "a bit braver," implying that their product will make you brave like a real firefighter. And that's not even everything! The actual flames are an intriguing factor of this ad. Children are often scolded for playing with matches, lighters, and fire. The allure of the danger of fire often proves too much for youth. How dare the Skoal smokeless tobacco company tamper with an occupation that is so sacred?

The last attached appendix contains an ad for Doral cigarettes. The ad is brightly colored and up beat. Presumably it is a family or couple on a night out to the movies. The man in the brightly colored fish print shirt cleverly walks in front of a sea mural containing more bright fish. The only problem with this ad is that it's for cigarettes, not one of Disney's Pixar films. The recent box-office hits Finding Nemo and Sharktales are favorites among children and adults alike. I feel that the resemblance between the shark in the advertisement and the Sharktales shark it is uncanny.

Let us examine another way adult products attack our children. Sports teams are expensive organizations to run, and often need private investors to help pay the bills. Companies do not invest in teams without any rewards. In turn for their private sponsorship, investors receive enormous amount of exposure. Whether it is sponsoring a car, as in NASCAR, or having your logo next to the jumbo-tron, this form of advertising is very effective. Adult products, as well as countless others, have taken advantage of this for years.

Sports and their athletes draw in countless droves of children. Because so many children play sports, viewing athletic events proves to be a popular past time. In reality, it seems like children live from sports season to sports season. Nothing excites young, and not so young, boys and girls more than the NCAA basketball tournament or the NASCAR races. But what message are we sending our youth? According to The Campaign for Alcohol-Free Sports Television, "60 percent of all alcohol advertising expenditures went toward advertisements during televised sporting events." Budweiser, who spent the most on advertising in 2002, topped the 60 percent figure by a large margin. The company spent a little less than 115 million dollars on advertising for the year, 100 million dollars was spent on advertisements seen during sporting events on television. Collectively, the alcoholic beverage industry spent a total of 569.3 million dollars on advertising during sporting events (Alcohol Advertising, Televised Sports, and Underage Youth). Why would highly educated company CEO's finance these large budgets if advertising in this area did not work? These people are not stupid, they must be seeing returns somewhere, and I would suspect that it is with their target audience.

NASCAR is by far the worst at allowing adult products as its sponsor. NASCAR's championship Cup Series was previously sponsored by Winston (a cigarette company). But after intense scrutiny, the Cup Series was taken over by the cellular phone giant Nextel. In addition to this, many of the cars are sponsored by beer and hard liquor companies. It is not uncommon to see a child wearing a Miller sponsored Rusty Wallace t-shirt. How can we justify letting our children associate so closely with these adult products? This exposure can have lasting effects on our children.

These pliable children are very influenced by the media that is presented around them. Even when you do not think they're paying attention, they are observing their world and taking everything in. Exposure to enormous amounts adult advertising can sting a child for the rest of their life. Influence from the mystical world of advertising can leave children desensitized to the dangers that the alcohol and tobacco world can hold. Without proper instructions and moderation children and be predisposed to the addictive world before they have their first drag or their first toast

A few basic psychological terms explain the learning that is taking place during exposure. According to Mind, Brain, and Behavior Psychological Science, observational learning is taking place. Observational learning is by definition "learning that occurs when behaviors are acquired or modified following exposure to others performing the behavior." The child observes actors in the media performing a behavior and they modify their mind sets about their future habits. Vicarious learning also takes place. "Vicarious learning it learning that occurs when people learn the consequences of an action by observing others being rewarded or punished for performing the action" (Gassaniga et al. 182-185). Youth learn what they think to be the consequences of using adult products and they associate the habits with good and positive lifestyles. Knowing what effects the advertising has on children we need some more studies to reinforce the negative side of this epidemic.

A study conducted by the American Journal of Public Health was featured in an article titled "Television Beer Advertising and Drinking Knowledge, Beliefs, and Intentions among Schoolchildren." The study looked at 468 fifth and sixth grade suburban California students chosen at random. The researchers conducted a questionnaire asking the children questions based on their television habits, drinking intentions, and knowledge of alcohol advertising. The study concluded that children who were more aware of alcohol advertising had different views on it then children who were shielded from it. Those that had been exposed developed a more positive view toward the alcohol products, they thought of alcohol as a favorable and normal product, and they overestimated the prevalence of alcohol use in society. These children intended to drink more when they became adults than the children with less advertising exposure. The children who were more aware of alcohol advertising also had a better knowledge of brand names and slogans (Grude 254-259). The effects of tobacco and alcohol advertising are parallel because of the similarity in their advertising. Lives can be forever changed just because a child watched a little television and read their favorite magazine. If this is so easily prevented, then why don't we take action against it?

The key to overcoming the adverse effects of tobacco and alcohol advertising is education. As a society we need to come together and snuff out this monster that is polluting the minds of our youth. We need to limit and regulate children's exposure to mass media, but even then some advertisements will fall though the cracks. The masses need to inform their children about advertising and the addictive things that are being presented to them. Constantly remind the children in your life that advertising is a method used to sell product, not something to be taken seriously. The adults in the world need to do something about the alcohol and tobacco epidemic that is taking hold of our population. Obviously nothing can be done with older teenagers and adults, but we can still save the young ones. The future lies with them.

Works Cited
"Alcohol Advertising on Sports Television, 2001 to 2003." The Center on Alcohol
Marketing and Youth. 17 Apr.2005

.

"Alcohol Advertising, Televised Sports, and Underage Youth." Nov. 2003. Campaign for
Alcohol-Free Sports TV. 17 Apr. 2005 .

Beach, Michael, Madeline Dalton, Bridget Ahrens, and Todd Heatherton. "Brand
Appearances in Contemporary Cinema Films and Contributions to global
marketing of Cigarettes..." Lancet 1 Jun 2001: 357. :29- . Ebsco Host.
Bloomsburg University. 17 Apr 2005
.

Borio, Gene . "TOBACCO TIMELINE." Tobacco Timeline: The Twentieth Century 1950
- 1999--The Battle is Joined. Tobacco.org. 20 Mar. 2005
.

"Bud Light". Read Men of Genius. April 1, 2005 .

"Children of alcoholics react negatively to beer advertising..." Alcoholism & Drug Abuse
Weekly 8 Dec 1993: 8. :6-8. Ebsco Host. Bloomsburg University. 24 Apr 2005
.

Cota, Stephanie. "Corporate Mirrors." 28 Feb. 2005
.

"Coors and the Community." 21 Means 21. Coors . 19 Apr. 2005
.

"Critics do double take at Coors twins' film role". The Marin Institue Preventing Alcohol
Problems. March 24, 2005
.

Dewees, Curt. "Marketing Cigarettes to Children." Health 20-20. 19 Mar. 2005
.

Dittmann, Melissa. "Protecting children from Advertising." Monitor on psychology June
2004. 19 Apr 2005 .

"Facts on File." R.J. Reynolds to Drop Joe Camel. 21 Aug 1997. World News Digest. 18
Mar. 2005 .

Gassaniga, Michael, and Todd Heatherton. Mind, Brain, and Behavior Psychological
Science. 1 ed. New York and London: W.W. Norton and Company, 2003.

Grube, Joel . "Television Beer Advertising and Drinking Knowledge, Beliefs, and
Intentions among Schoolchildren." American Journal of Public Health 84.2
(1994): 254-259.

Gunter, Barrie, Caroline Oates, and Mark Blades. Advertising to Children on TV.
Mahwah: Lawrence Erlbaum Association, Inc., 2005.

Leiber, Laurie. "Commercial and character slogan recall by children aged nine to eleven
years: Budweiser Frogs versus Bugs Bunny." Center on Alcohol Advertising 1996

Plous, Scott . About Joe Chemo. Joe Chemo. 20 Mar. 2005 .

"Smoking Causes Web-Links." International Cigarette Prices. 28 Feb. 2005
.

Walsh, Bill. "Joe Camel." Media Literacy Review. Media Literacy Online Project. 20
Mar. 2005
.

Worsnop, Richard L. "Teens and Tobacco." The CQ Researcher Online (1995). 24 April
2005 . Document
ID: cqresrre1995120100.